Marilyn Novy's Conference Project

October 2016- Boston, MASport Marketing Association 15th Annual Conference

Marilyn Novy

Professor Host

February 18th, 2014

Sport Marketing Association Conference 2016

Abstract

Sport Marketing Association(SMA) is an association based out of Florida which is dedicated to developing mutually beneficial relationships between professionals, academicians, and students around the world through the creation, distribution and implementation of sport marketing knowledge via networking, scholarly activities, and career development opportunities. With Boston being a major city for both professional and college sports, it is an ideal place for the conference to be held. Attendees with be surrounded by a culture which they have found their passion and careers in. The goal for SMA attendee’s is to learn new skills and utilize this knowledge in their careers and future endeavors.

I propose to hold the 15th Annual SMA Conference in Boston, MA in October of 2016. The conference will cover a wide wage of issues and trends in the sport marketing industry. There will be sessions which will improve the use of social media outlets, strengthening fan/customer relationships, and strengthening the attendees understanding of different sport markets. After the conference they will also better understand revenue management, brand personalities, and how to attract and maintain fans.

Sport Marketing Association Conference 2016 2

Goals of the Conference1. On goal of the conference is to increase membership of SMA.

2. Another goal of the conference is to help create stronger relationships between the professionals in the industry and students who are hoping to one day be a part of the industry.

Objectives of Conference

Learner Objectives1. By attending the conference, the attendees will be able to improve their fan/customer

relationships.

2. The attendees will have strengthened their understanding of different sport markets (extreme, professional, college, and semi-professional) and how each functions differently in terms of attracting and maintaining fans, brand personalities, and revenue management.

3. By attending the conference, members will learn how to better use social media outlets to strengthen their marketing skills.

Conference Objectives1. By hosting this conference, SMA will increase their membership by 10%.

2. SMA wants 80% of its members to come to the conference.

3. Following the event, the members will become more involved with SMA.


Stakeholders

The stakeholders for the Sport Marketing Association Conference are the board members of SMA, the hotel which the conference will be held, the staff of the hotel, and the city of Boston.

The board members of SMA are considered stakeholders for this conference because the conference will reflect the association and how the association keeps up with current sport marketing trends. The association is there to further the knowledge and develop beneficial relationships between professional, academicians, and students around the world, therefor, it is necessary that the conference holds a light to their own mission. If they fail to present this to their members, there is a chance that they could decrease their membership rather than increase.

The hotel which the conference is held is a stakeholder because they are a huge part in the conference’s success. The hotel will be gathering revenue from the rooms sold to the 200 attendees as well as the food and beverage purchased by the association for the events lunches, breaks, and dinner. If the hotel provides exceptional service for SMA, there are high chances that it will get references for future events.

The staff of the hotel are also seen as stakeholders for the conference because they are the ones which are, hands on, making sure the entire conference runs smoothly. They are the ones who are setting up/striking down the rooms for each breakout, meal, or break. The staff members are a very important aspect in the execution of the conference; sadly, often they’re hard work is gone unnoticed.

Lastly, the city of Boston is a stakeholder in the SMA conference. This is because they are gathering more business with the event being in their city; the attendees will be going to restaurants, bars, stores, hotels, etc, while they are there. With holding an event in Boston, there is also a possibility that the attendees will come back on their own time as tourists and, therefor, creating more revenue for the city.


Task List

Date Due Task DepartmentDate

CompletedApril 2014 (18months out)

Site visit/inspection Event Planner

Prepare/Set Budget AccountingComplete hotel contract Event PlannerMake save the dates/Send Event PlannerSend tentative schedule of events to hotel Event PlannerReceive menus from hotel Event PlannerDefine promotional strategy Event PlannerSet registration fees and policies Event Planner

June 2014 (16months out)

Confirm venue Event Planner

Marketing plan complete MarketingEstablish meeting theme/objective Event Planner

August 2014 (14months out)

Invite/confirm key speakers Event Planner

Determine food and beverage Event PlannerPrepare and mail first meeting announcements and promotional materials to members

Event Planner

October 2014 (1year out)

