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Chase Guardians of the Gridiron

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Community marketing program focused on activating the Chase brand via experiential events, social media, contest promotions and awards.

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Chase Guardians of the Gridiron

  1. 1. 2014 SPONSORSHIP RECAP
  2. 2. #BETTERSAFERGAME CHASE,USAFOOTBALL & NEWYORK GIANTS SPONSORSHIP OVERVIEW This past fall, Chase, the New York Giants and USA Football teamed up to educate, recognize and reward youth football clubs in the Tri-State area that are committed to providing a better, safer game to children in their communities through Heads Up Football. Key elements of the sponsorship included: • Regional sponsorship of Heads Up Football (NY, NJ and CT) • Heads Up Football Week presented by Chase • Chase Guardians of the Gridiron Award • Heads Up Football Practice at Quest Diagnostics Training Center - the Giants Training Facility in East Rutherford, NJ • Social media, Media/PR assets, New York Giants in-game media assets
  3. 3. #BETTERSAFERGAME CHASE,USAFOOTBALL & NEWYORK GIANTS WHAT IS HEADS UP FOOTBALL? • USA Football’s national player health and safety initiative, designed to train and educate coaches, players and parents on better, safer football • Supported and endorsed by: • NFL and all 32 NFL teams • NCAA • Big Ten, Big 12, Pac-12, SEC, ACC conferences • NFHS, AFCA • CDC, American College of Sports Medicine, NATA and more…
  4. 4. #BETTERSAFERGAME CHASE,USAFOOTBALL & NEWYORK GIANTS HEADS UP FOOTBALL CURRICULUM Coaching Certification Concussion Awareness Equipment Fitting Heads Up Tackling Heat & Hydration Heads Up Blocking Sudden Cardiac ArrestEquipment Fitting Concussion Awareness Heads Up Tackling Heat & Hydration Coaching Education Sudden Cardiac Heads Up Blocking Original Content 2014 2015 HEADSUPFOOTBALL CURRICULUM
  5. 5. #BETTERSAFERGAME HEADS UP FOOTBALL WEEK PRESENTED BY CHASE
  6. 6. #BETTERSAFERGAME Heads Up Football Week presented by Chase visited three (3) Heads Up Football clubs in the Tri-State area and delivered to each organization a USA Football-run Parent/Player Safety Clinic. Clinics featured player health and safety discussions, introduced club parents and players to their organization’s Player Safety Coach, and provided all parents with insight into how their children’s football programs are teaching better, safer football. In addition to providing Heads Up Football education to parents and players, events featured New York Giants alumni players and $1,000 equipment donations to participating clubs. HEADSUP FOOTBALL WEEKPRESENTEDBY CHASE OVERVIEW
  7. 7. #BETTERSAFERGAME • Official introduction of participating clubs’ Player Safety Coach to parents and players • Heads Up Football education for parents and players: • Concussion Education, Equipment Fitting, Heat & Hydration, Heads Up Tackling (key components in 2014) • $1,000 equipment donation to each participating club • New York Giants alumni integration • Chase branding and signage at all events • Four (4) table skirts, four (4) a-frame signs, twelve (12) branded helmets, one (1) branded large check • On-field presentation at New York Giants USA Football Month game featuring participating clubs • Media/PR; Social media promotion HEADSUP FOOTBALL WEEKPRESENTEDBY CHASE KEY ELEMENTS
