Detroit Tigers Digital Marketing Strategy

By: Ian Kelley

Background

• 4 world series• 11 AL Pennants• 6 Division Titles• Owned by Mike Illitch• General Manager Dave

Dombrowski• Manager Brad Ausmus

Target Audience

•Baseball Fans•Local Detroit Sports fans•Families

Spokes People

Digital Tools

• Facebook groups, community

• Twitter contests• Instagram photoes• Blogs• SEM/SEO• PPC advertising

Measuring Success

• Twitter followers • Facebook likes• Instagram followers &

likes• Google analytics • Ticket sales• Merchandise sales

Social Media Contests

• Once a week• 10 questions=10

chances to win• Prizes, shirts, hats,

bobble heads• Formulates more

followers on social media

Budget

• Social media contest budget $5,200/month

• Price-per-click $50,000/month

• Agency Fees $5,000

Total Digital Budget$60,200/month

Detroit Tigerswww.twitter.com/tigersTuesday Twitter ContestWin prizes and gear

Summary

• Gaining a strong follower fan base on social media

• Using PPC, social media contest