1

Welcome to work.

This is noT a desk job.

In this business well show our true colors. Well spend Mondays reviewing scoring drives, Wednesdays studying our opponents and Fridays delivering game gear. Youll drip with fanship. Your team loyalty will be so strong, clients will hear the marching band playing the University fight song when you walk in their doors. Fist pumps and victory dances will be the best parts of your pitch. This is the Learfield Sports Playbook. The following pages walk account executives through the passion, history and hype that is selling college sports radio. If you just cant relate because you havent found a team to root for, choose this one. Choose the college team your station already stands behind. The Playbook will give you the fundaments and confidence to execute the sale of your stations team. As it is on the field or court, your business relies on physical play, mental toughness and fanatical effort. Use the Playbook for scripts, tips, concepts and research to close your clients. You dont know how to pitch it? Read from the script drafted for you. Youve never understood it? Rely on the research put in front of you. Youre still not sure? Trust in the testimonials spoken to you. You have questions? Call one of your team members. Brittany Oligschlaeger | Graham Zimmerman | Jeff Tarman | Tom Roberts | Danielle Brower | Tom Morris

Table of

ConTenTs
The FundamenTals: BeneFiTs & scripT.................secTion 1, page ? The scouTing reporT: research ...secTion 2, page ? The research daTa: lisTeners.......secTion 3, page ? The game plan: examples........secTion 4, page ? presser: TesTimonials........secTion 5, page ?

Section 1:

FundamenTals
perhaps the single most important element in mastering the techniques and tactics of racing is experience. But once you have the fundamentals, acquiring the experience is a matter of time. - greg lemond

college sporTs? no, i donT Think so. Were already doing high school and pro.
Few products elicit passions and commitments like collegiate sports. Every fan is their own passionate expert and every fan remembers experiencing a game winning shot or fourth quarter touchdown drive. The memories associated with college sports can appeal to any sponsor trying to sell a product. Its the University where fans graduated, partied and developed strong allegiances.

aTTaching your producT To The Fans passion:

Think of it not as a football game, but as a fans passion, lifestyle and interest. Life-style marketing, or linking messages to leisure pursuits, is a naturally persuasive environment that allows messages to be conveyed immediately and credibly. College games are memorable events that appeal to listeners and are more likely to be remembered than other programming.

iTs more Than jusT aThleTics.

Advertising during the game also helps reinforce the perception of your product around not only athletics, but also an academic institution that is part of the local and state community. What youre essentially doing, with commercials during a college game, is partnering with an organization that people care about. Thats important to consumers.

WoW, i didnT Think oF iT like ThaT. BuT sTill, radio? younger Fans donT lisTen To The radio.
A common perception of sports radio is that it appeals only to an older demographic. Your vision of a grandpa listening to afternoon baseball games from his sofa is outdated. Sports radio programming has exploded as consumers male and female, young and old seek out updates on their teams. Due to this demand, sports stations are trending on FM frequencies.

WhaT is The Typical age demographic For college sporTs?

With that in mind, Collegiate Sports programming targets men between 25 and 54. Its been called the consumer demographic because its the most likely to purchase products: the golden hour for advertisers.

BuT people WaTch The games on TV. Why should i puT money inTo someThing ThaT WonT Be paid aTTenTion To?
Radio has abilities or skills that other media cannot match. While TV is both audio and visual, radio caters only to our ears. Fans paint a picture of the game in their heads as its being played. Theyre more likely to pay attention to your product when you advertise it during a radio broadcast.

and plus, noT eVeryone can WaTch The games on TV:

Saturdays are for more than just football. Theyre for taking kids to get haircuts, mowing the lawn, driving to run errands or washing the car. Radio is the only medium that can be consumed in all of those cases.

This is The perFecT maTch For Who youre Trying To reach:

If you buy TV advertising, you are reaching the broadest audience, if you send direct mail or advertise in our local paper, you can target your message to a specific audience. Radio is the blend, you reach more people than mail, but listeners have common interests. Youll be using your marketing budget efficiently by reaching only potential customers or clients.

WhaT is appoinTmenT lisTening?

