More concessions

If you can identify your biggest games of the season, try this:

Get a measurable bassline for sales (i.e., past sales from similar games) - if you don't already do this, you should be doing it every season for every game.  An easy excel file with something like the following so you can measure what you can expect in the future (trending) like:
attendance
weather
other events that day
team record
opponent
televised? Y/N
vendors?
concession sales?

These questions will let you plan accordingly for future games.  The answers will help you do everything from staff better and not waste money on unneeded personal to be able to charge premium prices for outside companies that want access to your fans.  You can also take it to the next level and put vendors at your largest games. 

Think about this:  If you are a parent and you bring two of your children to come watch the oldest play in their home varsity game, do you want to get up out of your seat and have to coordinate a trip to the concession stands?  I mean bathrooms are tough enough.  You don't have an assigned seat and you may not want to lose your seats so it would be absolutely convenient if somebody came to you.  I bet you'll see your profits increase and you'll get positive feedback from your parents that don't want to get up and stand in the long lines.  And, admit it, it adds great atmosphere to hear the sound of somebody screaming "peanuts."

NBC's Nightly News with Brian Williams

NBC Nightly News with Brian Williams, story on Orange County Public Schools advertising programs for their EducationNation segment. Aired October 1, 2011

http://www.msnbc.msn.com/id/3032619/vp/44742428#44742428

Placing a value on naming rights to stadiums

There are some simple formulas to help you valuate the naming rights to your stadiums. 

Here's some recent local coverage in the Orlando market.

First, channel 13 ran a story on advertising programs and naming rights.  It aired every hour on the news for two straight days (September 2-3, 2011). Anchored by Kelli Cook
http://mediacenter.tveyes.com/downloadgateway.aspx?UserID=75871&MDID=762356&MDSeed=2732&Type=Media

Channel 9 story on advertising programs and naming rights, aired September 9-10, 2011.

Anchored by Q McCray
http://mms.tveyes.com/Transcript.asp?StationID=1805&DateTime=9%2F10%2F2011+8%3A22%3A54+AM&Term=Orange+County+Public+Schools&PlayClip=TRUE

Proof of Perforrmance

If your school is taking sponsorships and non-traditional advertising revenue streams seriously, take heed:
Make sure you give your sponsors a "Proof of Performance," or sometimes called a "Statement of Goodwill".

Preferrably, these statements go something like this (see below) and they are signed by your principal and/or athletic director at your school level or by a district offiical.  When you can, have it notorized.  It validates your programs and gives the companies advertising with you peace-of-mind. 

It'll make a word of difference when it comes time for renewals.

Proof of Performance or your Statement of Goodwill example:

I can attest that our school has actively participated in the sales and marketing initiatives of [your school or school district]
Our athletic program appreciates your support and, in return, we have fulfilled our agreement to display all of the proper and appropriate signage at our varsity home games.

This includes, but is not limited to: goal post wraps, bulls-eye signage for the chain crews, vests for the chain crews, vendor presence, banners/signage, and PA announcements.

Thank you for trusting [your school or school district] with your advertising and marketing efforts.


School: ______________________________________________________





Athletic Director: ______________________________________________





Signature: ____________________________________________________



Date: _______________________________________________________

Forums

We are going to be doing some forums for school districts to interact and have an opportunity to discuss what's working and what is not.  The first one should be in the middle of September.  Keep checking here for additional details.

The Size Of Online Ads Can Determine Your Worth

One of the most important factors that will determine whether a company (especially a larger company or an ad agency) will advertise with your school district is size. 

The group that dictates size is the IAB (Interactive Advertising Bureau) and the reason this is important to you is this:  If "my company" is going to spend money with your school district one of the deciding factors is the "ease of use" - meaning how much do I have to do to put an ad up on your site. 

If your website ad sizes are the same as the web sizes that my creative team is already producing for online websites, the online version of local newspapers, or anywhere else....then I don't have to do anything extra.  That means you should be using the web banner ad sizes found here:  http://www.iab.net/iab_products_and_industry_services/1421/1443/1452

You don't need all of them.  Just pick a few.  Work with your IT department to find out what sizes work and sync them up.  That way advertising agencies and major marketers won't have to pay a graphic designer $90 an hour more to design a web ad just for you...  and that should make you a buck or two.

The local dollar vs the district dollars

Don't forget the local dollars.  Schools are really good about getting them; school districts find it a bit more challenging.  Here's a simple rule of thumb:

The school should go to the franchise owner or individual location of the business.

If there is a chain or franchise, the school district should go to the regional marketing director, or franchise group responsible for all the stores in your school district.

The easiest way to find out this information is to call one of the locations and ask the franchise owner who their marketing representative is or who handles the marketing/advertising for that geographical area.