Tackle Your Football Engagement Strategy
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How to Plan Your Campaign, Excite Your Audience, and Set Revenue Records.
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Tackle Your Football Engagement Strategy
- 2. #secondstreetlab Speakers Julie Foley Director of Affiliate Success Second Street @julie_foley Emily Thousand Affiliate Success Manager Second Street @emilythousand John Dzaran Vice President, Advertising Tacoma News Tribune & The Olympian @jdzaran
- 3. #secondstreetlab Questions & Twitter Follow @secondstreet on Twitter! Want to win an exclusive prize? Tweet with our hashtag #secondstreetlab Note: We are recording this webinar and you will receive an email with links to the recording and slide deck.
- 4. #secondstreetlab Second Street Platform Photo Voting Offers EmailBallot Trivia QuizPersonality Quiz Pick ‘em SweepstakesSurveys
- 8. #secondstreetlab Second Street Managed Pick’ems
- 9. #secondstreetlab Important Dates Game Date Top 15 College Football Pickoff Thursday September 1, 2016 – Saturday November 26 , 2016 Pro Pick’em Thursday September 8, 2016 – Sunday February 5, 2017 College Bowl Games Saturday December 17, 2016 - Monday January 9, 2017 Big Game Sunday February 5, 2017
- 10. #secondstreetlab
- 15. #secondstreetlab Integrate Sponsors Banner Ads Logo in Branding
- 16. #secondstreetlab VIP picker Logo/Link on Welcome Page Logo in Prizes Section Integrate Sponsors
- 18. #secondstreetlab 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! Integrate Sponsors Weekly Reminder Email
- 19. #secondstreetlab Kate Bare Digital Product and Operations Manager …a layered promotions strategy would capitalize on all the excitement surrounding football season in order to reach the widest possible audience.
- 20. #secondstreetlab The News Tribune Tacoma, WA | 54K circulation Pro Football Pickem
- 21. #secondstreetlab Football Quiz Bundle The Campaign
- 22. #secondstreetlab #MyFanStyle Photo Contest + Ballot Fan Survey + Infographic The Campaign
- 26. #secondstreetlab Personality Quizzes Definition: A quiz designed to help people discover something fun about themselves. “Which Stadium Food Are You?” “What Kind of Sports Parent Are You?”
- 27. #secondstreetlab Trivia Quizzes Definition: A quiz designed to test someone’s knowledge about a particular subject. “Are You The Biggest Football Fan?” “Green & Gold Trivia”
- 28. #secondstreetlab Take the quiz! secondstreetlab.com/footballquiz
- 29. #secondstreetlab 100+ Turnkeys Available Now secondstreetlab.com/turnkeys
- 30. #secondstreetlab Quiz Bundle The News Tribune Tacoma, WA | 54K circulation
- 32. #secondstreetlab The News Tribune Tacoma, WA | 54K circulation
- 33. #secondstreetlab Offer Great Prizes Grand Prize Winner (Most Votes): Tickets + travel for 2 to a game ($3,000) Grand Prize Winner (Judge’s Choice): Tickets + travel for two ($3,000) 2nd Place: Fan Prize package ($500) 3rd Place: NFL.com gift card ($250)
- 34. #secondstreetlab Announce Finalists on Instagram
- 36. #secondstreetlab 1,200+ votes Biggest Fan Ballot The News Tribune Tacoma, WA | 54K circulation
- 37. #secondstreetlab Best Mascot or School Spirit Ballot
- 38. #secondstreetlab Prep Football Turnkey Available
- 40. #secondstreetlab Custom Engagement Survey The News Tribune Tacoma, WA | 54K circulation
- 43. #secondstreetlab The Winston-Salem Journal Winston-Salem, NC | 76K circulation Panthers Ultimate VIP Sweepstakes
- 47. #secondstreetlab $59 each $175 value (66% discount) The Seattle Times Seattle, WA | 200K circulation
- 48. #secondstreetlab $54,000 in revenue The Seattle Times Seattle, WA | 200K circulation
- 51. #secondstreetlab Sell a Season Long Campaign
- 52. #secondstreetlab It’s Not a One-Off
- 59. #secondstreetlab Core Media: Print Short URL Prizes
- 60. #secondstreetlab Core Media: TV Short URL Prizes Talent as VIP Picker
- 61. #secondstreetlab Core Media: Radio Live Broadcast at sponsor location
- 62. #secondstreetlab Talent as VIP Pickers
- 63. #secondstreetlab Email: #1 Driver of Promotions Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8 Entries on Day Email Was Sent
- 64. #secondstreetlab 53% of email is opened on mobile
- 65. #secondstreetlab The human finger is 26x26 pixels Use BIG BUTTONS
- 66. #secondstreetlab Email • Invite to all past players • Weekly reminders / winner announcements
- 68. #secondstreetlab
- 70. #secondstreetlab Rich Media Pencil Ad Pencil Ad Expanded Leaderboard Expanded
- 73. #secondstreetlab Social Media Put codewords in your Snaps!
