Transcript campus consultant orientation guide 2008-2009

2009-2010 SI ON CAMPUS
STUDENT ORIENTATION GUIDE
ORIENTATION GUIDE CONTENTS
Welcome Letter………………………………….……....3
Overview of the SI Franchise……………………......4-7
SI Brand Truths………………………………...........9-12
SI.com Overview……………………………………….13
History of SIOC……………………………………..14-15
Expectations…………………………………………....16
Team Positions……………………………….………...17
Best Practices……………………………………....18-19
Key Marketing Tactics & Ideas………………….........20
SIOC Website……………………………………….21-22
Pictures………………………………...........................23
Reporting………………………………………………..24
SIOC FAQS…………………………………………25-26
Key Contacts……………………….…………………...27
Acknowledgement……………………………………...28
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WELCOME
Dear SI Campus Consultants,
Welcome to the SI On Campus Program for the 2009-10 school year. We are
extremely happy to have you members of the SIOC program, and we
know that you’ll do a fantastic job in representing our brand and your school.
Please take the time to read the enclosed Orientation Guide
thoroughly and be sure to review together with the other members of your
team. We have included a lot of great information on the SI Franchise, our
brand and the SIOC program.
Your first assignment will be to complete several important tasks so that your
team is buttoned up and ready to kick off the school year. Please make sure
to complete all assigned tasks in a timely manner.
Thanks again for your participation in the SIOC program for 2009-10. We’re
looking forward to a great year together!
Best,
The SI Team
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SPORTS ILLUSTRATED
ABOUT US
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The SI franchise is anchored by Sports Illustrated, the most
respected voice in sports journalism which reaches a weekly
audience of nearly 21 million adults, and SI.com, the
magazine's 24/7 sports news website that delivers more
than 150 original stories to its users each week.
•
The SI franchise also includes Sports Illustrated Kids, a
monthly magazine targeted to kids age 8 and up; Golf
Magazine and Golf.com; SIoncampus.com, a website
dedicated to college sports and the college sports lifestyle; SI
Presents, the magazine's specialty publishing division; as well
as SI Books, SI Pictures, SI Productions, SI Digital and SI
Events.
For more info: simediakit.com
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SPORTS ILLUSTRATED
ABOUT US
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Founded in 1954, SI is a division of Time Inc., the world's
leading magazine publishing company and a subsidiary of
Time Warner.
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WE PUT FANS FIRST
We Love Sports Too…
• Everything we do is for the consumer.
• We deliver for sports fans and we deliver sports fans
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SI BRAND TRUTHS
1.
2.
3.
4.
EMOTIONAL STORYTELLINGS
DEEPER, RICHER UNDERSTANDING
FIERCE INDEPENDENCE
ARBITER OF STATUS
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1. EMOTIONAL STORYTELLING
The One and Only…
At our core, we are storytellers. By matching timeless images with brilliant writing, we tell stories
of triumph and failure; of the transcendent moment and the haunted history; stories of individual
glory and team fractiousness; of devastating injury and inspirational recovery. Laugh, cry, cheer,
hope – these are the stories of sport.
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2. DEEPER, RICHER UNDERSTANDING
The Original…
Sports is of the moment, the crushing dunk, the goal-line fumble, the slide
at the plate. The problem is most sports coverage is just as fleeting. SI takes
sports fans deeper, tracing the flow of history, revealing the motivations of
the athletes and the schemes of the coaches, unearthing the hidden,
sometimes surprising, forces beneath the games.
• Mike D’Antoni leaving the Suns
was broken by Jack McCallum
right after Phoenix was
eliminated.
• Jim Trotter reported on
Odell Thurman failing drug
test.
• Matsuzaka signing with the Red Sox.
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3. FIERCE INDEPENDENCE
The Unwavering…
SI tells the stories others might shy away from. If a tough question needs to be asked, we'll ask it.
If an uncomfortable truth must be confronted, we've proved time after time we'll confront it.
We'll get the story right – even if it's not always the story people think they want to hear.
