This document provides information about Don King Productions' (DKP) target markets and social media strategy. DKP is shifting its target market from Baby Boomers and Gen X to focus on Millennials. It provides templates for customer profiles in both markets. The goals of the social media campaign are to increase brand awareness and build a loyal audience. The call to action is to gain followers, shares, and ticket/event purchases. DKP will use Facebook, Instagram, YouTube and a podcast to share boxing content like fights, interviews, and training tips. Engagement metrics like shares, comments and views will measure success.

1. Jcking@fullsail.edu
http://www.donking.com/

3. About Don King Productions
™ Don King Productions (DKP) is a Florida based promotional
company, which promotes boxing events across the world.
The company has represented some of boxing’s most famous
athletes including Muhammad Ali, Larry Holmes, Julio
Caesar Chavez, Felix Trinidad and Mike Tyson to name a few.
The events generate revenue from ticket sales, sponsorships, ad
sales, and television/PPV sales. The CEO, Don King, is one of
the most famous boxing promoters of all-time, with his
infamous hairstyle and world famous slogan “only in
America.” Lately, the company has lost their dominance in the
sport, and it has a lot to due with their inability to connect
with the new generations.

4. DKP Target Market
A glimpse of who DKP is currently targeting, along
with an in-depth review of the new market the
campaign is trying to penetrate.

5. Current vs. New Markets
Current Target Market
™ Baby Boomers & Gen-X
(1946-1979)
™ Use traditional sources of
information (newspaper,
TV, radio, etc.)
™ High levels of income,
100K+/yr. salary
™ Male audience, but recently
trying to attract female
market. (slow process)
New Target Market
™ Millennials (1980-1995)
™ Get most of their
information from the
internet.
™ Frequently on social media
™ Consumes online. Online
shoppers.
™ Instant gratification attitude

6. Customer Profile Template
Joe
C.F.O. at AutoZone
• Demographics
• 57
• Male
• College Graduate
• 250k/yr.
• Married, with 1 child in
college
• Memphis, TN
• Buying Habits
• Shops frequently in
stores, more frequently
online in last few years
• Starting to buy more
and more online
beginning with bills, to
big purchases using
PayPal.
• Facebook & LinkedIn
• Through his job, he was
forced to be more active
with new technology.
Active on Facebook with
co-workers, friends and
family.
• Psychographics
• Repbulican Conservative
• Religious and Family
Oriented
• Simple living, non-
materialistic
• Philanthropist and
community activist
• Interests / hobbies:
• Boxing & Football
• Cars
• Family
• Politics
• Community
• Human Rights
• Content & Messaging
• Has a strong influence in
the business community.
Shares reach a lot of people
in the Memphis area, as well
as the company nationwide.
Crossover market, can reach
him using both traditional
and new marketing methods

7. Customer Profile Template
John
Retired Postal Worker USPS
• Demographics
• 65
• Male
• High School Grad
• Retired, fixed income
• Married, with 2 kids and
grandchildren
• Atlanta, GA
• Buying Habits
• Shops at brick and
mortar stores and catalogs
• Shops at stores
infrequently. Low
spending habits
• Recently joined
Facebook, but doesn’t
quite know what he’s
doing yet
• Connects with friends
and family on Facebook
and LinkedIn.
• Psychographics
• Conservative Democrat
• Family-Oriented
• Retired, “home-body”
• Humble and loving family
man who gives advice
willingly
• Sports | Cars | Grandkids
• Content & Messaging
• Old target market, receives
his information from
newspapers and other print
publications. Also relies on
television for news. Doesn’t
search Internet, unless kids
are around helping.
Recently joined Facebook
and LinkedIn to connect
with family and friends.

8. Customer Profile Template
Joe
Web Designer, Los Angeles
Lakers
• Demographics
• 29
• Male
• College Graduate, MBA
• $110k/yr.
• Single, no kids
• Los Angeles, CA
• Buying Habits
• Online Shopper
• Pays bills, purchases
clothes, purchases tickets
and hotels and makes
reservations daily.
• Mobile and online
shopping
• Facebook, YouTube,
Instagram and SnapChat
• Psychographics
• Very Liberal & Optimistic
• Advocate for social
awareness
• Hip-Hop Culture
• Outgoing and Happy
• Fashion | Music | Sports
• Content & Messaging
• Actively searches social
media and blogs for sports
and entertainment news.
Has a huge following on
social media due to his job
and accessibility to pro
athletes. His shares has a
huge reach, and he posts
and shares frequently

