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Catalyst News

2010 Catalyst Fan Engagement Study: Social Media Changes the Game for Fans and Brands

NEW YORK - JULY 23, 2010 - As the use of social media continues to evolve and expand, consumer brands that leverage the NFL and MLB have a significant opportunity to reach a more passionate fan base and create a deeper level of engagement, according to the 2010 Catalyst Fan Engagement Study.

Catalyst Public Relations, the 2010 PRWeek Boutique Agency of the Year, commissioned Greenfield Online, a Toluna Group company, to develop a nationwide consumer survey targeting avid MLB and NFL fans that use social media.  Conducted in April 2010, more than 1,000 fans participated in the study which explored how fans use social media to follow these sports, its impact on their fan experience, and what they expect from social media moving forward. 

The study revealed that more than half of MLB and NFL fans consider themselves "more passionate" fans since they started following these leagues using social media.  Among higher income[1] fans, the impact has been even greater, with approximately two thirds of higher income fans feeling they have become "bigger" fans[2].  Additionally, more than 70 percent of younger[3] MLB fans and 66 percent of NFL fans described themselves as bigger fans since they started following these sports via social media.

Social media is also increasing the amount of time fans spend watching and following the NFL and MLB, with almost half of fans claiming that once they begin following the leagues through social media, they devote more time to the sport.  This trend was most evident among higher income fans.  More time invested by fans offers advertisers and sponsors increased opportunities for exposure among this group.

"Social media provides marketers with the opportunity to reach fans that are more active and passionate than their peers, and transform them into brand advocates as well as customers," said Bret Werner, Managing Partner, Catalyst Public Relations. "Fans engaged in social media are more interested in interacting with the brands partnering with their sport of choice.  This includes receiving and responding to promotions and offers." 

The study revealed additional key insights about NFL and MLB fans, including:

• Facebook is the leading social media site used by NFL and MLB fans, but it isn't the only place to be
• Fans primarily use social media tools after the game, particularly those fans who are 46 and older
• Increasingly, social media is being seen as an information resource for fans, who leverage tools for scores, news, and as a means to stay "in-the-know"
• Mobile is becoming an increasingly more important medium to leverage, especially with younger fans
• Promotional offers and special deals enhance the fan experience, especially those that can help fans get closer to the game 

For a more in-depth review of the findings, or information about Catalyst, please contact Bret Werner, Managing Partner, at 212-714-7900 or bwerner@catalystpublicrelations.com.

About Catalyst

Catalyst, founded in October of 2005, is at the forefront of strategic media relations through its extensive knowledge of traditional and emerging media. The agency partners with 15 of the foremost consumer brands to reach the hearts and minds of consumers who are passionate about sports, entertainment and leading an active lifestyle. Catalyst was named the 2010 PRWeek Boutique Agency of the Year and the 2009 New Consultancy of the Year by The Holmes Report.  Catalyst is headquartered in New York with offices in Charlotte and Los Angeles.

[1] Higher income fans defined as those earning $75,000 or more a year

[2] Bigger fan as self described in the survey

[3] Younger fans defined as fans 18-33 years old

Tags: catalyst , fan engagement , survey , findings , mlb , nfl , baseball , football , fans , social media , consumer insights , facebook , bret werner

Catalyst News

CATALYST NAMED "2010 BOUTIQUE AGENCY OF THE YEAR"

New York, NY, March 15, 2010 - Catalyst Public Relations has been named "Boutique PR Agency of the Year" by PRWeek, the industry's largest trade publication.

The prestigious award, which recognizes financial and client growth, client retention and overall creativity and innovation was presented to Catalyst at the annual PRWeek Awards Dinner in New York City, which honors the best-in-class public relations agencies and programs of the year. Additionally, Catalyst earned honorable mention in the overall Agency of the Year category.

This marks the second consecutive year that Catalyst has been recognized by a leading industry media organization, after being named New Consultancy of the Year by The Holmes Report in 2009.

