New York Yankees Digital Marketing Strategy Presented by: Kyle E. Howard
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