2009-2010 SI ON CAMPUS

STUDENT ORIENTATION GUIDE

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Welcome Letter………………………………….……....3

Overview of the SI Franchise……………………......4-7

SI Brand Truths………………………………...........9-12

SI.com Overview……………………………………….13

History of SIOC……………………………………..14-15

Expectations…………………………………………....16

Team Positions……………………………….………...17

Best Practices……………………………………....18-19

Key Marketing Tactics & Ideas………………….........20

SIOC Website……………………………………….21-22

Pictures………………………………...........................23

Reporting………………………………………………..24

SIOC FAQS…………………………………………25-26

Key Contacts……………………….…………………...27

Acknowledgement……………………………………...28

ORIENTATION GUIDE CONTENTS

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WELCOME

Dear SI Campus Consultants,

Welcome to the SI On Campus Program for the 2009-10 school year. We are

extremely happy to have you members of the SIOC program, and we know that you’ll do a fantastic job in representing our brand and your school.

Please take the time to read the enclosed Orientation Guide thoroughly and be sure to review together with the other members of yourteam. We have included a lot of great information on the SI Franchise, our brand and the SIOC program.

Your first assignment will be to complete several important tasks so that your

team is buttoned up and ready to kick off the school year. Please make sure to complete all assigned tasks in a timely manner.

Thanks again for your participation in the SIOC program for 2009-10. We’re looking forward to a great year together!

Best,The SI Team

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ABOUT US• The SI franchise is anchored by Sports Illustrated, the most

respected voice in sports journalism which reaches a weekly audience of nearly 21 million adults, and SI.com, the magazine's 24/7 sports news website that delivers more than 150 original stories to its users each week.

 • The SI franchise also includes Sports Illustrated Kids, a

monthly magazine targeted to kids age 8 and up; Golf Magazine and Golf.com; SIoncampus.com, a website dedicated to college sports and the college sports lifestyle; SI Presents, the magazine's specialty publishing division; as well as SI Books, SI Pictures, SI Productions, SI Digital and SI Events. 

For more info: simediakit.com

SPORTS ILLUSTRATED

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ABOUT US• Founded in 1954, SI is a division of Time Inc., the world's

leading magazine publishing company and a subsidiary of Time Warner.

SPORTS ILLUSTRATED

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WE PUT FANS FIRST

We Love Sports Too…• Everything we do is for the consumer.

• We deliver for sports fans and we deliver sports fans

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SI BRAND TRUTHS

1. EMOTIONAL STORYTELLINGS

2. DEEPER, RICHER UNDERSTANDING

3. FIERCE INDEPENDENCE

4. ARBITER OF STATUS

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1. EMOTIONAL STORYTELLING

The One and Only…At our core, we are storytellers. By matching timeless images with brilliant writing, we tell stories of triumph and failure; of the transcendent moment and the haunted history; stories of individual glory and team fractiousness; of devastating injury and inspirational recovery. Laugh, cry, cheer, hope – these are the stories of sport.

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2. DEEPER, RICHER UNDERSTANDING

The Original…Sports is of the moment, the crushing dunk, the goal-line fumble, the slide at the plate. The problem is most sports coverage is just as fleeting. SI takes sports fans deeper, tracing the flow of history, revealing the motivations of the athletes and the schemes of the coaches, unearthing the hidden, sometimes surprising, forces beneath the games.

• Mike D’Antoni leaving the Suns was broken by Jack McCallum right after Phoenix was eliminated.

• Jim Trotter reported on Odell Thurman failing drug test.

• Matsuzaka signing with the Red Sox.

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3. FIERCE INDEPENDENCE

The Unwavering…SI tells the stories others might shy away from. If a tough question needs to be asked, we'll ask it. If an uncomfortable truth must be confronted, we've proved time after time we'll confront it. We'll get the story right – even if it's not always the story people think they want to hear.