  8. 8. #BETTERSAFERGAME Date: Monday, August 25, 2014 Location: Monsignor Farrell High School Organization: Staten Island Pee Wee Football • 185 players, 130 parents • Chase and USA Football presented the Staten Island Pee Wee Football League with a $1,000 equipment grant for participating in Heads Up Football Week presented by Chase • Former New York Giants tight end Howard Cross spoke to all players and parents about the importance of hard work both on the field and in the classroom as well as the importance of Heads Up Football HEADSUP FOOTBALL WEEKPRESENTEDBY CHASE NIGHT 1: STATEN ISLAND, NY
  9. 9. #BETTERSAFERGAME HEADSUP FOOTBALL WEEKPRESENTEDBY CHASE NIGHT 1: STATEN ISLAND, NY
  10. 10. #BETTERSAFERGAME Date: Tuesday, August 26, 2014 Location: Oceanside High School Organization: Oceanside Stallions Youth Football • 105 players, 85 parents • Clinic focused on the core components of Heads Up Football and featured various demonstrations, including an equipment fitting demonstration with a Riddell fitting expert • Former New York Giants punter Sean Landeta spoke to all players about working hard, setting goals and the importance of educating parents (moms in particular) on better, safer football HEADSUP FOOTBALL WEEKPRESENTEDBY CHASE NIGHT 2: OCEANSIDE, NY
  11. 11. #BETTERSAFERGAME HEADSUP FOOTBALL WEEKPRESENTEDBY CHASE NIGHT 2: OCEANSIDE, NY
  12. 12. #BETTERSAFERGAME Date: Wednesday, August 27, 2014 Location: Soveral Park - East Orange, NJ Organization: East Orange Jr. Jaguars Youth Football • 155 players, 85 parents • Former New York Giants running back Ottis “O.J.” Anderson spoke to the group about his youth football and NFL experiences as well as giving his endorsement of USA Football’s Heads Up Football program • East Orange town councilman Chris James was on site to show his support of the East Orange Jr. Jaguars and to participate in the check presentation to the club HEADSUP FOOTBALL WEEKPRESENTEDBY CHASE NIGHT 3: EAST ORANGE, NJ
  13. 13. #BETTERSAFERGAME HEADSUP FOOTBALL WEEKPRESENTEDBY CHASE NIGHT 3: EAST ORANGE, NJ
  14. 14. #BETTERSAFERGAME HEADSUP FOOTBALL WEEKPRESENTEDBY CHASE FINALE: GIANTS GAME ACTIVATION Each club that participated in Heads Up Football Week presented by Chase was honored on the field during the New York Giants USA Football Month game on August 28. Four (4) representatives from each club were on the field and recognized for their efforts in providing a better, safer game for children in their communities through Heads Up Football. Chase and USA Football logos were present on the stadium LED screens during the presentation. The Chase/USA Football promotional vignette was also shown during the game.
  15. 15. #BETTERSAFERGAME
  16. 16. #BETTERSAFERGAME The Chase Guardians of the Gridiron Award program recognizes and rewards youth football clubs in the Tri- State area that have adopted Heads Up Football and are helping to make the sport of football better and safer for children in their local communities. Together, Chase and USA Football featured an online contest that allowed Heads Up Football clubs to showcase how they are changing the culture of America’s favorite sport and gave them the opportunity to win equipment grants for their organizations. CHASEGUARDIANSOF THE GRIDIRON CONTEST OVERVIEW
  17. 17. #BETTERSAFERGAME • Branded microsite (Chase/USA Football/New York Giants) featuring online voting campaign • Social media campaign • Email marketing campaign • Banner advertisements on USAFootball.com (geo-targeted to 75-mile radius around East Rutherford, NJ) • Leveraging of New York Giants relationship/assets • $7,000 in equipment donations • Branded promotional items (t-shirts) • User-generated content (finalist video submissions) • $5,000 on-field check presentation to grand prize winner at Giants home game • Media/PR CHASEGUARDIANSOF THE GRIDIRON KEY PROGRAM ELEMENTS
