2. 02
06
09
12
Executive Summary
Game Plan
Target Audience
Surveys
Goals & Objectives
SWOT
Primary Research/Focus Groups
TABLE OF CONTENTS
15
17
22
26
They Will Believe
University of Nebraska–Lincoln
Campaigns Team 2015 Partners
with “FOX Sports University”
to present “FOX Sports Live.”
3. STAND
OUT
1
EXECUTIVE SUMMARY
In order to stand out in the sports news show
business, “FOX Sports Live” (FSL) needs to be
recognized as a strong brand among Millennials.
This demographic looks for adventure and values
the experience. They need something to relate to
that holds the same values they do. Millennials rely
increasingly on mobile technology. This campaign
focuses on using mobile devices as the user’s first
experience with FSL, which then entices them to
tune into the televised program.
The campaign will have heavy ties into social media
to give Millennials a way to build a relationship
with FSL and satisfy their need for technology.
Recognition of the brand will begin with the release
of the “Uncle Paul” campaign and be carried out
through various acts associated with him.
This campaign focuses on giving Millennials a
connecting point to the show because Uncle Paul
is someone everyone knows: a clever, humorous
and passionate sports fan. Uncle Paul’s personality
replicates the characteristics of FSL: entertaining,
personable, and the voice of reason. Centered on
college campuses and starting with the football
season, the campaign uses merchandise drops,
exclusive tailgates and social media to build buzz
for the Uncle Paul reveal. This campaign can also
be used during other sports seasons.
2
Forbes. (2014). 2015 Is The Year Of The Millennial Customer: 5 Key Traits These 80 Million Consumers Share.
1
1
4. FSL has accounts on social networks including
Facebook, Twitter and YouTube. As of April 2015,
FSL’s Facebook page has approximately 206,000
likes, the Twitter account has about 160,000 followers
and YouTube page has about 39,000 subscribers.
These social media pages display photos and
videos from the FSL show as well as other sporting
events. They also provide breaking sports news,
announcements and teasers of upcoming show topics
and guest stars. The Twitter account often retweets
other FOX Sports accounts, sports stars, teams,
coaches and fans.
COMPANY BACKGROUND
FSL is a nightly sports news show. Hosted by Jay
Onrait, Dan O’Toole and Charissa Thompson. It
combines breaking sports news and highlights
with banter between former players and experts,
providing a unique perspective for fans. Since
FSL has been on air for a little less than two years,
many people are not familiar with the program.
Fortunately, because it is a new and growing
program, there is an opportunity to develop a strong
brand and bring in fresh ideas.
The show consists of three, one-hour segments
every night of the week. The first segment starts at
10:00 p.m. CT and focuses on highlights from recent
sporting events. The second segment starts at 11:00
p.m. CT and includes a Top-10 Countdown as well
as a round-table discussion. Lastly, the 12 a.m. CT
show is a combination of information from the first
two segments. FSL is a program on cable channel
FOX Sports 1, which reaches 73 percent or 85
million households out of 116.4 million homes. The
average viewing time of FSL is approximately 10
minutes 38 seconds.
3
148K
142K
34K
Facebook
Twitter
You Tube
4
“List of how many homes each cable network is in as of February 2015”, Zap2it, 4/20/2015, http://tvbythenumbers.zap2it.com/2015/02/22/list-of-how-many-homes-each-cable-
network-is-in-as-of-february-2015/366230/
“FOX Sports Live.” (2014). Ipsos Brand Awareness Tracking.
FOX Sports Live, Facebook, 4/20/2015, https://www.facebook.com/FOXSportsLive
@FOXSportsLive, Twitter, 4/20/2015, https://twitter.com/foxsportslive
FOX Sports Live, Youtube, 4/20/2015, https://www.youtube.com/channel/UCGF8KeO725lEB8vxWnlZOHw
206K
160K
39K
Facebook
Twitter
You Tube
Stats from Jan. 2015 Stats from April 2015
2
3
4 5
6
2
3
4
5
6
5. 5
Smartphones, computers and TV are the three leading
sources for sports consumption among the 158 people
who completed a survey about their sports viewing
habits. Many of the viewers like to have humor
included with their sports news along with straight-to-
the-point information.
