New York Yankees Digital

Marketing Strategy

Presented by: Kyle E. Howard

Increase ticket sales for the New York Yankees

Increase merchandise sales for the New York Yankees

Increase the brand awareness of the New York Yankees in target markets

Preserve brand reputation online

Goals of Digital Marketing

Google Adwords Campaign Pay Per Click (PPC) Social Media Development Search Engine Optimization (SEO) Mobile Marketing Content Marketing Email Marketing

How to Achieve our Goals

To develop a digital marketing strategy that targets New York sports fans and entice them to buy tickets the days of games◦ This produces more revenue and assures that

games are sold out.

Enticing parents and loved ones to buy Yankee merchandise for gifts and holidays

Big Idea

Target Audience includes Yankees fans, New York City sports fans, and sports fans that are in the New York City Area for vacation.

Target Market

Total Budget- $576,000 a year, $48,000 a month, $2,181 a day, or $272 an hour

Pay Per Click (PPC)◦ 30% or $14,400

Social Media Development◦ 30% or $14,400

Search Engine Optimization (SEO)◦ 20% or $9,600

Mobile Marketing◦ 10% or $4,800

Content Marketing◦ 5% or $2,400

Email Marketing◦ 5% or $2,400

Budget

Adwords Campaign will focus on phrases and words that our target market is likely to search, to eliminate useless advertising to people unlikely to become customers◦ New York Yankees◦ MLB◦ Jerseys◦ Derek Jeter

Adwords Campaign

Social Media Development

Increase in sales of merchandise and tickets Increased awareness and discussion of the

Yankees online Preservation and successful promotion of

the brand of the New York Yankees

Key Performance Indicators

Target

Market

• New York Sports Fans, Baseball Fans, Yankees Fans, families and people visiting New York City

Plan

• Adwords Campaign, pay per click marketing, social media development, search engine optimization, mobile marketing, content marketing, and email marketing

Goal

• Increase ticket sales for the New York Yankees• Increase merchandise sales for the New York Yankees• Increase brand awareness and preserve reputation online

Summary