#BearTogether

Enduring narratives

· Walter Payton’s life was cut short to 45 years, but his legacy will endure forever.

The Walter Payton Legendary Club gives loyal Bears fans an opportunity to honor

Payton’s life and to build a community based on passion for the Chicago Bears.

· In 1929, the Bears hit the lowest of lows in a sad era. It was the beginning of the

Stock Market Crash and the Bears had a losing season. Starting in 1930, the Bears

revolutionized their reputation. In the next decade, the Bears showed their grit and

resilience, sporting a winning season every year including a 13-0 run in 1934.

Subscription/wristband/giveaway:

For our first project we are going to be introducing the Walter Payton’s legendary club. This is

an exclusive Chicago bears fan club. All you have to do to become an official member of the

club is follow the Chicago Bears social media pages and like their last post talking about this

club. You will then receive a message from the official Chicago Bears account asking for your

address and you will receive an orange wristband in the mail. Once you have this wristband you

are an official member of the Walter Payton’s legendary club. The wristbands have player’s

autographs, the team slogan and our sponsors logo on it. These wristbands are sponsored by

United Airlines who we have been partnered with for a long time. If you wear this wristband to a

home game you will receive a prize from the ticket collectors. These prizes will change every

game, they vary from bubbleheads, posters, foam fingers, hats and other cool prizes. You can

also become a premium member of The Walter Payton’s Legendary Club if you are a season

ticket holder. These wristbands are blue instead of orange. This group is going to be known as

the Blue Crew. If you are a member of the Blue Crew, you get all the prizes as well as access to

restricted areas such as the locker room to meet players and get autographs.
 The Chicago Bears celebrated their 100th season last year, a milestone they share with

the NFL as the league’s flagship franchise. Beginning in 1920 as the Decatur Staley’s, the team

has collected 8 NFL Championships and won Super Bowl XX in 1986. Built by legend of the

game George ‘Papa Bear’ Halas the Chicago Bears have the most wins amongst any other

franchise with 769 and Hall of Fame members with 27. Halas is also credited as a Co-Founder

of the NFL and was one of 17 inaugural members of the Pro Football Hall of Fame.

Famously known as the ’85 Bears, the season is not only the lone Super Bowl win in the

franchise’s history but encapsulates the style of play that would become synonymous with

Bears football. Led on defense by three Hall of Fame players including Dan Hampton, Mike

Singletary and Richard Dent the Bears asserted defensive greatness with the offensive

complement of ‘Sweetness’ Walter Payton, arguably the greatest running back in NFL history.

There was never much doubt of the dominance that could be inflicted by the team, going 15-1 in

the regular season and outscoring opponents 91-10 in their three postseason matchups.

As of late, the Bears recently endured one of the franchises longest playoff droughts

going seven years from 2011 to 2017 without advancing into the playoffs. During this stretch the

teams had three different head coaches and two different general managers but was brought

back to the postseason under 2018 AP NFL Head Coach of the Year Matt Nagy and won the

NFC North with a record of 12-4. The team lead by Pro-Bowlers Khalil Mack, Eddie Jackson,

Akiem Hicks and Kyle Fuller, continues to be a defensive force in the NFL.

Under qualifications set by “The Sports Strategist'' (p 3-8), the Bears can be categorized

as Perennial Winners. Throughout recent history the team has sacrificed draft capital in effort to

make them a winner on multiple occasions, for example trades for quarterbacks Jay Cutler and
Mitchell Trubisky included multiple draft picks for players that resulted in the eventual Division

Championship seasons in 2010 and 2017. Including trading more draft capital for the All-Pro

Linebacker Khalil Mack, the Bears always intend to remain the winningest franchise in the NFL

through this aggressive nature to stay competitive. Ranking 5th in Forbes most valuable NFL

franchises and 19th amongst all sports franchises, The Bears have a significant cultural hold in

the city of Chicago with their style of play and ‘City of Broad Shoulders’ mantra that it brings.

USA Today ranked the Bears fan base number 8 out of all NFL franchises.

