1. 2011 USO AWARENESS CAMPAIGN RECAP
DECEMBER 28, 2011
WASHINGTON, D.C.

3. THANKS TO ALL WHO SUPPORTED THE BOWL
“In 2011, Northrop Grumman was excited to again be the Presenting Sponsor of the Military Bowl presented
by Northrop Grumman benefiting the USO. We believe in the USO’s mission and we hope everyone will
consider how they can become involved in the USO, through volunteering or donation, as well.
The Military Bowl is a great event from which to show your support for the USO and to its commitment to the
armed forces and their families. Thanks to all who supported the 2011 Military Bowl and contributed to its
success.”
Wes Bush
Chairman, CEO & President
Northrop Grumman Corp.

4. GREAT GAME. GREAT FINISH.
The 2011 Military Bowl presented by Northrop Grumman featured one of the best games of the entire bowl
season. An expected offensive spectacle saw 35 total first quarter points. The teams set the Military Bowl mark for first half
points with 1:36 remaining in the first period. Three of the opening periods’ five touchdowns were scored within 53 seconds,
beginning with a 22 yard run by Air Force’s Tim Jefferson with 2:29 to go, and ending with a three-yard rush to the endzone
by the Falcon’s Mike DeWitt with 1:36 left on the clock.
Air Force scored with 52 seconds remaining to pull within one point of Toledo, when Coach Troy Calhoun called a fake
point-after and elected to attempt a two-point conversion to win the game rather than kicking an extra point to head to
overtime. Toledo was prepared, the Falcons’ ensuing on-side kick was secured by Toledo, and the Rockets picked up a first
down to ensure the 42-41 win, giving 32-year-old Rocket head coach Matt Campbell his first victory.
Score by Quarter 1st 2nd 3rd 4th FINAL
University of Toledo 21 7 7 7 42
Air Force Academy 14 14 7 6 41

5. GREAT GAME. GREAT FINISH.

6. THE MILITARY BOWL EXPERIENCE
More than a postseason college football game – this is an opportunity to entertain and honor
our troops, support the mission of the USO, and put on a first-class event to showcase our
nation’s gratitude for the service of our military and their families.
Patriotic overtones recognizing all five branches of the military are prevalent throughout the
game, including this year’s first-ever flyover by a B-2 Stealth Bomber for a bowl game or in
DC airspace. For the student-athletes participating in the Military Bowl, it is a reminder
that while this game celebrates the culmination of a great season for their program, it is also
about honoring the military personnel that protect their freedom.

7. THE MILITARY BOWL EXPERIENCE
Unique Military Elements:
 Five Medal of Honor Recipients participating in Coin Toss
 Ranger group parachuting into RFK Stadium
 B-2 Stealth Bomber Flyover
 Delivery of the game ball by General Phil Breedlove on a specially designed
B-2 Stealth Chopper
 Unfurling of the full-field American flag during the national anthem
 Halftime presentation of a handicapped accessible home to a wounded warrior
 On-Field Enlistment Ceremony
 Honor Guards
 Military Village outside of the stadium open to the public
 USO Reception for current military personnel and high-ranking officers

8. A UNIQUE GAMEDAY EXPERIENCE
“The Air Force Academy may have been edged out by Toledo during the hard-fought football game, but the military as a whole ultimately
emerged victorious at the Military Bowl, due in part to a well-visited Military Village in front of the stadium before the game.
The Military Village, organized by the USO and the bowl committee, was an event unlike any other, showcasing the military’s wide array of
assets while also providing an opportunity for corporations and non-profit organizations alike to describe their products and causes to game
day attendees and other passers-by. Its goal was to showcase the equipment, the mission and the personnel of the United States military.”
- USO.org

9. A UNIQUE GAMEDAY EXPERIENCE

10. A UNIQUE GAMEDAY EXPERIENCE

11. A UNIQUE GAMEDAY EXPERIENCE
Military volunteers and staff from the Military Village
were able to enjoy the game from standing room only
section in the southeast endzone, complete with a
DRASH Tent to get warm during breaks.

12. PREGAME PARACHUTE

13. PREGAME USO RECEPTION

14. IN-GAME PSAS, FEATURES AND PA READS
15-Second PA Read:
“EARLIER TODAY THE USO HOSTED A SPECIAL RECEPTION IN THE CHAMPIONS CLUB HONORING OUR
NATIONS WOUNDED WARRIORS AND OUR VISITING MEDAL OF HONOR RECIPIENTS. REMARKS WERE
GIVEN BY THE SECRETARY OF THE AIR FORCE, THE HONORABLE MICHAEL DONLEY. THE USO IS
PRIVILEGED TO SERVE THOSE WHO SERVE AND THEIR FAMILIES AND APPRECIATES THE SUPPORT OF THE
COMMUNITY TO KEEP USO PROGRAMS AND SERVICES GOING!”
USO Received:
 First Break of Second Half Dedicated for USO
 “Good to Be Back” :30 PSA
 B-Roll of USO Reception accompanied by PA Read (above)
 On-Field Interview with Frank Thorp
 Three (3) In-Stadium :30 PSAs – “Good to be Back” :
 Run just prior to pregame parachute into stadium
 Run in second break of 1st Quarter (Break 1.2)
 Run in first break of 3rd Quarter (Break 3.1)
 Shout-outs filmed at BWI Airport’s USO Lounge run on videoboard
throughout the game

