BSG Campaign Book

B

Campaign Plan2011-2012

BSG

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Table of Contents

Organizational History

Market Analysis

Competitive Analysis

Media Scan

Research

SWOT Analysis

Audience Analysis

Objectives, Strategies & Tactics

Prospecitive Timeline

Budget

Campaign Evaluation

Conclusion

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8

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32

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4

General Overview

The Badger State Games typically attracts more than 180,000 athletes, volunteers, participants, commissioners and spectators. Last year, the winter games drew around 4,500 participants, and the summer games drew even more. In 2008, the summer games had 8,045 participants and 1,800 volunteers; in 2009 there were 6,268 participants and 900 volunteers; and in 2010 there were 5,480 participants and 1,500 volunteers (Badger State Games, 2011). With its goal to replicate the Olympics, the Badger State Games has a community party that includes an Opening Festival with an Athlete Parade, torch lighting and a closing fireworks display (Wisconsin Sports Development Corporation, 2010). The Badger State Games

states its mission is “to bring a healthy, active lifestyle within reach of every Wisconsin resident, to promote sports for the good of Wisconsin’s people and the good of Wisconsin’s economy, and to foster Wisconsin’s rich athletic heritage” (Wisconsin Sports Development Corporation, 2010). The Badger State Games generates about $4 million of economic impact for the state through its active participants. This money is

Executives & Contributors

WSDC is a non-profit corporation and therefore has a board of directors. Currently, the board includes Chief Executive Officer Ron Vincent, Chairman Al Meyer, First Vice Chair Doug Chickering, Second Vice Chair Kristi Austin, past Chairman Martin Greenber, and several other members.The Badger State Games also

recruits sponsors to help the games financially. Sponsors for the 2011 games include American Family Insurance, Wisconsin Milk Marketing Brand, SpecialWisconsin.com, Associated Bank, Cellcom, Avis and Hydrite. The Badger State Games gives all sponsors recognition for their involvement before, during and after the games. Sponsors

Participants & Fees

Over the past few years, participation in the Badger State Games has decreased tremendously. This decrease could be due to the Badger State Games’ decision to move its games from Madison, Wis. to the Fox Cities, where there were 25 new venues established to hold the sports (see competitive analysis).The statistics of the inline

skating event show that adults dominate inline skating and there is a lack of interest in younger participants. Track and field participants included a plethora of ages in both genders. However, both sports showed that participants came predominantly from Wisconsin, Illinois and Minnesota. The cost to register for the

inline skating half marathon is $20 by mail or fax by June 15,

Demographics

Since the Badger State Games attracts competitors of all different ages and skill levels, it is important to address the demographics of its diverse audience. Sixty three percent of participants are male while 37 percent of participants are female. Although ages vary widely, the most popular age for participants is between the ages of 11- and 18-years-old. People with all levels of education participate, but the largest group of participants have a bachelors degree. The average household

income of families attending the event is also diverse, but 23 percent earn more than $100,000. Additionally, 35 percent of athletes travel with one or two other people and another 28 percent travel with three or four other people (Badger State Games, 2011).

Organizational History

generated through tourist activities such as: hotel stays, and dining. More than 35 communities have hosted Badger State competitions, and many of the games have been held at some of the best sports facilities in Wisconsin. This year the Summer State Games will be held in the Fox Cities from June 17-26.

also receive a year-round opportunity to communicate, educate, influence and interact with athletes, volunteers, families, and other constituents in their communities and throughout Wisconsin (Wisconsin Sports Development Corporation, 2010).

$25 online by June 20 and $35 on-site. The cost to register for the inline skating marathon is $25 by mail or fax by June 15, $30 online by June 20 and $40 on-site. Track and field does not have a registration fee (Wisconsin Sports Development Corporation, 2010).

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35% of athletes travel with one or two

other people and another 28% travel

with three or four other people.

“A people without the knowledge of their past history, origin and culture is like a tree without roots.”Marcus Garvey

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Market Analysis

Past Marketing Tactics & Campaigns

In 2008, the Badger State Games spent $210,000 in television media advertising, around $35,000 per presenting and major sponsor in television advertisement placement. The games also utilized 50 radio advertisement mentions in a three week period which reached 820,000 people, four press releases featuring presenting and major sponsors, three publication advertisements with 200 flyers and over 250 info cards sent to seven sports clubs throughout the state. Overall, the Badger State Games spent $787,500 in mass media usage out of the $1,703,681 total value of investment (Badger State Games, 2008). In 2009, $97,250 out of

the $576,873 total value investment was spent in total television media advertising, an average of $19,450 was spent per presenting and major sponsor in television advertisement placement, there were 60 radio advertisement mentions over five weeks, eight press releases, PSA TV spots throughout the state, two feature articles published in WI Sports, several television and radio interviews, 18 publication advertisements, 12,000

flyers and brochures mailed out and 3,000 posters hung (Badger State Games, 2009). In 2010, 2,500 posters were made, 28,000 brochures were sent to past participants, 200 commercials shown, and 1,000 streaming ads. Newspaper ads and billboards were also used (Badger State Games, 2010).In the past, Badger State

Games’ promotional strategy was mass media heavy and used outlets such as billboards, brochures, posters, magazines, newspapers, television, radio and online outlets to promote the games. The Badger State Games has also held contests to win items such as a four pack of pregame tickets to see the Green Bay Packers, a $100 certificate to the team’s pro shop, a stadium parking pass and entrance to the Hall of Fame. The Badger State Games also had Congressman Sean Duffy participate and receive the Badger State Games Honorary Athlete Award during the 2004 winter games. However, this year marketing tactics have shifted and the Badger State Games is trying to cut costs while still being effective in its promotions. The Badger State Games

has begun to rely more on

social media outlets such as Facebook and Twitter to promote the events. Incentives have been given to draw more traffic to these outlets (e.g., when someone “likes” the Badger State Games Facebook page, he or she is entered into a drawing to win a prize). Some traditional public relations and marketing techniques are still being used, such as media advisories, press releases and free public service announcements on television and radio airtime.

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Marketplace

Fox CitiesAlthough there was much outcry over the decision to move the Badger State Games from Madison, the Fox Cities has always taken pride in its reputation as a sports-friendly community. In 1986, Sports Illustrated singled out the Fox Cities’ unique sporting life in a 33-page feature about the area:

Of course, Appletonians motor to see the NFL Packers, the major league Brewers (“the Packers all the time, the Brewers only when they’re winning,” said one trip organizer) and the University of Wisconsin football team, but they can find much of what they want and need right in town. They participate in sports and, even when they’re watching, they are in a sense participating, because they often know the players personally.Appleton is a place where

high school athletes are still heroes and where summertime baseball is both a pastime and a continuum of generations. A boy plays ball for the same team his dad played for— and perhaps his grandfather before that (McCallum, 1986).In addition to healthy press

coverage of local sports, the websites for both the Fox Cities Chamber of Commerce

Wisconsin Our secondary research

shows that the WSDC is the largest and most diverse host of amateur athletic competitions in the state. However, the move from Madison to the Fox Cities undoubtedly hurt the games. The Badger State Games saw a drop of 1,973 participants between the 2008 and 2009 games– a decrease of almost 32 percent.

