PROJECT

BRIEF: MVPD Marketing Partnership Opportunities

Date: 3/23/2015

Project/Assignment: 2-3 MVPD marketing partnership opportunities

Project Lead: Jennifer Cavrikas

Projected Budget: TBD
Pitch Budget: $2,000

Project Overview/Objectives:
The Big Ten Network (BTN) is looking to d evelop creative marketing partnership opportunities with
MVPDs.

2014 was a significant year for the BTN. The addition of Rutgers and Maryland to the Big Ten Conference
greatly expands BTNs presence on the East Coast into new markets including New York City,
Washington DC and Philadelphia. The network is trying to target new viewers who are not familiar with
the BTN as well as continuing to build a connection with its existing fans.

In previous years, BTNs target has b een viewers who are Big Ten fans/alumni. Because of expansion of
the conference b eyond just the Midwest, what happens in the B1G matters across a ll college sports. This
is no longer a n etwork with just a regional a ppeal. BTN is trying to establish a national identity and
appeal. Our MVPD marketing partnerships now n eed to align with that strategy and should complement
that goal.

We are looking for opportunities for our MVPDs that would engage general sports fans as well as the
traditional Big Ten fans/alumni, therefore appealing to a national audience. The opportunities will occur
from the b eginning of football s eason to the end of basketball s eason (August March). They can b e
football and/or basketball based. It is best if the opportunity is interchangeable between the two sports,
but they can also b e independent of one another.

MVPD Business Objectives:
Acquisition a nd retention
Increased social media fan following
Positive public relations
TV Everywhere promotion

Example of New Creative:

Previous MVPD Campaigns:

The BTN2Go Mediacom Championship Sweepstakes
Individuals can enter the s weepstakes to win a trip for two to the Big Ten Mens
Basketball Tournament in Indianapolis, after logging onto the Mediacom Facebook page
Event Activations: FXX Kwik-E Mart
Interactive food truck embarks on a cross country tour route, creating promotional buzz
at each s top with product sales, sampling, etc. DirecTV receives sponsorship-level
promotion via social, s ignage, and on-site activation opportunities
Tap Out Challenge: Fox Deportes UFC
Tap Out Challenge is a UFC branded variation of hangman. Incorrect guesses count as
strikes in a UFC fight, three strikes and youre out. The app lived on the Facebook page
of the partner MVPD Company

Proposal Deliverables:
2 3 partnership opportunity concepts
2 opportunities up to the a gency
1 social media based opportunities

Timing:
Receive proposal: April 10, 2015