Katie FitzgeraldLeslie Green

Edwinn McClureNerissa Marbury

Joseph MerkelyKevin Groat

Holly HesslerJulie Matheny

April 24, 2008

Hey man,

Congrats on your admission to the unapologetically un-prestigious School of X! Picked out of big crowd, your application was pretty fierce. Let us be straight up with you – you should be excited to be a part of the graduating class of ‘08, and we’re stoked to have you on board. We think it’s safe to say that you’ll never find another program quite like ours.

Although our school hasn’t been around for as long as most institutions, we take pride in the diverse range of classes we offer and the wide range of talent we foster. Attached you’ll find all of the materials you’ll need to get started. Feel free to skim them, or maybe read them all the way through (if you’re bored or whatever). Either way, we think you’ll find the program a blast, and we hope you’ll pull out the mess of crumpled dollar bills and change in your back pocket and commit to a wild ride.

Hope to see you at orientation on July 30, 2008. Be there around 10am, or whenever you decide to stop pressing “sleep” on the alarm.

Peace,

StrikeDeans of Undergraduate AdmissionsRHS/ayEnclosure

Create a Universal Brand Identity

Expand the appeal - Gain more X fans

Why are we here?

Generate Year Round Interest

ResearchPrimary Research

• Expert Opinions - Athletes• Focus Groups (3)• Intercepts (8)• Interviews (29)

• X Game athlete• Olympic athlete• USA Today sports reporter• 4 ex-pro skateboarders• 4 BMX pros• 6 sports enthusiasts

• Survey (59 respondents)Secondary Research

• Cultural Research - blogs, and communities • Sports Research - International Journal of Sports Marketing and Sponsorship• Media Research - SRDS lifestyle Market Analysis, MRI• Product Research - Lexus-Nexus, Consumer Reports• Disney Property Research - Annual Reports, ESPN Consumer Marketing and Sales Reports

Brand Positioning

To be the ultimate gateway to action sports

Ambassador of WOW

The Pledge

Average JoeYoung Adult Males 18 - 35

Area of OpportunityGuys who already know, love

and trust ESPN.

Current perception of the brand:Simply a series of

exhilarating high-points

When Joe watches other sports:He can give you the story

behind the game.

Watches 5-6 hours of ESPN per week

Visits ESPN.com at least 1-2 times a week

The gear is the gateway into a life-long relationship with the X brand. Therefore, we will engage the imaginations of the half-pipes and inspire them to feel like a part of the X story.

Who are we talking to?

Secondary Target

Half - PipesAges 7 -12

Take the moments of wow and put them into context.

Strategy

Through understanding the context surrounding the climaxing in action sports and appreciating the dedication of the athletes, a relationship with Joe is built.

Context

Relationship with X

Appreciation

WOW

Understanding

Creative

Website

Commercials

Flash-cards

Media

Half-pipes (Kids)Strategy: Tell the story behind moments of wow April 9, 2008

Co

nte

nt

Imp

lica

tio

ns

Kid

s’ N

ee

ds

Discovery Experience Connect Buy Share

Print

Co

nte

xt

When our kid discovers

X, he feels excited and

wants to learn more.

Needs to see the

story of X come to

life.

While our kid is inter-

acting with the brand,

he needs to feel like he

is emotionally con-

nected to the story and

inspired to try it out.

He wants to �nd the

perfect tool that will

help him ful�ll his

dreams and feel like

an X star.

He needs to feel like he

knows something spe-

cial that he can share

with his friends.

We need to show him

an inspirational mo-

ment on the X story

that gets his attention.

This is when we

tell him the story.

The elements of the

story: good guy/bad

guy, lead-up, climax,

need to be apparent.

We need to show him

how he can experience

action sports for himself, -

by showing him our

products.

He needs to know

where he can buy X

products.

He needs a way to

share what he has

discovered through X

with his friends.

Internet

TV

Flash Cards

Posters

X-Games Event

Gear Tags

Video Game Ad

Creative Media Placement Cost

SchoolofX.com Internet $120,000

FlashcardsESPN The Magazine (3x)

Sports Illustrated Magazine (3x)Rolling Stone (3x)

ESPN = $484,500SI = $816,000RS = $473,640

Posters Sports Illustrated Magazine (1x Full page spread)Outdoor top 10 DMA postings (Paper of lower quality than SI spread)

$500,000 $10,000 for postings

Celebrity X Games Event ESPN Network Costs will be limited due to selling ad space and using celebrities that have contracts with ESPN and ABC

Commercial Spots for Joes:“Shop Class”

“Science Class”“Parent Teacher Conference”

“Spelling Bee”“Shaun White and the 1080”

“Wave Etiquette”“The Art of Bailing”

ESPN NetworkSome placement on MLB games

Jun. - Aug. FreeAlloted placement on ESPN Networks

(Sep. - Nov.)ABC = $2,139,000ESPN = $705,000ESPN2 = $690,000

Commercial Spots for Half-Pipes:“Get the Gear” ESPN

Jun. - Aug. FreeAlloted placement on ESPN Networks

(Sep. - Nov.)ABC Family = $697,500

Nine-story high building wraps Top 10 DMAs $5,000,000

Video Game Ad “Pure” Video Game“Madden NFL 08” Video Game, and others

“Pure” Free placement“Madden NFL 08,” placement through Massive

Inc. $119,000

Banner Ad ESPN.comSI.com

FreeAlloted placement on ESPN.com

SI.com = $720,000 (240 MM page views)

Point of Purchase Wal-Mart, Target, Toys R’ US and JC Penny $1,200,000

TOTAL $13,674,640

Media Placement

Media Flow ChartJune 2008 - June 2009

31

109 109 109

626262 3131

109109109

ESPN SI RS RSRS ESPN ESPNSI SI(Print Insert)

8%

4%1%

35%

15%

22%

9%1%5%

Banner Ad Microsite FlashcardsCable Network Building WrapVideo Game Posters Point of Purchase

Media Flow ChartJune 2008 - June 2009

23%

77%

Joe Half-Pipes

We will be spending approximately 23% of the budget promoting the gear to the Half-Pipes.

Measuring Success

Improve ratings increase for ESPN a positive rating increase on ABC

Increase in the % of U.S. internet users that visit the site to at least .0006

Retail sales increase for X Games Gear.

Source: Web(Alexa.com), TV (ESPN.COM)