Community-building Contests

Paving the Way for Holiday & 4Q Sales

• Halloween costume and candy sales average about 2 billion dollars EACH annually in the United States.

• Halloween is the 2nd most commercially successful holiday, with Christmas being the first.

• These two holidays are closely tied to one another when it comes to business impact

Halloween Jump-starts the Busy Shopping Season

Halloween Jump-starts the Busy Shopping Season

• 63.8% of Consumers Plan to Participate in Halloween Activities

• Total Amount Consumers Spent for Halloween Overall• $5.80 billion – 2010 (up from $4.75 billion in 2009)

2010, NRF BIGResearch Halloween Consumer Intentions and Actions survey

Ages 1 to 99

• The U.S. Retail Industry pays attention to Halloween for clues about the mood of the American consumer.

Retailers associate a high participation level for Halloween with a high participation level in Christmas holiday season. If retail spending flows freely at Halloween, it is assumed that generous spending mood will carry over to the Christmas holiday season as well.

Halloween Jump-starts the Busy Shopping Season

2010, NRF BIGResearch Halloween Consumer Intentions and Actions survey

Our Role as the Local Community Information Provider

To motivate community members to get out and spend starting with Halloween and carrying through to Christmas.

The Sponsor Benefit

Those community members that actively participate in Halloween

are pre-disposed to be active during the entire holiday

shopping period!

And the contest ends the week before Black Friday.

The Sponsor Benefit – Perfect Timing

October NovemberSunday Monday Tuesday Wednesday Thursday Friday Saturday

Oct 24 25 26 27 28 29

30 31 Nov 1 2 3 4 5

6 7 8 9 10 11 12

13 14 15 16 17 18 19

20 21 22 23 24 Nov 25

26

Submissions Voting Winners & E-mail Blasts

Sponsorship Model4-week Investment

Title Sponsor($1,200 or $1,000)

Infant / Toddler

Kids Age 5-12 Teens Adults Group

Themes

($580 or $460 each)

= $4,100 or $3,300

Title Sponsor Gets…• News Site ROS Banner & Leaderboard on Contest site• “Sponsored by:” logo within Contest branding on all ¼ and

½-page Promo’s• Eight 3-col X 2” strips on ¼-page Contest submission

Promo’s• Four 6-col X 2” strips on ½-page Contest voting Promo’s• Eight 3-col X 2” strips on 3X5 Promo’s• Logo and message within all Contest E-mails, as well as one

dedicated E-Mail blast @ the end of the Contest• Editorial integration for prize promotion and winner• PRIZE: A prize for the Category winner of at-least $300

is required

Dailies

Category Sponsor Gets…

• News Site ROS Banner & Rectangle tile on Contest site• Twelve Logo insertions on all ¼-page & ½-page Contest

Promo’s• Six 2-col X 2” strips on Category-related Contest voting

Promo’s• One dedicated E-Mail blast @ the end of the Contest to

all participants• Editorial integration for prize promotion and winner• PRIZE: A prize for the Category winner of at-least $145

is required

Dailies

Title Sponsor Gets…Weeklies

• News Site ROS Banner & Leaderboard on Contest site• “Sponsored by:” logo within Contest branding on all ¼

and ½-page Promo’s• Two 3-col X 2” strips on ¼-page Contest submission

Promo’s• Two 6-col X 2” strips on ½-page Contest voting Promo’s• Logo and message within all Contest E-mails, as well as

one dedicated E-Mail blast @ the end of the Contest• Editorial integration for prize promotion and winner• PRIZE: A prize for the Category winner of at-least $250

is required

Category Sponsor Gets…

• News Site ROS Banner & Rectangle tile on Contest site• Four Logo insertions on all ¼-page & ½-page Contest

Promo’s• Four 2-col X 2” strips on Category-related Contest

voting Promo’s• One dedicated E-Mail blast @ the end of the Contest to

all participants• Editorial integration for prize promotion and winner• PRIZE: A prize for the Category winner of at-least $115

is required

Weeklies

Promo Ad Examples

Web, E-mail, & Mobile

Facebook integration too…

Editorial Integration Examples•Coverage of the contest candidates

•Mention of the sponsor prizes

•Finalist and winner announcements

•Local Halloween legend & tales

•Local Halloween events calendar

•Community member reflections on the holiday

Sponsor Value

• Hundreds of qualified leads heading into the busy 4th-quarter

• Combination print, online, and e-mail reaches all Age groups

• Kids categories attract families; Adult & Group categories attract Adults who spend more than the average consumer

• Editorial exposure is priceless

Title SponsorDailies

Media Timing Title Sponsor Details

Online 4 weeks – October 24th thru Nov 18th

300x250 or 728X90 on news site (4-weeks) 728X90 on all Category contest pages (4-wks) Logo integrated into Contest main header graphic (4-weeks)

Print (Submissions)

2 weeks – Oct 24th thru Nov 4th

Logo in header graphic of all ¼-page promos Eight (8) 3-col X 2” 4C branding strips on bottom of ¼-page

promo ads Six (6) 3-col X 2” 4C branding strips on bottom of 3-col X 5”

promo’s

Print (Voting) 2 weeks – Nov 7th thru Nov 18th

Logo in header graphic of all ½-page promos Four (4) 6-col X 2” 4C branding strips on bottom of ½-page

promo ads Two (2) 3-col X 2” 4C branding strips on bottom of 3-col X 5”

promo’s

Print (Editorial) 4.5 weeks – October 24th thru Nov 23rd

Editorial mentions within contest coverage Picture with overall winning vote-getter and your prize

E-mail 4.5 weeks – October 24th thru Nov 23rd

Logo & promotional message with link on all contest launch, update, & auto-reply e-mails

E-mail promotion to ALL contest participants

Category SponsorDailies

Media Timing Category Sponsor Details

Online 4 weeks – October 24th thru Nov 18th

300x250 or 728x90 on news site (4-wks) 300x250 on Contest site (4-wks)

Print (Submissions)

2 weeks – Oct 24th thru Nov 4th

Twelve (12) Logo inserts on all ¼-page and ½-page promo ads

Six (6) 2-col X 2” 4C tiles on a 2-col X 6” promo ad for the CategoryPrint (Voting) 2 weeks – Nov 7th thru

Nov 18th

Print (Editorial) 4.5 weeks – October 24th thru Nov 23rd

Editorial mention of sponsor prize for Category winner

E-mail 4.5 weeks – October 24th thru Nov 23rd

Promotional message within e-mail to ALL contest participants

Title SponsorWeeklies

Media Timing Title Sponsor Details

Online 4 weeks – October 24th thru Nov 18th

300x250 or 728X90 on news site (4-weeks) 728X90 on all Category contest pages (4-wks) Logo integrated into Contest main header graphic

(4-weeks)

Print (Submissions)

2 weeks – Oct 24th thru Nov 4th

Logo in header graphic of all ¼-page promos Two (2) 3-col X 2” 4C branding strips on bottom of

¼-page promo ads

Print (Voting)2 weeks – Nov 7th thru Oct 21st

Logo in header graphic of all ½-page promos Two (2) 6-col X 2” 4C branding strips on bottom of

½-page promo ads

Print (Editorial)4.5 weeks – October 24th thru Nov 23rd

Editorial mentions within contest coverage Picture with overall winning vote-getter and your

prize

E-mail 4.5 weeks – October 24th thru Nov 23rd

Logo & promotional message with link on all contest launch, update, & auto-reply e-mails

E-mail promotion to ALL contest participants

Category SponsorWeeklies

Media Timing Category Sponsor Details

Online 4 weeks – October 24th thru Nov 18th

300x250 or 728x90 on news site (4-wks) 300x250 on Contest site (4-wks)

Print (Submissions)

2 weeks – Oct 24th thru Nov 4th

Four (4) Logo inserts on all ¼-page and ½-page promo ads

Logo in Category promo header for associated Age Category 2X6’s

Four (4) 2-col X 2” 4C tiles on a 2-col X 6” promo ad for their associated Category

Print (Voting) 2 weeks – Nov 7th thru Nov 18th

Print (Editorial) 4.5 weeks – October 24th thru Nov 23rd

Editorial mention of sponsor prize for Category winner

E-mail 4.5 weeks – October 24th thru Nov 23rd

Promotional message within e-mail to ALL contest participants