Emma NunanSangmi ParkMichel Richaud

D.C. United Marketing Plan

Main Goal:To provide ideas for how to increase

the fan base for D.C. United for the upcoming 2015 season, focusing on the 18-34 year old age group

Sub – Segments:

College studentsRecent college gradsYoung professionals

18-34 year olds in DC area: 1.5 million

Organic Search

44%

Direct24%

Re-ferral18%

Social13%

(Other)0%

Display0%

Email0%

Where do dcunited.com Users Come From?

From March 2014 to November 2014: 1.6M visits

Source: Google Analytics dcunited.com

desktop55%

mobile36%

tablet9%

Social Media to dcunited.com

TwitterFacebookredditGoogle+YouTubeLinkedInBloggerScribdYelpNetvibes

48%47%

4%1%0%0%0%0%0%0%

College Students:College Ambassador Program

Promote D.C. United to sell tickets on their campus throughout the season

Educate college students on new college pricing and the D.C. United experience

Allow students to gain experience in sales and marketing

Implement a point system to reward ticket sales and marketing initiatives

Each college ambassador will have a promo code

College Students cont.Talon vs College Mascot shoot out

Talon will visit local colleges and universitiesCoin toss to determine which mascot goes firstSchool mascot who wins best out of three games will

win vouchers for a free hotdog & drink for students who attend the next home game

To advertise the game, social media and posters around campus will be used#gwdcunited

Recent College grads:Singles Night

a special area for tailgating and a reserved area in the standsTwo (2) complimentary alcoholic drinksOrganized games as ice-breakers

AdvertisementD.C. United’s social mediaEmail blasts to different listservsPartnership with dating application

Recent College grads contSingles Night cont

SmileBackAdvertise Singles Night on the app“matches” will get tickets to an upcoming D.C.

United game

Email blastsListservsOrganization newsletters

Offer discounts to employees for games in exchange for allowing D.C. United to send a message through email list

Young Professionals: D(ad) C(hildren) United Day

Sport often passed from father to sonFamily friendly section of tailgate and stands

Games, sports balls, Bounce house, Dad vs Kids contests

Summer camp fairWater, soda, and snacks provided

Take place on a Saturday afternoon around Father’s Day

Halftime Dads vs Kids scoring contestRaffle to win Father/Child signed jerseys

Young Professionals contD(ad) C(hildren) United Day cont

AdvertisingTwitter and Facebook contest Announcements and fliers at D.C. United games for

the month priorEmail to DC young professional LinkedIn groupsEmail to summer camps’ email lists