Building Successful Partnerships: A Sponsorship and Advertising Overview Presented by: Kristen Campbell and Pierre Laxa

1. Building Successful Partnerships:A Sponsorship and Advertising Overview Presented by:Kristen Campbell and Pierre Laxa,CFSC Corporate Partnerships

2. Learning Objectives: -Gain knowledge about sponsorship industry basics-Obtain overview of CFSC Corporate Partnerships Branch Mission-Learn how your program can benefit from sponsorship and how you can become involved in the sponsorship process

3. Army MWR Sponsorship Mission The mission of the Army Sponsorship program is to support vital military MWR programs by obtaining private sector funding, services, or supplies in exchange for advertising and promotional opportunities within the Army community.

4. CFSC Corporate Partnerships Mission • Generate revenue for CFSC MWR programs • Generate revenue for Garrison MWR programs -National partnerships (locally executed) -Customized sponsorship and advertising packages • Provide return on investment for clients • Provide technical assistance to the field -Training -Consultation

5. CFSC Corporate Partnerships Sponsorship and Advertising Cash Income FY04: $1,231,650 Transfer to Installations: $641,650 FY05: $1,287,933 (to date) Transfer to Installations: $600,000

6. U.S. ARMY SOLDIER SHOWsponsored by: The Army National Guard and AT&T

7. Army Concert TourSponsored by: Miller Brewing Company, Chase Card Services, Pepsi

8. 2005 Scion Slam 3-on-3 Basketball Tournament 2004 Army MWR Jeep 101 Event

9. Customized Promotions and Advertising Campaigns Hyundai Test Drive, General Nutrition Centers, AT&T and ANG Advertising

10. Sponsorship DefinedSponsorship\spon’sörship\ n. A cash and/or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with that property. What is sponsorship? An exchange of value for promotional opportunities. It is not a gift or donation.

11. Sponsorship is a business! • Business based decision - Not a philanthropic gesture • Sponsorship is a way for Corporate America to directly reach the military consumer market. • Sponsorship fee comes from a corporation’s advertising budget - Not their corporate donation funds. • Sponsorship is the fastest growing form of advertising.

12. What CorporationsBring to the Table • Cash • Products • Services

13. Most Active Non-Media Sponsor Categories • Non-Alcoholic beverage • Bank • Automotive • Beer • Telecommunications • Specialty retail (clothing, toys, etc.) • Food • Supermarket • Airline • Insurance IEG Sponsorship Report, October 25, 2004

14. PepsiCo, Inc. Anheuser-Busch Cos. General Motors Corp. The Coca-Cola, Co. Nike, Inc. Miller Brewing Co. DaimlerChrysler Corp. Ford Motor Co. McDonald’s Corp. Visa Int’l Eastman-Kodak Co. Mastercard Int’l, Inc. IBM Corp. FedEx Corp. Bank of America Corp. Nextel Communications, Inc. AT&T Corp. Motorola, Inc. The Proctor & Gamble Co. Coors Brewing Co. Top 20 U.S. Sponsors in 2004 Source: IEG Sponsorship Report, December 27, 2004

15. CFSC Sponsorship Clients Current FY05 Army National Guard American Logistics Association AT&T Association of the United States Army BearingPoint Brown-Forman Chase Gardenburger GEICO General Nutrition Centers GovArm/Trading Places International Miller Brewing Company Nautilus Pepsi Scion Veterans of Foreign Wars Prospects Anheuser Busch Apple Brunswick Canon Century 21 Coca Cola Coors General Motors Hyundai Jeep Kraft MilitaryLifestyle.com New Balance Pioneer Services Proctor & Gamble RE/MAX

16. Sponsorship Process • Obtain sponsorship requests from CFSC program managers • Research clients and industry trends • Listen to key client objectives • Recommend Army MWR programs that maximize client return on investment • Negotiate sponsorship agreement with legal coordination • Renew

17. Is your event eligible for sponsorship? Sponsorship is for MWR programs and events, Army Family Action Plan (AFAP), Army Family Team Building (AFTB) hosted events (those open to the entire military community) ONLY. *Designed to target military consumers vs. MWR employees.

18. What the Military Offers • Signage • Club Promotions • AAFES & DeCA Promotions • Product Sampling • Display Opportunities • Targeted Audience • Intangible Benefits

19. Primary Objectives of Sponsors • Generate visibility & awareness • Create or change image • Differentiate from competitors • Demonstrate commitment to specific group • Gain platform for business-to-business marketing • Merchandise at point of sale • Demonstrate product attributes • Build sales (both direct and indirect)

20. What Makes Properties Outstanding? • In general, what makes the difference for sponsors are… • A property’s ability to go the extra mile in servicing • Its willingness to create and help execute activation Ideas • Its delivery of sizeable return on investment relative to the fee • Service: Sponsors Reward Flexibility, Accommodation • Creativity: Properties That Think, Act Like Agencies Win Out • Value: Who Delivers The Biggest Bang For The Buck IEG Sponsorship Report, February 16, 2004

21. Why Sponsorships Can Fail • No measurable objectives that provide return on investment for sponsor • Benefits offered do not meet sponsor’s objectives (e.g. increased sales) • Agreed upon benefits not executed • Lack of communication between account manager and sponsor • Poor event documentation (e.g. after action report) • Too many sponsors • Sponsorship does not have a favorable impact on the audience

22. Account Management • Be involved • Regular communication • Manage by walking around • Exceed expectations • Delegating responsibility • Sponsor Servicing - #1 factor for higher retention IEG Sponsorship Report, July 8, 2002

23. CFSC Sponsorship Opportunities • U.S. Army Soldier Show • Army Family Action Plan • Army Concert Tour • Better Opportunities for Single Soldiers • Business Programs Promotions • Army Sports / WCAP • Advertising campaigns in MWR facilities and on MWR websites • Other ideas???

24. How You Can Get Involved and Benefit from Sponsorship Program Managers should… • Generate new opportunities • Articulate their needs/ideas • Pass on potential sponsors/leads • Ensure complete execution of sponsor benefits • Acknowledge and thank the sponsors

25. A future military sponsorship perhaps???