- 75. #secondstreetlab Want to drive traffic on Instagram? Links in captions are not clickable
- 76. #secondstreetlab Want to drive traffic on Instagram? Instead, put “link in profile” link in profile
- 82. #secondstreetlab Get certified by July 22 to win Second Street University
- 84. #secondstreetlab Upcoming Football Webinars secondstreetlab.com/webinars July 12th @ 3pm EST August 9th @ 1pm EST
- 85. #secondstreetlab Q&A Julie Foley Director of Affiliate Success Second Street @julie_foley Emily Thousand Affiliate Success Manager Second Street @emilythousand John Dzaran Vice President, Advertising Tacoma News Tribune & The Olympian @jdzaran
Editor's Notes
- Emily Hi everyone! Welcome to the webinar for How tto Plan Your Campaign, Excite Your Audience, and Set Revenue Records
- My name is Emily and I am an Affiliate Success Manager here at Second Street We’ve got Julie joining us today, our Director of Affiliate Success and she’ll be going over some great contest ideas and case studies And we’re SO LUCKY to have John the Vice President of Advertising for the Tacoma News Tribune and The Olympian joining us today to walk through their SIX FIGURE FOOTBALL CAMPAIGN. John is also joined by his DREAM TEAM Jessica – Product Specialist Kristen Chilson - Campaign Fulfillment and Optimization Specialist AND Todd Florence - Creative Producer Thanks so much for being here guys! We’ll get back to you in just a minute while I finish us some quick housekeeping items
- Emily If you have questions, feel free to use the Questions module in the Go to webinar panel You can also tweet at us – follow @secondstreet on Twitter. We’re also going to do a fun contest! The BEST TWEETS will win an exclusive prize so tweet early and often! We’re going to record this and everyone who registers will get an email within 48 hours with the recording The recording, slides and takeaways will also be up 24/7 at secondstreetlab.com
- Emily A little bit about who we are and how we help you Our products ultimately help you increase ROI and engage your audience in addition to driving revenue We are going to walk through several promotion ideas that you can implement during football season, from pickems. Quizzes, photo contests. sweeps, ballots and even offers!
- Emily PLUS our VERY POPULAR Playbook is newly updated! Hot off the press! We have affiliates that have downloaded it and used it to sell IMMEDIATELY Download it NOW at secondstreetlab.com/football
- Emily SO WHY IS FOOTBALL SUCH A BIG DEAL? Pro football is America’s most watched and favorite sport People who consider themselves “avid fans” spend 32 hours a week watching games and tracking statistics I just hung my Packers flag up on the front of my house – which is going over very well since I live in SEATTLE But aside from Pro football – think about the FANATICS in your community around college and even HS football!! Speaking of college football FANATICS I’m going to pass it to the Biggest Georgia Southern fan ever, Julie, who’s going to walk us through the Football PIckem -------------- According to the Fantasy Sports Trade Association, the typical fantasy player is: a college-educated professional often a male, in his 30s or 40s with an average household income over $90,000 has disposable income of the 49% of fantasy users who pay to play, most spend an average of $468 on league fees, subscription advice sites and analytics apps. It was predicted that 25.8 million would play fantasy football in 2013, generating 1.1 billion in revenue. (Ad Age, August 12th, 2013) According to the Fantasy Sports Trade Association, fantasy sports have a 7-10% growth rate from year to year.
