2014	
  Chicago	
  Cubs	
  Digital	
  Strategy	
  Memo	
  

	
  
OVERVIEW	
  
	
  
We	
   are	
   extremely	
   focused	
 ...
could	
   offer	
   downloadable	
   Timeline	
   images	
   for	
   fans	
   Facebook	
   accounts	
   to	
   promote	
  ...
We	
   will	
   also	
   utilize	
   social	
   media	
   channels	
   already	
   in	
   place,	
   as	
   well	
   as	
 ...
Tweets	
  Three	
  Weeks	
  Prior	
  to	
  Opening	
  Day	
  
	
  

Three	
  Weeks	
  Out	
  
• Have	
  your	
  tickets	
 ...
From:	
  Dale	
  Sveum,	
  Chicago	
  Cubs	
  Manager	
  	
  
Subject:	
  #CubsOpeningDay	
  —	
  a	
  chance	
  to	
  win...
January 2014
Sunday

Monday

Tuesday

Wednesday
New Years Day

5

6

12

7

13

Trivia contest

14

James Russell
Birthday...
February 2013
Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday
1

3

4

Push Valentines Day
buying season ti...
2014

March
Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday
1

2

3

4

5

6

TBT Instagram

National Anthe...
EVENTS

National Anthem Day
Compile our favorite moments in Cubs
history singing the National Anthem
before games and post...
April 2014
Sunday

Monday

Tuesday
April Fool’s Day

6

Game v. Phillies

ChicagoCubs.com
email watch parties
for Cardinal...
May 2014
Sunday

Monday

Tuesday

Wednesday

Thursday

Friday
1

Game v. Cardinals

4

Game v. White Sox

5

Game v. White...
2014

June
Sunday

Monday
1

Tuesday
2

Wednesday
3

Game v. Mets

Game @ Brewers

Thursday

Friday

4
Game v. Mets

5
Gam...
July 2014
Sunday

Monday

Tuesday
Game @ Red Sox

Wednesday
1

Game @ Red Sox

Thursday
2

Friday
3

Saturday
4

4th of Ju...
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Chicago Cubs Mock 2014 Digital Plan

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This is a mock digital plan for the Chicago Cubs that runs from December 2013 to mid-July 2014, right before the MLB All Star Game.

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Chicago Cubs Mock 2014 Digital Plan

