The Advertising Advantage
In addition to working within the arena where the games would take place, Mitographers was also intent on creating a comprehensive program that would help the Summit League achieve maximum visibility, as well as profitability.“Mitographers actually went to the Sioux Falls Sports Authority and asked, ‘How can we help you?’” Chevalier said. “Number one, they wanted to earn some revenue, and number two, they wanted to brand the event.”
Working with FLEXcon, Mitographers put together a package through the Sports Authority that allowed local businesses to graphically align themselves with the event, utilizing a wide range of FLEXcon’s selfadhesive films. “In June 2009, we started to have initial conversations; based on the response they got from the lobby graphics in year one, they wanted to do that and a little more,” Phillips said. “We came up with a marketing program to get local businesses involved, even though they were not sponsors of the Summit League tournament.”
Under this program, small businesses who made a $50 donation to the event received a 12 inch by 12 inch window decal that announced their status as an official supporter. Many businesses used these on their windows and doors. Mitographers also offered other wall and surface graphics to interested supporters. For example, one local bar, Shenanigans, covered their doors and windows, as well as their bar top with Summit League graphics.
“The Summit League did not have to pay for the graphics throughout town, and they also generated revenue to help pay for the graphics that went into the lobby,” Phillips said of the Summit League effort. Michael Sullivan, Executive Director of the Sioux Falls Sports Authority, said he was pleased with the program’s results. “It came together pretty well,” he said. “We used the graphics to get the community involved, and it worked out well for us…We were very satisfied with the graphics.”