FOX Sports Business Proposal

Proposal
Ascending Team Services
FOX Sports University
Paul Fritschner, Nick Hessler, Claire Martin,
and Andrew Sadler
FOX Sports
Client
Fall
Semester
2017
Current Year
Xavier University
School

FOX Sports U
Ascending Team Services2
CONTENT:
Table of contents
04 FOX Brand Analysis
10 Strategies
12 Goals
13 Objectives
14 Tactics
18 References

BIG EAST
Xavier University3
INTRODUCTION
Developed for FOX Sports
This semester, FOX Sports University
teamed up with Xavier University to
present a real world marketing challenge
to a class of students. The class was
tasked with crafting a campaign to
drive excitement and awareness of BIG
EAST Basketball on FS1 and position
FOX Sports as the go-to network for
college basketball. Over the course
of the semester, we have prepared a
solution to this problem through social
and digital media to increase awareness
within the millennial population.

FOX Sports U
FOX SPORTS
FOX Sports includes ownership and
interests in linear television networks,
digital and mobile programming,
broadband platforms, multiple
web sites, joint-venture businesses
and several licensing partnerships.
FOX Sports is the umbrella entity
representing 21st Century FOX’s
wide array of multi-platform US-
based sports assets. Built with brands
capable of reaching more than 100
million viewers in a single weekend,
Brand Analysis
College Basketball
FOX Sports has exclusive contracts with
theBIGEASTandBigTen.Theseprograms
areshownonFS1orFOXSportsRegional.
FS1
UEFA Chamipons
League & UFC
FS2 is the home for the UEFA
Champions Soccer League and for UFC.
FS2
FOX Sports. 24/7.
FOX Sports GO is a digital asset for FOX
Sports which streams almost all FOX
Sports content for digital users. Some
events require a payment to watch.
FOX Sports GO
Source: foxsports.com

BIG EAST
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FOX Sports owns and operates
22 regional sports networks
that broadcast professional and
non-professional sports to fans in
a geographic region. For example,
the Cincinnati Reds, Columbus
Blue Jackets, and the Cleveland
Cavaliers are broadcast on FOX
Sports Ohio.
By splitting up the sports
broadcast by geography, FOX
Sports is able to better market
products, events, and original
programming to their viewers.
Regional FOX affiliates also
broadcast some high school events
as well as minor league sports.
Eric Shanks
President,
FOX Sports
10
22
9+
1
IT’S PRETTY GROUND-BREAKING FOR
THIS COMPANY. IT’S A COMPLETE
SPORTS EXPERIENCE FOR A
COMPLETE SPORT. AND IT’S REALLY
JUST SCRATCHING THE SURFACE OF
WHAT WE COULD BE DOING WITH IT.
REGIONAL SPORTS NETWORKS
FOX Sports Network
Sports
Regional
networks
Original
Programs
FOX Sports
“

