Los Angeles Surf and Powerade Campaign by Maddie Neubert

Introduction

The Los Angeles Surf is a new team, new program, and new competitor in the NFL. We have the potential to be one of the top football programs in the nation. We want PowerAde to join us in our quest to greatness as the leading sponsor of the Los Angeles Surf. Together, both organizations will benefit through promotional opportunities, increased awareness, and partnership connections. Becoming a teammate with the Surf also means becoming a teammate with Los Angeles, gaining you numerous opportunities to sell and advertise your product not only in conjunction with the stadium, but also in southern California. With the similar target markets and objectives between the two programs, partnering together can only benefit the both of us. We will make it our personal goal to match, and exceed your objective expectations to make PowerAde the #1 ranked new age drink. Within this sponsorship proposal, we have provided you depictions of our target markets, important team and location information, opportunities for you, our given sponsorship opportunities, and how we will help achieve your objectives during this NFL 2013-‐2014 Season.

Target Market

The Target Markets for the Los Angeles Surf shown below are extremely similar to PowerAde’s. For your convenience, we have added the Los Angles Surf’s primary and secondary target markets, which include males 25-54 and families with parents 25-54, and children 10-18. With the usage of a partnership with PowerAde and the Los Angeles Surf, we would both be presented with opportunities to reach both target markets. Followed by the target markets is a geographical location of the average Los Angeles Surf fan.

Primary Target Market Demographic: ● Gender: Male ● Income: $35,000+ per year ● Age: 25-‐54 ● Education: High School and above Psychographic: ● Watches ESPN ● Listens to sports radio ● Is involved in a Fantasy Football League Geographic (See Map): ● 40 mile radius from Los Angeles ● As North as Palmdale, as south as Huntington Beach ● As West as Thousand Oaks, as East as Anaheim

Our Primary Target market is Joe (picture on the right) a male, age 25-54 who loves to be involved with with ESPN, sports radio, and Fantasy Football leagues. This man has acquired at least a High School education, and also earns at least $35,000 a year. They live within a 40 mile radius of Los Angeles (see map below) stretching from Thousand Oaks, CA to Anaheim, CA.

Target Market Secondary Market- Families Demographic: ● Income: $45,000+ per year ● Age: Parents-‐ 25-‐54; Children-‐ 10-‐18 ● Marital Status: Married ● Kids: One or more Psychographics: ● Watches ESPN ● Has children who are involved in sports ● Likes the feeling of belonging to a community (sports team, neighborhood, etc.) Geographic (See Map): ● 40 mile radius from Los Angeles ● As North as Palmdale, as south as Huntington Beach ● As West as Thousand Oaks, as East as Anaheim

Our Secondary target market focuses on families, like the Thompsons (pictured above) who have either one or more children who range from the ages 10-18. The ideal family loves to watch ESPN, the children are involved in sports, and they are also interested in belonging to a community (whether that is a sports team, neighborhood, etc.) As well as our Primary market, the family will also live within a 40 mile radius of Los Angeles (see map).

Red circle shows the area for our Primary and Secondary target markets, approximately a 40 mile radius from the center of Los Angeles

Who We Are

Los Angeles Surf football players are known their influence on the LA community. This provides a good face to look up to as well as receiving beneficial publicity to the Los Angeles Surf football team. By partnering with the Surf, Powerade is partnering with a group of individuals with a passion for their community and positive attitudes. Our program has recognized a few special players that have truly initiated positive changes to our community. They have exhibited acts of kindness, and immense amount of volunteer work. Here are the players:

Matt Forte: He volunteered at Slidell Youth Football Association fields last Saturday and nearly 250 kids showed up for his camp. He also donated $15,000 to the Slidell Youth Football Association for equipment.

Jason Witten: Jason Witten won the Walter Payton NFL Man of the Year Award for his work to end domestic violence. His foundation, JWSF, exists to serve women who are the victims of domestic violence and it allows for the placement of full-‐time trained male mentors in battered women’s shelters throughout Texas.

Cam Newton: Cam Newton is proud to volunteer with the United Way and to partner with them in their mission to mobilize millions to give, advocate, and volunteer to improve the conditions in which they live. Anyone can sign up now to be on Team Cam and the United Way.