  1. 1. 2014  Chicago  Cubs  Digital  Strategy  Memo     OVERVIEW     We   are   extremely   focused   on   expanding   the   team’s   fan   base,   building   enthusiasm   for   the  2014  Chicago  Cubs  season,  and  increasing  profits  through  ticket  sales.       We   will   continue   to   foster   a   community   within   the   fan-­‐base   by   implementing   a   story   tool  and  creating  a  website  for  fans  to  connect  around  the  globe.       We  will  also  expand  excitement  around  the  2014  season  using  digital  contests  —  a  way   to   incentivize   user-­‐generated   content,   but   also   make   fans   feel   part   of   the   Cubs   community.     Finally,   we   will   increase   profits   for   the   Cubs.   Using   social   media   and   email   lists   to   encourage  purchasing  tickets  and  team  apparel  will  increase  profits  dramatically.       SOCIAL  MEDIA     Social  media  is  an  important  medium  to  accomplish  all  three  of  our  goals.  Maintaining   active   Facebook,   Twitter,   and   Instagram   accounts   will   be   a   key   aspect   of   the   overall   digital  plan.       The  Chicago  Cubs  have  already  implemented  a  “Social  Media  Night”  during  the  season.   While   this   is   a   great   first   step,   there   should   be   multiple   “Social   Media   Nights”   throughout   the   season,   and   rewards   for   people   who   are   participating   and   key   influencers.     More   than   65%   of   adults   have   Facebook   and   Twitter   accounts.   They   are   using   these   mediums  to  discuss  their  interests,  including  sports  teams.  These  platforms  are  a  way  to   engage  the  Cubs  fan-­‐base.       The  Cubs  already  have  strong  followings  on  all  three  of  these  platforms,  however,  there   are  more  things  that  could  be  done  to  generate  content  and  increase  engagement.       The  Cubs  should  create  a  social  media-­‐based  hub  on  their  website,  where  fans  are  able   to  see  all  of  their  accounts  in  one  place  and  have  a  glimpse  of  content  before  going  to   the  actual  social  media  website.  The  Cubs  rival,  the  Chicago  White  Sox,  have  a  website   like  this  in  place  currently.       On  Facebook,  the  Cubs  currently  have  over  1.8  million  likes.  They  post  frequently,  and   their   content   engagement,   even   in   the   off-­‐season,   is   pretty   high.   To   increase   the   strength  of  their  content,  the  Cubs  could  offer  contests  when  appropriate.  The  Cubs  also  
  2. 2. could   offer   downloadable   Timeline   images   for   fans   Facebook   accounts   to   promote   excitement  for  the  upcoming  season.       On   Twitter,   the   Chicago   Cubs   have   just   over   289,000   followers   —   a   number   that   should   absolutely   be   increased.   Additionally,   only   a   handful   of   their   players   have   Twitter   accounts.  All  Cubs  players  should  be  on  Twitter,  sharing  behind-­‐the-­‐scenes  content  with   fans.         By  using  Donate  Your  Account,  the  Cubs  will  be  able  to  select  content  to  share  with  a   larger  group  of  people.  This  tool  will  increase  the  number  of  impressions  and  create  a   larger  following.     We  will  use  Cubs-­‐specific  hashtags  on  all  platforms  so  fans  are  able  to  track  posts  from   other   supporters.   For   example,   the   general   hashtags   for   the   2014   season   will   be   #Cubs14  and  #CubsPride.  Additionally,  we  will  create  hashtags  for  important  events,  like   #CubsOpeningDay.   These   hashtags   will   be   intuitive   and   promoted   both   online   and   offline.       Instagram   is   another   important   digital   tool   the   Cubs   can   use   to   improve   their   engagement  with  fans  and  generate  enthusiasm.  Currently,  they  have  just  over  60,000   followers.       Every   Thursday,   the   Cubs   should   incorporate   a   #tbt   (#ThrowbackThursday)   on   Instagram.  These  photos  will  depict  the  history  of  the  Chicago  Cubs.       Additionally,  the  Cubs  will  launch  digital  contests  through  social  media  with  incentives   for   people   to   share   their   stories,   purchase   merchandise   and   tickets,   and   generate   enthusiasm  for  the  current  season.       STORY  TOOL     The  Cubs  have  been  part  of  household  since  1903.  Fans  have  stories  —  and  these  stories   are  ones  the  team  will  want  to  share  to  foster  a  sense  of  community.       The  creation  of  a  story  tool  will  remind  fans  the  stake  they  have  in  the  team  and  also   provide  content  for  the  digital  team  to  promote  on  social  media  and  through  the  blog.       GROWING  THE  EMAIL  LIST     Our  role  in  growing  the  Cubs  email  list  would  be  to  brainstorm  new  ways  to  drive  target   audiences  to  Chicago.Cubs.MLB.com,  where  they  will  find  a  place  to  sign  up  for  updates   from  the  team.      
