Football fans are incredibly passionate about their sport, and this passion holds for not only professional football, but also college and even high school football.
People throw parties every week to watch football games. They paint their faces. They spend hours outside in the sweltering heat or frigid cold tailgating before a game.
This means that the opportunity – and variety – around football promotions is immense. In fact, we’ve seen our partners drive six-figure revenue from a single pro football contest!
Our How to Drive Revenue & Advertiser Results with Football Promotions webinar took an in-depth at how local media companies of all types and sizes are finding success with football promotions - and how you can too.
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#promotionslab
Julie Foley
Director of Affiliate Success
Second Street
@julie_foley
PRESENTERS
Emily Thousand
Affiliate Success Manager
Second Street
@emilythousand
Matt Chaney
Director of Affiliate Success
Second Street
@mattchaney
3. 3
#promotionslab
Follow @secondstreetlab on Twitter!
Want to win an exclusive prize? Be the
one who tweets the most with our
hashtag #promotionslab
Note: We are recording this webinar
and you will receive an email with links
to the recording and slide deck.
QUESTIONS & TWITTER
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#promotionslab
CASE STUDY
Sports Panel Football Pro Pick’em
The Atlanta Journal-Constitution | Atlanta, Georgia
McDonald’s wanted to strengthen their Falcons sponsorship with a message promoting
them as the Falcons “quick service” restaurant and coffee sponsor”
– John Levinson, Marketing Manager - Events, Sponsorships & Promotions
“
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#promotionslab
CASE STUDY
Ultimate Pigskin Picks
KFMB-TV | San Diego, CA
The advertiser wanted to be involved with NFL football and this was a great promotion
that allowed the implied tie in with the sport and also the games that we show on air.
- Mitch Gruber, Director of Interactive Media
“
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#promotionslab
CASE STUDY
Beat the VIPS
The Northwest Herald | Crystal Lake, IL
The Pro Football contest allowed our clients to strategically be in front of their potential customers
in a fun way that allowed them to gain brand awareness for an entire football season.”
- Katie Sherman - Director, Sales & Marketing
“
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#promotionslab
CASE STUDY
Fan Frenzy
KMIT - FM | Mitchell, SD
We’ve got the Pro Football game down to a science in our market. We have great
reach in our market and this contest is really great for our station and our sponsors!”
- Renee Robbins, Program Director
“
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#promotionslab
CASE STUDY
Sack Schultz
The Atlanta Journal-Constitution | Atlanta, Georgia
The AJC has been running this contest for four years and it’s a huge audience driver
and revenue generator!”
“
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#promotionslab
CASE STUDY
Fearless Forecasters
The Roanoke Times | Roanoke, VA
In 2013, the Advertising and News teams watched a How to Sell Football Promotions
webinar and were really impressed with the program Marty Carry has put together at
his newspapers, so we decided to switch up our own approach to their Fearless
Forecasters contest.”
– Jamie Kinnaird, Manager of Contests and Promotions, BH Media
“
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#promotionslab
CASE STUDY
Prep Football Fans’ Choice Awards
The Signal | Santa Clarita, CA
We were looking for a way to expand our audience reach and gather email addresses
from a niche market. The high school market is one that we have begun to infiltrate in
recent months through video shows, and we wanted something to promote
competition between the schools, as well as to become an authority on high school
football.” – Vince Johnson, Chief Multimedia Officer
“
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#promotionslab
QUALITY CHECKLIST
q From evergreen category
q Minimal restrictions
q Priced appropriately
q Popular merchant
q In the right season
q Deal is unique & fresh
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#promotionslab
BEST PRACTICES FOR PRINT
• Secure multiple sponsors
• Give your sponsors VIP treatment
• Integrate print and online promotion
• Promote heavily
• Keep it fun!