On top of that, college sports radio attracts a tune-in audience, different from regular programming that returns each week to hear the games. This is important for any company wanting to reach a consistent audience each week.

iT also FiTs Well WiThin any companys adVerTising BudgeT.

For the specific goal youre trying to achieve, our run-of-schedule might provide a lot of spots but spread them over too large an area to succeed. Or maybe you dont have a large enough marketing budget to invest in that amount. In order for your radio advertising to be effective, you need to purchase a schedule that will reach a significant portion of your audience enough times to be memorable. Theres no better way to do that than with collegiate sports.

Section 2:

sCouTing RepoRT
you dont play against opponents; you play against the game of basketball. - Bob knight

knoW your audience

The most important thing to do before selling a spot during the game is to know the audience in which youre selling. Youre not just selling the broadcast youre selling your audience. If you know your audience, you can combat almost any defense against it. Some of the most important things to know are that your sports listeners tend to be educated, affluent, and diverse. Sports listeners ranked No.1 for educated listeners according to Radio Today, the 2011 Edition produced by Arbitron. According to this study, more than 97% of sports listeners have graduated high-school, and more than 77% of adult listeners have earned a degree or attended college. Possible Sponsorship Targets continuing education, private schools, pre-k jump start schools, computer stores, clubs/hobby business Sponsors want to generate revenue off of your listeners. Thats great because sports listeners are affluent. The Arbitron research indicates almost three quarters of sports driven listeners live in households that earn $50,000 or more annually, and just shy of half live in households of $75,000 or more. Possible Sponsorship Targets realty (vacation and home), automobiles/boats, travel agencies, jewelry, theater, home improvement Dont forget your listeners are diverse! Sports listenership is made up of 12% African American and 8% Hispanic

listeners states Radio Today. All age demographics are covered, and the numbers continually grow. Diversity among the sexes is also growing. Female listeners make up an average of 16% of sports listenership (up 2% since 2007). Listenership is also active and growing amongst age demographics. Possible Sponsorship Targets Restaurants, clothing stores, hair salons, youth groups Through sports youre reaching target audiences you may not have during regularly scheduled programming. It is important not to forget that your station is targeted at a specific time, for a specific reason. This is an opportunity for you to reach sponsors, and for sponsors to reach an audience that may not normally reach. Therefore, dont be afraid to think out of the box, and only resort to the familiar.

Education
Persons 18+

Ethnic Composition*
AQH Persons * Only in DST-Controlled Markets

Household Income
Persons 18+

<12th Grade 3%

High School Graduate 20% Other 80%

Black 12%

>$25K 8% $25K-$50K 20%

>$75K 49%

College Graduate 45%

Some College 32%

$50K-$75K 24%

sales concepT: shop during 3-day period For a chance To Win

Sponsor: Furniture Store Sponsors Objectives: Retail promotion, Branding Sales Concept or Strategy: Local furniture store invited Tiger fans to shop for furniture during a pair of three-day windows. If the Tigers went on to win the tournament, their furniture was free! Sponsor Objectives: Offer marketing opportunities that target Tiger fans in a creative, memorable way Focus on differences in quality, style, selection and service that consumers will experience Provide store with the ability to communicate the strong furniture brand names it carries Increase customer traffic to retail locations throughout city and the surrounding communities Media Elements: 20 promos per week highlighting the two 3-day promotion windows Daily :30 spot adjacent to the Tiger Update mornings at 7:35 A.M. 2 :30s during Monday night Tiger Talk Coachs Show 4 :30s during each Tiger game broadcast Live remote broadcast during shopping window Season long logo and event recognition (banner) on station homepage

Company Decision Maker for Purchasing Of ce Supplies/Equipment

12.5%

12.3%

12.0% FUN FACT: 11.5% Collge Sports Attendees are 27% more likely to purchase an of ce in the home in the next 12 months 10.7% 10.5%

11.0%

10.0%

9.5% National Average College Sports Fan

A fan is an adult 18+ who has watched, attended or listened to a game in the last 12 months Source: Scarborough Sports Marketing Multi-Market DMA 2011 Release 2

