FOX SPORTS CREATIVE UNIVERSITY - THE ULTIMATE PREPZONE CAMPAIGN PLAYBOOK: A play-by-play look into the Hex Agency's strategy
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FOX SPORTS CREATIVE UNIVERSITY THE ULTIMATE PREPZONE CAMPAIGN PLAYBOOK: A play-by-play look into the Hex Agency’s strategy
Table of Contents
campaign and slogan strategy
RESEARCH.................................. 4
WEB DESIGN.............................. 10
RADIO........................................ 20
BILLBOARDS.............................. 24
SOCIAL MEDIA........................... 32
AMBASSADOR PROGRAM........... 46
prepzone campaign playbook
NONTRADITIONAL...................... 50
PROMOTIONS............................ 58
TELEVISION............................... 62
2
Campaign and Slogan Strategy
campaign and slogan strategy
Our overall campaign idea is focused on sports when you least expect them. Our “Out
of Bounds” campaign will grab attention by incorporating sports with a bit of humor into
everyday situations. We want these ads to appeal to our high school target market and
beyond. High school sports are huge in other states like Texas, and we believe there’s
great growth potential with Floridians through a platform like PrepZone. The
opportunities are endless. We strive to make PrepZone top of mind among high school
sports enthusiasts.
We have created a few slogans to capture the PrepZone spirit. We developed multiple
slogans in case there were any legal issues with word phrasing. The slogans can be
used interchangeably without damaging the advertisement’s theme or message. Our
slogan ideas include “Seasons End. Your Team Spirit Doesn’t Have To.” “Get In On The
prepzone campaign playbook
Huddle” and “Your Team. Your Spirit. Your Pride.”
3
RESEA RCH
Social Media Preferences Research Respondents Statistics
MALE
41% 206
FEMALE
59%
research
20.83
prepzone campaign playbook
average number
age
of
participants
We asked survey participants to answer how often they use specific social media platforms based
We conducted a survey measuring Floridians’ social media usage habits. We created a basic ten-
on a Likert scale. The platforms with the most “always use” votes were Facebook at 61.4% and
question survey on Survey Monkey. These surveys were sent out to friends, family and even high
YouTube at 23.6%. According to the survey, only 3.4% of respondents never use Facebook and only
school classes. Our survey was taken by 206 individuals. Females accounted for 58.7% of responses
1.4% of respondents never use YouTube. Therefore, we decided Facebook and Youtube should be
while males accounted for 41.3% of responses. Male and female responses did not differ
our heaviest social media focuses. Although Foursquare’s numbers are not impressive, the platform
drastically from each other. The average age of respondents was 20.83. We worked to find people
provides unique check-in opportunities that can be used in promotion contests, which will be
who were either in high school or recent graduates who still have ties to the sports programs. We
7
explained later in the book. We have therefore decided to only put a minor focus on Foursquare as it
wanted to better understand our primary target market
is a relatively new concept and might become more popular over the coming years.
of high school students.
Social Media Brand Interaction Social Media Network
very likely likely FACEBOOK
FRIENDS
very unlikely unlikely
neutral
FOLLOWING
4.3%
TWITTER
ON
research
15.8%
22.5%
24.4%
TWITTER 33%
624.57
prepzone campaign playbook
1.4%
13%
55.36
FACEBOOK 17.8% 46.2%
21.6% We found that our respondents are very socially connected. On average, respondents had 624.57
Facebook friends. This is an important piece of information because every time a person likes the
PrepZone Facebook page it willl show up in hundreds of newsfeeds, thus increasing brand
Our target market spends a significant amount of time with social media, so it’s imperative to impressions, which leads to increased brand awareness. Also, when people tag themselves in
incorporate social media into our campaign to better interact with consumers. The majority of photos, those photos will show up in friends’ newsfeeds. Opportunities with Facebook are
respondents (44%) said they spend between one and two hours each day on social media. The seemingly endless. Furthermore, Twitter users aren’t as likely to follow brands, so we need to make
9
next most common answer choice was 3-4 hours at 27.6%. The most common reason why people sure to provide meaningful tweets to users to increase credibility and usefulness of PrepZone’s Twitter.
spend so much time with social media is friends at 89.1%. *Twitter results may be low due to many respondents answering “0” following on Twitter.*
web d esign
Layout & Overview Homepage
We asked various current high school students what they
thought about the current PrepZone Florida and PrepZone The top section will have exciting new stories
West pages and used their thoughts to create a new related to high school football and short video
structure for the PrepZone online platform.
