THERE IS NO OFF-SEASON AGENCY BIOS

Kate Brunson Nia Skeete Account Management Media & Consumer & Strategy Development Connections Planning [email protected] [email protected] (912) 531-1948 (516) 317-3125

Carter Barnett Kaitlyn McManus Brand Planning, Marketplace Art Directior & Jazzvertising is all about Analysis & Consumer Insights Graphic Designer taking the free-flowing and creative nature of jazz into [email protected] [email protected] the advertising world. Like the (804) 397-0566 (404) 578-2674 trumpets, pianos, bass, and

drums of a jazz ensemble Katy Thompson Phillip Jones – each team member of Jazzvertising contributes their Multi Touchpoint IMC Creative Ideation unique sense of rhythm and [email protected] & Copywriting tone to our agency harmony. (404) 357-1840 [email protected] (770) 349-5199 Jazzvertising believes in expression; in communicating

the human connection. This Bobby Struble Julia Repisky passion for finding the right Multi Touchpoint IMC Creative Ideation outlet translates directly into [email protected] & Copywriting melodious client solutions from a full-service agency (404) 825-3435 [email protected] that is full of character. (678) 622-8154 TABLE OF CONTENTS

Executive Summary...... 02 Creative Concept...... 33 Situation Analysis Campaign Timeline...... 34 Bowl History...... 04 Phase 1: #Gear Up...... 35 Industry Trends...... 05 Phase 2: #Kick-Off...... 46 Competitive Landscape...... 06 Phase 3: #Instant Replay...... 53 Consumer Trends...... 08 Phase 4: #Get In Position...... 57 Objectives + Methodologies...... 12 Phase 5: #Final Play...... 61 Summary of Findings...... 13 Media Consumer Analysis...... 14 Media Summary + Objectives...... 68 Product Analysis...... 15 Traditional Media...... 69 Brand Associations...... 16 Non-Traditional Media...... 72 Market Analysis...... 17 Budget Breakdown...... 74 Competitive Analysis...... 18 Campaign Evaluation...... 76 SWOT Analysis...... 19 Future Recommendations ...... 79 Marketing and Communication Direction Appendix Objectives...... 21 Average Media Figures...... A.1 Target Market ...... 22, 24, 26, 28 Budget Summary...... A.2 Consumer Profiles...... 23, 25, 27, 29 Supporting MRI+ Data...... A.3 Brand Essence...... 30 2015 Media Expenditures...... B Creative 2016 Media Expenditures...... C Creative Brief...... 31 Media Flowchart...... D

EXECUTIVE SUMMARY EXECUTIVE SUMMARY

THE CAMPAIGN “There Is No Off Season” is a consumer-focused campaign aimed to engage the college football fanbase from the very beginning of the regular season to after football season has ended. The campaign will keep the consumers connected through hyped events, consumer generated social media contests, THE BRAND and brand interaction. The constant connection For the last 47 years the has been a fixture of the and high energy of the campaign resembles the college football world. Chick-fil-A became the primary sponsor of atmosphere surrounding college football in order to the bowl game in 1997. With the installment of the new keep fans invested and entertained year-round. system in the 2014 – 2015 season, the Chick-fil-A Peach Bowl rose to even greater prominence and will host playoff semifinal games every THE IMPACT few years. This national spotlight marks a big step in the journey The campaign will encourage the target market of the brand – one built on a lasting legacy of integrity, the highest to hold on to their football spirit, even during the level of athletic competition, and the fervor of a dedicated fandom. off-season. Consumers will create a long-lasting relationship with the Chick-fil-A Peach Bowl through THE PROBLEM continuous engagement and positive brand interactions. How do you keep fans interested all year long? When college With consumers’ minds completely immersed in football is over what keeps consumers interested? Consumers the football mindset year-round, strong ticket want constant streams of new content, rewards for sales will be maintained, awareness of the their loyalty, and different ways to engage with other play off system will be secured, and brand sports fans. Since The Chick-fil-A Peach Bowl centers around engagement will increase among all digital a single, annual event, fans are not likely to engage with the brand channels. Consumers will stay engaged with a long all year long. The campaign must ignite a level of enthusiasm that term campaign that resonates with their favorite time will keep consumers engaged throughout the entire year. of the year, regardless if it is football season or not. Chick-fil-A Peach Bowl fans of all types can unite and celebrate that “There Is No Off Season”.

Executive Summary | 02 SITUATION ANALYSIS PEACH BOWL HISTORY

PEACH BOWL TIMELINE

1968 The creation of the Peach Bowl by the Lions Club, with the first three games held at Tech’s Grant Field 1971 The host stadium switches from Grant Field to Atlanta-Fulton County Stadium 1986 The Bowl comes under the management of Metro Atlanta Chamber of Commerce 1991 ESPN becomes the exclusive TV partner 1992 The Bowl makes the Georgia Dome its new home and agrees to have permanent match-ups between ACC and SEC schools 1996 Chick-fil-A becomes the title bowl sponsor, officially changing the name to the Chick-fil-A Peach Bowl 2008 Changing the name once more, the Chick-fil-A Bowl hosts the first ever Chick-fil-A Kick-Off game 2009 The Bowl Partners with National Football Foundation (NFF) to bring College Football Hall of Fame to Atlanta in 2014 2010 Peach Bowl Inc. becomes a standalone sports event management company, dropping ties with the Metro Atlanta Chamber of Commerce 2012 The Bowl opens the college football season by hosting two back-to-back Kick-Off games 2013 As a part of the new College Football Playoff System, the Chick-fil-A Bowl is selected as one of Elite 6 playoff games 2014 The Bowl adds “Peach” back to its name becoming the Chick-fil-A Peach Bowl

2016 The Chick-fil-A Peach Bowl will host a national semifinal game

Situation Analysis | 04 INDUSTRY TRENDS

THE GOOD • In it’s inception, the College Football Playoffs attracted more than 28 million viewers. • Bowl Game advertising is less expensive and risky than the Super Bowl, while reaching a large audience and broad demographic. • In the 2012-2013 season, Chick-fil-A Peach Bowl ticket sales ac- counted for $150 million — about one-third of the $445 million in CFAPB CFAPB total earnings for all bowl games has an sales Atlanta • CFAPB Leads all BCS Bowls in scholarship distributions with over annual accounted has gained $17.3 million awarded since 2002. average for 1/3rd $2 billion in • Chick-fil-A leads in scholarship giving with 1.8 million this past year economic of gross sales alone impact of sales for all due to the • Continuous upward payout $31.1 Bowl games Bowl game • The elevated profile of the game will increase the demand for tick- million ets and is expected to raise the Bowl’s annual economic impact on College Atlanta’s hospitality industry. Declining Playoff football • The Bowl has accumulated $2 billion of economic impact over the ticket attendance attendance past decade in Atlanta, $31.1 million per year. prices for is down 4% is at its football across the lowest in games board THE BAD 14 years • The playoff system announced attendance was down 4% across the board. • College football attendance was down 4% this year, lowest total in 14 years • Fans prefer opening season games over closing games • There has been a decline in ticket prices. For example, the ticket prices for the National Championship game fell 30% from last year. • -The CFAPB crowd of 65,706 for TCU-Ole Miss was down 3 per- cent from Texas A&M-Duke last year. It marked the third straight year the game was under 69,000. The bowl averaged 73,359 from 2006 to 2011.