The Bears are looking forward to sharing newly renovated Halas Hall with the public

when training camps open in July. Training Camp had been held at Olivet Nazarene University

in Bourbonnais, Illinois but the multimillion dollar renovation to the Lake Forest facility has

effectively doubled its size, allowing for a training camp closer to Chicago.
Newsletter/subscription content

After fans sign up for the Walter Payton’s Legends Club, they will receive a monthly

newsletter via the email given when they sign up. The newsletter will include an update on the

team at that time. Before football starts updates may include a video of the team meeting on

Zoom to promote the stay at home order, or a message from a player to fans encouraging them to

follow social distancing guidelines. Any message sent will promote guidelines set by the state of

Illinois, and will be promoted under the idea that by following guidelines sports, specifically the

NFL, will be back soon. The newsletter will also include behind the scenes content from

previous seasons, the players' homes, and a look into the executives of the organization. The

newsletter will also include content from past teams such as the 1985 Bears. Fans will be able to

read stories about former teams, where former players are now, and will include a “This month

in history” section. The “This month in history” section will include a short story about a

historical moment in Bears history, this could include anything from a hall of famers birthday to

the organization receiving an award. Another part of the newsletter that will tie the name to the

content will be the promotion of supporting essential workers. Each newsletter will include ads

from sponsors, sponsors will also get the chance to sponsor specific stories.

External operations benefited:

Communications/Media relations – newsletter is public relations tactic.

Constituencies: top-tier fans

For our next project we decided to incorporate social media to have interactions between the

players and fans. In order to do this we decided the best platform to reach our young audience

was through the app Tik Tok, Tik Tok is a fast growing app with millions of viewers everyday. If

you want to participate in the “BackDaBearsChallenge” you have to go to the official Chicago

Bears Tik Tok page. From here you will see videos of your favorite Chicago Bears players doing

the famous superbowl shuffle. To participate In the “BackDaBearsChallenge” you have to duet

your favorite player doing the dance and do it side by side with them. Dueting a tik tok means

that your Tik Tok and their Tik Tok are side by side, see example below.

In order to have a chance to win the grand prize be sure

to you use our hashtag #BackDaBearsChallange and also tag the Chicago Bears. The Chicago
Bears will pick 16 of their favorite fan made Tik Toks, then from here the list will get posted to

twitter where you have the opportunity to vote on your favorite one. From here the three most

voted Tik Toks will get the ultimate Chicago Bears bag of swag. The bag will contain various

prizes such as practice jerseys, hats, posters, signed items & so much more. The bag has a

market value of over $1,000 worth of Chicago Bears merchandise. We decided to do the

“BackDaBearsChallange” because we thought it would be a good way to reach our young

audience during these tough times.

Last two Enduring Narratives

-Strong defense is not only synonymous with the Bears, but with the fans and the City of

Chicago. This ferocity was also matched in the City’s response to the COVID-19 pandemic and

without the diligent social distancing conducted by fans, football would not be back.

- Newly renovated Halas Hall is a fresh look for a new decade of Bears football, including

training camp closer to Chicago. The fresh look also pushes the Bears pursuit of winning with

new state-of-the-art facilities to build championship football.

Timeline

April 27, 2020 - Post about the newsletter and the link to sign up for the subscription across

Twitter, Facebook, and Instagram. Newsletters will be sent out on the 1st of every month.

April 29, 2020 - Announce the home opener theme (Super Hero Night) and include the

wristband/give away promotion if fans were to sign up for the monthly newsletter.

Announcements will be posted to Twitter, Facebook, and Instagram. Fans must sign up for the

newsletter by May 10th in order to receive a wristband.

May 1, 2020 - Send out first newsletter via email to fans who have signed up. Announce the

Tiktok challenge on Twitter, Tiktok, and Instagram stories. Tiktok challenges will be promoted

once a week until the season starts.

May 13, 2020 - Send out wristbands to fans who have signed up for the newsletter.

June 1, 2020 - Send out 2nd newsletter via email.

Hello, my name is Bryn, and Isaac, Jenn, Alec, Colten, and i will be pitching our Roll Out the Revival

presentation for the Chicago Bears. And now, to begin our presentation, here is Isaac.

-Thank you Bryn. The first of our Role out the Revival projects honors a Chicago Bear icon with Walter
Payton’s Legendary Club BREAK. To become a member of the club, fans must follow all Chicago Bears
social media pages and like the post promoting the club. Once accomplished fans will get a DM from the
official account of the Chicago Bears asking for mailing information BREAK, so the team can mail out
sponsored, autographed, wristbands with our new #BearTogether slogan BREAK. Throughout the season
the wristbands can be worn to home games to collect prizes for participation in the club. It is important to
note that these wristbands will be orange, as blue ones will be made available to season ticket holders
who are a part of the Blue Crew. You must be a season ticket holder to join the Blue Crew where prizes
for having the wristbands are larger, as well admitted access on special game days to restricted areas,
locker rooms, and exclusive merchandise BREAK . An additional giveaway associated with our
wristbands will be held for the season opener, Essential Workers Night against Detroit, with an exclusive
Chicago Bears teddy bear available to those who worked throughout the COVID-19 pandemic.
Now, here is Bryn, to talk about our Newsletter subscription content.

