Focus on character wins fans for Semper Fidelis All-American Bowl

JuniorRank Sports teamed with the US Marine Corps to create a high school football game, the Semper Fidelis All-American Bowl, that focused on students' academic achievement and personal integrity as much as their athletic talent.

Client: JuniorRank Sports (St. Charles, IL)
PR agency: Allison+Partners (Phoenix)
Campaign: Semper Fidelis All-American Bowl 2012
Duration: June 2011-January 2012
Budget: $110,000

JuniorRank Sports teamed with the US Marine Corps to create a high school football game, the Semper Fidelis All-American Bowl, that focused on students' academic achievement and personal integrity as much as their athletic talent.

Strategy
"The main thing we sought to differentiate was the character of the kids," explains Cathy Planchard, partner and GM of Allison's Phoenix office.

Tactics
Allison developed customized pitches and invitations to the media and assisted during an SMT organized by the Marine Corps' communications department.

To ensure the players' academic and personal achievements remained in focus, Allison prepped players and attended every practice to coordinate interviews. During and after the game, the agency assisted with live post-game interviews.

Results
Attendance was about 6,500 and the game was televised nationally on CBS Sports.

The bowl's social media channels attracted more than 1.1 million followers and fans. The website saw an average of 1,000 visits in December, a number that increased 75% in January. More than 50 journalists and photographers attended the inaugural bowl.

Media hits included Yahoo News, ESPN, Sports Illustrated, and USA Today. Additional coverage included a feature in the Fox Sports Countdown to Signing Day show, which reached more than 400,000 households during its two-week run and showcased JuniorRank Sports CEO Shaon Berry.

Future
Will the bowl occur again next year? "It's certainly our hope right now," says Planchard.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.