Bleacher/Report

I spent summer 2017 working in the revenue design and development team at Bleacher/Report. This team is also known as the proactive marketing department. In this team, we provided brands the ability to proactively find advertising placements within the B/R platform. The primary focus of our team was to create advertising packages that would be sold to brands. The image below shows the process of how a package is designed, broken out, bid on, and eventually sold at B/R.

Screen Shot 2018-11-01 at 12.16.57 PM.pn

Throughout my time at B/R, I worked on many different projects such as helping to build out many different packages for advertisers based on various sports events. 

Screen Shot 2018-11-01 at 12.16.47 PM.pn

If the World Cup, 2018 Olympics, BR Mag, Mayweather McGregor, Kobe Day, and NBA Tip-Off packages were all sold for their anticipated sale price, I will have influenced a net revenue to B/R of:

$18,483,000

While interning at B/R, I also had the opportunity to create my own advertising package from start to finish. I decided to focus on creating a package for an event for which we had never sold advertising. B/R had never had a campaign for the Winter X Games and based on past user analytics, this would be a great opportunity to sell advertising.

Screen Shot 2018-11-01 at 12.42.54 PM.pn
Internal Metrics

One of the most import parts about creating a campaign is seeing how many B/R users will see the content of each event and click on the advertising placed around the events. In order to get this information, I talked to our internal analytics team, who provided me with past content view counts for the X Games and average advertising views and clicks.

Content Creation

Without B/R content, there would be nothing on which to advertise. I needed to see what kinds of material were being produced for the X Games and what types of content we needed for an outstanding advertising package. I talked to our content creation teams to get all of this information. I saw that there was a lack of content being generated for the X Games compared to the number of users who want X Games content. In order to bridge this gap, I created a content creation schedule which included what content would be created and when. 

New Content

I wanted this campaign to include types of advertising that we had never done before. I created a Snapchat discover sponsorship which would leverage B/R's Snapchat discover feed. This sponsorship would include branded slides within each day's video. I also created an Instagram Stories sponsorship which would be embedded into B/R's massively popular Instagram account. At the time, B/R only had full homepage sponsorships which were only applicable to large brands with lots of money. To combat this, I created small banner ads that would be placed within the sports content stream on B/R's homepage. Examples of all three of these can be seen below.

Screen Shot 2018-11-01 at 1.02.25 PM.png
Screen Shot 2018-11-01 at 1.02.38 PM.png
Screen Shot 2018-11-01 at 1.02.47 PM.png

This all culminated with the creation of a package deck which would be sent to potential advertisers. This deck included an overview of the Winter X Games and included an overview of the two different X Games packages that I created. If sold, this event package could generate over $400,000 for B/R. This deck can be seen below.

Final Package Deck