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Contents

Contents. Meeting purpose Olympics Show Business Mars Landing. Meeting Objectives. Demonstrate: How to leverage the Olympics How to differentiate client from competitors How to legitimize the client brand through strategic partnerships How to drive BIG business through all initiatives

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Contents

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Presentation Transcript

  1. Contents • Meeting purpose • Olympics • Show Business • Mars Landing

  2. Meeting Objectives Demonstrate: • How to leverage the Olympics • How to differentiate client from competitors • How to legitimize the client brand through strategic partnerships • How to drive BIG business through all initiatives • How to deliver on the brand promise

  3. The Big Idea • Client turns existing Olympic sponsorship into a powerful business building initiative • Client capitalizes on the fact that 25 other Fortune 500 companies share the same asset and uses that to “open the door” to new business partnerships • Specifically, Client invites all Olympic sponsors to Salt Lake City for a five-star weekend to check out its seemingly impossible undertaking: creating an entire network in SLC with enough fiber optic cable to circle the earth twice

  4. How it Works • Letter goes out from CEO inviting his Olympic Partner peers to a five-star event in Salt Lake City. • The highlight of the weekend is a “High Tech Summit” which provides a forum for Client to present the attributes of the network • Client fuels the 2002 Olympics, the most high-tech Olympics of all time • Open discussion on how Client can can help bring their partners brands/products to life at the Olympics through their technology

  5. Project components • Invitation • Weekend at Duck Valley Lodge • Multi-media presentation • Media highlighting all partners • Co-branded gadget or comparable gift

  6. The Big Idea • Content will differentiate Client from other providers • Client preempts competition by securing the rights to unlimited entertainment content through a partnership with the largest live entertainment company in the world. • This break through partnership gives Client ownership of the richest entertainment content available • Fine Point owns 70% of the concert tour inventory, reaches 60 MM consumers, offers over ten million entertainment events annually, represents over 1,000 athletes, owns 500 live entertainment venues • This content brings Client technology to life: on-line and off-line while creating B2B opportunities

  7. The Big Idea • Specifically Client fuels an internet site that webcasts Fine Point’s content live: Concert Tours, Theatricals, Family Shows, Comedy • Client launches this initiative through sponsorship of a major global concert tour that aligns with their brand personality like “Weird Al” Yankovic • Client uses this content to open the door to target marquee corporations by creating channels on the site that align with their targets brand personality and marketing objectives • The entire site, regardless of the specific program or webcast is fueled by Client

  8. Benefits of Sponsoring the Concert • Weird Al fueled by Client on all collateral and media ($100 MM measured media-national) • TV, print, radio, internet, tickets, promotional fliers, posters, merchandise, CD’s, video, DVD’s, etc • All access tickets/General admission tickets • Rights to develop promotional campaign • Artist meet and greets

  9. Project components • Press conference • Kiosks • Sales kits • Hospitality

  10. Overview • NASA is a government owned agency • All “partnerships” have to be approved by Congress • Capitalize on public interest in space travel

  11. Big Idea • Realizing that government has dramatically cut funding and the Mission to Mars is in jeopardy • Client adopts the Mission to Mars as their cause • Client initiates full out PR campaign to promote this initiative and to raise funds for the mission

  12. How it Works • Black tie fundraising dinners in major markets • Key business targets • Opinion leaders • Government officials • Mission to Mars Day in schools • To raise awareness, one specific day is dedicated to the mission to mars. The Teachers curriculum is all about the mission, as well as a website that offers activities around the mission: essays • Website-click here and make pledge

  13. Next steps • Client feedback • Fine tune timelines and budgets • Begin creative • Production

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