THE CONTENT This report identifies the two industry segments that the National Sports Forum should target to hold Stand Alone Days during the 2014 Forum. Analysis of ideal sponsors to complement each industry segment is included. Lastly, the report identifies the top 10 organizations in the Dallas, Texas region that should be targeted as attendees given their close proximity to this year’s Forum.
STAND ALONE DAYS In 2007, after heavy lobbying from their attendees, NSF created the first Stand Alone Day at the front-end of the Forum schedule. Stand Alone Days consist of similar industry executives having independent sessions to share common practices, concerns, and progressive thoughts. They have been successful among most industry segments and are a unique way to provide added value to the already stellar Forum.
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THE DECISION The first industry segment that NSF should create a Stand Alone Day for is the National Collegiate Marketers, which consists of marketing executives for BCS athletic departments. This Stand Alone Day will be sponsored by Old Hat Creative because they will generate over $50,000 of profits, are an established and successful organization, and align with the NCM industry segment. The second industry segment that NSF should create a Stand Alone Day for is Sponsor Services executives, which consist of teams’ Directors of Sponsor Services or higher in both collegiate and professional sports. This Stand Alone Day will be dually sponsored by XOs Digital and Premiere Global Sports. XOs Digital is chosen because they will provide established digital experience, match well with NSF’s Foundational Pillars, and generate over $32,000 in profit. Premiere Global Sports is chosen because they will provide the assets to create a unique badge travel package, have global reach, have a strong collegiate presence, and will generate over $30,000. The total profit of the Sponsor Services Stand Alone Day is over $60,000.
Through implementation of these two Stand Alone Days, NSF will generate a minimum net profit of $117,382 and increase attendance by at least 60 participants. The final section of this report is a Featured Prospect List of the top ten organizations in the Dallas, Texas region that NSF can target to increase attendance as well as gain potential sponsorships. The local bowl committees have been included as an additional group that could add value to the Forum and would also increase attendance.
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Section Introduction National Collegiate Marketers National Collegiate Marketers Defined The Who What’s In It For NSF? What’s In It For NCM? Standing Alone NCM Title Sponsor Option 1: Learfield NCM Title Sponsor Option 2: Row27 NCM Title Sponsor Option 3: Old Hat Reputable Recommendation Making the Vision a Reality If You Build It, They Will Come How Much Money is Coming In?
Page 4 7 7 8 9 10 11 12 15 18 21
Section Sponsor Services Sponsor Services Defined The Who What’s In It For NSF? What’s In It For Sponsor Service Professionals? Standing Alone Sponsor Services CoSponsor: XOs Digital Sponsor Services CoSponsor: Premiere Global Sports Making the Vision a Reality If You Build It, They Will Come How Much Money is Coming in?
22 23
Focused Prospect List
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Conclusion Reference List
Thinking Outside the Bowl
Page 25 25 26 27 28 29 30 33
36 37 38
39 43 44 46
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THE JOURNEY In just 18 years the National Sports Forum has transformed from a event with three attendees into the preeminent multi-discipline sports conference attended by nearly 1,000 sports executives.
THE FOUNDATION National Sports Forum was created to be a fraternity of sports industry professionals where open dialogue and dissemination of ideas is encouraged. The evolution of the Forum is directly influenced by the four pillars that make up the NSF foundation: business development, marketing, sponsorship, and ticketing.
THE GOAL Stand Alone Days have been increasing in demand since they were added to NSF in 2007. They consist of a day at the start of the Forum where specified segments of the industry can meet with each other in order to share common practices, concerns, and forward thinking. The goal of this report is to identify two target segments that have yet to be successfully integrated into the NSF Fraternity and create Stand Alone Days as a means for increasing attendance.
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THE RESEARCH Primary and secondary research was conducted to determine the best possible solution for NSF’s future. This research consisted of personal interviews, industry trend analysis, and online research.
THE DIRECTED SOLUTION In order to facilitate the Forum’s goals of incorporating collegiate athletics and untapped industry segments, the following target segments are proposed:
NATIONAL COLLEGIATE MARKETERS SPONSOR SERVICES FOCUSED PROSPECT LIST The subsequent pages go through the fine details of each section listed above.
