Sports marketing digital strategy for the Chicago Bears

1. Chicago Bears
Digital
Strategy

2. Well known & successful
organization
What do we want to do?
 Loyal, strong and large
fan base
 Sold out Solider Field
for 30 years straight
 Selling tickets or
establishing a fan base
isn’t the problem
 Fan engagement
 Expand
 Establish a digital
presence to engage fans
on a more personal
level.
Overview & Goals

3. Target
Audience
•Chicagoans
•Season ticket
holders
***Fans come in
many different
shapes & sizes of all
ages, genders, and
races ***

4. Digital Tools and Campaign
Social Media
 Twitter
Sporadic Fan
Experiences
 Player & Coach meet-n-
greet
 Scavenger Hunt
Mobile Devices
 Check-ins
Photo Contests
Video Contests
Bears fan abroad

5. Twitter Instagram
 Follow Chicago Bears
 Retweet, hashtag usage
 Find locations of
players and coaches
 Attend fan experiences
find loctaionsvia
twitter
 Follow Chicago Bears
 Enter picture and video
contests
 Use proper hashtags
 Bear fans abroad
Social Media

6. Mobile Device & Application
• Download Mobile App
• Check-In locations found
on Twitter
• Attend events & upload
location
• 1st 5,000 Fans to check-
in winprizes
• Fan w/ most check-ins
wins a prize

7. I N C R E A S E D I G I T A L M A R K E T I N G A N D
A D V E R T I S I N G B U D G E T
•$ 2 . 0 M S O C I A L M E D I A
•$ 5 . 0 M F A N E X P E R I E N C E S
•$ 1 . 0 M F A N C H E C K - I N A P P
•$ 3 . 0 M C O N T E S T S A N D G I V E - A W A Y S
•T R A D I T I O N A L M A R K E T I N G $ 1 . 0 M
•T O T A L B U D G E T : $ 1 2 . 0 M
Budget

8. Key Performance Indicators
Increase the following:
 # of participants in online contests
 # of people attending fan experience events
 # of retweets, hashtag usages, repost of pictures
 # of visits to the team site via social media outlets
 # of downloads of check-in mobile app

9. The Future
 Continue to engage w/fans
 Remember personal not broad
 Carry forward with application updates
 Maintain standard of uniqueness thru fan engagement
 Create new contests
 Generate one of a kind player & coach meet-n-greets

10. Summary
•Expand online
presence
•Create a unique
fan experience
•Launch mobile app
•Become more
interactive to fans
thru:
• Contests
• Meet-n-greets
• Social Media