clips associated with the news stories. (#1)
We suggest buying PrepZoneFlorida.com so it is easier for
viewers to find the website in search engines. This will cost We added a countdown to next season to get
$11 per year. Currently, when you search PrepZone on google, students excited about watching games on
it does not show up on the first page, which will significantly PrepZone in the fall. (#2)
detract viewers from visiting the website. Also, just using
web design
FoxSportsFlorida.com on the PrepZone logo doesn’t
automatically direct people to PrepZone since they will have to We have a live stream schedule with the next
navigate through the Fox sports webiste. eight games that PrepZone will be playing. (#3)
We used the same basic layout that Fox Sports Florida uses
now, but made minor changes for a cleaner look. We kept the
There is a section with photos and fan-made
same basic layout so that PrepZone will be consistent with the videos, where people can upload their own
rest of the Fox Sports Florida website. pictures. In the fan-made videos section, we will
allow fans to upload videos with their own
We added the PrepZone logo to the main bar on the Fox
commentaries of great football plays. (#4)
header in order to increase traffic, instead of having it under
prepzone campaign playbook
the “More” section as it currently is. (#1)
There are discussion boards where players can
We took the main PrepZone header area and made it taller, write their own opinions and interact with the
afterwards adding a top navigational bar for very easy website. (#5)
navigation so viewers will not get discouraged with finding
information. (#2)
Our main goal with the website is to make it as
We looked at the PrepZone West page and found that it was interactive and user-friendly as possible in order
difficult to find information quickly with three column to increase visitation and usage.
navigation, so we decided to add a constant left navigation
throughout the entire PrepZone Florida website. This includes
Highlights, Connect (links to Facebook, Twitter, YouTube
pages, as well as a phone number to text to receive game
updates), a poll (updated weekly), and a relevant
advertisement. (#3)
13
We also suggest finding sponsors for PrepZone Florida such as
PrepZone West has in order to increase funding.
My Team
The main ”My Team” page will have links to different high schools in Florida so people can pick which
team page they want to visit
Once you select a “My Team” page for your high school, it will appear with a large photo of the team
at the top. Additionally, each proceeding section will have the high school’s logo starting the section.
(#1)
web design
Next there will be a schedule of the school’s upcoming football games, as well as scores of previous
games. (#2)
There will be player profiles of every player on the team, with statistics including their year, weight,
position, etc. There will be links to view complete player profiles with all of their statistics, as well as
links to view the complete team roster. (#3)
We will have a live Twitter feed of the school or the football team’s Twitter (#4) and recent headlines
about the school’s and player’s updates (#5).
prepzone campaign playbook
Finally, we will finish with a discussion board strictly related to the school to allow classmates and
fans to interact (#6).
Eventually, we would like to have a customized page for every high school, but in the beginning it
would be useful to start with different high schools in specific large regions (ex: Miami) and then
expand to every high school in Florida. It is basically the same layout with customizations so it will be
very easy to change for each school. This generation’s students also know a lot about computers, so
you can even recruit high school students to customize these pages for their own schools.
15
Athlete Zone Game Coverage
In this section, we want to have a listing of all of the games that PrepZone is currently covering or
This section will have a top section similar to the main has covered in the past so that people can watch all the games online. You can watch currently
page, with headlines of high school football players (#1). streaming games, previous games, or see a list of the next games that will be on the live stream.
This section focuses on rivalry between schools.
The next part will include fan made videos where Schedule
players can upload their own videos made up of clips, This section will have a schedule of the games that PrepZone will be streaming as well as season
commentaries, etc. (#2) schedules of other high school teams.
web design
We included draft updates with arrows on the sides so
students can flip through players to see who they are Headlines
being recruited by or where they have selected to go. This section will include more information on headlines, including recruitment updates, game scores,
(#3) and other stories pertinent to High School football.
We will include a small section on player profiles, much
like in other sections, where players can scroll through Ranking
players to learn more about them. (#4) This section will include information on the rankings of different schools and different players in each
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position. This will draw in students, family members, and recruiters to see how a specific player or
We included a games section where players can play school matches up against others.
different games, including a game we called “Mascot
Wars”. In this game, players would choose their mascot
and battle a rival’s mascot to see which mascot wins. Contests
(#5) This page will include different ways to allow fans to be interactive with the website.
