Digital Marketing Strategy by Yashmeet Monga-Mumbai city FC

Mumbai City FC

Introduction

•Professional football team based out of Mumbai•Owned by Ranbir Kapoor•Rosters are Sunil Chhetri, Nicolas Anelka, Diego Forlan•Home Ground is Mumbai Football Arena( Andheri )•Official Kit is Puma

360 Marketing Strategy

Facebook

• 575,292 Likes•#BoleTohMCFC•Regular updates and news posts•Less number of videos and GIFs in their posts•Festival and Birthday Posts

Twitter

•98.6k Followers•Following 65•Content fully identical to facebook•No platform optimized content•Less engaging content

Instagram

•51.9k Followers•Following 35•1223 posts•Content almost entirely identical to Facebook and Twitter

Website

•Good UI•Varied Content•Lack of “engaging” content like Games,Videos and GIFs•No merchandise on sale within the website

YouTube

•1796 subscribers•Festival and “action” content•Needs more post patch analysis videos•Needs more “locker room info”

Others

Endorsements for mitashioutdoor ads

Competitor Research

International Competitor Domestic Competitors

575klikes

51.9kFollowers

98.6kfollowers

1795 Subs

47.9m likes

9.2mfollowers

8.53mfollowers

612k subs

926k 193k 656k 4308

Social Media Survey

Target Audience

Primary TG Secondary TG

18 to 35yrs

Mumbaikar

Maleearns >

50k

11 to 14 yrs

Mumbaikar

Boys &

GirlsDependent

Buyer Personae

Mr.AjinkyaShinde

Aditi Mahajan

26 yrsMale

Works at KPMG

Earns 18l per annum

13 yrsFemale

Studies at kendravidyala

ydependent

SEO

Continued

Continued

Continued

Continued

Mobile View

Top 10 Keywords

Moodboard - Brand Logo & Colours

Moodboard- Fonts

Content Bucket

GIFsFreekicksDribblespenalties

Videos

Player HL’sMatch HL’sOn this day

Hl’sCreatives

Upcoming games

Live scoresPost game

updates

Blogs

The journeyHistoric ISL

games

Campaign 1-#Dizzyshootout

Like,Comment,Share the post with

#Dizzyshootoutand tag 2 friends to enter contest!







Campaign 2-#guessaway

Campaign 3-#trainwithyourstars

InstaLive-

video

E-mailcampaign

E-mail Marketing

•Obtain E-Mail id’s from campaign 3 and send Tournament pics (Email 1) with “subscribe to insider list” button

•(Email2)if not opened: 1 week follow up with MCFC action videos and subscribe to MCFC Insider list

•(Email3)if opened and subscribed: send Insider content with MCFC original merchandise and personalized merchandise on sale

•(Email4)if opened and not subscribed: 1 week later follow up - you're missing out on hot team gossip! subscribe to get MCFC Insider content!

•(Email5)after opened and subscribed: follow up with Insider news and MCFC action videos with option to buy merchandise on the email

E-mail Marketing

Email 1(Tournament pics)

Email 4(1w follow-up)

Email 2(1w follow-up with videos)

Email 3(Insider content)

Email 5(Purchase merchandise)

Blog Topics

•F&F - Fashion & Football

- how football jerseys have changed over time- MCFCs aesthetically pleasing jersey

•Iconic ISL matches - Epic turnarounds- last minute drama

Blog Topics

•F&F - Football and Fitness- fittest footballers and their secrets

- is football is good for your health? Science backed results

•#ISL Grassroots - Scouting the future of India- ISL Grassroots and its origin story- Encouraging girls as well to take up football

Influencers•Football paradise

-Facebook - 115k likes , twitter - 21k followers ,insta - 1k followers

- won best blog at international football blogging awards 2016

•Goal.com-facebook- 1.2m likes ,twitter-38.9k followers, insta -1.2m

followers

Influencers

•Outside of the boot- facebook -25k likes, twitter -16.5k followers, insta - 257

followers-intensive analysis and detailed match stats

•Beer biceps-Facebook -52k likes, youtube -166k subs, insta -32.4k

followers-mumbai based fitness blogger

Influencers

•mumbai foodie-facebook -16k likes, twitter -7k followers, insta -244k

followers

-fan base strongly resonates with target audience

Media Planning

Media Planning

Media Planning

Media Planning

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