FC Tampa Bay End of Season Campaign

September 16th – October 1st 2010

What:

Promotion of the FC Tampa Bay final 3 games of the season

When:

September 16th – October 1st 2010

Where:

George M. Steinbrenner Field

Why:

The FC Tampa Bay needed to increase attendance and ticket sales. There was a trend on midweek games loosing attendance since August and weekend games since July. FC Tampa Bay needed to create buzz about the end of its season in order to close strong and generate interest leading into the off season in efforts to advance season ticket sales for 2011.

How:

Red Frog worked with FC Tampa Bay to develop a fast action plan. With less than 4 weeks to achieve success it was determined the primary action focus would be to:

Secure radio deals for the remaining games based on revenue sharing.
Secure celebrity endorsements.
Host theme nights for the final three games with special corresponding promotions that would reach three unique target demographics for maximum exposure.
Secure strategic relationships (cross promotional partnerships or customized sponsorships) for the last 3 games.

Quick Facts:

Red Frog

Red Frog coordinated a private event with FC Tampa Bay and the Land Rover RAG group which included all of Tampa Bay and Sarasota's customers. This event hosted 200 of Land Rover's top regional customers in a "great race" type of road rally. As one of the top sports venues in the race the FC Tampa Bay players took time to shoot goals with the customers. This small event introduced influential buyers to FC Tampa Bay's culture and brand.
Red Frog secured Cox Radio as a promotional partner for the remaining 2 games of the season. Instead of working out a deal based on revenue sharing Red Frog used their long-standing relationship to encourage Cox Radio to donate the entire promotion pro bono.
Lifesyle Family Fitness is a big name in Tampa Bay for professional sports teams. Red Frog worked out a strategic cross promotion for the last 2 games and also started talks for 2011 in consideration of the Rowdies using LFF as their official gym.
Red Frog met with South Tampa and Blu Magazine to gain pro bono exposure for the remaining games through an HTML blast to FC Tampa Bay's target demographic and started talks with Blue Magazine for a cover story on FC Tampa Bay to launch the 2011 season.

Ticket Sales & Attendance

With the mid-September advertising launch, there was a 177 % increase in attendance followed by another 79% increase the following week.
Ticket Master sales from the radio promotion totaled 170 tickets.
Attendance showed incremental increase for the last 3 games of the season as advertising took hold:
Sept. 16th Announced 1,698, 17 Ticket Master sales and 120 walk ups
Sept. 24th Announced 3,006, 78 Ticket Master sales and 144 walk ups
Oct. 1st Announced 4,348, 151 Ticket Master sales and 151 walk up
Radio & online valuations- Total value delivered in 3 weeks $16,000.
• Pro bono spots valued at $4,530
• Cowhead feature & Video $1,500
• Custom channel position $1,000
• Home page exposure on multiple stations $6,000
• Inclusion in 3 newsletters $3,000
• Plus an unmeasured HTML blast to approximately 35K - 45K persons collectively Website Traffic Sept - Oct
• 42.68% new visitors between Sept 17th - Oct 17th

PROMOTIONAL OVERVIEW

Cox Radio Pro Bono Promotion Between the dates of Sept. 15th and Oct. 1st
• Give aways on air and online on WSUN, WHPT
• Home page exposure for special offer exclusive to radio stations
• Marketplace module on all pages of website on WSUN, WHPT, WPOI & WWRM.
• Newsletter mention/coverage of the exclusive offer (WSUN, WHPT)
• Video footage for online content with the offer
• Social Media Posts
• 10 12m-12m spots and 8: 6a-12m pre-emptible spots on all 4 stations
• 15 :60 or :30 second streaming spots running on all 4 station websites WWRM(magic 94.9)Offer
• Dedicated contest on the web site 9/20 – 9/27
• Included in 35 :60 streaming What's Happening promos, driving listeners to the contest page
• Special discount ticket offer inclusion on newmagic949.com home page
• Special discount ticket offer inclusion on 9/20 E Magic Mailer

Lifestyles Family Fitness Strategic Cross Promotion Rowdies
• Rowdies were able to distribute promotional flyers to all of the LFF locations in Tampa Bay
• All LFF locations have a TV loop that plays and the Rowdies were able to put in a screen shot promotion
• LFF also included the Rowdies on their "Rewards" website with a special ticket offer Lifestyles Family Fitness
• LFF had a sponsor logo and link on the Rowdies website
• The Rowdies provided LFF with a promotional table in the highest traffic area of the stadium which produced great leads for LFF sales representatives
• LFF was allotted a :30 second commercial spot on the Jumbo Tron during the game as well as logo placement
• The Rowdies also provided LFF with a read during the half time portion of the game South Tampa Magazine
• HTML Blast to over 4,000 persons