Develop logo/graphics theme Marketing

Get speakers audiovisual needs Event PlannerContact DMC’s for off-site special event options Event Planner

February 2015 (8months out)

Request visitors guide and local information from CVB Event Planner

Photographer/Videographer Event PlannerUpdate Budget Event Planner

April 2015 (6months out)

Create checklist for al meeting segments Event Planner

Order and confirm delivery date of materials Event PlannerSelect/book entertainment Event PlannerArrange for on-site office and communications needs Event PlannerBegin processing registration forms Event PlannerComplete online marketing MarketingMail next promotion piece to members MarketingDevelop meeting requirements and times for meal functions/reception/ off-site functions

Event Planner



CompletedMay 2015 (5months out)

Meeting room assignments made Event Planner

Hotel reservations form to hotel for review Event PlannerHotel reservation form approved by hotel Event PlannerSpeakers confirmed (send confirmation letters including, A/V, housing, handout, and biography requests

Event Planner

June 2015 (4months out)

Refine program and agenda Event Planner

Assign speaker locations/times Event PlannerConfirm audiovisual requirements Event PlannerPlan meeting sessions that include topics and rooms Event PlannerDetermine transportation needs of attendees/participants Event PlannerFinalize the specific meeting rooms and layouts required Event PlannerHave all decisions finalized in contractual form Event Planner

July 2015 (3months out)

Determine what materials need to be reproduced Event Planner

Obtain permission for any material you intend to copy Event PlannerMail next promotion piece to members Event PlannerDetermine materials needed in registration packet Event PlannerOrder necessary signs, banners and room signage Event PlannerDecide on decor Event PlannerUpdate Budget Accounting

August 2015 (2months out)

Open host-city bank account Event Planner

Finalize session schedule and room assignments Event PlannerFinalize F&B Event PlannerAdjust budget AccountingBrochure mailed/emailed with program, meeting attire, travel arrangements, and registration for hotel room

Event Planner

Registration binder complete Event PlannerDetermine on-site staff needs Event PlannerDetermine security needs Event PlannerConfirm presentation needs with site manager Event Planner

September 2015 (1month out)

Check cut-off date for sleeping room bookings at hotel Event Planner

Request room pick-up list Event PlannerSubmit daily schedules to hotels Event PlannerProduce badge and ticket stocks Event Planner



CompletedContact all speakers to confirm Event PlannerSubmit final room list to the site manager Event PlannerCreate name badges Event PlannerCreate meeting handouts in hard copy and electronic forms Event PlannerOrganize registration materials Event PlannerMail final registration information, travel plans, and updated agendas

Event Planner

Print finalized program book Event PlannerHotel cut off date Event PlannerSpecifications to: Hotel, DMC, Audio-visual, and off-site venue Event Planner

October 10th (2 weeks out)

Ship materials to hotel Event Planner

Registration fee increase Event PlannerEvaluation forms prepared and printed Event PlannerAttendee list prepared/copied Event PlannerGifts purchased for hotel staff Event PlannerReceive from hotel and review BEO’s Event PlannerReview room block and pick-up with hotel Event PlannerPrepare name badges for all attendees Event PlannerReview any updates or changes with site manager Event Planner

October (WEEK OF EVENT)

Check inventory of materials shipped in advance Event Planner

Hold a pre-conference meeting: Review last minute changes to conference resume

All committees

Meet with facility accounting department to confirm procedures for daily review of charges to master account and prepare final accounting and auditing report of all charges

Accounting

Check weather reports for arrival delays and review alternate plans

Event Planner

Set up private office space and separate registration area Event PlannerSet up registration tables with attendee materials Event PlannerCheck audiovisual equipment Event PlannerSet up signage, banners, and tent cards in the meeting rooms Event Planner

EVENT DAYMake sure to be an hour ahead of the event at all times-

always be prepared for the next sessionEntire team

Post meeting (1week- 1month after)

Reconcile finances Accounting

Send out evaluation to attendees Event Planner



CompletedPost-budget performance review (ensure all costs have been covered: food, printing etc.)