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4. ARBITER OF STATUS
The Quintessential…
The Sports Illustrated cover is where arrivals are announced, where greatness is acknowledged.
Athletes young and old cherish their cover appearances, relishing the recognition that the cover brings.
This eight-by-10.5-inch rectangle is the window where the sports world gathers to see its fastest, its
strongest, its greatest, its most celebrated figures and events.
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SI.COM
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Sports Illustrated’s 24/7 sports news website – every minute of
every day, SI.com delivers immediate access to the pulse of
sports
Please familiarize yourselves with our digital platforms which
can be found on SI.com:
For more info: simediakit.com
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SPORTS ILLUSTRATED
ON CAMPUS (SIOC)
OVERVIEW & MISSION STATEMENT
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The mission of the SIOC program is to build an elite and
accredited on campus network of students who deliver peerto-peer marketing and serve as brand managers to promote
products, services and brands on college campuses
nationwide.
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SI works directly with students to leverage existing campus
and social networks to provide SI and its clients with authentic
messaging, low cost execution and natural campus
integration.
•
SIOC is a wonderful way for college students to gain “realworld” experience while providing credible insights and
communication platforms for future SI marketing strategies.
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SIOC
HISTORY OF SIOC:
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In a skeptical and saturated target market, SI offers
advertisers an effective approach to bring both positive brand
image and unique marketability to the college student
population.
SI, through its knowledge and insight of Generation Y,
developed a paramount marketing program, SI On Campus,
that consistently exceeds the objectives put forth by Sports
Illustrated, which are to:
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Bolster awareness of SI among college-age students.
Establish an entry-point and foothold in the younger reader
market.
Build brand awareness and positive perception of SI among
college-age students.
Implement marketing tactics for key advertisers within the target
market
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SIOC EXPECTATIONS
AS AN SI CAMPUS CONSULTANT, YOU…
REPRESENT
DEVELOP
the passion and
enthusiasm of SI and
SIONCAMPUS.com
successful marketing
and promotional
campaigns to reach
students on campus
LEARN
INTEGRATE
about SI and our
advertisers’ marketing
strategies and
objectives
the SI brand and our
advertisers into the
fabric of the college
experience
INFLUENCE
ENHANCE
the strategy of the SI
Franchise as it relates
to the college market
the visibility of the SI
franchise and our
knowledge of the
college demographic
OBSERVE
ADVISE
and serve as the eyes
and ears on campus for
SI
and educate SI on
college culture and
lifestyle
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SIOC TEAM POSITIONS
If an effort to make SIOC run smoothly, we want each campus to appoint a team
member to the following positions. Each position will help your team tackle all
assignments in a timely and efficient manner. Please note: if you have more than
four (4) members on your team, please assign multiple consultants to positions
where necessary.
1.
CAPTAIN CONSULTANT*:
This Consultant will serve as the team correspondent, contacting SI on a regular basis and
with group administrative problems or concerns. This Consultant will also serve as the team
mediator as well as the organizational strategist of team meetings. Accessibility is essential.
2.
PRODUCT COORINATOR:
Responsible for handling merchandise and marketing products to be distributed and/or
promoted. This Consultant should be able to receive bulk shipments to his/her school
address.
3.
COMMUNICATIONS CHAIR:
Responsible for enhancing the team’s approved promotional plan in order to ensure a
powerful and successful marketing plan. The Communications Chair is also responsible for
establishing and maintaining relationships with key campus affiliates (i.e., athletic
department) and will serve as the main point of contact.
4.
GREEK CHAIR:
Responsible for serving as the main liaison with the Greek Community. This Consultant is
responsible for disseminating appropriate promotional information to the Greek Community
via contacts and social chairs on campus while also directing his/her team members to the
appropriate contact persons when needed.
