Tell the team’s story on their
Road to the Final Four
Bring fans along
for the journey
Allow supporters to be
be part of the experience
Prepare and execute
a plan to capitalize on the
opportunity
Goals
Athletic Communications
- Patrick Herb (on-site)
- Brian Lucas (on-site)
- Brandon Harrison (on-site)
- Brian Mason (on-site)
- A.J. Harrison
Marketing
- Adam Ahearn (on-site)
- Kevin Kluender (on-site)
- Cary Bald (on-site)
Video Services
- Drew Scharenbroch (on-site)
- Jerry Mao (on-site)
Graphic Design
- Laurie Digman
- Julia Hujet
Planning
Game Attendance
Second Round – Omaha – 17,534
Round of 32 – Omaha – 17,563
Sweet 16 – Los Angeles – 18,809
Elite Eight – Los Angeles – 19,125
Final Four – Indianapolis – 72,238
NCAA title game – Indianapolis – 71,149
Total Attendance: 216,418
Welcome to the Big Stage
TV Viewership
Second Round – vs. Coastal Carolina – 2.7 million viewers (TBS)
Round of 32 – vs. Oregon – 3.5 million viewers (TruTV)
Sweet 16 – vs. North Carolina – 6.9 million viewers (TBS)
Elite Eight – vs. Arizona – 8.8 million viewers (TBS)
Final Four – vs. Kentucky – 22.6 million viewers (TBS, TNT, TruTV)Most-watched college basketball telecast in cable TV history / most-
viewed Final Four game in 19 years
NCAA title – vs. Duke – 28.3 million viewers (CBS)Most-viewed NCAA title game in 18 years
Total Viewership: 72.8 million viewers
Welcome to the Big Stage
Sport Illustrated Cover
New York Times
A Strength Coach for Wisconsin Uses an App That
Works More Than Thumb Muscles
USA Today
Wisconsin prefers results to star ratings
Rolling Stone
Bo Knows Basketball
Los Angeles Times
Wisconsin Final Four team has a family tree with deep
coaching roots
Wall Street Journal
A Biased Case for the Wisconsin Badgers
National Coverage / Stories
• USA Today: In quest for Final Four, Wisconsin
can play and is playful
• USA Today:Wisconsin wins with a smile and a
laugh
• Associated Press: Badgers star Frank Kaminsky
laughs, leads team back to NCAA
• Associated Press: Frank the Tank, stenographer
central: Welcome to Wisconsin
• Associated Press:Wisconsin forward Nigel
Hayes versatile on and off floor
• YahooSports.com: Historically brutal tourney
run isn't weighing on these goofy Badgers
• ESPN.com:Wisconsin has its fun, but Badgers
mean business
• YahooSports.com: Laughter has been the
soundtrack to Wisconsin's March success
• SI.com: Loose and can't lose: Wisconsin upsets
Kentucky to reach title game
• Time.com: 5 Things That Make Wisconsin’s
Nigel Hayes Off-Court Star of NCAA Tourney
• SI.com: Nigel Hayes is the off-court star of the
NCAA tournament
• CBS Sports:The Goofy Side of Frank Kaminsky
• ESPN.com: Nigel Hayes and his Wisconsin
teammates are fascinated by the NCAA
stenographer
• Sporting News.com: Badgers’ comedic timing
unmatched
• Cleveland Plain Dealer:Wisconsin,
stenography, and intellectual curiosity
• NBCSports.com:Wisconsin mixes business
with pleasure during quest to win a national title
• Rachel Maddow, Today Show
Fun-loving Badgers
UWBadgers.com
Varsity Magazine
Video Content
Social Media
Coverage Plan
Content
- Blog posts
- Photo galleries
- Video content
- Links to outside stories
Stats
- March 15-April 7: 4.9
million page views
- April 4-6: top three days in
site history in terms of page
views (603,697 unique visits)
- Frank Kaminsky bio:
141,536 unique page views
- All-Access page: 36,767
unique page views
UWBadgers.com
August 21 – February 26
27 issues
Average unique app views: 2,765
March 5 – April 9
Six issues
Average unique app views: 3,934
Varsity Magazine average
views were up 42% during
NCAA Tournament
Varsity Magazine
Raw stats
- 23 total videos
- 6,545,456 total views - MBB Facebook: 3,133,316
- Main Facebook: 2,808,636
- YouTube: 408,188
- Snappy: 195,316
- Average of 284,545 views
- 5 videos > 600,000 views
Top videos
- Kentucky highlights- 1,556,741 views on Facebook
- 127,281 views on YouTube
- 44,840 views on Snappy
- Jump Around after Kentucky win- 885,774 views on Facebook
- 18,248 views on YouTube
Videos
Raw stats
- 65 posts
- 39,360,440 people reached - 605,545 per post
- 3,008,796 people engaged - 46,289 per post
- 12 posts reached >1,000,000 people
- 8 posts had > 100,000 people engaged
Top posts
- Kentucky final score graphic- 3,026,944 reached / 186,379 likes
- Jump Around video- 2,054,144 reached / 807,426 views
- Arizona final score graphic- 2,994,176 reached / 177,066 likes
Main Facebook
March 15-April 7
Stats via Facebook insights
Men’s Basketball Facebook
March 15-April 7
Raw stats
- 62 posts
- 23,923,744 people reached - 385,867 per post
- 2,200,804 people engaged - 35,497 per post
- 6 posts reached >1,000,000 people
- 3 posts had > 100,000 people engaged
Top posts
- Kentucky highlight video- 3,043,028 reached / 1,556,741 views
- Kentucky final score graphic- 1,475,072 reached / 95,946 likes
- Thanks Seniors! graphic- 1,019,392 reached / 87,735 likes
Main Facebook Comparison
2014 Final Four vs. 2015 Final Four
2014
- 35 posts
- 13,373,312 people reached- 371,481 per post
- 1,078,492 people engaged - 29,958 per post
- 4 posts reached >1,000,000 people
- 3 posts had > 100,000 people engaged
- Added 48,837 likes (+8%)
Top posts
- Arizona final score graphic- 1,243,136 reached / 75,464 likes
- Arizona locker room video- 1,413,632 reached / 161,090 views
2015
- 65 posts (+86%)
- 39,360,440 people reached (+244%)- 605,545 per post (+191%)
- 3,008,796 people engaged (+382%)- 46,289 per post (+308)
- 12 posts reached >1,000,000 people
- 8 posts had > 100,000 people engaged
- Added 30,563 likes (+4%)
Top posts
- Kentucky highlight video- 3,043,028 reached / 1,556,741 views
- Thanks Seniors! graphic- 1,019,392 reached / 87,735 likes
MBB Facebook Comparison
2014 Final Four vs. 2015 Final Four
2014
- 42 posts
- 12,324,960 people reached- 293,451 per post
- 1,089,378 people engaged - 25,938 per post
- 3 posts reached >1,000,000 people
- 2 posts had > 100,000 people engaged
- Added 38,938 likes (+59%)
Top posts
- Arizona final score graphic- 1,406,976 reached / 88,376 likes
- A. Rodgers locker room video- 1,144,832 reached / 85,824 views
2015
- 62 posts (+48%)
- 23,923,744 people reached (+94%)- 385,867 per post (+31%)
- 2,200,804 people engaged (+102%)- 35,497 per post (+37%)
- 6 posts reached >1,000,000 people
- 3 posts had > 100,000 people engaged
- Added 30,717 likes (+10%)
Top posts
- Kentucky final score graphic- 3,026,944 reached / 186,379 likes
- Jump Around video- 2,054,144 reached / 807,426 views
Raw stats
- 375 tweets
- 14,685,140 people reached- 39,088 per tweet
- 933,751 people engaged- 6.37% engagement rate
- 44,166 RTs / 83,367 FAVs- 345 interactions per tweet
- 19 tweets > 100,000 impressions
- 18 tweets > 10,000 engagements
Top tweets
- Kentucky final score graphic- 331,894 impressions / 3,363 RTs
- Hotel after Kentucky win- 230,540 impressions / 35,343 photo views
- Fun ride!- 193,321 impressions / 20.4% engagement
@UWBadgers Twitter
March 15-April 7
Stats via Twitter analytics
Raw stats
- 860 tweets
- 43,504,937 people reached- 101,057 per tweet
- 3,768,865 people engaged- 8.66% engagement rate
- 131,667 RTs / 271,238 FAVs- 475 interactions per tweet
- 18 tweets > 200,000 impressions
- 28 tweets > 20,000 engagements
Top tweets
- Whose Birthday is it?- 827,414 impressions / 5,319 FAVs
- Sorry @RealSkipBayless- 4,784 RTs / 5,510 FAVs
- Kebe Bryant locker- 505,754 impressions / 38.5% engagement
@BadgerMBB Twitter
March 15-April 7
@UWBadgers Comparison
2014 Final Four vs. 2015 Final Four
2014
- 372 tweets
- 6,798,068 people reached- 18,274 per tweet
- 343,012 engagements- 5.05% engagement rate
- 17,084 RTs
- 24,064 FAVs- 113 interactions per tweet
- 12,005 mentions
- Added 12,999 followers (+26%)
- 5 tweets > 100,000 impressions
Top tweet
- YESSSSSS! #FinalFour graphic- 226,207 impressions / 2,239 RTs
2015
- 375 tweets (+1%)
- 14,658,140 people reached (+116%)- 39,088 per tweet (+114%)
- 933,751 engagements (+172%)- 6.37% engagement rate (+26%)
- 44,166 RTs (+159%)
- 83,367 FAVs (+246%)- 345 interactions per tweet (+205%)
- 48,469 mentions (+304%)
- Added 19,817 followers (+18%)
- 19 tweets > 100,000 impressions
Top tweet
- Kentucky final score graphic- 331,894 impressions / 3,363 RTs
@BadgerMBB Comparison
2014 Final Four vs. 2015 Final Four
2014
- 928 tweets
- 20,393,022 people reached- 21,975 per tweet
- 1,435,864 engagements- 7.04% engagement rate
- 57,469 RTs
- 88,488 FAVs- 161 interactions per tweet
- 52,875 mentions
- Added 13,601 followers (+43%)
- 7 tweets > 100,000 impressions
Top tweet
- A. Rodgers & Bo locker room photo- 659,266 impressions / 2,239 RTs
2015
- 860 tweets (-7%)
- 43,504,937 people reached (+113%)- 101,057 per tweet (+360%)
- 3,768,865 engagements (+162%)- 8.66% engagement rate (+23%)
- 131,667 RTs (+129%)
- 271,238 FAVs (+207%)- 475 interactions per tweet (+195%)
- 103,452 mentions (+96%)
- Added 48,287 followers (+65%)
- 56 tweets > 100,000 impressions
Top tweet
- Whose Birthday is it?- 827,414 impressions / 5,319 FAVs
WisconsinBadgers Instagram
Raw stats (March 15-April 9)
- 119 posts
- 565,486 likes
- 9,161 comments
- 574,647 engagements- 4,829 engagements per post
- 20 posts > 7,000 likes
- Increased by 19,800 followers
(+28%)
Top posts
- Senior graphic- 13,232 likes / 972 comments
- Duke pre-game graphic- 11,651 likes / 931 comments
- VIDEO: Sam 3-pointer vs. Arizona- 6,648 likes / 221 comments
Raw stats (March 15-April 9)
- 128 posts
- 666,821 likes
- 11,589 comments
- 678,410 engagements- 5,308 engagements per post
- 24 posts > 7,000 likes
- Increased by 31,700 followers
(+108%)
- 67 of top 68 were images
Top posts
- Duke post-game photo- 16,530 likes / 405 comments
- Kentucky post-game graphic- 12,120 likes / 643 comments
BadgerMBB Instagram
Instagram growth
Feb. 24-March 14
WisconsinBadgers
- 40 posts
- 116,088 likes
- 1,159 comments
- 117,247 engagements- 2,931 engagements per post
- Best post – 5,052 likes
BadgerMBB
- 72 posts
- 195,622 likes
- 1,932 comments
- 197,554 engagements- 2,744 engagements per post
- Best post – 4,381 likes
March 15-April 9
WisconsinBadgers
- 119 posts (+198%)
- 565,486 likes (+387%)
- 9,161 comments (+690%)
- 574,647 engagements (+390%)- 4,829 engagements per post (+65%)
- 41 posts with > 5,052 likes
BadgerMBB
- 128 posts (+78%)
- 666,821 likes (+241%)
- 11,589 comments (+500%)
- 678,410 engagements (+243%)- 5,308 engagements per post (+93%)
- 70 posts with > 4,381 likes
Final Numbers & Rankings
Combined reach
• 72,800,000 (TV viewers)
• 43,594,937 (@BadgerMBBTwitter)
• 39,360,440 (Main Facebook)
• 23,923,744 (MBB Facebook)
• 14,685,140 (@UWBadgers Twitter)
• 2,022,077 (UWBadgers.com)
• 678,410 (BadgerMBB Instagram)
• 574,647 (WisconsinBadgers Instagram)
• 216,418 (game attendance)
• 23,601 (Varsity App downloads)National Rankings
3. UWBadgers.com (Unique visitors – March)
3.WisconsinBadgers Instagram (followers)
5.@UWBadgers Twitter (followers)
5.@BadgerMBB Twitter (followers)
8. Main Facebook (likes)
10. YouTube (subscribers)
TOTAL
197,879,414
Takeaways
Tell your story everywhere
- So many news options
- Different voices in different mediums
Be your own best advocate
- Publicize your content
- You are the experts
Be prepared
- Have a plan in place
- Right place/Right time
- Have the tools ready
- Know where your audience is
- No substitute for manpower
Be creative
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