imc Research Sponsorship Program IMEC by imc Research

Sponsorship Proposal

Marketing Technology Development Training

International Marketing Expert Certiﬁcation Queen Rania spearheads efforts in Jordan to adopt a holistic approach to national education, encouraging agencies and organizations to work on classroom quality, teaching standards, computer access, family involvement, community investment, and health awareness. Through initiatives, like Madrasati and the Teachers Academy, Queen Rania is helping Jordan’s children get the best start in life by repairing and revamping local schools, while inspiring teachers to be their best. At imc Research – Jordan we are supporting that same visions of her majesty; by being compassionate and supportive to the people who are preparing to be professionals or already are.

© Copyright imc Research 2013-2014. This publication is copyright and remains the intellectual property of imc Research. No part of it may be reproduced by any means without the prior written permission of imc Research.

“Education is the most powerful weapon which you can use to change the world.” Nelson Mandela

Overview of the Event In June 2014, the imc Research will throw open its doors and welcome the Arab world marketing professionals, and marketing enthusiasts to the most featured marketing education activity of the region organized and delivered by imc Research and the top tier corporates of the region. They will be treated to over 32 hours of marketing lectures for all levels of experience. They will enjoy over exhibiting sponsors from Jordan and regionally and will have the opportunity to receive a world-class certification. Approximately 82% of marketing professionals in the Middle East stated that there are no good marketing education being delivered in the region, with a more than tow third of them at their mid-career of marketing, sales or management. Where does sponsors fit in? Based upon our research, over 75% of marketing professionals are unable of personally invest in education and more than 67% don’t have the financial means to invest in high level professional certification. On the other hand 98% are wishing to find a professional certification that would deliver real value. As a sponsor of the Marketing Technology Development Training and through imc Research you will be providing much needing segments with the invaluable opportunity to enter this high level of marketing education, for them to realize their full career potential. Abdelrahman Elsharawy Managing Director imc Research - Jordan

Event Details Dates & Times:

Thursday, 19 June 2014 Friday, 20 June 2014 Saturday, 21 June 2014 Sunday, 22 June 2014

Attendees:

We are targeting high number attendees over the four-day event. The ďŹ nal number of the total attendees shall be announced at the beginning of the last month prior to the event.

Target Demographics:

On sponsors level our primary demographic target is Marketing and Market research professionals from student to CMO levels. The secondary demographic is management and sales professionals. Moreover, the main social event target the SME owners, professional and aspiring women and students.

Transportation:

There are 350 parking spots at the Convention Centre ramp. In addition, we have arranged for a free shuttle bus service from the Amman and to the event daily for all registered attendees. Regional attendees offered a free round trip from and to Amman, Jordan. In addition, .

ÂŠ imc Research Jordan (Book-it Research and Training) (2014)

8:00 AM - 06:00 PM 8:00 AM - 06:00 PM 8:00 AM - 06:00 PM 8:00 AM - 06:00 PM

Target Audience Our Educational Social Message We only choose professionals to be sponsored if they are small and medium business owners, women, and/or students. This sponsorship is of a true social message to pull forward an uncared for segment and as a result the Jordanian economy future. SME Owners Approximately half of small businesses go out of business after five years, according to census data. A new small-business owner can stand the test of time by seeking help when needed, and by implementing the right marketing tactics and strategies. We are taking place along with you to be the catalyst organization providing assistance to entrepreneurs in the form of training, support, needed in marketing so they stand the chance with succeed in the market. Women Education is a key part of strategies to improve individual’s well-being and societies economic and social development. In the Middle East and North Africa (MENA), access to education has improved dramatically over the past few years, and there have been a number of encouraging trends in women's education, and gender gaps higher education enrollment have already disappeared in several countries. Women in MENA countries are also more likely to enroll in universities in the rest of the region than they were in the past. Yet in the business environment, the women voice is almost nonexistent. 0.004% of the total number of businesses is owned by hardworking half of the society. Its in our vision to equip women to be more “investment & market” savvy. Students The prominent more clear need to increase funding to meet the demands for more and better education opportunities in the Middle East and North Africa (MENA) region. The global economic crisis and the Arab Spring have raised additional challenges for most countries in the region. Young people in MENA are demanding more social and economic inclusion and more market orient tools to resonate with their current new version of freedom and helps deliver the promised future. Higher enrollment rates of universities is not translating into sufficient economic gains, as unemployment rates among university graduates remains stubbornly high. This certification will provide practical models for market success, while preserving quality and ensuring equity of access. It stresses the need to understand and utilize the right tools to enter the work market.

Based upon audience research imc Research – Jordan conducted regionally, our media and promotional target campaign is aimed directly to grab the attentions and care of the following demographic and psychographic groups: 1. Marketing professionals - from all walks of life who are on their marketing, PR, Media, creative with +4 years of experience. Based on audience research, these people make up 13% of our audience, and accounted for 37% of all event attendance . 2. Upscale Managers, who generally on the top management level of their corporates. Low consumers of training, high consumers of convention tourism. These people make up 12% of our audience, and average $17,200 per year expenditure on convention tourism. 3. Managers in marketing and sales, management and market research career path professionals, consider such training to be a career boost and in particular, to achieve higher positions in the corporate ladder and gain more income. 4. (19-24), students of management, marketing, administration, media, politics and international relations. Look at such events as a way to plan and or start a serious career path. Although the percentage of them actually applying to external certiﬁcation is relatively low in the Middle East. 5. Human resources and training departments, ﬁnd such massive events a good opportunity to hunt for good talent.