College Sport Fans are 16% more likely to be the decision maker for office equipment

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College Sports Fans Are More Likely to Shop for Of ce Supplies

Walmart The UPS Store Target Staples Of ce Max Of ce Depot FedEx Of ce CompUSA 90 95

105 100 118 100

110 100

106 100

116 100

117 100

118 100

109 100

100
College Sports Fan

105
National Average

110

115

120

A fan is an adult 18+ who has watched, attended or listened to a game in the last 12 months Source: Scarborough Sports Marketing Multi-Market DMA 2011 Release 2

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sales concepT: oFFicial TailgaTe cenTer

Sponsor(s): General Store Sales Concept or Strategy: Create a tailgate headquarters for Wildcat and high school football fans at local hardware/general store. The store would have a team football tailgate aisle/section that included traditional tailgate products: grills, coolers, chairs, etc. This aisle or section would be team branded with Wildcat or local team POP material. To further drive traffic to the stores, customers would be able to register for a weekend Ticket Tailgate Pack at their local general store. A winner would be drawn before each Wildcat or high school home game. This Tailgate Pack would include tickets, apparel and vendor items. Sponsors Objectives: Heighten their brand awareness Drive traffic to their stores Media/Promotional/Merchandising Elements: 1 local billboard in each Wildcat football broadcast 1 local billboard in each high school football broadcast Official sponsor of high school football broadcast pre-game show 4 :30s during each Wildcat game broadcast 8 :30s during each high school game broadcast

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reach home improVemenT prospecTs

Index for Home Improvement Purchases Past 12 Months College Football Listeners

Purchased gas grill Personally did 4 or more home improvement projects Purchased ceiling fan Purchased automotive tools Purchased lawn/porch furniture Purchased weed killer Purchased gas walk-behind lawn mower Purchased top soil Purchased riding lawn mower Purchased lawn fertilizer with weed control Household bought insulation for ceiling, oor, and/or walls Purchased lawn seed 0 20 40 60 80 100 120 151 147 145 145 143 143 142 141 139 140 160 161 160

173

180

Source: GfK MRI Research Database, 2010

73% more likely to buy a gas grill 32% more likely to buy gas at a convenience store 57% more likely to buy beer at a convenience store 50% more likely to buy a breakfast sandwich at a convenience store 42% more likely to buy a soft drink at a convenience store 39% more likely to buy brewed coffee at a convenience store 34% more likely to buy snack foods at a convenience store

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sales concepT: deVelop a kids cluB For your Team

Sponsor(s): Local BBQ and family restaurant Sales Concept or Strategy: Create a program targeted to parents and children for a sponsor to align its brand. Develop a family oriented approach and way to connect retail stores or restaurants to the team and its fans with a Kids Club. Dedicate one evening a week to discounted or free childrens meals. Media/Promotional/Merchandising Elements: 4 :30s during each Wildcat game broadcast 2 :30s during each Wildcat Coachs Show Weekly mentions promoting the Kids Club and discount dinner night 1 Weekly feature segment highlighting a Kids Club kid on-air Design and distribution of coupons, coloring pages and t-shirts with Kids Club, Sponsor and Wildcat logo Social media and web Kids Club exposure to conduct enter to win for on-air feature or other prizes Local weekly newspaper ad promoting the Kids Club and sponsor

college sporTs Fans like To eaT ouT!

Here are index numbers for College Sports Fans eating out in the past 30 days compared to the national average: 21% more likely to visit a seafood restaurant! 16% more likely to visit a pizza or Mexican restaurant! 17% more likely to visit an Italian restaurant! 48% more likely to visit a barbecue restaurant! 25% more likely to visit a steakhouse/upscale restaurant!
Source: Scarborough Sports Marketing, 2012

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college sporTs Fans like To eaT ouT!

