espn the magazine - home depot_8-13-14
TRANSCRIPT
ESPN The Magazine
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Home Depot Objectives
• Utilize the equity of the College GameDay brand to increase foot traffic in stores and help promote their partners
• Drive regular tune-in to the show and promote fan attendance
• Align with their “Ultimate Tailgate” campaign that they hope to push this year across TV, digital and social
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Current Base Sponsorship
Television • College GameDay Built by The Home Depot (Includes additional studio
support programming, i.e. pre-season studio shows)• Coaches Playbook feature within College GameDay• Entitlement of the College Football Awards & support studio programming• Presenting Sponsorship & Game Plan feature in Final Verdict on ESPNU• In-Game Coaching Adjustments feature in ESPN Thursday Prime games
Digital • Herbstreet Gameplan Breakdown• GameDay Preview Video, Kickoff & Final• Coach Lou’s Pep Talk• GameDay Scribble & Module• College Football Saturday homepage poll
sponsorship• College Football Awards Page
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Value of ESPN The Magazine
Source: GfK MRI Starch Advertising Research 2013, 2013 ESPN XP Tracker
The 2013 College Football Preview Issue had an audience of 15MM – 1MM more readers than the average issue
Purchas
e
Intent+
+100%+
+101%
3/4 of ESPN The Magazine readers are fans of college footballand
Readers are 80% more likely to be an avid college football fan (vs. average adult)
6%
+100%
5
12%
+
Source: 2013 ESPN XP Tracker
Purchase Intent
6%
+100%12%
6
+
Source: 2013 ESPN XP Tracker
Purchase Intent
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College Football Coverage All Year Long
Reinventing the NCAA IssueIssue Date: Sept. 29, 2014 On Sale Date: Sept. 19, 2014Ad-Close Date: Aug. 29, 2014
College Football Preview IssueIssue Date: Aug. 18, 2014 On Sale Date: Aug. 8, 2014Ad-Close Date: Jul. 18, 2014
Football – One Weekend, One StateIssue Date: Nov. 24, 2014 On Sale Date: Nov. 14 2014Ad-Close Date: Oct. 24, 2014
Championship Drive IssueIssue Date: Jan. 5, 2015 On Sale Date: Dec. 26, 2014Ad-Close Date: Dec. 5, 2014
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The Home Depot & ESPN The Magazine
College GameDay Brand Integration• 25th Anniversary of College GameDay Editorial
– History of College GameDay– GameDay Location Predictor
• College GameDay Tune-In• Custom GameDay Poster Unit• Custom College GameDay Booklet
Ultimate Tailgate• The Score• Ultimate Tailgate Contest
Added Value• What’s In the Mag (SportsCenter promotion)
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ESPN The MagazineCollege GameDay Brand Integration
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The History of College GameDay• Fans will be taken back to the very beginning of GameDay to see
where it all started, the history of Lee Corso’s headgear and how a favorite Saturday morning tradition came to be.
Infographics/Stats– How many times GameDay has been at each school– Win/loss record when GameDay visited each school– Typical weather at each school and its effect on the outcome
of the game (does it create advantages?)
GameDay Location Predictor• Which teams have the most potential to get chosen by GameDay for
2014• Opportunity to promote contests and sweepstakes
College GameDay Brand Integration: 25th Anniversary of
College GameDay
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High-impact ad units can be used to promote the first 2 GameDay stops and include the “Get Up. It’s GameDay” and “Let’s Do This” branding
College GameDay Brand Integration:
GameDay Tune-In Messaging
Wide Island Center Unit
Cost of Unit: $100,000 Net
Commitment: 2 incremental ROB pagesThe same look used for The Home Depot’s digital sponsorship can be
applied to magazine ad-units
Banner Ads
Cost of Unit: $15,000 Net per banner
Commitment: 2 incremental ROB pages
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• Blank poster that can be created to imitate the posters that are handed out on-site at GameDay
• Includes Home Depot logo, colors and “Get Up for GameDay” tagline
College GameDay Brand Integration: Custom GameDay
Poster Unit
College GameDay Brand Integration: Custom GameDay
Poster UnitCost of Unit*: • 4 ad pages/4 edit pages at earned
rate, less 15% Or
• 7 ad pages/1 edit page at earned rate, less 20%
Production Cost: $175,000
Size: Approx. 18” x 18”
Please note: This unit is inserted in-book on a hanger and perforated for easy tear-out
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* Pending approval from ESPN The Magazine edit, advertiser may split unit with editorial for a 4 page ad/4 page edit or 7 page ad/1 page edit configuration; Production fee may be split with edit as well upon further discussionAll details subject to change and/or cancellation pending management approval. Please contact your Account Executive for more information.
College GameDay: Built by The Home Depot
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College GameDay Built by The Home Depot• Branded Integration “Built by The Home
Depot”• Printable College Football Playoff Bracket
with Branded Integration• TV Extension: College Football Playoff
GameDay Preview ShowCustom Booklet
Cost of Unit: $450,000 Net
Production: $110,000-$150,000
Please note: Cost of unit is based on booklet max size - 8 pages or 16-sided; booklet is run of book and on a peel away hanger
All details subject to change and/or cancellation pending management approval. Please contact your Account Executive for more information.
Custom College GameDay booklet within the Championship Drive Issue that includes a breakdown of the College Football Playoff schedule, team rosters, stats and information.
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ESPN The MagazineUltimate Tailgate
Integration
Ultimate Tailgate Integration:The Score for the Ultimate Tailgate
16All details subject to change and/or cancellation pending management approval. Please contact your Account Executive for more information.
Home Depot Banner Ad • Cost of Unit:
‒ $15,000 Net per banner
• Commitment: ‒ 2 incremental ROB
pages• Specifications
– Bleed: 1.25 on all four sides
– Trim: 10 x 1– Safe: 9.5 x .5
Home Depot can create The Score for the Ultimate Tailgate and incorporate all of their partners, including Kingsford, Glidden Paints, Ryobi, Scotts Lawn Care, Weber Grills, Cree Lighting and more
17 *All edit details TBD, subject to change and final approval and pending final page commitments
The Score ListingThe quintessential guide to special promotions and your chance to present new products, great gifts, or special coupons to ESPN’s trendsetting readers.
Advertiser may choose to run in one of the listings to align with key selling timeframes. Contact your AE for exact dates and material deadlines. PLEASE NOTE: We do not offer category exclusivity
Timing/ThemeApril: Score for SpringJune: Score for Father's DayAugust: Score for Back to SchoolNovember: Score for the SeasonAssets• High Res Logo or Product Shot (eps or jpeg)• 30 words of copy and URL
Ultimate Tailgate Integration:The Score for the Ultimate Tailgate
(cont’d)
18All details subject to change and/or cancellation pending management approval. Please contact your Account Executive for more information.
Ultimate Tailgate Edit & Photos • Edit that focuses on a relevant story of a
fan(s) ultimate tailgate set-up
• Insider Spotlight section within the College Football Preview Issue
• Zoom or Collections photo
• “CFB Preview” or “One Weekend, One State” Issue
Collections
Insider Spotlight
Ultimate Tailgate Integration:Ultimate Tailgate Content
19 All details subject to change and/or cancellation pending management approval. Please contact your Account Executive for more information.
Ultimate Tailgate Contest • Fans compete for a chance to win the “Ultimate Tailgate”• Promoted socially via Facebook and Twitter
Ultimate Tailgate Integration:Ultimate Tailgate Contest
Advertorial• The expert design staff at ESPN The Magazine will design and produce the advertorial to
promote the contest, which will include significant The Home Depot branding, logo placement and imagery
• The Home Depot brand ad to run adjacent to the advertorial.
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ESPN The Magazine
Added Value
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What’s In The Mag
Flips to featured edit Ends on sponsor ad
What’s in the MagSponsor will receive custom :10 TV drop-in showcasing cover story from respective issue and featured advertiser creative.• ‘Sponsored by’ branding included• Creative will be a ‘virtual’ flip book with
voiceover• Airs 5x in SportsCenter AM for 2 week
flight
All edit details TBD, subject to change and/or cancellation
Cover Shot