SCOUT TEAM CAMPAIGN PROPOSAL
FOX Sports
CVP Communications
Caitlyn Gelgot Victor Cervantes Paul Mengucci
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TABLE OF CONTENTS
Contents Executive Summary ...... 3-4 Meet Our Team ...... 5 Background ...... 6 Situation Analysis ...... 7 SWOT Analysis ...... 8 Primary Research ...... 9 Secondary Research ...... 10 Problem Statement ...... 11 Target Audience Analysis ...... 12 Diversity Plan...... 13 S.M.A.R.T. Goals & Objectives ...... 14 Strategy ...... 15 Theories & Persuasion ...... 16 Tactics ...... 17 Going D1 ...... 18 The Game Plan ...... 19-20 The Bar Crawl ...... 21-22 The Tailgate...... 23 Budget ...... 24 Execution & Evaluation ...... 25 Works Cited ...... 26-27 Appendix ...... 28-32 Presentation Deck ...... 33-37
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FOX Sports Client Background
FOX Sports is the umbrella entity representing FOX Corporation’s wide array of multi-platform US-based sports assets. Built with brands capable of reaching more than 100 million viewers in a single weekend, the business has ownership and interests in linear television networks, digital and mobile programming, broadband platforms, multiple web sites, joint-venture businesses and several licensing relationships. FOX Sports includes the sports television arm of the FOX Network; FS1, FS2, FOX Soccer Plus and FOX Deportes. FOX Sports’ digital properties include FOXSports.com and the FOX Sports App, which provides live streaming video of FOX Sports content, instant scores, stats and alerts to iOS and Android devices.
Additionally, FOX Sports and social broadcasting platform, Caffeine jointly own Caffeine Studios which creates exclusive eSports, sports and live entertainment content. Also included in FOX Sports’ portfolio are FOX’s interests in joint-venture businesses Big Ten Network and BTN 2Go, as well as a licensing agreement that established the FOX Sports Radio Network.
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SWOT ANALYSIS
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TARGET AUDIENCE ANALYSIS
• Primary Audience: 17-23-year old’s attending BIG 10 schools o Secondary Audience: Friends and family through word-of-mouth
• Who influences our target audience? o Organizations ▪ Clubs, organizations, intermural sports, club sports, varsity sports, fraternities/sororities o Opinion leaders ▪ Social media influencers, high profile student athletes, notable alumni, club presidents, student section leaders, coaches, student body presidents, student body president, podcast hosts, sports reporters o Activities ▪ Socials, sporting events, partying, study groups, club meetings o Habits ▪ Partying, drinking, tailgating, socializing, mingling, posting on/scrolling though social media o traditional media (TV, radio, talk shows, news, etc.) and ▪ ESPN, Barstool, CBS, NBC, Golf Channel, Individual college networks, sports podcasts, individual shows on networks (college gameday), individual game networks, Paper Sports Illustrated o social media (platforms, influencers, blogs, bloggers, etc.) ▪ Twitter, Facebook, Snapchat, YouTube, TikTok, Reddit, podcasts
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DIVERSITY PLAN When we thought up this campaign and its various tactics, we immediately thought Big Ten students would be ideal. They meet the Gen Z and Millennial audience. They also are a part of a conference that FOX sports have a 51% ownership stake in for sports with the Big Ten Network, and the schools produce massive turnouts for their sporting events. To top it off, our group all goes to Penn State, one of the most athletically-competitive schools in the conference and across the nation.
But another factor that we absolutely needed to check the box for is diversity, especially with one of FOX Sports’ key objectives being to reach a diverse audience too, not just young and young alone. The Underground, a student-run magazine at Penn State University keeps tabs on diversity across athletic conferences every four years. In 2017, they reported with an interactive map that while not there yet, the Big Ten Conference is getting closer and closer to reaching a racial distribution that is very similar to that of America.
Since 2017, the numbers have only been getting closer and closer to the normative American racial distribution with programs being put in place at multiple Big Ten universities to raise the number of deserving Black, Hispanic and Latino students attending through scholarship and special housing programs. And this, combined with everything else that makes this conference appealing, is why we chose the Big Ten as a key market for a grassroots campaign. FOX Sports – CVP Communications Scout Team Campaign Proposal 14
S.M.A.R.T. GOALS In this campaign, we look to achieve two key goals. One to be completed within the campaign’s year-long timeframe and another we look to achieve with this campaign and more in the future over the next three years:
o Long Term Goal: To, by November 2023, be within the top three sports apps in the Apple App Store. o Short Term Goal: To, by November 2021, increase the FOX Sports app downloads by 50%.
