ieg sponsorship insights - florida · ieg sponsorship insights for florida department of page 1...

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page 1IEG SPONSORSHIP INSIGHTS FOR FLORIDA DEPARTMENT OF TRANSPORTATIONPRESENTED BY IEG, LLC, NOVEMBER 13, 2012

IEG SPONSORSHIP INSIGHTS FOR FLORIDA DEPARTMENT OF TRANSPORTATION

NOVEMBER 13, 2012

IEG SPONSORSHIP INSIGHTSFOR FLORIDA DEPARTMENT OF TRANSPORTATION

AGENDA

• Executive Summary

• Marketplace Overview

• Packaging and Pricing

• Sales and Targeting

• Next Steps

2



EXECUTIVE SUMMARY


• Determine the sponsorship revenue potential associated with FDOT most marketable assets

• Develop a proactive sponsorship strategy that’s saleable, sustainable and incorporates organization-wide marketing touch points

— Adds value for all parties (FDOT, Florida citizens, tourists and corporate partners)

• Position FDOT with sound recommendations, tools and on-going counsel needed to roll-out and execute new strategy and grow revenues

4

AUDIT OBJECTIVES




AUDIT METHODOLOGY

• Analyze marketplace and conduct targeting analysis

• Inventory FDOT’s assets & interview staff

• Design packaging strategy

• Determine fair market value of sponsorship packages and overall pricing guidelines

• Provide support to FDOT & 3rd party sales agency in launching sponsorship program

5


KEY WAYS TO DRIVE SPONSORSHIP GROWTH

• Engagement through participation and improving the experience

• Create emotional connection that drives behavior

• Ability to achieve multiple objectives

• Access to compelling, relevant content

• Movement beyond marketing to business strategy

• Purpose above transactions: enriching communities and lives

6




STAKEHOLDER INTERVIEWS

TAKEAWAYS

• Stimulate job growth while creating new revenue streams is a top priority

• Showcase FDOT as having the best roadways, bridges and travel amenities in the country

• Attract brand partners that can enhance the FDOT user experience

• Develop innovative brand engagement and exposure opportunities

— Safety issues should be top of mind but want to also draw the attention of passengers in unique and creative ways

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KEYS TO SUCCESS

WINNING STRATEGY TO DRIVE REVENUE FOR FDOT

• Offer year-round marketing platforms/solutions

• Create sponsorship platforms that enhance commuter experience

• Subscribe to less-is-more sponsorship philosophy

• Enlist experienced and qualified sales agent

• Emphasize high-quality sponsor servicing

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RESULTS: FINANCIAL SNAPSHOT

Revenue projections do not include in-kind promotions, products or services.

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REVENUE PROJECTIONS

$XXX

$XXX

$1.2M

$XXX

$6,000,000

$1,500,000

$3,000,000

20162013 2014 2015

$4,500,000

$3.75M

$2.0M

$5.0M

$5.85M

2017

$5.97M

MARKETPLACE OVERVIEW




MARKETPLACE ANALYSIS: DEFINITIONS

SPONSORSHIP

When a company pays a cash and/or in-kind fee to a property in return for access to the marketing potential associated with that property. Sponsorship fees are based on the value of the marketing rights and benefits

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MARKETPLACE ANALYSIS: DEFINITIONS

ACTIVATION

The marketing activities a company conducts to promote its sponsorship such as themed advertising, sampling or fundraising campaigns. Money spent on activation is in addition to the rights fees paid to the sponsored property

12




MARKETPLACE ANALYSIS: TOP SPONSOR OBJECTIVES

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Source: IEG/Performance Research 2012 Sponsorship Decision-Makers Survey

Percent of respondents who ranked the factor a 9 or a 10 on a 10-point scale, where 10 is extremely valuable

70%CREATE AWARENESS/VISIBILITY

66%

42%

43%

39%

CHANGE/REINFORCE IMAGE

STIMULATE SALES/TRIAL/USAGE

SHOWCASE COMMUNITY/SOCIAL RESPONSIBILITY

DRIVE RETAIL/DEALER TRAFFIC

72%INCREASE BRAND LOYALTY

38%ACCESS PLATFORM FOR EXPERIENTIAL BRANDING

36%

31%

SAMPLE/DISPLAY/SHOWCASE PRODUCTS/SERVICES

CAPTURE DATABASE/GENERATE LEADS

29%ENTERTAIN CLIENTS/PROSPECT


HOW THE GAME HAS CHANGED

14

VISIBILITY

AWARENESS

ATTITUDE

BEHAVIOR

PROPERTIES ARE

SELLING

COMPANIES

ARE BUYING




MARKETPLACE ANALYSIS: CASE STUDY

GEICO INSURANCE AND VDOT

• Creation of Safe Phone Zone platform providing motorists areas to utilize mobile phones safely at VDOT Rest Areas

