CLIENTS
WHO DOES OLD HAT CREATIVE DO WORK FOR? Below are just a few of the clients Old Hat Creative has done work for in the past. We’re looking forward to working with all our clients, old and new, in the coming year. Give us a call!
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12TH MAN CHALLENGE TEXAS A&M UNIVERSITY
[1] Challenge: The number 12 is synonymous with Texas A&M University and the 12th Man Foundation. The 12th Man Foundation came to Old Hat Creative with an idea to build excitement about Aggie Athletics prior to December 12, 2012 (12-12-12). [2] Objective: The objective was simple: Engage Aggie fans for eight weeks through marketing strategies targeted at Aggie fans across the country. [3] Strategy: Old Hat Creative and the 12th Man Foundation held several on-campus visits and virtual conversations to create the 12th Man Challenge marketing plan that would involve web, social media, television, radio, in-game prompts and one-on-one interactions. [4] Tactics: Old Hat Creative built the website 12thManChallenge.com and incorporated a plan to generate new content on a daily basis to keep fans coming back. Aggie fans created a user account to compete in challenges and trivia contests. Each week, a new challenge was posted incorporating an Aggie tradition. After the four challenges, finalists were chosen to submit videos and fans voted for their favorites. 12thManChallenge.com was also home to 12th Man Trivia Challenge, a six-week quiz contest. The user with the highest score won a gift certificate to the MSC Bookstore on Texas A&M’s campus. To spark interest, Old Hat Creative went oncampus for the Texas A&M vs. Florida SEC home opener to kick off the challenge. Old Hat Creative designed tent backdrops, t-shirts and handouts. Aggie fans sang the War Hymn and were automatically entered into the 12th Man Challenge. With this event, more than 500 Aggie fans interacted with the 12th Man Challenge.
Hat Creative participated in fan forums and the Texags message boards to engage Aggie fans. Social media played a key role in the 12th Man Challenge—specifically Facebook and Twitter. Old Hat Creative managed the @12thManFndtn Twitter account and 12th Man Foundation Facebook page. [5] Results: The 12th Man Challenge allowed the 12th Man Foundation and Old Hat Creative to capture the attention of thousands of Aggie fans across the world. The 12th Man Challenge launched at the Aggies SEC opener in early September. Throughout its six-week course, the site registered 650 users reaching 34 countries! Talk about an INTERNATIONAL brand. 12thManChallenge. com received 10,830 visits (7,821 unique), with an average of 250 unique visitors per day. There were a total of 185,000+ page views with an average of 17 page views per visit in the six-week span of the contest. Having Old Hat Creative manage 12th Man Foundation’s social media accounts led to an increase in Twitter followers from 2,900 followers to more than 4,434 followers. That is a 53 percent increase in just six weeks! Facebook posts generated 54,000 views, averaging 2,092 views per post with 5,000 of the visits to 12thManChallenge.com being from social network referrals. Aggie fans took the 12th Man Challenge everywhere they went. Mobile visitors accounted for 4,553 visits with 3,030 page views. Overall, the site had a bounce rate of 1.99%, translating to 99-out of-100 people visiting multiple pages on the site.
Old Hat Creative built a partnership with Texags.com by incorporating the 12th Man Challenge into their Monday morning radio show, along with their daily radio programs, online broadcasting operations and Internet forums. Every Monday on the Texags Radio Show, hosts would discuss the previous week’s submissions and the upcoming challenges. Additionally, Old
QUOTE “Working with Old Hat Creative on this campaign was a great experience. Their handling of the day-to-day responsibilities helped this campaign to reach a wide audience. Fans took to the daily trivia contest and when the 12th Man Challenge was narrowed down to our finalists, the fans really got involved in voting for the winner. In the end it helped us promote the 12th Man Foundation and connect with Aggies everywhere.” Mark Riordan - Vice President of Marketing & Brand Management - 12th Man Foundation
SOCIAL HUB Ò
UNIVERSITY OF CINCINNATI
[1] Challenge: The University of Cincinnati was looking for a way to reward their fans who attended games. Not only did they want to reward fans, they wanted to reward them instantly! That is when the idea of the Social Hub came to fruition. [2] Objective: Cincinnati wanted to easily reward fans who attend the Bearcats games, as well as involve all fans across the country in the conversation. By rewarding fans for attending, Cincinnati improved the in-game fan experience, as well as received valuable feedback that helped guide their marketing efforts. [3] Strategy: Old Hat Creative and Cincinnati decided the Social Hub was a great way to keep fans up-to-date with social media by having it readily available in one place. Scrolling through the Social Hub, fans can see Facebook, Twitter, Foursquare and YouTube feeds. Aggregating these social platforms meant if the fan didn’t use each service, they were able to follow along to get the full story the Bearcats were telling. Having the information in one place made it easy for fans to know about the promotions, contests, giveaways and more. Finding game updates is easy on the Internet, but the Social Hub made it easy to find out about the fun outside the game as well. Finally, there was an avenue to showcase the cool ideas the marketing folks put into the gameday experience.
