While she may not wear it for her panel appearance, Jen Kavanagh may be the only speaker at ScreenShift who has a Super Bowl™ ring. The SVP of Media and Marketing for the champion Philadelphia Eagles shared some advance hints about what it takes to attract their ad dollars in advance of her session October 14th on “Winning the Brand: What it Takes to Attract Advertising Dollars.”What are the biggest tactics/opportunity you value for brand growth these days?
Storytelling is at the heart of our global brand strategy — it’s how we build emotional connections and drive long–term growth of our fan base. We focus primarily on real–time, social first content that captures the authentic and unscripted experiences of the team, the players and our championship culture. We’re always looking to translate the emotion of the locker room, sidelines, and their real lives into formats that will resonate.
What strategies are usually most effective in maximizing your brand awareness?
Our Mission Statement is: “To Inspire and Serve the Greatest Football Community in the World.” So, first, it’s ensuring we give fans unmatched access to the team 365 days a year on the platforms they care about the most (e.g. YouTube, IG, TikTok) as well as:
* Immersive, high energy game day experiences at Lincoln Financial Field that showcase the traditions and pride of Eagles fan culture.
*Celebrations outside Philadelphia via Watch Parties and Fan Fests.
*Supporting our global community and showcasing our values. Creating experiences and opportunities that become lifelong memories for our fans. From Autism to Girls Flag to sustainability, we want our fans to know what we stand for and be proud as a result.
What are your hoped–for takeaways from ScreenShift?
Always love to hear how others perceive the challenges and opportunities within the space. It’s interesting to see where the similarities and differences lie between sports and other business verticals. My hope is always to create some value for those attending the panel and I love meeting new people in the business as well as reuniting with those I’ve not seen in a while
