Philadelphia Eagles Marketing Project
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Philadelphia Eagles Marketing Project
- 1. 2013 Marketing Strategy Jesica McCullough
- 2. Situational Analysis With a 2012 season record of 4-12 (lowest since 1998’s 3 wins), fans are going need to something to get excited about and a reason to support their team in more difficult times. With a newly renovated stadium and ticket price increase, we need to keep fans hopeful and attending events.
- 3. Marketing Plan Focusing on the slogan “We’ll Watch our Eagles Fly” (taken from the fight song), we will concentrate on the game day experience. With the new improvements to the stadium and a new social media campaign to win various exclusive experiences, we plan to expand ticket sales.
- 4. Social Media Campaign: Twitter • Photo posts of new experiences available in the stadium as well as chances to enter to win them (new suites, merchandise, radio show audience, player meet and greets, etc.) • 5 Game day giveaways to audience members who post pictures demonstrating the “We’ll Watch our Eagles Fly” slogan • Key players posting pictures of game day preparation with the hashtag #watchusfly
- 5. Social Media Campaign: Facebook • New campaign slogan will be presented as the cover photo and pictures from Twitter shared on page (more fan related than news) • Discussion posts asking for game day experience ideas that could be offered to fans; Top 3 ideas get first experience and signed merchandise • Campaign Grand Prize (links on Twitter to this page): Story of what “We’ll Watch our Eagles Fly” means to you. Top 5 selected will then be voted on to win lifetime season tickets (2) to forever support their team.
- 6. Mobile Plan With the rise of cellular use, an app will be created to assist in all aspects of the “We’ll Watch our Eagles Fly” campaign. There will be a breakdown of different sections to enter: New Experience Photos with a section to enter drawing, Slogan sections for pictures demonstrating audience participation and a chance to enter contest, Player photos, discussion forum of experience ideas, and Grand Prize section. Game scores and other team related news will be present on the app home page as well.
- 7. Web Marketing Plan Budget for Google Adwords will be used to market the team and connect to the marketing web pages. Some examples from vague to specific are: • Tickets Philadelphia Eagles • Philadelphia Eagles • Philadelphia sporting events • Eagles giveaways • Eagles game day experience • We’ll Watch our Eagles Fly Other web advertisements will be used on social sites, sports blogs, and NFL sites.
- 8. Target Audience Men 16% 15% 18-25 25-34 Geographic 35-45 29% 46+ 40% 16% Phi 9% PA 53% NE USA 22%
- 9. Budget • Social Component: $300,000 • Mobile Component: $100,000 • Web Component: $300,000 • Autographed and Experience Give-aways: $100,000 • Grand Prize: $200,000 Total: $1,000,000 approx.
- 10. Expected Benefits of Campaign Solidify the Eagles fan base by demonstrating different aspects of what it means to be a life-long fan. Using different methods of getting fans involved and sharing current experiences, future possible experiences, and past experiences will keep the spirit of the Eagle fans alive. It will remind them that being their for their team is not just important in winning times, but in every game played. This spirit will increase ticket sales, hospitality experience sales, merchandise sales, etc. “We’ll Watch our Eagles Fly”
Notas do Editor
- With a rise in ticket prices (7%-12% rise) which has not been done since 2009, we can expect fans to become a little unsettled because a rise tends to occur when a team is doing well which the Eagles are not. We must focus on why the prices are rising: Stadium improvements. These changes will be happening over the next 2 years to enhance game day experiences. By keeping the fans updated and excited about the renovations, we can avoid upset over ticket prices rising.
- The first step in keeping the fans active in the renovations is by using photos of the newly-finished aspects. Getting them excited by demonstrating what these changes mean for them and allowing them to enter to experience them is key in the new market plan. Another important piece of our plan is the slogan. Getting players and consumers to define the slogan for other fans to view will create a buzz about the team and can fill the Twitter feed with more interesting and interactive links.
- A Facebook remodel is a huge part of the marketing plan. Currently, the page is very boring, not updated frequently and has little fan interaction more than just praise on pictures and team spirit which would be true of any sports team page even without a plan. We want to make the page more fan-friendly by creating more opportunities for them to win Eagles prizes and get them actively contributing in the plans for the future which should attract more people to the page and hopefully to the games and website to buy merchandise.
- Creating an app will be important for the constant traffic with the prize winners. Having another outlet to enter and to view all of the social media aspects on one page will make it easier and more effective for the fans.
- Participants must be 18+ however they do not have to be at the game itself to participate in the competitions. Though the point is to get fans at the game, the audience all over the country is welcome to show their Eagle’s spirit for chances to win.