Nyc May 20

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Mike Maleski's presentation from the Coyle Media team summit, May 20, 2009.

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Nyc May 20

  1. 1. Coyle Media: NYC – Team Summit Cleveland Cavaliers Case Study May 20, 2009 Why and What! Site features and benefits Sales strategy Online assets and integration
  2. 2. Identifying a Need for Corporate Sales Teams • 2007/08 NBA average $16.5 Million • 1.3 % allocated to online • Online revenue doubling • Other media assets flat • Online traffic growing faster than online revenue!
  3. 3. Who Is Our Fan? • 54% Male • Average Age: 28 • Average Income: $41,000 • 63% of people visit Cavs.com at least once/week during the season • 73% use cable, DSL, or LAN • 54% feel they have advanced Internet skills • 45% have not attended a Cavs game in past year
  4. 4. Editorial Content The best online access anywhere for Cavaliers fans •Great content keys ad sales •Timely and unique editorial •One of a kind video •Ticket options and arena info •Interactive - Games/downloads
  5. 5. User-Generated Content Fans contribute: •Blogs •Profile info •Photos •Videos •Additional data within contests Team benefits: •Increased merch sales •Increased single game tickets •CavFanatic Days •Season ticket identity platform
  6. 6. Cavs.com Traffic (thru 5/1/09) • 808,666 avg. monthly unique visitors • 40% Increase • 16,132,000 visits • 43% Increase • 56,877,000 page views • 31% Increase Other Notable Traffic Numbers • 7.5 minutes time spent per visit • 2nd overall in page views in the NBA • 2nd overall in video streams in the NBA
  7. 7. Reach and Frequency Cavaliers online properties provide corporate partners with the opportunity to reach consumers during peak times of interest. Online Growth and Development National exposure and key match-ups offer premium online opportunities. January 29, 2009 @ Orlando 306,000 pageviews and 71,000 visits January 25, 2008 v. Phoenix 134,000 pageviews and 38,000 visits April 21, 2009 v. Detroit (Gm 1.) 388,885 pageviews and 112,239 visits April 21, 2008 v. Washington (Gm 1.) 307,376 pageviews and 82,223 visits May 5,2009 v. Atlanta (Gm 1.) 513,122 pageviews and 128,000 visits May 6, 2008 v. Boston (Gm 1.) 256,585 pageviews and 67,964 visits
  8. 8. The Payoff… The Impact… • More pageviews and visits on predictable days offer the opportunity for premium pricing – roadblocks, corner peels • Social network offers a supplemental revenue outlet – increased ticket and merch sales, promotional opps, and team brand • Television drives online traffic – use refers back to online for contest and data collection • All adds up to one dramatic advantage….
  9. 9. Time Spent on Team Sites More than 6 5 4 2 1 7 3 minutes per visit! Nearly 4 3 2 1 pageviews per visit!
  10. 10. Sales Strategy • Corporate Partner sales team education • Transition to impression/segmentation/packaging • Online elements fully integrated into all Cavaliers assets • Social network – Cavfanatic.com (tickets, group outings, merchandise) use of Twitter
  11. 11. Personnel and Training • Hire dedicated roles • Webmaster • Continue to generate award-winning content • Web sales champion • Sales Staff Integration • Integrating online with traditional arena assets • The online quiz
  12. 12. Site Transition – Rotational to Impressions For the start of the 2008-09 season Cavalier partners transitioned from rotational ads to impression-based ads and integrated entitlements. Cavaliers transition strategy • Totaled up ad units from 2007-08’s rotational format (odd sizes) • Fewer ads in 08/09…but… • Larger ads • Increased share of real estate • More premium placements • Flighted online campaign options Section entitlements featured logo presence only in 2007-08 • Online package in 2008-09 • Logo in the section header • Cavs.com impressions • Email
  13. 13. Cavs.com – New for the 2008-09 season • All ad units are IAB standard • Impression banks, no rotational ad plays, transition current partners • Approach that integrates the social network, email, and all other Cavalier assets online and offline assets. New to Cavs.com 2008-09 •300x250 (standard ad unit above the fold on the homepage – simple buy key) •Homepage and section roadblocks •12 hour •24 hour •Game days
  14. 14. Rate Development and Packaging Consideration for CPM development • Start with the accepted marketplace CPM for content sites • Consider that most consumers spend more time on our sites • 300x250 and 160x600 are typically priced higher than 728x90 • Sports premium • Premium placement (homepage worth more than interior pages) • Premium dates Development of Integrated Packages • Connect impressions to Email • Use all, most of your team web inventory options • Section entitlements are never sold as one-offs • Attach offline inventory to online inventory for data, response
  15. 15. Cavs.com – Homepage package 1,000,000 homepage impressions $15,000 750,000 Run of Site (ROS) imps $9,000 4 – Shared partner offer email sends $6,000 $30,000 (net – internal) Above package based on 12-month calendar commencing with partner agreement. Limit 20.
  16. 16. New Video Platform 10 second pre-roll 300x250 accomp. ad unit Easy archive access Multiple traffic-drivers 25% share of voice - $25,000 annually Limited to 4 partners
  17. 17. Cleveland Clinic Player Profiles
  18. 18. Team Websites can build data collection ports using other assets Results as of May 1, 2009 Visits: 39,606 Ad click-thru: 300x250 current campaign second-highest click-thru rate of any campaign this year.
  19. 19. Shifting Towards Sustainability People, Planet, and Prosperity •NBA Green Week – Cavaliers Green Games April 5 and April 8 •Regular internal/external online communications regarding green practices •Online content for public consumption and data collection port at www.cavs.com/green
  20. 20. Social Network Integration CavFanatic.com Integration includes: • Network email alerts • Access Cavaliers promo • LED • Q-tube • Radio Reads • CavFanatic Nights • CavFanatic Uniform
  21. 21. Social Network Application Two Official Team Twitter Accts @cavs. @RealJoeTait • Continued fan, athlete, and personality contact • Foundation for more significant online team sales opportunities and referrals
  22. 22. CavFanatic.com Fanatic of the Month Offline to Online Activation for data collection CavFanatic.com Fanatic presented of the Month in January, 2009, whi ch attracted more than 1,100 entries in 30 days. Promotion included: Radio spots, in-arena p.a. reads, LED, Q-tube features, and Access Cavaliers.
  23. 23. Online Partner Promotion Free Burrito Day – no strings – for all Cavalier Fans May 12, 2009. •Homepage Roadblock •Higher share of voice •Discussion threads •Network email •More than 3,500 redemptions
  24. 24. Cavaliers Insider Newsletter Cavaliers Insiders are a collection of more than 110,000 die-hard Cavaliers fans who look forward to receiving all the news on the team and information on special offers. Newsletter Sent: • Every Monday during the season and post season • As needed during the off season Newsletter cost: • $15,000 per month •$ 4,500 per individual send
  25. 25. Cavaliers Partner Offer Emails More than 25,000 Cavaliers Insiders have requested partner offer emails! These double opt-in emails, sent every Tuesday throughout the season, offer a direct link to one of Northeast Ohio’s most affluent and engaged internet audiences. Offers must be exclusive to Cavaliers Insiders. Partner Offer Cost: $1,500 per send No more than four offers are included on shared partner offer sends.

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