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integrated marketing communications campaign badger state games track & field and inline skating

presented by

connective campaigns


connective campaigns

sarah krasin

account executive

andrea harris

design & creative

cecilia cunningham production director

lindsay diaferio strategist & planner

alison sheehy media director


[table of contents] 04 06 08 10 14 16 18

organizational history market analysis competitive analysis media scan qualitative research quantitative research swot analysis


22 24 40 48 50 56 58 59

audience analysis objectives, strategies & tactics prospective timeline snapshot budget detailed budget campaign evaluation conclusion appendix


[organizational history] The Wisconsin Sports Development Corporation was founded in 1999, and it “provide(s) professional, full-service management of athletic events” (Wisconsin Sports Development Corporation, 2010). WSDC is a non-profit organization that runs the Badger State Games, an event for which the corporation is well-known.

a general overview The Badger State Summer Games began in 1985 in Madison, Wis. and will be celebrating its 27th year in 2011. The Badger State Games also holds a winter competition, which began in 1989 in Wausau, Wis. The Badger State Games began as a part of a national state games movement to provide opportunities for amateur athletes to compete (Wisconsin Sports Development Corporation, 2010). The Badger State Games typically attracts more than 180,000 athletes, volunteers, program participants, commissioners and spectators. Last year, the winter games drew about 4,500 participants, and the summer games drew even more. In 2008, the summer games had 8,045 participants and 1,800 volunteers; in 2009 there were 6,268 participants and 900 volunteers; and in 2010 there were 5,480 participants and 1,500 volunteers (Badger State Games, 2011) . With its goal to replicate the Olympics, the Badger State Games has a community party that includes an Opening Festival with an Athlete Parade, torch lighting and a closing fireworks display (Wisconsin Sports Development Corporation, 2010).

The Badger State Games states its mission is “to bring a healthy, active lifestyle within reach of every Wisconsin resident, to promote sports for the good of Wisconsin’s people and the good of Wisconsin’s economy, and to foster Wisconsin’s rich athletic heritage” (Wisconsin Sports Development Corporation, 2010). The Badger State Games

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generates about $4 million of economic impact for the state through its active participants. This money is generated through tourist activities such as: hotel stays, and dining. More than 35 communities have hosted Badger State competitions, and many of the games have been held at some of the best sports facilities in Wisconsin. This year the Summer State Games will be held in the Fox Cities from June 17-26.

executives and contributors WSDC is a non-profit corporation and therefore has a board of directors. Currently, the board includes Chief Executive Officer Ron Vincent, Chairman Al Meyer, First Vice Chair Doug Chickering, Second Vice Chair Kristi Austin, past Chairman Martin Greenber, and several other members. The Badger State Games also recruits sponsors to help the games financially. Sponsors for the 2011 games include American Family Insurance, Wisconsin Milk Marketing Brand, SpecialWisconsin. com, Associated Bank, Cellcom, Avis and Hydrite. The Badger State Games gives all sponsors recognition for their involvement before, during and after the games. Sponsors also receive a year-round opportunity to communicate, educate, influence and interact with athletes, volunteers, families, and other constituents in their communities and throughout Wisconsin (Wisconsin Sports Development Corporation, 2010).


fact: 35 percent of athletes travel with one or two other people and another 28 percent travel with three or four other people.

participants and fees

demographics

Over the past few years, participation in the Badger State Games has decreased tremendously. This decrease could be due to the Badger State Games’ decision to move its games from Madison, Wis. to the Fox Cities, where there were 25 new venues established to hold the sports (see competitive analysis).

Since the Badger State Games attracts competitors of all different ages and skill levels, it is important to address the demographics of its diverse audience. Sixty three percent of participants are male while 37 percent of participants are female. Although ages vary widely, the most popular age for participants is between the ages of 11- and 18-years-old. People with all levels of education participate, but the largest group of participants have a bachelors degree. The average household income of families attending the event is also diverse, but 23 percent earn more than $100,000. Additionally, 35 percent of athletes travel with one or two other people and another 28 percent travel with three or four other people (Badger State Games, 2011).

The statistics of the inline skating event show that adults dominate inline skating and there is a lack of interest in younger participants. Track and field participants included a plethora of ages in both genders. However, both sports showed that participants came predominantly from Wisconsin, Illinois and Minnesota. The cost to register for the inline skating half marathon is $20 by mail or fax by June 15, $25 online by June 20 and $35 on-site. The cost to register for the inline skating marathon is $25 by mail or fax by June 15, $30 online by June 20 and $40 on-site. Track and field does not have a registration fee (Wisconsin Sports Development Corporation, 2010).

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[market analysis] Here, our team researched past marketing tactics and campaigns used by he Badger State Games to promote the events. In summer 2008, a marketing budget was set for $35,000. That number rose to $40,000 in summer 2009 and then to $55,000 in summer 2010.

past marketing tactics & campaigns In 2008, the Badger State Games spent $210,000 in television media advertising, around $35,000 per presenting and major sponsor in television advertisement placement. The games also utilized 50 radio advertisement mentions in a three week period which reached 820,000 people, four press releases featuring presenting and major sponsors, three publication advertisements with 200 flyers and over 250 info cards sent to seven sports clubs throughout the state. Overall, the Badger State Games spent $787,500 in mass media usage out of the $1,703,681 total value of investment (Badger State Games, 2008). In 2009, $97,250 out of the $576,873 total value investment was spent in total television media advertising, an average of $19,450 was spent per presenting and major sponsor in television advertisement placement, there were 60 radio advertisement mentions over five weeks, eight press releases, PSA TV spots throughout the state, two feature articles published in WI Sports, several television and radio interviews, 18 publication advertisements, 12,000 flyers and brochures mailed out and 3,000 posters hung (Badger State Games, 2009). In 2010, 2,500 posters were made, 28,000 brochures were sent to past participants, 200 commercials shown, and 1,000 streaming ads. Newspaper ads and billboards were also used (Badger State Games, 2010).

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In the past, Badger State Games’ promotional strategy was mass media heavy and used outlets such as billboards, brochures, posters, magazines, newspapers, television, radio and online outlets to promote the games. The Badger State Games has also held contests to win items such as a four pack of pregame tickets to see the Green Bay Packers, a $100 certificate to the team’s pro shop, a stadium parking pass and entrance to the Hall of Fame. The Badger State Games also had Congressman Sean Duffy participate and receive the Badger State Games Honorary Athlete Award during the 2004 winter games. However, this year marketing tactics have shifted and the Badger State Games is trying to cut costs while still being effective in its promotions. The Badger State Games has begun to rely more on social media outlets such as Facebook and Twitter to promote the events. Incentives have been given to draw more traffic to these outlets (e.g., when someone “likes” the Badger State Games Facebook page, he or she is entered into a drawing to win a prize). Some traditional public relations and marketing techniques are still being used, such as media advisories, press releases and free public service announcements on television and radio airtime.


marketplace fox cities Although there was much outcry over the decision to move the Badger State Games from Madison, the Fox Cities has always taken pride in its reputation as a sports-friendly community. In 1986, Sports Illustrated singled out the Fox Cities’ unique sporting life in a 33-page feature about the area: Of course, Appletonians motor to see the NFL Packers, the major league Brewers (“the Packers all the time, the Brewers only when they’re winning,” said one trip organizer) and the University of Wisconsin football team, but they can find much of what they want and need right in town. They participate in sports and, even when they're watching, they are in a sense participating, because they often know the players personally. Appleton is a place where high school athletes are still heroes and where summertime baseball is both a pastime and a continuum of generations. A boy plays ball for the same team his dad played for— and perhaps his grandfather before that (McCallum, 1986). In addition to healthy press coverage of local sports, the websites for both the Fox Cities Chamber of Commerce and the Fox Cities Convention and Visitors Bureau highlight their enthusiasm for organized athletic activities. And in 1999, the Fox Cities Sports & Events Commission was formed to “enhance the quality of life in the Fox Cities by encouraging the development and growth of sports and special events held in our community” (Fox Cities Convention and Visitors Bureau). However, the active sports climate has proven to be a

challenge to the Badger State Games. In 2010, WSDC President Ron Vincent told the Wisconsin

State Journal, “there’s so many events going on, so when we moved (to the Fox Cities) we became one of many” (Baggot, 2010). The Fox Cities offers the dynamic shopping and entertainment that can be found in more urban areas, but it has retained its small town charm and is a relatively inexpensive destination for visitors. Approximately 370,000 people live in the metropolitan area, and 18 communities make up the official Fox Cities (Fox Cities Chamber of Commerce). The Fox Cities also has a fairly active social media presence, with 590 Twitter followers and 536 people who “like” its fan page on Facebook. wisconsin Our secondary research shows that the WSDC is the largest and most diverse host of amateur athletic competitions in the state. However, the move from Madison to the Fox Cities undoubtedly hurt the games. The Badger State Games saw a drop of 1,973 participants between the 2008 and 2009 games– a decrease of almost 32 percent. illinois After the National Congress of State Games decided to indefinitely cancel Illinois’ Prairie State Games in 2008, amateur Illinois athletes were left with one less venue in which to compete. The Badger State Games was quick to issue statements welcoming Illinois athletes, and this group has become an important target for marketing and outreach efforts.

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[competitive analysis] Summer in Wisconsin provides countless opportunities for families to participate in athletic activities. The Badger State Games competition is differentiated as it is the only Olympic-style amateur contest in the state. Despite this, the wide-range of athletic tournaments and activities provide significant competition.

track & field The track and field events at the Badger State Games are historically popular, with 15.8 percent of athletes participating in 2009 and 11.6 percent of athletes participating in 2010. In 2008, when the games were held in Madison and drew a substantially larger pool of participants, 34.2 percent of the athletes were track and field participants. Although the events are popular, track and field faces a significant amount of competition from other events and activities across Wisconsin. There are a large variety of runs/walks available to adults and children, including those sponsored by non-profit and community organizations. Competitive distance runners can choose to train for events such as the Pleasant Prairie Triathlon, the Trek Women’s Triathlon Series and the Chicago Marathon. The Badgerland Striders, Wisconsin’s oldest running club, also puts on approximately 15 running events each year and charges its own fee for membership. Year after year, these events, including the Badgerland Striders’ Open Track Meet, are likely to conflict with some of the Badger State Games. Locally, the Fox Cities Pacesetters provide amateur runners year-round opportunities to run in both competitive and non-competitive events. The Badger State Games’ most direct competition in this category is the Wisconsin Track Club. The WTC organizes an annual Summer Track Series, a set of four track meets in the Madison area for athletes of all abilities and ages. The track series occurs on Thursdays in June and July, so the likelihood of overlap with the games is high. Additionally, the events are low cost for non-WTC members and free for those who regularly

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participate in the club. Given the recent move of the games from Madison to the Fox Cities, individuals who may have previously chosen to participate in both events may now be content to participate solely in the WTC track series.


inline skating The inline skating half-marathon and marathon at the Badger State Games has been decreasing in popularity since the 2005 games. In 2005 there were 31 participants in the half-marathon and 72 in the full marathon. The 2009 games included 15 participants in the half-marathon, and 43 participants in the fullmarathon. In 2010 the numbers again decreased with 21 participants in the half-marathon and 31 participants in the full-marathon. Participants from each year were from Wisconsin, Illinois and Minnesota and were anywhere from 12-65 years of age during any given year. There are several other organized inline skating races and marathons in Wisconsin, Minnesota, and Illinois. The Chicagoland Inline Marathon is an event which includes a children’s race, half-marathon, and marathon. This inline marathon is the 2nd largest only to the Northshore Inline Marathon. This marathon is the biggest in the country and is typically held in September in Duluth, Minn. and includes similar events as the Chicagoland Inline Marathon. The Northshore Inline Marathon is more competitive than the Badger State Games Marathon, but like the Chicagoland race is also significantly more expensive with early-bird rates starting at around $50 for adults. The Apostle Island Inline Race is an inline Marathon in Northern Wisconsin and is very similar to the races put on by the Badger State Games. There are several inline skating clubs to take note of, including the Mad-City Rollers, a Madison-based club for inline enthusiasts. Team Wisconsin is an inline club with a more competitive focus. The club competes nationally in speed-skating in a variety of different events.

