Northern oak
tournament
Benefitting Heart of Maine United Way
Maine influencers compete in a golf tournament unlike any other, in hopes to be crowned champion of their peers, and impact their community through Maine-tailored entertainment.
The Northern Oak Tournament uses an innovative collaboration style between businesses, nonprofits and social impacters to raise awareness of HoMEUW’s mission to serve our community.
Season 1 in Review
Season 1 of The Northern Oak Tournament served as the pilot project for Content For a Cause, a philanthropic content machine that aims to hype-up the non-profits and businesses dedicated to the well-being of our communities. Together, Jedi (Maine Cabin Masters), Kris MacCabe (North Woods Law), Chris Rudolph (Waterfront Concerts), and Ethan Levesque (The Mainah Man), teamed up with Zachary Robbins and Travis Baker to bring 6 episodes of wholesome golf lunacy to mobile devices everywhere.
Season 1 could not have happened without the support from our sponsors: Adam Clark Fitness, Aubuchon Hardware, Central Street Farmhouse, Coldbrook Trailers & Equipment, Comfort Inn (Bangor), Dave's World, Geaghan's Pub & Brewery, Maine Savings FCU, OPAL Build, Peace Residential Care, LLC, Rocky Knoll Golf Course, Siders Wood Crafting, The Rock & Art Shop, U.S. Cellular, and Utopia. Their generosity educated thousands to the great work being done by Heart of Maine United Way.
Season 1 was well-received, though the online performance was admittedly far from perfect. With a catch-rate of 41%, we were able to persuade 94,917 views out of 233,161 impressions. Of that group 20% were retained, leading to an estimated 4,439 leads generated for our series partners. With adjustments, Season 2 is on track to easily surpass these figures.
Analytics
What Worked Well?
HoMEUW reached 100,000+ people.
Social media strategies hit their target.
Thumbnails/titles met the curiosity gap.
80% of views came from New England.
Community feedback is greatly positive.
Sponsors touched 95 leads per $ spent.
Impacters play & perform well together..
What Didn’t Work?
Consistent and routine sponsorships and promotions caused viewers to click away, resulting in our Retention Rate to dissolve from 50% to 20% in the first 15 minutes of watch.
Only 38% of Series Sponsors participated in promoting and posting the campaign, cutting our organic outreach in half; a tough reality considering our impressive Catch-Rate of 41%.
The complexity of production affected quality, efficiency, and morale on set, which lead to oddly paced sequences in later episodes and decreases in our organic growth over time.
What To Expect in Season 2
What Stays The Same?
Cause
This project is dedicated to bringing awareness to the HoMEUW brand from potential partners, contributors, volunteers, and people in need of assistance.
Course
Rocky Knoll Golf Course is a beautifully kept course, with helpful staff, respectful patrons, fun play conditions, and easy access to any resources we need.
Concept
As golf videos continue to trend online, The Northern Oak Tournament uses golf to encourage wholesome comedy. Even if golf isn’t your cup of moxie, through our approach, it’s consumable for everyone!
Cross-Promotion
All sponsors and partners are expected to utilize their social media brands to promote The Northern Oak Tournament to the best of their ability, including commenting, linking, tagging, sharing, and posting.
What Has Changed?
New Format
Season 2 releases in 4 parts, covers 20 holes instead, and lends more opportunity for comedic storytelling.
New Games
This years lineup of games includes Training Wheels, Ball and Chain, Hide & Seek, and Unhinged Golf!
New Players
Eager to impact the community they love, Jedi Baker, Adam Hatch, Jeremy Grant, Greg Hirsch, Ira Kramer, Kelly Hinkle, Chris Turner, Jessica Ward, and Ethan Levesque.
New Strategy
Our 5 series partners are set to receive 100+ messages across the series, delivered on the fly, amidst the action.
Tee Off & Timeline
Film Date
The tournament is scheduled to play and film October 15th, at Rocky Knoll Golf Course in Orrington, Maine.
Air Date
The series will release weekly, on Mondays, starting February 3rd
Release Schedule
The episodes will publish on TheMainahMan YouTube channel, with clips posted across social media daily.
End Use
The campaign will supply all sponsors with clips to post on their own accounts, and encourage cross-promotion.
Goals for 2024
Find 300,000 views on social media.
Increase organic reach on clips by 75%.
Increase organic reach on series by 50%.
Solidify a partner participation-rate of 75%+.
Earn 10,000+ interactions across social media.
Make 500,000 impressions across social media.
Achieve a stabilized audience retention-rate of 40%.
Encourage 200 leads for series partner per dollar spent.
Available Sponsorships & Partnerships
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⦿ Be the sole beneficiary of all calls to act and donate.
⦿ Receives 5-10 natural promotions and shoutouts per episode. -
⦿ Endorses the custom games played in each episode.
⦿ Receives 5-7 natural promotions and shoutouts per episode. -
⦿ Endorses the spectators by dressing them in your custom wardrobe.
⦿ Receives 5-10 natural promotions and shoutouts per episode. -
⦿ Endorses the chat and tomfoolery taking place in the carts.
⦿ Predicted 10-20 occurrences of logo/brand on screen per episode.
⦿ Receives 5-10 Clips to post on your own social media. -
⦿ Endorses the 360 camera during all putting and green play.
⦿ Predicted 8-12 occurrences of logo/brand on screen per episode.
⦿ Receives 5-10 clips to post on your own social media. -
⦿ Endorses all moments that deserving an instant replay.
⦿ Predicted 3-5 occurrences of logo/brand on screen per episode.
⦿ Receives 5-10 clips to post on your own social media.
Examples:
