B1G+ wanted to grow its subscriber base. We found where young fans actually are, sport by sport, and built the playbooks to reach them.
CRM · AUDIENCE SEGMENTATION · CONSUMER INSIGHT · BIG TEN NETWORK · JUN-AUG 2026
BTN team members at our final presentation
priority states
sports, each with its own playbook
personas from athlete and fan interviews
youth clubs researched
high schools mapped
THE THREE MOVES
Fan-first
Start from what motivates athletes, families and fans
Prioritized
Pick markets by sport, using gap analysis
Tailored
One acquisition playbook per sport
TIMELINE
Jun to Aug 2026
10 weeks
ROLE
Athlete interviews (ran, coded, insights), personas, media diets, competitor analysis, channel recommendations, implementation calendar
Team of 4, with the BTN CRM team
SKILLS
Segmentation: grouping markets by where fans are and how likely they are to subscribe
Media diets: mapping what each audience watches and where
Gap analysis · Competitor benchmarking · Channel planning
PROCESS
01 — Studied the field
Competitor partnerships and 7 sports of interest.
02 — Listened to fans
Athlete, family and BTN team interviews.
03 — Mapped the gap
Subscriber data vs. high-potential markets by sport.
04 — Built the playbooks
Tactics, channels, budget and a calendar for each sport.
THE SHIFT
From targeting every Big Ten state to targeting high-potential markets by sport.
THE FANS
Five personas, built from the athlete and fan interviews I ran and coded.
THE CHANNELS
Each persona reached on the platforms they already use.
THE PLAN
Budget follows the opportunity, sport by sport.