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[media scan] In the following pages we dissect and analyze relevant news coverage and their sources as they pertain to the Badger State Games. The compilation of all media sources can be found in the appendix on page 62.

overview Coverage of the Badger State Games is primarily local. The Appleton Post Crescent is the largest producer of media-related materials covering the Badger State Games. Fox 11 News has also covered both the track and field and inline skating events. The emphasis of both of these events is placed upon their welcoming of all age groups and skill levels. Additional news outlets covered the move of the Badger State Games to the Fox Cities from its original location in Madison. Several Wisconsin websites have postings for the events online, and include date, time, event, registration and additional information. The audience for the Badger State Games varies depending on the sport. The Appleton Post Crescent and other news sources target middle-aged adults, claiming that the event is family-friendly and open to all ages and skill levels. Articles do not specifically target experienced athletes.

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media-specific analysis traditional media The Badger State Games receives most news coverage from the local Fox City newspaper, the Appleton Post Crescent. The Appleton Post Crescent often posts news articles leading up to and throughout both the winter and summer events. A few stories on athletes were published, but short blurbs on locations, dates, times and general improvements to the games were the most commonly written articles. The Wisconsin-Rapids Tribune covered the games as well, publishing one story on a young boy who has competed in the archery competition since he was two years old. The article read: “One young archer, John Klus, 10, of Madison was in Wausau to compete Saturday. Klus shot his first bow when he was 2 years old, and started competing in tournaments when he was 5. Klus said the key to success is ‘you can’t think about your score. You’ve got to execute your shot.’” (Wisconsin-Rapids Tribune, 2009).

In 2009, an area university, the University of WisconsinOshkosh, posted an article on its website about the games, as it had offered to host the track and field events for that year. Additional information on the Badger State Games was also found in the Milwaukee Journal Sentinel. However, it provided less in-depth stories and focused more on the logistics of the events. Several Wisconsin websites, such as TravelWisconsin. com and Wisconsin.org had event postings about the games, which provided readers with the dates, times and locations of several events, including a link to the Badger State Games website. It was difficult to find any coverage on the upcoming summer games aside from the logistics of the events. Overall, print coverage of the Badger State Games was relatively minimal.

However, the newspaper never followed up on the archer’s success at the Badger State Games or with any further information regarding specific athletes. The Wausau Daily Herald also covered the Badger State Games. Fox 11 News produced two videos that covered stories about a young inline skater participating in the 2010 inline skating half-marathon and the Badger State Games’ oldest track and field participant, an 88-yearold woman who has been participating in the Badger State Games since 1985.

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[media scan] media-specific analysis social media facebook The Badger State Games Facebook page had 1,212 “likes” as of Apr. 18, 2011. The Badger State Games utilizes Facebook for posting information on events and providing a link to their website with every post. The Badger State Games also utilizes Facebook for posting photos of their events. The account has six albums with a total of 206 photos. However, not every photo is related to the actual Badger State Games. For example, 90 photos posted are of Sports Hall of Fame members. A total of 20 photos have been added by fans, which include photos of the winning curling team, soccer team, swimming participants and archery participants. The Badger State Games Facebook page provides very few links to their news coverage. However, it does have a link to the website “Wisconsin Outdoor Fun.” Wisconsin Outdoor Fun has very positive things to say about the Badger State Games. In January, Wisconsin Outdoor Fun named the Badger State Games one of the “top five things to do this weekend,” for the week of Jan. 23, 2011. Regardless, they provide very little coverage or support of the summer events. The latest goal of the Badger State Games was to reach 1,000 fans on Facebook by Feb. 6, 2011. The first 1,000 fans to “like” the Badger State Games Facebook page were entered into a raffle to win an iPod Nano. This contest created some conversation online, including an excited comment from the winner of the Nano: “Thanks again for the iPod Nano! We love it! So glad my name was drawn as your winner! Thank you thank you thank you!”

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“ There’s still time to register for our Badger Youth Hockey Invitational Tournament! Only $295/team. ”

twitter The Badger State Games username is “BadgerST8Games.” The account has 283 followers as of Apr. 18, 2011, and describes itself as “Wisconsin’s Olympic-style sports festival for all ages and skill levels.” The username sends approximately two tweets per week. Tweets are related to upcoming events, general congratulatory tweets to participants, and related events such as “Lighten Up Wisconsin,” a healthy lifestyle initiative for the people of Wisconsin. Some tweets provide links to photographs of the games, the Badger State Games website, specific registration pages or the Badger State Games Facebook page. The Badger State Games Twitter account is also accessible through the Badger State Games website. The link is displayed on the top of the homepage. Like Facebook, Twitter is an important means of getting current and potential participants and spectators excited for the events. However, the Twitter page does not have much interaction between the Badger State Games account and participants or spectators. The Badger State Games account does not allow followers to track their “retweets,” making it difficult to understand the true impact their account has on the Badger State Games community of participants and spectators, both current and potential.

youtube The Badger State Games has a YouTube account and has posted a total of 12 slideshow videos that are primarily photo montages of the games. Eleven of the 12 videos depict the winter games. However, there are several videos posted by others depicting the Badger State Games, including some news outlets. The largest number of views for a video produced by the Badger State Games is 360. However, a spectator’s video of the winter games’ synchronized skating competition yielded 78,095 views.

“ Exciting action at the Trial Run 5K! Great job to all runners on a challenging course.”

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[qualitative research] To better understand our target audiences and gain second-hand experience about how the Badger State Games operate we decided to survery several individuals. The following is a summary of our key findings and conclusions.. See appendix page 66 for full interviews.

Jennifer Gilmore »» Milwaukee, Wis. »» Marquette University Tri Team Athlete »» Non-participant in Badger State Games »» 19 years-old

participants

Edward Koehl »» Wauwatosa, Wis. »» Graduate of University of Minnesota »» Former Event Manager for Wisconsin Sports Development »» 26 years old

Jenny Zahn »» Milwaukee, Wis. »» Marquette University Track and Field Athlete »» Past-participant in Badger State Games »» 20 years old

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interview summaries Several interviews were conducted regarding the thoughts about the Badger State Games (see appendix p. 66). The interviewees included a junior at Marquette University, Jennifer Gilmore, who is on the tri team, and participates in running, swimming, cycling and basketball. She has been a part of many different competitions pertaining to these sports. Though she has never participated in the Badger State Games she has heard of the event. Another interviewee included a track and field athlete at Marquette University, Jenny Zahn, who participated in the Badger State Games. She was first introduced to the games by her father who accompanied her to her first Badger State Games event. The final interviewee, Edward Koehl, formerly acted as an Event Manager for Wisconsin Sports Development, the organization that hosts the Badger State Games. Koehl has been aware of the Badger State Games since he was a child as his mother used to volunteer for the games. Each of our three subjects are active users of social media, but were unaware of the Badger State Games existing on either Facebook or Twitter. However, one interviewee stated “If the Badger State Games showed up in my news feed I would “like” the page. It was also expressed that to have regularly updated and relevant news stories, as well as current events about the Badger State Games on their pages was very important.

Koehl mentioned how there should be greater outreach to other leagues and teams with the goal of making it an annual tradition. As for awareness and knowledge of the Badger State Games, Gilmore, the athlete who has not participated in the Badger State Games believes that the Badger State Games is a very competitive even. This is possibly because she recalls hearing about the Badger State Games through the Badgerland Striders and their past participation in the games. Gilmore has participated in many running and triathalon events such as: Al’s run, Milwaukee Lakefront Marathon, Danskin Women’s Triathlon and Oshkosh Area Triathlon, among others. Zahn and Koehl both mentioned how beneficial it is that people of all skill levels can participate in the games. According to Koehl, “You either grew up in a Badger State Games family or you did not. They aren’t turning people who didn’t grow up with the Badger State Games into parents who push their kids into the Badger State Games. So the numbers never really have a chance to increase.”

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[quantitative research] Using quantitative research is a necessary tool in order to discover key insights about your target audience. By use of surveys we were able to better understand the individuals to which this campaign aims to serve.

online survey

registration survey

survey monkey

badger state games winter 2011

To gain a greater understanding of current Badger State Games participants, our campaign team completed quantitative research in the form of an online survey. This survey was sent specifically to past track and field and inline marathon participantsv ia e-mail (see appendix p. 70).

The Badger State Games also administered a survey to all Winter 2011 registrants. The one-question survey, which was answered by 2,231 athletes, asked how the registrants found out about the Badger State Games. Our campaign plan uses this research as benchmark data for Objective One (see appendix p. 71).

After analyzing 100 responses to the ten-question survey, our team received several key insights that support our strategic decisions. These observations include:

»» Forty-four percent of respondents first learned about the Badger State Games through their organized sports teams or groups, but only four percent have traveled to the games with members of their organized teams.

»» Only 13 percent of respondents travel to the games alone. The other 87 percent travel with family members and friends, whether those other individuals are participating or not.

»» Zero respondents reported learning about the Badger State Games via social media.

»» Forty-nine percent of respondents said they were “very likely” to return to the games in the future. Only five percent reported that they were “unlikely” or “very unlikely” to return.

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[swot analysis] strengths

weaknesses

badger state games

badger state games

»» Participation open to anyone »» All skill levels served »» 39 different sports offered for the summer games »» Outlet for healthy competition »» Does not require a lengthy time commitment »» Family-friendly atmosphere »» Strong tradition and history »» Outlet for niche sports participants »» Low registration cost »» Credible event »» Well-known sponsors

»» Difficult website to navigate »» Confusing online registration processes and instructions »» Understaffed »» Low budget »» Inconsistent marketing »» Social media is under-used and utilized as one-way communication »» Dependent on grants, sponsors and other unpredictable funding sources

“ The Badger State Games has been a wonderful experience for me, and there is not much that I can think of that can be done to improve the Games because it is already so great. ” -Past Participant

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“ P ersonally, I have always found the Games well run and the competition satisfying. I imagine there might be more participation if there was more media hype.” -Past Participant

opportunities

threats

badger state games

badger state games

»» Social media expansion »» Branding and name recognition expansion »» Continued recruitment opportunities, both to individuals and established groups »» Expansion to Illinois market »» Celebrity connections such as Margaret George and Congressman Sean Duffey »» Strong connections with alumni and high return rate »» Capitalizing on familyfriendly atmosphere »» Securing new sponsorships »» Growing involvement of existing sponsorships »» Strategic alliances with communities, vendors, sponsors and sports enthusiasts »» Tangible monetary benefit to communities gives the games leverage »» Capitalizing on state pride

»» Difficult economic environment »» Location contract up for bid every three years »» Growing cost of travel for participants »» Other large sporting events »» Local sports leagues »» Other summer activities (camping, traveling, etc.) »» Loss of sponsors »» Decreased involvement of big-name sponsors »» Loss of staff »» Inadequate or negative media coverage »» Staff or board member misbehavior »» Training time for athletes could serve as deterrent

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[swot analysis] strengths

weaknesses

track & field

track & field

»» Age and gender separation for events »» Wide variety of events underneath the track & field umbrella »» Provides avenue for established teams to bond and compete »» Low cost to participate »» Outdoor summer event

opportunities

threats

track & field

track & field

»» Outreach to running clubs »» Access to schools (grade school, high school, college) »» Capitalize on relatively large number of participants »» Partnerships with organizations of all skill levels »» Good sport to sell on event-specific sponsorship opportunities

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»» Niche events provide barriers to participation »» Participants likely limited to people with past track & field experience »» Special equipment required for certain events

»» Declining participation numbers »» Competing events »» Wisconsin Track Club »» Charitable runs/walks »» Local community runs/walks »» Varying skill levels could deter participation of under- or over-competitive participants »» Bad weather »» Injuries


strengths

weaknesses

inline skating

inline skating

»» Niche sport »» Different race length options available »» Low cost to participate »» Potential for vibrant unique content »» Outdoor summer event »» Family-friendly »» Scenic activity

»» Niche sport »» Low participation in past years »» Races are not separated by age group »» Unfamiliarity of the event »» Special equipment required for participation

opportunities

threats

inline skating

inline skating

»» Unique event for the area »» Unique media pitch »» Growth of unique content »» Market toward younger audiences »» Outreach to inline clubs

»» Bad weather »» Injuries »» Equipment cost »» Other inline relay events in Wisconsin and Illinois »» Small number of inline skating clubs »» Difficult market to identify, target and reach effectively

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[audience analysis] The target audiences for both sports span a large range of ages, from teens to adults 30 and up. The Badger State Games attract people of all ages and skill levels so our audiences, though quite broad, reflect the majority of people that currently do or potentially would participate in the games.

track & field

inline skating

The target audience for track and field spans all ages. These individuals are almost exclusively from Wisconsin, and have a tradition of participating in either track and field or the Badger State Games. They are extroverted individuals with large social networks, and typically travel to the games in groups.

Our target audience spans a wide range of ages, from elementary school children to the elderly. However, our audience shares a variety of characteristics and has a tradition of participating in organized athletic activities. Target participants are current inline skaters, whether casual or competitive, and they are typically active in other ways (e.g., belonging to their local health club or participating in other organized local sports). This audience is adventurous, enjoys outdoor activities and has a close network of family and friends.

Our younger target audience – children ages 15 and under – are usually involved in other organized sports activities. Their families may be track and field participants or attending the games to play another sport. Our 15 to 25-year-old audience is comprised of current or recent track and field athletes. The older audience is made up of family-oriented individuals with a tradition of participating in the Badger State Games. They belong to a local health club or gym, and may be involved in local sports leagues. They are goal-oriented, and typically have a background in competitive track and field. Some of these individuals may also be avid distance runners looking for an outlet for competition at the games, though competition from other venues makes this less likely. They typically travel in groups to compete at this event, and have friends and/or family members that are also participating. primary audience Wisconsin males and females ages 15 to 25 who are currently track and field athletes or have a history of competing in the sport. secondary audience Wisconsin residents younger than 15 and older than 30. These individuals are members of families that have a tradition of participating in the games. The adults are also goal-oriented and health-conscious.

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Since members of our audience are involved in their communities, they are individuals who subscribe to their local papers and pay attention to announcements on community bulletin boards. They are moderate social media users and enjoy visiting websites such as Wisconsin Outdoor Fun that include features on the outdoors and organized athletic activities. Our audience is middle- to upper-class, and lives and works in suburbs or smaller communities. Although some are from neighboring states, the majority of our audience has roots in Wisconsin and a tradition of participating in the Badger State Games.

primary audience Young, suburban or small-town families with active lifestyles and a desire for community involvement. secondary audience Empty-nesters with an active lifestyle who maintain a tradition of participation in organized activities.


a day in the life… Jenni, a 21-year-old college student at the University of Wisconsin-Oshkosh, has always been an avid runner. She began running when she was in elementary school, participating in community races with her parents near her hometown of Racine, Wis. Her childhood was filled with sports practices and meets, and she quickly grew to love athletics. Throughout her high school and college years, she competed in a variety of track events, and she always enjoyed the camaraderie that came with being part of a team. After receiving a track scholarship her senior year of high school, Jenni enrolled at UW-Oshkosh. Jenni is extremely social and has a large circle of friends that always count on her to know about fun things happening around campus. She has a competitive nature, however, and always strives to improve her performance in all aspects of her life, from academics to athletics. Jenni has been participating in the Badger State Games for almost ten years, after first competing in youth soccer with her local club team. Year after year, she’s returned to the games, both as a spectator and an athlete. After choosing track as her primary sport during high school, Jenni began using the summer games as a training motivator during the off-season. Like most of her fellow students, Jenni is an active Facebook user. She also has a Twitter account, and has begun using the site as her primary source of news.

a day in the life… Forty-year-old Paul has a demanding managerial job at a Milwaukee, Wis. manufacturing company, but he always tries to make time for his family and exercise. Paul’s family lives in a suburban area and is fortunate to be near a large local park. To stay in shape and spend time with his two pre-teen daughters, Paul makes time to bike and inline skate on the park’s extensive trails. When Paul was in college at the University of Wisconsin-Madison, he and his friends - all avid recreational athletes - began participating in the Badger State Games, then in its early years. The friends enjoyed the friendly competitive experience, and Paul always made a point to return to the games when possible, especially after he married his wife Rebecca, an avid runner. Paul is an active member of his church and an upscale health club, where he belongs to the planning committee. He is also known for his outgoing nature and willingness to volunteer for community organizations. When Paul isn’t hearing about upcoming events through his various associations, he knows he can always find family-friendly activities on sites like Wisconsin Outdoor Fun. He has a Facebook account to keep up with college friends and business colleagues, but Paul is much more likely to receive his news from traditional news sources or community bulletin boards.

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[objectives, strategies & tactics] (1) objective Increase number of participants who report learning about the games via online media (Facebook, the website and Twitter) from 16.6 percent to 30 percent.

(1)

strategy

Make the Badger State Games online experience more user-friendly in the months leading up to the 2011 summer games.

(1) tactic Unlink Facebook and Twitter pages and begin using each site in a more appropriate way. This entails using Twitter to tweet information that is current and specific information that is just discovered about the Badger State games. Tweets would provide links to pages and websites to retrieve more information about the latest updates. Some such tweets can update followers when venues of various sports are locked in, when a new team signs up for the games, when the Badger State Games reaches a plateau of a certain number of participants or when new contests and promotions are announced. Facebook can be used to post links to registration for the Games, pictures from previous years, videos about the Badger State Games, contests, event information and provide links and information about sponsors and the history of the games (see appendix p. 75).

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(2) tactic Build a custom Facebook welcome page that serves as a easily searchable portal for registration and event information. This page will include a direct link to online registration, an advertisement for the Run and Skate (see Objective 4), a searchable events menu and a link for VIP participants (see Objectives 2 and 3). All online advertising and promotional links should direct potential participants to this page (see appendix p. 73).


@BadgerStateGames

(3) tactic Change the name of the Badger State Games Twitter to make it easier to search. Currently, the Twitter page does not show up in search results because of its playful @BadgerST8Games handle. Our team recommends changing the handle to @BadgerStateGames, which can be done without creating a new account. To do this, log into the BadgerST8Games Twitter page and in the upper right hand side of the profile page, click on the drop down bar that says BadgerSt8Games and click on the link that titled Settings.

(4) tactic Create Facebook events for each competition, which will serve as information portals and communities for potential and registered participants. All events pages will include the date, time, location, registration cost and any other information needed to inform participants. Each event page will also include a link to the registration page. All events should be promoted on the Badger State Games Facebook wall and Twitter page, with posts encouraging participants to RSVP to their event(s).

25


[objectives, strategies & tactics] (1) objective Increase number of participants who report learning about the games via online media (Facebook, the website and Twitter) from 16.6 percent to 30 percent.

(2)

strategy

Utilize targeted online advertising to drive site traffic and convert clicks into registrations.

(1) tactic

(2) tactic

Design targeted Facebook advertising for track and field, the inline marathon and the Run and Skate (see Objective 4). Advertising for specific events should direct participants to the Facebook welcome page, where they can browse for particular sports or be directed to the online registration portal.

Increase Facebook cost-per-click ad buys on a monthto-month basis for the 2012 summer games. As the games approach, more advertising will be done on Facebook in order to pique interest and register more participants. The ad buy progression is as follows: »» Three months prior to the event (mid-March 2012): $25 per week for four weeks »» Two months prior to the event (mid-April 2012): $35 per week for four weeks »» One month prior to the event (mid-May 2012): $50 per week for four weeks

26


(1) objective Increase number of participants who report learning about the games via online media (Facebook, the website and Twitter) from 16.6 percent to 30 percent. (3)

strategy

Utilize current relationships to promote Badger State Games online tools.

(1) tactic

(2) tactic

Offer social media mentions as part of sponsorship packages. All sponsors will receive the opportunity for a sponsored Tweet or Facebook post, or the opportunity to sponsor the Capture of the Week and Winner’s Gallery contests (see Objectives 5 and 6 for further information on social media promotions).

Engage other sports organizations through social media by congratulating their participants on their Facebook walls and tweeting with them about sports news and events. As part of the increased social media strategy, Badger State Games staff should seek out opportunities to post on the Facebook pages of strategic partners. For example, the Badger State Games could congratulate participants of Midwest inline marathons or organizations doing run/walks in Wisconsin. Tweets can be posted about organizations such as @USA Track_Field or high schools that are doing well in competitions.

27


[objectives, strategies & tactics] (2)

objective

Increase track and field participation from 2009 levels by 5 percent, increasing registrations from 669 participants to at least 702 participants.

(1)

strategy

Engage the leaders of current track and field organizations in Wisconsin and Illinois and encourage registration of their members. (1) tactic Create a VIP program for team leaders that register members for the Badger State Games. Provide a separate check-in table for VIP leaders and create sponsorship opportunities for special reward bags and promotional materials (see appendix p. 81). These items will include: »» Branded eco-bag »» VIP leader T-shirt »» Raffle ticket for iPod »» Coupons/vouchers for food vendors at the Badger State Games »» Recognition in the souvenir booklet »» Certificate of recognition (2) tactic Form relationships with organizational leaders of other running events. Attend other events in Wisconsin and Illinois (Chicago) and offer cross-promotional quid pro quos for organizations. We recommend beginning with partnerships with the Wisconsin Track Club, the Pacesetters of Fox Cities and Badgerland Striders, and attending other one-day running events as staffing allows.

28

“ The word has to get out there better, especially for adult track & field. There are adults out there that want to run but they just don't know enough about it.” -Justin Hoerth, past participant

“ From a track and field perspective, having a stand at the high school state championships would help with exposure to both athletes and coaches and hopefully will increase participation.” -Adam Teunissen, past participant


(2)

objective

Increase track and field participation from 2009 levels by 5 percent, increasing registrations from 669 participants to at least 702 participants.

(2)

strategy

Revise sponsorship packages and place more emphasis on alternatives to monetary contributions, with the goal of registering at least three sports-specific sponsors for the 2012 summer games.

(1) tactic Identify relevant sponsors who can recruit participants from the track and field community, such as school districts, universities, local sports suppliers and the Wisconsin Association USA Track & Field. For example, a school that commits to having athletes participate in four or more track and field events can be recognized as a sponsor, even without a monetary contribution.

(2) tactic Organize a one-week travel tour to recruit high school and college track and field teams in April. This travel swing should include at least four major school districts in the Fox Cities area, as well as an event in Madison and an event in Milwaukee. Promotional materials announcing the tour will be sent to participating schools piror to staff visits (see appendix p. 79).

(3) tactic Create an “event kit” to utiliize when attending track and field events and other races, beginning with partnerships with the WTC, the Pacesetters and Badgerland Striders, and additional events as staffing allows. Relationships with other organizations should be focused on offering quid pro quos,. Equip staff member attending these events the “event kit”. A Badger State Games event kit would include: »» Registration forms »» iPhone credit card swiper if applicable, or credit card processing forms »» Sport-specific fliers and other event information »» Badger State Games branded giveaways (bags, water bottles, towels and/or other leftover promotional materials) »» Badger State Games banner »» Clipboards »» Pens

(4) tactic Create a one-minute video to show to potential sponsors via e-mail or at pitch meetings. The video will include testimonials from past sponsors, information about the impact the Badger State Games has on the Fox Cities economy, and shots of the 2011 Badger State Games (see appendix p. 76).

29


[objectives, strategies & tactics]

30


(3) objective Increase inline marathon participation from 2009 levels by 12 percent, ultimately registering at least 75 participants.

(1)

strategy

Engage the leaders of current inline skating marathons and encourage registration of their members.

(1) tactic Form relationships with organizational leaders of other inline marathons. These other marathons are held in Northern Wisconsin, Duluth, Minn. and Chicago, Ill. The specific races to be attended are: the Apostle Island Inline Race, the Chicagoland Inline Marathon, and the Northshore Inline Marathon. These events will be attended with the purpose of offering quid pro quo opportunities for the organizations which run these events.

(2) tactic Create a VIP program for team leaders that register members for the Badger State Games. Provide a separate check-in table for VIP leaders and create sponsorship programs for special reward bags and promotional materials (see appendix p. 81). The promotional items will include: »» Branded eco-bag »» VIP leader T-shirt »» Raffle ticket for iPod »» Coupons/vouchers for food vendors at the Badger State Games »» Recognition in the souvenir booklet »» Certificate of recognition

31


[objectives, strategies & tactics] (3) objective Increase inline marathon participation from 2009 levels by 12 percent, ultimately registering at least 75 participants.

(2)

strategy

Revise sponsorship packages and place more emphasis on alternatives to monetary contributions, with the goal of registering at least three sports-specific sponsors for the 2012 summer games. (1) tactic Seek out relevant sponsors with who can recruit members of the inline skating community. These sponsors will include inline skate shops within the Appleton and Madison area, and inline based organizations and clubs in Wisconsin and the surrounding areas. We will contact these sponsors at different inline events we attend as well as through e-mail. A one-minute video will also be used to give potential sponsors information regarding the Badger State Games and how sponsoring the event can benefit them (see appendix p. 76).

