2. Agenda
① Challenge Recap
② Target Market
③ Campaign Goals
④ Tactics
o Social Media
o Digital
o Sweepstakes
o New York Experience
⑤ Summary
3.
4. Demographic Information Market Information
Gender Male and Female
Age 22-27
Education Some College
Income Level $44,800 - $110,000
Campaign Target Market
5. Campaign Goals
• Improve FOX Sports College Basketball social media presence
• Enhance FOX Sports relationship with college-aged sports fans
• Foster a cohesive culture, camaraderie, and rivalry among BIG EAST fans
• Create Tournament experience independent from each team’s
performance
7. Social Media Overview
• Facebook and Twitter are primary platforms of focus for this
campaign – each with a unique purpose
• Xavier Athletics and the BIG EAST Conference currently have strong
presence
• Opportunity for FOX Sports to improve
8. Social Media Research
• Sport-specific social media accounts can be found among all major
sport cable networks
• Facebook: stories and videos
• Twitter: live updates and breaking news
• FOX Sports has sport-specific accounts for most major professional
sports
• Accounts for one collegiate sport: College Football
9. Social Media Research
1. ESPN
• Facebook: 1.1m likes
• Twitter: 510k followers
2. CBS Sports
• Facebook: 11k likes
• Twitter: 53k followers
3. NBC Sports
• Facebook: >1k likes
• Twitter: 13k followers
10. Social Media Execution
• Launch FOX Sports College Basketball specific Facebook and Twitter
accounts
• Facebook post would include storylines and videos, mostly with links
directly to FOXsports.com
• Twitter posts would provide live updates and breaking news
11. FOX College Basketball
@MBBonFOX
The official account for @FOXSports’ College Basketball
coverage.
Los Angeles, CA – foxsports.com/collegebasketball
13.3k 989 331k
FOX College Basketball
@MBBonFOX
#BIGEAST
FOX College Basketball @MBBonFOX 1m
FINAL: #12 @XavierMBB defeats Western Kentucky 95-
64 to move to 8-0. #BIGEAST
Expand
Xavier Basketball @XavierMBB 2d
Shout out to @TrevonBluiett on a second straight
@BIGEAST Weekly Honor roll appearance.
Retweeted by FOX College Basketball
Steve Lavin @SteveLavin64
Followed by @FOXSPORTS and
others
Ryan Field @RyanFieldFS1
Followed by @FS1 and others.
FOX College Basketball @MBBonFOX 31m
Upset complete! UCLA stuns Kentucky and hand
Wildcats 1st loss of the season.
Expand
FOX College Basketball @MBBonFOX 1h
BREAKING: NCAA upholds 9-game ban for Syracuse
head coach Jim Boeheim.
Expand
FOX College Basketball @MBBonFOX 2h
The New AP poll is out. Take a look and see where your
team ranks! foxsports.com/college-basketball/story
Expand
14. FOX College Hoops TIP-OFF
Overview
• FOX College Hoops Tip-off recently launched
• Improve current show by bringing it to campus
• Cast and segments enhance relationship between FOX
Sports and College Basketball fans
15. FOX College Hoops TIP-OFF
Research
“During my time at ESPN I have never had a better
professional experience. I realized up close how powerful
the SC brand truly is. Not only did they want us there they
went out of their way at the stadium and also downtown at
the Kansas City power and light that they wanted us to
come back.”
~Jonathan Coachman, SportsCenter anchor (ESPN Front
Row, 2014)
.
16. FOX College Hoops TIP-OFF
Execution
Ryan Field Katie Nolan Colin CowherdGus Johnson
17. FOX College Hoops TIP-OFF
Execution
• ‘Herd on the Road
• “A Week in the Life”
• Student Anaylist
19. Sweepstakes Overview
• Tying fan experience at hometown arena to making the
trip to the BIG EAST Tournament
• In-arena technology used by numerous professional and
collegiate sports teams
25. Set Up
• TapSnap Kiosk operates in
12 x12
• 120 inch Social Wall in Zone
• 60 inch Social Wall on Main
Concourse
26. Benefits
• BIG EAST Tournament
Sweepstakes
• Email database
• User generated content
• Sponsorship revenue
27. Sweepstakes Revenue Model
TapSnap
• One-time
• Hardware purchase
• Hardware add-ons
• Green Screen
• Service
Social Wall
• One-time
• LED Screen
• Recurring
• Service subscription
Sponsor
• Recurring
• Branding elements
• Hashtag, location,
event
• Area/ component
of Social Zone
28. Milestones
• BIG EAST Conference social audience just shy of 600,000 people
•November to February
Fans are entering and participating in Sweepstakes through Social Media Zone
• December, February, March
Participants receive incentives to buy BIG EAST Tournament tickets based
on information provided at social zone
• Sweepstakes winner goes to BIG EAST Tournament
30. Experience Overview
• Create an entertainment experience that is independent
of a teams performance
• Cost-effective options building off of current ticket
package offerings
33. The BIG EAST Experience
• Conference wide add-on ticket package
• Build relationships, comradery, and rivalry
• Focus on young professionals and northeast alumni
• Add on Price: $150 ~ $200 Value: approx. $300
34. The BIG EAST Experience
Includes
• BIG EAST Tournament All
Session Pass
• BIG EAST Serves Concert
• Tour of Madison Square
Garden
• Hop On Hop Off
Sightseeing Tours
Pick Three of Six
• Tastes of the BIG EAST
• Comedy/Improv Show
• Beer Tour of NYC
• Walking tour of Broadway
• $25 Gift card to NY
restaurant
• Central Park Bike Tour
