2011 Canadian Little League Championships Sponsorship Package
2011 Canadian Little League Championships - Social Media Case Study
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Transcript of 2011 Canadian Little League Championships - Social Media Case Study
17 February 2011
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The intersection of business and sport.
Goals:
1) Sponsorship outreach and acquisition
2) Community engagement and media partnership development
3) Drive attendance (this will become more prevalent closer to the event)
4) Sponsorship Activation – during event (we eventually need enough followers and friends to
successfully activate online campaigns to the satisfaction of sponsors)
Challenges:
Short one-off event with minimal public exposure pre-event
Very geocentric level of interest
Biggest Opportunities
Everybody has some level of connection to community sport, and often Little League in
particular (something in it for everyone). Well-regarded and attention-grabbing event leading up
to the internationally televised World Series (positive sentiments and strong recognition with
potential sponsors & spectators, great for media partners). Opportunity for local business
community, as well as regional and national partners to participate given the profile of the
event. Kids at focal point (terrific advantages for sponsors at a reasonable participation cost)
2011 Canadian Little League Championships Social Media Case Study
17 February 2011
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Solution:
Developed “brand voice” and presence built out around supporting the kids.
Positioned the event as hugely significant to the North Shore community as a whole. This built
on the community’s view of the 2010 Olympics as a large draw that benefitted the entire
community.
Build out of twitter lists to promote the communities assets, such as local tourist attractions and
popular restaurants. This positioned the event as a catalyst that would benefit and showcase the
community
Conducted offline community media partnership development to seed and lend authority and
reach to initial online presence
Targeted follows in North Shore area including, local small businesses, families (mothers and
fathers), sports fans, baseball players with much more to come.
Outreach, follow blast and listing of all retailers and businesses in the city
Connect with key influencers in the area to gain their support, voice, and reach
Plans to coordinate offline outreach driving people to connect via Twitter and Facebook closer
to the event. Banner, in-school signage, VIK media placements directing traffic online.
Results: (pre-event as of February 17)
In only a few days’ of focused work supported with relatively low involvement maintenance:
o Connected with 5 target sponsors and have moved them into the sponsorship sales
funnel
o Initial online activity and commitment was included in decision criteria when signing
both the Blue Jays and other sponsors to the program.
o Earned over 120 highly targeted twitter followers already and are well on track to
earning over 2000 by the time of the event. According to twittercounter.com.
o Developed an extensive list of media partners and contacts via online outreach including
Bloggers, Twitter influencers, Sports Journalists, Television personalities and more.
o Earned a significant level of pre-event publicity with CityTV, the NorthShore Outlook,
and the NorthShore News.
NorthShore News partnership to be leveraged on and offline leading up to event
for maximum, exposure and reach.
o Already connected with 60 friends on Facebook including players, alumni, and last
season’s championship coordinators to provide feedback and direction to organizing
staff of the 2011 Championship.