community engagement AWS
COMMUNITY ENGAGEMENT HOT HIGHLIGHTS // 2016
// OVERVIEW TruStone Financial partnered with Kare11, the Minneapolis local NBC-affiliate television station, to sponsor their fall high school football segment titled Hot Highlights. Each year, the Kare11 Hot Highlights segment, hosted by evening news co-anchor Randy Shaver, focuses on high school football in Minnesota. Each week, Shaver selected three plays from the previous week’s games and gave social media fans the chance to vote for their favorite. The school whose play received the most votes was named the winner at the end of each week. The players featured in each winning play were invited to celebrate the accomplishment at their school with a check presentation hosted by TruStone Financial. With roots deep in education, this sponsorship was an exciting opportunity for TruStone Financial to donate $1,000 to each winning school’s general athletic fund.
// MEASUREABLE OBJECTIVES TruStone Financial is the third largest credit union in Minnesota, but this partnership with KARE11 was established to create name recognition, brand awareness and local community engagement. The credit union constantly strives to reach new audiences so that more and more individuals have access to financial solutions that best suit their lifestyles.
// TARGET AUDIENCE The target audience for TruStone Financial’s Hot Highlights sponsorship was the local Minnesota high school football community which encompasses the athletes, supporting family and members of the community. By acknowledging the extraordinary effort and commitment of high school athletes throughout Minnesota, TruStone Financial is able to engage within the communities we serve as well as provide insight into a different form of banking.
// STRATEGY TruStone Financial was able to achieve name recognition, brand awareness and local community engagement in a variety of ways. Throughout the sponsorship, TruStone Financial’s brand and name were featured on commercial segments, mobile advertisements and web pages of KARE11. The consistent mention of TruStone Financial served as an effective way for viewers to begin to recognize the name and brand that corresponded with Hot Highlights. The Hot Highlights segment on KARE11 is the most watched high school sports segment throughout Minnesota, so the popularity provided TruStone Financial with the opportunity to reach more viewers than ever before. In order to properly engage with the local community and the winning schools, representatives from TruStone Financial visited the students and athletic departments that won each week. The credit union would create a celebration with photo opportunity and check presentation to recognize the accomplishments achieved by the high school. This not only cultivated engagement, but it allowed the students and faculty to place a face with the donation that they were receiving. As a local credit union, TruStone Financial places importance on
HOT HIGHLIGHTS COMMUNITY ENGAGEMENTS //
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establishing relationships and getting to know the surrounding community members.
// MARKET/COMPETITIVE FACTORS What started out on the dial of Minnesota’s AM radio, KARE11 has grown into a national, award-winning leader in local news and information serving the Twin Cities as well as greater Minnesota on television, online and mobile. Due to their high popularity, KARE11 advertising is well sought after and with Hot Highlights being the most watched high school sports segment in Minnesota – participating in this sponsorship becomes competitive for local organizations. The Twin Cities area is home to many emerging credit unions, but TruStone Financial is fortunate to hold a longstanding relationship with KARE11 and therefore becomes a front runner for sponsorships such as Hot Highlights.
// MEDIA TYPES • • • • • • •
KARE11.com KARE11 :10 second commercial KARE11 Mobile KARE11 Apps KARE11 Social Media (Facebook and Twitter) Press Releases to school contacts and local media On-air KARE11 television mentions
// TIME PERIOD September 2016 – November 2016
// COSTS Production Costs Sponsorship Cost: $46,453.38 Donation: $11,000 Placement Costs Included in sponsorship costs above. Total Cost $57,453.38
HOT HIGHLIGHTS COMMUNITY ENGAGEMENTS //
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// COLLATERAL T-SHIRT DESIGN
SOCIAL MEDIA MENTIONS
HOT HIGHLIGHTS COMMUNITY ENGAGEMENTS //
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// COLLATERAL SOCIAL MEDIA MENTIONS - CONT’D
HOT HIGHLIGHTS COMMUNITY ENGAGEMENTS //
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// OVERVIEW TruStone Financial partnered with Kare11, the Minneapolis local NBC-affiliate television station, to sponsor their fall high school football segment titled Hot Highlights. Each year, the Kare11 Hot Highlights segment, hosted by evening news co-anchor Randy Shaver, focuses on high school football in Minnesota. Each week, Shaver selected three plays from the previous week’s games and gave social media fans the chance to vote for their favorite. The school whose play received the most votes was named the winner at the end of each week. The players featured in each winning play were invited to celebrate the accomplishment at their school with a check presentation hosted by TruStone Financial. With roots deep in education, this sponsorship was an exciting opportunity for TruStone Financial to donate $1,000 to each winning school’s general athletic fund.
// MEASUREABLE OBJECTIVES TruStone Financial is the third largest credit union in Minnesota, but this partnership with KARE11 was established to create name recognition, brand awareness and local community engagement. The credit union constantly strives to reach new audiences so that more and more individuals have access to financial solutions that best suit their lifestyles.
// TARGET AUDIENCE The target audience for TruStone Financial’s Hot Highlights sponsorship was the local Minnesota high school football community which encompasses the athletes, supporting family and members of the community. By acknowledging the extraordinary effort and commitment of high school athletes throughout Minnesota, TruStone Financial is able to engage within the communities we serve as well as provide insight into a different form of banking.
// STRATEGY TruStone Financial was able to achieve name recognition, brand awareness and local community engagement in a variety of ways. Throughout the sponsorship, TruStone Financial’s brand and name were featured on commercial segments, mobile advertisements and web pages of KARE11. The consistent mention of TruStone Financial served as an effective way for viewers to begin to recognize the name and brand that corresponded with Hot Highlights. The Hot Highlights segment on KARE11 is the most watched high school sports segment throughout Minnesota, so the popularity provided TruStone Financial with the opportunity to reach more viewers than ever before. In order to properly engage with the local community and the winning schools, representatives from TruStone Financial visited the students and athletic departments that won each week. The credit union would create a celebration with photo opportunity and check presentation to recognize the accomplishments achieved by the high school. This not only cultivated engagement, but it allowed the students and faculty to place a face with the donation that they were receiving. As a local credit union, TruStone Financial places importance on
HOT HIGHLIGHTS COMMUNITY ENGAGEMENTS //
2
establishing relationships and getting to know the surrounding community members.
// MARKET/COMPETITIVE FACTORS What started out on the dial of Minnesota’s AM radio, KARE11 has grown into a national, award-winning leader in local news and information serving the Twin Cities as well as greater Minnesota on television, online and mobile. Due to their high popularity, KARE11 advertising is well sought after and with Hot Highlights being the most watched high school sports segment in Minnesota – participating in this sponsorship becomes competitive for local organizations. The Twin Cities area is home to many emerging credit unions, but TruStone Financial is fortunate to hold a longstanding relationship with KARE11 and therefore becomes a front runner for sponsorships such as Hot Highlights.
// MEDIA TYPES • • • • • • •
KARE11.com KARE11 :10 second commercial KARE11 Mobile KARE11 Apps KARE11 Social Media (Facebook and Twitter) Press Releases to school contacts and local media On-air KARE11 television mentions
// TIME PERIOD September 2016 – November 2016
// COSTS Production Costs Sponsorship Cost: $46,453.38 Donation: $11,000 Placement Costs Included in sponsorship costs above. Total Cost $57,453.38
HOT HIGHLIGHTS COMMUNITY ENGAGEMENTS //
3
// COLLATERAL T-SHIRT DESIGN
SOCIAL MEDIA MENTIONS
HOT HIGHLIGHTS COMMUNITY ENGAGEMENTS //
4
// COLLATERAL SOCIAL MEDIA MENTIONS - CONT’D
HOT HIGHLIGHTS COMMUNITY ENGAGEMENTS //
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