All Sports. All the

time. We experience greatness. Together.

A Digital Media Strategy For The #1 Sports Network

The Big Idea

ESPN is the #1 place to find and

watch any and ALL sports news

Provide a “WE” factor to the

audience & let them feel like they are a part of ESPN rather than just a

spectator

Involve the audience as much as possible with ESPN through

social media to gain infinite involvement

and recognition

Target Market

• Adults 18-34

• Avid sports fans

• Young – thrive on social media

Social Media

• Exclusive promotions & Contests for followers• ESPN Football Friday Fact Day • Fan of the Week • Trivia Tuesday • Insta-sensation• Live feed of events/games

• Keeping the audience engaged 24/7 at any location

• Post daily on Twitter, Facebook, & Instagram to gain more recognition

• YouTube Channel for special promotions, deals, and contests

• Subscribers of this channel will get updates on new contests given

• Channel made so subscribers can post any sports related video they want (good or bad)

• These videos subscribers post could have the chance to be on ESPN Top 10 (or not Top 10)

Social Media

Mobile Apps• Easy download for target audience• Low charge from Apple ($99/year & 30% of sales

go to Apple)• Constant accessibility to ESPN • App for all ESPN promotions/contests &

exclusive deals• Making new apps: ~$400,000

Tracking Success (KPI)• Cost Per Click to monitor reach • Facebook Ads – to reach the target audience with

relevant ads (18-34) • Likes, Favorites, Retweets, Follows, Comments • Mobile App downloads • YouTube comments, views, & subscribers

Google Adwords• Google Adwords annual cost = $500,000 • Average Cost Per Day = $1,200 – $1,350• Keyword Traffic Estimator to choose specific

words (sports, live, scores, etc.)

ESPN Budget Digital Marketi

ng Budget

12 Months

$4.8 Million

Per Month

Social Media Budge

t

12 Month

s

960,000 Per Month

ESPN Budget Mobil

e Budge

t

12 Month

s

950,000 Per Month

Advertising Firm

600 per hour –

24 hours/day for 1 year

$5,256,000 Per Year