4TH ANNUAL SPORTS FAN ENGAGEMENT CONFERENCE

FEBRUARY 27-28, 2017 | DOUBLETREE BY HILTON ATLANTA – DOWNTOWN | ATLANTA, GA Download AgendaRegister Today

DAY ONE

7:00 Registration & Morning Coffee
7:50 Chairperson’s Opening Remarks
Jeramie McPeek, DIGITAL & SOCIAL MEDIA CONSULTANT

LIVE POLL: In one word, what does fan engagement mean to you?

8:00 PRESIDENTIAL WELCOME ADDRESS
Derek Schiller, President, Business, ATLANTA BRAVES

8:30 PANEL OF CHAMPIONS: ENGAGING FANS THROUGHOUT A WINNING SEASON

  • Developing a fan engagement strategy, from content to experience
  • Building momentum and excitement to drive fan engagement
  • Capitalizing on a winning season to continue fan interaction

Moderator:
Jeramie McPeek, DIGITAL & SOCIAL MEDIA CONSULTANT

Panelists:
Tracy Marek, Senior VP, Marketing, Chief Marketing Officer
CLEVELAND CAVALIERS

Terry Kalna, Senior Vice President, Sales & Broadcasting
PITTSBURGH PENGUINS

Kelly Linstroth, Director, Marketing & Fan Insights
CHICAGO CUBS

Jonathan Gantt, Director, New & Creative Media, CLEMSON UNIVERSITY

9:15 Coffee & Networking Break

LIVE POLL What is the most important factor that contributes to the in-stadium fan experience?

9:45 CASE STUDY: A NEW BALLPARK, AN OPPORTUNITY TO RETHINK FAN ENGAGEMENT
A number of sports franchises in the US and abroad have recently debuted plans for state-of-the-art stadiums, exciting communities worldwide for the prospect of a ground-breaking fan experience. Set to open its new doors at SunTrust Park in April 2017, the Atlanta Braves are in the midst of planning for a historic unveiling, and fan engagement is certainly at the center of all strategic discussions. Senior leadership within the marketing team views this monumental change as an opportunity to re-evaluate the current fan experience, considering everything from the implementation of virtual reality to ensuring the brand continues to shine through in every memorable experience.

  • Applying best practice from recent stadium unveilings across the country
  • Re-evaluating the definition of fan engagement, going beyond the coolness factor
  • An entertainment complex: extending a brand into other forms of fan engagement
  • Lessons learned: sharing insights from what is mandatory in today’s fan experience

Brad Meriwether, Director, Consumer Marketing
ATLANTA BRAVES

10:30 PANEL DISCUSSION: UNIQUE OPPORTUNITIES TO ENGAGE FANS DURING HOME GAMES
Many teams across every corner of the sports industry, from the NFL to college athletics, have experienced a decline in ticket sales in recent years, motivating teams to re-examine current fan engagement strategies during home games. Long are the days when simply attending a sporting event was enough to drive ticket revenue; now, sports teams must offer fans unique opportunities to experience a game to encourage customers to purchase tickets, participate proudly and stick around for the entirety of the game. This interactive panel discussion will highlight recent examples where professional and collegiate teams have figured out how to keep fans excited about attending a sporting event through a combination of the following factors:

  • A unique atmosphere
  • Social & mobile interaction
  • Customized experiences

MODERATOR:
Jeremy Darlow, ADIDAS
PANELISTS:
Sara Elcano, OREGON STATE UNIVERSITY
Erin O’Donnell, SACRAMENTO RIVER CATS
Mike Ernst, CHICAGO FIRE
David Garcia, ATLANTA FALCONS

 

11:15 A DIGITAL PLATFORM TO ENGAGE SOCCER FANS TODAY AND TOMORROW
Fan engagement is a moving target. Fans change, and their options for content and channels grow every day. You are always competing for eyeballs and butts in seats. How do you evolve your business with your fans? The LA Galaxy are partnering with GlobalLogic to build a digital platform that provides a foundation for growth and development. Architected with scalability and flexibility in mind, it helps to enhance the experience around existing channels and content, but also helps to enable new channels and content. Moreover, the team is engaging fans in the process from the very beginning to help imagine what it can be.