Here are index numbers for College Sports Fans eating out in the past 30 days compared to the national average: 21% more likely to visit a seafood restaurant! 16% more likely to visit a pizza or Mexican restaurant! 17% more likely to visit an Italian restaurant! 48% more likely to visit a barbecue restaurant! 25% more likely to visit a steakhouse/upscale restaurant!
Source:Scarborough Sports Marketing, 2012

indexes For college FooTBall lisTeners and shopping in conVenience sTores:

32% more likely to buy gas at a convenience store 57% more likely to buy beer at a convenience store 50% more likely to buy a breakfast sandwichat a convenience store 42% more likely to buy a soft drink at a convenience store 39% more likely to buy brewed coffee at a convenience store 34% more likely to buy snack foods at a convenience store

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Section 3:

ReseaRCh daTa
daTa on college BaskeTBall lisTeners:
51% of College Football Listeners also listen to College Basketball...Over 7.5 Million Fans listen to both College Football & College Basketball Of those who listen to College Basketball, 31% do not listen to College FootballTheres over 3.3 Million College Sports Fans who only listen to College Basketball! ...
Data reflects fans 18+ who have listened to a game in the past 12 months Source: Scarborough Sports Marketing 2012 Release 1

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Profile of

spoRTs Radio lisTeneRs

Household Income
>$25K 8% $25K-$49,999 22% College Graduate 39%

Education
Less than highschool 5% Some college 39%

<$75K 52% $50K-$74,999 18% High school graduate 26%

man caVe
With an average of 48, sports radio has one of the oldest lister bases on the airwaves, and with 74% of its listeners being male, it is the most gender-lopsided radio genre.

Men 18-34 Men 18-49 Men 21-34 Men 21-49 Men 21-54 Men 25-54 All Women 18+

17.9% 44.3% 16.3% 42.7% 51.9% 49.8% 26.2%

Source: Scarborough Research

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Section 4:

gameplan
Football is all about repetition. The trick for a coach is to be innovative when you ask for it. - Bob stoops

The sales process calling on prospecTs

Call and ALWAYS make a firm appointment for face-to-face meeting Conduct a needs analysis with the prospect---find out what the business advertising needs are and if a sponsorship in the game broadcasts will fill that need This shows that you are not there to just get the saleyou have a vested interest in helping grow the business Explain that inventory in game broadcasts is limited, their ads will be on a very special platform not available on any other signal in the market If there is a fitbook a follow-up appointment Present the local sponsorship proposal based on your first needs analysis meeting (# ads per game, any ROS ads, promos, features and how package will be invoiced) Proposal should includeobjectives of the prospect and how the sponsorship will meet those objectives, schedules, stations coverage map, levels of sponsorships with prices. Keep proposal as simple and clear as possibleremember you are that businesss connection with the schools Athletic Department and are there to show how you can deliver the businesss message to hundreds of loyal fans Package the entire athletic season (football, basketball, coaches and daily shows) including potential bowl and NCAA tournament games. Use liners, promos and local billboards to further connect your clients brand with the team Have a contract ready to be signed---always have a signed contract

18

 Fulfillment Set a deadline for ads to be submitted prior to first broadcast Follow up during the season for any new ads (seasonal) Follow up Stay in touch during the broadcast season Invite clients to home games Always drop by with posters, schedule cards, etc

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Sample Radio Affiliate

33.9 Fm The score

sales paCkages
The exclusive voice of the Crimson Tide for the Shoals area. Named Top Ten Sports Radio Station in the US as a sponsor, you will receive (min); 4 (:30) spots during each Football game (:30) spots during each Basketball game 20 promos/week mentioning you as a sponsor 25 (:30) or (:60) spots/month on 93.9 THE SCORE 90% sponsor renewal rate Many advertisers choose to spend their marketing dollars exclusively with Alabama Crimson Tide Radio Broadcasts partnership advantages: Align your business with a Winning Tradition Drive traffic to your business Reach an expanded and diverse audience Being the only local Alabama Sports Network affiliate, we can capitalize on an untapped market including other stations regular listeners.