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#promotionslab
Newspaper Pro Football Contest Presenting
Sponsorship
Featured Picker– pick alongside Sports staff & a local sports celebrity each round
Logo inclusion on all promotional elements for the contest
Print Campaign including:
• Full-page, full-color ad in football special section
• 23 premium full-color ads (2”x10”)
• Photo & picks of the week printed in a full-color double truck every Friday
Digital Campaign including:
• Logo inclusion in contest header graphic
• Contest page 728×90 & 300×250 served together (100% share of voice)
• Pencil Pushdown (twice during the week before the contest launches)
• 200,000 300×250 ROS impressions
Email Campaign including coupon or offer:
• Daily news & breaking news emails to combined database of 115,000
• Invitation email to promotional database of 80,000
• Thank you email to all registered entrants
• 21 weekly emails to contest players
Email opt-in checkbox on the registration page
Facebook Like box on the registration page
Social Campaign including:
• Mentions on Facebook & Twitter at least once a week
• Logo inclusion on promotional Facebook cover photo, contest app index page graphic,
Like-gate image
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#promotionslab
Newspaper Pro Football Contest Presenting
Sponsorship
Featured Picker– pick alongside Sports staff & a local sports celebrity each round
Logo inclusion on all promotional elements for the contest
Print Campaign including:
• Full-page, full-color ad in football special section
• 23 premium full-color ads (2”x10”)
• Photo & picks of the week printed in a full-color double truck every Friday
Digital Campaign including:
• Logo inclusion in contest header graphic
• Contest page 728×90 & 300×250 served together (100% share of voice)
• Pencil Pushdown (twice during the week before the contest launches)
• 200,000 300×250 ROS impressions
Email Campaign including coupon or offer:
• Daily news & breaking news emails to combined database of 115,000
• Invitation email to promotional database of 80,000
• Thank you email to all registered entrants
• 21 weekly emails to contest players
Email opt-in checkbox on the registration page
Facebook Like box on the registration page
Social Campaign including:
• Mentions on Facebook & Twitter at least once a week
• Logo inclusion on promotional Facebook cover photo, contest app index page graphic,
Like-gate image
secondstreetlab.com/packages
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BEST PRACTICES FOR TV
• On-Air promo spots
• Show and mention the URL
• Mentions by talent
• Talent = VIP pickers
• Announce winners on air after each round
#promotionslab
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#promotionslab
TV Pro Football Contest Presenting Sponsorship
Featured Picker– pick alongside Sports staff & a local sports celebrity each round
TV Campaign including:
• Sportscaster to mention contest & sponsor weekly during a football segment
• Mention contest & sponsor during Sunday night football recap segment
• Audio/video ID in :30 promotional spots, Mon-Fri, 6a-12a (minimum 15/week)
• Audio/video ID in :15 reminder promo spots, Saturday, 6a-12a (5/week)
Digital Campaign including:
• Logo inclusion in contest header graphic
• Contest page 728×90 & 300×250 served together (100% share of voice)
• Pencil Pushdown (twice during the week before the contest launches)
• 200,000 300×250 ROS impressions
Email Campaign including coupon or offer:
• Daily news & breaking news emails to combined database of 115,000
• Invitation email to promotional database of 80,000
• Thank you email to all registered entrants
• 21 weekly emails to contest players
Email opt-in checkbox on the registration page
Facebook Like box on the registration page
Social Campaign including:
• Mentions on Facebook & Twitter at least once a week
• Logo inclusion on promotional Facebook cover photo, contest app index page graphic, Like-gate
Mobile Campaign including:
• Text message to database of 13,000 including a mention and shortlink
• 50,000 mobile display ROS impressions
Investment:! $15,000!
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#promotionslab
TV Pro Football Contest Presenting Sponsorship
Featured Picker– pick alongside Sports staff & a local sports celebrity each round
TV Campaign including:
• Sportscaster to mention contest & sponsor weekly during a football segment
• Mention contest & sponsor during Sunday night football recap segment
• Audio/video ID in :30 promotional spots, Mon-Fri, 6a-12a (minimum 15/week)
• Audio/video ID in :15 reminder promo spots, Saturday, 6a-12a (5/week)
Digital Campaign including:
• Logo inclusion in contest header graphic
• Contest page 728×90 & 300×250 served together (100% share of voice)
• Pencil Pushdown (twice during the week before the contest launches)
• 200,000 300×250 ROS impressions
Email Campaign including coupon or offer:
• Daily news & breaking news emails to combined database of 115,000
• Invitation email to promotional database of 80,000
• Thank you email to all registered entrants
• 21 weekly emails to contest players
Email opt-in checkbox on the registration page
Facebook Like box on the registration page
Social Campaign including:
• Mentions on Facebook & Twitter at least once a week
• Logo inclusion on promotional Facebook cover photo, contest app index page graphic, Like-gate
Mobile Campaign including:
• Text message to database of 13,000 including a mention and shortlink
• 50,000 mobile display ROS impressions
Investment:! $15,000!