Michael Carrier, VP, Media & Entertainment, GLOBALLOGIC

Christopher Thomas, Director, Digital Media & Marketing, LA GALAXY

 

12:00 Luncheon for all Attendees, Speakers & Sponsors
TABLE TOPICS
During lunch, attendees are encouraged to continue networking and use this time for focused discussion. Monday’s Table Topics during lunch will be concentrated on ticketing.

  • What are the major challenges your team faces with ticketing?
  • How has your team improved the ticket experience for your fans?
  • Share an example of a successful marketing campaign to drive ticket sales.

 

TRACK ONE – MARKETING

LIVE POLL
How advanced is your customer journey mapping strategy?

1:00 CUSTOMER JOURNEY MAPPING: AUTOMATING A MARKETING PROCESS TO BETTER UNDERSTAND YOUR FANS
As sports teams push to create personalized experiences and communication strategies, marketers must develop a complete picture of each fan’s interaction with the organization. Customer journey mapping collects data from a variety of sources across an organization to generate profiles for every individual, shedding light on a fan’s buying habits, communication preferences and team loyalty. This powerful tool can help sports organizations to celebrate the ongoing relationship of a fan through a tailored approach, eliminating gaps of information from one department to the next.

  • Case study: the implementation of customer journey mapping
  • Cross-departmental sharing of fan information and data
  • Uncovering a clearer picture of each fan’s touchpoints with a team
  • Examples of customized fan engagement based on fan profiles

Aaron Lane, Sr. Director, Marketing Integration & Direct Response
ATLANTA HAWKS

1:45 FIRESIDE CHAT
The world of eSports has become a fascinating example of focusing on the fan experience. Christina Alejandre joined Turner Sports in March 2016 as General Manager of ELEAGUE and Vice President of esports. In her newly created role, she leads the development and strategy for ELEAGUE, the transformative esports competitive gaming organization that launched in May 2016. This fireside chat will offer an inside look at the world of esports, where valuable insights can be learned for the in-stadium fan experience

Christina Alejandre, VP & GM, eSports, ELEAGUE, TURNER SPORTS
Interviewer: Richard Lewis, ELEAGUE Host, TURNER SPORTS

 

2:30 Coffee & Networking Break

LIVE POLL
Where do you draw your inspiration for the fan experience?

3:00 FAN ENGAGEMENT IN MLS – THE #1 FAN EXPERIENCE
According to a recent J.D. Power Fan Experience study, Major League Soccer ranks as the top overall fan experience based on customer satisfaction, prompting other leagues to take a closer look at how the in-stadium experience is executed within the world of soccer. For Atlanta United FC, this sets the bar extremely high leading into their inaugural season kicking off in the spring of 2017, and building a fan engagement strategy from scratch has been a monumental undertaking. Developing a fan base while delivering on a powerful experience from the get-go requires strategic preparation and innovative concepts with fan expectations at the center of it all.

  • Establishing a team brand and identity
  • Proactively cultivating a new fan base
  • Keeping soccer fans highly engaged
  • Considerations for the in-stadium fan experience

Sarah Kate Noftsinger, Director, Marketing & Fan Engagement
ATLANTA UNITED FC

 

3:45 PANEL DISCUSSION: GRASSROOTS COMMUNITY INTERACTION TO INCREASE FAN ENGAGEMENT & BRAND AWARENESS
Building relationships with new fans while also generating brand awareness can often start with grassroots community engagement. Depending on the team and its market, the implementation of community outreach can dramatically increase its number of local fans and potential consumers, resulting in ticket and retail revenue. This panel will highlight opportunities to leverage hands-on interactions through grassroots marketing efforts.

Moderator:
Jeramie McPeek, DIGITAL & SOCIAL MEDIA CONSULTANT

Panelists:
Markeisha Everett, GEORGIA TECH
Stephanie Mellenberndt, ORLANDO MAGIC
Arica Kress, COLUMBUS CREW SC

4:30 PANEL DISCUSSION: INCORPORATING SPONSORED CONTENT & EXPERIENCES IN AN AUTHENTIC MANNER

  • Helping sponsors create a relationship with fans
  • Integrating sponsored elements into mobile & social
  • Appropriate digital valuations for sponsored content
  • Examples of positive & valuable sponsorship activations

Moderator: Daniel Roberts, YAHOO! FINANCE

Panelists:
Daniel Cherry III, NEW JERSEY DEVILS
James Royer, KANSAS CITY CHIEFS
Gustavo Guerra, HEINEKEN USA
Jeff Koleba, KENTUCKY DERBY

TRACK TWO – DIGITAL

LIVE POLL
Can you find your photos & videos when you need to use them for social media, marketing & PR?

