Goals

In 2016, Knox Sports negotiated Farm Bureau Insurance’s first sponsorship contract with the University of Michigan. Farm Bureau and Knox Sports identified one of the main goals of the sponsorship to Capture quality data to provide to agents for potential new business opportunities.

In the first year of the sponsorship, Farm Bureau experienced success with a Register to Win promotion that generated just over 3,600 unique registrations which Farm Bureau distributed to agents as prospective leads. Moving into the second year of the sponsorship, Knox Sports was confident that the number of registrations generated could be much higher. A goal of 10,000 unique Michigan based entries was set for 2017.

Execution

For 2017, a new more intriguing Register to Win promotion was developed which resulted in a flyaway to Maui, Hawaii to watch the Wolverine Men’s Basketball Team play in the Maui Invitational.

The contest kicked off in August and ran for 10 weeks. The contest was promoted primarily through Social Media, targeted email blasts, and digital banner ads. The registration numbers were monitored weekly by both University of Michigan and Knox Sports and communicated to Farm Bureau Insurance.

Results

When the contest ended, the total number of registrations reached an astonishing 132,000 with over 20,000 registrations from people who reside in Michigan.  Although the in-state registrations were used for measurement of success, the fact that the total number of registrations reached well over 100,000 solidifies the success of this promotion.