Case Studies

A valued I-ology client for one year

The Super Bowl is widely known to generate excitement in football fans and non-football fans alike. It is no secret that Super Bowl Sunday boasts one of the highest TV ratings of the year as people across America gather to watch the game as well as the commercials.

What most people do not know is how much work goes into the Super Bowl before game time. In fact, planning starts years before the coin-toss. The 2008 Super Bowl XLII Host Committee has just less than two years to create support for the NFL's biggest contest to be hosted in Glendale, Arizona. With the success of the game and the national perception of the entire Phoenix area hinging on sponsors, volunteers and effective information distribution, the AZ Super Bowl XLII Host Committee sees its Web site as the organization's primary voice box.

The nation's eyes will be on Arizona on February 3, 2008. The Super Bowl will be played for the second time in Arizona and for the first time in the new Cardinal's Stadium. Exuding pride, the site must be a showcase that reveals Arizona as exciting, supportive and ready to host this monster sporting event. The AZ Super Bowl XLII Web site should be the destination to quickly provide information for sponsors, attendees, press and others, saving the host committee staff valuable time in answering routine questions. The Web site needs to present important information about the area while transitioning to the online source of relevant Super Bowl information as the game gets closer. The goals of the web site include:

• Build the buzz about Arizona as a travel and business destination.
• Feature event information about the Super Bowl.
• Provide comprehensive destination information for travel, lodging and sightseeing.
• Promote the Super Bowl's sponsors.
• Recruit volunteers and employees.

I-ology knew that the AZ Super Bowl XLII Host Committee Web site would be a unique challenge since it had a fixed two-year lifespan. In addition, as game day approaches the site should be set up so that it can evolve to meet the changing needs of its audiences. To solve these unique challenges, I-ology developed specific focal points for each phase of the site to be timed in concert with the activities of the Bowl and the events that surround it. Additionally, a content management system was created to allow the Host Committee to make quick edits and updates with minimal staff supervision. The four phases are designed to evolve the site as Super Bowl Sunday grows closer:

• Phase (I) -- The focus is on the local community, attracting new sponsors and promoting existing sponsors.
• Phase (II) - Both content and imagery transition to address more of a national focus, while continuing to promote sponsorship and volunteer/employment recruiting.
• Phase (III) - As the 2007-2008 football season kicks off; the site will focus on events, advertising and co-operative marketing initiatives including online marketing, tracking and analysis.
• Phase (IV) - Once teams are announced in January, 2008, fans will flock to the site for game day information and logistics and the countdown to game day begins.

Few events can create the buzz, excitement and fervor for a local community like the Super Bowl. While the Web site is still in the first of a four-phase lifespan, it is already doing the job of informing, while building the excitement for this blockbuster event. Already the AZ Super Bowl XLII Host Committee Web site is a destination for information seekers, interested sponsors and fans.

• The site features an email newsletter link to gather names of local fans, potential sponsors and the business community.
• Over 4,000 unique visitors went to the site during the week of the 2006 Super Bowl.
• After this initial spike, site traffic has been steadily growing, now at 3,200 or more visits per week.
• The soon-to-launch Membership Club is expected to attract over 7,500 members.
• Local residents are excited about the news and information featuring the new Cardinals Stadium in Glendale, AZ.
• The hospitality industry is using the site as a forum for publicizing news and information.
• Potential sponsors are using the site to contact the Host Committee members.

"Our partnership with I-ology is based on mutual respect and working to the same goal - in unison and with determination to ensure each word is precise, each image is clear and the maneuverability the best. Without hesitation, this is a recommendation of support for a company that gets it."

- Arizona Super Bowl XLII Host Committee