YOUTH FOOTBALL
MOM OF THE YEAR
Official Youth Football
Development Partner of:
-NFL
-32 NFL teams
Mission
USA Football, the sport’s national governing bo...
What Is Heads Up Football (HUF)
A comprehensive collection of resources; programs, applications and promotions to effect c...
Timeline
August 1: Launch USA Football/"Sponsor" partnership featuring Football Moms Across America
August 4: 32 Days of F...
USA Football Month
USA Football Month featuring 32 Days of Football
• USA Football Month is supported by NFL media
and NFL...
YOUTHFOOTBALLMOMOFTHEYEAR
OVERVIEW
USA Football can position "Sponsor" as a brand that
recognizes and rewards youth footba...
Role of Youth Football Mom
Team Mom Responsibilities:
Organizing team parties
Coordinating team carpools
Providing halftim...
YOUTHFOOTBALLMOMOFTHEYEAR
SAMPLE MICRO-SITE
The micro-site will serve the following functions:
Deliver key "Sponsor"/USA F...
YOUTHFOOTBALLMOMOFTHEYEAR
TIMELINE
Football Mom
Nominations
Submitted
• Nominations are
made by local youth
teams.
Deliver...
YOUTHFOOTBALLMOMOFTHEYEAR
SOCIAL MEDIA INTEGRATION
• "Sponsor"/USAF co-branded cover photos for personal Facebook pages
• ...
YOUTHFOOTBALLMOMOFTHEYEAR
SOCIALMEDIAACTIVATION EXAMPLES
YOUTHFOOTBALLMOMOFTHEYEAR
USER-GENERATED CONTENT
2012 Timex Heart of a Giant Winner
Connor Grogan
PLAY VIDEO PLAY VIDEO
20...
YOUTHFOOTBALLMOMOFTHEYEAR
EQUIPMENTDONATION
Six (6) "Sponsor" Youth Football Mom
of the Year finalists will receive a
$1,0...
YOUTHFOOTBALLMOMOFTHEYEAR
ACTIVATING USAFOOTBALL’S DATABASE
Promoted on
USAFootball.com
through ad banners
and related con...
YOUTHFOOTBALLMOMOFTHEYEAR
INTEGRATED CAMPAIGN STRATEGY
Build Awareness &
Word of Mouth
Capture Leads & Data
Engage Consume...
Youth Football Mom of the Year
Sample Program
USA Football will promote "Sponsor" and its support of Youth Football Moms t...
YOUTHFOOTBALLMOMOFTHEYEAR
ADDITIONALACTIVATIONS
Add-on Opportunity (NOT INCLUDED IN
SPONSORSHIP FEE) – Youth Football Mom
...
Garrett Shea
Sr. Director, Sponsorships
O: 609-662-4631
M: 732-991-9636
E: gshea@usafootball.com
Dan Gant
Sr. Coordinator,...
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Youth Football Mom of the Year Overview

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USA Football is looking to partner with a brand to salute youth football moms for all of the hard work they put into supporting their kids and the sport.

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Transcript of "Youth Football Mom of the Year Overview"

  1. 1. YOUTH FOOTBALL MOM OF THE YEAR
  2. 2. Official Youth Football Development Partner of: -NFL -32 NFL teams Mission USA Football, the sport’s national governing body, leads the game’s development, inspires participation and ensures a better and safer experience for all youth, high school and other amateur players. What is USA Football?
