Video Content pitch to FC Pune City

1. DIGITAL MARKETING PLAN FCPC 2015

2. LEARNINGS FROM 2014
• You Tube under utilized as medium to reach out to people.
• Communication on other social networks was not up to the mark.
• Content generated was creatively good but from engagement point of view it has scope to
improve.
Key Takeaways
Facebook - Celebrities or content around celebrities works really well. Should be a major hook for the
next season • Infograph and informative content does really well. • We need to promote more posts
for higher engagement, which will also give us incremental page likes.
Twitter - Very fertile for contests. • Should urge celebrities and players to pitch in more.
Instagram - Should stick to informal content instead of creatives. • Should do more Instagram
takeovers. • Biggest learning is that we have a huge active fan base on Instagram.

3. • Target Audience will be reached
through a very strategic
operation plan which would be
made after complete perception
audit and shared with “FCPC”
post confirmation of our services.
Primary Secondary
TARGET AUDIENCE AND HOW WILL WE REACH THEM

4. • Create high awareness of brand FC Pune City.
• Ensure positioning of FC Pune City is achieved through all forms of Digital
Communication and activities.
• Create an Online Presence for FC Pune City.
• Build a strong brand recall through various activities and consumer touch points.
• Ensure sustainable presence among peers to share market and mind space of
consumers.
BRIEF

5.  Establish the brand image of FC Pune City through integration of Digital Platforms
and tools.
 Translate brand values to create positive imagery in the market thus creating fan
preference for the brand.
 Create a clear distinction between Pune FC and its competitors
 Ensure Pune FC become the Thought Leaders amongst ISL teams post
implementation of the Digital Marketing plan.
OBJECTIVES

6. STRATEGY

7. • How influential is FC Pune City’s current Social Media Feed (Facebook, You Tube,
Twitter and Others)
• How does FC Pune City compete against its competitors in terms of online
presence.
BRAND DUE DILIGENCE

8. Facebook
Likes
Twitter
Followers
Youtube
Subscribers
Instagram
Followers
Google+
Followers
Atletico de Kolkata 477657 42.1 K 2691 6524 244713
Chennaiyin FC 202485 57.6 K NA 12600 214954
Delhi Dynamos FC 425472 30.6 K NA NA 213688
FC Goa 192833 24.5 K 1143 6603 236857
FC Pune City 149706 30.4 K 277 2362 225850
Kerala Blasters FC 588771 49.8 K 2168 2224 227513
Mumbai City FC 432840 29.3 K 1148 5767 226775
North East United FC 204253 27.3 K 2051 3609 213480

9. STRATEGY
Internet consumption in India
205Million Internet Users in India
61% 39%
137Million
URBAN
68Million
RURAL
58%
YOY
Growth
36% 39% 16% 6% 3%
15-24 25-34 35-44
45-55 55+
AGE CATEGORIES
350Million UsersBy 2015 India will have

10. SOCIAL MEDIA CONSUMPTION IN INDIA
90 M 33 M 18 M
54
3.7 432 23.8
Million
Billion Minutes Billion
Unique Video Viewers
Total Videos Per User Total Minutes
55%Indians online watch
You tube videos
everyday
700
More than
YouTube videos are shared
On Twitter every minute
500
More than
Years worth of YouTube
videos are watched daily
on Facebook

11. MOBILE INTERNET CONSUMPTION IN INDIA
950Million Mobile Users in India
85
URBAN
25Million
RURAL
Mobile Internet Users in India
48%
<18yrs 18-24yrs 25-30yrs 31-35yrs 36-41yrs 41+ yrs
431 MInternet capable mobiles in India
156 M
Mobile Internet
connections
110 M
Active Users
Source: IAMAI, Economic Times, COAI, Neilsen

12. • Videos are popular in India
• Videos have to be short 30-60 mins
• Facebook is a popular social network
• High on video content
• 700 you tube videos shared on Twitter every minute
• Mobile is a big market in India with internet on mobile on an upswing
growth
KEY TAKEAWAYS FOR STRATEGY 2015

13. EXECUTION
The execution plan will be focused on delivering 2 objectives
1. Create and deliver unique video and other content in 3 phases
2. Increase fan base by executing innovative Inline activations
OPERATIONAL PLAN
FCPC
Three phase approach Online + Offline
Base-level Social Media Marketing Program for continuous visibility
Suggested Approach
1. Video content based
2. Milestone based communication
3. Innovation based
4. Contest based
Objective
In 2015 our aim should be to use milestone to
generate communication and a strong video
content plan along with hygiene messages,
innovations through platform tie ups and
Gratifications for fan engagements.

