CHICAGO WOLVES DIGITAL MARKETING STRATEGY Presented by: Wolfpack - - PowerPoint PPT Presentation

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CHICAGO WOLVES DIGITAL MARKETING STRATEGY Presented by: Wolfpack - - PowerPoint PPT Presentation

Nov 18, 2023 145 likes •559 views

CHICAGO WOLVES DIGITAL MARKETING STRATEGY Presented by: Wolfpack Communications | 3.14.17 Proposed Business Objectives 1. Sell more single game tickets to millennials. a. Estimated goal of 25K tickets sold for upcoming 2017-2018 season.

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CHICAGO WOLVES

DIGITAL MARKETING STRATEGY

Presented by: Wolfpack Communications | 3.14.17

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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

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18-24 25-30 31-34

Target Audience...Who are They?

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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

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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

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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
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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

  • ver last 12

months

Data & Insights - Overview

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  • 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
  • f 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

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Millennial Posting Habits

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Top Millennial Hashtags

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  • 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

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Top Topics and Hashtags

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Peer Survey Demographics

84 TOTAL RESPONSES

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  • 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 Insights

AWARENESS HABITS

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Google Trends

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Fan Reviews

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Fan Reviews

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IDENTITY

The Big Idea

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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 Strategy

DIGITAL 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
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Channel Strategy

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Content Strategy

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Snapchat Geofilters

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#WolfPack

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#HowlAtUs #HowlAtUs

Questions during the game? Want to share your photos with us? Need help snagging the best tickets?

We’re here to help. #ChicagoWolves

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Sample Tweets

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Fan Engagement

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Fan Engagement

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Players As Influencers

Large following Large following Wolves content Wolves content

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Players As Influencers

Large following Not tagged Good fit to influence 31-34 age range

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ROI | Communication Outcomes

Source: Intersection Consulting
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ROI | Business outcomes

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MERCHANDISE

WOLFPACK

Beyond Digital Strategy

COMMUNITY RELATIONS

  • Chicago Wolves Charities
  • Adopt-A-Dog

BUSINESS & PARTNERSHIP OPPORTUNITIES

  • Colleges/Universities
  • Companies/Organizations
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Thank You!

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Online Sources LinkedIn Research: https://business.linkedin.com/content/dam/me/business/en-us/marketing-solutions/cx/2016/pdfs/linkedin-millennial-playbook-07- 2016.pdf PR Daily: https://www.prdaily.com/Main/Articles/22333.aspx??utm_source=salesforce&utm_medium=email&utm_campaign=Ragan+PR+Daily+N ews+-+Final+-+July+29 Pew 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/#62c7972b1474 Smart 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.pdf Peer Survey Results: https://docs.google.com/spreadsheets/d/1HbCy3YB-aLWL8OMrvrz5piFsmw1IbcvZ3UcGNtKhOV0/edit?usp=sharing Social 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

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Online Sources Millennials as Individuals: https://www.entrepreneur.com/article/281981 Social 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 Brand https://apps.prsa.org/Intelligence/Tactics/Articles/view/11831/1139/Snapchat_Instagram_and_Influencers_How_to_Know_Wha?spMai lingID=14420962&spUserID=NjA0MjI1NTcwMDcS1&spJobID=943328890&spReportId=OTQzMzI4ODkwS0#.WMhB0TsrIdU

Appendix

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Additional Atlas Insights Top Topics for Millennials:

Appendix

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Additional Atlas Insights Full Audience - Female, Male and Shared Topics:

Appendix

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Additional Atlas Insights Full Audience - Day and Time Posting Habits:

Appendix

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Online Fan Review Trends

Appendix

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Google Trends Chicago Wolves (Blue) vs. Grand Rapids Griffins (Red) interest in the U.S. over the last 12 months

Appendix

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Google Trends Chicago Wolves related topics and queries in the U.S. over the last 12 months

Appendix