Table of Contents

I. Executive Summary.........................................................................1
II. Industry Analysis............................................................................2
III. SWOT Analysis.............................................................................3
IV. Media Audit...................................................................................4
V. Objectives........................................................................................5
VI. Target Audience.............................................................................6,7
VII. Strategies.......................................................................................8,9
VIII. Tactical Elements.........................................................................9

Op-ED.........................................................................................10
Press Release.............................................................................11
Event Outline.............................................................................12
RMT...........................................................................................13
Social Media Plan.......................................................................14

XII. Budget Estimation.........................................................................17

I. Executive Summary/Need of Plan

Draft Kings, a fantasy sports startup, is a service that allows users to draft fantasy teams, and
potentially win money. Entry consists of a fee that is determined by the particular league, and the
user must draft their team within the constraints of the available funds. So for example, the entry
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fee could be $20, and the individual will have $50000 dollars to spend drafting their team. Draft
Kings was formed in 2012 by Jason Robins, Matt Kalish, Paul Liberman, and investors such as
Atlas Venture.
Draft Kings was created to give fantasy sports players an easier, stress free way to manage
fantasy sports team without the daily hassle of having to check their team everyday. Draft Kings
allows users to always adjust their respective teams without having a losing team the entire
season while always being able to cash in.
Draft Kings is a need of a PR plan because first of all the product has only been around for
nearly a year. In the early stages of firmly placing themselves within the elites of the fantasy
sports world the company needs to prove their product, that is essentially betting, is worth the
risk. Any time losing money becomes a factor it will always make individuals second guess their
commitment or desire to take part in what is being offered. The need for a PR plan lies in the fact
that the product needs to prove they have more to offer than just winning money. Personally
heading on the website it is quite intimidating, there are lists upon lists of numbers staring you in
the face. A successful PR plan would draw users to everything the site has to offer, the blog, the
leagues, fantasy tips, and of course the allure of making a quick buck.

II. Industry Analysis.

Play for money leagues is a trend that has been growing with the increased interest of fantasy
sports. While the larger sites like Yahoo or ESPN offer money leagues they are dealt with
privately within the confines of the particular league. Draft Kings, and other sites are all about
quickly joining leagues, with little hassle or upkeep. As a whole the industry is led by the website
Fan Duel with a variety of other startup sites. According to the website AngelList there 104
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similar products that have all been started with the past two years. A growing trend with the
similar products is that they offer they enforce their mobile app, or entirely run through a mobile
app. Draft Kings is mostly used through the website, but has four dedicated apps for football,
baseball, basketball, and hockey that has over 10000 total downloads.
Competitor Analysis: Fan Duel
Fan Duel, at the moment, is the premier cash prize fantasy site, and has been operating
since 2009. Fan Duel, like many sites, uses social media to promote and gain awareness for all of
the available leagues as well as press releases to notify the ongoing strides the site is making.
One of their main marketing efforts is the use of customer testimonials. The site is decorated
with quotes of users that have played, and won considerably high sums of money. Aside from
quotes, the site displays videos of interviews with individual league winners. The site also offers
promos for referring players to the site, as well as bonuses for playing in specific leagues.
Finally, the site is affiliated with the site, FantasyPros which aggregates fantasy tips from the top
experts around the web. Being affiliated with them FantasyPros promotes, and recommends
users to uses Fan Duel instead of other sites such as Yahoo or ESPN.
Daily Joust
Like Fan Duel, Daily Joust uses social media, press releases, promos and user
testimonials to market their site. Additionally, Daily Joust has their own blog where they provide
tips as well a commentary on their most competitive tournaments. Daily Joust has only been
around for a year, but when their site is reviewed by fantasy sports sites they present the site with
a unique promo code on the reviewing sites for users to benefit from if they read the review.
III. SWOT Analysis
Strengths:
1.

Affiliated with top fantasy sports news site Rotowire.

Immediate payouts, Daily Joust and others dont make note of immediate payout.
Variety of promo events
Users arent locked in to season long leagues; leagues are daily then over.
Offer leagues with 0$ entry fee; win or lose it wont cost anything.
4 out of 5 star review of app on Google Play Store

Weaknesses:
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 Unfriendly site interface.

Inconsistent blog updates that arent promoted enough through social media.
There is no human presence on the site, essentially just lists of numbers, and
available leagues.
Opportunities:
At the moment Fan Duel is really the only universally appreciated similar site, so
there is room to move to the top of the class.
The chance to create their own network of fantasy experts. All similar sites have
no human element, the chance for users to interact with authors on the site.
Threats:

Fan Duel, and other competitors

The risk of losing money
Free sites like Yahoo or ESPN
State laws regarding the play for money aspect. As noted on Daily Joust sites,

they do not offer cash prizes to users in certain states because of unclear laws.

