Your digital marketing agency has been hired by the NFL and the Kansas City Sports Commission to develop a digital marketing and social media plan for the 2023 NFL Draft to be held in Kansas City. The 2019 NFL Draft was the most-watched draft ever, eclipsing the previous record set a year earlier. But then the NFL had to pivot for 2020 due to the coronavirus pandemic and hold a virtual draft remotely via Microsoft Teams video conferencing from locations around the country—including Commissioner Roger Goodell's home—rather than the planned location of Paradise, Nevada.

The NFL and the Kansas City Sports Commission recognize it could be years before the country gets back to normal... or adopts a "new normal." They would like your agency to conduct research to determine how to engage fans for the NFL Draft in a digital environment. They want to see an assessment of what worked well and what didn't work well in the "live" drafts of 2018 and 2019 as well as the virtual draft of 2020 from a digital marketing and social media perspective. Based on the research conducted, your agency needs to create one strong digital marketing and social media strategy for the 2023 NFL Draft that assumes it will take place in a "live" environment, but includes plans for any contingencies. The campaign needs to include email, marketing automation, and social media, and should set campaign objectives related to awareness and engagement.

 

Determine the Psychographic Traits of potential NFL Draft attendees or viewers

• What do the consumers value about football?
• How do consumers align their emotions and beliefs with the NFL brand and football?
• How does a consumer's connection to college football affect their interest in the NFLDraft?

Determine Demographics

• Age
• income
• gender 
• education level, etc.

Determine Behavioral Characteristics

• What are the target audience's purchase behaviors related to NCAA or NFL merchandise?
• What are the target audience's purchase behaviors related to NCAA or NFL game tickets?
• What are the target audience's viewing behaviors related to NCAA or NFL football games?
• What are the target audience's viewing behaviors related to the NFL Draft?