Create an online campaign to attract a new generation of American fans to Crystal Palace

Please can you follow the assessment brief and guidelines I provided you below. They are in detail in order for you to have a clear image and understanding of the assignment.
Assessment Brief: MMM077 Digital Marketing 2016

Question:-
Create an online campaign to attract a new generation of American fans to Crystal Palace
Football Club. This assignment should be presented as an individual management report of
no more than 3,000 words

Background:

Crystal Palace Football Club (CPFC) is enjoying its third consecutive season in the English
Premier league for the first time in its 111-year history. In December 2015, the club received
£50 million investment from two American billionaire sports investors (Joshua Harris & David
Blitzer), which will help the club progress further with its development plans – including its
stadium and academy – as well allow entry to the US market.
The Premier league is the most followed and commercially successful league worldwide
across every sporting category. As a global sporting phenomena, the Premier League is now
aired by over 200 broadcasters worldwide. Comcast recently paid $950 million to own the
rights to air English Premier League football games in the United States, where audience
sizes have increased 150% in the last three years to over half a million viewers.
The growth is giving rise to a new generation of international Premier League fan who
follows and watches their club(s) of choice almost entirely online. This provides CPFC with
an exciting opportunity, to not only build its fan base in the UK (mainly South London), but
also internationally.
Premier League fans, both in the UK and internationally, spend significant periods of time
consuming online news and content about their club. The average CPFC spends up to two
hours a day reading online news and stories about the club, as well as other fan posts,
comments, blogs and opinions.
The club needs to harness this interest and deliver value added content and online
experiences to get closer to existing fans and attract new generation of fans. To deliver this,
the club’s marketing has been structured and organised in a more digital centric waythrough
a “Marketing News Desk”, where content is constantly created, delivered and
interactions managed through innovative use of technological tools and platforms.
In your report, you should provide a detailed plan for an online marketing campaign for the
2016/2017 season. This campaign should leverage the creation of online content and
experiences. You should carefully demonstrate how this campaign will meet one, or both of
the goals of CPFC of getting closer to existing fans or attracting a new generation of fans.
To support this assessment, you will be given access to information and data on CPFC, you
will have an opportunity to hear from and question management (CPFC Marketing Director)
in addition to any primary or secondary research you carry out.
Areas that your report might cover:

 Define what success looks like. What will your key measures of success be and how
will you evaluate performance against these key measures?
 Include data on interest in Premier League outside UK – internationally, specifically in
the USA. Which countries attract the most fans premier league clubs, and why? What
do we know about these fans, their cultures, profiles and consumption?
 How can premier league football clubs can compete with the big three sports leagues
(American football, baseball and basketball) in attracting US fans?
 What are other Premier League clubs doing to attract new international fans? What
can we learn from them?
 What kinds of content engages international fans? What approach might CPFC adopt
to attract new international fans to the club? Consider both tapping into the key
season moments and special projects
 What sources might be needed to deliver your plan?
 How would you execute your plan and what special milestones or projects would you
execute to drive interest internationally?
 Make sure your plan is specific and detailed.
Suggestions to help you in developing your report
 Your report should be informed by evidence and insight that you have collected, not
simply based on your preferences and opinions
 You should do your own research to become familiar with the Premier League
season, the way by which clubs play and market themselves within the season
 You should identify approaches taken to content marketing by leading Premier
League clubs
 Research Premier League International reach and broadcast partners around the
world
 Review news (and website / social channels) for CPFC 16/17 season
 Explore campaigns from best in class brands in other categories/ sectors and
consider how they might be relevant to the Premier League
 You are presenting a management report, not an academic essay (although sources
need to be referenced using Harvard Style Referencing). Findings should be clearly
and concisely presented
IMPORTANT – CONFIDENTIALITY

 This assessment involves access to commercially confidential information. You are to
treat all information received from CPFC as commercially confidential. This means
you will not distribute information made available for this assessment through any
publicly available channels, or make available to any individual who is not enrolled on
this module. This includes, but is not limited to, posting or discussing the material on
any social media channel.
 Failure to respect confidentiality will be treated as University of Reading Regulations
for acceptable behaviour which include sanctions around up to suspension or
exclusion from the University
 You are not to imply that you are representing CPFC in any way, when conducting
any research. If you are collecting any primary data, you are limited to asking generic
questions about Premier League football, not CPFC
 You are not to post any messages on any fan specific CPFC forums, online sites.
Digital Marketing Assignment Structure – Guideline only

I- Introduction
II- Background / contextual information
• Premier League in the UK and in the international arena
• Major US sports leagues versus Premier League in the US
• Crystal Palace Football Club – the brand, what it stands for, its place in the Premier League, its US and international fan base.
III- Statement of the problem:
• CPCF’s mission to attract new US fans using digital marketing – suggestions for an online/digital marketing campaign
IV- Current thinking / Literature on
• Digital Marketing: key trends, challenges, industry best practises
• Use of digital marketing in the sports industry
V- Proposed Marketing campaign(s)
• Objectives
• Performance measures
• Implementation
• Challenges / issues / limitations
VI- Conclusion