PLAN BOOK

1

excutive summaryTABLE OF CONTENTSSituational Analysis 5Research 11Target Market 15Big Idea 19Tactics 21Rationale 39Budget 43Evaluation 47

The Kansas City Chiefs came to Spiral Sports Promotions to increase engagement among casual millennial fans. Specific things the Kansas City Chiefs requested were content and social media strategies that resonate within the millennial market. Through primary and secondary research, Spiral Sports Promotions conducted a focus group and survey to understand how to increase fan engagement and experience. Based on our research and analysis, we created a fully intergrated “A Kingdom United” campaign to show casual millennial fans that the Kansas City Chiefs are a team worth rooting for.

meet the team

HALEY POWERS

ALEX BISHOP

CARLY TUBRIDY

Public Relations Director

2

ASHLEY BROPHY

CALVIN DICKHERBER

KIRSTEN ATKINS

3

ACCOUNT EXECUTIVE

Art director/Copywriter

Researcher

Social Media Manager/PR

Event Promotions/PR

5

goal Engage the casual fan,

specifically Millennials, through events and

promotions for the Kansas City Chiefs. SITUATIONAL

ANALYSIS

54

7

consumercompany• Millennials are the next generation of fans. They are also known as Generation Y and are in the neighborhood of 18 to 34 years old (however the age range can vary). There are at least 80 million of them in the U.S.

• In general terms, the millennials (and the latest generation, Z) interact and multitask via cell phones and other mobile devices more frequently than their elders.

• That includes inside stadiums and arenas, accessing and sharing information through mobile applications and social media.

Team value $1,530 M Owner: Lamar Hunt Family 1 championship Year purchased: 1960 Venue: Arrowhead Stadium Revenue: $307 M Operating Income: $48.6 M Player Expenses: $159 M Gate Receipts: $55 M Wins-to-player cost ratio: 105 Revenue per Fan: $48 Average ticket price: $68

6

Major Sponsors:

COMPETITION

89

category

There are several other things to do in Kansas City for millennials including the city’s music scene, restaurants and food trucks, professional soccer with Sporting Kansas City, baseball with the Kansas City Royals, another close NFL team with the St. Louis Rams, the tech scene and Google Fiber.

Millennials also spend their Sunday nights watching popular TV Programming such as The Walking Dead, Awards Shows, etc.

• Facebook has a 90%+ reach across all ages 18 – 64. Facebook is still the place to play if you want to reach the largest audience.

• It’s time to create content for each platform. Take the time to differentiate from platform to platform, keeping in mind the audience, how consumers use the platform and what tends to resonate.

• People connect with the off-the-field moments even more than the game scores. Emotion in sports is the common thread that ties everyone together. Focus on weaving the emotion and the stories into your content strategy.

There are three reasons that teams are pushing to improve connectivity: 1. Changing demographics 2. Luring fans away from their big-screen TV at home 3. Boosting revenues

RESEARCH

Strengths w

eakn

ess

es O

pp

or

tu

nities

threa

ts

swot analysis • Extremely passionate fan base • Powerful in game experience • Number of outreach programs

• Besides Facebook, low level of engagement from fans on social media• Lack of consistent on-field success • Perceived as overproduced

• Large gain of millennials in the Kansas City metro area • 70.3% of millennials are already NFL fans • Millennials look to share experiences with friends.

• Other local Kansas City entertainment – ie. other sports, concerts, restaurants, etc. • Choosing other, typically social events, over the game

10 11

12

secondary research• There are over 80 million millennials in the US today.

• The Kansas City metro area had an annual net gain of about 2,200 people in the 25 to 34 age group during the three-year period from 2009 to 2012. It ranked ahead of Atlanta, New York, Boston and Los Angeles.

• 70% of millennials would rather watch live events from the stands than at home.

• 59% of millennials feel that following sports is more about being social than anything else. - AND 78% say that sports are a good way to bond with family and friends. •70% of millennials say ticket prices are the deterrent to their attendance. -Over 70% say it will take cheaper tickets for them to attend live events more often.

primary research: survey

13

98 MILLENNIALS

Would you consider yourself actively engaged

with any professional sports team?