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CHALLENGES TO TACKLE Within in framework of the proposed solution, there are challenges to overcome. These challenges have been external and internal obstacles preventing the targeted groups form participating in NSF in the past. With the creation of additional Stand Alone Days, this report will tackle each of the challenges listed below.
National Collegiate Marketers 1. NACMA, NACMA, NACMA 2. Overcoming the price of attendance and making the experience worth the extra investment 3. Getting professional marketers to buy-in to integrating with executives working in collegiate athletics
Sponsor Services 1. Getting teams to invest in an additional employee to attend the Forum 2. Necessity of a sponsor for the success of the Stand Alone Day 3. Lack of a specific Sponsor Services NSF Steering Committee Member
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National Collegiate Marketers (NCM) is the first group of sports industry professionals that the National Sports Forum should target with the creation of a Stand Alone Day.
NATIONAL COLLEGIATE MARKETERS DEFINED Professionals working in Intercollegiate Athletics whose scope of responsibilities may include but are not limited to marketing, sponsorship sales, and ticket sales. For NSF, the specific target audience focuses on BCS institutions that operate in a manner comparable to professional franchises.
MORE PROFESSIONAL THEN THEY THINK NSF is perceived as a conglomerate of executives from professional sports. With BCS-level collegiate institutions experiencing exponential revenue growth, their operation has approached the professional level. That is why it would be natural for NCM to reap the benefits of dialogue with counterparts working in professional sports. Stand alone emphasis on National Collegiate Marketers will: • • • •
Encourage professionals within collegiate athletics to attend NSF Increase overall attendance within an under-represented group Focus on sharing best-practices between college and professional Overcome the stereotype that NSF is just for professional sports
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THE WHO The ideal National Collegiate Marketers to participate in the Forum are at the Assistant Athletic Director position or above at a BCS institution. Let’s meet an example from the target market:
Diana Sabau Senior Associate Athletic Director for External Relations and Strategic Communications The Ohio State University Responsibilities: • Manages creative services, fan experience, video production, and digital media Ms. Sabau has 19 years of experience in collegiate athletics in responsibilities that have included marketing, branding, communications, public relations, administration, leadership, and management. Also, Ms. Sabau serves as the departmental liaison for University Communications, IMG, the Big Ten Network, NIKE, Gatorade, and Coke.
BCS FOCUS = HIGHER RETURN Limiting the target market to NCM at BCS institutions decreases the quantity of prospects for attending the Stand Alone Day. The reason for this narrowed scope is that focusing on this smaller group has a higher likelihood of return. BCS schools have more resources to finance professional development for their marketing staffs. Also, they have more similarities with professional teams than colleges that compete in non-BCS conferences.
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Huge revenue opportunity associated with getting involved in college athletics marketing efforts
Steering Committee member is already in place that could lead the charge
Regional Breadth
Access to 66 BCS Institutions
What’s in it for NSF?
Aligns with all four pillars of NSF
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Opportunity to learn best practices from professional sports executives
Event would be distinguishable from NACMA
What’s in it for NCM?
Narrow focus on larger collegiate institutions for the Stand Alone Day
Expand personal and professional network with professional sports executives across multiple disciplines
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STANDING ALONE Now that we understand the target market and what’s in it for NSF/ attendees, let’s establish what the National Collegiate Marketers Stand Alone Day is all about. Below is the vision, guiding content, and sponsorship opportunities.
The Vision Be on the leading edge of marketing in collegiate athletics through focused, intimate meeting sessions that shares best-practices of professional sports organizations.
Guiding Content The major talking points that could be discussed during the NCM Stand Alone Day sessions: • • • • • •
Capitalizing on Digital Spaces and Social Media Creating an Individualized Marketing Experience The College-Pro Connection Using Analytics Effectively in Marketing Carrying Momentum into the Offseason Case Study: Presentation from Sponsor
Sponsorship Opportunities Three prospects for the NCM Stand Alone Day are:
Detailed explanations of these three potential partnerships are included on the subsequent pages.
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NCM TITLE SPONSORSHIP OPTION 1: LEARFIELD SPORTS NSF could go a few different ways when pursuing a title sponsor for National Collegiate Marketers Stand Alone Day. Learfield Sports has been identified as a valuable option.
