Women\'s Professional Soccer Campaign

2010 Brand Campaign

What Are Our Strengths Now?
Incredible Product
Respected and Admired Athletes
Viral Frenzy Foundation

What Hurt Us In 2009?
“ New League Syndrome”
i.e. Low Awareness
i.e. Devoted, But Small Fan Base

What’s New for 2010
New Marketing Opportunities
New and Expanded Viral Campaign
New Customers
New Partnerships
Raised Awareness & Buzz

Part 1 Keeping Current Customers & Increasing Their Attendance

Traditional Methods for Keeping Customers*
Bobblehead Night, Flag Night
$1 Ticket Night
5 for $5 Deals
Ladies Night, Family Night,
Military Night, Kids Night
Employee Night (Corporate Partners)
Seeextraordinary.com Benefits
*See Budget

How To Increase Attendance*
Co-Ed Games
“ Stuff the Bus” Movement
MLS or All-Star Games
*See Budget

Increasing Attendance: All Star Games*
Half-time Mini Games
AYSO, Recreation, Club Teams Play a 20
Minute Game During Half-Time
Meet players after the game
*See Budget

How to Increase Attendance
Team Calendars
Individual Bios and Work-Out Regimes
More family focused, for the Die-Hard Fans
Registered SeeExtraordinary.com Users Can Access
Pictures and Info and Vote Online
*See Budget

WPS Survey Purpose
To Find Out What Would Attract New
Customers to WPS games
To Find Out Exactly What Would Bring
People to the Stadium
To Hear Directly and Explicitly Who Our Fans
Think Our Sponsors Should Be

79% AGE 50 and older 46-50 41-45 36-40 31-35 25-30 19-24 14-18 13 and under

69% How interested are you in soccer? Not interested at all Uninterested Neutral Interested Very Interested Skipped Question

75% 70% How Do You Hear About YouTube Videos Friends Homepage Facebook MySpace Twitter YouTube search Classes News Other Skipped Question

Gym Membership & Brand Preference

Sports Drink & Health Awareness

That Gives Us 4 Key Sponsors
24 hour Fitness
Nike
Vitamin Water
Special K

How We Will Use These Sponsors
Product Giveaways
New Membership Benefits
Signage
Surprise Discounts
See Budget

Part 2 Attracting New Customers & Viral Campaigning

What We Need To Do In 2010
Viral Video Campaigns
Viral Contests on Facebook, MySpace, and Twitter
Interactive Advertising Banners
Promotion Through The “WoPro” Movement

Current Viral Campaign
SeeExtraordinary.com

Expanding SeeExtraordinary.com
Complete Social Media Platform
Allow Fan and Player Interaction
Allow Instantaneous Fan Feedback and Posts
Individual Player Blogs

Attracting New Customers Through…
Bikini Calendar Contest
Tasteful, Yet Very Buzz Worthy
Voting Contests Done By Registered Users
Shape
Magazine

Engaging Bloggers: “WoPro”
Influential Bloggers Paid to Write on
Behalf of WPS and Sponsors
Put The Power of Social Influence in Their Hands
and Let Them Drive Buzz
$1000 for a 200-Word Blurb on Behalf of
the WPS or e.g. Puma
$50 to Influentials on Twitter for Individual Tweets

Photography and Video Contests
Couple Facebook and Twitter With
SeeExtraordinary.com
Prizes for Best Video or Picture Could Include:
Season Tickets, Cash, Merchandise
Voting Is Open to All SeeExtraordinary.com
Registered Users

Pop-Out Advertising Banner Ideas
Goalie Jumps Across the Screen for a Save
Marta Juggles Across the Screen
Marta Kicks a Ball Across the Screen and it “Shatters the Monitor’s Glass”

What Type of Fan Are We Looking For?

Successful Viral Campaigns Are Based On…..
Humor (Burger King, Bud Light:
Real Men Of Genius)
Intrigue (BMW Films)
Sex Appeal (Anna Kournikova, Natasha Kai)
Controversy (Lampert)

Viral Video Stand Alone Ideas
Video 1: Marta runs through the streets of Los Angeles juggling a ball. Soon, other soccer players show up behind her and juggle (i.e. Forest Gump Style). Soon tens of thousands of followers
are seen running through notable American cities.
Video 2: Marta and the Burger King Creepster
face off in a shootout. Obviously, the Burger King Creepster wins.
Video 3: Marta does a “Charlie Bit Me” Impersonation

