With less than six months to go, the countdown to Super Bowl XXXIX we're seeing across the First Coast gives us a sense of urgency and excitement. The effects on many businesses are obvious with so many captive patrons heading our way. But if you're not in the retail or tourism industry you might be wondering, "How can my business get involved —and benefit?" While abundant advertising opportunities exist, they're notoriously expensive, and usually not within the budget or marketing plan of most the city's small and midsized businesses. The challenge of scoring a marketing touchdown may require some initiative and creativity, but with a little effort you'll quickly develop some low-cost PR ideas that can help you score with your current clients and prospects.

Volunteer Drive. While the Jacksonville Super Bowl Host Committee's official volunteer drive ended in early summer, our community never lacks for opportunities to make a difference. Are you or is your company active with a local non-profit organization? Is that nonprofit doing something special during the Super Bowl? Many groups are, and will need extra hands. Organizing a volunteer drive in support of your chosen charity is a great way to get your clients and co-workers rubbing elbows while they have fun and help a worthy cause. Look for a non-profit that complements your product, service, or marketing message; you'll be doing good for the community—and well for your business.

Super Bowl Party. This is a given…capitalize on it! One of the great attributes of the Super Bowl is the party atmosphere that comes with it, and the next best thing to going to the game is partying like you're there. Options for hosting a Super Bowl party abound. Keep it clean and family-oriented by hosting an outdoor BBQ and games for kids. Include football-related contests for door prizes, and games such as a football launch.

Or you can host an "adult swim," rent a bus and party around town. Either way, make sure everyone who attends gets a t-shirt or footballshaped hat they can take home with your logo on it. Make your party and memorabilia unique and give your clients something to talk about for months to come.

Shuttle Service. So you can't buy your clients tickets to the game, but you can assist in their game week transportation. Rent a nice "church van," attach a large magnet logo sign and take your clients downtown so they won't worry about getting home after an evening of celebrating.

This special treatment demonstrates a personal touch. Parking will be extremely limited in the downtown area. The best scenario is to have your clients meet you at your business or some other predetermined location and drop them off on the St. Johns River Southbank, where they can catch an official shuttle to the Northbank and stadium. Meet them at another predetermined location after the game or downtown events and take them back to their vehicles.

Whoop up the party atmosphere on your downtown drive. Think silly string, streamers and karaoke. Make the ride there fun; everyone will probably be passed out on the ride back. Check the Host Committee's website, JacksonvilleSuperBowl.com, for links to the NFL's official transportation companies and a listing of rates and contact information.

Super Bowl Survival Kit. While your business may not be targeting tourists specifically, a Super Bowl survival kit is something you could give to clients, vendors, and tourists.

Be creative with your packaging and products; think coolers, fanny packs or mini backpacks. What do you put in a survival kit? Whatever you want, really. The best survival kit would provide products that relate your business to the Super Bowl. If your business doesn't enjoy a natural connection to football, some ideas might be a rain poncho, mini-football, team pennants, disposable camera or snacks like Beer Nuts, pretzels or dried fruit.

If the shuttle bus idea isn't an option, you could make arrangements with a cab company to provide "free ride home" cards. The cards would list both your company and the cab company's name, the cab company's phone number and an expiration date ending the week of the Super Bowl. Your clients would turn the card into the cab driver to get their free ride, and at the end of the week the cab company will charge you for the rides. By giving someone the option of not driving drunk, you may also save a life.

Finally, don't forget to include an event calendar for all Super Bowl XXXIX activities. The Host Committee will produce this guide closer to gameday.

As the big day approaches, don't feel you're left out of the marketing benefits if you don't keep a public storefront. Be Super Bowl savvy and don't fumble the opportunity to do something extra nice for your clients, vendors, prospects and visitors. Your business will be the big winner… long after the game's a memory.

Steve Kaufman owns Stephen J. Kaufman
Public Relations. He can be reached at
(904) 448-4492, or via Email, results@sjkpr.com.