raiders.com.au
DIGITAL MARKETING, ADVERTISING AND PARTNERSHIPS 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 2019, 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 along with Greenroom are focused on working with you to understand your objectives from digital and then targeting specific promotional activities designed to generate a strong return on investment – rather than just focusing on delivery of impressions. Packages can be customised across the Raiders: • Website • Mobile site
The Raiders online platforms provide 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
• App • Social Media • Email Database • Content (including video)
BENEFITS OF DIGITAL ACTIVATIONS • Provides tangible and measurable results
• Tailored to specific budget requirements and campaign message e.g. register to win
• Platform to launch and promote competitions = data capture and lead generation
• Content sponsorship for yearlong brand awareness
• Align competitions with “Money Can’t Buy” experiences, tickets, merchandise etc.
• Social Media and EDMs to amplify campaigns and promotions
• Align with key dates e.g. Match Day Activations, State of Origin, Semi-Finals
DIGITAL OVERVIEW
404,000
Average monthly page views
53,700
Average monthly unique browsers
29,000
Average monthly video views
11,570
Raiders Apps in market
raiders.com.au Social Media Statistics: September 2018 Website Analytics: Google Analytics 360 (March – August inclusive)
150,400+
51,400+
55,400+
36,000+ Club News
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: • Drive exposure and brand engagement; • Connect partners to exclusive Raiders digital content; • Premium advertising positions across the entire club site • Support in with advertisers overall marketing objectives;
• Access to cross platform promotions (online and mobile); • 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: • 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 -- 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: • By the Numbers
• Weekly Media Interviews (video)
• Play of the Week (video)
• Ladder
• Team List (video)
• Draw
• In the Sheds: NRL (video)
• Player Profiles
• Match Preview NRL
• Player Podcasts
• Injury Update
• Team Victory Song (video)
• Five Things
• Photo Gallery
• NRL Late Mail
• Man of the Match – Fan Vote
• NRL Post Game Press Conference (video)
• Digital Competitions
• NRL Post Game Match Highlights (video) • Score Announcement – Away Matches (Social Media)
Social Media and eDM Image Template - 2018
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.
MARKETING AUTOMATION What is it? Marketing automation allows brands to capitalise on the leads generated through various Raiders channels by storing, profiling and nurturing leads through one sophisticated platform. Data driven communication allows brands to efficiently: • Build deeper profiles on leads • Convert more leads to sales • Accurately attribute leads and sales to partnerships • Generate a significant direct return on investment
Why Greenroom? Greenroom are the only digital sports marketing company in Australia with the ability to provide a full end-to-end solution for lead generation strategy and marketing automation technology from sporting partnerships.
GAMIFICATION: OPPORTUNITY In an increasingly saturated and distracted market, the battle to hold peoples attention is becoming more and more difficult. Gamified Marketing provides the opportunity to engage with fans for extended periods, and in ways that other media spend simply can’t! Gamified marketing creates: • Extreme digital enagement - 6 minutes average session • Regular brand interaction
• Increased emotional connection • Higher conversion rates • Higher likelihood of purchase
• Significant user insights and data • Stronger brand recall These interactive games can be used to create, compliment and enhance your brands digital offering. They are perfect for a brand looking to generate genuine fan engagement, and stand out from the crowd!
DIGITAL ACTIVATION High Impact
Social Media Support
• Campaign activity across all major Raiders channels
• By extensive social media, EDM and structured communication to supporter database.
• Data capture focus
Content
• 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.
$14,567 Delivered value
$7,500 Booked value
Section
Placement
Impressions
Clicks
CTR
Value
Desktop (Home)
Billboard 1
7,972
55
0.69%
$1,036
Billboard 2
7,964
16
0.20%
$637
Billboard 1
1,790
17
0.95%
$233
Billboard 2
1,763
4
0.23%
$141
Mobile Banner 1
53,925
46
0.09%
$2,157
Mobile Banner 2 (MREC)
14,866
34
0.23%
$298
Tablet Banner 1
7,685
17
0.22%
$307
Tablet Banner 2
4,023
2
0.05%
$80
App Banner 1
31,747
20
0.06%
$1,270
App Banner 2 (MREC)
15,270
39
0.26%
$305
x2
–
–
$3,646
x2
–
–
$864
Club News eDM
x2
–
–
$1,168
Members eDM
x1
–
–
$234
Solus eDM
x1
–
–
$2,190
147,025
250
0.17%
$14,567
Desktop (Latest) Mobile
Tablet App
Supporting Inventory
Total
NB: 2 week campaign report conducted in 2018 NB: Campaign received over 2,500 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:
Schedule Breakdown Example
Excluding creative development production costs.
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 DIGITAL PARTNERS Canberra Raiders in 2018 Activated: • 13 dedicated campaigns • 5 season long content sponsorships
Partners included: • Austbrokers Canberra:
2 campaigns & content alignment
• ACT Rubbish
1 campaign
• Blumers Personal Injury Lawyers
content alignment
• Budgy Smuggler
1 campaign
• Coca-Cola
content alignment
• Cryospa Canberra
1 campaign
• Denman Prospect
1 campaign
• Hart Sport:
1 campaign
• Huawei
2 campaigns & content alignment
• ITP The Income Tax Professionals
1 campaign
• Jerseys Megastore
2 campaigns
• McDonald’s ACT
1 campaign
• MTAA Super
content alignment
Canberra Raiders in 2017 Activated: • 14 dedicated campaigns
ION COMPETIT ENTRIES 33,800 TOTAL OF HE 2017 ACROSS T SON & 2018 SEA
• 4 season long content sponsorship
Partners included: • Austbrokers Canberra:
2 campaigns & content alignment
• Blumers Personal Injury Lawyers
2 campaigns & content alignment
• Denman Prospect
3 campaigns & content alignment
• Hart Sport:
1 campaign
• Huawei
2 campaigns
• ITP The Income Tax Professionals
1 campaign
• McDonald’s ACT
1 campaign
• OPC IT
Content alignment
• Pure Zen Flotation
1 campaign
• Rugby League World Cup 2017
1 campaign
DIGITAL CAMPAIGN ACTIVATIONS 2018
DIGITAL CAMPAIGN ACTIVATIONS 2018
DIGITAL CAMPAIGN ACTIVATIONS 2018
CREATIVE DEVELOPMENT As more and more businesses make the move online, we all see the benefits that digital advertising and technological advancements can deliver.
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.
A barrier to entry has always been the high cost of building quality creative that properly represents a brand and a message.
Customised creative executions generate a click through rate up to 9 times higher than generic ads.
The Raiders are in a position to offer an end to end creative and development service at a fraction of the normal cost.
CREATIVE ASSET DEVELOPMENT RATE CARD 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.
Essential Campaign Assets* • Creative Concept Create the master creative concept for a campaign: $749 ex GST • Digital Banner Includes one size digital banner: $239 ex GST • eDM solus Solus eDM design as per specs provided: $299 ex GST • eDM tiles/banners Banners/ tiles required for eDM as per specs provided: $159 ex GST • Social Design Facebook and Instagram/Twitter image: $269 ex GST • Landing Page Banner Header image to sit on landing page: $199 ex GST • Landing Page Form Data collection form creation and implementation: $620 ex GST *figure is based on animated GIFs / Static Creative
SUMMARY Digital Advertising
Mobile
• Packages from $4k (exclusive of creative costs)
• App ‘Splash Page’ & banner advertising
• Finals Series Advertising • Raiders Video Advertising • Digital Activation Strategies
Customised Packages: • Content Integration (Including video) • Cross Platform Promotions • Digital Match Day Sponsorships • Mobile/Online Packages • In-Stadium Integrations
• Mobile website advertising