Objective #1 Increase sales of 10% over the benchmark $1,000,000 in our DMA in the 4-‐month period

We'll be able to measure the increase in sales of PowerAde through the 4-‐month promotional period by comparing last year’s data to this year’s data. With 60,000 fans attending each of the eight home games and with the maximum exposure available to PowerAde, we can expect a promising increase in sales that will exceed the benchmark by 10%. If at least 30,000 of Los Angeles Surf fans purchase a $1 bottle of PowerAde, after the duration of 8 home games, sales will be expected to reach $240,000 over the given 4-‐month promotional period. With 10% of the benchmark being $100,000, PowerAde sales will push past the limits by $140,000. With these given numbers, we expect that at least 50% of the attending fans will either buy PowerAde through concessions, vending machines, or through salesmen that sell PowerAde while fans are seated during the game.

Objective #2 Gain a minimum of 15 publicity placements over the 4-‐month period To gain Powerade 15 publicity placements over the 4-‐month promotional period, our first main publicity event will take place during the months of November and December, pertaining to the holiday season. The Los Angeles Surf will hold an annual “Hoedown for Homeless” publicity event in downtown Los Angeles. In this event, those who are willing to participate will pay a $25 entrance fee, and with that collect pledges from friends, family, and others for every hour that they dance. In this 24-‐hour dance marathon event, as long as a contestant keeps dancing, they are still in the competition. Every hour, a new Los Angeles Surf player will dance with the contestants as well. All entrance fees, pledge amounts, etc. will go to support the local homeless shelters in Los Angeles. Also, not only those who pay the entrance fee can participate, but spectators also have the opportunity to donate coats, canned foods, toys, etc., and all of those donations go to the homeless shelters as well. Powerade will be the official “Hoedown for Homeless” sponsor, and with that includes naming rights, and also the opportunity to sell your product at the dance event. We will generate publicity for this event by contacting media outlets like ESPN and local cable news networks to broadcast our dance marathon. In addition, announcements will be made at every Los Angeles Surf game leading up to the event on times, locations, how to participate, etc. On our website there will also be links directing visitors to information on the event as well. Especially during the holidays, family’s are in need of some extra help and Powerade’s “Hoedown for Homeless” will surely benefit many. The Surf will personally invite over 15 different media outlets to either broadcast, take pictures of, and talk about the event.

An example of an advertisement for the Hoedown for Homeless event

Objective #2 Our second largest publicity event will be Powerade and the Los Angeles Surf partnering with the American Cancer Society and holding the “PowerAde’s Race to a Cure”. Held at the Los Angeles Surf Stadium, participants walk laps and get pledges from others to raise money for the American Cancer Society. Surf players, like Cam Newton and Dez Bryant, will join the participants every hour to increase the connection between the American Cancer Society and the Surf. Powerade will be able to provide their drink products to walkers and spectators, and also get their logo on all staff member t-‐shirts to promote the brand. By holding this public event, it will help increase awareness by promoting it to their employees and customers, which is helpful when it is time to attract the attention of local media and recruiting walkers. This event will get major exposure through advertising, and brand recognition will be created through the positive atmosphere of the community coming together for the same cause. In addition, PowerAde will have hospitality tents sent up that allows the walkers to quench their thirst with free PowerAde supplied with free snacks. Just like the Hoedown for Homeless event, various media outlets will be invited by the Surf to attend “Powerade’s Race to the Cure.”

This is a sample visual of the event staff t-shirts given to those who are working the event to promote awareness of the brand

This is a sample of the hospitality tents for Powerade that will allow them to provide their drink products to walkers and spectators

Examples of local and National media outlets invited to the publicity events: Radio Stations: Newspapers/Magazines: Television Stations: 1. AM 570 Fox Sports LA 1. LA Times 1. ESPN 2. KNBR the Sports Leader 2. Sports Illustrated 2. MSNBC 3. 95.7 FM the Game 3. ESPN Magazine 3. KABC T.V. 4. 1450AM Sports Radio 4. LA Weekly 4. KCBS 5. AM 830 ESPN Radio 5. Los Angeles Magazine 5. Fox Sports

