good food
Prepared For: Ms. Sally Jones Ms. Sue Sears Mr. Sam Brown 1 Michael Greene Mr.
Prepared By: Nate Engelhardt Tracey Hecht Preston McClellan
Executive Summary
Throughout our meetings, Good Food has indicated a desire to create a connection with the Chicago community and establish its brand as natively Midwestern. Good Food has a desire to move away from its recognition as a fast food chain and become a more diversified corporation. Through our opportunity analysis, we have established that Good Food has the ability to create a special connection with the Chicago community through a naming rights deal at the new high-tech and high-exposure Chicago Bobcats stadium. Good Food has the chance to move away from its fast food image by opening new, finer-dining restaurants inside and around the newly minted Good Food Park. The Chicago Bobcats have been playing baseball in Chicago since 1870 and are arguably the most recognizable brand in the Midwest. Good Food has the chance to establish itself as a Midwest and Chicago company by partnering with a well-liked and well-known entity in this area. In addition, the team’s loyal fan base makes up a large share of the Chicago market, giving Good Food direct access to the customers it wishes to reach. Good Food has indidcated its goals and objectives for a sponsorship deal: • Goal #1: Increase brand awareness in Chicago • Goal #2: Increase corporate presence locally and nationally • Goal #3: Separate from fast food Image • Goal #4: Identify corporation as a Midwest stronghold To meet these goals effectively, we recommend a partnership featuring a naming rights deal with the Chicago Bobcats and the club’s soon-to-be-built stadium. The Chicago Bobcats are a professional baseball team in the MLB and have been in existence for 143 years. The team is guaranteed to play 81 home games per year in addition to playoff games. Our team has a one-of-a-kind fan base with loyal fans that do as the Bobcats do and show loyaloty. Our club is unique because of how many games are played each year, offering maximum exposure for corporate sponsors. We have encloseda timeline in this proposal for Good Food to obtain exclusive access to the newest and most high-tech stadium in Major League Baseball. Good Food will have the opportunity to gain brand exposure, become known as a Midwestern/Chicago company, reach new customers, separate from its fast food image, and increase sales. A partnership with the Chicago Bobcats will give Good Food the momentum and leverage it needs to have a successful relocation into Chicago.
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Executive Summary • Table of Contents • Opportunity Analysis • Goals and Objectives • Requirements/Solutions • Conclusion
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C ontents
Opportunity Analysis.................................................................................... 4 Customer Goals & Objectives...................................................................... 5 Customer Requirements & Solutions............................................................ 6 Why Choose the Chicago Bobcats?.............................................................. 7 Implementation Plan..................................................................................... 8 Testimonial.................................................................................................... 9 Contact Information .................................................................................. 10
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Executive Summary • Table of Contents • Opportunity Analysis • Goals and Objectives • Requirements/Solutions • Conclusion
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Opportunity Analysis
Overview. Good Food has the opportunity to change the perception of its company in both the Chicago market and nationwide. In the initial meeting, the Bobcats identified the following issues as hindrances to the company’s future growth and continued success with the moving headquarters: • Lack of brand recognition in the Chicago market • Lack of perception of your company as a corporate presence in Chicago or nationwide • Lack of separation of the corporate Good Food company from its fast food restaurants • People do not perceive Good Food as a Midwest company. You need people to think you are a hometown player. Lack of Brand Recognition. Good Food indicated in the first meeting “Chicago and the Midwest in general have historically been two of our largest and best markets for Good Food, and we are excited about the opportunity to expand our market shares in the Chicago and surrounding Midwest communities as we move our corporate headquarters here.” Since Good Food company has been located in Lexington, Ky. since its founding, it will take a significant investment into the local Chicago market to make people identify Good Food as being from that market. As Good Food moves 100+ of its employees into the Chicago market, this is a perfect time to look at advertising, and naming rights deals in the case, in order to broadcast the Good Food brand to customers. The Chicago Bobcats present the perfect opportunity for Good Food to align itself with a popular local brand that is moving to a new, hightech and high-exposure stadium. Corporate Separation. Good Food also expressed a desire to separate the corporate headquarters of the Good Food brand from its three large national and international pizza, Mexican, and chicken fast food restaurants. If Good Food does not make a sizeable commitment in the Chicago market quickly after moving there, it will lose its opportunity to leverage the Chicago market as its home, and people will immediately see them as an outsider corporation. By moving the corporate headquarters to a better Midwest business location (Chicago vs. Lexington), Good Food is positioned to grow nationally and internationally. A naming rights deal with the Chicago Bobcats guarantees the Good Food brand being exposed for 81 home baseball dates in front of 42,000 people in the stands, not to mention all the people watching the game at Good Food Park on television. “Good Food Park” and the Chicago Bobcats have the opportunity to become synonymous to the people of Chicago, positively aligning the Good Food brand with a historically loyal fan base. Lack of Corporate Separation from Fast Food Restaurants. We understand Good Food’s desire to separate itself from its fast food Mexican, chicken, and pizza restaurants. If Good Food wants to continue to grow nationally and internationally, the company must diversify its product offering. Separating corporate headquarters from the restaurants will allow Good Food to expand into other types of restaurant offerings. What better way to debut a new Good Food restaurant than at Good Food Park, home of the Chicago Bobcats? Good Food could successfully create loyal customers for a new restaurant venture before they even left the stadium. The partnership with the Bobcats also presents the opportunity of starting a sports-focused type of restaurant. With a naming rights deal and the access to our logo, branding, and fan base, the possibilities for Good Food’s new expansion plans are endless. Become Known as a Midwest Company. Since Good Food has been headquartered in Lexington, Ky., people do not know the Good Food corporate brand. They know about Good Food’s fast food restaurants, since Chicago and the Midwest are two of the biggest markets. A city like Lexington will not give Good Food the same attention that Chicago will. However, Chicagoans will not immediately embrace Good Food as a hometown player just because the market has been loyal to the fast food restaurants. Instead, Good Food must show a commitment to the locals and their home before they trust the new brand. Partnering with the already beloved Chicago Bobcats would be a great way for Good Food to start off on the right foot in Chicago and create positive brand awareness and perception.