  18. 18. #BETTERSAFERGAME CHASEGUARDIANSOF THE GRIDIRON TRI-STATE AREA PARTICIPATION • 101 Tri-State area youth football organizations within a 75- mile radius around MetLife Stadium enrolled in Chase Guardians of the Gridiron program • IMPACTED MORE THAN 15,000 youth football players, 22,500 parents and 2,200 coaches • 49 organizations - New York • 42 organizations - New Jersey • 10 organizations - Connecticut • 30 Chase Guardians of the Gridiron Award official nominees (10 per month - 3 months) • 3 finalists • 1 grand prize winner
  19. 19. #BETTERSAFERGAME CHASEGUARDIANSOF THE GRIDIRON OFFICIAL NOMINEES SEPTEMBER Metuchen Bulldogs Youth Football(Metuchen, NJ) Wallkill Valley Youth Football (Franklin, NJ) Elizabeth Packers Youth Football (Elizabeth, NJ) Florham Park-East Hanover Youth Football (Florham Park, NJ) Long Beach Bulldogs Youth Football (Long Beach, NY) Babylon Village Panthers Football (Babylon, NY) Cortlandt Panthers Youth Football (Cortlandt Manor, NY) John Jay Indians Youth Football (Katonah, NY) Southern Dutchess Youth Football (Hopewell Junction, NY) Stratford Redskins Youth Football (Stratford, CT) *Monthly Winner (Finalist) in bold above; logo pictured
  20. 20. #BETTERSAFERGAME CHASEGUARDIANSOF THE GRIDIRON OFFICIAL NOMINEES OCTOBER Newton Braves Youth Football (Newton, NJ) Springfield Jr. Dawgs Youth Football (Springfield, NJ) Boynton-Mountain Lakes Youth Football (Boonton, NJ) Hillsborough Raiders Youth Football (Hillsborough, NJ) Plainfield Titans Pop Warner (Plainfield, NJ) Baldwin Bombers Youth Football (Baldwin, NY) Wallkill Panthers Youth Football (Wallkill, NY) Suffern Mounties Youth Football (Suffern, NY) Fairfield Wildcats Youth Football (Fairfield, CT) Cos Cob Crushers Youth Football (Cos Cob, CT) *Monthly Winner (Finalist) in bold above; logo pictured
  21. 21. #BETTERSAFERGAME CHASEGUARDIANSOF THE GRIDIRON OFFICIAL NOMINEES NOVEMBER Shrub Oak Youth Football (Shrub Oak, NY) Port Jefferson Royals Youth Football (Port Jefferson, NY) East Rockaway Raiders Youth Football (East Rockaway, NY) Three Village Wildcats Youth Football (East Setauket, NY) Massapequa Mustangs Youth Football (Massapequa, NY) Westfield P.A.L. Youth Football (Westfield, NJ) Allentown Redbirds Youth Football (Allentown, NJ) Colonia Patriots Youth Football (Colonia, NJ) Edison Jets Youth Football (Edison, NJ) Morristown Wildcats Youth Football (Morristown, NJ) *Monthly Winner (Finalist) in bold above; logo pictured
  22. 22. #BETTERSAFERGAME CHASEGUARDIANSOF THE GRIDIRON BRANDED MICROSITE The Chase Guardians of the Gridiron microsite served as the hub for the awards program and base for online voting. MICROSITE ADDRESS: http://www.usafootball.com/ chase ONLINE VOTES: 148,359 PAGEVIEWS: 154,117 (September - December)
  23. 23. #BETTERSAFERGAME CHASEGUARDIANSOF THE GRIDIRON ONLINE VOTING/CLUB PROFILES Visitors to the microsite could view nominee profiles and vote for their favorite Heads Up Football clubs. Once votes were submitted, voters had the opportunity to share their selections on Facebook and Twitter via a pop-up window.
  24. 24. #BETTERSAFERGAME CHASEGUARDIANSOF THE GRIDIRON SOCIAL MEDIA PROMOTION USA Football provided each officially nominated club with social media tools to help promote its involvement in the Chase Guardians of the Gridiron award program. Each organization received customized co- branded flyers to post on its Facebook and Twitter pages, tag ‘friends’ in and encourage the vote. USA Football tracked all social media promotion through a customized program hashtag. (#ChaseGuardians). All social media promotion using #ChaseGuardians was funneled into the program microsite.