Objective #3 Gain a minimum of 100 media placements, 50% being high exposure

As a partnership, we want to give maximum exposure of the Powerade brand to both of our similar target markets. To do so, we will provide Powerade with a minimum of 100 media placements in and out of our stadium, gaining more awareness as a partnership. “Powerade Power Brigade” Section Naming Rights In the Los Angeles Surf Stadium, we would name a section of the stadium after Powerade. Our stadium will now include the “Powerade Power Brigade”, where the most dedicated Los Angeles Surf fans stand, cheer, and enjoy the game. Along with the “Powerade Power Brigade” includes full signage opportunities on the west section of the stadium, above (with banners) and below (with signage boards) the stands where the Brigade sits. Announcements on the PA system during every game will also be available on how fans can purchase tickets to sit in the Powerade seats and watch the game from the Brigade’s perspective. (8 media placements per 8 home games) Two 30-Second Commercial Advertisements During Televised Home Games Powerade will have the opportunity to create and advertise to the target market through the National Television media. The Los Angeles Surf will gladly provide players like Matt Forte and Brandon Marshall to participate in the commercials to show the connection between the Surf and Powerade. A national television advertisement is shown to a mass audience, which provides great awareness for Powerade. (16 media placements, 2 per each 8 home games) “Shark N’ Slide” Naming Rights The very famous halftime fan event, the “Shark N’ Slide” will now be advertised as “Powerade’s Shark N’ Slide”. This event is announced at every home game through the PA system, electronic jumbo-‐trons, etc. (8 media placements per 8 home games) Post Game Press Conference Signage In the background of our players and coaches being interviewed after the game, the Powerade logo will be featured in the background so that those who are watching on television can see the Powerade logo and give the Powerade drink awareness. (16 media placements per 16 games)

Objective #3 “Powerade Power Players” in the Game Day Program Each home game, fans will be provided with a game day program, highlighting the future schedule, roster, etc. In addition to this information, Powerade will be able to place a new section called “Powerade’s Power Players”, where listed is the Los Angles Surf’s leading rushers, passers, etc. This gives fans who read this program awareness of the Powerade brand as one connected with the Surf. (8 media placements per 8 home games) Powerade Logo on Event Staff T-Shirt At a home football game, there is at least 100 employees in and around the stadium to interact with fans and help them as well. Each t-‐shirt worn by these people will have the Powerade logo on the back (see Objective #2 for visual). This promotes Powerade not only as a drink sold at the stadium but also as a company. (approximately 32 media placements, 4 per entrance per 8 home games) Instant Reply Naming Rights Powerade will get naming rights to the instant-‐replay function of the jumbo-‐ tron. For example, after a touchdown pass, on the screen the board will say “Powerade Power Play” and underneath will be a replay of the play that just took place on the field. This includes Powerade in the Los Angeles Surf’s fan experience. (8 media placements per 8 home games) Signage on the Ribbon Boards Surrounding the field are a loop of billboards that will display the Powerade logo at least four times per home game. This creates awareness for fans when they are watching the game from the stands. (8 media placements per 8 home games) Product Placement for Press Conferences During post-‐game press conferences with coaches and players, on the table or podium they are standing at there will be Powerade drinks with the logo facing outward to the media crowd placed in front of them. This not only shows how the players and coaches drink Powerade as a post-‐game restoration drink, but also gives more brand awareness to the public. (16 media placements per 16 games)

Objective #4 Turn first time customers into loyal customers by 15,000

In order to make sure we acquire loyal customers throughout the 4-‐month promotional period, the Los Angeles Surf will partner with your loyalty program to make sure that we can track the customer loyalty for Powerade. For example, on the Poweraderewards.com page (where customers can acquire points in exchange for prizes to redeem) there will be a survey that will be available for visitors after they redeem their points. The survey will say: “Hi there! Did the Los Angeles Surf bring you here to Powerade Rewards?” then will present the options for the visitor to either click yes or no, and once they have made their selection the site will say “Thank you for your input!” This gives a running tally of how many customers have purchased Powerade from awareness by the Los Angeles Surf. By connecting this survey with the rewards program, this gives data on how many customers are loyal and have purchased more than one Powerade drink. In addition to the survey, special Powerade caps will be put on bottles that are sold in the stadium that have codes on the bottom. If a customer purchases a bottle at the stadium, they can type in that code to receive more Powerade points, which can then be redeemed for Powerade prizes. This also gives Powerade and the Los Angeles Surf a running account on how many customers are being added into the mix of loyal customers during the football season. . Assuming half of our stadium, which seats 60,000 people, purchases one Powerade product, at least half of that number will continue to purchase the sports drink either in stores, online, or in the stadium. By doing this, the customer will acquire Powerade points to redeem prizes on Powerade.com, proving that they are loyal customers. From there, the surveys and codes show that the Surf has brought them to this website and thus were successful in bringing in at least 15,000 more loyal customers. L.A.S. Code: 0089