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- Julie More about the optional Survivor game: To play select the one team you are sure will win each week. If you pick correctly you advance to the next week. However, you can only pick each team to win one time. If you guess wrong, you are still eligible to continue to participate in the second chance game and its prize. If you guess wrong a second time, you are then able to continue to play, but are no longer eligible for a prize. The player who makes it through the most weeks will win. That’s why it’s called SURVIVOR! Remember this is Optional and you can choose to enable or disable this in the admin
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- Julie This promotion was the Winner for Best Multi-Promotions Campaign at the 2015 Second Street Awards. We wanted to engage our readers and to generate revenue during the six-month football season. With such devoted football fans in our area, we knew that (with proper planning) we could successfully run a football pick’em contest. Yet we wanted to engage the average fan, too. This spawned an idea:
- Pigskin Picks, a pro football pick’em contest Football quiz bundle, monthly engagement and trivia quizzes #MyFanStyle Photo Contest, an Instagram contest Fan infographic, a fan profile infographic developed through responses from a custom engagement survey
- Pigskin Picks, a pro football pick’em contest Football quiz bundle, monthly engagement and trivia quizzes #MyFanStyle Photo Contest, an Instagram contest Fan infographic, a fan profile infographic developed through responses from a custom engagement survey
- Julie
- Julie
- Emily Quizzes are timely and they are fun for your audience – we have seen everything from the two you see here – classic rock bands and which mad men character are you – to sports specific, programming specific and even local hyper local focusing on landmarks
- Emily We offer 2 types of quizzes - personality
- Emily We also offer Trivia quizzes – the easiest type of quiz to create -
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- Emily
- Emily: The quizzes, a combination of Second Street’s turnkey football quizzes and our own creations, all tied-in thematically to football: “Which Stadium Food Are You?” “How Well Do You Know Your Home Team?” “What Kind of Football Fan Are You?” “What Kind of Big Game Viewer Are You?” ASK: News Tribune, how did you guys come up with the ideas for your custom quizzes and who created them?
- Emily You can extend the passion around football Tap into a WHOLE DIFFERENT AUDIENCE than those that might participate in your pickem or even your quiz Think video submission or photo submission
- Emily: Like this biggest fan photo contest from The News Tribune #MyFanStyle Photo Contest News Tribune – how did you come up with the hashtag for this?
- Of the entries, we then selected 20 photos and their stories, conducted more in-depth interviews, and uploaded the photos and stories into a Voter’s Choice ballot where voters could pick their favorite fan styles.
- Emily Ballot promotions are massive campaigns that help you build your audience and your database, plus generate a lot of revenue in the process! These are significant promotional opportunities. A traditional ballot that you are probably familiar with is a “Best Of” city wide ballot where you can vote on the best businesses in your city. BUT you can also run NICHE BALLOTS and SPORTS provides a perfect opportunity to do so
- Emily Other typ
- Emily Other types of ballots to run: Best Mascot, School Spirit
- Emily Other types of ballots to run: Best Mascot, School Spirit
- Surveys are a great way to COLLECT DATA and better understand your audience
- The News Tribune created a CUSTOM Engaged their audience
- Infographic created from results and posted in print and online! ASK: How did you guys come up with the idea survey to create an infographic? It’s the first time we’ve seen a partner do this
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- Dine in-only REALLY QUALITY restaurants – prospecting matters! Valued at $175, buy The Seattle Times Pizza Passport for just $59 and get one FREE, large two-topping pizza at each of our participating restaurants: Zeeks Pizza (Belltown, Ravenna, Greenlake, Phinney Ridge, West Seattle, Queen Anne, North Queen Anne, Lynnwood, Bothell locations) Stellar Pizza (Georgetown) Flying Squirrel Pizza Company (Seward Park, Maple Leaf, Georgetown) Via Tribunali (Capitol Hill, Georgetown, Fremont, Queen Anne) Pizzeria 22 (West Seattle) Jet City Pizza (Kenmore, Bothell/Mill Creek, Mt. Vernon, Newcastle, Marysville, Cathcart/Clearview locations) Ballard Pizza Company / Frelard Pizza Company NYP Bar & Grill (Queen Anne)
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- Julie: Question for John – give us your best practices for how you approach Football and sold it, made it a success, 1. Plan it out. Sit down and figure out what the advertiser wants
- 2. Bundle and sell a season long package that includes several promotion types that span the entire season. Then, you are secure in your ad budget all season long.
- 3. Don’t think transactionally. Don’t sell a one-off. Sell a campaign that has frequency. Football lasts 21 weeks (built in frequency) –makes a lot of sense for longer term campaigns.
- Julie To have sales success you need to have buy-in from your team How are you exciting the sales team? its all about the cash! Spiffs/bonuses 3. Split your staff into teams and assign captains/coaches have them battle out – award pizza parties for winners 4. Send out daily updates on who’s in the lead and who has sold sponsorships Create Teams What are you doing in the sales meeting Do you have anything on the wall – wall of fame What spiffs/bonuses do you offer How do you excite them? How do you maintain that excitement? What materials do you give them? Sales sheet? Playbook? Sales packages – can you share? How do you give them advertisers to target?
