11
2
#promotionslab
Julie Foley
Director of Affiliate Success
Second Street
@julie_foley
PRESENTERS
Emily Thousand
Affiliate ...
3
#promotionslab
Follow @secondstreetlab on Twitter!
Want to win an exclusive prize? Be the
one who tweets the most with o...
4
secondstreetlab.com/football
Promotion ExamplesCase Studies
Playbook
5
#promotionslab
WHO WE ARE
6
#promotionslab
WEBINAR AGENDA
•  Football Promotions Overview
•  Case Studies
•  Sales Best Practices
•  Sample Sales Pa...
77
FOOTBALL PROMOTIONS
OVERVIEW
8
#promotionslab
9
#promotionslab
MANAGED PICK’EM
1010
DATES TO REMEMBER
11
#promotionslab
NCAA	
  
Football	
  
Kickoff	
  
12
#promotionslab
Brackets
released
16
Tournament
begins
20
NFL	
  
Kickoff	
  
13
#promotionslab
NCAA	
  
Bowl	
  
Games	
  
14
#promotionslab
NCAA
National
Championship
Game
NCAA	
  
Bowl	
  
Games	
  
15
#promotionslab
Super
Bowl
Sunday
16 20
1616
PRO FOOTBALL PICKEM
17
#promotionslab
PRO FOOTBALL GRAND PRIZE
18
#promotionslab
PRO FOOTBALL WEEKLY PRIZE
19
#promotionslab
CASE STUDY
Sports Panel Football Pro Pick’em
The Atlanta Journal-Constitution | Atlanta, Georgia
McDonal...
20
#promotionslab
ONLINE
21
#promotionslab
PRINT
22
#promotionslab
WEEKLY VIDEO PROMOS
23
#promotionslab
$85,000
in revenue
RESULTS
24
#promotionslab
CASE STUDY
Ultimate Pigskin Picks
KFMB-TV | San Diego, CA
The advertiser wanted to be involved with NFL ...
25
#promotionslab
26
#promotionslab
EMAIL MARKETING
•  Invite to all past players
•  Invite to KFMB Members
Promotion Database
•  Weekly rem...
27
#promotionslab
LIVE ON-AIR PROMOTION
Title Sponsor
included in
all
elements
28
#promotionslab
PROMOTIONAL SUPPORT ON-AIR
29
#promotionslab
$45,000
in revenue
RESULTS
30
#promotionslab
CASE STUDY
Beat the VIPS
The Northwest Herald | Crystal Lake, IL
The Pro Football contest allowed our cl...
31
#promotionslab
PRINT + ONLINE
32
#promotionslab
$12,000
in revenue
RESULTS
33
#promotionslab
CASE STUDY
Pigskin Payout
KRXQ-FM | Sacramento, CA
ü  $50,000 in Revenue ü  604,728 page views ü  5,5...
34
#promotionslab
PROMOTION ON-AIR + SOCIAL MEDIA
Adam Corolla’s Pick: New Orleans
35
#promotionslab
LOCAL PRIZES + VIPS
36
#promotionslab
$15,000
in revenue
RESULTS
37
#promotionslab
CASE STUDY
Fan Frenzy
KMIT - FM | Mitchell, SD
We’ve got the Pro Football game down to a science in our ...
38
#promotionslab
$4,000
in revenue
RESULTS
3939
TOP 15 COLLEGE
FOOTBALL PICKOFF
40
#promotionslab
TOP 15 COLLEGE PICKOFF GRAND
PRIZE
41
#promotionslab
TOP 15 COLLEGE PICKOFF WEEKLY PRIZE
42
#promotionslab
CASE STUDY
Gridirion Picks
The Ames Tribune | Ames, Iowa
The local Toyota dealer has sponsored this cont...
43
#promotionslab
PRINT PROMOTION
44
#promotionslab
ONLINE
45
#promotionslab
ONLINE
46
#promotionslab
EMAIL MARKETING
47
#promotionslab
SOCIAL
48
#promotionslab
$7,000
in revenue
RESULTS
49
#promotionslab
CASE STUDY
Sack Schultz
The Atlanta Journal-Constitution | Atlanta, Georgia
The AJC has been running thi...
50
#promotionslab
PRINT
51
#promotionslab
WEEKLY VIDEO PROMOS
52
#promotionslab
$30,000
in revenue
RESULTS
5353
COLLEGE BOWL GAME
CHALLENGE
54
#promotionslab
COLLEGE BOWL GAME CHALLENGE PRIZE
55
#promotionslab
•  Image of game
5656
BIG GAME CHALLENGE
57
#promotionslab
BIG GAME CHALLENGE PRIZE
58
#promotionslab
•  Image of game
5959
CUSTOM CONTESTS
60
#promotionslab
CUSTOM CONTEST IDEAS
61
#promotionslab
CASE STUDY
Fearless Forecasters
The Roanoke Times | Roanoke, VA
In 2013, the Advertising and News teams ...
62
#promotionslab
63
#promotionslab
64
#promotionslab
THE PRIZES
65
#promotionslab
PROMOTION
66
#promotionslab
SOCIAL MEDIA
67
#promotionslab
$68,000
