#PromotionsLab
HOW TO TACKLE YOUR 2015 FOOTBALL PROMOTIONS
#PromotionsLab
Emily ThousandAffiliate SuccessSecond Street
@emilythousand
Presenters
Matt ChaneyAffiliate SuccessSecond Street@mattchaney
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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.
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Second Street Platform
PROMOTIONS SUITE DATA SUITE
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secondstreetlab.com/football
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FOOTBALL PROMOTIONS
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Second Street Managed Pick’ems
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Important DatesGame Date
NCAA Football Kickoff Thursday Sept 3, 2015
NFL Football Kickoff Thursday Sept 10, 2015
NCAA Bowl Games Saturday Dec 19, 2015 - Saturday Jan 2, 2016
NCAA National Championship Game Monday Jan 11, 2016
Super Bowl Sunday Sunday Feb 7, 2016
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Important DatesGame Date
NCAA Football Kickoff (College Football Pick’em) Thursday Sept 3, 2015
NFL Football Kickoff (Pro Football Pick’em) Thursday Sept 10, 2015
NCAA Bowl Games Saturday Dec 19, 2015 - Saturday Jan 2, 2016
NCAA National Championship Game Monday Jan 11, 2016
Super Bowl Sunday Sunday Feb 7, 2016
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Pro Football Pick’em
Main agenda for today
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Visit secondstreetlab.com/football for the College Football webinar
Want more on the College Football Pick’em?
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PRO FOOTBALL PICK’EM
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New Picks Page!
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Survivor Game
250
$100
OptionalSurvivor
Game
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Weekly National Prizes
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Overall Grand Prize
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Survivor Game National Prize
$250
$100
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Case StudyPro Football ContestThe State Journal-Register | Springfield, IL
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Case Study
2014 Second Street Award Winner!
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The “Marty Carry Model”
Integrate print and online promotion
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The “Marty Carry Model”
Integrate print and online promotion
Secure multiple sponsors
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The “Marty Carry Model”
Integrate print and online promotion
Secure multiple sponsors
Give your sponsors VIP treatment
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The “Marty Carry Model”
Integrate print and online promotion
Secure multiple sponsors
Give your sponsors VIP treatment
Promote the contest heavily
#PromotionsLab
The “Marty Carry Model”
Integrate print and online promotion
Secure multiple sponsors
Give your sponsors VIP treatment
Promote the contest heavily
Keep it fun for readers, sponsors, and staff
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Did we get buy in from the staff ?
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$125,000 in revenue
Results Highest Revenue
Ever!
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Case Study
Ultimate Pigskin PicksKFMB-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“
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Live On-Air PromotionTitle
Sponsor included in
all elements
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Promotional Support On-Air
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$45,000 in revenue
Results
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Case StudyPigskin Picks100.5 WYMG | Springfield, IL
“
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Package
20 promo mentions per week/460 promos total
Homepage logo placement
Logo + link on contest page
Logo included in 2 emails
500 :30 commercials Monday-Sunday 5am-Midnight
$5,000/each (2 sponsors total)
Title Sponsorship
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Prize SponsorshipPackage
10 promo mentions per week/230 promos total
Logo and link on contest page
150 :30 commercials Monday-Sunday 5am-Midnight
21 prizes valued at $25/each
$1,500/each (6 sponsors total)
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$19,000 in revenue
Results
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Case StudyFan FrenzyHot Country 105.9 FM (KMIT-FM) | Mitchell, SD
“
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How It Was Promoted Promotional Plan
Homepage feature on 2 websites
Text blast – 3,000+ members
Email club blast – 2,500+ members
Facebook posts – 4,000+ Likes
On-air weekly promos
Invite Email/Weekly Reminder Emails from UPICKEM for 21 weeks
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1,041players
Results
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$4,000 in revenue
Results
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COLLEGE FOOTBALL PICK’EM
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$73,000 in revenue
Results
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Visit secondstreetlab.com/football for the College Football webinar
Want more on the College Football Pick’em?