Situation Analysis | 05 COMPETITIVE LANDSCAPE

Featuring bands and DJ’s at the Grand Hyatt in • Formal ATLANTA, Buckhead. Includes confetti blasters, CO2 blasts, • Balloon drop GA and a balloon drop. • 21+ • VIP option offered Buckhead Ball

Played annually and one of the six bowl games in- • Semifinal game in GLENDALE, volved in the college football playoff. Ticket prices 2016 AZ tend to be more expensive than competing bowl • Hosted at games. University of Phoenix stadium

Played annually at the AT&T Stadium and is one of • Semifinal game ARLINGTON, the six bowl games involved in the college football in 2015 TX playoff. • Typically host big 12 Conference Cotton Bowl and SEC teams Played annually at the Mercedes Benz Superdome • Semifinal game NEW and is one of the six bowl games involved in the college in 2017 ORLEANS, football playoff. 2nd oldest bowl game in country and has hosted the National Championship twice. • Hosts Big 12 LA and SEC teams Allstate

Played annually in the Rose Bowl Stadium and is one • Semifinal game of the six bowl games involved in the college football PASADENA, in 2017 playoff. It is the oldest bowl game that exists and is the CA highest attended bowl game to this day. • Hosts Pac-12 and Big Ten teams Rose Bowl

Situation Analysis | 06 COMPETITIVE LANDSCAPE

NAME DESCRIPTION BENEFITS LOCATION

16-hour event that features carnival rides, • Family friendly ATLANTA, live music, face painting, street performers • Free attendance GA and festival food. Features a peach drop at • Atlanta Tradition midnight, a rich tradition since 1989. Peach Drop

Hosted at the Fox Theatre Egyptian Ballroom • 21+ ATLANTA, with light shows, DJs and a countdown. • Formal, night GA event • Open bar Cleopatra’s New Year’s Eve Ball Features an open bar, DJs and bands. A • Performance arts ATLANTA, world-class experience that combines music, GA fashion, film and acrobatical art. • Open bar • Exclusivity Bungalow Ball

Located at the Hyatt Regency, the Downtown • Full dinner ATLANTA, Countdown features live music and DJs with buffet GA four different ballrooms and 4,000 people.z • Open bar Downtown Countdown

Postseason college football game that is • Determines the PASADENA, known as one of the most exciting games of national champion NEW ORLEANS, the season. Always a favorite, but tickets are of the NCAA GLENDALE, & extremely pricey. Division 1 Football MIAMI National Championship Bowl Subdivision GARDENS

Situation Analysis | 07 CONSUMER TRENDS

CONSUMERS ARE PROCRASTINATORS

When it comes to bowl games, consumers will wait — and wait and wait — to buy their tickets. One influencing factor is the fact that teams are not announced for immediately. It is also important to note that consumers try to avoid the changes in pricing as you get closer to the game. Some are even holding off because they want to receive the tickets as a gift around the winter holidays. Whatever the reason, most consumers are not willing to purchase tickets as soon as they are available. That being said, they do agree that any bowl game would be a great experience, whether or not their team will be present.

“I don’t think I would buy tickets before teams were announced. I’d either want to make sure that my team was playing or that it was going to be a good match-up before I spend the money on it.”

Situation Analysis | 08 CONSUMER TRENDS

CONSUMERS ARE LOYAL

Consumers are extremely loyal to their college football teams. Whether they actually went to the school or picked up fandom for other reasons, there is no budging when it comes to rooting for a team. The entire football season revolves around support for their team. Boasting team successes and backing up failures is a part of everyday conversation. The likelihood of consumers attending a bowl game when their team is not participating is significantly lower than if their team was playing. This can be associated with consumers’ lack of enthusiasm for other teams, or sense of guilt when they pull for other teams. Consumers love when they have the chance to sport their team colors or engage in team-related events.

“Football is like 80% of life during the fall at UGA. People think about it when making work schedules, scheduling weddings, and making other plans such as traveling or studying.”

Situation Analysis | 09 CONSUMER TRENDS

CONSUMERS ARE HOMEBODIES

Consumers are not willing to travel far for a bowl game. For some it’s a matter of travel expenses and for others it’s a lack of convenience. It’s a busy time of year and consumers are not willing to give up much of their time to travel long distances. Instead, they would rather enjoy their time at home and cele- brate the bowl games with fellow peers around town. On the bright side, consumers are willing to travel much further for their team. Showing support for them is important, whether that means traveling to California or just a state away.

“If the drive is more than 3 hours, you can bet that I’ll be watching the Gators on TV.”

Situation Analysis | 10 CONSUMER TRENDS

CONSUMERS LOVE THE FAN-BASE

Part of what makes college football so great is the fandom that surrounds it. Consumers are eager to make connections with people that share passion for their team. Gathering together to show support and have a good time is what makes game day special. Consumers love the social aspect of college football, tailgating every Saturday and getting hyped with fellow fans for rivalry games. Rooting for a particular team creates an unspo- ken bond. Whether it’s a simple ‘Go Dawgs’ to somebody wearing a Georgia shirt or the awkward hug-jump in the stadium when the Dawgs intercept, consumers are all about sharing their passion with others — football season or not.

“There is nothing that compares to gameday on a college campus. The tailgating, the team spirit, the bands, the school traditions. It is electric.”

Situation Analysis | 11 METHODOLOGIES

RESEARCH OBJECTIVES SECONDARY RESEARCH Consumer Analysis Sources • To fully understand the demographics and psychographics • Chick-fil-A Peach Bowl Website of our target audience • College Football Playoff Website • Demographics: • Simmons for market research • Consumer income,spending habits, disposable inco • MRI+ for media habits • What motivates them to buy/purchase • Atlanta News Websites • Psychographics: • ESPN • Lifestyle, interests, personality • Values • Amount of leisure time, consumer likes and dislikes • To discover consumer motivation for attending college football regular-season and post-season games

Market Analysis • To identify market and consumer trends PRIMARY RESEARCH • To identify target audience size and habits Quantitative • Qualtrics Online Survey: distributed to UGA students, Competitive Analysis UGA alumni, family, friends, as well as posted on group • Identify what sets CFAPB apart from other bowl games member social media accounts and LinkedIn groups • Identify primary and secondary competitors (including out-of-category competitors) Qualitative • Determine what games are favored in a typical season • In-Depth Interviews (within each target market segment) • Super Bowl Observation Product/Company Analysis • Sports Bar Observation • Uncover brand perception and sentiment • Social Media to gain consumer insights • Determine awareness levels of new bowl game system • Identify strengths, weaknesses, opportunities, threats, benefits, and pricing

Situation Analysis | 12 SUMMARY OF FINDINGS

SUMMARY OF FINDINGS

Research was unsurprising in that college football is a widely loved sport with millions of fans. People would love to attend a playoff or bowl game, but it is money and travel time that pre- vents most from making it to the big event.

Research showed that ties with a college team run deep. Tailgating, rivalries, and sporting school colors are all ways for fans to show support and loyalty to their beloved team. Saturdays during football season can be described as a “holiday,” a day dedicated to fandom and tradition that is passed through families and maintained throughout the years.

College football is a way for fans to come together, both locally and long-distance. The football community is devoted to making the sport a social event. Fandom is a shared sentiment, one strong enough to merge rivalries when it comes to social events. In support of this, social media has become one of the most popular ways for people to keep up with their teams and share passion across the online community. College football is a way for fans to belong to a greater whole. It requires dedication, rituals, and deep tradition. Game Saturdays are a holiday where devoted fans from various stages of life

Situation Analysis | 13 SUMMARY OF FINDINGS

CONSUMER ANALYSIS

Research showed that the target markets include college students, alumni, young families, and empty nesters in the south. There are a lot of people interested in college football, but we found that those willing to go to and pay for a bowl game are avid fans. They are passionate about a team and never fail to show support for them. Sharing passion for college football creates a special bond and loyalty that cannot be fulfilled by any other sport or level. Consumers are heavy internet and social media users. Their primary source for sports-related information are social media and internet sources. They are fairly active, exercise frequently, and love socializing with friends, so it wasn’t surprising to find out that one of the aspects people like most SOCIAL MEDIA USAGE about college football is the social scene. The most anticipated games of the season are the first game, rivalry games, bowl games, and the SEC championship.

Situation Analysis | 14 SUMMARY OF FINDINGS

PRODUCT ANALYSIS Place: The Bowl is located in the heart of Atlanta. The The Chick-fil-A Peach Bowl has been in existence since Peach Bowl has been played in the Georgia Dome the late 1960’s. It’s faced numerous changes through since December 1968, while the first three bowl the decades, from host teams and location to sponsors games were played at Grant Field on the Georgia and branding, but it has remained a staple to the culture Tech Campus. Between 1971 and 1991 the game and tradition in the Peach State itself. In it’s inception, was hosted by Atlanta-Fulton County Stadium. The the Peach Bowl was held at Georgia Tech’s Grant field Georgia Dome has been the host since 1992 and with team line-ups coming from mainly ACC and SEC New Atlanta Stadium is planned to begin schools. From that, it has transformed into one of the hosting the game in the 2017-18 season. elite 6 Bowl games--alongside the Rose Bowl and Sug- ar Bowl--becoming one of the future hosts for playoff Promotion: games, including national sponsors and nationwide cov- The Chick-Fil-a Peach Bowl has used standard social erage. With added aspects and new events and includ- media, digital, traditional, and in-game as well as ing the two day, double-header Chick-fil-A Kickoff Game, direct and event marketing to promote aspects of the CFAPB Challenge Golf Tournament, CFB Hall of Fame their brand. A staple to the CFAPB brand and the Dodd Trophy, The Bowl has established itself among the richest of traditions and become the outlet is their association with recognizable for the all-inclusive football experience. sponsors. Sponsorships from Chick-Fil-a, Delta, Georgia Power, OrthoAtlanta, Honda, The Home Depot, Price: Buick, Marriot, Hilton Atlanta, Dr. Pepper, and AT&T The price of a ticket has fluctuated over the years. help promote the brand and grab the consumers’ Currently, ticket prices range from around $126 to attention through the clutter efficiently. Association particularly with Chick-Fil-a itself is also very helpful $628 depending on the seat. The CFAPB has because of its prominence in the south. Sponsors had a 17 year streak in ticket sales have been an effective method for the CFAPB to and has sold out every year until the promote their role in the community by leveraging most recent bowl game in 2014. consumers’ passion and buying power in football.

Situation Analysis | 15 SUMMARY OF FINDINGS

BRAND ASSOCIATIONS

Research showed that people have a positive brand association with the Chick-fil-A Peach Bowl. It is seen as an established bowl game with rich history, although there is a lack of consistency with the name itself. Many people still refer to it as the “Peach Bowl”, failing to address its association with Chick-fil-A. Research also found that many people were not aware that the CFAPB is a part of the new playoff system. The Chick- fil-A Peach Bowl is overall respected as a brand, yet consumers have failed to recognized some important aspects of this special bowl game.

Pros: • Rich history • Respected bowl game

Cons: • Inconsistent naming • Lacks association with playoff system

Situation Analysis | 16 SUMMARY OF FINDINGS

MARKET ANALYSIS

Research indicated that bowl games are viewed as an exciting end to the football season. It is a celebratory time, whether one’s team is playing in a bowl game or not. It is a time to see some of the best match-ups and look back on team successes and upsets. Regarding Travel time: travel distance, consumers are not willing to go far for a bowl game, • Most consumers ARE NOT willing and especially if their favored team is not playing. Convenience is key. to travel more than 180 miles for If bowl games are hosted outside of a consumer’s region, it is most likely they will not be buying tickets for that game. On the other side a bowl game of this, consumers are willing to pay a decent amount of money to Expenses: see a good bowl game. And double this if their favored team is play- • Consumers ARE willing to spend ing. Bowl games are viewed as a tradition to many. It is a special time of year to close off a great season. a decent amount of money on a bowl game ticket Bowl games are: • Traditional • Celebratory • The final push of the season

Situation Analysis | 17 SUMMARY OF FINDINGS

COMPETITIVE ANALYSIS

Research showed that the Chick-fil-A Peach Bowl faces a lot of competition from other bowl games, as well as other New Year’s Eve events. The Sugar Bowl, Rose Bowl, Cotton Bowl, Fiesta Bowl, , and the National Championship are the biggest game competitors for the CFAPB. The five bowl games are also a part of the playoff system, and the National Championship continuously serves as the most desired football game of the season.

The CFAPB is held at a busy time of year and researchers found that consumers are often traveling, on vacation, or want to spend holidays in different ways, like other New Year’s Eve events in Atlanta.

Football competitors • National Championship • Other top bowl games

Other competitors • New Year’s Eve parties • Holiday travels

Situation Analysis | 18 SWOT EVALUATION

STRENGTHS WEAKNESSES

• Consistently sells out tickets • Team line-up is not determined until late in the season • Located in a large metropolitan city, allowing for a higher reach • High priced tickets of potential fan base • The stadium is located in an area with high traffic and minimal • Chick-fil-A as a brand is perceived in positive light in eyes of parking consumers • Lack of brand consistency surrounding the bowl name • Strong brand presence in the south, tying it to SEC/ACC • Bowl game vigor circumstantial to teams selected market • Difficult to engage fan base after the game • Family friendly events leading up to the game • Lack of tailored content per social media platform • Live atmosphere creates culture of hype and anticipation around the bowl game • Televised on a highly rated sports channel • Strong social media presence OPPORTUNITIES THREATS

• Loyal fan base surrounding football • 39 other Bowl Games distract fan attention from the CFAPB • Opportunity to attract untapped Atlanta fanbase • Other New Years Eve Plans • Sell Chick-fil-A during the game • Teams traveling far distances may be less represented at the • Playoff spot can be used for advertising/promotional advantage Bowl Game • Multiple media opportunities to reach viewers during the game • Younger target audienes have a lower disposable income through Twitter, Snapchat Facebook and Instagram • Broad target audience until competing teams are selected • Bowl sponsors (aside from Chick-fil-A) can develop promotions for attendees and fans

Situation Analysis | 19 t

MARKETING + COMMUNICATION DIRECTION OBJECTIVES

COMMUNICATION OBJECTIVES STRATEGY • Increase awareness about the new playoff system by 20% This campaign strives to position the CFAPB not only as part in 2015. of the playoff system, but also as a brand that consumers can • Establish CFAPB brand association with the new playoff engage with all year long. Through the efforts to continue the system Chick-fil-A Peach Bowl’s association as an established bowl • Establish brand exclusivity between target markets. game, the messaging will be presented so that the audience • Establish brand preference and loyalty. will see the brand as a way to stay connected to the college football community all year long. There is no off season with MARKETING OBJECTIVES the CFAPB and the consumers will be encouraged to share • Maintain ticket sales in 2015 their passion for college football. • Maintain ticket sales at an inflated rate in 2016 RATIONALE This strategy will build upon the strong brand essence the CFAPB has already defined for itself. The fan base is strong and the bowl game is well respected, so now this campaign will extend this into a much deeper relationship, fostering consistent communication and engagement. This is no longer a once-a-year event, but rather a community and part of a much bigger whole.

Marketing + Communication Direction | 21 TARGET MARKETS

CURRENT COLLEGE STUDENTS

Love gameday, love tailgating. For them, college football is a combination of showing support for a team and socializing. They are dedicated fans that immerse themselves in the student section to show school spirit and perhaps get a little rowdy. Whatever the outcome of the game, these students are here to have a good time. Gameday is an all-day event surrounded by heavy drinking and eating.

They make impulse decisions, like buying concert tickets when low on money and deciding to take a road trip a few hours ahead of time. They are also a little more on the lazy side. They spend their free time watching Netflix or sitting around, rather than running errands or doing the dishes. This target market loves the internet. They spend a lot of time online and are heavy users of social media outlets.

Marketing + Communication Direction | 22 TARGET MARKETS

CONSUMER PROFILE: CURRENT COLLEGE STUDENT

Name: Joey Age: 21 Hobbies: fishing, golf, drinking

Joey always knew he wanted to go to a southern school, so when he got accepted into South Carolina, he sent in his deposit right away. He is a smart kid, currently studying finance and looking for internship opportunities this summer, but equally balances his study hours with social hours. Football season is his favorite time of the school year. He is a die-hard Gamecock fan (and always will be). He spends his weekends bar-hopping with friends, grilling out, and fitting in a game of golf when it’s nice out. After graduation, he wants to move to a big city to find an entry-level job. No matter where he ends up, he wants to make it back for at least one home game a year.

