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TRANSCRIPT
CHICAGOWOLVES
DIGITAL MARKETING STRATEGYPresented by: Wolfpack Communications | 3.14.17
1. Sell more single game tickets to millennials. a. Estimated goal of 25K tickets
sold for upcoming 2017-2018 season.
2. Engage with millennials to get them more involved and invested in the Chicago Wolves.
Proposed Business Objectives
18-24 25-30 31-34
Target Audience...Who are They?
Data & Insights - 18-24 year olds
- Likely have the least amount of spending power out of the three groups, BUT- Very active online, especially within their communities and affiliations
(school, volunteer work, etc.)- Extremely digitally savvy- In frequent contact with other millennials who are always looking for affordable fun
college students and recent grads
Data & Insights - 25-30 year olds
- Most representative of the millennials’ general reputation- Extroverts with strong online presences→ actively share and curate content, which
makes them very visible online and thus easy to market to- Live for peer involvement online and offline- Involved in professional organizations with peers and others in their fields
young professionals
Data & Insights - 31-34 year olds
nesters
- Likely have the most spending power out of the three groups- Aren’t necessarily as active online but are very active in their community and social
groups - especially if they have children- Are always looking for fun and affordable family activities
ATLAS PEER SURVEY GOOGLE TRENDS
Millennial audience vs. Full
audience
Comparison against
competitors
84 responses
Respondents from each millennial age segment
Further insight into search behaviors
Search in Illinois over last 12
months
Data & Insights - Overview
● 81% positive sentiment (5.6:1 positive to negative ratio)
● 100% positivity with quality, purchase intent, creativity and service
● More than double the universal count of Grand Rapids Griffins and Brookfield Zoo
● No female voice among millennials● Only 50-60% positivity with
expectation and acquisition● Social activity decreases dramatically
around game time
Atlas Key Insights - Millennials
POSITIVE NEGATIVE
Millennial Posting Habits
Top Millennial Hashtags
● 16% female voice, more than the Griffins
● 72% positive sentiment - 93% positivity with service, 80% positivity with purchase intent
● Posting on game days with anticipation for the experience
● 3:1 positive, negative ratio (lower than millennials)
● Decrease in activity during games● 9.2 passion score (on a scale of 100)● Smallest universal count among
competitors
Atlas Key Insights - Full Audience
POSITIVE NEGATIVE
Top Topics and Hashtags
Peer Survey Demographics84 TOTAL RESPONSES
● Almost half are using Facebook the most, followed by Instagram
● Snapchat beats Twitter at 10.7%● More than half are engaged in
community service/volunteer efforts
● About ⅓ of respondents were not aware of the Wolves
● ¼ of respondents had attended a game
● 69% of respondents who had attended a game enjoyed the experience
● Almost 50% of respondents knew someone who had attended a game
● 66.7% of respondents WOULD consider attending a game
Peer Survey Key InsightsAWARENESS HABITS
Google Trends
Fan Reviews
Fan Reviews
IDENTITYThe Big Idea
TRADITIONAL MARKETING & PROMOTIONS:
● Create college packages and partner with universities and colleges for student discounts and alumni engagement
● Partner with local young professional organizations (PRSA, IABC, AMA, etc.)● Continue proven targeting to families and young couples to hit the 31-34 age group
Key StrategyDIGITAL MARKETING:
● Brand development→ Build Chicago Wolves community● Invest in promoted posts on social media (i.e. Facebook)● Interactive social strategy during games (i.e live tweeting, fan video/photo submissions)● Invest in Snapchat (create geofilters, master stories)● Use players as social influencers
Channel Strategy
Content Strategy
Snapchat Geofilters
#WolfPack
#HowlAtUs
#HowlAtUs
Questions during the game?
Want to share your photos with us?
Need help snagging the best tickets?
We’re hereto help.
#ChicagoWolves
Sample Tweets
Fan Engagement
Fan Engagement
Players As Influencers
Large following
Large following
Wolves content
Wolves content
Players As Influencers
Large following
Not tagged
Good fit to influence 31-34 age range
ROI | Communication Outcomes
Source: Intersection Consulting
ROI | Business outcomes
MERCHANDISE
WOLFPACK
Beyond Digital Strategy
COMMUNITY RELATIONS
● Chicago Wolves Charities● Adopt-A-Dog
BUSINESS & PARTNERSHIP OPPORTUNITIES
● Colleges/Universities● Companies/Organizations
Thank You!
Online Sources
LinkedIn Research: https://business.linkedin.com/content/dam/me/business/en-us/marketing-solutions/cx/2016/pdfs/linkedin-millennial-playbook-07-2016.pdfPR Daily: https://www.prdaily.com/Main/Articles/22333.aspx??utm_source=salesforce&utm_medium=email&utm_campaign=Ragan+PR+Daily+News+-+Final+-+July+29Pew Research Center: http://www.pewresearch.org/fact-tank/2016/04/25/millennials-overtake-baby-boomers/Forbes: https://www.forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/2/#62c7972b1474Smart Insights - Paid v. Organic Social Content:http://www.smartinsights.com/social-media-marketing/social-media-strategy/understanding-role-organic-paid-social-media/eMarketer Social Network Usage Statpack 2016:https://www.emarketer.com/public_media/docs/eMarketer_Social_Network_Usage_StatPack_2016.pdfPeer Survey Results:https://docs.google.com/spreadsheets/d/1HbCy3YB-aLWL8OMrvrz5piFsmw1IbcvZ3UcGNtKhOV0/edit?usp=sharingSocial Media Advertising Stats:https://blog.hootsuite.com/social-media-advertising-stats/Seth Godin on Tribes:https://www.ted.com/talks/seth_godin_on_the_tribes_we_lead
Appendix
Online Sources
Millennials as Individuals:https://www.entrepreneur.com/article/281981Social Media Marketing Stats:https://www.dreamgrow.com/21-social-media-marketing-statistics/Measuring Social Media ROI:http://adage.com/article/digitalnext/steps-measuring-social-media-roi/303730/Measuring Snapchat:http://www.convinceandconvert.com/social-media-measurement/snapchat-measuring/Social Media ROI Guide:http://sproutsocial.com/insights/social-media-roi-guide/Tracking Social Media ROI:http://www.digitalmarketer.com/track-social-media-roi/Snapchat, Instagram and Influencers: How to Know What’s Best for Your Brandhttps://apps.prsa.org/Intelligence/Tactics/Articles/view/11831/1139/Snapchat_Instagram_and_Influencers_How_to_Know_Wha?spMailingID=14420962&spUserID=NjA0MjI1NTcwMDcS1&spJobID=943328890&spReportId=OTQzMzI4ODkwS0#.WMhB0TsrIdU
Appendix
Additional Atlas Insights
Top Topics for Millennials:
Appendix
Additional Atlas Insights
Full Audience - Female, Male and Shared Topics:
Appendix
Additional Atlas Insights
Full Audience - Day and Time Posting Habits:
Appendix
Online Fan Review Trends
Appendix
Google Trends
Chicago Wolves (Blue) vs. Grand Rapids Griffins (Red) interest in the U.S. over the last 12 months
Appendix
Google Trends
Chicago Wolves related topics and queries in the U.S. over the last 12 months
Appendix