We will have a contest called “Fall Frenzy,” which will be similar to the March Madness basketball
Finally, we ended with discussion boards to play on the brackets. We want to create a high school bracket for fans fill out a bracket, and the person with the
rivalry aspect of this section. This will include closest bracket wins a prize . This will help to have fans be interactive and try to pull for a specific
discussion on games coming up and who fans will think team.
will win, as well as other discussions that will incite fans
to become involved. (#6) We will also have more polls where fans can vote on their favorite player, mascots, etc.
Additionally, we will have a trivia section on football from high school to the pros, so fans can test
17
their knowledge of sports.iPhone Application
We want to create an application for the iPhone that will have the same basic functions as the
website. The application will have a “My Team” page that will be like a user’s profile. It will include
information about the user’s team. It is also a section where users can chat with each other via
discussion boards. Additionally, users can watch live streaming games on their iPhones, so they can
watch PrepZone from anywhere.
The application will also feature high school football highlights and schedules for both PrepZone and
web design
different high schools teams, making the application an instant “go to” when fans need information.
Finally, we will include a bracket section on the application where fans can submit their own
brackets for high school football, similar to March Madness with college basketball. Players will be
able to guess their own bracket and the iPhone will automatically update it so players can know how
their bracket is doing in relation to the actual bracket. This will be a contest, so the person with the
most accurate bracket wins a prize.
We decided that an iPhone application would be the best choice compared to other types of smart
prepzone campaign playbook
phones because in the United States, the iPhone is still the most popular type of smart phone. After
some time, it would be useful to expand this application to different kinds of mobile devices such as
the Android, Blackberry, etc.
19radio
Audibles Never Miss a Game
:30 :30
Mom: (yelling) “We have a big quarter ahead of us, team. Each one of us is going to have to do FX: Mouse click and keyboard typing
our part to win the cleaning battle. Brian, you’re on dishes. Watch out for the scum. Charlie, we’ll
need you to Guy: Yeah baby! Game time!
maintain the backfield. Don’t let any leaf near our sideline. And Susie, you’re going to need to rush
since you have that birthday party to attend. Blue 42….Ready?! Break!” FX: Sound of the game playing….hear quarterback yell audibles, crash of the
offensive and defensive lines, grunting, cheers, whistle
Brian: I think mom’s been spending too much time on PrepZone again. Seriously mom, you’re not a
radio
coach. Guy: Excitedly, “No! no nooooo! Wait, YESSSSS!”
ANNCR: PrepZone Florida provides high school sports fans with live streaming of games, discussion FX: Crowd cheers when quarterback scores
boards and contests that allow fans to get in on the huddle. Excessive use of PrepZone can cause
unwarranted use of sports lingo in everyday conversations, extreme team spirit and competitiveness. FX: phone rings, mouse clicks, game paused
Visit prepzoneflorida.com to experience high school sports like never before.
Male Friend: “You missed it! We just won the game!”
prepzone campaign playbook
FX: Crowd cheering in background
Intentional Grounding
:15
Guy: “Actually I just saw it on Prepzone.”
ANNCR: PrepZone Florida is your online destination for high school football with live streaming of
Dad: Brian, you are not allowed to leave the house tonight. You got that? You’re grounded mister. games, discussion boards and competitions that allow you to get in on the huddle. With PrepZone,
high school football is just a click away. Visit prepzoneflorida.com to experience high school sports
Brian: (whiny voice) “But Dad…tonight is the District Championship game and I have to root for like never before.
my Tigers.”
ANNCR: Suffering from intentional grounding? You don’t have to miss the big game. PrepZone
Florida provides fans with live streaming of high school sports, live updates and more. With
23
PrepZone, high school sports are just a click away. Visit prepzoneflorida.com to catch the action.
*Recorded radio clips on USB Drive*billbo a rds
billboards
prepzone campaign playbook
High School Sports Fanatic
This billboard is a simple clean billboard depicting a crazed high school sports fanatic. He is Prep
Zone’s #1 fan and the #1 fan to his favorite high school team. This is to help create the visual that
Prep Zone is the best place for high school fanatics to go online.
A small man in a Prep Zone blue football jersey will be placed off-center to the right of the board
holding up an extremely large #1 fan foam finger. The two extreme proportions will make the billboard
27
stand out visually and catch the viewers eye, a long with the foam finger sticking out of the frame.billboards
Countdown
prepzone campaign playbook
National signing day has become a huge event. Each year masses of people eagerly anticipate that
moment when the high school student football player places a cap on his head, stating the team he
has decided to commit to. This is not just an exciting moment for the student who decides to
continue his dream of playing football, but for the family, friends, high school alumni, and college
football fans as well. National signing day appeals to a large diversified audience of all ages and
personalities; it is
a proud moment for many.