Accounting

Finalize budget report, including actual costs and revenue AccountingPrepare invoices for sponsors and unpaid attendees Event PlannerPack and inventory materials Event PlannerHave leftover materials shipped back to office Event PlannerSend thank you notes to speakers/presenters/facility/and anyone personal who went above and beyond for the success of the meeting

Event Planner

Review meeting evaluations Event PlannerDocument meeting notes prices, vendors, and suggestions for future meetings

Event Planner

Print final registration list including onsite registrants Event PlannerRequest a sleeping room pick-up summary from hotel Event PlannerSummarize results of opinion surveys Event Planner


Request for Proposal

Sport Marketing Association 15th Annual Conference

Sports Marketing Association Event Manager (Key Contact)33701 State Road 52 Marilyn NovySaint Leo, FL 33574 815-370-4835http://sportmarketingassociation.net [email protected]

The Sport Marketing Association (SMA) is dedicated to developing mutually beneficial relationships between professionals, academicians, and students around the world

through the creation, distribution, and implementation of sport marketing knowledge via networking, scholarly activities, and career development opportunities. The conference is an opportunity for people of all different backgrounds and experiences to gather together

and gain new knowledge of sport marketing. Proposed Dates

The conference will be held in either the 3rd or 4th week of October 2016; Tuesday-Friday (Oct.18th-21st or 25th-28th). This is will be the 15th annual conference and every year it is hosted on either one of these weeks. Attendees are expecting that the conference will be around this time, therefor we need to stick within this time frame.

Event Goals/Objectives

The SMA conference will address a wide arrange of issues, concerns, and trends which pertain to sport marketing. This will include educational sessions which concentrate on social media, analyzing and attracting customers/fans, brand personalities, endorsements, and special events.

Attendee Demographic Profile

There is expected to be approximately 130 people in attendance. Like previously stated, there will be a wide range of demographics attending the conference; those who are professionals in sport marketing, academicians, as well as students. All of the attendees are highly interested in the industry and are all attending to further their knowledge.


http://sportmarketingassociation.net

http://sportmarketingassociation.net

mailto:[email protected]


Preferred Location/Type of Hotel Boston is the chosen city to hold the 14th annual SMA conference. Boston is the perfect city for the the event because it is surrounded by both collegiate and professional sports all within walking distance from one another. The atmosphere and sports culture which is a part of Boston will match perfectly with the attendees passion of the industry. Boston is also easily accessible; Logan International Airport is located conveniently only two miles away from the city center and has several different public transportation options to get downtown.

I would like the hotel to be located in North Station/North End, or Kenmore Square/The Fenway neighborhoods. The reason for the choice of these neighborhoods of Boston is because of what is located in the specific areas. North Station/North End is home to the TD Garden which is a sports and performance arena; home of the Boston Bruins and Boston Celtics. North Station neighborhood also has many nightspots and restaurants which will really appeal to the demographic of the SMA. Kenmore Square/The Fenway is filled with bars, restaurants, and clubs and is also adjacent to Boston University, Northeastern University, Harvard Medical School and Fenway Park (home of the Boston Red Sox). I think it would be exciting for the attendees to be near sports arenas (both college and professional) because it directly relates to their association.

The hotel itself needs to be reasonably priced because the majority of the attendees are middle class; it also needs to have at least 130 rooms with meeting or conference space within. A few hotels which are in mind are:

• Boston Hotel Buckminster

• Boston Marriott Long Wharf Hotel

• Fairmont Battery Wharf

• Boston Harbor Hotel

• Hyatt Regency Cambridge

( Price was not a factor when choosing these hotels, therefor, some may be out of budget for our attendees)


Guest Room Block

Day of Week Monday Tuesday Wednesday Thursday Friday# of Single Rooms 0 0 130 130 0# of Suites 0 0 4 4 0# of Staff Rooms 2 6 6 6 6Total 2 6 140 140 6

Tentative Conference Schedule

Day Time Event Room Set-upTuesday 1pm-3pm Pre-Conference

Meeting with Hotel & Staff

Wednesday ALL DAY Office/Storage RoomALL DAY Registration Area8:00am-6:00pm Conference

