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Unit 6 Project Overview

Unit 6 Project Overview. SEM II. Unit 6 Project Part 1. You have been hired to replace a failed marketing director for a professional sports team/group.

angelica-saunders
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Unit 6 Project Overview

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  1. Unit 6 Project Overview SEM II

  2. Unit 6 Project Part 1 • You have been hired to replace a failed marketing director for a professional sports team/group. • The owner of the organization is upset that sales and sponsorship is down from years past. Part of the employment agreement is that you are to find 3 new major sponsorships in the next 2 months or you will meet the same fate as the previous marketing director. • Slide 1: Professional Team/Group • You may choose any professional team you like from any sport around the world to represent. • Describe the team’s location, sport, history, and recent performance. • Slide 2-4: 3 Potential Sponsors • You are to find 3 potential major sponsors for your team. For each potential sponsor answer the following: • Who is the Sponsor? What does their business do? • Who is the Sponsee? • What is the Marketing Exchange? (i.e. is money or products/services going to be exchanged in this sponsorship?) • Does the sponsor match your team/groups target market? How? • What is the Media Coverage? (i.e. how will you make the sponsors signage visible during media coverage in your venue?) • Will you allow the sponsor exclusitivity? Why? • Will this be a Title, Presenting, or Other Sponsor? • Complete in PowerPoint and submit to Edmodo by the end of the class.

  3. Unit 6 Project Part 2 • You have been hired to replace a failed marketing director for a professional sports team/group. • The owner of the organization is upset that sales and sponsorship is down from years past. Part of the employment agreement is that you are to find 3 new major sponsorships in the next 2 months or you will meet the same fate as the previous marketing director. • Slide 5: Team Sponsorship History • Find one current sponsorship your team/group has that has been successful. List 3 reasons why it has been successful. • Find one current sponsorship your team/group has that has not been successful. List 3 reasons why it has not been successful. • Slide 6: Sponsee Benefits • For each of the 3 potential sponsors: • List 3 ways you, the sponsee, will benefit from each of those sponsors. • Continue along with Unit 6 Project Part 1. Complete and submit to Edmodo by the end of class.

  4. Unit 6 Project Part 3 • You have been hired to replace a failed marketing director for a professional sports team/group. • The owner of the organization is upset that sales and sponsorship is down from years past. Part of the employment agreement is that you are to find 3 new major sponsorships in the next 2 months or you will meet the same fate as the previous marketing director. • Slide 7-9: Event Triangle • For each of the 3 potential sponsors: • Tell who is the Entity? List 3 benefits and 3 risks for them in this sponsorship. • Tell who is the Audience? List 3 benefits and 3 risks for them in this sponsorship. • Tell who is the Sponsor? List 3 benefits and 3 risks for them in this sponsorship. • Continue along with Unit 6 Project Part 2. Complete and submit to Edmodo by the end of class.

  5. Unit 6 Project Part 4 • You have been hired to replace a failed marketing director for a professional sports team/group. • The owner of the organization is upset that sales and sponsorship is down from years past. Part of the employment agreement is that you are to find 3 new major sponsorships in the next 2 months or you will meet the same fate as the previous marketing director. • Slide 10: Aspects of the Event • Who is the audience? • What are the demographics, geographics, psychographics, and behavioral response of the audience? • How would a corporate sponsor benefit by partnering with the event? • What media has already been put in place (radio, television, newspaper)? • What is the total cost of the event? What percentage of the total cost will be covered by the sponsor(s)? • How many sponsors are needed? • Slide 11: Potential Back-Up Sponsors • Pick a product, service, or financial need that a sponsor can help with based on your original 3 sponsor picks. Ex: Say Chick-fil-A was contracted to exclusively provide chicken and related chicken products at games but it fell through, my back ups would be Bojangles, KFC, and Pop Eyes. • List the 3 back up sponsors and state why you chose each of them, how they could benefit your event, and what would be a risk associated with them? • Continue along with Unit 6 Project Part 3. Complete and submit to Edmodo by the end of class.

