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SPORTS AND ENTERTAINMENT

MARKETING

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Sports and Entertainment Marketing

Written by:

Jenna Scelfo (Calhoun High School)

Project Administrator:

Marie A. Netto Assistant Principal

Mepham High School

4

Sports and Entertainment Marketing Curriculum Guide

2016-2017

Unit 1: Sports and Entertainment Marketing Fundamentals …………………………… 5

Unit 2: Sport Franchises and Stadium Design………………………………………….…. 38

Unit 3: Promotions and Public Relations…………………………………………………… 48

Unit 4: Marketing Plan/Fantasy Sports Final Project …………………………………… 80

5

Sports and Entertainment Marketing Unit1 Plan – Sports and Entertainment Marketing Fundamentals

Time Frame 4 weeks

This unit will provide students with a basic framework of Marketing and the Marketing Concept as it applies to the Sports and Entertainment sectors. CDOS Standards: Standard 1- Career Development, 2- Integrated Learning, 3a- Universal Foundation Skills, 3b- Career Majors Common Core Standards: ELA Speaking and Listening Standards 10-12 – Standards 2, 3, 4 Curricular Goals: Upon completion of this unit, students will be competent in the following:

Key Subjects: By the end of this unit, students will be able to:

Apply the 7 functions of marketing to Sports and Entertainment Communicate and work collaboratively with peers Understand entertainment marketing goods and services Understand sports marketing goods and services Explain the importance of the beginning of Sports Marketing Evaluate the evolution of the industries

General Study Skills: By the end of this unit, students will have reinforced the following skills:

Critical thinking skills Listening and communication skills Time Management Computer Skills Working cooperatively with students of varying abilities Taking accurate notes Managing time efficiently in order to complete a task

Instructional Materials:

Smart Board Teacher-made handouts Computers with Internet access Video materials Computers with Microsoft word/ Google Software/ PowerPoint

Assessment: Class Discussion Short and long term projects Individual Worksheet Quiz/Exam

6

Unit: Fundamentals of Sports and Entertainment Marketing Lesson 1: Marketing Foundations Aim: What are marketing foundations? Objectives: Students will be able to:

Define marketing concepts Distinguish between goods and services Distinguish between needs and wants Identify seven functions of marketing Discuss marketing concepts


Smart Board Teacher made hand-outs

Motivation:

Q: What makes each one of these special? Students will review brand images and discuss

Procedure: Students will review presentation with images and definitions and complete worksheet regarding the following concepts:

Marketing Goods vs. Services Markets Marketing concept Target Market 4 Ps of marketing Products Needs vs. wants Seven Functions of Marketing

o Distribution o Marketing-Information Management o Pricing o Product/Service Management o Promotion o Selling o Financing

Closure: Students will discuss their preferred entertainment platforms and discuss how marketing has changed from year to year

7

Attachments ( Day 1 and 2)

The 4 P’s of Marketing AIM: Understanding the different components of Marketing

Do Now:

Write down all information that you know about these products. Marketing: _________________________________________________________ ____________________________________________________________________________________________________________________________________ Goods: _____________________________________________________________ Services: ___________________________________________________________ Marketing Concept: __________________________________________________ ____________________________________________________________________________________________________________________________________ Market: ___________________________________________________________ __________________________________________________________________ Target Market: ______________________________________________________ ____________________________________________________________________________________________________________________________________

M

A

P__ P__ P____ P_

MARKETIN

Activity: L

Product: __________________

Price: __________________

Promotion:____________________________________

Placement:_________

NG MIX -

List the 4

__________________

__________________

____________________________________

: _________

4 P’s:

P’s of Ma

__________________

__________________

____________________________________

_________

rketing thBro

________________

________________

________________________________

________

8

he followingoadway Sh

__________________

__________________

____________________________________

_________

g: how

__________________

__________________

____________________________________

_________

__________________

__________________

____________________________________

_________

__________________

__________________

____________________________________

_________

_____ _____

_____ _____

_____ _______________

_____

9

____________________________________________________________________________________________________________________________________

The 7 Functions of Marketing

The Seven Functions of Marketing: 1.

2.

3.

4.

5.

6.

7.

1) Distribution: ________________________________________________________________________________________________________________________________

2) ________________________________________ - gathering and using information about customers to improve business decisions.

3) Pricing- ________________________________________________________________________________________________________________________________

4) _______________________________________- designing, developing, maintaining, improving or acquiring products or services to satisfy customer needs and wants.

5) Promotion- ________________________________________________________________________________________________________________________________

10

6) Selling is any ________________ and _________________ communication with

customers to assess and ______________________ their needs and wants. a. Ex: _________________________________

7) Financing requires the business to ____________________ for its own needs and provide customers with assistance in paying for the ________________________ products or services.

Channels of Distribution

A channel of distribution is the path that a product takes from the

____________________________ to the ____________________________

Ex: __________________________________________________________

______________________________- is a term that describes any media used to

distribute an event to a large number of people.

Ex:___________________________________________________________

______________________________________________________________

As technology continues to increase, the platforms

(______________________________) for delivering sports and entertainment will

continue to expand and improve at a rapid pace.

Ex:___________________________________________________________

______________________________________________________________

11

Activity 2

The Marketing Mix for Movies is Changing

Video 1: http://www.cbsnews.com/video/watch/?id=7400062n http://www.youtube.com/watch?v=ixHA3KOdXCo

1. Why are fewer people seeing movies at movie theaters today?

2. What are young men doing today instead of seeing movies at the movie

theater?

3. What is a “tent pole” movie?

4. Discuss the 4 elements of marketing (product, price, place, promotion) as

they relate to movie theaters.

Video 2: http://youtu.be/P-KeQw975JU

1. What is a luxury movie theater?

2. How much does it cost?

3. Who is the target market?

4. What is 4-D technology?

5. Do you think this concept will be successful in the United States?

12

Unit: Fundamentals of Sports and Entertainment Marketing Lesson 2: Target Markets and Segmentation AIM: How does market segmentation help us determine our target markets? Objectives: Students will be able to:

Define and identify company’s target markets Understand marketing segmentation according to:

o Demographics o Geographics o Psychographics

Analyze commercials based on marketing concepts Instructional Materials:


Motivation:

QWatch the following commercial. o Describe the person this commercial would appeal to. o http://www.ispot.tv/ad/7Zp_/farmers-insurance-smarter-teen-

drivers

Procedure: Students will review presentation with images and definitions and complete worksheet regarding the following concepts:

o Target market o Marketing segmentation o Geographics o Psychographics o Demographics

We will review commercials and students will identify the target market and market segmentation of each commercial.

Closure: Discussion: Why is identifying a target market and segmenting your market so important?

DB

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14

___________________

___________________

___________________

___________________

__________________

____________________________________- Segmentation of the market based on where people live and purchase goods and services.

_______________________ _______________________ _______________________

Psychographics- grouping people with similar _______________________, _______________________, _______________________, and opinions. Activity: Analyze the following commercials:

Commercial 1 Company: Product: Target Market:


15


16

Unit: Fundamentals of Marketing Lesson 3: Sports Marketing Aim: What is sports marketing? What are sports marketing products/services? Objectives: Students will be able to:

Define sports marketing o Sporting events o Sports information o Sports training o Sporting goods

Understand consumer decision making in this industry Recognize shifts in sports and sports marketing



Motivation:

DO NOW What age do you think you can consider yourself a fan of a sport? Why?

Procedure:

Students will complete note sheet and participate in discussion We will review a series of commercials and students will identify if it

represents marketing of or through sports Closure: Discussion: What is the major difference between marketing of and through sports? Is one more successful than the other?

17

MATERIALS Sports Marketing

Sports Marketing‐ The process of developing, pricing, promoting, and distributing products or services

to satisfy the needs and wants of sports consumers.