32

(2) tactic Create “event kits” for staff to utilize when attending inline events in Wisconsin, Illinois, and Minnesota (Apostle Island Inline Race, Chicagoland Inline Race, Northshore Inline Marathon). Form relationships with the organizations that put on these races and offer quid pro quos. Equip staff members with “event kits” attending the inline marathons. The event kits will include: »» Registration forms »» iPhone credit card swiper if applicable, or credit card processing forms »» Sport-specific fliers and other event information »» Badger State Games branded giveaways (bags, water bottles, towels and/or other leftover promotional materials) »» Badger State Games banner »» Clipboards »» Pens


(4) objective Add a 3K Run and Skate to promote and capitalize on the Badger State Games’ family friendly atmosphere. Launch the event during the 2012 Summer Games and recruit at least six local sponsors and 150 participants.

(1)

strategy

Target habitual non-participant tag-alongs whose families have a tradition of attending the games, as well as local individuals who are currently unaware of the Badger State Games.

(1) tactic Create sponsorship opportunities for the Run and Skate, which would be targeted toward local businesses. Sponsors could make low-dollar, inkind contributions, such as snacks, volunteers and T-shirts, which would promote community involvement. Sponsors who make contributions would receive logo recognition on the Run and Skate T-Shirts, as well as be recognized in the souvenir booklet and during the awards ceremony.

fun run & sk ate uW OshkOsh jj keller field@titan stadium

sunday, june 26

3k all ages $10 register@spOrtsWiscOnsin.cOm

(2) tactic Hold the Run and Skate as a kick-off for another popular event, such as track and field. Institute a separate registration fee of $10 for participants.

33


[objectives, strategies & tactics] (4) objective Add a 3K Run and Skate to promote and capitalize on the Badger State Games’ family friendly atmosphere. Launch the event during the 2012 Summer Games and recruit at least six local sponsors and 150 participants.

(2)

strategy

Target current Badger State Games participants and past inline marathon participants. This event could ultimately replace the inline marathon, if inline skating were to be permanently discontinued.

(1) tactic Promote the event to track and field participants and parents of children who participate in at least one other Badger State Games sport. Promotion should include press releases, community notices, e-mail blasts and social media posts.

“ I am sorry to see the inline race go. It would be cool if you could allow skaters to skate as a part of a different race, like a running race or something.� -Past Participant

(2) tactic Provide a double-registration option on all registration forms, both online and on paper. Those who register for the Run and Skate in conjunction with another Badger State Games event would receive a Run and Skate discount, dropping the fee from $10 to $5 (see appendix p. 72 & 78).

34


“ The [social media sites] I think do well update with regularity, provide both current events and news stories with public interest. ” -Ed Koehl, former WSD employee

(5) objective Reach 2,000 Facebook fans by the beginning of the Summer 2011 Games. Increase active participation from members (e.g., comments, wall posts, or content sharing) in the following increments: »» Pregame Period (July 2011 - May 2012): Increase average active use(s) from one to four per week. »» Games Period (late June 2012): Increase average active uses to at least once per day.

(1)

strategy

Target current and past participants, promoting the Facebook page as the most convenient portal of Badger State Games information.

(1) tactic

(2) tactic

Include Facebook link in every piece of printed promotional material and every online promotion. This will make it easier for participants to be aware of the Badger State Game’s Facebook page. Every promoted shirt and bag that is handed to the participants the day of the games will have the Facebook logo on it. For example, the front of the shirt would say, “Badger State Summer Games 2011.” On the back it would say, “Follow us on Facebook. Badger State Games.” This tactic will help reach 2,000 fans by advertising to onlookers, participants and volunteers of the summer games.

Execute a targeted, dual purpose e-mail blast program to encourage both registration and Facebook likes. The e-mail program will tell the participants where to find Badger State Games on Facebook and Twitter, let the reader know the benefits of following the games through news related information, photos and videos of participants at the games. The blasts will also notify participants of the special incentives for following the games. The e-mail will also give step by step instructions to guide the reader on how to register online through Facebook. Finally, it will show the benefits of registering on-line opposed to registering by U.S. postal mail.

35


[objectives, strategies & tactics] (5) objective Reach 2,000 Facebook fans by the beginning of the Summer 2011 Games. Increase active participation from members (e.g., comments, wall posts, or content sharing) in the following increments: »» Pregame Period (May-June): Increase average active use(s) from one to four per week. »» Games Period (late June): Increase average active uses to at least once per day.

(2)

strategy

Campaign research shows that unique content from Badger State Games participants receives more views than “official” content (see appendix p. 62). Encourage and grow unique content sharing on the Facebook fan page, which is currently almost non-existent.

36

(1) tactic

(2) tactic

Create photo and video uploading incentives for fans in the form of a contest or raffle. Every time participants submit a video or photo they will be entered into a contest for the chance to win a prize. During the games, at the beginning of the first and second week at the games, a submitted photo or video will be selected as the “capture of the week.” Not only will the winner receive an iPod but they will be acknowledged on the Facebook page for that week. Fans and participants will be more likely to check the page to see if they won and it will generate more content for the Badger State Games page.

Create a “winners gallery” album that will be posted on Facebook during the summer games. At each event an intern will have their camera and snap photos of the winner of every competition. The “winning photo” will then be posted on Facebook under the “winners gallery.” Participants who are in the winning gallery will be encouraged to tag themselves by being entered in a raffle to win an iPod. or prize offered through a sponsorship deal.


“@CJC950- Great job today in the 400 meter dash! Hope to see you back again next year!”

(6) objective

“@CJC950- Make sure your teammates know BSG is offering a special registration discount for track teams that register for the games before May 1! Hope to see you there! ”

Reach 500 Twitter followers by the beginning of the Summer 2011 games.

(1)

strategy

Increase engagement with Twitter followers.

(1) tactic

(3) tactic

Develop stronger conversation with followers by tweeting with them, rather than at them. Instead of using Twitter as a tool to blast information at followers, Badger State Games will spark conversation with followers using a personal approach. Twitter can also be used as a tool for congratulating players, encouraging them to return, and recruit friends to participate. Badger State Games can also tally or ask for information on participant Twitter accounts using surveys so tweeting specifics is easier. This can be done by having a list at registration so participants can share their favorite sports and their Twitter account with Badger State Games.

Unlink Twitter and Facebook and begin using the two social media sites in distinct ways.This would be done by using Twitter as a means to develop personal relationships with followers so Badger State Games can engage in conversation with followers and others about topics ranging from how their favorite team is doing, how their training is going, and what other events they are participating in. Responding to tweets can lead to more in depth conversation.

(2) tactic Retweet relevant tweets from followers. If a follower tweets something encouraging, positive, or useful in terms of promotions regarding the games, retweet their statement. This exposes Badger State Games Twitter account to more tweeters, which gives the Badger State Games the opportunity to gain more followers.

(4) tactic Hire interns to hand out Twitter business cards to promote the Badger State Games Twitter account (see appendix p. 74). The cards will have the new BadgerStateGames Twitter handle and it will promote a special hashtag for tweeting during the games: #wistategames. These tweets will be showcased on big screens at the athletes welcome event and other highly attended events.

37


[objectives, strategies & tactics] (6) objective Reach 500 Twitter followers by the beginning of the Summer 2011 games.

(2)

strategy

Create user confidence in communications from the Badger State Games Twitter Feed.

(1) tactic

(3) tactic

Under the direction of the marketing director, interns should tweet five to six times daily between the business hours of 9 a.m. and 5 p.m. Due to the average two minute shelf life of a tweet, this persistent tweeting will help the Badger State Games develop a stronger presence on Facebook. Tweets can promote upcoming games, comment on current sporting event happening elsewhere, and reference victories at local high school and college sporting events.

Twitter ambassadors must stick to a timeline for responding to tweets with the appropriate #wistategames hashtag. Interns and marketing staff must create a system for checking and responding to relevant tweets each hour during the business day. When possible, tweets should include the #wistategames hashtag.

(2) tactic Under the direction of the marketing director, enlist Twitter ambassadors or interns to tweet at least 30 times per day during the games. Twitter ambassadors should constantly be tweeting about the mood of the games’ venues, the races and events in progress and event winners. Each sport will have at least one Twitter ambassador to cover the event.

38


current badger state games twitter page

39


[prospective timeline]

5.11 »» Reconfigure sponsorship packages and create new sponsorship pitch materials »» Approve storyboard for sponsorship video »» Create and approve Run and Skate logo »» Design Run and Skate fliers »» Create 2011-’12 travel event kits for staff »» Unlink Facebook and Twitter pages »» Change name of Badger State Games Twitter account from @BadgerSt8Games to @BadgerStateGames and announce at 2011 summer games »» Spark conversation with registrants and persuade them to bring friends »» Continue to post information about events and provide registration links to social media pages »» Tag former winners of events or those who are highly regarded in their sport on the amateur level and persuade them to participate in the games

40

6.11 »» Announce the new Badger State Games Run and Skate for 2012 at the opening ceremonies »» Necessary photos taken and video footage shot for promotional sponsorship video »» Travel to Apostle Island Inline Race and perform tactical promotions while encouraging registration for the Badger State Games inline marathon and/or Fun Run and Skate »» Develop presence within Wisconsin community by beginning to tweet weekly about amateur level sporting events throughout Wisconsin. »» Add additional spot on registration and sign-in forms to collect Twitter information: (Twitter account information primary objective, additional information useful) »» Re-tweet relevant tweets from followers as a way of showing enthusiasm for the games »» Give out promotional Facebook T-shirts and bags »» Update Facebook about every event outcome »» Encourage participants to upload videos and photos to Facebook by rolling out the “Capture of the Week”contest »» Congratulate winners via Facebook


7.11 »» Final edits to sponsorship video completed and new sponsorship pitch materials put into full-time use »» Begin outreach to the Wisconsin Track Club, Pacesetters of Fox Cities and Badgerland Striders, with the goal of solidifying official quid pro quo sponsorship and promotional relationships by November 2011 »» Arrange for Run and Skate location in Appleton, Wis. »» Send e-mail blast announcing the Run and Skate event and offering a registration discount »» Begin outreach to local businesses and community organizations for Run and Skate sponsorship opportunities. »» Travel to Chicagoland Inline Marathon and perform tactical promotions while encouraging registration for the Badger State Games inline marathon and Run and Skate

»» Congratulate participants on performance at the games via Twitter and Facebook »» Reach out to individuals who provided their Twitter information at the games, and thank them for attending and/or participating at the games »» Launch Facebook promotional iPod drawing for every 500 followers, and encourage post-games video and photo sharing by offering leftover promotional material giveaways »» Begin to tweet and engage with participants on Facebook and develop relationships through Twitter and Facebook with athletes and teams and limit “info blasts” »» Include Facebook link in every piece of promoted material and every online promotion

41


[prospective timeline]

42

8.11

9.11

»» At least four sponsors secured for Run and Skate »» Continue tweeting and engaging on Facebook with participants and developing relationships through Twitter and Facebook with athletes and teams and limit “info blasts” »» Continue retweeting relevant tweets from followers »» Hire Fall 2011 interns

»» Attend Nortshore Inline Marathon and perform tactical promotions while encouraging registration for the Badger State Games inline marathon »» Continue tweeting and engaging on Facebook with participants and developing relationships through Twitter and Facebook with athletes and teams and limit “info blasts” »» Continue retweeting relevant tweets from followers


10.11 »» Continue tweeting and engaging on Facebook with participants and developing relationships through Twitter and Facebook with athletes and teams and limit “info blasts” »» Continue retweeting relevant tweets from followers

11.11 »» Agreements for cross-promotion solidified with at least two of the following organizations: the Wisconsin Track Club, the Pacesetters of Fox Cities and the Badgerland Striders »» Continue tweeting and engaging on Facebook with participants and developing relationships through Twitter and Facebook with athletes and teams. Limit “info blasts” »» Continue retweeting relevant tweets from followers

43


[prospective timeline]

12.11 1.12 »» At least six sponsors secured for Fun Run & Skate »» Continue tweeting and engaging on Facebook with participants and developing relationships through Twitter and Facebook with athletes and teams and limit “info blasts” »» Continue retweeting relevant tweets from followers »» Hire Spring/Summer 2012 interns

