THEMES OF THE CFP BASED ON THREE YEARS · 2017-05-11 · basics + team education casual audience extensions learning 1 learning 2 learning 3 cfp brand awareness & education casual

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THEMES OF THE CFP BASED ON THREE YEARS

CFP BRAND

AWARENESS & EDUCATION

CASUAL AUDIENCE

2

KAYLIN VANDUSEN FAN & MEDIA INTELLIGENCE

3

RESEARCH HEADLINES

SUPPORT FOR THE PLAYOFF

IS STRONG


DRIVES INTEREST

CASUAL AUDIENCE

IS KEY

4

CFP BRAND AWARENESS &

EDUCATION CASUAL AUDIENCE

4

CFP BRAND

FANS OVERWHELMINGLY SUPPORT THE CFP

5

43% 89%

5 SOURCE: CFP Tracking Survey 2017

FANS BELIEVE THE CFP MAKES COLLEGE FOOTBALL BETTER

MORE LEGITIMATE NATIONAL CHAMPION

ADDS TO THE FUN & UNPREDICTABILITY OF THE SPORT

ENCOURAGES TEAMS TO PLAY HARDER OPPONENTS IN REG SEASON

86%

85%

81%

6

CFP BRAND


FANS TRUST THE COMMITTEE

2015 2016 2017

84% 83% 83%

7

CFP BRAND


RESEARCH HEADLINES


IS STRONG

CASUAL AUDIENCE

IS KEY

CFP BRAND CASUAL AUDIENCE

8


DRIVES INTEREST


8


A MORE INFORMED FAN IS A MORE EXCITED FAN

40% OF LESS

KNOWLEDGEABLE FANS ARE EXCITED

70% OF KNOWLEDGEABLE FANS ARE EXCITED

9 9

UPTICK IN KNOWLEDGE OF THE FORMAT, BUT STILL ROOM TO

GROW EDUCATION METRICS

34% - 37%


AWARENESS OF THE

PLAYOFF SYSTEM

AWARENESS OF CORRECT NUMBER OF TEAMS IN THE

PLAYOFF SYSTEM

42% - 44% YEAR 2 YEAR 3 YEAR 2 YEAR 3

10 10 SOURCE: CFP Tracking Survey 2017

CFP NETWORK AWARENESS HAS IMPROVED, BUT HAS ROOM TO GROW


11

As far as you know, which TV network televised the National

Championship? ESPN

47%

39%

35%

YEAR 3

YEAR 2

YEAR 1


TEAMS DRIVE VIEWERSHIP

AVERAGE RANK: 11

#16

#25

#1

#2

2016


12

AVERAGE RANK: 4 AVERAGE RANK: 15 AVERAGE RANK: 11 AVERAGE RANK: 15 AVERAGE RANK: 11

12 SOURCE: Sports Poll, 4th Quarter Reort each Year

TEAM AVIDITY CAN BE INFLUENCED


#31

#25

#20

#16

Start of 2016 Season Start of 2016 Season

End of 2016 Season End of 2016 Season

13 13

SOURCE: CFP Tracking Survey 2017

RESEARCH HEADLINES


IS STRONG



EDUCATION

14

CASUAL AUDIENCE

IS KEY

CASUAL AUDIENCE


DRIVES INTEREST

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CASUAL AUDIENCE

AUDIENCE GROWTH IS STRONGEST WITH CASUAL VIEWERS

ESPN REG SEASON CFB Y3 vs. Y1

HEAVY VIEWERS

MEDIUM VIEWERS

LIGHT VIEWERS

NON VIEWERS

-8%

-24%

-30%

-45% 15

15

RESEARCH HEADLINES RECAP


IS STRONG


DRIVES INTEREST

CASUAL AUDIENCE

IS KEY

16




DRIVES INTEREST

16

EMEKA OFODILE ESPN SPORTS MARKETING

17

MARKETING HEADLINES

FAN, FOOTBALL,

EVENT-FIRST

CFP BASICS + TEAM

EDUCATION

CASUAL AUDIENCE

EXTENSIONS

LEARNING 1

LEARNING 2

LEARNING 3 CFP BRAND


CASUAL AUDIENCE

18 18

19

CFP BRAND

SUCCESSFUL WHEN WE PUT THE FAN,

FOOTBALL AND THE EVENT

FIRST IN THE CREATIVE

20

TRANSITION AWAY FROM FOCUSING ON THE DAY (NYE) AND

FOCUS ON THE EVENT (FOOTBALL)

