Post on 23-Jan-2018
transcript
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
• 575,292 Likes•#BoleTohMCFC•Regular updates and news posts•Less number of videos and GIFs in their posts•Festival and Birthday Posts
•98.6k Followers•Following 65•Content fully identical to facebook•No platform optimized content•Less engaging content
•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 1-#Dizzyshootout
Like,Comment,Share the post with
#Dizzyshootoutand tag 2 friends to enter contest!
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