IllinoisAfter the National Congress

of State Games decided to indefinitely cancel Illinois’ Prairie State Games in 2008, amateur Illinois athletes were left with one less venue in which to compete. The Badger State Games was quick to issue statements welcoming Illinois athletes, and this group has become an important target for marketing and outreach efforts.

and the Fox Cities Convention and Visitors Bureau highlight their enthusiasm for organized athletic activities. And in 1999, the Fox Cities Sports & Events Commission was formed to “enhance the quality of life in the Fox Cities by encouraging the development and growth of sports and special events held in our community” (Fox Cities Convention and Visitors Bureau). However, the active sports climate has proven to be a challenge to the Badger State Games. In 2010, WSDC President Ron Vincent told the Wisconsin State Journal, “there’s so many events going on, so when we moved (to the Fox Cities) we became one of many” (Baggot, 2010).The Fox Cities offers the

dynamic shopping and entertainment that can be found in more urban areas, but it has retained its small town charm and is a relatively inexpensive destination for visitors. Approximately 370,000 people live in the metropolitan area, and 18 communities make up the official Fox Cities (Fox Cities Chamber of Commerce). The Fox Cities also has a fairly active social media presence, with 590 Twitter followers and 536 people who “like” its fan page on Facebook.

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Competitive Analysis

Track & Field

The track and field events at the Badger State Games are historically popular, with 15.8 percent of athletes participating in 2009 and 11.6 percent of athletes participating in 2010. In 2008, when the games were held in Madison and drew a substantially larger pool of participants, 34.2 percent of the athletes were track and field participants.Although the events are

popular, track and field faces a significant amount of competition from other events and activities across Wisconsin. There are a large variety of runs/walks available to adults and children, including those sponsored by non-profit and community organizations. Competitive distance runners can choose to train for events such as the Pleasant Prairie Triathlon, the Trek Women’s Triathlon Series and the Chicago Marathon. The Badgerland Striders, Wisconsin’s oldest running club, also puts on approximately 15 running events each year and charges its own fee for membership.

Inline Skating

The inline skating half-marathon and marathon at the Badger State Games has been decreasing in popularity since the 2005 games. In 2005 there were 31 participants in the half-marathon and 72 in the full marathon. The 2009 games included 15 participants in the half-marathon, and 43 participants in the full-marathon. In 2010 the numbers again decreased with 21 participants in the half-marathon and 31 participants in the full-marathon. Participants from each year were from Wisconsin, Illinois and Minnesota and were anywhere from 12-65 years of age during any given yearThere are several other

organized inline skating races and marathons in Wisconsin, Minnesota, and Illinois. The Chicagoland Inline Marathon is an event which includes a children’s race, half-marathon, and marathon. This inline marathon is the 2nd largest only to the Northshore Inline Marathon. This marathon is the biggest in the country and is typically held in September in Duluth, Minn.

Year after year, these events, including the Badgerland Striders’ Open Track Meet, are likely to conflict with some of the Badger State Games. Locally, the Fox Cities Pacesetters provide amateur runners year-round opportunities to run in both competitive and non-competitive events.The Badger State Games’

most direct competition in this category is the Wisconsin Track Club. The WTC organizes an annual Summer Track Series, a set of four track meets in the Madison area for athletes of all abilities and ages. The track series occurs on Thursdays in June and July, so the likelihood of overlap with the games is high. Additionally, the events are low cost for non-WTC members and free for those who regularly participate in the club. Given the recent move of the games from Madison to the Fox Cities, individuals who may have previously chosen to participate in both events may now be content to participate solely in the WTC track series.

and includes similar events as the Chicagoland Inline Marathon. The Northshore Inline Marathon is more competitive than the Badger State Games Marathon, but like the Chicagoland race is also significantly more expensive with early-bird rates starting at around $50 for adults. The Apostle Island Inline Race is an inline Marathon in Northern Wisconsin and is very similar to the races put on by the Badger State Games. There are several inline skating clubs to take note of, including the Mad-City Rollers, a Madison-based club for inline enthusiasts. Team Wisconsin is an inline club with a more competitive focus. The club competes nationally in speed-skating in a variety of different events.

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“A good athlete always mentally replays a competition over and over, even in victory, to see what might be done to improve the performance the next time.”Frank Shorter

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Media Scan

Overview

Coverage of the Badger State Games is primarily local. The Appleton Post Crescent is the largest producer of media-related materials covering the Badger State Games. Fox 11 News has also covered both the track and field and inline skating events. The emphasis of both of these events is placed upon their welcoming of all age groups and skill levels. Additional news outlets covered the move of the Badger State Games to the Fox Cities from its original location in Madison. Several Wisconsin websites have postings for the events online, and include date, time, event, registration and additional information.The audience for the Badger

State Games varies depending on the sport. The Appleton Post Crescent and other news sources target middle-aged adults, claiming that the event is family-friendly and open to all ages and skill levels. Articles do not specifically target experienced athletes.

Media-Specific Analysis

Traditional Media

The Badger State Games receives most news coverage from the local Fox City newspaper, the Appleton Post Crescent. The Appleton Post Crescent often posts news articles leading up to and throughout both the winter and summer events. A few stories on athletes were published, but short blurbs on locations, dates, times and general improvements to the games were the most commonly written articles.The Wisconsin-Rapids

Tribune covered the games as well, publishing one story on a young boy who has competed in the archery competition since he was two years old. The article read:“One young archer, John

Klus, 10, of Madison was in Wausau to compete Saturday. Klus shot his first bow when he was 2 years old, and started competing in tournaments when he was 5. Klus said the key to success is ‘you can’t think about your score. You’ve got to execute your shot.’” (Wisconsin-Rapids Tribune, 2009).However, the newspaper

never followed up on the archer’s success at the Badger State Games or with any further information regarding specific athletes. The Wausau Daily Herald also covered the Badger State Games.

Fox 11 News produced two videos that covered stories about a young inline skater participating in the 2010 inline skating half-marathon and the Badger State Games’ oldest track and field participant, an 88-year-old woman who has been participating in the Badger State Games since 1985.In 2009, an area university,

the University of Wisconsin-Oshkosh, posted an article on its website about the games, as it had offered to host the track and field events for that year.Additional information on the

Badger State Games was also found in the Milwaukee Journal Sentinel. However, it provided less in-depth stories and focused more on the logistics of the events.Several Wisconsin websites,

such as TravelWisconsin.com and Wisconsin.org had event postings about the games, which provided readers with the dates, times and locations of several events, including a link to the Badger State Games website.It was difficult to find any

coverage on the upcoming summer games aside from the logistics of the events. Overall, print coverage of the Badger State Games was relatively minimal.