Registration

8:30am-10:00am SMA Board of Directors Meeting

12:30pm-1:55pm Lunch and Opening Speaker

2:00pm-2:25pm Breakout Session Classroom2:30pm-2:55pm Breakout Session Classroom3:00pm-3:25pm Breakout Session Classroom3:30pm-3:55pm BREAK 4:00pm-4:25pm Breakout Session Classroom4:30pm-4:55pm Breakout Session Classroom5:00pm-5:25pm Breakout Session Classroom5:30pm-6:30pm Poster Session 6:30pm-8:30pm Opening Dinner and

Keynote Speaker

Thursday ALL DAY Office/Storage Room ALL DAY Registration Area8:00am-8:55am Breakfast 9:00am-9:25am Breakout Session Classroom9:30am-9:55am Breakout Session Classroom10:00am-10:25am Breakout Session Classroom10:30am-10:55am BREAK


Day Time Event Room Set-up11:00am-11:25am Breakout Session Classroom11:30am-11:55am Breakout Session Classroom12:00pm-12:55pm LUNCH1:00pm-2:30pm Symposiums2:30pm-2:50pm BREAK 2:55pm-4:25pm Symposiums4:30pm-10:00pm OFF-SITE PROGRAM

Friday ALL DAY Office/Storage Room ALL DAY Registration Area8:00am-8:55am Breakfast 9:00am-9:25am Breakout Session Classroom9:30am-9:55am Breakout Session Classroom10:00am-10:25am Breakout Session Classroom10:30am-10:55am BREAK Classroom11:00am-11:25am Breakout Session Classroom11:30am-11:55am Breakout Session Classroom12:00pm-2:00pm Lunch/Closing

Speaker

Other Special Requirements

Like shown above in the schedule, I will need an office/storage room as well as a registration area for the entire time SMA is there (Tuesday-Friday)

Contract Concessions1. 1/50 comp room2. Free parking for speakers and staff3. 20% discount for A/V4. Suites for officers5. 35% off rooms for staff

Decision Date

Please make a decision by October 1st 2014.



2016 Conference Registration Form

REGISTRATION INFORMATION

Last Name: _____________________________ First Name: __________________________ Title: ___________________________________ Company Name: _____________________ Address: ____________________________________________________________________ City/State/Province: ___________________________________________________________ Zip Code or Postal Code/Country _______________________________________________ Phone (Area Code/Number) _________________________Fax:_______________________ Email:_______________________________________________________________________

PLEASE INDICATE ANY SPECIAL NEEDS

Dietary: �Diabetic �Vegetarian/Vegan �Food Allergies________________________ Physical �Please check here if you require special accommodates to participate and email a description of your needs.

IN CASE OF EMERGENCY CONTACT

Name (Please print clearly): ____________________________________________________ Relationship to contact: _______________________________________________________ Daytime Phone: ____________________________Evening Phone: ____________________

REGISTRATION FEES

Member Rates • Early Bird Special: $450• After September 20th, 2016: $550• On-Site: $650

1

2

3

4


Student Rates• Early Bird Special: $215• After September 20th, 2016: $250• On-Site: $275

BREAKOUT SESSIONS

Day One:• Building Brand Associations• Corporate Reputation and the Risk of Ambush Marketing• Negative Endorser Behavior Impact• Appeals of Expression in Athlete product Endorsement on Social Media• Fans vs. Spectators: Understanding support in major league sports • Who are U? University Branding and Intercollegiate sportsDay Two:• How to Keep Your Season Ticket Holders Interested• Charity Sport Events- Developing Brand Community• Marketing to the LGBTQ community • Making a Fan in Intercollegiate Sports• Revenue Management in Sport: Examining Dynamic Ticket Pricing and Secondary

Market PricingDay Three:• Outbound Ticket Sales in College Sports: Examining Scope and Effectiveness • Extreme Sports: Consumer Behavior and Market Demand• How to Treat the Media: Make Them Your Friend• Profiling Sport Fan Characteristics • The Importance of Public Relations

PAYMENT

Full payment must accompany your registration form. Your signature below authorizes Sport Marketing Association to charge your credit card the total payment and acknowledges there are no refunds after October 1st, 2016. Payment is only for conference registration fees.

