Espn360 high school football video plan
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ESPN360 High School Football Video Plan. Date:August 21, 2006 Prepared For:SLT Prepared By:Pete Hayes, Ken Arndt, Ted Vagelos, Bob O’Keefe. ESPN360: High School Football Strategy. Value added content for Frontier High Speed Internet

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ESPN360 High School Football Video Plan

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Espn360 high school football video plan

ESPN360High School Football Video Plan

Date:August 21, 2006

Prepared For:SLT

Prepared By:Pete Hayes, Ken Arndt, Ted Vagelos, Bob O’Keefe


Espn360 high school football strategy

ESPN360: High School Football Strategy

  • Value added content for Frontier High Speed Internet

  • Drive incremental and frequent usage of Frontier Portal to drive revenue

  • Value added component for Frontier Community Connections (required for ESPN360: High School Football filming)

  • Drive incremental revenue via:

    • ESPN online store sales

    • Online Ad and product sales

    • Pay-per-view game viewing outside Frontier Footprint


Espn360 high school football process

ESPN360: High School Football Process

1. Collection of School Data

2. School/Game Selection Process

3. Assign Liaisons

4. Identify Decision Makers

5. Event Details (Filming)

6. Execute Agreement

7. Event Planning

8. Event Execution


Espn360 high school football process1

ESPN360: High School Football Process

1. Collection Of School Data

  • Contact local (in territory) employees to identify regional football rivalries

  • Obtain game schedules

  • Review school and regional demographics

  • Get school contact information (Principle, Coach, PTA, Clubs)

    2. School/Game Selection Process

  • Enrollment potential (sales)

  • Approximate Game Attendance (measure of potential sales opportunities)

  • Interest in participating in FCC program

  • Both schools located in territory

  • Game must take place in territory

  • Game date (Is there enough time to correctly prepare for the event?)

  • Available media resources (promotion)


Espn360 high school football process2

ESPN360: High School Football Process

3. Assign Liaisons

  • Input from Direct Sales - If assigned account (relationship)

  • Identify local employees that are existing members (PTA, Boosters Club, etc.)

  • Frontline employees, through developed customer relationships, will identify potential conforming FCC partner lists to be contacted by ACM to discuss possible fundraising support from Frontier.

    4. Identify Decision Makers

  • Engage Athletic Director/Head Coach as the key decision maker

  • Identify the Booster and athletic clubs

    5. Event Details (Filming)

  • ESPN to supply Frontier with give away items for game day promotion

  • Frontier will arrange for the filming of event to ensure high quality and editing

  • Frontier will edit content and supply ESPN360 with broadband ready content for play – full game by quarter and condensed 15 minute version


Espn360 high school football process3

ESPN360: High School Football Process

6. Execute Agreement

  • One school must be an active FCC member to participate in the ESPN offer

  • Complete contract

  • Assign member partner number

  • Notify payroll for compensation enrollment

  • Notify liaison of new group status

    7. Event Planning

  • Liaison will work with Territory Marketing Manager to secure event materials

  • Liaison will work with partner organizations to schedule and staff event, set up tables, and place marketing materials.

  • Territory Marketing Manager will coordinate with local media outlets to increase FCC awareness and advertise the event.


Espn360 high school football process4

ESPN360: High School Football Process

8. Event Execution

  • Coordinate with local media (Radio, Television, Print Outlets) to promote ESPN360 event broadcast

  • Media Kit prepared and provided to organization

  • Press release

  • Literature for students to increase event awareness

  • Frontier/ESPN360 kiosk at site demonstrating content

  • Tables set up with ESPN360, Frontier Community Connections, Frontier Rewards, and product offers

  • Frontier HSI and DISH demonstrations

  • Ability to take and process orders

  • ESPN/Football related give away items

  • Local Retail Offices promote event (where applicable)


Espn360 high school football video plan

Marketing Plan: East Region

1. Prior to Game Strategy

  • Utilize local media to advertise event

    • Newspaper and radio one week prior to game

      • Increase product awareness (sales)

      • Increase game attendance (sales opportunities)

        2. Game Initiatives

  • Sales Opportunities/Product Awareness

    • Frontier/Booster Tables

      • Product Demonstrations (HSI, ESPN360 Kiosk, Product Materials)

      • Product Sales/Leads

    • Hand outs (gift bags) Frontier/ESPN product materials & contact information

      3. Post Game Strategy

  • Utilize local media to promote ESPN360 Content & Game Replay

    • Newspaper and radio one week after content is made available

    • Direct community to Frontier Portal (Increase traffic & ability to direct market)

    • ESPN360 one time pass (Obtain customer information for future marketing initiatives)


Espn360 high school football video plan

Game Selection

Ranking System

  • Ranking system is based on a total of 10 points.

    • Enrollment

    • Estimated Attendance/Sales Opportunity

    • Local Assessment Of Game Value

       Enrollment

  • Based on number of students in each franchise school unless out of franchise school has contiguous overlap to our CSA.(example: Amsterdam serves Montgomery County)

    pts

    > 2000 students 4

    1400-1999 3

    900-1399 2

    < 899 1


Espn360 high school football video plan

Game Selection

Estimated Attendance

  • Determined by school and local employees input based on previous games

  • Number of in franchise schools determines addressable market

  • 50 % percentage of attendees will be adults (sales opportunities)

    >2500 4 pts

    1200-2499        3 pts

    600-1199 2 pts

    < 599 1 pt

    Local Assessment of Game Value

  •  Local employees asked to rate games based on 4 pt system.

    • Value

    • Size of schools

    • Estimated attendance

    • Relationship (assigned Sales) (Rating of 3 or 4 +2pts, Rating of 1 or 2 +1pt)


Espn360 high school football video plan

Game Selection

Criteria

  • Timeframe

    • Amount of time to plan event and ranking system. Late August and early September Games that were ranked high in the stack ranking were dropped due to time constraints

  •  Teams In Franchise

    • First choice are games with both opponents in franchise or schools with a contiguous out of franchise students

    • Deduct 2 points if one team is out of franchise

  •  East Region Results - Game Candidates

    • New York

      • 9/29 Johnstown vs Fonda 4 rating

      • 9/30 Gloversville vs Amsterdam* 6rating

  •  October Game Candidates

    • East Region

      •  10/6 Monroe(NY) vs NFA* 7 rating but 1 school is out of franchise

      • 10/6 Statesboro(Ga)vs Greenbrier* 8 rating but Greenbrier is OOF in Augusta

      • 10/20 Cookeville vs Cumberland 8 rating/both in CSA

      • 10/20 Norwich vs Oneonta* 4 rating Oneonta is OOF


  • Espn360 high school football video plan

    Game Selection

    Revenue Matrix

    • Adult attendance at Games is estimate at 50%

    • Game attendance is based on number of in franchise participants

    • Take rate estimated at 10% (HSI, Packages, DISH)

    • Sales Opportunities are segmented as follows

      • 40% No Data Customers

      • 20% Current Frontier HSI Customers

      • 20% Cable High Speed Customers

      • 10% Frontier Dial-up Customers

      • 10% Other Dial-up


    Appendix

    APPENDIX


    Espn360 high school football video plan

    High School Target Games:East Region


    Espn360 high school football video plan

    Support Media Targets:East Region


    Potential sales take rate east region

    Potential Sales Take Rate: East Region


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