Marke1ng experts create customized campaigns, u1lizing the mul1media assets of collegiate partners to meet marke1ng objec1ves.
Headquartered in Plano, TX
Empowers businesses and universi1es by connec1ng big brands to the excitement, passion, tradi1on, and fans of college sports, through customized marke1ng solu1ons and experiences.
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STAYING FIT – LEARFIELD and NSF It is crucial that the sponsorship aligns with both Learfield Sports’ and National Sports Forum’s objectives.
WHAT’S IN IT FOR LEARFIELD? • • •
Increase diversity reach with a focus towards women Expand exposure to non-Learfield institutions Provide increased value for current clients
WIIFY
WHAT’S IN IT FOR NSF? • • • • •
Increased revenue generation Aligns the Forum with an accomplished collegiate brand Access to Learfield properties nationwide Brings in first-time collegiate attendees Fits with all four pillars of NSF
WIIFY
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SHOW ME THE REVENUE – LEARFIELD SPORTS Sponsorship Value $50,000 Title Sponsorship
Included Perks 1. Exclusive sponsorship rights of the National Collegiate Marketers Stand Alone Day 2. Complimentary NSF badges for Learfield employees 3. Exhibitor table
Learfield Sports Attendee Package All Learfield institutions will receive two complimentary badges per school; however, one of the attendees must be a marketing professional signed up for NCM Stand Alone Day. Any BCS Institution that is not a Learfield property can attend the Forum and Stand Alone Day for the discounted rate of $995.
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NCM TITLE SPONSORSHIP OPTION 2: EXPAND row27’S CURRENT SPONSORSHIP PACKAGE A second option for NSF is to expand row27 Studios’ current sponsorship to include a title sponsorship for the NCM Stand Alone Day. If row27 is seeking to further enhance their ROI from NSF, this will be a perfect fit.
Have worked with over 90 sports teams, ranging from Division I NCAA to the NFL, NBA, and MLS. They strive to pave the way by innovating new products and services for our clients.
Headquartered in Minneapolis, MN
Formed on the idea of bringing the latest technology and best practices from the private sector to sports marketing. Their most popular services are TV commercials, stadium intro videos, interactive microsites, and Facebook applications.
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STAYING FIT – row27 and NSF Row27 and NSF have an existing partnership, so it is crucial that this enhanced agreement aligns with both companies objectives.
WHAT’S IN IT FOR row27? • • • •
Currently a major sponsor of NSF Access to a target group of prospective new clients Currently work with both college and professional teams Attendee package will build goodwill with current and future clients
WIIFY
WHAT’S IN IT FOR NSF? • • • •
Currently a major sponsor with NSF and this allows for expansion of their package Fits within the four pillars of NSF Provides a digital sponsor to represent a rapidly growing sector of the industry Increased revenue generation through sponsorship package expansion
WIIFY
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SHOW ME THE REVENUE – row27 Sponsorship Value Up to $50,000 addition to current partnership agreement
Included Perks 1. Presentation opportunity at the Stand Alone Day to discuss digital space/social media marketing 2. Additional complimentary badges 3. Exhibitor table
Title Sponsorship Package Details of the package that attendees can purchase is included on page 24.
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NCM TITLE SPONSORSHIP OPTION 3: OLD HAT CREATIVE The third option for NSF is to partner with Old Hat Creative. This company is located within driving distance of Dallas and would expand the scope of NSF’s sponsorship base.
Services include six divisions: interactive, print, capture, productions, branding, and consulting. Clients include both professional and collegiate properties.
Headquartered in Normal, OK
Old Hat Creative provides a topnotch experience that translates into unique insight that generates revenue and increases brand awareness for their clients. Clients view them as an extension of their teams.
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STAYING FIT – OLD HAT CREATIVE and NSF Bringing on new partnerships is one of the best ways to create new revenue streams. Both Old Hat Creative and NSF will benefit greatly creating this title sponsorship.