  3. 3. We   will   also   utilize   social   media   channels   already   in   place,   as   well   as   blog   posts,   to   encourage  top  influencers  to  join  the  email  list.  We  will  set  goals  for  improvement  and   encourage  the  Cubs  community  to  assist.  Additionally,  well-­‐known  fans,  like  celebrities,   will   play   a   large   role   in   encouraging   others   to   sign   up   for   the   Cubs   email   list   through   their  personal  social  media  accounts.       On   the   birthdays   of   some   of   the   Cubs’   star   players,   we   will   email   fans   asking   them   to   sign  birthday  cards  for  the  players.  The  email  will  lead  to  a  sign-­‐up  form,  where  we  can   gather   information   about   the   fans.   The   sign   up   pages   will   also   be   publicized   on   social   media  and  the  Cubs  websites,  creating  a  way  for  the  Cubs  to  grow  their  email  list.       Similarly,  the  use  of  targeted  digital  ads  on  Facebook,  Twitter,  and  Google  will  help  grow   the  email  list.     NEW  WEBSITE  CONNECTING  FANS       Cubs   fans   are   based   all   over   the   world   –   and   there   should   be   a   hub   where   they   can   find   each   other   and   celebrate   important   milestones   in   the   season   together.   Currently,   this   does   not   exist,   however,   other   sports   teams   like   the   Green   Bay   Packers   have   implemented  this  sort  of  website.     Launching  ChicagoCubsFans.com  will  foster  a  community  of  Cubs  fans  across  the  globe.   The  digital  team  will  work  to  hold  watch  parties  for  games,  using  the  email  list  to  ask  for   hosts  and  invite  people  to  parties  nearest  them.  The  site  would  also  be  displayed  on  a   tab  within  the  Cubs’  main  website.     The   Chicago   Cubs   will   work   in   coordination   with   sites   like   YouTube   and   work   to   livestream  games  in  order  for  people  to  easily  hold  watch  parties.       BRIDGING  THE  GAP  BETWEEN  ONLINE  TO  OFFLINE     Many   teams   have   added   a   Social   Media   Lounge   in   their   fields   —   and   so   should   the   Chicago  Cubs.  Creating  a  Social  Media  hub  offline  is  a  way  to  bridge  the  online  to  offline   gap.   The   Lounge   is   also   an   excellent   way   to   promote   user-­‐generated-­‐content   and   connect  with  and  engage  fans.  The  lounge  should  feature  televisions,  so  people  are  not   missing  out  on  the  game,  but  also  televisions  solely  for  the  purpose  of  streaming  social   media   content.   Additionally,   there   should   be   a   portion   of   the   room   dedicated   for   fun   photos   the   fans   can   capture   to   post   on   Instagram.   The   lounge   itself   would   also   host   contests  to  encourage  fans  to  visit  while  they’re  at  the  ballpark.  Additionally,  to  create  a   populated   atmosphere,   celebrities   should   make   appearances   in   the   Social   Media   Lounge.              
  4. 4. Tweets  Three  Weeks  Prior  to  Opening  Day     Three  Weeks  Out   • Have  your  tickets  for  #CubsOpeningDay  on  4/4?  Buy  them  here:  <LINK  TO   TICKETMASTER>   • We’re  getting  ready  for  #CubsOpeningDay.  You’re  already  part  of  the  team  —   dress  like  it.  Take  20%  off  merch  today  —>  <LINK>     Two  Weeks  Out   • #Cubs  fan  that  can’t  make  it  to  Wrigley  for  #OpeningDay?  Meet  up  with  fans   living  near  you  for  a  watch  party.  Tell  us  you’ll  host  one  here:  <LINK>   • RT  this  if  you’re  excited  for  #CubsOpeningDay  in  just  14  days  <GRAPHIC>   • There’s  still  time  to  order  your  #CubsOpeningDay  tickets  —  you’re  not  going  to   want  to  miss  this  game  <LINK>     • Be  with  us  as  we  kick  off  the  2014  season  at  Wrigley.  Grab  your  tickets  here  —>   <LINK>   • Already  have  your  #CubsOpeningDay  ticket?  Tweet  us  a  picture  —  first  5  people   get  a  prize!       One-­‐Week  Out   • Want  a  chance  to  meet  the  team  and  win  VIP  tickets  to  #CubsOpeningDay?   Share  your  favorite  #Cubs  memory  here  —>  <LINK  TO  STORY  TOOL>     • #Cubs  fans  are  all  around  the  world  —  and  we  want  you  to  meet  up  for  an   #OpeningDay  watch  party.  