Digital Performance by Channel

Digital Channel Frequency of Reach Engagement Rates Cost Positives Areas of improvement
Content (Per month) (Per month) (Per month) (Outline 3 positives) (Outline 3 areas of improvement)
(Per month)

• Regularly updated content • Optimize the website for faster

keeps visitors engaged. loading times.
Website 100,000
15 pieces of An average $5,000 • The website has a responsive • Incorporate clear calls-to-action
unique visitors per
content of 500 design that adapts well to to guide visitors towards
month
comments different devices. purchasing tickets or merchandise.
• Clear navigation makes it • Update outdated content,
easy for visitors to find what including player profiles and news.
they're looking for.
• High-quality video • Increase engagement by
8 videos 100,000 subscribers & 1 production. responding to comments and
YouTube million views 7% $3,000 • Consistent posting schedule. creating more interactive content.
• Strong subscriber base. • Optimize videos for SEO to
increase reach.
• Collaborate with other YouTube
channels or influencers to reach
new audiences.
• Active engagement with fans • Increase engagement by posting
20 times 500,000 followers & 1 3% $1,500 through comments and shares. more interactive content, such as
Facebook million impressions • Consistent posting schedule. polls or quizzes.
• Integration with ticket sales • Incorporate more video content
and promotions. to increase engagement and reach.
• Use Facebook's targeting
capabilities to reach specific
audiences.
• High-quality visual content. • Increase engagement by using
12 times 250,000 followers & 6% $3,000 • Active engagement with fans Instagram's features, such as
Instagram 500,000 impressions through comments and likes. Stories and Reels.
• Consistent posting schedule. • Incorporate more user-generated
content to increase engagement.
• Use Instagram's targeting
capabilities to reach specific
audiences.
• Active engagement with fans • Increase engagement by using
40 times 100,000 followers & 2% $2,000 through retweets and replies. more visual content, such as
Twitter 500,000 impressions • Consistent posting schedule. images and videos.
• Integration with ticket sales • Use Twitter's targeting
and promotions. capabilities to reach specific
audiences.
• Increase frequency of posting to
maintain engagement.
• Active engagement with fans • Increase engagement by
8 times 10,000 followers & 1% $1,000 and industry professionals. incorporating more visual content,
LinkedIn 50,000 impressions • Consistent posting schedule. such as infographics or videos.
• Integration with job postings • Use LinkedIn's targeting
and career opportunities. capabilities to reach specific
audiences.
• Increase frequency of posting to
maintain engagement.

• Regular email • Segment email lists to target

4 emails 50,000 subscribers 10% $2,000 communications with fans. specific audiences.
Email • Personalized emails that • Incorporate clear calls-to-action
address recipients by name. in all emails.
• High engagement rates on • Expand the email list to reach
email campaigns. more fans.

• Comprehensive coverage of • Optimize the app for faster

10 pieces of Downloaded 10,000 An average of 200 $5,000 team news and events. loading times.
App content times reviews • Integration with ticket • Add interactive features to
purchasing. increase engagement, such as
• User-friendly interface. games or polls.
• Increase app promotion to reach
more fans.
Digital SWOT Analysis

Strengths Weaknesses
Strong brand recognition and reputation in the sports industry. Dependence on a small number of star athletes for brand recognition.

Wide range of products and services, including events, Limited geographic reach and fan base compared to other sports
merchandise, and sponsorships. organizations.

Active engagement with fans and followers across social media Reliance on traditional marketing and advertising methods rather than newer
channels. digital strategies.

Opportunities Threats
Expansion into new markets and regions through strategic Intense competition from other sports organizations for fan attention and
partnerships and sponsorships. sponsorship dollars.
Leveraging digital marketing strategies to reach new audiences Changing consumer behavior and preferences, such as a shift towards e-sports
and increase engagement. and online gaming.

Investment in new technologies, such as virtual reality and Negative publicity and scandals involving athletes or the organization, which
augmented reality, to enhance fan experiences. could damage brand reputation.
Competitor Analysis Template

Competitor Current Digital Platforms which What are they good at? What 3 actions can we implement based on the
the competitor is on (Consider areas such as quality and quantity of competitor audit? (3 actions)
content, reach, platforms where they have a strong
presence etc.)