44

»» Design, approve and print high school and college tour flier »» Begin outreach to high school and college track and field coaches and solidify travel schedule for spring travel tour »» Generate a Facebook-specific registration page for Summer 2012 games »» Create public Badger State Games event pages for each summer games sport »» Continue tweeting and engaging on Facebook with participants and developing relationships through Twitter and Facebook with athletes and teams and limit “info blasts” »» Continue retweeting relevant tweets from followers


2.12 »» Continue tweeting and engaging on Facebook with participants and developing relationships through Twitter and Facebook with athletes and teams and limit “info blasts” »» Continue retweeting relevant tweets from followers

3.12 »» Continue tweeting and engaging on Facebook with participants and developing relationships through Twitter and Facebook with athletes and teams and limit “info blasts” »» Continue retweeting relevant tweets from followers

45


[prospective timeline]

4.12 »» Statewide high school and college track and field travel tour »» At least eight sponsors secured for Fun Run & Skate »» Launch cost-per-click advertising program on Facebook »» Send VIP program e-mail blast to past participants and sport commissioners »» Tweet and post on Facebook about VIP program »» Add VIP registration online option »» Continue tweeting and engaging on Facebook with participants and developing relationships through Twitter and Facebook with athletes and teams and limit “info blasts” »» Continue retweeting relevant tweets from followers

46

5.12 »» Order VIP program gift bag materials »» Continue e-mail and social media promotion of VIP program »» Continue cost per click advertising on Facebook »» Continue tweeting and engaging on Facebook with participants and developing relationships through Twitter and Facebook with athletes and teams and limit “info blasts” »» Continue retweeting relevant tweets from followers »» Recruit and assign Twitter Ambassadors for each sporting event »» Spark conversation with Twitter followers about their interest in returning to the Games or coming for the first time. »» Continue releasing information on events, including dates, times, locations, and categories on social media and via press releases to local media partners »» Print Twitter pass cards


6.12 »» First Badger State Games Run and Skate »» Increase cost-per-click advertising program on Facebook in the two weeks before the games »» Continue releasing information on events, including dates, times, locations, and categories on social media and via press releases to local media partners »» Continue tweeting and engaging on Facebook with participants and developing relationships through Twitter and Facebook with athletes and teams and limit “info blasts” »» Continue retweeting relevant tweets from followers »» Continue using additional spot on registration and sign-in forms to collect Twitter information »» Twitter ambassadors assume duties and live tweet about event outcomes and other relevant information

»» Arrange for screen at all events to show live tweets from spectators and participants tagged with #wistategames (or whatever we decide) »» Congratulate winners via social media and post photographs in a Facebook “Winners Gallery” »» Interns distribute Twitter cards to incoming athletes and spectators at event registration tables and throughout game grounds.

47


[snapshot budget] (1) objective

(2) objective

(3) objective (4) objective

(5) objective

(6) objective

48

Increase number of participants who report learning about the games via online media (Facebook, the website and Twitter) from 16.6 percent to 30 percent.

Increase track and field participation from 2009 levels by 5 percent, increasing registrations from 669 participants to at least 702 participants.

Increase inline marathon participation from 2009 levels by 12 percent, ultimately registering at least 75 participants.

Add a 3K Run and Skate to promote and capitalize on the Badger State Games’ family friendly atmosphere. Launch the event during the 2012 Summer Games and recruit at least six local sponsors and 150 participants.

Reach 2,000 Facebook fans by the beginning of the Summer 2011 Games. Increase active participation from members (e.g., comments, wall posts, or content sharing) in the following increments: »» Pregame Period (May-June): Increase average active use(s) from one to four per week. »» Games Period (late June): Increase average active uses to at least once per day.

Reach 500 Twitter followers by the beginning of the Summer 2011 games.


budget levels $low

$medium

$high

(1)

320

380

440

(2)

1070

2000

2570

(3)

750

1270

1795

(4)

630

630

630

(5)

350

559

768

(6)

270

820

1220

3390

5659

7423

49


[detailed budget] (1) objective Objective #1 Strategy Make online experience more user-friendly

Online Advertising Utilize current BSG relationships to promote games

Expense Description Unlink Facebook & Twitter pages Include Facebook and Twitter links in enewsletter and all other online communication Facebook navigation page for registration information Change Badger State Games Twitter handle Create Facebook pages for each competition

Facebook Advertising

Budget - Low

$0

$0

$0

$0

$0

$0

Service completed by $0 Connective Campaigns

$0

$0

$0

$0 3 mths- $15/wk x4 2 mths- $25/wk x4 1 mth- $40/wk x4 = $320

$0 3 mths- $20/wk x4 2 mths- $30/wk x4 1 mth- $45/wk x4 = $380

$0 3 mths- $25/wk x4 2 mths- $35/wk x4 1 mth- $50/wk x4 = $440

$0

$0

$0

$0

$0

$0

$320

$380

$440

Objective #2 Strategy Expense Description Budget - Low Engage leaders of other Cross-promotional event track and field organizations travel VIP Gift- Printed Eco-Bag VIP Gift- VIP T-shirt VIP Gift- iPod Raffle ticket VIP Gift- Food vendor coupons VIP Gift- VIP certificate of recognition

50

Notes

$0

Social media mentions in sponsorship package Engage other sports organizations through social media

Event Kit - Registration Forms

Budget - High

$0

TOTALS

Revise sponsorship packages

Budget - Medium

Budget - Medium

Budget - High

Make advertisements for inline skating and track & field. Costs about $1.50 /click

Notes

$400 $50 $300

$500 $100 $450

$600 Costs based on $0.50/mile. $150 Based on $1 per bag $600 Based on $6 per shirt iPod provided by Badger $0 State Games

$0

$0

$125

$190

$20

$30

$250 Based on $2.50 per person Printing and customization $40 costs

$50

$50

$50 500 sheets at $0.10 a page


Twitter links in enewsletter and all other online communication Facebook navigation page for registration information Change Badger State Games Twitter handle Create Facebook pages for each competition

Online Advertising Utilize current BSG relationships to promote games

Facebook Advertising

$0

$0

$0

$0

$0

Service completed by $0 Connective Campaigns

$0

$0

$0

$0 3 mths- $15/wk x4 2 mths- $25/wk x4 1 mth- $40/wk x4 = $320

$0 3 mths- $20/wk x4 2 mths- $30/wk x4 1 mth- $45/wk x4 = $380

$0 3 mths- $25/wk x4 2 mths- $35/wk x4 1 mth- $50/wk x4 = $440

$0

$0

$0

$0

$0

$0

$320

$380

$440

Social media mentions in sponsorship package Engage other sports organizations through social media

(2) objective TOTALS

Objective #2 Strategy Expense Description Budget - Low Engage leaders of other Cross-promotional event track and field organizations travel VIP Gift- Printed Eco-Bag VIP Gift- VIP T-shirt VIP Gift- iPod Raffle ticket VIP Gift- Food vendor coupons VIP Gift- VIP certificate of recognition Event Kit - Pens and Clipboards Revise sponsorship Event Kit - Registration Event Kit - Bins packages Forms

Budget - Medium $400 $50 $300

$500 $100 $450

$0

$0

$125

$190

$20

$30

$25 $50

$25 $50

Event Kit - iPhone credit card swiper program

$0

$80

Event Kit - Promotional collateral Event Kit - BSG Banner

$0 $0

$0 $0

School Travel Tour Mileage

$100

$500

School Travel Tour Hotel

$0

$75

Video - Footage

$0

$0

Video - Production

$0

$0

$1070 $1120

$2000 $2050

TOTALS Objective #3 Strategy

Expense Description

Engage leaders of other inline marathons to encourage registration

Cross-promotional event travel

$165

$320

Cross-promotional event lodging

$75

$150

Budget - Low

Budget - Medium

Budget - High

Make advertisements for inline skating and track & field. Costs about $1.50 /click

Notes $600 Costs based on $0.50/mile. $150 Based on $1 per bag $600 Based on $6 per shirt iPod provided by Badger $0 State Games $250 Based on $2.50 per person Printing and customization $40 costs $25 $50 500 5 large binsat at$0.10 $10 each sheets a page Based on average iPhone credit card processing fees and an estimate of processing approximately $2,000 via onsite credit card. If budget does not allow, paper credit card forms or laptops (if wireless $80 is available) could be used Use leftover promo materials from previous $0 year's games $0 Use banner already in use Costs based on $0.50 a mile. Trip could be increased or decreased by modifying stops in the Fox $700 Cities area. One night stay for one person in an Appleton-area $75 hotel Would be done by intern, staff member, or production $0 partner The Badger State Games has already planned and budgeted to hire a video $0 production partner

$2570 $2620

Budget - High

Notes Costs based on $0.50 per mile for attending either one, two, or three inline $485 marathons Based on attending one, two, or three inline 51 $225 marathons


Event Kit - iPhone credit card swiper program

$0

$80

$80

Event Kit - Promotional collateral Event Kit - BSG Banner

$0 $0

$0 $0

$0 $0

School Travel Tour Mileage

$100

$500

$700

School Travel Tour Hotel

$0

$75

$75

Video - Footage

$0

$0

$0

$0

$0

$0

$1120

$2050

$2620

[detailed budget] (3) objective

Video - Production

TOTALS Objective #3 Strategy

Expense Description

Engage leaders of other inline marathons to encourage registration

Cross-promotional event travel

$165

$320

Cross-promotional event lodging

$75

$150

Notes Costs based on $0.50 per mile for attending either one, two, or three inline $485 marathons Based on attending one, two, or three inline $225 marathons

$15 $50 $300

$30 $100 $450

$45 $150 $600

$0

$0

$0

$125

$190

$20

$30 $1270

Budget - Low

Cross-promotional event food VIP Gift- Printed Eco-Bag VIP Gift- VIP T-shirt VIP Gift- iPod Raffle ticket VIP Gift- Food vendor coupons VIP Gift- VIP certificate of recognition Revise sponsorship packages

Event Kit - Registration Forms Event Kit - Pens and Clipboards Event Kit - Bins Event Kit - iPhone credit card swiper program

Budget - Medium

Budget - High

-

-

-

-

-

-

-

-

-

-

-

Event Kit - Promotional collateral Event Kit - BSG Banner

$0 $0

$0 $0

$0 $0

Video - Footage

$0

$0

$0

Video - Production

$0

$0

$0

$750

$1270

$1795

Objective #4 Strategy

Expense Description

Run and Skate Event

Space rental

$0

$0

Double-registration forms

$0

$0

Budget - Low

Budget - Medium

Based on attending, one, two, or three inline marathons Based on $1 per bag Based on $6 per shirt iPod provided by Badger State Games

$250 Based on $2.50 per person Printing and customization $40 costs

-

TOTALS

52

$2,000 via onsite credit card. If budget does not allow, paper credit card forms or laptops (if wireless is available) could be used Use leftover promo materials from previous year's games Use banner already in use Costs based on $0.50 a mile. Trip could be increased or decreased by modifying stops in the Fox Cities area. One night stay for one person in an Appleton-area hotel Would be done by intern, staff member, or production partner The Badger State Games has already planned and budgeted to hire a video production partner

Budget - High

See event kit cost in Objective 2 See event kit cost in Objective 2 See event kit cost in Objective 2 See event kit cost in Objective 2 Use leftover promo materials from previous year's games Use banner already in use Would be done by intern or staff member The Badger State Games has already planned and budgeted to hire a video production partner

Notes Outdoor public area negotiated through partnership with the Fox $0 Cities Tourism Bureau Registration forms would be redesigned, and printing taken out of each individual sport's budget. There is no $0 upcost to report here.


