High School and College Football Promotions Webinar
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Football is an incredible opportunity for local media companies, and we have consistently seen our partners bring in more than $100K in revenue with football promotions. Interested in learning more about how you can make the most of football season?
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High School and College Football Promotions Webinar
- 1. #PromotionsLab HOW TO TACKLE HIGH SCHOOL & COLLEGE FOOTBALL PROMOTIONS
- 2. #PromotionsLab Julie Foley Director of Affiliate Success Second Street @julie_foley Speakers Alesia Humphries Chief of Digital Sales The Signal @AlesiaStuff Tammy Burdick Senior Market Analyst The Roanoke Times @So_Tammy
- 3. #PromotionsLab Questions & Twitter Follow @secondstreetlab on Twitter! Want to win an exclusive prize? Tweet with our hashtag #PromotionsLab Note: We are recording this webinar and you will receive an email with links to the recording and slide deck.
- 4. #PromotionsLab Second Street Platform PROMOTIONS SUITE DATA SUITE
- 5. #PromotionsLab secondstreetlab.com/football FOOTBALL PROMOTIONS REVENUE MADEEASY Discover how to generate significant revenue with football promotions advertisers to target QUI ZZES take advantage of premade turnkey quizzes available in the "turnkey" promotions section of our admin tool
- 7. #PromotionsLab Get Certified by July 31st Complete a course for a chance to win!
- 8. #PromotionsLab Agenda Football Promotion ideas How to create a plan you can use to engage you advertisers and audience How to generate revenue with a killer football promotion
- 9. #PromotionsLab July 23rd 1 pm ET August 13th 1 pm ET Football Webinars secondstreetlab.com/webinars
- 10. #PromotionsLab Let’s Go Back in Time
- 12. #PromotionsLab 2007 Pigskin Pick’em The Statesboro Herald | Statesboro, GA
- 14. #PromotionsLab14 HS & COLLEGE FOOTBALL PROMOTIONS
- 16. #PromotionsLab 52 DAYS 10 HOURS 0 MINUTES
- 33. #PromotionsLab Boasts: USC Fan Ran 3 HS football promotions in 2014 Host of Studio Santa Clarita Alesia Humphries Chief of Digital Sales | The Signal | Santa Clarita, CA | Circulation 29K @AlesiaStuff
- 34. #PromotionsLab
- 37. Drive significant revenue growth Provide out-of-the- box solutions for advertisers
- 38. Drive significant revenue growth Engage with a younger demographic Provide out-of-the- box solutions for advertisers
- 39. #PromotionsLab Case Study Prep Football Fans’ Choice Awards The Signal | Santa Clarita, CA
- 45. #PromotionsLab Case Study Greatest SCV Football Player of All Time The Signal | Santa Clarita, CA
- 50. #PromotionsLab Boasts: Loves college football revenue Second Street Award Winner Promotions University Graduate Tammy Burdick Senior Market Analyst | The Roanoke Times | Roanoke, VA | Circulation 75k @So_Tammy
- 54. #PromotionsLab Provide integrated solutions and frequency for advertisers Reach new customers
- 55. #PromotionsLab Reach new customers Complement editorial content Provide integrated solutions and frequency for advertisers
- 56. #PromotionsLab Case Study Fearless Forecasters The Roanoke Times | Roanoke, VA “
- 67. #PromotionsLab secondstreetlab.com/football FOOTBALL PROMOTIONS REVENUE MADEEASY Discover how to generate significant revenue with football promotions advertisers to target QUI ZZES take advantage of premade turnkey quizzes available in the "turnkey" promotions section of our admin tool
- 70. #PromotionsLab July 23rd 1 pm ET August 13th 1 pm ET Football Webinars secondstreetlab.com/webinars
- 72. #PromotionsLab Get Certified by July 31st Enter for a Chance to Win! Complete a course for a chance to win!
- 84. #PromotionsLab Julie Foley Director of Affiliate Success Second Street @julie_foley Questions Alesia Humphries Chief of Digital Sales The Signal @AlesiaStuff Tammy Burdick Senior Market Analyst The Roanoke Times @So_Tammy
Editor's Notes
- Welcome to our webinar on tackling High School and College Football promotions.