— Call, text, surf and access mobile applications in safe environment

• Safety on VDOT roadways is top priority and innovative program provides GEICO with unique, brand relevant platform

• GEICO to be highlighted on VDOT directional signage and at Rest Area as part of three-year partnership

15



SOUTHWEST PORCH & BRYANT PARK

• Branded area in Bryant Park that serves drinks and food

• Tied to Southwest’s new service out of La Guardia airport

• Partnered with ‘witchcraft and features sandwiches inspired by the cities that the airline flies to out of New York

• Free to the public

16





TOYOTA & SAN DIEGO CITY LIFEGUARDS

• "Official Vehicle of the San Diego Lifeguards"

• Tied to promotional events at City facilities, inclusion in media exposure and opportunity to work with the City Lifeguards for Special Events.

• Right to market directly to the City's 10,000 employees

• Presenting sponsor of Lifeguard Water Safety Days

• Provides the City with 34 vehicles with an option to replace the entire lifeguard fleet upon renewal

• Vehicles have a projected lease value of up to $1,110,000 depending on the length of the agreement

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AMERICAN HONDA @ PORT COLUMBUS INTERNATIONAL AIRPORT

• American Honda showcases local Ohio heritage/support creating visitor-friendly areas for travelers as they wait for flights

• Honda lounge highlights company history in interactive way, going beyond static brand display

— Mix of video, imagery and interactive elements

• Amenity build out with unique brand engagement

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PACKAGING


IEG RECOMMENDATION

IEG SPONSORSHIP STRATEGY

• The FDOT packaging strategy consists of the following opportunities:

— FDOT Travel Partner

— FDOT Supporter

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FDOT TRAVEL PARTNER: VITAL STATS

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PACKAGE FDOT TRAVEL PARTNER

PROPERTY TYING INTO (SPONSOR OF): Florida Department of Transportation

PROMOTIONAL TIMEFRAME: Year-round

ESTIMATED NUMBER OF COMPANIES: 8 Total

RECOMMENDED CONTRACT TERM:One year agreement with option years built into contract

PACKAGE FEE: Total Commitment: $350,000-$1.25MM


TRAVEL PARTNER POSITIONING

TRAVEL PARTNER STRATEGY

• Overall Strategy: Brands/companies tie into FDOT organization as Travel Partner(s) in order to enhance guests experience

— Central tenant: improve travelers trip from A to B, providing key products & services, information and discounts towards sponsor’s products

— Take FDOT’s guests experience to the next level and provide meaningful brand engagement opportunities for corporate partners

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TRAVEL PARTNER: RIGHTS & BENEFITS

HIGHEST-LEVEL, YEAR-ROUND POSITIONING AND AFFILIATION

• Year-round promotional rights with FDOT (state-wide)

• Category exclusivity to the Travel Partner level

• Title sponsorship of one proprietary component/co-created component

• Prominent recognition and visibility

• Sampling/display rights

• Activation, production (build-out) funds

• Agency-like servicing

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TRAVEL PARTNER PROPRIETARY COMPONENT OVERVIEW

• Component is a direct association with an established theme i.e. safety, recreation or in conjunction with a existing initiative, area, service or amenity

• Travel Partner tie-in to proprietary component as a means of enhancing commuters/travelers experience on and off the Florida highway system

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511 System Road Rangers

Communications Safe Zones

Environmental/Green Initiatives

SunPass Program

Recreation Truck Stop Amenities




TRAVEL PARTNER: 511 SYSTEM

511 SYSTEM SAMPLE RIGHTS & BENEFITS

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Website Integration • Mast Head/Top Banner Position • Rotating Banner Ad • Sponsor generated content – Monthly message

