Our campaign was targeted at the casual millennial fan. Based on our research millennials value an experience more than material items. They also value brands who show their commitment to their community and social issues. Because of this, we chose to focus our campaign around events that would give millennials an experience to remember for a good cause all while interacting with the Chiefs brand.

1. PLAN BOOK

2. 1
excutive summary
TABLE OF CONTENTS
Situational Analysis 5
Research 11
Target Market 15
Big Idea 19
Tactics 21
Rationale 39
Budget 43
Evaluation 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.

3. 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

4. 5
goal
Engage the casual fan,
specifically Millennials,
through events and
promotions for the Kansas
City Chiefs.
SITUATIONAL
ANALYSIS
54

5. 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:

6. COMPETITION
8
9
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

7. RESEARCH
Str
engths
w
e
aknesses
Opportunitie
s t
hreats
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

8. 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 Attendance
Willing 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 MOTIVATOR
ENTERTAINMENT

9. 14
Target
Market
15
primary research: focus group
COMMUNITY 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.

10. 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

11. 18
strategy
The 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

12. Tactics
21
20
message points
Engagement:
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.

13. 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 HOSTS
RobRiggle
EricStonestreet
AMBASSADOR 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

14. 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
flyer
While scrolling throught Facebook, Kasey sees a
sponsered post from the Kansas City Chiefs for a
Pub Crawl...
24
facebook post

15. 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
mealsdollar
1 3CHILD
$1= 3 meals

16. 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

17. 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

18. 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

19. 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

20. 36
Scheduled events
Sell “Tackle Child Hunger”
T-Shirts
Run 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

21. 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

22. 40 41
rationale
Game 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.
Spotify
We 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 Night
We 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.

23. Budget
43
College Night
Millennials 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.
Billboard
To 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

24. 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: online
Facebook: $20,000
Spotify: $10,000
Instagram: $3 CPM or $.2-$.6/view
Twitter: $80,000-$100,000

25. Evaluation
47
46
Billboard: $3,800/mo
budget: out of home
budget: total
$570,558.00

26. OUT OF HOME
10% increase in awareness (0.833% each
month the ad runs)
EVENTS
40% increase in engagement
48% increase in sales (merchandise and
tickets)
48
evaluation evaluation: social
49
Facebook
32% increase in # of new fans
40% increase in engagement
Instagram
32% increase in # of new followers
40% increase in engagement
Twitter
30% Increase in engagement
26% increase in mentions
50% increase in hashtag impressions
Snapchat
32% increase in engagement
30% increase in new followers

27. 50 51
sources
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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
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www.pewsocialtrends.org/2014/03/07/millennials-in-adulthood/
U.S. Chamber of Commerce. (2012, November 14). The Millennial
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al-generation-research-review
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21). Forbes. Retrieved from http://www.forbes.com/sites/markhu
ghes/2015/03/21/the-millennial-trends-that-are-killing-cable/

28. Made for the Kansas City Chiefs by: