CAMPAIGN OVERVIEW
1
OVERVIEW
1.
LeagueSide
2.
Campaign Overview
3.
Reporting and Results
4.
2018-2020 Campaign
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LEAGUESIDE The Children’s Hospital of LA Sports Medicine Program wanted to:
IMPROVE ITS COMMUNITY TIES
INCREASE BRAND AWARENESS
INCREASE BRAND CONSIDERATION
by sponsoring youth sports leagues 3
LEAGUESIDE LeagueSide assisted CHLA by:
Finding and vetting organizations in CHLA’s four target regions
Formalizing partnerships
Executing the campaign from start to finish 4
2017-2018 CAMPAIGN OVERVIEW
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Sponsorships
Santa Monica South Bay La Canada Pasadena 5
2017-2018 CAMPAIGN OVERVIEW 10
Fall
8
Winter
10
Spring 6
2017-2018 CAMPAIGN OVERVIEW
Physical
Digital
3 Teams Jerseys with CHLA logo 2 Field Banners
3 email communications per season 7
2017-2018 CAMPAIGN OVERVIEW
595
CHLA Jerseys
80 Emails
18 Field Banners
XXX families 8,155,200 Impressions 8
2017-2018 CAMPAIGN OVERVIEW Added Value
4
Activation Events
2
Physician Seminars
2
Athletic Trainer opportunities
9
REPORTING Client dashboard updated in real-time to provide:
Verification photos
Campaign measurements
Testimonials
Additional opportunities in target markets *insert link to client dashboard here* 10
RESULTS
RESULTS: METHODOLOGY To measure the effectiveness of the campaign, LeagueSide administered a survey to families in the sponsored organizations before and after each season (Fall, Winter, Spring). The survey questions aimed at measuring increases in: •
Unaided brand recall
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RESULTS: METHODOLOGY To measure the effectiveness of the campaign, LeagueSide administered a survey to families in the sponsored organizations before and after each season (Fall, Winter, Spring). The survey questions aimed at measuring increases in: • •
Unaided brand recall Brand familiarity
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RESULTS: METHODOLOGY To measure the effectiveness of the campaign, LeagueSide administered a survey to families in the sponsored organizations before and after each season (Fall, Winter, Spring). The survey questions aimed at measuring increases in: • • •
Unaided brand recall Brand familiarity Brand favorability
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RESULTS: METHODOLOGY To measure the effectiveness of the campaign, LeagueSide administered a survey to families in the sponsored organizations before and after each season (Fall, Winter, Spring). The survey questions aimed at measuring increases in: • • • •
Unaided brand recall Brand familiarity Brand favorability Net promoter score 15
RESULTS: FALL 2017
+ 2976.92 %
+ 12.5 %
increase in unaided brand recall
increase in brand perception
Post-season = 30.77% Pre-season = 1%
Post-season = 78.3% Pre-season = 69.6%
Answered “Children’s Hospital” or “CHLA” for open text question “When you think of sports medicine care, what local medical providers come to mind?”
Answered “Very Positive” or “Somewhat Positive” to question “What is your overall opinion of Children’s Hospital Los Angeles (CHLA)?” 16
RESULTS: FALL 2017
+ 20 %
increase in median likelihood to choose
Post-season = 6 Pre-season = 5 Median score (1-10) for question “How likely are you to choose CHLA’s sports medicine services when needed?” 17
RESULTS: WINTER 2017-2018
+ 241.86 %
+ 17.75 %
increase in unaided brand recall
increase in brand perception
Post-season = 10.47% Pre-season = 3.06%
Post-season = 90.43% Pre-season = 76.80%
Percentage of respondents who wrote CHLA or Children’s Hospital of Los Angeles when asked “When you think of sports medicine care, what local medical providers come to mind?”
Answered “Very Positive” or “Somewhat Positive” to question “What is your overall opinion of Children’s Hospital Los Angeles (CHLA)?” 18
RESULTS: TESTIMONIALS “The CHLA sponsorship for our club, Athletic FC, has made a huge difference in the lives of our boys. Thank you for supporting your local community. It means a lot to all of us!” “Thank you very much for sponsoring our team and bringing awareness of concussions. I have had patients attend your programs with positive results.”
“Thank you for sponsoring and promoting safety in youth sports. Please Continue raising awareness of the need to have and follow concussion protocols.” 19
KEY LEARNINGSSPRING 2018 1
Premier organizations are the best target for the CHLA Sports Medicine Program •
As the level of
2 Physical branding is key at each organization •
Jersey branding is the most effective
3 To get jersey branding at premier organizations, full your sponsorships are a better bet (compared to sponsoring one season at a time
4 Email content helps compliment physical branding with another channel that engages parents directly in their inbox
5 Seminar style on-site opportunities are great ways to engage with organizations 20
KEY LEARNINGSSPRING 2018 1
Premier organizations are the best target for the CHLA Sports Medicine Program
2 Physical branding is key at each organization •
Jersey branding is the most effective
3 To get jersey branding at premier organizations, full your sponsorships are a better bet (compared to sponsoring one season at a time
4 Email content helps compliment physical branding with another channel that engages parents directly in their inbox
5 Seminar style on-site opportunities are great ways to engage with organizations 21
2018-2020 CAMPAIGN2018
Physical
Digital
Activation
organizations:
4 email communications
3 on-site events
1 with game jerseys 3 with practice jerseys 4 with field banners
per year
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