FC Dallas is a Major League Soccer Team with a stadium capacity of 20,000. Current attendance is lacking and our goal is to drive traffic to three sites, www.fcdallas.com, www.fcdallastickets.com, and www.fcdmembership.com. The allocated budget is $10,000.
Kicking Off
The Top 3
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LA Galaxy
~2.4M Facebook Followers
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NYC FC
~2.1M Facebook Followers
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NY Red Bulls
~930K Facebook Followers
Meet the New
FC Dallas.
This content creates a bridge between fans and the team players. In order for FC Dallas to drive conversions and increase attendance they must create this special connection between fans and their team.
Solution
A scavenger hunt contest involving the three targeted sites will be conducted in order to increase traffic. Under this contest, fans will have to regularly keep up with all three sites to answer questions such as what players were wearing, what was said in a specific video, and other small details. The more a fan keeps up with the sites and successfully answer the questions, the greater chance of winning. Fans will also have an increased chance of winning by attending matches throughout May, providing proof of attendance, and looking for other clues within the stadium.
The Grand Prize
FC Dallas will face the Seattle Sounders at their home Toyota Stadium on June 1st, 2019. 1 lucky fan will receive sideline tickets as well as the opportunity to meet the team prior to the match.
Promoting the Message
Utilizing the $10,000 facebook budget allocation requires strategic and cost-effective planning. To minimize costs there will be an emphasis on organic content using videos and images of some of the players in order to build the connection between the fans and the team. One video featuring co-captain Reto Ziegler will announce the contest at the beginning of May.
Sponsored content will be used to announce the 2 matches in May and the contest for the June 1st match.
Content made on the Facebook pages will leave out some information and use the strategy of “find out more at FCdallas.com” to drive traffic into the site.
Objectives
Target Audience
According to Simmons, soccer fans aged 21-39 make up 44% of total fans, while those aged 40-54 make up 25%. Of these total fans, 67% were male and 33% were female. We can build the target Facebook audiences using this data accordingly.
Schedule + Budget + Goals
The current average attendance is 15,000 with a total capacity of 20,500. Assuming the average remains consistent, our target is to increase attendance by roughly 5,500 per match and drive traffic to the three sites with a $10,000 budget. With 2 matches in May, we will dedicate $4,000 of the budget towards each match and utilize the remaining $2,000 for website traffic.
Campaigns:
May 1st - May 11th (match on 11th vs NY Red Bulls)
May 12th - May 19th (match on the 19th vs LA Football Club)
May 1st - May 31st (website traffic)
Each campaign will utilize a mix of videos and photos to ensure that content does not get too repetitive. Unsponsored content will be posted throughout the month of May, focusing on behind the scene footage, and stories about individual players.
Sources:
FC Dallas Toyota Stadium: Photo by FCDallas.com