Contest Budget Planning Sample Deck

1. Contest Budget PlanningSample Deck White Space for Affiliate Logo

2. Outline • Online promotion trends • Goals and objectives • Contest strategy • This year’s contest line-up (sample deck) • Planning summary • Next steps • Best practices White Space for Affiliate Logo

3. Online Promotions Expanding White Space for Affiliate Logo

4. Online Promotions Spent 2007- 2013 White Space for Affiliate Logo Source: Borrell Associates Inc., 2008, Q4 update

5. Goals and Objectives • Have more than 20,000 users participate • Garner over 500,000 votes • Generate over 3 million page views • Garner over $124,000 in sponsor revenue

6. Contest Strategy THE STRATEGY • Follow a standard template • Don’t run a contest that hasn’t sold • Don’t run more than 2 submission contests a month • Focus on value - different to every advertiser • Promote, promote, promote

7. 2010 Reader’s Choice • Objectives: build relationships with potential advertisers, garner email addresses for advertisers • Dates: January 3 – February 28, 2011 • Revenue: $6,500 White Space for Affiliate Logo

8. The Next Pet Star! • Objectives: engage our pet-loving readers with our advertisers and garner email addresses for various newsletters • Dates: January 6 – February 24, 2011 • Revenue: $16, 500 White Space for Affiliate Logo

9. March Madness Challenge • Objectives: build email list, make relationships with new advertisers • Dates: March 1– April 15, 2011 • Revenue: $11,000 White Space for Affiliate Logo

10. Backyard Makeover • Objectives: engage readers, run contest with several complementing sponsors • Dates: April 1 – May 30, 2011 • Revenue: $13,300 White Space for Affiliate Logo

11. My Mama Rocks! • Objectives: Engage a non-traditional audience, build email list, create new relationships with advertisers • Dates: May 1 – June 1, 2011 • Revenue: $8,500 White Space for Affiliate Logo

12. Cutest Kid on the Block • Objectives: generate money for local charities (e-commerce contest) • Dates: June 1 – July 5, 2011 • Revenue: $10,000 White Space for Affiliate Logo

13. Who’s Got Talent? • Objectives: build relationships with non-traditional advertisers, build email list • Dates: July 15 – August 15, 2011 • Revenue: $9,500 White Space for Affiliate Logo

14. Made for Each Other • Objectives: build registered user list, engage several sponsors • Dates: August 1 – September 2, 2011 • Revenue: $9,600 White Space for Affiliate Logo

15. Pigskin Picks • Objectives: engage community in popular sport, secure big advertisers, garner email addresses • Dates: September 1 – November 30, 2011 • Revenue: $19,500 White Space for Affiliate Logo

16. Pumpkin Carving Contest • Objectives: engage community with submission contest, garner email addresses • Dates: October 1 – November 5, 2011 • Revenue: $3,500 White Space for Affiliate Logo

17. High School Spirit Competition • Objectives: engage with a non-traditional audience, build email lists to reach younger market • Dates: November 1 – November 30, 2011 • Revenue: $4,500 White Space for Affiliate Logo

18. Simple Sweepstakes • Objectives: garner email addresses • Dates: December 1 – December 15, 2011 • Revenue: $12,000 White Space for Affiliate Logo

19. Summary • Contests for this year: 12 • Revenue projection: $124,400 • Resources required: • Print ads: 36 • Banner ads: 36 • Featured banner: 24 • Emails: 24 • Social Media: 24 • Sliding Billboards: 12 White Space for Affiliate Logo

20. Next Steps: Post Planning • Form a cross-department contest team • Decide who is going to be responsible for contest sales • Plan when you are going to create sales materials for each contest • Plan launch dates for each contest • Add this revenue to your yearly budget • Add revenue to your sales reps goals

21. Best Practices: Post Planning • Plan one contest a month, then have “general” contests that can be run anytime they’re sold • Create strong materials and target advertisers • Monitorleads; don’t be afraid to swap contest out if they’re not selling • Learn and adjust as you go