TABLE OF CONTENTS

Created by Christopher Oven

OUTLINE...... 2 MODES OF PROMOTION EMAIL...... 4 VIDEO PACKAGE...... 5 POST CARDS...... 7 FLIP CARD INSERT...... 9 POSTER...... 10 WEBSITE...... 12 SOCIAL MEDIA...... 14 CALENDAR SEPTEMBER...... 17 OCTOBER...... 18 NOVEMBER...... 19 DECEMBER...... 20 BUDGET...... 22 SOURCES...... 23

1 outline

1. EMAIL • Sent weekly to 900 members of the FWAA. • Includes notes on Murray’s performance, what the experts are saying and a link to highlights and campaign web page. 2. video package • Two Video Packages • First is a series hosted by OU’s former Butkus winners analyzing Murray’s performances. • Second is a feature on Kenneth Murray’s life and leadership. 3. POST CARDS • Two separate post cards • The first sent early in the season to introduce voters to Murray. • The second will be sent later with more statistics and selling points. 4. POSTERS • One poster to be printed and sent to 900 members of the FWAA.

5. flip card inserts • Special printed inserts to be included inside media flip cards at the final home game of the season. • Seen as one of the last chances to sell the voters. • Will include stats, an “iconic” image and quotes on Murray. 6. website • The campaign’s “home.” • All campaign materials and information will live on the webpage, designed so that fans and media can easily find the latest news and notes on Murray.

7. social media campaign • Regular social media posts promoting Murray and his achievements. • Like the website, almost all media produced about Murray will be shared on social platforms.

2 MODES OF PROMOTION EMAIL

Oklahoma’s communications staff will send an email to the 900 members of the Football Writers’ Association of America on Mondays following Kenneth Murray’s biggest games. The emails will primarily be used to spread game notes and accomplishments from Murray’s most recent performance. For example, the email after the Sooners’ 49-31 victory over Houston could highlight Murray’s strong start to the season:

• Kenneth Murray led Oklahoma with 13 tackles, 2.5 TFL and 1 pass breakup in his first game after being named the Big 12 Preseason Defensive Player of the Year. • Murray tallies his first game with double-digit tackles in the season’s first matchup after picking up double-digit tackles in nine games in 2018. • Murray was not only named to the Preaseason Watch List, but also the Preseason All-Big 12 Team, Bednarik Award Watch List, Bronko Nagurski Award Watch List and Watch List.

Following Oklahoma’s 34-27 win in the , the email would be another opportunity to emphasize Murray’s impact in OU’s improved ‘Speed D.’

• Junior linebacker Kenneth Murray registered 5 tackles, 2 TFL and 1 quarterback sack in Oklahoma’s 34-27 Red River Showdown victory. • Murray was named the Big 12’s Defensive Player of the Week following the strong performance against an offense led by Heisman-hopeful Sam Ehlinger. • Murray, making his 34th consecutive start since the beginning of the 2017 season, brought his career TFL total to 26.0 and career sack total to 8.0.

The emails should also include a “What The Experts Are Saying” section, where we highlight the praise Murray receives from recognizable, reputable national media and experts. After OU-Texas, experts buzzed about Kenneth Murray’s performance.

• “The new “Monster of the Midway” @Kmurrayy_9 keep feasting #OULB9” - two- time Butkus award winner • “Believe it or not, there is only ONE Kenneth Murray on the field. I know, it seems like there are 4.” - SEC Network’s Dari Nowkhah • “Kenneth Murray, linebacker for the #Sooners is a DAWG!!!! My favorite linebacker in .” - former All-American and ESPN Analyst Emmanuel Acho

Lastly, the email will include photos of Murray from the game, and it will include links to the campaign web page, discussed later, relevant articles, highlights and other campaign information released since the previous email.

4 VIDEO PACKAGE #1

Video will play a key role in promoting Kenneth Murray for the 2019 Award. The has a storied tradition when it comes to the Butkus Award, tied with Alabama for the most awards - Brian Bosworth (1985, 1986), (2001), (2003). No one knows quite what it takes to be named college football’s best linebacker better than the winners themselves.

Released after Murray’s big games, Butkus Breakdown will feature Bosworth, Calmus or Lehman analyzing his performance that week. It will be an opportunity to get an expert’s opinion on Murray’s achievements and worthiness of the award from former Butkus winners themselves.

Butkus Breakdown will also provide a perspective beyond the stats. While Murray’s stats are good, it’s the role he plays in Oklahoma’s defense that make him worthy of the award. Bosworth, Calmus and Lehman will be able to speak to Murray’s overall impact on OU’s success as a team.

Butkus Breakdown will be featured on both the campaign web page and on OU’s official social media platforms. It will also be available to watch on SoonerSports.com. Lastly, it can be included in OU’s weekly programming on SoonerSportsTV.

5 VIDEO PACKAGE #2

The second video package will focus less on Kenneth Murray as a linebacker and more on Kenneth Murray as a leader, college student and lifesaver. The feature video will open by discussing Murray’s stellar career on the field, but it will quickly transition to interviews with several teammates discussing his role as a leader in Oklahoma’s defensive unit.