WHAT’S IN IT FOR OLD HAT? • • • • • •
Offices are within driving distance of Dallas Access to collegiate marketing executives Specialize in sports marketing and branding Creates opportunity for future contracting through educating the industry Inclusion as an Exhibitor at NSF Keen insights into buyer motivations
WIIFY
WHAT’S IN IT FOR NSF? • • • • •
Brings on a new corporate partner Fits within Sponsorship and Marketing pillars of NSF Increased revenue generation through value of the sponsorship Expands the scope of NSF Attendees Established brand with a strong footing in collegiate sports
WIIFY
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SHOW ME THE REVENUE – OLD HAT CREATIVE Sponsorship Value $50,000 Title Sponsorship
Included Perks 1. 2. 3. 4.
Presentation opportunity at the Stand Alone Day Complimentary badges for staff Exhibitor table Align the goals of Old Hat and NSF prior to drafting the final sponsorship agreement
Title Sponsorship Package Details of the package that attendees can purchase is included on page 24.
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REPUTABLE RECOMMENDATION PURSUE SPONSORSHIP OPTION 3: PARTNER WITH OLD HAT CREATIVE Why? 1. Old Hat Creative will generate the most revenue for NSF • Learfield giving complimentary badges hurts the bottom line of the sponsorship investment • row27 may not reach a value of $50,000 because of their current contract with NSF 2. This partner gives NSF a new, valuable, and established partner Old Hat Creative would be a unique addition based on their expertise in marketing and branding for both collegiate and professional sports 3. Old Hat Creative aligns closely with the targeted group for NCM Stand Alone Day • Their client list includes dozens of BCS institutions •
CREATE TITLE SPONSOR PACKAGE 1. Competitive registration price will increase quantity of demand 2. Increases revenue to NSF by $54,500
& Present
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MAKING THE VISION A REALITY Steering Committee Member as the “Key Thought Leader” The following NSF Steering Committee Member has been identified as “Key Thought Leader” for implementing the National Collegiate Marketers Stand Alone Day:
Mary Pink Associate Athletics Director for Marketing & Promotions Iowa State University
Ms. Pink’s background in collegiate marketing makes her the perfect fit to lead the charge for a National Collegiate Marketers Stand Alone Day. In her current role, she oversees all marketing efforts including branding, ticket sales, advertising, event management, game-day atmosphere, promotional strategies, merchandise, licensing, special events, and graphic design. These responsibilities align closely with the target market of this Stand Alone Day.
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IF YOU BUILD IT, THEY WILL COME Unique Selling Propositions Below are two unique options for National Collegiate Marketers to attend NSF and the Stand Alone Day.
LEARFIELD PACKAGE • Described in detail on Page 14
TITLE SPONSOR $500 PACKAGE • First 30 National Collegiate Marketers to sign up for the Stand Alone Day will get a $500 badge, with the remainder of the current badge cost covered by the title sponsor (row27 or Old Hat Creative) • After the first 30, the flat rate will be $995 for those eligible for the NCM Stand Alone Day
WAYS TO MARKET • • • •
Targeted prospect list of athletic marketing offices at BCS institutions Secondary focus on current/previous clients of the Title Sponsor Word-of-mouth marketing through Steering Committee members Direct marketing including package drops, press releases, email blasts, and advertising in sport publications
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SO HOW MUCH MONEY IS COMING IN? National Collegiate Marketers Stand Alone Day Option 1: Learfield Sports
Title Sponsor Price
$50,000
Estimated Learfield Property Attendees Cost to NSF Per Attendee Total Cost to NSF Estimated Non-Learfield Attendees Badge Price Per Attendee Cost to NSF Per Attendee Net Profit Per Attendee
20 $850 $17,000 10 $995 $850 $145
Revenue Generated From Non-Learfield Attendees
$1,450
Estimated Net Profit From Learfield Option
$34,450
Option 2 & 3: Row27 & Old Hat Creative Title Sponsor Price (Max for Row27) Estimated Number of Attendees Badge Price Per Attendee Total Revenue Generated from Attendees Cost to NSF Per Attendee Total Cost to NSF
$50,000 30 $500 $15,000 $350 $10,500
Estimated Net Profit from Row 27 Option
$54,500
***For Every Attendee Over 30 NSF adds $145 Net Profit*** ($995 Badge Price - $850 Cost Per Attendee)
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Sponsor Services is the second group of sports industry professionals that the National Sports Forum should target with the creation of a Stand Alone Day.
