For my ten blog posts this semester I will be focusing on different NFL teams’ integrated marketing approach. For many teams, a solid presence on social media can lead to increased sales, both ticket and merchandise, better public relations, increased CSR, the list goes on and on. This week, I will be focusing on the Philadelphia Eagles. I happen to be from Philadelphia and grew up watching the Eagles play on Sunday and Monday nights. In order to analyze their use of integrated marketing, I will be taking a look at their various social media accounts and even some supplemental news outlets to help asses the impact of their endeavors.
The Eagles organization’s use of integrated marketing has significantly increased over the past few years. Today, their Facebook page has just over 3 million followers/likes. This allows their social media team to actively publish articles, pictures, updates, polls, etc. to a large audience of fans. Their presence on Facebook gives them a channel to release live footage after a game as well. Just this past weekend, after a tough and cold playoff game against the Atlanta Falcons, Nick Foles came on Facebook Live and held a press conference addressing questions from popular media or news outlets. With another upcoming playoff game this weekend, we see many posts like the one below outlining what’s on the line. This picture serves them pretty well as it is playing on the idea of a trophy and a chance to play in the Super Bowl. This picture on its own does its fair share of marketing. People get excited and eager to watch or attend a game when they know that something BIG is on the line. This excitement directly translates into increases in sales, attendance, coverage, provides information for event planners, and even strengthens the brand.
Another social platform that the Eagles use well is Twitter. The tweet below outlines the success of their marketing campaigns and advertising. With the team advancing to the semi-final round of playoffs, fans are coming out and rallying around their team in hopes of achieving a great feat. See, one of the most important aspects of social media is that it lets users experience something out of the ordinary. By following along with tweets and posts, the fan base gets stronger because they become attached to the players. This plays on people’s emotions and in turn boosts the Eagles’ franchise.
The last thing I want to touch on is the implementation of CSR. Corporate Social Responsibility in the past few years has become a staple for some organizations and a fad for others. The argument will continue to go on for some time, but there is no denying the benefits of CSR. With a devout man of faith in rookie QB Carson Wentz, he took it upon himself to strengthen the brand. The best part about this is that nobody had to tell Wentz what to do, he didn’t do it with CSR in mind, he did it because this is who he is. About a year ago, Wentz came across a story of a boy diagnosed with cancer who said he was Wentz’s biggest fan. Through the make a wish foundation Wentz took it upon himself to complete this boy’s final wish. To his dismay, his wish was to spend the day with Wentz and linebacker Jordan Hicks. The story went viral, and Wentz along with Hicks and a few other teammates wore “Dutch Destroyer” wristbands honoring the life and legacy of the boy through his nickname. This was a story that captivated much of the NFL, not just the Eagles fanbase. It truly is some of the most powerful stuff that comes from the heart, in this case Wentz definitely strengthened their consumer base by just being a great guy and with some help from the social media team they were able to let the world see this deed.
This is the beauty of football, and sports in general. It is much more than just a game, its a bond that links people of all walks of life. The Eagles have surely done a great job of maintaining a positive image and effectively using an integrated marketing approach to secure the growth of their organization.
P.S. GO BIRDS!!