The biggest competition for FSL is ESPN’s
“SportsCenter.” “SportsCenter” is leading the market
in sports news. One of the biggest advantages the
competitors have is brand awareness.
THE
GAME
PLAN
SITUATION ANALYSIS
FSL’s goal is to provide viewers with a humorous,
entertaining and educational sports news show. FSL has
had a difficult time connecting with Millennial viewers
and is striving to change that. One of today’s major
trends include moving into the digital age. A large
majority of sports enthusiasts view sports news on their
phone. In order to reach Millennial viewers, FSL must
adopt this trend and make it its own.
Most of FSL’s viewers are between the ages of 19 and
64. Males make up three-fourths of the audience. Many
of the viewers are also located in the Southeast and
Pacific regions of the United States. An improvement in
awareness could be made in the 19-34 range.
6
5
7
8
Nielsen. (2015). Year in Sports Media
“FOX Sports Live.” (2014). Ipsos Brand Awareness Tracking.
8
7
6. 8
Target Millennial demographic,
women, and minorities while
keep existing audience.
Increase mobile usage to drive
traffic to the show.
Provide feedback and ideas on
the show content.
THE
CHALLENGES
NEED TO
KNOW
Nielsen. (2015). Year in Sports Media “FOX Sports Live.” (2014). Ipsos Brand Awareness Tracking.
1
2
3
4
What are the strengths and
weaknesses of “FOX Sports Live.”
What attracts Millennials to sports
news shows?
8
What is the current awareness of “FOX
Sports Live” among Millennials?
How do Millennials consume their
sports news?
1
2
3
presented by “FOX Sports Live”
7
7
7. 9
Psychographics Demographics
TARGET AUDIENCE
COMBINED
CHARACTERISTICS
AGE: 19 - 24 AGE: 25 - 34
Mike is a prime example
of the younger Millennial
(19-24). He is a busy college
student who focuses his
free time on being with his
friends and keeping up with
his sports news. Considering
his fast-paced lifestyle, he
uses digital media platforms
to access sports highlights
and scores. While accessing
his sports news from TV,
he also likes to include a
second screen to enhance his
viewing experience.
John and Julie fit into
the older Millennial
demographic (25-34). They
are married with a one-year-
old daughter and settled
into their careers living in
the Midwest. After putting
their daughter to bed, they
use some of their free time
to sit down together, relax
and gather their sports news
through traditional media,
while also being engaged
with another device.
Sports fans
Like humor
Competitive
Excited about the “next new thing”
Uses smart phones/tablets daily
Tech-savvy 10
Open to change and
brand loyal
Watches sports news on a
regular basis
Actively seeks out sports
news on social media
Enjoys engaging with
other sports fans and brands
Median HHI of
$25,000-$48,000
Only 21% are married
23% have a Bachelor’s
degree
36% have children
This campaign is targeted toward two
different types of Millennials because
Millennials fall into two different diverse
groups (19-34). All millennials make
up approximately 17 million of the total
U.S. population.
9
(http://www.marketingcharts.com/traditional/demographic-stats-about-us-millennials-40016/)
8. 11
SPORTS,
11
BELIEVE
12
They Will Believe
“FOX Sports Live” enhances Millennials’
experience with sports news and entertainment
through humor, diverse and interactive content
that integrates into this active generation.
VOICE.
YOUR
YOUR POSITIONING STATEMENT
9. The demographics for FSL are ages 19-64.
The highest viewer rates are in the older age
ranges. Therefore, there is an opportunity to
increase viewership among 19-34 year olds.
The viewers are 75 percent male and 25
percent female. The majority of viewers for
the FSL 11 p.m. show are in the Southeast and
Pacific regions of the United States. Creating
awareness in other regions will help gain
viewers and help create brand loyalty.
In the target ages of 19-34, there was a 53
percent increase in those consumers viewing
sports digitally between 2013 and 2014. In the
sports world, on-the-go convenience is a must.
Smartphones offer one way to implement
this fast-paced lifestyle. “From October 2012
to 2014, the average smartphone user in the
United States increased their monthly time
spent on mobile sports content by 35 percent.”
(Master 5, 2014).