With that said this billboard will be created to hype up the big day. It will be a real time digital
countdown clock to National Signing Day. It will begin 3 weeks before the event, a simple yet
effective way to get people excited, which will lead them to log onto PrepZone. Here they can
keep up with all the latest draft updates. Hyping up this event will also help get the website a lot of
traffic during the football off season.Additionally, this can be used during the off season to keep up the
Field Goal
29
hype about high school football!billboards
Laptop Live Streaming Billboard (2 separate boards)
This billboard focuses on Prep Zone’s live game streaming capabilities and offerings. This is
obviously a major aspect of the Prep Zone website, therefore it deserves a major billboard.
prepzone campaign playbook
It will be two separate billboards, but when viewed together from a certain angle in one view it will
appear as a blown up visual of how a game actually appears on the computer (2). It is some what of
a visual illusion, first appearing only as one billboard(2) but it is actually two separate ones(1) (3).
The first billboard (1) will a depiction of a laptop, however the inside screen will be a cut out. This
means there will be a rectangular whole on the billboard so the next billboard(3) can be viewed
through it.
The second billboard(3) placed some distance away behind the first will be somewhat of a
screenshot of the website. It will show a still photograph shot of a high school game, with the
highlights banner from the website on the left and copy next to that reading “Florida high school
football” “Streaming LIVE Friday nights”.
31
This billboard offers an interesting unique way to create awareness on where and when these high
school football games can be watched online.social media
Facebook
Landing Page
We initially created a landing page where
viewers would have to “like” the page
before viewing the rest of the Facebook
page, which would increase the amount of
social media
people “liking” the page in order to access
the content. However, we found that
Facebook is changing the format of all
pages on March 30, 2012 to the new
“Timeline” format, thus getting rid of all
landing pages.
Player of the Month
prepzone campaign playbook
Cover Photo As you can see, the PrepZone profile picture is not just the
brand’s logo but a showcase for a high school football
The cover photo is the first element people see when they visit the Facebook page. We created an
player. Every month, a player is chosen to be featured on
image that challenges people to “like” the page by pointing to the like button. We don’t want just
PrepZone’s page. The players will be chosen based on
unique visits to the page; we want people to engage with the brand and be active users of the page.
voting on Facebook, Twitter, and the PrepZone website.
The more likes a page has, the more times the page shows up in newsfeeds creating more
impressions and enticing more people to find out what PrepZone is. The logo is featured as the
The winning player will have their photo featured on the
centerpiece of the cover photo, so people will most likely notice the logo first since it’s in the center
Facebook page as well as a short biography on Facebook
of the image. Finally, the photo will feature the player of the month, an honor that will be explained in
and the PrepZone website. This contest will encourage
the next section.
parents to get involved too because they want to see their
son featured. This exposure is great for the player. It gets
35
them recognized.Facebook
Tag Yourself in the
Crowd
People love tagging themselves in photos, so
we suggest Fox Sports photographers
take crowd pictures and then PrepZone
Facebook page users will be able to tag
themselves in the photos. It will almost be like
social media
an “I Spy” game since the user will have to
search for themselves in the crowd, leading to
longer time on the page. Also, when the per-
son “likes” themselves in the photo, the photo
shows up in friends’ newsfeeds and will show
up as a tagged photo increasing impressions
for PrepZone.
Tag Wars
prepzone campaign playbook
In addition to the other tagging idea, this tagging idea will
be a competition. PrepZone will announce that within a
few days a competition to be held. This competition will
require page users to like certain items in a locker room
photo. The first person to tag each item wins that item. Facebook Content
Ideas forgiveaway items include game tickets to The Facebook page wall posts will contain information interesting to high school students such as
professional orcollege games, signed helmets, concert game updates, tips, suggestions to show your team spirit, etc. The page can also offer flash mob
tickets, etc. These prizes need to be more impressive instructions or other secretive information that you can only find out by going online to the page.
than the other competitions because the cooler the Flash mobs are incredibly popular and are seen as cool, so they would be really appealing to your
prizes seem to high school students the more likely they target market.
are to like the page. You have to like the page in order to
tag yourself. This will cause viewers to keep checking the
Facebook page to try to see if the competition has been
posted. Ikea had a contest similar to this and had great
success.