in revenue
RESULTS
75%
incrementa
l
68
#promotionslab
CASE STUDY
Loud & Proud
The Central Kitsap Reporter | Silverdale, WA
69
#promotionslab
PRINT
70
#promotionslab
SOCIAL
71
#promotionslab
$6,250
in revenue
RESULTS
100%
incrementa
l
7272
FOOTBALL BALLOTS
73
#promotionslab
FOOTBALL BALLOT IDEAS
74
#promotionslab
CASE STUDY
Prep Football Fans’ Choice Awards
The Signal | Santa Clarita, CA
We were looking for a way to...
75
#promotionslab
76
#promotionslab
ONLINE
77
#promotionslab
EMAIL MARKETING
78
#promotionslab
SOCIAL
79
#promotionslab
SOCIAL
80
#promotionslab
$4,000
in revenue
RESULTS
81
#promotionslab
8282
ECOMMERCE
PROMOTIONS
83
#promotionslab
WHAT ARE ECOMMERCE
PROMOTIONS?
84
#promotionslab
QUALITY CHECKLIST
q  From evergreen category
q  Minimal restrictions
q  Priced appropriately
q  Popu...
85
#promotionslab
2-for-1 Football Tickets at Boise State
$26 for $52
Events - Sports
$18,032
Idaho Statesman
Boise, ID
CA...
86
#promotionslab
$7,000+
Restaurant
Pizza Card: 1 Lrg Pizza at 8 Restaurants
$40 for $140
CASE STUDY
News Tribune
Tacoma,...
87
#promotionslab
GOLF CARDS
8888
HOW TO SELL
89
#promotionslab
Advertiser Benefits
Leads
Foot Traffic
Social Engagement
Database
Collect Data
90
#promotionslab
ADVERTISERS TO TARGET
91
#promotionslab
THE IMPACT OF PRINT
92
#promotionslab
BEST PRACTICES FOR PRINT
•  Secure multiple sponsors
•  Give your sponsors VIP treatment
•  Integrate pr...
93
#promotionslab
Newspaper Pro Football Contest Presenting
Sponsorship
Featured Picker– pick alongside Sports staff & a l...
94
#promotionslab
Newspaper Pro Football Contest Presenting
Sponsorship
Featured Picker– pick alongside Sports staff & a l...
95
#promotionslab
THE IMPACT OF TV
96
BEST PRACTICES FOR TV
•  On-Air promo spots
•  Show and mention the URL
•  Mentions by talent
•  Talent = VIP pickers
•...
97
#promotionslab
TV Pro Football Contest Presenting Sponsorship
Featured Picker– pick alongside Sports staff & a local sp...
98
#promotionslab
TV Pro Football Contest Presenting Sponsorship
Featured Picker– pick alongside Sports staff & a local sp...
99
#promotionslab
THE IMPACT OF RADIO
100
#promotionslab
BEST PRACTICES FOR RADIO
•  Internet Radio Promos
•  Live Top-of-the-Hour mentions
•  On-Site broadcast...
101
#promotionslab
Radio Pro Football Contest Presenting Sponsorship
Featured Picker– pick alongside Sports staff & a loca...
102
#promotionslab
Radio Pro Football Contest Presenting Sponsorship
Featured Picker– pick alongside Sports staff & a loca...
103103
HOW TO PROMOTE
104
#promotionslab
SAMPLE MARKETING CALENDAR
July 2014 – Pre-Promotion
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 ...
August 2014: Pre-Promotion
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2
3 4 5 6 7 8 9
10 11 12 13 14 15 16...
August 2014: Launch Day
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2
3 4 5 6 7 8 9
10 11 12 13 14 15 16
17...
September 2014: Launch
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6
7 8 9 10 11 12 13
q  Message:...
Ongoing Marketing Schedule
q  Message:
“Keep Contest
Top-of-mind”
q  Media:
Leverage all media
q  Schedule:
Weekly winn...
110
#promotionslab
111
#promotionslab
IN STUDIO INTERVIEW
112
#promotionslab
ON-SITE BROADCAST
113
Feb. 2015 – Winner Announced
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5 6 7
Super
Bowl!
8 9 10...
114114
TAKEAWAYS
115
#promotionslab
FANATICS!
116
#promotionslab
INTEGRATED CAMPAIGN
117
#promotionslab
RUN A FOOTBALL BALLOT
118
#promotionslab
RUN AN ECOMMERCE PROMOTION
119
#promotionslab
LEVERAGE YOUR VIPS
120
#promotionslab
PROMOTE
121
#promotionslab
KNOW THE IMPACT OF EMAIL
0	
  
