the game plan
DESCRIPTION
The Game Plan. Discover Card Background Goals Our Sales Promotions Discover the Orange Bowl Card Discover the Orange Bowl Code Discover the Orange Bowl Flight Discover the Orange Bowl Car Target Demographics Advertisements Measuring ROI Budget. Discover. - PowerPoint PPT PresentationTRANSCRIPT
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THE GAME PLAN Discover Card Background Goals Our Sales Promotions
Discover the Orange Bowl CardDiscover the Orange Bowl CodeDiscover the Orange Bowl FlightDiscover the Orange Bowl Car
Target Demographics Advertisements Measuring ROI Budget
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DISCOVER
• Discover Financial Services owned by Morgan Stanley Dean Witter & Co. which has over 50 million cardholders all over the globe
• Comprised of approximately 3.6 million merchants and cash access regional offices in all parts of the world
• Discover Business Services is considered one of the leading independent credit card corporations in the US.
• Slogans• “There’s always something more to Discover”• “It pays to Discover”
• Ranked 2nd best in customer service
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GOALS OF SALES PROMOTION Increase the number of Discover cardholders
through our various sales promotions Increase card usage among existing
cardholders Build the brand equity of Discover Card
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DEMOGRAPHICS
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DISCOVER THE ORANGE BOWL CARD
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DISCOVER THE ORANGE BOWL CARD• Sign up for a Discover Card during the
college football season (Sept. 4 to Dec. 3) 4 lucky participants will find the Orange
Discover Card in their mailbox The Orange Discover Card is worth $10,000
Current and potential new users can sign up at Discover.com to enter for the chance to obtain the Orange Card
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TARGET
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ADVERTISING
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HOW IT WORKS People sign up on-line to receive a Discover
card in the mail If they receive the Orange card, they’re a
winner! Benefits for Discover:
Drives consumers to sign up for a Discover card Letter in mail promoting the benefits of being a
cardholder will encourage increased card usage
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MEASURING SUCCESS Measure how many new users signed up to
receive a card during the season Track the amount of dollars spent by those new
card users
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DISCOVER THE ORANGE BOWL FLIGHT
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TARGET
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ADVERTISING
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DISCOVER THE ORANGE BOWL FLIGHT• Sign up for a Discover Miles or Escape card
and use it for an American Airlines flight during the college football season (Sept. 4 to Dec. 3)
• Winner will receive a trip for four to Miami, a 5-night stay at a hotel and passes to access Discover’s luxury box at the Orange Bowl
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DISCOVER LUXURY BOXES As the title sponsor Discover is entitled to a luxury
box: section 214 A and B
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OBJECTIVE OF SWEEPSTAKES Bring in new users Utilize existing Discover Orange Bowl sponsor
for cross-promotional purposes Create excitement of Orange Bowl for
casual/non-football fans Promote Discover Miles and Escape cards
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MEASURING SUCCESS Measure the number of new Miles and
Escape Cards issued Measure the usage versus previous years to
track an increase during the promotion Measure where the promotion is most
effective to pinpoint where our promotion is effective so that we can utilize the information the next year
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BENEFITS Use of other sponsors will help leverage
cross-promotion Promotes awareness of lesser-known
Discover programs Sweepstakes appeals beyond football
audience Improves image of Discover
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DISCOVER THE ORANGE BOWL CODE
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TARGET
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PROMOTIONAL GOALS Enter-to-win promotion targets loyal
Discover Card usersReward loyal Discover Card users by offering a
chance to win $10,000Drive Discover Card users to Discover.com
where purchases can be made at discounted prices with use of Card
Increase Orange Bowl telecast viewership, which in turn will result in increased brand exposure to both Discover Card users and potential new users
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DISCOVER THE ORANGE BOWL CODE
One unique promotional code will be displayed each quarter (4 codes total) in corner of TV screen during Orange Bowl telecast
Discover Card users can enter to win up to 4 times (once per code) at Discover.com
4 winners (one per quarter) get $10,000 prize
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Enter: OBDISLog on now at Discover.com for your chance to win $10,000!!!
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MEASURING SUCCESS Track number of code entries by unique card
users Track Discover.com site traffic during Orange
Bowl in comparison to historical site traffic during non-promotional time periods
Measure increases in card usage by card holders entered into promotion
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DISCOVER THE ORANGE BOWL CAR
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DISCOVER THE ORANGE BOWL CAR• Cross-Promotion (with Toyota) designed to increase
in-stadium card usage.
• Target: Switchers
• Associates the Discover brand with the Orange Bowl
• Mood Congruent Memory
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HOW IT WORKS Consumers sign up for Discover card at the Orange Bowl
Discover Orange Bowl T-shirt & rally towel awarded with new enrollment
25% discount on all in-stadium purchases w/ card
Entered into sweepstakes that gives consumer a chance to win a new Toyota
Customer given 10 footballs, just 1/10 wins a new car!
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PRIZE PAYOUT 1-2 Footballs = Yaris 3-4 Footballs = Corolla 5-7 Footballs = Tacoma 8-10 Footballs = Highlander
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WHY IT WORKS Toyota is a sponsor of the Discover Orange
Bowl. Aligns Discover w/ an intangible experience
Many sports fans remember the “experience” of the game and this provides them with a better in-stadium atmosphere
Discover & Toyota both need to re-position themselves favorably in the mind of the consumer Discover = perceived inferiority to MC, Visa Toyota = recent controversy with recalls
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DEMOGRAPHICSHow We All Sit In the Same Orange Bowl
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Discover Orange Bowl
American Airlines
ESPN Toyota NCAA Football
0
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MaleFemale
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3 to 17 18 to 34 35 to 49 50+0
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45
DiscoverOrange BowlAmerican AirlinesESPNToyota
Age Range Percentage
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Discov
er
Orange
Bowl
Ameri
can Ai
rlines
ESPN
Toyo
ta
NCAA Fo
otball
0
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Household Income Percentage
0-30k30k-60k60k-100k100k+
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ADVERTISING
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DISCOVER THE ORANGE BOWL All promotions are Linked together at
Discovertheorangebowl.com Each website brings link brings you to the
above website Promotes the 4 different ways consumers can
discover the orange bowl for themselves Ties the promotions all back to the core
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ADVERTISING OUR PROMOTIONS ESPN college game day TV Espn.com Discover.com American Airlines Online and at Terminals Toyota Online and in Store TV spots during Prime time television
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BUDGET
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BUDGET Budget Card promo 40,000 prize 10,000 New
cost mailing Code Promo 40,000 prize Flight Promo558 round trip per person 2500 flight 3000 Hotel 4500 Destination Expenses travel around miami food spending money Car Promo 30,000 Car 10,000 Discounts 10,000 Tshirt 5000 Towel Advertising 155,000 total current