Jene Elzie - CIO Summits by CDM Media

Jene Elzie
Vice President, International Marketing
Sizzle
Jene Elzie
Vice President, International Marketing
Germany
Bojan Bogdanovic,
Damjan Rudez,
Mario Hezonja,
Duje Dukan
Switzerland
Clint Capela,
Thabo Sefolosha
France
Latvia
Lithuania
Russia
Donatas Motiejunas, Jonas
Valanciunas
Sergey Karasev,
Sasha Kaun,
Timofey Mozgov
Kristaps Porzingis
Slovenia
Goran Dragic, Beno Udrih, Sasha
Vujacic
100
Ukraine
International Players
From 37 Countries &
Territories
Alex Len
Alexis Ajinca, Nicolas Batum, Boris Diaw, Evan
Spain
Fournier, Rudy Gobert, Damian Inglis, Joffrey
Lauvergne,
Ian Mahinmi, Tony Parker, Kevin Jose Calderon, Marc Gasol,
Seraphin,
Pau Gasol, Ricky Rubio
Bosnia & Herzegovina
Jusuf Nurkic, Mirza Teletovic
Serbia
Cape Verde
Tunisia
Walter Tavares
Salah Mejri
Turkey
Senegal
Gorgui Dieng
Puerto Rico
J.J. Barea
Nemanja Bjelica,
Nikola Jokic,
Boban Marjanovic
Omer Asik, Ersan Ilyasova,
Enes Kanter
Dominican Republic
Al Horford, Luis Montero
Georgia
Zaza Pachulia
(10/27/15)
US Virgin Islands
Tim Duncan
Jonas Jerebko
Marcin Gortat
Croatia
Canada
Joel Anthony, Anthony Bennett, Tyler
Ennis, Cory Joseph, Trey Lyles, Andrew
Nicholson, Kelly Olynyk, Dwight Powell,
Robert Sacre, Nick Stauskas, Tristan
Thompson,
Andrew Wiggins
Sweden
Poland
Dirk Nowitzki,
Tibor Pleiss,
Dennis Schroder
Venezuela
Greivis Vasquez
Brazil
Italy
Manu Ginobili, Pablo Prigioni, Luis
Scola
Israel
Andrea Bargnani,
Marco Belinelli,
Danilo Gallinari
Leandro Barbosa, Bruno Caboclo,
Cristiano Felicio, Marcelo Huertas, Nene,
Raul Neto, Lucas Nogueira, Tiago Splitter,
Anderson Varejao
Argentina
Greece
Festus Ezeli
New Zealand
Steven Adams
Omri Casspi
Congo
SouthSudan
Serge Ibaka
Luol Deng
Montenegro
Nigeria
Giannis
Antetokounmpo
Cameroon
Joel Embiid,
Luc Mbah a Moute
D.R. Congo
Bismack Biyombo,
Emmanuel Mudiay
Nikola Mirotic,
Nikola Pekovic,
Nikola Vucevic
Australia
Cameron Bairstown, Aron Baynes,
Andrew Bogut, Matthew Dellavedova,
Dante Exum, Joe Ingles, Kyrie Irving,
Daniel Reider 2016
Patrick Mills
INTERNATIONAL
REACH
London, UK
Canada Series
Winnipeg
Milan, Italy
vs.
vs.
vs.
China (2 games)
January 14, 2016
October 6, 2015
October 10, 2015
vs.
Vancouver
Montreal
vs.
vs.
October 4, 2015
October 23, 2015
October 11 (SZ) & 14 (SH), 2015
Madrid,
Spain
Mexico City
vs.
vs.
October 8, 2015
December 3, 2015
NBA GG Reg Season (2)
NBA GG Preseason (5)
Rio, Brazil
Johannesburg,
SA
vs.
October 17, 2015
NBA Canada Series (4)
Other Exhibitions (1)
August 1, 2015
How do we use technology to reach our fans globally?
Solutions
Know your audience
8
8
Fan Sketch Art
9
Solutions
Know your audience
Bring the world courtside
10
10
Solutions
Know your audience
Bring the world courtside
Make it easier for fans and partners
13
13
CUSTOMER REACH
CUSTOMER DATA STRATEGY
Engage and
Monetize Fans
Identify Next
Wave of Fans
Visualize Business
Enhance Value to
Partners
Analyze Fan
Sentiment
Content Network
• NBA and its content partners generate
massive amounts of media and data for
the League and its fans globally.
NBA
CONTENT
• Faster, more efficient way for partners &
licensees to access NBA content.
Partners &
Licensees
• Cloud based sharing vs. file transfer
Teams
Fans
Solutions
Know your audience
Bring the world courtside
Make it easier for fans and partners
Remember: We’re all humans
16
16
Anthem
APPENDIX
Global Content & Distribution Services
Content Network
(To-Be)
1-Way Content Delivery
(As-Is)
Partner B
Partner C
Partner A
Video
Images
Download
NBA Cloud Based API’s
File Transfer
STATS
Stream
Discover
News
STATS
Video
Images
News
Marketing Approach
Marketing Strategy
ELEVATE casual fans to core fans
EXPOSE new fans to the NBA
INCREASE loyalty & commitment to the NBA
29
29
Brand Positioning & Integration
BRAND POSITIONING
LEAGUE
TEAMS
PARTNERS
•CRM PLACEHOLDER
•CONTENT MANAGEMENT
SYSTEM
PLACEHOLDER SLIDE – GLOBAL SPORT/BRAND
• 30 TEAMS
• PLAYER POPULARITY
Our Calling
Compete with intensity,
lead with integrity
and inspire play.
ADVANTAGE NBA
CORE FANS ARE THE LIFEBLOOD OF THE NBA
2015-16
Offseason
Preseason
Start of Season
Playoffs/Finals
Regular Season
QUESTIONS?
Bradley Beal - Wizards
User Generated
INSTITUTIONAL MEDIA
Local RSNs and
radio partners
PAID TV
PAID DIGITAL
PAID SOCIAL
JOY
FOR THE MAGIC OF SATURDAY NIGHTS
Saturdays 8:30 pm ET
Jan 23
Chicago @ Cleveland
Jan 30
San Antonio @ Cleveland
Feb 20
Golden State @ Los Angeles
Feb 27
Golden State @ Oklahoma City
March 5
Houston @ Chicago
March 12
Oklahoma @ San Antonio
March 19 Golden State @ San Antonio
April 9
Cleveland @ Chicago
ABC Saturday Night – Hands :60
Our Opportunity
Source: Experian Simmons.
Embrace the platform in all fan interactions
Proactively share input on an ongoing basis
Help evolve the 2016-17 marketing campaign
54
LOVE FOR BASKETBALL
PREFER THE NBA
DON’T THINK ABOUT THE
WNBA
2016 Marketing Campaign
• Celebrate the skill, intensity, and passion for the game
• Showcases our players’ incredible talent, competitive spirit, and dedication to the
game
• Highlight 20 seasons of inspirational WNBA players and the players who followed
in their footsteps
:30 Spot
:15 Spot