50	
  
100	
  
150	
  
200	
  
250	
  
300	
  
350	
  
400	
  
Day	
  1	...
122122
RESOURCES
123
secondstreetlab.com/football
Promotion ExamplesCase Studies
Playbook
124
#promotionslab
Julie Foley
Director of Affiliate Success
Second Street
@julie_foley
QUESTIONS
Emily Thousand
Affiliate...
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How to Drive Revenue & Results with Football Promotions

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Football fans are incredibly passionate about their sport, and this passion holds for not only professional football, but also college and even high school football.

People throw parties every week to watch football games. They paint their faces. They spend hours outside in the sweltering heat or frigid cold tailgating before a game.

This means that the opportunity – and variety – around football promotions is immense. In fact, we’ve seen our partners drive six-figure revenue from a single pro football contest!

Our How to Drive Revenue & Advertiser Results with Football Promotions webinar took an in-depth at how local media companies of all types and sizes are finding success with football promotions - and how you can too.

Published in: Sports, Business

How to Drive Revenue & Results with Football Promotions

  1. 1. 11
  2. 2. 2 #promotionslab Julie Foley Director of Affiliate Success Second Street @julie_foley PRESENTERS Emily Thousand Affiliate Success Manager Second Street @emilythousand Matt Chaney Director of Affiliate Success Second Street @mattchaney
  3. 3. 3 #promotionslab Follow @secondstreetlab on Twitter! Want to win an exclusive prize? Be the one who tweets the most with our hashtag #promotionslab Note: We are recording this webinar and you will receive an email with links to the recording and slide deck. QUESTIONS & TWITTER
  4. 4. 4 secondstreetlab.com/football Promotion ExamplesCase Studies Playbook
  5. 5. 5 #promotionslab WHO WE ARE
  6. 6. 6 #promotionslab WEBINAR AGENDA •  Football Promotions Overview •  Case Studies •  Sales Best Practices •  Sample Sales Packages •  Sample Marketing Calendar •  Takeaways •  Q&A
  7. 7. 77 FOOTBALL PROMOTIONS OVERVIEW
  8. 8. 8 #promotionslab
  9. 9. 9 #promotionslab MANAGED PICK’EM
  10. 10. 1010 DATES TO REMEMBER
  11. 11. 11 #promotionslab NCAA   Football   Kickoff  
  12. 12. 12 #promotionslab Brackets released 16 Tournament begins 20 NFL   Kickoff  
  13. 13. 13 #promotionslab NCAA   Bowl   Games  
  14. 14. 14 #promotionslab NCAA National Championship Game NCAA   Bowl   Games  
  15. 15. 15 #promotionslab Super Bowl Sunday 16 20
  16. 16. 1616 PRO FOOTBALL PICKEM
  17. 17. 17 #promotionslab PRO FOOTBALL GRAND PRIZE
  18. 18. 18 #promotionslab PRO FOOTBALL WEEKLY PRIZE
  19. 19. 19 #promotionslab CASE STUDY Sports Panel Football Pro Pick’em The Atlanta Journal-Constitution | Atlanta, Georgia McDonald’s wanted to strengthen their Falcons sponsorship with a message promoting them as the Falcons “quick service” restaurant and coffee sponsor” – John Levinson, Marketing Manager - Events, Sponsorships & Promotions “
  20. 20. 20 #promotionslab ONLINE
  21. 21. 21 #promotionslab PRINT
  22. 22. 22 #promotionslab WEEKLY VIDEO PROMOS
  23. 23. 23 #promotionslab $85,000 in revenue RESULTS