  25. 25. #BETTERSAFERGAME CHASEGUARDIANSOF THE GRIDIRON SOCIAL MEDIA PROMOTION
  26. 26. #BETTERSAFERGAME CHASEGUARDIANSOF THE GRIDIRON PROGRAM PROMOTION USA Football distributed co-branded email blasts to parents, coaches and Player Safety Coaches from Heads Up Football-enrolled organizations in the Tri-State area. Once organizations were selected as official nominees, each was provided with a customized co-branded email blast to distribute to its database, encouraging individuals to vote for the club. EMAIL MARKETING GEOTARGETED BANNER ADVERTISING ON USAFOOTBALL.COM CLUB WEBSITE PROMOTION Chase received numerous brand impressions thanks to clubs involved in the Chase Guardians of the Gridiron program that promoted their involvement in the award on their organization’s web page.
  27. 27. #BETTERSAFERGAME CHASEGUARDIANSOF THE GRIDIRON NFL TEAM INTEGRATION USA Football worked with the New York Giants to provide Chase Guardians of the Gridiron content that was integrated into Chase’s existing New York Giants in-game media assets. USA Football produced a 30-second promotional vignette that ran in-game during the season. In addition to the vignette, each month’s winners were displayed on the stadium LED boards to a full MetLife Stadium crowd during various New York Giants home games. https://www.youtube.com/watch?v=E0owJ0SgUh8
  28. 28. #BETTERSAFERGAME CHASEGUARDIANSOF THE GRIDIRON EQUIPMENT GRANTS Chase and USA Football provided winners in the Chase Guardians of the Gridiron program with a total of $7,000 in equipment grants. • 3 monthly winners each received a $1,000 equipment grant • 1 grand prize winner received an additional $4,000 equipment grant USA Football visited each monthly winner during the season and presented them with their $1,000 equipment grant. Each monthly winning organization also received Chase Guardians of the Gridiron t-shirts for the entire club (coaches and players). USA Football pitched local media in each monthly winner’s market.
  29. 29. #BETTERSAFERGAME CHASEGUARDIANSOF THE GRIDIRON FINALIST VIDEOS Monthly winners for the Chase Guardians of the Gridiron award were named finalists for the yearly award. Each finalist was required to submit a video showcasing to USA Football how their organization best implements USA Football’s Heads Up Football program and is driving a better, safer game in their respective community. https://www.youtube.com/watch?v=4zrvKxeX76g&feat ure=youtu.be https://www.youtube.com/watch?v=ReNvgRCIW5A&featu re=youtu.be https://www.youtube.com/watch?v=aFJCNOmacIM&feature=youtu.be
  30. 30. #BETTERSAFERGAME CHASEGUARDIANSOF THE GRIDIRON GRAND PRIZE WINNER USA Football selected the Newton Braves Youth Football club (Newton, NJ) as the grand prize winner of the 2014 Chase Guardians of the Gridiron Award. The Newton Braves were invited to attend the New York Giants home game on December 14, where the organization was presented with a check for $5,000 good toward new football equipment. Michael Haberman, head of the Northeast region for the JPMorgan Chase Foundation, helped present the check to the Newton Braves.
  31. 31. #BETTERSAFERGAME HEADS UP FOOTBALL PRACTICE EVENT AT QUEST DIAGNOSTICS TRAINING CENTER PRESENTED BY CHASE
  32. 32. #BETTERSAFERGAME CHASE,USAFOOTBALL & NEWYORK GIANTS GIANTS PRACTICE EVENT To further reward youth football clubs in the Tri-State area for their commitment to a better, safer game, USA Football invited select Heads Up Football clubs to have the once-in-a-lifetime opportunity to practice under the same roof as the New York Giants. Chase - the official bank of the New York Giants - and USA Football awarded 5 youth football organizations to hold a team practice at the Quest Diagnostics Training Center - the Giants Training facility in East Rutherford, NJ. Teams held an hour-and-a-half-long practice and had the opportunity to meet and greet with current Giants players Peyton Hillis and Zack Bowman. Chase and USA Football also awarded $4,000 in equipment grants to clubs participating in the event.