to what fans enjoy about Cincinnati Athletics. The countdown on the site allowed Cincinnati to draw attention to the most important promotions and games throughout the season. During football and basketball games, Cincinnati concentrated their social media efforts on Twitter. This way, the Old Hat Social Media Coordinator could track the feeds and hashtags to find the most entertaining fans and share their tidbits with all fans present at the games. Fan photos were featured on the videoboard and as cover photos on Facebook. The ability to not only hear the fans, but to respond to them built relationships through genuine two-way conversations. Because fans love to be acknowledged, the most successful promotion was the Halloween costume contest that wasn’t even centered around a game. Fans submitted their costumes for a chance to be featured as the Facebook cover photo. [5] Results: The poll question was fun and also gathered fan feedback. The first question posted for the season yielded 40 responses and the insight kept coming throughout the season to help guide the marketing efforts in real time. The fan engagement also grew each game with fans tweeting more than 15 photos per game. The conversations on the social media platforms helped build relationships with fans and improved customer service. By the end of the basketball season, the Social Hub helped the #bearcats to trend nationally on Twitter for the game on March 2, 2013.
[4] Tactics: Along with being able to see live feeds from various social media platforms, fans could enter contests and answer poll questions to win merchandise. This provided data collection opportunities for later sales, as well as research as
QUOTE “The Bearcats Social Hub has been a great social media tool for us to encourage a one-stop shop for our fans for all Bearcats social media needs. Working with Tracie and Hannah has been fantastic. Their communication is always prompt, accurate and high energy.” Jaime Juenger - Director of Marketing & Promotions - Cincinnati
MEN’S BASKETBALL HYPE VIDEO DUKE UNIVERSITY
[1] Challenge: As one of the top basketball programs in the country and with diehard fans, Duke was looking for a team intro video that would be unlike anything their fans had seen before. This video would be unveiled at their Countdown to Craziness event and then used prior to all men’s basketball home games. [2] Objective: Create a team intro video that would combine the legacy of Duke basketball with the current players’ abilities and present it in a way to get the fans hyped up for the game. [3] Strategy: Old Hat Creative and Duke had several conversations to brainstorm the direction of the video. We decided to focus on the “super power” abilities of the players and combine that with the team getting ready for the game. [4] Tactics: Old Hat traveled to Durham to film the team for the video. We coordinated with Duke by assigning “super powers” to the featured athletes. These included a super dribbler, super passer, super shooter, super blocker and super dunker. We filmed each of the players showcasing their basketball skills and then shot footage of the
team in the locker room, leaving the locker room, and in the defense room as if they were getting ready to take the court. From there we handed over the footage to the Old Hat video team for them to work their magic. They took the basketball skills footage and made it look like the super dribbler was dribbling really fast, the super passer was passing the ball to himself, the super shooter was making every shot, the super blocker was blocking every shot and the super dunker was dunking from the three point line. Old Hat’s editors turned the game preparation footage into an epic intro video that was sure to get the fans hyped up for the game. [5] Results: An amazing debut of the video on giant sheets hanging from the center court video boards at the Countdown to Craziness event, more than 12,400 YouTube views and a team intro video that had the fans ready to cheer on Duke at every home game.
QUOTE “The Old Hat team is a pleasure to work with. They are creative and take a lot of pride in their work. In each project we’ve worked on with them, they’ve taken our concept and really embraced it to maximize its potential. As a result, the finished product has exceeded expectations every time.” Dave Bradley - Communications and Recruiting Coordinator - Duke
WAC BASKETBALL WEBSITE WESTERN ATHLETIC CONFERENCE
QUOTE
“Working with the staff at Old Hat on our 2013 basketball tournament website was such a rewarding experience. We wanted a site that was not only informative but also was engaging for our fans. They created a unique contest that resulted in a record number of visitors to our site which contributed to an increased number of all session ticket sales. The staff at Old Hat listened to our goals, were creative and innovative all while staying within our budget. We couldn’t be happier with the results!” Amanda Benzine - Director of Marketing - WAC [1] Challenge: As a conference office liaison, Amanda Benzine, director of marketing for the WAC, sells tickets to the men’s and women’s basketball tournaments, and who better to help her do this than her 10 awesome schools? But these schools also need to sell tickets to their home games, how could they possibly have the time, money and staff to do both?
and the WAC office’s social media push. This advertising resulted in hundreds of new visitors coming to the site, as well as returning visitors who entered the contest even if they weren’t a fan of the featured school.