FOX Sports U
FOX Sports is the umbrella entity representing 21st Century FOX’s wide array of multi-platform US-based sports
assets. Built with brands capable of reaching more than 100 million viewers in a single weekend, FOX Sports
includes ownership and interests in linear television networks, digital and mobile programming, broadband
platforms, multiple websites, joint-venture businesses and several licensing partnerships. FOX Sports includes the
sports television arm of the FOX Broadcasting Company; FS1; FS2; FOX’s 22 regional sports networks, their affiliated
regional websites and FSN national programming; FOX Soccer Plus and FOX Soccer 2Go; FOX Deportes and FOX
College Sports. In addition, FOX Sports also encompasses FOX Sports Digital, which includes FOXSports.com, FOX
Sports GO, Whatifsports.com and Yardbarker.com. (foxsports.com)
FOX Sports expects a solution to the issue of declining millennial brand awareness. In our solution, they expect
two main deliverables: accurate research on millennials and their awareness on BIG EAST Basketball and an all-
encompassing BIG EAST on FS1 themed marketing strategy. The marketing strategy should include strategies that
center around creative taglines, social and digital media, on-air promotions, and off-air promotions.
While considering these strategies, we investigated each to gain a better understanding of the impact they will
make. For on-air promotion, we should examine potential commercial spots to air on FOX and FS1, inclusion in
ancillary programming such as Inside the BIG EAST, and in-game integration such as pre-game and post-game
inclusion. For digital and social media, we examined current Twitter, Instagram, and Facebook strategies for FOX
Sports accounts. Lastly, we examined the impact off-air promotions could make if we centered around national
marketing stunts, and other out-of-home messaging tactics.
Through FOX’s talent, FOX Sports identifies with bold personalities. For example, Gus Johnson is a very energetic
and enthusiastic commentator, he is one of the biggest names in sports broadcasting. Gus maintains a professional
demeanor but keeps sports fun and engaging for all fans. By being able to differentiate themselves and their
broadcasts from other networks such as ESPN and CBS by having a more engaging talent pool, FOX is able to
maintain a bold brand personality. Since people prefer engaging content on social media, FOX can capitalize on
their talent to create more engaging social content than other networks.
FOX Sports has a fan-centric identity, focusing on what the fans want to engage with. For example, their logo
drew inspiration from “the wave” and is now used across all FOX Sports networks to create a fluid and consistent
graphic look. Additionally, this branding has transformed over to the network’s flagship show, “FOX Sports Live”.
(Loyalkaspar) The FOX Sports brand is strong and identifiable which creates brand credibility and trust among
consumers. Additionally, a strong and identifiable brand creates a brand image that is polished and legitimate. By
gaining trust from their target market and having a strong brand image, FOX is more likely to gain new consumers.
FOX Sports positioned themselves as the color commentator of sports networks. FOX delivers analysis with
expertise during programming but with a twist: a much-needed dose of personality. In a world where sports have
become so serious and centered around an individual athlete and less on the sports itself, it’s time to bring the fun
back into sports. Additionally, FOX Sports positions themselves as a network that is less focused on the individual
performance of the athletes and more focused on the sport itself and colorful commentary. For example, during
men’s basketball games, FOX Sports discusses fun facts about some of the athletes such as favorite movie, favorite
food, and hidden talent; a colorful commentary concept that wouldn’t be acceptable on other sports networks.
(Loyalkaspar)
FOX Sports Brand Analysis

BIG EAST
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This chart illustrates where millennials watch sports highlights and where they receive sport related updates
FOX Sports targets a large audience because of their broad programming options. Specifically with FOX Sports
and NCAA College Basketball, men are more likely to be watching either men’s (69%) or women’s (61%)
basketball. Additionally, the majority of viewers are educated with four or more years of college (42%) and
white (77%). (Nielsen, 2)
Looking more into why people watch March Madness and the NCAA Tournament (see graphs below), people
want to be engaged in social interactions, win money, and have bragging rights over friends and family. The
majority of viewers (71%) also watched in their home on a TV. (Nielsen, 1)
This graph illustrates why and how people watch March Madness and the NCAA Men’s Basketball Tournament.
(Source: Nielsen, 1)