13
SECONDARY
RESEARCH
Awareness of “FOX Sports Live”
68% 67% 71%
October
November
December
*Sports
fans
ages
18-64,
2014
Ipsos
Brand
Awareness
Tracking
14
84% 81% 81% 71%
African-
American Caucasian
Asian-
American Hispanics
84% 81% 81% 71%
In 2008, smartphones were a nascent technology, with only 10% penetration. By the end of 2010, however, that jumped to
30%, and crossed the 50% in Q2 12. Today as it sits at a staggering 75% complemented by the rapid emergence of smart TV’s
and Tablets.
NIELSEN “Year in Sports Media Report”
“A collective 72.3 million Americans consumed a staggering 7.1 billion minutes of sports content in October 2014 alone, and those
numbers will only continue to grow” (Master, 5 2014). Asian Americans are “most likely to own smartphones compared to average
U.S. Consumers”
30% 46% 60% 66% 75%
N/A 2% 4% 8% 13%
N/A 10% 19% 29% 46%
73% 76% 60% 66% 78%
Smartphone
Smart TV
Tablets
Broadband
Access
2010 Q4 2011 Q4 2012 Q4 2013 Q4 2014 Q3
“FOX Sports Live.” (2014). Ipsos Brand Awareness Tracking
Nielsen. (2015). Year in Sports Media
Nielsen. (2015). Year in Sports Media
.
9
10
11
9
10
11
* Increase of Awareness
.
SMARTPHONE
USERS IN U.S.
RISE OF TECHNOLOGY
10. Focus Groups
Kobalt conducted qualitative research with two
separate focus groups exploring the thoughts and
feelings about sports news and entertainment from an
audience between the ages 19-34. Participants were
asked about their sports media viewing habits, what
their ideal sports program would consist of, and their
awareness of FSL.
The moderators encouraged them to be specific when
discussing what they liked, didn’t like and would
change. Participants watched a variety of clips of the
show itself and were asked follow-up questions to get
their opinion of the delivery, hosts and content. They
were also shown several tweets by the show’s main
Twitter account (@FOXSportsLive).
The tweets used different delivery techniques: straight
forward, humorous, with an article attached, and with
a video attached. They then watched part of a podcast
with Jay and Dan to show a different side of the hosts.
15 16
It goes down to
the material. If it’s
funny and it tells
me about sports,
I’ll watch it.
-Sean
“
”
* names have been changed due to confidentiality rules
PRIMARY
RESEARCH
* Race was predominantly Caucasian throughout the two focus groups.
11. Survey 1 Included a
random sample of sport fans students
from the Introduction to Sports
Communication course.
of dedicated sports fans
use a second screen while
viewing sports
45%
75%
Highlights
Breaking News
Score Updates
Documentaries
Op-ed
142
213
110
111
109
120
94
103
43
13
*Each sphere represents 50 participants with a range of 0-300
17
What sports program content
appeals to Millennials the most?
Survey 2Targeted general
sports fans within the social circles of students in
the Advertising and Public Relations Campaigns
course. The purpose was to get information from
sports fans about their sports viewing habits and
social media use (n1=158, n2=266).
How do Millennials consume sports news & entertainment?
154
280
138
254
146
235
63
106
69
78
27
55
33
44
*Each sphere represents 50 participants with a range of 0-300
18
* Both surveys portrayed the lower end of the 19-35 target age group. The first focus group was comprised of all males. The second focus group was
made up of an equal ratio of male and female Millennials.
Dedicated sports fans
General sports fans
of general sports fans use
a second screen while
viewing sports
Dedicated sports fans
General sports fans
12. 19
Do Millennials prefer to receive their
sports content factually or with humor?
75%
54%
56%
68%
Facts
Humor
20
How do Millennials interact with sports
news shows on their second screen?
Retweets
75.4%
45%
Favorites
Likes
75.4%
38%
61.4%
60%
Dedicated sports fans
General sports fans
Dedicated sports fans
General sports fans
13. 21
21
“I tune in to them (FOX Sports) mostly
for NASCAR. It’s nice to have a
network that actually responds to it.”
- Lisa
* names have been changed due to confidentiality rules
22
“I kind of liked the initial plot of how
they were talking sports and putting
kind of a comical spin on it. Funny
things happen in sports.”
