Digital Strategy for the Detroit Red Wings

1. +
Detroit Red Wings
Digital Strategy
Brynne Ewing

2. +
Big Idea
Continued
History of
Excellence
Long Standing
tradition
Expand Fan Base

3. +
Target Audiences
Young
Adults
Existing,
Loyal Fans
Families

4. +
Young Adults
 Student
Demographic (18-25 years)
 Less
responsibilities  more money to spend freely
 Buy
tickets for an experience, not just a game

5. +
Existing, loyal fans and families
 Existing, loyal
fans

Will never stop supporting the team

Bring new fans into the sport
 Families

Children are new generation of fans

Family night at a Wings game

6. +
Tools and Tactics

7. +
Twitter
Team Twitter
Player
Twitter
Accounts

8. +
Facebook
 Increase
 Have
fan interaction
Facebook competitions
 For tickets
 Memorabilia
 Jersey give
away

9. Track
twitter and
Facebook
increases.
More
people
talking
about the
team.
Media Coverage
Increase in
sales shows
successful
execution.
Social Media Following
KPI
Ticket Sales
+

10. +
Budget
 $250
 One
 1-2
per hour charged by agency
full work week to create plan (40 hours)
additional weeks to implement plan, train and get
staff of board (40-80 hours)
 Overall cost
to Detroit Red Wings $20,000 - $30,000