  24. 24. 24 #promotionslab CASE STUDY Ultimate Pigskin Picks KFMB-TV | San Diego, CA The advertiser wanted to be involved with NFL football and this was a great promotion that allowed the implied tie in with the sport and also the games that we show on air. -  Mitch Gruber, Director of Interactive Media “
  25. 25. 25 #promotionslab
  26. 26. 26 #promotionslab EMAIL MARKETING •  Invite to all past players •  Invite to KFMB Members Promotion Database •  Weekly reminders / winner announcements
  27. 27. 27 #promotionslab LIVE ON-AIR PROMOTION Title Sponsor included in all elements
  28. 28. 28 #promotionslab PROMOTIONAL SUPPORT ON-AIR
  29. 29. 29 #promotionslab $45,000 in revenue RESULTS
  30. 30. 30 #promotionslab CASE STUDY Beat the VIPS The Northwest Herald | Crystal Lake, IL The Pro Football contest allowed our clients to strategically be in front of their potential customers in a fun way that allowed them to gain brand awareness for an entire football season.” - Katie Sherman - Director, Sales & Marketing “
  31. 31. 31 #promotionslab PRINT + ONLINE
  32. 32. 32 #promotionslab $12,000 in revenue RESULTS
  33. 33. 33 #promotionslab CASE STUDY Pigskin Payout KRXQ-FM | Sacramento, CA ü  $50,000 in Revenue ü  604,728 page views ü  5,583 Users
  34. 34. 34 #promotionslab PROMOTION ON-AIR + SOCIAL MEDIA Adam Corolla’s Pick: New Orleans
  35. 35. 35 #promotionslab LOCAL PRIZES + VIPS
  36. 36. 36 #promotionslab $15,000 in revenue RESULTS
  37. 37. 37 #promotionslab CASE STUDY Fan Frenzy KMIT - FM | Mitchell, SD We’ve got the Pro Football game down to a science in our market. We have great reach in our market and this contest is really great for our station and our sponsors!” - Renee Robbins, Program Director “
  38. 38. 38 #promotionslab $4,000 in revenue RESULTS
  39. 39. 3939 TOP 15 COLLEGE FOOTBALL PICKOFF
  40. 40. 40 #promotionslab TOP 15 COLLEGE PICKOFF GRAND PRIZE
  41. 41. 41 #promotionslab TOP 15 COLLEGE PICKOFF WEEKLY PRIZE
  42. 42. 42 #promotionslab CASE STUDY Gridirion Picks The Ames Tribune | Ames, Iowa The local Toyota dealer has sponsored this contest for six years!” - Lindsay Edgington, Digital Sales Consultant “
  43. 43. 43 #promotionslab PRINT PROMOTION
  44. 44. 44 #promotionslab ONLINE
  45. 45. 45 #promotionslab ONLINE
  46. 46. 46 #promotionslab EMAIL MARKETING
  47. 47. 47 #promotionslab SOCIAL
  48. 48. 48 #promotionslab $7,000 in revenue RESULTS
  49. 49. 49 #promotionslab CASE STUDY Sack Schultz The Atlanta Journal-Constitution | Atlanta, Georgia The AJC has been running this contest for four years and it’s a huge audience driver and revenue generator!” “
  50. 50. 50 #promotionslab PRINT
  51. 51. 51 #promotionslab WEEKLY VIDEO PROMOS
  52. 52. 52 #promotionslab $30,000 in revenue RESULTS
  53. 53. 5353 COLLEGE BOWL GAME CHALLENGE
  54. 54. 54 #promotionslab COLLEGE BOWL GAME CHALLENGE PRIZE
  55. 55. 55 #promotionslab •  Image of game
  56. 56. 5656 BIG GAME CHALLENGE
  57. 57. 57 #promotionslab BIG GAME CHALLENGE PRIZE
  58. 58. 58 #promotionslab •  Image of game
  59. 59. 5959 CUSTOM CONTESTS
  60. 60. 60 #promotionslab CUSTOM CONTEST IDEAS
  61. 61. 61 #promotionslab CASE STUDY Fearless Forecasters The Roanoke Times | Roanoke, VA In 2013, the Advertising and News teams watched a How to Sell Football Promotions webinar and were really impressed with the program Marty Carry has put together at his newspapers, so we decided to switch up our own approach to their Fearless Forecasters contest.” – Jamie Kinnaird, Manager of Contests and Promotions, BH Media “