Takes a game and turns it into an interesting and exciting event

Ex: ________________________________________

___________________________________________

Sports Products: Goods and services related to _____________ that provide satisfaction to the

consumer.

There are four categories of Sports Products and Services:

1. _______________________‐ Includes games, events, and competitions on all levels, as well as

athletes and the arenas where the events take place.

2. ________________________ ‐ Involves news, statistics, schedules, and stories on television,

radio, online, and in print media.

3. ________________________‐ Instruction that is provided through fitness centers, sport camps,

and lessons.

4. ________________________‐ Include equipment, licensed merchandise, collectibles, and

memorabilia, as well as apparel and accessories.

Two Components of Sports Marketing:

1. Marketing of sports: _____________________________________________________________

_______________________________________________________________________________

2. Marketing through sports: _________________________________________________________

_______________________________________________________________________________

_________________________‐ A person who may play, officiate, watch, or listen to sports or read,

use, purchase, and/or collect items related to sports.

Watch the ads and identify if the commercial is an example of marketing of sports, or through sports.

Larry Bird and Michael Jordan: ________________________________

Apollo Ohno ________________________________

Special Olympics ________________________________

Olympics Beijing ________________________________

18

Olympics Sochi ________________________________

2015 Super bowl ________________________________

Nike ________________________________

Consumer Decisions Influence a consumer’s involvement in sports

1. Environmental Factors:

a.

b.

c.

d.

e.

2. ___________________________‐

a. Self‐concept or self‐image (ex: teenager views herself as an athletic individual, more

inclined to participate).

b. Self‐development or stage in life

c. Money spent on and participation are physical characteristics related to the ability to play a

sport (ie: athletic skills, motivation and attitude)

SHIFTS

A change in consumer approval ratings

Ex: _________________________________________________________________________

YOUR TASK

In the magazine that you have been provided with, identify two examples of a sports product or

service.

PRODUCTS SERVICES

1.

2.

1.

2.

Identify one example of marketing of sports and one example of marketing through sports.

OF THROUGH

1.

1.

19

Unit: Fundamentals of Sports and Entertainment Marketing Lesson 4: Entertainment Marketing Aim: What is Entertainment Marketing? What are Entertainment Marketing Products/Services? Objectives: Students will be able to:

Define entertainment marketing Identify product placement in entertainment Discuss the marketing and economics of fads Define and discuss product tie- ins and cross promotion



Motivation:

DO NOW: Teenagers spend _____ hours a day watching television?

Procedure: Students will complete note sheet and participate in discussion Students will come up with a marketing plan for a new recording artist that

will be released in the next year. o You must describe the artist. o How will you promote him/her? o List 6 ways. o You will present your ideas to the class.

Closure: Students will present their ideas to the class.

T IW_ B E____ P

P_ P C__F

Name ____

Teenagers s

Is televisionWhy: _________

Besides tele

Entertainme____________________________________

Promotion o

Product Plac_________

Product Tie

Cross Promo__________________Fad: _____

__________

spend _____

n an enterta

__________

evision, what

ent Market________________________________________

f a TV Show

cement: ____________

e-In- ____

otion: _________________________________

__________

Entert

______ hou

ainment pro

_________

t are some

ting: _________________________________________

w (ex: 9021

__________________

__________

___________________________

__________

_

tainment

urs a day wa

duct or ser

_________

other enter

_____________________________________________

0)

___________________

_________

_____________________________________

20

Marketin

atching tele

vice? ____

__________

rtainment p

__________________________________________________

Promot

___________________

_________

_______________________________________

ng

evision.

_________

__________

roducts and

_________________________________________________

tion of a Mo

___________________

_________

_______________________________________

__________

_________

d services?

_____________________________________________

ovie

__________________

__________

___________________________

__________

Dat

_________

_________

______________________________________________

___________________

_________

_____________________________________

e ____

______

_______

______ ____________________________

______ _______

______

______ ______________ ______

21

Unit: Fundamentals of Sports and Entertainment Marketing Lesson 5: The Beginning of Sports Marketing Aim: Aim: What was the start of marketing sporting events? Objectives: Students will be able to:

Identify the beginning efforts of marketing sports Discuss the contributions of the founding fathers of sports

marketing Brainstorm their own game time entertainment



Motivation:

Do Now: Brainstorm at least 5 ways in which a sporting event includes forms of entertainment?

Procedure: Students will complete note sheet and participate in discussion Group work:

o Work with a partner, and develop an idea that enhances the entertainment of a game, appeals to a broader audience and will help to increase sales of the event.

o ** Can be for any team or any sport** Closure: Students will present their ideas to the class.

**Materials on next page**

22

Name _____________________ Date_______

Sports and Entertainment Marketing

The Beginning of Sports Marketing AIM: How did the concept of sports marketing begin?

Bill Veeck

Mark McCormack

Adolf Zukor

Charles Howard

23

Game Time Entertainment

Develop 3 ideas that enhance the entertainment of a game, appeals to a broader audience and will help to increase sales of the event.

** Can be for any team or any sport**

Sport Game- Time Entertainment Increase in sales

24

Unit: Fundamentals of Sports and Entertainment Marketing Lesson 5: Founding Father’s Project (5 Days) Aim: Aim: Who else has had major impacts on the entertainment and athletic industries? Objectives: Students will be able to:

Research their own founding fathers Prepare a presentation on their contributions Evaluation and critique presentations


Smart Board Teacher made hand-outs Internet Google Docs

Motivation:

Do Now: What is your favorite movie/ sport/game? Who has influenced this game to make it what it is today?

Procedure: Students will begin working on their Founding Fathers project Students will have 2 days to research and prepare the presentation and 2

days to present Closure: Students will present their projects to the class

** Rubric and guidelines on next page**

25

Student Name:

Criteria

Excellent

5

Good

4

Fair

3

Poor

2

Unsatisfactory

1

Background ----- ----- ----- ----- -----

1. Name, Picture, Date of Birth

2. Birth place, where did they grow up?

3. Family – brothers, sisters, parents, children, spouse

4. Where did they go to High School? College? Trade School?

5. 3 interesting facts about them

6. 3 reasons why you chose to research this individual

Founder ----- ----- ----- ----- -----

7. What are they known for? Explain with pictures and a description.

8. How did they get involved in this business/sport?

9. Why do you consider them a founder? What have they done for the field that was innovative/ how have they changed the sport/business?

10. How do you think this sport/business evolved because of this innovation? Explain

11. Do you think your peers will agree with you? Why or why not?

26

12. Has this person been involved in any controversial situations? Has this had an effect on their success?

Presentation ----- ----- ----- ----- -----

13. Shared to [email protected]

14. Animation

15. Theme

18. Pictures

19. Professional Presentation –standing in front of class, not reading off of screen, etc. (10pts)

27

Unit: Fundamentals of Sports and Entertainment Marketing Lesson 6: Core vs. Ancillary Products Aim: AIM: How can businesses capitalize beyond their core product? Objectives: Students will be able to:

Identify core and ancillary products Develop 2 ancillary products for a movie of their choice



Motivation:

Do Now: Of the following groups of products/services, identify which came out on the market first.

- Discuss images on smartboard Procedure:

Students will begin working on their Founding Fathers project • Students are the marketers for I Love You, Man, and their management team

has asked that they develop 2 ancillary products for this film ( or any other film)

• You must answer the accompanying questions, and provide a visual of those

two products. • Be prepared to share your responses with the class.

Closure: Students will present their ideas to the class and discuss.

C__ A__

Core Prod______________

Ancillary ______________

Additio

AIM

I

duct: __________________

Product:________________

onal Notes

Sp

CoM: How can b

Identify wh

_____________________

: ____________________

s

ports and Ent

ore vs. Abusinesses ca

Dhich produc

________________________

_______________________

28

tertainment

ncillary Papitalize bey

Do Now: ct came on

_______________________

______________________

Marketing

Products yond their co

n the marke

________________________

_______________________

ore product?

et first?