9. Customer Profile Template
Rozz
College Student
• Demographics
• 23
• Female
• Current Student at UF
• $25,000/yr.
• Both Parents married
• Gainsville, FL
• Buying Habits
• Shops & Pays Bills
Online
• 2-3 purchases a month
• Facebook/Instagram/
SnapChat/YouTube
• Psychographics
• Liberal
• Family oriented and
religious
• Conservative, slightly
active lifestyle
• locquations and outgoing
• plays sports
• Watches sports
• Studies sports broadcasting
• Content & Messaging
• Active supporter of the
sport, wants to promote the
sport. Shares frequently and
attends and/or watches
events on TV PPV.

10. Campaign Goals
A full analysis of the goals for the social media
campaign.

11. DKP’s Primary Goal
™ The obvious primary goal of the business is to generate
revenue through ticket sales and TV buys. But, that is
NOT the primary goal of this social media campaign.
™ The primary goal of this campaign is to increase brand
& product awareness.

12. Increasing Brand
Awareness
™ DKP has zero presence on social media, and very little
presence on the Internet.
™ In order for the campaign to do anything, it must first
build a loyal audience.
™ We need to let people know we are online and create
interaction with our new followers.
™ Quality content, frequent posts, and real interactions.
™ Increasing brand awareness (loyal audience) will allow
the secondary goals to be more successful.

13. DKP’s Secondary Goals
™ Build a loyal audience by building the subscriber list on the
website.
™ Subscribers will provide quality demographic information,
feedback and share our information with their friends online.
™ Promote upcoming events, and DKP fighters.
™ “Good fighters typically put on good fights” – C. King
™ The more people who know about the event and fighters, the
greater the chance of sale.
™ Word of Mouth Advertisement
™ SHARES!! We want shares and interaction with fans.

14. Call To Action
This is ultimately what we want the visitors to do after
they visit our social media pages

15. Call to Actions Per Goal
Build Awareness
™ Fans and followers. First,
we need people to actively
follow us on social media
™ Sharing Post. Shares lead
to more potential fans and
followers.
Loyal Audience
™ Click on links to join DKP
subscriber’s list.
™ Actively open and click
through links on social
media posts
™ Participate in online
conversations

16. Call to Actions Per Goal
Promote Upcoming Events
™ Click through links to
purchase tickets online
™ Click links to landing pages
to learn more about
upcoming events
™ Click through links to
landing pages about DKP
fighters.
Word of Mouth
™ Share Posts with friends on
social media.
™ Tell people to visit our page
™ Tag people in comments on
posts.

17. DKP’s Social Media
Channels
The blueprint of how DKP will begin their social media
journey.

18. Facebook
™ DKP currently has a
Facebook fan page, but it is
horrible.
™ Zero Posts, and zero
interaction, not even a
profile photo.
™ Total Rebuild of Facebook
page.
™ Constant interaction with
visitors on page.
™ Photos: Classic photos,
Don King with notable
figures, recent fight photos,
actions shots, etc.
™ Videos: fight highlights,
promotional videos for
upcoming events,
interviews, original content
™ Posts: Polls, questions, and
posts to spark conversation
with fans.

19. Measuring Metrics
™ For the primary goal of brand awareness, we will
measure the number of likes the page has first.
™ Since we want a loyal audience, we will closely analyze
the amount of comments and shares we have rather
than overall likes and followers.
™ Interaction is more important than page likes

20. Instagram
™ A creative and artistic
instagram feed.
™ Use apps to make the
feed look enjoyable, not
just single posts.
™ Post action shots, and
highlight videos to
promote fighters and
events.
™ Convince followers to
turn on notifications for
our posts. “Loyal
Audience”
™ Post quality pictures and
videos, frequently.
™ Promote fighters and
upcoming events

21. Measuring Metrics
™ Comments and tags will measure brand awareness and
quality of content.
™ Interacting with viewers through comments, and
feedback will also measure the success of the page.
™ Likes and video views is a broad measuring tool for
awareness.
™ A link will be in the profile, we will measure click
through rate from that link to our landing page.