14. PRE DURING POST
Official
Fan Club
School
College
Activations
Updates
Announcements
Other
Engagement
FCPC
TV
Fan TV Platform
Innovation
Community
Activations
Season
Review
Grass root
Activations
Event
Livestream
Supported with a strong social network dissemination plan
EXECUTION PLAN

15. PRE EVENT STAGE
SR ACTIVITY CONCEPT PLATFORM CONTACT POINT
1 Why I Love Football School level activation program where we get school kids to
participate by writing an essay. Winners essays will be read by
selected players from the team and the winners will get to watch
matches with Hrithik and also meet the players. (Stage 2 of this
activity can move into UGC video content ‘Why I Love FCPC’ to be
activated during ISL)
Ground level activity + You
Tube
School Kids and
Parents
2 High School and College level activities Select football commentators from Schools and colleges and create a
panel who will create exciting video/audio content reviewing season,
players, stats, grass root programs etc.
You Tube + Sound Cloud Football fanatics
3 Official Fan Club Launch official Fan Club with a loyalty program and induct unofficial
Orange army into official social media spokes persons and formalize
them as Official Fan Club of FCPC.
PR + Facebook + Twitter +
You Tube
FCPC Hardcore
Fans
4 Club activation program Select footballers at club levels and create strategy based content
and club stories with them.
You Tube + Creative on
Facebook
Football playing
audience (Boys and
Girls)
5 Engagement with other Sports Visibility in IPL, cheering sports and athletes from Pune representing
the city at all levels and wishing them luck etc.
Facebook + Twitter Punekars
6 Engagement with other achievers with Pune Keep a track of Pune based current affairs and speak about them via
creative on social networks
Facebook and Twitter Punekars
7 Updates from players Player updates and announcements Facebook + Twitter Fans of the club
8 Communication during Draft Create conversations around which players you want to see in the
team, panel discussions and blogger out reach program.
Tumblr, You Tube Press and Football
fanatics
9 Documentaries Create a sports journalist connect program and shoot stories on
football culture in pune
You tube Press

16. DURING ISL STAGE
SR ACTIVITY CONCEPT PLATFORM CONTACT POINT
1 FC Pune City TV Create series of quirky, fun and educative content with players and
staff. Eg: 5 questions, Skill show, Cross bar challenge, Sing along, Tips,
Tricks, How to series, Q+A, Travel diaries (Behind the scenes), GO
PRO training cam, Post match bytes etc. The content to be spread
across the pre season training throughout the season.
You Tube FC Pune
community
2 Fan TV Choose one /two fans who will interview fans post home games and
get their post match reactions. (Only Home Games)
You Tube Match watching
fans
3 Platform based Innovation Pune has a very small stadium so how can we get FCPC fans from all
over the city, country and abroad be a part of the match virtually –
This can be converted into a video which can be a case study from PR
perspective. The thought is to do this activity with Google, Facebook
or Twitter.
Google/Facebook/Twitter
Film on You Tube
Press
4 Community Activation Do video content around fan park away games and other locations in
pune where fans watch the matches.
You Tube Match watching
fans
5 Celebrity content Creating a special activation plan with Hrithik and other celebs, whilst
we have an elaborate plan for HR we do celeb seeding's with local
celebs and Bollywood celebs.
You Tube +Facebook
+Twitter
FCPC fans and
Celebrity Fans
6 School Program and Contest Select one school every match and get 100 kids to watch the game
and we shoot their reactions, their parents reactions and create
exciting content around this.
You Tube School Kids (Future
Fans)
7 Social media contests Get fans to participate in contests using special hashtags and give
away prizes
Instagram Fans at the
matches
8 Opposite teams interaction Create a character who is assal puneri at heart and get him to interact
with opposite team players on social media
Facebook + Twitter Opposite team
players and
managers

17. SR ACTIVITY CONCEPT PLATFORM CONTACT POINT
1 Season Review Orange army does video and audio reviews of the season You Tube + Soundcloud Fans
2 Grass Root Activations Create content around all levels of post ISL activations featuring
future talent, bytes from college and corporate level events.
You Tube + Facebook Future fans + Pune
community
3 Event Live streaming Live streaming of competitions You Tube Participants
4 Digital Academy All the tips, tricks to be collated and new content added to create a
digital football academy – This will be first of its kind activity to be
done in ISL
You Tube Future fans + Press
POST ISL STAGE

18. Value Creation through Conservations
Community
Interaction
Enable
Channel & Community
Integration
Marketing
Functional Areas
Community
Creation
Service
Listen
Respond
Influence
Extract Value
and Build Trust
Collaboration
Community
Collaboration
Content
Syndication
Sales
Branding
ULTIMATE OUTCOME OF OUR DIGITAL CAMPAIGN

19. THANKYOU