A social strategy with the focus of expediting adoption of the new arena name and mitigating negative sentiment.

1. Scotiabank
ArenaSOCIAL STRATEGY - 09 / 29 / 18

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Agenda
1. Background
2. Insights / Consumer Behaviour
3. Campaign: Phase 1
4. Campaign Phase 2
5. Channel Strategy + Flighting
6. Social Guardrails
7. What’s Next?

3. Background

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Target Audiences
Tribal Passion
- Regular Attendance and very passionate (ex. face painting). High TV and online usage.
Event Seeker
- Seeks access to experiences and attend more events than average - thrives on interactions
Former Jocks
- Regular game attendee with a higher than average consumption spend.
Armchair Quarterbacks
- Prefers to watch the game from home
SPORTS AND ENTERTAINMENT FANS OF ALL AGES:

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Strategy
Core Belief
Scotiabank Arena is simply a vessel. One that gains meaning from whatever you fill it with. And whatever
you fill it with is what becomes the heart of Toronto. It’s the heart of hockey and basketball in our city. The
heart of the North. It’s our pulse, where everything comes from and leads to, while being the home of our
collective pride and passion.
Key Mission
Achieve a sense of excitement + acceptance among those who visit Scotiabank Arena and Torontonians who
engage with us online. We’ll ladder all creative outputs back to our core belief, through tone of voice and
partner integrations.

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SIMPLICITY & CONSUMER BEHAVIOUR
. Leverage simple tactics, tapping into
consumer behaviours that our target is
used to seeing and doing.
OBJECTIVES
1. Expedite name adoption for Scotiabank
Arena
2. Proactively own the narrative around
name change
THE PALETTE ADVANTAGE
One of our strongest visual attributes, the
Palette, will be leveraged within content
throughout the duration of the campaign.
BRAND ADVOCATES
Increase the volume of brand advocates online
by integrating MLSE, thus creating our own
brand advocates.
LEVERAGING TEAMMATES
To amplify messaging, our teammates
could share posts to their social
channels.
A STRONG FOUNDATION
Arming all partners with the appropriate
guidelines and social guardrails in advance
of campaign launch
A UNITED FRONT
Consistent messaging across
channels. Arena specific activity
throughout
Social Approach

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Campaign Timing
Launch
July 1
Scotiabank executed a social
media launch strategy, posting
three pieces of content to the
brand’s owned and partner
properties.
Phase One
Sept 17 - Oct 17
Promote content communicating
free Presto Card program.
Phase is centred around the
Leafs and Raptors respective
home openers.
Phase Two
Oct 18 - Jan 2019
Promote content focused on
driving name adoption while
intercepting and correcting uses
of ‘ACC’ in the digital space.

8. SCOTIABANK BRAND
To facilitate Scotiabank Brand specific
promotions, updates and campaigns.
The majority of content is banking
related, catering to the needs of our
customers.
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Channel Opportunities
SCOTIABANK ARENA
To highlight upcoming events and
concerts held at Scotiabank Arena while
also supporting Maple Leaf and Raptors
content.
RAPTORS
To facilitate Raptors specific news,
updates and highlights. To build
excitement around our team, our players
and our fans.
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LEAFS
To facilitate Leafs specific news,
updates and highlights. To build
excitement around our team, our players
and our fans.
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FB, TW, IG FB, TW, IG TW & IGTW & IG
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9. What Do We Know?

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Target Behaviour
With our target made up of such a broad audience, we have to apply equal weighting to all three primary channels if
our campaign objectives are going to success across age groups.
Facebook
Facebook is an algorithm driven
platform, with a higher emphasis on
meaningful interactions. Our target
logs on to be more connected to their
friends and family. They are less likely
to follow brands and more likely to
engage/share content that drives
conversation.
Instagram
For commenting on posts, to seek
inspiration and share personal
moments from their lives.
(dinners, nights out, cultural
events, travel)
Popularity. Relevancy.
Relationships.
Twitter
To be connected to all things
trending. Follow events, news
and social / cultural movement.
Our target searches hashtags
to stay on top of world news.

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Campaign at-a-glance
Broad target.
We have to be where our
consumers are.
Simplicity.
Simplifying campaign
messaging will increase
the likelihood of
adoption
Consistent
Messaging.