_____________________

______________________

________________________

_______________________

_____ __________

_____ __________

29

Name ____________________

Core/Ancillary Products

Directions: You are the marketers for the movie I Love You, Man, and your management team has asked that you develop 2 ancillary products for this film. You must complete the following questions, as well as provide a visual of each of your products.

1. List the two ancillary products that you chose to develop.

2. Why did you choose these ancillary products as an extension of the core product?

3. How will these products increase sales?

4. Describe the target market for this film.

Age:

Sex:

Income:

Occupation:

Lifestyle:

Geographic Location:

Attitudes:

Interests:

How do these products fit with the target market of the film?

30

Unit: Fundamentals of Sports and Entertainment Marketing Lesson 7 : Review for Test 1 / Test Aim: AIM: How can I prepare for the first test? Objectives: Students will be able to:

Review class notes/ projects and worksheets Complete review sheet Ask questions and clarify concepts


Smart Board Teacher made review sheet

Motivation:

Do Now: take all note sheets out to prepare for review Procedure:

• Students will complete review sheets on their own • Students will ask questions at the end of the period to clarify concepts

Closure: Study for test #1

31

Review Sheet #1

SportsandEntertainmentMarketing

AIM:Howtoget100%onThursdaysTest

DefinethefollowingtermsinFULLsentences:

Marketing‐

_________________________________________________________________________________________________________________

________________________________________________________________________________

Goods‐______________________________________________________

Example:

Services‐_____________________________________________________

Example:

_________________________________________________________________________________________________________________

________________________________________________________________________________Market‐

_______________________________________________________________________________________

TargetMarket‐_______________________________________________________________________________

MarketingMix‐______________________________________________________________________________

4P’s(UseNike’sJordan’sasanexample)

32

SportsMarketing‐

_________________________________________________________________________________________________________________

_________________________________________________________________________________

Whatarethe4categoriesofsportsproducts?

1) ________________________________‐Ex:_________________

2) ________________________________‐Ex:_________________

3) ________________________________‐Ex:_________________

4) ________________________________‐Ex:_________________

WhatisthedifferentbetweenmarketingOFsportsandThroughSports?GiveExamples:

OF

Through

SportsConsumer‐______________________________________________

MarketSegmentation

1) Demographic‐____________________________________________________________________________________

2) Geographic‐____________________________________________________________________________________

3) Psychographic‐

____________________________________________________________________________________

4) ProductBenefits‐

____________________________________________________________________________________

Whatisanexampleofashiftinasport?

_________________________________________________________________________________________________________________

_________________________________________________________________________________

33

Whatisanexampleofashiftinentertainment?

_________________________________________________________________________________________________________________

_________________________________________________________________________________

Whoarethe4FoundingFathersofSportsMarketing?Explainwhattheyarefamousfor/what

theyinfluencedintheindustry.

WhatisthedifferencebetweenCoreProductvs.AncillaryProduct?Giveanexampleofeach.

Core

Ancillary

EntertainmentMarketing‐

_________________________________________________________________________________________________________________

_________________________________________________________________________________

Whatarethetop6formsofentertainmentmarketing?

1.

2.

34

3.

4.

5.

6.

Whatisanexampleofafad?

_____________________________________________________________

Whatmakesitafad?

_________________________________________________________________________________________________

DefineProductPlacement‐

_________________________________________________________________________________________________

Giveanexampleofasuccessfulformofproductplacementyou’veseen

_________________________________________________________________________________________________

ProductTiein‐_______________________________________________________________________________

Whatisanexampleofcrosspromotion?

_________________________________________________________________________________________________

Whatare3successfulwaystopromoteaT.V.show?

1.

2.

3.

35

Unit: Fundamentals of Sports and Entertainment Marketing Lesson 8 : Seabiscuit Aim: AIM: How/why has horseracing become a national phenomenon? Objectives: Students will be able to:

Watch the movie Seabiscuit Recognize the impact Charles Howard had on the popularity of

horse racing Analyze the movie’s importance in remembering history Assess economic impacts on sports/entertainment


Smart Board Teacher made handout Movie Seabiscuit

Motivation:

Do Now: Name all of the famous horses you can think of. What have they accomplished? What impact did they have on the economy and society?

Procedure: • Students will watch the movie Seabiscuit and complete the worksheet • Days in total

Closure: Discussion of movie.

** Seabiscuit worksheet on next page**

36

Seabiscuit Analysis Questions

Directions: Answer the following questions based on the true story of Seabiscuit. This will be collected and graded as a quiz grade. Please be sure to use full sentences, and answer EACH part of the question. 1. What were the sources of Seabiscuit’s enormous popularity during the 1930s?

a. Would he be as popular if he raced today?

b. What did the public need that it found in this horse?

2. What were the differences separating Seabiscuit and War Admiral, and what did each competitor

represent in the American experience that set one apart from the other?

3. What was the role of the press and radio in the Seabiscuit phenomenon?

a. How did Howard use the media to his advantage?

b. How did the media help Seabiscuit’s career, and how was it a hindrance?

37

4. Seabiscuit possessed all the qualities for which the Thoroughbred has been prized since the English imported the breed’s three foundation sires from the Middle East three hundred years ago.

a. What were those qualities?

b. What made this horse a winner?

5. How did Seabiscuit shape and influence the lives of those around him?

6. Red Pollard, Tom Smith, and Charles Howard formed an unlikely partnership. In what ways were these men different?

a. How did their differences serve as an asset to them?

7. In what ways was each man in the Seabiscuit partnership similar, in his own way, to Seabiscuit himself?

a. How did these similarities help them cultivate the horse’s talents and cure his ailments and neuroses?

38

Unit 2 Plan – Sports Franchises and Stadium Design

Time Frame: 2 + Weeks This unit will provide students with a basic framework of the economics of sports franchises and the impact stadiums have on local communities, as well as assess the popularity and influence fantasy sports has had across multiple industries. CDOS Standards: Standard 1- Career Development, 2- Integrated Learning, 3a- Universal Foundation Skills, 3b- Career Majors Common Core Standards: ELA Speaking and Listening Standards 10-12 – Standards 2, 3, 4 Curricular Goals: Upon completion of this unit, students will be competent in the following:


Understand the economics of a franchise Discuss the impact of fantasy sports Design their own stadium






39

Unit: Sports Franchises and Fantasy Sports Lesson 1 and 2: Fantasy Sports AIM: What are fantasy sports and how did the phenomenon get started. Objectives: Students will be able to:

Assess the economic impact fantasy sports has had on society Understand the inner workings of fantasy sports Learn about the founding fathers of fantasy sports


Smart Board Teacher made handout 30 for 30: Silly Little Game

Motivation:

Do Now: Why do you think fantasy sports are so popular? - Discuss student answers

Procedure:

• Students will copy notes according to the teacher’s presentation • Complete activity: 5 Lessons for Building a Fantasy Team • Show a clip of the 30 for 30- Silly Little Game

• Students will write their own assessment of why and how fantasy sports have become so popular, and if they think the Founding Fathers deserve more recognition and fame?

Closure: Discuss tips from the article

40

Activity #1 Name ____________________________________ Date _________________

Fantasy Baseball

Directions: Choose a partner for your long-term fantasy baseball team project and complete the exercise below.