After his teammate’s speak on his leadership, the feature will shift to telling the story of Murray’s quick reaction in July 2019. After witnessing a car accident on his way home from church, Murray told his girlfriend to call 911 and he began CPR. It’s a powerful story that, if Murray let’s us tell it, can truly show he is so much more than just a football player.

The video will close with a short segment of Murray discussing his own values and motivation, including his personal mantra - #BeThe5th - as in OU’s fifth Butkus Award Winner. It will be an opporutnity for him to share the legacy he hopes to leave at Oklahoma.

This video will also be for use on the campaign web page, social media, SoonerSports. com and SoonerSportsTV.

6 post card #1

Post cards will be sent to the 900 members of the FWAA twice over the course of the season. They will be simple, aiming primarily to remind voters about Kenneth Murray when they receive it. front back

7 post card #2

The second post card will be mailed later in the season. The goal of this post card will be to create a call to action with the voters. It will serve as another reminder of Kenneth Murray’s achievements, putting him up next to many of OU’s greatest linebackers.

8 flip card insert

At the final home game of the 2019 season, Oklahoma’s communications staff will include a Kenneth Murray insert inside each flip card in the press box. The size of a post card, the front of the insert will be of Murray’s “iconic image” of the season, sacking Texas quarterback Sam Ehlinger during the Red River Showdown. The back will be a final pitch for Murray, including a game log and total stats (will include each game so far, but only includes six as of right now) as well as additional national testimonials.

9 poster

We will mail out this poster to the 900 members of the Football Writers’ Association of America, including the 51 voting members for the Dick Butkus Award.

10

web page

Oklahoma’s communications and digital media staff will construct and maintain a web page to house the entire #K9Unit campaign. All campaign materials and information will live on the website, making it a one-stop-shop for all information on Kenneth Murray and his race for the 2019 Dick Butkus Award. All social media posts will link back to the page, giving fans and media the easy access to everything produced by OU Athletics related to Kenneth Murray.

The web page will be broken up into a variety of sections, with a large header that is seen first when the site is opened. Just underneath it will be Murray’s game log, his latest highlights and most recent accolades. Further down, a social media stream will show the pulse of conversation surrounding Murray, including tweets from verified Twitter users and media members. There will also be a ‘Film Room’ section to publish the video packages put together to promote Murray.

12

Social media

Social media, specifically Twitter, will be critical to the success of the #K9Unit campaign. Like the website, nearly all promotional pieces that are made during the course of the campaign will be shared on OU Football’s official social media channels. We will share weekly highlight videos, photos and stats across social media. It will also be effective to repost praise Murray earns from high-profile media members and experts. Below are examples of social media posts to be used over the course of the campaign:

Transformation Tuesday @TedLehman11 @Kmurrayy_9 #K9Unit bit.ly/K9unit

Join @TedLehman11 as he breaks down @Kmurrayy_9’s performance. #K9Unit bit.ly/K9unit

14 @Kmurrayy_9 and the #Sooners #SpeedD caused chaos on the Midway Saturday... #K9Unit bit.ly/K9unit

15 calendar September

Prep for OU website, so- OU vs. cial begins, vs. first email South Dak. Houston sent

Social Media Prep for first First post send post Post OU Graphic, Butkus card design cards for first Butkus at email Breakdown due printing Breakdown UCLA

send post gather BYE, cards for re- “What post cards ceipt during They’re Say- delivered BYE ing”

prep begins for “More OU than a vs. Linebacker” TTU video

Email

17 october

Shoot “More OU than a at Linebacker” Kansas video

Social gather Media “What OU Review vs. Graphic, website They’re Say- email ing” Texas

Social Prep for Post second OU Media Butkus LAUNCH Butkus vs. Graphic, Breakdown WEBSITE Breakdown WVU email

Poster Send post- OU update design ers for print- at website due ing KSU

Social Flip card update Media insert design website Graphic, due (minus email stats)

18 November

Prep for BYE Butkus Breakdown

gather Post third- Post Card update “What OU Butkus #2 design website They’re Say- vs. Breakdown due ing” Iowa St

Social OU at BAY update Media Post Card Posters send inserts website Graphic, #2 sent to email print delivered to print after Mail Posters game Social update Media Post “More Post Card OU v TCU website Graphic, than a Line- #2 sent FLIP CARD email backer” INSERTS

Social update Media Post Card OU website Graphic, #2 delivered at email OSU

19 december

Prep final Social Butkus Post final Ballots Media Breakdown Butkus Due Graphic, update Breakdown email website

20 Budget Budget

Item Quantity Initial Cost Additional Cost

Video Package 2 $6,000 $0

Posters 900 $5,000 $135

Post Cards 1,800 $3,000 $270

Flip Card Inserts 200 $1,500 $0

Social Media 1 $500 $0

Website 1 $2,000 $350

Total $18,000 $755

Total Spent = $18,755

22 sources

Images Content & Research

OU Athletics OU Athletics

Getty Images Sports Reference

Joshua Gateley George Stoia, OU Daily

Tulsa World Big 12

The Oklahoman

Jackson Stewart

Shevaun Williams

Ty Russell

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