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.

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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