  62. 62. 62 #promotionslab
  63. 63. 63 #promotionslab
  64. 64. 64 #promotionslab THE PRIZES
  65. 65. 65 #promotionslab PROMOTION
  66. 66. 66 #promotionslab SOCIAL MEDIA
  67. 67. 67 #promotionslab $68,000 in revenue RESULTS 75% incrementa l
  68. 68. 68 #promotionslab CASE STUDY Loud & Proud The Central Kitsap Reporter | Silverdale, WA
  69. 69. 69 #promotionslab PRINT
  70. 70. 70 #promotionslab SOCIAL
  71. 71. 71 #promotionslab $6,250 in revenue RESULTS 100% incrementa l
  72. 72. 7272 FOOTBALL BALLOTS
  73. 73. 73 #promotionslab FOOTBALL BALLOT IDEAS
  74. 74. 74 #promotionslab CASE STUDY Prep Football Fans’ Choice Awards The Signal | Santa Clarita, CA We were looking for a way to expand our audience reach and gather email addresses from a niche market. The high school market is one that we have begun to infiltrate in recent months through video shows, and we wanted something to promote competition between the schools, as well as to become an authority on high school football.” – Vince Johnson, Chief Multimedia Officer “
  75. 75. 75 #promotionslab
  76. 76. 76 #promotionslab ONLINE
  77. 77. 77 #promotionslab EMAIL MARKETING
  78. 78. 78 #promotionslab SOCIAL
  79. 79. 79 #promotionslab SOCIAL
  80. 80. 80 #promotionslab $4,000 in revenue RESULTS
  81. 81. 81 #promotionslab
  82. 82. 8282 ECOMMERCE PROMOTIONS
  83. 83. 83 #promotionslab WHAT ARE ECOMMERCE PROMOTIONS?
  84. 84. 84 #promotionslab QUALITY CHECKLIST q  From evergreen category q  Minimal restrictions q  Priced appropriately q  Popular merchant q  In the right season q  Deal is unique & fresh
  85. 85. 85 #promotionslab 2-for-1 Football Tickets at Boise State $26 for $52 Events - Sports $18,032 Idaho Statesman Boise, ID CASE STUDY
  86. 86. 86 #promotionslab $7,000+ Restaurant Pizza Card: 1 Lrg Pizza at 8 Restaurants $40 for $140 CASE STUDY News Tribune Tacoma, WA
  87. 87. 87 #promotionslab GOLF CARDS
  88. 88. 8888 HOW TO SELL
  89. 89. 89 #promotionslab Advertiser Benefits Leads Foot Traffic Social Engagement Database Collect Data
  90. 90. 90 #promotionslab ADVERTISERS TO TARGET
  91. 91. 91 #promotionslab THE IMPACT OF PRINT
  92. 92. 92 #promotionslab BEST PRACTICES FOR PRINT •  Secure multiple sponsors •  Give your sponsors VIP treatment •  Integrate print and online promotion •  Promote heavily •  Keep it fun!
  93. 93. 93 #promotionslab Newspaper Pro Football Contest Presenting Sponsorship Featured Picker– pick alongside Sports staff & a local sports celebrity each round Logo inclusion on all promotional elements for the contest Print Campaign including: •  Full-page, full-color ad in football special section •  23 premium full-color ads (2”x10”) •  Photo & picks of the week printed in a full-color double truck every Friday Digital Campaign including: •  Logo inclusion in contest header graphic •  Contest page 728×90 & 300×250 served together (100% share of voice) •  Pencil Pushdown (twice during the week before the contest launches) •  200,000 300×250 ROS impressions Email Campaign including coupon or offer: •  Daily news & breaking news emails to combined database of 115,000 •  Invitation email to promotional database of 80,000 •  Thank you email to all registered entrants •  21 weekly emails to contest players Email opt-in checkbox on the registration page Facebook Like box on the registration page Social Campaign including: •  Mentions on Facebook & Twitter at least once a week •  Logo inclusion on promotional Facebook cover photo, contest app index page graphic, Like-gate image
