tackle your football engagement strategy
TRANSCRIPT
#secondstreetlab
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Speakers
Julie FoleyDirector of Affiliate Success
Second Street@julie_foley
Emily ThousandAffiliate Success Manager
Second Street@emilythousand
John DzaranVice President, Advertising Tacoma News Tribune & The
Olympian@jdzaran
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Questions & Twitter
Follow @secondstreet on Twitter! Want to win an exclusive prize? Tweet with our hashtag #secondstreetlab
Note: We are recording this webinar and you will receive an email with links to the recording and slide deck.
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Second Street Platform
Photo Voting
Offers EmailBallot
Trivia Quiz
Personality Quiz
Pick ‘em
Sweepstakes
Surveys
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secondstreetlab.com/football
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PICK’EMS
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Second Street Managed Pick’ems
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Important Dates
Game Date
Top 15 College Football Pickoff Thursday September 1, 2016 – Saturday November 26 , 2016
Pro Pick’em Thursday September 8, 2016 – Sunday February 5, 2017
College Bowl Games Saturday December 17, 2016 - Monday January 9, 2017
Big Game Sunday February 5, 2017
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Survivor Game
250$100
Optional
Survivor Game
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Weekly Prizes
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Weekly PrizesOverall Grand Prize
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Survivor Game
$
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Integrate Sponsors
Banner Ads
Logo in Branding
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VIP picker
Logo/Link on Welcome Page
Logo in Prizes Section
Integrate Sponsors
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Invite Email
Integrate Sponsors
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Don’t forget to make your picks this week for a chance to win $2,000! www.yourstation.com/football
As a special thank you, here’s a great offer from Esquire Imax. Print this off and bring it in!
Integrate Sponsors
Weekly Reminder Email
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Kate BareDigital Product and Operations Manager
…a layered promotions strategy would capitalize on all the
excitement surrounding football season in order to reach the widest possible audience.
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The News Tribune Tacoma, WA | 54K circulation
Pro Football Pickem
#secondstreetlabFootball Quiz Bundle
The Campaign
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#MyFanStyle Photo Contest + Ballot Fan Survey + Infographic
The Campaign
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Results
$126,500 in revenue
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Results
1,500+ users engaged
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QUIZZES
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Personality Quizzes
Definition: A quiz designed to help people discover something fun about themselves.
“Which Stadium Food Are You?”“What Kind of Sports Parent Are
You?”
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Trivia Quizzes
Definition: A quiz designed to test someone’s knowledge about a particular subject.
“Are You The Biggest Football Fan?”
“Green & Gold Trivia”
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Take the quiz! secondstreetlab.com/footballquiz
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100+ Turnkeys Available Now
secondstreetlab.com/turnkeys
#secondstreetlabQuiz Bundle
The News Tribune Tacoma, WA | 54K circulation
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SUBMISSION CONTESTS
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The News Tribune Tacoma, WA | 54K circulation
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Offer Great Prizes
Grand Prize Winner (Most Votes): Tickets + travel for 2 to a game
($3,000)
Grand Prize Winner (Judge’s Choice): Tickets + travel for two ($3,000)
2nd Place:Fan Prize package ($500)
3rd Place:NFL.com gift card ($250)
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Announce Finalists on Instagram
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BALLOTS
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1,200+ votesBiggest Fan Ballot
The News Tribune Tacoma, WA | 54K circulation
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Best Mascot or School Spirit Ballot
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Prep Football Turnkey Available
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SURVEYS
#secondstreetlabCustom Engagement
Survey
The News Tribune Tacoma, WA | 54K circulation
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Infographic created
from reader survey.
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SWEEPSTAKES
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The Winston-Salem JournalWinston-Salem, NC | 76K circulation
Panthers Ultimate VIP
Sweepstakes
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Results
1,000+ entries
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Results
50% email opt-in rate
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OFFERS
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$59 each$175 value(66% discount)
The Seattle TimesSeattle, WA | 200K circulation
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$54,000 in revenue
The Seattle TimesSeattle, WA | 200K circulation
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HOW TO SELL
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Plan It Out
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Sell a Season Long Campaign
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It’s Not a One-Off
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Get Staff Buy In
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Sales MaterialsPRO FOOTBALL
CONTEST
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Advertisers to Target
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Presenting Sponsorship Package
Sample Sales Package
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secondstreetlab.com/football
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HOW TO PROMOTE
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Core Media: Print
Short URL
Prizes
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Core Media: TV
Short URL
Prizes
Talent as VIP Picker
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Core Media: Radio
Live Broadcast at sponsor location
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Talent as VIP Pickers
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Email: #1 Driver of Promotions
Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8
Entries on Day Email Was Sent
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53% of email is opened on mobile
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The human finger is
26x26 pixels
Use BIG BUTTONS
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• Invite to all past players
• Weekly reminders / winner announcements
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Display Ads
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Rich Media
Leaderboard Ad
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Rich Media
Pencil Ad
Pencil Ad Expanded
Leaderboard Expanded
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Social Media
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Social Media
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Social Media
Put codewords in your Snaps!
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Social Media
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Want to drive traffic on Instagram?
Links in captions are not clickable
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Want to drive traffic on Instagram?
Instead, put “link in profile”
link in profile
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TAKEAWAYS
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DRIVE ADVERTISER RESULTS
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BUNDLE
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TREAT SPONSORS LIKE VIPs
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MAKE IT FUN
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Get certified by July 22 to win
Second Street University
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Second Street Summit
secondstreetlab.com/summitsecondstreetlab.com/summit
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Upcoming Football Webinars
secondstreetlab.com/webinars
July 12th
@ 3pm ESTAugust 9th @ 1pm EST
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Q&A
Julie FoleyDirector of Affiliate Success
Second Street@julie_foley
Emily ThousandAffiliate Success Manager
Second Street@emilythousand
John DzaranVice President, Advertising Tacoma News Tribune & The
Olympian@jdzaran
#secondstreetlab
secondstreetlab.com/football