Sign  up  to  host  one  here:  <LINK>   • Can’t  come  to  Wrigley  for  #CubsOpeningDay?  Visit  our  new  website  to  connect   with  fans  all  over  the  world  to  watch  the  game:  <LINK  TO  WEBSITE>     • 7:  the  number  of  days  until  #CubsOpeningDay.  Share  your  favorite  #Cubs   memory  for  a  chance  to  meet  the  team:  <LINK  TO  STORY  TOOL>     • #CubsOpeningDay  is  next  week  —  and  it  looks  like  it  will  be  a  chilly  one.  Stay   warm  at  Wrigley  in  this  #Cubs  swag:  <LINK  TO  APPAREL>     • Last  call!  Grab  your  #CubsOpeningDay  tickets  before  it’s  too  late  —>  <LINK>       Game  Day   • It’s  #CubsOpeningDay  at  Wrigley!  Play  ball!  #CubsPride   • How  are  you  celebrating  #OpeningDay?  Find  a  watch  party  here:  <LINK>   • Who’s  wearing  their  blue  and  red  today?  Instagram  a  picture  and  use   #CubsOpeningDay  —  we’re  sharing  our  favorites     • Who  has  #CubsPride?  Instagram  a  picture  of  your  #CubsOpeningDay  outfit  —   you  might  see  yourself  on  our  website!    
  5. 5. From:  Dale  Sveum,  Chicago  Cubs  Manager     Subject:  #CubsOpeningDay  —  a  chance  to  win  tickets  and  meet  the  team     Cubs  Family  —     Our  fans  are  the  best.  For  the  last  111  years,  you  have  crowded  our  stadium  on  Opening   Day  —  whether  it  be  West  Side  Park  or  Wrigley  Field,  you’ve  been  there  to  support  us.       We  all  have  memories  from  this  ballpark  —  who  could  forget  listening  to  Harry  Caray   shouting  “Holy  Cow!”  or  sweeping  the  White  Sox  in  the  Crosstown  Classic?       In  just  14  days,  your  boys  will  take  the  field  again.  We  know  how  crucial  our  fans  are  to   our  success  —  and  that’s  why  we  want  you  there  with  us.       <LINK>Share  your  favorite  Chicago  Cubs  memory  —  our  favorites  will  win  VIP  tickets   and  meet  the  2014  team  on  Opening  Day.  </LINK>     Sharing  this  day  with  our  fans  is  important  to  us  —  you’re  the  heart  and  soul  of  our   team.     It  only  takes  a  minute  —  submit  your  story  here:  <LINK>     See  you  at  the  ballpark.     Go  Cubs,     Dale     Dale  Sveum   Manager,  Chicago  Cubs          
  6. 6. January 2014 Sunday Monday Tuesday Wednesday New Years Day 5 6 12 7 13 Trivia contest 14 James Russell Birthday Thursday 1 8 19 Saturday 3 4 9 10 11 17 18 23 24 25 30 TBT Instagram 2 16 TBT Instagram 15 Merch discounts Friday 31 Launch TBT Instagram Contest 20 MLK Day 21 Email about tickets 22 TBT Instagram Jeff Samardzija Birthday 26 27 28 Launch Contest to throw first pitch at home game EVENTS Trivia Contest 1/6 is Trivia Day. We launch a contest on Twitter asking Cubs trivia questions throughout the week. The first person to respond gets free season tickets, apparel, ect. 29 TBT Instagram TBT Instagram Contest Submit your favorite #TBT Cubs photo on Instagram using #TBTCubs. Best photo is featured on the website and winner will receive autographed Cubs gear. First Pitch Contest Tell us what you’re most excited for this season in a sign up form. Our top answers will go into a poll on our website — the person with the answer voted for the most will have the opportunity to throw out the first pitch at a home game during the 2014 season.
  7. 7. February 2013 Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1 3 4 Push Valentines Day buying season tickets 10 17 11 President’s Day 24 5 12 Valentines Day Season Tickets Kicker Email 18 19 25 6 Launch Instagram contest to win trip to a spring training game 13 Launch Spring Training Campaign 7 8 9 14 15 16 21 22 23 TBT Instagram Valentines Day TBT Instagram 20 26 Begin countdown to Spring Training TBT Instagram 27 Spring Training Begins EVENTS Winter Olympics Begins 2 #CubsLove Instagram Contest Use #CubsLove on Instagram to take a picture that embodies your love for the Cubs. Winner will get the chance to go to a Spring Training game in Arizona. 28 TBT Instagram #CubsLove Twitter Contest A Twitter contest around Valentines Day where fans use #CubsLove and tell us why they love the Cubs. Our top 3 answers win a trip to a spring training game.
  8. 8. 2014 March Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1 2 3 4 5 6 TBT Instagram National Anthem Day Jake Arrieta’s Birthday 9 10 11 Push buying tickets to opening day 12 Recaps of Spring Training 13 Discounted merch on social 7 8 Employee Appreciation Day blog 14 15 21 22 28 29 TBT Instagram Donnie Murphy’s Birthday Tweet 16 18 Juan Lagres Birthday 23 17 Launch ChicagoCubsFans,com and send email about parties 24 25 Launch 1 week out contest Starlin Castro’s Birthday 30 31 Game v. Nationals Opening day contests on Twitter 19 20 Cubs Opening Day ticket picture prize 26 TBT Instagram 27 TBT Instagram Junior Lake’s Birthday Game @ Dbacks Game @ Dbacks