- Autumn
INSIGHTS TO RESEARCH
* names have been changed due to confidentiality rules
Misunderstanding of what “FOX Sports Live” provides
Second screen a growing opportunity
There is a high expectation of strong social media presence
Mobile accommodates on-the-go lifestyles
There is a lack of personal connection with “FOX Sports Live”
14. 25
23 24
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
FSL content can be accessed on multiple platforms
(TV, internet, mobile, etc.).
FSL consistently distributes fresh news with
sporting events happening every day.
FSL covers a wide variety of sports that appeals
to diverse audiences, including women and other
ethnic groups
FSL does not have rights to most of the major
professional leagues.
FSL lacks top-of-mind association with
Millennials.
Lack of digital interaction between viewers and the
show.
Millennials need a trustworthy icon to relate to for
information.
They also are looking for an unbiased sports news
source that can also be light-hearted.
Interacting with viewers on social and digital
platforms.
A majority of survey respondents were not able to
distinguish the FSL program from a live sporting
event.
Millennial viewers collect sports news from their
smartphone to fit their on-the-go lifestyle.
Many viewers use a second screen while watching
sports on TV to interact via social media.
Increase in fees to cover certain sports.
Competitors have more on-air viewers and online
followers and are more active.
Many people are cutting the cord on cable TV.
EXTERNAL
INTERNAL
HELPFUL HARMFUL
SWOT ANALYSIS
15. 25
MARKETING:
To increase the time viewers spend watching FSL
from 10 minutes 38 seconds to 11 minutes 30
seconds.
To increase viewership from 31% who watch the
show regularly to 34% one year
COMMUNICATION:
To increase FSL brand awareness from 21.3
percent to 31.3 percent among the Millennial
generation, women and across different races
within a six-month period.
26
CREATIVE:
To better engage Millennials, women and other
demographics with FSL, so it is their first choice
for sports news and entertainment.
To build an interactive relationship with the target
audience that fulfills the need for sports worthy
content as well as a fun environment.
GOALS & OBJECTIVES
18. TABLE OF CONTENTS
02 15
17
22
Creative Concept
Event Timeline
FOX Sports Live Tailgate
Campus Chaos
Paid Media
Owned/Earned Media
Segmenting
06
09
12
19. WE ARE
DIFFERENT.
This campaign and media presence relies on the
influence of Uncle Paul. Uncle Paul is FSL’s very
own sports fan. He calls it like he sees it. There is
an opportunity that exists to actually be with the
fans; not behind a desk in suits. Uncle Paul and
FSL aim to create an environment and show that
is centered on the fans by being among them. The
focus groups revealed that many sports news
focus groups revealed that many sports news
shows are biased and centered on specific voices
or stakeholders. Uncle Paul will be the voice of
reason for all sports fans. No biases and no ties to
a certain team, conference or league. Uncle Paul
gives straightforward sports thoughts without
being just another commentator or obligated to
follow corporate rules.
follow corporate rules.
CREATIVE CONCEPT
YOUR
YOUR
SPORTS,
VOICE.
1 2
20. WHO IS
UNCLE PAUL?
SPORTS FAN
BRAND LOYAL
ENTHUSIASTIC
WITTY
KNOWLEDGEABLE
ABOUT SPORTS
FAST-PACED
LIFESTYLE
FUN AND ECCENTRIC
3 4
21. EVENT TIMELIME
AUGUST - NOVEMBER SEPTEMBER - DECEMBER MARCH-MAY
5 6
GIFTS FROM
UNCLE PAUL
CAMPUS
CHAOS
FOX SPORTS
LIVE TAILGATE
22. GIFTS FROM
UNCLE PAUL
EVENT #1
The wooden crates will be stamped with the FSL logo
and will contain printed t-shirts and other FSL
merchandise. The contents of the crates will lead
students to FSL’s social media pages and teaser videos
of the personality of Uncle Paul with hashtags and
URLs. Students who share a photo of themselves with
their new Uncle Paul merchandise using the unique
hashtag “#UnclePaul” will have the opportunity to win
hashtag “#UnclePaul” will have the opportunity to win
additional prizes from FSL. These gifts from Uncle
Paul will create buzz as to who Uncle Paul is and what
his objective is. FSL will gain the attention and
awareness needed to launch the campaign into the next
stage.
During the first week of September, FOX
Sports will drop “Gifts From Uncle Paul”
across campuses in the form of crates.
