2013 Marketing Strategy Jesica McCullough

Situational Analysis

With a 2012 season record of 4-12 (lowest since 1998’s 3 wins), fans are going need to something to get excited about and a reason to support their team in more difficult times. With a newly renovated stadium and ticket price increase, we need to keep fans hopeful and attending events.

Marketing Plan

Focusing on the slogan “We’ll Watch our Eagles Fly” (taken from the fight song), we will concentrate on the game day experience. With the new improvements to the stadium and a new social media campaign to win various exclusive experiences, we plan to expand ticket sales.

Social Media Campaign: Twitter

• Photo posts of new experiences available in the stadium as well as chances to enter to win them (new suites, merchandise, radio show audience, player meet and greets, etc.)

• 5 Game day giveaways to audience members who post pictures demonstrating the “We’ll Watch our Eagles Fly” slogan

• Key players posting pictures of game day preparation with the hashtag #watchusfly

Social Media Campaign: Facebook

• New campaign slogan will be presented as the cover photo and pictures from Twitter shared on page (more fan related than news)

• Discussion posts asking for game day experience ideas that could be offered to fans; Top 3 ideas get first experience and signed merchandise

• Campaign Grand Prize (links on Twitter to this page): Story of what “We’ll Watch our Eagles Fly” means to you. Top 5 selected will then be voted on to win lifetime season tickets (2) to forever support their team.

Mobile PlanWith the rise of cellular use, an app will be created to assist in all aspects of the “We’ll Watch our Eagles Fly” campaign. There will be a breakdown of different sections to enter: New Experience Photos with a section to enter drawing, Slogan sections for pictures demonstrating audience participation and a chance to enter contest, Player photos, discussion forum of experience ideas, and Grand Prize section. Game scores and other team related news will be present on the app home page as well.

Web Marketing PlanBudget for Google Adwords will be used to market the team and connect to the marketing web pages. Some examples from vague to specific are:• Tickets Philadelphia Eagles• Philadelphia Eagles • Philadelphia sporting events • Eagles giveaways• Eagles game day experience• We’ll Watch our Eagles Fly

Other web advertisements will beused on social sites, sports blogs, and NFL sites.

Target Audience15%

40%29%

16%

Men

18-2525-3435-4546+

53%

22%

9%

16%

Geographic

PhiPANEUSA

Budget

• Social Component: $300,000• Mobile Component: $100,000• Web Component: $300,000• Autographed and Experience Give-aways: $100,000• Grand Prize: $200,000

Total: $1,000,000 approx.

Expected Benefits of CampaignSolidify the Eagles fan base by demonstrating different aspects of what it means to be a life-long fan. Using different methods of getting fans involved and sharing current experiences, future possible experiences, and past experiences will keep the spirit of the Eagle fans alive. It will remind them that being their for their team is not just important in winning times, but in every game played. This spirit will increase ticket sales, hospitality experience sales, merchandise sales, etc.

“We’ll Watch our Eagles Fly”