CFP BRAND

20

21

CFP BRAND

21

PROMOTE KEY CFP TENTPOLE EVENTS IN THE REGULAR SEASON

TO DRIVE CFP BRAND

MARKETING HEADLINES

FAN, FOOTBALL,

EVENT-FIRST

CFP BASICS + TEAM

EDUCATION

CASUAL AUDIENCE

EXTENSIONS

LEARNING 1

LEARNING 2



CASUAL AUDIENCE

22 22

23


23

ENGAGE CFP CONVERSATION YEAR-ROUND

24


24

EDUCATE ON THE BASICS OF THE CFP SYSTEM


EXTEND EDUCATION EFFORTS ACROSS SYNERGY PARTNERS TO

EDUCATE CASUAL AUDIENCE

TIE CFP MESSAGE TO REGULAR SEASON GAMES TO DRIVE EDUCATION

IN PLAYOFF RELEVANT TEAMS


26 26

27


27

USE ON & OFF CHANNEL SOCIAL CREATIVE TO DRIVE TEAM

INVESTMENT

MARKETING HEADLINES

FAN, FOOTBALL,

EVENT-FIRST

CFP BASICS + TEAM

EDUCATION

CASUAL AUDIENCE

EXTENSIONS

LEARNING 1

LEARNING 2



CASUAL AUDIENCE

28 28

29

CASUAL AUDIENCE

29

ENGAGE CASUAL AUDIENCE THROUGH UNIQUE PARTNERS

30

CASUAL AUDIENCE

30

MUSIC PARTNERSHIPS HELP ATTRACT NEW AUDIENCE

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3 YEAR DISNEY

COMPANY PRIORITY

CASUAL AUDIENCE

31

32

CASUAL AUDIENCE

PRIORITY FOR 2017-2018

32

MARKETING HEADLINES RECAP

FAN, FOOTBALL,

EVENT-FIRST

CFP BASICS + TEAM

EDUCATION

CASUAL AUDIENCE

EXTENSIONS

LEARNING 1

LEARNING 2



CASUAL AUDIENCE

33 33

THERESA PALMIERI ESPN SPORTS MARKETING

34

SPONSOR HEADLINES

INNOVATE TO DRIVE THE

BRAND FORWARD

PARTNER ALIGNMENT

WITH CFP NARRATIVE

CFP DRIVES RESULTS & ENGAGES

CONSUMERS 35



35

CFP BRAND

FOCUS ON CUTTING EDGE TECHNOLOGY AND BRAND INTEGRATION

LiveConnect Triumph AT&T Pylon Cam

36

Dos Equis VFX

36

CFP BRAND

UNMATCHED SUPPORT & RESOURCES FOR CHAMP GAME

Megacast Sky Cam New CFP Graphics

37 37

SNAPCHAT PLATFORM SUCCESS

CFP BRAND

38

FIRST COMPANY LENS LIVE STORIES SPONSOR ADS

38

SPONSOR HEADLINES


BRAND FORWARD

PARTNER ALIGNMENT

WITH CFP NARRATIVE


CONSUMERS 39



39

ALIGN SPONSOR EXECUTION TO FULL SEASON CFP BRAND NARRATIVE


Taco Bell Student Section #StreitCred AT&T Inside Access

40 40

INTEGRATE SPONSORS INTO ESPN CFP MARKETING NARRATIVE

CFP BRAND ALIGNMENT

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LARRY CULPEPPER

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SPONSOR HEADLINES


BRAND FORWARD

PARTNER ALIGNMENT

WITH CFP NARRATIVE


CONSUMERS 42



42

RETAIL INTEGRATIONS DRIVE RESULTS

CASUAL AUDIENCE

43 43

ACTIVATION ON-SITE ENGAGES NEW AUDIENCES & CONSUMERS

CAPITAL ONE NISSAN

CASUAL AUDIENCE

44 44

SPONSOR HEADLINES RECAP


BRAND FORWARD

PARTNER ALIGNMENT

WITH CFP NARRATIVE


CONSUMERS


EDUCATION CASUAL AUDIENCES

45 45

THEMES OF THE CFP

CFP BRAND


CASUAL AUDIENCE

46

YEAR

47

TURN THE CFP INTO A

MUST-SEE, CULTURAL

EVENT FOR SPORTS FANS

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Make the CFP mean more to fans.

49

50

BRAND PLATFORM

YEAR 4 STRATEGY


CASUAL AUDIENCE

CFP BRAND

51

KEY THEMES WILL GUIDE YEAR 4 STRATEGY

CFP BRAND

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72andSunny

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NEW AGENCY PARTNER FOR YEAR 4

54

It’s a 15 week,

130 team,

All-out,

Anything goes,

Cat vs. Dog vs. Duck vs. Tiger

vs. Everyone,

Rough and tumble,

Royal rumble...

IT’S A 15 WEEK, 130 TEAM, ALL-OUT,

ANYTHING GOES...

54

CFP BRAND: Year 4 Creative Direction


55

56

LIVE ACTION Real people in an epic war room, sitting around a game table.

MINI WORLD Stadiums, coaches, mascots, marching bands, and superfans

brought to life in animation and figures.

56


STUDIO Y

CFP BRAND

INNOVATION WILL CONTINUE TO BE A PRIORITY

ON SCENE

57

VIDEO OPTIMIZATION

58

CFP BRAND

LIVE CONNECT

DIGITAL INNOVATION FOCUS

ESPN.com ONE FEED

58


59

FEBRUARY APRIL

SIGNING DAY

SPRING BALL


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CONTINUE TO PUSH CFP NARRATIVE

YEAR-ROUND


61 61

UTILIZE CFP on

ESPN MARK TO

DRIVE

CONNECTION

BETWEEN ALL

BRANDS

CASUAL AUDIENCE

62

SOURCE: Nielsen Media Research 2016

CASUAL AUDIENCE

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HALFTIME: GREAT OPPORTUNITY TO CAPTURE CASUAL AUDIENCE

CASUAL AUDIENCE

64

YEAR 4 KICKOFF MARVEL COVERS RETURNING

BIGGER AND BETTER

CASUAL AUDIENCE

65

LEVERAGE INTERSCOPE MUSIC PARTNERSHIP &

Thirty Seconds to Mars ALL SEASON

CFP BRAND


CASUAL AUDIENCE

YEAR 4 STRATEGY THEMES

66

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THEMES OF THE CFP BASED ON THREE YEARS · 2017-05-11 · basics + team education casual audience extensions learning 1 learning 2 learning 3 cfp brand awareness & education casual