YOUTH FOOTBALL

MOM OF THE YEAR

Official Youth Football Development Partner of:

-NFL

-32 NFL teams

Mission

USA Football, the sport’s national governing body, leads the game’s development, inspires participation and ensures a better and safer experience for all youth,

high school and other amateur players.

What is USA Football?

What Is Heads Up Football (HUF) A comprehensive collection of resources; programs, applications and promotions to effect change and address the complex challenges of player health and safety in youth football. Created and endorsed by medical and football experts, Heads Up Football is designed to make the game better and safer.

Core components of HUF

Coaching Certification

Equipment Fitting

Concussion Recognition & Response

Heads Up Tackling

Partners

NFL

CDC

NCAA

What is Heads Up Football?

NFHS

AFCA PLAY VIDEO

Timeline

August 1: Launch USA Football/"Sponsor" partnership featuring Football Moms Across America

August 4: 32 Days of Football featuring “32 Football Moms in 32 NFL Cities” promotion presented by "Sponsor" kicks off

• Nomination process begins for the "Sponsor" Youth Football Mom of the Year program

September 1: Launch "Sponsor" Youth Football Mom of the Year program featuring 6 weeks of celebrating youth football moms for their commitment to supporting youth football in their local community

• September 1: Week 1 Nominees Announced

• September 8: Week 2 Nominees Announced

• September 15: Week 3 Nominees Announced

• September 22: Week 4 Nominees Announced

• September 29: Week 5 Nominees Announced

• October 6: Week 6 Nominees Announced

October 20: Voting concludes and finalists announced

November 3: "Sponsor" Youth Football Mom of the Year Grand Prize Winner announced

USA Football Month

USA Football Month featuring 32 Days of Football

• USA Football Month is supported by NFL media

and NFL in-game promotions

Sponsored section: “32 Football Moms in 32 NFL

Cities” presented by "Sponsor"

• On USAFootball.com during the

“32 Days of Football” promotion, USA Football will

profile “32 Football Moms in 32 NFL Cities.”

• Ex. Dallas - Charlotte Jones Anderson

(EVP – Dallas Cowboys; profile will feature

Charlotte Jones Anderson and her role as a youth

football mom

• August 4 – September 4, 2013

• "Sponsor" to be presenting sponsor of

promotion

"Sponsor" to receive online advertising campaign

during August – September

• 2 million impressions

YOUTH FOOTBALL MOM OF THE YEAR

OVERVIEW

USA Football can position "Sponsor" as a brand that recognizes and rewards youth football moms for their hard work and dedication to their kids youth football teams

• Create brand awareness and affinity for "Sponsor" in local communities across America

USA Football will launch the "Sponsor" Youth Football Mom of the Year Awards program (National scale)

• "Sponsor"/USAF co-branded Youth Football Mom of the Year micro-site

• Social media integration

• Equipment donations to finalists and winner

Provide content that moms can share with their respective teams

How USA Football can impact football moms and their kids:

Role of Youth Football Mom

Team Mom Responsibilities:

Organizing team parties

Coordinating team carpools

Providing halftime and post-game snacks

Coaching the team

Working the snack shack

Cheering on the team from the sideline

Consoling their kids after the game

Ensuring players arrive to practices and games with a clean uniform

YOUTH FOOTBALL MOM OF THE YEAR

SAMPLE MICRO-SITE

The micro-site will serve the following functions:

Deliver key "Sponsor"/USA Football Youth Football Mom of the Year messaging

Inspire Youth Football Moms to get involved with child’s youth football team

Feature profiles on selected "Sponsor" Youth Football Mom of the Year nominees

Serve as a voting mechanism to help identify "Sponsor" Youth Football Mom of the Year

Big Apple Youth Football Suffolk County P.A.L. Hudson County Youth Football North Jersey Youth Football NYC Pop Warner

YOUTH FOOTBALL MOM OF THE YEAR

TIMELINE

Football Mom Nominations Submitted

• Nominations are made by local youth teams.

Deliver Specific Messaging to ALL moms

• E-mails, Micro-site and social channels will promote the program

Youth Football Moms Selected

60 Youth Football Moms are selected by USA

Football to take part in campaign

Winner

• One (1) "Sponsor" Youth Football Mom of the Year Winner Announced

• "Sponsor" Youth Football Mom of the Year presented with trophy and check for $5,000 for equipment for team

Voting Process

• 6 "Sponsor" Youth Football Mom of the Year finalists announced based on voting results

• Presented with $1,000 equipment donation for team

User Generated Content

• Mom can use the social media to promote themselves to get users to vote for them

YOUTH FOOTBALL MOM OF THE YEAR

SOCIAL MEDIA INTEGRATION

• "Sponsor"/USAF co-branded cover photos for personal Facebook pages

• "Sponsor" branded Facebook flyer photos (Moms tag friends – encouraging them

to vote)

• USA Football and "Sponsor" to utilize a mutually agreed upon hash tag regarding

the Team Mom program

• Moms will encourage twitter followers to vote and include the hash tag, allowing for

successful tracking of all tweets.

