The History, The Culture, And The EaglesChristina Abraham

Target Audience• Adults ages 18-44 • In the Philadelphia area• Currently reside there• Previously lived there for longer than 1 year Age of Philadelphia Res-

idents

Under 1818-2425-4445-64Over 65

Objectives• Ticket Sales and season ticket

inquires• Increase by 15%

• Merchandise Sales• Increase by 20%

• Positive social media posts• Monitor use of hash tag to

show support and promotion of fan base

• 15% increase in social media

ChicagoMinnesota

TorontoPittsburg

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PCT

“The History, The Culture, and The Eagles” • Eagles currently have strong local fan base, but want to

expand the community.• Campaign based around significance of the city• Cultural aspects • Historical importance

“The History, The Culture, and The Eagles” • “#AndTheEagles”• Fans would post pictures of themselves at historic places such as

The Liberty Bell, Fairmount Park, etc. wearing Eagles gear. • Emphasizes cultural aspect of the city and represents the Eagles

as a part of the culture of the city.

Tools and Tactics• Instagram• Facebook• Twitter• Google AdWords

Facebooke Twitter Instagram0%

10%

20%

30%

40%

50%

60%

70%

80%% Population Using Site

Tools and Tactics• 72% on Men use

Social Media• 74% of Women use

Social Media• 89% of people

between the ages of 18 and 29

• 82% of people between the ages of 30-49

Budget • 500,000 on Ad Agency• 500,000 Budget

• 100,000 Contingency

• 500,00 Internet Marketing• 17,000 per month on Facebook x 6

months = 102,000• 10,000 per month on Twitter x 6

months = 60,000• 10,000 per month on Instagram x 6

months = 60,000 • $700 per day on Google AdWords x 6

months = 127,400• 150,600 contingency

Budget

Ad Agency BudgetAd Agency ContingencyFacebookTwitterInstagramGoogle AdWords

Summary• Target Audience: Adults, 18-44 who currently or previously

lived in Philadelphia area.• Objectives: Gain fans and support of Eagles.• Measured though increase in ticket sales, positive social media

feedback, and increase in merchandise purchased.• Campaign: Significance of both American history and culture

in Philadelphia. • Outlets: Internet: Instagram, Facebook, Twitter, Google Ad

Words

Resources• http://en.wikipedia.org/wiki/Philadelphia_Eagles#Fans • http://en.wikipedia.org/wiki/Philadelphia • http://www.contentfac.com/how-much-does-social-media-ma

rketing-cost/

• http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/

• http://en.wikipedia.org/wiki/Demographics_of_Philadelphia • http://espn.go.com/nhl/attendance/_/sort/homePct