� Check (made payable to Sport Marketing Association) � Credit Card: US$ __________ to the following credit card

� Visa ��MasterCard � American Express � Discover Credit Card Number: __________________________________Expiration Date: ___________Cardholder’s Name: ____________________________________________________________Cardholder’s Signature:_________________________________________________________

5

6


Registrations are Accepted: �Online �Fax: 312-555-5555

Mail Completed Registration With Payment or Credit Card Information To:Sports Marketing Association33701 State Road 52Saint Leo, FL 33574

Sample of Name Badge

Name badges are to be 4 x 2 1/2 in a vinyl holder. They will have a magnets on the back for easy use; this way there is no tearing of shirts with pins, no awkward placements with clips, and no access bulkiness you get with lanyards.

Font: Blairmditc tt

Font size: Name-18 Position/Place of Employment: 11 2016 Annual Conference: 10

(This is just a basic concept for the name badge)


VIP/Staff Rooming List

Name Position Contact Info Check In Check Out Type of Room Payment

Marilyn Novy Event [email protected]

omOct.17th 2016 Oct. 22nd 2016 Single

Corporate Account/Credit

Card

Brianna WillisAssistant Event

[email protected]



Card

Jessica ElsnerMarketing

Coordinator [email protected]



Card

Jennifer JamesRegistration Coordinator

[email protected]

Oct.19th 2016 Oct. 22nd 2016 SingleCorporate

Account/Credit Card

Jim KadlecekExecutive Director

[email protected]

Oct.19th 2016 Oct. 22nd 2016 SingleCorporate

Account/Credit Card

Kelli O’Donnell SMA PresidentKODonnell@S

MA.comOct.19th 2016 Oct. 22nd 2016 Single


Card


























Venue and Meetings Site Selection

The Sport Marketing Association (SMA) Conference of 2016 will me held in Boston,

MA at the Marriott Long Wharf Hotel. The reason for choosing Boston as the host city for our event is because the city is surrounded by both collegiate and professional sports all within walking distance from one another. The atmosphere and sports culture of Boston will match perfectly with the attendees passion of the industry. There are many reasons for choosing the Marriott Long Wharf Hotel as this years host hotel; for starters, the Marriott hotel is only a seven minute drive away from the Logan International Airpot, making it an easy and quick commute for the attendees to get to and from the airport and hotel. The Marriott hotel is also only a five minute drive (10-15min walk) away from TD Garden, home of the Boston Celtics and Boston Bruins, and it is only a ten minute drive to Fenway Park, home of the Boston Red Sox. More destinations nearby that could possibly interest the attendees are; Bunker Hill Monument, Museum of Science, Old North Church, Freedom Trail Walking Tours, and the New England Aquarium.

Aside from the attractions nearby the hotel, the Marriott Long Wharf was a perfect selection for the conference because of the size. The hotel has 17 meeting rooms, 20,099sq.ft of total meeting space and 397 spacious, high-tech, guest rooms. Because the hotel has on-site meeting space, it is easily accessible for the attendees, having everything they need under one roof. The rooms each have a 37-in flat screen televisions and wireless high speed-internet. They also provide a complimentary safe, refrigerator and coffee maker available in each room. Although the guests may not be spending much time in the rooms, it is still nice to have these amenities provided to them during their stay.