“Football is a big tradition down here. Even with school I make time to attend every game in some way, shape, or form. Even if that means watching at the game, at home, or in a bar”

Marketing + Communication Direction | 23 TARGET MARKETS

YOUNG ALUMNI

Though these recent grads are adjusting to the real world, they are still young at heart. They have not forgotten their passion for college football and are eager to show their team spirit. They regularly go back to games to reconnect with friends and feel that ‘football energy’ they once were able to experience weekly. They feel an emotional connection to their university team and going back to games is an opportunity to reminisce on their college-hood days. They greatly enjoy tailgating and the party scene that surrounds college football. When they can’t physically be at a game, you could find them at a bar or social gathering drinking beers and dedicating the day to watching football. This is an extremely social group that rarely feels the need to sit down. They are constantly going out with friends and participating in activities around their town. Along with that comes their heavy use of social media, though they use TV as their primary source of football info.

Marketing + Communication Direction | 24 TARGET MARKETS

CONSUMER PROFILE: YOUNG ALUMNI

Name: Sarah Age: 25 Hobbies: exercising, cooking

Sarah graduated from University of Florida three years ago and is currently working at a PR firm in Atlanta. She loves her job, but is considering going back to school to get her masters in com- munication. In the meantime, Sarah works hard during the week and catches up with friends on the weekends. She loves exploring the city, going to museums or grabbing a cocktail at a cool venue. She’s definitely more active than she was in college. She enjoys exercising regularly, oftentimes in social ways (bike rides, group runs, etc.). Though she doesn’t have much time or money to travel, she does keep up with the Gators and would never miss the games during football season. She usually meets up with fellow SEC friends at a bar to catch the games and socialize.

“Even though I can’t attend games regularly anymore, I still watch football religiously either at home or at a bar.”

Marketing + Communication Direction | 25 TARGET MARKETS

YOUNG FAMILIES

Still college football fans at heart, but are consumed by a hectic life-style. This target market has a strong passion for their university and loves to watch the games (if they aren’t running to a soccer game or putting one down for a nap). On the rare occasion that they could get away on the weekend, going back to a football game would be one of the most exciting and enjoyable experiences. Because they might not be able to watch all of the games, they love to wear school colors and show their spirit in any possible way. Going to a bowl game would be a ‘treat’ for their family that if presented at the right time and place, could be an unforgettable outing. This group is just recently active on social media. They have accounts, but rarely engage and only check up when they have free time.

Marketing + Communication Direction | 26 TARGET MARKETS

“My son is only 2 1/2 . He wears a CONSUMER PROFILE: lot of orange and states ‘Go Vols’ YOUNG FAMILY when asked about his clothing.”

Name: Williamson Family (Heather, Tom, Caroline & Charlie) “I rarely have free time. When Age: 34, 35, 6, and 3 Hobbies: sports, going to the movies I do, I try to squeeze in a workout or get ahead at work.” Heather and Tom both went to Alabama some time back. They met in college, got married, and are now raising a young family in Raleigh, NC with their 6 year-old daughter, Caroline, and 3 year-old son, Charlie. They have an extremely hectic lifestyle, rushing back and forth from school to sports practices, play dates, and more. Heather and Tom rarely have time for themselves, so keeping up with their college football team is hard. Though they can’t always watch the football games on TV, they still love the crimson tide and show their support by wearing team colors. Their kids have even adopted this fandom, picking up on taglines and sporting team gear. Heather and Tom still love the crimson tide and will never lose that bond, but their priorities are currently on their kids. If the right opportunity came around, going to an Alabama football game would be an amazing vacation for the entire family.

Marketing + Communication Direction | 27 TARGET MARKETS

EMPTY NESTERS

Reborn avid fans. These people have always had that passion for college football, but now they have even more time to dedicate to it. The kids are off on their own and college football has become their new favorite hobby. They watch games every Saturday, attend games, and keep up with rankings and off-season events. They have time to travel to games and are willing to spend money on tickets. Though they may not be willing to join a huge crowd at a bar, they do heavily keep up with college football through TV. They do not have a heavy presence on social media and rarely use these outlets for sports related information.

Marketing + Communication Direction | 28 TARGET MARKETS

CONSUMER PROFILE: EMPTY NESTERS

Name: Amy and Robert Age: 61 Hobbies: traveling, reading

Amy and Robert both went to small colleges with little football excitement, but their two kids, Haley and Evan, both went to the University of Georgia. Over time, they both adopted a love for the dawgs and SEC football in general. They never had the football experience that their kids did, but have grown to love it after visiting the school for games every year. Haley and Evan have both graduated and are living on their own, so Amy and Robert now have free time to do whatever they want. They are very active, exercising regularly and exploring new places. Because they are retired, they travel often. In the fall, they dedicate Saturdays to watching the games and even travel to physically attend them regularly. Amy and Robert have made college football one of their main sources of entertainment

“Saturdays are my favorite day in the fall. I could watch college football all day long. You never know what’s going to happen- that’s what makes it so exciting.”

Marketing + Communication Direction | 29 BRAND ESSENCE

Attributes Benef ts Engaging Camaraderie

Outlet To Reach Competitive Personality Desired Fandom Georgia Institution Family Friendly

Iconic Entertaining Modern Tradition Creates All- Encompassing Captivating Fan Experience Playful T ere Is No Of Season Leads All Bowls In Elite Six Bowl Respectable Connected Scholarship Awards Game

Youthful Highest Attended Passionate 17 Straight Sellouts Non-BCS Bowl Game Roulette Of Source of Dedicated Emotions Authority Sporty Proud How It What It Makes You Says About Feel You

Marketing + Communication Direction | 30 CREATIVE CREATIVE BRIEF

KEY FACT: With the changing marketing landscape leaning Young Family: “I attended an SEC school and love to keep up with my toward ‘365 day’, 24/7 conversations, there is an opportunity not only team, but ever since I had kids, it has become harder to attend games. to reach out to CFAPB fan community, but to attract and entertain the I try to make up for my lack of attendance by wearing school colors and college football audience all year long. watching the games at home. My family has a hectic schedule, so it is hard to get out, but given the right circumstances, attending a football game would be an unforgettable experience.” PROBLEM: Since the official season spans from September to November each year, fans need a reason to remain engaged and Empty-Nesters: “Now that I have free time, I have become an avid fan of excited about the college football scene both on and off-season. my college football team again. I watch games every Saturday, attend games, and keep up with rankings and off-season events. I am willing to OBJECTIVE: To increase brand engagement and activation spend a decent amount of money and travel for a good game.” among target markets by 25% by the 2015 Bowl Game and to maintain brand loyalty through the 2016 Playoff Game. PROMISE: The Chick-fil-A Peach Bowl is not only one of the highest-profile events in college football, but is a lifestyle brand that TARGET MARKET SEGMENTS: Current College fans can engage with throughout the year. Student, Young Alumni, Young Families, Empty-Nesters SUPPORT: INSIGHTS BY SEGMENT: • Bowl Lead-In Events: Parade, FanFest, Bowl Game, MVP Tailgate, Current College Student: “I attend most of the football games to be Chalk Talk & Football Feud, FCA Breakfast, Hometown Kickoff, part of the largest social event on campus. On Saturdays, football is the CFAPB Kickoff Game only thing on our minds. It’s an all-day event for us: starting early • Bracket Contest morning with tailgating, lasting through the game, and into the late • Signing Day Cowstravaganza night with partying at bars downtown. I’m always up for a good time • Parachuting Cows and love the spontaneity that comes with being a college student. I • Microsite wouldn’t recommend missing a game for the simple reason of FOMO (fear of missing out); the games are ridiculously fun and intense!” MANDATORIES: Logo, Social media Recent Grad: “I went to every single home football game as a student, including all of the huge rival away football games. I was the die-hard TONE: Prideful, enthusiastic, exciting fan. Now that I am no longer in school, I miss the football season atmosphere from the tailgating to the camaraderie that I built with my peers from the hours of relentless cheering for my team. Although I may no longer be a student, I still have an affinity to be connected to my alma mater through the world of football. Despite having a professional career, I will always make time for a good old-fashioned rival game.”