VIP Gift- Food vendor coupons VIP Gift- VIP certificate of recognition Revise sponsorship packages

Event Kit - Registration Forms Event Kit - Pens and Clipboards Event Kit - Bins Event Kit - iPhone credit card swiper program

$125

$190

$20

$30 $1270

$250 Based on $2.50 per person Printing and customization $40 costs

-

-

-

-

-

-

-

-

-

-

-

-

Event Kit - Promotional collateral Event Kit - BSG Banner

$0 $0

$0 $0

$0 $0

Video - Footage

$0

$0

$0

$0

$0

$0

$750

$1270

$1795

(4) objective

Video - Production

TOTALS

See event kit cost in Objective 2 See event kit cost in Objective 2 See event kit cost in Objective 2 See event kit cost in Objective 2 Use leftover promo materials from previous year's games Use banner already in use Would be done by intern or staff member The Badger State Games has already planned and budgeted to hire a video production partner

Objective #4 Strategy

Expense Description

Run and Skate Event

Space rental

$0

$0

Double-registration forms

$0

$0

Logo design

$0

$0

Promotional fliers Participant T-shirts Event staffing Event food Promotional emails

$100 $0 $0 $0 $30

$100 $0 $0 $0 $30

Incidentals

$500

$500

Service performed by $0 Connective Campaigns 1,000 sheets at $0.10 a $100 page $0 in-kind from sponsor $0 in-kind from sponsor $0 in-kind from sponsor $30 E-mail credits Waste management, miscellaneous expenses, $500 staff time

$630

$630

$630

Budget - Low

TOTALS Objective #5 Strategy Make Facebook a relevant and convenient portal of information for Badger State Games’ past and future participants

Expense Description

Budget - Low

Include Facebook link in every piece of printed promotional material and every online promotion Targeted Facebook Ads Execute e-mail blasts to targeted audience

-

TOTALS

Increase engagement with Twitter followers

Expense Description Budget - Low Smart phone or laptop for social media (require intern to provide their own) Cost of printing Twitter and Facebook handout cards

Budget - Medium

$0

Encourage and grow unique by having particpants share Incentives for "Capture of video and pictures on the Week" and Winner's Facebook Gallery winners

Objective #6 Strategy

Budget - Medium

Budget - High

Budget - High

$0 -

Notes Outdoor public area negotiated through partnership with the Fox $0 Cities Tourism Bureau Registration forms would be redesigned, and printing taken out of each individual sport's budget. There is no $0 upcost to report here.

-

Notes Gradually introduce link in all materials as they are $0 produced See Facebook advertising costs in Objective 1

$30

$30

$0

$149

$298 Based on $149/iPod

$30

$179

$328

Budget - Medium

$0

$0

$50

$200

$30 Cost of e-mail credits

Budget - High

Notes Assume that intern can provide his or her own $0 laptop and smart phone Depending on color options, double-sided option, card 53 material, and printer. Assuming printing 1,000 $600 cards


[detailed budget] $0

$0

Promotional fliers Participant T-shirts Event staffing Event food Promotional emails

$100 $0 $0 $0 $30

$100 $0 $0 $0 $30

Incidentals

$500

$500

Service performed by $0 Connective Campaigns 1,000 sheets at $0.10 a $100 page $0 in-kind from sponsor $0 in-kind from sponsor $0 in-kind from sponsor $30 E-mail credits Waste management, miscellaneous expenses, $500 staff time

$630

$630

$630

Logo design

(5) objective TOTALS Objective #5 Strategy Make Facebook a relevant and convenient portal of information for Badger State Games’ past and future participants

Expense Description Include Facebook link in every piece of printed promotional material and every online promotion

Targeted Facebook Ads Execute e-mail blasts to targeted audience

Budget - Low

Budget - Medium

Budget - High

$0 3 mths- $15/wk x4 2 mths- $25/wk x4 1 mth- $40/wk x4 = $320

$0 3 mths- $20/wk x4 2 mths- $30/wk x4 1 mth- $45/wk x4 = $380

Gradually introduce link in all materials as they are $0 produced 3 mths- $25/wk x4 2 mths- $35/wk x4 1 mth- $50/wk x4 = Based on costs of $1.50 /click $440

$30

$30

$0

$149

$298 Based on $149/iPod

$350

$559

$768

Encourage and grow unique by having particpants share Incentives for "Capture of video and pictures on the Week" and Winner's Facebook Gallery winners TOTALS Objective #6 Strategy Increase engagement with Twitter followers

54

Expense Description Budget - Low Smart phone or laptop for social media (require intern to provide their own)

Budget - Medium

$0

$0

Notes

$30 Cost of e-mail credits

Budget - High

Notes Assume that intern can provide his or her own $0 laptop and smart phone


Event food Promotional emails Incidentals TOTALS Objective #5 Strategy Make Facebook a relevant and convenient portal of information for Badger State Games’ past and future participants

Expense Description

TOTALS Expense Description Budget - Low Smart phone or laptop for social media (require intern to provide their own) Cost of printing Twitter and Facebook handout cards Intern travel reimbursements

Projection screen TOTALS

$500

$630

$630

$630

Budget - Medium

-

by having particpants share Incentives for "Capture of video and pictures on the Week" and Winner's Facebook Gallery winners

Increase engagement with Twitter followers

$500

$0 in-kind from sponsor $30 E-mail credits Waste management, miscellaneous expenses, $500 staff time

$0

Encourage and grow unique (6) objective

Objective #6 Strategy

$0 $30

Budget - Low

Include Facebook link in every piece of printed promotional material and every online promotion Targeted Facebook Ads Execute e-mail blasts to targeted audience

$0 $30

Budget - High

Gradually introduce link in all materials as they are $0 produced See Facebook advertising costs in Objective 1

$0 -

Notes

-

$30

$30

$0

$149

$298 Based on $149/iPod

$30

$179

$328

Budget - Medium

$0

$0

$50

$200

$220

$220

$0

$400

$270

$820

$30 Cost of e-mail credits

Budget - High

Notes Assume that intern can provide his or her own $0 laptop and smart phone Depending on color options, double-sided option, card material, and printer. Assuming printing 1,000 $600 cards

$220 Assume $0.50 a mile Utilize screens or monitors already available, or rent something larger, if $400 possible. $1220

55


[campaign evaluation] (1) objective Increase number of participants who report learning about the games via online media (Facebook, the website and Twitter) from 16.6 percent to 30 percent.

evaluation This objective will be measured through a one-question survey included with each registration form. To improve accuracy of results, we recommend the following revisions to the current survey: current survery How did you find out about Badger State Games? »» Participated in the past »» Word of Mouth »» Badgerstategames.org/Facebook Ads »» Other (i.e. coaches, websites, friends) »» E-Newsletter »» Online event calendars »» Flyers/Posters »» Radio ads »» Sport Websites »» TV ads »» Sport Specific Magazine »» Press Releases »» Twitter

56

new survey How did you learn about registering for the Badger State Games? (Please check all that apply) »» I have participated in the past »» I have attended as a spectator in the past »» My high school, college, or recreational team coach »» Word of mouth (friends, family, business associates, etc.) »» Facebook advertisements »» Official Badger State Games Facebook page »» Official Badger State Games Twitter page »» Badger State Games E-Newsletter »» Online event calendars »» Flier or poster »» Radio advertisement »» Television advertisement »» Story in a local newspaper or on a local television news program »» Which one(s)? _______________________ »» Badger State Games staff visited another event I attended


(2)

objective

Increase track and field participation from 2009 levels by 5 percent, increasing registrations from 669 participants to at least 702 participants.

evaluation This objective will be measured with hard registration numbers.

(3)

objective

Increase inline marathon participation from 2009 levels by 12 percent, ultimately registering at least 75 participants.

(5)

objective

Reach 2,000 Facebook Fans by the start of the Summer 2012 Games. Increase active participation from members (e.g., comments, wall posts, or content sharing) in the following increments: »» Pregame Period (July 2011-May 2012): Increase average use(s) from one to four per week. »» Games Period (June 2012): Increase average use(s) to at least once per day.

evaluation This objective will be measured using Facebook insights to track daily and weekly engagement and “like” numbers.

evalutaion This objective will be measured with hard registration numbers.

(6)

objective

Reach 500 Twitter followers by the beginning of the Summer 2012 games.

(4)

objective

Add a 3K Run and Skate to promote and capitalize on the Badger State Games’ family friendly atmosphere. Launch the event during the 2012 Summer Games and recruit at least six local sponsors and 150 participants.

evaluation This objective will be measured by tracking the total followers number available on the Twitter homepage.

evaluation This objective will be considered successful if six sponsors are recruited to cover the various costs associated with the Run and Skate. Additionally, this objective will be measured with hard registration numbers.

57


[conclusion] Connective Campaigns has created a comprehensive and strategic plan that focuses on gaining awareness and participants for the Badger State Games, specifically in track and field and inline skating. Through social media, special events and increased face-to-face contact with important stakeholders, we are confident in our ability to help grow the Badger State Games family.

After careful examination of our research, Connective Campaigns decided to focus on a promotional plan that capitalizes on the family-friendly atmosphere of the games. Additionally, our campaign team remained sensitive to the challenges faced by a non-profit organization, and much of our promotional strategy is centered on effective use of free and/or inexpensive online tools.

This campaign understands the heart of the Badger State Games. We know participants rely on those they trust – friends and family, coaches and teachers – to draw them to the games. By focusing on effective and long-lasting relationships, Connective Campaigns has shown our commitment to bringing these events to future generations.

We look forward to joining the Badger State Games family!

58


[appendix] 60

media comiplation

64

further qualitative research

68

further quantitative research

70

online modifications/promotions

74

sponsorship video script

76

fun run & skate materials

79

V.I.P. materials

80

bibliography

59


[appendix] media compilation online/print Article Title: Money Available for Badger State Games Source: Tom Held, Journal Sentinel Online Date: June 10, 2009 Synopsis: Article describes financial assistance for participating in the Badger State Games. “Donations to the Wisconsin Sports Foundation provide the money to sponsor roughly 150 entries for youths who would qualify for free or subsidized lunches at their public schools. A number of soccer players from the Milwaukee area will be able to participate with the entry assistance.” "This is an amazing opportunity for these kids," said Patricia Goeman, of the Journey House shelter. "Some of these kids have never been outside of Milwaukee, so to travel to a soccer tournament and stay in a hotel is a very big deal.” URL: http://www.jsonline.com/blogs/ lifestyle/47526312.html Article Title: The Drop Bag: Superweek Returns to the Lakefront, BSG opens summer registration Source: Tom Held, Journal Sentinel Online Date: April 28, 2009 Synopsis: Badger State Games: Registration is now open for the running, biking, baseball and other sports that make up the Badger State Summer games. For the first time, the events running from June 19 through July 4 will be held in the Fox Valley. URL: http://www.jsonline.com/blogs/ lifestyle/43820757.html

60

Article Title: Badger State Summer Games Moving to Fox Cities Source: Tom Held, Journal Sentinel Online Date: April 30, 2008 Synopsis: Describes move of the games “Roughly 10,000 citizen athletes participate in the summer games.” “The Fox Cities Sports Authority allocated a $180,000 grant to help support the summer games. The grant, funded by the Community Foundation for the Fox Valley Region, will be paid out over three years.” “Money did play a role in the decision by the Wisconsin Sports Development Corporation to move the games from Madison, which had hosted the summer events since their inception in 1985. The deal was announced Wednesday.” URL: http://www.jsonline.com/blogs/ lifestyle/31948589.html Article Title: Our View: We Welcome Badger State Games Opener Source: Daily Herald Online Date: January 28, 2011 Synopsis: Welcoming of Badger State Games to Fox Cities, talks about how the event has traditionally been a local event, but in recent years is drawing from a wider area. URL: http://www.wausaudailyherald.com/ article/20110128/WDH06/101280394/Our-View-Wewelcome-Badger-State-Games-opener


Article Title: Badger State Games Track and Field Events Relocate to Oshkosh Sports Complex Source: Jaime Hunt, UW Oshkosh Today Date: April 3, 2008 Synopsis: Event moved to college campus URL: http://www.uwosh.edu/today/688/badger-stategames-track-and-field-events-relocate-to-oshkoshsports-complex/ Article Title: OSC hosts Badger State Games Track and Field Source: UW Oshkosh Today (news bureau) Date: June 22, 2009 Synopsis: Oshkosh Sports Complex will host track and field events of the 25th annual American Family Insurance Badger State Games June 27-28 URL: http://www.uwosh.edu/today/2033/osc-hostsbadger-state-games-track-and-field/ Article Title: Badger State Games Ready to Open Source: Appleton Post Crescent Date: June 18, 2010 Synopsis: Article talks about gymnastics event was hosted by Heart of the Valley YMCA after being canceled in 2009 due to lack of registration. The event was held one week before the games officially began due to other gymnastics competitions conflicting with the Badger State Games. The article interviews an employee at the hosting gymnastics center who described what a shame it would be to let the gymnastics event fall by the wayside.