22. YouTube
™ Original video series to
both promote the sport of
boxing and the company.
™ Boxing talk show with
interviews and behind
the scenes
™ Training videos hosted
by the pros.
™ Promote fighter, sport
and get people in shape
™ Highlight tapes of DKP
fighters and Event
Recaps
™ Live event streams of
fights
™ Live coverage via
YouTube Channel.
™ Behind the Scenes before
a big fight.

23. Measuring Metrics
™ Channel subscribers will be the primary measuring tool for the
YouTube channel and brand awareness.
™ Likes and Dislikes, along with comments will also go into the
analysis of the campaign success
™ Views and the length of time they watched video is a great
indicator of how successful the individual video was, shares will
also tell us the success of that video.
™ The audience during a live stream event along with the click
through rate on any ads presented during the stream will measure
success of streaming live.
™ Checking for DKP and episode/series titles for trending topics

24. Podcast with Video
™ Podcast show about boxing.
™ Legendary staff at DKP
with a notable
personality for hosts.
™ Interview legendary
figures in the sport.
™ Stories about what
happened during
monumental fights.
™ example. Tyson fight
when Tupac was
murdered after.
™ Weekly episodes on a 10
episode series.
™ Utilize the huge network at
DKP, and get pop-culture
icons on show.
™ Promote upcoming events,
upcoming fighters, and
DKP news on the blog.

25. Measuring Metrics
™ Subscribers to the podcast will measure awareness and
audience.
™ Listening audience will measure the success of the show
and episode.
™ The podcast will be video recorded, and uploaded to
YouTube. YouTube metrics will be used for measurements,
but will collaborate with Podcast metrics for an episode
analysis.
™ Checking for DKP and episode/series titles for trending
topics

26. Competitors
A look at what the competition is doing… Where are
they succeeding & where are they failing.

27. Golden Boy
Promotions
• ½ millions Facebook Fans
• 325k Twitter followers
• Also on Instagram, Vine,
Snapchat, PeeqSee, & YouTube
• Photo & videos from Golden
Boy events, and their
appearances elsewhere.
• Lost of posts and followers, very
little engagement.
• The posts don’t allow for
discussions to emerge, they just
provide information, or a photo/
video to watch.

28. UFC
• 19 Million Facebook Fans
• 3.8 Million Twitter Followers
• Almost 3 Million YouTube
subscribers
• More followers and more
engagement than Golden Boy,
on less channels.
• More fan engagement amongst
themselves on all of UFC’s
social channels
• On Google+, Facebook, Twitter,
YouTube, and RSS Feed

29. Premier Boxing
Champions
• Facebook, Twitter, Instagram,
Google+, YouTube.
• 400k Facebook Fans
• 38k Twitter followers
• 36k YouTube Subscribers
• Post fight videos and photos on
IG and Facebook.
• Fight replays, and post fight
interviews most popular on
YouTube channel
• More engagement on Facebook
and Instagram than Golden Boy

30. Facebook
Description of the Facebook Page.

31. Facebook
Content
™ Fight photos & videos
™ Action shots & knockouts
™ Replays & live stream
events
™ Celebrity photos with Don
King & the fighters
™ At fights & events
™ Training Videos
™ Training Tutorials from the
pros
™ Links to trending boxing
stories (blogs, our site, etc.)
Photos, Videos & Links to
Trending Posts

32. Facebook
Fight Replays & Live
Streams
Fitness & Health Tips from
Pros

33. Twitter
Twitter Content used to promote other channels &
increase brand awareness

34. Twitter
Content
™ Join in conversations regarding
boxing trending topics
™ Post links to our blog, podcast,
and other interesting boxing
news on the web
™ Share photos & videos of boxing
highlights & knockouts
™ Share new news with followers
™ Build conversations & user
engagement.
Trending Topic Engagement

35. Instagram
The Content that will be posted daily on Instagram

36. Instagram
™ Multiple Posts daily & Posted in an artistic fashion for the overall
wall design
™ Post action shots & knockouts to entertain fight fans
™ Use trending hashtags related to the content to increase awareness
of posts & brand
™ Training Tips & Health tips are popular on social media, and
boxing is a great workout
™ Tips from pro fighters & trainers.
™ Meal plans & diets used by the pro’s.
™ Promote Upcoming Events in creative & entertaining posts
™ The level of interaction on each post will determine the true
success of page (tags & comments)

