The MSU Athletic Department is launching a "Victory for MSU" campaign to revamp their social media presence and increase engagement, particularly among students and alumni ages 15-29. The campaign aims to increase student season ticket sales by 20%, social media followers, and overall game attendance by 25% through a more consistent presence on platforms like LinkedIn, Pinterest, Facebook and Twitter. The budget for the social media initiative is $5 million, which is a small increase over the previous $125 million athletic department budget.

1. MSU Athletic
Department
“Victory for MSU” Campaign

2. Big Idea
Amongst the nation’s most elite athletic programs
This does not currently reflect onto social media platforms
Revamping/creating sites to increase traffic, buzz and
ultimately, ticket sales
The “Victory for MSU” campaign utilizes untapped markets

3. Target Audience
MSU Athletics currently targets an audience of all ages
“Victory for MSU” is specifically targeting generation Y
I.E. Prospective high school students, current students
and/or alumni
• Ages 15-29
No specific geographic location, as social media has no
boundaries and Michigan State is a nationally recognized
program

4. Key Performance
Indicators
Ticket Sales
Hopes of increasing student season sales by 20%
Following on social media platforms
Game day attendance
Hopes of increasing overall attendance (of all sports) by 25%

5. Tools & Tactics
Introducing MSU Athletics to LinkedIn…
Increasing student interest in athletic department
employment with no searchable job boards
MSU is one of few university organizations to operate its
program as a professional one.
i.e. corporate sponsor communication is direct vs. hiring a
third party
Great avenue for employment inquiry and corporate sponsor
communication

6. Tools & Tactics…
Introducing MSU Athletics to Pinterest…
Opportunity for audience to view athletes on a personal level
Additional opportunity to promote events, giveaways, contests,
etc.
Personal, fan, and event pictures will increase brand/audience
relationship

7. Tools & Tactics…
Revamping Facebook & Twitter
Twitter following is currently around 6,000
Facebook following is much greater, lack of consistency with
Twitter page
All pages should be consistent, posting the most up to date,
relevant information

8. Budget
Social Media initiative
Most platforms are free, keeping
additional costs minimal
Previous athletic department
budget including operating costs:
$125 million
After “Victory for MSU” campaign:
$130 million
5 million in additional costs
covering social
media, giveaways and
employment

9. GO GREEN
GO WHITE!!