IV. Media Audit

TechCruch.com
Pros: commended Draft Kings for their app as well as approving the sites use of one day fantasy
leagues that do not tie users in for entire seasons.
Cons: none listed
Realmoneyfantasyleagues.com
Pros: %100 deposit bonus up to a max of $600

Free $100 events

Site layout, and easy interface
Values of players
Consider it to be a safe investment.

Cons: Lack of community, message board, and chat.

Rotogrinders.com
Pro: Similarity to those who use online poker tournaments.
Best player profiles on the web
App integration
Responsive site with great selection of games
Cons: Again, no community, chat, message board, etc.

V. Objectives:
Top 3 Objectives:
Increase user activity.
Get users to participate in games with buy-ins.
Interact with fantasy experts/sites to increase impressions of Draft Kings around
the web.
Deter negative perception of gambling.
Informational:

Provide users with knowledge of how site works.

Ensure users the handling of funds is done safely.
Outlines of everything the site offers.
Provide excellent customer service for any questions.

Attitudinal
The main attitude objective lies in making users feel comfortable using the site without
feeling like their bank account will take a lofty hit. Ensure them that the only money they lose is
the money the personally choose to put in. Anytime money is involved, especially in a scenario
that seems like gambling, it makes people reconsider taking the risk of joining and being active
on the site.
Numerical Objectives:
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 Increase social media following.

Increase number of users, particularly those with with buy ins (not $0 games, but
well want people on the site regardless).
Increase number of traffic towards blog.
Increase users taking advantage of promos.
Increase downloads of apps. Their football app has more than 100,000 downloads,
whereas hockey, baseball, and basketball only have somewhere between 100-499
downloads.

VI. Target Audience

a. Types of users:
Fantasy sports players
Gamblers
Fantasy Sports Trade Association
b. Demographics (provided by FTSA.org: http://www.fsta.org/industry_demographics)

U.S. Males 18-34 - account for 21% of fantasy players.

87% of fantasy players are males.
The average age of fantasy players is 33 years old.
92% have attended or are attending college.

c. Psychographics (provided by FTSA.org: http://www.fsta.org/industry_demographics)

Average income for fantasy players is over $92,000.
70% make more than $50,000
With this data we would attract fantasy players who have money, but are
also interested in gambling as well as the risk involved with gambling their own money.
e. Sample Media Targets:
Razzball.com
Editor: Grey Albright
Writer: Sky Sperling (Head writer
for Razzball Football)
Site stats: As of 2010 over 20,000
daily visitors.
Technorati: 56th overall for fantasy
baseball.
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 Razzball is a fantasy
site that provides in-depth analysis for all facets of fantasy
sports including baseball, football, hockey, and basketball.
Razzball would be a good media target because unlike
Yahoo, ESPN, or CBS they have no prior allegiance to
using a fantasy website to draft their teams. They can use
whatever site they use.
Faketeams.com (affiliate of SBNation.com)
Editor: Jason Hunt
Writer: Daniel Kelley
According to Technorati SBNation is
one of the top 100 blogs overall.
Additionally
SBNation is in the top 100 for sports, baseball, football,
basketball, and hockey.
Like Razzball.com SBNation is not
affiliated with any fantasy sports service making them available to
write about, and reccommend Draft Kings as a daily fantasy sports
option.
Forbes.com
Sports Economics Writer: Patrick
Rishe
Forbes is one of the business/finance
sites on the web. While targeting fantasy sports sites is more intune with the target audience, targeting Forbes would provide an
alternative media outlet to more so discuss the financial element of
Draft Kings.
VII. Strategies
A. Draft Kings overall emphasis will be the low-risk investment that is involved
in participating in a daily league. For example, if one joins a full season money league on
Yahoo, and the contribute $100 it is possible their team could do so bad to open the
season that they essentially already lost. Since Draft Kings leagues are daily it allows the
user to constantly re-enter leagues at a low-risk.
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 Community outreach: To secure being active in the fantasy sports community

