ADOBE DIGITAL

PUBLISHING SYMPOSIUMThe University of Alabama

ADAPTING TO THE CHANGING SPORTS

MARKETPLACE

ESPN Leads the Way in Mobile Content Consumption

According to an @ESPN report, 47.3 million people used ESPN mobile properties in November, the third consecutive month in which more unique people accessed ESPN content on mobile devices than on computers (39.5 million).

We were told over and over again that 2013 would be the year of mobile Think mobile first: The question many designers have been asking themselves is, “How will my desktop website adapt to phone and tablet?” Is that the right strategy? Luke Wroblewskiintroduced the idea of mobile first with the understanding that mobile usage would eventually take over desktop browsing. This “mobile first” design philosophy challenges you to think of your website, app, program, etc. being consumed first on a mobile device and then adapting to a desktop experience. The ESPN statistics back this theory up. And the ESPN execs must be paying attention

Article by: Jonathan Gandolf

WHY ADOBE DPS?

DPS WAS THE ONLY SOLUTION THAT POSSESED THE FLEXABILITY TO ADAPT TO OUR INTERGRATED MARKETING STRATEGY

FLEXABILITY OF THE DPS PLATFORM COULD AFFECT MULTIPULE AREAS OF OUR BUSINESS (RECRUITING/COMMUNICATIONS/MARKETING & BRANDING REVENUE GENERATION-SPONSORSHIP/ADVERTISING FUNDRAISING-TICKET SALES-MERCHANDISE)

DPS SOLVED THE CHALLENGE OF DECLINING GAME PROGRAM SALES

DPS PROVIDED THE MOST COST EFFECTIVE APP DEVELOPMENT SOLUTION

DPS SOLVED A RECRUITING CHALLNGE AS COACHES USED IPADS IN THE FIELD. COACHES DO NOT HAVE TO RELY ON INTERNET CONNECTIONS AT ALL. EVERYTHING IS LOADED ON THE IPAD, INCLUDING VIDEO.

WHY ADOBE DPS?

DEVELOPED DIGITAL PUBLICATION GOALS TO:

IMPROVE OUR RECRUITING PRESENTATIONS FOR OUR COACHES.

IMPROVE MOBILE PRESENTATIONS FOR DEVELOPMENT OFFICERS.

IMPROVE FAN EXPERIENCES AND FURTHER THEIR GAMEDAY

ENGAGEMENT.

CREATE NEW CONTENT DISTRIBUTION CHANNEL.

IMPROVE TOOLS FOR COACHES/ADMINISTRATORS TO RECRUIT.

DELIVER REAL TIME UPDATES TO PRESENTERS IN THE FIELD.

HOW DID WE GET STARTED?

DPS RIO GAME PROGRAM REVENUE INCREASED BY 100K

NEW DIGITAL ADVERTSING INVENTORY FOR MULTI-MEDIA RIGHTS HOLDER

CRIMSON TIDE FANS ENJOY GAME PROGRAMS (HOME AND AWAY GAMES)

CRIMSON TIDE FANS HAVE CONSUMED 8,389 HOURS OF CONTENT THROUGH 57 PUBLICATIONS

CRIMSON TIDE FANS SPENT 6-10 MINUTES ON DIGITAL PUBLICATIONS VS. 2 MIN ON WEBSITE

DEVELOPMENT OFFICERS HAVE A GREAT TOOL TO USE IN THE FILED

MOBILE MERCHANDISE SALES HAVE INCREASED

WHY ADOBE DPS?

WE HAVE ONLY TOUCHED ON THE BASICS OF WHAT DPS HAS TO OFFER. THIS SEASON, WITH A COMPLETE MARKETING STRATEGY IN PLACE WE EXPECT OUR VIEWERSHIP TO EXCEED OUR EXPECTATIONS.

DATA & RESULTS

DATA ANAYTICS TEAM

OUR FUTURE GOALS

INTERGATE DPS ANALYTICS IN OUR DATAWAREHOUSE/CRM

LAUNCH PUBLICATION STORE FRONT

CREATE UNIQUE CONTENT FOR DONORS

LIVE GAMEDAY CONTENT STREAM WITHIN THE APP (TV ANYWHERE CONCEPT).

LIVE SCORING AND STATS UPDATES WITH THE APP.

PRODUCT PLACEMENT & E-COMMERCE OPPORTUNITIES WITHIN THE APP.

PUSH NOTIFICATIONS (DIRECT MARKETING), INCREASE SPONSORSHIPS AND SALES INVENTORY.

CROSS PROMOTE ALL SPORTS, TICKETS, MERCHANDISE, ETC.

THANK YOU THE UNIVERSITY OF ALABAMA, CRIMSON TIDE PRODUCTIONS,

UNIVERSITYOF ALABAMA COMMUNICATIONS, ADOBE, DOUG

WALKER, BRAD LEDFORD, JUSTIN BRANT, BRENT

HOLLINGSWORTH AND KENT GIDLEY.