83% 17%YES NO 49% of respondents are willing to

travel 2+ hours to see their favorite professional sports team

Biggest Barrier

For AttendanceWilling to Pay < $100

COST

• Friends and family proved to be the most important factor in determining whether or not respondents attend a game

• Respondents interact with teams most often by watching games on tele-vision, talking with others about the team, following them on social media and by reading articles

#1 MOTIVATORENTERTAINMENT

14

Target Market

15

primary research: focus groupCOMMUNITY PROMOTIONS

SOCIAL MEDIA LOCATION

Respondents agreed that seeing athletes help out the community is huge because

they’re such a big part of it. They especially love it when athletes help out kids.

Respondents said it is cool to see them on a human level helping others.

Respondents really liked throwback nights where they recieve commemorative items,

and they also thought a college night would be fun. A big motivator for going to games is

cheaper travel or cheaper alcohol. Respondents liked the idea of a concert

series and game show night.

Respondents like to follow there favorites sports teams on social media including Facebook, Twitter and Instagram. Most respondents said they get their sports

coverage from Apps such as ESPN.

Most respondents replied that they like to view the game at home because they are so invested in it. Some said that it is primarily

a mix of watching at home and going out to bars.

17

meet Kasey• Kasey is a 23 year old Graduate student at the University of Missouri. Kasey grew up in Kansas City and has loved baseball his whole life. He is a diehard Royals Fan but he only watched the Chiefs occasionally. He likes watching games at the bar with his friends or at a friend’s apartment. He uses social media to keep in touch with friends and find out about news and events.

• Although Kasey is a male, all of our tactics would reach a female audience as well.

16

18

strategyThe Kansas City Chiefs are taking on a new initiative to engage millennials and convert them into avid fans through events and promotions. A KINGDOM

UNITED#AKingdomUnited

the big idea

19

Tactics

2120

message pointsEngagement:

Experience:

Excitement:

Team Pride:

Social:

Millennials interact and multitask via cell phones and other mobile devices more frequently than their elders. That includes inside stadiums and arenas, accessing and sharing information through mobile applications and social media.

Millennials are more likely to spend their money on an experience rather than any other material item, and we want to provide them with the ideal experience. Millennials don’t see technology as an experience as good as a live event, but rather as a solution that allows them to consume content they would otherwise miss.

What millennials desire is much of what the traditional live event experi-ence has always offered: the excitement and energy of the event, being up close to their favorite athletes and musicians, and enjoying the experience with family and friends. Win or lose, we want fans to take pride in being a Chiefs fan. Sticking by your team through thick and thin is what it means to be a fan. Millennials are community oriented and team pride fosters a sense of community among the target.

Young people who attend a ballgame are “socially inclined,” meaning that even at the game they still want (or need) to communicate with those who are elsewhere. Connectivity to the outside world is essential. 78% of millennials sports fans agree that following sports is a good way to bond with family and friends.

22

TACKLE CHILD ILLNESS#AKingdomUnited

JOIN THE KANSAS CITY CHIEFS AND WORLD CHAMPION KANSAS CITY

ROYALS ON MARCH 5TH, 2016

GAME SHOW NIGHT

V.

GAME SHOWS, CONTESTS, RAFFLES, FOOD, DRINKS AND MORE!

@ AMBASSADOR HOTEL

YOUR HOSTSRob Riggle

Eric StonestreetAMBASSADOR HOTEL - 7PM

TACKLE CHILD ILLNESS

GAME SHOW, CONTESTS, RAFFLES, FOOD, DRINKS AND MORE!

ALL PROCEEDS GO TO CHILDREN’S MERCY HOSPITAL

MARCH 5TH, 2016

HOSTED BY

FEATURING

flyer

ticket 23

game show night

Kasey sees a Game Show Night Preview on Fox Sports Kansas City while watching the Royals game and gets the opportunity to play with a Kansas City Chiefs player...

• Members of the Chiefs and Royals competing against each other in three classic game show contests: Family Feud, Wheel of Fourtune and Password

• Benefits Children’s Mercy Hospital

• Ambassador Hotel at 7 p.m. on March 5th, 2016

• $50 tickets bought in advance at Arrowhead Stadium Box Office

• Hosted by Rob Riggle and Eric Stonestreet

25

pub crawl• Chiefs Pub Crawl

• Thursday September 15th, 2016 in Westport

• Benefits American Cancer Society

• $10 per wristband

• Bars included: Westport Ale House, Harpo’s, Ernie Bigg’s Dueling Piano Bar and Off Key Karaoke

flyerWhile scrolling throught Facebook, Kasey sees a sponsered post from the Kansas City Chiefs for a Pub Crawl...