12. Phase OneSocial content driving free PRESTO cards

13. Paid Creative

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Maple Leafs Presto: In-feed Content
LEAFS FREE RIDE
TTC Subway Screen / Big Box Banner creative concept to be repurposed for
social campaign.
LEAFS COUNTDOWN
TTC Subway Screen / Big Box Banner creative concept to be repurposed for
social campaign.
CHANNELS

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Raptors Presto: In-feed Content
RAPTORS FREE RIDE
TTC Subway Screen / Big Box Banner creative concept to be repurposed for
social campaign.
RAPTORS COUNTDOWN
TTC Subway Screen / Big Box Banner creative concept to be repurposed for
social campaign.
CHANNELS

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Auston Matthews: In-feed Content
NEW NAME :06
AUSTON: It’s a new season, with new teammates, and a new name. I’ll see
you at Scotiabank Arena.
WELCOME :06
AUSTON: Toronto has always welcomed new players. Now it’s time to
welcome a new name
YOUR CITY :06
AUSTON: This is our city. And this is our arena. I’ll see you at Scotiabank
Arena
CHANNELS

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Masai Ujiri: In-feed Content
HEART OF TORONTO :06
MASAI: The heart of Toronto is Scotiabank Arena, home of your Toronto
Raptors. See you there!
NEW NAME :06
MASAI: This year, we’re taking excitement to new heights. Your Toronto
Raptors are at Scotiabank Arena!
CHANNELS

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S t r a t e g y
IG Story: Campaign Communication
THE IDEA
- On top of in-feed content, let’s leverage Paid Instagram Stories to
add another layer of promotion ahead campaign Launch.
EXECUTION
- We’ll run two Instagram Story flights from the Scotiabank Brand IG channel, a
few days before each Leafs and Raptors home opener respectively.
- Stories will add an additional level of awareness to the program.
- Paid stories will allow for a Swipe up functionality, driving directly to the website
with full program details.
CHANNELS

19. Organic Creative

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IG Story: Surprise & Delight
THE IDEA
- Leverage Instagram Story question stickers to engage our audience throughout phase
one of campaign
- With Question Stickers, we’ll be able to quiz our audience through IG Stories.
- Consumers who answer us correctly can receive a free Presto Card.
EXECUTION
- We’ll ask a series of Leafs/Raptors trivia questions (4-5) to the Scotiabank audience
through IG Stories
- We’ll post incorrect answers to the story, tagging consumers who engaged.
- The story will conclude with our us posting the winning fan and answer.
- The story will increase overall awareness of the program and possibly positive
sentiment.
CHANNELS

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Darcy Tucker Part A: TTC Station Oct. 3
THE IDEA
- Leverage our Scotia Hockey partner, Darcy Tucker, to create urgency around the Presto Campaign.
- Stream Darcy interacting with Leaf fans / Torontonians in advance of the leafs home opener on Oct. 3 while
showcasing his commute to the Tailgate party.
- We’ll document Darcy taking photos with fans, and asking them about Scotiabank Arena while highlighting the
Presto Campaign
EXECUTION
- Through the Scotia Hockey Instagram Channel, we’ll live stream Darcy outside of one of
our chosen TTC stations with Scotiabank BA’s
- Darcy Tucker will tweet the TTC location and time he will be there a few days in advance
of home opener.
- Stream will last 15 - 20 minutes
- Scotia CM will travel with Darcy Tucker from TTC station to Tailgate party.
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CHANNELS

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Darcy Tucker Part B: Tailgate (Oct 3)
THE IDEA
- Leverage our Scotia Hockey partner, Darcy Tucker, to create urgency around the Presto Campaign
- Stream Darcy interacting with Leaf fans in advance of the leafs home opener on Oct. 3
- Showcase the vibe of Scotiabank Arena tailgate parties through the lens of Scotia Hockey.
EXECUTION
- Through the Scotia Hockey Instagram Channel, we’ll live stream Darcy arriving at the
Leafs Tailgate party (to raucous applause and cheers)
- Darcy will take a moment to interact with fans, welcome them to Scotiabank Arena and
hand out free Presto Cards.
- Stream will last 5 - 10 minutes
- Scotia CM will travel with Darcy Tucker from TTC station to Tailgate party.
CHANNELS

