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.
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
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.
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)
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
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.
Julie
Julie
Julie
Julie
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
Julie
Julie
Julie
Julie
Julie
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 -
Emily
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
Julie
Julie
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)
Julie
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!
Emily
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
Emily
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?