NFL Promotion Presentation

American Cancer Society & NFL A Crucial Catch Campaign 2012

Concept

During the month of October, teams and their fans will unite to raise money as part of the NFL's Crucial Catch program. The money raised will go to the American Cancer Society to help fund the fight against breast cancer.

Concept

Each week, players, teams, network talent, and the NFL will promote the campaign to their fans via television commercials and in-‐game promos.

The promoGons will explain: ○ The importance and accomplishments of the NFL’s partnership with the American Cancer Society

○ A call-‐to-‐acGon for fans to text to donate

Key Deliverables

Key Deliverables:

● On-‐air promoGon graphics ● TV Commentators drive calls-‐to-‐acGon ●  In-‐Stadium PromoGons

○ Video ○ Banners/Signage ○ P/A Announcements

Dates of Campaign

Dates of Campaign: 10/01/12 Monday Night ESPN Chicago @ Dallas

10/04/12 Thursday Night NFL Network Arizona @ St. Louis

10/07/12 Sunday FOX & CBS

10/07/12 Sunday Night NBC San Diego @ New Orleans

10/08/12 Monday Night ESPN Houston @ NYJ

10/11/12 Thursday Night NFL Network Pi^sburgh @ Tennessee


10/14/12 Sunday Night NBC Green Bay @ Houston

10/15/12 Monday Night ESPN Denver @ San Diego

Dates of Campaign: 10/18/12 Thursday Night NFL Network Sea^le @ San

Francisco


10/21/12 Sunday Night NBC Pi^sburgh @ CincinnaG

10/22/12 Monday Night ESPN Detroit @ Chicago

10/25/12 Thursday Night NFL Network Tampa Bay @ Minnesota

10/28/12 Sunday

FOX & CBS

10/28/12 Sunday Night NBC New Orleans @ Denver

10/29/12 Monday Night ESPN San Francisco @ Arizona

Execution

Execution

1.  Each team selects a player or players to record a promoGon that will run in the stadium on gameday.

2.  The NFL produces one or more promoGon spots for television to air during games, naGonwide.

3.  All Promos (in-‐stadium and TV) include the call to acGon being the Text to give (Text PINK to 41518 to donate $10 to the American Cancer Society).

4.  AddiGonal promoGon all month on social networks (MSABC, ACS, NFL, Teams' individual pages) and websites.

Considerations

Considerations ● Who will produce the spots? (NFL Films? Third-‐Party agency? Teams’ Media RelaGons Dept?)

●  In-‐game promoGon will require a script for the PA Announcer

● On air TV talent will need script

Considerations

●  In-‐game promoGons should run independent of television promoGon

● A television promo graphic should be made available to television broadcasters, allowing them promote the campaign to the viewing audience

Considerations

● When recording promoGons, we need to be careful to include legal language/text per Text To Give/Mobile Giving FoundaGon (ex: Standard text messaging rates may apply)

● ACS can provide exact language upon request

Considerations

● We'll want to work hard to ensure that the focus of the effort is on BOTH the in stadium experience and the TV viewing experience

Reporting/Results

Reporting/Results

● The American Cancer Society can provide reports of cumulaGve donaGon amount, naGonwide. Reports can be provided on an established interval

● The NFL and the American Cancer Society may promote dollars raised by the campaign, based on the reporGng informaGon available during/aler the campaign

● DonaGons made will not be received by the American Cancer Society (from the Mobile Giving FoundaGon) unGl a minimum of 3 months aler the campaign

PSA Concept: Players As Volunteers


Humorous approach to showing some of the ways that the American Cancer Society is available in communiGes across the U.S.


General concept: Players from around the league are volunteering in their local communiGes, while in full pads/uniform.


Example: QB and his offensive line (in full pads and aprons) are cooking dinner in the New Orleans Hope Lodge residents. Cut to another player (in full pads) helping a cancer paGent into a car/cut to him driving to the hospital/dropping off for treatment. Cut to another player in a research lab, wearing goggles and a lab coat over his uniform, ‘working’ with a researcher...


…Cut to another player helping cancer paGents select wigs and scarves in the wig bouGque. Voiceover to explain services available, players supporGng the American Cancer Society and finish with Call to AcGon to join your NFL team/players to fight breast cancer by TexGng PINK to 41518 to donate $10 to the American Cancer Society.

PSA Concept: Players and the Women in Their Lives

Hearrelt approach that shows NFL players with their wives, mothers, sisters, nieces, aunts, etc. who are breast cancer survivors, paGents, or who are observing American Cancer Society prevenGon guidelines.

PSA Concept: Players And the Women in their Lives

General concept: Players from around the league are standing/sisng/spending Gme with the respecGve women in their lives, illustraGng the story, and the importance of joining the NFL and the American Cancer Society in the fight against breast cancer.


Example: Player introduces the woman with him (“This is my mom. She’s a breast cancer survivor.” Or “This is my Aunt, and she just scheduled her first mammogram.”) May include a shot of someone receiving treatment (for impact). Maybe highlight someone who is benefisng from Tamoxifen, and point out that it was a drug created by an American Cancer Society-‐funded researcher. Or other people who have benefi^ed from American Cancer Society advances, research, services, etc. Finish with Call to AcGon to text to donate


Thank You

NFL Promotion Presentation

Documents

Transcript of NFL Promotion Presentation