  3. 3. What Is Heads Up Football (HUF) A comprehensive collection of resources; programs, applications and promotions to effect change and address the complex challenges of player health and safety in youth football. Created and endorsed by medical and football experts, Heads Up Football is designed to make the game better and safer. Core components of HUF Coaching Certification Equipment Fitting Concussion Recognition & Response Heads Up Tackling Partners NFL CDC NCAA What is Heads Up Football? NFHS AFCA PLAY VIDEO
  4. 4. Timeline August 1: Launch USA Football/"Sponsor" partnership featuring Football Moms Across America August 4: 32 Days of Football featuring “32 Football Moms in 32 NFL Cities” promotion presented by "Sponsor" kicks off • Nomination process begins for the "Sponsor" Youth Football Mom of the Year program September 1: Launch "Sponsor" Youth Football Mom of the Year program featuring 6 weeks of celebrating youth football moms for their commitment to supporting youth football in their local community • September 1: Week 1 Nominees Announced • September 8: Week 2 Nominees Announced • September 15: Week 3 Nominees Announced • September 22: Week 4 Nominees Announced • September 29: Week 5 Nominees Announced • October 6: Week 6 Nominees Announced October 20: Voting concludes and finalists announced November 3: "Sponsor" Youth Football Mom of the Year Grand Prize Winner announced
  5. 5. USA Football Month USA Football Month featuring 32 Days of Football • USA Football Month is supported by NFL media and NFL in-game promotions Sponsored section: “32 Football Moms in 32 NFL Cities” presented by "Sponsor" • On USAFootball.com during the “32 Days of Football” promotion, USA Football will profile “32 Football Moms in 32 NFL Cities.” • Ex. Dallas - Charlotte Jones Anderson (EVP – Dallas Cowboys; profile will feature Charlotte Jones Anderson and her role as a youth football mom • August 4 – September 4, 2013 • "Sponsor" to be presenting sponsor of promotion "Sponsor" to receive online advertising campaign during August – September • 2 million impressions
  6. 6. YOUTHFOOTBALLMOMOFTHEYEAR OVERVIEW USA Football can position "Sponsor" as a brand that recognizes and rewards youth football moms for their hard work and dedication to their kids youth football teams • Create brand awareness and affinity for "Sponsor" in local communities across America USA Football will launch the "Sponsor" Youth Football Mom of the Year Awards program (National scale) • "Sponsor"/USAF co-branded Youth Football Mom of the Year micro-site • Social media integration • Equipment donations to finalists and winner Provide content that moms can share with their respective teams How USA Football can impact football moms and their kids:
  7. 7. Role of Youth Football Mom Team Mom Responsibilities: Organizing team parties Coordinating team carpools Providing halftime and post-game snacks Coaching the team Working the snack shack Cheering on the team from the sideline Consoling their kids after the game Ensuring players arrive to practices and games with a clean uniform
  8. 8. YOUTHFOOTBALLMOMOFTHEYEAR SAMPLE MICRO-SITE The micro-site will serve the following functions: Deliver key "Sponsor"/USA Football Youth Football Mom of the Year messaging Inspire Youth Football Moms to get involved with child’s youth football team Feature profiles on selected "Sponsor" Youth Football Mom of the Year nominees Serve as a voting mechanism to help identify "Sponsor" Youth Football Mom of the Year Big Apple Youth Football Suffolk County P.A.L. Hudson County Youth Football North Jersey Youth Football NYC Pop Warner
  9. 9. YOUTHFOOTBALLMOMOFTHEYEAR TIMELINE Football Mom Nominations Submitted • Nominations are made by local youth teams. Deliver Specific Messaging to ALL moms • E-mails, Micro-site and social channels will promote the program Youth Football Moms Selected 60 Youth Football Moms are selected by USA Football to take part in campaign Winner • One (1) "Sponsor" Youth Football Mom of the Year Winner Announced • "Sponsor" Youth Football Mom of the Year presented with trophy and check for $5,000 for equipment for team Voting Process • 6 "Sponsor" Youth Football Mom of the Year finalists announced based on voting results • Presented with $1,000 equipment donation for team User Generated Content • Mom can use the social media to promote themselves to get users to vote for them
  10. 10. YOUTHFOOTBALLMOMOFTHEYEAR SOCIAL MEDIA INTEGRATION • "Sponsor"/USAF co-branded cover photos for personal Facebook pages • "Sponsor" branded Facebook flyer photos (Moms tag friends – encouraging them to vote) • USA Football and "Sponsor" to utilize a mutually agreed upon hash tag regarding the Team Mom program • Moms will encourage twitter followers to vote and include the hash tag, allowing for successful tracking of all tweets. • Moms can create videos on why they should be voted the winner • Use these videos to create the ultimate Youth Football Mom of the Year Campaign • Individuals could pin videos on why their moms should be recognized
  11. 11. YOUTHFOOTBALLMOMOFTHEYEAR SOCIALMEDIAACTIVATION EXAMPLES
  12. 12. YOUTHFOOTBALLMOMOFTHEYEAR USER-GENERATED CONTENT 2012 Timex Heart of a Giant Winner Connor Grogan PLAY VIDEO PLAY VIDEO 2012 Honorable Mention Dominick Trautz Once the six (6) finalists are determined for the "Sponsor" Youth Football Mom of the Year program, they will be required to create a video as their final push to become the "Sponsor" Youth Football Mom of the Year. The best video will help "Sponsor" and USA Football determine the overall winner. Below are examples of user-generated videos created by student athletes for a custom program that USA Football built for Timex that leveraged its New York Giants sponsorship and recognized and rewarded the hardest working high school football players in the New York Metro Area.