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Media-Specific Analysis

Social Media

FacebookThe Badger State Games

Facebook page had 1,212 “likes” as of Apr. 18, 2011. The Badger State Games utilizes Facebook for posting information on events and providing a link to their website with every post. The Badger State Games also utilizes Facebook for posting photos of their events. The account has six albums with a total of 206 photos. However, not every photo is related to the actual Badger State Games. For example, 90 photos posted are of Sports Hall of Fame members. A total of 20 photos have been added by fans, which include photos of the winning curling team, soccer team, swimming participants and archery participants.The Badger State Games

Facebook page provides very few links to their news coverage. However, it does have a link to the website “Wisconsin Outdoor Fun.” Wisconsin Outdoor Fun has very positive things to say about the Badger State Games. In January, Wisconsin Outdoor Fun named the Badger State Games one of the “top five things to do this weekend,” for the week of Jan. 23, 2011. Regardless, they provide very little coverage or support of the summer events.The latest goal of the Badger

“Exciting action at the Trial Run

5K! Great job to all runners on a challenging

“ There’s still time to register for our Badger Youth Hockey

Invitational Tournament! Only $295/

team. ”

TwitterThe Badger State

Games username is “BadgerST8Games.” The account has 283 followers as of Apr. 18, 2011, and

YoutubeThe Badger State Games

has a YouTube account and has posted a total of 12 slideshow videos that are primarily photo montages of the games. Eleven of the 12 videos depict the winter games. However, there are several videos posted by others depicting the Badger State Games, including some news outlets.The largest number of views

for a video produced by the Badger State Games is 360. However, a spectator’s video of the winter games’ synchronized skating competition yielded 78,095 views.

State Games was to reach 1,000 fans on Facebook by Feb. 6, 2011. The first 1,000 fans to “like” the Badger State Games Facebook page were entered into a raffle to win an iPod Nano. This contest created some conversation online, including an excited comment from the winner of the Nano: “Thanks again for the iPod Nano! We love it! So glad my name was drawn as your winner! Thank you thank you thank you!”

describes itself as “Wisconsin’s Olympic-style sports festival for all ages and skill levels.” The username sends approximately two tweets per week. Tweets are related to upcoming events, general congratulatory tweets to participants, and related events such as “Lighten Up Wisconsin,” a healthy lifestyle initiative for the people of Wisconsin.Some tweets provide links to

photographs of the games, the Badger State Games website, specific registration pages or the Badger State Games Facebook page. The Badger State Games Twitter account is also accessible through the Badger State Games website. The link is displayed on the top of the homepage.Like Facebook, Twitter

is an important means of getting current and potential participants and spectators excited for the events. However, the Twitter page does not have much interaction between the Badger State Games account and participants or spectators. The Badger State Games account does not allow followers to track their “retweets,” making it difficult to understand the impact their account has on the Badger State Games community of participants and spectators, current and potential.

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Qualitative Research

Interview Summaries

Several interviews were conducted regarding the thoughts about the Badger State Games (see appendix p. 66). The interviewees included a junior at Marquette University, Jennifer Gilmore, who is on the tri team, and participates in running, swimming, cycling and basketball. She has been a part of many different competitions pertaining to these sports. Though she has never participated in the Badger State Games she has heard of the event.Another interviewee included

a track and field athlete at Marquette University, Jenny Zahn, who participated in the Badger State Games. She was first introduced to the games by her father who accompanied her to her first Badger State Games event.The final interviewee, Edward

Koehl, formerly acted as an Event Manager for Wisconsin Sports Development, the organization that hosts the

Badger State Games. Koehl has been aware of the Badger State Games since he was a child as his mother used to volunteer for the games.Each of our three subjects

are active users of social media, but were unaware of the Badger State Games existing on either Facebook or Twitter. However, one interviewee stated “If the Badger State Games showed up in my news feed I would “like” the page. It was also expressed that to have regularly updated and relevant news stories, as well as current events about the Badger State Games on their pages was very important. Koehl mentioned how there

should be greater outreach to other leagues and teams with the goal of making it an annual tradition.As for awareness and

knowledge of the Badger State Games, Gilmore, the athlete who has not participated in the Badger

Participants

Jennifer Gilmore

Milwaukee, Wis. Marquette U. Tri Team Athlete Non-participant 19 years-old

Edward Koehl

Wauwatosa, Wis. Graduate of U. of Minnesota Former WSDC Event Manager 26 years old

Jenny Zahn

Milwaukee, Wis. Marquette U. Track & Field Athlete Past-participant 20 years old

State Games believes that the Badger State Games is a very competitive even. This is possibly because she recalls hearing about the Badger State Games through the Badgerland Striders and their past participation in the games. Gilmore has participated in many running and triathalon events such as: Al’s run, Milwaukee Lakefront Marathon, Danskin Women’s Triathlon and Oshkosh Area Triathlon, among others.Zahn and Koehl both

mentioned how beneficial it is that people of all skill levels can participate in the games. According to Koehl, “You either grew up in a Badger State Games family or you did not. They aren’t turning people who didn’t grow up with the Badger State Games into parents who push their kids into the Badger State Games. So the numbers never really have a chance to increase.”

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“Research is formalized curiosity. It is poking and prying with a purpose.”Zora Neale Hurston

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Quantitative Research

Online Survey

Survey Monkey

To gain a greater understanding of current Badger State Games participants, our campaign team completed quantitative research in the form of a survey to past track and field and inline marathon participants via e-mail. We received 100 responses with the following results:

49%

Percent of respondents who said they were “very likely” to return to the games in the future.

5%

Percent that reported they were “unlikely” or “very unlikely” to return.

13%

Percent of respondents who travel to the games alone.

87%

Percent who travel with family members and friends, whether or not the other individuals are participating.

44%

Percent of respondents who first learned about the Badger State Games through their organized sports teams or groups

4%

Percent who have traveled to the games with members of their organized teams.

0%

Percent of respondents who reported learning about the Badger State Games via social media.

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Registration Survey

Badger State Games Winter 2011

The Badger State Games also administered a survey to all Winter 2011 registrants. The one-question survey, which was answered by 2,231 athletes, asked how the registrants found out about the Badger State Games. Our campaign plan uses this research as benchmark data for Objective One (see appendix p. 71).

13%

Alone21%

With participating family members

17%

With partcipating friends

15%

With participating family and friends

30%With non-participating family members

24%Friends

13%Family

44%Sports team/group

11%Advertisements (radio, tv, billboard)

15%Media coverage (radio, tv, newspapers)

0%Social media (facebook, twitter)

5%Other

4%

With an organized team

0%

With non-participating friends

0%

With non-participating family and friends

How do you typically travel to the Badger State Games?

How were you first exposed to the Badger State Games?

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SWOT Analysis

Strengths

* Outlet for healthy competition* All skill levels served* Credible event* Well-known sponsors * Family-friendly atmosphere* Outlet for niche sports * Minimal time committment* Low registration cost* Participation open to anyone* Strong tradition and history* 39 sports offered

Weaknesses

* Low budget* Unreliable funding * Understaffed* Social media is under-utilized* Difficult website to navigate* Inconsistent marketing* Confusing registration process

“The Badger State Games has been

a wonderful experience for me. There

isn’t much I can think of that could be

done to improve the Games because

they are already so great.”