15. REACH OF THE MILITARY BOWL
 The Military Bowl was broadcast nationally on ESPN, and garnered a
1.6 rating, representing an estimated reach of 1,245,000 households.
 Locally, the Military Bowl broadcast on ESPN reached an estimated
65,330 households in the Baltimore-Washington area,
 Garnering a 1.9 Rating in Washington, DC (44,370) and a 1.9
rating in Baltimore (20,958 HH)
 Aired LIVE worldwide on American Forces Network – AFN Sports
 The AFN worldwide broadcast serves American service men
and women, Department of Defense and other US government
civilians and their families stationed at bases in 175 countries,
as well as onboard U.S. Navy ships at sea.
 Radio broadcast syndicated Nationally on Touchdown Radio
 Aired locally on ESPN980
 Aired on team radio networks of Toledo and Air Force
 Over 25,000 fans were in attendance for the fourth college
football bowl game held at RFK Stadium.
 An estimated 10,000 fans visited the Military Village outside
of RFK Stadium prior to the game.

16. BRANDING AND AWARENESS HIGHLIGHTS

17. ON-FIELD LOGOS
While difficult to assign a media value, the USO logos painted onto the field at the 25-yard
lines, combined with the integration of the USO logo into the bowl’s logo at midfield provide
USO with a powerful logo placement to raise awareness and recognition of the USO
throughout the live three and a half hour broadcast on ESPN and AFN Sports, and highlights
on SportsCenter and other media coverage.

18. ON-FIELD LOGOS

19. CAMERA-VISIBLE STADIUM WRAPS
In-stadium wraps were new for the 2011
game. In addition to the inclusion of USO’s two
logos on the endzone banner in 2010, USO’s logo
was included nine additional times across the
camera-visible side of the stadium. These bright
signs covered the green stadium walls, incorporating
USO logos, military imagery, and Northrop
Grumman employees participating in creating USO
care packs faded into the design, seen in each of
these images.

20. CAMERA-VISIBLE STADIUM WRAPS

21. CAMERA-VISIBLE STADIUM WRAPS
 1.9 Rating locally (65,000 Balt./Wash. HH)
 1.6 Rating nationally (1,245,000 HH)

22. CAMERA-VISIBLE ENDZONE BANNER

23. MEDIA BACKDROP STEP & REPEAT
The USO logo was included on our media backdrop, placing
USO alongside Northrop Grumman and Events DC in
pregame interviews, team welcome receptions, and the
postgame press conference.

24. PROMOTION OF THE MILITARY BOWL
The Military Bowl utilized a strategic advertising plan to place more than 2,556 ad units in the
Baltimore and Washington markets. Advertising included a combination of specific mentions of
the USO and inclusion of USO’s logo in the Military Bowl logo.
The advertising was supported by PSA’s filmed with Charles Mann and Art Monk at RFK
Stadium, and USO Holiday Greetings filmed outside of the USO Lounge at BWI Airport. The
greetings were run 35 times, with 64 PSA airings on WJLA-TV. PSA’s were run in 158x on
Comcast SportsNet between Baltimore and Washington.

25. LOGO INCLUSION IN ADVERTISING
Seen to the left are the Military Bowl Season’s Greetings, with messages
filmed at the USO Lounge at BWI Airport in front of USO of
Metropolitan Washington’s logo. Seen below is the inclusion of the
USO’s logo in the “Get your Tickets” spot on ABC7.

26. PUBLIC SERVICE ANNOUNCEMENTS
Three PSA’s were produced in HD, and
scripted without specific years to remain
“evergreen” for use as long as game
remains at RFK Stadium.

27. IN-MARKET AWARENESS
This year’s Army-Navy game included a scoreboard logo and PA read, reaching over 70,000 at
FedEx Field on December 10.
"Fans, catch more great college football action and help to
support the USO by getting your tickets today for the
Military Bowl presented by Northrop Grumman. This
year's matchup features the Air Force Academy Falcons
versus the Toledo Rockets. Game time is 4:30 pm,
December 28, from historic RFK Stadium. For tickets or
more information go to MilitaryBowl dot org"

28. HIGHLIGHTS: FORWARD PROGRESS E-NEWSLETTER
 Quick updates on the bowl, with top 5-6
stories, event updates and key college
game previews
 16 Weekly Editions sent out to over
2,000 opt-in subscribers.
 Reposted to Northrop Grumman’s
intranet weekly
 USO logo listed at top of sponsor logos

29. HIGHLIGHTS: SPONSOR RECOGNITION

30. MEDIA COVERAGE
The USO was included in media efforts
starting in August through gameday. The
USO was specifically mentioned in 16 Media
Releases and Advisories, receiving both local
and national media coverage, including a
great story on the Bleacher Report, left.

31.  Secondary Presenting Sponsor
 Medal of Honor Sponsor
 Championship Award Ceremony Sponsor
 Official Indoor Tailgate Sponsor
 Teams Luncheon Sponsor
 Military Village Presenting Sponsor
 Halftime Entertainment Presenting Sponsor

32. Thank you for your involvement in the 2011 Military Bowl
presented by Northrop Grumman benefiting the USO. Your
participation helped to make this event a tremendous success.
We look forward to developing new assets and programs that
can strengthen the year-round promotion and growth for the
2012 Military Bowl featuring West Point Academy versus a
representative from the Atlantic Coast Conference.