This document outlines Michigan State University's Athletic Department's digital marketing strategy. It discusses targeting MSU fans and local residents to increase ticket and merchandise sales. The strategy involves social media campaigns on Facebook, Twitter, Instagram and LinkedIn and an internet marketing campaign through Google Adwords. A mobile app is mentioned to provide game access and information. The budget is $48,000 per month, with 30% going towards pay-per-click ads, and 20% each to search engine optimization, mobile marketing, email marketing and blog content. The goal is to increase overall awareness of MSU athletics through digital channels.

1. Michigan State
University
Athletic Department
Andrew Frey

2. Talking Points
 Target Audience
 Key Performance Indicators
 Internet Marketing
 Social Media
 Mobile Strategy
 Budget

3. Target Audience
 MSU fans
 Live in East Lansing or surrounding cities
 Potential customers who attend events
 Market Segments: College sports fans and
residents of Michigan

4. Key Performance Indicators
 Increasing sales of merchandise
 Increasing sales of tickets for MSU events
 Increase online awareness
 Increase overall MSU athletics brand image

5. Social Media
 Facebook, Twitter, Instagram, LinkedIn
Campaigns
 Track by mentions (@) and #Hashtags on
Twitter
 Track by likes on Facebook

6. Internet Marketing
 Google Adwords campaign for target audience
 Keywords: MSU Athletics, sports, Michigan
State, college sports, football, basketball,
hockey, Tom Izzo, Magic Johnson
 Target people most likely to attend MSU events

7. Mobile Strategy
 Michigan State Athletic Department App
 Use on iPhone or Androids
 Potentially watch games on your phone
 Quick, easy way to access information

8. Budget
 Business-to-Consumer Company
 Regional target market
 Total Annual revenue over $10 million
 Time Frame – 12 months
 Marketing Budget - $48,000 per month

9. Budget (cont.)
 30% to pay-per-click
 20% to search engine optimization
 20% split between mobile marketing, email
marketing, and content on blog and Google
Adwords campaign

10. Summary
 Increase digital marketing for MSU Athletic
Department
 Monitor by increase in ticket and merchandise
sales
 Utilize social media and internet marketing to
gain interest in MSU athletic events
 Use a budget of $48,000 to increase overall
awareness of digital marketing strategy