My target audience is men 18-35 in Michigan, and families of the Metro Detroit and Detroit area. These target audiences are most likely to be Red Wings fans, have stable income, and can commute to games easily. They will stay loyal, and most likely want to share their opinions with other fans, the team and the community.
The goals of the campaign are to increase ticket sales, increase fan base, and increase fan engagement. Increasing these three things will hopefully create fan loyalty and help bring people back to the Detroit area. This will then lead to more profits. These can be measured by Google Ad Words, Sales percentage increase, and the amount of traffic/posts/likes on the social media sites.
Engagement is the main idea of this campaign. If fans feel that they are important to the organization and their opinions matter they will more likely stay loyal fans and give back. Using social media such as YouTube, Instagram, Facebook, Twitter, and Blogs fans can engage with each other and the Detroit Red Wings.
On Facebook/Instagram fans could post pictures of themselves doing red wings related things this could be called “This is MY hockey town”. The best picture every week could win a free hockey puck, or other swag. Google Ad Words could rotate different ads at $7200 = 120 clicks per day for 60 days. If need be the budget could increase if sales of tickets are increasing from the campaign. Since In-Season Sales are much more important the majority of the budget would be spent during that time.
They could have a video contest on YouTube asking fans to show how dedicated to the Red Wings. After entries have been made and a time limit set the winning video could receive two free tickets to a game. This will allow users to see other fans, and also give the red wings free publicity.
My Budget would be 2 million dollar, 1.5 million which would be spent during the season. Seeing that professionals would have to be hired to run the websties year round this would take a large amount of the budget. Swag and Free Ticket Giveaways are also included. Google Ad Words could rotate different ads at $7200 = 120 clicks per day for 60 days. If need be the budget could increase if sales of tickets are increasing from the campaign. Since In-Season Sales are much more important the majority of the budget would be spent during that time.
Using google analytics I could track the amount of traffic on the social media sites, showing improvements. Tracking the amount of ticket sales would also show the progress of the campaign, and simply the number of like and comments would show as well.
Overall engaging fans will increase fan loyalty eventually leading to more ticket sales and hopefully farther into the campaign consistent ticket sales. Increasing the fan base will also expand the opportunity for ticket sales to increase. The Detroit Red Wings are already popular but helping them become one with their fans will help them succeed.