- Julie Have materials ready for your sales staff One-sheet that is customer-facing – how the program works, what they receive but one that is also internal that explains the game Why we are doing this/why its cool/helps them remember what to say in front of a client
- Julie You should also provide Advertisers to target to your sellers Car dealers/service providers/HVAC/ Grocery Restaurant Home improvement Restaurants/Bars and Grills Beer Distributors
- Julie When putting together your sponsorship packages you’ll want to consider all of these assets as well as other assets you will have available to promote the game – this should be an INTEGRATED package You might consider having 1-2 presenting or title sponsorships available Offer to include your sponsors as a VIP picker You should include your core product HEAVY on digital including email and social And most importantly you can offer an email opt-in to your title sponsor on the registration page – this has IMMENSE value When it comes to Supporting sponsors you could have dozens of sponsors here The package will include a lot of the same elements but scaled back somewhat Certainly offer to integrate your sponsor into the game as a VIP pickers
- Julie DOWNLOAD PACKAGES at this URL – in the PLAYBOOK!
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- Emily Print premium in special NFL section – integrate ads into content Show URL prominently WEEKLY PRIZES DRIVE PARTICIPATION
- Emily But like I said one of the keys to really making this a success was the Live On-Air Promotion and the tie-in to their talent Kyle Kraska encouraged viewers to participate in the Ultimate Pigskin Picks during his 5pm sportscast each Wednesday during the season. Kyle shared a few of his predictions and tells viewers to visit CBS8.com to play along and win! The Title sponsor was included in all of these elements
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- Emily
- Email drives the MAJORITY of participation
- It’s now the ULTIMATE smartphone app The most used app on your phone We’ve reached the tipping point – it is MOBILE FIRST
- DESIGN EMAILS FOR MOBILE Design emails for links being clicked by FINGERS
- INCLUDE COUPONS on your weekly reminder emails
- But like I said one of the keys to really making this a success was the Live On-Air Promotion and the tie-in to their talent Kyle Kraska encouraged viewers to participate in the Ultimate Pigskin Picks during his 5pm sportscast each Wednesday during the season. Kyle shared a few of his predictions and tells viewers to visit CBS8.com to play along and win! The Title sponsor was included in all of these elements
- Fixed homepage placement like the State Journal Register did here
- But like I said one of the keys to really making this a success was the Live On-Air Promotion and the tie-in to their talent Kyle Kraska encouraged viewers to participate in the Ultimate Pigskin Picks during his 5pm sportscast each Wednesday during the season. Kyle shared a few of his predictions and tells viewers to visit CBS8.com to play along and win! The Title sponsor was included in all of these elements
- But like I said one of the keys to really making this a success was the Live On-Air Promotion and the tie-in to their talent Kyle Kraska encouraged viewers to participate in the Ultimate Pigskin Picks during his 5pm sportscast each Wednesday during the season. Kyle shared a few of his predictions and tells viewers to visit CBS8.com to play along and win! The Title sponsor was included in all of these elements
- Love this social media post because it follows good best practices – use imagery, don’t just make it salesy – they announce winners first and congratulate them on perfect picks, and promote weekly and national prizes RUN it on your Facebook page or a Facebook Page of your sponsor Run it on as many as you like
- Love this social media post because it follows good best practices – use imagery, don’t just make it salesy – they announce winners first and congratulate them on perfect picks, and promote weekly and national prizes RUN it on your Facebook page or a Facebook Page of your sponsor Run it on as many as you like
- Using contest entries as CONTENT – look at all the Likes and Shares!
- Love this social media post because it follows good best practices – use imagery, don’t just make it salesy – they announce winners first and congratulate them on perfect picks, and promote weekly and national prizes RUN it on your Facebook page or a Facebook Page of your sponsor Run it on as many as you like
- When do you start selling? How do you choose which audience engagement campaigns to include in the football bundle? pickem/ig/ballot/survey Do you have several packages available? Different price ranges? What are the dates? When does pro football start? Is the survivor game optional? How can I learn more about high school & college? Recording available on lab secondstreetlab.com/football How many sponsors should I secure? Should my staff be vips? What are good ideas for local prizes? What is part of the sales package? Pricing should be based on the media involved The contest is just a part of that and should be baked in What promotions should I run as well as pro football? We don’t broadcast football - should I still run the promotion - won’t it just drive viewers to the competition?
- Julie