S.M.A.R.T. OBJECTIVES In addition, we expect multiple targets to be hit over the next year alone as a result of this campaign across all Big Ten university campuses:
o To, by August 2021, have the FOX Sports app be campaign ready o To, by August 2021, have over 200 applications submitted on the FOX Sports app o To, by November 2022, get 10,000 in person downloads at BIG 10 sporting events. o To, by November 2022, have a core group of athletes with exclusive FOX Sports content put on the app, website, and social media outlets o To, by November 2022, have FOX Sports brand awareness increase 25%
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STRATEGY – THE SCOUT TEAM • 2 students selected from every Big Ten university (28 total) • Criteria: o Business or Communications student at a Big Ten University o Extroverted, Organized, Type-A, Multitasker o Social Media Presence on Twitter, Instagram, Snapchat and TikTok o 3.0+ GPA, Submit resume and cover letter, Full-time student, August-May o Good with public speaking, engaging with audiences o Very involved and knowledgeable of the college and professional sports world • Benefits: o Gaining real world sports entertainment experience in event planning, interviewing and campaigning o Potential scholarship opportunities o Letters of recommendations from FOX Sports Employees ▪ Networking opportunities o Free FOX Sports Merch • Recruitment will begin August 1st and will end August 31st • The ambassador program will run from September to April • FOX Sports will create a video using their talent promoting this experience and benefits to college aged fans o This video will be promoted on all social media platforms, the website, and the app • Submissions will be received and reviewed on the app o Interviews Will be held the first week of September and final Scouts will be announced the following week • Scouts will receive a free polo shirt which they are expected to wear during FOX Sports events
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THEORIES & PERSUASION Two key theories come to mind when setting up a PR campaign with multiple marketing elements to the new FOX sports app and website. When using a grassroots campaign such as this, word-of-mouth advertising is everything. Whether that be on social media or in-person with on-site activations, when the word spreads and people enjoy the product, it keeps spreading and spreading to others in their market.
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TACTICS
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GOING D1 The “Going D1” tactic will be to reward the scout team for their hard work during the year. The top three performing pairs across all Big Ten campuses will win scholarships. To earn these scholarships, we will be measuring how many downloads the app receives over the months from each school. We will track downloads through affiliate links when the Scout Team promotes over social media, and with a code to put in the application during on-site activations such as the Bar Crawl and the Game Plan.
The distribution of scholarships at the end of the year will be:
o First Place Scout Duo: $3000 each o Second Place Duo: $2000 each o Third Place Duo: $1000 each This tactic will not only allow for more networking opportunities and experience in the field, it will also add another reward for the Scout Team to work towards when they don’t have other events coming up. This will incentivize the students to continue to think of more and more creative ideas to drive downloads and traffic to the new FOX Sports app and website.
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THE GAME PLAN The Game Plan is a tactic that will rely heavily on the FOX Sports Scouts. This is a tactic where the scouts will initially use the research skills that we interviewed them for. One of the biggest reasons as to why this campaign is being spread across the Fall and Spring semesters is because of the difference in each university’s biggest respective sport. The Big Ten Network has a vast variety of varsity sports and each school holds different sports at a different standard. Some Big Ten Network schools have basketball as their best sport that generates school spirit while other schools may have Baseball, Football, Wrestling, or even Hockey as their biggest cultural sport. Regardless, The FOX Sports Scouts will have the duty of seeking out the “Biggest school sport” and advertising the FOX Sports App at the sport’s biggest event. As an example, A FOX Sports Scouts at Pennsylvania State University may decide to run the promotional event during the biggest game of the season against Ohio State, which is some throughout the Fall semester, or during the Blue and White game, which is in the Spring semester.
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When an event is chosen and the scout decides on where to run the promotional event, this is where the tabling comes in. Scouts will be required to table at these events and monitor the In The Know “Search and Find”. The scouts will be promoting how the FOX Sports app allows its users to stay In the know when it comes to sports. The search and find activity will allow participants to explore the app’s features and get to know the app with prize incentives that the Scouts will provide. Some of the questions that can be asked for the “Search and Find” are, “Find an article that talks about today’s game,” or “Find that statistics on this specific player.” Weather the participants are struggling or not, the scouts will be there to ensure that each participant fully understands navigating through the app.
The tabling will consist of a table set up, two FOX Sports scouts, promotional prizes, and promotional displays such as banners or cutouts. Some of the prizes our team discussed on handing out were items such as magnetic team schedules of the event being held and foam- based promotional handheld objects. An example of the magnet is displayed below. We chose these to be the best products to hand out because of their universal inclusivity and ability to be bought in bulk. These will be far less expensive than any alternative prize and will still drive incentive to participate in the In The Know “Search and Find.”