-Past Participant

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Threats

* Difficult economic environment* Other large sporting events* Three year location contract* Local sports leagues* Loss of key staff* Training time for serious athletes* Growing cost of travel for athletes* Alternative summer activities* Loss of sponsors* Loss of major sponsors* Lack of positive media coverage* Staff or board member misconduct

“Personally, I have always found

the Games to be well-run and the

competition satisfying. I would imagine

more people would participate if there

were more media hype.”

-Past Participant

Opportunities

* Social media expansion* Expand on brand recognition* Expand recruitment to groups* Expand to Illinois market* Utilize “celebrity” connectoins* Strengthen alumni connections* Capitalize on family atmosphere* Secure new sponsorships* Expand upon existing sponsorships* Strategically align with community* Capitalize on state pride* Emphasize monetary benefit

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SWOT Analysis

Strengths

* Age & gender division* Wide variety of events* Team bonding activity* Low participation costs* Outdoor summer event

Opportunities

* Outreach to running clubs* Access to schools* Capitalize on high participation

* Partner with organizations* Utilize event-specific sponsorhips

Weaknesses

* Niche events create barriers* Entry barrier for amateurs* Equipment needed for events

Threats

* Declining participation* Competing events* Bad weather* Wisconsin Track Club* Athlete injuries* Charitable runs/walks* Local community runs/walks* Varyied skill levels within events

Track & Field

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Strengths

* Niche sport* Family-friendly* Different race distances* Potential for unique coverage* Low participation cost* Participants of all skill levels* Outdoor summer event

Weaknesses

* Niche sport* Historically low participation* No division of age groups* Unfamiliarity of the event* Equipment not provided

Opportunities

* Unusual event for the area* Unique media pitch* Growth of unique content* Market toward younger audiences

* Outreach to inline clubs

Threats

* Bad weather* Equipment cost* Few inline clubs & groups* Difficult market to identify* Limited outreach channels* Competing inline events* Potenial injuries

Inline Skating

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Audience Analysis

Target Profile

Jenni, a college student at the University of Wisconsin-Oshkosh, has enjoyed running from a young age. She began running track while in elementary school, participating in local runs and walks with her parents near Racine, Wis. From childhood, sports practices and meets were a part of daily life. Throughout her high school and college years, she competed in a variety of track events, and always enjoyed the camaraderie that came along with team sportsUpon

Track & Field

The target audience for track and field spans all ages. These individuals are almost exclusively from Wisconsin, and have a tradition of participating in either track and field or the BSG. They are extroverted individuals with large social networks, and typically travel to the games in groups.Our younger target

audience–children aged 15 and under, are usually involved in organized sports. Their familiy members are a combination of particpants

Primary Audience

Wisconsin males and females ages 15 to 25 who are currently track and field athletes or have a history of competing in the sport.

and spectators. Our 15 to 25-year-old audience is comprised of current or recent track and field athletes.The older audience is

made up of family-oriented individuals with a tradition of participating in BSG. They belong to a local health club or gym, and may be involved in local sports leagues. Older participants typically have a participated in track and field during their teen and early 20’s. These individuals more than likely travel to BSG with family members and/or friends.

receiving a track scholarship from UW-Oshkosh, Jenni enrolled to begin college in the fall following her senior year. Jenni has always been social and surrounded herself with a large circle of friends. She typically depends on her friends to find out what is going on around campus and elsewehre. Jenni is competitive by nature, and always strives to improve herself.Jenni began participating in

BSG nearly ten years ago after competing in youth soccer with her local club team. She’s

continued to return to the games both as a spectator and athlete. After choosing track as her primary sport during high school, she began using the summer BSG as a way to train off-season.Like most of her fellow

students, Jenni is an active Facebook user. She also has a Twitter account, and uses her newsfeeds as a primary source of news.

Secondary Audience

Wisconsin residents younger than 15 and older than 30. These individuals are members of families that have a tradition of participating in the games. The adults are also goal-oriented and health-conscious.

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Inline Skating

Our target audience spans a wide range of ages, from elementary school children to the elderly. This audience shares a variety of characteristics and has a tradition of participating in organized sports. Target participants are current inline skaters, whether casual or competitive, and are typically active in other ways (e.g., belonging to their local health club or participating in other organized local sports). This audience is adventurous, enjoys outdoor activities and has a close network of family and friends.

Target Profile

Forty-year-old Paul has a demanding managerial job at a Milwaukee, Wis. manufacturing company, but he always tries to make time for his family and exercise.Paul’s family lives in a

suburban area and is fortunate to be near a large local park. To stay in shape and spend time with his two pre-teen daughters, Paul makes time to bike and inline skate on the park’s extensive trails.When Paul was in

college at the University of Wisconsin-Madison, he and his friends– all avid

Primary Audience

Young, suburban or small-town families with active lifestyles and a desire for community involvement.

recreational athletes, began participating in the Badger State Games. He enjoyed the friendly competitive experience, and always made a point to return when possible. This became especially the case, after he married his wife Rebeccas, also an athlete.Paul is an active member

of his church and local gym, where he can be found working on most days of the work week. He is also known for his outgoing nature and enthusiasm for involving himself within his community.

Since members of our audience are involved in their communities, they subscribe to local papers and pay attention to announcements on community bulletin boards. They are moderate social media users and enjoy visiting websites that will inform them about local and regional events and activites.Our audience is middle to

upper-class. They live and work in suburbs or smaller communities. Although some are from neighboring states, the majority of our audience has roots in Wisconsin and a tradition of participating in BSG.

When Paul isn’t hearing about upcoming events through friends and newsletters, he will search online for activities that may appeal to him and his family. He uses Facebook minimally, only logging on occasionally, mostly to see if anyone has tried to connect with him. However, as far as news sorurce, popular social media sites are not what Paul depends upon.

Secondary Audience

Empty-nesters with an active lifestyle who maintain a tradition of participation in organized activities.

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Objective1

Tactic 1Unlink Facebook and Twitter

pages and begin using each site in a more appropriate way. This entails using Twitter to tweet information that is current and specific information that is just discovered about the Badger State games. Tweets would provide links to pages and websites to retrieve more information about the latest updates. Some such tweets can update followers when venues of various sports are locked in, when a new team signs up for the games, when the Badger State Games reaches a plateau of a certain number of participants or when new contests and promotions are announced. Facebook can be used to post links to registration for the Games, pictures from previous years, videos about the Badger State Games, contests, event information and provide links and information about sponsors and the history of the games.

Increase number of participants who report learning about the games via online media (Facebook, the website and Twitter) from 16.6 percent to 30 percent.

Strategy1

Make the Badger State Games online experience more user-friendly in the months leading up to the 2011 summer games.