SPONSOR SERVICES DEFINED The sector of a sport organization that is responsible for the execution and activation of partnerships between their organizations and the sponsor. Their focus must be on relationship building with a strong customer service focus.
AN UNTAPPED NICHE Traditionally, this audience has been left at the office while other team executives travel to NSF. Stand alone emphasis on Sponsor Services will: • Encourage professionals within these departments to attend NSF • Increase overall attendance within an under-represented group • Focus on finding new ways to enhance partnerships Their department aligns closely with the sponsorship and marketing pillars of NSF.
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EVERY TEAM HAS ‘EM Sponsor Services departments are integrated within all corners of the sports industry – from the majors, to the minors, to college athletics. When a team sells a sponsorship, they are responsible for delivering on their agreement. This is where the sponsor services team comes into play. They can go a long way in ensuring that partners are both happy with their current deals and are likely to renew when the time comes.
THE WHO The ideal Sponsor Services representative to participate in the Forum is at the director level or above with either a professional or collegiate organization. Let’s meet an example from the target market:
Jarrod Dillon Vice President, Corporate Partnerships San Diego Padres Responsibilities: • Managing corporate relationships • Growing the club's sponsorship revenue • Overseeing leased suites Mr. Dillon is an ideal Sponsor Services attendee because he has diverse industry experience that includes Premium and Ticket Sales, Event Management, and Corporate Partnerships across both the NFL and MLB. Jarrod would benefit from open dialogue with Sponsor Services executives in both the professional leagues and collegiate organizations by gaining innovative ideas and practices to install with the Padres.
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Access to an untapped market within the sports industry
These professionals do not already have a conference they can call home
Opportunity to gain a new steering committee member
What’s in it for NSF?
Aligns with 2 of the 4 pillars of NSF
Where you are, they will be!
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Stand Alone Day will provide an intimate setting with industry peers
These professionals do not already have a conference they can call home
What’s in it for Sponsor Services Professionals?
Opportunity to network with major professional organizations
An opportunity to learn best practices in sponsorship relationship management
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STANDING ALONE Now that we understand the target market and what’s in it for NSF/ attendees, let’s establish what the Sponsor Services Stand Alone Day is all about. Below is the vision, guiding content, and sponsorship opportunities.
The Vision Pioneer new practices through collaboration with Sponsor Services executives across multiple disciplines within the industry
Guiding Content The major talking points that could be discussed during the Sponsor Services Stand Alone Day sessions: • • • •
Case Study: Successful Sponsorship ROI Integrating the Sponsor Within the Facility – Involving the sponsor from the ground up in direct facility involvement (architectural design) Digital Integration – Using web, mobile and social media to add value to the sponsor-team relationship Managing the Relationship – new relationships, confrontation, renewals
Sponsorship Opportunities Two prospects for the Sponsor Services Stand Alone Day are:
Detailed explanations of these two potential partnerships are included on the subsequent pages.
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NSF WELCOMES XOs DIGITAL INC. AS A STRATEGIC PARTNER Let’s evaluate the unique elements of having XOs Digital Inc. as a strategic partner for the Sponsor Services Stand Alone Day. Below is background information about the company:
Create original digital content to enhance sponsor activation and reach among sports fans
Headquartered in Orlando, FL
“Leading provider of digital asset management solutions, facility design and integration services and digital coaching technologies for collegiate and professional sports organizations.” – xosdigital.com
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STAYING FIT – XOs and NSF It is crucial that the sponsorship aligns with both XOs Digital Inc.’s and National Sports Forum’s objectives.
