This year our 12th graders are participating in rotational internship placements as a youth-driven marketing firm. They started out the year interning with Zingerman’s in the Fall.
In March, their internship with the Detroit Lions kicked off with a tour of Ford Field, lunch, and an introduction to their projects working for three departments: Community Relations, Marketing, and Ticket Sales. One week after their very first day, the internship was interrupted by all Michigan schools closing due to COVID.
Despite the shift, our 12th graders quickly adapted and continued to meet virtually on a weekly basis. Each team member stepped up in a major way, and by May the teams delivered impressive presentations (via zoom from their own homes!) outlining their recommendations for the Detroit Lions Foundation branding, the launch of the Detroit Lions Tik Tok account, and a new 12-month payment plan for ticketing.
- Team Members: Von, Tiffani, Auttumn, LaKyra, Stephen, and DaQuan
Detroit Lions Foundation Branding - The team was asked to develop a marketing plan to reach the Foundation’s stakeholders and to create a Detroit Lions Foundation Logo. Their marketing plan consisted of four creative ideas 1) A “Fundraiser/Event” that includes business owners, season ticket holders, and suites/VIP guests where the “Most Valiant Partner Award” will be given out. 2) “Special Detroit Lions Foundation Merch” to engage with fans and donate proceeds to the Foundation. 3) “Lions: Beyond The Den Community Event” that engages Lions players with fans of all ages as they participate in a variety of football drills and competitions. 4) “Nonprofit Meetings” to get to know more youth-serving nonprofits in the city. Lasty a stellar logo design was created!
- Team Members: RJ, Tyler, Kurtise, Jamya, Mekhi, and Sa’Lena
Detroit Lions Tik Tok - The Detroit Lions had a Tik Tok account but wanted to be strategic on how they launched it. They asked our students to create content ideas, develop a launch video, and focus on how they can engage with a younger audience. With the interruption of covid, the team was unable to create the launch video as originally planned. However, they remained focused and created a sustainable long-term content plan. The plan is divided into 6 categories - Comedy, Relevant to our Lives, Detroit Lions Highlights, Detroit Pride, Football Specific Content, and Dance Trends / Challenges. Within each category, the students developed specific content ideas, found videos for inspiration, and gave suggestions on how the Lions can make these ideas their own. For example, the “Don't Rush” challenge was very popular and could be used to introduce players on the team, such as during the NFL Draft. They also created two example videos such as how to create a “Player Highlight Video” and showcasing a “Community Event”.
- Team Members: Le’Morris, Madison, Sedrick, Kamaree, Lamote, Olivia, and CJ
Ticketing 12-month Payment Plan - The Detroit Lions would like to transition 50% of Lions season ticket holders to the 12-month plan for the 2021 season. With this goal in mind, the team created a marketing plan to encourage ticket holders to switch over, calling it the “Lion Pride 12-Month Plan”. By switching over, plan members would receive a variety of incentives such as a concession pass that allows them to move to the front of the line, a souvenir/signed item, special access to a training camp practice, and a once-per-year behind the scenes pre-game tour. The goal would be to promote the plan through online promotion, during training camps, emails and phone calls, and TV ads.
Special thank you to the Detroit Lions for offering such a unique opportunity to our students and taking into consideration their ideas!
