Digital Marketing Strategy For The Detroit Lions

Victor CaroADV 420 Section 703

Target Audience

• Men 25 to 50 years old

• Single, Married, or Married with Children

• Living in Michigan • Income $50,000+

Lions Touchdown Celebration Contest

• Fans enter contest by summiting videos of their best touchdown celebration ideas.

• Participants submit Videos via Twitter, Instagram, Facebook, YouTube, and Vine.

ContestDetails

• Joseph Fauria will perform the winning touchdown celebration during a Lions game to announce the winner.

• The winner will receive four tickets to a Lions game of their choice.

Social Media

• Will improve accounts on social media sites such as Twitter, Instagram, and Facebook to engage in conversations with fans.• Also create a blog called “Inside the Lion’s Den” that will give fans a behind the scenes look at the team.

#ThePrideofDetroit • The hashtag

#ThePrideofDetroit will be used across all the Detroit Lions Social Media Platforms.

• A group of lions is referred to as a pride, and at the same time it will signify the connection between the great city of Detroit and the Lions.

Key Performance

Indicators

• Use of Google analytics to monitor traffic on various brand websites.

• The use of the brand wide hashtag also allows you to monitor reach without added expenses.

Sample Google AdWords Ad

Lions Merchandise AdShop Detroit Lions Store.Restore The Roar With Authentic Gear.Save 20% All Calvin Johnson Jerseys!www.detroitlionsstore.com

Digital Marketing Strategy Budget

60%20%

10%

5% 5%

Total 6 Month Budget of $288,000

PPC: $172,800

Social Media: $57,600

SEO: $28,800

Mobile: $14,400

Content: $14,400

• This marketing strategy is aimed at creating a new culture around the Detroit Lions.

Summary

• The Lions are connected to the City of Detroit and this new excitement in Detroit will encourage people to attend games and help Detroit continue to improve.