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4. ARBITER OF STATUS

The Quintessential…The Sports Illustrated cover is where arrivals are announced, where greatness is acknowledged. Athletes young and old cherish their cover appearances, relishing the recognition that the cover brings. This eight-by-10.5-inch rectangle is the window where the sports world gathers to see its fastest, its strongest, its greatest, its most celebrated figures and events.

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• Sports Illustrated’s 24/7 sports news website – every minute of every day, SI.com delivers immediate access to the pulse of sports

• Please familiarize yourselves with our digital platforms which can be found on SI.com:

For more info: simediakit.com

SI.COM

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OVERVIEW & MISSION STATEMENT• The mission of the SIOC program is to build an elite and

accredited on campus network of students who deliver peer-to-peer marketing and serve as brand managers to promote products, services and brands on college campuses nationwide.

• SI works directly with students to leverage existing campus and social networks to provide SI and its clients with authentic messaging, low cost execution and natural campus integration.

• SIOC is a wonderful way for college students to gain “real-world” experience while providing credible insights and communication platforms for future SI marketing strategies.

SPORTS ILLUSTRATED ON CAMPUS (SIOC)

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HISTORY OF SIOC:• In a skeptical and saturated target market, SI offers

advertisers an effective approach to bring both positive brand image and unique marketability to the college student population.

• SI, through its knowledge and insight of Generation Y, developed a paramount marketing program, SI On Campus, that consistently exceeds the objectives put forth by Sports Illustrated, which are to:

– Bolster awareness of SI among college-age students.

– Establish an entry-point and foothold in the younger reader market.

– Build brand awareness and positive perception of SI among college-age students.

– Implement marketing tactics for key advertisers within the target market

SIOC

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SIOC EXPECTATIONS

AS AN SI CAMPUS CONSULTANT, YOU…

REPRESENTthe passion and

enthusiasm of SI and SIONCAMPUS.com

LEARNabout SI and our

advertisers’ marketing strategies and

objectives

INFLUENCEthe strategy of the SI Franchise as it relates to the college market

OBSERVEand serve as the eyes

and ears on campus for SI

DEVELOPsuccessful marketing

and promotional campaigns to reach students on campus

INTEGRATEthe SI brand and our advertisers into the fabric of the college

experience

ENHANCEthe visibility of the SI

franchise and our knowledge of the

college demographic

ADVISEand educate SI on college culture and

lifestyle

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SIOC TEAM POSITIONSIf an effort to make SIOC run smoothly, we want each campus to appoint a team

member to the following positions. Each position will help your team tackle all

assignments in a timely and efficient manner. Please note: if you have more than

four (4) members on your team, please assign multiple consultants to positions

where necessary.

1. CAPTAIN CONSULTANT*: This Consultant will serve as the team correspondent, contacting SI on a regular basis and with group administrative problems or concerns. This Consultant will also serve as the team mediator as well as the organizational strategist of team meetings. Accessibility is essential.

2. PRODUCT COORINATOR: Responsible for handling merchandise and marketing products to be distributed and/or promoted. This Consultant should be able to receive bulk shipments to his/her school address.

3. COMMUNICATIONS CHAIR: Responsible for enhancing the team’s approved promotional plan in order to ensure a powerful and successful marketing plan. The Communications Chair is also responsible for establishing and maintaining relationships with key campus affiliates (i.e., athletic department) and will serve as the main point of contact.

4. GREEK CHAIR: Responsible for serving as the main liaison with the Greek Community. This Consultant is responsible for disseminating appropriate promotional information to the Greek Community via contacts and social chairs on campus while also directing his/her team members to the appropriate contact persons when needed.

*Please understand the Captain Consultant position is not weighed higher than the other team members. Rather, it helps manage the correspondence between his/her team and SI Management making sure all duties are in order.