[2] Objective: Bring each school together to gather fan data and sell tickets for the men’s and women’s basketball tournaments.
CREATE A WEBSITE TO SERVE AS THE MAIN HUB TO PROMOTE THE TOURNAMENTS THROUGHOUT THE YEAR.
[3] Strategy: Create a website to serve as the main hub to promote the tournaments throughout the year. [4] Tactics: Create a contest that 1) the schools’ fans would be able to enter, 2) have prizes for entering and a grand prize (trip to the tournaments in Las Vegas) and 3) wouldn’t be too time consuming for each school. Each school was assigned a week that was dedicated to their university to incorporate our social media plan easily and seamlessly into their current social media initiatives. Having every school taking ownership of the contest for one week allowed the WAC to have a larger reach than advertising on its own. [5] Results: When a site is up for more than three months, content needs to be updated in order to keep users coming back. Because the tournament information was static, the site was updated each Monday with the “Around The WAC” photo challenge. Each week, the featured school reached thousands of fans through its social media outlets
By the end of the season, nearly 200 fans answered the questions correctly to qualify for
the grand prize, and the WAC gathered more fan data of those who didn’t. With fans talking about the tournament all season long, the WAC saw an increase in all session tickets sold in 2013. To see the schools come together to support the initiative of the conference office strengthened the existing relationships, which will lead to more amazing things in the years to come.
X AND O TRIVIA XAVIER UNIVERSITY
[1] Challenge: Xavier’s challenge was to find new ways to continue driving traffic to their trivia website. [2] Objective: Drive fans to the X and O Trivia website and increase the fan email database. [3] Strategy: Create a season-long and holiday promotion that would increase traffic, as well as keep the website updated with fresh content. [4] Tactics: Create “Tuesday Trivia” to provide a weekly feature to get Xavier Basketball into the fans’ routine. Xavier offered prizes for three hours on the first Tuesday of each month and saw a significant spike in traffic. With the success of the “Tuesday Trivia”, we created the “12 Days of Giveaways” to increase traffic over the course of a 12-day period before the holidays. The basis of the promotion was to give away 12 gifts on the first day, 11 gifts on the second, 10 on the third and so on. Each day there were fewer winners, but the prizes got better. The grand prize was a VIP gameday experience with the men’s basketball team.
With these two promotions, Xavier promoted the site using social media, email and in-game announcements. The site also was built so fans could play trivia while they were at the game!
THE GRAND PRIZE WAS A VIP GAMEDAY EXPERIENCE WITH THE MEN’S BASKETBALL TEAM. [5] Results: Over three months of the season, Xavier had 1,570 visits to the site with over 37,000 page views. The fans on the site spent more than four minutes per visit and the Musketeers collected fan data for 590 fans to reach out to for potential ticket sales in the future.
QUOTE “The X and O Trivia website helped us increase our email database, drove traffic to our athletic website and created an interactive way to engage our fans.” Brian Hicks - Assistant Athletic Director - Xavier
#FIGHTFOR JUSTICE MARTIN METHODIST COLLEGE
[1] Challenge: Get attention for a talented basketball player from a small school so he could be on the big stage.
WHO DOESN’T LOVE AN UNDERDOG STORY? [2] Objective: During the 2012 Final Four, the State Farm Slam Dunk Contest left one spot open for a student-athlete voted in by fans. James Justice advanced into the top four, but was up against schools much larger than Martin Methodist (population: 800). He was a long way from securing a spot, and I don’t mean like how it’s a long way from your couch to your refrigerator. I’m talking about Lewis & Clark going transcontinental by foot. [3] Strategy: Use the small school and the small stature of James Justice (only 5’9”) to their advantage. Who doesn’t love an underdog story? [4] Tactics: We created a social media plan that Jeff Bain implemented. The plan included filming quick videos showing Justice’s personality and ability and were spread across all platforms. We created a #FightForJustice hashtag, designed a t-shirt, reached out to local media in his
hometown of Memphis and nearby Nashville to find the people who would be intrigued by this story. Because the game highlights of his dunks were low quality, Old Hat wrote and recorded a song to place over the highlights that gave them the attention they deserved. We didn’t want the quality of the video to be the focus. The idea was to tell the story of James Justice. [5] Results: During voting to decide the final four spots, Justice had only 32 percent of the vote going up against Eric Griffin from Campbell, but the marketing surge by Martin Methodist over the next five days catapulted Justice to 51 percent of the vote and into the championship round. The final round was Justice versus 6’4” David Kyle from Wichita State. The population of Pulaski, home of Martin Methodist, is roughly half the size of the enrollment at Wichita State but Jeff Bain’s dedication to the marketing plan gave Justice the victory over David, who seemed more like Goliath in this story. The best part of this story is that Justice went down to the Final Four with his signature smile and won the Slam Dunk Contest. This guy from Pulaski, Tennessee was now known across the country from what started with a phone call from an athletic director who truly cares for his student-athletes.
QUOTE “I’m not the best with technology, so I called Tracie Hitz, who already helps me figure out all of this social media stuff personally. I figured the team at Old Hat could put together a plan that would give James a chance at getting to New Orleans. They helped me tell his story that got the whole community to rally around him, and it’s something the town of Pulaski will be talking about for many years to come.” Jeff Bain - Athletic Director - Martin Methodist College
QUOTE “When working with the staff at Old Hat, I know they genuinely want to help me reach my goals. They don’t sell me something I don’t need and they work together with other vendors if it’s a service they don’t provide. This was the case with retargeting where they provided the creative and then suggested working with Dan Migala and SportsDesk to make the actual ad buy.” Eric Nichols - Assistant Athletic Director - South Carolina
FOOTBALL RETARGETING CAMPAIGN
on age, gender, household income, geography, interests and more.
UNIVERSITY OF SOUTH CAROLINA
[4] Tactics: Because online tracking allows us to really know the consumers, we were able to create different online ads to appeal to each type of person we were targeting. Once the targets were identified, we made sure the message they were seeing was relevant to them.
[1] Challenge: The Gamecocks wanted to spend their marketing dollars on a targeted audience using online advertisements.
With real-time information being provided by our partner SportsDesk we were able to update the ads to fit the data being analyzed.
[2] Objective: Find casual fans who might want to buy football tickets and hit them with the right sales message based on their interests and buying habits on the Internet.
[5] Results: At the end of the football campaign, these ads generated 35 percent of season ticket leads and 17 percent of single-game transactions while delivering $3.60 in revenue for every $1 in media spent resulting in a 260 percent ROI. In addition to initial sales, the ads created a new network of more than 120,000 Gamecock fans for future campaign executions, as well as new assets for sponsors.
[3] Strategy: Use retargeting to find new fans, which means applying a cookie to users who visit your website. Once the cookie is applied, you can target that consumer with ads after they leave your site. These ads appear in real time based
TICKET WIZARD UNIVERSITY OF AKRON
[1] Challenge: Find a way to explain the ticket options for the five admission-charging sports at Akron. [2] Objective: Create a platform for fans to get the information pertaining to them so they are educated to make the right purchase for them. [3] Strategy: Build one portal to house all five sports so, despite the season, fans know where to go to find the information they need. [4] Tactics: Educate each fan the way they needed the information in order to feel comfortable enough to make a purchase.
about a ticket, etc., to make the ticket buying process better for everyone. The site was built so Akron could collect the contact information for those who bought immediately and those who wanted to talk with someone before they made their purchase. [5] Results: With the ticket wizard being part of the many new marketing efforts by the Zips staff this year, the men’s basketball attendance increased across the board during 2012-13 season, including a 10 percent increase over last season and a 14 percent increase for conference games.
Create a way for Akron to see what their fans are most interested in, what questions they have
QUOTE “We partnered with Old Hat last year to create ZipsTickets.com, a multi-sport ticket wizard website, in an effort to educate our fan base about all of the ticket options offered across our ticketed, varsity sports. The branding and naming of the site was consistent with our other sales collateral to present a unified message to potential new fans. The site was an important tool for us to educate and engage fans touched by our marketing campaign throughout the school year. In total, ticket revenue increased by 10.5 percent over 2011-12, resulting in the second-largest ticket revenue total in the history of Zips Athletics. The results are a testament to the capable work of the Old Hat staff and the passion of Zips fans.” Brad Swanson - Director of Marketing & Promotions - Akron
BASKETBALL CAMPAIGN UNIVERSITY OF MIAMI
[1] Challenge: Tell the story of the Miami Basketball team so people in the Miami area know who these guys really are. [2] Objective: Change any misconceptions that might be surrounding Miami Basketball. [3] Strategy: Miami is a very transparent athletic department as they share just about everything with their fans via Twitter, Facebook, behind-thescenes video, Instagram and more. They work to make sure they send out interesting information on as many platforms as possible.