WHAT’S IN IT FOR XOs DIGITAL? • • • • • •
Access and exposure to Sponsor Services executives Opportunity for future contracting via education for the industry Multiple disciplines at a single event Increased breadth of contact Inclusion as exhibitor in the rest of the forum Keen insights into buyer motivations
WIIFY
WHAT’S IN IT FOR NSF? • • • •
•
Increased revenue generation through sponsorship value Provides a digital sponsor in a rapidly growing sector of the industry Fast growing company 2006 – Xos was named to Inc. 500’s list of A m e r i c a’s f a s t e s t g ro w i n g p r i va t e companies Aligns with Marketing and Sponsorship pillars
WIIFY
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SHOW ME THE REVENUE – XOs DIGITAL INC. Sponsorship Value $30,000 to co-sponsor
Included Perks 1. Exhibitor tabling rights 2. Complimentary NSF badges 3. Align XOs Digital Inc.’s goals in a meeting prior to drafting the final sponsorship agreement
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NSF WELCOMES PREMIERE GLOBAL SPORTS AS A STRATEGIC PARTNER Let’s evaluate the unique elements of having premiere global sports as a strategic partner for the Sponsor Services Stand Alone Day. Below is background information about the company:
Provide Sports Travel Packages to all major sports events including: Daytona 500, Kentucky Derby, and The Masters
Headquartered in New York, NY
“Premiere Global Sports, the leading provider of specialized sports travel, hospitality products and marketing services” – Premieresports.com
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STAYING FIT – PREMIERE GLOBAL SPORTS and NSF It is crucial that the sponsorship aligns with both Premiere Global Sports’ and National Sports Forum’s objectives.
WHAT’S IN IT FOR PREMIERE? • • • • • •
Access to Major Professional Sports Executives Brand Extension and increased exposure Inclusion as Exhibitor for remainder of the forum Potential to gain new clientele Incorporate sports professionals’ travel and hospitality practices Exposure to needs and wants of potential clients
WIIFY
WHAT’S IN IT FOR NSF? • • • • • • •
Potential for larger umbrella sponsorship Become an Event Affiliate Global Reach Fit in Sponsorship Pillar Strong footing in collegiate sports Draw new attendees Established Brand (Super Bowl, BCS, Masters, etc.)
WIIFY
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SHOW ME THE REVENUE – PREMIERE GLOBAL SPORTS Sponsorship Value $30,000 to co-sponsor
Included Perks 1. Exhibitor tabling rights 2. Complimentary NSF badges 3. Align Premiere Global Sports’ goals in a meeting prior to drafting the final sponsorship agreement
Unique Opportunity Align Premiere Global Sports with a Badge Package that would include travel service for Sponsor Services Stand Alone Day attendees. Additional details about the “Premiere Global Package” are included under unique selling opportunities.
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MAKING THE VISION A REALITY Steering Committee Members as “Key Thought Leaders” The following NSF Steering Committee Members have been identified as “Key Thought Leaders” for implementing the Sponsor Services Stand Alone Day:
Vic Gregovits Senior Vice President of Sales and Marketing Cleveland Indians Mr. Gregovits has an extensive Sponsor Services background that includes positions in MLB, NFL, NBA, and college sports. This history makes him an ideal leader for this Stand Alone Day.
Dannon Hulskotter Director of Marketing and Business Development Minnesota Vikings Prior to his current position, Mr. Hulskotter spent time in both the NBA and the NFL serving in Sponsor Services. His background makes him a perfect fit for leading a charge to market this Stand Alone Day.
Connection Points Both Mr. Gregovits and Mr. Hulskotter have vast marketing, sales, and business development experience across multiple professional sports disciplines. Mr. Gregovits also has experience within the collegiate sector from his prior role as CEO at Robert Morris University Island Sports Center. Among all Steering Committee members, these two have the knowledge and potential network to develop a valuable Stand Alone Day for Sponsor Services executives.
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IF YOU BUILD IT, THEY WILL COME Unique Selling Propositions Below are two unique options for Sponsor Services professionals to attend NSF and the Stand Alone Day.