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Raptor Mascot: TTC Station Oct. 17
THE IDEA
- Leverage the Toronto Raptors Mascot to create urgency around the Presto Campaign.
- Stream Darcy interacting with Raptors fans / Torontonians in advance of the Raptors home
opener on Oct. 17 while showcasing his commute to the Tailgate party.
- We’ll document the Raptor taking photos with fans / handing out Presto Cards while Scotiabank
BA’s promote the campaign.
EXECUTION
- Through the Scotiabank brand Instagram Channel, we’ll live stream the Raptor outside of
one of our chosen TTC stations with Scotiabank BA’s
- The Raptor will tweet the TTC location and time he will be there a few days in advance of
home opener.
- Stream will last 5 - 10 minutes
CHANNELS
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24. Phase Two (+ sustain)Social content driving Scotiabank Arena name adoption

25. Organic Creative

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S t r a t e g y
Scotia Arena Giphy Page
THE IDEA
- Launch a Scotiabank Arena page on Giphy, thus integrating our branding within Instagram Stories functionality.
- We’ll create a series of Scotia Arena gif assets to upload to the new page
- Consumers will have another way to plus-up the stories they capture while visiting Scotiabank Arena
EXECUTION
- BB to work with Giphy on page launch.
- BB to develop assets for use on Giphy / IG Stories.
- Have MLSE social channels upload Scotiabank Arena branded gifs to their IG Story
- @ScotiabankArena, @MapleLeafs & @Raptors will include branded gifs in their IG stories throughout
Phase Two, incentivizing fan adoption.
SUPPORT?
- Stories are the top used content creation tool when at a sporting event or concert.
- Simple way to insert Scotiabank Arena name / branding into the content of our consumers
- Our consumers would be expediting the process of name adoption on our behalf. It’s free promotion.
- Content opportunities are limitless.

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Giphy Support
CONFIDENTIAL

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IG Story: Guided Tours
HOW AND WHEN?
- Leverage MLSE Instagram channels to create awareness of new branded Gifs
- Build excitement around Fall / Winter season by highlighting new additions to Scotiabank Arena
- @ScotiabankArena will post stories for each Arena vertical
- Leverage an assortment of Scotia Gif Stickers, showcasing the variety available for our fans to use.
- Leverage the official hashtag #ScotiaArena within stories.
SCOTIABANK
CONCOURSE
SCOTIABANK CLUB INTERIOR /
SCOREBOARD
ARENA GROUNDS /
DISPLAY
CHANNELS

29. Channel Strategy

30. SCOTIABANK BRAND
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S O C I A L
Channel Strategy
SCOTIABANK ARENA RAPTORSLEAFS
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In-feed Presto Paid Video Content Auston Matthews Video Content
Masai Ujiri Video Content
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Presto Campaign Paid IG Story
Presto IG Story: S+D (Org) IG Story: Arena Tours (Org)
Share Arena Content Share Arena Content
GIPHY
Scotia Hockey IG Live x2 (Darcy)
Scotia brand IG Live (Raptor)
Darcy Tucker Pre Tailgate Tweet Raptor Mascot Pre Tailgate Tweet
Content
shared to fan
IG Stories

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S t r a t e g y
Campaign Flighting
Sept 17 - Oct 17 Oct 18 - Jan

32. Guardrails

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Social Guardrails
WHERE TO ENGAGE
Once the media embargo lifts and construction begins on July 1st, the Scotiabank Arena conversation will increase
exponentially online. From a brand perspective, we need to know what comments to engage with and how to best position
ourselves for the full launch.
ENGAGE - Positive Sentiment
- Excitement for new name
- Excitement for new venue
- Compliments to new design
- Free to engage on any form of
positive engagement
DO NOT ENGAGE - Negative Sentiment
- Disdain for the brand
- Mentions of “ACC Forever” etc
- Negativity focused around design
CAUTION - Neutral / Room for Persuasion
- Genuine consumer inquiries
- Comments like “What’s in it for me?
- Questions about the building / venue
- When the opportunity to dispel any confusion or
incorrect claims arises.
- When the opportunity to tease positive changes

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Social Best Practices:
HOW & WHEN TO USE THE HASHTAG
- Use #ScotiaArena when responding to consumers using incorrect or original hashtags.
- Use #ScotiaArena when consumers use their own abbreviation of the Arena name.
(Ex. SBA, SBArena)
HOW CAN OUR CHANNELS WORK TOGETHER?
- Darcy Tucker & Auston Matthew can share content from Scotiabank Arena
- Team social channels are free to share content from the Scotiabank Brand channel.
MESSAGING WATCH OUTS
- Avoid verbiage around ‘change’
- Avoid any conversation around investment or profit.

35. Thank you