Thanks Isaac,
After fans sign up for the Walter Payton’s Legends Club, they will receive a monthly
newsletter. The newsletter will include an update on the team at that time. Before football starts
updates may include a video of the team meeting on Zoom to promote the stay at home order, or
a message from a player to fans encouraging them to follow social distancing guidelines. Any
message sent will promote guidelines set by the state of Illinois, and will be promoted under the
idea that by following guidelines sports, specifically the NFL, will be back soon. The newsletter
will also include behind the scenes content from previous seasons, the players' homes, and a look
into the executives of the organization. The newsletter will also include content from past teams
such as the 1985 Bears. Fans will be able to read stories about former teams, where former
players are now, and will include a “This month in history” section. The “This month in history”
section will include a short story about a historical moment in Bears history, this could include
anything from a hall of famers birthday to the organization receiving an award. Each newsletter
will include ads from sponsors, sponsors will also get the chance to sponsor specific stories.
External operations benefited:

Communications/Media relations – newsletter is a public relations tactic.

Constituencies: top-tier fans

Now back to Isaac for our #BackDaBearsChallenge

Thanks Bryn, for our next project we decided to further our involvement in social media in
attempts to reach our younger audience. Tik Tok is a fast growing social media that like so
many before, is getting fans closer to their favorite teams and players. The
#BackDaBearsChallenge prompts fans to duet the Chicago Bears tik tok account, which will
feature current players doing Super Bowl Shuffle dance moves. A selected top 16 will be picked
from those submitted and featured in a Twitter poll to decide who wins an ultimate Chicago
Bears Bag of Swag valued at over $1,000. Ideally with this project we promote our younger fans
as well as safe social distancing, as all duets must feature only one fan.

Now I’ll give it back to Bryn to wrap up our final project…

For our final project we have the Essential Workers Game A.K.A Super Hero Night this is where
you can receive the bear with the wristbands
● Project to thank the community workers who worked while the Bears
were sidelined due to COVID-19
● This will take place during the season opener – Bears vs. Detroit Lions
● Nurses, grocery store workers, and other essential workers will be
honored and will receive half-priced tickets by signing up on the Bears
website
● The night is Sponsored by Advocate Health
O and a Representative will give inspirational message and tips on how
to wisely readjust to “normal” life
● The Bears will highlight their new safety features as fans will naturally
be apprehensive to return to a crowded game
O hand sanitizer stations around the concourse
O all workers will wear gloves
O physical contact will remain on the field

● One essential worker will be named “honorary captain of the game”

O they will be Randomly selected from submissions from Bears website
O they will recieve Sideline pass
O be involved in the Coin toss
O and recieve 4 free tickets to box suite

External operations especially-benefited:

Community outreach – this campaign is geared toward the community and making these
workers feel special.

Ticket sales - The themed night is focused on a whole new public—essential workers and their
families. We expect this event to positively affect ticket sales/revenue.

Marketing – the marketing team will be busy promoting the event and ultimately managing the
brand’s identity.
Special events – Essential Workers Appreciation Night is a special event to honor members of
the community.

Constituencies:

Future fans

Community & government

Corporate/Business Sponsors

And here is Isaac to wrap up or presentation

April 27, 2020 - Post about the newsletter and the link to sign up for the subscription across
Twitter, Facebook, and Instagram. Newsletters will be sent out on the 1st of every month.

April 29, 2020 - Announce the home opener theme (Super Hero Night) and include the
wristband/give away promotion if fans were to sign up for the monthly newsletter.
Announcements will be posted to Twitter, Facebook, and Instagram. Fans must sign up for the
newsletter by May 10th in order to receive a wristband.

May 1, 2020 - Send out first newsletter via email to fans who have signed up. Announce the
Tiktok challenge on Twitter, Tiktok, and Instagram stories. Tiktok challenges will be promoted
once a week until the season starts.

May 13, 2020 - Send out wristbands to fans who have signed up for the newsletter.

June 1, 2020 - Send out 2nd newsletter via email.

While there is much more to our plan, that’s our pitch. Thank you for listening. Now, we are ready for
your questions and comments, and we will all recognize those ready to ask or respond.

Tik Tok
● To reach our young audience we decided to use the app Tik Tok.
● It has millions of viewers everyday
● In order to participate you have to go to the Chicago Bears official Tik Tok page and duet
your favorite player doing the superbowl shuffle.
● Make sure to tag the Chicago Bears and add # BackDaBearsChallenge
● Then go to Twitter to vote on your favorite one.
● Three Winners will win up to 1,000 of Chicago Bears Merchandise