Local Radio Station

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Sample Radio Affiliate

sales paCkages
college sporTs on The coasTkcsT & kcFm radio/Florence oregon duck sponsorship
$175/Month September-March Seven Month Contract for Mens Football & Basketball on KCST 106.9 FM Approximately 35 games; Includes Pac 10 Tournament games*** Minimum 3 spots per football game/ 2 spots per basketball game Sponsor recognition in weekly promotional spots Sponsor recognition print advertising Sponsor recognition in open/close of each game Limited game ticket opportunities oregon sTaTe BeaVer sponsorship $175/Month September-March Seven Month Contract for Mens Football & Basketball on KCFM 104.1 FM, 1250 am & 103.1 Fm Approximately 35 games; Includes Pac 10 Tournament games*** Minimum 3 spots per football game/ 2 spots per basketball game Sponsor recognition in weekly promotional spots Sponsor recognition print advertising Sponsor recognition in open/close of each game Limited game ticket opportunities
*** Bowl Games and/or NCAA Tournament games sold separately

Local Radio Station

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Sample Radio Affiliate

sales paCkages
kihk haWk counTry 106.9 Fm
September 2012-February 2013 Get great name recognition and coverage during the IOWA HAWKEYE football and basketball season 5 (:30 second) Commercials during each HAWKEYE game 1 (:30 second) Commercials during each HAWK TALK COACHES SHOW that airs on Wednesday evenings at 7pm hawkeye partnership cost is only $150.00 per month for 6 months PLUS, as your bonus, your spots will also be played at any football bowl game or basketball post season tournament games at no additional charge.

Local Radio Station

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Sample Radio Affiliate

sales paCkages
1410 kQV neWsradio home oF The niTTany lions
september 2012 january 2013 nittany lion Football games September 1 - November 24, 2012 (12 weeks/two per game= 24) Each Saturday hear play-by-play of all the action from Happy Valley Opening Billboards, Commercial in play-by-play, Promotional Mentions include nittany lion update: inside penn state athletics August 27 November 23, 2012 (13 weeks/one per week) Monday through Friday at 12:44 PM, tune to 1410 KQV for The Nittany Lion Update This three minute report features interviews with PSU Coaches, players and experts. Opening Billboards, Commercial Adjacencies, Promotional Mentions included nittany lion hotline: The coachs show August 30 November 22, 2012 (13 weeks/one per week) Every Thursday Evening at 8:00PM the Nittany Lion Hotline heats up with the PSU Coachs Show This one hour show allows fans to ask the tough questions directly to PSU Coaches Opening Billboards, Commercial Adjacencies, Promotional Mentions included

Local Radio Station

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Sample Radio Affiliate

sales paCkages
1410 kQV neWsradio home oF The niTTany lions
1410 kQV sports reports 65 commercial sponsorships (6AM-7PM, Monday-Friday) 410 KQV Newsradio brings you Sports News each hour at :15 & :45 from 6:00AM- 7:00PM, Monday-Friday. Opening Billboards & Commercial Adjacencies included 1410 kQV Football play-by-play 66 in-game commercials (NFL Regular Season & NCAA Season and Post-Season Play) as a sponsor of nittany lion Football on 1410 kQV you receive: Total Number of Commercials: 181 / Total Investment: $4,525 ($755/ month) as a Thank you please accept 2 tickets to a steelers game (based on availability}

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Successful Sales Concepts

radio lisTeners guide

FRom The neTwoRk

25

Successful Sales Concepts

FRom The neTwoRk

Wisconsin and Famous daVes BBQ
client Wants: Badger Sports Properties worked with the Wisconsin Athletic Department to build a deeper relationship with Famous Daves BBQ. Famous Daves BBQ already had deals with Badger Sports Properties during football home games, but they wanted to see a more direct involvement with the students and fans of the Badgers. What they did: Famous Daves became the team meal after each home game during the football season, and eventually also became a partner during summer camps on campus. use this: Partner with a local restaurant and make it the official home after the games! This is great to use if you run collegiate, pro, and high school games. Convince this restaurant to advertise specials, or offer discounts. Give incentives to join the crowd in your team gear. Options are limitless. Benefits: Creates brand awareness, and guarantees direct sales and return on investments (ROI). Also aids in relationship building.

