Capabilities & Case Histories

Based in San Francisco, Echo Sports Marketing was founded by DOUG NELSON in 2002. His business partner, SAM PECK joined in 2004 and the company evolved into ECHO MARKETING in 2006

STRATEGIC thinkers with a broad network, deep relationships and years of experience CONSULTING and ACTIVATING for our clients

Specialists in ENGAGEMENT based MARKETING with emphasis on partnerships, sampling, demonstration, call to action, branded content, social media and word of mouth programs designed to support the brand experience

A healthy mix of CONSUMER PRODUCTS AND SERVICES CLIENTS ranging from high-tech start ups in Silicon Valley to multi-billion dollar enterprises across the country

Negotiated and activated more than $200 MILLION in sponsorships and PARTNERSHIPS with sports, entertainment and lifestyle properties on behalf of our clients

Collaborative, SOLUTION oriented agency that’s an extension of your team

Echo’s team of professionals bring a wealth of diverse experience, contacts and resources to each assignment. Our principals have nearly 50 years of experience in sales and marketing. While we are adept at many disciplines, we specialize in:

Strategic & Tactical Consulting – Development, execution and measurement of multi-channel programs designed to help build or strengthen brands.

Partnership Negotiation & Activation – Maximizing investments by leveraging all benefits, incorporating experiential elements and developing ancillary programs like retail promotions, call to action campaigns and online tie-ins.

Engagement – Developing brand affinity and advocacy through program activations that allow consumers to experience the brand first hand and open up two-way communication. Retail/POS Marketing – Building brand awareness and loyalty while strengthening the relationship between retailers, vendors and consumers.

Special Events – Turn key events including concepts, budget and planning, logistics, negotiation, execution, staffing and fulfillment.

Clients

Non Profit Partners

SunPower – Strategic Planning / Brand Awareness / Lead Generation / Consumer Engagement

Challenge: SunPower wanted to create a powerful statement in the ultra competitive solar energy category by showcasing their products, educating consumers, differentiating their brand, developing partnerships and generating new business.

Solution: Create a 10 year strategic sales and marketing partnership with the San Francisco 49ers and Levi’s Stadium that would integrate SunPower’s best of breed technology while engaging fans in a fresh, dynamic way.

Results: Over 1100 SunPower high efficiency solar panels were installed at the stadium generating enough electricity to power all 49ers home games and helping the facility to achieve Gold Leed certification. Echo developed a strategic game plan to leverage all partnership assets including branding, media, hospitality, direct marketing and fan engagement. The strategy for fan engagement is designed to Entertain>Engage>Educate>Empower.Echo helped develop and is currently activating a custom designed videogame experience called the Solar Showdown that is deployed in three key areas within the stadium generating huge buzz and thousands of new customer leads

Slingbox – Strategic Development / Branding / Product Demonstration / Retail

Challenge: Traditional advertising built brand awareness for Slingbox’s revolutionary new product but did not generate sales. Slingbox needed to find other ways to build brand awareness with a key stakeholder like sports fans, demonstrate the product to them and create a more impactful relationship with consumers.

Solution: Echo conceived and then formed integrated partnerships with a variety of sports properties including the SF Giants, SF 49ers, SJ Sharks, University of California and Dodge/Save Mart 300 NASCAR event that provided platforms for Slingbox to build brand awareness and affinity with sports fans. In addition, these partnerships allowed for on-site interactive demonstrations to further educate consumers on a more intimate level creating positive word of mouth.

Results: Slingbox leveraged better “real estate” at several key retailers like Best Buy and Comp USA as a result of its partnership investments and saw an increase in sales in market of more than 46%. Brand awareness increased significantly and Slingbox was ultimately acquired by Echostar Communications for just under $500 million.

OtterBox – Strategic Consulting / Partnership Marketing / Product Launch / Public Relations / Retail

Challenge: OtterBox was looking for a unique way to launch their new indestructible phone case, the Armor Series and promote their relationship with AT&T Wireless Stores, a key retailer for them. Their original plans fell through at the last minute and Echo was tasked with putting together a complex plan in less than three weeks.

Solution: Develop a PR event at the new flagship AT&T store in Chicago that would exemplify the new phone case’s toughness and drive traffic to the store where the product is exclusively sold.

Results: Developed a partnership with the Chicago Blackhawks where Chicago’s “toughest” hockey legends, Bobby Hull and Eddie Olczyk appeared in store to help demonstrate and build excitement for the product. The media event was promoted using outdoor, on-line and social advertising channels and was complimented by in game advertising, promotions and video board features throughout that evening’s NHL game. The launch was a huge success and Echo was retained by OtterBox to create similar events in New York and other markets.

Aspen Dental – Strategic Development / Branding / Demand Generation / Recruitment / Public Relations

Challenge: Aspen was having difficulty reaching middle aged men (a key demographic for their denture business) in several markets through traditional advertising channels. New patients and treatment plan acceptance was flat or down in most cases.

Solution: Develop and implement a strategic sports marketing program in both pro and college sports including partnership, in-broadcast signage, events, one-to-one engagement, sweepstakes and incentives that would tap into the affinity men have for their favorite teams and drive traffic to Aspen’s call centers and web site.

Results: Key challenge markets like Syracuse, Buffalo, Cleveland, Boston and Pittsburgh saw immediate and across the board increases in call volume, appointments and treatment plan acceptance after the program launched. Initially a test, sports marketing is now a pillar of Aspen’s overall marketing plan with annual budget of $2.7 million. In addition, Aspen’s sports marketing activities have contributed to the company’s recruitment initiative resulting in dozens of new dentists generating $10-$15 million dollars in new revenue.

Oracle - Special Events / B2B

Challenge:Plan and execute an Executive Summit for Oracle Financial Services for Oracle executives and some of their most important clients prior to the Oracle OpenWorld Conferences in 2009 and 2010.

Solution:Leverage our event planning experience and many relationships in the travel and hospitality industries to create a luxurious and memorable experience in Napa wine country for guests while staying within the given budget. Echo handled all aspects of event planning including hotel accommodations, meals, meetings, tours and special activities for the entire group.

Results:Key prospects and customers like Citi, IBM, Marsh, CSC and Pitney Bowes attended providing Oracle executives the opportunity to enhance key relationships and close new business. Oracle was so pleased they retained Echo’s services for their 2011 and 2012 events.

Bank of the West - Branding / Product Demonstration / Consumer Engagement

Challenge: Bank of the West was looking to boost their social media presence and refresh their activation strategy around the Bank of the West Tennis Classic.

Solution: Develop a comprehensive program around technology that celebrates the bank’s historical brand identity while showcasing its new and innovative offerings.

Results: Echo served up the “Great Returns” activation program to engage with both potential and existing customers of the bank in the weeks leading up to the tournament as well as on-site at the event. The multi-level program demonstrated how the Bank provides great value to its customers through its various banking products and its support of local events. Elements included a Sweepstakes on Facebook/Twitter, on-site photo booth and brand ambassadors who demonstrated the Bank’s new mobile banking application on iPads. “Great Returns” generated 1200 sweepstakes entries and doubled the bank’s Facebook following in just 3 weeks. Created tremendous buzz and traffic with digital photo booth and iPad demos with over 2000 face to face engagements during the tournament.

Central Garden & Pet – Strategic Planning / Brand Awareness / Partnership Activation / Retail

Challenge:Central was looking for a way to differentiate it’s products from its competition, improve its relationships with key retailers and drive sales.

Solution:Develop partnerships with sports properties that had high visibility (i.e. NFL, MLB, NCAA, etc.) to the target audience, allowed branding opportunities and dynamic retail tie-ins for Central’s key brands such as Nylabone, AvoDerm, and Kaytee.

Results:» Secured end cap space at 2000+ retail locations with Key accounts

for Family Fantasy Day Sweepstakes and Dog Day at the Park events

» Generated over 150,000 new entries to Central’s direct marketing database

» Generated over $1 million dollars in incremental revenue through end-cap sales

» Strengthened relationships with key retail partners like Petco» Developed content for social media including viral videos, Facebook

promotions and Twitter campaigns» Generated major buzz and positive PR through establishment of new

Guinness World Record» Raised significant funding and awareness for animal welfare

organizations

Nexxus Salon Hair Care – Strategic Development/ Engagement / Brand Positioning / Retail

Challenge:Alberto Culver, the makers of Nexxus, re-launched the shampoo brand at mass retail after 25 years as a salon-only brand. One challenge for Nexxus was to maintain its luxury brand status with the products available at “discount” stores. Nexxus called on Echo to come up with an engagement marketing solution that would augment their overall advertising strategy.

Solution:Echo conceived, developed and executed a women’s tennis partnership program that included an experiential element including a professionally staffed hair salon on site that created major buzz, provided great value to consumers and helped distinguish Nexxus among other event sponsors. Echo went on to partner Nexxus with other luxury brands such as Mercedes Benz and Lacoste in developing fashion shows and special events at the different tennis tournaments.

Results:A highly successful, two year program that delivered a positive return on investment. Nexxus saw a 5% sales lift at retail and rose from #10 to #4 in CPG sales for new products after their first year in tennis.

SMASH! by K&Company – Campus Marketing / Brand Ambassadors

Challenge: The new SMASH! Line of stylized journals from K&Company seemed like the perfect product for college age girls, but K&Company needed evidence before specifically targeting this notoriously fickle demographic.

Solution: Develop an event centric model that allowed the brand to be featured on college campuses to a large sampling of potential customers to get their feedback and recruit campus ambassadors.

Results: The SMASH brand received rave reviews from college students who gobbled up free samples and used a special offer provided to purchase thousands of journals and accessories which delivered a 3 to 1 return on investment in new revenue alone. Campus ambassadors were recruited to spread the word through social media and host special house parties with their friends extending the life of the promotion throughout the semester and providing invaluable research and feedback on new product development.

Yahoo! – Strategic Development / Partnership Negotiation & Activation / Content Creation

Challenge:Yahoo! wanted to build national and global awareness for its brand and increase ad revenues as it competed with Microsoft, Netscape, AOL, Google, et al.

Solution:Develop a leading position in sports through strategic partnerships with major events, teams and organizations using Yahoo! advertising inventory as a tool to offset marketing fees, drive awareness, generate content and drive revenue.

Results: • Used Yahoo! Ad inventory as barter to create over

$100 million in partnerships with dozens of sports team and properties at about 10% of the cost

• Introduced on-line advertising and promotion to partners

• Helped develop initial fantasy sports product which generates significant revenue for Yahoo!

• Lead to creation of Yahoo! Sports and a successful 8 year run in sports marketing

Animal Rescue Foundation (ARF) – Strategic Planning / Brand Awareness / Partnership Marketing /

Challenge:Tony La Russa’s Animal Rescue Foundation or “ARF” wanted to raise awareness of their animal rescue and adoption efforts in new markets, as well as secure incremental donations to support their work and mission.

Solution:Create partnerships with companies and other organizations to expand ARF’s reach and amplify their voice while developing marketing, fundraising and public relations opportunities for ARF in new markets.

Results: For over a decade, Echo has developed and activated numerous partnership marketing programs for ARF including a long term partnership with Echo’s client, Central Garden & Pet. As part of this relationship, Echo integrated ARF into the Bark at the Park program, a marketing partnership with select MLB teams, that creates millions of media impressions and hundreds of thousands of engagements for ARF with baseball fans around the country. As a welfare partner, ARF was made the beneficiary of donation efforts from both Central Garden and Pet and the participating teams resulting in more than $200,000 in donations to support their work.

American Pet Products Association (APPA) – Strategic Planning / Brand Awareness / Partnership Marketing

Challenge:The American Pet Products Association wanted to raise awareness of their Pets Add Life or “PAL" initiative promoting the value of having a family pet. The program had ample traction on social media and the APPA was looking for additional ways to connect with families who would benefit from having a pet in their lives.

Solution:Create exposure at events through partnerships with pet product companies and other pet centric organizations that would create meaningful engagements with prospective pet parents.

Results: Echo integrated the Pets Add Life campaign into the Bark at the Park program, a marketing partnership with select MLB teams, that created millions of media impressions and hundreds of thousands of engagements for the APPA with families who love baseball. In addition to promoting PAL via media and various messaging channels, fans were encouraged to upload photos of themselves and their dog pals at one of the Bark at the Park games for a chance to win prizes like a GPS pet tracker or game tickets. In addition, Echo created valuable partnership opportunities with pet product manufacturers and pet welfare groups that continue to provide value.

Bay Area Sports Hall of Fame (BASHOF) – Strategic Planning / Partnership Marketing / Lead Generation

Challenge:As a non profit faced with funding challenges and a lack of internal manpower, BASHOF needed to bring in new partners for their event initiatives, increase attendance for their major fundraisers, and secure incremental donations to support their many youth sports initiatives.

Solution:Develop a new and sustainable platform for the organization that would provide sponsors with tangible benefits, support BASHOF’s mission and goals and add value to the program as a whole.

