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All-City Prep Sports Awards the Oklahoman’S All-City Prep Sports Awards CAMPAIGN DETAILS

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All-City Prep Sports Awards the Oklahoman’S All-City Prep Sports Awards CAMPAIGN DETAILS The Oklahoman’s All-City Prep Sports Awards The Oklahoman’s All-City Prep Sports Awards CAMPAIGN DETAILS Best Use of an Event to Build a News Brand Group 1/Local, Regional Brands Excerpt: The Oklahoman created and executed a once-in-a-lifetime awards experience for outstanding high school athletes, headlined by five-time NFL MVP, Peyton Manning. With 1,200 attendees, this marks the largest awards event in Oklahoma City, recognizing 528 athletes from over 100 high schools across 12 sports. In fact, our male-athlete-of-the-year, Trae Young, is a current super-star in college basketball which helps continue to build awareness for our event. Finally, our event contributed to our community as we selected a non-profit beneficiary, Fields & Futures, to receive a donation from the proceeds. Challenge: Our challenge was to help raise awareness of the importance of high school athletics to our community because national statistics show students involved in organized athletics experience better grades, better attendance, higher graduation rates, and have a higher sense of self-worth and better social skills than non-participants. Objective: The primary objective was to sell sponsorships and tickets to the event in an effort to bring in new revenue for our company. Our secondary objective was to create an event that would be a once in a lifetime experience for outstanding high school athletes at the biggest sports awards event in the history of the Oklahoma City metro area. Our final objective was to promote our award-winning sports coverage as being the most comprehensive in the state of Oklahoma. Campaign: We developed a multi-media marketing campaign, designed to create excitement around sports and entice friends and family members of winning high school athletes and the general public to purchase tickets to our event. We hired Five-Time Super Bowl MVP, Peyton Manning as our keynote speaker. Our campaign included print and digital ads, TV and radio spots and social media. These channels provided brand awareness for The Oklahoman, event promotion and brand exposure for our sponsors. The Oklahoman’s All-City Prep Sports Awards CAMPAIGN DETAILS Results: • Our event created huge gains in brand favorability for our sponsors, including a 61% increase for our title sponsor, national brand Braum’s Ice Cream and Dairy Stores. • In addition, our post-event research demonstrated that the event significantly improved brand favorability for The Oklahoman with 66% of attendees saying they viewed The Oklahoman more favorably following the event. • Satisfaction for the event was enormous as well. In fact, 96% of attendees were pleased with the event and 95% of attendees said they would recommend the event • Attendee quotes included: o “The Oklahoman’s All-City Prep Sports Awards was an amazing event that blew past all my expectations!” – Diana Jones o “We loved the awards banquet! Everything about it was well done – from the decorations and food to the speakers and award presentations.” – Laura Callahan o “The evening was wonderful. Enjoyed seeing all the athletes together in such an inspiring atmosphere. Peyton Manning was a great speaker. Thank you for having such a wonderful event!” – Benny Coleman • Campaign Metrics o 58,998 page views o 47,592 unique page views o 2:14 avg time on site o CTR for digital ads, Facebook ads, LinkedIn ads and email exceeded industry benchmarks (HubSpot, WordStream, LinkedIn, MailChimp) by 244%, 83%, 170% and 248% respectively. o The Oklahoman’s Facebook followers grew by 37% The Oklahoman’s All-City Prep Sports Awards PRINT ADS The Oklahoman’s All-City Prep Sports Awards PRINT ADS OVERVIEW THERE’S MORE HIT IT THAN ONE GRRRL SWIM THROWIT IT 528 100PITCH12CATCH IT IT POWER!MEET TODAY’S ATHLETES SCHOOLSRUNSPORTS IT MVP CHAMPIONS beTHUNDERSTRUCK BLOCK IT IN TOWN. & TOMORROW’S beAWARE & 1 NFL LEGENDSHOOT ITPIN IT SINK ITKICK IT LEADERS WIN ITACE IT INTRODUCING THE OKLAHOMAN’S INTRODUCING THE OKLAHOMAN’S INTRODUCING THE OKLAHOMAN’SALL-CITY PREP SPORTS AWARDS INTRODUCING THE OKLAHOMAN’S ALL-CITY PREP SPORTS FEATURINGAWARDS PEYTON MANNING ALL-CITY PREP SPORTS AWARDS JUNE 15, 2017 | 6 PM | COX CONVENTIONALL-CITY CENTER PREP SPORTS AWARDS JUNE 15, 2017 | 6 PM | COX CONVENTION CENTERJUNE 15, 2017 | 6 PM | COX CONVENTION CENTER JUNE 15, 2017 | 6 PM | COX CONVENTION CENTER High School sports empowers young women FEATURING and helps prep them for future success. That’s Join Peyton Manning and more than 500 high school HELP US CELEBRATE OKC'S With 528 high school athletes, more than 100 KEYNOTEKids who SPEAKER participate in sports are more FEATURING FEATURINGathletes for The Oklahoman’s inaugural All-City