The website and videos are part of the overall campaign. We worked with Miami to create the poster, schedule card, web ads and more. We also filmed members of the team doing crowd prompts played on the videoboard during the game to showcase their personalities even more.
THEY ALSO SET A RECORD FOR MOST GAMES WITH 1,200 OR MORE STUDENTS And, of course, the intro video was a crowd favorite with the corresponding animations we created for the LED boards. Building relationships with fans through consistent content was a key strategy, but the Hurricanes also created a sense of excitement and urgency when they reached out to their main athletics web provider to build the “Operation Sellout” site that tracked the number of tickets remaining for select home games. We also went on campus to film the TV commercial that made you feel like you were at the game. Throughout the campaign, whether it was an Old Hat initiative, created in-house or built with another vendor, Old Hat provided the assets to keep the branding united across all
[4] Tactics: They played to the strengths of the individuals on the team because of the incredible personalities that made fans want to support them. Old Hat Creative went down to Coral Gables to film Q&A sessions with each of these student-athletes and, by the end of the day, we were definitely loving these guys. Once we edited the Q&A’s, we built MeetMiamiBasketball.com, a website to house the videos for fans to watch. Brian Bowsher wanted to reward fans who watched the videos, so we included a way to track those who did just that.
platforms. [5] Results: Miami boasted five sellout crowds, including back-to-back sellouts at the BankUnited Center for the first time in program history. They also set a record for most games with 1,200 or more students and increased their average attendance for students to more than 800 per game.
QUOTE “Old Hat isn’t just a design company, but a full marketing agency. They are able to both plan strategy and deliver creative elements ranging from print ads, video and web design. Their customer service is excellent as Tracie gracefully dealt with the high-maintenance requests of our department throughout the season.” Brian Bowsher - Digital Media Strategist - Miami
Six Divisions Built For Sports
ABOUT US
WHO ARE THOSE OLD HAT CREATIVE PEOPLE ANYWAY? ZAC LOGSDON
CEO/Owner/President/Big Cheese zac@oldhatcreative.com |
Our ability to perform the necessary services under one roof allows us to provide a consistent brand image for our clients. Combine that with staff members who have worked for sports organizations and those who are trained in their technical areas and we provide a top-notch experience. This translates into unique insight that generates revenue and increases brand awareness for our clients.
@zaclogsdon This covers all those acronyms you don’t know about (HTML, CSS, AJAX, CMS), but know you need them to help generate revenue. Whether it’s for your desktop, mobile device or smart phone, Old Hat can design and develop it to get you ROI, one of those acronyms you are familiar with.
ROBERT SMITH
COO/Director of Client Relations robert@oldhatcreative.com |
@elguapo76
They say print is dying. They say it won’t survive the digital age. But don’t pull the plug yet, Old Hat is still producing awardwinning designs that are alive and kicking. And we just might be the life support your print collateral needs.
TRACIE HITZ
CMO/Director of Business Development tracie@oldhatcreative.com |
@traciehitz We could just as easily have called it photogravideogramming, but we like to keep it simple. And in case you’re still confused about what capture means, we visit your campus to take photos and videos using cameras. It’s that easy.
JESSICA GEORGE
Client Service Representative jessica@oldhatcreative.com |
@oldhatjess
Ever notice the production company names leading into a movie? Well, that’s us. But instead of dragging you through a two-hour movie, we pack all that Jerry Bruckheimer action into two minutes. Yes, it’s mind-blowing.
ASHLEY ALLISON
Client Service Representative ashley@oldhatcreative.com |
@amcross2
Ever had your head stuck in a cattle chute for branding? Trust us, it’s no fun. That’s why we took our branding a different direction and our clients have been thanking us ever since. A better impact for your program, and less visible scarring.
BETHANY BRENKUS
Client Service Representative bethany@oldhatcreative.com |
@bethanybrenkus
You talk, we listen. And sometimes we talk back, otherwise it makes for an awkward conversation. We’re all about finding solutions to meet your needs, and we’ve got a staff of marketing minds that can turn half-ideas into full-realities.
HANNAH DEUTSCH
Client Service Representative hannah@oldhatcreative.com |
@hndeuts
KELBY WEITER
Director of Communications & Marketing
PHONE. 405.310.2133 FAX. 405.701.3443 INFO@OLDHATCREATIVE.COM
kelby@oldhatcreative.com |
Mailing Address
@kelbyweiter
102 W. Eufaula St. Norman, OK 73069