  94. 94. 94 #promotionslab Newspaper Pro Football Contest Presenting Sponsorship Featured Picker– pick alongside Sports staff & a local sports celebrity each round Logo inclusion on all promotional elements for the contest Print Campaign including: •  Full-page, full-color ad in football special section •  23 premium full-color ads (2”x10”) •  Photo & picks of the week printed in a full-color double truck every Friday Digital Campaign including: •  Logo inclusion in contest header graphic •  Contest page 728×90 & 300×250 served together (100% share of voice) •  Pencil Pushdown (twice during the week before the contest launches) •  200,000 300×250 ROS impressions Email Campaign including coupon or offer: •  Daily news & breaking news emails to combined database of 115,000 •  Invitation email to promotional database of 80,000 •  Thank you email to all registered entrants •  21 weekly emails to contest players Email opt-in checkbox on the registration page Facebook Like box on the registration page Social Campaign including: •  Mentions on Facebook & Twitter at least once a week •  Logo inclusion on promotional Facebook cover photo, contest app index page graphic, Like-gate image secondstreetlab.com/packages
  95. 95. 95 #promotionslab THE IMPACT OF TV
  96. 96. 96 BEST PRACTICES FOR TV •  On-Air promo spots •  Show and mention the URL •  Mentions by talent •  Talent = VIP pickers •  Announce winners on air after each round #promotionslab
  97. 97. 97 #promotionslab TV Pro Football Contest Presenting Sponsorship Featured Picker– pick alongside Sports staff & a local sports celebrity each round TV Campaign including: •  Sportscaster to mention contest & sponsor weekly during a football segment •  Mention contest & sponsor during Sunday night football recap segment •  Audio/video ID in :30 promotional spots, Mon-Fri, 6a-12a (minimum 15/week) •  Audio/video ID in :15 reminder promo spots, Saturday, 6a-12a (5/week) Digital Campaign including: •  Logo inclusion in contest header graphic •  Contest page 728×90 & 300×250 served together (100% share of voice) •  Pencil Pushdown (twice during the week before the contest launches) •  200,000 300×250 ROS impressions Email Campaign including coupon or offer: •  Daily news & breaking news emails to combined database of 115,000 •  Invitation email to promotional database of 80,000 •  Thank you email to all registered entrants •  21 weekly emails to contest players Email opt-in checkbox on the registration page Facebook Like box on the registration page Social Campaign including: •  Mentions on Facebook & Twitter at least once a week •  Logo inclusion on promotional Facebook cover photo, contest app index page graphic, Like-gate Mobile Campaign including: •  Text message to database of 13,000 including a mention and shortlink •  50,000 mobile display ROS impressions Investment:! $15,000!