1:00 CASE STUDY: HOW SUPER BOWL XLVII REVAMPED THE RAVENS’ VISUAL STORYTELLING STRATEGY
When the Baltimore Ravens went to New Orleans for Super Bowl XLVII, they needed to find images quickly to post on social media, add to their website and share with reporters – but their photo database was only accessible from their office back in Baltimore. Missed opportunities and a frustrating image sharing workflow pushed the team to move their visual media library to the cloud – a change that opened up a world of opportunities for the team to use photos in a flash, no matter where they are.

Erin Herbert, Digital Media Coordinator, BALTIMORE RAVENS

Kristin Twiford, Content Marketing Manager, LIBRIS BY PHOTOSHELTER

 

1:45 MARKETING AUTOMATION TO DRIVE TICKET SALES
The goal of capturing data and understanding fans is the ability to target communication with the appropriate message at the appropriate time, allowing for a customized level of engagement. This type of marketing automation can ultimately drive ticket sales when used to develop an email campaign strategy that advances a fan through the various stages of sales opportunities. This case study will highlight how the Milwaukee Bucks implemented a content distribution plan founded in the acquisition of prospect data.

Mike Grahl, Vice President, Digital Platforms, MILWAUKEE BUCKS

 

2:30 Coffee & Networking Break

LIVE POLL
What social media question do you have for the audience?

3:00 SOCIAL MEDIA Q&A: ASK THE AUDIENCE
During this interactive session, attendees are given the opportunity to pose questions to the entire audience regarding fan engagement through social media. From questions regarding Facebook algorithms to finding out the latest in emerging social media platforms, this Q&A segment will be a timely and relevant discussion based entirely on questions raised and comments shared by attendees. Digital expert Scott Kegley will kick-off the session with a short presentation on current trends in social media and will then facilitate the Q&A segment with the audience.

Scott Kegley, Executive Director, Digital Media & Innovation
MINNESOTA VIKINGS

 

3:45 #93KDAY: UNIVERSITY OF GEORGIA’S SOCIAL MEDIA CAMPAIGN FOR A COLLEGE FOOTBALL SPRING GAME
Coach Kirby Smart threw down the gauntlet at a basketball game when he pronounced the expectation that 93,000 fans would fill the seats at the University of Georgia’s football spring game just a few short months away. From that point on, the marketing athletics team planned and executed a flawless social and digital campaign to bring awareness of #93KDay while also getting fans excited for the upcoming season and to be a part of this monumental start. This case study presentation will highlight how UGA’s marketing department, through the use of social media alone, met and exceeded expectations for #93KDay.

Jen Galas, Associate Director, Digital Services for Social Media
UNIVERSITY OF GEORGIA

4:30 CONTEXTUAL DESIGN: PERSONALIZING THE WEB EXPERIENCE
As sports teams strive to develop customized experiences for fans, personalized advertising becomes the next step in creating a website experience tailored to a fan’s engagement history. Contextual website design is a valuable solution that can be implemented to drive website content based on a fan’s recent online searches and interactions with a sports brand. Through the use of analytics, sports teams can deliver a website experience that takes into account a fan’s needs the moment they land on that homepage.

  • Building an infrastructure through analytics for contextual website design
  • News vs marketing site: a website experience customized for the fan
  • Case study: reviewing a team’s implementation process and results

TJ Ansley, Director, Digital Experience
PORTLAND TRAIL BLAZERS

5:15 COCKTAIL HOUR SPONSORED BY AMB SPORTS & ENTERTAINMENT

6:15 END OF DAY ONE CONFERENCE ACTIVITIES

CONTACT:

For registration information and event details contact:

Paul Hernandez
Marketing Director
Q1 Productions 500 N. Dearborn Suite 500
Chicago, IL 60654
T: 312.602.9683
F: 312.873.3969
E: sports@q1productions.com
www.q1productions.com