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