  98. 98. 98 #promotionslab TV Pro Football Contest Presenting Sponsorship Featured Picker– pick alongside Sports staff & a local sports celebrity each round TV Campaign including: •  Sportscaster to mention contest & sponsor weekly during a football segment •  Mention contest & sponsor during Sunday night football recap segment •  Audio/video ID in :30 promotional spots, Mon-Fri, 6a-12a (minimum 15/week) •  Audio/video ID in :15 reminder promo spots, Saturday, 6a-12a (5/week) Digital Campaign including: •  Logo inclusion in contest header graphic •  Contest page 728×90 & 300×250 served together (100% share of voice) •  Pencil Pushdown (twice during the week before the contest launches) •  200,000 300×250 ROS impressions Email Campaign including coupon or offer: •  Daily news & breaking news emails to combined database of 115,000 •  Invitation email to promotional database of 80,000 •  Thank you email to all registered entrants •  21 weekly emails to contest players Email opt-in checkbox on the registration page Facebook Like box on the registration page Social Campaign including: •  Mentions on Facebook & Twitter at least once a week •  Logo inclusion on promotional Facebook cover photo, contest app index page graphic, Like-gate Mobile Campaign including: •  Text message to database of 13,000 including a mention and shortlink •  50,000 mobile display ROS impressions Investment:! $15,000! secondstreetlab.com/packages
  99. 99. 99 #promotionslab THE IMPACT OF RADIO
  100. 100. 100 #promotionslab BEST PRACTICES FOR RADIO •  Internet Radio Promos •  Live Top-of-the-Hour mentions •  On-Site broadcast •  Mention the URL •  Talent = VIP pickers
  101. 101. 101 #promotionslab Radio Pro Football Contest Presenting Sponsorship Featured Picker– pick alongside Sports staff & a local sports celebrity each round Radio Campaign including: •  Minimum of 55x :30 promotional spots each week (M-F 6a-7p, Sa-Su 8a-4p) •  Minimum of 90x :30 Internet Radio commercials each week (M-F 6a-7p, Sa-Su 8a-4p) •  20x :30 on-air commercials each week (M-F 6a-7p) Digital Campaign including: •  Logo inclusion in contest header graphic •  Contest page 728×90 & 300×250 served together (100% share of voice) •  Pencil Pushdown (twice during the week before the contest launches) •  200,000 300×250 ROS impressions Email Campaign including coupon or offer: •  Daily news & breaking news emails to combined database of 115,000 •  Invitation email to promotional database of 80,000 •  Thank you email to all registered entrants •  21 weekly emails to contest players Email opt-in checkbox on the registration page Facebook Like box on the registration page Social Campaign including: •  Mentions on Facebook & Twitter at least once a week •  Logo inclusion on promotional Facebook cover photo, contest app index page graphic, Like-gate Mobile Campaign including: •  Text alert to database of 13,000 including a mention and shortlink •  Name inclusion in text bounceback message during the contest •  50,000 mobile display ROS impressions •  Logo inclusion in mobile game header Investment:! $15,000!
  102. 102. 102 #promotionslab Radio Pro Football Contest Presenting Sponsorship Featured Picker– pick alongside Sports staff & a local sports celebrity each round Radio Campaign including: •  Minimum of 55x :30 promotional spots each week (M-F 6a-7p, Sa-Su 8a-4p) •  Minimum of 90x :30 Internet Radio commercials each week (M-F 6a-7p, Sa-Su 8a-4p) •  20x :30 on-air commercials each week (M-F 6a-7p) Digital Campaign including: •  Logo inclusion in contest header graphic •  Contest page 728×90 & 300×250 served together (100% share of voice) •  Pencil Pushdown (twice during the week before the contest launches) •  200,000 300×250 ROS impressions