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Tulsa home Team

What they did: Golden Hurricane Sports Properties created a package targeted at local businesses in the Home Services categories in order to reach the Tulsa University fan base. Radio spots in football, basketball and coaches shows ensured sponsors messages were heard during the season, while a prominent Home Team button on TulsaHurricane.com linked to tips and other information from the sponsors gave year-round exposure. use this: Find a lumber yard, landscaper, handyman, painter, plumber, etc, and combine them to be the local home repair team. Cross market them on your website for an extra bonus. Benefits: This allows sponsors to cross market with fellow category non-competitors, which can in turn drive their business every time the other gets business. This also allows individual contractors that may not be budgeted for large spots on their own to split the cost with trusted vendors.

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Bedlam Blood BaTTle

client Wants: There are not many opportunities to raise awareness and save lives at the same time. However, the Bedlam Blood Drive did just that. Sooner Sports Properties and Cowboy Sports Properties teamed up with the Oklahoma Blood Institute to encourage friendly competition between students at both universities during the annual Bedlam football game between the Sooners and the Cowboys. Oklahoma Blood Institute served as the associate Bedlam sponsor in its first foray into collegiate sports marketing. What they did: The students were given one week, prior to the annual football game, to donate blood. The total amount of students who participated were totaled at the end of the week, and the winning university received a trophy and bragging rights for the remainder of the year. At the end of last years competition, nearly 2,000 students had given blood which saved up to 5,787 lives. This event proved to be a huge success, as consumer engagement increased tremendously for the Oklahoma Blood Institute as well as both universities. What theyre saying: President and CEO of Oklahoma Blood Institute, Dr. John Armitage, said about the event: The Bedlam Blood Battle is a great opportunity for blood donors to show their school spirit. It is also a way to show the best in community spirit by saving lives. And that is the real win. use this: If you sponsor and broadcast multiple levels of sports and/or high schools this can be used across all broadcasts. Its an easy sell if you package all sports together. Benefits: This gives the sponsor an opportunity to see an instant ROI, and helps the community at the same time.

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Tar heel chicken Tender Tuesday

client Wants: Hardees wanted to reach UNC fans while having a greater impact with social media. What they did: Brian French with Tar Heel Sports Properties signed a unique social media promotion on Facebook with Hardees. When the Tar Heels Football Team win on Saturday, the fans win on Tuesday. Theyll receive a 3-piece Chicken Tender Combo Meal for $3.99 on Tuesdays following a Tar Heel Football victory. use this: Partner with a local restaurant and advertise a special deal. For example with basketball, if the team scores 79 points or more, the next day at the restaurant they get 79 cent hamburgers or soft drinks. Upsell beyond radio spots by offering to also have adds on your social media site. Benefits: Your client receives income and an easy ROI. Your client is also given the opportunity to upsell to customers that may not normally be in their store. It also creates brand awareness and customer loyalty.

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Sample
k96 Fm

sales sheeTs
grizzly Football 2011 Big Sky Champions FCS NATIONAL CHAMPS IN 1995 & 2001 17 Big Sky Conference Championships Won or shared 12 of the last 13 Big Sky Conference titles 26 Winning Seasons in a Row Be a sponsor geT connecTed WiTh The griZ Fans in The 2012-2013 season as a montana grizzly sponsor you will receive: Billboards in the opening and closing of the games Six (4) :30 second commercials per football game Plus 1 commercial in Weekly Coaches Shows Season investment of $2,520 ($360 per month) September March Season investment required from time of contract signing, season does not include extended season games (sold separately) Ask your radio station representative for details

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Sample

sales sheeTs
Texas a&m miliTary

31

Sample

sales sheeTs
golden gopher passion & exciTemenT
highlights of minnesota athletics 2008-2009 season 6 Big Ten/WCHA regular season titles (27 in past six years) NCAA tournament appearance for mens hockey Insight Bowl appearance for football Won our 8th national title in last 7 years 7 top 10 national finishes gopher radio listeners profile Golden Gopher fans are well educated, high-income professionals. The following statistics are based on radio listeners for each sport: Football 32% earned college degree or higher 41% have $75,000+ HH incomes 58% are 25-54 Mens Basketball 39% earned college degree or higher 45% have $75,000+ HH incomes 57% are 25-54
Persons 12 - 64 Sports Fans Avid Sports Fans 8:57 9:15

