How To Tackle Your 2015 Football Promotions (7/23)

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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

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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

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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

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