Mobile App• Banner Ad • Sponsor Generated Content • Sponsor Offers

Voice Response System• Welcome message with Sponsor Integration

511 Highway Signage (Total # TBD)

Traffic & Weather Updates (Digital & Mobile Alerts)

Direct Dial to Sponsor Feature


TRAVEL PARTNER: COMMUNICATIONS

COMMUNICATION PLATFORM SAMPLE RIGHTS & BENEFITS

26

Call Box Communications Partner (Total # Call Boxes TBD)

Entitlement Mobile Phone Charging Stations (Primary Branding)

Presenting Partner for Wi-Fi Network Offering at ServiceCenters/Rest Area • Landing Page Recognition • Wi-Fi Partnership Signage at Service Centers & Rest Areas • Wi-Fi Offering Highlighted on FDOT Digital Platforms

(Program Page)

Future Considerations : Partner Recognition on FDOT TV Network for Support of Communications Partner




TRAVEL PARTNER: ENVIRONMENTAL/GREEN

ENVIRONMENTAL/GREEN PLATFORM SAMPLE RIGHTS & BENEFITS

27

Entitlement of FDOT Recycling Initiatives

Recognition/Branding Elements Around Recycling Receptacles at FDOT Facilities

Identification Around All Program Posters & Brochures With Thank You Recognition for Support of Program

Entitlement of Hybrid Charging Stations in Designated Locations of Service/Rest Stop Locations

Recognition on All Don’t Litter Signage Across FDOT (# of Signs TBD)

Partner ID Around Highway Beautification Projects


TRAVEL PARTNER: ROAD RANGERS

ROAD RANGERS PLATFORM SAMPLE RIGHTS & BENEFITS

28

Entitlement of Bundled Road Ranger Roadside Assistance Program

Program Page on All FDOT Digital & Social Platforms

Primary Branding & Colors for All Program Vehicles & Employees • Prominent Logo Identification Across Roadside Program

Assets including Uniforms (Upper Chest & Center Back Positions)

Logo Placement & Brand Content in Program Printed & Electronic Materials

Brand ID & Imagery Within Program Posters at FDOT Facilities

Comment Card Question & Call-to-Action/Coupon for Program Partner




TRAVEL PARTNER: RECREATION

RECREATION PLATFORM SAMPLE RIGHTS & BENEFITS

29

Entitlement of FDOT Recreation Elements

Brand Integration of Amenities & Leisure at Service Centers and Rest Areas• Dog Paths • Outdoor Seating Areas • Picnic Areas• Play Areas & Playgrounds

Presenting Partner of Guest Services Desks/Kiosks & Information at Service Centers and Rest Areas

Presenting Partner and Brand ID Guest Services/Guest Information on FDOT Digital Platform


TRAVEL PARTNER: SAFE ZONES

SAFE ZONES SAMPLE RIGHTS & BENEFITS

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Presenting Partner of Safe Zones at Service Centers & Rest Areas

Directional Signage to Sponsored Safe Zones from Highways • Designated Safe Zones Areas With Branded ID

Partner Tied Safe Driving Platform/Messaging/Signage • Content Tied to Promoting Safety Message

Overarching Safety Partner FDOT Conducts for Bicycle, Pedestrian and Vehicular Related Matter• Brand ID and Messaging on All Program Digital and Printed

Materials




TRAVEL PARTNER: SUNPASS PROGRAM

SUNPASS PROGRAM SAMPLE RIGHTS & BENEFITS

31

Naming Rights to SunPass Program

Naming Rights to Express Lanes Throughout FDOT/Turnpike Highway System • Branded Transponder for All Program Users • Branded Express Lanes Including Identification on Toll Booth

Archways• Branded ID on All Related Toll Booth Signage

Header/Mast Position on SunPass Program Related Digital Pages• Across All FDOT Digital & Social Platforms

Brand ID on All Printed & Electronic Program Information


TRAVEL PARTNER: TRUCK STOP AMENITIES

TRUCK STOP SAMPLE RIGHTS & BENEFITS

32

Brand Integration Into All FDOT Truck Stop Locations

Entitlement of Truck Stop Areas/Elements • Branded Directional Signage From Highways & Within Rest

Areas • Existing or Co-Created Amenities with Brought to You By

Branding

Branding Elements & Integration Into Recreation Elements Specific to Truck Stop Areas

