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The Chicago Blackhawks
2018-19 Digital Strategy Plan
By: Angie Bazzano
Social Media
The main 3 platforms: Instagram, Facebook and Twitter
- Consistent across the platforms; specialize to the
features of each one
Website: The Heart of the Organization
Suggested Improvements to the Website
● Making website more kid-friendly
○ Printable coloring pages, interactive games or trivia
● Drive traffic from social media to website
● Distinguish from competitors
Social media
Blackhawks
official
website
Online Advertising
Step One: Display Advertising
- Message of #STICKWITHUS across
the city of Chicago and online
- Ads on websites of Chicago
newspapers, businesses
Step Two: Search Engine Marketing
- Use SEO’s such as:
** $10 per click
#StickWithUs
Blackhawks
2018-19
Chicago
hockey
Online Advertising Cont.
Step Three: Social Media Marketing Step Four: Analytics
- Measure the success of the
campaign through:
- Social media interactions
- Website visits
- App downloads
- Ticket/merchandise purchases
- Measuring clicks as an
effective way to evaluate a
campaign
Hashtags, polls, Q&A’s
Photo & video
Instagram stories
Facebook Live
Articles/News stories
Inbound Marketing
Creating a Blackhawks blog & Email Marketing
- Increase the involvement of fans
- Build their connected to the brand
- Brand awareness
Inbound Marketing Cont.
Example blog: Skate Behind the Scenes with the Blackhawks
Who - Chicago Blackhawks staff and players
What - Everything from game days, road trips, charity events,
player exclusives and offseason preparation
When - Distributed once a week
Where - Through email, social media accounts and on the website
Why - To make the brand more inclusive and increase fan engagement
Mobile
- Effectiveness of their mobile website
- Don’t lose value of content
- Link to the apps from the mobile and regular website
Improvements:
- Make website have a more unique feel
- Link to apps from social media
Overtime
Through implementing this digital strategy campaign, it will
lead to a successful 2018-19 Blackhawks season
--Target goals of increasing fan engagement and building
brand awareness

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Chicago Blackhawks Digital Strategy Plan

  • 1. The Chicago Blackhawks 2018-19 Digital Strategy Plan By: Angie Bazzano
  • 2. Social Media The main 3 platforms: Instagram, Facebook and Twitter - Consistent across the platforms; specialize to the features of each one
  • 3. Website: The Heart of the Organization
  • 4. Suggested Improvements to the Website ● Making website more kid-friendly ○ Printable coloring pages, interactive games or trivia ● Drive traffic from social media to website ● Distinguish from competitors Social media Blackhawks official website
  • 5. Online Advertising Step One: Display Advertising - Message of #STICKWITHUS across the city of Chicago and online - Ads on websites of Chicago newspapers, businesses Step Two: Search Engine Marketing - Use SEO’s such as: ** $10 per click #StickWithUs Blackhawks 2018-19 Chicago hockey
  • 6. Online Advertising Cont. Step Three: Social Media Marketing Step Four: Analytics - Measure the success of the campaign through: - Social media interactions - Website visits - App downloads - Ticket/merchandise purchases - Measuring clicks as an effective way to evaluate a campaign Hashtags, polls, Q&A’s Photo & video Instagram stories Facebook Live Articles/News stories
  • 7. Inbound Marketing Creating a Blackhawks blog & Email Marketing - Increase the involvement of fans - Build their connected to the brand - Brand awareness
  • 8. Inbound Marketing Cont. Example blog: Skate Behind the Scenes with the Blackhawks Who - Chicago Blackhawks staff and players What - Everything from game days, road trips, charity events, player exclusives and offseason preparation When - Distributed once a week Where - Through email, social media accounts and on the website Why - To make the brand more inclusive and increase fan engagement
  • 9. Mobile - Effectiveness of their mobile website - Don’t lose value of content - Link to the apps from the mobile and regular website Improvements: - Make website have a more unique feel - Link to apps from social media
  • 10. Overtime Through implementing this digital strategy campaign, it will lead to a successful 2018-19 Blackhawks season --Target goals of increasing fan engagement and building brand awareness