Viral Video Stand Alone Ideas
Video 4: Viral Contests Between WPS and MLS. Landon Donavon vs. Marta in a Snowball Fight, or in Ping Pong
Video 5: Something like this YouTube Clip but featuring notable players

Viral Webisode Ideas
Video 1: Locker Room Series (2-3 Notable Players)
Video 2: Webisode Ft. Marta

2010 Budget Breakdown
Viral Film Production ($50,000)
+
Internet Advertising ($100,000)
+
Promotional Events ($100,000)
=
$250,000

Viral Film Production ($50,000)
2 Webisode Series (Includes Director, Studio Costs, Camera Costs, Player Royalties, Editing)
4 Episodes Each @ $3000 an Episode =$24,000
Misc. Costs =$1,000
=$25,000
5 Stand Alone Videos (Includes But is not limited to Director, On-Set Production Costs, Camera and Editing Costs, Player and Actor Costs
5 Episodes @ $5000 Each =$25,000
=$50,000

Internet Advertising ($100,000)
Interactive Banner Advertising................................
WoPro ($500 for 200 Words
and $50 for Tweets)..............................................
Google Advertising...................................................
Facebook and Twitter Photography
Contests (Prize Incentives)..................................
Fantasy Draft Contests Fantasy Regular.................
Season Contests (Prize Incentives).........................
Miscellaneous...........................................................
$30,000
$20,000
$20,000
$10,000
$5,000
$5,000
$10,000
$100,000

Promotional Events ($100,000)
Bobblehead Night…………………………………………………
Flag Night………………………………………………………….
5 for $5 Deals………………………………………………………
Ladies Night………………………………………………………..
Family Night………………………………………………………..
Military Night………………………………………………………
Kids Night…………………………………………………………..
Employee Night (Corporate Partners)……………………………
Seeextraordinary.com Benefits …………………………………..
Co-Ed Games……………………………………………………….
“ Stuff the Bus” Movement………………………………………..
MLS or All-Star Games……………………………………………..
Misc………………………………………………………………...
$15,000
$5,000
$5,000
$7,000
$8,000
$10,000
$10,000
$10,000
$5,000
$5,000
$5,000
$5,000
$10,000
$100,000

Sponsors Contact Info.
24 hour Fitness:
PO Box 2689, Carlsbad,
CA 92018-2689, United States
Media Relations
ph:(925)543-3100
(925)543-3200 fax
Nike:
One Bowerman Drive
Beaverton, OR 97005
Consumer Relations/ Marketing
1-800-344-6453
Vitamin Water:
Energy Brands, Inc.
Tel: 800-746-0087
Fax: (718) 747-5990
Special K:
One Kellogg Square
P.O. Box 3599
Battle Creek, MI 49016-3599
Marketing/Media Relations
(269) 961-3799

Film Production Contact Information
Brilliant Screen Studios
371 N. Johnson Ave.
El Cajon, CA 92020
E-mail: info@BrilliantScreen.com
Voice:602-616-4496
Fax:619-593-7349
Sam Sabawi
(858) 755-7890
Website Quote: “I am an experienced filmmaker based in the San Diego area. I have worked on many films as a Director and Director of Photography. I have also won several awards and have been recognized for my works in film festivals and other mediums.”

Group Contact Information
Peter Mulally:
[email_address]
206-604-5370
Alex Johnson:
[email_address]
619-817-5258
Erica Valdes
[email_address]
805-637-4626
Jerad Roberts
[email_address]
702-858-6077
Ami Hastings
[email_address]
209-423-2025
Jillian Petuskey
[email_address]
702-358-4030
Jessica Waers
[email_address]
Kathy Nobile
nobilek-10@sandiego.edu
949-338-9487
Stef Meehan
[email_address]
949-370-4158
Erica Carlson
[email_address]
520-955-4445
Britni Soto
[email_address]
626-757-4855
Derron Juarez
[email_address]
818-331-5592
Ryan Conly
[email_address]

Included With Your Takeaway…
Sponsor Contact Lists
Example Web Advertising Costs
Directors and Film Production Crew Contact Lists
&
Breakdown of 2010 Budget
Group Contact List
Printed PowerPoint Slides

Thank You! Peter Mulally, Erica Valdes, Alex Johnson, Jerad Roberts, Kathy Nobile, Stef Meehan, Erica Carlson, Britni Soto, Ami Hastings, Derron Juarez, Jilian Petuskey, Jessica Waers, Ryan Conly

Women\'s Professional Soccer Campaign

by petermulally on Dec 03, 2009

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Women\’s Professional Soccer Campaign — Presentation Transcript