*Please understand the Captain Consultant position is not weighed higher than the other team members. Rather, it
helps manage the correspondence between his/her team and SI Management making sure all duties are in order. 17
BEST PRACTICES
DO:
• When executing a promotion, always identify yourself as an SI
Campus Consultant and wear appropriate branded SI gear
• Always get written or verbal approval from SI before executing
your promotions
• Give yourself ample time to plan your promotions
• Utilize viral marketing tactics prior to each event execution
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Recognize the timing and date of your event and act
accordingly
If executing an event:
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Viral marketing is any technology or electronic based word of
mouth marketing tactic (e-mail, text messaging, Facebook, etc.)
Be respectful if people ask you not to send them anything moving
forward
Be clear that you are an SI Campus Consultant
Check in with your on-site contact the day before the event to
confirm all details
Have an alternate plan for outdoor events in case of bad weather
conditions
Send your on-site contact a thank you email and/or note at the end
of your promotion
Know your SI facts – be ready if someone asks you a question
about the magazine or website
DON’T:
• Infringe upon any campus administration rules – if a problem
arises, please contact SI immediately
• Tie your promotion directly to alcohol consumption
• Send viral messaging to people out of your network or that you
are not friends with
• Arrive late to team meetings and/or promotions
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KEY MARKETING TACTICS
& IDEAS
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PREMIUM DISTRIBUTION (i.e., handing out branded SI
T-shirts)
PRODUCT SAMPLING (i.e., distributing razors)
TABLING (setting up a table in high traffic area for
distribution)
SIDEWALK CHALKING
VIRAL MARKETING:
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EMAIL BLASTS
FACEBOOK
MYSPACE
AIM
WORD OF MOUTH
PRODUCT DEMONSTRATION
MOVIE SCREENING
SPONSOR AN INTRAMURAL OR CLUB TEAM
STUDY BREAKS
TAILGATING
FLYER DISTRIBUTION
BANNER DISPLAYS
DORM ROOM AND GREEK LIFE BLASTS
BAR PROMOTIONS
PRODUCT PLACEMENT (in dorms, locker rooms, houses
and/or classrooms)
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SIOC WEBSITE
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URL: www.sioncampus.net
This is the “landing page” that you will start at every time you need to log in to the SIOC
website using the link at the top left of the page. On this page, you can also find links at the
top right of the screen to SI’s main twitter feed, “SI 24SEVEN”, SI’s Facebook group, and an
e-mail link in case you have any questions. The tabs at the center of the page are:
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Sports Illustrated: Provides an overview of the brand and a link to SI.com.
SIOC In Action: An overview of the SIOC program.
Join The Team: Where interested students can apply for the team.
The Schools: All schools are listed with links to their pages on SI.
Below the tabs are different boxes where interested individuals can view the Top 10 schools,
campus consultant base camp, upcoming events, frequently asked questions, an updated SI
twitter feed, and links to SI.com and Extra Mustard.
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SIOC WEBSITE
We have created a website specifically dedicated to the SIOC program that will
function as your one stop shop for all assignments, reports, feedback, and links.
Once you log in from the main website at www.sioncampus.net, you will be lead to
Base Camp where you will find 5 main projects:
1.Assignments:
This is where you will receive all of your assignments over the course of the year. For
assignments that require written work, you may add documents using the “Files” tab at the
top of the screen. For event assignments, you will need to fill out an Event Report located on
the dashboard.
2.Event Reporting:
Event Reporting is where you will fill out your event reports after you have executed any
events. When you click on the Reporting link, you will be lead to a poll that will ask you a
number of questions regarding your event. After you have filled out the report, upload any
pictures you may have taken to the Files tab.
3.Training:
This is where all of the training documents will be that outline any program details.
4.Team Standings:
The Team Standings rank the top SIOC schools based on completed assignments,
timeliness, creativity, organization, hard work, etc.
5.Team Profiles:
Team Profiles is a list of the members of each team at every university.
*Your first assignment will be to familiarize yourselves with Base
Camp and all of the features that it has to offer. There are
tutorials within the site itself to help you through everything
and if you have any additional questions, please contact
Clark DenUyl at [email protected].
