Download - 2013 digital strategy
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2013 DIGITAL STRATEGY
NEW YORK YANKEES
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Index
• Target Audience• KPI (Key Performance Indicators)• Idea• Tools & Tactics• Budgets• Conclusion• References
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Target Audience
• New comers seeking for baseball entertainment in New York.
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KPI
• The ultimate goal is to increase the exposure rate among the target audience.
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Idea
• The Problem
New Comers feel lonely when they first come to New York because they know NOTHING about this city.
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Idea
• Family - The Big NYY Family.
New Comer 1
New Comer 2
New Yorker
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Tools & Tactics
• Facebook / Google AdWords
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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)
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Conclusion
• Identify target audience• Discover the problem• Solution• Evaluation
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References
• New York Yankees Annual Revenue in 2009• U.S. Digital Marketing Budgets• 2013 Digital Marketing Budget Calculator