Summary
Sierra Media Productions led media and production for the 2024 Food Lion CIAA Basketball Tournament. We produced emotion-driven commercials and planned a precise, multi-state media buy across digital, social, radio, and television. On a budget held flat to prior years, ticket sales climbed roughly $100,000 above the previous year.
Overview
Sierra Media Productions was entrusted with the 2024 Food Lion CIAA Basketball Tournament's media and production: producing commercials that would captivate audiences, and planning a media buy built to accurately target the right fans and drive ticket sales to new heights.
Background
We have partnered with the CIAA for years, so we understood the significance of the event and the expectations it carried. The 2024 tournament was an opportunity to elevate the tournament's profile and push past previous ticket-sales records.
Objective
The mission was simple but ambitious: surpass previous ticket-sales records and pack the arenas with enthusiastic fans ready to experience the excitement of the tournament firsthand.
Approach
On the production side, we meticulously created commercials engineered to elicit excitement, anticipation, and emotion, tailored to resonate with the tournament's audience. Our media buying was deliberate and focused, mapping the right markets to the right channels for maximum reach.
- Emotion-driven commercials built to spark anticipation and turnout.
- A deliberate media buy targeting North Carolina, Maryland, New York, Pennsylvania, Georgia, Washington DC, New Jersey, and Virginia.
- An integrated channel mix across digital, social media, radio, and television.
Implementation
With a budget of $115,000, the same level of spend as prior years, we executed across channels for maximum visibility and engagement.
- A digital campaign targeting mobile users across YouTube, Facebook, Instagram, and TikTok, with precise audience targeting and content built to drive interest.
- Strategic radio partnerships, including WWIN (95.9) and WERQ (92.3), securing prime airtime for our commercials and promotional messages.
- Local television, including WUSA-CBS in Washington, for targeted advertising and promotional spots.
- On-site radio call-outs with WERQ and WWIN that created a crucial last-minute push for ticket sales.
Results
+$100K in ticket sales on a flat budget
The 2024 Food Lion CIAA Basketball Tournament surpassed expectations and set new ticket-sales benchmarks. Despite operating on a budget similar to previous years, the campaign drove ticket sales roughly $100,000 above the prior year. The multi-channel approach and the radio and television partnerships did more than move numbers; they built genuine anticipation, and the on-site WERQ and WWIN call-outs drove a decisive last-minute push.
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