The document proposes a partnership between the Kentucky High School Athletic Association (KHSAA) and State Farm to enhance the Commonwealth Gridiron Bowl state high school football championship. The partnership would include (1) naming State Farm the presenting sponsor of a new "Kentucky Scholar Athlete of the Year" award, (2) branding fan engagement areas at the games as the "State Farm Fan Zone", and (3) conducting various social media, advertising, and promotional activities associated with the event to increase State Farm's brand awareness and community involvement. The KHSAA estimates the partnership would reach over 24,000 attendees annually and generate millions of online and broadcast impressions statewide.

1. Two Great Teams
One Great Opportunity

2. Table of Contents
Executive Summary………………………………………………………… 3
Profile.…………………..………………………………………………………..4
Audience Profile………………………………………………………………5
Partnership Benefits……………………………………………..………6-8
Impact Measurement………………………………………………….9-10
Investment Levels……………………………………….…………………11

3. Executive Summary
Kentucky High School Athletic Association would like to partner
with State Farm to create an epic experience for young athletes and fans
from all across the Commonwealth of Kentucky. Our goals are to enhance
the experience of the state’s most elite high school football championship
with one of the best insurance companies in the nation, State Farm. At
KHSAA we Believe, Achieve, Inspire. We BELIEVE in excellent
sportsmanship, hard work and dedication that will lead us to ACHIEVE the
highest success possible, and INSPIRE others to follow in our footsteps.
We firmly have the same beliefs as State Farm. All students regardless of
where they live, should have access to education and extracurricular
actives that will allow them to reach their greatest potential, help them
become good community citizens, and prepare them for the workplace.

4. Profile of the KHSAA and
Commonwealth Gridiron Bowl
The KHSAA (Kentucky High School Athletic Association) was
organized in 1917 in order to manage high school athletics in the
commonwealth of Kentucky. With 280 member schools, both public and
private, the KHSAA sanctions 40 state Championships in 12 sports.
Commonwealth Gridiron Bowl:
 First state football championship was held in 1959.
 6 separate classes of football
 6 state championship games played over a course of 2 days.
 Hosted at Houchens Industries–L. T. Smith Stadium on the
campus of Western Kentucky University
Past Attendance Figures:
 1A Game Attendance in 2013: 3,151
 2A Game Attendance in 2013: 3,504
 3A Game Attendance in 2013: 3,811
 4A Game Attendance in 2013: 2,997
 5A Game Attendance in 2013: 6,009
 6A Game Attendance in 2013: 4,716

5. Audience Profile
 There are two types of fans that attend the Commonwealth
Gridiron Bowl annually.
 High School Students:
o Age Range: 14-18
o 50/50 split between male and female fans
o Age where they will be receiving their first license and
beginning to drive for the first time
 Parents in KY:
o Age Range: 38-54
o 88% white
o 8% black or African American
o 3% Latino or Hispanic
o Decision makers regarding both their own insurance and
their child’s
o Average parents have more than one child, more potential
cars to insure in the future

6. Partnership Benefits
We here at the KHSAA have come up with many different potential partnership
options, that we believe could help in furthering State Farm’s organizational and
marketing goals in Kentucky, as well as enhancing the fan experience for all KHSAA
spectators.
Kentucky Scholar Athlete of the Year:
 A calendar year long marketing campaign that will select one athlete from every class to
be selected as the Kentucky Scholar Athlete of the Year. This distinction will be awarded
to the athlete with the highest level of performance both on the field and in the
classroom.
 Marketing materials would be distributed to all high schools who are a member of the
KHSAA.
 Has the potential to grow into an annual award that student’s strive for and compete
for. Which would help State Farm become synonymous with academic success among
high school students and parents.
 This could be tied in with State Farm’s discounted rates for students who receive good
grades with cross promotional marketing materials.
State Farm Fan Zone
 Ability to brand, via signage, the student section for each team as the “State Farm Fan
Zone”. A prime location among a key demographic to help spread brand awareness
among the high school students. May also brand t-shirts to distribute to fans if desired.
 Also, the ability to set up a pregame fan zone outside the stadium, giving State Farm the
ability to interact with fans, and giving fans an opportunity to compete for prizes in a
tailgating game of State Farm’s choosing.
State Farm Red Zone
 Officially designate the section of field between the goal line and the 20 yard line, the
State Farm Red Zone.
 Announcer will use this designation each time a team makes it into the red zone and
announce it over the intercom to all fans in attendance.

