2003 Special Olympics World Summer Games

1. 2003 Special Olympics World Summer Games Sponsor Summit

2. Objective • To provide information that will assist in making the most of sponsorship opportunities for the 2003 Special Olympics World Summer Games

3. Agenda • Background/History • ’99 Games Sponsorship Plans • What Worked/What Didn’t • Sponsor Awareness/Satisfaction • Questions & Answers

4. Background • Professional • Involved with Special Olympics since 1986 • Finance Manager – ’91 Games • Director of Finance & Administration – SOI • Chief Marketing Officer – ’99 Games

5. ’99 Games vs. ’03 Games 1999 2003 Athletes/Coaches 10,000 10,000 Families & Friends 25,000 28,000 Volunteers 35,000 30,000 Sports 19 21 Budget (in $US) $ 35mil. $ 54.

6. Five Principles of Sponsorship Management • Create Expectations • Exceed Expectations • Future Development • Memorable Volunteerism • Athlete Participation

7. ’99 Games Sponsor Tools • Sponsor Summits • Sponsor Manual • Promotional Plans • Sponsor Relations Volunteers

8. Promotional Partnerships • Raise funds and awareness • “Cause Related Marketing” • Network with other Sponsors • Involve customers, vendors & suppliers

9. Promotional Partnerships (continued) • McDonald’s • Large Drinks & McFlurry Desserts • CARQUEST • Torch Run • Coca-Cola • Commemorative Cans • Lowe’s • Volunteer Applications

10. Promotional Partnerships (continued) • ALLTEL • Activation Fee Program • Bank of America • Statement Stuffers • Pins • T-shirts

11. Special Events • Gala (Lowe’s) • US$150,000 • Not well attended • Golf Tournament • <US$10,000 raised • Too much staff time invested

12. Merchandise • PINS! PINS! PINS! • Best investment – everyone loves to trade pins • Give-Aways • Olympic Town & Festival Area

13. Olympic Town • Area for athletes & coaches only • Pin Trading • Entertainment • Games/Food/Etc. • Biggest benefit – interaction with athletes

14. World Games Festival • Open to general public • Entertainment • Celebrities attended • Opportunity to showcase products, etc. • Considered a success

15. Hospitality • Sponsors used Games to entertain customers, etc. • Varied degree of success

16. Venue Signage • Planned too late • Needed more control by the Sponsorship area • Many venues looked like a NASCAR event – others were very sparse

17. Volunteers • Success Story • SAS Institute, GlaxoSmithKline, Lowe’s, Hanes • Many companies did not make this a priority – lost opportunity • Overall one of the best benefits

18. Ticketing • Opening Ceremonies • Ticket shortage, some sponsors received too many • Closing Ceremonies • Numerous empty seats • Sports Venues • Assigned special seats, utilized at popular venues

19. Receptions • Founder’s reception - most popular • Recommend fewer, larger receptions • Too many scheduled at the same time, therefore some not well attended

20. Transportation • Shuttle service to ceremonies & events • Honored guest transportation – taxi service • Worked well for most – limited parking at many venues • Volunteers bused to venues by company

21. Awards • Opportunity to involve Senior Management • Highlight of the Games for many • Difficult to schedule in advance – delays, sponsors schedule, etc.

22. Awareness of ’99 Games Sponsors • Clear that general public, nationally, was unaware of Sponsors • Very few Sponsors did promotion outside NC • Limited publicity of Games on TV

23. Awareness of ’99 Games Sponsors (continued) • The four most common responses • Pepsi • Coke • Nike • MasterCard • Only Coke was a true Sponsor

24. Awareness of ’99 Games Sponsors (continued) • Locally, recognition of Sponsors was slightly higher • GlaxoSmithKline • Lowe’s • Coke

25. Awareness of ’99 Games Sponsors (continued) • Sponsor Preference • The general public prefers companies/products that sponsor non-profit organizations and/or events • Since September 11, 2001 – increased from 50+% to 80+%

26. Sponsor Satisfaction Survey • Conducted in November, 1999 • 50 randomly selected sponsors • 31 responded – 62% • Asked four questions

27. Sponsor Satisfaction Survey (continued) • Question #1 “Looking back over your experience as a ’99 Games Sponsor, if you had it to do over again, would you still choose to become a sponsor?” Yes 96% No 4%

28. Sponsor Satisfaction Survey (continued) • Question #2 “Overall, would you say the benefit to your company of being a ’99 Games Sponsor was:” Extremely Beneficial 16% Very Beneficial 35% Somewhat Beneficial 40% Not Very Beneficial 3% Not at All Beneficial 3% Not Applicable 3%

29. Sponsor Satisfaction Survey (continued) • Question #3 “Did the benefits your company received by being a ’99 Games Sponsor meet your expectations, exceed your expectations or fall short of your expectations?” Exceeded Expectations 16% Met Expectations 65% Fell Short of Expectations 16% Not Applicable 3%

30. Sponsor Satisfaction Survey (continued) • Question #4 ‘What would you say is the most important benefit your company received by having been a sponsor of the ’99 Games, if any?” Knowing our company was involved w/ a good cause 26% Increased awareness of company/brand 23% Giving back to the community 19% Satisfaction of employees who volunteered 13% Networking with other sponsors 3% Other benefits 16%

31. Questions & Answers