1) According to Bleacher Report, here are the top 5 guidelines for picking your fantasy team. Explain why each of these is a valuable lesson.

a. Lesson No. 1: Don't Start with Top Starters ________________________________________________________________________________________________________________________________________________

b. Lesson No. 2: Buy In to Breakout Hitters ________________________________________________________________________________________________________________________________________________

c. Lesson No. 3: Rookies Can Be Relied On ________________________________________________________________________________________________________________________________________________

d. Lesson No. 4: Know the No-Names _______________________________________________________________________________________________________________________________________________

e. Lesson No. 5: When in Doubt, Go Young ________________________________________________________________________________________________________________________________________________

2) What strategy will you use (including business savvy) to build a successful franchise? _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

41

Name_____________________________ Date_____________

FantasySports:30for30:SillyLittleGame

Directions:Watchthedocumentary30for30:SillyLittleGameandanswerthequestions.Areyousurprisedatthehistoryoffantasysports?Accordingtothedocumentary,whydoyouthinkFantasySportstookoffsoquickly?Whatroleshould,ifany,dobigbusinessesandgamblingplayinfantasysports?DoyouthinktheFoundingFatherdeservemorefameormonetaryrecognitionfortheircreationandcontributiontoFantasysports?

42

Unit: Sports Franchises and Fantasy Sports Lesson 3 and 4: Economics of Building a Stadium (10 days) AIM: What are the community risks and rewards of hosting a new stadium? Objectives: Students will be able to:

Understand the importance of location in relation to the pros and cons of hosting a professional sports team.

Analyze how far reaching the impact can be of a new or updated stadium.

Assess how will local businesses benefit from a new stadium? Brainstorm how can we best utilize a new stadium to promote

economic growth in the area? Design their own stadium


Smart Board Teacher made handout Poster board Computer lab

Motivation: Ask: Based on the list, do you think the Cincinnati Bengals appropriately spent taxpayer money when building Paul Brown Stadium? Explain

Procedure:

• Students will copy notes according to the teacher’s presentation • ASK: Before 1960, why do you think more teams did not become publicly

owned teams? • You are trying to convince taxpayers to vote yes! You have to start your

campaign by thinking of: • At least 3 benefits of hosting your team in their city. • How you would incorporate the history of the city into your new stadium.

• Introduce “Build Your Own Stadium” project (on next page)

• **This will take 4 days in class and 2 presentation days**

Closure: Discuss 3 benefits of hosting your team in the city of your choice.

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44

8. Environmental Issues (water usage, waste disposal, recycling issues) 9. Safety Issues: Earthquake/hurricane/tornado/fire/flooding Interior Physical Design 10. Field Layout 11. Concessions 12. First Aid Stations 13. Ticket offices 14. Amenities (luxury boxes) 15. Entertainment areas 16. Shopping 17. Restaurants 18. Special Services: ATM machines 19. Audio and video services 20. Overall fan comfort 21. Scoreboard 22. Restrooms 23. Security offices 24. Management offices 25. Corporate sponsorship 26. Locker rooms 27. Landscaping and custodial offices 28. Storage Facilities 29. ADA (Americans with Disabilities Act) Requirements 30. Field Maintenance

Helpful Websites

www.ballpark.com

http://www.humankinetics.com/excerpts/excerpts/economic-impact-of-sport-stadiums-teams-events

http://grfx.cstv.com/schools/geo/graphics/auto/2011-sanford-diagram.jpg

http://www.swifteconomics.com/msg-floor-plan-concert/

R

45

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46

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48

Unit 3 Plan – Promotions and Public Relations Time Frame: 4 + Weeks

This unit will provide students with a basic framework of promotions, endorsements, sponsorships, women in sports, Title IX the role of agencies and public relations. CDOS Standards: Standard 1- Career Development, 2- Integrated Learning, 3a- Universal Foundation Skills, 3b- Career Majors Common Core Standards: ELA Speaking and Listening Standards 10-12 – Standards 2, 3, 4 Curricular Goals: Upon completion of this unit, students will be competent in the following:


Understand the role of public relations in the sports and entertainment industry

Understand the importance of branding Discuss the impact of agents on athletes Discuss the progress of women in sports and Title IX Identify successful endorsements and sponsorships in the industries






49

Unit: Promotions and Public Relations Lesson 1: Branding ( 2 days) AIM: What is a brand? Objectives: Students will be able to:

Assess symbols, name and slogan recognition of companies Instructional Materials:

Smart Board Teacher made handouts Redbull's Branding

Motivation:

Directions: You work for a large sports marketing firm. Your task is as follows:

Create a name for a new tasty, electrolyte booster, rehydrating, energy boosting, melt-in-your-mouth strip for athletes.

A distinctive name accelerates memorability A defining name is more efficient in linking a brand to a product

category A benefit name can define a sought after result, gain,

betterment, value, etc. A metaphor/symbol/mythical name can imply a brand

character/quality quickly and memorably Suggestion: The product may be geared towards a specific

sport!

Procedure: • Students will copy notes according to the teacher’s presentation • Participate in class discussion • Redbull’s branding lessons

• How many times does Red bull’s logo appear? • How have they reinvented branding?

Closure:

What does a distinctive name do for a product? Give an example. How is a defining name more efficient in linking a brand to a product

category? How is a benefit name an effective marketing strategy? What can a metaphor/symbol/mythical name imply to a consumer?

50

Name______________________ Marketing Date ______________________ Ms. Scelfo

Branding– Part 1: Names What is a brand? A brand is a __________________________________________________________ or anything that is used to identify and distinguish a specific product, service or business from its competitors. What is brand equity? A set of assets linked to a brand, its name and symbol, that _________________________________________________ provided by the brand to the customer. _________________________

Customer awareness/recognition Loyal customers Associations Real and perceived quality Patents/trademarks/distribution channels

Customer awareness/recognition A _____________________________ in the customer’s mind

The foundation on which associations, reputation, quality, and customer loyalty are built A _______________________________________ accelerates memorability The least used letters in the alphabet, the high scoring letters in scrabble, J, K, Q, V, X, and Z, are often employed to give a name uniqueness Building Brand Equity Assets A ___________________________ is more efficient in linking the brand to a category A ___________________________ can define a sought after result, gain, betterment, value, etc. A ___________________________ name can imply a brand character/quality quickly and memorably

51

Branding Part 2: Symbols Building Brand Equity through ______________________ Types of Symbols:

Logos Things Packaging Mascots People Scenes Myths Abstract shapes

Characteristics of symbols:

Once a symbol is established it’s known without a name, color or a description and aids customer recall

Once a symbol is established it’s recognized even when misrepresented

Can differentiate a brand name using distinctive letter design

Can visually reinforce the name increasing customer recall and recognition of the brand

Can create a feeling/emotion/personality for the brand

Can link a brand to a product category

Can project a benefit

Reinforce the name with brand initial/s design

Branding– Part 3: Slogans

Do Now: Recall the first five slogans that come to your head.

1. 2. 3. 4. 5.

52

Building Brand Equity Assets through Slogans Once a slogan is established it’s known without a name or a description and aids customer recall

Four main benefits provided by a creative slogan are: 1._________________________________________________________________ 2._________________________________________________________________ 3._________________________________________________________________ 4._________________________________________________________________

53

Unit: Promotions and Public Relations Lesson 2: Sponsorships AIM: How and why do we use sponsorships to promote brand awareness? Objectives: Students will be able to:

Become more aware of sponsorships Differentiate between sponsorships and endorsements


Smart Board Teacher made handouts

Motivation:

Do Now: Name 3 of your favorite brands and explain why.

Procedure: • Students will copy notes according to the teacher’s presentation • Participate in class discussion Finding the Right Fit Activity (Attached)

o Directions: Member #1 – you are playing the role of the company (sponsor) looking for promotional opportunities through sponsorships to gain more awareness and customers. Answer all information for “Sponsor” on the chart below.

o Member #2 - you are playing the role of the event/venue that is looking for sponsorship partners. Either your current contract is ending, or you are looking for a new partnership.

o o Answer all information for “Event/Venue” on the chart below. Once

the chart is completed, compare answers to see if your needs fit to make a successful partnership. Answer the three questions below.