OUTSTANDING ATHLETES! why we’re proud to introduce The Oklahoman’s likely to stay in school, get better grades INTRODUCING THE OKLAHOMAN’Sschools, 12 sports and one five-time NFL MVP, KEYNOTEPrep Sports SPEAKER Awards, OKC’s biggest sports awards All-City Prep Sports Awards, created to KEYNOTE SPEAKER The Oklahoman’s All City Prep Sports event ever! recognize and reward 528 of the OKC Metro’s and graduate — that’s important to our Awards Event is OKC Metro’s biggest-ever most accomplished female and male high PEYTONcommunity and why we’re proud to introduce We’re recognizing the Metro’s most accomplished ALL-CITY PREP SPORTSsports awards AWARDS event. Five-time NFL MVP The Oklahoman’s All-City Prep Sports INTRODUCING THE OKLAHOMAN’S PEYTONathletes for their on-field success, academic school athletes. Five-time NFL MVP Peyton PEYTON JUNE 15, 2017 | 6 PM | COX CONVENTIONPeyton Manning CENTER will be on hand to headline achievement and community influence. Help us Manning will be on hand to headline the event, MANNINGAwards Event. 528 of the OKC metro’s the event, which benefits Fields & Futures. honor these amazing kids through sponsorship which benefits Fields & Futures. For information most accomplished high school athletes MANNINGALL-CITY PREP SPORTS AWARDS For information on sponsorships and corporate MANNINGopportunities or by reserving your table today! LEGENDARYwill be recognized for their on-field on sponsorships and corporate tables, visit LEGENDARY What do you get when you combine 528 high school LEGENDARY FEATURINGtables, visit OKPrepSportsAwards.com or OKPrepSportsAwards.com or call 405-475-3771. QUARTERBACKsuccess, academic achievement and QUARTERBACKFEATURING PEYTON MANNING QUARTERBACK athletes, more than 100 schools, 12 sports and one KEYNOTEcall 405-475-3771. SPEAKER community influence. Five-time NFL MVP five-time NFL MVP? You get The Oklahoman’s Nobody Covers High School Sports Like The Oklahoman. Peyton Manning will be on hand to headline the event, which benefitsJUNE 15, Fields 2017 & |Futures. 6 PM | COX CONVENTION CENTER All-City Prep Sports Awards Event, created to Nobody Covers High School SportsFor Likeinformation The Oklahoman. on sponsorships and corporate tables, visit OKPrepSportsAwards.com recognize the Metro’s most accomplished high PEYTON or call 405-475-3771. Join Peyton Manning and more than 500 high school school athletes for their on-field success, academic Nobody Covers High School Sports Like The Oklahoman. athletes for The Oklahoman’s inaugural All-City Prep achievement and community influence. Five-time For Sponsorship Opportunities And Tables OKPrepSportsAwards.com Sports Awards, OKC's biggest sports awards event ever! MANNING For Sponsorship Opportunities And Tables NFL MVP Peyton Manning will be on hand to LEGENDARY Nobody Covers High School Sports Like The Oklahoman. headline the event, which benefits Fields & Futures. Call 405-475-3771 Or Visit OKPrepSportsAwards.com Call 405-475-3771 Or Visit OKPrepSportsAwards.com We’re recognizing the Metro’s most accomplished QUARTERBACK athletes for their on-field success, academic achievement For information on sponsorships and corporate and community influence. Help us honor these amazing tables, visit OKPrepSportsAwards.com or call 405-475-3771. For Sponsorship Opportunities And Tables SPONSORED BY: SPONSORED BY: kids through sponsorship opportunities or by reserving Call 405-475-3771 Or Visit OKPrepSportsAwards.com For Sponsorship Opportunitiesyour table todayAnd — Tables dinner will be served! Nobody Covers High School Sports Like The Oklahoman. Call 405-475-3771 Or Visit OKPrepSportsAwards.com JOURNALISM THAT MAKES A DIFFERENCE. NO ONE DOMINATES THUNDER Nobody Covers High School Sports“THE Like The OKLAHOMAN Oklahoman. SHINED A LIGHT ON OPIOID SPONSORED BY: ADDICTION AND INSPIRED LEGISLATIVE CHANGES.” COVERAGE LIKE THE OKLAHOMAN, SPONSORED BY: For Sponsorship Opportunities And Tables For Sponsorship Opportunities- KRIS STEELE,And Tables FORMER OKLAHOMA HOUSE SPEAKER NAMED NATION’S BEST SPORTSCall 405-475-3771 TEAM Or Visit OKPrepSportsAwards.com The Oklahoman has been covering the opioid crisis since before it was a crisis, and Call 405-475-3771 Or Visit OKPrepSportsAwards.comaccording to Kris Steele, Former Oklahoma House Speaker, “after The Oklahoman’s FOUR OUT OF THE LAST FIVE YEARS. coverage of prescription drug abuse, laws were changed to make our community SPONSORED BY: safer. WithoutSPONSORED the BY:education that The Oklahoman provided, that initiative may not have been accomplished.” Uncovering and helping change what’s really going on in the very best you can be with The Oklahoman Oklahoma is what The Oklahoman does best. the very best you can be with The Oklahoman START TODAY FOR JUST $1.54/WEEK START TODAY FOR JUST $1.54/WEEK AT OKLAHOMAUNFOLDED.COM/THUNDERSTRUCK AT OKLAHOMAUNFOLDED.COM/AWARE IntrOducIng the OKlAhOmAn’S All-CiTy
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