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Phoenix Roadrunners Sponsorship Proposal

Phoenix Roadrunners Sponsorship Proposal. Created for: Procter and Gamble / Gillette Presented by: mike considine Jared reddy Griffin weihe. Overview. Executive Summary About Procter and Gamble Gillette Overview About the Roadrunners SWOT Target Market of the Sponsorship

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Phoenix Roadrunners Sponsorship Proposal

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  1. Phoenix Roadrunners Sponsorship Proposal Created for: Procter and Gamble / Gillette Presented by: mike considine Jared reddy Griffin weihe

  2. Overview • Executive Summary • About Procter and Gamble • Gillette Overview • About the Roadrunners • SWOT • Target Market of the Sponsorship • Activation Plan—360 ° Marketing Plan • Assets • Ambush Marketing • Cost of Sponsorship

  3. Executive Summary • Gillette is the right choice for a sponsorship • Male-oriented brand • Innovative • Soccer players known for style • Young fan base

  4. About Procter and Gamble • World’s largest profitable consumer products company • Established in 1837 by William Procter and James Gamble in West Cincinatti • GDP in market capitalization is greater than some countries’ • Products in more than 180 countries • Tide, Charmin, Dawn, Iams, Crest, Gillette • Top 40 company for leaders, a Top 50 company for diversity, and a top 50 company for female executives • Considered to be an elite company in the world • Hire less than 1% of nearly half a million applicants worldwide

  5. Gillette Overview • Mission: “Our mission is to achieve or enhance clear leadership, worldwide, in the existing or new core consumer product categories in which we choose to compete” • Started by King Camp Gillette in 1901—safety razor manufacturer • Headquartered in Boston • Personal care products—razors, shaving cream, body wash, face wash, women’s products • Bought out by P&G in 2005 for $57 billion • Since merging, focusing more on innovation and global reach

  6. Gillette goals and objectives • Objectives created for the sponsorship with the Phoenix Roadrunners • Increase sales in the Phoenix area by 10% • Increase repeat customers by 15% (Brand Loyalty) • Increase market share in the Hispanic community by 7% • Increase Gillette Fusion sales by 12%

  7. About the phoenix Roadrunners • Brand new expansion team for 2014 season • Upgraded facility at Reach 11 Sports Complex • Seats 15,000; 20 suits • 40 game schedule (20 home, 20 away) • Average attendance expected—8,000; sellout for opener • Ticket prices • $50 club level; $30 box, $20 reserved; $15 GA • Season tickets: $300,$210,$120,$60

  8. City of Phoenix • Fifth largest Metropolitan city • City population—1,439,916 • Male—50.85%; Female 49.15% • Median age—30.7 • Median Household Income--$41,207 • Persons of Hispanic/Latino Descent: 40.8% • Sixth largest growing area • No MLS team, with professional teams in NFL., NBA, MLB, WNBA, NHL, Arena Football

  9. Objectives For Roadrunners • Main goal: create a passionate fan base that supports the Roadrunners, game in and game out • Target soccer fans • Strong push in season tickets and multi-game ticket packages • Merchandise sales • Spread Roadrunner image • Involved in community

  10. SWOT Analysis

  11. Target Market • Men 16-38 • MLS fan base largely male dominated • Want to establish lifetime customers • Strong push to reach Hispanic community • Phoenix has large Hispanic population • We realize we can’t ignore the female fan base as well • Ladies Night

  12. Target Market

  13. Bilingual Advertising • Ads in both English and Spanish • Hispanics are the largest minority group in the United States • Even more prevalent in the Southwest and especially Phoenix • We want to make sure everyone can hear our message

  14. Bilingual Advertising

  15. Activation Plan • Objectives • Increase sales in the Phoenix Area by 10% • Increase Repeat customers by 15% • Increase market share in Hispanic communities by 7% • Increase Fusion sales by 12% • Ideas, promotions are important to reach objectives

  16. Activation Plan • Test • Track sales by checking inventory at stores • Track sales in heavily Hispanic neighborhoods • Surveys at games • Implementation, put the sponsorship in action • Measuring, after the season Gillette will be able to see if they met their objectives with the aid of the sponsorship

  17. Shirt Sponsorship • We would like Gillette to be our shirt sponsor • Expensive but incredible brand exposure • New market for Gillette

  18. Official Status • Road Runners would like to grant Gillette official status • Gillette would be “The Official Sponsor of the Phoenix Roadrunners” • The official status will make the partnership more well-known and bring up the awareness of the sponsorship for fans

  19. Intellectual Property and Pass Through Rights • We grant pass through rights in regards to intellectual property • Gillette doesn’t have their own store so pass through rights are very important • Gillette can use Roadrunners logo • Mutually beneficial, activates the sponsorship that much more

  20. Value in Kind and Business to Business • Gillette provides personal care products for Roadrunner players in the locker rooms • Expands product usage • Category Exclusivity • Tickets for Gillette

  21. Signature Property • Gillette partners with Brazilian National Soccer team • We want to play a preseason friendly against them • Home field is big enough for international play • Unique opportunity, build excitement for season • Gillette would be the presenting sponsor of the game • Significant reduction in cost of sponsorship

  22. Category Exclusivity • No other personal care competitors will be sponsors of the Roadrunners • Players will use Gillette products • Very valuable for Gillette • No competition • Complete control of fan exposure

  23. Event Marketing • Three games where Gillette can distribute products • Gillette logo on Bobble Heads for Bobble Head night • Highly Advertised • Booth at facility on each of these nights • Advertise Gillette and its products

  24. Signage • Offer Gillette Signage in our stadium • Good brand exposure for Gillette • Two Signs • Field Level • Lighted Scoreboard panel • Field level: $10,000 per season • Lighted Scoreboard Panel: $25,000 per season

  25. Tickets • We will offer Gillette tickets for every game • They can use them themselves or with other clients or businesses • One luxury suite for 15 with full amenities • Worth $8,400 • Five box level seats • Worth $1,050

  26. Media by the Numbers • -41: 30 second pregame ads: $1,025 • -82: In-game ads (2 per game): $3,690 • -41: Post-game ads: $820 • -21: Program ads: $10,500 • Total cost: $15,835

  27. Ladies Night • Can’t forget about the females • Venus Razor promotion • 25% of ticket sales to Komen Foundation

  28. Kate Upton Shaving Booth • Kate Upton at booth • 8th home game • Meet her and puts shaving cream on face • Fusion ProGlide

  29. Battle of the Beards • Every Game • 5 fans chosen from crowd • 2 minutes during halftime • Winner receives Roadrunner merchandise

  30. Community Outreach • Extension of P&G Live, Learn, Thrive • Improves life of disadvantage children • Roadrunners will work on projects such as building playgrounds • Classrooms selected to join team on field • Provided by: Gillette and P&G • Positive feelings

  31. Cost of Sponsorship

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