The Philadelphia Eagles aim to strengthen their fan engagement through digital strategies like promoting star players on social media, offering photo opportunities at games, and providing gifts with online purchases. Their goals are to increase ticket and merchandise sales as well as social media traffic by widening social media interaction, running targeted ad campaigns, and designating players as brand ambassadors. The budget allocates funds primarily toward labor costs to implement a three-pronged approach focusing on gameday, players, and player news across platforms like Facebook, Twitter, and LinkedIn.

1. Philadelphia Eagles Digital Strategy
By Griffin Engel

2. Big Ideas
• Start promoting potential high-profile players
and their relationships (LeSean McCoy and
DeSean Jackson video blog) on and off the
field
• Panoramic picture at each game that people
can find and tag themselves in on Facebook
• Signed mini football or poster with any
purchase over $100 in the
philadelphiaeagles.com store

4. Targets
• Current Eagles Fans
• Football fans without
a favorite team
• Families

5. Performance Indicators
• Ticket Sales
• Jersey Sales
• Social Media Traffic

6. Tools and Tactics
• Widen the interaction between the Eagles and their
fans on social media
(Facebook, Twitter, Pinterest, LinkedIn)
• 3 themed approach based on gameday info, player
outreach, and player news.
• AdWords campaign with ticket and merchandise sales
focus around the Northeast and team awareness and
merchandise sales around the country.
• Focus on LeSean McCoy and DeSean Jackson as brand
ambassadors and #Flyeaglesfly as a central theme.

7. Budget
•
•
•
•
Facebook Ads – 4000
AdWords Campaign – 15000
Plan Implementation and Labor – 100000
Total - 119000

8. Summary
• Overall, we are looking for more of a
integration between team and fan. It takes
more monitoring of the profiles and pages but
the responses we will be able to have with the
public will keep us in the mind of the
public, making the bond with the team only
stronger.