secondstreetlab.com/packages
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#promotionslab
BEST PRACTICES FOR RADIO
• Internet Radio Promos
• Live Top-of-the-Hour mentions
• On-Site broadcast
• Mention the URL
• Talent = VIP pickers
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#promotionslab
Radio Pro Football Contest Presenting Sponsorship
Featured Picker– pick alongside Sports staff & a local sports celebrity each round
Radio Campaign including:
• Minimum of 55x :30 promotional spots each week (M-F 6a-7p, Sa-Su 8a-4p)
• Minimum of 90x :30 Internet Radio commercials each week (M-F 6a-7p, Sa-Su 8a-4p)
• 20x :30 on-air commercials each week (M-F 6a-7p)
Digital Campaign including:
• Logo inclusion in contest header graphic
• Contest page 728×90 & 300×250 served together (100% share of voice)
• Pencil Pushdown (twice during the week before the contest launches)
• 200,000 300×250 ROS impressions
Email Campaign including coupon or offer:
• Daily news & breaking news emails to combined database of 115,000
• Invitation email to promotional database of 80,000
• Thank you email to all registered entrants
• 21 weekly emails to contest players
Email opt-in checkbox on the registration page
Facebook Like box on the registration page
Social Campaign including:
• Mentions on Facebook & Twitter at least once a week
• Logo inclusion on promotional Facebook cover photo, contest app index page graphic, Like-gate
Mobile Campaign including:
• Text alert to database of 13,000 including a mention and shortlink
• Name inclusion in text bounceback message during the contest
• 50,000 mobile display ROS impressions
• Logo inclusion in mobile game header
Investment:! $15,000!
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#promotionslab
Radio Pro Football Contest Presenting Sponsorship
Featured Picker– pick alongside Sports staff & a local sports celebrity each round
Radio Campaign including:
• Minimum of 55x :30 promotional spots each week (M-F 6a-7p, Sa-Su 8a-4p)
• Minimum of 90x :30 Internet Radio commercials each week (M-F 6a-7p, Sa-Su 8a-4p)
• 20x :30 on-air commercials each week (M-F 6a-7p)
Digital Campaign including:
• Logo inclusion in contest header graphic
• Contest page 728×90 & 300×250 served together (100% share of voice)
• Pencil Pushdown (twice during the week before the contest launches)
• 200,000 300×250 ROS impressions
Email Campaign including coupon or offer:
• Daily news & breaking news emails to combined database of 115,000
• Invitation email to promotional database of 80,000
• Thank you email to all registered entrants
• 21 weekly emails to contest players
Email opt-in checkbox on the registration page
Facebook Like box on the registration page
Social Campaign including:
• Mentions on Facebook & Twitter at least once a week
• Logo inclusion on promotional Facebook cover photo, contest app index page graphic, Like-gate
Mobile Campaign including:
• Text alert to database of 13,000 including a mention and shortlink
• Name inclusion in text bounceback message during the contest
• 50,000 mobile display ROS impressions
• Logo inclusion in mobile game header
Investment:! $15,000!
secondstreetlab.com/packages
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#promotionslab
KNOW THE IMPACT OF EMAIL
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Day
1
Day
2
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Email
Sent
Day
5
Day
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Submissions
by
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Represents
70%
of
Submissions
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#promotionslab
Julie Foley
Director of Affiliate Success
Second Street
@julie_foley
QUESTIONS
Emily Thousand
Affiliate Success Manager
Second Street
@emilythousand
Matt Chaney
Director of Affiliate Success
Second Street
@mattchaney