Creative | 31 CREATIVE CONCEPT

What is it that makes us so invested in sports? Our hearts race, and seemingly stop THERE at a moment’s notice. Innumerable people, strangers – but familiar in a singular passion. Familiar in a cause, in a driving force. We come together, IS from countless walks of life, to be there as fans. Be it in the stadium, the neighborhood sports-bar, or from the front-row seatsof the living room. We yearn for this passion, this outlet of the NO frenetic energy of life. We found that outlet in sports – none more so than in college football. We bind ourselves to a team, and wear our colors proudly. Keep OFF up with the highs, as well as the lows. The clock may show 0, but the game never leaves us. For the invested, the enamored fans, the twelfth men — SEASON

Creative | 33 CAMPAIGN TIMELINE

GET IN PHASE: GEAR UP KICK OFF INSTANT FINAL REPLAY POSITION PLAY -create brand -create brand -establish brand -establish brand -establish brand COMMUNICATION awareness association exclusivity preference loyalty and OBJECTIVES excitement E l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l -Chick-fi l-A Kickoff Game -Overtime App -Overtime App -Overtime App -Overtime App N -Overtime App -Buzzfeed Post: “What Kind -Buzzfeed Post: “15 Best -Buzzfeed Post: “15 Things -Buzzfeed Post: “31 Ways to -Buzzfeed Post: “25 Signs Of Football Fan Are You?” Bowl Game Moments” You Miss About Football Prepare for Playoff Season” You’re Ready for Football -#TeamSpirit contest -#TeamSpirit Contest Season” -#TeamSpirit Contest Season” -Peach Bowl Milkshake -Pick Your Play App Vote -”Suit Up” In-Store Event -Peach Bowl Milkshake D TACTICS -#TeamSpirit Contest -”Peach Bowl-ing” -”Show Your Sign” -”Day in the Life” Webisode -”Turf the Turf” -”Feeling Peachy” Campus Event Competition Series -”College Town Turf” Recipe Contest (Pinterest) -”College Town Turf” -Spring Game Tweet -“Peach Bowl-ing” -Social Media: playoff social -CFAPB Events: -Scooby Doo Hallway -CFAPB Events: media posts FanFest, MVP Tailgate, Mascot Ad FanFest, MVP Tailgate, Z -”Mascot Football Game” Chalk Talk, Fan Night, FCA Chalk Talk, Fan Night, FCA commercial Breakfast, Parade l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l -Create and post -Fan involvement -Buy tickets O -Download app -Increase shares/ -Create accounts posts content with signing day -Post content -Engage, post -Buy tickets -Participate and -Engage in -Boast brand CONSUMER content -enter contests interact with brand webisode content exclusivity N ACTIONS online -Stay active on app -Engage with brand -Share, comment, like, post E JULY-OCTOBER NOV-DEC JANUARY FEB-JULY AUG-DECEMBER DATES: 2015 2015 2016 2016 2016

Creative | 34 PHASE 1: #GEAR UP

TIMELINE: July 2015-October 2015

GEAR UP CONSUMER CALLS TO ACTION: • Download app • Create account • Follow CFAPB on social media • Engage, post content PHASE EVENTS AND OPPORTUNITIES: • Overtime App & Microsite • Educational playoff social media posts • Pinterest Competition: “Feeling Peachy” • Buzzfeed post: “25 Signs You’re Ready For Football Season” • “Mascot Football Game” commercial and webisodes • #TeamSpirit Contest 1 • Chick-fil-A Kickoff Game

Creative | 35 PHASE 1: #GEAR UP

OVERTIME APP • 15 Points: Downloading a player workout The “Overtime” Online Integrated App for Iphone and Android • Check into Chick-fil-A restaurant allows fans to personalize their own experience with the CFAPB • Vote on Show Your Sign Contest and get access to Prime Time CFA info before, during and after • Vote on Pick Your Play the college football season. The app will be an integral part of • Submitting photos for #TeamSpirit Contest the “There is No Off Season” campaign and will start during the • 50 Points: Check into regular events “Gear Up” segment and continue throughout the 2015 • College Football Games and 2016 seasons. This will allow for a point accumulation • CFAPB Hall of Fame system, through which CFAPB will give away prizes for • Offseason Events: Participating in “Suit Up”, Entering certain levels of achievement. It will link to social media • Feeling Peachy Contest sites, such as Instagram, Pinterest and Facebook to allow • 100 Points: Check into sponsored CFAPB events fans to share their progress with their point achievements. • Peach Bowl-ing • Chick-fil-A Peach Bowl Game • Chick-fil-A Kickoff Game • CFAPB Events: FCA Breakfast, Fan Night, Chalk Talk, MVP Tailgate, FanFest, Parade Microsite • Point Levels: • “Rookie” badge: 0-199 • “First String” badge: 200-499 • “Captain” badge: 500-699 • “MVP” badge: 700-999 • “Heisman” badge: 1000

Creative | 36 PHASE 1: #GEAR UP

OVERTIME APP

• Homepage • Pop-out menu • News • Player profiles • Days to Game countdown to CFAPB • Customizable towards fans team • Pop-Out Menu: • Home • Profile Page • Leaderboard • Workout

Creative | 37 PHASE 1: #GEAR UP

OVERTIME APP

• Profile Page: • Profile Picture • Bio • Check-In Option • Points (Link) • Leaderboard: • Participant ranking against others with the App points • Downloadable Workouts: • Cardio • Strength • Running

Creative | 38 PHASE 1: #GEAR UP

MICROSITE

The microsite will be our hub through which all our portals and extensions will be run. It will be a fan’s one stop shop of all things related to “There Is No Off Season.” The goal is to have a clean, simple, image-driven interface. The app will be set up with a menu on the left hand side, and all the pictures of events or contests under various links on the right hand side represented through picture links. The microsite allows easy access and navigation to see various fan submissions and to check your own account. It will also take you to our various social media sites, to purchase tickets, give a brief overview of events and of CFAPB, the teams who are playing, and to the app store to purchase the “Overtime” app. It puts everything under one digital umbrella.

Creative | 39 PHASE 1: #GEAR UP

PLAYOFF AWARENESS

Social media will be used to promote the College Football Playoff and CFAPB’s association with it. Instagram, Twitter, and Facebook posts will educate consumers about the new system and invite them to further explore the playoffs through the Overtime App. This will also be the start of Creating awareness about the semifinal game in 2016, when the Chick-fil-A Peach Bowl will serve as a host.

Creative | 40 PHASE 1: #GEAR UP

The contest will run consistently throughout the campaign. At the FEELING PEACHY CONTEST beginning of the “Gear Up” Phase in July and August, there will be #FeelingPeachy calls for submissions through social media accounts on Facebook, Twitter, Instagram, and Pinterest. At the end of August, 16 (one for each of the remaining months) winners will be selected Indulge in delicious recipes with the iconic fruit that represents the based on the number of votes and pins their home of the Chick-fil-A Peach Bowl. recipes received throughout the months. The

remainder of the campaign will be used to feature the winning The Chick-fil-A Peach Bowl occurs during a particular time of the recipes along with the winner’s name. Winners will be spotlighted year, but the goal is to keep the target audience engaged and think- on social media channels once a month, saving the best and most ing about the event at all times. The peach is a symbol that not only voted on for last. This contest will further promote and illustrate the represents the Peach Bowl itself, but the home state of the game. idea that “There Is No Off Season” and that the Peach Bowl can Incorporation of the sweet and delicious fruit into the campaign will provide a variety of different experiences. add a spectrum of experiences that will keep the audience engaged yearlong.

To do this, there will be a launch of a social media driven “Feeling Peachy” recipe contest. Through social media, users can submit their favorite peach recipes and vote for the most delicious treats. This will provide a fun method to consider the trademark of the Peach Bowl and the peach state as well as increase the potential for engagement. Since Pinterest particularly consists of a majority of female users, this contest is also a chance to increase engagement for females in the target audience.