7 8
23. Shortly after the drops, Uncle Paul and
FSL campus reps and/or student
involvement organizations will host a
tailgate on the participating college
campuses.
EVENT #2
The tailgates will bring an engaging experience to
the fans of FSL. Sports fans are passionate and
tailgates get the adrenaline and competitiveness
flowing. Students can gain access to the tailgate
by downloading the FSL app. The app will notify
them with the information about the tailgate. Once
in the tailgate, they will be encouraged to take
photos on Snapchat and use the FS
photos on Snapchat and use the FSL custom filter
which will then be added to the FSL Snapchat
Story. This will tie in Uncle Paul with
merchandise available at the tailgate.
FOX SPORTS LIVE
TAILGATE
9 10
24. ON YOUR MARKS...GET SET...GO!
EVENT #3
After creating a presence on college campuses
across the nation with crate drops and tailgate
parties for the passionate fans, FSL will bring a
competition to the students. “Campus Chaos” pits
the 24 schools from the Big Ten and Big East in a
friendly competition to claim supremacy of
school spirit. The competition begins in March of
the yearly campaign. In late Februar
the yearly campaign. In late February, FSL teams
up with student organizations on each campus to
promote and find the most passionate sports fans.
Students post photos, videos or any creative idea
promoting why they should be chosen to FSL’s
Facebook, Twitter or Vine pages. Other students
vote via FSL social media pages and the FOX
Sports apps on who they think should represent
Sports apps on who they think should represent
their college in the Campus Chaos.
The top three students from each school will
compete against each other in simple sports
games like making 10 free-throws the fastest,
kicking 10 penalty kicks the quickest, throwing
footballs through hanging tires in 30 seconds
and racing around campus in go-karts.
User-generated-content will be rewarded by
FSL as the competition continues. The UGC
FSL as the competition continues. The UGC
will be highlighted on social media and a
stand-alone section on the app. Once a
winner is claimed from each school, the fun
really begins.
CAMPUS
CHAOS
11 12
25. CAMPUS CHALLENGE BRACKET
The 24 winners from each school will be placed
into a bracket system. FSL will partner with Draft
Kings to create a bracket competition for the
students. Students create weekly brackets through
FSL apps, social media and Draft Kings. There is
no money involved, just fun prizes from FSL. The
24 students will participate in similar sporting
events as before and the winners from the
events as before and the winners from the
head-to-head matchups move forward.
Following the events and filling out the bracket is
not enough to make this competition a true
college experience. In the days leading up to the
head-to-head competition, students continue to
show their true colors by being the best and most
passionate fans by supporting their own college
representative.
CAMPUS
CHAOS
Weekly bracket winners are able to carry more
influence in the total number of votes for their
school or the school they are competing against.
They can add votes to their final score or detract
votes from the other school. The power is with the
students. As the bracket dwindles down, the prizes
and influence of the bracket winners and social
media support increases.
media support increases. The winner of the
competition and the overall winner of the bracket
earn their school a FSL Block Party. What sweeter
way to celebrate victory than an all out party?
13 14
26. There is an opportunity to use digital platforms to
reach Millennials. FSL will go to the consumers
through digital in order to bring them in to watch
the show. Video footage will be taken from the
tailgates and fall events and relay those
experiences into a short clip of highlights on
video websites like YouTube. Much of the
advertising and marketing for FS
advertising and marketing for FSL will take place
on the owned media sites like Facebook, Twitter,
Instagram, SnapChat and Periscope but also take
advantage of the advertising opportunities these
sites offer. The goal for the campaign is to run for
one year with Uncle Paul becoming a personality
people resonate with. In the goal of reaching 35
million people through social media ads, cost per
million people through social media ads, cost per
thousand impressions (CPM) will provide an
outlet to spend a smaller budget along with the
buzz created on social media from our events and
stunts.
MEDIA
PAID
15 16
27. Owned media will be the major point of contact
with the target audience. Uncle Paul’s personality
relates and directs Millennials back to FSL and
FOX Sports’ social media pages, apps and show.
The ability to use word-of-mouth, viral videos
and direct user engagement provides a costive
effective alternative to traditional advertising and
marketing. FOX Sports will need to monitor the
marketing. FOX Sports will need to monitor the
user-generated content to ensure it remains
positive and focused on FSL.
