Media Plan
The Chicago Blackhawks are one of the NHL’s Original Six teams and a driving force in building the sport of hockey. As the team approaches its centennial year in 2026, the organization continues to emphasize innovation, community, and excellence for another century ahead.
Fan Appreciation Night will take place on Saturday, Jan. 17, 2026, at the United Center, when the Blackhawks face the Boston Bruins. The event is designed to celebrate and thank fans for their steadfast support throughout the 2025-26 regular season. Highlights of the night include a Tommy Hawk bobblehead giveaway for the first 8,000 fans, custom warm-up jerseys, in-game prizes and activations, and the signature “Jerseys Off Our Backs” ceremony following the game.
This media plan outlines an earned, owned and social media strategy to promote Fan Appreciation Night, strengthen community connection, and increase awareness and attendance for the event. The plan focuses on reinforcing the Blackhawks’ legacy, fan-centric culture and pride in Chicago.
Fact Sheet
A fact sheet is a quick-reference document that details essential information about a brand, organization or event. It is designed for media outlets and journalists to learn about a brand in a efficient and timely manner.
Outcome for the Chicago Blackhawks:
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Highlights the Blackhawks as an Original Six Team
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Introduces leadership on a player level and in administration
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Acknowledges the team's namesake and cultural connection
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Details quick facts and accomplishments
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Incorporating Key Messages
The crest was reimagined for Fan Appreciation Night but kept with the Blackhawks core themes. The mosaic of fans showcases unity and the team's fan-centric identity.
Key Messages
Key messages are the backbone of any public relations strategy. They ensure that every interview, campaign, social post, or in-arena moment reinforces the same core themes.
Media and fans instantly understand what the Blackhawks stand for, and no matter the event or campaign the story stays aligned.
Outcome for the Chicago Blackhawks:
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Clear, emotionally resonant messaging
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Players, staff, and spokespeople know exactly what to emphasize in media moments
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Shapes how the media and fans connect with the team during it's centennial season
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Position the Blackhawks as more than a team but as a symbol of Chicago and the community
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Along with the fan mosaic crest, the custom warm up jersey is inscribed with "Thank You Fans 2026" as a token of appreciation. The collar features an “Always an Original” embroidered detail, honoring the Blackhawks status as an Original Six Team. The Chicago skyline along the hem roots the design in the city it represents.
Media Pitch
A pitch the most important aspect of securing earned media. A pitch is a concise, personalized message that explains to a reporter why their audience cares about your story.
Outcome for the Chicago Blackhawks:
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Boosts media coverage for Fan Appreciation Night
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Integrates the Blackhawks at a local level
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Reinforces the Blackhawks key messages and encourages attendance
Press Release
A press release is the formal announcement of our event to the media. It provides verified, quotable material that reporters and media can use directly.
Outcome for the Chicago Blackhawks:
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Provides the “who, what, when, where, and why” of Fan Appreciation Night
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Frames Fan Appreciation Night as timely and worth covering
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It encourages media outlets to preview the event, attend the game, or request interviews
Blog Post
A blog post is a form of owned content, which expands your digital footprint. When optimized with targeted keywords, it helps fans, media, and new audiences discover the event through search engines like Google.
Outcome for the Chicago Blackhawks:
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Positions Fan Appreciation Night in search results for terms like “Blackhawks centennial,” “Chicago hockey events,” or “Jerseys Off Our Backs.”
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Content longevity that continues to drive engagement and traffic
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Reinforces the Blackhawks as a fan-first organization with strong ties to the Chicago community
Social Media Calendar
Social media can be a first impression for sports fans. This 7 day calendar helps build momentum leading up to game day and Fan Appreciation Night.
Strategic Purposes:
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Announcement Graphic
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Establishes the event and kicks off the seven day campaign
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Jersey Reveal
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High-impact visual that builds excitement and taps into fan emotions.
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Visually reinforces the Blackhawks' commitment to honoring fans and the Chicago community
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5 Day Countdown
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Keeps the event front-of-mind and builds anticipation
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Promotional Items
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Draws attention to tangible incentives for fans to attend Fan Appreciation Night
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Feature sponsor partnerships
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Logo Reveal
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Visually it strengthens brand identity and aligns with the Blackhawk's fan-centric messaging
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Players in Jerseys
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Humanizes the campaign and makes it more than a concept
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Fans connect more with players wearing jerseys that symbolize fan appreciation
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Game Day Graphic
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Final call to action and typical game day post
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Boosts same-day engagement and sets the tone for the event
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Credit
AI Renderings: Fan Appreciation Night logo, Tommy Hawk bobblehead, and custom warm-up jersey illustrations created with AI.
Chicago Blackhawks Instagram: Player images.
Chicago Blackhawks: Centennial logo and primary logo.
Boston Bruins: Primary logo.
Original Work: All other writing, graphics, and designs created by Ava Johnson.