New Media Driver's License Final Project

1. Detroit Lions
Restore the Roar!

2. *Brief History
 Started in 1929 as the
Portsmouth, Ohio
Spartans
 In 1934, poor revenues
and the Great Depression
threatened the Spartans.
 George Richards, owner
of WJR radio, bought the
team and moved them to
Detroit.
 Enjoyed a lot of success
in the 1950’s, winning
three championships.
(1952, 1953 and 1957)
 Reached the playoffs for
the first time in 12 years in
the 2011 season.

3. *Goals
 Increase awareness and brand
loyalty
 Make Detroit proud
 National and Global recognition
 Increase ticket and merchandise
sales
 Jump in revenue of about $25
million dollars between the 2010 and
2011 seasons.
 http://www.statista.com/statistics/195260/revenue-of-the-
detroit-lions-since-2006/
 Build on the re-branding and re-
building of the Detroit Lions brand
to erase the memories of the past
 The success of last year was a great
start.
 Need to build on that success and
put the failures of the past behind

4. *Challenges
 Building on the success of last
year and trying neglect recent
past failures.
 Hard to ignore history
 Regaining lost loyalties.
 Re-position the Detroit Lions
brand as:
 Competitive
 Intelligent
 Winners

5. *Marketing Strategy and Integrated Theme
 Integrated theme of this campaign will focus on
two things:
 Fan and customer interaction with each other and
the Lions organization.
 Fan loyalty and enjoyment of a new and improved
Detroit Lions team
 Use Social media, Google Ad words and Mobile
marketing strategies to accomplish our goals and
over come the challenges in support of this
theme.

6. *Social Media
 Detroit Lions Facebook and Twitter pages
 Will be used to update fans about upcoming games,
stats, events, promotions, discounts, etc.
 Encourages fan interaction with each other,
players, coaches and Lions Executives.
 Make fans feel involved and will position the Lions
brand as a fan oriented team.
 Discounts and giveaways for Re-tweets and
sharing of Facebook posts
 Example: The first X amount of people to Re-tweet
something gets this.

7. *Google Ad Words
 Carefully select keywords and phrases to use in
campaigns and advertisements we create.
 Help filter fans to the Lions Twitter, Facebook and
Detroit Lions homepage
 Words will be used as a “rally call”, getting fans to
certain sites for this campaign that fit their
interests.

8. *Mobile Advertising
 Detroit Lions Four Square page
 Allows fans to “check in” when they come to
games or events
 Check in discounts and giveaways
 Prizes, discounts and seats are given when you
check in.
 Example: Three check-ins at three game gets you a free
pizza and pop or being the mayor gets you 2 free seats.

9. *Measuring Metrics
 Facebook: Likes, shares and comments
 Twitter: Retweets, Favorites, comments, Twit pics
 Google Analytics: Click through rates, visits and
traffic through websites and social media pages
 Foursquare: Check ins

10. *Budget
 Detroit Lions Strategy will have a starting budget of
$2 Million dollars.
 Includes:
 Facebook and Twitter promotions and giveaways
($450,000)
 Google Ad words campaigns and Google Analytics
tracking ($500,000)
 Foursquare promotions and giveaways ($450,000)
 Measuring the success of the campaign ($200,000)
 Staffing and maintenance of the campaign ($400,000)
 Depending on the success of this campaign we may
add more money or more components to it