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Mechanicsburg, Pennsylvania, January 5, 2024 /PRNewswire/ — Universal Sports & Entertainment (USE), a division of Universal Media Inc., is launching a new technology that helps companies, brands, and businesses maximize experiential marketing campaigns backed by value, attribution, and lift. Founded in 2022 to open up opportunities. Now in its second year, USE has quickly become a sports and entertainment resource for growing organizations such as National Fitness Partners/Planet Fitness, Members 1st Federation Credit Union, and Penn State Athletics.
Universal Sports & Entertainment (USE), a division of Universal Media, Inc.
UMI Representative Director, President and CEO Ann Carnathan appointed Nick Mickley He will lead the new division as vice president of integrated media and marketing partnerships. A media veteran who spent the past 17 years as an executive at iHeart Media, Mickley is driven by measurable impact on audience and consumer engagement.
“Sports and entertainment marketing is about more than just putting a sign in a stadium or putting your name on an arena, it’s about building campaigns that capture how to connect consumers to your brand in a way that creates interest, engagement, and interaction. Consumers and fans want engagement. Especially in immersive sports and entertainment technology, we use immersive sports and entertainment technology, especially in immersive sports and entertainment technology. And when your fans believe you have their best interests at heart, your brand invites them into a personal, long-term relationship that goes beyond a single concert, event, or event. will be done. It’s a game,” Mikley said.
“At National Fitness Partners/Planet Fitness, we value sponsorship participation to expand our brand presence and expand our membership base,” he says. kristin smith, Chief Marketing Officer. “We did not have the tools internally to properly assess the true media value of our current partnerships or evaluate new opportunities. We have had our current partnerships evaluated and are now able to negotiate some new ones. “We maintain relationships with partners that we value. , and is an extension of our in-house marketing team that strives to make Planet Fitness a judgment-free zone that is accessible to everyone.”
Developing effective attribution models to maximize sponsorship is what differentiates USE from traditional media marketing. Creating new sports and entertainment partnerships and sponsorship opportunities, Mikley develops and negotiates on behalf of clients, including the Penn State Athletics, LAFC, Cleveland Cavaliers, Philadelphia Flyers, Philadelphia Eagles, cleveland guardians, Live Nation Entertainment. Additionally, Mickley and his team are deeply involved in his NIL (Name Image Likeness) space, and Happy Valley he is working with United to grow and evolve his NIL partnership.
By expanding brand exposure, brand association, and business relationships, USE adds a powerful fourth element to bridging technology: community engagement. “Understanding how brands can support fans and consumers as they leave the arena, and creating comprehensive campaigns that have real impact in their communities, is the key to understanding how brands can support fans and consumers as they leave the arena, and creating comprehensive campaigns that have real impact in their communities. where we turn it into a meaningful community investment,” Mickley said.
“With millions of sponsorship deals and influencer campaigns launched every year, we bring new perspectives and audits to existing efforts, while also creating new opportunities to engage with consumers and drive business growth.” Campaigns that connect businesses and consumers with experiences that change purchasing decisions, instead of sign-it-and-forget sponsorship deals, such as mandatory golf sponsorships and once-in-a-decade stadium naming. We’re launching a campaign that combines influencers, endorsements, live media placement and sales. It’s a first-of-its-kind campaign based on a standard sponsorship agreement,” says Karnathan.
“We built this department around data,” Mickley says. “Every CEO and marketing executive is asking, ‘What can platforms and activations do for us?’ We have 30 years of experience in broadcast, print, outdoor and multimedia fundamentals. and added a digital media research and placement department.Comprehensive campaigns include digital signage, courtside signage, stadium signage, influencer campaigns, brand awareness, live sports events and entertainment The most important outcome is a significant return on investment for our clients and a memorable deadline return for concert goers and sports fans.”
For more information about Universal Sports & Entertainment or to schedule a review of your sponsorship package, please contact us. Nick MikleyVice President of Integrated Media and Marketing Partnerships.
About Universal Media Co., Ltd.
Universal Media Inc. (UMI) was founded in 1986 by three advertising professionals who have created one of the largest and fastest-growing independent strategic media placement companies in the United States. The Universal Sports & Entertainment (USE) division was established in 2022 to become a national sports and entertainment experiential marketing resource. His family-owned UMI, which specializes in strategic planning, research and media buying, offers a complete suite of integrated planning, listing and reporting services across all forms of paid media. A well-executed, data-driven campaign delivers real results for our clients. They know their industry, but more importantly, they know how to get the most out of their advertising dollars.
Connect with UMI at umiusa.com and Facebook. twitterLinkedIn, and the globally ranked Grit & Gravitas Podcast – co-hosted by UMI President & CEO Ann Carnathanor call us at 717.795.7990.
Source Universal Media Co., Ltd.
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