state farm 2012 13 recap - big south conference - melissa estepp
DESCRIPTION
During the Back-to-School Tour I worked marketing tables and represented not only the Big South Conference, but some of our top corporate partners as well. Communicating with our various partners and institutions to ensure a smoothly run event was key. I also received help on the day of these events through the Big South Internship Program that I ran throughout the year. This project gave me further insight into delegating work and staying organized. As part of the relationship with our sponsors I also created Proof of Performance Presentations that included events throughout the year, including the Back-to-School. Below is an example of State Farm’s POP.TRANSCRIPT
Prepared For:
Cathy Nyce & Gaye Keller State Farm
1. BACK-TO-SCHOOL TOUR PRESENTED BY STATE FARM
2. BIG SOUTH NETWORK PRESENTED BY STATE FARM
3. FOOTBALL
A. “State Farm Bowl Game Giveaway”
4. BASKETBALL (REGULAR SEASON)
A. “State Farm $5K Giveaway”
B. “State Farm Basketball Tournament Giveaway”
5. BASKETBALL CHAMPIONSHIPS
6. STATE FARM COMMUNITY SERVICE SCHOLARSHIP
7. CAP & GOWN GIVEAWAY
8. “CORPORATE PARTNER”/ADDED VALUE
DATES AND MARKETS INVOLVED
State Farm was the “Presenting Sponsor” the 2012 Back To School Tour.
State Farm was represented at the above listed schools. The tour dates
ran from August 21 – September 14, 2012. Approximately 1,950 leads
were generated.
2012 Big South Back to School Tour
Presented by State Farm
August 21 - Campbell University
August 22 - High Point University
August 23 - Winthrop University
August 27 - Liberty University
August 29 - UNC Asheville
August 30 - Gardner-Webb University
September 11 - Radford University
September 14 - Longwood University
State Farm provided nine (9)
bicycles, one for each institution,
that were given away at each
Back-to-School event. The prize
was promoted via social media
and with on-campus flyers.
To win the bike, students had to register at the State Farm table during the Back-
to-School event. The winner was randomly selected and called at the conclusion of
the event on each campus.
State Farm provided a Dorm
Room Makeover and Spirit
Packages to students who
registered online through their
promotion portal.
The Big South Conference provided a
Spirit Package for a random winner on
each campus. A-frame signage was
used to promote both prizes as well.
2012 Big South Back to School Tour
Presented by State Farm
Campbell University - August 21, 2012
State Farm Agents: Dyrke Maride (203 Leads)
High Point Univ. – August 22, 2012
(209 Leads)
2012 Big South Back to School Tour
Presented by State Farm
2012 Big South Back to School Tour
Presented by State Farm
Winthrop University - August 23, 2012
(254 Leads)
2012 Big South Back to School Tour
Presented by State Farm
Liberty Univ. - August 27, 2012
(319 Leads)
2012 Big South Back to School Tour
Presented by State Farm
UNC Asheville - August 29, 2012
State Farm Agent: Augie Tammariello (230 Leads)
2012 Big South Back to School Tour
Presented by State Farm
Gardner-Webb University - August 30, 2012
(232 Leads)
Radford Univ. – September 11, 2012
State Farm Agent: Sarah Tilson-Miano (233 Leads)
2012 Big South Back to School Tour
Presented by State Farm
Longwood Univ. – September 14, 2012
State Farm Agents: Crystal Breedlove and
Mark Webb (278 Leads)
2012 Big South Back to School Tour
Presented by State Farm
State Farm logo placement on
the front page of
BigSouthSports.com
prompting fans to sign up for
the Big South Network
Presented by State Farm
• Fourteen (14)+ total spots during
the television package
• “State Farm Halftime Report”
Feature – each game
• State Farm Open/Close
Billboards
• Live Mentions to promote the State
Farm “Bowl Game Giveaway”
State Farm logo (below) on the
scorebar shown during select Big
South regional television games.
State Farm received the above in-
game feature titled “The State Farm
Halftime Report” during select 2012
football games.
Throughout the football season, Big South
fans registered for a chance to win the 2012
State Farm Bowl Game Giveaway. Three
fans also received an opportunity to win
prizes courtesy of State Farm by
participating in an on-field promotion.
2012 DATES AND MARKETS INVOLVED
Saturday, October 15th – Virginia Military Institute
Saturday, October 29th – Liberty University
Saturday, November 12th – Gardner-Webb University
Prior to kickoff, students and fans registered at the State Farm tent and
registration table for a chance to win the Bowl Game Giveaway and participate
in an on-field promotion. Approximately 400 leads were generated.
All fans that registered played Spin
Wheel and received prizes and
information bags courtesy of State
Farm. State Farm agents were on-
hand to greet fans, distribute business
cards and answer questions.
RADIO:
Two (2) 30-second play-by-play radio spots during the select nine
(9) Big South school’s game broadcast (= 392 total spots)
IN ARENA - IN-GAME MENTIONS:
Two (2) public address announcements/scoreboard mentions at
each Big South Conference home game (= 300 total mentions)
SIGNAGE:
Arena sign at the nine (9) schools’ home basketball arenas (=
over 200 total men’s and women’s games)
ON COURT PRESENTION:
State Farm’s on court contest to be performed at twelve (12)
games throughout the season
State Farm received the above during the
Big South Conference’s regular season in 2012-2013.