Draft Kings will become part of the Fantasy Sports Writers Association (FSWA).The
FSWA boasts memberships from nearly every fantasy sports writer on the web including
high-profile names such as Yahoos Brandon Funston to RotoWorlds Brett Vandermark.
Fantasy Sports Trade Association (FSTA): The FSTA is a
community that incorporates all fantasy site from the highly popular to the mildly
obscure. Becoming part of the FTSA allows Draft Kings opportunities such as
networking, promotion, sponsorships, and more visibility within the community.
Events: FTSA Summer Conference 2013 held on June 12-13 in Chicago. Having
a table at the FTSA conference would allow Draft Kings to mingle within the fantasy
sports communities as well as inform the community as a whole how Draft Kings
differentiates themselves from other free or pay fantasy sports sites.
B. The overall message will be how Draft Kings differentiates itself from the
average fantasy sports website. For example, the top two fantasy sites that offer leagues
are Yahoo, and ESPN. However, where Draft Kings skews from those sites is that Draft
Kings is a daily fantasy site where leagues only last as long as one day. In contrast, ESPN
and Yahoo leagues are for the entirety of the sports season the league is for. So, for
example if you are in a ESPN fantasy basketball league then you will have your team for
81 games, in Draft Kings your team lasts only for one day, and whether you win or lose
the next day you draft a brand new team in a different league.
C. i. Secure meaningful media coverage to provide awareness of Draft Kings
offering in comparison to other fantasy sports websites.
ii. Create a Social Media campaign designed to effectively reach all of Draft
Kings target audiences. Draft Kings will be able to communicate one-on-one with users,
and potential users of the website. Additionally, the Social Media campaign will be
utilized to promote articles written by some of our media targets such as Razzball.com or
Faketeams.com.
VIII. Tactical Elements
a. To achieve our objective and execute our strategies we will firmly position
ourselves in the middle of the fantasy sports industry. Our tactics convey our strategy
because they provide awareness regarding all of the perks of using Draft Kings. Draft
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Kings needs to position themselves in the middle of the fantasy industry so that writers,
and experts are able to use Draft Kings, and influence their readers to become a regular
on Draft Kings.
Our tactical elements include:
Press Release to disseminate Draft Kings to all corners of the
relevant media.
Op-Ed entailing opinion about how Draft Kings successfully blurs
the line between fantasy sports and gambling.
Event: Draft Kings will have a place at the Fantasy Sports Trade
Association Conference.
Speech: At the conference Draft Kings will have a
15 presentation as well as their own booth.
Social Media

Op-Ed
Draft Kings Successfully Blurs Line Between Fantasy Sports and Gambling
Gone are the days 30 years-ago when a group of friends threw together their fantasy draft
with a pencil and piece of paper. Now countless websites offer their own fantasy draft program
with their own daily rankings throwing out jargon such as PPR, IDP, and rotisserie.
With the shift from casual to die-hard money leagues have now become a factor for
fantasy sports, and new startup site Draft Kings is trying to change the landscape. In reality Draft
Kings is essentially the Atlantic City of fantasy sports, which isnt such a bad thing considering
the low-risk investment Draft Kings supplies.
The best part about Draft Kings is their distinct differentiation in the fact that they offer
only daily fantasy leagues; not leagues that go on for the duration of entire seasons. So when
you pick a league with anywhere from a $0 up buy-in, you draft your team for one day, then after
that the league is over giving the user the opportunity to draft a new team every time they play.
No one would ever say Draft Kings would entirely replace people from using YaHoo or
ESPN, but in a way Draft Kings offers less risk in money leagues than does the money leagues
the former offer. Lets say you draft a team on YaHoo, throw $100 into a league pot, and in the
beginning of the season your players get hurt then you essentially get stuck with a bad team,
essentially meaning you lost $100 since the start. In Draft Kings you can risk $1 for one day, and
that is it, the site isnt forcing you to commit to anything long-term.
So basically on Draft Kings you can risk $1, enter a league with 800 people, and possibly
win $800. One time, one small feel, that is all you need to draft a team on Draft Kings. Sure
when money comes into things it makes the situation riskier, but if you can risk $1 and make $50
or even play a free game, and win $10 is it really that bad of a risk?

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Jason Robins
Draftkings.com
973-333-4444
[email protected]
Tiki Barber Joins Draft Kings to Bring Gambling to Fantasy Sports
Site Looks to Bring Daily Leagues to Forefront of Fantasy
Chicago (May 1, 2013) - With the Fantasy Sports Trade Association (FSTA) Conference rights set for
June 12-13 the new daily fantasy sports site, Draft Kings, plans to bring a new vision to the fantasy sports
format along with the help of fantasy aficionado and ex-NFL player Tiki Barber.
This is our first full-year with site, and our first time here in Chicago at the conference, said CEO Matt
Kalish. We want to provide fantasy users with a new format that allows drafters to play in only daily
leagues rather than having to be committed to an entire year league.
Draft Kings has hundreds of daily leagues available per day with offering in football, baseball, basketball,
and hockey. The way the site works is that users can buy-in to leagues for either $0 to up to $100 with
leagues with up to 800 individuals.
Ive been playing fantasy for years, but have always been forced to play yearly leagues, said Tiki
Barber who will be on hand at the conference with Draft Kings. People may think Draft Kings forces
users to spend money, but what does risking $1 to win $500 do, you can even play for free if you want.
With Draft Kings on hand at the conference they hope to bring a new realm to the fantasy experience.
This being the companys first year they hope to build a rapport with other fantasy sports writers and
sites.
Being here at the conference we want to inform our peers, and the fantasy experts about what we offer,
said Kalish. We want to build as many relationships as we possibly can with other fantasy sports site so
that we can share our site with them, and their site with us.
###
About Draft Kings
Draft Kings is a fantasy sports website aimed to bring users an enhanced fantasy sports experience with
one-day daily leagues.

