The Detroit tigersFull Digital Media Strategy

Presented by: Arrin Johnson

The Big ideaThe big idea and ultimate goal of this entire full digital media strategy is simple:

Sell out every single Detroit Tiger Baseball game.

How we plan on

doing just that...

The thrill of the chase

GEOCACHINGGeocaching is an outdoor recreational activity, first played in May 2000, in which

the participants use a Global Positioning System receiver or mobile device and other navigational techniques to hide and seek containers, called "geocaches" or

"caches", anywhere in the world.

How it will work...• “Geocach the Tigers!” will be the slogan used throughout the Detroit Tigers website, iOS and Android game applications, as well as Facebook and Twitter pages.

• Each home game will give away a different prize for those who successfully complete the geocach tiger hunt.

• The Geocach game will be played on any mobile device in an application which must be downloaded. It will give hints to locations in the stadium where you must arrive via GPS on the device.

• Hints will be given via video from your favorite Tigers: Leland, Verlander, Cabrera, Paws, Rod Allen, Micky York, Detroit girls, etc.

• Once you have guessed the hints correctly and arrived at all the locations you will unlock the prize for the day and are instructed to go to guest relations and show your game winning phone.

target audience

The Detroit Tigers is a Major League Baseball team in American League Central Division. The majority of the club’s fan live is the greater Michigan area drawing some fans from Ohio border cities such as Toledo. Thus, advertisements and marketing should not extend beyond this geographic area. However, because the global recognition of the Old English D, the official logo of the Detroit Tigers, is high, some marketing and

advertising should reach out. 

Who will want to

play?• MEN: In terms of gender-based targeting for advertisement, baseball does tend to skew toward men. However, there is a significant portion of the female population that does enjoy the sport as well. For this reason it would be most effective to create a divided advertisement and marketing campaign with gender specific advertisements. For example, a geocatch tiger hunt marketed at the male audience might include the Fox Sports Detroit girls that tend to draw male attention.

• WOMEN: For example, a geocatch tiger hunt marketed at the female audience might include a trip inside one of the souvenir shops that tend to draw female attention.

• KIDS:For example, a geocatch tiger hunt marketed at the children audience might include a trip inside to the baseball ferris wheel that tend to draw children attention.

Key Performance Indicators

There are four KPIs to determine the success of the strategy.

1. Increase in overall viewership in live televised Detroit Tigers games.

2. Increase in interests across all demographic categories as determined by blind interest polls.

3. Increase overall total revenue because the heighten interest in the Tigers from the campaign would cause a higher sale of tickets and more money from televised games with higher viewership and ratings.

4. Number of Sold Out games.

These KPIs would help us measure our two overall goals. The first is a heightened interest in the Detroit Tigers and its brand. The second is an increase in overall revenue from marketed audiences. These two goals are indicative of a

successful campaign should they be met. 

Tools and Tactics

The marketing tools that are going to be the most useful is by way of the iOS and Android app stores. By integrating with apps and developing their own apps the Detroit Tigers will be able to communicate with the most people at the same time. The majority of the target audience has mobile phones. A large part of that—very fast growing—market has smart phones. Most people have always had their smartphone near or on them at all times. Moreover, CNN reports that smartphone users check their phone 34-50 times a day with each “check” lasting between 30 seconds and 10 minutes. That this is a prime area to operate a marking campaign. 

BudgetDigital agencies @ $250/hr. x 600hrs= $150,000

App Devlopers @ $150/hr. x 400hrs=  $60,000

Paid Media (CPM) @ 450/day x 300days=    $135,000

Roll-cost and associated fees=  $100,000

Polling and rating agency fees= $75,000

Misc. Funds= $180,000

Total    = $700,000

References

http://www.butterfunk.com/image-8/comerica+park.htm (title image)

http://blog.trainertainment.net/index.php/archives/1089/easter-egg-basket-106285

http://www.garrreynolds.com/presentation/pdf/presentation_tips.pdf