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. 2. Engage with millennials to get them more involved and invested in the Chicago Wolves.
Target Audience...Who are They? 18-24 25-30 31-34
Data & Insights - 18-24 year olds college students and recent grads - 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
Data & Insights - 25-30 year olds young professionals - 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
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
Data & Insights - Overview ATLAS GOOGLE TRENDS PEER SURVEY Millennial 84 responses Further insight audience vs. Full into search audience Respondents from behaviors each millennial Comparison age segment Search in Illinois against over last 12 competitors months
Atlas Key Insights - Millennials POSITIVE NEGATIVE No female voice among millennials 81% positive sentiment (5.6:1 positive ● ● to negative ratio) Only 50-60% positivity with ● 100% positivity with quality, purchase expectation and acquisition ● Social activity decreases dramatically intent, creativity and service ● around game time More than double the universal count ● of Grand Rapids Griffins and Brookfield Zoo
Millennial Posting Habits
Top Millennial Hashtags
Atlas Key Insights - Full Audience POSITIVE NEGATIVE 16% female voice, more than the 3:1 positive, negative ratio (lower than ● ● Griffins millennials) 72% positive sentiment - 93% Decrease in activity during games ● ● positivity with service, 80% positivity 9.2 passion score (on a scale of 100) ● with purchase intent Smallest universal count among ● Posting on game days with competitors ● anticipation for the experience
Top Topics and Hashtags
Peer Survey Demographics 84 TOTAL RESPONSES
Peer Survey Key Insights AWARENESS HABITS About ⅓ of respondents were not Almost half are using Facebook the ● ● aware of the Wolves most, followed by Instagram ¼ of respondents had attended a Snapchat beats Twitter at 10.7% ● ● game More than half are engaged in ● 69% of respondents who had community service/volunteer efforts ● 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
Google Trends
Fan Reviews
Fan Reviews
The Big Idea IDENTITY
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 ● 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 ●
Channel Strategy
Content Strategy
Snapchat Geofilters
#WolfPack
#HowlAtUs Questions during the game? Want to share your photos with us? Need help snagging the best tickets? #HowlAtUs We’re here #ChicagoWolves to help.
Sample Tweets
Fan Engagement
Fan Engagement
Players As Influencers Large following Wolves content Large following 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
Beyond Digital Strategy BUSINESS & PARTNERSHIP MERCHANDISE COMMUNITY RELATIONS OPPORTUNITIES Chicago Wolves Charities ● Adopt-A-Dog ● Colleges/Universities ● WOLFPACK Companies/Organizations ●
Thank You!
Appendix 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 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 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
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