Article Title: There’s a Place for Everyone in Badger State Games Source: Appleton Post Crescent Date: August 21, 2009 Synopsis: Lynn Peters, executive director of the Fox Cities Convention and Visitors Bureau stated that “whether you’ve been playing in a competitive basketball league since you graduated from high school, or you’ve spent more time on the couch than on the court, there’s a place for you at the Badger State Games.” The article reflects on the Olympics-like nature of the event and the memories participating athletes will leave the games with once the events are finished. Article Title: Lineup Set for Badger State Summer Games Source: Appleton Post Crescent Date: June 3, 2010 Synopsis: Article lists dates, times and locations for then-upcoming 2010 summer games. Article Title: Badger State Games date, locations set Source: Appleton Post Crescent Date: May 30, 2010 Synopsis: Article lists dates, times and locations for event with a link to a webpage providing financial assistance for participants who need it.

61


[appendix] media compilation online/print Article Title: Kimberly Stealers Make Their Own Breaks in Running Through Badger State Games Opponents Source: Appleton Post Crescent Date: June 28, 2009 Synopsis: Article describes success of a youth boys (junior high level) basketball team from Kimberly, Wis,. that participated in the 2009 summer games. The youth boys basketball team talks about how promising they feel about participating in the Badger State Games and the positive effects it will have on them before and after Article Title: Wisconsin Sports Development Corporation Announces locations, dates of Badger State Summer Games Fox Valley Source: Appleton Post Crescent Date: May 27, 2010 Synopsis: The article announces the dates, times and locations of the summer events. It also provides links to the website and a specific page for athletes requiring financial aid. A list of events, dates and times is included.

62

Article Title: Inline Skating at BSG Source: Angela Kelly, Fox 11 Good Day Wisconsin Date: June 28, 2009 Synopsis: Video interview with participant URL: http://www.fox11online.com/dpp/good_day_wi/ gdw_wluk_com_calumetcounty_badger_state_ games_200906280926_rev Article Title: You’re Never Too Old to Start Source: Becky DeVries, Fox 11 WLUK-TV Date: June 29, 2009 Synopsis: Video shows an 88-year-old woman running in the track events URL: http://www.fox11online.com/dpp/news/local_ oshkosh_youre_never_too_old_to_start_20090628_rev1


social media facebook Page: Badger State Games Fans: 1,131 Synopsis: Just wrapped up Winter Games, gave away an iPod Nano- Post first post about Summer games on Friday, Feb 4th 2011- pushing “Lighten Up Wisconsin� program. URL: http://www.facebook.com/pages/Badger-StateGames/62269409206?sk=wall twitter Page: @BadgerST8Games Followers: 261 Synopsis: Currently, the Games use Twitter, a two-way communication tool, in a traditional one-way manner. Posts do not interact with followers and are comprised mostly of announcements and reminders for registration. you tube Title: Badger State Summer Games Synopsis: Photo montage posted May 2010 by BadgerStateGames URL: http://www.youtube.com/watch?v=J0Te9iDRWa0 online event postings Site: Travel Wisconsin Badger State Summer Games Appleton

63


[appendix] interview guide general awareness and attitudes »» What is your awareness level of the Badger State Games on a scale from one to five? One=no knowledge, three=moderate knowledge, five=full knowledge of how the games run and operate »» If you have knowledge of the Badger State Games, how did you first hear of the event? »» What methods of communication or advertising have you seen done by the Badger State Games? »» What types of social media do you use? »» Do you engage with Facebook fan pages regularly, moderately, or not at all? »» Do you engage with other Twitter users regularly, moderately, or not at all? »» If you are on Facebook and/or Twitter, do you ‘like” or “follow” the Badger State Games? If yes, do you think the Badger State Games uses social media effectively? Why or why not? »» If you are on Facebook and/or Twitter, do you ‘like” or “follow” any other sporting events (eg., the PGA)? If yes, what things do they do well?

previous participants »» Name the main thing that you enjoy about the Badger State Games experience and why. »» Name the main thing that you think could be improved about the Badger State Games experience and why. »» What event(s) do you participate in at the Badger State Games? »» Do you participate in your event with friends or alone? If you do not attend the games alone, describe the typical size of your group and the type of people who travel with you. »» Do you receive and read regular communications from the Badger State Games (e-newsletter, Facebook updates, brochures, etc.)?

non-participants »» What types of sports do you participate in, if any? »» Have you ever participated in a competitive organized sporting event? If so, which ones? »» If you were to participate in a new organized sporting event, what characteristics would you look for? Possible categories include location, competitive level, cost, etc. »» How do you prefer to receive communication and updates about events? Possible avenues include social media, traditional media (eg., TV and print), word of mouth, etc. »» Is there anything about the Badger State Games or related sporting events that deter you from participating?

64


Jennifer Gilmore Milwaukee, Wis. Marquette University Tri Team Athlete Non-participant in Badger State Games 19 years-old 1. What is your awareness level of the Badger State Games on a scale from one to five? One=no knowledge, three=moderate knowledge, five=full knowledge of how the games run and operate 3ish 2. If you have knowledge of the Badger State Games, how did you first hear of the event? I think mostly on the back of t-shirts. I believe the badgerland striders (a running club) participates in the games. 3. What methods of communication or advertising have you seen done by the Badger State Games? Mostly online and on t-shirts. 4. What types of social media do you use? I suppose just chat groups/blogs and facebook. 5. Do you engage with Facebook fan pages regularly, moderately, or not at all? Regularly

10. Have you ever participated in a competitive organized sporting event? If so, which ones? Tri, running, cycling, bball. Dylans run/walk for autism Als run Rush to festa Milwaukee lakefront marathon Middleton haunted hustle marathon Milwaukee lakefront discovery run Jingle bell run for alzheimers Alzheimers walk at mount mary college Trek womens triathlon Danskin womens triathlon Trek 100 ride Miller lite ride for the arts Marinette 100 ride Capitol view triathlon Oshkosh area triathlon USA triathlon collegiate nationals High cliff triathlon I'm sure that's more but that's all I remember

6. Do you engage with other Twitter users regularly, moderately, or not at all? I'm too verbose for twitter :/ 7. If you are on Facebook and/or Twitter, do you ‘like” or “follow” the Badger State Games? If yes, do you think the Badger State Games uses social media effectively? Why or why not? Nope. I suppose I should for you, right?? 8. If you are on Facebook and/or Twitter, do you ‘like” or “follow” any other sporting events (eg., the PGA)? If yes, what things do they do well? Oh yeah. I follow USA triathlon, USA cycling, MU bball. 9. What types of sports do you participate in, if any? Triathlon, running and cycling.

11. If you were to participate in a new organized sporting event, what characteristics would you look for? Possible categories include location, competitive level, cost, etc. Comp level, cost, directors name and his/her rapport 12. How do you prefer to receive communication and updates about events? Possible avenues include social media, traditional media (eg., TV and print), word of mouth, etc. Emails or FB. Billboards aren't bad either but costly. Advertise on running or other competition sites. 13. Is there anything about the Badger State Games or related sporting events that deter you from participating? I'm not a badgerland strider and would get my clock cleaned by running but it seems like good recreational events!!

65


[appendix] Edward Koehl Wauwatosa, Wisconsin Graduate of University of Minnesota Former Event Manager for Wisconsin Sports Development 26 years old 1. What is your awareness level of the Badger State Games on a scale from one to five? One=no knowledge, three=moderate knowledge, five=full knowledge of how the games run and operate Four 2. If you have knowledge of the Badger State Games, how did you first hear of the event? I heard about it growing up in Wausau. My mom was a volunteer. 3. What methods of communication or advertising have you seen done by the Badger State Games? TV ads, promotional fliers, posters 4. What types of social media do you use? Facebook 5. Do you engage with Facebook fan pages regularly, moderately, or not at all? Moderately 6. Do you engage with other Twitter users regularly, moderately, or not at all? Not at all 7. If you are on Facebook and/or Twitter, do you ‘like” or “follow” the Badger State Games? If yes, do you think the Badger State Games uses social media effectively? Why or why not? I don’t. Never thought about it 8. If you are on Facebook and/or Twitter, do you ‘like” or “follow” any other sporting events (eg., the PGA)? If yes, what things do they do well? University of Minnesota Golden Gophers – more teams then specialty events. The ones I think do well, update with regularity, provide both current events and news stories with public interest.

66

9. Name the main thing that you enjoy about the Badger State Games experience and why? They allow everyone to participate so its everybody participating in the same sport at the same venue the result of which is commrodary between athletes of all ages and skill levels. 10. Name the main thing that you think could be improved about the Badger State Games experience and why. I think they have to get in touch more locally and find out what the individual leagues and teams are doing instead of participating in BSG and find a way to not only get them to participate but kind of turn the BSG into the marquee event for each individual sport on a year-end basis. 11. What event(s) do you participate in at the Badger State Games? Event manager for Wisconsin Sports Development they own the BSG 12. Do you participate in your event with friends or alone? If you do not attend the games alone, describe the typical size of your group and the type of people who travel with you. Groups depend on sports— Like swimming the majority of participation is in teams. You either grew up in a BSG family or you did not. They aren’t turning people who didn’t grow up with BSG into parents who push their kids into BSG. So the numbers don’t really have a chance to increase. 13. Do you receive and read regular communications from the Badger State Games (e-newsletter, Facebook updates, brochures, etc.) No.


Jenny Zahn Milwaukee, Wis. Marquette University Track and Field Athlete Past-participant in Badger State Games 20 years old 1. What is your awareness level of the Badger State Games on a scale from one to five? One=no knowledge, three=moderate knowledge, five=full knowledge of how the games run and operate Four. 2. If you have knowledge of the Badger State Games, how did you first hear of the event? I first heard of it through my dad who took me to my first Badger State Games event when I was six years old.

8. If you are on Facebook and/or Twitter, do you ‘like” or “follow” any other sporting events (eg., the PGA)? If yes, what things do they do well? Yes. They update well and often on their events and provide many forms of multimedia to enhance the appeal of their updates. 9. Name the main thing that you enjoy about the Badger State Games experience and why. I enjoyed the proximity to home.

3. What methods of communication or advertising have you seen done by the Badger State Games? I’ve seen TV commercials, billboard ads, heard radio commercials.

10. Name the main thing that you think could be improved about the Badger State Games experience and why. Maybe increase awareness to draw in more competition.

4. What types of social media do you use? Facebook and Twitter.

11. What event(s) do you participate in at the Badger State Games? Track and field.

5. Do you engage with Facebook fan pages regularly, moderately, or not at all? Moderately. 6. Do you engage with other Twitter users regularly, moderately, or not at all? Moderately. 7. If you are on Facebook and/or Twitter, do you ‘like” or “follow” the Badger State Games? If yes, do you think the Badger State Games uses social media effectively? Why or why not? Not yet. I would’ve added it if I saw it on my Facebook news feed or on Twitter.

12. Do you participate in your event with friends or alone? If you do not attend the games alone, describe the typical size of your group and the type of people who travel with you. I participate with friends and family – usually, a group of five or more. 13. Do you receive and read regular communications from the Badger State Games (e-newsletter, Facebook updates, brochures, etc.) Yes, brochures.

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[appendix] quantitative research: survey monkey results 1.How were you first exposed to the Badger State Games? Friends Family Sports/Team Group Advertisements Media Coverage Social Media Other

24% 13% 44% 11% 15% 0% 5%

2. W  hich sport(s) have you participated in at the Badger State Games? (Check all that apply) Archery 4% Basketball 5% Bowling 4% Disc Golf 0% Golf 3% Gymnastics 3% In-line Marathon 4% Martial Arts 5% Rowing 8% Clay Target Sports 1% Soccer 12% Fast Pitch Softball 0% Swimming 8% Tennis 5% Track & Field 39% Triathlon 1% Ultimate Frisbee 3% Wrestling 6%

3. A  re you willing to increase the number of sports you participate in? Yes 37% No 63%

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4. How would you describe the atmosphere at the Badger State Games? Entertaining Not at all 5.1% Slightly 43.4% Very 39.4% Extremely 12.1% Exciting Not at all 3% Slightly 46.5% Very 35.4% Extremely 15.2% Friendly Not at all 1% Slightly 14.3% Very 56.1% Extremely 28.6% Competitive Not at all 7.1% Slightly 25.5% Very 49% Extremely 18.4%

5. How far do you travel to the Badger State Games? 30 minutes or less 15.2% 30 minutes to 1 hour 13.1% 1-2 hours 56.6% 3-4 hours 13.1% 4+ hours 2%


6. How do you typically travel? Alone With participating family With participating friends With both participating family & friends With non-participating family With non-participating friends With both non-participating family & friends With an organized team

13% 21% 17% 15% 30% 0%

9. How likely are you to participate in future Badger State Games? Very unlikely Unlikely Possibly Likely Very Likely

2% 3% 17% 29% 49%

0% 4%

7.How have you interacted with online advertising in the past? (Check all that apply) I have clicked on a Facebook advertisement 16.7% I have purchased a product or registered for an event after clicking on a Facebook advertisement 2.1% I have clicked on an online advertisement (not on Facebook) 20.8% I have participated in a contest through social media 11.5% I have never clicked on an online advertisement but I would consider it if it applies to me 25% I have never clicked on an online advertisement and I will not click on an ad in the future 31.3%

badger state games winter 2011 registration survey How did you find out about Badger State Games? Participated in the past 1008 Word of mouth 493 Badgerstategames.org// facebook ads 275 Other (coaches, web, etc) 252 E-Newsletter 93 Online event calendars 32 Flyers/posters 29 Radio ads 13 Sports websites 11 TV ads 9 Sports specific magazine 8 Press releases 6 Twitter 2 Total Answered: 2231 Didn’t Answer: 1308

8. H  ow satisfied were you with your experience at the Badger State Games? Very Unsatisfied 2% Unsatisfied 8% Neutral 18% Satisfied 44% Very Satisfied 28%

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[appendix] fun run & skate online registration modifications

70


go ahead, register. Register for an event! you know you want to. sign me up!