FOX Sports U
While our brand analysis does an excellent job of
looking at FOX Sports as a whole, our SWOT analysis
takes this a step further by looking specifically into
four main categories of the brand’s business strategy:
strengths, weaknesses, opportunities, and threats.
These categories help highlight the aspects of FOX
Sports’ strategy that are successful, while also taking
into consideration the ways in which their strategy
can improve. This type of analysis allows brands
to understand their current business model, seek
new business opportunities, and to consider the
competition in their market. Below we have organized
our analysis into the four categories, taking a deeper
look at the pros and cons of FOX Sports’ current strategy,
seeking opportunities for the future, and potential
threats that could influence their business strategy.
STRENGTHS
Throughout our research, we have recognized that
FOX Sports has a reputable brand name. FOX has an
incredibly strong presence as a brand itself, while
a wide range of networks. FOX Sports alone has FS1,
FS2, and regional sports networks. Their partnership
with the BIG EAST Conference has also increased
their brand reputation. They also have a joint
venture with the Big Ten Network and BTN2Go. They
are constantly looking for business opportunities
to enhance their brand name, especially in sports.
Besides their range of networks, FOX Sports has
a significant digital presence. In our research, we
found that 90% of millennials use social media
(Infusionsoft). With social media, FOX Sports have
profiles on the major platforms that millennials are on,
including Facebook, Instagram, YouTube, and Twitter.
In our research, we found that 88% of millennials get
their news from Facebook (Forbes). Having a digital
presence in today’s day and age is a competitive
tactic and strategy that drive businesses. FOX Sports
understands their market, and having profiles on
social media demonstrates that they understand
this and are looking to capitalize on future trends.
Another strength that FOX Sports emphasizes is their
reach. With advancements in technology on the rise,
FOX Sports is better able to reach their audience, near
or far. With FOX Sports’ combination of digital and
televised broadcasting, they have the ability to reach
more than 100 million viewers in just one weekend of
games (FOX Sports Press Pass). This reach allows FOX
Sports to increase brand awareness. Finally, FOX Sports
reaches their mobile audience extremely well through
live video and streaming. Fans who are watching on their
mobile devices are able to connect to the brand and
watch the teams they love. Having this affordance is an
advantage for FOX Sports, as mobile is becoming a more
convenient way of watching sports and receiving news.
WEAKNESSES
Although FOX Sports has many strengths, we’ve also
come across some weaknesses. FOX Sports reaches
their millennial audience by having a presence on
Facebook, Twitter, and Instagram, however, they lack
followers. FOX Sports is moving to more differentiated
social feeds, a smart move, but must increase their
followings to better promote their brand and content.
Another weakness we have seen is FOX Sport’s lack
of being the “Home of BIG EAST Basketball.” This
partnership with the BIG EAST is something FOX Sports
prides themselves on, but the digital presence of the
partnership is lacking on foxsports.com. When going on
site, the BIG EAST is not well-represented or easy to find
by users. These are currently the tabs on the website, as
BIG EAST Basketball is not an option for users to click on.
Having BIG EAST Basketball well-represented physically
on foxsports.com would be more of an asset to FOX
Sports in reaching the millennial audience. This ties in
with our tactic of having a tab on the site that links to
a BIG EAST Basketball page. This page will have the
map of the BIG EAST schools displayed for users to
FOX Sports SWOT Analysis

BIG EAST
Xavier University9
click on and learn more about teams, players, and the
conference itself.
With that being said, there are also misunderstandings
with FOX Sports being associated with FOX News. This
false association can cause the relationship between
FOXSportsandtheiraudiencetobenonexistentattimes.
There needs to be a better distinction between the two.
A final weakness we have recognized is the loss of
households FOX Sports is facing. In February of this
year alone, FS1 lost more than 143,000 households
(Casselberry). Since more and more viewers are
shifting to mobile, there is less of a need to subscribe
to certain television networks. With mobile devices
and streaming services, viewers can stay connected
24/7, constantly checking for score updates and
play-by-plays.This is something FOX Sports needs to
consider in their strategies moving forward in regards
to shifting from television to mobile viewing. That is
why two of our tactics focus specifically on mobile
engagement, one with a hashtag (#OneBIGEAST) and
one that engages users over Facebook Live. When we
refer to engagement, it is a way in which users are
actively involved in the content that is provided to
them, participating through views, comments, likes,
shares, or reactions.
OPPORTUNITIES
Looking externally, there are several opportunities
FOX Sports has to grow their brand. The first
would be more creative, interactive video content.
In our research, we noted that the attention
spans of millennials are short, are you must
create content that is long enough to maintain
viewer’s attention, but short enough to keep them
around to watch more (American Marketing
Association). Along with that, engagement needs
to be priority. Videos must be engaging and
content that millennials want to share with others.
Next is the opportunity to better strengthen
the relationship across BIG EAST schools.
FOX Sports has the ability to better engage and unite
the schools that are apart of the BIG EAST across the
nation. Students enjoy friendly competition, and it
would be incredible to see FOX Sports foster this
through connecting the BIG EAST schools in some
way. One of our tactics directly correlates to this,
which you will better understand later. Our final
opportunity we have for FOX Sports is related to
their social feeds. We, as millennials, want to see
only the things that we are interested in on our
social media feeds. Having personalized social media
feeds will allow for better engagement from users.
THREATS
While being one of the major networks for sports,
FOX Sports is constantly facing fierce competition
with other major networks including ESPN, CBS, and
NBC. These networks all have different marketing
campaigns and strategies that make their network
unique. Keeping up with the times is not an easy task,
and finding the right way to do that is even more of
a challenge. Additionally, new technologies and
applications are constantly changing and evolving
(ex. Snapchat). It is important that FOX Sports focuses
their efforts on the platforms that are working for
them, despite what other networks are doing. Another
aspect of viewership that is constantly changing is
consumer preferences. As a society, we are shifting
to a more mobile-viewership, rather than standard
television. This could be a challenge for FOX Sports
moving forward in regards to business strategy and
financial success. Many viewers take advantage of
illegal online streaming, which can take away from
FOX Sports’ financial gain as a network. This could
also negatively impact their marketing efforts and
broadcasting on live television. Lastly, we see the
attention span of individuals as a threat. Through
the opportunities we have found, we think FOX
Sports will be able to combat this, but it is something
that could be worrisome in the future to come.
OUR FOCUS
Throughout our strategy, we want to spend our time
most on the opportunities that FOX Sports has as
a network. Their strategy is incredibly strong now,
but with the weaknesses that we found within our
research, we want to capitalize on the opportunities
they have. Through our tactics and strategy, we
have tangible goals and objectives we want to
meet in following through on these opportunities.

