2011 Military Bowl presented by Northrop Grumman: USO Awareness Campaign Summary
2011 USO AWARENESS CAMPAIGN RECAP DECEMBER 28, 2011 WASHINGTON, D.C.
THANKS TO ALL WHO SUPPORTED THE BOWL“In 2011, Northrop Grumman was excited to again be the Presenting Sponsor of the Military Bowl presentedby Northrop Grumman benefiting the USO. We believe in the USO’s mission and we hope everyone willconsider how they can become involved in the USO, through volunteering or donation, as well.The Military Bowl is a great event from which to show your support for the USO and to its commitment to thearmed forces and their families. Thanks to all who supported the 2011 Military Bowl and contributed to itssuccess.” Wes Bush Chairman, CEO & President Northrop Grumman Corp.
GREAT GAME. GREAT FINISH. The 2011 Military Bowl presented by Northrop Grumman featured one of the best games of the entire bowlseason. An expected offensive spectacle saw 35 total first quarter points. The teams set the Military Bowl mark for first halfpoints with 1:36 remaining in the first period. Three of the opening periods’ five touchdowns were scored within 53 seconds,beginning with a 22 yard run by Air Force’s Tim Jefferson with 2:29 to go, and ending with a three-yard rush to the endzoneby the Falcon’s Mike DeWitt with 1:36 left on the clock.Air Force scored with 52 seconds remaining to pull within one point of Toledo, when Coach Troy Calhoun called a fakepoint-after and elected to attempt a two-point conversion to win the game rather than kicking an extra point to head toovertime. Toledo was prepared, the Falcons’ ensuing on-side kick was secured by Toledo, and the Rockets picked up a firstdown to ensure the 42-41 win, giving 32-year-old Rocket head coach Matt Campbell his first victory. Score by Quarter 1st 2nd 3rd 4th FINAL University of Toledo 21 7 7 7 42 Air Force Academy 14 14 7 6 41
THE MILITARY BOWL EXPERIENCEMore than a postseason college football game – this is an opportunity to entertain and honorour troops, support the mission of the USO, and put on a first-class event to showcase ournation’s gratitude for the service of our military and their families.Patriotic overtones recognizing all five branches of the military are prevalent throughout thegame, including this year’s first-ever flyover by a B-2 Stealth Bomber for a bowl game or inDC airspace. For the student-athletes participating in the Military Bowl, it is a reminderthat while this game celebrates the culmination of a great season for their program, it is alsoabout honoring the military personnel that protect their freedom.
THE MILITARY BOWL EXPERIENCE Unique Military Elements: Five Medal of Honor Recipients participating in Coin Toss Ranger group parachuting into RFK Stadium B-2 Stealth Bomber Flyover Delivery of the game ball by General Phil Breedlove on a specially designed B-2 Stealth Chopper Unfurling of the full-field American flag during the national anthem Halftime presentation of a handicapped accessible home to a wounded warrior On-Field Enlistment Ceremony Honor Guards Military Village outside of the stadium open to the public USO Reception for current military personnel and high-ranking officers
A UNIQUE GAMEDAY EXPERIENCE“The Air Force Academy may have been edged out by Toledo during the hard-fought football game, but the military as a whole ultimatelyemerged victorious at the Military Bowl, due in part to a well-visited Military Village in front of the stadium before the game.The Military Village, organized by the USO and the bowl committee, was an event unlike any other, showcasing the military’s wide array ofassets while also providing an opportunity for corporations and non-profit organizations alike to describe their products and causes to gameday attendees and other passers-by. Its goal was to showcase the equipment, the mission and the personnel of the United States military.” - USO.org
A UNIQUE GAMEDAY EXPERIENCEMilitary volunteers and staff from the Military Villagewere able to enjoy the game from standing room onlysection in the southeast endzone, complete with aDRASH Tent to get warm during breaks.