Creative | 41 PHASE 1: #GEAR UP

BUZZFEED

Brands, even experiential brands, are becoming a large presence on the social and news outlet site Buzzfeed. The Chick-fil-A Peach Bowl will sponsor articles throughout the year to continue to engage consumers and keep them constantly thinking about college football season. Articles such as “25 Signs You’re Ready For Football Season” will play on fan’s enthusiasm and nostalgia for the excitement and tradition that comes with the season. By periodically publishing content that will keep consumers involved in college football the Chick-fil-A Peach Bowl creates the mentality that there is no off-season.

Creative | 42 PHASE 1: #GEAR UP

:60 TV Spot (Educational, mascot game, mockumentary style) MASCOT GAME SPOT SFX: Indistinct chattering and sounds of workouts in the background Visual: Open on Peach Bowl logo, over out-of-focus backdrop of prac- The current playoff system is new and much improved from tice field previous seasons. However, people seem to be ill informed Narration: Oh, we keep busy all year. It’s hard work out here. about the new system. The purpose of educating the public Gotta put in the minutes. about the new playoff system is to drive the increased interest Visual: Cut to - mascot with a towel draped over their shoulders being and maintain ticket sales and sponsor participation across interviewed all aspects. To do this, the Chick-fil-A Peach Bowl needs to Narration: Everybody talks about the players doing two-a-days.. engage the fan bases and maintain their attention in order We’re grinding too. Things are changing, man. We mascots to educate them about this new playoff system. To do this, have to keep up. the Chick-fil-A Peach Bowl will host a “Mascot Visual: Cut to - mascots working out, doing drills on the field Narration: Used to be we just had to carry our teams to Football Game” with Cow refs that educate a bowl game. One big last show of the year; an encore. That’s not and show the fans about how the playoff enough anymore. game will work. The cows will be narration: using their Visual: Cut back to mascot with towel being interviewed unique style of writing, they will be writing on boards like they Narrator: It’s all about the playoffs. We’re trying to stay on the field would for football plays. Instead, they will be explaining the two more games. See who gets called up by the playoff committee playoff system, and the mascots will be the informed players. and makes the top four. Who can win their semifinal matchup. Who The educational Mascot Game will be featured as a national can win it all. television spot. This game will invite viewers to follow the rest Visual: Cut to - mascots lined up against one another on the field, just of the game on YouTube as well as Chick-fil-A Peach Bowl’s before the snap. Camera slowly pans around lineup, showing various social media accounts. These webisode games will be a fun mascots. and humorous way for fans to stay involved with the brand. Narrator: That’s what we fight for all year long. It’s tough, but we do it ‘cause we love it. We do it for the team, we do it for the fans. Visual: Zoom to mascot hiking the ball, quickly throws a deep pass. Narrator: Make sure you’re ready for it. Visual: CFA Peach Bowl logo superimposed over background showing the ball sailing through air. Fade to black around logo. “There is no off season.” shown in white beneath logo. Narrator: There is no off season. Creative | 43 PHASE 1: #GEAR UP

#TEAMSPIRIT CONTEST

Show us your team spirit! Are you the most devoted fan? #CFAPB #Team- Spirit

There is no denying people love football—and if they love football, then they believe they are the most devoted fans. Football fans indulge in a va- riety of traditions to show their team spirit. Share those experiences with the CFAPB! Fans can participate during the first three phases of the campaign.

The best way for the audience to do this is simple: via social media. With numerous social media platforms, it is up to participants to snap a picture or take a quick video of their timeless traditions or team spirit and post them to the social media site of their choosing under #CFAPB #TeamSpirit. This hashtag will ensure a consistent and easy way to track the submissions. A social media team will constantly encourage and monitor submissions on Facebook, Twitter, and Instagram.

Once the football season has ended, the best submissions will be chosen and placed on the microsite for voting. Voting during off season will ensure consistent engagement and a reminder that though football season is over, there is no reason to stop thinking about it.

Creative | 44 PHASE 1: #GEAR UP

KICKOFF GAME

The Chick-Fil-A Kickoff Game is played annually on the opening weekend of the football season in Atlanta, GA at the Georgia Dome. This game, independent from the CFAPB, has been in place since 2008. The Kickoff Game will continue to be promoted through social media posts, as a way to keep consumers engaged and to maintain an active presence online.

Creative | 45 PHASE 2: #KICK-OFF

TIMELINE: November 2015-December 2015

CONSUMER CALL TO ACTION: • Increase shares and posts KICK-OFF • Buy bowl game tickets • Enter contests

EVENTS AND OPPORTUNITIES PHASE • Overtime App • #TeamSpirit Contest • Buzzfeed Post: “What Kind Of Football Fan Are You?” • Peach Bowl Milkshake • College Town Turf • Chick-fil-A “Peach Bowl-ing” • CFAPB Parade • CFAPB FanFest presented by Tyson 2 • PRIMESPORT MVP Tailgate • Georgia Power Chalk Talk & Football Feud • Fan Night at the Georgia Aquarium • Fellowship of Christian Athletes Breakfast

Creative | 46 PHASE 2: #KICK-OFF

PRINT AD: SEMIFINAL

This ad will run after the CFAPB participating teams are announced in the 2016 season. It will be a national magazine ad intended to build hype and drive ticket sales for the semifinal game. The ad will feature the two mascots of participating teams and will be viewed as an honor. The hard work and team successes have earned them a well-deserved spot in the semifinal game. It is time to kick off into bowl game season and purchase tickets before they sell out.

Creative | 47 PHASE 2: #KICK-OFF

PEACH BOWL SHAKE

The Peach Bowl has been a longstanding tradition in Georgia since the 1960’s and the Chick-fil-A brand has been a part of that tradition for the last 18 years. are part of Georgia and the bowl game identity; we would like to ingrain that identity in other states as well. During the months of November and December Chick-fil-A will bring back their beloved summer Peach Milkshake in honor of the upcoming Chick-fil-A Peach Bowl in December. The “Peach Bowl Milkshake” will be a reminder to fans to purchase their game tickets and get hyped for the upcoming game. The Peach Milkshake will be announced via in-store promotional materials and various social media outlets.

Creative | 48 PHASE 2: #KICK-OFF

COLLEGE TOWN TURF

For college football teams, getting into the Chick-fil-A Peach Bowl is an honor. Not only is it a bowl game, it’s prestigious in its nature. The CFAPB wants to show the teams and their fan base how great it is to be in the Chick-fil-A Peach Bowl and how excited the brand is that they are coming. Astroturf will be placed within the Chick- fil-A’s in the participating college towns in order to promote the upcoming CFAPB. This will help excite the fans to either start or continue engagement and interaction with the brand. This will reinforce the overall theme of “There Is No Off Season” even during the month of time between when the teams are announced for the CFAPB and when the game is actually played.

As well as in the college towns, “turfing” will also occur at high revenue Chick-fil-A’s across metro Atlanta. Atlanta has a huge college football fan base, with many colleges within its city center. Not only does the CFAPB want fans for the teams playing to engage with the brand, but they want locals to engage because of their close proximity and overall fandom.

These events will take place during the “Kick Off” and “Final Play” of the campaign in order to get fans excited for the upcoming game and then the playoff game in 2016.

Creative | 49 PHASE 2: #KICK-OFF

PEACH BOWL-ING In 2015, participants will be educated on the playoff system, overall game info, and when the “Chick-fil-A Peach Bowl-ing” is a pop up CFAPB is taking place. This event will take place during event promoting the upcoming Chick-fil-A our “Kick-Off” and “The Final Play” segments of our campaigns Peach Bowl on December 31, 2015 and after the teams have been chosen for the Chick-fil-A Peach Bowl. 2016. The event will comprise of a bowling We also plan to take pictures and post on social media sites lane, with Chick-fil-A Cow designed pins and as well, where fans can receive the pictures taken of them.This peach designed bowling balls. will also increase engagement and encourage people to explore other opportunities within the CFAPB brand. College kids are the most likely to participate in football festivities. They are the ones that get most excited and have the biggest presence within the crowd. When teams are announced for the Chick-fil-A Peach Bowls for both 2015 and 2016, two guerilla events will be hosted at the campuses for the respected teams. The event will include music, games and prizes and will get students “pumped up” for the game and remind students that “there is no offseason” when supporting your teams.

