New Media Drivers License, final project

1. New York Yankees Media campaign
Brendon Concannon
4-16-12

2. Goals
• Create ways for all fans to have an easily accessible way to stay connected
with their favorite baseball team.
• Bring more pride and prestige to a team with an already well established
fan base.
• Increase overall revenue of the New York Yankees
– Ticket sales
– Fundraising events
– Raffles
– Apparel and Merchandise sales

3. Challenges
• Offseason
• Other Major League Baseball teams
• The New York Mets *huge rivalry

4. Strategy
Provide current and future fans with up to date news of the New York
Yankees baseball team through all aspects of digital media marketing.
• Social Media
– Facebook
– Twitter
– Blogs
– Google Adwords
– Mobile Marketing
• Target Market
– People of New York
– MLB fans
– Current Yankees Fans

5. First Things First
• Create an official website that is linked to all other internet
media that the New York Yankees wish to be affiliated with.
– Players profiles
– Statistics
– Schedule
– Major updates

6. Facebook and Twitter
• Highlight videos provided by a New York Yankees YouTube
channel
• Pictures of the team and fans
• Updates on public events held by the Yankees
• Play by play updates during games

7. Google AdWords
• Use results as a way to measure what specific
things people are looking to see from the
Yankees
• Pay per click

8. Mobile Marketing
• Being involved with foursquare so that people can
see if their friends are at a game or an event hosted
by the New York Yankees
• Creating an actual “New York Yankees” mobile app.
– Provides another way for fans to stay updated

9. Budget
• $2 million Dollars
– There are so many people that will rely on us to keep them
updated with the Yankees. This makes the initial
investment seem like a lot, but the money made will dwarf
this amount.
• Launch mobile app.
• Social Media
• Research
• Employees

10. Tying it all together
• By implementing of all of these internet and social
media tools we will see a drastic increase in
attendance and revenue for the New York Yankees.
• Also an overall happier and well connected fan base