IN-GAME PSAS, FEATURES AND PA READS 15-Second PA Read: “EARLIER TODAY THE USO HOSTED A SPECIAL RECEPTION IN THE CHAMPIONS CLUB HONORING OUR NATIONS WOUNDED WARRIORS AND OUR VISITING MEDAL OF HONOR RECIPIENTS. REMARKS WERE GIVEN BY THE SECRETARY OF THE AIR FORCE, THE HONORABLE MICHAEL DONLEY. THE USO IS PRIVILEGED TO SERVE THOSE WHO SERVE AND THEIR FAMILIES AND APPRECIATES THE SUPPORT OF THE COMMUNITY TO KEEP USO PROGRAMS AND SERVICES GOING!”USO Received: First Break of Second Half Dedicated for USO “Good to Be Back” :30 PSA B-Roll of USO Reception accompanied by PA Read (above) On-Field Interview with Frank Thorp Three (3) In-Stadium :30 PSAs – “Good to be Back” : Run just prior to pregame parachute into stadium Run in second break of 1st Quarter (Break 1.2) Run in first break of 3rd Quarter (Break 3.1) Shout-outs filmed at BWI Airport’s USO Lounge run on videoboard throughout the game
REACH OF THE MILITARY BOWL The Military Bowl was broadcast nationally on ESPN, and garnered a 1.6 rating, representing an estimated reach of 1,245,000 households. Locally, the Military Bowl broadcast on ESPN reached an estimated 65,330 households in the Baltimore-Washington area, Garnering a 1.9 Rating in Washington, DC (44,370) and a 1.9 rating in Baltimore (20,958 HH) Aired LIVE worldwide on American Forces Network – AFN Sports The AFN worldwide broadcast serves American service men and women, Department of Defense and other US government civilians and their families stationed at bases in 175 countries, as well as onboard U.S. Navy ships at sea. Radio broadcast syndicated Nationally on Touchdown Radio Aired locally on ESPN980 Aired on team radio networks of Toledo and Air Force Over 25,000 fans were in attendance for the fourth college football bowl game held at RFK Stadium. An estimated 10,000 fans visited the Military Village outside of RFK Stadium prior to the game.
ON-FIELD LOGOSWhile difficult to assign a media value, the USO logos painted onto the field at the 25-yardlines, combined with the integration of the USO logo into the bowl’s logo at midfield provideUSO with a powerful logo placement to raise awareness and recognition of the USOthroughout the live three and a half hour broadcast on ESPN and AFN Sports, and highlightson SportsCenter and other media coverage.
CAMERA-VISIBLE STADIUM WRAPS In-stadium wraps were new for the 2011game. In addition to the inclusion of USO’s twologos on the endzone banner in 2010, USO’s logowas included nine additional times across thecamera-visible side of the stadium. These brightsigns covered the green stadium walls, incorporatingUSO logos, military imagery, and NorthropGrumman employees participating in creating USOcare packs faded into the design, seen in each ofthese images.
MEDIA BACKDROP STEP & REPEATThe USO logo was included on our media backdrop, placingUSO alongside Northrop Grumman and Events DC inpregame interviews, team welcome receptions, and thepostgame press conference.
PROMOTION OF THE MILITARY BOWLThe Military Bowl utilized a strategic advertising plan to place more than 2,556 ad units in theBaltimore and Washington markets. Advertising included a combination of specific mentions ofthe USO and inclusion of USO’s logo in the Military Bowl logo.The advertising was supported by PSA’s filmed with Charles Mann and Art Monk at RFKStadium, and USO Holiday Greetings filmed outside of the USO Lounge at BWI Airport. Thegreetings were run 35 times, with 64 PSA airings on WJLA-TV. PSA’s were run in 158x onComcast SportsNet between Baltimore and Washington.
LOGO INCLUSION IN ADVERTISING Seen to the left are the Military Bowl Season’s Greetings, with messages filmed at the USO Lounge at BWI Airport in front of USO of Metropolitan Washington’s logo. Seen below is the inclusion of the USO’s logo in the “Get your Tickets” spot on ABC7.
PUBLIC SERVICE ANNOUNCEMENTSThree PSA’s were produced in HD, andscripted without specific years to remain“evergreen” for use as long as gameremains at RFK Stadium.
IN-MARKET AWARENESSThis year’s Army-Navy game included a scoreboard logo and PA read, reaching over 70,000 atFedEx Field on December 10. "Fans, catch more great college football action and help to support the USO by getting your tickets today for the Military Bowl presented by Northrop Grumman. This years matchup features the Air Force Academy Falcons versus the Toledo Rockets. Game time is 4:30 pm, December 28, from historic RFK Stadium. For tickets or more information go to MilitaryBowl dot org"
HIGHLIGHTS: FORWARD PROGRESS E-NEWSLETTER Quick updates on the bowl, with top 5-6 stories, event updates and key college game previews 16 Weekly Editions sent out to over 2,000 opt-in subscribers. Reposted to Northrop Grumman’s intranet weekly USO logo listed at top of sponsor logos
MEDIA COVERAGE The USO was included in media efforts starting in August through gameday. The USO was specifically mentioned in 16 Media Releases and Advisories, receiving both local and national media coverage, including a great story on the Bleacher Report, left.
Secondary Presenting Sponsor Medal of Honor Sponsor Championship Award Ceremony Sponsor Official Indoor Tailgate Sponsor Teams Luncheon Sponsor Military Village Presenting Sponsor Halftime Entertainment Presenting Sponsor
Thank you for your involvement in the 2011 Military Bowlpresented by Northrop Grumman benefiting the USO. Yourparticipation helped to make this event a tremendous success.We look forward to developing new assets and programs thatcan strengthen the year-round promotion and growth for the2012 Military Bowl featuring West Point Academy versus arepresentative from the Atlantic Coast Conference.