Creative | 50 PHASE 2: #KICK-OFF

PEACH BOWL FESTIVITIES

The Chick-fil-A Peach Bowl holds events every year on the days surrounding the game. These events, including the FCA Breakfast, Fan Night, Chalk Talk, MVP Tailgate, FanFest, and Parade will offer consumers a way to check in and earn points with the Overtime App.

Creative | 51 PHASE 2: #KICK-OFF

SOCIAL MEDIA

Team Spirit Contest Buzzfeed Articles #CFAPB #TeamSpirit

Remind users to continue to engage with their teams and share their team spirit and favorite traditions! Fans can vote for the best pictures and get points through the Overtime App.

Creative | 52 PHASE 3: #INSTANT REPLAY

TIMELINE: INSTANT January 2016 CONSUMER CALLS TO ACTION: REPLAY • Create and post content from the game • Participate and interact with the brand online • Share, comment, like and post

PHASE EVENTS AND OPPORTUNITIES: • “Show Your Sign” Contest • #Team Spirit Contest • Pick Your Play 3 • Buzzfeed Post: “15 Best Bowl Game Moments”

Creative | 53 PHASE 3: #INSTANT REPLAY

PICK YOUR PLAY CONTEST

Fans will have the opportunity to look back on the bowl games and pick their favorite plays. 25 best plays of the bowl game season will be posted to the app and users will vote on their personal favorite. This allows the fan base to interact with the app, as well as earn points for themselves. Winners will be featured on a buzzfeed article as well as gain points on the Overtime App

Creative | 54 PHASE 3: #INSTANT REPLAY

SHOW YOUR SIGN

Phase 3 may occur after football season has finished, but it is still an important time to promote engagement. The “Show Your Sign” team spirit contest will be used to entertain consumers During a lull between seasons. Fans will post pictures of their favorite game day signs using the hashtag #showyoursign and the Chick-fil-A Peach Bowl will feature the most creative and popular pictures on their social media accounts.

Creative | 55 PHASE 3: #INSTANT REPLAY

#TEAMSPIRIT CONTEST

Fans have been submitting their traditions and team spirit all football season. In order to keep fans engaged, allow them to take a look at the #InstantReplay of the best submissions and available on the app and microsite. To keep fans motivated, they have the possibility to accumulate more points.

Creative | 56 PHASE 4: #GET IN POSITION

TIMELINE: February 2016-July 2016 GET IN CONSUMER CALLS TO ACTION: • Fan involvement with Signing Day POSITION • Engage in webisode content • Stay active on Overtime App

EVENTS AND OPPORTUNITIES: PHASE • Overtime App • “Day In the Life” webisodes • “Suit Up” • Buzzfeed Post: “15 Things You Miss Most About Football Season” • Spring Game Tweet 4 • Mascot Ad

Creative | 57 PHASE 4: #GET IN POSITION

DAY IN THE LIFE

Just because the football season is over, that does not mean the target audience can’t stay updated with their favorite teams, coaches, and players. The “Day in the Life” webisode series will keep audiences engaged with exclusive footage. This will aid in keeping audiences thinking of the Bowl during this lull where football is not on the top of fan’s minds.

The webisodes will give insight into the life of players, coaches, and teams. The webisodes can be accessed through the app and microsite to encourage users to access them with ease. A new webisode will be released each week. The tone will encompass a serious stance, but some webisodes will try to incorporate some humor. The goal is to prolong the intimate relationship created with the audience in previous phases, even when the football season is over. The goal is to avoid losing that connection that was established, so to keeping the audience engaged with webisodes will provide that same excitement and buzz that has been consistently managed.

Creative | 58 PHASE 4: “GET IN POSITION”

SIGNING DAY: SUIT UP

Now being almost two months removed from the college football season, it is important to provide fans with enough opportunity to stay involved. Football fan experiences continue even when the action is no longer on the field. CFAPB wants the fans to #GetInPosition for the upcoming season and the 2016 Chick-fil-A Peach Bowl Semi-Final Game by “Suiting Up”. In honor of College Football Signing Day, Chick-fil-A Peach Bowl invites you to “Suit Up” in support of your team. Show your team spirit and receive a free Chick-fil-A Chicken Sandwich. Make sure to check-in to receive points.

Radio Ad SFX: College football noises – a band, stadium cheering, sounds of big hits Narrator: Was that college football I heard? The distinct sound of impassioned fans and hard-fought competition is hard to mistake. The casual fan may only tune in to the play- offs or home games (when they don’t forget about it) but you… you know it’s a year round commitment. Signing day is coming up and the Chick-fil-A Peach Bowl wants to honor your fandom. Wear your favorite college football jersey to your local Chick-fil-A and receive a free Chick-fil-A Chicken

Creative | 59 PHASE 4: #GET IN POSITION

SOCIAL MEDIA

Continued postings on our social media sites and Buzzfeed will provide fans with new opportunities to engage with the brand. All event check-ins will get the consumer additional points on the Overtime App.

Creative | 60 PHASE 5: #FINAL PLAY

TIMELINE: August 2016-December 2016

CONSUMER CALLS TO ACTION: FINAL • Buy tickets • Post content • Boast brand exclusively PLAY • Engage with brand EVENTS AND OPPORTUNITIES: • Overtime App • #TeamSpirit Contest PHASE • Peach Bowl Milkshake • “Turf the Turf” • “College Town Turf” • Chick-fi-A “Peach Bow-ling” • Buzzfeed Post: “31 Ways to Prepare for Playoff Season” • CFAPB Parade • CFAPB FanFest presented by Tyson • PRIMESPORT MVP Tailgate • Georgia Power Chalk Talk & Football Feud • Fan Night at the Georgia Aquarium • Fellowship of Christian Athletes Breakfast 5 • Buzzfeed Post: “15 Best Bowl Game Moments”

Creative | 61 PHASE 5: #FINAL PLAY

BUZZFEED

With 31 days until the Chick-Fil-A Peach Bowl hosts the Semi-Final game, it is necessary to drive home the idea of the #FinalPlay. Fans have been preparing for this for a year and a half now, and it is finally here. Use these 31 daily tips to stay engaged and hyped everyday leading up to the final game! And remember, there is no off season!

PEACH BOWL SHAKE

The Peach Bowl Shake is back as a reminder to fans to purchase their game tickets and get hyped for the upcoming game. The Peach Milkshake will be announced via in-store promotional materials and various social media outlets.

Creative | 1162 PHASE 5: #FINAL PLAY”

BILLBOARDS

Creative | 63 PHASE 5: #FINAL PLAY

TURF THE TURF

The Chick-fil-A Peach Bowl is an all-encompassing fan experience with events leading up to the game for both adults and children in downtown Atlanta. You just need to get them there. On the 2016 Bowl Announcement Day Centennial Olympic Park, located on 265 Park Avenue, will be transformed into an AstroTurf football field. “Turf the Turf” will promote all Peach Bowl events, as well as the game itself, allowing visitors to be the players, not just the fans. Consumers will have the chance to play on a real AstroTurf field that mimics the Georgia Dome. The event will feature everyone’s favorite Chick-fil-A cows that will be available for pictures. “Turf the Turf” will be announced via social media and local Atlanta radio outlets.

Creative | 64 PHASE 5: #FINAL PLAY

TELEVISION SPOT

Creative | 65 PHASE 5: #FINAL PLAY

TELEVISION SPOT

Creative | 66 MEDIA MEDIA OBJECTIVES

OBJECTIVES

• To run a uniform cross-media platform campaign that reaches our various target audience segments with the most appropriate and concise information that will educate them about the new bowl system. • To develop a media schedule that will effectively maintain event relevancy during the college football offseason. • To increase the 2014 Chick-fil-A Peach Bowl television ratings by 0.2 to a 5.5. • To adhere to the budget outline in order to maximize potential return on investments in media expenditures.