Header or Mast Brand ID as Truck Stop Partner on FDOT Digital & Social Elements





HIGHEST PROFILE RECOGNITION AND POSITIONING

• Category exclusivity extends to Travel Partner level:

— Promotional rights

— Vendor relationships when possible

• On-site sales rights and preferential vendor status; when applicable

• Prominent year-round recognition/ID in communication vehicles, online and signage

• Logo inclusion & recognition in FDOT media buy(s)

— Including PSA(s) initiatives (if/when applicable & appropriate)

• Year-round brand integration on FDOT digital & social platforms

— Brand recognition, link and content in support of proprietary platform

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ON-SITE SPONSOR SIGNAGE AND OTHER RECOGNITION

• Year-round branding/primary color scheme integration on fifty (50) DMS boards

• Shared “Thank You” recognition (permanent signage, banner or electronic messaging TBD) at:

— All FDOT service center/rest areas (53 total)

— Toll booths; minimum of thirty (30) per partner

— FDOT Bridges/landmarks (5-10 Major locations TBD)

• Entitlement signage in connection with component (i.e. AT&T Wireless Zone with major branding elements on year-round basis)

• Adopt-A-Highway, one (1) per district

— Corporate volunteering program

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SHARED TRAVEL PARTNER RECOGNITION

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• Publications & program collateral

— Editorial features in Travel Partner components

• Sampling & display rights

— Includes opportunities at FDOT service centers, rest areas and toll booths (locations & dates to be mutually agreed upon)

• Use of FDOT mailing list (including SunPass database)

— Partner to cover all related postage costs

• Built-in activation funds: $25,000

— Sponsor investment to be utilized for activation programs, including build-out of proprietary components

36





PARTNER SERVICES

• Designated FDOT account representative to service relationship

• Quarterly meetings with FDOT staff to review marketing objectives and activation strategies

• Establishment of FDOT sponsor summit

• Two (2) fulfillment reports per year detailing benefits delivered, promotion results, audience research, etc.

• Press conference/release announcing relationship

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SPONSORSHIP SCENARIO: ENVIRONMENTAL/GREEN

FORD SUPPORTS HYBRID CHARGING STATIONS

• Ford ensures customers are taking advantage of the rapidly growing hybrid charging infrastructure

— More than 9,400 public charging stations nationally

• Brand developed mobile app (called My Ford Mobile) to assist consumers to locate charging stations, manage remote battery charging and overall battery status

• The charging station locator power powered by MapQuest directs users to stations in close proximity of location

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SPONSORSHIP SCENARIO: RECREATION

PEPSI PLAYSCAPES LAND @ DFW INTERNATIONAL AIRPORT

• Pepsi Bottling creates family-friendly areas to make travel easier

• “Landing Zones” are new facility attractions for kids & families to utilize in between flights

— Airport environment with runways, baggage cars & air traffic control towers

• Pouring rights coupled with branded amenities enable Pepsi to integrate into the environment in a safe and fun way for both kids & adults

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PRICING




IEG VALUATION METHODOLOGY: OVERVIEW

• Developed by IEG based upon 30 years of tracking and monitoring the sponsorship industry

• Has been used by brands and rightsholders to justify billions of dollars worth of sponsorship fees and promotional value

• Street-tested with more than 2,000 properties valued and hundreds of sponsorship sales

• Endorsed by nearly 200 leading brands including Adidas, Visa, MillerCoors, FedEx, Gatorade and Toyota

• Backed by IEG’s sponsorship intelligence database, industry surveys and annual review of hundreds of sponsorship contracts

• Consistently applied for all IEG-valued properties

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FAIR MARKET VALUE

TANGIBLE BENEFITS

INTANGIBLE ELEMENTS

GEOGRAPHIC REACH

COST/ BENEFIT

RATIO

Tangible Benefits : Quantitative benefits such as broadcast exposure, on-site signage, sampling/display and hospitality

Intangible Elements: Qualitative factors such as borrowed imagery, promotional rights, category exclusivity and audience loyalty

Geographic Reach: The number, size and value of the markets in which a sponsor is likely to promote its affiliation with the property.

Cost/Benefit Ratio: Accounts for the fact that sponsorship is more labor-intensive than measured media and lacks guarantees such as make goods.

