Mike Maleski's presentation from the Coyle Media team summit, May 20, 2009.

1. Coyle Media: NYC – Team Summit
Cleveland Cavaliers Case Study
May 20, 2009
Why and What!
Site features
and benefits
Sales strategy
Online assets
and integration

2. Identifying a Need
for 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!

3. 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

4. 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

5. 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

6. 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

7. Reach and Frequency
Cavaliers online properties provide corporate partners with the opportunity to
reach consumers during peak times of interest.
Online Growth and Development
National exposure and key match-ups offer premium online opportunities.
January 29, 2009 @ Orlando 306,000 pageviews and 71,000 visits
January 25, 2008 v. Phoenix 134,000 pageviews and 38,000 visits
April 21, 2009 v. Detroit (Gm 1.) 388,885 pageviews and 112,239 visits
April 21, 2008 v. Washington (Gm 1.) 307,376 pageviews and 82,223 visits
May 5,2009 v. Atlanta (Gm 1.) 513,122 pageviews and 128,000 visits
May 6, 2008 v. Boston (Gm 1.) 256,585 pageviews and 67,964 visits

8. 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….

9. Time Spent on Team Sites
More than
6
5
4
2
1
7
3
minutes per visit!
Nearly
4
3
2
1
pageviews per visit!

10. Sales Strategy
• Corporate Partner
sales team education
• Transition to
impression/segmentation/packaging
• Online elements fully integrated
into all Cavaliers assets
• Social network –
Cavfanatic.com (tickets,
group outings, merchandise)
use of Twitter

11. 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

12. Site Transition – Rotational to Impressions
For 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

13. 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

14. 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

15. Cavs.com – Homepage package
1,000,000 homepage impressions $15,000
750,000 Run of Site (ROS) imps $9,000
4 – Shared partner offer email sends $6,000
$30,000 (net – internal)
Above package based on 12-month calendar commencing with partner
agreement. Limit 20.

16. New Video Platform 10 second pre-roll
300x250 accomp. ad unit
Easy archive access
Multiple traffic-drivers
25% share of voice -
$25,000 annually
Limited to 4 partners

17. Cleveland Clinic Player Profiles

18. Team Websites can build data
collection ports using other assets
Results as of
May 1, 2009
Visits: 39,606
Ad click-thru:
300x250
current
campaign
second-highest
click-thru rate
of any campaign
this year.

19. 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

20. Social Network Integration
CavFanatic.com Integration
includes:
• Network email alerts
• Access Cavaliers promo
• LED
• Q-tube
• Radio Reads
• CavFanatic Nights
• CavFanatic Uniform

21. Social Network Application
Two Official Team Twitter Accts
@cavs.
@RealJoeTait
• Continued fan, athlete, and
personality contact
• Foundation for more
significant online team sales
opportunities and referrals

22. CavFanatic.com Fanatic of the Month
Offline to Online Activation for data collection
CavFanatic.com
Fanatic presented
of the Month in
January, 2009, whi
ch 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.

23. 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

24. Cavaliers Insider Newsletter
Cavaliers 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

25. Cavaliers Partner Offer Emails
More 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.