ADV 420 MLS
- 1. ESPN MLS Digital Marketing Strategy 2014 Samantha Nowak
- 2. Soccer in the US today • Soccer (football) is the most popular sport in the world, but in the United States, it does not have this level of popularity • American football, basketball and soccer are some of the most watched sports • The ESPN Major League Soccer (MLS) has its own page on the ESPN site, but it is primary made up of content about international soccer • Soccer is a sport often enjoyed by young Americans, played at nearly every High School or College
- 3. Target Audience • Current sports fans • Sport fans that live near a MLS stadium or team • People who participate in fantasy leagues • Those who play or have played soccer recreationally
- 4. Big Idea • Create a Fantasy League for MLS through ESPN that will be promoted on social media with the hashtags #MySoccerFantasy and #ItsCalledSoccer
- 5. Goals • Create a community through the fantasy league that follows the MLS seasonal games • Increase knowledge of the players, rivalries, rules, and overall way soccer is played. • Have community expand through friends and social media • Encourage higher game attendance
- 6. Social Media • The social media that will be used • Facebook • Posts on the ESPN page will announce the new Fantasy League • Information to aid individuals through the draft process • Twitter • Updates about certain players and games • Shout out to fans • Draft Recommendations • Blogs • A place to get fans talking about their drafts and talk more about events or players • Where users can learn more about the sport
- 7. Tone • Full of energy and excitement • Powerful • Empowering • Strong
- 8. Frequency • Facebook • Daily posts leading up to the start of the season and major games • Weekly post relating to soccer during the season • Bi weekly posts on off season • Twitter • Tweets will correlate to games played or players recognized • High frequency during major games and days leading up • Bi weekly tweets during off season • Blogs • The blogs will consist primarily of user generated data • New topics or conversation starters will be posted weekly
- 9. Budget • $3,000,000 over a 12 month period • This will handle the ESPN staff needed to create the new site for Fantasy MLS • Also will cover media teams working Facebook posts, Tweets and Blog updates
- 10. Rivalries • An eventual goal will be that, through the passion created for soccer in the U, rivalries will be formed. • Soccer fans with begin to know the players on their teams, and go out to the games. • National attention will be given when rival teams match up
- 11. THANK YOU Go Watch Some Soccer