42

IEG VALUATION METHODOLOGY: FOUR COMPONENTS




IEG VALUATION STATEMENTS

• IEG created a customized Valuation Statement for two of the Travel Partner packages (Road Ranger and Environmental/Green Platform)

• Can be customized for top categories and prospects (e.g., financial services, telecom, auto, etc.)

• Validates sponsorship investment for buyers

43


TRAVEL PARTNER: PRICING

TOTAL PACKAGE PRICE =

$350,000 to $1.25 MILLION

• Travel Partner Package Price/Value depends on specific proprietary component that sponsor is tying into

• Includes Tangible and Intangible Benefits

44




PROPOSED PRICING FOR TRAVEL PARTNER PLATFORMS

45

TRAVEL PARTNER PLATFORM TOTAL

511 System $1,250,000

Road Rangers $1,250,000

Safe Phone Zones $750,000

SunPass Program $750,000

Communications $500,000

Environmental/Green $500,000

Recreation $500,000

Truck Stop Amenities $350,000


BREAKDOWN OF SPONSORSHIP VALUE: TANGIBLE VS. INTANGIBLE BENEFITS

• Tangible benefits drive 55% of the sponsorship value. Tangibles include things like on-site signage, website and social media integration, and sampling/display opportunities.

• Intangible benefits drive 45% of the sponsorship value. Intangibles include promotional rights, prestige of the property and category exclusivity.

46

Tangible Benefits

55%

Intangible Benefits

45%




IEG INTANGIBLE SCORECARD: TRAVEL PARTNER

47

INTANGIBLE ELEMENT SCORE (1-10)

Prestige of Property 7

Awareness of Property 8

Category Exclusivity 8

Level of Audience Interest/Loyalty 6

Ability to Activate 8

Limited Degree of Sponsor Clutter 8

Susceptibility to Ambush Marketing 6

Networking Opportunities 7

Media Coverage Potential 6

Established Track Record 7

TOTAL INTANGIBLES SCORE 71/100


TRAVEL PARTNER: VALUE DRIVERS

• Massive Brand Exposure and Impressions

• Category Exclusivity and Minimization of Sponsor Clutter

• Driver/Traveler Safety Positioning

• Potential for Positive PR

• Opportunity to Customize Partnership Theme/Component to Partner’s Objectives

48




FDOT SUPPORTER

BUNDLED ADVERTISING/PROMOTIONAL OPPORTUNITIES

• Traditional advertising/promotional opportunities with FDOT will still be available, including:

— Toll booth

— 511 System (secondary offerings)

— Service Center/Rest Area opportunities

— Logo Sign Program

— Sponsor-A-Highway

• At $100,000, advertisers will have the opportunity to purchase limited promotional and recognition benefits for an additional $25,000 fee (only for brands in non-competitive categories to Travel Partners):

— FDOT Supporter

— FDOT digital & social platform recognition 49

SALES AND TARGETING




TOP SPONSOR CATEGORIES FOR GOVERNMENT (CITY/COUNTY/STATE)

51

*Banks are 4.0 times more likely to sponsor government (city/county/state) than the average of all other sponsor categories in this data set, based on IEG Research Services data.

FINANCIAL SERVICES - BANK* 4.0

RETAIL – SPORTING GOODS

MEDIA AND PUBLISHING - RADIO

AUTOMOTIVE - DEALERSHIP

BEVERAGES – SOFT DRINK

SERVICES

RETAIL – SPECIALTY STORE

2.3

2.3

1.7

1.7

1.7

1.7

1.2

1.2TELECOMMUNICATIONS – SERVICE PROVIDER

1.2

MEDIA AND PUBLISHING - NEWSPAPER

MEDICAL – FACILITY/SERVICES


TOP SPONSORS FOR GOVERNMENT (CITY/COUNTY/STATE)

52

*PepsiCo is 2.6 more likely to be a sponsor of a city/county/state than the average of all other sponsors in this data set.

**Multiple sponsors include such companies as Ford Motor Co., HSBC Holdings, Bank of America, BNP Paribas, Mars, Inc., MB Financial, Meijer, Dick’s Sporting Goods Inc., Barclays Bank, Panera Bread Co., State Farm, Coca-Cola Co. and Continental Motors Group

PEPSI CO* 2.6

PADDOCK PUBLICATIONS, INC

BMO FINANCIAL GROUP

SPORTS AUTHORITY, INC

MULTIPLE SPONSORS**

1.8

1.8

1.8

1.8

1.8

1.8

BONNEVILLE INTERNATIONAL CORP

COMCAST CORP.