		FC Tampa Bay End of Season Campaign September 16th – October 1st 2010 What: Promotion of the FC Tampa Bay final 3 games of the season When: September 16th – October 1st 2010 Where: George M. Steinbrenner Field Why: The FC Tampa Bay needed to increase attendance and ticket sales. There was a trend on midweek games loosing attendance since August and weekend games since July. FC Tampa Bay needed to create buzz about the end of its season in order to close strong and generate interest leading into the off season in efforts to advance season ticket sales for 2011. How: Red Frog worked with FC Tampa Bay to develop a fast action plan. With less than 4 weeks to achieve success it was determined the primary action focus would be to: Secure radio deals for the remaining games based on revenue sharing. Secure celebrity endorsements. Host theme nights for the final three games with special corresponding promotions that would reach three unique target demographics for maximum exposure. Secure strategic relationships (cross promotional partnerships or customized sponsorships) for the last 3 games. Quick Facts: Red Frog Red Frog coordinated a private event with FC Tampa Bay and the Land Rover RAG group which included all of Tampa Bay and Sarasota's customers. This event hosted 200 of Land Rover's top regional customers in a "great race" type of road rally. As one of the top sports venues in the race the FC Tampa Bay players took time to shoot goals with the customers. This small event introduced influential buyers to FC Tampa Bay's culture and brand. Red Frog secured Cox Radio as a promotional partner for the remaining 2 games of the season. Instead of working out a deal based on revenue sharing Red Frog used their long-standing relationship to encourage Cox Radio to donate the entire promotion pro bono. Lifesyle Family Fitness is a big name in Tampa Bay for professional sports teams. Red Frog worked out a strategic cross promotion for the last 2 games and also started talks for 2011 in consideration of the Rowdies using LFF as their official gym. Red Frog met with South Tampa and Blu Magazine to gain pro bono exposure for the remaining games through an HTML blast to FC Tampa Bay's target demographic and started talks with Blue Magazine for a cover story on FC Tampa Bay to launch the 2011 season. Ticket Sales & Attendance With the mid-September advertising launch, there was a 177 % increase in attendance followed by another 79% increase the following week. Ticket Master sales from the radio promotion totaled 170 tickets. Attendance showed incremental increase for the last 3 games of the season as advertising took hold: Sept. 16th Announced 1,698, 17 Ticket Master sales and 120 walk ups Sept. 24th Announced 3,006, 78 Ticket Master sales and 144 walk ups Oct. 1st Announced 4,348, 151 Ticket Master sales and 151 walk up Radio & online valuations- Total value delivered in 3 weeks $16,000. • Pro bono spots valued at $4,530 • Cowhead feature & Video $1,500 • Custom channel position $1,000 • Home page exposure on multiple stations $6,000 • Inclusion in 3 newsletters $3,000 • Plus an unmeasured HTML blast to approximately 35K - 45K persons collectively Website Traffic Sept - Oct • 42.68% new visitors between Sept 17th - Oct 17th PROMOTIONAL OVERVIEW Cox Radio Pro Bono Promotion Between the dates of Sept. 15th and Oct. 1st • Give aways on air and online on WSUN, WHPT • Home page exposure for special offer exclusive to radio stations • Marketplace module on all pages of website on WSUN, WHPT, WPOI & WWRM. • Newsletter mention/coverage of the exclusive offer (WSUN, WHPT) • Video footage for online content with the offer • Social Media Posts • 10 12m-12m spots and 8: 6a-12m pre-emptible spots on all 4 stations • 15 :60 or :30 second streaming spots running on all 4 station websites WWRM(magic 94.9)Offer • Dedicated contest on the web site 9/20 – 9/27 • Included in 35 :60 streaming What's Happening promos, driving listeners to the contest page • Special discount ticket offer inclusion on newmagic949.com home page • Special discount ticket offer inclusion on 9/20 E Magic Mailer Lifestyles Family Fitness Strategic Cross Promotion Rowdies • Rowdies were able to distribute promotional flyers to all of the LFF locations in Tampa Bay • All LFF locations have a TV loop that plays and the Rowdies were able to put in a screen shot promotion • LFF also included the Rowdies on their "Rewards" website with a special ticket offer Lifestyles Family Fitness • LFF had a sponsor logo and link on the Rowdies website • The Rowdies provided LFF with a promotional table in the highest traffic area of the stadium which produced great leads for LFF sales representatives • LFF was allotted a :30 second commercial spot on the Jumbo Tron during the game as well as logo placement • The Rowdies also provided LFF with a read during the half time portion of the game South Tampa Magazine • HTML Blast to over 4,000 persons


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