Phoenix Roadrunners Sponsorship Proposal
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Transcript of Phoenix Roadrunners Sponsorship Proposal
PHOENIX ROADRUNNERS SPONSORSHIP PROPOSAL
C R E A T E D F O R : P R O C T E R A N D G A M B L E / G I L L E T T E
P R E S E N T E D B Y:M I K E C O N S I D I N E
J A R E D R E D D YG R I F F I N W E I H E
OVERVIEW• Executive Summary• About Procter and Gamble • Gillette Overview• About the Roadrunners• SWOT• Target Market of the Sponsorship• Activation Plan—360 ° Marketing Plan
• Assets• Ambush Marketing• Cost of Sponsorship
EXECUTIVE SUMMARY
• Gillette is the right choice for a sponsorship• Male-oriented brand• Innovative• Soccer players known for style • Young fan base
ABOUT PROCTER AND GAMBLE • World’s largest profitable consumer products company• Established in 1837 by William Procter and James Gamble in West
Cincinatti• GDP in market capitalization is greater than some countries’• Products in more than 180 countries • Tide, Charmin, Dawn, Iams, Crest, Gillette• Top 40 company for leaders, a Top 50 company for diversity, and a
top 50 company for female executives• Considered to be an elite company in the world• Hire less than 1% of nearly half a million applicants worldwide
GILLETTE OVERVIEWMission: “Our mission is to achieve or enhance clear leadership, worldwide, in the existing or new core consumer product categories in which we choose to compete”• Started by King Camp Gillette in 1901—
safety razor manufacturer• Headquartered in Boston• Personal care products—razors, shaving
cream, body wash, face wash, women’s products
• Bought out by P&G in 2005 for $57 billion • Since merging, focusing more on
innovation and global reach
GILLETTE GOALS AND OBJECTIVESObjectives created for the sponsorship with the Phoenix Roadrunners• Increase sales in the Phoenix area by 10%• Increase repeat customers by 15% (Brand Loyalty)• Increase market share in the Hispanic community by 7%• Increase Gillette Fusion sales by 12%
ABOUT THE PHOENIX ROADRUNNERS• Brand new expansion team for 2014 season• Upgraded facility at Reach 11 Sports
Complex•Seats 15,000; 20 suits• 40 game schedule (20 home, 20 away)• Average attendance expected—8,000;
sellout for opener• Ticket prices•$50 club level; $30 box, $20 reserved; $15 GA•Season tickets: $300,$210,$120,$60
CITY OF PHOENIX• Fifth largest Metropolitan city• City population—1,439,916• Male—50.85%; Female 49.15%• Median age—30.7• Median Household Income--$41,207• Persons of Hispanic/Latino Descent: 40.8%
• Sixth largest growing area • No MLS team, with professional
teams in NFL., NBA, MLB, WNBA, NHL, Arena Football
OBJECTIVES FOR ROADRUNNERSMain goal: create a passionate fan base that
supports the Roadrunners, game in and game out
• Target soccer fans • Strong push in season tickets and multi-game ticket
packages• Merchandise sales• Spread Roadrunner image• Involved in community
SWOT ANALYSIS
Strengths Weaknesses Gillette is reputable brand No MLS team in Phoenix Phoenix market is huge Soccer players known for their
style and keeping up their appearance
Corresponding target markets
Professional soccer market is untested in Phoenix
Non-established fan base
Opportunities Threats Build new market with new team Expand innovative efforts in a
new market Gillette to expand its efforts into
the soccer market
Possibility of franchise failure Competition for entertainment
dollar—severely competitive sporting market
TARGET MARKETMen 16-38MLS fan base largely male dominatedWant to establish lifetime customersStrong push to reach Hispanic communityPhoenix has large Hispanic populationWe realize we can’t ignore the female fan
base as wellLadies Night
TARGET MARKET
BILINGUAL ADVERTISING• Ads in both English and Spanish• Hispanics are the largest minority group in
