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Marketing & Communication

Marketing & Communication. Presentation to Member Associations. Aberdeen, 6 December 2009. Table of contents. Introduction Marketing Sales Media Sales Re-branding Project Outlook World Ranking. 1.0 Introduction.

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Marketing & Communication

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  1. Marketing & Communication Presentation to Member Associations Aberdeen, 6 December 2009

  2. Table of contents • Introduction • Marketing Sales • Media Sales • Re-branding Project • Outlook • World Ranking

  3. 1.0 Introduction • WMCC 2011 (Regina, CDN) will still be organized through CCA within the Season of Champion concept • Infront has been appointed from the WCF-Board as world wide marketing partner including the territory of Canada as of the season 2011/2012 (July 2009) • Marketing Rules & Regulations is completed for future Host-Cities • WCF/Infront has started a complete Re-Branding of our Federation • New MRO – Joanna Kelly

  4. 2.0 Introduction - Sponsorship • ECC • ECC 2009 and 2010 • WCC • WMCC2010 and WWCC 2011 • WMCC 2010 & 2011 (CCA; Season of Champion) • Presenting Sponsor Advanced discussion • 3. Continental Cup • Title Sponsor - 2011 & 2012 (CCA; Season of Champion)

  5. Introduction - Sponsorship • Official WCF IT-Supplier • Official WCF Logistic Supplier

  6. Partnership WCF and Infront

  7. Infront and the WCF • Start of our partnership: • Infront started the partnership with WCF in June 2008 • Dedicated Project Manager was on board starting in September 2008 • Initial strategic workshop in September 2008 • Focus on development of new marketing concept, media and marketing sales, project “Moving Forward” • First events: • Le Gruyère 2008 European Curling Championship • Mount Titlis 2009 World Women’s Curling Championship • Le Gruyère 2009 European Curling Championship

  8. Infront – delivering superior value • Infront maintained its record for operational excellence throughout 2009 • Infront handled 1,824 event days, including 17 World Championships • Infront works with 130 rights holders in sports like ice hockey, handball and football; representing 10 out of the 15 top global sports events and leagues and working with hundreds of top brands and media companies. • Creating superior value in the world of curling

  9. Table of contents • Introduction • Marketing Sales • Media Sales • Re-branding Project • Outlook • World Ranking

  10. Marketing Sales • Total revenues generated for the WCF in the first year of our partnership: • Net amount of 710’000 SFR • Advanced discussion with Presenting Sponsor for European and World Championships* • Final stage for logistic and apparel deal

  11. New marketing program • Infront introduced a new marketing program at the beginning of 2009 • Positive market respond from clients • Successful sales for Local Organizing Committee • Overall beneficial market approach

  12. Table of contents • Introduction • Marketing Sales • Media Sales • Re-branding Project • Outlook • World Ranking

  13. Media Sales • Broadcasting Partners • Main Partner – Eurosport • Germany - SportA • China – CCTV • Switzerland - SRG • USA - Universal Sports • Worldwide - Deutsche Welle • England – BBC secured by the LOC • TSN by CCA • Negotiation ongoing with Japan, Sweden, Norway TV viewership comparison Increase of viewership of 1080%

  14. Table of contents • Introduction • Marketing Sales • Media Sales • Re-branding Project • Outlook • World Ranking

  15. Initial assessment – need for branding • Clarify, simplify and modernise the WCF brand • Ensure streamlined, regulated implementation throughout the federation • The WCF’s positive influence is strengthened and becomes apparent • The WCF is seen as the driving force behind curling • The WCF is seen as a forward looking, innovative and leading federation by its own members, fans and by the sports community • The WCF is present at all events • The WCF is more consistent and coherent • The WCF has a basis for longer term, more effective, more valuable marketing, licensing and merchandising opportunities

  16. Launch of re-branding project • 128 pages of a comprehensive re-branding was submitted to WCF for comments • Elements included many elements. As an example here are some: • Official WCF Logo • Official Event Logo • PPT/Letter/Fax etc. templates • Official Website • Business Cards • Venue decoration • Flags

  17. New Official Logo

  18. New Concept for Official Event Logo Concept Application

  19. PowerPoint Template • 117 page PowerPoint workshop material prepared • Comprehensive Manual on how to use the new PowerPoint Template

  20. Other Elements • Over 30 other elements have been developed • Comprehensive User Manuals are under review and project will be finalised by the end of January Press Release Flags Bags

  21. New WCF Website Content Structure Overall Layout

  22. Future Outlook • Worldwide Marketing Program • Get more involvement in the organisation of the events • Creating superior value for fans, players and partners

  23. Table of contents • Introduction • Marketing Sales • Media Sales • Re-branding Project • Outlook • World Ranking

  24. WCF World Ranking - Women

  25. WCF World Ranking - Men

  26. ?

  27. Our World Champions in 2009 Thank you!

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