  9. 9. EVENTS National Anthem Day Compile our favorite moments in Cubs history singing the National Anthem before games and post as an Instavideo. Employee Appreciation Day Highlight some of the longest working Cubs employees on the blog. One Week Out Story tool contest to meet the Cubs team on opening day and win VIP tickets to the game.
  10. 10. April 2014 Sunday Monday Tuesday April Fool’s Day 6 Game v. Phillies ChicagoCubs.com email watch parties for Cardinals game 13 14 Game @ Cardinals 20 Game v. Reds 7 Game v. Pirates 1 8 Game @ Pirates Game v. Braves Thursday 2 9 Launch #BeatCardinals campaign Game @ Yankees 21 Game v. Dbacks Wednesday 15 Game @ Yankees 22 Game v. Dbacks Friday 3 Game @ Pirates Game v. Braves 10 Saturday 4 Home Opener Game v. Phillies 11 Game @ Cardinals 5 Game v. Phillies 12 Game @ Cardinals National Siblings Day 16 17 23 Game v. Dbacks Game v. Reds 24 Game v. Dbacks Wellington Castillo Birthday 18 Game v. Reds 25 Game @ Brewers 19 26 Game @ Brewers National Pretzel Day email Email about watch parties for Brewers games 27 Game @ Brewers 28 Game @ Reds EVENTS 29 Game @ Reds 30 Game @ Reds National Siblings Day Instagram a picture of you and your siblings using #NSDCubs for a chance to win autographed baseballs #BeatCardinals Twitter campaign used to generate enthusiasm around game against known rival. National Pretzel Day Email sent to people attending the game for a free pretzel at the ballpark.
  11. 11. May 2014 Sunday Monday Tuesday Wednesday Thursday Friday 1 Game v. Cardinals 4 Game v. White Sox 5 Game v. White Sox 6 Cinco de Mayo Game @ Braves 11 Game @ White Sox 7 Game @ White Sox 8 Saturday Game v. Cardinals Game @ Braves 2 9 National Teachers Day 12 Game @ Cardinals 13 Game @ Cardinals Game v. Cardinals Game @ Braves 3 10 George Kottaras Birthday 14 Game @ Cardinals 15 Game @ Cardinals Game v. Brewers 16 Game v. Brewers 17 Mother’s Day 18 19 25 Game v. Brewers 26 Game @ Padres Game @ Giants Neil Ramirez Birthday Game v. Yankees 20 Game v. Yankees 27 28 Game @ Giants Game @ Padres 22 Game @ Padres 29 23 Game @ Padres 30 Cinco de Mayo Celebrate Cinco de Mayo in blue and red at a ChicagoCubsFans.com watch party. Instagram your photo using #May5Cubs to win the chance to throw out the first pitch at an upcoming home game. Game @ Brewers National Teachers Day Win tickets for your entire class. Share why your teacher has been an important part of your life through our story tool. 24 31 Memorial Day EVENTS Game @ Giants 21 Game @ Brewers Mothers Day Cubs players will release a video discussing their mothers. We will also launch a contest for 2 autographed jerseys for the child-mother pair to tweet using #CubsMothersDay first.
  12. 12. 2014 June Sunday Monday 1 Tuesday 2 Wednesday 3 Game v. Mets Game @ Brewers Thursday Friday 4 Game v. Mets 5 Game v. Mets Saturday 6 Game v. Marlins 7 Game v. Marlins Chang-Yong Lim Birthday Game v. Marlins 8 Game @ Pirates 9 Game @ Pirates 10 Game @ Pirates 11 Zac Rosscup Birthday Game @ Phillies 15 Game @ Marlins 16 Game @ Pirates 12 Dallas Beeler Birthday Game @ Marlins 17 Game @ Marlins 18 Father’s Day Game @ Phillies 13 Game @ Phillies 14 Pedro Strop Birthday 19 Brooks Raley and Christian Villanueva Birthday Game v. Pirates 20 Game v. Pirates 21 Video of Players talking about their fathers Game v. Pirates 22 Game v. Reds 23 Game v. Reds 24 Game v. Reds 25 Daniel Bard Birthday 29 Game v. Nationals 30 Game @ Red Sox Neil Ramirez Birthday EVENTS Father’s Day Cubs players will release a video discussing their fathers. We will also launch a contest for 2 autographed jerseys for the child-father pair to tweet using #CubsFathersDay first. Game v. Nationals 26 Game v. Nationals 27 Game v. Nationals 28
  13. 13. July 2014 Sunday Monday Tuesday Game @ Red Sox Wednesday 1 Game @ Red Sox Thursday 2 Friday 3 Saturday 4 4th of July Game @ Nationals 5 Game @ Nationals Game @ Nationals 6 Game @ Reds 13 Game v. Braves 7 Game @ Reds 14 All Star game watch party email 8 Game @ Reds 15 9 16 Game @ Reds 10 Game v. Braves 17 All Star Game Launch #CubsAllStars campaign EVENTS 4th of July We want to see your best 4th of July Instagram photos. Top 5 photos win VIP tickets to an upcoming home game. #CubsAllStars Who’s your all star on the Cubs? Tell us why that person is inspirational to you through our story tool and win a chance to hang out with that player before the game. 11 18 Game v. Braves 12 19

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