ESPN Final Project

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ESPN By: Daniel Loewy

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Transcript of ESPN Final Project

Page 1: ESPN Final Project

ESPNBy: Daniel Loewy

Page 2: ESPN Final Project

Nature of the Business

The product is in the name, ESPN: Entertainment and Sports Programming Network.

American, global television network that focuses on sports-programming Sports talk shows, event telecasts, and expert

analysis

The competition: National Networks: CBS, NBC

Specialty Networks: MLB TV, NFL Network, Golf Channel, etc…

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Aside from their presence on cable networks across the world, ESPN also has an array of product offerings: ESPN Insider

ESPN the Magazine

30 for 30 Documentaries

Clothing apparel

ESPN Zones located across the U.S.

Challenges in capturing product sales: Budget constraints related to advertising

Maximizing advertising reach amongst consumers

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The Pitch To implement a low-cost digital marketing

campaign which seeks to utilize social media, primarily, in order to reach a greater number of our target customers. We feel there is an opportunity to make this niche market more aware that ESPN even offers for-purchase, premium products. Facebook

Twitter

Mobile Solutions

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The Facebook Plan Existing Facebook page is highly interactive,

excellent opportunity to supplement this current strength.

In coordination with Marketing, determine keywords that correlate to the interests of Facebook users. Use this acquired knowledge to employ the

use of Banner Ads Reach Your Target Customers

Deepen Your Relationships

Control Your budget

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(… continued) Reach Your Target Customers

Reach over 800 million potential customers

Choose your audience by location, age, and interests

Deepen Your Relationships Promote your Facebook page and/or website

Utilize the “Like” button to increase your ad’s influence

Control Your Budget Set and control your budget daily

Choose to pay only when people click ad (CPC) or when they see the ad (CPM)

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The Twitter Plan Many prominent ESPN analysts already have

a strong presence on Twitter, as well as the network page itself. ESPN also employs many former professional

athletes

Excellent and convenient opportunity to have “famous” people promote your product Example: Football Insider, Adam Schefter,

could promote ESPN Insider subscriptions

No added expenses, employees already under salary

Use the “Promotion” feature on Twitter

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Promotion feature: ESPN could refine their target reach by

targeting users with platform messages

iOS, Android, and Blackberry

International Opportunities: 70% of the 140 million active users on Twitter

are abroad

TwitterAds and the Promotion feature could allow ESPN to tap into a new niche market

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Mobile Solutions Create and develop apps that compliment the

product offerings of ESPN (TV) and ESPN.com Coupon offerings

Limited time offers

Fantasy Sport apps

ESPN the Magazine access for iPhone and Android users

Promote these apps through other social media platforms that ESPN already employs

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Metrics First and foremost, monitor the sales figures on

products that are related to social media promotion. Use prior sales figures of related products as a

historical benchmark.

Elicit consumer feedback regarding the effectiveness of the recent social media marketing campaign.

Track increase in mobile apps purchased

Utilize the Google AdWords feature that allows you to monitor the effectiveness of keyword selection and click-throughs

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Budget First, it is important to note that the goal of this

digital marketing campaign is not to incur traditionally expensive advertising costs Mastering social media marketing to minimize costs

highlights the intrigue of this proposal

That being said, ESPN has an enormously large check book: Subsidiary of The Walt Disney Company

Industry market share leader

Realistic digital marketing campaign budget given company revenues and resources: $400,000

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Wrap-Up Minimize advertising costs through utilizing

various forms of social media. Facebook Banner Ads

Twitter “Promotion” feature, ESPN internal promotion

Mobile Solutions For-purchase phone Apps

Further segment consumer market to better target that audience Raise product awareness

Reach more consumers to capture more sales