Closure: Discuss results

DpAMp AcA

Directions:promotionaAnswer all Member #partners. E

Answer all completed,Answer the

Spon Targe Goals

: Member #al opportuninformatio

#2 - you areEither your

informatio compare ae three que

Sponso1. Chase2. Dell 3. Chipo4. Reeb5. Unde6. Polan7. Nest8. Disne9. Gator10. Coca

nsor:

et Audience:

s/Objectives

Sponso#1 – you a

nities throuon for “Spoe playing thr current c

on for “Eveanswers to estions bel

r: e Bank

otle ok

er Armor nd Spring le ey rade Cola

of Sponsors

rships – are playing ugh sponsoonsor” on the role of tontract is

ent/Venue” see if youow.

Choose f

ship:

54

Finding tthe role ofrships to ghe chart bthe event/ending, or

on the chaur needs fit

from the

Eve

Aud

3 Idra

the Rightf the compgain more abelow. /venue that you are loo

art below. t to make a

e list: 1. M 2. P 3. S 4. K 5. B 6. Ya 7. Ba 8. Fe 9. W 10. M

vent/Venue

dience:

Important Faaw in the spo

t Fitpany (sponsawareness

t is lookingoking for a

Once the a successf

Venue:Met Life StPhilips ArenStaples CenFC YUM! Cridgestoneankees Staarclay’s Ceenway Park

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at will

55

What kind of sponsorship activities are you looking to reinforce your brand awareness (be specific)? ie: signage, product exclusivity

What type of companies typically promote their brand at this event/venue:

1. Is this a good promotional opportunity for this company? Why or why not?

2. If not, list one event/venue that would be a good fit (can be on or off the list). 3. What kind of company would you recommend sponsoring instead? Why? 4. What kind of ROI (return on investment) do you expect from this sponsorship? List 3.

a.

b.

c.

5. Why do you think your new partnership will be more successful than the last?

56

Unit: Promotions and Public Relations Lesson 3: Public Relations Aim: What is public relations and how is it used? Objectives: Students will be able to:

Understand the impact of public relations with athletes and celebrities Prepare their own public relations activities for certain firms



Motivation: Do Now: How can the following three companies improve their public image?

Procedure: • Students will copy notes according to the teacher’s presentation • Participate in class discussion • Their Task:

• Choose a celebrity or athlete that has had negative publicity, and make suggestions as to how to this celebrity can improve their image.

• You must make at least 3 suggestions. • Be specific. • You are playing the role of the publicist, so give your star their

money’s worth! Closure: Discuss results

NS

DH

PR_ GT WP

T

Name _____S&E Marke

Do Now: How can th

Public RelaRefers to an___________

Goodwill: The custom

Why is it imPublic relat

1. _____2. _____3. _____4. _____5. _____

_____

There are th

__________ting

he following

ations: ny activity d__________

mer’s ______

mportant? ions genera____________________________________________________________

hree target

__________

g three com

designed to___.

___________

ate: __________________________________________________________________

audiences

Public R

mpanies imp

o create ___

______ feeli

____________________________________________________________

of Public R

57

Relations N

prove their

___________

ings about

__________________________________________________________________

Relations:

Notes

public ima

__________

an organiz

____________________________________________________________

Date____Ms. Scel

age?

_ toward a

zation, prod

__________________________________________________________________

____ lfo

duct, or serv

____ ____ ____ ____ ____ ____

vice.

Dte C

___

___

____

1) Emp__________

2) _____prom

3) Commain

Directions:target audieefforts mad

Company n

1) Emp_________________________________

2) Cust_________________________________

3) Com____________________________________________

ployee relat____________________

__________

motes a favo

mmunity Rentain the __

From the ences menti

de to enhanc

name: _____

ployee relati______________________________

tomer Relat______________________________

mmunity Re________________________________________

tions: Succe______________________

___________orable busin

elations: Re___________

company aioned earliece the publi

___________

ions: _________________________________

tions: _________________________________

lations: ____________________________________________

essful busin_ employee_ attitudes.

___: Good cness image

efers to the ___________

A

assigned, crer. Be clear ic’s opinion

__________

______________________________

______________________________

________________________________________

58

nesses havees. The pub

communica.

activities th___________

Apply it!

eate a favor and descri

n of this com

_____

_________________________________

_________________________________

____________________________________________

e _________blic relation

ation betwe

hat a busine__________

rable publiibe the activmpany.

______________________________

______________________________

________________________________________

___________n staff work

een employ

ess uses to _

ic image focvity, event,

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_ and ks to foster t

yees and cu

acquire or

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______________________________

______________________________

________________________________________

these

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________________________

________________________

________________________________

59

Unit: Promotions and Public Relations Lesson 4: Community Relations Project (3 days) AIM: How do sports teams support and reach out to their communities? Objectives: Students will be able to:

Research community relations directors of their favorite (non-NY) team Write a business letter asking about community relations Address and mail a letter


Smart Board Teacher made handouts Envelopes Internet

Motivation:

Do Now: In what ways does a sports team gain publicity with their fans?

• Elicit student responses

• List your top 3 favorite NON- NY teams o -Students will sign up on a first come first serve basis so

there are no overlaps

Procedure: • Students will sign up for teams • Review project guide lines • 2 days to complete and mail out Project: • Managing organizations is a difficult job that requires many tasks and

functions. One of the vital responsibilities of a sport manager is that of community relations. We will conduct a research project to determine which sport organizations are community service oriented and which may not be. The students will do the following:

Find the person in charge of Community/Public Relations and the address

of the team headquarters.

60

Write a personal business letter generally consisting of three paragraphs.

Paragraph 1- State who you are, the course, and a brief explanation for the reason that you are writing. Paragraph 2- State that you are studying Public and Community Relations in your Sports Marketing course. Our class is conducting a research project to see which professional sport team is the most community-oriented. Explain that you have a strong devotion to their team and would like to prove that they are very community-oriented. Paragraph 3-Ask them to send you any promotional materials that you will display in the classroom to hundreds of students every day. Thank them and provide them with your contact information (email address) for any questions.

Medial Summary: I will make sure the each student has a team to address their letter to. At this time confirm that each student understands the assignment. Application: Students will continue working on the Personal Business Letter project activity.


61

S & E Marketing Personal Business Letter Project

Managing organizations is a difficult job that requires many tasks and functions. One of the vital responsibilities of a sport manager is that of community relations. We will conduct a research project to determine which sport organizations are community service oriented and which may not be. Project: You will compose a personal business letter to the team assigned to you following these guidelines:

Find the person in charge of Community/Public Relations and the address of the team headquarters.

Personal business letters generally consist of three paragraphs. Please use the following information for your letter:

Paragraph 1-State who you are, the course, and a brief explanation for the reason that you are writing. Paragraph 2-State that you are studying Public and Community Relations in your Sports Marketing course. Our class is conducting a research project to see which professional sport team is the most community-oriented. Explain that you have a strong devotion to their team and would like to prove that they are very community-oriented. Paragraph 3-Ask them to send you any promotional materials that you will display in the classroom to hundreds of students every day. Thank them and provide them with your contact information (email address) for any questions.

Please use the following return address for your letter and envelope: Mr./Ms. Your Name c/o Ms. Scelfo Sanford H. Calhoun High School 1786 State Street Merrick NY, 11566

Due date: _____________________

62

Mr./Ms. Your Name c/o Ms. Scelfo Wellington C. Mepham High School 2401 Camp Ave Bellmore, NY 11710 Double Space

Write out today’s date Mr. Bill Smith Vice President Community Relations Department New York Jets 2011 Super Bowl Boulevard New York, NY 12345 Dear Mr. Smith: Paragraph 1-State who you are, the course, and a brief explanation for the reason that you are writing. Paragraph 2-State that you are studying Public and Community Relations in your Sports Marketing course, and that the class is conducting a research project to see which professional sport team is the most community-oriented. Explain that you have a strong devotion to their team and would like to prove that they are very community-oriented. Make this part personal. Paragraph 3-Ask them to send you any promotional materials that you will display in the classroom to hundreds of students every day. Thank them and provide them with your contact information (email address) for any questions. DO NOT ASK FOR SIGNATURES OR MERCHANDISE. Sincerely, Your Name

4 Enters (single spaced)

2 enters

Double space between paragraphs

DOUBLE SPACE

4 Enters

63

Unit: Promotions and Public Relations Lesson 5: Endorsements AIM: How do marketers successfully communicate product identity through endorsements? Objectives: Students will be able to:

Describe successful and unsuccessful endorsements Realize the economic impact endorsements have on brands



Motivation:

Do Now: Describe each of the public figures in terms of personality, reputation and characteristics.