Email Campaign including coupon or offer: •  Daily news & breaking news emails to combined database of 115,000 •  Invitation email to promotional database of 80,000 •  Thank you email to all registered entrants •  21 weekly emails to contest players Email opt-in checkbox on the registration page Facebook Like box on the registration page Social Campaign including: •  Mentions on Facebook & Twitter at least once a week •  Logo inclusion on promotional Facebook cover photo, contest app index page graphic, Like-gate Mobile Campaign including: •  Text alert to database of 13,000 including a mention and shortlink •  Name inclusion in text bounceback message during the contest •  50,000 mobile display ROS impressions •  Logo inclusion in mobile game header Investment:! $15,000! secondstreetlab.com/packages
  103. 103. 103103 HOW TO PROMOTE
  104. 104. 104 #promotionslab SAMPLE MARKETING CALENDAR
  105. 105. July 2014 – Pre-Promotion Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 q  Message: “Coming Soon!” q  Media: Leverage core media, digital, social q  Schedule: Weekly ads and social media posts Contest Coming Soon
  106. 106. August 2014: Pre-Promotion Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 q  Message: “Make Your Picks” q  Media: Leverage core media, digital, social q  Schedule: Weekly ads and posts Contest is Live
  107. 107. August 2014: Launch Day Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 q  Message: “Game Time” q  Media: Homepage takeover Core and social media q  Schedule: One-day blitz Send Play Now Email Blitz Day!
  108. 108. September 2014: Launch Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1 2 3 4 5 6 7 8 9 10 11 12 13 q  Message: “Game Time” q  Media: Leverage core media, digital, social, email q  Schedule: Heavy push through 1st week of season Send 2nd Play Now Email NFL Kickoff
  109. 109. Ongoing Marketing Schedule q  Message: “Keep Contest Top-of-mind” q  Media: Leverage all media q  Schedule: Weekly winners announced in ads, posts
  110. 110. 110 #promotionslab
  111. 111. 111 #promotionslab IN STUDIO INTERVIEW
  112. 112. 112 #promotionslab ON-SITE BROADCAST
  113. 113. 113 Feb. 2015 – Winner Announced Sunday Monday Tuesday Wednesday Thursday Friday Saturday 1 2 3 4 5 6 7 Super Bowl! 8 9 10 11 12 13 14 Winner Email Sent q  Message: “Winner and Contest Wrap-up” q  Media: Leverage core media, digital, social #promotionslab
  114. 114. 114114 TAKEAWAYS
  115. 115. 115 #promotionslab FANATICS!
  116. 116. 116 #promotionslab INTEGRATED CAMPAIGN
  117. 117. 117 #promotionslab RUN A FOOTBALL BALLOT
  118. 118. 118 #promotionslab RUN AN ECOMMERCE PROMOTION
  119. 119. 119 #promotionslab LEVERAGE YOUR VIPS
  120. 120. 120 #promotionslab PROMOTE
  121. 121. 121 #promotionslab KNOW THE IMPACT OF EMAIL 0   50   100   150   200   250   300   350   400   Day  1   Day  2   Day  3   Email  Sent   Day  5   Day  6   Day  7   Submissions  by  Day   Represents   70%  of   Submissions  
  122. 122. 122122 RESOURCES
  123. 123. 123 secondstreetlab.com/football Promotion ExamplesCase Studies Playbook
  124. 124. 124 #promotionslab Julie Foley Director of Affiliate Success Second Street @julie_foley QUESTIONS Emily Thousand Affiliate Success Manager Second Street @emilythousand Matt Chaney Director of Affiliate Success Second Street @mattchaney

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