the United States• Even more prevalent in the Southwest and
especially Phoenix• We want to make sure everyone can hear
our message
BILINGUAL ADVERTISING
ACTIVATION PLANObjectives Increase sales in the Phoenix Area by 10% Increase Repeat customers by 15% Increase market share in Hispanic communities by 7%
Increase Fusion sales by 12%Ideas, promotions are important to reach
objectives
ACTIVATION PLANTest Track sales by checking inventory at storesTrack sales in heavily Hispanic neighborhoodsSurveys at gamesImplementation, put the sponsorship in
actionMeasuring, after the season Gillette will
be able to see if they met their objectives with the aid of the sponsorship
SHIRT SPONSORSHIP
• We would like Gillette to be our shirt sponsor
• Expensive but incredible brand exposure
• New market for Gillette
OFFICIAL STATUS• Road Runners would like to grant
Gillette official status• Gillette would be “The Official Sponsor
of the Phoenix Roadrunners”• The official status will make the
partnership more well-known and bring up the awareness of the sponsorship for fans
INTELLECTUAL PROPERTY AND PASS THROUGH RIGHTS
• We grant pass through rights in regards to intellectual property
• Gillette doesn’t have their own store so pass through rights are very important
• Gillette can use Roadrunners logo• Mutually beneficial, activates the
sponsorship that much more
VALUE IN KIND AND BUSINESS TO BUSINESS
• Gillette provides personal care products for Roadrunner players in the locker rooms
• Expands product usage• Category Exclusivity• Tickets for Gillette
SIGNATURE PROPERTY• Gillette partners with Brazilian National Soccer
team• We want to play a preseason friendly against
them• Home field is big enough for international play• Unique opportunity, build excitement for season• Gillette would be the presenting sponsor of the
game• Significant reduction in cost of sponsorship
CATEGORY EXCLUSIVITYNo other personal care competitors will
be sponsors of the RoadrunnersPlayers will use Gillette productsVery valuable for GilletteNo competitionComplete control of fan exposure
EVENT MARKETINGThree games where Gillette can distribute
products Gillette logo on Bobble Heads for Bobble
Head nightHighly AdvertisedBooth at facility on each of these nightsAdvertise Gillette and its products
SIGNAGEOffer Gillette Signage in our
stadiumGood brand exposure for GilletteTwo SignsField LevelLighted Scoreboard panelField level: $10,000 per seasonLighted Scoreboard Panel:
$25,000 per season
TICKETSWe will offer Gillette tickets for every
gameThey can use them themselves or with
other clients or businessesOne luxury suite for 15 with full amenitiesWorth $8,400Five box level seatsWorth $1,050
MEDIA BY THE NUMBERS -41: 30 second pregame ads:
$1,025-82: In-game ads (2 per game):
$3,690-41: Post-game ads: $820-21: Program ads: $10,500
Total cost: $15,835
LADIES NIGHT• Can’t forget about the
females
• Venus Razor promotion
• 25% of ticket sales to Komen Foundation
KATE UPTON SHAVING BOOTH• Kate Upton at booth
• 8th home game
• Meet her and puts shaving cream on face
• Fusion ProGlide
BATTLE OF THE BEARDS• Every Game
• 5 fans chosen from crowd
• 2 minutes during halftime
• Winner receives Roadrunner merchandise
COMMUNITY OUTREACH• Extension of P&G Live, Learn, Thrive• Improves life of disadvantage children• Roadrunners will work on projects such
as building playgrounds• Classrooms selected to join team on
field• Provided by: Gillette and P&G• Positive feelings
COST OF SPONSORSHIPLogos on Uniforms $9,000,000 Official Status, Intellectual Property, and Category Exclusivity $1,200,000
Pass-through Rights $40,000
Tickets $9,450
Signage $35,000
Promotions $10,000
Event-Marketing $10,000
Media $15,835
Brazilian National Team Match ($500,000)
TOTAL COST OF SPONSORSHIP $9,820,825
Asking price: $8,500,000
Roadrunners receive $4,900,000