Thank you for redeeming your prizes! Did the Los Angeles Surf bring you to this site? Yes No

Inventory

What follows is the Los Angeles Surf’s inventory. This is a starting point for taking inventory of your own property/event/or team. The point of this exercise is to catalogue every possible thing that you control which could be of value to a potential sponsor. You will probably not use all or even most of these items, but it creates a menu from which to develop customized proposals for your potential sponsors. Sponsorship Types ● Naming rights sponsorship (perceived “ownership” of the event) ● Presenting sponsorship o The right to use your companies name as the name that follows one of our team events. For example, our famous Shark ‘N Slide fan fun event would now be announced as the “Shark N’ Slide: Presented by _______”. This promotes your company and ties your name in with an event that every Los Angeles Surf fan knows and loves. ● Naming rights or presenting sponsorship of a section, area, entry, or team ● Naming rights or presenting sponsorship of a day, weekend, or week at the event ● Naming rights or presenting sponsorship of an event-‐driven award, trophy, or scholarship ● Naming rights or presenting sponsorship of a related or subordinated event ● Supporting sponsorship ● Official product ● Preferred supplier Exclusivity ● ● ● ●

Category exclusivity among sponsors at or below a given level Category exclusivity among sponsors at any level Category exclusivity in event-‐driven advertising or promotional media Category exclusivity as a supplier or seller at the event

Inventory License & Endorsements •

Use of logo(s) and trademark(s) for media and sales promotions and supporting materials

o Use of logos and trademarks for media and sales promotions is the sponsors way of advertising their brand to the LA Shark’s target market. An example of this is having a sponsors trademark or logo on the billboards that surround the football field. ● Merchandising rights ● Product endorsement (personal or organization) Contracts ● Discounts for multi-‐year contracts o Discounts for multi-year contracts include an agreement between an owner and a sponsor that the sponsor will be a long term sponsor for a given time and then receive a discount on behalf of that agreement. For example, if LA Surf agreed to have Tostitos for a sponsor for 5 years, Tostitos will receive a discount. ● First right of refusal for new sponsorship at conclusion of contract ● Performance incentives Vesting ● A portion of overall net profits ● A portion of proceeds from a part of the event (ticket sales, concessions, parking, exhibitors, etc.)

Inventory

Venue ● Input in venue, route, and/or timing o Sponsors will gain the right to have a say in where their sponsorship will take place. For example, if it were at an LA Surf football game, the sponsor may choose a certain spot near the entrance, and will stay located therr for a given amount of time (sponsors will be able to select their own times). ● Use of sponsor venue for launch, main event, or supporting event Media Profile ● Inclusion in all print, outdoor, and/or broadcast advertising (logo or name) o To promote your sponsorship, your logo will be used in our print advertisements, such as catalogs, Game Day Programs, magazines, etc.This gives your company exposure to our target market who reads these print advertisements. ● Inclusion on event promotional pieces (posters, fliers, brochures, buttons, apparel, etc. — logo or name) ● Ad time during televised event o When a Los Angeles Surf game is on television, you will receive a 30-second commercial advertisement slot. This promotes your brand through visuals, and also exposes your company to not only our target market, but the network’s target market as well. ● Event-‐driven promotional radio or television schedule ● Event-‐driven outdoor (billboards, vehicle, public transport) ● Sponsor/retailer share media (themed display ads, 30/30 or 15/15 broadcast) ● Ad space in event program, catalogue, etc. Media Production ● Broadcast rights (exclusive or non-‐exclusive) ● Production of event-‐driven broadcast or print advertising ● Production of event-‐driven video for promotion, training, or documentation