PREMIERE GLOBAL PACKAGE • NSF Badge offered at current market price • Flight covered by Premiere Global Sports if signed up for the Sponsor Services Stand Alone Day • Helps drive business to Premiere and gives NSF the ability to cultivate them for an expanded partnership in the future
SPONSOR SERVICES GROUP PACK • NSF Badge offered at current market price • Groups of three or more receive a 23% discount if a Sponsor Services representative in their organization is in the group and signed up to attend the Sponsor Services Stand Alone Day • Valid at any point prior to NSF
WAYS TO MARKET • Word-of-mouth marketing through Steering Committee members • Direct marketing including package drops, press releases, email blasts, and advertising in sport publications
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SO HOW MUCH MONEY IS COMING IN? Sponsor Services Stand Alone Day Premiere Global Package
Title Co-Sponsor Price Estimated Number of Attendees
$30,000 15
Badge Price Per Attendee
$1,295
Total Revenue Generated from Attendees Estimated Flight Cost Per Attendee Badge Cost to NSF Per Attendee Total Cost Per Attendee
$19,425 $400 $850 $1,250
Total Cost to NSF
$18,750
Estimated Net Profit for Premiere Global Portion
$30,675
***Flight Prices subject to variation***
XOs Digital Sponsor Services Package
Title Sponsor Price (XOs Digital) Estimated Number of Attendees Badge Price Per Attendee Total Revenue Generated from Attendees Cost to NSF Per Attendee Total Cost to NSF
$30,000 15 $997 $14,957 $850 $12,750
Estimated Net Profit from XOs Digital Sponsor Services Package
$32,207
Estimated Net Profit From Sponsor Services Stand Alone Day
$62,882
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TAPPING THE NEW FRONTIER The Dallas Market has numerous sports-related organizations that could become NSF attendees in 2014 if they are properly targeted. Below are the top ten organizations in Dallas the make up the Focused Prospect List.
The Marketing Five These five Dallas located sports marketing agencies would benefit from attending the 2014 National Sports Forum because it will give them a chance to network with team professionals and potentially gain new clients. Â
1.  Level Two Sports Marketing Agency A full-service agency offering both online and offline revenue-generating strategies. Level Two approaches all projects with strict ROI requirements and pride themselves in the results they deliver.
2. The Marketing Arm Sports Marketing Agency Helps brands connect with consumers by providing insight-driven ideas across nine platforms: TV, film, music, gaming, celebrities, causes, multicultural, sports, and motorsports. Manages over 300 sports properties on behalf of the brands. The Marketing Arm has over 500 employees.
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The Marketing Five (cont.) 3.  Affinity Sports and Event Marketing Sports Marketing Agency A f fi n i t y s p e c i a l i z e s i n t h e c r e a t i o n , development, and execution of innovative and highly impactful marketing programs for its clients, sports properties, and video gaming partners. Affinity has just under 50 employees.
4. The Mark Andrew Group Sports Marketing Agency They develop and manage sports marketing strategies for professional sports organizations, for professional athletes, and for corporations that want to expand or reevaluate their sports-related marketing.
5. Sports Media Inc. Sports Marketing Agency Sports Media, Inc. is a multi-faceted sports marketing, promotional, and media company which utilizes a completely integrated approach in the development of client programs. Sports Media Inc. has just under 50 employees.
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Planning the Trip These two sports travel and hospitality agencies will benefit from attending the 2014 National Sports Forum because they can grow their business through educating industry professionals about their services.
6.  Fan Fares, Inc. Travel and Hospitality Agency A Certified Women-Owned Business celebrating 31 years in the meeting and event industry. Dallas Fan Fares has a long history of serving corporate customers in the design, coordination, and execution of meetings, sale incentives, sports hospitality, and destination management. The company has 32 employees.
7. Anthony Travel, Inc. Travel and Hospitality Agency Since 1989, Anthony Travel has specialized in servicing the unique needs of intercollegiate athletics programs, athletic event organizers, fan groups, tournament hosts, sports programs from youth to seniors, officials, and teams at every level national, professional, collegiate and youth. Anthony Travel has 60 employees.
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The Mixed Bag These three Dallas based sports organizations make up a diverse conglomerate that would benefit from attending the 2014 NSF because of the networking opportunities and dissemination of information between sports executives.
8.  Dallas Promotion Product Promotional Item Producer Supplies the business community with the finest promotional products, corporate apparel, and trade show giveaway items.
9. Sport Supply Group, Inc. Sporting Goods Supplier Sport Supply Group is a subset of BSN SPORTS. The company has become the best supply network in Sports through the growth of its core sporting goods business and the acquisition of leading team dealers. It represents a broad mix of experienced suppliers (Kesslers Team Sports, Dixie Sporting Goods, Orlando Team Sports, Salkeld Sports, and Collegiate Pacific). The company has 174 employees.