• Moms can create videos on why they should be voted the winner

• Use these videos to create the ultimate Youth Football Mom of the Year Campaign

• Individuals could pin videos on why their moms should be recognized

YOUTH FOOTBALL MOM OF THE YEAR

SOCIAL MEDIA ACTIVATION EXAMPLES

YOUTH FOOTBALL MOM OF THE YEAR

USER-GENERATED CONTENT

2012 Timex Heart of a Giant Winner Connor Grogan

PLAY VIDEO PLAY VIDEO

2012 Honorable Mention Dominick Trautz

Once the six (6) finalists are determined for the "Sponsor" Youth Football Mom of the Year program, they will be required to create a video as their final push to become the "Sponsor" Youth Football Mom of the Year. The best video will help "Sponsor" and USA Football determine the overall winner.

Below are examples of user-generated videos created by student athletes for a custom program that USA Football built for Timex that leveraged its New York Giants sponsorship and recognized and rewarded the hardest working high school football players in the New York Metro Area.

YOUTH FOOTBALL MOM OF THE YEAR

EQUIPMENT DONATION

Six (6) "Sponsor" Youth Football Mom of the Year finalists will receive a $1,000 equipment donation for their respective team.

One (1) "Sponsor" Youth Football Mom of the Year grand prize winner will receive a $5,000 equipment donation for her respective team.

YOUTH FOOTBALL MOM OF THE YEAR

ACTIVATING USA FOOTBALL’S DATABASE

Promoted on USAFootball.com through ad banners and related content

Co-branded Youth Football Mom of the Year microsite

Monthly Parent/ Mom Newsletter

USA Football Social Media Channels

SPONSOR INTEGRATION: Messaging Couponing Promotions

Extend Reach

YOUTH FOOTBALL MOM OF THE YEAR

INTEGRATED CAMPAIGN STRATEGY

Build Awareness & Word of Mouth

Capture Leads & Data

Engage Consumers in Ongoing Dialogue

Amplify Reach Across All Channels

Drive Sales Through Couponing

Youth Football Mom of the Year

Sample Program

USA Football will promote "Sponsor" and its support of Youth Football Moms throughout USA Football Month

In conjunction with the 32 Days of Football promotion, "Sponsor" and USA Football will spotlight 32 youth football moms (1 per day) and award her with a "Sponsor" gift pack for her to use during the youth football season

USA Football will create a micro-site that is co-branded with "Sponsor"

USA Football will create marketing materials, social media promotional assets and a comprehensive marketing campaign.

USA Football to engage 3,000 Heads Up Football organizations representing 600,000 youth football moms and ask that they celebrate and recognize their "Sponsor" Youth Football Mom nominees.

USA Football will select 60 "Sponsor" Youth Football Mom of the Year nominees who will be announced across 6 weeks (10 per week)

"Sponsor" Youth Football Moms will compete for votes by promoting their honor through social media

The mom with the most votes each week will be named as a finalist

Each finalist will create their own video stating their case for why they deserve the honor and submit it to USA Football

USA Football and "Sponsor" will name the "Sponsor" Youth Football Mom of the Year.

Each finalist will win a $1,000 grant for her team and the winner will win a $5,000 grant.

YOUTH FOOTBALL MOM OF THE YEAR

ADDITIONAL ACTIVATIONS

Add-on Opportunity (NOT INCLUDED IN SPONSORSHIP FEE) – Youth Football Mom Appreciation Kits: "Sponsor" will have the opportunity to provide Youth Football Moms with a Youth Football Mom Appreciation Kit. Kits will be distributed to "Sponsor" Youth Football Mom of the Year nominees enrolled in the program. Kits can include the following promotional items:

"Sponsor"/USA Football co-branded Youth Football Mom T-shirt

"Sponsor"/USA Football co-branded Youth Football Mom laundry bag (for gathering dirty uniforms)

"Sponsor" product samples

“Sponsor” branded cooler bag

Coupons for Youth Football Moms to purchase "Sponsor" products from retail stores

Garrett Shea

Sr. Director, Sponsorships

O: 609-662-4631

M: 732-991-9636

E: gshea@usafootball.com

Dan Gant

Sr. Coordinator, Sponsorships

O: 609-619-3337

M: 732-859-3775

E: dgant@usafootball.com