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THE BAR CRAWL The Bar Crawl tactic will be a great way to boost exposure for the FOX Sports app and increase student engagement during away games. Generally, it could be difficult when one of the best games of the season happens to be an away game. What the FOX Sports team will do is that it will partner with a local bar and use Geofencing to promote the watch party being held at the local bar. Geofencing allows social media users within a certain radius of the event to see the watch party being promoted on apps such as Snapchat and Instagram. With the help of geofencing, this will increase exposure to the event and draw in more potential watch party attendees.
Another major factor that will contribute to attendance will be the active promotions being posted on the FOX Sports Scouts’ social media pages. On the days leading up to the bar crawl event, the Scouts will be posting on Instagram, Snapchat, and Twitter to build up anticipation for the bar crawl event. Advertisements will begin to be posted two weeks prior to the event and gradually increase as the date gets closer. This will let viewers know that the event is getting closer and start creating anticipation within the community as word-of-mouth advertising comes into play.
Along with promotional gifts, Attendees can expect to get discounted appetizers or drinks with the mention and download of our FOX Sports app. Fans, food, and promotional gifts create an experience that the attendants can enjoy and remember.
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Upon coming into an agreement with the local bar and the FOX organization, this discount can be met to the point where both parties obtain mutual benefit. The FOX Sports organization is dominant in the Big Ten Network and can expect to get a good crowd at one of the university’s popular bars.
Similar to our Game Plan Tactic, the table set up for this event will be laid out in a similar matter in which we will have promotional pamphlets, FOX Sports cutouts, and promotional gifts. As far as placement goes, the biggest difference for this tactic is how our scouts will strategically be placed at the forefront of the event to greet and inform. Having our scouts placed at the very front will display leadership and confidence in our FOX Sports app. Scouts should perfectly execute the delivery of each greeting they will give to each person that walks through the bar doors. They will also be in charge of informing attendees on how the main purpose of the event is to root for the home team in one particular place to boost unity amongst the school.
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THE TAILGATE The FOX Sports Tailgate is one of the more eventful and exciting tactics. This event will incentivize downloads and be used as a reward for the Big Ten college campus that has the most downloads for the FOX Sports App. The university that wins the tailgate will have FOX Sports talent come to their campus the upcoming fall semester after the campaign is completed.
The attendees at this tailgate will consist of the people who made the tailgate possible. To clarify, It is the people who initially downloaded the FOX Sports app during the time frame that will be the first in line for the tailgate. The tailgate itself will consist of talent integration. We will have FOX Sports talent come out and do live shows along with giveaways. The giveaways will consist of 10 $50 gift cards and a recap video of what the FOX Sports scouts did in order to make the tailgate possible. In addition to this, we plan on creating a “Day in the Life” video of a college superfan. A superfan is someone who goes all out during the college game days and is typically known throughout the school. A superfan is also someone who religiously attends the home games and contributes to the school culture. This tailgate can be a very eventful day for the college campus and can give the scouts an extra tool to help prompt the FOX Sports app.
Word of mouth advertisement will be implemented greatly for this tactic and can create an experience for the students. Having an experience when promoting something, such as an app, will stick with users for a longer period of time and create a personal bond. They will associate this bond with the FOX Sports app and the tailgate experience. We strive to make long term users out of this event.
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BUDGET
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EXECUTION & EVALUATION
In a perfect world, each tactic will work effectively and will not give us any issues. Problems throughout any campaign are inevitable. Therefore, the way that a team acts on these problems can determine the fate of the whole campaign. CVP Communications is a team that prides itself in transparency and honesty. With the current climate and COVID-19, we can expect this to affect our campaign’s tactics. Despite this fact, there are still measures that can be taken to pandemic proof of our tactics. Social distancing and temperature health monitoring are still measures that can be implemented throughout all of our tactics.
For “The Game Plan,” we would still be able to maintain a safe distance while promoting our Search-and-Find. All of our scouts can wear protective facemasks with the FOX Sports logo on the facemasks. For our “Bar Crawl” tactic, we can limit the number of people sitting per table and make it so that you can only watch the game with the limited party they came in with. We would also be able to change the gifts to give out during the bar crawl and shift from promotional calendars to facemasks and hand sanitizer. Our “Tailgate” tactic would be the biggest tactic to take a hit if the pandemic were to proceed but this is where we would maintain transparency and guide the tailgate winners to our app to follow up on the postponed tailgate. Not only will this inform the winners, but it would also drive them to the FOX Sports app to follow up on any updates regarding the postponed tailgate.