• Increase our own social media presence and

• YouTube • Strong presence on social media, with high
ABC Sports engagement by partnering with influencers
• Twitter engagement rates and frequent updates.
and brands to increase visibility and drive
• Facebook engagement.
• Instagram • Known for innovative marketing campaigns and
• LinkedIn collaborations with influencers and brands. • Explore new digital marketing strategies to
stay ahead of the curve and keep up with
changing consumer preferences.
• Develop more creative and engaging
marketing campaigns to attract and retain
fans.

• YouTube • Known for their focus on fan experience and • Emphasize fan experience and engagement in our
• Twitter engagement, with interactive content and own marketing and content strategies, leveraging
DEF Sports • Facebook behind-the-scenes access. behind-the-scenes access and interactive content.
• Instagram
• Strong use of video content, including live • Increase investment in video content, including
streaming and highlights. live streaming and highlights, to capture fan
attention and increase engagement.

• Evaluate the feasibility of expanding onto

additional digital platforms to reach new
audiences and engage with fans in new ways.

• Twitter • Strong focus on social media engagement, with • Increase our presence on TikTok to reach new,
GHI Sports • Facebook frequent updates and engaging content. younger audiences and drive engagement
• Instagram through user-generated content.
• TikTok • Known for their strong use of user-generated
content and influencer partnerships. • Leverage influencer partnerships to drive
engagement and reach new audiences on social
media.

• Explore new ways to encourage user-generated

content and engagement from our own fan base,
such as through contests and challenges.
 Digital Stakeholder Analysis
Stakeholders Our current activity with them What do they want in terms of
on Digital
Active engagement on
Fans
social media, including
commenting on posts and
sharing content.
Limited engagement on
Sponsors social media, mostly
through sponsored posts
and events.
Limited engagement on
Athletes/Teams
social media, mostly
through official team or
athlete accounts.
Sharing press releases and
Media Outlets
official statements on social
media.
Limited engagement on
Community
social media, mostly
Organizations through sharing
information on events and
programs.
What platforms are they 3 Actions to improve the relationship with the stakeholder
content?
Want content that is engaging,
informative, and behind-the-
scenes, with a focus on athlete
and team personalities.
Want content that highlights
the sponsor's involvement and
impact, as well as access to
data and analytics on the
effectiveness of their
sponsorship.
Want content that highlights
their achievements and
personality and provides access
to training and behind-the-
scenes footage.
Want content that provides
exclusive access and insights,
as well as opportunities for
interviews and other coverage.
Want content that highlights
the organization's impact and
involvement, and opportunities
for collaboration and
partnership.
on? over the next 6 months
• Facebook • Increase behind-the-scenes content on social
media, including athlete and team personalities, to
• Twitter build deeper connections with fans.
• Instagram • Leverage user-generated content from fans to
• YouTube increase engagement and build a sense of
community.
• Host live Q&A sessions with athletes or other team
members to provide fans with direct access and
enhance the sense of engagement.
• Facebook
• Increase engagement with sponsors on social media by
• Twitter highlighting their involvement and impact and sharing
data and analytics on the effectiveness of their
• Instagram sponsorship.
• LinkedIn
• Create custom content for sponsors that aligns with
their brand messaging and goals and provides added
value beyond traditional sponsorship benefits.
• Host exclusive events or experiences for sponsors to
deepen relationships and enhance the value of their
sponsorship.
• Twitter • Increase engagement with athletes and teams on
social media by sharing content that highlights
• Instagram their achievements and personality and provides
• YouTube access to training and behind-the-scenes footage.
• Host exclusive events or experiences for athletes
and teams to deepen relationships and enhance
the value of their partnership.
• Provide regular updates and analytics on the
performance of social media content related to
athletes and teams, to ensure alignment with their
personal and professional goals.
• Twitter • Increase engagement with media outlets on social
media by sharing exclusive access and insights and
• LinkedIn providing opportunities for interviews and other
coverage.
• Host exclusive events or experiences for media
outlets to deepen relationships and enhance the
value of coverage.
• Provide regular updates and analytics on the
performance of social media content related to
media coverage, to ensure alignment with media
outlets' needs and preferences.
• Facebook • Increase engagement with community
organizations on social media by highlighting their
• Twitter impact and involvement and providing
• Instagram opportunities for collaboration and partnership.
• Host exclusive events or experiences for
community organizations to deepen relationships
and enhance the value of partnership.
• Develop custom content and initiatives that align
with community organizations' goals and values
and provide added value beyond traditional
partnerships.