Detroit Tigers digital marketing strategy for New Media Drivers license at MSU fall semester 2013

1. Detroit Tigers
Digital Marketing Strategy
By: Ian Kelley

2. Background
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4 world series
11 AL Pennants
6 Division Titles
Owned by Mike Illitch
General Manager Dave
Dombrowski
• Manager Brad Ausmus

3. Target
Audience
•Baseball Fans
•Local Detroit Sports fans
•Families

4. Spokes People

5. Digital Tools
• Facebook groups,
community
• Twitter contests
• Instagramphotoes
• Blogs
• SEM/SEO
• PPC advertising

6. Measuring Success
• Twitter followers
• Facebook likes
• Instagram followers &
likes
• Google analytics
• Ticket sales
• Merchandise sales

7. Social Media Contests
• Once a week
• 10 questions=10
chances to win
• Prizes, shirts, hats,
bobble heads
• Formulates more
followers on social
media

8. Budget
• Social media contest
budget $5,200/month
• Price-per-click
$50,000/month
• Agency Fees $5,000
Total Digital Budget
$60,200/month
Detroit Tigers
www.twitter.com/tigers
Tuesday Twitter Contest
Win prizes and gear

9. Summary
• Gaining a strong
follower fan base on
social media
• Using PPC, social media
contest