FOX Sports U
The main goal for this comprehensive marketing campaign is to drive awareness and excitement for BIG EAST
Basketball on FS1, and to position FOX Sports as the go-to network for college basketball. The time to highlight the
universities of the BIG EAST Conference and FOX Sports as a network is right now. Throughout our research on FOX’s
strategy and the millennial market, there are multiple gaps that we have identified that can be precisely filled.
Gaps
1. Lack of creative “out of the studio” video content on social media platforms that does not stop the scroll.
2. Shortage of informational, educational, and convenient content related to the universities of the conference.
3. Absence of interaction and engagement with millennial fans.
Altering the Social Media Strategy
FOX Sports must unify college basketball fans by placing them on the forefront of social media. FOX can do this by
engaging millennials on different social media platforms. Engagement is defined as FOX increasing shares, likes,
and comments on their content due to increased social media efforts. Engagement will also look like FOX Sports
interacting with millennials content, so posting and interacting with the fans to demonstrate their interest in the
fans. Instagram provides brands with 25% more engagement than any other social platforms, according to Richard
Lazazzera on “Instagram Marketing.” Lazazzera notes that by using the right hashtags will increase “long-term
engagement, new followers, and sales.” This means using hashtags associated with your brand (Friedman 2016).
KevanLeeofFastCompanyclaimsthat“resharingotherpeople’scontent,stayingactiveonsocial,creatingshareable
content,usinghashtags,andfollowingotheruserswillincreasefollowingsandengagementfromusers”(Lee2014).
This will address the first and third gaps previouly metioned. The first tactic (#OneBIGEAST) will come into
play here.
Educational Strategy
There is association disconnect between BIG EAST Basketball and FOX Sports. Millennials are having difficulty
placing the two together, BIG EAST Basketball and “The Home of BIG EAST Basketball,” both . One of the main
factors contributing to this disconnect is the ability for millennials to find BIG EAST basketball information and
content through FOX channels. “When Millennials want to dig deeper on a subject, search is the dominant method
cited by 57 percent (and it is the one cited most often as useful), followed by news sites (23 percent)”( Only 7
percent cite checking Facebook to learn more” (Young 2015). This aspect plays to the important role foxsports.
com will play in our campaign. Also, “when Millennials do dig deeper, the most important qualities that make a
destination useful are that they know the source well (57 percent) and that this digital source is transparent and
rich with references and links (52 percent)” (Young 2015). Currently, foxsports.com is an “umbrella” website,
with no distinguishable features or access to the BIG EAST Conference. “Millennials are turning to brands that can
offer maximum convenience at the lowest cost” (Singer). This will enhance foxsports.com as a trustworthy site for
information, as well making it a convenient destination for college basketball fans to engage with their brands.
This will address the issue of a shortage of informational, educational, and convenient content related to the
universities of the conference. The seond tactic (BIG EAST Conference Interactive Map) will help solve this
problem.
Engagement Strategy
Interacting with millennials on a personal level is an avenue that FOX Sports must explore to bridge the
existing gap with their millennial target base.
Strategies

