Ingrid Little proposes a plan to partner with Twitter to advertise and stream FC Dallas soccer matches. This would increase FC Dallas' brand awareness, fan engagement on social media, and attendance at games. The proposal outlines preparing a deal with Twitter to advertise and stream select live matches starting November 1, 2017. A team led by the FC Dallas Partnership Marketing Manager would prepare marketing materials and finalize an agreement with Twitter by January 2018. The total budget proposed is $100,000 for marketing materials and additional staffing needed to complete the project goals.

1. Ingrid Little
1595 S Old Orchard Lane
Apt 121
Lewisville, Texas 75067
940-293-5105
October 18, 2017
Ms. Megan Miller
Vice President, Partnership Marketing
FC Dallas
9200 World Cup Way, Suite 202
Frisco, Texas 75033
Dear Ms. Miller,
Are you interested in increasing brand awareness for FC Dallas? Would you like to increase fan
engagement on social media? How about putting more fans in the seats at Toyota Stadium? If
you answered yes to any of these questions, I believe that you would be interested in reviewing
this proposal for FC Dallas.
Background and Purpose
FC Dallas has been an elite soccer club in Dallas for years now. Not only have they had a
playoff contending team for the past ten years, they have even brought home the MLS
Supporters’ Shield and the Lamar Hunt U.S. Open Cup. Despite these accolades, FC Dallas
struggles to fill the seats at Toyota Stadium for home games. And even more of a problem,
many people in the Dallas/Fort Worth area don’t even know Dallas has a professional soccer
team. There is a need for FC Dallas to attempt different marketing techniques and campaigns to
build brand awareness and subsequently, ticket sales to FC Dallas matches. Did you know that
while FC Dallas has struggled to get 17,000 fans into their new arena, Twitter live streamed
content to over 45 million viewers last quarter? Imagine reaching one percent of that audience.
That is 450,000 viewers watching, engaged, and potentially making plans to attend a match of a
championship caliber team. The goal of this proposal is to solely benefit the organization and
increase awareness, fan engagement, and ticket sales.
Proposed Plan of Action
My proposal for you, is to partner with Twitter to advertise events and stream select matches on
the social media platform to increase brand awareness, fan engagement, and viewership.
Research says that sports organizations that partner with Twitter receive record numbers for fan
engagement and views. Partnering with Twitter to stream live games and advertise upcoming
events would yield exponential growth in brand awareness, engagement, and ultimately,
attendance. To achieve this goal, we need to reach out to Twitter to create a deal on advertising,
promoting, and streaming select live matches.

2. Schedule
The schedule below details the deadlines for completing the goals of this project. The start date
for this project is November 1, 2017.
Prepare an enticing offer for Twitter to consider November 11, 2017
Prepare marketing materials for Twitter to review December 12, 2017
Meet with Twitter to discuss a final agreement January 2, 2018
Staffing
To complete the goals and tasks of the project, it is vital that we have a team that works together.
The project manager of the team will be Cody Wilson, Partnership Marketing Manager for FC
Dallas. He has been an integral part of the marketing team at FC Dallas for the past 5 years.
Halie Hart, Partnership Marketing Coordinator, and Claudio Castillo, Social Media Manager will
be responsible for preparing the marketing materials for Twitter. Both Hart and Castillo have
years of experience in the perspective fields and will be valuable assets in completing this
project.
Budget
Marketing Materials $20,000
Hired Staff $80,000
Total Cost $100,000
Authorization
Ms. Miller, I am positive that our plan to partner with Twitter to stream live games will increase
brand awareness, fan engagement, and ultimately attendance to FC Dallas matches. We will be
able to start this project soon upon your approval of the budget. To ensure there is enough time
to plan for such an endeavor, please respond by October 25, 2017. If you have any questions
please contact me at 940-291-5125 or ingrid0013@fullsail.edu.
Sincerely,
Ingrid Little
Ingrid Little