Tactic 2Build a custom Facebook

welcome page that serves as a easily searchable portal for registration and event information. This page will include a direct link to online registration, an advertisement for the Run and Skate (see Objective 4), a searchable events menu and a link for VIP participants (see Objectives 2 and 3). All online advertising and promotional links should direct potential participants to this page (see appendix p. 73).

Tactic 3Change the name of the

Badger State Games Twitter to make it easier to search. Currently, the Twitter page does not show up in search results because of its playful @BadgerST8Games handle. Our team recommends changing the handle to @BadgerStateGames, which can be done without creating a new account. To do this, log into the BadgerST8Games Twitter page and in the upper right hand side of the profile page, click on the drop down bar that says BadgerSt8Games and click on the link that titled Settings.

Tactic 4Create Facebook events for

each competition, which will serve as information portals and communities for potential and registered participants. All events pages will include the date, time, location, registration cost and any other information needed to inform participants. Each event page will also include a link to the registration page. All events should be promoted on the Badger State Games Facebook wall and Twitter page, with posts encouraging participants to RSVP to their event(s).

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Objective1


Tactic 1Design targeted Facebook

advertising for track and field, the inline marathon and the Run and Skate (see Objective 4). Advertising for specific events should direct participants to the Facebook welcome page, where they can browse for particular sports or be directed to the online registration portal.

Tactic 2Increase Facebook cost-per-

click ad buys on a month-to-month basis for the 2012 summer games. As the games approach, more advertising will be done on Facebook in order to pique interest and register more participants. The ad buy progression is as follows:

Three months out $25 per week for four weeks

Two months out $35 per week for four weeks

One month out $50 per week for four weeks

Strategy2

Utilize targeted online advertising to drive site traffic and convert clicks into registrations.

Strategy3

Utilize current relationships to promote Badger State Games online tools.

Tactic 1Offer social media mentions

as part of sponsorship packages. All sponsors will receive the opportunity for a sponsored Tweet or Facebook post, or the opportunity to sponsor the Capture of the Week and Winner’s Gallery contests (see Objectives 5 and 6 for further information on social media promotions).

Tactic 2Engage other sports

organizations through social media by congratulating their participants on their Facebook walls and tweeting with them about sports news and events. As part of the increased social media strategy, Badger State Games staff should seek out opportunities to post on the Facebook pages of strategic partners. For example, the Badger State Games could congratulate participants of Midwest inline marathons or organizations doing run/walks in Wisconsin. Tweets can be posted about organizations such as @USA Track_Field or high schools that are doing well in competitions.

24

Increase track and field participation from 2009 levels by 5 percent, increasing registrations from 669 participants to at least 702 participants.

Objective2

Tactic 1Create a VIP program for

team leaders that register members for the Badger State Games. Provide a separate check-in table for VIP leaders and create sponsorship opportunities for special reward bags and promotional materials These items will include:

Tactic 2Form relationships with

organizational leaders of other running events. Attend other events in Wisconsin and Illinois (Chicago) and offer cross-promotional quid pro quos for organizations. We recommend beginning with partnerships with the Wisconsin Track Club, the Pacesetters of Fox Cities and Badgerland Striders, and attending other one-day running events as staffing allows.

Branded eco-bag

VIP leader T-shirt

Raffle ticket for iPod

Coupons/vouchers for food vendors

Strategy1

Engage the leaders of current track and field organizations in Wisconsin and Illinois and encourage registration of their members.

“ From a track and field perspective, having a stand

at the high school state championships would help

with exposure to both athletes and coaches and

hopefully will increase participation.”

-Past Participant

25


Objective2

Tactic 1Identify relevant sponsors

who can recruit participants from the track and field community, such as school districts, universities, local sports suppliers and the Wisconsin Association USA Track & Field. For example, a school that commits to having athletes participate in four or more track and field events can be recognized as a sponsor, even without a monetary contribution.

Tactic 2Organize a one-week travel

tour to recruit high school and college track and field teams in April. This travel swing should include at least four major school districts in the Fox Cities area, as well as an event in Madison and an event in Milwaukee. Promotional materials announcing the tour will be sent to participating schools piror to staff visits.

Tactic 4Create an “event kit” to

utiliize when attending track and field events and other races, beginning with partnerships with the WTC, the Pacesetters and Badgerland Striders, and additional events as staffing allows. Relationships with other organizations should be focused on offering quid pro quos,. Equip staff member attending these events the “event kit”. A Badger State Games event kit would include:

Tactic 3Create a one-minute

video to show to potential sponsors via e-mail or at pitch meetings. The video will include testimonials from past sponsors, information about the impact the Badger State Games has on the Fox Cities economy, and shots of the 2011 Badger State Games.

Strategy2

Revise sponsorship packages and place more emphasis on alternatives to monetary contributions, with the goal of registering at least three sports-specific sponsors for the 2012 summer games.

Registration forms

iPhone credit card swiper if applicable, or credit card processing forms

Sport-specific fliers and other event information

Badger State Games branded giveaways (bags, water bottles, towels and/or other promo materials)

Badger State Games banner

Clipboards

26

Objective3

Increase inline marathon participation from 2009 levels by 12 percent, ultimately registering a minimum of 75 participants for the 2012 games.

Tactic 1Form relationships with

organizational leaders of other inline marathons. These other marathons are held in Northern Wisconsin, Duluth, Minn. and Chicago, Ill. The specific races to be attended are: the Apostle Island Inline Race, the Chicagoland Inline Marathon, and the Northshore Inline Marathon. These events will be attended with the purpose of offering quid pro quo opportunities for the organizations which run these events.

Tactic 2Create a VIP program for

team leaders that register members for the Badger State Games. Provide a separate check-in table for VIP leaders and create sponsorship programs for special reward bags and promotional materials. The promotional items will include:

Branded eco-bag

VIP leader T-shirt

Raffle ticket for iPod

Coupons/vouchers for food vendors at the Badger State Games

Recognition in the souvenir booklet

Certificate of recognition

Strategy1

Engage the leaders of current inline skating marathons and encourage registration of their members.

“I am sorry to see the inline race go. It would be cool if

you could allow skaters to skate as a part of a different

race, like a running race or something.”

-Past Participant

27

Objective4

Add a 3K Run and Skate to promote and capitalize on the Badger State Games’ family friendly atmosphere. Launch the event during the 2012 Summer Games and recruit at least six local sponsors and 150 participants.

Strategy1

Target habitual non-participant tag-alongs whose families have a tradition of attending the games, as well as local individuals who are currently unaware of BSG.

Tactic 2Hold the Run and Skate

as a kick-off for another popular event, such as track and field. Institute a separate registration fee of $10 for participants.

Tactic 1Create sponsorship

opportunities for the Run and Skate, which would be targeted toward local businesses. Sponsors could make low-dollar, in-kind contributions, such as snacks, volunteers and T-shirts, which would promote community involvement. Sponsors who make contributions would receive logo recognition on the Run and Skate T-Shirts, as well as be recognized in the souvenir booklet and during the awards ceremony.

