LA Kings

Marketing
Plan

By: Carly Corsinita & Isa Jimenez

 Table of Contents

01 02
Successful Sports Unsuccessful Sports
Marketing Marketing

03 04
LA Kings SWOT
Recommendations
Analysis
 Las Vegas Golden Knights

Instagram
• Visually striking graphics and
videos
• Engaging & entertaining
content
• Leverages gold color, team
name, & city
• Shows behind the scenes clips
with players & fans
• Created their own series called
“Words of Wisdom”
737K Followers
Las Vegas Golden Knights

Leading up to game day

 Las Vegas Golden Knights
Final slide
First slide displays highlights recent
a final score Next slides acknowledge three stars results and
graphic likely to be of the “Knight” upcoming
reshared schedule
 Las Vegas Golden Knights

TikTok
• Relatable content - evolving
with the trends
• Involves fans in their videos
• Created their own series called
“Trivia Tuesday”
• Ties in pop culture/sports
references in interviews with
players

163.9K Followers; 1.1M Likes

 Las Vegas Golden Knights

Twitter
• Goal graphics feature the
scoring player
• Emphasis on interaction,
encourages score predictions
and polls 528K Followers
• Matchup-specific promotional
videos highlighting rivalries
 Portland Trail Blazers

Instagram
• Eye catching graphics that
resemble cartoon sketches
• Posts starting line-up & best
plays of the game
• Post-game recaps
• Personality seen online is witty
and relatable to fans

2.7M Followers
Portland Trail Blazers

Leading up to game day

 Portland Trail Blazers

TikTok
• Relatable & authentic content
that is engaging for the fans
• Engage with fans the most on
TT by replying to comments
• Sarcastic and witty tone of
voice used for their videos
• Notably executes memes &
sounds in their videos that
make them funny

914.1K Followers; 11.2M Likes

 Portland Trail Blazers

Twitter
• Very straightforward and
informational
• Tweets more about updates
on games (starting line-up,
power plays, player stats)
• Created their own “Quote of
the Night” series
• Tweet promotional videos for
games and high quality photos
of team
1.5M Followers
 Unsuccessful Marketing Strategy
Tampa Bay Buccaneers
TikTok
● Lack of production value in
content
● Player-centered content fails
to capitalize on personalities
and instead overuses
generic Q&As
● Poor or outdated usage of
trending sounds/themes

1.2M Followers; 12.3M Likes

 Tampa Bay Buccaneers
Instagram
● Lack of creativity in
graphics
● Saved story content is
repetitive and doesn’t
feel personal
● Missed opportunity
with little to no
series-based content
● Only beginning to
establish a voice as a
media team

1.4M Followers
LAK Current Game Day Strategy
 LAK Current Game Day Strategy
Instagram Story Twitter
● Morning skate pictures ● Game preview
● Starting lineup ● Arrival fits
● Warmups ● Gameday graphic with timing and
● Player arrival stills/video stream info
● Goals from TV footage ● Warmup videos
● Period break score updates ● Starting lineup
● Final score ● Goal motion graphic
● Votable POTG if W ● Goals from TV footage
Instagram Timeline ●
●
Period break score updates
In-game photos
● Goal videos from ice level ● Final Score and stats
● Final score with swipeable stats ● Game recap
● In-game photos
 LA Kings SWOT
Strengths
• Highly competitive team
• Large local sports culture
• Loyal fans
• Likable players
• Most diverse NHL fan base*
• Bailey

*based on March 2020 data via Statista https://www.statista.com/statistics/1174910/ethnicity-nhl-fans-team/

LA Kings SWOT

Weaknesses
• No timeline game day posts
• Morning skate photos are too dark
• TikTok content feels too cookie-cutter with trending sounds
• More content can motivate further sharing
• Graphics can better tie in being an LA team
• We have a young roster with depth, but as a result there isn’t
really one “face of the team.”
• Kings media itself doesn’t have a “voice” that elevates
content
 Opportunities
● Leverage the city of LA
● Player-centered content
● Involve fans/fan experience in
content (Gen Z)
● Team’s name and history creates a
lot of opportunity for graphics,
content, and puns
● Transfer certain content from IG
stories to posts
● Interact with fans in comment
sections
● Promote YouTube content
 LA Kings SWOT

Threats
• Negative comments
• Unfollowings Graphics
• New emerging trends
• Backlash if team
performance declines
• Teams that can center their
marketing around a single Humor
player
• Competitors with excellent
graphic design teams
• Competitors with exclusive
and personal player content
Engagement
 Recommendations
Instagram
• Create unique gameday
matchup posts for timeline.
Include game time, where to
watch, and swipeable starting
lineup.
• Create hype videos centered
around one singular player at a
time. Highlight in game and out
of game content. Voiceover
combination featuring
teammates, coach, and the
player himself.
• Tie in LA in graphics and
content
 Recommendations
TikTok
Instead of documenting what’s
already happening, how can we
create an original and engaging
story?
• Avoid posting goals on TikTok
unless they are spectacular.
• Allow opportunities for fans to
ask questions.
• Better connect to a GenZ
audience by being more witty and
leaning into humor.
• Leverage rivalries in content:
Ducks/Oilers/Knights/Sharks
Ideas
• Player voice over on the
theme of the season, over
in-game footage, fan
footage, warmups, and
locker room postgame.
• More Mic’d up content,
allow players to be
themselves.
• Involve LA in content.
Locations, local artists, fans,
and more.
 Recommendations
Twitter
• Focus on increasing interaction and
engagement (comments & views)
• Tweeting visually appealing graphics
for upcoming games or rivalry
matches
• Using reaction gifs for top highlights
of the game
• Tweeting action packed videos of
not all goals but the best plays/player
content
• Ask questions in tweets or Twitter
polls (ex: Who had the best style); will
keep users engaged
Thank you for listening!