Inventory Inventory On-Site ● Sampling opportunities ● Demonstration/display opportunities o Just past the main entrance into our stadium, there is space for you to display your products for testing to our fans attending the game that night. This gives your employees an opportunity to increase fan-employee relationships/customer service and also promotes your brand to our target audience. ● Opportunity to sell product on-‐site (exclusive or non-‐exclusive) ● Coupon, information, or premium distribution Signage ● Venue signage (full, partial, or non-‐broadcast view) o Venue sponsorship is given for sponsors to be see either in broadcast view or non-broadcast view around the LA Surf stadium on available signs. For example, Statefarm can have banners under the mega-tron that is seen by all fans in the entire stadium. ● Inclusion in on-‐site event signage (exclusive or non-‐exclusive) ● Inclusion on pre-‐event street banners, flags, etc. ● Press conference signage o Press conference signage includes the sponsorship to be on the backdrop of the post-game press conferences that are typically broadcasted for many people to see. For example, Allstate’s logo would be placed on the backdrop for all to see along with the LA Surf logo. ● Product placement in Press Conferences ● Event participant uniforms/pennies/number tags

Inventory Inventory ● Event staff shirts/caps/uniforms o Because there are many security guards, event staff members, etc. in our stadium, your logo will be imprinted on the back of the shirts of those workers for our fans and attendees to see. This promotes brand awareness and also connects your brand to the staff members of the Los Angeles Surf. Hospitality ● Tickets to the event (luxury boxes, preferred seating, reserved seating, or general admission) o Companies will receive a varied amount of tickets to do as they please for being loyal sponsors. For example, They can give them to loyal employees as incentives, they can sell them, etc. ● VIP tickets/passes (backstage, sideline, pit passes, press box, etc.) ● Celebrity/participant meet & greets o Special guests will be present at the certain Surf games for fans exploitation. As an example, fans can get a chance to get a picture with fans and other events to boost awareness of celebrity chosen and the team. ● Event-‐related travel arrangements, administration, and chaperone (consumer prizes, VIP, or trade incentive) o Sponsorship will pave the way for the opportunity to win eventrelated travel arrangements such as special transportation to and from event. For example, you could ride in the players bus with the L.A. Surf and meet your favorite players. Public Relations ● Inclusion in all press releases and other media activities o In special cases, sponsors will be admitted into restricted areas related to the event. For example, a spot in the post-game press conference where team members of the L.A. Surf team will dwell of their performances.

Inventory Production Event design and production Producing a special event specifically for the sponsor Other design and production (uniform, props, set, stage, costumes, etc.) Hiring and/or administration of temporary or contract personnel, services, and vendors ● Logistical assistance, including technical or creative expertise ● ● ● ●

Cause Tie-In ● Opportunity to involve sponsor’s preferred charitable organization or cause ● Donation of a percentage of ticket or product sales to charity o If they chose to do so, partners can donate an amount of money made at the event to proceeds like charity in exchange the consumer will take notice of the companie’s heart-felt decision which will promote their company image. Ancillary or Supporting Events ● Tickets or invitations to ancillary parties, receptions, shows, launches, etc. ● Signage, sampling, etc. at ancillary parties, receptions, shows, launches, etc. Research & Evaluation ● Access to pre-‐ and/or post-‐event research (quantitative or qualitative, attendees or general public) ● Opportunity to provide sponsorship or industry-‐oriented questions on post-‐ event research ● Post-‐event value to cost analysis ● Full event & sponsorship documentation (above plus clippings, broadcast coverage, photos, etc.) Retail Sell-On ● Right for retailer sponsor to on-‐sell sponsorship benefits to vendors in specific product categories

