mls + neutrogena sponsorship
TRANSCRIPT
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+SPONSORSHIP PROPOSAL
MARYKATE HALM MAKAILA HAASE ALEXIS SETH MEGAN TEWS
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OVERVIEW
Background
FITS Test
Activation Plan
Sponsorship Assets
Sponsorship Packages
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BACKGROUND
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MIAMI - DADE COUNTY
Population 2,662,874
Hispanic or Latino 66.2%
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MAJOR LEAGUE SOCCER
Mens professional soccer league
Headquarters
2014 revenue
Conference
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MIAMI FC
Starting play in 2020
East Division
Stadium in Little Havana
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JOHNSON & JOHNSON
Headquarters
2014 revenue
Three different categories
Consumer Products
Medical Devices
Prescription Products
Bought Neutrogena in 1994
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NEUTROGENA
Headquarters
International
2014 Revenue
Originally Natone
Where to buy
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FITS TEST
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FOCUS AREA
National and international presence
Widespread footprint
Opportunity for a more narrow focus
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INTANGIBLES
Strengths
Already established relationship with MLS
High expectation of attendance/consumers
Similar mission statements
Threats
Marlins and semi-pro team
Opportunities
Media Exposure
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TARGET MARKET
MLS
35-54 year olds, millennials increasing
65% White, 34% Hispanic
Neutrogena
20-50 year olds
Varying races
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SEASONALITY
Overlap in season
Bulk in summer months
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ACTIVATION PLAN
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OBJECTIVES
Increase brand awareness of non-facial sunscreen
products by 10%
Increase sales by 10% in the Hispanic market
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IDEAS - ASSETS
Assets available
Concourse space
Video display board
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IDEAS - INSIGHTS
Insights
Doing better in the facial sunscreen market
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IDEA DEVELOPMENT
Sunscreen Zone
Promo videos
Burn of the Game
Burn Cam
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TEST IDEAS
Test with target market
Miami FC will help find participants
Utilize stadium for focus group
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IMPLEMENT ACTIVATION PLAN
Bring ideas to fruition
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EVALUATE ACTIVATION PLAN
Compare to sales results from previous years
Surveys to determine brand awareness
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AMBUSH MARKETING
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SPONSORSHIP ASSETS
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HOME KIT AWAY KIT
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TOWEL GIVEAWAY SUNSCREEN / MAKE-UP REMOVER GIVEAWAY
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MIAMI FC
SUNSCREEN ZONE / EVENT ACTIVATION SETUP
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BUBBLE SOCCER
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BURN OF THE GAME HALFTIME VIDEO ON SCOREBOARD
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PACKAGES
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BLUE LEVEL
Field level sign Scoreboard lighted panel Video display board Season Tickets Radio
1 pre game 3 in game 1 post game
TV spot Program advertisement
Kit sponsorship Pass through rights Promotions
Bubble soccer Prize wheel
Neutrogena Sunscreen Zone Social media exposure Category exclusivity Intellectual property
TOTAL: $6,042,720
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BLACK LEVEL
Intellectual property Social media Neautrogena Sunscreen Zone Promotions
Bubble soccer Prize wheel
Pass through rights TV spot
Radio 1 pre game 1 in game 1 post game
Season Tickets Video display board Field level sign
TOTAL: $2,831,435
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WHITE LEVEL
Sunscreen zone Video display Scoreboard panel Season Tickets Intellectual property Pass through rights Social media
Promotions Bubble soccer
Radio 1 pre game 1 post game
TV spot
TOTAL: $1,460,535
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CONCLUSION