37Facebook
YouTube Channel
We think it’s important to integrate social media outlets as much as possible, so we created a
YouTube channel tab on the Facebook page so people can watch videos of games, PrepZone
commercials, etc. without leaving the Facebook page. People are more likely to watch videos if they
don’t have to search for them on YouTube themselves. Time is of the essence, so convenience is key.
social media
Polls
Much like the contest section of the webpage, the Facebook page will also have voting polls. These
polls will encourage users to vote for player of the month, most spirited school, what teams they
think will win big games, etc. Polls will show up in newsfeeds and might encourage other people to
weigh in with their opinion thus increasing page visits.
prepzone campaign playbook
Starting Lineup (Top Teammates)
This idea is based off the idea of MySpace top friends. We think it will create buzz for users to be able
to arrange their own starting lineup of friends using a tailored PrepZone Facebook application. The
starting lineup shows thumbnails of the person’s top friends or top teammates as they will be called.
There are many top friends applications available on Facebook, but one would need to be created to
link it to the PrepZone brand.
39Twitter Four Square
Check-ins at Games
We have found through our research that high school students do use Foursquare to let people know
where they are. Many brands offer incentives for people to check in, so we suggest offering a promo
giveaway like sunglasses or water bottles to the first 20 people who check in to a football game
televised by PrepZone.
social media
Contest for most creative check-in online
We want people to be able to check in to PrepZone from their computers as well. We thought it
might be interesting for people to check in when they’re on the PrepZone website. The person with
the most interesting check in location would win a promotional prize like a shirt. For example, “Jim”
checked in while in a submarine. People love competing by doing something in the most interesting
place as evidenced by the Tebowing craze.
prepzone campaign playbook
We also want to encourage people to tweet at or retweet PrepZone posts as well as use hashtags
to vote in competitions or polls from other social media platforms or the website. We have found that
people aren’t as inclined to follow a brand on Twitter, so we have not put as big of focus on this
medium.
41YouTube
Interactive Ads
We want to push the creative envelope by developing interesting and unique ads on YouTube that
don’t look like ads. For example, we want the main video to be able to communicate with the
recommended videos. We want our videos to go viral thus increasing brand exposure for PrepZone.
For example, the person in the main video will all of a sudden be interrupted by the side videos,
social media
which will shock people and create buzz. This can be done on YouTube. There is currently a video on
YouTube called “Hunter Shoots A Bear” which proves that this can be done. We created a sample of
this type of video, which can be found on the USB drive provided.
Uploading games – Fans will also be able to upload their own videos of local high school games
either directly onto YouTube or onto PrepZone’s website. This allows PrepZone to feature more game
clips and seem like a more ubiquitous brand.
Upload your own commentary
prepzone campaign playbook
In addition, we want to encourage people to get more involved with the sports by providing their own
commentary for the game. Users will either film the game, show the clip and then share comments
after the clip is shown or film with commentary. This allows people to feel like a real sportscaster.
Commentary can be posted to PrepZone’s YouTube page or website after approval from a Fox
Sports employee has been received. We want to make sure no inappropriate comments are aired
that would damage the PrepZone image.
*Recorded YouTube video on USB Drive*
43Wedding Ceremony
Proceed with caution: the following commercial may be a bit too edgy, but is sure to
create buzz. We came up with a funny commercial idea, but realized it might be
offending to some. We therefore recommend putting this ad online in hopes it would go
viral. People would have the choice of whether they wanted to watch this commercial
if it’s online. The idea is a funny one that we believe would appeal to our high school
target market, but may be offensive to others.
social media
prepzone campaign playbook
45A M B A S SA D O R PROGR AM
PrepZone Ambassadors:
An Ambassador program allows PrepZone to cover more than just a game or two a week. PrepZone Twitter
ambassadors will be the eyes and ears of PrepZone. They will be responsible for keeping the world PrepZone Twitter ambassadors will be responsible for live game updates via tweets. The idea is for
updated about their school’s team. This program will be set up like an unpaid internship. Ambitious this student to provide a rough play-by-play summary of the game in tweet form. This is a great way
ambassador program
high school students will be attracted to this opportunity because it would look great on a resume or to reach people who aren’t able to attend the game and for PrepZone to cover a game without
in a college application. Students will have the opportunity to practice their journalistic or sports actually being there. Ambassadors will also be encouraged to follow new college recruits from their
commentating skills while being responsible for posting information about their team. high school and retweet any interesting information about their sports journey. These retweets will
show up on the website in the player profile sections.