Gender

The Regional Target Demographic: Over than 200 marketing professionals, at a managerial level. Expected Demographic Target of the campaign:

Female

42%

Male

58%

The targeting shall be more skewed toward males are the targeting professions are male dominant in the region and locally. Regionally the gender skew will be less obvious in the targeted segment in UAE, and more predominant in the Saudi campaign target.

Male

Female

Age Breakup

Education

The charts show only the average for the local market as well as the overall target, since the campaign is majorly focused on the local market. As for the age breakup showed, and based on the focus of the target segments and the delivered media campaign, around half of the viewership will be aimed at the age breakup between (22-28) as our research shows that this segment is the largest segment in terms of education consumption in the region.

This bridging program for will be targeting educated professionals regionally. Through this certiﬁcate program that works to help them transition into a more productive role in the marketing ﬁeld. Position themselves for a career that matches desired professional goals. In addition, sharpen their marketing skills to meet the international demand caliber. 70% of the Finished University with a masters / PHD degree, 1.4

55+, 1%

Finished some college / did not ﬁnish university, 33.6

22 - 28, 48% 30-34, 10% 28-29, 12% Finished University did not finish masters

Sponcored Declared MPI (JD) 10.4

Less than 200 37.3 23.4

401-600

11.5

601-800

7.6

801-1000

6.1

1001-2000

1.1 0

201-400

sponsored segment as per the chart to the left have less than $900 income a month. And are expected to increase this income three fold in three years with the proper marketing education provided.

More than 2000 10

Three quarters of the campaign audience on the other had have a minimum income of $600 a month and traveled at least one in the past year. This target audience is by default an education enthusiast.

Campaign Declared MPI (USD) Less than 600

8 37

601-800

801-1000 1001-2000

More than 2000

7 0

Media campaign spending is as showed in the chart below:

Campaign Spending (USD) TV

32 20

Radio

Dailies Weeklies Rgional

Monthlies

Social Media

10 0

Based upon target market research, we have created a media plan that will generate interest in and awareness of the certification as well as the supporting sponsors, while speci cally targeting our key markets. Online, 9 Social Media , 10

Campaign Spending (USD)

TV, 32

Monthlies , 7 Weeklies Rgional , 11 Radio, 20 Dailies , 20

ÂŠ imc Research Jordan (Book-it Research and Training) (2014)

Media Support Our total budget for paid and promotional media is $499,000, and with that, we have been able to negotiate $750,000 in media value. With that, most of the spending will be regional well targeted spending with local focus. Billboards Outdoor wall-units, 4-3s & Muppies will be placed in strategic & high-traffic locations in West Amman, Airport Road & inside Queen Alia International Airport for 4-months. Radio Using top rated Arabic/English radio stations will be used for 2-months, tapping into peak time-segments to build-up frequency & to generate word of mouth. Newspaper Using top rated Arabic daily newspapers in Jordan to create awareness & to build the needed reach, inside killer ad-sizes to avoid the usual daily clutter & get benefit of the editorial content of the newspapers.. Magazines Inside full pages – colored ads will be placed for 3-months as an image building media tool, using leading business titles that would fit our target audience profile & supporting the same with a presence on RJ (In-flight magazine) to extend our media connection points reaching foreign/Arabic business individuals & visitors to the country. Online Campaign Google network, Facebook, yahoo and top visited Arabic and English websites in Jordan, UAE and Saudi Arabia will feature our online campaign and banners alongside with the fan Faceook page and twitter accounts to drive reach of the program and the needed awareness. Event & Exhibition On-site Branding As shown in the previous page, a comprehensive use of the entire possible sponsor on-site branded facilities are going to be offered to reflect the investment done by each sponsor, according to chosen sponsorship tire. In addition to the additional on-site branding options to reflect the use needs of each sponsor and detailed message meant to be delivered by the sponsor.

Other Event Promotion In addition to paid and promotional media, we will embark upon a comprehensive publicity and non-media promotional campaign. Publicity & Side Roadshows We have engaged the services of one of the country’s top publicists, who have designed a campaign targeting both general and niche media. This campaign will kick off with a media launch on the early days of February/March and will continue throughout the event.We will be providing media access to top experts and sponsors and the participating companies, including a reporter’s space for interviews to easily feature sponsors major participating, the allocated media space will cover the photos, and expert commentary. As this is the first year for the certification of I-MEC in Jordan, we will be concentrating a large portion of our publicity effort on the promotion of this part of the event. Jordan will benefit greatly from the promotion of education services and offers, as well as the recruitment departments of the large companies in the region, a key part of this strategy. We are also very happy to assist Jordan in developing a publicity plan that targets your specific consumer and intermediary markets. Universities Roadshow The universities Roadshow visits are aimed at providing the undergraduate in both of the bachelors and higher education students with information, advice and guidance on their progression into higher marketing education, and raise the awareness of the certification. During the campaign to most of the universities in Jordan, we will be marketing the certification under a promotional offer price. Moreover, we will get applications from the student who cannot afford to pay for the certification if they are eager enough. This can be through formal presentations to a selected group of students. In designated rooms provided by the universities. Early sponsors will be placed on the roll-ups and the banners on the location. As well as the flyers distributed to the students.