BIG EAST
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The venues for the universities of the BIG EAST Conference offers FOX Sports a customizable
and behind the-scenes aspect to offer millennials. “Millennials value experiences and will
engage with a brand that they have established and profound connections with” (Bruijin 2017).
The locations of BIG EAST Conference members are some of the largest media markets in the United States,
providing flexibility and access for engaging millennials. There are four BIG EAST schools in the top ten media
markets. According to Nielsen’s 2017 ratings, “New York (St. John’s) is the number one market, Chicago (Depaul) is
number three, Philadelphia (Villanova) is number four, Washington DC (Georgetown) is the number seven media
market” (2017 Nielsen DMA Ratings). That is four conference members in the top ten. The use of experiential
marketing will form an intense connection between BIG EAST Basketball, FS1, and FOX Sports as a network.
This will address the third gap mentioned above. To close the gap, we will utilize our third tactic (BIG EAST
Arena Spotlight) and the fourth tactic (Facebook Live Events from Watch Parties). Ascending Professional
Services will be able to increase awareness and create excitement by focusing on millennials’ emotions.

FOX Sports U
GOALS
What will we accomplish?
Brand Awareness
Increase brand awareness of FOX Sporst and the BIG
EAST Conference through social media interaction
KPI: Unique Pageviews
Promote awareness about the schools, and give
students a reason to get excited about the game.
KPI: Live Video Views
Grow all FOX College Basketball and BIG EAST
Basketball content to increase traffic
KPI: Follower Count & Page Likes
Connections
Growth

BIG EAST
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Goal 1: To increase brand awareness of FOX Sports and the BIG EAST
Conference through social media interaction.
Objective 1
Through the use of search engine optimization, obtain 500,000 unique pageviews from October 1, 2018 - May
1, 2019. This will be targeted specifically at individuals who are not as aware of the BIG EAST, its brand, and its
member schools.
Objective 2
Have 5 groups of millennials (size of group is 5 individuals maximum) participate in the BIG EAST Arena
Spotlight in the first year of the campaign beginning at the start of the 2018 - 2019 basketball season. Keep it
at these numbers for every following year to keep its exclusivity for millennials.
Objective 3
Post one “out of studio” video every Saturday throughout conference play during the 2018-2019 season to the
@CBBonFOX Twitter account.
Goal 2: To increase connections between FOX Sports,
“The Home of BIG EAST Basketball” and millennials.
Objective 1
Host a Facebook Live Stream from a BIG EAST school’s campus or local “hot spot” on Wednesday once every
two weeks during the 2018 - 2019 season. This campaign would promote awareness about the schools, give
students a reason to get excited about a show with significant personalities, and promote the featured game
itself.
Goal 3: To boost millennial engagement and traffic on FOX’s digital
media channels between November 1, 2018 and March 11, 2019.
Objective 1
Grow the @CBBonFOX Twitter handle to at least 800,000 followers from its current state of 646,820 - a growth
of 24%. In addition, increase promotion of the rebrand for this Twitter account so that fans are aware there is a
new Twitter home for college basketball on FOX.
Objective 2
To increase BIG EAST Basketball content by 20% on FOX Sports’ Instagram account.
Objective 3
Increase the FOX College Basketball Facebook page following to 175,000 likes from its current status of
156,754 - a growth of 12%.

FOX Sports U
TACTICS
“Setting a goal is not the main thing. It is deciding how you will go
about achieving it and staying with that plan.”
How will we accomplish our goals?
#OneBIGEAST
A social media campaign
with “outside the
studio” video content.
Facebook Live
To use FOX Sports on-air
talent to interact with
millennials on Facebook.
Interactive BIG EAST Map
BIG EAST Spotlight
An online interactive
conference map for fans
to engage with.
Provide fans Behind-the-
Scenes opportunities at
BIG EAST arenas.
- Tom Landry