FUN RUN and Skate 2012 &RunSK ATE sign me up!

BROWSE OUR EVENT OFFERINGS Browse our sports offerings select one

ARE YOU Are youaVIP? V.I.P.? find out

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[appendix] facebook ad

awaken your inner-athlete register.

twitter cards (front & back)

tweet

@BadgerStateGames

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»» tweet from the sideline or during your favorite sport and »» tag your post with #wistategames »» look for your tweet on the big screens throughout the summer games!


sample facebook posts

Promoting Run/Skate: »» Start off the summer right! Register for the BSG Run/Skate now! [link] »» Run/Skate is coming up! It’s not too late to strap on those skates & lace up your running shoes! [link] »» Ready for some fun? Sign up for the Run/Skate. It’s new! Learn more at [link] »» It’s summer and your looking something new to do? Try out new Run/Skate marathon! Learn more at [link]

Promoting in-line skating »» Rollerblading isn’t for everyone. Do you have what it takes to compete in our inline skating competition? Sign up now and show us what you got! [link] »» Grab your blades! Grab your helmet! And awaken your inner athlete by registering for our inline skating competition! [link] »» Do you love competing with your friends? Get them all together and sign up for BSG’s in-line skating competition. [link]

Promoting BSG »» Get up and awaken your inner athlete! Sign up for the Badger State Games today! [link] »» What have you done today? Awaken your inner athlete now! [link] »» Have summer plans? Awaken your inner athlete and sign up for the Badger State Games! [link]

Congratulating participants »» Woah! @sallygames great job finishing the race at record speed! »» Congratulations to @sallygames with her extraordinary time! »» Participants upload your photos and videos of the BSG and be entered in a chance to win an iPod! »» Summer game winners have a picture or video of your winning race? Upload it to BSG! »» Had fun at BSG? We want to see it! Upload videos and photos of your experience and enter a chance to win an iPod!

Promoting Track and Field events »» Love to run? Sign up for BSG’s track and field competition and show Wisconsin what you got! [link] »» Get up and awaken your inner athlete! Sign up for BSG’s track and field competition! [link] »» Grab your running shows and awaken your inner athlete [link]

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[appendix] sponsorship video script Product: Sponsorhip Recruitment Client: Badger State Games Title: Join the Family Length: 2 minutes

74

video

audio

Participant 1 (woman) sitting in bleachers

The Badger State Games have been part of my family tradition as long as I can remember

Zoom out to show Participant 1 sitting with a large family

All 18 of us!

Participant 2 (man) sitting in a local restaurant or coffee shop

I travel to the Badger State Games track and field competition each year from Chicago, and I love how welcoming the people in the Fox Cities are to me and my family (NOTE: This should not sound scripted, but rather as though it is part of a casual interview – script deviation is acceptable).

Fox Cities Tourism Bureau Representative

We’ve been incredibly fortunate over the past several years to have the Badger State Games host its events in our communities. Thousands of people from the Midwest help spur our local economy each summer, and it really is a tradition that we look forward to… (NOTE: This should not sound scripted, but rather as though it is part of a casual interview – script deviation is acceptable)

Montage of recognizable Fox Cities images (UW Oshkosh, downtown Appleton, etc.)

TOURISM REP, continued, VO: The Fox Cities have incredible amenities, from fine dining to world-class athletic facilities, and Badger State Games participants truly enjoy spending time here.

Local Business Sponsor standing outside his or her business

Being a Badger State Games sponsor has changed the way I view my business…


video

audio

Shots of local business sponsor standing by his logo at a lively Badger State Games, welcoming athletes

LOCAL BUSINESS SPONSOR, continued, VO: And the folks who come to the games really welcome the involvement of those who live and work in the Fox Cities (NOTE: This should not sound scripted, but rather as though it is part of a casual interview – script deviation is acceptable).

National Sponsor Representative

As a large national company that sponsors the Badger State Games, [BIZ NAME] has seen an incredible return on getting involved in this athletic community. These are serious competitors, but they’re also bringing their families and are focused on having fun and staying healthy. It’s truly the perfect opportunity for us (NOTE: This should not sound scripted, but rather as though it is part of a casual interview – script deviation is acceptable).

Fade to white. White screen, with black text and the Badger State Games logo: Join the family, get involved. Visit www.BadgerState Games.org/sponsors

75


[appendix] fun run & skate registration form

Run & Skate Event (sign up for other athletes on general registration form) The Run & Skate event takes at (LOCATION) on (DATE) at (TIME). Badger State Games is providing a 50% discount for all athletes participating in any other Badger State Games event. ____ Yes, I would like to sign up for the Run & Skate event ____ No thanks Participant Information: First Name: _______________ Date of Birth: __/__/__

Last Name: ____________________ Age: _________

Payment Type: (circle one) VISA M/C AMEX Name on Payment Card: ________________________ Credit Card Number: ________________________ Billing Address: Street:_______________________

____

City: _____________

high school/college tour poster

76

DISCOVER

CASH

Expiration Date: ____/_____

State: _____

Zip Code: __________


the tour Is CoMInG to Your sChooL

fun run & sk ate 3k aLL aGes $10 awaken Your Inner athLete.. the BaDGer state GaMes teaM wILL soon Be CoMInG to Your sChooL. [LoCatIon In sChooL]

fILL In Date tIMe X - tIMe Y reGIster@sportswIsConsIn.CoM

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[appendix] fun run & skate flier

fun run & sk ate uW OshkOsh jj keller field@titan stadium

sunday, june 26

3k all ages $10 register@spOrtsWiscOnsin.cOm

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VIP T-shirt design

eco-bag design

A VERY IMPORTANT PERSON

A VERY IMPORTANT PERSON

THIS T-SHIRT

THIS BAG

IS WEARING BADGER STATE GAMES 2012 PARTICIPANT RECRUITER

IS CARRYING BADGER STATE GAMES 2012 PARTICIPANT RECRUITER

79


[bibliography] Appleton Post. (18 June 2010). “Badger State Games Ready to Open." Appleton Crest 10. Print. Appleton Post. (30 May 2010). "Badger State Games date, location set." Appleton Post Crest 10. Print. Appleton Post. (28 June 2009). "Kimberly Stealers make their own breaks in running through Badger State Games opponents." Appleton Post Crest 6. Print. Appleton Post. (3 June 2010). "Lineup set for Badger State Games." Appleton Post Crest 11. Print. Appleton Post. (21 August 2009). "There's a place for everyone in Badger State Games." Appleton Post Crest 12. Print. Appleton Post. (27 May 2010). "WSDC announces location, dates of Badger State Summer Games Fox Valley." Appleton Post Crest 6. Print. Ashland Area Chamber of Commerce. Apostle Islands Inline Race | Home Page. Web. (17 April 2011) Retrieved from http://www.apostleislandsinline.com. Badger State Games (2010). Sponsorship Opportunities for the 2010 Summer Games [Brochure]. Appleton, WI. Retrieved from http://www.badgerstategames.org/ iles/2010 Badger State Games. (2010). Wisconsin sports development corporation. Madison, Wisconsin: Wisconsin Sports Development Corporation. Badger State Games. (2010). Sponsorship opportunities for the 2010 summer games. [Brochure]. Retrieved from http://www.badgerstategames.org/files/2010%20 Baggot, A. (20 June 2010). Vincent, group hope Badger State Games can rebound. Wisconsin State Journal. Retrieved from http://host.madison.com/wsj/news/local/ article_e6af304e-7acf-56bd-b4d9 BeloitFlyers. "YouTube - Badger State Games-2008-High Jump-5'4"-Anna Soyck-Gold Medal." YouTube - Broadcast Yourself. . N.p., n.d. Web. (18 April 2011).http://www.youtube. com/watch?v=1-hD3niWcE4. Bureau, N. (22 June 2009). OSC hosts Badger State Games Track and Field. UW Oshkosh — University of Wisconsin Oshkosh. Retrieved from http://www.uwosh.edu/today/2033/ osc-hosts-badger-state-games-track-and-field/ Chicagoland Inline Marathon. Web. (17 April 2011). Retrieved from http://www. chicagolandinlinemarathon.com. Daily Herald. (n.d.). Our View: We Welcome Badger State Games Opener. Wausau Daily Herald Wausaudailyherald.com. Retrieved (28 January 2011) from http://www. wausaudailyherald.com/article/20110128/WDH06/101280394/

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Duffy for Congress. (2010). Sean Duffy congress 2010: experience. Retrieved from http://www.duffyforcongress.com/experience "Fox Cities Chamber of Commerce > Home." Fox Cities Chamber of Commerce > Home. N.p., n.d. Web. 26 Mar. 2011. Retrieved from <http://www.foxcitieschamber.com/> Good Day Wisconsin. (28 June 2009). Kelly, Angela (reporter). Inline Skating at BSG. Fox 11. Television. Held, T. (10 June 209). Money available for Badger State Games entries. Journal Sentinel. Retrieved from www.jsonline.com/blogs/lifestyle/4756312

Held, T. (28 April 2008). The drop bag: Superweek returns to the Lakefront, BSG opens summer registration. Journal Sentinel. Retrieved from http://www.jsonline.com/blogs/ lifestyle/43820757.html Held, T. (30 April 2008). Badger State Summer Games moving to Fox Cities JSOnline. Milwaukee Journal Sentinel. Retrieved fromhttp://www.jsonline.com/blogs/ lifestyle/31948589.html Holberg, J. (Personal communication February 1, 2011) Hunt, J. (2008, April 03). Badger State Games Track and Field Events Relocate to Oshkosh Sports Complex. UW Oshkosh â&#x20AC;&#x201D; University of Wisconsin Oshkosh. Retrieved from http://www.uwosh.edu/today/688/badger-state-games-track-and-field-events Koehl, E. (Personal communication February 1, 2011) Northshore Inline Marathon. Northshore Inline Marathon. Web. (17 April 2011). Retrieved from <http://northshoreinline.com/>.

Wisconsin Sports Development Corporation. (2010). 2005 badger state summer games. Retrieved from http://www.sportsinwisconsin.com/2005-summer-results WISCO Hotel Group. (2008). Badger state games. Retrieved from http://www.wiscohotels.com/badgerstategames/ Wisconsin Sports Development Corporation. (2010). Badger state games: summer. Retrieved from http://www.sportsinwisconsin.com/node/364 WLUK-TV. (29 June 2009). Devires, Becky (reporter). Youâ&#x20AC;&#x2122;re Never Too Old to Start. Fox 11. Television. " YouTube - Badger State Summer Games 2010 ."YouTube - Broadcast Yourself. N.p., n.d. Web. 15 Feb. 2011. <http://www.youtube.com/watch?v=J0Te9iDRWa0>. Zahn, J. (Personal communication February 3 2011)

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connective campaigns

sarah krasin

account executive

andrea harris

design & creative

cecilia cunningham production director

lindsay diaferio strategist & planner

alison sheehy media director


Badger State Games Plan Book  

This book outlines an integrated campaign for the Badger State Games, specifically inline skating and track & field.

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