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ESPN360 High School Football Video Plan

ESPN360 High School Football Video Plan. Date: August 21, 2006 Prepared For: SLT Prepared By: Pete Hayes, Ken Arndt, Ted Vagelos, Bob O’Keefe. ESPN360: High School Football Strategy. Value added content for Frontier High Speed Internet

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ESPN360 High School Football Video Plan

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  1. ESPN360High School Football Video Plan Date: August 21, 2006 Prepared For: SLT Prepared By: Pete Hayes, Ken Arndt, Ted Vagelos, Bob O’Keefe

  2. ESPN360: High School Football Strategy • Value added content for Frontier High Speed Internet • Drive incremental and frequent usage of Frontier Portal to drive revenue • Value added component for Frontier Community Connections (required for ESPN360: High School Football filming) • Drive incremental revenue via: • ESPN online store sales • Online Ad and product sales • Pay-per-view game viewing outside Frontier Footprint

  3. ESPN360: High School Football Process 1. Collection of School Data 2. School/Game Selection Process 3. Assign Liaisons 4. Identify Decision Makers 5. Event Details (Filming) 6. Execute Agreement 7. Event Planning 8. Event Execution

  4. ESPN360: High School Football Process 1. Collection Of School Data • Contact local (in territory) employees to identify regional football rivalries • Obtain game schedules • Review school and regional demographics • Get school contact information (Principle, Coach, PTA, Clubs) 2. School/Game Selection Process • Enrollment potential (sales) • Approximate Game Attendance (measure of potential sales opportunities) • Interest in participating in FCC program • Both schools located in territory • Game must take place in territory • Game date (Is there enough time to correctly prepare for the event?) • Available media resources (promotion)

  5. ESPN360: High School Football Process 3. Assign Liaisons • Input from Direct Sales - If assigned account (relationship) • Identify local employees that are existing members (PTA, Boosters Club, etc.) • Frontline employees, through developed customer relationships, will identify potential conforming FCC partner lists to be contacted by ACM to discuss possible fundraising support from Frontier. 4. Identify Decision Makers • Engage Athletic Director/Head Coach as the key decision maker • Identify the Booster and athletic clubs 5. Event Details (Filming) • ESPN to supply Frontier with give away items for game day promotion • Frontier will arrange for the filming of event to ensure high quality and editing • Frontier will edit content and supply ESPN360 with broadband ready content for play – full game by quarter and condensed 15 minute version

  6. ESPN360: High School Football Process 6. Execute Agreement • One school must be an active FCC member to participate in the ESPN offer • Complete contract • Assign member partner number • Notify payroll for compensation enrollment • Notify liaison of new group status 7. Event Planning • Liaison will work with Territory Marketing Manager to secure event materials • Liaison will work with partner organizations to schedule and staff event, set up tables, and place marketing materials. • Territory Marketing Manager will coordinate with local media outlets to increase FCC awareness and advertise the event.

  7. ESPN360: High School Football Process 8. Event Execution • Coordinate with local media (Radio, Television, Print Outlets) to promote ESPN360 event broadcast • Media Kit prepared and provided to organization • Press release • Literature for students to increase event awareness • Frontier/ESPN360 kiosk at site demonstrating content • Tables set up with ESPN360, Frontier Community Connections, Frontier Rewards, and product offers • Frontier HSI and DISH demonstrations • Ability to take and process orders • ESPN/Football related give away items • Local Retail Offices promote event (where applicable)

  8. Marketing Plan: East Region 1. Prior to Game Strategy • Utilize local media to advertise event • Newspaper and radio one week prior to game • Increase product awareness (sales) • Increase game attendance (sales opportunities) 2. Game Initiatives • Sales Opportunities/Product Awareness • Frontier/Booster Tables • Product Demonstrations (HSI, ESPN360 Kiosk, Product Materials) • Product Sales/Leads • Hand outs (gift bags) Frontier/ESPN product materials & contact information 3. Post Game Strategy • Utilize local media to promote ESPN360 Content & Game Replay • Newspaper and radio one week after content is made available • Direct community to Frontier Portal (Increase traffic & ability to direct market) • ESPN360 one time pass (Obtain customer information for future marketing initiatives)

  9. Game Selection Ranking System • Ranking system is based on a total of 10 points. • Enrollment • Estimated Attendance/Sales Opportunity • Local Assessment Of Game Value  Enrollment • Based on number of students in each franchise school unless out of franchise school has contiguous overlap to our CSA.(example: Amsterdam serves Montgomery County) pts > 2000 students 4 1400-1999 3 900-1399 2 < 899 1

  10. Game Selection Estimated Attendance • Determined by school and local employees input based on previous games • Number of in franchise schools determines addressable market • 50 % percentage of attendees will be adults (sales opportunities) >2500 4 pts 1200-2499         3 pts 600-1199 2 pts < 599 1 pt Local Assessment of Game Value •  Local employees asked to rate games based on 4 pt system. • Value • Size of schools • Estimated attendance • Relationship (assigned Sales) (Rating of 3 or 4 +2pts, Rating of 1 or 2 +1pt)

  11. Game Selection Criteria • Timeframe • Amount of time to plan event and ranking system. Late August and early September Games that were ranked high in the stack ranking were dropped due to time constraints •  Teams In Franchise • First choice are games with both opponents in franchise or schools with a contiguous out of franchise students • Deduct 2 points if one team is out of franchise •  East Region Results - Game Candidates • New York • 9/29 Johnstown vs Fonda 4 rating • 9/30 Gloversville vs Amsterdam* 6rating •  October Game Candidates • East Region •  10/6 Monroe(NY) vs NFA* 7 rating but 1 school is out of franchise • 10/6 Statesboro(Ga)vs Greenbrier* 8 rating but Greenbrier is OOF in Augusta • 10/20 Cookeville vs Cumberland 8 rating/both in CSA • 10/20 Norwich vs Oneonta* 4 rating Oneonta is OOF

  12. Game Selection Revenue Matrix • Adult attendance at Games is estimate at 50% • Game attendance is based on number of in franchise participants • Take rate estimated at 10% (HSI, Packages, DISH) • Sales Opportunities are segmented as follows • 40% No Data Customers • 20% Current Frontier HSI Customers • 20% Cable High Speed Customers • 10% Frontier Dial-up Customers • 10% Other Dial-up

  13. APPENDIX

  14. High School Target Games:East Region

  15. Support Media Targets:East Region

  16. Potential Sales Take Rate: East Region

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