BIG EAST
Xavier University15
Tactic 1: #OneBIGEAST Social Media Campaign
with “Outside the Studio” Video Content
This hashtag will be incorporated with photographs and videos of millennials interacting with BIG EAST basketball.
This will mix in clips of the university’s’ student sections, as well as photographs and videos of students
interacting with the players and fans. Video is king on social media with “online video accounting for more than
74% of all web traffic” (Donovan 2016). Additionally, “90% of millennials are on social media”, thus suggesting
that brands must be actively sharing creative content to capture the attention of this age group (Donovan 2016).
The American Marketing Association claims you must “create content that is long enough to maintain viewer’s
attention but short enough to keep them around to watch more”(Millennials Coming of Age). According to the
digital marketing agency, Milestone, “three reasons for integrating links to social media on your website include
link building, improving your search rankings, and being visible so users can find them and interact instantly”
(How Millennials Use and Control Social Media). This content will be shared on Instagram, Twitter, and Facebook.
This is where our second tactic (Interactive BIG EAST Conference map for foxsports.com) will play a dynamic
role. Lindsay Kolowich of HubSpot claims that “adding social sharing buttons to all content will increase
reach (cross-branding social platforms creates better recognition and engagement)” (Kolowich). Mari Smith
for Social Media Examiner stated to “think and act like a member first and a marketer second” (Smith 2017).
Examples of Tactic 1:
BIG EAST 20 second promotional spot: https://www.youtube.com/watch?v=T_8VpGhPhs8
Byron Larkin Bobblehead Reactions: https://www.youtube.com/watch?v=N5ATmkPeZI8
Tactic 2: BIG EAST Conference Interactive MAP
Ascending Professionals Services will create an interactive map that uses the logo of each conference member,
placed at the city the school is located in. You will be able to click on any school’s logo and you’ll be directed
to a page with information regarding that university. The information included in this page will include: the
location of the school, mascot, undergraduate and postgraduate enrollment numbers, nickname of school, link
to official website (school and athletics), and pictures of different aspects of the university (academic and
athletic facilities). All of these will create an informational and educational aspect to make millennials more
aware of the members of the BIG EAST Conference.
FOX Sports should explore search engine optimization. When an individual searches certain terms or
concepts (BIG EAST schools, BIG EAST conference, or general BIG EAST themes), those results should direct
them specifically to foxsports.com and the link to the interactive map. This will make it more convenient for
millennials, while also providing them a trustworthy and helpful source for information.
SEO PLAN
Primary Objective: To increase visitor traffic to foxsports.com and to drive people to the specified content on
the Instagram, Twitter, and Facebook of FOX Sports.
Secondary Objective: To generate brand awareness and excitement for the FOX Sports brand.
Keywords: FOX, FOX Sports, BIG EAST basketball, college basketball, NCAA basketball, fall college sports,
Creighton, Butler, Marquette, DePaul, Georgetown, Villanova, St. John’s, Xavier, Providence, Seton Hall,
Cincinnati (as well as all other cities in the BIG EAST) Universities, Colleges in Cincinnati (as well as all other
cities in the BIG EAST),

FOX Sports U
Target Search Engine: Google will be the main focus of the optimization efforts. Google is the market leader in
searches, as the processed 9.61 billion. Search queries. In total, Google accounted for 63.4 percent of the U.S.
desktop search market. Google was also the leading mobile search provider in the United States, accounting for
94.2 percent of the market as of April 2017 (U.S. Search Engines).
Example of what the BIG EAST map could look like. This map would be hosted online and feature interactive
elemenents when a school logo is clicked on. (Photo courtesy of SB Nation)
Tactic 3: BIG EAST Arena Spotlight
The BIG EAST Conference offers a dynamic group of arenas where their members play. They consist of venues
that are also used for professional teams, recently constructed, and ones that have a long and storied tradition.
We want to highlight these terrific venues by using FOX’s Emmy award winning production teams. This
includes exemplifying the game day elements that FOX incorporates and stages to make an event what it is.

Possibly tied in with our fourth tactic, our group is striving to have a competition for college basketball
millennial fans to receive behind-the-scenes access to a BIG EAST Venue of their choice. This will
provide them an engaging and memorable experience that will last a lifetime. This part can also tie
into our first tactic (the social media campaign), where FOX can share and engage the individuals
involved, drawing attention and excitement amongst those not involved in the competition.
Examples
Take a group behind the scenes of Cintas Center and show them the different amenities that make Cintas
Center special. experiencecintascenter.com demonstrates aspects one could highlight on a tour.
Another way we could do this is run a sweepstake-like tournament where one group of five individuals wins a
chance to go behind-the-scenes at Madison Square Garden during the BIG EAST Tournament.

