Detroit Red WingsMichelle Studer

Background

FACTS• Original 6 team

• Est. 1926

• Won the most Stanley cup championships of any NHL franchise in the United States

• Problem: decrease in Sales

Home Arena: Joe Louis Arena

The objective of the campaign is to increase sales and attendance of the game by 5% in the 2015-2016 season.

The Big Idea

Tradition

FamilyBehind the Scenes

“Bringing Back the Tradition”

Life-long Fans

Target Market

• Existing Fans

• Families• Children• Parents• Extended

Social Media Tactics

Social Media Tactics

YouTube

• Video Series• “Behind the Scenes”• “How-tos”• Promotions of game day

• Updated 1-2 times a week

Blog

• Fans can interact directly

• “VIP” Knowledge

• Updated 4 times a week

Social Media Tactics

Facebook

• Promote Videos & Blog• Contests• Promote Kids Night at

games• Promote Game Days

Twitter

• Live Game Updates• Fan of the Game• Contests• Promote Game Days

Internet Marketing Tactics

• Pay Per Click Ads

• Banner Ads

• Email Marketing

KPIs & Budget

TOTAL BUDGET: $1,000,000• Pay Per Click Ads

• Design of the Ads

• Creation of the videos

• Contests

QUESTIONS?