  33. 33. #BETTERSAFERGAME CHASE,USAFOOTBALL & NEWYORK GIANTS GIANTS PRACTICE EVENT The event featured Chase branded signage throughout the facility. A key branding moment for Chase included each athlete participating in the practice event receiving his or her very own Giants practice jersey. Each jersey featured the Chase logo branded on the sleeve.
  34. 34. #BETTERSAFERGAME CHASE,USAFOOTBALL & NEWYORK GIANTS GIANTS PRACTICE EVENT Current New York Giants RB Peyton Hillis and DB Zack Bowman delivered key messaging to all attendees, signed autographs and took pictures with all of the youth football players practicing during the evening.
  35. 35. #BETTERSAFERGAME CHASE,USAFOOTBALL & NEWYORK GIANTS GIANTS PRACTICE EVENT
  36. 36. #BETTERSAFERGAME CHASE,USAFOOTBALL & NEWYORK GIANTS MEDIA/PR
  37. 37. #BETTERSAFERGAME CHASE,USAFOOTBALL & NEWYORK GIANTS MEDIA/PR http://www.silive.com/youthsports/index.ssf/2014 /08/staten_island_pee_wee_football_2.html http://www.silive.com/youthsports/index.ssf/2014 /08/staten_island_pee_wee_football_3.html
  38. 38. #BETTERSAFERGAME CHASE,USAFOOTBALL & NEWYORK GIANTS MEDIA/PR http://essexnewsdaily.com/sports/sports- eastorange/40502 http://tapinto.net/articles/edison- jets-youth-football-needs-your-vote http://ramapotimes.cpnewsnet.com/2014/1 0/17/suffern-mounties-youth-football- needs-your-vote/
  39. 39. #BETTERSAFERGAME CHASE,USAFOOTBALL & NEWYORK GIANTS QUOTES “The Metuchen Bulldogs would like to thank Chase for their sponsoring of the Guardians of the Gridiron. The award for us validates that we are making a difference in the sport that we love. The $1,000 grant has been used to help us get 8 new helmets and 20 new shoulder pads. For a town that is 2.4 square miles, being a younger organization trying to rebuild and having little to no funding, the grant will be making a huge impact on our players in the form of newer, safer equipment.” -Ryan Toth, Football Commissioner/Player Safety Coach - Metuchen Bulldogs Pop Warner (Metuchen, NJ) “My husband and I are looking to move our mortgage and personal business accounts from US Bank. Chase was not in our consideration radar at all, until the Chase Guardians of the Gridiron contest. Also, I am reviewing our football league, lacrosse league and education foundation business accounts. All are currently with WellsFargo (which is really convenient for us and we pay nothing to have the accounts). If we move or open other accounts, I know we will look at Chase which was not on our radar when we opened with Wells Fargo. Chase’s investment in the area’s youth is branding them as part of the team and fostering consumer loyalty. Brilliant way to spend a company’s marketing monies— supporting and giving back to the youth. Makes us all desirous of showing Chase our appreciation via patronage and partnership.” -Shelley Zambardi Hineline, Administrator - Newton Braves Youth Football (Newton, NJ) “On behalf of the players, parents, coaches and the entire “Shrub Oak Hornets Football Family” I would like to express my heartfelt thanks to you and the entire Chase organization for sponsoring USA Football’s Guardian of the Gridiron Award. Shrub Oak Youth Football won it for the month of November. The $1,000 grant will go to the purchase of much needed equipment for our players. Every year we replace aging equipment and it is even more important in terms of safety to accelerate that timeline whenever possible. We are a non-profit 501(c)3 so budgets are always tight but with this grant we will be able to purchase some much-needed new equipment for the players. In today’s fast- paced business world where so much emphasis is placed on corporate profits and the bottom line it is nice to see a Fortune 500 company taking a vested interest in the youth of America by partnering with USA Football. I know this is a small initiative for Chase but I want you to know that it makes a big difference to Shrub Oak Football and my players. You are allowing us to “Chase What Matters” and for us that’s primarily safety for our players. Thank you once again!” -Mike Sancimino, President/Player Safety Coach - Shrub Oak Youth Football (Shrub Oak, NY)

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