  6. Unit 6 Project Part 5 • You have been hired to replace a failed marketing director for a professional sports team/group. • The owner of the organization is upset that sales and sponsorship is down from years past. Part of the employment agreement is that you are to find 3 new major sponsorships in the next 2 months or you will meet the same fate as the previous marketing director. • Slide 12: Make Contact with Sponsors • You are to write a Sponsorship Proposal in Word. Create a link to it. • The proposal should contain the following: • Team name Heading at the top with address • Opening statement creating interest • State 5 facts about the team (bullet format) • State 5 benefits the sponsor would have from sponsorship (bullet format) • Tell how their company aligns with your marketing goals • Closing statement and express your interest in meeting with them • Signature (your name, position, contact info) • Slide 13: Close the Deal • List 5 things you would demand in a contract with this sponsor. • List 5 things you are willing to be flexible with in a contract with this sponsor. • Continue along with Unit 6 Project Part 4. Complete and submit to Edmodo by the end of class.

  7. Unit 6 Project Part 6 • You have been hired to replace a failed marketing director for a professional sports team/group. • The owner of the organization is upset that sales and sponsorship is down from years past. Part of the employment agreement is that you are to find 3 new major sponsorships in the next 2 months or you will meet the same fate as the previous marketing director. • Slide 14: Clauses in Sponsorship Agreement • State the Term of the agreement • Define the Event • State 3 Sponsor Benefits • State 3 Sponsor Obligations • State whether insurance will be provided to the sponsor • How will you protect the sponsors privacy and information? • Slide 15: Benefits in Sponsorship Agreement • Will Exclusivity be allowed? • What type of Media Package is offered? • Where will their Signage be placed? • Will they be allowed access to Entertainment luxuries? • Are they any Merchandising Rights? • Are they any In Kind deals? • Will there be Internet perks? • Continue along with Unit 6 Project Part 5. Complete and submit to Edmodo by the end of class.

  8. Unit 6 Project Part 7 • You have been hired to replace a failed marketing director for a professional sports team/group. • The owner of the organization is upset that sales and sponsorship is down from years past. Part of the employment agreement is that you are to find 3 new major sponsorships in the next 2 months or you will meet the same fate as the previous marketing director. • Slide 16: Leverage Opportunities • Come up with 3 Leverage Opportunities that your fans could benefit from using any of your sponsors. • Come up with 2 Joint Leverage Opportunities that your new sponsors could work together on to benefit themselves as well as fans. • Continue along with Unit 6 Part 6. Complete and submit to Edmodo by the end of class.

  9. Unit 6 Project Part 8 • You have been hired to replace a failed marketing director for a professional sports team/group. • The owner of the organization is upset that sales and sponsorship is down from years past. Part of the employment agreement is that you are to find 3 new major sponsorships in the next 2 months or you will meet the same fate as the previous marketing director. • Slide 17: Handling Objections • You are to come up with 3 possible scenarios that could cause friction between you, the sponsee, and a new sponsor. • For each of the three scenarios you are to create 2 remedies for the potential altercation. • Continue along with Unit 6 Project Part 7. Complete and submit to Edmodo by the end of class.

  10. Unit 6 Project Part 9 • You have been hired to replace a failed marketing director for a professional sports team/group. • The owner of the organization is upset that sales and sponsorship is down from years past. Part of the employment agreement is that you are to find 3 new major sponsorships in the next 2 months or you will meet the same fate as the previous marketing director. • Slide 18: Avoiding Sponsorship Failure • You are to list 4 things you will demand be in a contract that the sponsor will do to avoid sponsorship failure on their end (use the notes to help) • Slide 19: Avoiding Ambush Marketing • List 3 things you, the sponsee, will do to prevent ambush marketing at your events. • List 3 consequences you, the sponsee, will enforce if caught attempting ambush marketing at your events. • Continue along with Unit 6 Project Part 8. Complete and submit to Edmodo by the end of class.

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