1. Denver Broncos By: Neal Stalker

2. Mission Statement, and Goals The Denver Broncos organization’s main goal and business proposition every year is to win the Super Bowl. The Mission Statement: To challenge National Football League players to be lifelong learners while pursuing continuous improvement in family relations, social interactions, personal growth and career development during and beyond their careers as NFL players. The Denver Broncos are attempting to maximize profits and good publicity by selling out every home game and having merchandise sell at high profit levels each season. The organization strives to have at least 3 pro bowl candidates each year to acquire bonus publicity and please the fans. Other goals are to sell out season tickets for 12 to 15 years and sell out of the jerseys of 8 players on the team every year. I would also like to sell out each game this coming season.

3. Challenges of the Broncos On the field success (winning the Superbowl) Talent acquisition Risk of injury to talent Merchandise sales Team chemistry Successful development of draft choices Technology Coaching Success

4. The Over-Arching Integrated Theme The organization as a whole being bigger than football. To challenge the Denver Broncos organization to be more than players in the game of football by teaching good ethics for society and life while being lifelong learners pursuing continuous improvement.

5. What I Plan to do. The Denver Broncos are competing against 31 other teams in the NFL to be the best in not just football but in the merchandise sales and ticket sales. I plan to accomplish these goals through social media such as Twitter and Facebook. I would implicate a teaching course for the players to learn the best way to communicate with public through these mediums without causing damage to the organization. This is the best way to build the FUTURE success of the Denver Bronco Organization.

6. My plan Continued… Through mediums such as Twitter and Facebook I plan on having any and all players from the team join Twitter and tweet about the Bronco website, the internal part of the team, and anything that might pertain to the Denver Broncos organization. With Facebook I would like have witty groups started that would attract fans to the Broncos. These groups would look something like this "get the Broncos to 100,000 fans before the Dolphins do." Something along those lines to attract fans and supporters. I would also announce giveaways and promotions on both accounts in order to get a larger following.

7. Twitter plan I plan to have a representative of the organization own a twitter account where he/she would only be tweeting the player’s quotes during the game. I feel that this would add to the fan base of the Denver Broncos exponentially because it is a unique system and has a large fan base for it.

8. Budget Details The budget is solely based on how well the organization’s success is. This relies on the team’s success in the football season. If the team is a winning team (playoffs, Superbowl) then the budget will be exponentially higher. If the team is losing our budget with will contract and be significantly smaller.

9. Budget Details of a Winning Team My key budget items will be related to selling expense such as tickets and increasing licensed properties 10% through over the course of next year. Tickets are roughly $53 per game. Season tickets can range from $420 to $1100 and there is a 7 to 10 year waiting list for them, which is great for my budget because that means that my product is good and will remain good for at least 7 years. The paraphernalia has an extremely large range of prices and has been bringing in a large profit since John Elway won the Super Bowl.

10. Evaluating Success I plan to evaluate the success of my plan over the course of two years because I need one full year to evaluate both Facebook and Twitter and then I would like to compare those numbers to the following year. I would use average numbers of merchandise sales and ticket sales from the previous three years of the organization to compare with the two years of advertising through social media.

11. Evaluating Success Continued… I would use the same amount of promotions and giveaways for each social media medium. In order to find out if these mediums are working I would have a checking system that requires the customer to tell which medium was used for the promotion or giveaway. This technology would inform me which medium works best and how quickly each medium reaches the public.