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Boston Red Sox
Digital Strategy Presentation
By: Jared McCarthy
Target Audience
 Focus on New England area
 Target fans who believe going to a game is too
expensive
Key Performance Indicators
 Selling out all 81 home games
 Focus on selling during April and May
Big Idea
 Lead the League in attendance and
merchandise sales
 Use 2013 World Series Championship as a major
selling point
Tools & Tactics
Social Media Plan
 Instagram
 Capture the feel of being at the ball park
 Hold contests and giveaways for best pictures
submitted

 Twitter
 669.5k followers
 Offer promotions and giveaways to followers
Budget
 Net Income = $122.1 million
 5% for marketing expenses = $6.1 million
 Digital marketing = $2.5 million
 Social Media = $500,000
 Google AdWords = $2 million

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Nmdl Final Presentation

  • 1. Boston Red Sox Digital Strategy Presentation By: Jared McCarthy
  • 2. Target Audience  Focus on New England area  Target fans who believe going to a game is too expensive
  • 3. Key Performance Indicators  Selling out all 81 home games  Focus on selling during April and May
  • 4. Big Idea  Lead the League in attendance and merchandise sales  Use 2013 World Series Championship as a major selling point
  • 5. Tools & Tactics Social Media Plan  Instagram  Capture the feel of being at the ball park  Hold contests and giveaways for best pictures submitted  Twitter  669.5k followers  Offer promotions and giveaways to followers
  • 6. Budget  Net Income = $122.1 million  5% for marketing expenses = $6.1 million  Digital marketing = $2.5 million  Social Media = $500,000  Google AdWords = $2 million