2013 digital strategy
TRANSCRIPT
2013 DIGITAL STRATEGY
NEW YORK YANKEES
Index
• Target Audience• KPI (Key Performance Indicators)• Idea• Tools & Tactics• Budgets• Conclusion• References
Target Audience
• New comers seeking for baseball entertainment in New York.
KPI
• The ultimate goal is to increase the exposure rate among the target audience.
Idea
• The Problem
New Comers feel lonely when they first come to New York because they know NOTHING about this city.
Idea
• Family - The Big NYY Family.
New Comer 1
New Comer 2
New Yorker
Tools & Tactics
• Facebook / Google AdWords
Budgets
• $1.7m / month (2% of annual revenue)
– SEO: $190,000– PPC: $1,150,000 (Google AdWords)– Social Media: $288,000 (Facebook)– Email: $96,00– Mobile: $96,00– Content: $96,00 (planning, build, implementation,
and management)(cost per month)
Conclusion
• Identify target audience• Discover the problem• Solution• Evaluation
References
• New York Yankees Annual Revenue in 2009• U.S. Digital Marketing Budgets• 2013 Digital Marketing Budget Calculator