Wolfpack Sports Properties & Food Lion 2015-16 Recap

A study done by one of our partners, thru their agency (GMR Marketing) on the effectiveness of each of their partnerships in North Carolina. This was a one-year study over the course of 2014, with results released in February of 2015. The overall property score is reached from a combination of factors that include Reach Analysis (penetration and index), Marketing Potential (image and messaging) and Feasibility (cost, clutter and seasonality). All three factors were equally weighted. - As you can see, NC State rated the best of all their investments.

Alumni Network – Large AND Engaged NC State has the largest alumni network in the State of North Carolina! - Not only are the mass numbers there, but they are engaged with their alma mater and their athletic teams. The Wolfpack Club – the fundraising club for NC State - is the 5th largest in the nation!!  - While based in the booming market that is the Raleigh DMA, our alumni network spans the entire state of North Carolina.  

Food Lion Halftime Show

Food Lion Halftime Show NC State’s Marching Band, the Power Sound of the South, entertains Wolfpack fans during every halftime of football games at Carter-Finley Stadium. During the second quarter, fans are reminded to stay in their seats for the marching band’s performance and other entertaining acts with a video board message. During this message, the Food Lion is branded on the NC State video board with the mascot (see previous page) and the Food Lion messaging is on the ribbon boards. The Food Lion brand will be present throughout the band’s entire halftime performance (appx 6 ½ minutes) with a logo bug on the main video board and co-branding on the ribbon boards (Food Lion Halftime Show featuring the Power Sound of the South). Finally, at the end of halftime, prior to the second half kickoff, Food Lion had a “Back for the Pack” (in your seat) promotion, encouraging fans to be ready to cheer on the Wolfpack at the start of the second half. A specific row of fans may be chosen to receive a gift card for their dedication to the team. The promotion will include a PA branded announcement, a branded jumbotron shot of the winning row being awarded the prizes.

Food Lion Fast Lanes An average of 56,988 fans attended an NC State football game in 2015 – Number 1 in the state of North Carolina. With the team’s success and the home schedule in 2017 (including Notre Dame, Florida State and Miami), it will undoubtedly sustain or grow even further. Every one of those people need to enter the game thru the gates – and most do it at the last minute so they can enjoy their tailgate as long as possible. At the same time, security is tighter and fans who are not carrying bags, etc. are looking for faster ways to enter the stadium. So, to move people thru, while also maintaining security, NC State has established the Food Lion Fast Lane(s) at each of the main gates. There are six (6) Fast Lanes – two (2) on the North and West and one (1) on the East and South. We may expand that in 2017. These lanes are for fans that do not have bags or purses and thus just need to be wanded and their ticket scanned. We have create signage, co-branded with Food Lion, that stands out above the crowd, so that fans can see it as they approach the crowded gate areas and get in quickly. As the sponsor of the Food Lion Fast Lanes, Food Lion is part of enhancing the fans game day experience and receives branding/messaging to each and every one of the people as they enter the game!

Food Lion Better Bus & Tailgate Lot Tour Food Lion received an 30’ x 30’ area (actually much larger) in size for the Food Lion Better Bus and interactive display, in the NC State Fan Zone at two (2) games – Clemson on 10/31 and Syracuse on 11/21. On 11/21, the NC State mascots, Mr & Mrs. Wuf also stopped by to take pictures with fans and the Food Lion mascot. Food Lion was also out in the tailgate lots for the game on 10/31 distributing Food Lion branded products like paper towels, catshup, paper plates, chips, napkins, etc. NC State provided a vehicle for Food Lion to drive around and promoted it on our social media.

Summary & Investment Food Lion received: Messaging and branding to NC State fans as you enhanced their game day experience through: Food Lion Halftime Show and Back for the Pack Promotion Food Lion Fast Lanes Direct interaction with the fans thur Better Bus and activities in the fan zone Distribution of product in the tailgate lots. A successful re-launch of Food Lion in the Raleigh DMA Investment: 2015-16: $43,500 net cash + $2,000 net trade (gift cards)

Football Attendance & 2016 Home Opponents NC State Football is the largest college sporting event in the state of North Carolina, with a 2015 average attendance of 56,988 - #1 in the State and #33 in the country. - NC State Football’s average attendance is more than 4,000 greater than Duke and Wake Forest COMBINED.  - Despite playing in a stadium with a capacity more than 5,000 fewer than UNC, our average attendance was more than 5,000 greater than the Tar Heels average attendance. - NC State Football is averaging 98.94% of capacity of Carter-Finley Stadium – 2nd only to Clemson in the ACC. 2016: Notre Dame Fighting Irish – October 8th (50th Anniversary of Carter-Finley) Boston College Eagles Florida State Seminoles Miami Hurricanes Wake Forest Demon Deacons William & Mary Tribe Old Dominion Monarchs