Tactic 2Provide a double-registration

option on all registration forms, both online and on paper. Those who register for the Run and Skate in conjunction with another Badger State Games event would receive a Run and Skate discount, dropping the fee from $10 to $5.

Tactic 1Promote the event to track

and field participants and parents of children who participate in at least one other Badger State Games sport. Promotion should include press releases, community notices, e-mail blasts and social media posts.

Strategy2

Target current BSG participants and past inline marathon participants. This event could ultimately replace the inline marathon, if inline skating were to be permanently discontinued.

28

Objective5

Reach 2,000 Facebook fans by the beginning of the Summer 2011 Games. Increase active participation from members (e.g., comments, wall posts, or content sharing) in the increments specified below.

Strategy1

Target current and past participants, promoting the Facebook page as the most convenient portal of Badger State Games information.

Tactic 2Execute a targeted, dual

purpose e-mail blast program to encourage both registration and Facebook likes. The e-mail program will tell the participants where to find Badger State Games on Facebook and Twitter, let the reader know the benefits of following the games through news related information, photos and videos of participants at the games. The blasts will also notify participants of the special incentives for following the games. The e-mail will also give step by step instructions to guide the reader on how to register online through Facebook. Finally, it will show the benefits of registering on-line opposed to registering by U.S. postal mail.

“The [social media sites] I think do well update with

regularity,provide both current events and news stories

with public interest.”

-Ed Koehl, Former WSD Employee

Tactic 1Include Facebook link

in every piece of printed promotional material and every online promotion. This will make it easier for participants to be aware of the Badger State Game’s Facebook page. Every promoted shirt and bag that is handed to the participants the day of the games will have the Facebook logo on it. For example, the front of the shirt would say, “Badger State Summer Games 2011.” On the back it would say, “Follow us on Facebook. Badger State Games.” This tactic will help reach 2,000 fans by advertising to onlookers, participants and volunteers of the summer games.

Pregame Period (July 2011 - May 2012): Increase average active use(s) from one to four per week.

Games Period (late June 2012): Increase average active uses to at least once per day.

29

Objective5




Tactic 2Create photo and video

uploading incentives for fans in the form of a contest or raffle. Every time participants submit a video or photo they will be entered into a contest for the chance to win a prize. During the games, at the beginning of the first and second week at the games, a submitted photo or video will be selected as the “capture of the week.” Not only will the winner receive an iPod but they will be acknowledged on the Facebook page for that week. Fans and participants will be more likely to check the page to see if they won and it will generate more content for the Badger State Games page.

Tactic 1Create a “winners gallery”

album that will be posted on Facebook during the summer games. At each event an intern will have their camera and snap photos of the winner of every competition. The “winning photo” will then be posted on Facebook under the “winners gallery.” Participants who are in the winning gallery will be encouraged to tag themselves by being entered in a raffle to win an iPod. or prize offered through a sponsorship deal.

Strategy2

Encourage and grow unique content sharing on the Facebook fan page, which is currently almost non-existent.

30

Tactic 1Develop stronger

conversation with followers by tweeting with them, rather than at them. Instead of using Twitter as a tool to blast information at followers, Badger State Games will spark conversation with followers using a personal approach. Twitter can also be used as a tool for congratulating players, encouraging them to return, and recruit friends to participate. Badger State Games can also tally or ask for information on participant Twitter accounts using surveys so tweeting specifics is easier. This can be done by having a list at registration so participants can share their favorite sports and their Twitter account with Badger State Games.

Tactic 3Unlink Twitter and Facebook

and begin using the two social media sites in distinct ways. This would be done by using Twitter as a means to develop personal relationships with followers so Badger State Games can engage in conversation with followers and others about topics ranging from how their favorite team is doing, how their training is going, and what other events they are participating in. Responding to tweets can lead to more in depth conversation.

Objective6

Reach 500 Twitter followers by the beginning of the Summer 2011 games.

Strategy1

Increase engagement with Twitter followers.

Tactic 2Retweet relevant tweets from

followers. If a follower tweets something encouraging, positive, or useful in terms of promotions regarding the games, retweet their statement. This exposes Badger State Games Twitter account to more tweeters, which gives the Badger State Games the opportunity to gain more followers.

Tactic 4Hire interns to hand out

Twitter business cards to promote the Badger State Games Twitter account The cards will have the new BadgerStateGames Twitter handle and it will promote a special hashtag for tweeting during the games: #wistategames. These tweets will be showcased on big screens at the athletes welcome event and other highly attended events.

31

Objective6


“@CJC950- Make sure your teammates know BSG is offering a special registration discount for track teams that register for the games before May 1! Hope to see you there!”

“@CJC950- Great job today in the 400 meter dash! Hope to see you back again next year!”

Strategy2

Create user confidence in communications from the Badger State Games Twitter Feed.

Tactic 1Under the direction of the

marketing director, interns should tweet five to six times daily between the business hours of 9 a.m. and 5 p.m. Due to the average two minute shelf life of a tweet, this persistent tweeting will help the Badger State Games develop a stronger presence on Facebook. Tweets can promote upcoming games, comment on current sporting event happening elsewhere, and reference victories at local high school and college sporting events.

Tactic 3Under the direction of the

marketing director, enlist Twitter ambassadors or interns to tweet at least 30 times per day during the games. Twitter ambassadors should constantly be tweeting about the mood of the games’ venues, the races and events in progress and event winners. Each sport will have at least one Twitter ambassador to cover the event.

Tactic 2Twitter ambassadors

must stick to a timeline for responding to tweets with the appropriate #wistategames hashtag. Interns and marketing staff must create a system for checking and responding to relevant tweets each hour during the business day. When possible, tweets should include the #wistategames hashtag.

32

Prospective Timeline

5-11 6-11

Reconfigure sponsorship packages and create new sponsorship pitch materials

Approve storyboard for sponsorship video

Create & approve Run & Skate logo

Design Run and Skate fliers

Create 2011-’12 travel event kits for staff

Unlink Facebook and Twitter pages

Change name of Badger State Games Twitter account from @BadgerSt8Games to @ BadgerStateGames and announce at 2011 summer games

Announce the new Badger State Games Run and Skate for 2012 at the opening ceremonies

Necessary photos taken and video footage shot for promotional sponsorship video

Travel to Apostle Island Inline Race and perform tactical promotions while encouraging registration for the Badger State Games inline marathon and/or Fun Run and Skate

Develop presence within Wisconsin community by beginning to tweet weekly about amateur level sporting events throughout Wisconsin.