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BEST PRACTICES

DO: • When executing a promotion, always identify yourself as an SI

Campus Consultant and wear appropriate branded SI gear• Always get written or verbal approval from SI before executing

your promotions• Give yourself ample time to plan your promotions• Utilize viral marketing tactics prior to each event execution

– Viral marketing is any technology or electronic based word of mouth marketing tactic (e-mail, text messaging, Facebook, etc.)

– Be respectful if people ask you not to send them anything moving forward

– Be clear that you are an SI Campus Consultant• Recognize the timing and date of your event and act accordingly• If executing an event:

– Check in with your on-site contact the day before the event to confirm all details

– Have an alternate plan for outdoor events in case of bad weather conditions

– Send your on-site contact a thank you email and/or note at the end of your promotion

• Know your SI facts – be ready if someone asks you a question about the magazine or website

DON’T: • Infringe upon any campus administration rules – if a problem

arises, please contact SI immediately• Tie your promotion directly to alcohol consumption• Send viral messaging to people out of your network or that you

are not friends with• Arrive late to team meetings and/or promotions

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KEY MARKETING TACTICS& IDEAS

• PREMIUM DISTRIBUTION (i.e., handing out branded SI T-shirts)

• PRODUCT SAMPLING (i.e., distributing razors)• TABLING (setting up a table in high traffic area for

distribution)• SIDEWALK CHALKING• VIRAL MARKETING:

– EMAIL BLASTS– FACEBOOK– MYSPACE– AIM– WORD OF MOUTH

• PRODUCT DEMONSTRATION • MOVIE SCREENING• SPONSOR AN INTRAMURAL OR CLUB TEAM• STUDY BREAKS • TAILGATING• FLYER DISTRIBUTION• BANNER DISPLAYS• DORM ROOM AND GREEK LIFE BLASTS• BAR PROMOTIONS• PRODUCT PLACEMENT (in dorms, locker rooms, houses

and/or classrooms)

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SIOC WEBSITE• URL: www.sioncampus.net

This is the “landing page” that you will start at every time you need to log in to the SIOC website using the link at the top left of the page. On this page, you can also find links at the top right of the screen to SI’s main twitter feed, “SI 24SEVEN”, SI’s Facebook group, and an e-mail link in case you have any questions. The tabs at the center of the page are:

• Sports Illustrated: Provides an overview of the brand and a link to SI.com.• SIOC In Action: An overview of the SIOC program.• Join The Team: Where interested students can apply for the team.• The Schools: All schools are listed with links to their pages on SI.

Below the tabs are different boxes where interested individuals can view the Top 10 schools, campus consultant base camp, upcoming events, frequently asked questions, an updated SI twitter feed, and links to SI.com and Extra Mustard.

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We have created a website specifically dedicated to the SIOC program that will function as your one stop shop for all assignments, reports, feedback, and links. Once you log in from the main website at www.sioncampus.net, you will be lead to Base Camp where you will find 5 main projects:

1.Assignments:This is where you will receive all of your assignments over the course of the year. For assignments that require written work, you may add documents using the “Files” tab at the top of the screen. For event assignments, you will need to fill out an Event Report located on the dashboard.

2.Event Reporting: Event Reporting is where you will fill out your event reports after you have executed any events. When you click on the Reporting link, you will be lead to a poll that will ask you a number of questions regarding your event. After you have filled out the report, upload any pictures you may have taken to the Files tab.

3.Training: This is where all of the training documents will be that outline any program details.

4.Team Standings: The Team Standings rank the top SIOC schools based on completed assignments, timeliness, creativity, organization, hard work, etc.

5.Team Profiles: Team Profiles is a list of the members of each team at every university.

*Your first assignment will be to familiarize yourselves with Base Camp and all of the features that it has to offer. There are tutorials within the site itself to help you through everything and if you have any additional questions, please contact Clark DenUyl at clark.denuyl@vividsport.com.

SIOC WEBSITE

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Digital Cameras

To capture the events for reporting purposes. Below is a potential shot list – but be creative! ***PLEASE bring your camera to EACH EVENT!!!