37. Instagram
Training & Health videos Upcoming Events

38. Instagram
Artistic Profile Page/Wall Action Shots

39. YouTube
YouTube channel will be the video hub, all full length
videos and streams begin here.

40. YouTube Content
™ Live Stream Boxing Matches & Replay events
™ Podcast live stream & replay (video edit)
™ Classic DKP Bouts
™ Original shows (talk shows, news show, etc…)
™ Training videos (tutorials & pro training sessions)
™ Behind the scenes footage
™ Press conferences, weigh-in, media workouts, etc…
™ Subscriber count, shares & interaction will determine
success of YouTube channel

41. YouTube Content

42. Podcast on Youtube

43. Podcast
A closer look at the Podcast. From Content to
Distribution

44. Podcast Content
™ Weekly Podcast show with 2 boxing experts with great
personalities & comedic touch
™ Interviews with legendary boxing figures, who have
“never been told” stories from famous boxing
matchups.
™ Tupac getting shot after the Tyson fight in Las Vegas.
™ Never told stories about Floyd Mayweather, Jr.
™ Trainers, managers, fighters, entourage members as
guests
™ Video recorded for YouTube channel.

45. Periscope
Behind the Scenes – Live!

46. Periscope Content
™ Live behind the scenes footage from the DKP crew, frequent
posts but no set schedule. Quality content only!
™ Views from Don King’s personal valet
™ Training sessions with the fighters
™ Setting up the ring for a big fight
™ Community service events
™ Random views from the boxing match
™ The corners, ringside, the crowd, locker room, etc.

47. Other Social Channels
Other social media channels we can infiltrate in the
future once online brand awareness grows.

48. Other Social Media
™ We don’t want to oversaturate the market with too
many social media accounts at first.
™ We want to provide quality content, too many channels
at first can become overwhelming and could lose
followers.
™ Add new social media channels based on what is
popular and the type of media that is being distributed
on those channels.
™ Only begin if content can be high quality, relevant, and
frequent.

49. Other Channels
Tidal Music
™ Stream live fights & fight
replays on Tidal platform
™ Create fighter training
music playlist to relate
fighter to similar music
fans.
™ Promote upcoming events
on Tidal Home page
SnapChat
™ Multiple posts daily
™ Behind the scenes action at
gym and events
™ Sponsored SnapChat events
where we have custom
filters and feed available for
users

50. Cross-Promotion
All channels helping the others grow

51. Cross-Promotion
Podcast - YouTube
™ Mention that the podcast is
being filmed on can be
viewed on YouTube and
Website.
™ Allows have hosts tell
people to subscribe to
YouTube and Podcast
channel.
Facebook - YouTube
™ Facebook posts clips of full
videos found on YouTube
™ Highlights on Facebook
link to YouTube channel
™ Promote live streaming
event on Facebook Posts

52. Cross-Promotion
Twitter – YouTube &
Facebook
™ Twitter posts promote
upcoming live streams on
YouTube with active links
™ Post links to trending
Facebook posts and suggest
people to like on Facebook or
subscribe to YouTube
channel
™ Video clips on Twitter with
links to full video on
YouTube
YouTube – all social other
channels
™ All YouTube videos have
social media channels in
credits.
™ Original content has
mentions about social
media channels to follow &
like
™ Clickable links to social
media channels during
videos

53. Influencer Marketing
™ Floyd Mayweather
™ Most popular boxer in the world.
™ Has a huge social media following & is almost always
trending
™ Has a long time relationship with Don King and is
retired now so has been more active in boxing media.
™ Boxing community is small, will more than likely run
into him at some boxing event. Small features will be no
problem
™ Getting him on podcast or to promote us on his channel
may require monetary compensation, negotiation using
long relationship should keep costs low.

54. Influencer Marketing
™ Jay-Z
™ Affiliated in boxing through Roc Nation Sports, has a
strong influence in young hip-hop community
™ Has a long time relationship with Don King
™ Both parties can benefit from each other. DKP gains
social media awareness, Roc Nation gets insight from
the legendary promoter on how to run the business side
of boxing.
™ Sharing of contacts in boxing & entertainment

55. Influencer Marketing
™ Complex Magazine
™ Complex is a pop-culture news magazine that is very
popular amongst millennials.
™ Provide exclusive content to Complex Sports for them to
share the content on their channels.
™ Use DKP public relations department to contact
Complex Magazine
™ Have them share podcast on their social media channels.
™ Have DKP fighters as guests on Complex Magazine
™ Get fighters recognized as pop-culture icons