Results: Echo conceived, developed and annually produces a set of collector’s sports cards for each year’s Hall of Fame class. The card sets are given out to all attendees at the annual enshrinement dinner as a keepsake and are sponsored by a new or existing company each year, generating additional revenue and new partnerships. The sponsor of the cards is recognized during BASHOF two major fundraising opportunities, as well as given the opportunity to attend the Hall of Fame ceremony and participate in the annual Golf tournament. Since 2007, Echo has has raised over $100,000 in in incremental sponsorship for BASHOF.

Code 3 Associates – Strategic Planning / Brand Awareness / Recruitment / Partnership Marketing / Lead Generation

Challenge:Code 3 Associates, a 501c3 non-profit who is dedicated to the rescue of animals during times of disaster, wanted to raise awareness of their specialized training and animal rescue efforts in new markets, increase membership numbers, and secure incremental donations to support their work.

Solution:Develop strategic partnerships, orchestrate public relations activity and create special events within the pet industry that create new opportunities for Code 3 to reach a broader audience and engage with individuals and organizations who share their passion for helping animals.

Results: Echo conceived and developed the Animal Disaster Relief Alliance (ADRA) as a way to connect pet product manufacturers and distributers with disaster relief organizations lead by Code 3. The ADRA helps to speed up the distribution of needed products and services during times of disaster through a dedicated communications network. The ADRA was launched at the 2015 Global Pet Expo with Central Garden & Pet signing on as a founding partner. Echo then developed and executed a strategic game plan including exposure through our Bark at the Park program to leverage all partnership assets including branding, media, hospitality, direct marketing, and fan engagement that reached millions of potential new members and partners.

Peet’s Coffee & Tea – Brand Awareness / Sampling / Events

Challenge:Peet’s, the original craft coffee brand, was looking for ways to effectively reach younger consumers who may not be as familiar with the brand and who have multiple choices when it comes to their coffee habit. New markets also created both a challenge and opportunities.

Solution:Echo developed a college marketing program on several campuses, including “Pop Up Coffee Shops” and campus ambassador teams, that brought the brand to life with students, especially during stressful periods like exam weeks, graduation, holidays and back to school.

Results: Students at several schools including UC Berkeley, University of Massachusetts, Boston College and Colorado University were surprised and delighted by Peet’s with free coffee, special discount offers and branded bags and knit caps. The brand received rave reviews on social media not only for its amazing coffee, but for showing it cared about students by supporting them and the causes they believe in like sustainability. Peet’s is now served on dozens of college campuses across the country to an ever growing new generation of “Peetniks”.

Doug Nelson - PrincipalDoug founded Echo Sports Marketing in 2002. Doug oversees all Echo business and has negotiated and supervised relationships with a vast array of partners including: US Ski and Snowboard Team, NBA/WNBA, US Postal Service Cycling Team, AVP, PGA, USTA, Major League Soccer, FIFA, NCAA, Maui Invitational, NHL, NASCAR and IRL Racing Series, as well as an extensive number of professional and collegiate teams and properties. Before establishing Echo, Doug was Vice President of Gravity Television and Sports Marketing, supervising the Yahoo! Sports Marketing and the Yahoo! Sports Sponsorship Sales partnerships. Prior to joining Gravity, Doug was Vice President of MGO Marketing Group, managing the Yahoo! Sports, Bill Graham Presents and Pacific Bell accounts. Preceding MGO, Doug was the Director of Sales and Marketing for the Oakland Athletics Baseball Company.  Doug started his career as a Media Planner for McCann Erickson in San Francisco. Doug is a graduate of U.C. Berkeley. He lives in Orinda, CA with his wife and four children.

Sam Peck - PrincipalSam is a seasoned sales and marketing executive with a twenty five year track record of success developing partnerships in sports, entertainment and lifestyle.  Sam helps lead Echo’s new business development initiatives while managing relationships with several clients who leverage his expertise in sales, technology and media to help them generate new business, build brand awareness and drive additional revenue. Prior to Echo, Sam served as Vice President of Business Development at IMG where he helped develop new properties and events like UltimateBid.com and The High Tech Golf Challenge and spearheaded the creation of technology-driven initiatives like web sites and cyber-villages for existing events. Sam was also part of IMG’s renowned consulting team delivering strategic and tactical services to companies including, Intel, Wells Fargo Bank, Yahoo!, Philips Electronics and LG. Prior to IMG, Sam spent 10 years in television production and syndication developing and marketing programs like The Muppets, TV.com, Tic Tac Dough and Day to Day Live. Sam is a graduate of U.C. Berkeley. He lives in Tiburon, CA with his wife and three children.

1700 Montgomery Street, Suite 207San Francisco, CA 94111

(415) 981-2500www.echosports.com