Event Shot List

To capture the events for reporting purposesBelow is a potential shot list – but be creative!

• Entire set up• Consumers with samples in front of the display area or

signage• Yourself in uniform• Please! NO Pictures with competitive products in them!

Consumer interaction – capture multiple shots of consumers interacting in the display area

Please take up to 10 pictures

Please resize photos to 480 x 640 pixels before uploading. Below is a quick tip on how to compress these:

• Use the program Microsoft Office Picture Manager• Open the selected photo you want to resize• On the top of the menu bar, open the drop down menu ‘Edit Pictures’• Select ‘Compress Pictures’ on the right tab• Once the Compress Pictures bar appears, select the option ‘Web Pages’ and click ok• Save the picture in a folder you can find (your desktop is usually a good place)• Do this for each picture, then upload your photos onto the reporting site

PICTURES

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Event Reporting Instructions

The only tangible way that SI and their clients have to reconcile their investment in this program is by staying close to event reporting. This is a key element in delivering a ‘Return on Investment’ metric.

•One recap per event•All reports should include photographs of the event via the Files tab•Thorough synopsis of the event is essential to convey the details•Listen to consumers you are sampling to during the event for accurate consumer quotes•STAY POSITIVE on all recapping

REPORTING

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SIOC FAQSWHAT IS THE PURPOSE OF THE SIOC PROGRAM?

• The purpose of the SIOC Program is to build an elite and accredited on-campus internship that will provide college students with a career-building opportunity as student brand managers for both SI and its advertisers.

HOW MANY OTHER CAMPUS CONSULTANTS ARE THERE IN THE NETWORK?

• SIOC has carefully selected over 150 motivated, enthusiastic and trend-setting college students on 30 campuses across the country (average 5 consultants per school) to participate in the 2009-2010 program.

HOW MANY HOURS PER WEEK ARE REQUIRED OF ME?

• On average, we anticipate that you will need to spend about 2-5 hours per week on assignments, team meetings, event execution, etc. Essentially, this program is what you make of it!

WHAT ARE THE TYPICAL PROGRAMS I WILL HAVE TO EXECUTE?

• As an SI you will be exposed to all facets of marketing. Familiar with your environment, campus culture and student lifestyles, you will be charged with promoting the SI franchise and will support our advertisers with customized college marketing plans on your campus.

WHAT IS IN IT FOR ME?

• Students can translate this unpaid internship into college credit. Consultants also receive free merchandise and products along with many other exciting events and rewards. All incentives are evaluated on team performance.

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HOW DO I RECEIVE ACADEMIC CREDIT?•If you wish to apply to your school for internship credit, SI will provide a statement to the school signed by SIOC staff outlining your participation in the program. You must submit all other necessary documents required by your school. All consultants must allow a two-week period to complete each individual request.

WILL I EVER GET PAID FOR ANYTHING? •You will not be paid by SI, its advertisers or any third party for your participation in the program. For any anticipated expenses related to your programs please secure prior approval by SI.

WHAT IF OUR TEAM IS UNABLE TO MAKE THE DUE DATE? •We understand that academic commitments come first. If your team is unable to meet a deadline, please contact us and let us know when to expect your documents.

WILL MY PERSONAL INFORMATION EVER BE SHARED? •As this is an extremely sensitive topic, we want to ensure you that your personal information is for SIOC internal purposes only. SI will not give anyone any information that will allow a third party to contact you except on behalf of SIOC, for example, to deliver product. If you are contacted for some reason, please reach out to SI as soon as possible.

SIOC FAQS

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Name Office Phone E-mail

Clark DenUyl

Vivid Marketing

678-303-5738 clark.denuyl@vividsport.com

Christine Salomone

Sports Illustrated

212-522-9511 christine_salomone@timeinc.com

KEY CONTACTS

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GOOD LUCK & HAVE FUN!