Plano de marketing digital para o Missouri State Men's Soccer

Abstract

This study analyzes the digital presence of Missouri State Men’s Soccer and, based on a detailed diagnosis, proposes a strategic digital marketing plan aimed at increasing audience engagement and expanding institutional visibility. The research adopts the methodologies of Bardin (2011) and Gil (2008), combined with theoretical frameworks such as the Social Media Engagement Theory and the Diffusion of Innovations Theory to support its analyses and recommendations. Limitations in the team's social media management were identified, which led to the development of practical guidelines for digital content production, persona definition, and strengthening of the digital identity across platforms such as Instagram, TikTok, X, and the team’s official website. The plan also includes the use of email marketing strategies with automation and metrics analysis. The objective is to integrate sports performance with digital communication, strengthening the team's presence in the university context and consolidating its image within the academic and sports communities.