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SWEEPSTAKES
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Case Study
WFLD-TVChicago, ILBears vs. Vikings Ticket Giveaway
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5,586email opt-ins
Results
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#MYSOUNDERSKIRO Radio | Seattle, WA
Photo Hashtag Sweepstakes
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SUBMISSION CONTESTS
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BALLOTS
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Case StudyPrep Football Fans’ Choice AwardsThe Signal | Santa Clarita, CA
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$4,000 in revenue
Results
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Visit secondstreetlab.com/football for the High School Football webinar
Want more on High School Ballots?
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Turnkey Ballot
Turnkey Ballots
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QUIZZES
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Social & Sharable
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Custom Quiz
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Weekly Match-up Trivia
vs.
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Trivia Quiz
Match-up Trivia
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Trivia Quiz
Create your own outcomes
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Turnkey Quizzes
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Turnkey Quizzes
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OFFERS
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Case StudyBurger CardLexington Herald-Leader | Lexington, KY
Pay $22/ $75 value
7 local restaurants – one burger and side
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$14,600 in revenue
Results
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SALESBEST PRACTICES
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Did we get buy in from the staff ?
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Sales MaterialsPRO FOOTBALL
CONTEST
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Advertisers to Target
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Assets Available to Sell
Logo in Contest Branding
Banner Ads
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Assets Available to Sell
Logo/link on Welcome Page
Logo in Prizes section
VIP Pickers
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Assets Available to sell
Invite Email
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Assets Available to sell
Weekly Reminder Emails
Don’t forget to make your picks this week for a chance to win $2,000! www.yourstation.com/football
As a special thank you, here’s a great offer from Esquire Imax. Print this off and bring it in!
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Presenting Sponsorship Package
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Supporting Sponsor Package
YOU SHOULD AIM FOR 20 SUPPORTING SPONSORS AND 1
PRESENTING SPONSOR
FOR A $110K REVENUE GOAL
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MARKETING BEST PRACTICES
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Leverage Allof YourAssets
Core Media Digital
SocialEmail Mobile
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Everything Has Value!
$ $
$
$$
$ $ $
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Leverage Core Media
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Leverage Talent + Writers
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Leverage Digital Display Ads
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Leverage Rich Media
Pencil Ad
Pencil Ad Expanded
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Leverage Mobile
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Leverage Social
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Leverage Social - Twitter
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Leverage Email
• Invite to all past players
• Weekly reminders / winner announcements
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NEXT STEPS
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Sample TimelineMilestone Date
Put together promotional plan July 24
Put together sales packages July 27
Deadline to sell August 17
Take Promotions University National Sports Contest admin course August 21
Sponsor logos due; customize contest + add to your site Week of August 24
Promo blitz to “Register + Make Your Picks!” August 31 – September 3 for College, September 10 for Pro
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Playbook: secondstreetlab.com/football
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Sample Packages: secondstreetlab.com/packages
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Accessing Sales Kits
2
31
partners.secondstreet.com
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Accessing Promotions University
2
3
1
partners.secondstreet.com
#PromotionsLabVisit Promotions University Booth
#PromotionsLabGet Certified by July 31st
Enter for a
Chance to Win!
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TAKEAWAYS
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HUGE REVENUE OPPORTUNITY
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TREAT YOUR SPONSOR LIKE A VIP
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LEVERAGE ALL YOUR ASSETS
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MAKE IT FUN
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Visit secondstreetlab.com/football for the College Football webinar
Want more on the College Football Pick’em?
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Visit secondstreetlab.com/football for the High School Football webinar
Want more on Ballots?
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Emily ThousandAffiliate SuccessSecond Street
@emilythousand
Q&A
Matt ChaneyAffiliate SuccessSecond Street@mattchaney
secondstreetlab.com/football