24

facebook post

26

At the Pub Crawl, Kasey sees someone wearing a “Tackle Child Hunger” shirt and searches for it on Instagram. He likes the idea of donating to a good cause and buys one...

tackle child hunger • September is Hunger Action month. During September, the Chiefs will sell Tackle Child Hunger T-shirts.

• Part of the proceeds will go to Harvesters - The Community Food Network, a food bank that serves 26 counties in the Kansas City area.

• T-Shirts will be sold for $15. For every $1 donated to Harvesters, 3 meals can be provided to those who are hungry.

• Coming together to donate to a worthwhile cause will help unite the Chiefs Kingdom all over the Kansas City area.

t-shirt and instagram post

27

=#akingdomunited

mealsdollar1 3CHILD

$1 = 3 meals

post game concert series •Kansas City Chiefs Postgame Concert at Arrowhead following select home games

• Lineup includes Sam Hunt, Elle King, and Tech N9ne

• Bundle package option for all three concerts which includes tickets to three games and free addmission to post-game concerts

• Recieve 10% discout for buying the bundle package priced at $160

While studying at the library Kasey is listening to music on Spotify. He notices that the Kansas City chiefs have taken over Spotify’s homepage, so he clicks on the video and learns about a post game concert series and decides to buy the bundle package...28 29

31

Spotify Takeover: Homepage Sponsored

spotify homepage takeover Kasey stops for a cup of coffee on his was to class and while scrolling through his news feed, he sees a post on Twitter about Throwback night...

throwback night • Honoring former Kansas City Chiefs player Tony Gonzalez

• First 20,000 fans to the Stadium receive a free commemorative jersey sponsored by Coca-Cola

• Tony Gonzalez will get to lead the Tomahawk Chop and recieve a special gift from the Chiefs

• Fans will have the opportunity to meet Gonzalez, take photos, and get autographs

• October 9th, 2016

32

college night• College Kingdom Event will be held on November 20, 2016 at Arrowhead Stadium. Kickoff is at 6 pm and the tailgate will start at 2:30 pm

• The all access pass will cost $65 – the bus service is an additional cost

• The all access pass includes a game ticket, Official Chiefs Tailgate ticket, 2 free drink vouchers and a college night T-shirt

• Sections 326- 329 will be reserved for college students with valid student ID – there will not be assigned seats in these sections to promote social engagement with all students during the game

Kasey is handed a flyer outside of the Student Center for College Night at Arrowhead Stadium and decides to go with some friends. While at the game, they take a picture on Snapchat using the “A Kingdom United” filter... 33

throwback night commemorative

jersey

twitter post

34

flyer snapchat filter

college night Kasey sees a billboard on his way home from school and is reminded of all the meaningful interaction he has had with the Chiefs brand this year and is excited to continue his fandom throughout his life.

billboard

35

36

Scheduled eventsSell “Tackle Child Hunger”T-ShirtsRun Billboard

*all dates tentative of 2016 football schedule

37

social media calendar• 2 months out from each event post: Facebook: Three times a week Instagram: Two times a week Twitter: Once a day

• 1 month out from each event post: Facebook: Four times a week Instagram: Three times a week Twitter: Twice a day

• 2 weeks out from each event post: Facebook: Once a day Instagram: Five times a week Twitter: Three times a day

Rationale

39

Kasey, a casual millennial Chiefs fan, started encountering new ways to

engage with his team. After interacting via social media and

attending more events, Kasey feels a stronger bond with the Chiefs brand and eventually

becomes an avid fan.

36

update

40 41

rationaleGame Show Night:Millennials love to see athletes helping out the community in which they play in, and they love to see cross sport events where athletes from different sports come together.Pub Crawl:Millennials enjoy the experience and the social aspect of sporting events, however, they very often they aren’t able to make it to the game. 60% of millennials agree that eating and drinking are a big part of watching sports, making a bar an ideal spot to hold a gathering. A pub crawl gathers the Chiefs community to create a meaningful interaction with the Chiefs brand.Tackle Child Hunger:Millennials love seeing their teams come together as a community to donate to a good cause. From our focus group we learned that millennials also like to see this type of content posted on social media. They are more likely to like or share these types of posts especially when they seem authentic.