• Thirty (30) 30-second spots during the
regional basketball game broadcasts (Bonus –
Fifteen (15) spots)
• Logo placement on scorebar during select
games
• Sponsor of the “State Farm Half-Time Report”
• State Farm open/close billboard during each
game
• Recognition of the “Basketball Tournament”
Giveaway promotion
State Farm received the above during the
Big South Conference’s regular season in 2012-2013.
State Farm received the above in-game feature titled,
“The State Farm Halftime Report” during the 2012-13
basketball season.
Examples of the 30-second spot that aired during
regionally TV basketball games and on espn3.com.
Permanent Signage:
Arena sign at the nine (9) schools’ home basketball arenas
(= over 200 total men’s and women’s games)
Basketball Goal Stanchion Signage:
Best attempts were made to place goal stanchion signage at the
nine (9) school’s facilities
State Farm received the above during the
Big South Conference’s regular season in 2012-2013.
DATES AND MARKETS INVOLVED
Approximately 1,000 leads were generated as a result of the
2013 Big South Basketball Tour!
State Farm was the “Presenting Sponsor” the 2013 Big South
Basketball Tour. State Farm was represented at each of the NC and
VA schools. The tour dates ran from January 9 – March 9, 2013.
2013 Big South Basketball Tour
Presented by State Farm
January 9 - Gardner-Webb University
January 16 - Virginia Military Academy
January 22 - Liberty University
January 23 - Campbell University
January 30 - Radford University
February 2 - High Point University
February 6 - UNC Asheville
February 13 - Winthrop University
February 19 - Longwood University
March 2 - Winthrop University
March 9 - Men’s Championship
March 9 - Women’s Championship
Gardner-Webb University (1/9/2013)
Virginia Military Institute (1/16/2013)
Liberty University (1/22/2013)
Campbell University (1/22/2013)
Radford University (1/30/2013)
High Point University (2/2/2013)
UNC Asheville (2/6/2013)
Winthrop University (2/13/2013)
Longwood University (2/19/2013)
Winthrop University (3/2/2013)
Basketball Championships (3/9/2013)
State Farm Basketball Tournament Giveaway
As the recipient of the grand prize, Brown received all-session passes to the 4th and 5th
round games in Washington, D.C., courtesy of State Farm.
Morgan Brown of
Winthrop was selected as
the grand prize winner of
the Big South
Conference's "State Farm
Basketball Tournament
Giveaway."
State Farm received the following
signage during the 2013 Big South
Basketball Championships:
• Courtside LED
• Ribbon Board LED
• Video Board
• Backboard Stanchion Pad
State Farm received the following publicity during
the 2013 Big South Basketball Championships:
• Scoreboard Mentions
• Public Address Announcements
• Full Page Ad in the Game Program
• Television Spots on ESPN2, ESPN3, and the Big
South Network
State Farm received two (2) on-court promotions
during the 2013 Big South Basketball
Championships semi-final rounds:
• Basketball Tournament Giveaway
• $5K Shooting Promotion
• Scoreboard Mentions
• Public Address Announcements
In the spring of 2013, State Farm is provided a scholarship opportunity ($2,500) to recognize outstanding community
leadership by a student within the Big South Conference. Award selection is based on the student’s participation in a leadership
role in community service activities and volunteer work, academic grade point average, and the content of an essay.
ACTIVATION TIMELINE
• November, 2012 - Big South Conference office developed the
scholarship application form & instructions for State Farm’s
review and approval
• January, 2013 - Big South Conference announced the State
Farm Community Service Scholarship opportunity to its member
institutions in January, 2012 and provided the application
materials for distribution on campus
• January-April, 2013 – Promotion of scholarship on campus
(school websites, student government offices, financial aid
offices, Big South on-campus interns, etc.)
• April 5, 2013 – Application deadline (approximately 60
applications were received)
• Late April, 2013- Big South office reviews applications, selects
the top applicants and sends to State Farm for review
• Mid May 20123– Selections are made for the winner
• Late May 2013 – Presentation of scholarship at Big South
Spring Meetings
In the spring of 2013, State Farm provided a scholarship opportunity to recognize
outstanding community leadership by a student within the Big South Conference
State Farm Community Service Scholarship
State Farm Cap and Gown Giveaway
State Farm was the official sponsor of the Cap & Gown
Giveaway awarding four (4) $250 prizes and one (1) $500
grand prize to graduating Big South Seniors.
Flyers were distributed to each
campus’ Financial Aid office,
Bookstore, and Athletic Departments.
State Farm Partnership – Added Value
Logo and direct link on the Corporate Partner page of
BigSouthSports.com receives approximately 800,000
visitors per year. BigSouthSports.com is the source for
the latest information, statistics, and scores from
around the Big South Conference
Full page color ad in the 2013 Big South Basketball Championship guide distributed to over
15,000 fans at both tournaments.
Approximately 3,350 leads
were generated during the
2012-13 academic year, a
20% increase compared to
last year.