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the potential of universal Sports is immense as audiences across all demographic categories are consuming their media in new and exciting ways.

the niche programming of universal Sports television coupled with its unique on-line offerings at universal Sports.com require strategic position-ing in the marketplace – both with consumers and advertisers/brands.

Wolff olins’ Strategic Foundation provides an excellent starting point for developing a fully Integrated Marketing Plan to re-launch universal Sports.

this presentation has been designed to take the Wolf olins’ Strategic Foundation to the next level of development through the recommendation of key “Brand to life components,” in on-Air creative, Media Planning, Promotions and Advertiser Sales Branding.

InTroDucTIon



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on-Air creative Strategies

the on-Air branding of universal Sports is an opportunity to create interest in the unique programming attributes of olympic style sports. •

Introduction of the network should be handled in a strategic manner that is inviting and attractive to the young adult audience. •

the on-Air creative approach should employ the core values of the brand with exciting and fast moving visual imagery of championship •athletes.

Fandimoniun Tease campaign

Fandimonium is intended to generate strong interest by portraying universal Sports as a “community brand” - dedicated to bringing fans •together across the globe.

Fandimonium for universal Sports can become a movement with young adults looking for new and exciting sports programming. •

the intent of Fandimonium is to excite the Millenial generation 14-25 year-olds and generation X 26-42 year-olds. •

universal Sports can spark strong interest from these hard to reach demographics by playing on the exhilaration of the fan experience. •



pg 4

:30 SeconD TeASe cAMpAIgn – FAnDIMonIuM

Announcer: Fandimonium is spreading...

Announcer: Fandimonium is intense competition.

Announcer: And universal Sports is fueling the fire.

Announcer: Fandimonium is high drama.

Announcer: Fandimonium is raw passion.

Announcer: get your Fandimonium on universal Sports Television and universal Sports.com.

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to further exploit the core values of universal Sports an Image campaign should be developed.

the Image campaign should be utilized as a workhorse on nBc •properties.

the image campaign includes potential logo treatments aimed at •capitalizing on the strength of the nBc brand.

nBc’s heritage in olympic Sports carries a tremendous amount of •weight with viewers.

the Image campaign subtly injects the “Fuel Your Athlete” concept •of Wolff olins.



pg 5

IMAge SpoT # 1 - unIverSAl SporTS – SporTS AT The SpeeD oF lIFe

Announcer: There’s something new in the world of sports.

Announcer: Sports at the speed of life..

Announcer: And now you can join in. Announcer: universal Sports Television and universal Sports.com.

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pg 6

IMAge SpoT #2 - uSn – SporTS In The DrAMA oF lIFe

Announcer: every athlete has a story. Announcer: now watch them come to life. Announcer: universal Sports Television and universal Sports.com.

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Announcer: uSn – Sports in the drama of life. 4



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IMAge SpoT #3 - uSnBc – BreAk Through The lIMIT

Announcer: every athlete has a limit… Announcer: …that separates victory from defeat. Announcer: universal Sports Television and universal Sports.com.

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Announcer: Breakthrough the limit with uSnBc the new leader in global championship sports.

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MeDIA plAnnIng TAcTIcS

the goal of this section is to explore media platforms to target core demographic and psychographic profiles. the following media strategies provide a starting off point for developing a solid media plan.

the final media plan will be anchored in media research and analytical evaluation. •

Targeted local cable

utilize targeted local cable to place universal Sports in programming that provides optimal relevancy and compatible viewer profiles. •

Place spots in the 48-hour window before selected World championship events. •

Minimize waste by selecting the proper cable network for promotion of a specific sport. •

eSPn for hockey, lifetime for gymnastics, Fuel tv for Marathons, etc. •

cable networks for consideration



pg 9

MeDIA plAnnIng TAcTIcS (continued)

Targeted outdoor Advertising

Position the brand attributes of universal Sports in relevant venues outside the home. •

Strategic placement on outdoor networks will elicit interest and engagement with the universal Sports brand.•

outdoor networks and platforms for consideration

AMn - Arena Media networks van Wagner Sports Zoom Media

Ambush/guerilla Marketing of targeted sporting events

digital vehicles Wild PostingsSmall Blimps 8’ balloons

Internet/on-line

In-text and contextual Advertising. Search - goggle, Yahoo, MSn etc.display Advertisingemail & newslettersdata Base capture Programs

& MARKETING



pg 10

proMoTIonAl STrATegIeS

Experiential Brand Engagement Tour

the objective of the tour is to introduce universal Sports to the public and to gain a new audience for olympic style sports programming 24/7 365. the tour could serve as a countdown tool leading up the vancouver olympics.

please note: the elements within this tour are modular and can be scaled for use locally, regionally or nationally. the experiential methodology of the tour can be infused into nBc affiliate press tours and athlete meet-and-greet events.

the universal Sports vancouver express can be planned to commence in September 2009 – kicking off from lake Placid new York.•

the universal Sports vancouver express can make its way across the eastern and Mid-Western regions through october. •

the universal Sports vancouver express can re-start in the South Western regions in January 2010 culminating in vancouver for the olympics.•

tour to target the top 20 dMAs. •

key objectives

Build Awareness of universal Sports television through grass roots marketing.•

create a positive viewer/consumer association with universal Sports.•

generate significant media attention for both universal Sports television and universalsports.com.•

