+

Detroit Red Wings Digital StrategyBrynne Ewing

+Big Idea

Long Standing tradition

Continued History of Excellence

Expand Fan Base

+Target Audiences

Families

Existing, Loyal Fans

Young Adults

+Young Adults

Student Demographic (18-25 years)

Less responsibilities more money to spend freely

Buy tickets for an experience, not just a game

+Existing, loyal fans and families

Existing, loyal fans

Will never stop supporting the team

Bring new fans into the sport

Families

Children are new generation of fans

Family night at a Wings game

+Tools and Tactics

+Twitter

Team Twitter

Player Twitter

Accounts

+Facebook

Increase fan interaction

Have Facebook competitions

For tickets

Memorabilia

Jersey give away

+KPI

Med

ia C

over

age

Soci

al M

edia

Fol

low

ing

Tick

et S

ales

Increase in sales shows successful execution.

Track twitter and Facebook increases.

More people talking about the team.

+Budget

$250 per hour charged by agency

One full work week to create plan (40 hours)

1-2 additional weeks to implement plan, train and get

staff of board (40-80 hours)

Overall cost to Detroit Red Wings $20,000 - $30,000