Spark conversation with registrants and persuade them to bring friends

Continue to post information about events and provide registration links to social media pages

Tag former winners of events or those who are highly regarded in their sport on the amateur level and persuade them to participate in the games

Add additional spot on registration and sign-in forms to collect Twitter information: (Twitter account information primary objective, additional information useful)

Re-tweet relevant tweets from followers as a way of showing enthusiasm for the games

Give out promotional Facebook T-shirts and bags

Update Facebook about every event outcome

Encourage participants to upload videos and photos to Facebook by rolling out the “Capture of the Week”contest

Congratulate winners via Facebook

33

Cnt’d

Final edits to sponsorship video completed and new sponsorship pitch materials put into full-time use

Begin outreach to the Wisconsin Track Club, Pacesetters of Fox Cities and Badgerland Striders, with the goal of solidifying official quid pro quo sponsorship and promotional relationships by November 2011

Arrange for Run and Skate location in Appleton, Wis.

Send e-mail blast announcing the Run and Skate event and offering a registration discount

Begin outreach to local businesses and community organizations for Run and Skate sponsorship opportunities.

Travel to Chicagoland Inline Marathon and perform tactical promotions while encouraging registration for the Badger State Games inline marathon and Run and Skate

Congratulate participants on performance at the games via Twitter and Facebook

Reach out to individuals who provided their Twitter information at the games, and thank them for attending and/or participating at the games

Launch Facebook promotional iPod drawing for every 500 followers, and encourage post-games video and photo sharing by offering leftover promotional material giveaways

Begin to tweet and engage with participants on Facebook and develop relationships through Twitter and Facebook with athletes and teams and limit “info blasts”

Include Facebook link in every piece of promoted material and every online promotion

7-11 8-11

Secure at least four sponsors secured for Run and Skate

Continue tweeting and engaging on Facebook with participants and developing relationships through Twitter and Facebook with athletes and teams and limit “info blasts”

Continue retweeting relevant tweets from followers

Hire Fall 2011 interns

9-11

Attend Nortshore Inline Marathon and perform tactical promotions while encouraging registration for the Badger State Games inline marathon



34


10-11 11-11



Agreements for cross-promotion solidified with at least two of the following organizations: the Wisconsin Track Club, the Pacesetters of Fox Cities and the Badgerland Striders

Continue tweeting and engaging on Facebook with participants and developing relationships through Twitter and Facebook with athletes and teams. Limit “info blasts”


12-11 1-12

Design, approve and print high school and college tour flier

Begin outreach to high school and college track and field coaches and solidify travel schedule for spring travel tour

Generate a Facebook-specific registration page for Summer 2012 games

Create public Badger State Games event pages for each summer games sport



Secure at least six sponsors secured for Fun Run & Skate



Hire Spring/Summer 2012 interns

35

Cnt’d

2-12



3-12 4-12



Statewide high school and college track and field travel tour

At least eight sponsors secured for Fun Run & Skate

Launch cost-per-click advertising program on Facebook

Send VIP program e-mail blast to past participants and sport commissioners

Tweet and post on Facebook about VIP program

Add VIP registration online option



36


5-12 6-12

Order VIP program gift bag materials

Continue e-mail and social media promotion of VIP program

Continue cost per click advertising on Facebook



Recruit and assign Twitter Ambassadors for each sporting event

Spark conversation with Twitterfollowers about their interest in returning to the Games or coming for the first time.

Continue releasing information on events, including dates, times, locations, and categories on social media and via press releases to local media partners

Print Twitter pass cards

First Badger State Games Run and Skate

Increase cost-per-click advertising program on Facebook in the two weeks before the games

Continue releasing information on events, including dates, times, locations,and categories on social media and via press releases to local media partners



Continue using additional spot on registration and sign-in forms to collect Twitter information

Twitter ambassadors assume duties and live tweet about event outcomes and other relevant information

Arrange for screen at all events to show live tweets from spectators and participants tagged with #wistategames (or whatever we decide)

Congratulate winners via social media and post photographs in a Facebook “Winners Gallery”

Interns distribute Twitter cards to incoming athletes and spectators at event registration tables and throughout game grounds.

37

Cnt’d

“Productivity is never an accident. It is always the result of a commitment to excellence, intelligent planning, and focused effort.”Paul J. Meyer

38

Snapshot Budget

Objective1

Objective2

Objective3 Increase inline marathon participation from 2009 levels by 12 percent, ultimately registering at least 75 participants.



Low

$320

Medium

$380

High

$440Total =

Low

$1,120

Medium

$2,050

High

$2,620Total =

Low

$750

Medium

$1,270

High

$1,795Total =

39

Cnt’d

Objective5

Objective4

Objective6

Reach 2,000 Facebook fans by the beginning of the Summer 2011 Games. Increase active participation from members (e.g., comments, wall posts, or content sharing) in the following increments:



Pregame Period (May-June): Increase average active use(s) from one to four per week.

Games Period (late June): Increase average active uses to at least once per day.

Low

$630

Medium

$630

High

$630Total =

Low

$350

Medium

$559

High

$768Total =

Low

$270

Medium

$820

High

$1,220Total =

40

High

$0

$0

$0 $0

$0

Detailed Budget

Objective1

Strategy1

Make online experience more user friendly

Expense

Unlink Facebook & Twitter pages

Include Facebook & Twitter links in e-newsletter & all other online communication

