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The Game Plan

The Game Plan. Discover Card Background Goals Our Sales Promotions Discover the Orange Bowl Card Discover the Orange Bowl Code Discover the Orange Bowl Flight Discover the Orange Bowl Car Target Demographics Advertisements Measuring ROI Budget. Discover.

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The Game Plan

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  1. The Game Plan • Discover Card Background • Goals • Our Sales Promotions Discover the Orange Bowl Card Discover the Orange Bowl Code Discover the Orange Bowl Flight Discover the Orange Bowl Car • Target Demographics • Advertisements • Measuring ROI • Budget

  2. Discover • Discover Financial Services owned by Morgan Stanley Dean Witter & Co. which has over 50 million cardholders all over the globe • Comprised of approximately 3.6 million merchants and cash access regional offices in all parts of the world • Discover Business Services is considered one of the leading independent credit card corporations in the US. • Slogans • “There’s always something more to Discover” • “It pays to Discover” • Ranked 2nd best in customer service

  3. Goals of Sales Promotion • Increase the number of Discover cardholders through our various sales promotions • Increase card usage among existing cardholders • Build the brand equity of Discover Card

  4. Demographics

  5. Discover the Orange Bowl Card

  6. Discover the Orange Bowl Card • Sign up for a Discover Card during the college football season (Sept. 4 to Dec. 3) • 4 lucky participants will find the Orange Discover Card in their mailbox • The Orange Discover Card is worth $10,000 • Current and potential new users can sign up at Discover.com to enter for the chance to obtain the Orange Card

  7. Target

  8. Advertising

  9. How it works • People sign up on-line to receive a Discover card in the mail • If they receive the Orange card, they’re a winner! • Benefits for Discover: • Drives consumers to sign up for a Discover card • Letter in mail promoting the benefits of being a cardholder will encourage increased card usage

  10. Measuring success • Measure how many new users signed up to receive a card during the season • Track the amount of dollars spent by those new card users

  11. Discover the Orange Bowl Flight

  12. Target

  13. Advertising

  14. Discover the Orange Bowl Flight • Sign up for a Discover Miles or Escape card and use it for an American Airlines flight during the college football season (Sept. 4 to Dec. 3) • Winner will receive a trip for four to Miami, a 5-night stay at a hotel and passes to access Discover’s luxury box at the Orange Bowl

  15. Discover luxury boxes • As the title sponsor Discover is entitled to a luxury box: section 214 A and B

  16. Objective of sweepstakes • Bring in new users • Utilize existing Discover Orange Bowl sponsor for cross-promotional purposes • Create excitement of Orange Bowl for casual/non-football fans • Promote Discover Miles and Escape cards

  17. Measuring Success • Measure the number of new Miles and Escape Cards issued • Measure the usage versus previous years to track an increase during the promotion • Measure where the promotion is most effective to pinpoint where our promotion is effective so that we can utilize the information the next year

  18. Benefits • Use of other sponsors will help leverage cross-promotion • Promotes awareness of lesser-known Discover programs • Sweepstakes appeals beyond football audience • Improves image of Discover

  19. Discover the Orange Bowl Code

  20. Target

  21. Promotional Goals • Enter-to-win promotion targets loyal Discover Card users • Reward loyal Discover Card users by offering a chance to win $10,000 • Drive Discover Card users to Discover.com where purchases can be made at discounted prices with use of Card • Increase Orange Bowl telecast viewership, which in turn will result in increased brand exposure to both Discover Card users and potential new users

  22. Discover the Orange Bowl Code • One unique promotional code will be displayed each quarter (4 codes total) in corner of TV screen during Orange Bowl telecast • Discover Card users can enter to win up to 4 times (once per code) at Discover.com • 4 winners (one per quarter) get $10,000 prize

  23. Enter: OBDISLog on now at Discover.com for your chance to win $10,000!!!

  24. Measuring Success • Track number of code entries by unique card users • Track Discover.com site traffic during Orange Bowl in comparison to historical site traffic during non-promotional time periods • Measure increases in card usage by card holders entered into promotion

  25. Discover the Orange Bowl Car

  26. Discover the Orange Bowl Car • Cross-Promotion (with Toyota) designed to increase in-stadium card usage. • Target: Switchers • Associates the Discover brand with the Orange Bowl • Mood Congruent Memory

  27. How It Works • Consumers sign up for Discover card at the Orange Bowl • Discover Orange Bowl T-shirt & rally towel awarded with new enrollment • 25% discount on all in-stadium purchases w/ card • Entered into sweepstakes that gives consumer a chance to win a new Toyota • Customer given 10 footballs, just 1/10 wins a new car!

  28. Prize Payout • 1-2 Footballs = Yaris • 3-4 Footballs = Corolla • 5-7 Footballs = Tacoma • 8-10 Footballs = Highlander

  29. Why It Works • Toyota is a sponsor of the Discover Orange Bowl. • Aligns Discover w/ an intangible experience • Many sports fans remember the “experience” of the game and this provides them with a better in-stadium atmosphere • Discover & Toyota both need to re-position themselves favorably in the mind of the consumer • Discover = perceived inferiority to MC, Visa • Toyota = recent controversy with recalls

  30. Demographics How We All Sit In the Same Orange Bowl

  31. Advertising

  32. Discover the Orange Bowl • All promotions are Linked together at Discovertheorangebowl.com • Each website brings link brings you to the above website • Promotes the 4 different ways consumers can discover the orange bowl for themselves • Ties the promotions all back to the core

  33. Advertising our promotions • ESPN college game day TV • Espn.com • Discover.com • American Airlines Online and at Terminals • Toyota Online and in Store • TV spots during Prime time television

  34. Budget

  35. Budget • Budget Card promo 40,000 prize 10,000 New cost mailing Code Promo 40,000 prize Flight Promo558 round trip per person 2500 flight 3000 Hotel 4500 Destination Expenses travel around miami food spending money Car Promo 30,000 Car 10,000 Discounts 10,000 Tshirt 5000 Towel Advertising 155,000 total current

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