HOURS SPENT ON RADIO

Avg. # of hours listening to sports radio per week

DEMOGRAPHIC

HOURS

12 24 18 34 25 54 35 64

4:45 7:00 7:15 7:15

HOURS SPENT ON ALL MEDIA

9:45

Source: Sports Business Resource Guide & Fact Book 2008

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Sample

sales sheeTs
your radio home For The cyclones & panThers
iowa state Football 2011 Pinstripe Bowl Appearance Defeated #2 Ranked Oklahoma State Cowboys First time ever win against an opponent in the top 6 (AP Poll) iowa state mens Basketball 2012 NCAA National Tournament Appearance Finished 3rd in Big XII Royce White Freshman Forward 1st Team All Big XII uni Football Missouri Valley Champions 2001, 2003, 2005, 2007, 2008, 2010, & 2011 33 Total Conference Championships 2005 National Champion Participant uni mens Basketball 5 NCAA National Tournament Appearances since 2004 2010 Sweet 16 Appearance with win over #1 seed Kansas Conference Tournament Champs in 2004, 2006, & 2010

33

Sample

sales sheeTs
isu alumni By The numBers
county Winneshiek Allamakee Clayton Fayette Chickasaw Howard # of alumni 387 223 287 308 223 157

Source: Iowa State University Alumni Association, 2011

More than 88,500 ISU alumni live in 99 counties

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Sample

sales sheeTs
Be a sponsor
Get connected with Panther & Cyclone Fans in the 2012-2013 Season as a sponsor you will receive: Billboards in the opening and closing of the games Six (4) :30 second commercials per football game Two (3) :30 second commercials per mens basketball game Plus 1 commercial in Weekly Coaches Shows Plus 1 :30 spot to air daily on K-FOX Season investment September March Season investment required from time of contract signing, season includes play-off games (at post season rate) Ask your radio station representative for details

35

Section 5:

pResseR
long ago we learned that sports is an emotional sale. so we seek out alumni in the area who are involved in deciding a potential sponsorship opportunity. This is not always easyone of our parttime announcers is involved in local alumni activities and that helps. -- Judith Ross, General Sales Manager, KQV AM Pittsburgh, PA its about college loyalty. some people root for the cyclones and others the hawks. But, our sponsors know this and target listeners, fans and alums of both teams. -- Craig Aukes, General Manager, KIHK FM and KSOU AM/FM, Sioux Center, IA its appointment listening. advertisers are reaching people that otherwise wouldnt hear their messages. sports listeners seek out the signal and tune in for four hours every saturday. -- Tom Morris, the voice of the Idaho Vandals We always sell football and basketball together (no exceptions) because in our area football is a much stronger program. our package is structured as a pro-rated flat monthly fee. When you add the number of basketball games to football it helps bring down the spot rate and increases the number of overall games aired on the station which in turn increases the amount of promotional value (weekly promotional mentions, open & close recognition each game). We also purchase a print ad in the local paper with emphasis on our sponsors for each season (twice a year). -- Jon Thompson, General Manager, Owner

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Jared Weston, an AE with the Oklahoma State Cowboy Sports Network explains he uses his most successful sales tactic in closing sports packages: ...by explaining the passion and loyalty that our brand can bring to their business, illustrating the wide audience/consumer base we are able to provide through our partnership opportunities. We sold almost all of the inventory to the san angelo a&m club. With our help, they in turn sold it to members. This is a great fundraiser for the club. The members who bought get the benefit of the advertising and help the club as well. everybody wins. -- Dewey Weaver, General Manager Townsquare Media San Angelo Be sincere, curious and an individual of your word with every person you come in contact with and truly care about the well-being of the company as a whole. Build partnerships that work and make your contact look good along with the company. if you care enough to want the partnership to work as if it were your own company you will do ok. Finally, be passionate and believe in your product. clients can sense ones belief in a product and that naturally spills over to the customer. -- Matt Bauschek Associate General Manager, IU Sports Properties

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