raiders.com.au DIGITAL MARKETING, ADVERTISING AND PARTNERSHIP OVERVIEW

Transcription

1 raiders.com.au DIGITAL MARKETING, ADVERTISING AND PARTNERSHIP OVERVIEW

2 OVERVIEW NEW DIGITAL PLATFORMS FOR 2018 The NRL & Canberra Raiders launched a new and improved digital platform in December Canberra Raiders can provide an extensive range of cross platform digital advertising solutions for sponsors, partners & advertisers for season 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 2018, 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 new digital platform for 2018 provides the following key benefits: Cleaner, less cluttered environment Built mobile first for improved user experience Specific ad targeting placement opportunities Simplified ad kit for easy of delivery

3 BENEFITS OF DIGITAL ACTIVATIONS Provides tangible and measurable results Platform to launch and promote competitions = data capture and lead generation Align competitions with Money Can t Buy experiences, tickets, merchandise etc. Align with key dates e.g. Match Day Activations, State of Origin, Semi-Finals Tailored to specific budget requirements and campaign message e.g. register to win Content sponsorship DIGITAL OVERVIEW 623,000 Page Impressions each month (website, mobile site, app) 108,000 Unique Visitors each month (website, mobile site, app) 37,300 Video Streams each month (website, mobile) 149, , , ,000+ Club News. Contacts 26% Av Open Rate 29,200+ Raiders apps in market raiders.com.au Social Media Statistics at 19th December 2017 NB: Monthly statistics is an average of 2016/17 Season (March September)

4 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.

5 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: Drive exposure and brand engagement; Connect partners to exclusive Raiders digital content; Premium advertising positions across the entrie club site Support in with advertisers overall marketing objectives; Access to cross platform promotions (online and mobile); Generate a huge return on investment

6 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.

7 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: Campaigns timed around key content opportunities and promotional periods The club offers full creative development services Alignment with high impact advertising products designed to drive significant traffic for advertisers Exclusive Section Buyout -- Homepage -- News -- Team Announcement -- Raiders TV --...and more.

8 CONTENT SPONSORSHIP During the year, Raiders will offer unique packages to generate huge exposure and incredible returns for partners across our high performing digital platforms, including: By the Numbers Play of the Week Team List (video) In the Sheds: NRL Match Preview NRL Injury Update Five Things NRL Late Mail NRL Post Game Press Conference (video) NRL Post Game Match Highlights (video) Game Day Guide Weekly Media Interviews From the Stands Raiders Social Scene Raiders Game Reactions Ladder Draw Player Profiles Brought to you by Partner Opportunities Draw alignment example

9 CONTENT SPONSORSHIP PRICE GUIDE 2018 Content Rate Card Based on 2017 website viewership and social media alignment Status Content Series Rank Page Views Av Views/ Round Sold Facebook Alignment Twitter Alignment EDM Alignment Team List (video) $26, , Weekly Weekly Weekly Post Match PC (video) $20, , Weekly Weekly Weekly Squad Update $17, , Weekly Weekly Sold Game Day Guide $15, , Weekly Weekly Weekly Sold Late Mail $16, , Weekly Weekly Match Highlights (video) $14, , Weekly Weekly Weekly 5 Things $14, , Weekly Weekly Match Preview $13, , Weekly Weekly Weekly Match Report $13, , Weekly Weekly Weekly By the numbers $12, , Weekly Weekly Play of the week $12, , Weekly Weekly Status Hub Pages Rank Page Views Draw/Results $14, ,127 Player Profiles $8, ,783 Ladder $4, ,286 Team List Page $3, ,391 Sold Injury Report $2, ,598 *Pricing includes GST *Other content opportunities available upon request

10 SOCIAL MEDIA & EDMS Social Media supports and amplifies campaigns, creating opportunities for engagement and extended reach through fans sharing content. EDMs are directly delivered to a database of fans at key times to support campaigns and content. EDMs are available in title or solus form across various databases, inclusing Club News, Members News, Post Game & Special Announcements.

11 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. $11,467 Delivered value $5,224 Booked value More than 660,000 impressions Delivered across the Raiders website and mobile properties. 1,240 click throughs to the landing page with an average click through rate of 0.19% Section Placement Impressions Clicks CTR Value Run of Site Island 1 Island 2 Island 3 Leader 1 Leader 2 Skins Homepage Island 1 Leader 1 Skins News Section Island 1 Leader 1 Skins M-site App Supporting Inventory Banners Banners Facebook Twitter Members EDM Supporters EDM Solus EDM 4,693 29,914 17,817 4,776 31,863 4,872 14,058 14,141 10,511 19,502 19,511 12, , ,253 x2 x2 x2 x2 x % 0.10% 0.04% 0.04% 0.03% 0.62% 0.14% 0.08% 0.39% 0.21% 0.04% 0.45% 0.03% 0.78% $117 $449 $143 $57 $159 $219 $351 $170 $473 $488 $234 $566 $1,842 $1,669 $2,173 $689 $302 $547 $820 Total $663,798 1, % $11,467

12 DIGITAL ACTIVATION High Impact Campaign activity across all major Raiders channels Data capture focus Social Media Support By extensive social media, EDM and structured communication to supporter database. Facebook, Twitter, Instagram, EDMs and Solus EDMs Content 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). 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. 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.

13 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 $5k $50k: Excluding creative development production costs. From $5k Eg Schedule Breakdown based on 2017 value 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 (M-site and App) Social Media and EDM support (Facebook, Twitter, Instagram) Video Pre-Roll Opportunities *Pricing includes GST

14 2017 RAIDERS DIGITAL SALES The 2017 season was the second season the Raiders bought back the club website inventory to use for club promotions and sell digital advertising packages. The club used external company Green Room Digital to help facilitate the process of converting digital sales leads into sale and creating packages and reporting for digital campaigns. Canberra Raiders in 2017 achieved: 100% increase in digital partners 14 dedicated campaigns 4 season long content sponsorships Partners included: Austbrokers Canberra 2 campaigns & content alignment Hart Sport 1 campaign Denman Prospect 3 campaigns & content alignment Blumers Personal Injury Lawyers 2 campaigns & content alignment Pure Zen Flotation 1 campaign Huawei 2 campaigns ITP The Income Tax Professionals 1 campaign McDonald s ACT 1 campaign Rugby League World Cup campaign OPC IT Content alignment

15 DIGITAL CAMPAIGN ACTIVATIONS 2017

16 DIGITAL CAMPAIGN ACTIVATIONS 2017

17 COMPETITION ENTRIES TOTAL OF 23,096 IN ABRCBR Pure Zen Denman Blumers Huawei Huawei OPC IT Blumers Denman McDonald s

18 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. CREATIVE ASSET DEVELOPMENT RATE CARD To help you effectively activate your digital campgin, our digital partners Greenroom Digital can provide the design and development of all 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. Essential Campaign Assets: $2,586 ex GST Essential Campaign Assets* Digital banners: $1,412 ex GST EDM & Social design (Ad tile & Solus, Facebook, Twitter): $554 ex GST Landing Page: $620 ex GST Digital Banners = Billboard, Leadership, MREC & Mobile / App Banner *figure is based on animated GIFs / Static Creative

19 SUMMARY Digital Advertising Packages from $5k $50k (exclusive of creative costs) Finals Series Advertising Raiders Video Advertising Digital Activation Strategies Mobile App Splash Page & banner advertising Mobile website advertising Customised Packages Content Integration Cross Platform Promotions Digital Match Day Sponsor Mobile/Online Packages In-Stadium Integrations

20