Red Sox Digital Strategy Final Presentation 2014

RED SOXDIGITAL

STRATEGYBy: Sarah Nuss

u World Series Championships: 1903, 1912, 1915, 1916, 1918, 2004, 2007, 2013

u History, tons of history u Curse of the Bambino u Die Hard Fans

33,000 34,000 35,000 36,000 37,000 38,000 39,000

2008 2009 2010 2011 2012 2013

Average Home Game Attendance

u Capatcity:37,493 (night), 37,065 (day)

u Oldest Ballpark in the MLB u Opened April 20, 1912

u Target: Families in the Boston and New England area

u Create a family ticket package for every home 1:35 p.m. Sunday game.

u  Package includes 4 tickets and vouchers to use towards food at selected concession stands throughout Fenway.

u Benefits of going to a Fenway Family game:

Kids run the Bases

Access to the Red Sox

Kid Nation Clubhouse

Creating Memories together

u Mobile check-ins to receive in-game offers

u Extra discounts and special offers will appear on dedicated Fenway Family days.

u All special events and activities hosted on game day will be posted.

Number of followers: Twitter: 749,000 Facebook: 4,454,067 Instagram: 288,208 Pinterest: 7,360

u Post content informing followers of the family ticket package.

u Promote the hash-tags: #FenwayFamily, #FenwayFamilyDay, or #FenwayFamilies.

u Encourage fans to upload posts and pictures during the game using promoted hash-tags to receive in-game special offers or access to Fenway.

Create a public Red Sox Craft board on the Red Sox Official Pinterest account. Families and community members can look up fun ways to celebrate their team pride.

Blogs Invite top travel, baseball, and family bloggers from the Boston area to experience a Fenway Family day and mobile ballpark check-ins.  

Google Adwords Extensive keyword research to create ads targeted towards family travel to Boston, baseball, budget family fun, the Red Sox, and Fenway.  

E-Newsletters Add a family section to current newsletter and create a Red Sox Kid Nation newsletter to share details on new events and deals.  

u  Increase ticket sales u  Increase social media presence u  Increase participation in mobile

check-ins through the MLB.com Ballpark App

u Make attending a Red Sox game a must do on every family’s summer to do list

Field Amount (Annually)

Mobile Marketing and App Development

$700,000

Social Media $2,000,000

Search Engine Optimization and Google Ad Words

$1,000,000

E-mail Marketing $347,000

Digital Media Research and Evaluation

$1,000,000

External Agency Digital Media Marketing Consulting

$450,000

Traditional Advertising (print etc.)

$13,923,000

Total $21,420,000

“Why? Why should the bond between a people and their baseball team be so intense? Fenway Park is a part of it,

offering a physical continuum to the bond, not only because Papi can stand in the same batter's box as Teddy

Ballgame, but also because a son might sit in the same wooden-slat seat as his father.”

― Tom Verducci  

Photos  from:  photopin.com