Provide a sponsorship platform for universal Sports’ Ad Sales.•

Potential partnerships could include Microsoft, PoM, Addidas, Men’s health and Women’s health magazines etc. •

Provide a promotional platform for nBc Affiliates.•

Provide content and news segment opportunities for nBc Affiliate news departments.•

Provide sweepstakes and contests.•

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potential Staging Inside the Bus

proMoTIonAl STrATegIeS (continued)

the tour bus can be converted into a digital studio that houses separate •kiosks throughout – displaying the sports of the network.

Athletes from each sport attend their station and offer training/nutritional •tips with introductions to specific sports.

Microsoft X-Box stations for olympic sport gaming competitions.•



pg 12

proMoTIonAl STrATegIeS (continued)

potential Staging outside the Bus

Small hockey rink to present life as a goalie with shots flying at 80 MPh.•

Fuel Your Athlete Smoothie bar sponsored by PoM, with athletes providing nutritional advice.•

karate ring with live full combat demonstrations.•

Miniature pool for swimming stroke demonstrations.•

Microsoft Zune stations for digital downloads of universal Sports segments.•



pg 13

SeconDAry proMoTIonAl STrATegIeS

pr promotional Initiative

to take full advantage of the Pr opportunities associated with the countdown to the 2010 vancouver olympics - universal Sports can initiate major partnerships with the platforms of nBc.

universal Sports can inject its athletes into the hearts and minds of viewers of nBc, the nBc o&os, cnBc, and MSnBc.•

offer nBc, the nBc o&os, cnBc, and MSnBc exclusive universal Sports branded packages from the Winter Sports World championships.•

create universal Sports athlete appearances on the following programs: • Today, Deal or no Deal, The Biggest loser, howie Do It, Superstars of Dance, The Tonight Show, late night with conan, and Saturday night live.

develop nBc o&o mall events that introduce universal Sports’ athletes to the public. •

develop nBc o&o sweepstakes through radio and on-line promotions – with a vancouver olympic vacation package as the grand prize.•



pg 14

AD SAleS MArkeTIng

launch the game changer campaign to attract new brands and advertisers to universal Sports television and universal Sports.com.

the game changer campaign will serve to make media buyers aware of the value proposition behind the powerful platforms of universal Sports.•

universal Sports – The game changer Sales presentation reel

Announcer: global brands are in need of a game changer to deliver their messages.

Announcer: A new way to communicate with young adults who are on the go and difficult to reach.

Announcer: universal Sports delivers young adults cutting edge sports programming that’s a guaranteed winner.

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Announcer: unIverSAl SporTS – The ultimate game changer.

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universal Sports.com is a remarkable platform for viewers and brands alike. the site’s content is engaging - the player provides easy navi-gation and excellent presentation of sports videos.

to further monetize the site some enhancements to the player could allow for a tighter consumer/viewer to brand/advertiser experience.

Provide sponsors the ability to tell compelling brand/direct response stories within the video experience.

AD SAleS MArkeTIng STrATegIeS

Syndicateable player

email to a friend

viral embeddable player per video

My recent views (my playlist)

Most popular



pg 16

TrAck: plAylIST ITeM #1

Sponsor display ad appears in bonus area Sponsor ad rotates to display ad

When ad is clicked, Puma commercial in slide-out video



pg 17


Sponsor countdown displays ad appears in bonus area Sponsor ad rotates to display ad

PuMA logo animates to player controls area



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TrAck: plAylIST ITeM #2 (continued)

When display ad is clicked, a PuMA commercial plays in the slide-out video

When video ends, the PuMA logo moves back to the bonus area, and prompts user to go to website or choose another playlist item.



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Sponsor display ad appears in bonus area. nIke branded Interactive overlay prompt appears @ :08 seconds prompt-ing user to see nIke shoes of runner in video

When interactive overlay prompt is clicked, a custom form appears in the player.

When interactive overlay prompt is clicked, the nIke shoe appears in the bonus area. click on the shoe and go to nIke buy page

nIke branded Interactive overlay prompt appears @ :22 sec prompting user to sign up for nIke newsletter



pg 20

the concepts presented reflect a strategic approach to developing a fully integrated marketing plan for universal Sports. Finalizing the ap-proach will require further research and a solid understanding of the network’s core audience.

the on-Air tease and Image campaigns were created to introduce a specific tone-of-voice for connecting with Millenial and gen-•eration X sports enthusiasts.

the Media Strategies section offered a look into relevant promotional tools to target Millenial and generation X sports enthusiasts.•

the experiential tour and Pr Initiatives offer opportunities to engage viewers.•

the Ad Sales Marketing section offered the game changer approach for speaking to brands and advertisers.•

thank you for your time.

david M. tetreault

FInAl ThoughTS

Universal Sports Network Launch Pitch

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Transcript of Universal Sports Network Launch Pitch