Boston Red Sox Digital Media Strategy Final Presentation for ADV 420

1. RED SOX
DIGITAL
STRATEGYBy: Sarah Nuss

2. u World Series Championships: 1903, 1912,
1915, 1916, 1918, 2004, 2007, 2013
u History, tons of history
u Curse of the Bambino
u Die Hard Fans

3. 33,000
34,000
35,000
36,000
37,000
38,000
39,000
2008 2009 2010 2011 2012 2013
Average Home Game Attendance
u Capatcity:37,493 (night),
37,065 (day)
u Oldest Ballpark in the MLB
u Opened April 20, 1912

4. u Target: Families in the Boston and
New England area
u Create a family ticket package for
every home 1:35 p.m. Sunday game.
u Package includes 4 tickets and
vouchers to use towards food at
selected concession stands
throughout Fenway.
u Benefits of going to a Fenway
Family game:
KidsruntheBases
AccesstotheRedSox
KidNationClubhouse
CreatingMemoriestogether

5. u Mobile check-ins to
receive in-game
offers
u Extra discounts and
special offers will
appear on dedicated
Fenway Family
days.
u All special events
and activities
hosted on game day
will be posted.

6. Number of followers:
Twitter: 749,000
Facebook: 4,454,067
Instagram: 288,208
Pinterest: 7,360
u Post content informing
followers of the family ticket
package.
u Promote the hash-tags:
#FenwayFamily,
#FenwayFamilyDay, or
#FenwayFamilies.
u Encourage fans to upload
posts and pictures during the
game using promoted hash-
tags to receive in-game
special offers or access to
Fenway.

7. Create a public Red Sox Craft board on the
Red Sox Official Pinterest account. Families
and community members can look up fun
ways to celebrate their team pride.

8. Blogs
Invite top travel,
baseball, and family
bloggers from the
Boston area to
experience a Fenway
Family day and
mobile ballpark
check-ins.
GoogleAdwords
Extensive keyword
research to create
ads targeted towards
family travel to
Boston, baseball,
budget family fun,
the Red Sox, and
Fenway.
E-Newsletters
Add a family section
to current
newsletter and
create a Red Sox
Kid Nation
newsletter to share
details on new
events and deals.

9. u Increase ticket sales
u Increase social media presence
u Increase participation in mobile
check-ins through the MLB.com
Ballpark App
u Make attending a Red Sox game a
must do on every family’s summer to
do list
Field Amount (Annually)
Mobile Marketing and App
Development
$700,000
Social Media $2,000,000
Search Engine Optimization
and Google Ad Words
$1,000,000
E-mail Marketing $347,000
Digital Media Research and
Evaluation
$1,000,000
External Agency Digital Media
Marketing Consulting
$450,000
Traditional Advertising (print
etc.)
$13,923,000
Total $21,420,000

10. “Why? Why should the bond between a people and their
baseball team be so intense? Fenway Park is a part of it,
offering a physical continuum to the bond, not only
because Papi can stand in the same batter's box as Teddy
Ballgame, but also because a son might sit in the same
wooden-slat seat as his father.”
― Tom Verducci
Photos
from:
photopin.com