Procedure: • Students will copy notes according to the teacher’s presentation • Participate in class discussion • Their task:

• As CEO and Marketing Specialists, you will be coming up with your own endorsement!

• You must make two matches: • Include celebrity and company

• Demographic match • Image • Popular/Well Known • Believable relationship with product • Successful career – well respected in their field • Rationale- this should include minimum of 5 sentences

including the info above (1-5).


S

D

E___

Sports and E

AIM:

Describe

Derek Jeter

Endorseme___________________________

ntertainment

: How do ma

each of the

ent: _____________________________

Fac

Advanta

t Marketing

rketers succ

following pub(Think: Wha

A

____________________________________

ctors to Co

ages

Endocessfully com

Dblic figures iat are they kAshton Kutch

________________________________

onsider W

64

orsementmmunicate proDo Now: n terms of pnown for? Wher

____________________________________

When Choos

ts oduct identit

personality, rWhat is their

B

___________________________________

sing an End

D

ty through en

reputation anr image?) Brad Pitt

____________________________________

dorsement

Disadvantag

ndorsements

nd characteri

____________________________________

t

ges

s?

istics.

______ _______________

65

YourTask:Directions: As CEO and Marketing Specialists, you will be coming up with your own endorsement!

• You must make two matches:

Celebrity #1

• Include celebrity and company • Demographic match

• Image

• Popular/Well Known

• Believable relationship with product

• Successful career – well respected in their field

• Rationale- this should include minimum of 5 sentences


Celebrity#2

• Demographic match

• Image

• Popular/Well Known

• Believable relationship with product

• Successful career – well respected in their field

• Rationale- this should include minimum of 5 sentences


66

Unit: Promotions and Public Relations Lesson 6: Women in Sports (3 days) Aim: What is Title IX and what is its impact on sports? Objectives: Students will be able to:

Describe impact Title IX has had on women in sports Identify inequalities and areas for improvement Identify successful female contributes Prepare a pamphlet describing a club at school designed to empower women

in sport


Smart Board Teacher made handouts Computer lab Show #soccergirl problems

Motivation:

Do Now: How has the status of women sports advanced in the 20th century? 20 years?

Procedure: • Students will copy notes according to the teacher’s presentation • Participate in class discussion • Show # soccergirl problems

Closure: Present project

67

Name ___________________________ Date___________

Women in Sports

__________________________ is a law that bans gender discrimination in schools that receive federal funds.

Title IX is a portion of the _____________________________________.

Title IX says -- “No person in the United States shall, on the basis of sex, be ___________________________________ in, be denied the benefits of, or be subjected to discrimination under any education program or activity receiving federal financial assistance.” Title IX Quotes "While the impact of this amendment would be far-reaching", Senator concluded, "it is not a panacea. It is, however, an important first step in the effort to provide for the women of America something that is rightfully theirs—an equal chance to _____________________________________, _____________________________________, and to apply those skills with the knowledge that they will have a fair chance to __________________________________________________________________________.

Regulations 1.

______________________________________________________________________________

2.

______________________________________________________________________________

3.

______________________________________________________________________________

4.

______________________________________________________________________________

5.

______________________________________________________________________________

6.

______________________________________________________________________________

68

7.

______________________________________________________________________________

8.

______________________________________________________________________________

9.

______________________________________________________________________________

10. ______________________________________________________________________________

Women in Sports- FACTS

In 1970-71, only ________________________ high school girls competed in interscholastic sports in the United States.

By 1998-99, more than _______________________ girls were participating. Prior to Title IX, few colleges offered sports scholarships for women. By 1995-96, female

athletes received more than $__________ million in scholarships

Billy Jean King She dominated women’s tennis for nearly two decades, winning her first Wimbledon title in 1962 and went on to win 20 Wimbledon titles.

In 1972, Sports Illustrated named Billie Jean King “________________________________”, the first time the annual sports award was given to a _______________________. Battle of the Sexes In 1973, she challenged male tennis professional Bobby Riggs, who had publicly proclaimed that no woman could be him. The event was dubbed “The Battle of the Sexes.”

_______________________________________.

Myth or Fact?? _________________ Title IX has done its job and is no longer needed.

_________________ In the past five years, the gap between male and female athletic

participation at the high school level has grown.

69

PROJECT Name ______________________________________________ Date _____________ Sports Marketing Project – Women in Sports Ms. Scelfo

WOMEN IN SPORTS Brochure

Directions: You will design a “Women in Sports” brochure for a new Women in Sports Foundation here at Mepham High School. You will discuss the 1) mission of the foundation, 2) the goals of the foundation, and 3) its contribution to female athletes in the school. Address & Phone Number for the Woman in Sports Foundation: Women in Sports Foundation Wellington C. Mepham High School

2401 Camp Ave, Bellmore NY 11710 1-800-SPORTS8

***You will be graded according to the rubric on the back of this page.*** FORMAT Slide 1: Info for your brochure (see above). Create a logo for your org and add pictures to

support it.

Slide 2-3: 1) mission of the foundation, 2) the goals of the foundation, and 3) its contribution to female athletes in the school.

Slides 4-5: You will dedicate the organization to a female athlete who has made a major contribution to the sports world. This can be a local or famous athlete. Describe her contribution and why you chose her.

Slide 6: End the presentation with info about your organization

Ex: an inspirational quote, picture of the school, your logo or more pictures.

This should be included on the

opening slide of the e-Brochure, along

with the title WOMEN IN SPORTS

S

SpPr

AtOCr

Gr

WO

Co&

Re

Student Na

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Four madecontrare das spe

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70

Women

__________

3 than 1 rror remains person other typist reads ects the .

hure has formatting organized on. The shows ,

go well with but there are that they rom the text.

l sections of hure have a nning, middle

of the facts in hure are There are ts to show has ed to sports.

omen who nificant ions to sports ssed. Layout is ecified in

in Sport

___ Period

2 No more thanspelling errorsafter one persthan the typisand corrects tbrochure.

The brochure organized infoThe brochure little creativity

Graphics go wthe text, but ttoo few and tbrochure seemheavy".

Most sections brochure havebeginning, miend.

89-80% of ththe brochure aaccurate. Therfew facts to shshe has contrisports.

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71

Unit: Promotions and Public Relations Lesson 7: Risk Management AIM: Aim: What is risk and how do companies manage it? Objectives: Students will be able to:

Identify different types of risk management opportunities Identify ways to mitigate risk in entertainment and sports


Smart Board Teacher made handouts Computers

Motivation:

Do Now: What risks exist in these venues?

(show images on smartboard of different venues) Discussion

Procedure:

• Students will copy notes according to the teacher’s presentation • Participate in class discussion • ****Research in lab:

• For this research activity you will research three examples of sporting events having probable losses either from cancellation, fan injury, or property damage or disasters.

• Be descriptive of what happened, and what you think could have be done to avoid these losses.

• • ****Read: Real Life Risks at the Super Bowl and Pixar article answer

questions


72

****Notesavailableindocumentonly****Name _______________ Sports Marketing Date ____________

RISK MANAGEMENT RESEARCH ACTIVITY

In any industry, there are risks, or unforeseen events and obstacles that can negatively affect business. The business of sports is especially risky because of the unpredictable nature of its products. For this research activity you will research three examples of sporting events having probable losses either from cancellation, fan injury, or property damage or disasters. Use the space below to list the three events and descriptions of what occurred. Please be prepared to share your research with the class.

