1. Detroit
Lions

2. Lions Franchise
 The Detroit Lions organization and franchise has been a
respectable one. Yes we have experienced our ups and
downs and a very tough couple of years. However there is a
lot of excitement and buzz amongst the fans surrounding the
2013 season. We have the pieces to the puzzle, now it’s
time to put it all together. I have a very good feeling that this
season is going to be a special one.

3. Brand Awareness
 Increasing the Detroit Lions brand awareness will
help drive up the ticket and merchandising sales.

4. Target Audience
 We are going to focus our
efforts and ad campaign
towards families and
specialized group ticket
deals. This will maximize our
ticket sales and profit.

5. Campaign Goals/KPI
 Increase ticket sales and try to sell out as many games as possible every
season.
 Sell the Lions; make the fans want to pay to come watch the games.
 Make them aware of the ticket packages and ticket deals that are offered.
 Create lifetime customers; make them want to come back.
 Influence people to come to the games that may be on the border.
 Sell the experience of coming to the games and how it is more fun than sitting
on the couch.
 Make the public more aware of the Lions.
 Increase page views about the Lions.

6. Social Media
 We are going to do a better job in updating and sharing more
information about the team and ticket/merchandising deals
using twitter, facebook, and instagram accounts.
 We will also have a full time blogger that will talk and interact
with the fans about all the good stuff that happens
throughout the season with the team

7. T.V./Radio
 We will constantly run
TV/radio ads that will help
increase the publics
interest.
 By running these ads it
will definitely help in the
increasing of ticket and
merchandising sales.

8. Internet/Pay Per Click
 We will do a lot of internet
marketing through the use
of keywords:
 Detroit
Lions, tickets, schedule, football, a
nd NFL.
 Pay Per Click will raise our
brand awareness, which will
help lead to the increase in
ticket and merchandise
sales and profits.

9. Big Idea
 The Big Idea for this campaign is
selling the team/players to the
people and fans around the NFL.
 Calvin Johnson, Matt Stafford, Reggie Bush, and Suh
 By focusing on selling these big
name players in Detroit to the
public it will force fans to want to
buy tickets to come watch the
games, and it will help increase
the merchandising sales because
people will want to buy their
jerseys.

10. Budget
 We estimate the campaign as a
whole to reach somewhere
between $5.5-6 million dollars.
 A lot of money will be spent on
paid media outlets, internet
advertising, management and
workers, and the implementing of
certain aspects.
 This is the kind of money that we
have to spend to make the Detroit
Lions a brand name known to
all, and to make them successful.