You need ideas
that scale.

Ideas that work. Everywhere. On and off the screen, in a twenty-foot space or a 40,000 seat stadium. For over 20 years, we’ve been delivering big, bold, scalable strategies to some of North America’s best brands. XM, Video, Strategy, Social, and everything in between – we’re in the business of bringing your brand to life.

We’ve been busy.

In the best way possible. Check out some of our latest work to find out what T1’s Thinking First approach looks like in action.

This is what’s up.

Follow the T1 Thlog for our latest thoughts, ramblings, and reports.

Content Marketing for Sports Organizations – Embracing a New Era of Options

Content Marketing for Sports Organizations – Embracing a New Era of Options

In my latest white paper (download here) I’ve attempted to paint a high level and exhaustive picture of the content marketing landscape for sports organizations in 2017 (a nearly impossible task in such a rapidly changing space). I’ve provided historic information to provide context, some new primary data from friends at Canadian sports organizations, and some suggestions for how sports organizations can navigate this new world.

In many ways, this white paper is long overdue. One could even say that the topic is old news.

Streaming sports content over the internet is not a new concept… it’s been happening for nearly 20 years. It was in March of 2003 when Major League Baseball first offered a full season streaming package to its fans for $79.99 (USD). Now, 14 years later, a spun-off company from MLB, BAMTech, is changing how fans of all different sports watch games.

Social media is not a new arena either. Facebook has been popular for over 11 years, and Twitter and Instagram have been providing a popular channel for sports marketers to share images and video content for nearly a decade.

What has changed in recent years is the abundance of platform options that are available to distribute sports content directly to the consumer (inclusive of live video), and the undeniable proof that younger consumers are now opting for digital platforms over cable subscriptions.

An array of content distribution platforms are now available to sports organizations. Additionally, organizations can now very easily create their own platforms for content distribution.

An array of content distribution platforms are now available to sports organizations. Additionally, organizations can now very easily create their own platforms for content distribution.

Facebook Live was launched only last April, but has already been leveraged by sports organizations to drive engagement for millions of fans. Instagram Live was only launched in November, but was immediately embraced by sports organizations and personalities.

In October, the CRTC reported that Canadians now spend more money on internet services than television subscriptions (for the first time in history). As a result of this consumer trend, Canadian cable companies have been losing over 50,000 subscribers per quarter.

In just the last couple of years, the pace of change on this front has been so rapid that even the largest sports content marketing company in the world has had to change their strategy:

  • John Skipper, ESPN President in February 2016: “For the foreseeable future the predominance of content that people consume on television or video will be in a pay TV bundle. We have authenticated TV. All our content is available on any device. The idea of going direct to consumer with that content is not the best way to drive value right now.”
  • Bob Iger, Disney CEO (ESPN’s parent company) in February 2017: “I can tell you that it is our full intent to go out there aggressively with digital offerings direct to the consumer, for ESPN and other Disney-branded properties.”

Sports marketers from all industry sectors can no longer afford to ground their content marketing strategies in assumptions derived from previous realities. My hope is that people who work in sports marketing can read my most recent white paper and find something in it that will trigger a new way of approaching content marketing for their organization.

While there is no one-size-fits-all solution in terms of content production or content distribution practices, I would say that there is an over-arching requirement for sports organizations in this new era to at least be informed, open-minded, and flexible. I hope that this publication will help your team get there.


It’s Good to be Green

It’s Good to be Green

Coming into a new work environment as an intern can be intimidating at times.  In my case, being extremely green to the marketing world added an extra weight. But just like Pantone’s colour of the year, i’ve learned that green can be a good thing! Why you ask? Allow me to share my experiences from my first three weeks with T1.

With my background being in public relations, I was curious about how I was going to be able to transfer my skills, if even at all. Would I fit in? Could I handle the work? Would I be successful? I quickly realized that what runs consistently between the industries is the quality of work, ideas and people that I am privileged to be around. From that moment, I knew that my time spent as an intern was going to be positive.

Being green is an amazing opportunity to learn and work with team leaders that take the time to teach, explain and nurture. They are helping me grow, not only as a professional, but as an integral component of the agency. Having those mentors that want you to succeed benefits both my own education and the agency. So far, T1’s internship program has highlighted the excellent character and abilities of the staff and how new professionals can benefit from their teachings.

Often interns don’t speak up initially and to try to blend into their new surroundings. The great thing about being new, from my experience, is the ability to bring a sense of eagerness to an agency. Despite level of experience, being able to a bring fresh pair of eyes and bright ideas is one of the major strengths any intern can bring to the table. Though it may be intimidating to raise your hand and speak up with an idea or comment, it encourages the rest of the agency to be continuously learning, growing and thinking. It gives everyone the ability and responsibility to be collaborative and innovative together as one. As green as you might be, you can always put thinking first.

The colour green has so many interpretations but taking a positive stance on it, whether it be new beginnings, a fresh perspective or a learning experience, is the best take on it I can suggest.  All in all, it may not be easy being green but everyone must start somewhere.

Running the Ball: Engaging Sports Fans Everywhere

Running the Ball: Engaging Sports Fans Everywhere

International sport tourism is experiencing incredible growth, which means more opportunity for sponsors to tap into fan excitement while they’re away (travelling to a game, travelling for business and/ or engaging international fans). The emotional nature of sport drives spontaneity. Witnessing a game-winning goal or a walk-off home run is a feeling that few activities can recreate. This provides an opportunity for brands and sponsors to captivate away fans with compelling experiences in their team’s home arena. […]

T1 puts Thinking First.