2011 USO AWARENESS CAMPAIGN RECAP

DECEMBER 28, 2011WASHINGTON, D.C.

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 BushChairman, CEO & President

Northrop Grumman Corp.

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

GREAT GAME. GREAT FINISH.

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.

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

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

A UNIQUE GAMEDAY EXPERIENCE

A UNIQUE GAMEDAY EXPERIENCE

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.

PREGAME PARACHUTE

PREGAME USO RECEPTION

IN-GAME PSAS, FEATURES AND PA READS

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-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 WEREGIVEN 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 THECOMMUNITY TO KEEP USO PROGRAMS AND SERVICES GOING!”

REACH OF THE MILITARY BOWL

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.

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

BRANDING AND AWARENESS HIGHLIGHTS

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.

ON-FIELD LOGOS

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.

CAMERA-VISIBLE STADIUM WRAPS

CAMERA-VISIBLE STADIUM WRAPS

1.9 Rating locally (65,000 Balt./Wash. HH) 1.6 Rating nationally (1,245,000 HH)

CAMERA-VISIBLE ENDZONE BANNER

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.

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.

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.

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.

IN-MARKET AWARENESS

"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"

This year’s Army-Navy game included a scoreboard logo and PA read, reaching over 70,000 at FedEx Field on December 10.

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

HIGHLIGHTS: SPONSOR RECOGNITION

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.

SPONSORSHIP OPPORTUNITIES FOR 2012

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

LOOKING AHEAD TO THE 2012 MILITARY BOWL

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.