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BASKETBALL
PROMOTIONS
HOW TO DRIVE REVENUE
& RESULTS WITH
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
WHO WE ARE
#PromotionsLab
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
How to Drive Revenue with College Basketball Promotions
secondstreetlab.com/bball
THE BIG OPPORTUNITY
CONTEST OVERVIEW
CONTEST OVERVIEW
MANAGED COLLEGE BASKETBALL BRACKET
Managed by
Second Street
March 17 –
April 6, 2015
Make picks
upfront and
round by round
NEW + IMPROVED"
UPFRONT CONTEST"
FOR 2015
3 GAMES IN 1
GAME 1: 64 TEAM BRACKET
GAME 2: 16 TEAM BRACKET
GAME 3: 4 TEAM BRACKET
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
NATIONAL PRIZES
#PromotionsLab
NATIONAL PRIZES
#PromotionsLab
NATIONAL PRIZES
#PromotionsLab
1.  Countdown Clock
2.  Welcome Text
3.  VIP Pickers
4.  Local Leaders
5.  Local Prizes
6.  Fan Gallery
7.  Mobile
8.  Latest Talk
WELCOME PAGE
#PromotionsLab
VIEW YOUR VIP BRACKETS
#PromotionsLab
BRACKET BUILDER
1.  Make Your
Own Picks
2.  On the Court
3.  Off the Court
BRACKET BUILDER
#PromotionsLab
PLAY ANYWHERE
#PromotionsLab
CASE STUDIES
Mitch Gruber
Interactive Director, KFMB
Midwest Television | San Diego, CA
@SDMitch
SPECIAL GUEST
#PromotionsLab
CBS 8 BRACKET BUSTER"
KFMB | SAN DIEGO, CALIFORNIA
Managed by
Second Street
Make picks
upfront or
round by round
March 17 –
April 6, 2015
CBS 8 BRACKET BUSTER"
KFMB | SAN DIEGO, CALIFORNIA
#PromotionsLab
ONLINE ADS
Pencil Ad
Pencil Ad Expanded
#PromotionsLab
ON-AIR INTEGRATION
Sports Director
Kyle Kraska as VIP Picker
#PromotionsLab
How to Drive Revenue with College Basketball Promotions
ADVERTISER SWEEPSTAKES
#PromotionsLab
CUSTOM BRACKET
CUSTOM BRACKET 
#PromotionsLab
ON-SITE EVENT
Win Free Food for a Year!
Grand prize awarded during
the national championship
game at Urge.
	
  
#PromotionsLab
$58,000
in revenue
RESULTS
#PromotionsLab
KEY TAKEAWAYS
1
2
3 Think BIG and plan ahead!
Local prizes = better results
Integrate on-air and leverage talent as VIPs
#PromotionsLab
WEEI BRACKET CHALLENGE"
WEEI-FM | BOSTON, MASSACHUSETTS
ON-AIR INTEGRATION"
-, 
#PromotionsLab
$28,000
in revenue
RESULTS
#PromotionsLab
HOOPS HYSTERIA"
EVANSVILLE COURIER + PRESS | EVANSVILLE, INDIANA
SALES KICK-OFF
#PromotionsLab
GENERATING SPONSOR EXCITEMENT
SPONSORS AS VIPS
#PromotionsLab
$23,000
in revenue
RESULTS
#PromotionsLab
ADDITIONAL OPPORTUNITIES
SWEEPSTAKES
#PromotionsLab
BALLOT
How to Drive Revenue with College Basketball Promotions
$4,000 in Revenue
PERSONALITY QUIZZES
New promotions
product from
Second Street!
#PromotionsLab
WICHITA STATE TRIVIA
#PromotionsLab
DINING CARD
$10K
THE NEWS TRIBUNE!
TACOMA, WA"
DMA 13
#PromotionsLab
KY3 TV
SPRINGFIELD, MO"
DMA 75
$38,000
BBQ WEEK
BURGER WEEK
THEME WEEKS
HOW TO PLAN
Three-Month Rule:
Plan
Ready to
add to
your site
19
Brackets
released
15
64 team
Tournament
begins
19
16 Team
Bracket
Opens*
22
16 Team
Bracket
Closes*
26
4 Team
Bracket
Opens*
29
*These games are inside of the Upfront bracket and are optional
4 Team
Bracket
Closes*
4
Championship
Game
6
*These games are inside of the Upfront bracket and are optional
4 Team
Bracket
Closes*
4
Championship
Game
6
*These games are inside of the
Upfront bracket and are optionalPicks close 20 minutes before game-time
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
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
HOW TO SELL
Two-Month Rule:
Sell
DRIVE MEASURABLE RESULTS
1.  Generate Leads
2.  Drive Foot Traffic
3.  Grow Social Engagement
4.  Grow Email Database
5.  Collect Data
#PromotionsLab
ADVERTISERS TO TARGET
#PromotionsLab
PACKAGE: EXCLUSIVE
PACKAGE: CATEGORY-EXCLUSIVE
#PromotionsLab
PACKAGE: MULTIPLE SPONSORS
ROLLOVER MATCHUP GRAPHIC
Ad size:
300x75
#PromotionsLab
How to Drive Revenue with College Basketball Promotions
INVITE EMAILS
#PromotionsLab
1.  Sent at start
of game and
after each
round
2.  Special offer
opportunity!
REMINDER EMAILS
#PromotionsLab
How to Drive Revenue with College Basketball Promotions
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
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
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
HOW TO PROMOTE
One-Month Rule:
Promote
How to Drive Revenue with College Basketball Promotions
ON-AIR INTEGRATION
Sports Director
Kyle Kraska as VIP Picker
#PromotionsLab
PRINT
Quarter page ad
#PromotionsLab
WEBSITE
MOBILE
#PromotionsLab
SOCIAL MEDIA
SOCIAL MEDIA
#PromotionsLab
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	
  
Contest	
  Submissions	
  by	
  Day	
  
Represents
70% of
Submissions
THE IMPACT OF EMAIL
#PromotionsLab
EMAIL MARKETING
#PromotionsLab
TAKEAWAYS
PLAN YOUR
BASKETBALL
PROMOTIONS
CREATE AN
INTEGRATED
PACKAGE
VIP PICKERS
AWESOME
PRIZES
PROMOTE
PROMOTE
PROMOTE
RESOURCES
How to Drive Revenue with College Basketball Promotions
secondstreetlab.com/bball
Q&A
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

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