Facebook navigation page for registration information

Change BSG Twitter handle

Create Facebook Pages for each competition

Low

$0

$0

$0 $0

$0

Medium

$0

$0

$0 $0

$0

Notes

Service completed by Connective Campaigns

41

Cnt’d

Low

$320

Medium

$380

High

$440

Strategy2

Online Advertising

Strategy3

Utilize current BSG relationships to promote games

Expense

Facebook Advertising

Expense

Social media mentions in sponsorship package

Engage other sports organizations through social media

Low

3 mo. $15/wk*4 2 mo. $25/wk*4 1 mo. $40/wk*4

$320

Low

$0

$0

Medium

$0

$0

High

$0

$0

Medium

3 mo. $20/wk*4 2 mo. $30/wk*4 1 mo. $45/wk*4

$380

High

3 mo. $25/wk*4 2 mo. $35/wk*4 1 mo. $50/wk*4

$440

Notes

Make advertisements for inline skating & track & frield. Costs about $1.50/click

Notes

Total =

42

Detailed Budget

Objective2

Strategy1

Engage leaders of other track & field organiztions

Expense

Cross-promotional event travel

VIP Gift –Printed Eco-Bag

VIP-Gift –VIP T-shirt

VIP Gift –iPod Raffle ticket

VIP Gift –Food vendor coupons

VIP Gift –VIP certificate of recognition

Low

$400

$50

$300

$0

$125

$20

Medium

$500

$100

$450

$0

$190

$30

High

$600

$150

$600

$0

$250

$40

Notes

Costs based on $0.50/mile

Based on $1/bag

Based on $6/shirt

iPod proviced by BSG

Based on $2.50/person

Printing & customiation costs

43

Cnt’d

Strategy2

Revise sponsorship packages

Expense

Event Kit –Registration forms

Event Kit –Pens & clipboards

Event Kit –Bins

Event Kit –iPhone credit card swiper program

Event Kit –Promotional collateral

Event Kit –BSG Banner

School Travel Tour –Mileage

School Travel Tour –Hotel

Video –Footage

Video –Production

Low

$50

$25

$50

$0

$0

$0

$100

$0

$0

$0

Medium

$50

$25

$50

$80

$0

$0

$500

$75

$0

$0

High

$50

$25

$50

$80

$0

$0

$700

$75

$0

$0

Notes

500 sheets @ $0.10/page

5 bins @ $10/each

Based on credit processing fees of $2,000 onsite

Leftover promo items from previous years

Use current banner

Based on $0.50/mile & stops made on tour

One night stay for one person in local hotel

Gathered by intern, staff, or production partner

Use already budgeted for production partner

Low

$1,120

Medium

$2,050

High

$2,620Total =

44

Detailed Budget

Strategy1

Engage leaders of other inline marathons & encourage registration

Expense

Cross-promotional event travel

Cross-promotional event lodging

Cross-promotional event food

VIP Gift –Printed Eco-bag

VIP Gift –VIP T-shirt

VIP Gift –iPod raffle ticket

VIP Gift – Food vendor coupons

VIP Gift –VIP certificate of recognition

Low

$165

$75

$15

$50

$300

$0

$125

$20

Medium

$320

$150

$30

$100

$450

$0 $190

$30

High

$485

$225

$45

$150

$600

$0

$250

$40

Notes

Based on $0.50/mile for 1-3 marathons

Based on attending 1-3 marathons

Based on attending 1-3 marathons

Based on $1/bag

Baseed on $6/shirt

iPod provided by BSG

Based on $2.50/person

Printing & customization costs

Objective3

45

Cnt’d

Strategy2

Revise sponsorship packages

Expense

Event Kit –Registration forms

Event Kit –Pens & clipboards

Event Kit –Bins

Event Kit –iPhone credit card swiper program

Event Kit –Promotional collateral

Event Kit –BSG Banner

Video –Footage

Video –Production

Low

–

–

–

–

$0 $0

$0

$0

Medium

–

–

–

–

$0

$0

$0

$0

High

–

–

–

–

$0

$0

$0

$0

Notes

See event kit cost in Objective 2




Leftover promo items

Use current banner

Gathered by intern, staff, or production partner

Use already budgeted for production partner

Low

$750

Medium

$1,270

High

$1,795Total =

46

Detailed Budget

Strategy1

Fun Run & Skate Event

Expense

Space rental

Double-registration forms

Logo design

Promotional Fliers

Participant T-shirts

Event Staffing

Event food

Promotional emails

Incidentals

Low

$0

$0

$0

$100

$0

$0

$0

$30

$500

Medium

$0

$0

$0

$100

$0

$0

$0

$30

$500

High

$0

$0

$0

$100

$0

$0

$0

$30

$500

Notes

Oudoor area negotioated through partnership with Fox Cities Tourism Bureau

Redesign & printing based on current budgetting

Provided by Connective Campaigns

1,000 sheets @ $0.10/page

in-kind from sponsor



E-mail credits

Waste management, misc. expenses, staff time

Objective4

Low

$630

Medium

$630

High

$630Total =

47

Detailed Budget

Strategy1

Make Facebook a relevant & convenient portal of information for BSG past & future participants

Expense

Include Facebook link in all online and printed promotional material

Targeted Facebook ads

Execute e-mail blasts to targeted audience

Incentives for “Capture of the Week” and Winner’s Gallery winners

Low

$0

3 mo. $15/wk*4 2 mo. $25/wk*4 1 mo. $40/wk*4

$320

$30

$0

Medium

$0

3 mo. $20/wk*4 2 mo. $30/wk*4 1 mo. $45/wk*4

$380

$30

$149

High

$0

3 mo. $25/wk*4 2 mo. $35/wk*4 1 mo. $50/wk*4

$440

$30

$298

Notes

Gradually introduce link in materials as they are produced

Based on costs of $1.50/click

Cost of e-mail credits

Based on $149/iPod

Objective5

Low

$350

Medium

$559

High

$768Total =

48

Detailed Budget

Strategy1

Increase engagement with Twitter followers

Expense

Smartphone or laptop for social media (require intern to provide their own)

Cost of printing Twitter & Facebook handout cards

Intern travel reimbursements

Projection screen

Low

$0

$50

$220

$0

Medium

$0

$200

$220

$0

High

$0

$600

$220

$400

Notes

Assume intern can provide their own laptop/smartphone

Cost varies pending printing options for 1,000 cards

Based on $0.50/mile

Utilize available screens/monitors or rent if possible

Objective6

Low

$270

Medium

$820

High

$1,220Total =

49

Cnt’d

“Economy does not lie in sparing money, but in spending it wisely.”Thomas Huxley

50

Campaign Evaluation

Objective1


Evaluation

This objective will be measured through a one-question survey included with each registration form. To improve accuracy of results, we recommend the following revisions to the current survey:

Current SurveyHow did you find out about Badger State Games?

New SurveyHow did you learn about registering for the Badger State Games?

Participated in the past

Word of Mouth

Badgerstategames.org/Facebook Ads

Other (i.e. coaches, websites, friends)

E-Newsletter

Online event calendars

Flyers/Posters

I have participated in the past

I have attended as a spectator in the past

My high school, college, or recreational team coach

Word of mouth (friends, family, business associates, etc.)

Facebook advertisements

Official Badger State Games Facebook page

Official Badger State Games Twitter page

Badger State Games E-Newsletter

Online event calendars

Flier or poster

Radio advertisement

Television advertisement

Story in a local newspaper or on a local television news program Which one(s)? (list)

Badger State Games staff visited another event

Radio ads

Sport Websites

TV ads

Sport Specific Magazine

Press Releases

Twitter

51

Cnt’d

Objective2

Objective3

Evaluation

These objectives will be measured with hard registration numbers.


Increase inline marathon participation from 2009 levels by 12 percent, ultimately registering at least 75 participants.

Objective4


Evaluation

This objective will be considered successful if six sponsors are recruited to cover the various costs associated with the Run and Skate. Additionally, this objective will be measured with hard registration numbers.

52

Campaign Evaluation

Objective6

Objective5


Evaluation

This objective will be measured by tracking the total followers number available on the Twitter homepage.

Evaluation

This objective will be measured using Facebook insights to track daily and weekly engagement and “like” numbers.




53

Conclusion

The proposed campaign is a comprehensive and strategic

plan that focuses on gaining awareness and increasing

participation, specifically in track and field and inline skating.

Through the use of social media, special events and increased

face-to-face contact with important stakeholders, we are confident

in our ability to help grow the Badger State Games family.

After careful examination of our research, we decided to focus on

a promotional plan that capitalizes on the family-friendly atmosphere

of the games. Our campaign team remained sensitive to the

challenges faced by a non-profit organization, and much of our

promotional strategy is centered on maintaing a modest budget.

We know participants rely on those they trust – friends and family,

coaches and teachers – to draw them to the games. By focusing

on effective and long-lasting relationships, we have shown our

commitment to bringing these events to future generations.

54

Media Scan

55

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BSG Campaign Book

Documents

Transcript of BSG Campaign Book