Selection of Ambassadors
YouTube Competitions
Teachers, guidance counselors and faculty members will tell students about the internship We also recommend sponsoring video competitions among Florida high schools with strong video
ambassadors program. Interested students will then be encouraged to submit an application on production programs. These schools will compete to produce the highest quality game coverage
PrepZone Florida’s website. The application will require a resume as well as a list of interests, social possible. The competition will be held throughout the season. Schools will submit their best game
media habits, previous work experience and a short essay about the person’s familiarity with sports. clips on YouTube and send full files to Fox Sports for review. The winning school will be win a prize
An intern coordinator at Fox Sports will then review the applications for each major school and of some sort. One of our prize ideas would be to help cover the state championship game and work
prepzone campaign playbook
narrow the applicants down to three for each ambassador position. Those three students will then alongside professionals.
compete in a competition where they must tweet and provide commentary for a series of taped
football plays. The best student in each category will then be the ambassador. The student will be
alerted by e-mail that he or she has been chosen to be an ambassador, and then has two weeks to
accept or decline the offer. Students will then receive a brief training manual and rule book so they
Sportscaster
understand boundaries when doing their jobs. Our final ambassador idea is to encourage students to compete for the opportunity to provide game
commentary alongside the professionals in the booth during the state championship game. This
opportunity will look great on a resume and will provide the student with a valuable piece for their
portfolio. The competition will involve students posting clips of themselves commenting on the game
either as it happens or following a taped clip of the game. The public can then vote for the best video
on Facebook, Twitter, PrepZone’s website and YouTube. The video with the most likes, retweets, etc.
will be the winner. This encourages people to interact with PrepZone’s social media pages and be
more engaged with the brand.
49n on
NON
d i tional
t r a DI
TRAFootball Toss Ladderball
This interactive football competition display can
Ladderball, or Hillbilly golf, is becoming a very popular tailgating game.
be easily transported and set up in tailgate
Offering the PrepZone version of the game at the tailgate stations
areas before big high school games. Crowds
would be fun for crowds before the game. The purpose of the game
will be encouraged to test their aim as they
it to wrap your ball around a ladder rung and knock your competitor’s
attempt to pass a football through holes in the
off.
tarp display. If their pass makes it through the
hole, it is deemed “PrepZone worthy,” and this
person then wins a promotional item.
nontraditional
Beach Ball
The passing of objects in stands is a popular
activity at any sports level. Our idea is to
create aninexpensive inflatable beach ball
shaped like a football that can be passed
throughout the crowd during half time. As
people hit the ball, they will see the PrepZone
logo increasing familiarity with the brand
prepzone campaign playbook
Letters in the Stands
Plastic letter cards will be distributed to a
specific area of the crowd in a stadium. Before
the game, those sitting in the designated card
section will be instructed by a PrepZone
ambassador to spell out certain phrases
during the game. For example, if the home team
Foam Fingers
Another way to create buzz is to place large foam fingers in popular high school hang outs
makes a great play, the audience can spell out such as outside stadiums or bowling alleys in specific cities. Additionally, there will be
“PrepZone Worthy.” These cards can have a contests in each city where the person who finds the most foam fingers, takes a picture with
different letters on the back, so the crowd can them, and send them to PrepZone will win a prize and their picture on the PrepZone website.
spell out other phrases like “defense.” This is a There will also be QR codes on the back of all the fingers to take people directly to the
fun way for fans to get involved while advertising PrepZone website to submit their pictures.
PrepZone. Those who participate in the card flip
will receive special PrepZone merchandise like
shirts. 53Signs
Signs that look like typical road signs with a PrepZone fan
twist can be placed near high schools to create buzz. These
signs can point in the direction of stadiums or high schools to
grab attention.
nontraditional
Computer Calamity
Broken computers are pretty commonplace in computer
prepzone campaign playbook
labs, so why not show why a computer is unusable? We
suggest creating a clear sticker mount with glass Walk of Champions
breakage marks and connect half a football to it to make PrepZone can repaint crosswalks to make them look like football fields. These crosswalks would be
the computer look like it’s been hit with a football. The a great contrast to the boring street, and should be located around schools
football will direct people to the PrepZone website. This idea
would be great in a school, public library or other type of
computer lab.
