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Building Brand AffinityMeg Andrews : meg_andrews1 : linkedin.com/in/megandrews
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af·fin·i·tyfin dē/əˈ ə
nounnoun: affinity; plural noun: affinitiesa spontaneous or natural liking or sympathy for someone or
something.
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Who is CenturyLink?
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CenturyLink is the third largest telecommunications company in the US .
CenturyLink provides data, voice and managed services in local, national and select international markets through its high-quality advanced fiber optic network and multiple data centers.
The company is a global leader in cloud infrastructure and hosted IT solutions for enterprise customers.
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CenturyLink sponsorships align with premier sports brands in our key markets to leverage their popularity among significant audiences.
What & Where
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Opportunity:Taking what we do in-venue to in-market
Creating Moments of Exclusivity
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Focus on connections
• Challenge: Educate, Engage, Provoke– Highlight the connection between the fan, the
team, and the city– Leveraging CenturyLink as the key connector
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Integrated Platform (PESO)
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Awareness
Outdoor/ Billboards
OnlineOwned: CenturyLink, Seahawks, Paid local sites, Pandora
RetailClings, A-frames, lugon’s, floor graphics, table tents, lanyards, signage, staff, contest
PrintDM, Shared Mail, FSI
Social MediaTeam Sites, CTL, paid, Hashtags, influencers
Engagement
BroadcastTV & Radio
In-venue Activation
BUZZ: Seats on the Streets
BUZZ: Viewing Party
Amplification
Public Relations/Media Relations
BUZZ: Lunch with the Rookies
Employee Engagement
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8Centurylink Viewing Party
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Ultimate fan viewing party for one Seahawks away game. Utilizing CenturyLink’s partnership with the EMP Museum, CenturyLink will roll out the ‘Green Turf’ for this VIP event.
• Objective: Create a exclusive unique experience, lasting impression, and increase brand equity. – Goal: Wish I got invited
• Target Market:– B2B: Key Business Clients and Partners
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Video
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Breaking it down: Leveraging Partnerships
• We asked our partners to play
- Benefit: - Brought down cost- They were able to leverage for their clients- Expanded the CenturyLink brand to new clientele.
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Breaking it down: Leveraging Partnerships• What makes your partnership unique? • What assets do you partners have?
– EMP is part of our partnership with the Seahawks– Worked with the team to leverage game day inflatable's, props,
and signage.– Set up pop-up Pro Shop for onsite retail- just incase you forgot
your favorite Jersey. – Talent: Seagals, Blitz, Blue Thunder, Alumni
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Breaking it down: Leveraging Partnerships
• Radio:‐ Secure Musical Talent‐ 2 DJ’s‐ MC Host for Event‐ Additional Photographer‐ website & social channels‐ Post event mentions from
on- air
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• Print: ‐ Onsite: 2 Photographers &
Photo Booth‐ Magazine Full page spread.‐ Social Media amplification
• Television:‐ Onsite Pre-Event Broadcast
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Food and Beverage: • Beer & Wine partners
supplied beverages
Made it clear that it isn’t a bring a “banner” event.
Swag: • Worked with Internal Sourcing
partners to secure a tablet for each attendee.
• Partners gave tickets to events, Hotel, & Airfare
• Post event swag bags included spa passes along with partners & CenturyLink swag
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Breaking it down: Leveraging Partnerships
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Impact: Social Media By the Numbers:• Accounts Reached: approximately 68,136• Retweets: 131• New Followers: approximately 3 percent
increase in followers in 16 hours• Photos: approximately 300 photos shared
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Impact: Influencers
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• Hand written notes from C-Level executives• Relationship Building with key influencers & band advocates • Media – “event of the year”• Most important: Increase in bottom line revenue
• Just last week– “that event changed my thoughts of who CenturyLink was…”
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2015 Opportunities
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CenturyLink Cruise at VMAC• Challenge: Past activation around training camp &
golf became stale • Opportunity: Leverage VMAC’s unique location on
Lake Washington
• Audience: C-Level prospects & clients • Results: Opened Doors and meetings that had been
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Game Day Giveaway (Concept): • Challenge: Game Day Giveaway for 70K+ fans. Life beyond the Rally Towel• Opportunity: Target Business Leaders in Suite and Club levels• Concept:
– In Suite Giveaway high end item that is tied to press announcement that week
– Item to have follow up to webinar on X with panel of industry leaders– Press around the technology at the Field that enhances fan
engagement– CenturyLink as the connector for the Seahawks and your
company…– Club Level Activation
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Sounders FC Express (Concept)
• Objective: Build on key relationships and position CenturyLink as a thought leader
• Audience: mixing Influencers and tech customers– Aligns with Sounders Demo
• Concept: – Day Trip to White Caps game in Vancouver, BC in September
via Amtrak train– Experiences along the way (custom kit, alumni, etc.)