1. Location/ Event ____________________________

____________________________________________________________________________________

____________________________________________________________________________________

____________________________________________________________________________________

____________________________________________________________________________________

2. Location/ Event ____________________________

____________________________________________________________________________________

____________________________________________________________________________________

____________________________________________________________________________________

____________________________________________________________________________________

3. Location/ Event ____________________________

____________________________________________________________________________________

____________________________________________________________________________________

____________________________________________________________________________________

____________________________________________________________________________________

73

Unit: Promotions and Public Relations Lesson 8: Outlet/ Venue Agents (2 Days) Aim: What factors do marketers need to consider when selecting entertainment outlets and venues for their clients? Objectives: Students will be able to:

Identify different types of risk management opportunities Identify ways to mitigate risk in entertainment and sports


Smart Board Teacher made handouts Video

Motivation:

Do Now: • List the last concert that you went to, who performed, and where

it was held. • Also list the last movie that you saw in a theater and which theater

you saw it in.

Procedure: • Students will copy notes according to the teacher’s presentation • Participate in class discussion • Watch video of Drew Rosenhaus, answer questions and discuss

Closure: Discuss of video

74

Venues/ Agents Aim: What factors do marketers need to consider when selecting entertainment outlets and venues for their clients? DO NOW

• List the last concert that you went to, who performed, and where it was held.

• Also list the last movie that you saw in a theater and which theater you saw it in.

__________________________- A place where a marketed product is released and made available to consumers.

Examples: ___________________________

Venue- ______________________________________________________________________________ Factors to Consider When Booking Venues

* ___________________________

* Standing Room

* Ticketing and Merchandising outlets

* Parking

* Restroom and Food facilities

* Number of emergency exits

2. Location

* ___________________________– hotels, restaurants, etc.

* ___________________________– Public and highways/roads

* ___________________________

* Is the location safe?

3. _______________________________________

* What kind of population is in the area?

* Will they attend your event?

* Is the population large enough? Do they have enough discretionary income?

* Are there enough people to run the event smoothly?

75

Sports and Entertainment Venues- Most venues are _____________________________.

* A business or organization will purchase the _____________________ a facility for a specific period of time (up to _______ years).

* The buyer’s name is used in all marketing and promotion of the venue.

* The buyer also gets ________________________ rights to promote and sell their products at the venue.

* Examples: _______________________________________

Sports and Entertainment Ticketing

The sale of ________________________ will represent the largest source of income for the venue.

________________________ are registered businesses that legally buy and resell tickets.

Ticket ________________________ sell tickets to major sporting and entertainment events on the day of the event, at inflated prices.

Ticket scalping is illegal in many states.

Sports and Entertainment Venue The venue will usually offer ________________________ as a source of

________________________________________________ and profits.

Concessions can be simple snack bars that sell refreshments or elaborate and expensive catering for luxury suites.

For some venues, such as movie theaters, concessions can represent the ________________________________________________ for the business.

Amphitheater An ________________________ is an oval shaped outdoor theater with tiered seating around a central staging area.

The Coliseum in Rome was built almost 2,000 years ago as an amphitheater with seating for 70,000 spectators.

Sports Agencies ________________________ are companies that specialize in marketing and managing sports events, sports teams, and professional athletes.

Example: The National Sports Agency located in St. Louis, Missouri

Follow the link to visit the NSA website.

76

Handlers are paid to work closely with an athlete who is unable or unwilling to regulate his own behavior.

In order for athletes to remain ________________________ to their sponsors, they must behave.

The success of the sponsor’s product is affected by the athlete’s image.

An ________________________ is the legal representative of an athlete or celebrity.

Agents ________________________ the careers of athletes or celebrities.

Agents are often attorneys or accountants who understand complex contracts.

Agents are highly skilled negotiators.

Agents are paid a ________________________ of the athlete’s or celebrities earning.

A ________________________ is an agreement enforceable by law that details the business between the athlete or celebrity and the business.

An ________________________ contract is the agreement in which the athlete or celebrity allows a person or agency to represent them. This contract will usually indicate fees and percentages to be paid to the agent.

DrewRosenhausVideoQuestions

1. DoyoufeelthatsportsagentslikeDrewRosenhausareimportanttotheoperationofthe

NFL?Whyorwhynot?

2. HowdoesDrewgetpaid?Whatishispaybasedon?

3. HowspecificallydoesDrewRosenhaushelphisclients?

4. DrewhastheBIGGESTsportsagencyintheNFL.Why?

5. Inyouropinion,whydoothersportsagentsdislikeDrew?

6. WhatpersonalcharacteristicsdoesDrewhavethathavemadehimasuccessfulsports

agent?

77

Unit: Promotions and Public Relations Lesson 9 & 10 : Review for Test 2 / Test Aim: AIM: How can I prepare for the second test? Objectives: Students will be able to:

Review class notes/ projects and worksheets Complete review sheet Ask questions and clarify concepts


Smart Board Teacher made review sheet

Motivation:

Do Now: take all note sheets out to prepare for review Procedure:

• Students will complete review sheets on their own • Students will ask questions at the end of the period to clarify concepts

Closure: Study for test #2

78

TEST REVIEW- PR, Agents and Outlets, Branding, Risk Management Teacher Signature: ___________________________ Directions: Define or answer the questions below.

1. Brand:

2. What is brand equity? Give an example.

3. What is a logo? What does a symbol do for a brand?

4. Define public relations. What is the number one goal for PR?

5. Who are the three target audiences for Public Relations? Explain why each is important.

a. _____________________________-

b. _____________________________-

c. _____________________________-

6. Risk:

7. Liability:

8. What are the categories of risk?

a. 1- ________________________________

i. Ex: b. 2- ________________________________

i. ________________________________

ii. ________________________________

iii. ________________________________

79

iv. ________________________________

v. ________________________________

vi. ________________________________

9. What are 4 ways of managing risk?

a.

b.

c.

d.

10. Give one example of a venue and one example of an outlet

a.

b.

11. What is the main purpose of a handler?

12. Name one benefit and one disadvantage of publicity.

a. Benefit-

b. Disadvantage-

13. What is the job description of an agent?

14. What factors must you consider when booking a venue?

80

Unit 4 Plan – Marketing Plan/ Fantasy Sports

Time Frame 7 weeks

This unit will provide students with a basic framework of the economics of sports franchises and the opportunity to create their own marketing team for a fantasy sports team they have drafted. CDOS Standards: Standard 1- Career Development, 2- Integrated Learning, 3a- Universal Foundation Skills, 3b- Career Majors Common Core Standards: ELA Speaking and Listening Standards 10-12 – Standards 2, 3, 4 Curricular Goals: Upon completion of this unit, students will be competent in the following:


Create their own Fantasy Sports team Create their own comprehensive marketing plan for a sports team

they have drafted Draft a fantasy sports team Use all sports marketing terminology and knowledge to complete this

plan Present plan to students Assess their peer’s work and cooperation and collaboration


Critical thinking skills Listening and communication skills Time Management Computer Skills Working cooperatively with students of varying abilities Taking accurate notes Managing time efficiently in order to complete a task Present in front of their peers


Smart Board Teacher-made handouts Computers with Internet access Draft kit Computers with Microsoft word/ Google Software/ PowerPoint

Assessment: Final Project

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O T A

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Once regis

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begin you m setting [email protected] can remem

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Password:

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can go to f015 and ou

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will be able

_________

_________

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sy Baseb

ter your teunt. Therechose and r

fantasy spour league ID

b?l=142765

e to access

_________

_________

81

art1(Draft

ball Draft

eam at Yahefore, yourrecord you

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s our leagu

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t Templa

hoo.com. Ir team’s emur password

oin a customlows:

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ue site at:

________

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ate

I suggest pmail could bd so that E

m league.

