Jacksonville JaguarsKianna Brown

October 2, 2016

Table of Contents Executive Summary: 3 Social Media Audit: 4-6 Social Media Objectives: 7 Online Brand Persona & Voice: 8 Strategies & Tools: 9 Timing & Key Dates: 10 Social Media Roles & Responsibilities: 11 Social Media Policy: 12 Critical Response Plan: 13 Measurement & Reporting Results: 14

Executive Summary The social media plan for the

Jacksonville Jaguars seeks to exploit the strengths of the team, on and off the team. With our slogan being “Stand United”, we want to grow fan satisfactory and convert viewers into fans by increasing our young and female fan base, emphasize the team’s potential to win, and build off of team news.

Social Media AuditFacebook URL: https://www.facebook.com/jacksonvillejaguars/?

fref=ts Follower count: 589,105 Average Weekly Activity: 23 Average Engagement Rate: 468.7

Twitter URL: https://twitter.com/Jaguars Follower count: 373,000 Average Weekly Activity: 10 Average Engagement Rate: 167.9

Social Media AuditInstagram URL: https://www.instagram.com/jaguars/ Follower count: 259,000 Average Weekly Activity: 34 Average Engagement Rate: 6,148

LinkedIn URL: https://

www.linkedin.com/company/jacksonville-juguars Follower count: 7,890 Average Weekly Activity: 1 Average Engagement Rate: 47.6

Social Media AuditCompetitors (AFC South)

Houston Texanshttps://www.facebook.com/HoustonTexans/?

fref=tsPros: Post frequently, very visualCons: Need more fan interaction

Tennessee Titanshttps://www.facebook.com/titans/?

fref=tsPros: FB events with gamesCons: graphics are not great

Indianapolis Coltshttps://www.facebook.com/colts/

Pros: Promotions, game updates through mediaCons: big fan base but little interaction

Social Media ObjectivesOverall Business Goals: The Jacksonville Jaguars are building a winning franchise, on and off the field

Social Media Objectives to Support Business Goals: Increase fan interaction Reach young (18-35) and female fan base Increase ticket saleshttp://www.socialstrategy1.com/wp-content/uploads/2013/03/jags_info_web_final.jpg

Online Brand Persona and Voice The Jacksonville Jaguars knows its

audience and is personable among its fans. On social media, we strike a very fun and informational tone.

Strategies and Tools Keep in contact with customers

(customer service with messaging, collect & share fan photos, etc.)

Draw attention with Social Media ads Catch the audience’s eyes with

visuals (especially play videos to increase conversation)

Provide attention grabbing content (short & simple posts, game updates, etc.)

Timing & Key Dates October-Breast Cancer Awareness Month 10/4-Live postgame coach & player press conference 10/7-Practice & Injury Update for bi-week 10/7-Fan Friday (fan pictures) 10/9-AFC South playing summary 10/11-Spotlight: Cheerleaders visit Cancer center 10/12-Promote upcoming away game tailgate & watch

party 10/14-Game strategy for Chicago Bears (blog) 10/16-Game day graphic (morning) 10/16-Live pregame workout at Bears stadium 10/16-Full game & halftime score updates

Social Media Roles & Responsibilities

Social Media Director-developing & overseeing execution of social media

Social Media Manager-responsible for planning, design, & execution of social media strategy (day-to-day execution)

Social Media Planner-responsible for developing strategic proposals for digital advertisers, coordinating with the media team, and allocating to client objectives

Social Media Policy Content relating to sensitive company information

should not be shared to the outside community

Disgraceful content, such as racial, ethnic, sexual, religious, and physical disability slurs are not tolerated on company or personal sites

Company reserves the right to edit or delete any misleading or inaccurate content on any sites

Doctrines of professionalism, reliability, and neutrally should be observed by anyone posting online

Critical Response Plan Define the problem Accept responsibility of your actions Take time to create good responses Find the solution for your followers or

consumers Problem concerning employee?

Determine correct way to handle the employee

Measurement and Reporting Results 68.3% capacity Average ticket price: $45 Jacksonville population 1.3 million 54% millennial followers on Twitter