TOP SPONSOR CATEGORIES FOR FLORIDA PROPERTIES

53

*Financial services – bank companies are 6.8 times more likely to sponsor properties located in Florida than the average of all other sponsor categories in this data set, based on IEG Research Services data.

FINANCIAL SERVICES - BANK* 6.8

TELECOMMUNICATIONS – SERVICE PROVIDER

BEVERAGES – SOFT DRINK

AUTOMOTIVE - CARS

TRAVEL – HOTEL & RESORT

MEDICAL – FACILITY/SERVICE

RESTAURANT

5.9

5.2

4.9

4.8

4.6

4.6

3.9

3.7RESTAURANT – QUICK SERVICE

3.5

BEVERAGES - BEER

FINANCIAL SERVICES - INSURANCE


TOP SPONSORS FOR FLORIDA PROPERTIES

54

*Anheuser-Busch InBev is 23.8 more likely to be a sponsor in the state of Florida than the average brand in this data set, based on IEG Research Services data. Additional companies include Walt Disney Co., Comcast Corp., Wells Fargo, McDonald’s Corp, AT&T, Metro PCS, Kraft Foods and Nestle S.A.

ANHEUSER-BUSCH INBEV* 23.8

PEPSICO

PUBLIX SUPER MARKETS, INC.

MARRIOTT INTERNATIONAL

BERKSHIRE HATHAWAY, INC

FORD MOTOR CO

BLUE CROSS AND BLUE SHIELD ASSOCIATION

21.9

21.4

9.8

9.8

9.3

9.3

8.4

7.9GENERAL MOTORS CORP

7.9

BANK OF AMERICA CORP

COCA-COLA CO

ADVANCE PUBLICATIONS INC 7.9

AMR CORP 7.0




EXAMPLE SALES SCENARIO: RECREATION PLATFORM

PROSPECT: FRITO-LAY

OPPORTUNITY:• Branded picnic area at all rest areas

• Create online content about best snacks/picnic items to pack for a road trip

• Partner with a retailer to create pre-packaged road trip snack packs

• Provide free samples at designated rest areas and/or toll booths during high traffic weekends

• Include messaging on-package about FDOT partnership and web site link where the consumer can find more information about road trip necessities

• Vending rights; when applicable

55


EXAMPLE SALES SCENARIO: COMMUNICATION PLATFORM

PROSPECT: VERIZON

OPPORTUNITY:• Branded mobile phone recharging stations in rest areas

— Pass-thru rights to hand-set partners like Samsung, Nokia, etc.

• Offer free Wi-Fi access to Verizon customers

• Provide a limited amount of time for free Wi-Fi with an access code to log-in throughout the day

• Provide informational brochures about products/services at all rest areas

• Send text alerts (consumers must opt-in) when consumer is approaching a rest area with a phone recharging station

56




511 SYSTEM ENVIRONMENT/GREEN

SAFE ZONES SUN PASSPROGRAM

TRUCK STOP AMENITIES

TRAVEL PARTNER PROSPECTS

57


TRANSITION PLAN

• Upsell State Farm to a FDOT Travel Partner with Road Rangers as their platform

• Go to significant FDOT advertisers with the new Travel Partner opportunity first

• Consider which contracts are due for renewal or close to being signed i.e. 511

— Ensure that future considerations are designed so platform/technology offering can be included in Travel Partner platform

— With any 3rd party vendor and or sales agency (i.e. Travelers Marketing) look to establish mutually agreed upon revenue share

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NEXT STEPS


NEXT STEPS

• On-going counsel over next 3-4 months

— Transition plan with existing contracts into Travel Partner platform

� Sales partners

� Corporate sponsorship relationships

• Revise packaging document based on audit session feedback & guidance

— Draft Travel Partner proposal template

• On-going bi-weekly conference calls

— Re-group following audit session end of November or first week of December

60




NEXT STEPS

• Issue RFP for sales agency

— IEG to support crafting of RFP document for distribution to field

— IEG to assist evaluation criteria for RFP responses

� Scorecard to evaluate responses

• IEG to provide insight and education to selected sales agency on FDOT sponsorship platform

— Executive overview and education sessions

61

QUESTIONS?



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