OVERVIEW

For the campaign, we are focusing on three traditional mediums: television, radio and magazines. In addition, we will also be focusing on non-traditional outlets, particularly digital, to further our campaign’s outreach and influence. The MRI+ research determined these mediums would be the most advantageous in reaching the target audience for optimal reach, frequency and response rates.

Media | 68 TRADITIONAL MEDIA

TELEVISION RATIONALE

• 30-second television spots • Primetime and on College Football Saturdays • Efficient outlets for extremely high indexes for reach and frequency • Monday-Thursdays 8-10 p.m. and on Saturdays during SEC and ACC football games • According to the MRI+ research, the target audience is 86-169% more likely to watch these television networks • TV Spots are aired on ESPN and it’s network affiliates due to high indexes • Used to: • to inform college football fans about the bowl system • to promote Chick-fil-A Peach Bowl in the four months leading up to the event • Total Cost: $15,771,500

Media | 69 TRADITIONAL MEDIA

RADIO RATIONALE

• Purpose: • to generate awareness about the pop-up events hosted on SEC and ACC college campuses • to generate awareness about the Chick-fil-A Peach Bowl Day Events in Atlanta • Aired during the week of the pop-up event for each re- spective college • 15-second air spots (flighting schedule) • College sports radio stations such as: • Dawg Sports Radio • LSU Sports Radio Network • Bulldog Sports Radio • Dayparts: • Weekends: 10:00 a.m.-3:00 p.m. & 3 p.m.-7 p.m. • Effective for catching the target during the their days off while out running errands or spending time with family. • Weekdays: 6 a.m.-10 a.m. & 3 p.m.-7p.m. • Effective for catching the target during their morning drive time to work or school and evening drive time coming home after work. • Total Cost: $480,000

Media | 70 TRADITIONAL MEDIA

MAGAZINE RATIONALE

• To increase event anticipation among readers and encourage a top-of-mind thought process among readers for the event. • Double-page spread ads • ESPN The Magazine • Sports Illustrated • Bloomberg Businessweek • The target audience is 50-75% more likely to be loyal readers of these magazines. • Total Cost: $6,916,000

Media | 71 NON-TRADITIONAL MEDIA

DIGITAL RATIONALE

• Secondary research concluded that the digital space plays a significant role in fandom and engagement. • Year-round digital activity will constantly keep the target engaged a momentum going during lull periods despite football being seasonal. • Digital media will help foster a stronger and more committed fan-base despite circumstantial nature of the bowl games. • Bowl team match-ups aren’t announced until late in the season. • Maintaining digital media activity throughout the campaign will support consistency in our “Big Idea”, “There Is No Off Season”. • MRI: • Those who attend college football games regularly are 37% more likely than the average consumer to be heavy users of digital media. • Those who watch college football games regularly are 7% more likely than the average consumer to be heavy users of digital media. • Total Cost: $3,699,400

Media | 72 NON-TRADITIONAL MEDIA

OUTDOOR RATIONALE

• Use Chick-fil-A’s renown advertising methods • 3-D advertising will captivate driver attention during com- mutes to and from work into their respective SEC and ACC cities • Highlights the Chick-fil-A cows in 3-D, while in a football atmosphere • Featured during the college football season • Purpose: • Countdown update • Creating anticipation among people for the Chick-fil-A Peach Bowl • Target audience is more likely by 34-45% to make heavy use of outdoor advertising for purchase decisions. • Total Cost: $14,400,000

Media | 73 BUDGET BREAKDOWN

Media | 74 CAMPAIGN EVALUATION CAMPAIGN EVALUATION

The evaluation plan will measure objectives of the Chick-fil-A Peach Bowl brand from July 2015 to January 2017 among our target audience. The following metrics will measure the campaign’s success with emphasis on brand activation and consumer engagement.

Facebook: Billboard -Track followers of page -circulation (traffic passing by a location) --Measure the number of “likes” on a page -research projections (Eyes On) -Track the hashtag Magazine (Sports Illustrated, ESPN The Magazine) -Measure the number of shares -circulation Twitter: -Readers per copy Track followers, favorites, and retweets -Response rate Measure two way conversation Radio Measure relevant hashtags -Evaluate accomplished radio ratings based on Arbitron Instagram: data. -Measure the number of likes on posts -Request makegoods for ads that are aired outside of -Measure use the ordered flight period, cutoff, or misread -Measure number of followers -Track channel usage SnapChat: Television (ESPN, ESPN2, ESPNU, ESPN Classic, ESPN -Track number of followers News, -The NFL Network) -Track number of video posted as well as votes -Track channel usage Microsite: -Evaluate accomplished television ratings based on Niel- -Track usage and traffic sen data and compare to ratings of the previous year -Track number of video posted as well as vots (2014). -Track comments and click-throughs -Request makegoods for ads that are aired outside of Digital Advertising: the ordered flight period. -Measure the CTR (Click-Through Rate) on all banner ads -Track internet impressions -Measure online impressions via click throughs -Measure searches via Google keyword

Campaign Evaluation | 76 CAMPAIGN EVALUATION

App -Track number of downloads Media Evaluation -Track number of accounts created -Public Relations -Track which levels were reached on progression line -Events -Track length of time spent with each stage of app (data -Attendance of various events measured used, clickthrough rates) -Amount of “buzz” generated from said events (social Content Analysis Marketing Evaluation -Employ a service to track responses and popularity of the -Qualitative follow-up interviews with attendees campaign merchandise sold -Monitor customer opinions -Earned media impressions -Track news and editorial coverage -News outlets running stories about CFA Peach Bowl Content Analysis -Employ a service to track responses and popularity of the The Game campaign measure ticket sales -Use social media tools to monitor customer opinions measure merchandise sold -Track news and editorial coverage measure online interaction with brand during game Brand Evaluation FourSquare check-in -Monitor opinion leaders’ blog posts, social media com- twitter ments and buzz, comments on news coverage facebook -Monitor major sports news outlets’ coverage of the instagram -game and their page views -Monitor college football fans’ social media activity (likes, favorites, retweets, shares) -Monitor consumer reviews of hosted events posts, earned media) -Blogs posting press releases

Campaign Evaluation | 77 FUTURE RECOMMENDATIONS FUTURE RECOMMENDATIONS

MOVING FORWARD

Sponsors for bowl games are taking steps necessary to get their brand and game recognized on a national stage. Due to the various name changes throughout the years, The Chick-fil-A Peach Bowl has created brand inconsistency amongst the target audience. Right now, there is a lot of opportunity to create a real national presence for the game, especially with the upcoming playoff spot, but efforts are needed to really establish the Chick-fil-A Peach Bowl brand.

This generation is the Media Consumer market. Social media is continuing to be the highest growing media platform amongst the target market. Mass amounts of information are being consumed through sites such as Facebook, Twitter, Instagram, and BuzzFeed. It is necessary to tailor information specifically to these platforms-- different types of communication need different types of information present to convey your brand to these target markets. As well as tailoring information specifically to these sites, staying on top of emerging social media platforms is key for message strategy and keeping your target market engaged (there is no offseason). This includes personal apps as well as different channels to increase engagement and knowledge of the brand.

One of these up and coming channels of media platforms is guerilla marketing. Guerilla marketing is an important way to create buzz for a brand: it puts a new spin on something the target market knows about and gets them excited for more. Jazzvertising believes this will cause increased traffic to websites, and create a loyal consumer base with the brand. These future recommendations would work to further establish the Chick-fil-A Peach Bowl as the most iconic fixture in college football.

Future Recommendations | 79 T

APPENDIX APPENDIX: FIGURE A.1

Appendix | A.1 APPENDIX: FIGURE A.2

Appendix | A.2 APPENDIX: FIGURE A.3

Appendix | A.3 APPENDIX: FIGURE B

Appendix | B APPENDIX: FIGURE C

Appendix | C APPENDIX: FIGURE D

Appendix | D