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Executive Summary • Table of Contents • Opportunity Analysis • Goals and Objectives • Requirements/Solutions • Conclusion
good food
Customer Goals & Objectives
Goal #1: Increase brand awareness in Chicago Goal #2: Increase corporate presence locally and nationally Goal #3 : Separate from Fast Food Image Goal #4: Identify corporation as a Midwest stronghold We strongly believe that a long established team such as the Chicago Bobcats would fit as a strong partner for Good Food and establish them as a key brand in the Chicago Market. We look forward to sharing how the goals of Good Food and the goals of the Chicago Bobcats intertwine. We believe that Chicago Bobcats can fulfill your needs, and a mutually rewarding relationship can be built for years to come. We look forward to assisting Good Food to become a notable corporate name within Chicago and beyond.
good food The Chicago Bobcats have been playing baseball in Chicago for 143 years. The Bobcats and
this community are synonymous. Good Food can has the opportunity to do just the same.
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Executive Summary • Table of Contents • Opportunity Analysis • Goals and Objectives • Requirements/Solutions • Conclusion
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Customer Requirements and Solutions
Goal #1: Increase brand awareness in Chicago You must have CHICAGO NAME RECOGNITION. The Chicago Bobcats are a long-standing baseball team in the Midwest market. Partnering with us would provide instant identity within Chicago and the Midwest. You must have A STRONG EXISTING CLIENT BASE. We have a large existing fan base throughout Chicago and the Midwest. In fact, season ticket holders have repeatedly renewed year after year. You must have IMMEDIATE IMPACT IN SALES. We can provide an opportunity for immediate revenue generation by incorporating your brands at present stadium venues. It would be nice to have LARGE EXISTING MEDIA EXPOSURE. We can provide opportunities to partner with us in our existing regional radio, television, print, and billboard campaigns.
Goal #2: Increase corporate presence locally and nationally
You must have THE ABILITY TO DRIVE SALES ON A RECURRING BASIS. We have the opportunity for repeat sales from multiple games per season. In addition, concession sales will continue year after year. Virtually, we provide many retail outlets within one physical location. You must have A LOCAL AND NATIONAL LOYALTY. We have tremendous repeat ticket sales annually with demographics primarily from the local surrounding area. The fact that we are one of the original MLB teams, we have developed a strong loyalty throughout the nation. Our games are televised both locally and nationally, enabling wide spread exposure. It would be nice to have FREQUENT OPPORTUNTIES FOR LOCAL, NATIONAL, & INTERNATIONAL ADVERTISING. We have 81 baseball games during the regular season. We have exhibition games that are international. The MLB is expanding its presence in Canada, as well as other new international markets.
Goal #3 : Separate from Fast Food Image
You must have AN OUTLET FOR HIGHER-END MARKETS. We have unique dining experience restaurants in addition ordinary concession stands. For example, The Diamond Club, The Bullpen Pub, and The Centerfield Café all cater to a more sophiscated customer. In addition, The Pressbox Lounge & Restaurant along with our skybox suites for corporate and elite season ticket holders provides an opportunity to appeal to high-end markets.
Goal #4: Identify corporation as a midwest stronghold
You must have EXISTING LARGE MIDWEST CORPORATE SPONSORS. We have a vast network of existing stratgeic corporate partnerships within the Chicago community regionally and nationally. These partnerships can be leveraged for enhanced future joint ventures. It would be nice to have MIDWEST EXPOSURE IN OTHER ENTERTAINMENT OPPORTUNITIES. The venue itself allows for vast opportunities for year-round entertainment productions. These productions include concerts, shows, rodeos, and a multitude of other sporting events.
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Executive Summary • Table of Contents • Opportunity Analysis • Goals and Objectives • Requirements/Solutions • Conclusion
good food
Why Choose us?
