2020 Digital Marketing and Advertising Overview

RAIDERS.COM.AU

DIGITAL MARKETING AND ADVERTISING OVERVIEW

DIGITAL OVERVIEW The Canberra Raiders can provide an extensive range of cross platform digital advertising solutions for sponsors, partners & advertisers throughout the year.

This year, the Raiders faithful will have access to more exclusive news content, video updates, mobile connectivity, as well as a comprehensive social media network to deliver Raiders fans news wherever they are.

In 2020, The Canberra Raiders are offering an even greater advertising opportunity, with customised packages now available.

The Raiders digital properties offer huge opportunities for advertisers to enhance their relationship with the club and fans, to drive exposure and quantifiable return on investment from the massive Raiders fan base.

Across the NRL season there is no other place that provides a more comprehensive look at the one of the most popular clubs in the league.

The Raiders engage a digital sports marketing company called Greenroom Digital to help us develop, implement and manage digital activations for our clients.

The Raiders, with Greenroom, are focused on tailoring campaign activity to ensure it is meeting your brand objectives. A tailored package ensures you are using the best performing assets for your objective and is designed to generate a strong return on investment.

PACKAGES CAN BE CUSTOMISED ACROSS THE RAIDERS: -- Website -- Mobile site -- App -- Social Media -- Email Database

THE RAIDERS ONLINE PLATFORMS PROVIDE THE FOLLOWING KEY BENEFITS: -- Clean environment that provides partner ads with significant prominence -- Built mobile first for improved user experience -- Specific ad targeting placement opportunities -- Simplified ad kit for easy of delivery

-- BTYB Content (including video) -- Integrated video content

BENEFITS OF DIGITAL ACTIVATIONS -- Provides tangible and measurable results

-- Align with key dates e.g. Match Day Activations, State of Origin, Semi-Finals

-- Platform to launch and promote competitions = data capture and lead generation

-- Tailored to specific budget requirements and campaign message

-- Align competitions with “Money Can’t Buy” experiences, tickets, merchandise etc.

-- Content sponsorship for year-long brand awareness -- Social Media and EDMs to amplify campaigns and promotions

DIGITAL OVERVIEW 577,500

162,500+

73,500

57,800+

AVERAGE MONTHLY PAGE VIEWS

AVERAGE MONTHLY UNIQUE BROWSERS

67,800

AVERAGE MONTHLY VIDEO VIEWS

8,200

RAIDERS APPS IN MARKET

RAIDERS.COM.AU SOCIAL MEDIA STATISTICS: OCTOBER 2019 WEBSITE ANALYTICS: GOOGLE ANALYTICS 360 (MARCH – AUGUST INCLUSIVE 2019)

42,800+

37,000+

PARTNER PERFORMANCE On average, digital campaigns with the Canberra Raiders have an engagement rate 9 times higher than industry average.

‘Buyouts’ with customised creative provided a 450% increase in click through rate, compared to generic campaigns.

BILLBOARD / BANNER ADVERTISING Campaigns are available over all sections of the website, giving superior reach and incredible exposure to partners of the Raiders. These wide reaching campaigns give partners the ability to:

-- Premium advertising positions across the entire club site -- Support in with advertisers overall marketing objectives;

-- Drive exposure and brand engagement;

-- Access to cross platform promotions (online and mobile);

-- Connect partners to exclusive Raiders digital content;

-- Generate a huge return on investment

MOBILE ADVERTISING Supporters are flocking to our mobile properties like never before, and consuming more content more often. Mobile advertising through the Canberra Raiders m-site and mobile app allows our partners to target supporters wherever they are.

-- Provides great support to website campaigns; -- Allows partners to target supporters wherever they may be;

-- Huge opportunity to align with exclusive content and have your message in the hands of thousands of supporters each month; -- Development of mobile optimised landing pages allow partners to get the best return on their investment from mobile targeted activations.

CAMPAIGN BUYOUTS The Raiders can offer specialised advertising packages to generate exposure and provide partners with the ability to leverage from their relationship with the club:

-- Exclusive Section Buyout

-- Campaigns timed around key content opportunities and promotional periods

-- Team Announcement

-- The club offers full creative development services -- Alignment with high impact advertising products designed to drive significant traffic for advertisers

-- Homepage -- News -- Play of the Week -- ...and more.

CONTENT SPONSORSHIP During the year, Raiders will offer unique season long packages to generate huge exposure and incredible returns for partners across our high performing digital platforms, including:

-- NRL Post Game Match Highlights (video) -- Score Announcement – Away Matches (Social Media) -- Weekly Media Interviews (video)

-- By the Numbers

-- Ladder

-- Play of the Week (video)

-- Draw

-- Team List (video)

-- Player Profiles

-- In the Sheds: NRL (video)

-- Team Victory Song (video)

-- Match Preview NRL

-- Photo Gallery

-- Injury Update

-- Man of the Match – Fan Vote

-- Five Things

-- Digital Competitions

-- NRL Late Mail -- NRL Post Game Press Conference (video)

Social Media and eDM Image Template - 2019

SOCIAL MEDIA & EDMS Social Media supports and amplifies campaigns, creating opportunities for engagement and extended reach through fans sharing content. EDMs (Electronic Direct Mail) are directly delivered to a database of fans at key times to support campaigns and content. EDMs are available in tile or Solus form across various databases, including Club News, Members News, Post Match Coverage & Special Announcements.

DIGITAL ACTIVATION HIGH IMPACT -- Campaign activity across all major Raiders channels -- Data capture focus

CONTENT

SOCIAL MEDIA SUPPORT -- By extensive social media, EDM and structured communication to supporter database.

-- Facebook, Twitter, Instagram, EDMs and Solus EDMs

-- Season long branded content series to build brand awareness -- Connected with data capture opportunity to drive a direct return on investment

1. TARGETED CAMPAIGNS Use the digital allocation to build a relationship with supporters, through targeted Raiders specific campaigns and competitions (e.g. Win tickets to State of Origin).

2. BUILD A DATABASE Building a database of supporters allows you to educate them on the benefits of your products, to efficiently convert them into customers.

3. TARGET DATABASE Use the database to promote exclusive supporter offers, based on known preference.

This will build the relationship between the sponsor and the customer to ensure stronger return on investment.

CAMPAIGN RESULTS, REPORTING AND ROI The Canberra Raiders in partnership with Greenroom Digital can provide extensive reporting after your advertising campaign / package has finished, to highlight your quantifiable ROI.

$17,618

$10,000

Over 4,000

Delivered value

Booked value

Unique entries

Section

Placement

Impressions

Clicks

CTR

Value

Home

Billboard 1

6,077

45

0.74%

$790

Billboard 2

5818

12

0.21%

$465

Billboard 1

4,065

24

0.59%

$528

Billboard 2

2,587

7

0.27%

$207

Mobile Banner 1

70,150

69

0.10%

$2,806

Mobile Banner 2 (MREC)

19,613

66

0.34%

$392

Tablet Banner 1

9,915

38

0.38%

$397

Tablet Banner 2

2,928

5

0.17%

$59

App Banner 1

24,455

46

0.19%

$978

App Banner 2 (MREC)

13,233

74

0.56%

$265

App Banner 1

5,012

15

0.28%

$200

App Banner 2

2,223

29

1.30%

$44

App Banner 3

816

1

0.12%

$4

Billboard 1

7,422

41

0.55%

$965

Billboard 2

2,250

7

0.31%

$180

Billboard 3

4,923

6

0.12%

$148

Mobile Banner 1

8,857

25

0.25%

$394

Mobile Banner 2

4,067

23

0.57%

$81

Mobile Banner 3

2,603

1

0.04%

$13

Tablet Banner 1

1,624

8

0.49%

$65

Tablet Banner 2

658

0

0.00%

$3

Club News eDM x1

x1

–

–

$584

Solus eDM x1

x2

–

–

$2,190

Twitter x2

x2

–

–

$938

Instagram Story x1

x2

–

–

$1,274

Facebook x2

x2

–

–

$3,646

200,296

541

0.27%

$17,618

Latest Mobile

Tablet App

Run of Site

Supporting Inventory

Total

NB: 2 week campaign report conducted in 2019 NB: Campaign received over 4,000 entries

DIGITAL PACKAGES Specialised advertising packages timed around key promotional periods generate exposure and drive traffic for advertisers.

Exclusive section buyouts can include Homepage, News, Team Announcement and more.

Packages from $4k: Excluding creative development production costs.

Schedule Breakdown Example Digital Campaign -- 1 x week of 100% of the highest performing ad placements across the Homepage and / or News Section -- 1 x week buyout across Mobile (Mobile Site and App) -- Social Media and EDM support (Facebook, Twitter, Instagram) -- Video Pre-Roll Opportunities

*Pricing includes GST

RAIDERS 2019 DIGITAL PARTNERS ACTEWAGL ACT RUBBISH / MOVERS BAGS TO GO FACTORY OUTLET BLUMERS PERSONAL INJURY LAWYERS CANBERRA REX HOTEL CANBERRA TOYOTA COCA-COLA DENMAN PROSPECT HART SPORT HUAWEI

INTERSPORT ITP THE INCOME TAX PROFESSIONALS MCDONALD’S MCGUIGAN WINES MTAA SUPER PHILLIP MITSUBISHI SPECSAVERS THE HOWLING MOON WAGGA CITY COUNCIL VISIT CANBERRA

DIGITAL CAMPAIGN ACTIVATIONS 2019

CREATIVE DEVELOPMENT As more and more businesses make the move online, we all see the benefits that digital advertising and technological advancements can deliver.

A barrier to entry has always been the high cost of building quality creative that properly represents a brand and a message.

The Raiders are in a position to offer an end to end creative and development service at a fraction of the normal cost.

In doing so we ensure the partner gets the best possible results and return on their investment, at a fair price and without the hassle of shopping around for a developer.

Customised creative executions generate a click through rate up to 9 times higher than generic ads.

Canberra Rex Hotel Competition Landing Page Example 2019

To help you effectively activate your digital campaign, our digital partners – Greenroom Digital – can provide the design and development of all the necessary digital assets. Having worked with a large number of our partners, they have the ability to work with your brand guidelines to design creative that engages our massive supporter group.

A simple landing page to collect supporter data can be the difference between campaign success or failure.