55nontraditional
prepzone campaign playbook
Bathroom Sports
Everyone has to use the restroom, so why not make such a mundane task fun? A great way to
create buzz about your brand is to incorporate sports into urinals and trashcans. People are a
captive audience in the restroom, so they’ll be more likely to pay attention to the brand. These
restroom activities would be great in a public place like a mall.
Vinyl Decals
Large vinyl stickers will intrigue passersby and encourage them to experience sports like never
before by visiting the PrepZone website. These large images will look almost 3D and will make
audiences feel like they’re a player on the team. We recommend for these to be placed on mall sliding
57
glass doors and in blank mall storefronts. The mall is a great location because it’s a popular hangout
spot for high school students.Promo tions
Promotional Items
We have provided you with a sample of our PrepZone Pack!
Gameday Giveaways
promotions
prepzone campaign playbook
Sunglasses – Sunglasses are a handy promotional item for students in the Sunshine State. Help protect eyes from the sun Bags – Backpacks are very popular because they’re useful and perfect for the student on the go. These bags range from
while promoting PrepZone. Sunglasses are incredibly popular with both high school and college students. Sunglasses about $1.89 each for 100 and $1.35 each for 2,500 or more at epromos.com. We recommend giving these out as a
range from $0.99 each for 150 to $0.78 each for 5,000. Sunglasses would be a great item to be thrown out into crowds prize for Foursquare check-in competition, the tailgate football toss game, or sending in photos with the Foam Fingers as
or given out at the tailgate station. mentioned eariler.
Pens- Pens are useful for people of all ages. We would like to give pens our to high school students, parents, and alumni Stickers – Stickers are a fun way to encourage interaction with the PrepZone brand and have people display the brand on
to their personal items. These can be purchased by the sheet for as low as $2.99 per sheet.
remind them of PrepZone wherever they are. The promotional pens can be purchased at Pensxpress.com with pricing of Bumper Stickers – Along with key chains, bumper stickers are very popular amongst high school aged students and are
as low as $0.27 per pen. inexpensive to buy. They would be great promotional items to give to both students and parents in order to promote the
Keychains– Keychains are very popular with high school students as they are just starting to drive. These can be bought PrepZone brand. They can be purchased for as low as $0.60 per bumper sticker at BuildASign.com.
at VistaPrint.com with pricing as low as $2.49 per keychain. PrepZone Pack – The PrepZone pack will include everything listed above (Bag, pens, keychain, water bottles, shirt,
Water Bottles– Water bottles are very useful for high school athletes and would be a great promotional item to give away. sunglasses, notebook, stickers, and bumper sticker). These will be given to schools to distribute to their students in order
Athletes using these bottles would influence other students to visit PrepZone and become interactive with the brand. to increase buzz about PrepZone.
Water bottles can be purchased at DiscountMugs.com with pricing as low as $0.79 per bottle. Facebook Tag Wars Prize Ideas – Prizes on Facebook need to be attractive enough to encourage people to visit the page
Notebooks – All high school students and parents use notebooks throughout the year. Creating PrepZone notebooks frequently to check if a new picture has been uploaded. Sports memorabilia such as signed helmets, tickets to sports
would remind people of every age about the PrepZone brand and will be taken with them to different places. The note- games and signed footballs are natural prizes, but concert tickets are also a great option. Approaching artists such as
books will be specified to each high school in order to create a connection between the fans and PrepZone. These can
be purchased at epromos.com for as low as $1.47 per notebook.
Kenny Chesney might be a great partnership opportunity since he is such a big supporter of high school football and
even has a song called “Boys of Fall” celebrating the sport. 61Televi sion
Board Meeting *Recorded commercial on USB Drive*
:30
television
prepzone campaign playbook
Viewer Reactions
-"It was funny, engaging and relevant. It demonstrated the convenience of the website in a light-hearted
way." KP, 20
-"The commercial was well done and attention getting. It was very funny and showed how you would
be able to use the website in a realistic manner." SP, 21
-"I really liked the commercial! My favorite part was when the guy speeds up his speech. It's a very
clever idea!" SB, 20
-“The commercial is energetic! It gets funnier as it continues. The use of verbal irony is relevant in a
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world where this situation happens all the time with smaller cellphones and bluetooth headsets.” T, 25
-“It clearly presented the concept.” J, 28College Graduation
prepzone campaign playbook television
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