Inventory Contra ● Opportunity to provide equipment, services, technology, expertise, or personnel useful to the success of the event in trade for part of sponsorship fee ● Opportunity to provide media value, in-‐store/in-‐house promotion in trade for part of sponsorship fee ● Opportunity to provide media a sponsor-‐contracted discounted rates in trade for part of sponsorship fee Information Technology ● “Signage” on event internet site o Sponsors will be able to place advertisements that are tailored to their company and promote specific company image and message on the given company’s internet site. For example, on the LA Surf website, a sponsor can promote their trademark of logo on the top bottom, or side of the website. ● Promo Links to promotion or contest on event internet site ● Sponsor internet site from event internet site o On a separate tab on our website, viewers online can click on a link that brings them directly to your company’s website. This is an easy way for fans to find your site and show their interest in your products. Your link will be positioned clearly on our website, so fans can find it without any trouble. ● Naming rights (perceived “ownership”) to event internet site ● “Signage” or promotion on event CD-‐ROM ● License to produce an event-‐oriented CD-‐ROM for promotion or sale Other Promotional Opportunities ● Custom-‐design and administration of media promotions ● Custom-‐design and administration of sales promotions (consumer and trade) ● Sell-‐in to trade of sales promotions

Inventory ● ● ● ● ● ● ● ● ●

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Design, production, and distribution of POS Design of on-‐pack promotion, liaison with factory (packaging and distribution) Securing and administration of entertainment, celebrity appearances, etc. Provision by sponsor of spokesperson/people, celebrity appearances, costumed character etc. to enhance association Proofs-‐of-‐purchase for discount admission Proofs-‐of-‐purchase for discount or free parking Proofs-‐of-‐purchase for premium item (on-‐site) Mail or phone-‐in proof redemption Opportunity to provide prizes for media or event promotions o In our fan events like the Shark N’ Slide and the 1-Minute Mania, selected game days will result in sponsors providing the prizes for the events. For example, instead of the normal Cam Newton signed jersey as a prize for winning the 1-Minute Mania, a prize can be rewarded by you that pertains to your brand to also promote awareness for your company. This shows fans your generosity to our team and the products they are able to buy themselves at your stores. Couponing/advertising on ticket backs o Sponsors will be allowed to advertise their brand on the back of official LA Surf tickets. Or, they can place a coupon/discount to use for one of their products. This way, they can be promoting their brand, while also advertising where all fans can see. Discount admission coupons for customers (distributed in-‐pack or POP) o Sponsors of LA Surf will get the opportunity to sell their product, while at the same time giving away discount admission coupons for customers. This way, it will give their customers a positive look towards the sponsor and an incentive to come see another LA Surf football game.

Inventory Database/Relationship Marketing Unlimited access to event-‐generated database(s) for direct marketing follow up o Partners will have access to event-generated database for post event marketing follow up. This includes opportunities to increase public awareness in certain areas where partners are not satisfied. ● Opportunity to provide inserts in event-‐oriented mailings ● Rental of event database for one-‐off communication ● Opportunity to run database-‐generating drawing or contest on-‐sites a requirement for attendee admission ●

Consulting ● Evaluation and recommendations regarding participation in new and existing opportunities ● Pre-‐event research (market, site, demographic, psychographic, feasibility, budgeting) ● Assistance in determining objectives and basis for quantifying results

Measuring Success A quick look on how, as a partnership, we will meet Powerade’s objectives Objective #1: Increase sales of 10% over the benchmark $1,000,000 in our DMA in the 4-month period Objective #2: Gain a minimum of 15 publicity placements over the 4-month period Through Powerade’s “Hoedown for Homeless” and “Race for the Cure”, the Los Angeles Surf will personally invite media outlets such as ESPN, NBC, and local radio stations like AM 570 to cover the event. With a minimum of 15 different media outlets present, from television, radio stations, and newspapers, this will generate positive publicity for not only the football club, but also Powerade by creating a bond between our partnership, and the American Cancer Society and local homeless shelters in Los Angeles. Objective #3: Gain a minimum of 100 media placements, 50% being high exposure Objective #4: Turn first time customers into loyal customers by 15,000 By adding on to Powerade’s already recognized PoweradeRewards.com loyalty program, the advertisements and promotions with the Los Angeles Surf will increase Powerade’s customer loyalty by 15,000 Surf fans turned Powerade customers. To measure such progress, online surveys will be available and also promotional codes on bottles to keep track of how many Powerade customers were notified of their products by the Los Angeles Surf. We will make note of this data over the 4-‐month promotional period, and then compare to the data prior to the partnership.