2013 DIGITAL STRATEGY

NEW YORK YANKEES

Index

• Target Audience• KPI (Key Performance Indicators)• Idea• Tools & Tactics• Budgets• Conclusion• References

Target Audience

• New comers seeking for baseball entertainment in New York.

KPI

• The ultimate goal is to increase the exposure rate among the target audience.

Idea

• The Problem

New Comers feel lonely when they first come to New York because they know NOTHING about this city.

Idea

• Family - The Big NYY Family.

New Comer 1

New Comer 2

New Yorker

Tools & Tactics

• Facebook / Google AdWords

Budgets

• $1.7m / month (2% of annual revenue)

– SEO: $190,000– PPC: $1,150,000 (Google AdWords)– Social Media: $288,000 (Facebook)– Email: $96,00– Mobile: $96,00– Content: $96,00 (planning, build, implementation,

and management)(cost per month)

Conclusion

• Identify target audience• Discover the problem• Solution• Evaluation

References

• New York Yankees Annual Revenue in 2009• U.S. Digital Marketing Budgets• 2013 Digital Marketing Budget Calculator