CAMPAIGN PROPOSAL

TABLE OF CONTENTS
Introduction
Overview Client Research Agency Profile.

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3 4 7

Campaign Focus
Situation Analysis SWOT Problem Goals

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10 11 12 12

Audience Analysis
Geographic Profile Media Profile Audience Profiles Primary Research Summary

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13 15 16 17

Campaign Plan
Objectives Strategies Tactics Evaluation Budget Timetable

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18 19 20 21 22 23

Works Cited Survey

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INTRODUCTION: OVERVIEW
Fox Sports 1 and the BIG EAST recently partnered together for a 12-year term beginning in 2013-14 season, where they will cover mens basketball and select womens basketball games. They will televise over 100 regular season basketball games and BIG EAST mens/womens tournaments. Fox Sports 1 wants to increase brand awareness, advertise the partnership between Fox Sports 1 and the BIG EAST, and bring in a new target audience for their recent partnership. CHi.Advertising will develop a multi-faceted branding campaign that will reestablish the image of Fox Sports 1, increase brand awareness of the Fox Sports 1 partnership with the BIG EAST, and target a new younger audience by incorporating all media platforms such as TV, digital, and social.

Contact Information If you have any questions regarding the campaign feel free to contact CHi. Advertising: Ivanna Peleschuk Account Executive Email: peleschuki@gmail.com Phone: 203 - 962 - 4030

INTRODUCTION: CLIENT RESEARCH

Launched on August 17, 2013 the new Fox Sports 1 is Americas new 24-hour sports network that puts the fans first. The new network brings more live sports with the best NASCAR, college football, ultimate fighting championship, college basketball, and EPL soccer coverage around. FOX Sports 1 offers informative and entertaining studio shows such as FOX Sports Live, FOX Football Daily, and FOX Soccer Daily. Average client demographics are men, age 52, high median income, and reside on the East coast. Based on information collected Fox Sports NFL Sunday is the only reason why people know Fox Sports.

INTRODUCTION: CLIENT RESEARCH

News Coverage: Fox Sports Live FOX Sports Live is FOX Sports 1s news, opinion, and highlights program. It provides around the clock coverage through regularly scheduled programs, hourly updates, and an information rich ticker. The program airs nightly at 11PM ET. Original Programming: BEING Fox Sports 1 new program gives fans a deep, thoughtful look at the superstars and teams of today from their point-of-view. This groundbreaking documentary series takes a deep look into todays greatest athletes, teams and sports icons with unprecedented access.

Fox Sports 1 is currently home to the best live sporting events including:
- NASCAR - UEFA Champions League - UFC - College Basketball - College Football - Pac-12 - Pac-12 - Big 12 - Big 12 - Big East* - Conference USA - Conference USA

Fox Sports 1 also offers a variety of studio shows including: - FOX Soccer Daily - FOX Football Daily - Crowd Goes Wild - NASCAR Race Hub

INTRODUCTION: CLIENT RESEARCH

Brand Awareness
21 Century Fox has always recognized the value of live sports. 21st Century Fox supports FOX Sports being aggressive in obtaining the rights that really make a difference to its audience. Due to the popularity of its owner station, Fox Sports, Fox Sports 1 has done very well in creating brand awareness. FS1 has become known as a fun, irreverent place to watch live sports. FS1 has a long-term growth plan, and is well on its way to becoming a place to watch great live sports. Advertisers see Fox Sports 1 as a widely accepted sports network in America. (FoxFlash)
st

Promotion
Since their launch on August 17th, 2013, Fox Sports 1 has formed partnerships with three of the countrys major marketers: Ford Motor Company, GEICO, and Yum! Brands. Samsung also has made significant investments in Fox Sports 1.

INTRODUCTION: AGENCY PROFILE

CHi. Advertising Agency is a creatively driven full-service public relations and advertising agency in Chicago, Illinois. CHi. Advertising has experts in Research, Media Planning, Copywriting, Creativity, and Social Media. CHi. Advertising Agency will help FOX Sports 1 increase viewership audience and create brand awareness for its new partnership with the NCAA Big East Mens Basketball. Our agency prides itself on top quality service to each client, from start to finish.

INTRODUCTION: AGENCY PROFILE

Ivanna Peleschuk - Account Executive
Ivanna is your personal contact for any questions you have about the campaign. She serves as the the liaison between FS1 and CHi. Advertising to ensure that FS1 needs and goals are being met. Throughout the campaign, she will monitor the entire project to ensure all requirements are met.

Andrea Swanson - Research Director

Andrea Swanson is the research expert for CHi. Advertising, which means that she manages the research workflow. She is the one responsible for assessing the clients research needs, recommending primary research, developing proposals and presenting them to the clients.

Lauren Althaus - Creative Director

As the Creative Director, Laurens job is leading the communication design, interactive design, and concept forward in any work assigned. It is her responsibility to fully understand the ideas and opinions of the team in a respectful/critical manner, and to also understand the needs of the clients to make sure they are happy with the final product.

INTRODUCTION: AGENCY PROFILE

Kelly Loftus - Media Director
As the media director, Kelly will work with the media to inform the public of an organizations mission and practices in a positive, consistent, and credible manner. She is responsible for coordinating directly with the people responsible for producing the news and features in the mass media. Kelly will also be working directly with our PR director to maximize positive coverage in the mass media.

Ashlyn Snuckel - Public Relations

As the PR director, Ashlyns job is to persuade the public, investors, partners, employees, etc. to maintain a certain point of view about FS1 and its products. Her main responsibility is to ensure that FS1 brand message is consistent, timely, and relevant.

Brian Cullen - Copywriter

As a copywriter it is Brians responsibility to gather the advertisement's verbal or textual content. He is responsible for telling the story in a way that resonates with the viewer.. Brian works directly with the Creative director to come up with the overall idea for the advertisement.

CAMPAIGN FOCUS: SITUATION ANALYSIS

The FOX Sports Network has an established, successful brand, however, this does not continue over to the subset Fox Sports 1. FOX Sports 1 has committed to a partnership with the Big East including full coverage of all mens Big East Basketball games, but there is a lack of knowledge as to this fact. Fans seem unaware of this new contract as well as the network as a whole. Only 17% of our survey respondents were aware of the fact that FOX Sports 1 was the network of the Big East. ESPN especially, and other competing networks appear to have the majority command of this market. Of the people ages 19-25 we surveyed, FOX Sports sits at 7.3% while 75.6% of respondents chose ESPN as their network of choice, with rationale being their popularity, accessibility and ease of information. Seasonality: One of the focuses of our campaign will be to run advertisements in the off-season to keep Big East basketball and FOX Sports 1 at the top of the fans minds. Creating awareness and anticipation around the season even in the off season.

CAMPAIGN FOCUS: SWOT ANALYSIS

Strengths of Fox Sports 1: Established fan base & loyalty Supported by Fox Corporation Reputable On-Air Talent Niche Market Opportunities of Campaign: Lower average age of the viewer Create more awareness Engage viewers with the history of the Big East Foster individual relationships with each university in the Big East Connect with students, alumni and general fans Weaknesses of Fox Sports 1: Social media presence Accessibility Relevance Awareness Threats of Campaign: ESPN has such a strong command of this market Other competing networks Conference-Based networks Lack of interest in the history of the Big East

CAMPAIGN FOCUS: PROBLEM & GOALS

Rationale With the re-launch and rebranding of Fox Sport 1s relationship with the Big East through our campaign, the primary focus of Chi Agency is to bring awareness and accessibility to the unique experience and coverage to all Big East college sports fans. Problem Fox Sports 1 has yet to create substantial awareness and accessibility for their partnership with the Big East with most sports fans outside of their original target market. - Fans are more interested in watching other networks such as ESPN because of their reputable history and easy access. - Lack of a social media presence. Goals Through this campaign, we aim to create awareness and a personality for Fox Sports 1. - Integrating into each college campus and university of the Big East striving to differentiate Fox Sports 1 from ESPN and every other competing sports network. - Fox Sports 1 will become a go-to choice for all Big East basketball fans.

AUDIENCE ANALYSIS: GEOGRAPHIC PROFILE

CHi Agencys campaign will run regionally across the Midwest and New England areas--specifically the various locations of the Big East schools. Below are the demographic breakdowns of each respective school. Creighton, Omaha, NE
Population: 421,570; M: 207,263; F: 214,307 Median Age: 33.5 Median Household Income: $45,536

Marquette, Milwaukee, WI
Population: 598,916; M: 288,916; F: 309,998 Median Age: 30.3 Median Household Income: $31,122

Villanova, Villanova, PA
Population: 9,189; M: 4,520; F: 4,669 Median Age: 21.9 Median Household Income: $159,538

Providence, Providence, RI
Population: 178,432; M: 85,989; F: 92,443 Median Age: 28.5 Median Household Income: $37,856

Xavier, Cincinnati, OH
Population: 296,550; M: 142,483; F: 154,067 Median Age: 32.5 Median Household Income: $31,301

*Demographics are that of the schools location and not of the student population **Demographics obtained from city-data.com, bestplaces.net, and zipcode.org

AUDIENCE ANALYSIS: GEOGRAPHIC PROFILE

Georgetown, Washington, DC
Population: 632,323; M: 298,675; F: 333,648 Median Age: 33.8 Median Household Income: $63,124

Butler, Indianapolis, IN
Population: 834,852; M: 403,305; F: 431,547 Median Age: 33.7 Median Household: $39,015

Seton Hall, South Orange Village, NJ

Population: 16,964; M: 8,142; F: 8,822 Median Age: 35.5 Median Household Income: $100,616

DePaul, Chicago, IL
Population: 2,714,856; M: 1,357,417; F: 1,397,439 Median Age: 32.9 Median Household: $43,628

St. Johns, New York, NY

Population: 8,336,697; M: 3,959,274; F: 4,377,423 Median Age: 35.5 Median Household Income: $49,461

*Demographics are that of the schools location and not of the student population **city-data.com

AUDIENCE ANALYSIS: MEDIA PROFILE

The following media outlets:
Creighton The Creightonian, BLUJ Radio Villanova - The Villanovan, WXVU-FM Xavier - Xavier Newswire, WVXU-FM Marquette - The Marquette Tribune, Marquette Radio Depaul - The DePaulia, Radio Depaul Butler - The Butler Collegian, Indy Blue Radio St. Johns - The Torch, WSJU Radio Georgetown - The Hoya, WGBT Radio Seton Hall - The Setonian, WSOU Providence - The Cowl, WDOM-FM Providence Radio

AUDIENCE ANALYSIS: AUDIENCE PROFILE

The Athlete (PRIMARY) - Male - 22 years-old - Lives and works in the city - Recent college grad - Plays intramural basketball - Has watched a few basketball games on FS1 The Loyal Fan (PRIMARY) - Male - 44 years-old - Lives in the suburbs - Commutes to the city for work - Follows his favorite team all season - Uses social media outlets for news - Coaches his sons little league team

Female Sports Fanatic (SECONDARY) - Female - 20 years-old - Big East college student - Attends her schools basketball games when she can - Major user of social media - Unfamiliar with FOX Sports 1

AUDIENCE ANALYSIS: PRIMARY RESEARCH SUMMARY

Methods We conducted an online survey that was sent out via Facebook and Email to family and friends in order to gage their feelings and viewing habits of specific sports networks and college sports. Following the surveys, we conducted face-to-face interviews to get a better understanding of our target market. Rationale Since we were unable to conduct research on all Big East campuses, we targeted our surveys to the contacts we had on other campuses. Our face-to-face interviews were conducted with individuals that would primarily fall into the target market for our campaign. Findings We received 67 survey responses and conducted 22 face-to-face interviews. Our surveys showed that 75.8% of respondents watch ESPN, and it is their top pick for sports networks. No one ranked Fox Sports 1 as the station they are most familiar with. 82.5% of respondents were unaware that Fox Sports 1 is the home for college sports. Big Ten is the preferred college conference, with 60.3% of respondents choosing it as their first choice. 27% of survey respondents prefer college basketball as their sport of choice, and 22.2% watch it at least once a week.

CAMPAIGN PLAN: OBJECTIVES

Long-term (target date: April 2015)
- Corner a key piece of the college basketball market - Establish a consistent and loyal audience and viewership - Position Fox Sports 1 as the best place to watch Big East college basketball - New services, partnerships and sponsors - Establish a strong social media presence and leverage all of our resources (twitter, ads, FB, radio, billboards, TV/on-air promos) - Run campaign in the off-season

Short-term (target date: November 2014)

- Seek interest in both men & women ages 18-32 - Increase awareness of the Big East - Increase website & social media traffic _

CAMPAIGN PLAN: STRATEGIES

- To increase social media presence: create popular hashtags, communicate with fans, hold contests via social media to engage the target market - Bring Fox Sports 1 into college campuses (dorms, gym, student center) to raise awareness - Increase involvement of 18-32 year olds in the Big East with networking alumni events - In order to increase social media and website traffic, we will position Fox Sports 1s address and social media links to all of our ads - All of the above strategies will combine to create awareness and loyal viewership within FS1

CAMPAIGN PLAN: TACTICS

- Advertising on public transportation (buses, trains, taxis, etc.) - Billboards around the campuses of Big East schools - Parallel old & new Big East players; TV profiles - History campaign - Reaching out to former Big East players; host alumni events - Accessing FS1 on college campuses - in dorms, student center, gym, etc. - Fox Sports 1 will create promotional gear such as t-shirts and water bottles promoting the Big East - Fox Sports 1 will advertise through Facebook reaching out to specific groups of students and alumni

CAMPAIGN PLAN: EVALUATION

- A survey will be conducted before and after the 2015 Big East Tournament to measure the campaigns success - Monitoring click-throughs and advertisements to see if traffic has increased on Fox Sports 1s website - Monitor social media likes, tags, and followers to see if traffic has increased on Facebook, Twitter, Instagram, etc.

CAMPAIGN PLAN: BUDGET

CAMPAIGN PLAN: TIMETABLE

WORKS CITED
"City of Villanova, PA Zip Codes." Zip Codes for USA. Zipcode.org, n.d. Web. 18 Feb. 2014. <http://zipcode.org/city/PA/VILLANOVA>. "Stats about All US Cities - Real Estate, Relocation Info, Crime, House Prices, Cost of Living, Races, Home Value Estimator, Recent Sales, Income, Photos, Schools, Maps, Weather, Neighborhoods, and More." Stats about All US Cities - Real Estate, Relocation Info, Crime, House Prices, Cost of Living, Races, Home Value Estimator, Recent Sales, Income, Photos, Schools, Maps, Weather, Neighborhoods, and More . City Data.com, n.d. Web. 17 Feb. 2014. <http://www.city-data.com/>.

"FOX FLASH - FOX SPORTS." FOX FLASH - FOX SPORTS. Fox Sports 1, n.d. Web. 18 Feb. 2014. <http://www.foxflash.com/div.php/main/page? aID=2z2z2z39z1z8&ID=14332>.

McMains, Andrew. "Fox Sports Media Group's Robert Gottlieb Discusses the First 6 Months of Fox Sports 1 | Adweek." AdWeek. 28 Jan. 2014. 09 Feb. 2014 <http://www.adweek.com/news/advertising-branding/fox-sports-1-plants-its-flag-has-long-way-go-155155>.

"NATION'S BIGGEST BRANDS EMBRACE FOX SPORTS 1, AMERICA'S NEW SPORTS NETWORK." FOX Sports 1 Media Information. 09 Feb. 2014 <http://static. foxsports.com/content/fscom/binary/2013/08/12/FOX_SPORTS_SECURES_MAJOR_SALES_AGREEMENTS1376334203981.pdf>.

"People in Villanova (zip 19085), Pennsylvania." People in Villanova (zip 19085), Pennsylvania. Sperlings, n.d. Web. 18 Feb. 2014. <http://www.bestplaces. net/people/zip-code/pennsylvania/villanova/19085>.

"Reports ." Year in Sports Media Report: 2013. 9 Feb. 2014 <http://www.nielsen.com/us/en/reports/2014/year-in-the-sports-media-report- 2013.html>. "Welcome to NBC Sports Group." NBC Sports. 11 Feb. 2014 <http://advertise.nbcsports.com/>

SURVEY QUESTIONS
Q1: Gender? Male Female Q2: What is your age? Under 18 years old 19-25 years old 26-35 years old 36-45 years old 46-57 years old 56-74 years old 75 years or older Q3: Marital Status? Single, Never Married Married Widowed Divorced Seperated Q4: Current employment status: No Work Student Self-employed Part-time employee Full-time employee Retired Q5: What is the highest degree or level of school you have completed? No schooling completed Some High School High School Graduate, diploma, or GED Some College Associate Degree Bachelor's Degree Masters Degree Professional Degree or Doctorate Q6: If you have completed college, where did you get your degree? open ended response Q7: On a scale of 1-5, how much do you like or dislike college sports? 1-Completely dislike 2-Somewhat dislike 3-Neither like nor dislike 4-Somewhat like 5-Completely like Q8: If so, what college sports do you follow most? Mens basketball Womens basketball Mens baseball Mens soccer Womens softball Womens soccer Football Other (open ended response)

SURVEY QUESTIONS (contd)

Q9: How often do you watch college basketball? Never Less than once a month Once a month 2-3 times a month Once a week 2-3 times a week Daily Q10: What Is The Main Reason You Watch College Basketball? I enjoy watching non-professional athletes It was something to do/I had nothing else to do I enjoy following my college team I don't watch college basketball I enjoy watching all sports My friend or significant other was watching it Q11: What Is Your Preferred Conference Of Choice? None, I dont watch college basketball BIG TEN BIG EAST SEC BIG 12 BIG SOUTH BIG SKY BIG WEST Other (open ended response) Q12: Are You Familiar With The NCAA Big East Conference? Yes No If yes, what teams? (open ended response) Q13: Rank The Following Sports Television Networks That Are You Most Familiar With From 1 (least familiar) to 7 (most familiar)? CBS Sports Network ESPN/ESPN2 FOX Sports Network NBC Sports Network BIG TEN Network Fox Sports 1 Other (open ended response)

SURVEY QUESTIONS (contd)

Q14: Which Sports Television Network Do You Find Yourself Watching Most? CBS Sports Network ESPN/ESPN2 FOX Sports Network NBC Sports Network BIG TEN Network FOX Sports 1 Other (open ended response) Q15: What Is Your Favorite Sports Television Network and WHY? CBS Sports Network ESPN/ESPN2 FOX Sports Network NBC Sports Network BIG TEN Network FOX Sports 1 Other Q16:How Familiar Are You To Fox Sports 1 Programming? 1- Very unfamiliar 2- Somewhat unfamiliar 3- Neither familiar nor unfamiliar 4- Somewhat familiar 5- Very familiar Q17: If You Watch Fox Sports Net What Influenced Your Decision? My team was playing It was the only thing on TV I enjoy watching sports I like Fox Sports Net better than its competitors Other (open ended response) Q18:How Familiar Are You With Fox Sports Net Connection To The Big East Basketball Conference? 1- Very unfamiliar 2- Somewhat unfamiliar 3- Neither familiar nor unfamiliar 4- Somewhat familiar 5- Very familiar Q19: Did You Know Fox Sports Is The Home For College Sports? Yes No