Download Developing Interscholastic Marketing Strategies and

Developing Interscholastic Marketing
Strategies and Revenue Streams
Kevin M. Bryant, CMAA
Vice-President for Advancement
And External Relations
Warner Pacific College
Portland OR
Workshop Overview








Impact of the economy on
Sports Marketing
Marketing Plans
Know Yourself
Inventory
Marketing booklet
Sponsor Prospecting
Establishing value
Successful Sports Marketing
calls







Special Events
Many hands makes light work
Maximizing thank you’s
Revenue streams
Capital Project Fundraising
Handling funds
Questions/Comments
Impact of the economy on your sports
marketing program


We are having financial issues in our country
currently…duh!
May need to adjust our what we charge
–




Chance for us to show loyalty in return
Charitable Giving is off 10-15% currently nation wide
How can we give more value now?
Under promise and over perform
Creative suggestions in regard to our economy and
interscholastic sports marketing?
Marketing Plans





Need one to direct and focus efforts
Gives confidence to those invested with you
Plans can change
Written down and shared with staff and key
sponsors/partners
Sponsor sensitive
–

Pricing and year long involvement
Goals should be SMART
–
Specific, Measurable, Achievable, Realistic, Timely
Know Yourself

Demographic/psychographic information
–
–
–
–
–
–
School size
Male/Female
Ages of all
Families
Staff/Faculty #’s
What do you see as your schools economic impact on
your community? What is it?

Chamber of commerce or other group who can help you
in this regard?
What is in your inventory to market?







Signage
Program advertising
Events
Game sponsorships
PA Announcements
Scoreboards
Venue advertising
–
–
Seats/seatbacks
Scorers table







Participation fee sponsors
Travel
Giveaways
Product testing
Equipment
Schedule posters
Promotions
–
–
In game
Pre game
What do you take with you to share
with potential sponsors?

Marketing booklet
–
–
–
–
–
–
See attached
Simple
Clear
Prices attached and reasonable
School contact
Email me for a template you can make your own
Sponsor Prospecting

Think competitors
–









Ask who are they selling to?
Fast Food
Pizza
Gasoline
Sporting goods
Music
Movies
Theaters
Car dealer
Sandwich shop










Superstore
Bank
Bookstore
Grocer
Printer/Copier
Soft drink
Hotel/Motel
Restaurants
Gym or workout facility
Movie rental/games
Establishing Value





What are others in your community charging
for similar inventory?
Old vs. New business
Winner program vs. struggling program
Make sure people get what they want
Package for value and year long connection
What does a successful sports
marketing call look like?








Call the decision maker, find out who it is
Two ears and one mouth…use in that proportion!
Be clear
Ask what their needs/goals are
How can you help them meet their goals
On time
Dressed properly
Ask for the order
Special Events

Events are tough to rely on to raise money
–
–

Figure out how to involve key sponsors
Involve them in packages.
Signature events
–
–
–
–
–
–
–
–
Auctions
Golf tourneys
Alohapalooza/Night of the Tigers
Dinners
Award nights
Hall of Fame night
Tiger Bowl
Midnight Madness type events
Many hands make light
work…sharing the load






Booster Club
Sports Marketing or Marketing Class
Students you are connected to could be useful
Athletes you are connected to
Key parents/friends in your community
Business people who have interest.
Saying thanks so it is heard and felt

Say it in practical ways
–
–
–
–
–
–
Honorary Coach program
Signage
Touch and feel the true essence of the program
Program recognition
See them through the year not to ask for something
Special events just for them

Pre game or designed events
Revenue Streams









Sponsored events
Advertising
Contests
Auctions
Planned giving
Game Sponsorships
Radio
Website support
Team gear sales








Booster Clubs
Newsletters
Hall of Fame
Scholarships
Vending contracts
Concessions
Gifts
Trips (spring
break/holidays)
Capital Project Fundraising






Defined projects a key
Finding donors that match your
enthusiasm
I’s dotted and t’s crossed
internally
Realistic Timelines
Lead gifts that charge projects
Use a defined gift plan






Who should do the asking?
Variety of gifts needed for
project success
Priority prospect list
Need help from key donors
can’t do this all alone
Update progress somehow
Celebrate successes along the
way
Handling Funds you Receive





Need to have excellence in this area
Process of receipting and accounting
Make sure that funds go where they were told and
used accordingly
Donors should receive acknowledgement of gifts
shortly after giving
Ongoing process of recognition as the project
continues
Questions??
For more information
Kevin M. Bryant
Warner Pacific College
[email protected]
503-517-1220