Building the Fire - Bells and Whistles for Facebook

The Chicago Fire fan page already has over 17,000 fans with similiar followers over on Twitter with @ChicagoFire.  Improve on these numbers by going above and beyond the expectations on these platforms.  Learn from the successful examples of powerful, international brands to enhance the team's own online presence. 

For Facebook fan pages, there are a number of templating applications that can help turn a normal fan page from standard to outstanding.  TechCrunch lists a number of free and pay services similar to those used in major marketing campaigns to put their best Facebooks forward.  Give the page the professional treatment and create another online destination for the fans.

Building the Fire - No More Fun and Games

Half-time at Toyota Park is set up much like a three-ring circus.  Youth teams play short scrimmages, fans participate in contests with Sparky, awards are handed out to outstanding fans, and all of this while (usually before) players come out for some quick warmups.  The overall effect is chaotic, and it gives the impression that the club has "sold" every inch of the field to anyone willing to pay.  The combined effort is not consistent with a professional sports brand.

This is where I come off as a crumudgeon.  How can he be against youth soccer teams?  Think of all the group ticket sales!  I counter with a challenge to make the youth team events a better experience.  10 minutes to run around in a mini-match?  In the middle of the rest of the marketing chaos?  The club can do better, create a better experience, and promise a better product to youth clubs.  Why not pre-game matches, long before the gates open, with private parties on the stage end/patio?  A better experience all around, with much more opportunities to add value (Sparky / player appearances, cash bar for the adults, live music, etc).  The groups have much less to worry about logistically, and the game becomes much more of an outing.

As for the rest of the events, bring back the on-field MC to control the chaos and rile up the fans for the second half.  Throw T-shirts, have fun with Sparky, bring on some special guests, but with polish and execution. 

Building the Fire - The Season Ticket Family

Season ticket holders are the foundation of any strong fan base.  These are the fans that have bought in to the club and its culture, and there is no room to take them for granted.  They are always your biggest supporters and your loudest critics.  No one else is invested as much as they are invested.  Since the rule of thumb is that it costs much more to generate new sales than cultivate existing ones, the Fire should refocus its efforts to give the season ticket holders the best experience in Chicago sports and give the fans the place in the club community they deserve. 

Give season ticket holders as many opportunities to experience a sense of belonging to the Chicago Fire Soccer Club.  Membership should have its privleges at all levels, not just the higher end.  Season Ticket Membership should mean more than a name on a mailing list, even a season ticket only mailing list.  Cultivate fan relations with frequent opportunities, exclusive to season ticket holders, such as town hall meetings, player appearances, private gamewatch parties, and more.  Give the fans a greater sense of belonging, and illustrate the value of being part of the community.  Give them more of a reason to promote the their season ticket holder status to friends and family.

The exclusion, the velvet rope, is not the point.  Do not ask the fans to pay a premium for premium service.  Let the benefits be the icing on the cake, giving everyone an incentive to be a committed part of the Fire community.

Building the Fire - Embrace Chicago

Fire fans, and soccer fans in general, are very committed to the connection between a city or region and a given club.  MLS fans have flocked to their cities' municipal logos, symbols, and traditions, and many see the league and the sport as a representatives of their hometowns.  In all of American sports, this kind of connection and passion is becoming a rarity.  Many of the trappings of "big-league" professional sports (mercenary free agents, national media coverage) have created a gap between a city's sports franchise and the city itself.  Only college football seems to evoke the kind of local devotion, but few fans have the kind of connection to symbology seen in MLS.

This is where the Fire can reinforce its core values of Tradition Honor Passion by applying those same beliefs to its commitment to Chicago.  The municipal flag, the "Y" (representing the Chicago River), and other historic mottos ("We Will" etc) have been embraced by committed supporters.  The club should go above and beyond, encouraging this connection while making it a priority in all design and communication projects.  The "flag" away jersey is an excellent start, and the fans love it (and the original "flag jersey").  Commit to Chicago's rich identity and tradition, seeing the club as a committed representative of Chicago and its people, and reinforce the strong connections already embraced by the fans.

Building the Fire - On-field MCs

Today's idea is going to be lifted straight from the English Premier League.  I'm not fully invested in the thought that everything in the EPL/Football Leagues be imported, but in this case I'm just giving credit where credit is due.  In my opinion, this is an example of the personal touch that can help improve the overall gameday experience.  Ok, disclaimer off.

Bring the "voices of the Fire", PA announcers Nick Mitrovich (English) and Juan Lozano (Spanish) down to the field for pre-game and half-time activities/announcements.  Make a show out of it.  Don't try to orchestrate everything or make a "production" out of it, but bring the PA announcers to field level.  Give the proceedings a personal touch.  Put them in front of the fans as fully-fledged club representatives, and have them run the various pre-game activities (youth soccer teams, fan announcements, other ceremonies) from the ground.  Also, the club can get better operational control by reconnecting the over-the-air announcements with the on-the-field actions. 

The club could take things a step further and use this as a completely new opportunity.  Leave the in-game PA duties to the existing announcers, and hire new personalities to take up the on-field role.  In fact, why not find some local TV/radio personalities who follow the club?  Free exposure for them and their stations, some star power for the role, and free advertising for the club during their programs.  Create a new "Voice of the Fire" and create a new public advocate for the club while improving the gameday experience.

Building the Fire - Experience First

Every aspect of the organization that is "fan-facing" must be driven by the fan experience.  Simply "telling and selling" is not enough to convert passersby or increase fan loyalty.  The best place to fully commit to the fan experience is Toyota Park itself.  The club has made a number of improvements in the overall gameday experience, but there is still room for improvement in the fan experience.

Starting at the gates, security and guest services set the tone for the day.  As posted earlier, bringing this personnel in-house would bring them closer in line with the club's culture, helping deliver a consistent, quality experience.  Once inside the park, all club representatives should have a performing mindset.  Every part of Toyota Park is public on gameday, and representatives are never "off the clock" as long as they are wearing their credentials.   

Work to instill the basic values of professional customer service:

• Project a positive image and energy
• Be approachable and courteous
• "Stay in character"
• Go above and beyond

This is basic blocking and tackling for service, entertainment, and hospitality industries, and the club needs to commit to the reality that it is very much in these same industries on gameday.  Encourage employees to think of the fans first, and give them the lattitude to solve issues on the spot, quickly and efficiently, turning concerns into positive experiences.

An addition/example to the above guidelines would be instituting a "5-10" rule.  When a fan comes within 10 feet of a representative, they are acknowledged non-verbally with eye contact and/or a smile.  When within 5 feet, they are greeted with a verbal "hello", handshake, or other gesture.  A bit cold and calculated, yes, but it is should be noted that no moment is too small to an opportunity to improve the fan experience.

Building the Fire - Recruit Passion

Every member of the Fire organization must have the drive to make the club the best it can be.  This is not limited to executives or department heads.  Every single person on the payroll, from the ushers to the ticket reps to the technical director to the president, must share the passion for creating an elite soccer club. 

There are plenty of potential employees that have the drive to "work in sports," but for how many of dream of working in soccer, or even for a Chicago team?  Most are willing to just to get their foot in the door.  The Fire must be selective in recruiting to create and maintain a culture of driven individuals, passionate about building the organization.  That passion is shared by the fans and expected.  No employee should be viewing their roles as "just another job" or "a resume builder."  The club should commit itself to finding and developing outstanding individuals that will commit to the Fire.  100%.  No Exceptions.