Name: Nicole Bersani
Job: Digital Content Manager
Company: Chicago Cubs
LinkedIn: Nicole Bersani
In 140 characters or less, tell us who you are and how you got to where you are today.
Homegrown baseball fan who fell in love with creating content, and like most people in this business, is fueled by caffeine.
What’s one trend in media or marketing that you’re buying or selling?
Telling compelling stories. The more personalized content – and yes, usually shorter content but also long-form content – is coming back in various, creative forms. Players, teams and fans are constantly more exposed (for good and bad).
How do you define creativity?
Being true to your brand but also willing to test and learn.
What’s the project or campaign that you’re proudest of? Why?
#CubsRingBearer. 20 fans were given the chance to present a Cubs player or coach with the first ever Cubs World Series Ring. More than 1,500 videos were submitted nominating the biggest Cubs fans. What started as an idea from our president of business operations, took a committee comprised of various departments. Seeing those fans get the chance of a lifetime and learning their stories was the hardest but most rewarding project I have worked on.
What are you working on right now? Any exciting future plans that you’re able to share?
As a marketing team, we are creating content with stronger storylines. Whether it is innovative branded content with sponsors or unique perspectives of our players, fans and community, we are being very strategic in our content. Specifically, YouTube – how we plan to use the platform and the content we’re producing for it will be new to our fans.
As a connected fan, what’s the best piece of sports content that you have recently consumed?
Podcasts, particularly 30 for 30. Not only discovering inspiring and fascinating stories, but also it’s the easiest way for me to consume long-form content – i.e. multitasking.
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What’s been the biggest high and low of working in sports?
High: I was lucky enough to work the 2016 World Series and bring my parents to all the Cubs Postseason games. I’m in the locker room surrounded by champagne and the moment it hit me was when my dad texted me a photo of him holding up a photo of my grandma in Cubs gear so they can witness history in spirit.
Low: Everyone knows baseball is a long season. 162 games is a lot. This year, we had to play 163 games and watch two different teams celebrate on our home turf. That was a gut-wrenching, abrupt end to a long season.
What’s one element of the sports industry that you’d like to see change?
There’s a stigma in baseball. It’s America’s pastime but that doesn’t mean it needs to be the old guy in the room. To bring in the next generation of fans, we are actively working with and encouraging players to create their own brands and showcase their passions. Fans these days want that authentic connection. So we need to give players more tools to express themselves, be involved in charities, hobbies and sponsorships they are interested in and in turn, be connected to something bigger than baseball.
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