10. Flywheel Sports Indoor Cycling Fitness Center Flywheel was founded by a passionate team of fitness experts, dedicated to re-inventing the indoor cycling experience through camaraderie, technology, music, and most importantly fun.
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THINKING OUTSIDE THE BOWL The NCAA Division I Football Bowl Committees are a hybrid of collegiate sports with a professional business model. The following six local Bowl Committees would be valuable additions to the 2014 NSF attendee list.
Texas Bowl Houston, TX
Bell Helicopter Armed Forces Bowl Fort Worth, TX
Valero Alamo Bowl San Antonio, TX
Heart of Dallas Bowl Dallas, TX AT&T Cotton Bowl Classic Arlington, TX Advocare V100 Bowl Shreveport, LA
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The National Sports Forum has created a brand that associates itself with excellence and tradition within all levels of sport. By staying true to the the four pillars of NSF, the Forum must find new ways to generate revenue through its Stand Alone Days. Two segments of the sports industry that provide a unique opportunity are National Collegiate Marketers and Sponsor Services Professionals.
NATIONAL COLLEGIATE MARKETERS Professionals working in collegiate marketing at BCS institutions have a lot to gain from integrating with marketing leaders of professional franchises. Also, NSF would be given the opportunity to reach a group they have yet to capitalize on. Current Steering Committee Member Mary Pink, an established professional in collegiate marketing, could lead the charge in marketing the new Stand Alone Day, which could include interesting topics such as using analytics effectively in marketing. Finally, by bringing on Old Hat Creative as the title sponsor, NSF would be bringing in a valuable new partner to the event. There is over $50,000 of profit on the table for NSF to gain from this Stand Alone Day.
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SPONSOR SERVICES Professionals working in Sponsor Services for an organization have traditionally been a group that has been left out of attending NSF. However, they are a vital part of any sport organization. The Stand Alone Day would give Sponsor Services professionals an intimate setting with industry peers to learn from one another. Steering Committee Members Vic Gregovits of the Cleveland Indians and Dannon Hulskotter of the Minnesota Vikings both have extensive experience in Sponsor Services and would lead the charge in marketing. CoSponsors XOs Digital and Premiere Global Sports would bring a perfect mix of digital activation and and hospitality and event activation expertise. There is over $60,000 of profit to be earned by NSF for this Stand Alone Day.
SUMMARY OF REVENUE GENERATION Total Sponsor Revenue
$110,000
Total Attendee Revenue
$49,382
Total Cost to NSF
$42,000
Net Profit
$117,382
With the implementation of these Stand Alone Days, if just 30 professionals each, the NSF will bring in $117,382 of profit. Adding a day for for these two groups will go a long in making Ron’s Days at Jerry’s World a huge success.
FOCUSED PROSPECT LIST The National Sports Forum is looking for new a creative ways to get different members of the sports industry involved in the conference. The list provided will bring valuable attendees to the Forum from the Dallas region and increase the attendance of NSF.
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• Campbell, L., Mooney, E., & Seaver, R. (2013, June 17). Interview by T Frazier []. Adding valuable stand alone days to nsf. • Dillon, J. (2013, June 18). Interview by M Gottfried []. Attending a sponsor services stand alone day. • Guinaugh, B. (2013, June 19). Interview by R O'Connor []. Attending a sponsor services stand alone day. • http://affinitysportsmarketing.com/about.html • http://learfieldsports.com/about-learfieldsports/ • http://ltwo.com/get-to-know-us/ • http://oldhatcreative.com/about • http://row27.com/about • http://texas.flywheelsports.com/careers • http://www.allin1marketing.com/ • https://www.anthonytravel.com/index.cfm? • https://www.fanfares.com/sports_hospitality.html • http://www.markandrewgroup.com/index.html • http://www.premieresports.com/corporate-events • http://www.sports-forum.com/about/committee/ • http://www.sports-forum.com/sponsors/sponsors/ • http://www.sportsmediapro.com/# • http://www.sportsupplygroup.com/private/default.asp • http://www.themarketingarm.com/whatwedo.html • http://www.xosdigital.com/Overview/Timeline.aspx
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