Assignment:
Renegades Write the Rules Paper
Instructions:
Renegades write the rules: How digital royalty used social media to innovate provides a number of valuable marketing lessons which can be applied to managing an organization's social media accounts and marketing in general. For this assignment you will read and analyze the book using the points below to guide your reading, and ultimately your paper.
This paper requires 7-10 written pages and is worth a total of 50 points. The suggested page lengths for each section are provided as a guide, but you are free to address each section as you feel fit. Your reflection paper should consist of the following parts:
Part I - Introduction
• Provide a brief summary of the book
Part II - Connection with Sport Marketing
• After reading the book you should discuss:
o How the reading connects with specific topics and/or segments of sport marketing which we discussed in class, and as such how it helped you understand sport marketing
Part III - Social Media Audit (20 points - suggested length: approximately 3 - 4 pages)
• For this part of the paper you should pick an actual sport brand which markets towards consumers/fans (League, Team, Company, Event, or Facility) and follow their social media activities throughout the course of the semester. Based on your following of their account(s), and your reading of Renegades Write the Rules, you should discuss:
o How they are utilizing social media to communicate with and market towards consumers?
• What type of posts are they utilizing across their accounts?
• What timeframe/dates did you analyze?
• How are their posts "scheduled" (i.e., do they post certain content on certain days, is there a noticeable pattern throughout the semester, how often do they post, etc.?)
• How is the brand being positioned? What brand associations are they trying to portray, create, etc.? Was their brand being portrayed consistently throughout the semester?
• Can you determine who their target market(s) is/are
How much interaction is there between the brand and their consumers?
• Are they attempting to generate revenue through social media? How?
o In good detail, describe at least two specific and actionable changes/recommendations you have for the brand in order to improve their social media activities as it relates to using their social media account(s) for marketing purposes
• In this section you should not only make the new recommendations, but do so by referencing some of the best practices discussed in
Renegades Write the Rules
Part IV - Conclusion
• Discuss at least two key takeaways which you feel are most applicable to those working in sport marketing AND what you personally think are key learnings from the book that you may use in your future career.