BIG EAST
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Tactic 4: Facebook Live Events at Watch Parties
FOX Sports can use their on-air talent to interact with millennials. FS1 and FOX will film thirty minutes of
footage on the campuses of BIG EAST schools (an example would be Xavier hosting at watch party in the
Gallagher Student Center), or select locations (watch parties at bars, like Dana’s at Xavier). This footage will be
streamed on Facebook Live, so that the consumers are actively being engaged whether they are at the venue or
not. This will gain trust and interest with those individuals amongst millennials.
An example of this would be Gus Johnson or Bill Rafferty taking time pre-game to engage with college
basketball fans. They would film the Facebook Live clip and then could head to the arena following the
recording. However, if they were to stay for a short period of time after the clip and interact with the fans, that
would establish a large amount of trust amongst millennials, driving awareness and excitement for FOX’s talent
while also demonstrating the dynamic individuals of those involved with the BIG EAST Conference.
An example is listed below of how the results of engagement can be collected and shown (Likes, loves, shares,
etc).
An example of Facebook’s insight tool after a live stream video.

FOX Sports U
“2017 Nielsen DMA Rankings - Full List.” Lyons Broadcast PR, The Nielsen Company, www.lyonspr.com/latest-
nielsen-dma-rankings/.
Bruijin, Mark. “Experiential Marketing: Magnet for Millennials.” The Future of Customer Engagement and
Commerce, 23 Oct. 2017.
Casselberry, Ian, 20170 Ian Casselberry On Nov 3, 20170 Andrew Bucholtz On Nov 3, 20170 Alex Putterman On
Nov 3, 20170 Ken Fang On Nov 3, and 20173 Matt Clapp On Nov 2. “FS1 Lost More Households in
February than ESPN, According to Nielsen Estimates.” Awful Announcing. N.p., 07 Mar. 2017. Web.
Donovan, Laura. “Video Content Will Be King in 2017.” The Social Pro. N.p., 08 Dec. 2016. Web.
Friedman, Lauren. “4 Millennial Social Media Trends To Watch In 2017.” Forbes. Forbes Magazine, 29 Dec. 2016.
Web.
“Home - Sports News, Scores, Schedules, and Videos.” FOX Sports. N.p., n.d. Web.
Johansson, Anna. “5 Ways Millennial Social Media Habits Will Change In 2017.”Forbes. Forbes Magazine, 29
Nov. 2016. Web. 08 Oct. 2017.
Karhoff, Ashley. “Social Media Video Content Is About to Explode.” American Marketing Association, n.d. Web.
Kolowich, Lindsay. “How to Get More Followers, Fans, and Likes to Increase Your Social Reach.” HubSpot Blog.
N.p., n.d. Web.
Lee, Kevan. “6 Research-Backed Ways To Get More Followers On Any Social Media.” Fast Company. Fast
Company, 26 May 2014. Web.
Loyalkaspar. FOX Sports 1 Brand Identity. Retrieved from http://www.loyalkaspar.com/work/fox-sports-1/
Nielsen, 1. (2015, February). Year in sports media report 2014. Retrieved from http://www.nielsen.com/content
/dam/corporate/us/en/reports-downloads/2015-reports/2014-ye-sports-media-report-february-2015.
pdf
Nielsen, 2. (2017, February). Year in sports media report 2016. Retrieved from http://www.nielsen.com/content
/dam/corporate/us/en/reports-downloads/2017-reports/nielsen-year-in-sports-media-2016.pdf
Pick, Tom. “47 Superb Social Media Marketing Stats and Facts.” Infusionsoft. N.p., 21 Jan. 2016. Web. 08 Oct.
2017.
Singer, Dan. “We are wrong about millennial sports fans.” McKinsey & Company.
Smith, Mari. “How to Engage Millennials on Facebook and Instagram.” Social Media Examiner. N.p., 14 June
2017. Web.
“U.S. Search Engines: Number of Core Searches 2017.” Statista, www.statista.com/statistics/265796/us-search-
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