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icking yourbe EVERYONE

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r name

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e is

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82

Player Cost Player Cost Catcher

Pitcher #3

First Base

Pitcher #4

Second Base

Pitcher #5

Third Base

Pitcher #6

Shortstop

Outfield #1

Outfield #2

Disabled List

Outfield #3

Bench Player # 1

Utility Player #1

Bench Player #2

Utility Player #2

Bench Player #3

Pitcher #1

Bench Player #4

Pitcher #2

Bench Player #5

***StudentswilluseESPNCheatSheettohelpdraft***

DraftKit:http://games.espn.com/frontpage/flbdraftkit

S

Tyaf TyCr S C Ttcc TP

S C TaR

SP

Sports Ma

Throughout tyour fantasy and techniqufranchises.

The project iyou will findClass time wresults in you

Section 1-

Checkpoint D

Team Nameteam is locatcity in whichcertain team

Team RosterPicture, Nam

Section 2

Checkpoint D

Team Logo:appealing, neRemember, c

PORTS AN

arketing Pl

the duration baseball tea

ues covered i

is broken dowd a detailed dwill be given u completing

Team Na

Date:

: You are toted. Your teh the team isname (4-5 s

r: Create a rme, Number,

2- Team L

Date:

Create andeat, and apprcreative and

ND ENTE

lan

of this classam. The indiin class, and

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o choose a naam name shlocated. Yo

sentences mi

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eam Roste

ame for yourould be creaou must giveinimum)

ur team that ieight, Weigh

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go for your tou may incluogos result in

83

ENT MAR

+ Weeks)

NTASY BAS

e working onponents of thror practices

section may expected in

ons. Howeveclass. Use ti

er (15 pts)

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includes the ht, and Colle

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n developinghe project arbeing used

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logo shoulduch as city inhandise sale

G FINAL P

g an overall re designed ttoday by ma

e or more reqceive full cren using class

uld include toriginal, and on as to why

nformation:

d be creative,nitials, team es.

PROJECT

business plato reinforce ajor sports

quired parts.edit for each

time approp

the city in wbe appealin

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, attractive, name, masc

an for concepts

Below section.

priately

which the g to the this

cot, etc…

84

Uniform Design: You are to design both a HOME and AWAY team Jersey. You need to design both the FRONT and the BACK of the jersey. The Jersey design should be attractive, creative, include team colors, and incorporate the team name and/or mascot. Be as detailed as possible.

Section 3- Target Market and T-Shirt Design (15 points) Checkpoint Date: Target market: Clearly identify your primary target market and/or market segments. Who do you intend to really market your team towards? Be specific. You need to provide at least 3 reasons justifying why you selected this target market. (5)

Merchandise Design: You are to design merchandise that will be sold to your target market. Your merchandise should incorporate your team name, team logo, team colors, and be creative. You need to decide what merchandise you will create (t-shirt, jersey, short/long sleeve, hat, shorts, etc.). What will you charge for the merchandise you created? How do you plan in distributing the merchandise you created? (10)

Section 4- Ticket Design and Pricing (Stadium Seating) (10 points) Checkpoint Date: You are to design the front AND back of a game ticket. You should include all relevant information on the ticket (game info, date, seat location, price, etc…) on each side of the perforation. The ticket should include the team name, team colors, team logo, and opponent. The back of the ticket should include sponsors and/or promotions. (5) The following sections of seats will need to be priced: Upper Deck, Lower Deck, and Luxury Suites. How much will you charge? Why did you choose these amounts? How do they compare to the competition? (5)

Section 5- Corporate Sponsorships (5 points) Checkpoint Date: Choose 3 corporations to sponsor your team. Provide a justification as to why you chose each company. Describe a method you can use to promote each corporate sponsor.

85

Section 6- Promotional Events (10 points) Checkpoint Date: List 10 promotional events you can put on during the season. Be sure to briefly explain each promotional event. (5 points) Create a flyer or brochure that advertises 1 of these events. (5 points)

Section 7- Public Relations and Charity Foundations (10 points) Checkpoint Date: Public Relations Activities: List 3 public relations activities that include your players that demonstrates an eagerness to give back to the local community. Explain the advantages of these activities for both the community and your organization. (5) Charity Foundations: Create a charity foundation in which your team will support. Produce a mission or vision statement for the charity Give a rationale stating why you chose/created this charity (3-4 sentence minimum). (5)

Section 8- Sample Media Advertisement (10 points) Checkpoint Date: Assume your team is advertising in SPORTS ILLUSTRATED. Create a color magazine ad that promotes your team. Keep your target market in mind!! The ad should be creative, balanced, use proper layout, and use appropriate content. Place yourself in the position of the reader. What will attract your attention? (5) Write 5 newspaper headlines based on real events that have happened to your players throughout the course of the season. You will choose 1 headline to write a short article about. It will be at least 5 sentences long. (5)

Section 9- Game Time Entertainment (5 points) Checkpoint Date: List 5 activities that will be used for fan entertainment during the games. The activities should be diverse, and include multiple fan demographics. For each activity, please state the procedures for the activity, why this activity was chosen, and most importantly the fan demographics for the activity. You must have at minimum a 2 sentence description of each event.

86

Section 10- Title Page, Table of Contents, and Overall Organization (10 points) Title page: Should be typed and include the following: group members, course name, date, and it should introduce the team name and logo (emphasizing team name and logo) (2) Table of contents: Create a table of contents directly after the title page indicating each section of the project and the page number it can be located. Page numbers need to be typed and consistent to receive full credit. In order to easily accomplish this, all work needs to be brought into Word. (5 points) Overall Organization: Points awarded for following the section order, overall neatness of the project, page numbers being included, and having the project bound. The section titles should be consistent using the same font style and size. Use block paragraphs and bullets and numbering when possible. Organization and consistency are critical. (3) points)

87

Presentations:PEERRUBRIC(1+Weeks)

Name _______________________________________ Date __________ Fantasy Baseball Project Rubric

Each section will be graded individually as we progress through the semester. There are two grades for this project: a group grade and an individual grade. It will count as a test and project grade. Keep in mind, you will be given the change to evaluate yourself and your peers. Section 1- Team Name and Team Roster (15) Team name (2) _________ Rational (3) _________ Roster (10)- Picture, Name, Number, Position, Height, Weight, and College_________

Total: _________

Section 2- Team Logo and Uniform Design (10 pts)

Logo (5) _________ Uniform design (5) – Home and away/Front and back _________

Total: _________

Section 3- Target Market and T-Shirt Design (15 points)

Target Market (5)- 3 justifications _________ Merchandise (10)- min 5 pieces/ distribution _________

Total: _________

Section 4- Ticket Design and Pricing (Stadium Seating) (10 points)

Front & back of ticket (5) _________ Pricing (5) _________

Total: _________

Section 5- Corporate Sponsorships (5 points)

Corporate Sponsors- 3 min _________

Total: _________

Section 6- Promotional Events (10 points)

Promotional Events- (5) – 6 minimum _________ Event flyer- (5) _________

Total: _________

Section 7- Public Relations and Charity Foundations (10 points)

Public relations (5)- 3 activities minimum _________ Charity foundations (5) _________

Total: _________

88

Section 8- Sample Media Advertisement (10 points)

Sports Illustrated cover (5) _________ 5 Headlines for newspapers (5) _________ Total: _________

Section 9- Game Time Entertainment (5 points)

5 activities (5) _________

Total: _________

Section 10- Title Page, Table of Contents, and Overall Organization (10 points) Title page (2)- team name and logo _________ Table of contents (5) - neat and consistent _________ Organization (3)- page numbers, branding, consistency _________

Total: _________

Group Grade: ___________ Individual Grade: ___________

Comments: ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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