FOX Sports will focus on showing more
highlights, clips and podcasts from the show, and
the PR events throughout the year. Social media
enables companies to give users content on a 24/7
basis if they are unable to tune into the show or
podcast. The FSL app provides fans and users the
opportunity to watch portions of the show or
important segments. It will enable users to keep
important segments. It will enable users to keep
up with FSL and not miss any sports news.
It is vital to create a natural dialogue with the
viewers. The events will generate buzz and
curiosity about where FSL and Uncle Paul will go
next during the fall and what competitions will
happen in the spring. The initial ambiguity of
Uncle Paul will cause curiosity of who he is and
where he is coming from. Local news stations will
catch wind of the Uncle Paul events and the
catch wind of the Uncle Paul events and the
Campus Chaos competitions hitting the local
colleges. The events create stories for these news
stations to research and report on why FSL would
create these events and why FSL chose its city’s
college.
MEDIA
OWNED
MEDIA
EARNED
17 18
28. CONNECTING WITH THE TARGET
AUDIENCE.
In order to connect with FSL’s target audience, Kobalt
has determined that the addition of segments
specifically targeting Millennial trends will increase
viewership. These new segments better suit
Millennials’wants and needs. Full or shortened clips
from each of these segments can be accessed on the
mobile app to provide different options as to how
viewers can watch the segments.
viewers can watch the segments.
FOX SPORTS LIVE
SEGMENTS
19 20
29. SEGMENTING
This will include out-of-studio sessions in locations
that are relevant to ongoing sporting events. This
segment will relate to the insight that focuses on
bringing more opinions to FSL by interviewing fans
about their views on the specific event being covered.
This segment will be a fun, interactive break from
FSL’s sports news focus where anchors and athletes
will compete against one another to complete a
challenge. One example is go-kart races around the
FOX Sports facilities. Viewers can help determine the
weekly challenges by voting on the mobile app for
what kind of challenge they would like to see anchors
and athletes compete in. Research shows that
and athletes compete in. Research shows that
weekdays are the most likely times for Millennials to
view sports entertainment shows, so this segment will
be featured every Wednesday to accommodate those
findings.
Much like the “Throwback Thursday” segment, “The
FOX Focus” will feature different teams, athletes and
coaches. The main difference being that these featured
topics will be current, and in a documentary-style
format. Again, focus groups have provided insight on
Millennial interest in this topic. One of the most
consistent interests touched on during the focus groups
were documentary-style features. “The FOX Focus”
were documentary-style features. “The FOX Focus”
will air on Tuesday nights as to accommodate for Jay
and Dan’s on-air schedule as well as the Millennial
preference to view sports news on weekdays.
Throwback Thursday will highlight former teams,
athletes, coaches, sports broadcasters, etc. and delve
into their historic stories and cover what they are doing
today. This will help build a connection with FSL’s
current older male audience who witnessed these
featured stories when they first happened, as well as
Millennials who have a strong interest in these historic
events. Focus groups that were put into action revealed
events. Focus groups that were put into action revealed
that this is a topic Millennials are highly interested in.
*Full or shortened clips from each of these segments can be put on the mobile app to provide different
options as to how viewers can watch the segments.
This segment will feature celebrity sports fans
including actors, comedians, etc. and their opinions on
specific happenings in the sports world. This segment
will also contribute to bringing in more opinions to the
show as well as connecting to Millennials by
implementing humor from the guest comedians. This
segment will be a daily feature. These celebrities can
be featured on the show via phone, Skype or in-studio
be featured on the show via phone, Skype or in-studio
visits.
“Taking it to the Street”
“Wednesday’s Weekly Challenge” “The FOX Focus”
“Throwback Thursday”
“FOX Fans Live”
21 22
30. References
Forbes. (2014). 2015 Is The Year Of The Millennial Customer: 5 Key Traits
These 80 Million Consumers Share
http://www.forbes.com/sites/micahsolomon/2014/12/29/5-traits-that-define-th
e-80-million-millennial-customers-coming-your-way/
Nielsen. (2015). Year in Sports Media
"FOX Sports Live." (2014). Ipsos Brand
"FOX Sports Live." (2014). Ipsos Brand Awareness Tracking.
23 24