7. Partnership Benefits
Multi Outlet Social Media Branding
 KHSAA State Football Tournament wants to stand out on social media. We will partner
with Facebook, Twitter, and Snapchat to showcase the best football tournament in the
nation with help from State Farm.
 On Facebook we will allow State Farm to use the hashtag #StateFarmFZ and
#StateFarmKYHS to promote fans sitting in the State Farm Fan Zone. Also on Facebook
we will promote giveaways, give away seats, and interact with fans. A photo album will
be created, named State Farm Fan Experience. The album will feature submitted photos
of fans in the State Farm Fan Zone, selfie’s of fans in giveaway t-shirts, and fans
interacting with State Farm representatives.
 Twitter will allow State Farm to interact with fans during the tournament. We will create
a State Farm question and answer session through our Twitter account. An hour each
day during the tournament, fans will be able to submit questions about State Farm
products and a State Farm representative will answer the question. Fans can submit
questions using the hashtag #StateFarmQA. State Farm can also use Twitter to promote
giveaways, and distribute premium items to fans that can only be seen on Twitter.
 With Snapchat, we will have a filter with the football tournament logo that fans can take
pictures of the game or selfies with friends. The snaps will be placed in a worldwide
Snapchat story to show the world that Kentucky high school football is the best. A State
Farm Fan Zone filter will be created for fans sitting in the zone. This will allow the State
Farm logo to be seen all over the world on Snapchat. Fans will be able to send their
selfie’s to our Snapchat account, Facebook, and Twitter. At the end of the tournament,
we will create a photo grid of the best State Farm fan selfies. State Farm will also be able
to use Snapchat to promote products and giveaways.

8. Partnership Benefits
Fan Cam sponsored by State Farm
 A promotion where the cameras
would find and display fans on the
video boards who are showcasing
great school spirit and pride.
 The video stream on the board would
be accompanied by an overlay that
would read “Fan Cam: Presented by
State Farm,” or a similar and mutually
agreed upon overlay.
 The fan cam will also be accompanied
by a corresponding PA announcement.
Video Board, TV, Radio Allotments
 3 video board allotments per championship game (pregame, halftime, postgame) to be
used for commercials, promotional videos, or other materials of State Farm’s choosing.
 Minimum of 6 mentions on local programming per day through radio or TV.
Naming Rights to KHSAA Football Championship App
 State Farm will have the ability to design the logo and title for the soon to be designed
app of the KHSAA Football Championship.
 App will feature highlights, scores, and news stories for all 6 state championship games.
Website Tab
 A tab will be placed on the KHSAA Football home page for State Farm. The title of the
tab is to be mutually agreed upon by both parties.
 The tab will take the visitor to a page highlighting State Farm’s Involvement with the
KHSAA including the KY Scholar Athlete, the State Farm fan Zone and more.
 State Farm will also have the opportunity to place any promotional videos they would
like on this page.

9. Impact Measurements
State Farm Fan Zone
 Total 2013 Attendance: 24,188- many will be actively participating in your
special State Farm Fan Zone seats where they will be featured on camera
each game of the state finals.
o This includes pregame party outside of the stadium where fan
reactions will be documented and your company will have another
point of contact with parents and students who are new drivers and
need insurance.
o Further develops your commitment to the athlete and being involved
in the community by expanding to the Kentucky area.
State Farm Scholar Athlete of the Year
 Not only will this bring you attention during our two day event, the
scholarship will be promoted by every high school in Kentucky year round
to high school football athletes. It promotes not only State Farm’s
relationship with high school athletics in general, but also further
strengthens your brand’s value of education first. The opportunity to gain a
scholarship for college promotes goodwill across not just the state football
tournament participants, but also high schools across the state of Kentucky.

10. Impact Measurements
Snapchat and App
 # of downloads of brand new ScoreZone app will be reported to State Farm
along with any ratings received to see from a customer’s perspective how
State Farm has helped enhance the fan experience.
TV and Radio Mentions
 At least 6-8 mentions on local programming per day (2-3 per game) as a
high end sponsor for the event not including every State Farm Red Zone
mention. A TV video package dedicated to State Farm and showing student
athletes in the classroom highlighting the winner of the State Farm Scholar
Athlete of the year profiling what the student will do with the scholarship
he received. (college, major, career plans)
State Farm Splash Page
 We’ll put a splash page up on our tournament highlighting the State Farm
Scholar Athlete of the year giving information on how the scholarship is
awarded and how to apply. We can measure the impact of this through
Google analytics by describing the amount and type of click troughs on our
website. This again will not just give you an association with us during the
tournament, but an all year relationship to show your impact with the
community.

11. Investment Levels
Basic Package $4200 (savings of $1000)
 Radio mentions ($1200)
 TV mentions ($1500)
 T-shirts and other promotional giveaways branded by SF ($500 + cost of
shirt)
 Website Tab ($800)
 Social Media Presence ($1200)
Premium Package $7500 (savings of $1200)
 Kentucky Scholar Athlete of the year, Presented by State Farm ($4000)
 State Farm Fan Zone ($1500 + cost of signage)
o A tent/area pregame outside the stadium
o Student Sections Inside the stadium
 Naming Rights to the KHSAA Football Championship app ($800)
 The State Farm Red Zone ($1000)
 Fan Cam presented by SF ($800)
 Video Board Allotments for commercials, promotional videos, etc. ($600)
Build Your Own Package Rates may vary, between $3,000- $8,000
 Any 3 components from the Basic Package
 Any 3 components from the Premium Package