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Event
Fantasy Sports Trade Association Conference
Chicago June 12-13
Draft Kings package for $8500 will include:

Booth
15 minute presentation
Ads/Signage
Conference passes
Mentioned in the opening statement

- Additional $206.99 will be spent on printing and designing brochures from VistaPrint.
- Laptops will be provided at the booth to provide interest individuals in sampling the site.
- Fantasy sports fan and ex-NFL player Tiki Barber will be onhand.
- 2 Draft Kings owners will be present.
Outline for Event:
Design booth with Draft Kings signs and posters
Laptops will be placed at booth to provide interested individuals in sampling the
website.
Using the laptops the first 100 hundred individuals will participate
in a Draft Kings league specifically designed for the conference.
Those individuals will have the opportunity to
experience Draft Kings, create their own team, and win $100 in Draft
Kings virtual money (like credit) to use on the site at a later time.
Tiki Barber will onhand during the booth portion to discuss his experience with
fantasy sports.
2 representatives throughout the event will disperse brochures, and meet with
other attendees.
15 minute presentation will include:
Opening speech about the creation of Draft Kings
A powerpoint outlining how the site works as well how it
differentiates itself from other fantasy sports sites.
Additionally the presentation will provide individuals about how
they can integrate Draft Kings into their existing fantasy site.
Radio Media Tour
The reason for choosing a RMT against a VNR, or SMT is because the population of fantasy
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sports talk shows, etc. rest mostly in the form of radio shows, live online shows, or even
podcasts.
The interviews would consist of almost re-releasing Draft Kings. It is apparent in the past year
that there is not much information to show that Draft Kings spent any time making the rounds
with the media, this would allow Draft Kings to share the site as well as their new take on daily
fantasy leagues.
Where the interviews would be conducted:
SiriusXM
RotoExperts Daily Fantasy Baseball with Dr.Roto
(10-11 am)
SiriusXM Daily Fantasy Baseball With Kyle Elfrink
(5-6 pm)
FootballGuys.com The Audible
The Razzball Podcast
The Dan Patrick Show
Dennis & Callahan Morning Show WEEI 93.7
Fantasy Sharks Blogtalkradio.com

Social Media Plan

Objective: Interact with fantasy sports communities; writers, players, and Draft Kings users.
Strategy:
Utilize sign-in with Twitter feature on DraftKings.com.
This would allow individuals who sign up access to following
Draft Kings twitter, and would allow the user to easily share to Twitter when they
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use Draft Kings.

Create the hashtag: #BeTheKing
This hashtag would allow users to share to
twitter

when they recently draft a team, and share their

team and what league they drafted in.

Draft Kings official twitter would use the hashtag to relay
information about available leagues, promos, as well as congratulate daily
winners.
Draft Kings official Twitter would begin following notable fantasy sports writers
and websites:
Razzball.com
Grey Albright
Fakefootball.com
Chet Gresham
FantasySharks.com
Tony Holm
Official Fantasy Sports Trade Association Twitter
Fantasypros.com
Faketeams.com
Additionally, follow the users that are following prominent fantasy
sports sites/writers.

XII. Budget Estimation

Fantasy Sports Trade Association (FSTA) - $750.00 membership
FSTA conference - 8,500.00
Includes:
Booth
15 min. presentation
Ads/signage
Conference Passes
Opening statement mention
Brochures for event - 206.99 (500 count)
Meals for 3= $700.00
Tiki Barber appearance: $3000.00
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Tiki Barber Hotel: $1,000.00

Fantasy Sports Writer Association Membership: 39.95 (yearly)
Travel Expenses for Draft Kings to FSTA Conference
Boston to Chicago - 982 miles (roughly 15 hrs.)
If driving 982 miles/23 (avg. car mpg) = 42.7*3.5 (avg. gas per gallon) =

$149.5*2 = $298.90
If flying $650.00 round trip for 3.
Hotel accommodations for FSTA Conference = Congress Plaza Hotel = $189.00
(2 beds/nights)
Radio Media Tour: $5,000
Cost for my services: $50/1hr
$50.00/15 hrs. = $750.00
Dissemination of Press Release through PRWeb= 499.00 for premium package

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