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PICTURES
Digital Cameras
To capture the events for reporting purposes. Below is a potential shot list –
but be creative! ***PLEASE bring your camera to EACH EVENT!!!
Event Shot List
To capture the events for reporting purposes
Below is a potential shot list – but be creative!
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Entire set up
Consumers with samples in front of the display area or
signage
Yourself in uniform
Please! NO Pictures with competitive products in them!
Consumer interaction – capture multiple shots of consumers interacting in
the display area
Please take up to 10 pictures
Please resize photos to 480 x 640 pixels before uploading. Below is a quick
tip on how to compress these:
• Use the program Microsoft Office Picture Manager
• Open the selected photo you want to resize
• On the top of the menu bar, open the drop down menu ‘Edit Pictures’
• Select ‘Compress Pictures’ on the right tab
• Once the Compress Pictures bar appears, select the option ‘Web Pages’
and click ok
• Save the picture in a folder you can find (your desktop is usually a good
place)
• Do this for each picture, then upload your photos onto the reporting site
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REPORTING
Event Reporting Instructions
The only tangible way that SI and their clients have to
reconcile their investment in this program is by staying close
to event reporting. This is a key element in delivering a
‘Return on Investment’ metric.
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One recap per event
All reports should include photographs of the event via
the Files tab
Thorough synopsis of the event is essential to convey the
details
Listen to consumers you are sampling to during the event
for accurate consumer quotes
STAY POSITIVE on all recapping
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SIOC FAQS
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WHAT IS THE PURPOSE OF THE SIOC PROGRAM?
The purpose of the SIOC Program is to build an elite and accredited oncampus internship that will provide college students with a careerbuilding opportunity as student brand managers for both SI and its
advertisers.
HOW MANY OTHER CAMPUS CONSULTANTS ARE THERE IN THE
NETWORK?
SIOC has carefully selected over 150 motivated, enthusiastic and trendsetting college students on 30 campuses across the country (average 5
consultants per school) to participate in the 2009-2010 program.
HOW MANY HOURS PER WEEK ARE REQUIRED OF ME?
On average, we anticipate that you will need to spend about 2-5 hours
per week on assignments, team meetings, event execution, etc.
Essentially, this program is what you make of it!
WHAT ARE THE TYPICAL PROGRAMS I WILL HAVE TO
EXECUTE?
As an SI you will be exposed to all facets of marketing. Familiar with
your environment, campus culture and student lifestyles, you will be
charged with promoting the SI franchise and will support our advertisers
with customized college marketing plans on your campus.
WHAT IS IN IT FOR ME?
Students can translate this unpaid internship into college credit.
Consultants also receive free merchandise and products along with
many other exciting events and rewards. All incentives are evaluated on
team performance.
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SIOC FAQS
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HOW DO I RECEIVE ACADEMIC CREDIT?
If you wish to apply to your school for internship credit, SI will provide a
statement to the school signed by SIOC staff outlining your
participation in the program. You must submit all other necessary
documents required by your school. All consultants must allow a twoweek period to complete each individual request.
WILL I EVER GET PAID FOR ANYTHING?
You will not be paid by SI, its advertisers or any third party for your
participation in the program. For any anticipated expenses related to
your programs please secure prior approval by SI.
WHAT IF OUR TEAM IS UNABLE TO MAKE THE DUE DATE?
We understand that academic commitments come first. If your team is
unable to meet a deadline, please contact us and let us know when to
expect your documents.
WILL MY PERSONAL INFORMATION EVER BE SHARED?
As this is an extremely sensitive topic, we want to ensure you that your
personal information is for SIOC internal purposes only. SI will not give
anyone any information that will allow a third party to contact you
except on behalf of SIOC, for example, to deliver product. If you are
contacted for some reason, please reach out to SI as soon as possible.
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KEY CONTACTS
Name
Office Phone
E-mail
Clark DenUyl
Vivid Marketing
678-303-5738
[email protected]
Christine Salomone
Sports Illustrated
212-522-9511
[email protected]
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GOOD LUCK & HAVE FUN!
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