56. Social Media
Editorial Calendar
June’s Social Media Editorial Calendar

57. Calendar Overview

58. Daily Calendar Overview

59. Editorial Calendars by
Channel
™ See Appendix A for calendars by social media channel.

60. Sample Social Media Post
Sample Posts for selected social media channels

61. Sample Posts
™ Sample Posts from Facebook, Instagram & YouTube
™ Sample Periscope videos of Behind the scenes from
blog posts

62. Sample
Facebook Post 1
Ø Comment: Recipe for each meal
in prep, along with youtube link
to see full video.

63. Sample
Facebook Post 2
Ø Comment: Join us on Periscope
as we being cooking healthy
with the “Fit Men Cook”

64. Sample
Facebook Post 3
Ø Comment: New Episode
available now on DKP podcast
Channel and YouTube. Talking
with legendary boxing trainer
Aaron Snowell.

65. Sample
Instagram Post 1
Ø Comment: Fight Night, June
25th. Live on YouTube. Link in
bio #FightNight #boxing

66. Sample
Instagram Post 2
Ø Comment: Recipe to Sandwich
Ø Ex. 2 slice whole grain bread
Organic Turkey Slices
Veggies

67. Sample
Instagram Post 3
Ø Comment: Subscribe to the
DKP podcast and catch Fight
Talk every Friday. Also on
YouTube channel #boxing
#fighttalk

68. Sample Tweet 1

69. Sample Tweet 2

70. Sample Tweet 3

71. YouTube
Sample 1
Ø Boxing training tutorials & tips
from the pros
Ø Posted every Tuesday &
Thursday

72. YouTube
Sample 2
Ø Classic Bouts hosted by Don
King Productions.
Ø Posted every Saturday

73. YouTube
Sample 3
• Interviews and clips from Don
King
• Press Conferences & Weigh-Ins
• Live Bouts

74. Sample
Periscope Video
Ø Behind the Scenes Footage of
Podcast
Ø Backstage at boxing events

75. Amplification Strategies
Options to help content get noticed through all of the
content clutter

76. Amplification Strategies
™ Utilize the network acquired by DKP over the last 40+
years.
™ Celebrities, Dignitaries, TV Networks, Athletes, etc.
™ Collaborate with other social celebs & popular pages to
create valuable content that people want to see.
™ Utilize product placement in our posts to

77. Amplification
Option 1
• Collaborating with popular
social handles like “Fit Men
Cook” to gain more followers on
different channels
• Both parties sharing the content
to their respected fans.

78. Amplification
Option 2
Ø Streaming Live Fights on
YouTube won’t be enough to
gain subscribers, but having a
popular headliner to debut the
streams should attract an
audience faster.

79. Advertising Budget
Budget allocations for Facebook, YouTube & Twitter.

80. Facebook Budget
™ Monthly Budget of $500.00
™ Targeting US demographics, ages 18-35, sports fans
™ Keywords: Boxing, Fighting, Combat sports

81. Facebook Advertising

82. Facebook Ad
Audience

83. Sample Facebook Ad -
Desktop

84. Sample Facebook Ad -
Instagram

85. Sample Facebook Ad –
Mobile

86. Twitter Ad Campaign
™ Goals to promote tweets and encourage engagement
™ Minimum budget allocations on twitter. Daily Budget
of $5.00

87. Twitter Campaign Goals

88. Twitter Advertising

89. Twitter Advertising

90. YouTube Advertising
™ Bidding of $.10 per view
™ Monthly budget of $200.
™ YouTube is the second most popular search engine, so
advertising on YouTube is very crucial.

91. YouTube Bidding &
Targeting

92. References
™ Don King Productions Inc.: Company Profile. (n.d.).
Retrieved May 08, 2016, from http://www.bloomberg.com/
profiles/companies/208030Z:US-don-king-productions-inc
™ Your client’s ad at the boxing ring. (n.d.). Retrieved May 08,
2016, from http://www.medialifemagazine.com/your-
clients-ad-at-the-boxing-ring/
™ The Definitive Guide to Influencer Targeting. (n.d.).
Retrieved May 15, 2016, from https://
blog.kissmetrics.com/guide-to-influencer-targeting/

93. Appendix A
Editorial Campaign Calendars

94. Appendix A1 - Facebook

95. Appendix A2 - Twitter

96. Appendix A3 - Instagram

97. Appendix A4 - Podcast

98. Appendix A5 - YouTube