In selecting Catalyst, the PRWeek judges noted "Catalyst focuses on three distinct practice areas: sports, active lifestyle, and entertainment. With three offices across the US, the agency works with a select roster of 15 brands. This model allows the agency's most senior people to work very closely on accounts, something which helped to contribute to the agency's 94 percent client-retention rate."

"This tremendous honor is a credit to our entire team, who dedicate themselves everyday to building our clients' business," said Bret Werner, Catalyst Managing Partner. "To be recognized among some of the most well respected agencies in our industry further validates that our unique approach to client service and staff retention is successful."

About Catalyst

Catalyst, founded in October of 2005, is at the forefront of strategic media relations through its extensive knowledge of traditional and emerging media. The agency partners with 15 of the foremost brands to reach the hearts and minds of consumers who are passionate about sports, entertainment and leading an active lifestyle. Catalyst is headquartered in New York with offices in Charlotte and Los Angeles.

Tags: prweek , boutique agency of the year , new york city , public relations , bret werner , catalyst , pr , best in class , agency of the year , honorable mention , winner , holmes report , sports , active lifestyle , entertainment

Catalyst News

New York Giants and TIMEX Announce Partnership to Collaborate on Training Solutions

 Partnership Includes Naming Rights of the New Training Facility and Corporate Headquarters

Middlebury, CT & East Rutherford, NJ - (June 17, 2009) Timex Group USA, Inc. announced today a unique partnership with the New York Giants that enables both brands the opportunity to collaborate on training solutions for athletes of all levels that participate in various sports across the world.  This partnership grants TIMEX, one of the world's largest watch companies, the naming rights for the Giants' new training facility and corporate headquarters.  The facility will be named the TIMEX Performance Center.  

The 15-year partnership with the New York Giants is part of the company's ongoing initiative to increase the awareness of its state-of-the-art sports and fashion products.

"I am excited that we have secured a partnership between two great American icons-Timex Group and the New York Giants-both with great families behind them" said Hans-Kristian Hoejsgaard, Timex Group President and Chief Executive Officer.  "Like Timex Group, the Giants organization operates at the highest level.  I have the greatest respect for what they have built and look forward to many years of collaboration."

In addition to the naming rights, TIMEX, as the Official Performance Equipment of the New York Giants, will have its brand integrated into the Giants game day experience at Giants Stadium during the 2009 season and the Giants' new stadium set to open in 2010.  At the new stadium, Giants fans will see a TIMEX "Countdown to Kick-off Clock" on the video towers that encircle the perimeter of the facility.  Additional branding programs include a major sponsorship with New York Giants Radio Network, Giants.com, the "Giants GameDay" television show on WNBC, and placement within the Giants' health and fitness magazine, "Giants Health Monitor," which is distributed in more than 10,000 doctors' offices around the New York metro area.

"This is more than a marketing relationship," said New York Giants President and Chief Executive Officer John Mara. "This is about achieving the highest possible performance for our organization and our team.  We look forward to working with TIMEX and utilizing their digital technology in training our athletes.  The positive results we achieve will be in part due to our use of TIMEX devices in our team's training programs."

"This exciting partnership brings together two iconic brands - TIMEX and the New York Giants-with a strong heritage, shared values, and a very loyal fan and customer base," said Adam Gurian, President, TIMEX. "Having the opportunity to display the TIMEX brand on-site at the new team facility and work closely with a first-class organization like the Giants makes this relationship a natural fit with tremendous potential to grow both our brands."

The TIMEX Performance Center will host the annual TIMEX Multisport Team Training Camp, which will create an opportunity to share insight amongst the most accomplished professional endurance athletes and professional football players / coaches and trainers.  The TIMEX Multisport Team is comprised of a complementary mix of amateur and professional athletes from around the world who serve as brand ambassadors for TIMEX.

An advisory board, comprised of Giants medical and strength & conditioning personnel and TIMEX athletes and coaches, will also be formed.  This new advisory board will meet quarterly to share insights, discuss the latest trends in athlete training, and provide input on new product development and review product usage and testing.  The board will collectively publish articles and reports on training and conditioning techniques as well as various research studies to enhance consumer training programs.

