1. The document discusses how to drive revenue and engagement for college basketball bracket promotions. It provides examples of successful bracket promotions run by radio stations, TV stations, and newspapers that generated thousands of dollars in revenue.
2. The webinar teaches attendees how to plan, sell, and promote their own basketball bracket contests with tips like choosing local prizes, integrating promotions on-air, and leveraging station talent as VIP pickers.
3. Attendees learn about best practices like starting promotion 3 months in advance, targeting sponsors in categories like food and automotive, and using email marketing to drive the majority of contest submissions.
2. Emily
Thousand
Affiliate
Success
Manager
Second
Street
@emilythousand
PRESENTERS
Ma0
Chaney
Affiliate
Success
Director
Second
Street
@ma8chaney
Mitch
Gruber
Interac:ve
Director
KFMB
@SDMitch
#PromotionsLab
4. HOW TO INTERACT WITH US
Twitter Hashtag:
#PromotionsLab
Note: We are recording this
webinar and you will receive
an email with links to the
recording and the slide deck.
#PromotionsLab
16. 3 GAMES IN 1
q Separate 64, 16 + 4 team brackets
q One registration
q Customizable – run what you want
q More chances to play and win!
#PromotionsLab
61. SUGGESTED TIMELINE
Milestones to Launch College Basketball Bracket Date
Meet with Promotions Team Late Dec/Early Jan
Finalize promotional schedule January 6
Put together sales package, targets and roll out to sales staff January 8
Deadline to sell January 23
All sponsor logos, copy due February 13
Begin promoting “Register to make your picks” February 23
64 team bracket released! Promotion blitz to “Make your picks” March 15
16 Team Bracket Opens* March 22
16 Team Bracket Closes* March 26
4 Team Bracket Opens* March 29
4 Team Bracket Closes* April 4
Championship Game April 6
*These games are inside of the Upfront bracket and are optional
62. SAMPLE CALENDAR
Promotion Month Sponsor Revenue
Sweepstakes February
Automotive,
Financial
$5,000
Dining Card
February-
April
Pizza, Burger
Restaurants
$10,000
Quiz
“Which Basketball
Mascot Are You?”
February-
March
Automotive, Food
& Beverage
$5,000
Managed College
Basketball Bracket
March-April
Automotive, Food
& Beverage,
Service Providers
$20,000
Custom Bracket March-April
Food & Beverage,
Retail, Grocery,
Service Providers
$10,000
#PromotionsLab
73. 1. Sent at start
of game and
after each
round
2. Special offer
opportunity!
REMINDER EMAILS
#PromotionsLab
75. SAMPLE RADIO SALES PACKAGE
Exclusive Sponsor Package Cost
Internet Radio: (25) :30 commercials per week, M-F 6a-7p, for 4 weeks (100x’s Total) $2,000
Inclusion in (30) :30 promotional announcements over 1 week, name mention and :05 tag
Inclusion in (60) :30 promotional announcements over 1 week, name mention and :05 tag
Inclusion in (10) :10 sports flash tags, name mention only
$18,000
Fixed logo in header of all Bracket Challenge pages
Display Advertising Campaign:
Fixed position banner on Bracket Challenge entry page (and all interior pages of the game)
Homepage Double Play Campaign – 125,000 impressions over 4 weeks (300x250 & 234x60)
ROS Campaign – 125,000 impressions over 4 weeks (300x250, 728x90, 234x60)
Fantasy Newsletter: Ownership of Fantasy Newsletters sent weekly to 685 members (1x total)
Logo inclusion in email to entire database promoting the Bracket Challenge contest (130,000 members)
Name mention and link in (2) Daily Newsletter Promo Inclusions (70,000 members)
Logo inclusion in Homepage slider
Promo Display: Logo inclusion in all promotional display ad units running throughout weei.com
Logo inclusion on all station show pages
Logo inclusion on station contest page
Name mention in social networking inclusions (Station Facebook and twitter accounts) at least twice
$6,000
NCAA Mobile Text Updates: Ownership of all text updates throughout tournament (name mention)
Name inclusion in station bounceback for 1 week
Logo inclusion in mobile game header
1 Contest Text Alert with name mention
$1,000
Email opt-in on registration page $2,000
Sponsor can designate up to 35 VIP pickers $1,000
Total Cost $30,000
76. SAMPLE TV SALES PACKAGE
Category-Exclusive Sales Package Cost
Sponsorship of upfront & round-by-round brackets $1,000
Sportscaster to mention brackets and sponsor every night of the tournament during sports
segment (logo on screen)
$4,000
50,000 300×250 ROS impressions on website $1,000
Expanding pencil ad on your homepage (up for the entire week before the start of the
tournament)
$1,000
Feature on homepage carousel promoting contest with logo $1,000
Email opt-in on the bracket registration page $1,000
Email campaign, all including the sponsor’s logo and coupon/offer:
• Invitation email encouraging entries to entire promotion database of 40,000 people: 1 week
before the tournament begins
• Follow up invitation email: Day tournament begins
• Thank you for playing email: All registered users
• 4 reminder emails before the start of each round in round-by-round bracket: All registered
users
• Winner announcement email at end of season with a coupon offer
$4,000
Sponsor can designate up to five VIP pickers $1,000
Mobile site ads linking to the bracket pages $1,000
Total Cost $15,000
77. SAMPLE NEWSPAPER SALES PACKAGE
Multiple Sponsor Package Cost
VIP Sponsorship Package (Limit 4)
• Featured Picker– pick alongside Sports staff & a local sports celebrity each round
• 10 premium ads (2”x10”)
• 10 free pickups (excluding Sundays)
• Digital Campaign including:
• Contest page 728×90 & 300×250 served together (1/4 share of voice)
• Co-Branded Pencil Pushdown (twice during sign-up period)
• 200,000 ROS impressions
• Ads in daily news email, breaking news, and promotional email lists
• Logo on all promotions
• Email Opt-In on registration page
• Social Media mentions with links back to the advertiser’s Facebook and Twitter pages15*4
$15,000
Supporting Sponsorship Package (10+)
• 10 premium ads (2”x4”)
• 10 free pickups (excluding Sundays)
• Digital ads (300×125) on the contest page and various emails
• Logo on all promotions
$4,000
Total Revenue $100,000
#PromotionsLab
88. 0
50
100
150
200
250
300
350
400
Day
1
Day
2
Day
3
Email
Sent
Day
5
Day
6
Day
7
Contest
Submissions
by
Day
Represents
70% of
Submissions
THE IMPACT OF EMAIL
#PromotionsLab
100. Emily
Thousand
Affiliate
Success
Manager
Second
Street
@emilythousand
QUESTIONS?
Ma0
Chaney
Affiliate
Success
Director
Second
Street
@ma8chaney
Mitch
Gruber
Interac:ve
Director
KFMB
@SDMitch
#PromotionsLab