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FOX Sports Next Marketing Campaign

By Team Superfan

Danielle Chavez, Alexis Rayson, Brennan Smith, Joseph Youngs

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Table of Contents Background ..................................................................................................................... 3

The Purpose ............................................................................................................................ 3 Target Audience ...................................................................................................................... 3 Insight ...................................................................................................................................... 3 The Support/Claims ................................................................................................................ 3

Goal & Objectives ........................................................................................................... 4 Strategies & Tactics ....................................................................................................... 5 Appendix ......................................................................................................................... 6

Website Mockup ...................................................................................................................... 7 Advertisements ....................................................................................................................... 8 FOX Sports Next Social Media Plan .................................................................................... 12

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Background The Purpose Develop branding that will build awareness of FOX Sports Next as the leader in college football recruitment news

Target Audience • Age: 25+ • Education: College and/or graduate school • College football fan

Insight Sports fan hood has evolved from not just being a fan, but being engrained in the culture of the team. From commitment day to graduation, FOX Sports Next offers an intrinsic connection to the culture and growth of collegiate programs with unparalleled access and analysis. Our consumers are not just run-of-the-mill sports fans; they have evolved into a new breed of fan: the superfan.  Environmental Tension: You aren’t the only superfan out there. Join a community of fans just like you. Consumer Approach: I know my team better than anyone else. Their wins are my wins. FOX Sports Next gives me the insight I need to be the best fan I can be. Brand Truth: The next level of fanhood

The Support/Claims • FOX Sports Next provides unparalleled access for college football fans • FOX Sports Next follows the journey of athletes from high school to college • FOX Sports Next fosters a community of fans

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Goal & Objectives Goal Build awareness of FOX Sports Next as the top revenue-producing collegiate sports news outlets Objectives

• Increase registrations • Increase site engagement • Increase social media presence

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Strategies & Tactics Strategy #1 Rebrand website

Tactics • Add easier-to-follow navigation • Add social media ticker and links in navigation • Add interactive elements, such as a daily poll

Strategy #2 Increase cross-platform advertising

Tactics • Create first-person television spot

o FOX Sports channels o FOX Sports sites o Conference networks

• Create first-person print advertisement • Integrate superfan contest in the locker room • Purchase print advertisements in college newspapers

Strategy #3 Create separate social media plan (see appendix for plan)

Tactics • Create individual team social media communities • Gamify website by creating point system for fans • Create opportunities for FSN members to be competitive • Increase multimedia use on social media pages

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Appendix

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Website Mockup

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Advertisements  

   

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FOX Sports Next Social Media Plan

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Goal & Objectives Goal To increase awareness of FSN and membership sales via popular social media outlets Objectives

• Increase number of FSN members who follow social media accounts • Increase FSN member engagement on social media outlets • Increase number of non-FSN members who follow social media outlets • Increase non-FSN member engagement on social media outlets

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Strategies & Tactics Strategy #1 Create individual team social media communities

Tactics • Create individual team Facebook pages named “[team] Superfans” (ex:

Arizona State Sun Devil Superfans, Oregon Duck Superfans, etc.) to be managed by FSN in conjunction with team administrators

• Create individual team Twitter accounts • Schedule regular uniform FSN updates across all FSN social media team

pages via HootSuite • Show links to Facebook and Twitter pages in team navigation bar on FSN

Rationale These tactics meet the following objectives:

• Increase number of FSN members who follow social media accounts • Increase number of non-FSN members who follow social media outlets

Strategy #2 Gamify website by creating a point-system for fans

Tactics • Create monthly contest for top point earner; prize is $1,000 • Create yearly contest for top point earner; prize is $5,000 • Create FSN Points webpage/blog within FSN website, dedicated to point-

system contest • Post special codes within articles and social media posts that can be

submitted to the FSN Points webpage for extra points; these social media posts can be scheduled across all FSN social media team pages via HootSuite

• Reward FSN members with points for sharing pages on personal social media accounts

Rationale These tactics meet the following objectives:

• Increase FSN member engagement on social media outlets Strategy #3 Create opportunities for FSN members to be competitive

Tactics • Create mock draft via Twitter • Create social media video contest to find the NEXT Superfan and win

$10,000 (must be FSN member)

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o Round 1: Video submissions accepted within individual team pages; will select one superfan per team

o Round 2: Each team’s superfan video is posted on the main FSN Facebook page for voting

o Round 3: Voting starts again between top 5 superfan videos • Create monthly drawing for FSN members who like individual team

Facebook page and Twitter account; prize is $100 • Create monthly drawing for FSN members who like main FSN Facebook

page and Twitter account; prize is $1,000 Rationale These tactics meet the following objectives:

• Increase number of FSN members who follow social media accounts • Increase FSN member engagement on social media outlets • Increase non-FSN member engagement on social media outlets

Strategy #4 Increase multimedia use on social media pages

Tactics • Post videos and memes that can be shared on personal social media

accounts • Share FSN commercials and other advertisements across all individual

team pages via HootSuite Rationale These tactics meet the following objectives:

• Increase FSN member engagement on social media outlets • Increase number of non-FSN members who follow social media outlets • Increase non-FSN member engagement on social media outlets

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Budget

Item Item Cost Quantity Total Cost

Strategy #1

Create individual team social media communities

Tactics

Create individual team Facebook pages named “[team] Superfans” (ex: Arizona State Sun Devil Superfans, Oregon Duck Superfans, etc.) to be managed by FSN in conjunction with team administrators -- $- -- $-

Create individual team Twitter accounts -- $- -- $-

Schedule regular uniform FSN updates across all FSN social media team pages via HootSuite

HootSuite Pro $9.99 12 months $119.88

Show links to Facebook and Twitter pages in team navigation bar on FSN -- $- -- $-

Total $119.88

Strategy #2

Gamify website by creating a point-system for fans

Tactics

Create monthly contest for top point earner; prize is $1,000 Prize $ $1,000.00 12 months $12,000.00

Create yearly contest for top point earner; prize is $5,000 Prize $ $5,000.00 1 $5,000.00

Create FSN Points webpage/blog within FSN website, dedicated to point-system contest -- $- -- $-

Post special codes within articles and social media posts that can be submitted to the FSN Points webpage for extra points; these social media posts can be scheduled across all FSN social media team pages via HootSuite -- $- -- $-

Reward FSN members with points for sharing pages on personal social media accounts -- $- -- $-

Total $17,000.00

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Strategy #3

Create opportunities for FSN members to be competitive

Tactics Create mock draft via Twitter Prize $ $10,000.00 1 $10,000.00

Create social media video contest to find the NEXT Superfan and win $10,000 (must be FSN member) Prize $ $10,000.00 1 $10,000.00

Create monthly drawing for FSN members who like individual team Facebook page and Twitter account; prize is $100 Prize $ $100.00

12 months * 160

teams = 1,920 $192,000.00

Create monthly drawing for FSN members who like main FSN Facebook page and Twitter account; prize is $1,000 Prize $ $1,000.00 12 months $12,000.00

Total $224,000.00

Strategy #4

Increase multimedia use on social media pages

Tactics

Post videos and memes that can be shared on personal social media accounts -- $- -- $-

Share FSN commercials and other advertisements across all individual team pages via HootSuite -- $- -- $-

Total $- Campaign Total $241,119.88