Coyle Media: NYC – Team SummitCleveland Cavaliers Case StudyMay 20, 2009

Why and What!

Site features and benefits

Sales strategy

Online assets and integration

Identifying a Needfor Corporate Sales Teams

• 2007/08 NBA average $16.5 Million

• 1.3 % allocated to online • Online revenue doubling

• Other media assets flat

• Online traffic growing faster than online revenue!

Who Is Our Fan?• 54% Male

• Average Age: 28

• Average Income: $41,000

• 63% of people visit Cavs.com at least once/week during the season

• 73% use cable, DSL, or LAN

• 54% feel they have advanced Internet skills

• 45% have not attended a Cavs game in past year

Editorial Content The best online access anywhere for Cavaliers fans

• Great content keys ad sales• Timely and unique editorial• One of a kind video• Ticket options and arena

info• Interactive -

Games/downloads

User-Generated Content Fans contribute:• Blogs• Profile info• Photos• Videos• Additional data

within contests

Team benefits:• Increased merch

sales• Increased single

game tickets• CavFanatic Days• Season ticket

identity platform

Cavs.com Traffic (thru 5/1/09)

• 808,666 avg. monthly unique visitors• 40% Increase

• 16,132,000 visits• 43% Increase

• 56,877,000 page views• 31% Increase

Other Notable Traffic Numbers

• 7.5 minutes time spent per visit

• 2nd overall in page views in the NBA

• 2nd overall in video streams in the NBA

Reach and Frequency

Cavaliers online properties provide corporate partners with the opportunity to reach consumers during peak times of interest.

Online Growth and DevelopmentNational exposure and key match-ups offer premium online opportunities.

306,000 pageviews and 71,000 visits134,000 pageviews and 38,000 visits

388,885 pageviews and 112,239 visits307,376 pageviews and 82,223 visits

513,122 pageviews and 128,000 visits256,585 pageviews and 67,964 visits

January 29, 2009 @ OrlandoJanuary 25, 2008 v. Phoenix

April 21, 2009 v. Detroit (Gm 1.)

April 21, 2008 v. Washington (Gm 1.)

May 5,2009 v. Atlanta (Gm 1.)May 6, 2008 v. Boston (Gm 1.)

The Payoff…The Impact…• More pageviews and visits on

predictable days offer the opportunity for premium pricing – roadblocks, corner peels

• Social network offers a supplemental revenue outlet – increased ticket and merch sales, promotional opps, and team brand

• Television drives online traffic – use refers back to online for contest and data collection

• All adds up to one dramatic advantage….

12

Time Spent on Team Sites

More than

minutes per visit!

34567

1234

Nearly

pageviews per visit!

Sales Strategy • Corporate Partner sales team education

• Transition toimpression/segmentation/packaging

• Online elements fully integratedinto all Cavaliers assets

• Social network – Cavfanatic.com (tickets, group outings, merchandise) use of Twitter

Personnel and Training • Hire dedicated roles

• Webmaster

• Continue to generate award-winning content

• Web sales champion

• Sales Staff Integration• Integrating online with traditional arena assets

• The online quiz

Site Transition – Rotational to ImpressionsFor the start of the 2008-09 season Cavalier partners transitioned from rotational ads to impression-based ads and integrated entitlements.

Cavaliers transition strategy• Totaled up ad units from 2007-08’s rotational format (odd sizes)• Fewer ads in 08/09…but…• Larger ads• Increased share of real estate• More premium placements• Flighted online campaign options

Section entitlements featured logo presence only in 2007-08• Online package in 2008-09• Logo in the section header• Cavs.com impressions• Email

Cavs.com – New for the 2008-09 season• All ad units are IAB standard• Impression banks, no rotational ad plays, transition current

partners • Approach that integrates the social network, email, and all

other Cavalier assets online and offline assets.

New to Cavs.com 2008-09

• 300x250 (standard ad unit above the fold on the homepage – simple buy key)

• Homepage and section roadblocks• 12 hour• 24 hour• Game days

Rate Development and Packaging

Consideration for CPM development• Start with the accepted marketplace CPM for content sites• Consider that most consumers spend more time on our sites• 300x250 and 160x600 are typically priced higher than 728x90• Sports premium• Premium placement (homepage worth more than interior

pages)• Premium dates

Development of Integrated Packages• Connect impressions to Email • Use all, most of your team web

inventory options• Section entitlements are never sold

as one-offs• Attach offline inventory to online

inventory for data, response

Cavs.com – Homepage package1,000,000 homepage impressions $15,000750,000 Run of Site (ROS) imps $9,0004 – Shared partner offer email sends $6,000

$30,000 (net – internal)

Above package based on 12-month calendar commencing with partner agreement. Limit 20.

New Video Platform10 second pre-roll300x250 accomp. ad

unitEasy archive accessMultiple traffic-drivers

25% share of voice -$25,000 annually Limited to 4 partners

Cleveland Clinic Player Profiles

Team Websites can build data collection ports using other assets

Results as ofMay 1, 2009

Visits: 39,606

Ad click-thru:300x250 current campaign second-highest click-thru rate of any campaign this year.

Shifting Towards Sustainability People, Planet, and Prosperity

•NBA Green Week – Cavaliers Green Games April 5 and April 8

•Regular internal/external online communications regarding green practices

•Online content for public consumption and data collection port at www.cavs.com/green

Social Network Integration

CavFanatic.com Integration includes:

• Network email alerts• Access Cavaliers

promo• LED• Q-tube• Radio Reads• CavFanatic Nights• CavFanatic Uniform

Social Network ApplicationTwo Official Team Twitter Accts @cavs. @RealJoeTait

• Continued fan, athlete, and personality contact

• Foundation for more significant online team sales opportunities and referrals

CavFanatic.com Fanatic of the Month Offline to Online Activation for data collection

CavFanatic.com Fanatic presented of the Month in January, 2009, which attracted more than 1,100 entries in 30 days.Promotion included: Radio spots, in-arena p.a. reads, LED, Q-tube features, and Access Cavaliers.

Online Partner Promotion

Free Burrito Day – no strings – for all Cavalier Fans May 12, 2009.

• Homepage Roadblock• Higher share of voice• Discussion threads• Network email• More than 3,500

redemptions

Cavaliers Insider NewsletterCavaliers Insiders are a collection of more than 110,000 die-hard Cavaliers fans who look forward to receiving all the news on the team and information on special offers.

Newsletter Sent:

• Every Monday during the season and post season

• As needed during the off season

Newsletter cost:

• $15,000 per month

• $ 4,500 per individual send

Cavaliers Partner Offer EmailsMore than 25,000 Cavaliers Insiders have requested partner offer emails! These double opt-in emails, sent every Tuesday throughout the season, offer a direct link to one of Northeast Ohio’s most affluent and engaged internet audiences. Offers must be exclusive to Cavaliers Insiders.

Partner Offer Cost:

$1,500 per send

No more than four offers are included on shared partner offer sends.