Katie FitzgeraldLeslie Green
Edwinn McClureNerissa Marbury
Joseph MerkelyKevin Groat
Holly HesslerJulie Matheny
April 24, 2008
Hey man,
Congrats on your admission to the unapologetically un-prestigious School of X! Picked out of big crowd, your application was pretty fierce. Let us be straight up with you – you should be excited to be a part of the graduating class of ‘08, and we’re stoked to have you on board. We think it’s safe to say that you’ll never find another program quite like ours.
Although our school hasn’t been around for as long as most institutions, we take pride in the diverse range of classes we offer and the wide range of talent we foster. Attached you’ll find all of the materials you’ll need to get started. Feel free to skim them, or maybe read them all the way through (if you’re bored or whatever). Either way, we think you’ll find the program a blast, and we hope you’ll pull out the mess of crumpled dollar bills and change in your back pocket and commit to a wild ride.
Hope to see you at orientation on July 30, 2008. Be there around 10am, or whenever you decide to stop pressing “sleep” on the alarm.
Peace,
StrikeDeans of Undergraduate AdmissionsRHS/ayEnclosure
Create a Universal Brand Identity
Expand the appeal - Gain more X fans
Why are we here?
Generate Year Round Interest
ResearchPrimary Research
• Expert Opinions - Athletes• Focus Groups (3)• Intercepts (8)• Interviews (29)
• X Game athlete• Olympic athlete• USA Today sports reporter• 4 ex-pro skateboarders• 4 BMX pros• 6 sports enthusiasts
• Survey (59 respondents)Secondary Research
• Cultural Research - blogs, and communities • Sports Research - International Journal of Sports Marketing and Sponsorship• Media Research - SRDS lifestyle Market Analysis, MRI• Product Research - Lexus-Nexus, Consumer Reports• Disney Property Research - Annual Reports, ESPN Consumer Marketing and Sales Reports
Brand Positioning
To be the ultimate gateway to action sports
Ambassador of WOW
The Pledge
Average JoeYoung Adult Males 18 - 35
Area of OpportunityGuys who already know, love
and trust ESPN.
Current perception of the brand:Simply a series of
exhilarating high-points
When Joe watches other sports:He can give you the story
behind the game.
Watches 5-6 hours of ESPN per week
Visits ESPN.com at least 1-2 times a week
The gear is the gateway into a life-long relationship with the X brand. Therefore, we will engage the imaginations of the half-pipes and inspire them to feel like a part of the X story.
Who are we talking to?
Secondary Target
Half - PipesAges 7 -12
Take the moments of wow and put them into context.
Strategy
Through understanding the context surrounding the climaxing in action sports and appreciating the dedication of the athletes, a relationship with Joe is built.
Context
Relationship with X
Appreciation
WOW
Understanding
Creative
Website
Commercials
Flash-cards
Media
Half-pipes (Kids)Strategy: Tell the story behind moments of wow April 9, 2008
Co
nte
nt
Imp
lica
tio
ns
Kid
s’ N
ee
ds
Discovery Experience Connect Buy Share
Co
nte
xt
When our kid discovers
X, he feels excited and
wants to learn more.
Needs to see the
story of X come to
life.
While our kid is inter-
acting with the brand,
he needs to feel like he
is emotionally con-
nected to the story and
inspired to try it out.
He wants to �nd the
perfect tool that will
help him ful�ll his
dreams and feel like
an X star.
He needs to feel like he
knows something spe-
cial that he can share
with his friends.
We need to show him
an inspirational mo-
ment on the X story
that gets his attention.
This is when we
tell him the story.
The elements of the
story: good guy/bad
guy, lead-up, climax,
need to be apparent.
We need to show him
how he can experience
action sports for himself, -
by showing him our
products.
He needs to know
where he can buy X
products.
He needs a way to
share what he has
discovered through X
with his friends.
Internet
TV
Flash Cards
Posters
X-Games Event
Gear Tags
Video Game Ad
Creative Media Placement Cost
SchoolofX.com Internet $120,000
FlashcardsESPN The Magazine (3x)
Sports Illustrated Magazine (3x)Rolling Stone (3x)
ESPN = $484,500SI = $816,000RS = $473,640
Posters Sports Illustrated Magazine (1x Full page spread)Outdoor top 10 DMA postings (Paper of lower quality than SI spread)
$500,000 $10,000 for postings
Celebrity X Games Event ESPN Network Costs will be limited due to selling ad space and using celebrities that have contracts with ESPN and ABC
Commercial Spots for Joes:“Shop Class”
“Science Class”“Parent Teacher Conference”
“Spelling Bee”“Shaun White and the 1080”
“Wave Etiquette”“The Art of Bailing”
ESPN NetworkSome placement on MLB games
Jun. - Aug. FreeAlloted placement on ESPN Networks
(Sep. - Nov.)ABC = $2,139,000ESPN = $705,000ESPN2 = $690,000
Commercial Spots for Half-Pipes:“Get the Gear” ESPN
Jun. - Aug. FreeAlloted placement on ESPN Networks
(Sep. - Nov.)ABC Family = $697,500
Nine-story high building wraps Top 10 DMAs $5,000,000
Video Game Ad “Pure” Video Game“Madden NFL 08” Video Game, and others
“Pure” Free placement“Madden NFL 08,” placement through Massive
Inc. $119,000
Banner Ad ESPN.comSI.com
FreeAlloted placement on ESPN.com
SI.com = $720,000 (240 MM page views)
Point of Purchase Wal-Mart, Target, Toys R’ US and JC Penny $1,200,000
TOTAL $13,674,640
Media Placement
Media Flow ChartJune 2008 - June 2009
31
109 109 109
626262 3131
109109109
ESPN SI RS RSRS ESPN ESPNSI SI(Print Insert)
8%
4%1%
35%
15%
22%
9%1%5%
Banner Ad Microsite FlashcardsCable Network Building WrapVideo Game Posters Point of Purchase
Media Flow ChartJune 2008 - June 2009
23%
77%
Joe Half-Pipes
We will be spending approximately 23% of the budget promoting the gear to the Half-Pipes.
Measuring Success
Improve ratings increase for ESPN a positive rating increase on ABC
Increase in the % of U.S. internet users that visit the site to at least .0006
Retail sales increase for X Games Gear.
Source: Web(Alexa.com), TV (ESPN.COM)