- My name is Julie foley and I am the directof or affiliate success for second street. Today I’m joined by alesia humpries chief of digial sales at The Signal and Tammy Burdick sr market analyst at the Roanoke times
- First lets take care of Some housekeeping items. We are recording. You’ll get a link. We want to you to interact with us and ask questions. Also join us on twitter. We will be live tweeting during the webinar. Use the hashtag #promotionslab. The top tweeter
- A little bit about second street. We are really proud to work with media companies and they are using our platform to generate digital revenue, grow their email and social databases and capture valuable consumer data and insights though our suite of products and we will touch on many of those today.
- Playbook is newly updated! Hot off the press! Go to secondstreetlab.com/football to download it!
- One last thing. I want to remind everyone about promotions university. Our on demand training and certification program. Access is free to all of our partners. We are proud of all of partners who have gotten certified over the last year. BOTH of our speakers on the webinar today are certified graduates of promotions university!
- To celebrate we are giving away an apple watch. BRAND NEW Course added: Advertiser Contest SALES!
- Change this to AGENDA Tell them what we are going to cover. We are going to look at a number of football promotions – quizzes, ballots, pickems They may be a great compliment to your game or they may stand on your own You may choose to run one or several of them to package into a camapaign for your advertiser. What you’ll see here is there is a lot of potential with football. At the very least you need a plan for football – to generate revenue and grow audience We are going to look at our managed college football pickem
- And we have two more football webinars left this summer! July 23 and aug 13. visit the url on your screen to regisiter. And now we are ready to get started and discuss the promotion opportunities aournd hs and college football.
- But first…lets got back in time….
- First you should know that I LOVE college football. So much so that I painted my lawn, and had the mascot show up to take pictures. So in 2007 I needed an idea to generate online revenue. If any of you were working in local media in 2007 you’ll know how difficult it was to sell ANYTHING let alone online campaigns.
- For me this is where contesting got started The ultimate football contest in Statesboro A few games ppl cared about in the SEC, the ACC and of course the SOCON – where gsu used to play – fed into the passion of Statesboro, ga Really hammers home what we are hear to talk about. Hs and college opportunities If any of you were working in local media in 2007 you know how difficult it was to sell ads – especially DIGITAL This is a small market. We have a university of 20,000 students – a GREAT football team. And a 6,000 circ paper. Needed something to excite local advertisers about our digital offerings Enter – Second Street and their CUSTOM contest engine! I created a custom college football
- Pigskin Pickem: 13 week contest 14 Sponsors 400 Players Social Networking $12,000 in Revenue Going on EIGHT years
- JULIE We are going to walk through several promotion ideas that you can implement during football season We are really lucky to be joined by two really successful affiliates who have executed football promtions in their markets.
- First lets discuss MANAGED pickems. Managed Sports Pickems are created by us at Second Street and managed week to week by our team. We put in scores and pick winners. We are going to ehar from Roanoke about their custom college pickem
- Football, Football, Football! The season is nearing and the buzz is already starting to build. Whether you’re talking about high school, college or pro, you want to be sure to take advantage of our national game and capture your part of the all of the spending and passion around football.
- Valued at $2500
- Dates to remember! Thursday night Sept 10th Steelers vs Patriots
- Dates to remember! Thursday night Sept 10th Steelers vs Patriots
- Simple way to execute a promotion for an advertiser
- Ballots Improved! Truly turnkey now! You go to create one and the styling and the categories and subcategories are automatically uploaded for you. Going to hear from alesia in a moment!
- seen this for bball - develop one for gsu/app matchup (show 3 questions)
- seen this for bball - develop one for gsu/app matchup (show 3 questions)
- seen this for bball - develop one for gsu/app matchup (show 3 questions)
- Lets hear from our partners.
- Name Title Property City (if necessary) Alesia and the Signal has turned their ballot into a major local event and has seen sustained growth over the last two years
- A lot of excitement around high school football in santa clarita Two ballots and a custom hs pickem. Going to talk about ballots today.
- But who’s counting?
- Tim Hall
- Tim Hall
- Tim Hall
- How long it ran
- Sales sheet – how we sold How did we deliver?
- Print and online
- How you promoted
- First year Worth so much more. Could get 5 sponsors to pay 5k each Going into its 3rd year!