Strong Existing Client Base
Strong Existing Client Base in Good Foods Desired Target Market
Ability to Drive Sales on a Reoccurring Basis
Long Season Creates Most Time for More Exposure Revenue Generation Opportunity Exponential due to longest season exposure Opportunity for Further Exposure, Advertising & Brand Recognition at Off-Season Entertainment
Longest Season Creates Most Time for More Exposure
The Chicago Bobcats have 81 baseball games during the regular season. This is longer than any other sport offering. Unlike any other sport in the world, baseball and the Chicago Bobcats offer 81 game day opportunities, at minimum, for Good Food and its brand to be exposed to up to 40,000 fans each day.
Revenue Generation Opportunity Exponential due to longest season exposure
Not only will the advertising and signage continue to be viewed by attendees, this partnership can also be expanded to include concession offerings at the additional events held at the stadium. There will be multiple Good Food restaurant fronts in the stadium in order to service the thousands of fans in attendance at each of the 81 games. This is an un-matched opportunity for Good Food sales and revenue generation, both exposing the brand and food to the attendees, and generate revenue all season long.
Opportunity for Further Exposure, Advertising and Brand Recognition at Off-Season Entertainment
The venue itself allows for vast opportunities for year-round entertainment productions. These productions include concerts, shows, rodeos, and a multitude of other sporting events. Not only will the advertisements and signage be exposed, but the restaurant food sales will be available as well. Good Food restaurant fronts inside of the stadium can be operating at these off-season events, being exposed to even more markets of people and potential customers. Concerts Monster Truck Shows Races Rodeos Conferences Sporting Events.
Strong Existing Client Base in Good Foods Desired Target Market
The Chicago Bobcats are a long-standing baseball team in the Midwest market. Partnering with us would provide instant identity within Chicago and the Midwest. Additionally, we have a large existing fan base throughout Chicago and the Midwest. In fact, season ticket holders have repeatedly renewed year after year. This fan base not only includes the up to 40,000 attendees of each game, but also fans who do not come to games and who watch on television or listen on the radio. All of which Good Foods could have exposure to, as we can provide opportunities to partner with us in our existing regional radio, television, print, and billboard campaigns.
Furthermore, the Chicago Bobcats have a vast network of existing strategic corporate partnerships within the Chicago community regionally and nationally. These partnerships can be leveraged for enhanced future joint ventures with Good Food.
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Table of Contents • Opportunity Analysis • Goals and Objectives • Requirements/Solutions • Why Choose Us?
good food
Implementation Plan
Chicago Bobcats Follow up Call to Good Food Company Final Recommendation of Good Foods Partnership Choice
Wednesday, July 17, 2013 Thursday, August 1, 2013
Introduction of Good Food and Chicago Bobcats partnership members Monday, August 5, 2013
Planning Meeting for naming of the Good Food Chicago Bobcats Stadium Monday,August 19, 2013
Public Announcement of the Good Food naming Partnership
September 2013
Opportunity Analysis • Goals and Objectives • Requirements/Solutions • Why Choose Us? • Implementation Plan
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Strategic Planning for Good Food operations at Chicago Bobcats Stadium October - December 2013
Launch Co-Branding Marketing Campaign - radio, television, print and billboards November 2013
Ribbon Cutting / Unveiling of named stadium: Including key executives from Good Food, Owner of Chicago Bobcats, etc. January 2014 Continued Promotion
February 2014
Final Sponsorship in Place Season Opening: Begin Concession Sales of Good Foods in stadium Season Opening: Begin Advertisement Sale of Good Food Concessions, Advertisement
March 2014 March 2014 April 2014 April - October 2014
Annual Partnership Review Benefits Realized at all other stadium events - concerts, races
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November 2014 Annually Continuous
Testimonial “It provides an excellent return to the shareholders. FedEx is a Memphis company, and this gives us a way to connect with our local fanbase and prove our loyalty to the community.” Michael Glenn, Executive Vice President of Market Development for Federal Express on the company’s $90 million deal with the Memphis Grizzlies for FedExForum
Examples of other brand-team stadium naming rights deal. 1
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Opportunity Analysis • Goals and Objectives • Requirements/Solutions • Why Choose Us? • Implementation Plan • Testimonial
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Contact Ifnormation
N ate E ngelhardt
Sponsorship Sales Associate Chicago Bobcats 1 Michigan Ave Chicago, Ill. 60655 312.BOBCATS (262.2287) nate.engelhardt@chicagobobcats.com
T racey H echt
Sponsorship Sales Associate Chicago Bobcats 1 Michigan Ave Chicago, Ill. 60655 312.BOBCATS (262.2287) tracey.hecht@chicagobobcats.com
P reston M c C lellan
Sponsorship Sales Associate Chicago Bobcats 1 Michigan Ave Chicago, Ill. 60655 312.BOBCATS (262.2287) preston.mcclellan@chicagobobcats.com
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Goals and Objectives • Requirements/Solutions • Why Choose Us? • Implementation Plan • Contact Information
good food