To prepare for this campaign, most of the preliminary work and planning must be done before the start of the school year. The fact that each Big Ten school has a different major primary sport, with football starting the first weekend of classes would mean that we would initially have to hit the floor running as soon as August comes. Recruitment for our FOX Sports Scouts would have to be done immediately. We would measure our level of success for preparation by making sure that we have a set schedule of goals that need to be met throughout the school year. We would measure the implementation of all of our tactics based on driven downloads after each tactic.
Measuring driven downloads after each tactic will give us a solid number to measure the amount of success. After each tactic, there would be a mandatory meeting for our scouts to reflect on how successful the specific tactic was. We would evaluate the impact that the tactics had with the grand total of downloads for each school at the end of the year. This would show us how each school performed and give us a visual representation of how many users the app would currently have. Retention rates are something that can also be evaluated. This would show how many people tried out the app and decided it would be their new go-to sports application.
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WORKS CITED
6 best sports score apps for Android. (2020, October 26).
MakeUseOf. https://www.makeuseof.com/best-sports-score-apps-android/
6 top sports apps. (2018, May 21). Men's Journal. https://www.mensjournal.com/gear/6-top-sports-
apps-your-smartphone/
About us. (2020, October 19). Big Ten Network. https://btn.com/about/
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Best sports websites. (2019, April 27). Aelieve Digital
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Media. https://www.sportspromedia.com/news/big-ten-network-conference-college-sports-
content-fox-sports-app
Corpuz, J. (2020, January 13). 20 best sports apps. Tom's
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Fox is making progress against ESPN by presenting itself as an alternative to perceived SEC
favoritism. (2020, July 4). Awful Announcing. https://awfulannouncing.com/ncaa/fox-is-
making-progress-competing-with-espn-alternative-sec-favoritism.html
FOX sports (@FOXSports) on Twitter. (n.d.). Welcome to Twitter. https://twitter.com/FOXSports
Fully Reimagined FOX sports app and website transform the modern sports fan experience. (2020,
July 27). Fox Sports PressPass. https://www.foxsports.com/presspass/latest-
news/2020/07/20/fully-reimagined-fox-sports-app-website-transform-modern-sports-fan-
experience
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How to live stream big ten network. (2020, December 6). Big Ten
Network. https://btn.com/promo/btn2go-is-now-btn-so-what-does-this-mean/
Interactive map: Big ten racial diversity. (2017, November 15). The
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diversity/
Moore, B. (2019, June 25). The best sports streaming services for 2020.
PCMAG. https://www.pcmag.com/picks/the-best-sports-streaming-
services?test_uuid=001OQhoHLBxsrrrMgWU3gQF&test_variant=a
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Paulsen. (2012, October 22). Is Fox sports 1 already ESPN's closest rival? Sports Media
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Top sports websites in the world. (2020, November 1). Website Traffic Analysis & Competitive
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FOX Sports. https://www.foxsports.com/stories/other/welcome-to-the-new-fox-sports
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APPENDIX PRIMARY RESEARCH Survey Results • I would consider myself o An avid sports fan: 10 o Somewhat of a sports fan: 7 o Someone who is interested in learning more about sports: 3 • How do you mainly get your sports news/updates? o From watching games on TV: 10 o From reading sports updates online: 8 o From sports coverage apps: 1 o From word of mouth: 1 • What is your favorite sports app? o ESPN: 7 o CBS Sports: 1 o I don’t use sports apps: 7 o Other: 5 • If you have a favorite sports app, what is one thing you like about the app? o Easy to access scores and news that is relevant to my favorite team o How they pull articles and tweets from lots of different sources on all my favorite teams o Everything is pooled together in one list o Livestream of the games o I can Stream any sport and any game o Access to both stories and reports as well as fan reactions and opinions o I can watch premier league games there o Easy to check on the basics of every sport and games when they’re happening. Also, like that you can watch games live • If you have a favorite sports app, what is one thing you dislike about it? o It is terribly optimized o Have to pay to access more o Sometimes does not load properly, some articles require paid subscription o Sends me notifications of things I don’t care about o Too many baseless analysis o Kind of awkward to use o Nothing o The ads • How willing are you to try out a new sports app? (On a scale of 1-10 o Mean 6.8 o Min: 2 o Max: 10 • Do you currently have the FOX Sports app downloaded? o Yes: 4 o No, but I previously have: 3 o No: 12 • What is your favorite section/feature on the FOX Sports App? o The stories on it o I like how it links to live TB o Access to live TV through TV provider o Favorite section is the stories FOX Sports – CVP Communications Scout Team Campaign Proposal 29
