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8/3/2019 Ogilvy What Makes Me Creative Submission

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WNBA Think TankMarquee Partnerships


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Presentation Roadmap

History of Jersey Branding

Key Learnings from MLS

Current WNBA Marquee Deals

Project Overview

Partnership 1: Neutrogena and Los Angeles

Partnership 2: Orbitz and Chicago

Partnership 3: Sylvan Learning and Washington

Conclusion


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History of Jersey Branding

1970: Gained prominence in European football

1985: Sanctioned for major competitions

2006: First American pro sports branding

Xango and Real Salt Lake


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4

MLS Marquee SponsorshipsCurrent WNBA Marquee Partnerships


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Project Roadmap

Top 50 brand spending

Top spending categories

Top 5 brands in market

Top choice in market

Top 3 brands in market


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6

Proposed WNBA Partnerships


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Final Three


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Company Profile

Neutrogena

Headquarters: Los Angeles, California

Senior Corporate Entity: Johnson & Johnson

Revenue: $62 Billion (J&J) Neutrogena Media Spending: $127 Million

Important Information

Product categories: facial care, skin care, and hair care

N

eutrogena oil free acne wash, deep clean cleanser, healthy skinmoisturizer, ageless essentials, body wash, body oil, makeup (blush,foundation, lipstick, etc.), womens sport, men

Key competitors: Bobbi Brown Cosmetics, Inc., Avon Products, Inc.,Blistex, Inc., Clairol, Inc., Mary Kay, Inc.


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Neutrogena: Target Focus

Media Focus beauty, entertainment, ethnic, fashion, health & fitness,

womens service

Values

consumers, employees, and community

Target Profile women 18-45, high school degree, median income of $30,000


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Neutrogena: Spending Trends

Mischa Barton (actress)

Julie Bowen (actress)

Jennifer Freeman (actress)

Jennifer Garner (actress)

Angie Harmon (actress/model) Jennifer Love Hewitt

(actress/singer)

Vanessa Anne Hudgens(actress/singer)

Miranda Cosgrove (actress/singer)

Diane Lane (actress)

Mandy Moore (actress)

Hayden Panettiere (actress)

Emma Roberts (actress) Gabrielle Union (actress)

Queen Latifah (actress/singer)

Spokes Model Spending Trend

Museum of Learning (museumstuff.com)


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Neutrogena: Media Spending

Syndicated TV,

9.60%

Network TV,

21.68%

National Magazine,

25.81%

Cable TV, 35.41%

FSI Coupon, 0.83%

Internet, 0.76%

Spanish TV, 2.39%

Spot TV, 3.53%

Source: The List ONLINE


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Neutrogena: Past Sponsorship Deals

Fresh Faces Concert

Teen Choice Awards 2008(Nickelodeon)

Lonelygirl15

MTVVideo Music Awards

Target: Teenagers


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Neutrogena: Past Sponsorship Deals

Classmates.com

Sisterwoman

Target: Women 35-55

Target: General Consumers

Canadian Cancer Society

The American Society ofDermatological Surgery


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Neutrogena & The WNBA

Similar target demographicNeutrogena- teenage girls and women 18-45WNBA- women 18-35

Both share a commitment to Health Care

Neutrogena- Choose Skin Health CampaignWNBA- Breast Health Awareness Campaign

Global brandsUsing players as international brand ambassadorsExpansion of the brand


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Facial Cleansers

NEUTROGENA 905,000 131,000 7% 11% 154

OTHER BRANDS 1,504,000 128,000 11% 10% 90

CLEAN & CLEAR 634,000 123,000 5% 10% 207

DOVE 455,000 114,000 3% 9% 266

# of LA

Market

Adults

# of LA

Adult

WNBA

Fans

% of LA

Market

Adults

% of LA

Adult

WNBA

Fans

LAAdult

WNBA

fan Index

Top facial cleanser amongst LA WNBA fans

Neutrogena & The Sparks

*Simmons Research


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Sun Screen

BANANA BOAT 1,616,000 368,000 12% 30% 242

NEUTROGENA 1,461,000 128,000 11% 10% 93

COPPERTONE (ORIGINAL) 958,000 122,000 7% 10% 136

AVEENO 814,000 121,000 6% 10% 159

# of LA

Market

Adults

# of LA

Adult

WNBA

Fans

% of LA

Market

Adults

% of LA

Adult

WNBA

Fans

LAAdult

WNBA

fan Index

#2 brand ofSun Screen amongst LA WNBA Fans

*Simmons Research


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NEUTROGENA 144,000 5,320 1% 0% 40

NEUTROGENA 114,000 1,860 1% 0% 17

MASCARA - BRANDS USE MO

Mascara- Neutrogena falls bottom 15% amongstLA WNBA fans

EYE SHADOW/LINER/PENCIL -BRANDS USE - ANY

Eye Shadow- Neutrogena falls bottom 14% amongstLA WNBA fans

*Simmons Research


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LA= perceived beauty capital of the country

Neutrogena headquartered in LA



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Partner Activation

Sparks players serve as brand ambassadors

In-arena Neutrogena booths

Arena signage

Tickets and hospitality

Social media


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Partner Activation in the Community

Wave for Change night

Performance by brand ambassador Vanessa Hudgens

Portion of ticket revenue to Global Giving charity

WNBA Cares and Fit events with focus on teens

Cancer awareness Choose Skin Health awareness

Breast Health awareness


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Company Profile

Orbitz

Headquarters: Chicago, IL

Senior Corporate Entity: Blackstone Group

Revenue: $738 Million

Media Spending: $70 Million

Important Information:

Leading online travel company Key Competitors: Expedia.com, Travelocity, and Kayak.com

Airline partnership

Fees, Commissions, and Advertisement Revenue


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Orbitz: Media Spending

Spot TV, 1.76%Spot Radio, 1.81%Network TV, 4.57% Syndicated TV,

0.08%Network Radio,

1.27%

National Magazines,

3.48%

Local Newspaper,

0.19%

Internet, 43.85%

Cable TV, 42.99%



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Orbitz: Past Sponsorship Deals

2008 Title Sponsor 2008 Web Partnership

October 2008 Fall 2009


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Orbitz as a Marquee Partner

Brand awareness

Web based company

Sky + online travel

Reach out to head of household

Entertainment decision maker

Connections

Great value

Family


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How Does Orbitz Benefit?

Chicago Adult WNBA Fans

Orbitz.com: 32,000 visits per month 22% more likely to visit than other Chicago adults

40% travel domestically each year (244,000 fans) 56% of these spend 3 or more nights away (136,000 fans)

40% traveled internationally within past 3 years (233,000 fans)

54% stay at a hotel/motel each year (310,000 fans)

Less likely to be enrolled in a frequent flyer program No ties to airlines means more likely to use Orbitz

*Simmons Research


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Targeting LGBT Community

WNBA Targeted Marketing Strategy

2001: Immediately upon launch of brand, began advertising toLGBT consumers in targeted publications

2002: Created micro-site tailored to lesbian and gay travelers

2005: Became charter sponsor of the LOGO Television channeland aired two targeted ads

Won GLAAD Award


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Orbitz: Innovative Technology

WNBA Live Access

WNBA Twitter, Facebook, SayNow

WNBA Center Court Application on Mobile Phone


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Community Activation

Take 5 To Help

$5,000 to both charities

Proceeds: Angel Flight America, Chicago Cares


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Partner Activation

Fly with the Sky Season ticket holders

Charity event winner

On-site Orbitz booth

Cruises + road trips

In game activation


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Sylvan Learning Headquarters: Baltimore, Maryland

Senior Corporate Entity: Educate Inc.

Revenue: $330.4 Million Sylvan Media Spending: $24 Million

Important Information: Leading provider of tutoring and supplemental education

Privately held company Over 900 locations throughout US and Canada

49 States; every WNBA market

Corporate Profile

Our 5-year old son loves his teachers. We would definitely recommend Sylvan.

Leighann W., Sylvan Parent

My son is 9. He was on the edge of failure and about to give up on himself. Now

he turns in assignments early and said just this morning, Im Proud of myself!

He often credits Sylvan and so do I.

Vicki K., Sylvan Parent

It takes him less time to his homework, his grades on his homework and tests

are significantly up and he enjoys going to school.

Karen G., Sylvan Parent

SylvanLearning.com


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Sylvan Learning: The Business

Target Demographics Adults 24-44; Specifically parents with kids K-12

Positioning Outside tutoring

Supplement education

Seasonal Focus Fall/Winter/Spring: Tutoring and skills development

Summer: Test prep and summer enrichment

Summer Learning Loss Program


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Cable TV, 19.11%

Spot TV, 69.75%

Spot Radio, 4.00%

Internet, 3.78%

Network TV, 2.92%Local Newspaper,0.21%Outdoor, 0.15%National Magazine,

0.09%

Past Media Activation

2009: $24 Million in brand spending

Primarily cable and radio

Sylvan Learning: Media Activation

Media focus:Child-Rearing, Entertainment, Ethnic, Womens Services

Partner with like-minded organizations:

BookAdventure.com, Barnes andN

oble

Strong social media activationTwitter, Facebook/Myspace, YouTube



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Sylvan Learning: Core Values

The ultimate goal of a college degree Turning I cant into I can

Passion Points Build the skills, habits and attitudes your child needs to succeed

in school...and in life.

Improve education levels in students

Improve the community around them.

Lack of money should not mean a lack of education Offers a student loan program to finance their services


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Sylvan WNBA

*Simmons - WNBA Targeted Marketing Strategy 2010

Jan Feb Mar Apr

May Jun Jul Aug

SepO

ctN

ov Dec

Target

Customer

Values

Current

Campaign


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*American Legislative Exchange Council

Sylvan Learning as a Marquee Partner


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Team Activations

Player appearances at local Sylvan locations

10-15% discount for Mystics tickets Sylvan students, employees

Sylvan booths at Mystic games

Exceptional Learning Award Top 30 students receive VIP experience at Mystics game

Top 5 students bring a Mystics player to his/her school


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WNBA Cares

Host reading events at Sylvan locations

Guest Tutoring by Mystics players

Digital Media

TV commercials and YouTube clips Cross branded Tweets

Facebook Posts

WNBA Cares & Digital Media

Sylvan BannerAds

SylvanAds/Videos

Links to Sylvan Twitter,

Facebook, YouTube


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League Wide Activations

Visit Sylvan locations throughout the country

Nationwide Exceptional Learning Award

One student from each market Trip to WNBA All-Star Game

Sylvan Educator of the Year


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Thank

You!

WNBAThink Tank

Casey Stevenson

Colin Erhardt

Daniel Perlin

Darius Naficy

Emily Hyncik

Gerron Jordan

Greg Pidgeon

John Hilla

Megan Margel

Scott Fritz

Tal Moriah

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