Marketing & Operations Sync Meeting – Detailed Study Notes

Speaker’s sister has adopted a modern-homesteading lifestyle
- Keeps ≈50 chickens and runs a small farm operation
- Still works in “regular society” at Darlington Nuclear Power Plant HQ
Brother-in-law is still a police officer, now stationed farther east
Family is geographically spread out → difficult to gather everyone at once

Watched a Bayern Munich friendly at Bank of America Stadium
- Fans from Germany, USA, Canada, “all over the world”
- Stadium official capacity $74{,}000\text{–}75{,}000$ ; actual attendance ≈ $30{,}000$
- Extreme heat: $37^\circ C = 98.6^\circ F$ , no shade → spectators fainting; ambulances active
- Spectators bought cups of ice to cool down; pitch felt even hotter
Ticket prices repeatedly reduced; some purchases refunded at lower price tiers
Additional tourism
- NASCAR Hall of Fame visit
- Missed chance to sample Carolina BBQ; noted preference for vinegar-based Carolina sauce
- Observed Southern hospitality, generous food portions, and earlier bar/restaurant closing times
- Example: family-run steakhouse cheaper than adjacent fried-chicken chain; included huge apple-pie slice with whipped cream & ice cream
Commentary on U.S. urban geography: many downtown areas are business-only; nightlife in suburbs except NYC, Chicago, LA (increasing downtown condos)

Previous match-week KPIs improved week over week across all channels
"Match-week creative" for Friday’s match has launched
Budget reallocation: some current match-week funds moved to “Starting XI” campaign (boosted, running through 1 July)
- Request to shut down the Starting XI ad 30 June; confirmed doable

Pacific vs Vancouver campaign CPM trajectory
- Week –2: $\$2.39$
- Week –1: $\$2.18$
- Current week: $\$2.06$
- Organizational CPM ceiling: $\$2.50$ → current performance well below cap
Ticket-sales pulse check
- Last week: >4{,}000 seats sold
- Current week (to-date): "a couple hundred"; tickets not primary KPI, but remain a proxy for intent

Goal-of-the-Month (GOTM) – June
- Content team has shortlisted top 4 goals
- Waiting to confirm potential weekend "bangers" before finalizing assets
- Expected delivery: Monday; campaign launch still targeted for Monday to maintain voting cadence (number of live days)
- Partnership team aligns with Monday start; agency okay with Wednesday alternative if holiday distractions occur
Next-week match-week creative
- Graphics team to deliver before 2 PM Friday
- Ideal future cadence: agency receives assets Thursday EOD to avoid weekend e-mails
Demand-gen creative wish-list (sizes & lengths) already sent; awaiting assets + copy feedback
TSN weekly paid-media ad sizes
- Agency ONLY buys digital-display and social
- Current deliverable list contains 13 sizes; majority of impressions satisfied with ≈6 sizes → team to send pared-down mandatory list ASAP

GTM (Google Tag Manager) container partitioning
- Agency e-mailed recommendations during Calvin’s absence
- Suggest coordination with UltraTrail (built site architecture & club-level user management)
Twitter/X advertising
- Hard-cost invoices for upcoming month will be forwarded; breakdown review call tentatively tomorrow
Growth-hacking / organic amplification
- Past Reddit success (CONCACAF posts) produced >250{,}000 impressions, >100 engagements, and an \$800 value equivalent in CPM terms
- Consider replicating for playoffs & finals; potential separate finals budget under discussion

TSN partnership schedule
- Likely public announcement Wednesday (avoid Friday PR, Canada Day Monday-Tuesday)
- TSN requested a few game-time swaps; pending board vote for final lock-in
- Mandate: stay the course on awareness (TSN impressions) rather than pivoting hard to ticket sales yet
Volkswagen “Game Changers” program
- Media plan & strategy draft shared; Volkswagen wants more specifics
- Needs: asset runtime schedule, phase breakdown
- Mechanism
- Phase 1 (Pre): public nominations via form
- Internal selection committee chooses winner (no public voting)
- Phase 2 (Post): announcement & amplification

Creative Team
- Deliver next-week match assets by Fri 2 PM; move toward Thu EOD cadence
- Finalize June GOTM assets by Monday
- Provide reduced TSN ad-size list (≈6 core dimensions)
Media Agency
- Shut down Starting XI ad on 30 June
- Launch GOTM Monday (or Wednesday if delayed)
- Maintain CPM monitoring; allow algorithm to self-optimize
- Send Twitter/X hard-cost invoices & meet with Calvin tomorrow
Client (Calvin/Lawrence)
- Review GTM partitioning doc; confer with UltraTrail
- Supply demand-gen asset files + copy approvals
Partnership Team
- Confirm TSN schedule board vote outcome; coordinate PR release (likely Wednesday)
- Provide run-times & phase dates for Volkswagen Game Changers
Both Teams
- Explore growth-hacking (Reddit, etc.) plan for playoffs/finals; determine incremental budget needs