Postgame Concert Series: A free post game concert adds value to a game ticket, which increases the likelihood that price sensitive millennials will be willing to purchase. Additionally, millennials are more likely spend their money on an experience than a material good. Since Sam Hunt played as a free agent for the Chiefs for a short period of time, we thought that he would be a great artist to kick off the series. Elle King is an up and coming artist who would appeal to fans who appreciate smaller artists. Tech N9ne was chosen because he was the most “liked” artist among your fans, according to a study done by Facebook and Billboard. SpotifyWe chose Spotify because users typically spend 148 minutes a day listening to Spotify, and it gives you the ability to target by age, gender, geography and language. Content targeting is also available to reach users with particular mindsets and tastes that align with our target.Throwback NightWe found in our primary research that millennials love the opportunity to see a retired player. We also found in our focus group that millennials love receiving a commemorative item that they can hold onto forever.

Budget

43

College NightMillennials love to be social at events for the right price. Over 70% of millennials say ticket prices determine which events they attend. Our primary research showed that millenials wouldn’t mind paying a little extra for provided transportation. Making sections 326-329 open for students with a college ID promotes a sense of community within the Chiefs Kingdom. Making these sections first come, first serve means millennials are free to move around and engage with every student in the section. BillboardTo fully drive home the idea of A Kingsdom United, it is important to reach millennials with traditional media in addition to all the events and social media tactics. A billboard is more effective than other forms of traditional media be-cause millennials can’t avoid it like they do with television commercials. 47% of millennials consumer media through mobile and streaming devices which makes traditional TV advertising less effective with this target audience.

42

rationale continued

44 45

Game Show Night: $1,990

Pub Crawl: Sponsored by bars + $115 for Jersey Giveaway

Tackle Child Hunger: $22,450

Throwback Night: Coca Cola Sponsorship + $200 for gift to Tony Gonzalez

Postgame Concert Series: $430,000

College Night: $2,000

budget: events budget: onlineFacebook: $20,000

Spotify: $10,000

Instagram: $3 CPM or $.2-$.6/view

Twitter: $80,000-$100,000

Evaluation

4746

Billboard: $3,800/mo

budget: out of home

budget: total

$570,558.00

OUT OF HOME10% increase in awareness (0.833% each month the ad runs)

EVENTS40% increase in engagement48% increase in sales (merchandise and tickets)

48

evaluation evaluation: social

49

Facebook32% increase in # of new fans40% increase in engagement

Instagram32% increase in # of new followers

40% increase in engagementTwitter30% Increase in engagement 26% increase in mentions 50% increase in hashtag impressions

Snapchat32% increase in engagement

30% increase in new followers

50 51

sourcesSmith, J. (2015, December 19). 15 Things to Consider in Social Media Sports in 2015. Social 'n Sport. Retrieved from http://socialnsport.com/15-trends-2015/

Forbes. (2015). Kansas City Chiefs. Forbes. Retrieved from http://www.forbes.com/teams/kansas-city-chiefs/

Hughes, M. (2014, May 8). Millennials discover Downtown KC a friendly place to be. Downtown KC. Retrieved from http://www.downtownkc.org/2014/05/08/millennials-are-f inding-downtown-kc-a-friendly-place-to-be/

Fuse Marketing. (2014, September 16). Millennials - Live Events vs. Digital. Fuse Marketing. Retrieved from http://www.fusemarket ing.com/live-event-attendance-contradiction-digital

Pew Research Center. (2014, March 7). Millennials in Adulthood. Pew Research Center. Retrieved September 15, 2015, from http:// www.pewsocialtrends.org/2014/03/07/millennials-in-adulthood/

U.S. Chamber of Commerce. (2012, November 14). The Millennial Generation Research Review. U.S. Chamber of Commerce Retrieved from http://www.uschamberfoundation.org/millenni al-generation-research-review

Hughes, M. The Millennial Trends that are Killing Cable. (2015, March 21). Forbes. Retrieved from http://www.forbes.com/sites/markhu ghes/2015/03/21/the-millennial-trends-that-are-killing-cable/

Made for the Kansas City Chiefs by: