THE OFFICIAL PARTNER NEWSLETTER OF THE CLEVELAND...
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THE OFFICIAL PARTNER NEWSLETTER OF THE CLEVELAND BROWNS NOVEMBER 2013 FROM THE TOP Television: • The Browns 2nd regular season game ranked #1 against all programming in the Cleveland market for the week of 9/9/13-9/15/13 The Browns were 1 of 4 teams to deliver the highest week 2 ratings in at least 5 years. • The Browns 5th regular season game ranked #1 against all programming in the Cleveland-Akron market for the week of 9/30/13-10/6/13 The Browns posted their highest ratings for a Week 5 game in at least five years. • The Browns 6th regular season game ranked #1 against all programming in the Cleveland- Akron market for the week of 10/7/13-10/13/13 Cleveland was one of seven NFL clubs to deliver record-setting ratings (compared to all Week 6 ratings since records are available: 1998) in their respective DMAs. • The Browns-Chiefs game had the highest local TV rating out of any other shows broadcasted on TV on Sunday, October 27, 2013. The Browns-Chiefs game was rated at least 16.03 points higher than any other show broadcasted on Sunday. The Browns game rating was more than 3X higher locally than Game 4 of the World Series. Clevelandbrowns.com: • The Browns rank 4th in the NFL for time spent on site for the month of September • Written content has shown the most Year-over- Year improvement for content - Traffic is up 83% and engagement is up 33% f you’re a player in the huddle on game days, you are part of the results on the field. You are informed, ready to make big plays and prepared to work together to achieve the best results. That is why we found it fitting to include our partners in a monthly communication titled In the Huddle. You are our corporate “players” and we want to equip you with beneficial knowledge of our business, provide an insider’s look into our operations, and share our partner success stories. As part of our team, we want to encourage everyone to work together with us towards our goal of winning off the field. As a brief overview, here’s what we targeted for the first edition of the newsletter: Browns Business – Highlighting key metrics from our TV ratings and web performance Community Corner – Recognizes a new Halloween community initiative involving Cleveland Clinic and Party City Partner Spotlight – Showcases the Hyatt Regency Cleveland at the Arcade, the Browns team hotel Off the Field Success – Reviews an activation concept with PNC Bank, the Official Bank of the Cleveland Browns You will receive this newsletter once a month from our team. We encourage your feedback on the content, and hope to highlight as many of our partners as possible with this new communication piece. Thank you for your continued partnership. We look forward to having you “in the huddle.” Go Browns! -Alec Scheiner President BROWNS BUSINESS Photo Placement OFF THE FIELD SUCCESS n August of this year, PNC Bank re-launched the PNC Bank Cleveland Browns VISA Debit Card in the market. For years, PNC customers have had the opportunity to select a Browns branded debit card. However, this year, the card creative was updated to a stronger and sharper look, and debit card holders have access to a program of benefits, detailed below. As a PNC Bank Cleveland Browns VISA Debit Card holder, patrons have the chance to take advantage of a variety of benefits, which include: • Early Access to the Cleveland Browns Family Night • 10% discount on merchandise at the Team Shop at FirstEnergy Stadium • Discount on two tickets to one of three select Cleveland Browns home games To launch the program, PNC worked hard internally to develop a strategy to launch a comprehensive campaign promoting the new, updated card. The campaign rolled out in late August via a micro site, promotional materials at branches, updated television and radio commercials, web ads on ClevelandBrowns.com, email blasts, updated in-stadium signage, activation at the sponsored game and a series of Branch Tailgate events at four (4) different PNC Bank locations around Cleveland. “We continue to activate our sponsorship in new and unique ways,” said Drew Martin, Retail Market Leader for PNC in Cleveland “and have managed to take a large sponsorship and convert into measurable ROI at the branch level.” As the Official Bank of the Cleveland Browns, PNC has continued to add unique elements to the sponsorship to increase visibility of the partnership both internally as well as in the community. This year, specifically, the retail network has seen direct, positive results with enrollment as fans are excited about the opportunity to show their Cleveland Browns spirit and earn positive benefits from the card. To learn more, visit pnc.com/brownscard or visit your local branch. PARTNER PHOTO OF THE MONTH Browns partners make the trip to Green Bay to watch the Browns on October 20.
Transcript of THE OFFICIAL PARTNER NEWSLETTER OF THE CLEVELAND...
THE OFFICIAL PARTNER NEWSLETTER OF THE CLEVELAND BROWNSNOVEMBER 2013
FROM THE TOPTelevision:•The Browns 2nd regular season game ranked #1
against all programming in the Cleveland market for the week of 9/9/13-9/15/13
TheBrownswere1of4teamstodeliverthehighestweek2ratingsinatleast5years.
•The Browns 5th regular season game ranked #1 against all programming in the Cleveland-Akron market for the week of 9/30/13-10/6/13 TheBrownspostedtheirhighestratingsforaWeek5
gameinatleastfiveyears.
•The Browns 6th regular season game ranked #1 against all programming in the Cleveland-Akron market for the week of 10/7/13-10/13/13 Cleveland was one of seven NFL clubs to deliverrecord-setting ratings (compared to all Week 6ratings since records are available: 1998) in theirrespectiveDMAs.
•The Browns-Chiefs game had the highest local TV rating out of any other shows broadcasted on TV on Sunday, October 27, 2013. The Browns-Chiefsgamewas ratedat least16.03pointshigher thananyothershowbroadcastedonSunday.TheBrownsgameratingwasmore than3Xhigher locally thanGame4oftheWorldSeries.
Clevelandbrowns.com:
•TheBrownsrank4thintheNFLfortimespenton
site for the month of September
•Written content has shown the most Year-over-Yearimprovementforcontent
- Traffic is up 83% and engagement is up 33%
fyou’reaplayerinthehuddleongamedays,youarepartoftheresultsonthefield.Youareinformed,readytomakebigplaysandpreparedtoworktogethertoachievethebestresults.Thatiswhywefounditfittingtoincludeourpartnersinamonthly
communicationtitled In the Huddle.Youareourcorporate“players”andwewanttoequipyouwithbeneficialknowledgeofourbusiness,provideaninsider’slookintoouroperations,andshareourpartnersuccessstories.Aspartofourteam,wewanttoencourageeveryonetoworktogetherwithustowardsourgoalofwinningoffthefield.
Asabriefoverview,here’swhatwetargetedforthefirsteditionofthenewsletter:Browns Business–HighlightingkeymetricsfromourTVratingsandwebperformanceCommunity Corner – Recognizes a new Halloween community initiative involvingClevelandClinicandPartyCityPartner Spotlight–ShowcasestheHyattRegencyClevelandattheArcade,theBrownsteamhotelOfftheFieldSuccess–ReviewsanactivationconceptwithPNCBank,theOfficialBankoftheClevelandBrowns
Youwillreceivethisnewsletteronceamonthfromourteam.Weencourageyourfeedbackonthecontent,andhopetohighlightasmanyofourpartnersaspossiblewiththisnewcommunicationpiece.
Thankyouforyourcontinuedpartnership.Welookforwardtohavingyou“inthehuddle.”
GoBrowns!
-AlecScheinerPresident
BROWNS BUSINESS
Photo Placement
OFF THE FIELD SUCCESSn August of this year, PNC Bank re-launched thePNC Bank Cleveland Browns VISA Debit Card inthe market. For years, PNC customers have had
theopportunitytoselectaBrownsbrandeddebitcard.However,thisyear,thecardcreativewasupdatedtoastrongerandsharperlook,anddebitcardholdershaveaccesstoaprogramofbenefits,detailedbelow.
As a PNC Bank Cleveland Browns VISA Debit Cardholder,patronshavethechancetotakeadvantageofavarietyofbenefits,whichinclude:• EarlyAccesstotheClevelandBrownsFamilyNight• 10%discountonmerchandiseattheTeamShopat
FirstEnergyStadium• Discount on two tickets to one of three select
ClevelandBrownshomegames
To launch theprogram,PNCworkedhard internally todevelopastrategytolaunchacomprehensivecampaignpromoting the new, updated card. The campaignrolledout in lateAugustviaamicrosite,promotionalmaterials at branches, updated television and radiocommercials,webadsonClevelandBrowns.com,emailblasts, updated in-stadium signage, activation atthe sponsored game and a series of Branch Tailgateeventsatfour(4)differentPNCBanklocationsaroundCleveland.
“Wecontinuetoactivateoursponsorshipinnewanduniqueways,”saidDrewMartin,RetailMarketLeaderforPNCinCleveland“andhavemanagedtotakealargesponsorshipandconvertintomeasurableROIatthebranchlevel.”As the Official Bank of the Cleveland Browns, PNC hascontinued toaddunique elements to the sponsorship toincrease visibility of the partnership both internally aswellasinthecommunity.Thisyear,specifically,theretailnetworkhasseendirect,positive resultswithenrollmentas fans are excited about the opportunity to show theirCleveland Browns spirit and earn positive benefits fromthecard.
Tolearnmore,visitpnc.com/brownscardorvisityourlocalbranch.
PARTNERPHOTO OFTHE MONTH
Browns partners make the trip to Green Bay towatchtheBrownsonOctober20.
THE OFFICIAL PARTNER NEWSLETTER OF THE CLEVELAND BROWNSNOVEMBER 2013
PARTNER SPOTLIGHT
ine Cleveland Browns players and members ofthe Browns Women’s Organization teamed upwith Party City to give more than 75 children at
ClevelandClinicChildren’sa“Spook-tacular”HalloweenPartyonTuesday,October29.
PlayersjoinedinleadingstudentsfromtheLernerSchoolofAutismandthosereceivingmedicalandrehabilitationtreatmentsonaHalloweenparadeincostumesandgoingdoor-to-doortrick-or-treatingthroughthefirstfloorofthefacility.
“Itmeansalottojustcomeouthereandsupportthesekids, show them that we care for them,” said offensive
linemanJasonPinkston.“Theycheerforusandwewanttobethereandshowupforthem.”
InadditiontogoingontheHalloweenparade,theplayershelpedthechildrencolor,makehandprintsonabannerandposeforpicturesataphotobooth.
Dr. TomFrazier,Director of the LernerSchool of Autismadded,“It’sfantastic.Whatitmeanstousasprovidersisallofthehardworkthattheydo,wegettoseehowitpaysoffwhenthey’renotdoingthework.Weget toseehowthey’reenjoyinglife,howthey’rebackinthesaddleagainbeing kids, enjoying themselves, enjoying their friends,enjoyingtheBrowns.It’sreallyalotoffun.”
November21st-6pm-8pm:BudLightRadioRemote(WestParkStation)
November24th-1pm:BrownsvsSteelers(FirstEnergyStadium)
November26th-1pm:ClevelandBrownsDailyShow,drivenbyLibertyFordRemote(DiscountDrugMart–BrunswickHills)
December1st-1pm:BrownsvsJaguars(FirstEnergyStadium)
hismonth’sPartnerSpotlight focuseson theHyattRegencyClevelandattheArcade,theBrownsteamhotel.TheteamstaysattheHyatteachnightbefore
ahomegame.TimMeyer,GeneralManager,hasbeenwiththeHyattfor16yearsandofferedussomeinsighttohisbusinessandtheirpartnershipwiththeteam.
Howmanydifferentcitieshaveyou lived inandwhichone was your favorite and why?Only six cities. Cleveland has become my favorite. Thecity has a lot to offer, I enjoy living downtown close toeverythinganditisagreatsportstown.
Namethreeofyourbestbusinesspracticesthroughoutyour career. Goodquestion…Stayfocusedonourguestneeds,remainengagedwithmyassociatestosupportthemandalwaystrytofindwaystoimprovemyself,mybusinessandrelationships.
Whatisthebestbusinessdecisionyoueverhavemade? IamstillwaitingformyBEST.Asofnow,Iwouldsaycreatinglongstandingrelationshipswithcustomersbyhelpingthemwhenindifficultsituations.Byacceptingsomeshorttermlosses,Ihavebeenabletoreaplongtermgains.
WhydidtheHyattchangetheirlogo?We have been on a mission to improve the way guestsidentify different segments of thebrand…ParkHyatt ascompared to Hyatt Regency Hotels. Changing the logoallowed us to update the look and create more specificcolorlogosforeachhotelsegment.
Withthenewlogo,whathasbeenyourbiggestchallenge? Thebiggestchallengehasbeenfindingthetimetoreplacealltheoldlogos.Seemslikewehadatendencytoputourlogooneverything.
Do you have a special memory/moment as a partner of the Cleveland Browns? Yes,IrememberthefirstdayItouredthehotelandsawtheBrownsentrance.Istillenjoywalkingthehotelandseeingthelogo/helmetpaintedonthewallsofourbuilding.Itisadailyreminderofourpartnership.
HowhasyourBrownsPartnershipaffectedyourbusiness?Other than the obvious business impact of having theteam as guests of the hotel, the partnership has had atremendous impact on our associates. Every departmenthas some responsibility in managing the event and theassociatestakeprideinhostingthehometeam.Attheendof summer, thestaff starts talkingabout the teambeinghereinthehotelandyoucansensetheexcitement.Wefeelitisourresponsibilitytomakesuretheteamiswelltakencareoftopreparethemforthegame.GoBrowns!
What is the weirdest request you have received at thehotel from a player or coach? PrivacyisthemostimportantrequestsoIwouldnevertalkaboutanydetails.Wereallydonotgetanyweirdrequests.Everyonewith the team isveryprofessionalandaregoodtravelers.
COMMUNITY CORNERContributionbyMattFlorjancic,ClevelandBrownsStaffWriter
Browns players help team up with Party City at Cleveland Clinic Children’s a Spook-tacular Halloween Party.
UPCOMING EVENTS
Hyatt Regency Cleveland General Manager, Tim Meyer
HAVE ANY IDEAS FOR FUTURE ISSUES? Want tohear more about something mentioned in this edition?FeelfreetoreachouttoourCorporatePartnerships department with your feedback.