- At least To use in future promotions Brand new audience we were able to capture that want to be involved in everything we do! Just to come full circle with the results the advertiser saw Providence - had JUST come to the SCV and had just expanded their brand. a lot of competition. needed leads to bring ppl into their storefront What a great way to break into the community Perfect tie in and demographic for them and their brand The event at the end. wanted to convey that they are family friendly/care about community.
- Wanted to expand on success of the end of the year ballot program
- SCV Football preview HS football teams, showed up at every home game passing these out to everyone Ppl were really excited about it So much engagement Ppl were truly excited and engaged and offended and got a lot of buzz
- How did we promote? Paper Online Social media Cover photo Twitter
- Providence Football Ballot: 1081 users 31,700 votes
- What is the one takeaway – of how you sold – or the audience it drew – if you could say ONE thing to convince someone to run a hs promotion in their market…what would it be?
- What do you think about college and high school football? The opportunity for revenue and audience?
- Why college football in Roanoke? Passion for it
- But who’s counting?
- Tim Hall
- Tim Hall
- Tim Hall
- The Roanoke Times Sports department had been running Fearless Forecasters – a small college football pick’em – for 5 years, but we had never offered prizes or sold advertising around it, which meant that there was no revenue and no promotional hype or excitement from the audience. Purely newsroom.
- “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.” How did we do it? We just downloaded the playbook and did what seconds street told us to do.
- How many sponsors 4 major - $ 8 supporting sponsors - $ 14 weeks (double check)
- The Roanoke Times had a promotional blitz that kicked-off the week prior to the start of College Football season. We set up a sweepstakes for a contest for a pair of Washington Redskins club-level tickets for anyone who signed up for Fearless Forecasters by the first game. The entire promotional plan included the following elements: ROP Pencil push-down (2x) Sports bloggers featuring contest in posts Multiple emails to the news list, circulation list, and previous Fearless Forecasters contest players Digital billboards Point-of-purchase materials for advertisers Facebook PPC ads Kraft wraps Advertiser logos were used in all promotions that were large enough to accommodate, with the exception of a few digital ads. Here’s an example of a how The Roanoke Times promoted the contest in print, which prominently features the Featured Fearless Forecaster VIP pickers of the week:
- Social media
- $5k more in 2014 than 2013 Kickoff sales for this in a couple weeks. Do the sales for this in the one month leading up to college football season This is a major initiative for us Have advertisers return Ones that really enjoy college football and making picks
- What is the one takeaway – of how you sold – or the audience it drew – if you could say ONE thing to convince someone to run a hs promotion in their market…what would it be?
- JULIE We are going to walk through several promotion ideas that you can implement during football season, from pickems. photo contests. sweeps, ballots and even ecommerce promotions!
- Don’t feel like you have to run all of these. Select the ones that make sense in your market! Pick 1 or all – but package them to one sponsor or sell individually but whatever you do make sure you capitalize on this opporutnity
- Overview, sales deck, online and print ads Brand new sales deck template
- JULIE We are going to walk through several promotion ideas that you can implement during football season, from pickems. photo contests. sweeps, ballots and even ecommerce promotions!
- Simple way to execute a promotion for an advertiser
- This is for soccer – but you could absolutely do this for football!!!
- Ballots Improved! Truly turnkey now! You go to create one and the styling and the categories and subcategories are automatically uploaded for you. Going to hear from alesia in a moment!
- seen this for bball - develop one for gsu/app matchup (show 3 questions) Pick 1 or all – but package them to one sponsor or sell individually but whatever you do make sure you capitalize on this opporutnity
- As much money as it makes – it will grow you audience as well! Remember this is FUN. Package these promotions with your exixiting football initiatives.
- What do you think about college and high school football? The opportunity for revenue and audience? Tammy: When Va Tech does well – WE do well. Ppl want to read about their team when they are winning. Collge Football in our market it’s a NO brainer. HS football in Santa Clarita is Friday night lights. It’s a HUGE deal. We should capitalize on the USC/UCLA rivalry for sure. Especially the trivia quiz. It’s a no brainer. Fun. Engaging. What is great about pre selling (va tech perspective) in the summer EVERYTHING is possible.