  13. 13. YOUTHFOOTBALLMOMOFTHEYEAR EQUIPMENTDONATION Six (6) "Sponsor" Youth Football Mom of the Year finalists will receive a $1,000 equipment donation for their respective team. One (1) "Sponsor" Youth Football Mom of the Year grand prize winner will receive a $5,000 equipment donation for her respective team.
  14. 14. YOUTHFOOTBALLMOMOFTHEYEAR ACTIVATING USAFOOTBALL’S DATABASE Promoted on USAFootball.com through ad banners and related content Co-branded Youth Football Mom of the Year microsite Monthly Parent/ Mom Newsletter USA Football Social Media Channels SPONSOR INTEGRATION: Messaging Couponing Promotions Extend Reach
  15. 15. YOUTHFOOTBALLMOMOFTHEYEAR INTEGRATED CAMPAIGN STRATEGY Build Awareness & Word of Mouth Capture Leads & Data Engage Consumers in Ongoing Dialogue Amplify Reach Across All Channels Drive Sales Through Couponing
  16. 16. Youth Football Mom of the Year Sample Program USA Football will promote "Sponsor" and its support of Youth Football Moms throughout USA Football Month In conjunction with the 32 Days of Football promotion, "Sponsor" and USA Football will spotlight 32 youth football moms (1 per day) and award her with a "Sponsor" gift pack for her to use during the youth football season USA Football will create a micro-site that is co-branded with "Sponsor" USA Football will create marketing materials, social media promotional assets and a comprehensive marketing campaign. USA Football to engage 3,000 Heads Up Football organizations representing 600,000 youth football moms and ask that they celebrate and recognize their "Sponsor" Youth Football Mom nominees. USA Football will select 60 "Sponsor" Youth Football Mom of the Year nominees who will be announced across 6 weeks (10 per week) "Sponsor" Youth Football Moms will compete for votes by promoting their honor through social media The mom with the most votes each week will be named as a finalist Each finalist will create their own video stating their case for why they deserve the honor and submit it to USA Football USA Football and "Sponsor" will name the "Sponsor" Youth Football Mom of the Year. Each finalist will win a $1,000 grant for her team and the winner will win a $5,000 grant.
  17. 17. YOUTHFOOTBALLMOMOFTHEYEAR ADDITIONALACTIVATIONS Add-on Opportunity (NOT INCLUDED IN SPONSORSHIP FEE) – Youth Football Mom Appreciation Kits: "Sponsor" will have the opportunity to provide Youth Football Moms with a Youth Football Mom Appreciation Kit. Kits will be distributed to "Sponsor" Youth Football Mom of the Year nominees enrolled in the program. Kits can include the following promotional items: "Sponsor"/USA Football co-branded Youth Football Mom T-shirt "Sponsor"/USA Football co-branded Youth Football Mom laundry bag (for gathering dirty uniforms) "Sponsor" product samples “Sponsor” branded cooler bag Coupons for Youth Football Moms to purchase "Sponsor" products from retail stores
  18. 18. Garrett Shea Sr. Director, Sponsorships O: 609-662-4631 M: 732-991-9636 E: gshea@usafootball.com Dan Gant Sr. Coordinator, Sponsorships O: 609-619-3337 M: 732-859-3775 E: dgant@usafootball.com
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