o Seeing what live games are coming up at the top of the app o Bonus cams o Individual game offs and stats under the scores tab o Well organized • What is your least favorite feature or section of the FOX Sports app? o Explore section o Not having subscription to live TV o Blocked content based on geographic location o The stories tab o Stories o Wouldn’t use the explore part o Can feel like there is too much on the screen at any given time sometime o Corporate ads displayed everywhere o That stories default when you open the app o Slow score updates. Stories are their biggest stories, not the stories I care about • What is one thing on the app that makes it better than other sports apps in the market o It has a great aesthetics o General flow is not clunky o Very clean design and relatively user friendly o East to find cams, teams, scores, and stats o Well organized and user friendly o The streaming features o The stories o The bonus cams • What is one thing on the app that makes it worse than other apps on the market o Stories only provide headlines before clicking them o Doesn’t have betting/fantasy league o Stories o No way to comment on stories o Not enough personalization detail o They aren't unique other than talent and most functions in the app work slower or worse than ESPN app • How likely are you to use the stories feature o Moderately likely: 3 o Slightly likely: 5 o Neither likely nor unlikely: 2 o Moderately unlikely: 7 o Extremely unlikely: 1 • How likely are you to use the favorite a team or player feature o Extremely likely: 8 o Moderately likely: 5 o Slightly likely: 4 o Neither likely nor unlikely: 1 o Moderately unlikely: 1 • How likely are you to use the streaming feature o Extremely likely: 7 o Moderately likely: 3 o Slightly likely: 3 o Slightly unlikely: 2 o Extremely unlikely: 4 • Have you ever felt left out of a conversation due to a lack of knowledge in sports o Definitely yes/all the time: 2 FOX Sports – CVP Communications Scout Team Campaign Proposal 30
o Yes: 7 o It has happened in the past but is not a common problem: 9 o No: 1 • How accurate is the statement “I want to be more in the loop of sports news?” o Very accurate: 2 o Somewhat accurate: 12 o Accurate: 4 o Not accurate: 2 • Did the FOX Sports app help you get a better understanding of what is going on in sports news? o Yes: 5 o Somewhat: 13 o No: 1 • Will you keep the FOX Sports app on your device o Definitely yes: 1 o Probably yes: 7 o Unsure: 5 o Probably not: 3 o Definitely not: 3
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SECONDARY RESEARCH • Review of other top sports apps in the market: o FOX Sports App is the #11 recommended app in the app score ▪ ESPN ranked #1, NFL ranked #2, CBS ranked #3 o FOX Sports App has a 3.9-star rating ▪ ESPN has a 4.4-star rating, NFL has a 4.6-star rating, CBS has a 4.7-star rating • FOX Sports previous partnerships: o FOX made an extensive partnership with HEVE, the marketing and advertising agency throughout their organization's platforms. ▪ Their story telling capabilities aligned with FOX values and beliefs ▪ Parent company is INVNT • FOX Sports Social Media Usage o Throughout Facebook, Instagram, and Twitter, FOX sports falls second best to ESPN. o YouTube and TikTok are consistent in weekly posts but could be more active. o Viewership is one of the main reasons why FOX Sports continues to thrive but there is more room for improvements throughout their application and other outlets. • Female sports fans viewing habits/use of sports apps o 45% of sports fans are females o 40% of sports fans in the US who follow sports online (laptops, computers, mobile viewing, online articles) are female o Most prominent age of female sports fans is early to mid 20's • People respond to mobile apps differently o Around 13% men and 5% women use sports score notifications. o 23% of smartphone users have uninstalled an app because of the o 73% of those receiving news alerts are happy with the number of alerts they receive. • Current Stats on FOX Sports App & Promotional Efforts o 65.9% of individuals look to spend money on entertainment Friday-Sunday o Fox Sports reaches over 20million more individuals in programming then its competitors according to new research data o Individuals 18-49 years old • FOX Sports: 54.29% reached • ESPN: 47.27% reached • NBC Sports: 46.27 % reached ▪ Superbowl ▪ WWE Smack Down Live ▪ World Series ▪ Big East Conference ▪ Daytona 500 ▪ US Open • Attitudes towards sports based on current political climate o Research shows that 95% of people believe sports brings people together while 70% of people say politics divides people. o Colin Kaepernick • Why we download apps:
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o A majority of the reason people download aps is because their friends, family, or peers download it ▪ Peer influence is the leading reason people download apps o Other reasons people download apps ▪ They have a problem that they think the app can solve ▪ They are bored and looking for something new • This is mostly relevant for game apps ▪ An app was recommended by a friend ▪ The current app they are using is lacking something they want
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PRESENTATION DECK
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FOX Sports – CVP Communications Scout Team Campaign Proposal