Field Goal:
Promoting the new
soy-backed turf
at Kansas State University
Brad Parker
Kansas Soybean Commission
QSSB Communications Roundtable
After this session,
you will be able to
 Describe the event
 Define the
 Recognize details that could have been
handled differently
 List the successful outcomes
The event
 Sept. 17 nonconference home game
against Kent State
 50,000 fans expected
 Fox College Sports on DirecTV
The event
 Setup began at 1 p.m.
 Volunteer tailgating began at 2 p.m.
(International Grains Program building)
 Caterer delivered food at 2:45 p.m.
 Tailgate promotion began at 3 p.m.
(southwest of stadium)
 Game-ball presentation at 5:55 p.m.
(north end zone)
 Game started at 6:10 p.m.
The event
 Tailgate




promotion
Turf-sample giveaway
Food samples (meats & cheeses)
& bottled water
Biodiesel pickup
USB animal-ag golf game
 Made of soy-based products
 3F
The event
 Game



Group seated on west side of south end zone
Group recognition
Access to field
Responsibilities

USB
 Game sponsorship ($22,500)
 4 tickets to hospitality suite
 6 tickets to Club seating with pregame hospitality
 Pregame ball presentation on field
 PA announcement and video-board recognition
during the game
 Halftime interview on statewide radio network
 35 stations + Sirius + CBS online
Responsibilities

USB
 Game sponsorship continued
 2 live mentions on statewide radio network
 2 logo recognitions on main video board
 2 instant-replay logos on main video board
 20 ×
display,
sample giveaway and hospitality area
 Right to use K-State logo on giveaway
(with university approval)
Responsibilities
 USB



Banners for east & west stadiums
New-uses talking points for volunteers
Scripts for announcements & interviews
Responsibilities
 USB



Final briefing
Media advisory
Animal-ag golf game
(shipped to & from KSC office)
Responsibilities
 KSC




Turf samples from AstroTurf
[$10,000 + labeling (printed in Topeka,
affixed in Lawrence)]
Food samples & water
Recruit & coordinate volunteers (29)
Shirts for volunteers & staff
Responsibilities
 KSC



Biodiesel talking points for volunteers
Football tickets for volunteers, media & staff
(53 @ $10 each)
 Volunteers signed acknowledgments
for compliance
News release & photos on Flickr
Responsibilities
 K-State Sports Properties
(a division of Learfield Sports)
 University liaison
 Hang banners
 Set up hospitality area
 Game-day escort
Responsibilities
 AstroTurf & Universal Textile Technologies



Media availabilities
Interactions with farmers & fans
Post-event news release
 Designate a point person with AstroTurf
 Improve coordination of media relations
(news releases)
 Order less food
 Hire caterer to help with setup
& first 30 60 minutes
 Devise work schedule for volunteers

A public-relations victory
 Local TV exposure
 Ag publications, TV
(4 in attendance)
 Web mentions
& radio
Postgame interview?
Brad Parker
Kansas Soybean Commission
[email protected]
877-KS-SOYBEAN (877-577-6923)