Web Site We have a year round web site, generating 480,000 hits annually, with 35% of those hits in the month prior to the training. The web site will include a wide variety of information about the show, its sponsors, and the featured key note speakers, and is featured on all appropriate media promotion and publicity. Direct Mail As we have a strong internet presence, we conduct our direct mail using e-mail to over than 440,000 people who have requested notiﬁcation around the world, and over than 120,000 alone in the Middle East region. We will be contacting them, including a link to our site, six weeks prior to the training and again two weeks prior.

On-Site Activities A number of on-site activities will have major impact for the sponsors, including both hospitality and on-site sales. Hospitality On Saturday night, 13 November, we will be throwing a sponsors-beneﬁciary’s only cocktail party in the Hilton hotel to celebrate the result and the certiﬁcation of the trainees the sponsors chose. Imc Research and the platinum sponsor will be promoted as the host of this party and you are welcome to invite up to 20 employees of your organization. A number of our marketing celebrities and international CMO’s will be at this celebration. A feature will be a “the CEO of Jordan” where one CEO will be rewarded imc Research trophy from the most accomplished market results in Jordan. On-Site Sales & Human Resources Activities As naming rights sponsor (Diamond sponsor) to the Marketing Technology Development Training, you will be located in a large, central area, themed to resemble your own branding. Arrangements have been made to provide this area with power and facilities necessary to run an on-site-sales of your products- services and or suitable human resources area on-site. To ensure the greatest possible opportunity for the attendees to develop careers a hiring booth will be established and the desiring attendees apply to their own favorite sponsors, the application will be forwarded by imc Research to the hiring managers for all the partnering sponsors.

BeneďŹ ts and Packages Diamond Sponsorship: 1- 20 invitations for company employee. 2- Company logo on all printed materials, conference backdrop, outdoor banner, media coverage. 3- Radio brand mention in mainstream radio channels 4- Logo highlighted size placement on all ATL print material 5- Brand Welcome station in the entrance for human resource and self-choice corporate use 6- On site private branding 7- Spokesperson from the company to attend press conference 8- Spokesperson from the company in the conference 9- Spokesperson from the company to attend TV media 10- PR and Magazine senior proďŹ le 11- Prominent signage throughout the entrance 12- Access to VIP rooms

Gold Sponsorship: 1- 15 invitations for company employees. 2- Company logo on all printed materials, conference backdrop, outdoor banner, media coverage. 3- Logo medium size placement on all ATL print material 4- On site enlarged branding 5- Spokesperson from the company to attend press conference. 6- Prominent signage throughout the entrance. 7- Access to VIP rooms.

Sliver Sponsorship: 1- 10 invitations for company employee. 2- Company logo on all printed materials, conference backdrop, outdoor banner, media coverage 3- Logo placement on all ATL print material 4- On site branding 5- Prominent signage throughout the entrance. 6- Access to VIP rooms.

Bronze Sponsorship: 1- 5 invitations for company employee. 2- Company logo on all printed materials, conference backdrop, outdoor banner, media coverage. 3- On site branding 4- Prominent signage throughout the entrance. 5- Access to VIP rooms. ÂŠ imc Research Jordan (Book-it Research and Training) (2014)

Media Campaign Timeline Media Campaign Kick oﬀ 3/1/2014 Online Campaign START 3/11/2014 END 4/15/2014 Public Relations Campaign START 3/18/2014 END 5/28/2014 Newspaper Campaign START 3/23/2014 END 4/22/2014 Magazines Campaign START 4/2/2014 END 5/20/2014 Billboards Campaign START 5/2/2014 END 5/28/2014 Radio Campaign START 4/2/2014 END 4/18/2014 Radio Campaign START 4/22/2014 END 5/29/2014 On-site Branding START 4/27/2014 END 5/26/2014

week 1

week 2

week 3

week 4

week 1

week 2

week 3

Radio

week 1

week 2

week 3

week 4

May

April

March Type of Sponsor Diamond Sponsor Gold Sponsor Silver Sponsor Bronze Sponsor

week 4

Newspaper

Magazine

Outdoor

On sight

Online

Investment Your investment for this comprehensive sponsorship relationship will be: Sponsorship packages matrix and details:

Sponsor Tire

Sponsor Eligible Attendees

Number of Beneﬁting Society Candidates

Amount in JOD

Diamond Sponsor

20,000

Gold Sponsor

15,000

Silver Sponsor

10,000

Bronze Sponsor

5,000