"TIMEX is a trusted brand for all athletes in terms of training.  They are nationally recognized for an outstanding assortment of products - from training instruments to men's and women's style watches," added Steve Tisch, New York Giants Chairman and Executive Vice President. "It was important for us to find the right partner who shares our core principles and values.  This partnership will enable our coaches and players the opportunity to utilize the best high-end training equipment throughout our offseason preparation and the NFL season."

TIMEX'S presence in the fitness world has been evident for years via its partnership with the New York Road Runners in conjunction with the New York City Marathon, Ironman Triathlon event series and several worldwide marathon sponsorships.  With a wide array of wellness and training timepieces priced at various levels, TIMEX has established a broad appeal to the millions of consumers who want to maintain a healthy lifestyle.

About TIMEX:

Timex Group designs, manufactures and markets innovative timepieces and jewelry globally. Founded in 1854, TIMEX is part of Timex Group, a privately-held company with numerous brands and over 5,000 employees worldwide.  It is one of the largest watch makers in the world with companies and exclusive licenses worldwide.

About New York Giants:

A cornerstone franchise of the National Football League, the New York Football Giants began play in 1925.  With seven (7) championships, including a victory over the 18-0 New England Patriots in Super Bowl XLII at the conclusion of the 2007 season, and with more than 600 victories, the Giants are considered one of sports all-time great franchises.  Headquartered at the TIMEX Performance Center in East Rutherford, NJ, the Giants enter their 85^th season of play this fall. 

Tags: giants , new york giants , timex , training facility , football , nfl , catalyst

Catalyst News

Presenting Sponsor of 2009 NFL Scouting Combine, Under Armour, Establishes New Performance Benchmarks

Indianapolis, IN (February 20th, 2009) - Under Armour (NSYE:UA), the presenting sponsor of the 2009 NFL Scouting Combine, is raising the performance bar and celebrating break-through results at Lucas Oil Stadium in Indianapolis.  In an effort to acknowledge and applaud top athletic achievements, Under Armour will donate 100 pairs of cleats to the high school alma mater of any athlete who eclipses specific performance benchmarks at the Combine. 

Consistent with its performance-driven mission, Under Armour is challenging athletes to run a sub-4.35 40-yard dash, exceed 41 inches in the vertical jump or post a sub-3.85 20-yard shuttle time.  For every athlete who reaches one of those performance standards while wearing Under Armour's customized combine shoe, the company will donate 100 brand new cleats to that player's high school athletic department.

"Performance and authenticity remain the core of the Under Armour brand, and the Scouting Combine is the most authentic and comprehensive evaluation of physical skills," said Steve Battista, Under Armour, Senior Vice President, Brand.  "We are committed to making all athletes better - from our partnerships with the NFL and American Youth Football to the Under Armour All-America game - and establishing performance benchmarks is another example of our deep investment in their success."   

Tags: 2009 nfl scouting combine , combine , nfl , steve battista , under armour , catalyst , public relations ,

Catalyst News

Tristan Panasik Named Director of Emerging Media

 Interactive Marketing and Social Media Executive Joins Growing Catalyst Staff

New York, NY - October 21, 2008 - Catalyst, one of the fastest growing consumer public relations agencies, has named Tristan Panasik as the Director of Emerging Media, underscoring the agency's commitment to remain at the forefront of a rapidly evolving media landscape.

In this role, Panasik will assist clients with their emerging media endeavors and in developing and executing strategic interactive and online public relations campaigns.

As Manager of New Media at Zeta Interactive, Panasik played a leadership role in the expansion of the organization's New Media offerings, where she spearheaded off-site SEO tactics, ePR campaigns, and general Web 2.0 and social marketing programs to support both paid and natural search.  Panasik has worked with several marquee brands including Sony, ADP, Foxwoods, Sotheby's International Realty, Novartis, Intuit and Pitney Bowes.

Tags: tristan panasik , catalyst , public relations , emerging media , digital and emerging media , social media , web 2.0 , zeta interactive , incentone , bret werner , new media , seo , search engine optimization ,