1. Digital Marketing Plan Summary
Situation
• Finished 2022 with a record of
55-107
• Currently ranked 17th in MLB
attendance
• Average home game
attendance in 2022 was 25,017
• Nationals Park seats 41,546
Objectives
• Increase home game
attendance by 25% in 2023
• Allow purchase of discounted
tickets on mobile app
• Create interactive trivia game
through the mobile app to keep
fans engaged during games
Actions
• 3/1/23- Sales department ensures ticket discounts for military/
fi
rst responders are available on mobile app.
• 3/5/23- Team IT department ensures interactive trivia game is
up and running on the mobile app.
• 3/10/23- Marketing team starts marketing campaign through
social media and email.
• 3/28/23- team hosts
fi
rst home game of 2023.
• 3/28/23- Team o
ffi
cially launches the interactive trivia game
with live fans at the stadium.
Strategy: Target Segments
• Men & women, living in the
DMV area, between the ages of
18-49 years old
• They possess an annual
household income of 75K
• Most likely possess a college
degree
Strategy: Value Proposition
• Discounted tickets available on
mobile app
• In game trivia experience
through interactive mobile app
• Baseball in the nation’s capital.
Strategy: Content Marketing
• Larger social media presence
(social media campaign)
• Post celebrity endorsements
(Example: Kevin Durant)
• Engage fans on social media
• Email marketing campaign
Strategy: Communications
Strategy
• Social media (Facebook,
Instagram, Twitter and TikTok)
• Email marketing
• Interstital ads
Control
• Measure mobile app
downloads
• Measure ticket sales
• Measure turnstile spins per
home game
• Measure discount codes used
for tickets on mobile app.
Created for: Washington Nationals
By: Davin Runnerstrom
Date: January 22, 2023
Version: 1.0
Tactics
Reach:
• Place paid ads on all social media
platforms to increase fan awareness
of upcoming games, giveaways and
discounts.
• Send emails to existing customers/
fans, that have subscribed to receive
emails, to inform them of upcoming
games, promotions and discounts.
Act:
• Interactive trivia through mobile app
• Exclusive ticket discounts, such as
military and
fi
rst responders,
available through mobile app.
• Concession and team store
discounts available through mobile
app.
Convert:
• Mobile app downloads
• Ticket sales
• Turnstile reports
Engage:
• Engage with fans on social media
sites, such as Facebook, Instagram,
Twitter and TikTok.
• Interactive with fans on review
websites, such as Yelp.