CONFERENCE PROGRAM

TIME EVENT WHERE

8:00am-6:00am Conference Registration Ballroom Foyer

8:30am-10:00am SMA Board of Directors Meeting Constitution

12:30pm-1:55pm Lunch/Opening Session Harbor View Ballroom

2:00pm-2:45pm BREAKOUT SESSIONS

Building Brand Associations Salon B

Corporate Reputation and the Risk of Ambush Marketing Salon C

Negative Endorser Behavior Impact Salon D

Appeals of Expression in Athlete Product Endorsement on Social Media Salon E


Fans vs. Spectators: Understanding Support In Major League Sports Salon B

Who are U? University Branding and Intercollegiate Sports Salon C

Negative Endorser Behavior Impact Salon D

Appeals of Expression in Athlete Product Endorsement on Social Media Salon E

3:35pm-4:00pm Coffee break Salon L


Building Brand Associations Salon B

15th Annual Conference- Boston, MA - Oct. 18th-20th 2016

Wednesday, Oct 19th 2016


TIME EVENT WHERE

Corporate Reputation and the Risk of Ambush Marketing Salon C

Fans vs. Spectators: Understanding Support In Major League Sports Salon D

Who are U? University Branding and Intercollegiate Sports

Salon E


Negative Endorser Behavior Impact Salon B

Appeals of Expression in Athlete Product Endorsement on Social Media Salon C

Fans vs. Spectators: Understanding Support In Major League Sports

Salon D

Who are U? University Branding and Intercollegiate Sports

Salon E

EVENING PROGRAM

5:45pm-6:30pm Poster Session and Social Salon L

6:30pm-8:30pm Opening Dinner with Keynote Speaker Harbor View Ballroom

TIME EVENT WHERE

8:00am-8:55am Breakfast

9:00am-9:45am BREAKOUT SESSIONS

How to Keep Your Season Ticket Holders Interested Salon B

Charity Sport Events- Developing Brand Community Salon C


Thursday, Oct. 20th 2016


TIME EVENT WHERE

Marketing to the LGBTQ Community Salon D

Making a Fan in Intercollegiate Sports Salon E


How to Keep Your Season Ticket Holders Interested Salon B

Charity Sport Events- Developing Brand Community Salon C

Revenue Management in Sport: Examining Dynamic Ticket Pricing Salon D

Evaluating Attitudes Toward Women’s Sports Salon E

10:35am-11:00am COFFEE BREAK Salon l


Marketing to the LGBTQ Community Salon B

Making a Fan in Intercollegiate Sports Salon C

Revenue Management in Sport: Examining Dynamic Ticket Pricing Salon D

Evaluating Attitudes Toward Women’s Sports Salon E

11:55am-1:00pm LUNCH Harbor View Ballroom


Club Sports and its Economic Benefit To Your Community Salon B

Social Media, Social Capital, and Sport Events Salon C

Evaluating Attitudes Toward Women’s Sports Salon D

Charity Sport Events- Developing Brand Community Salon E

2:10pm-2:40pm COFFEE BREAK Salon L




Club Sports and its Economic Benefit To Your Community Salon B

Social Media, Social Capital, and Sport Events Salon C

Marketing to the LGBTQ Community Salon D

How to Keep Your Season Ticket Holders Interested Salon E

OFF SITE EVENING PROGRAM

3:30pm-5:45pm FREE TO ROAM THE CITY

6:00pm Busses leave for Dinner Cruise

6:30pm-9:00pm Award Ceremony and Dinner Cruise Spirit of Boston

TIME EVENT WHERE

9:00am-9:45am BREAKOUT SESSION

Outbound Ticket Sales in College Sports: Examining Scope and Effectiveness Salon B

Extreme Sports: Consumer Behavior and Market Demand Salon C

How to Treat the Media: Why You Want Them To Be Your Friend Salon D

Profiling Sport Fan Characteristics Salon E

9:50am-10:35am BREAKOUT SESSION

The Importance of Public Relations Salon B

Generation Y Sport Participant Behavior Salon C

How to Create A Smartphone Application to Help Market Your Sport Salon D

How to Treat the Media: Why You Want Them To Be Your Friend Salon E

10:45am-12:15pm Brunch and Closing Speaker Harbor view Ballroom

Friday, Oct. 21st 2016

Meeting Design- Programming/Speakers

There will be an opening and closing session, a short awards ceremony, as well as many break out sessions which make up the majority of the conference. All the topics of the breakout sessions have been chosen specifically to fit the attendees and their interests and passion for the Sport Marketing industry. The sessions are meant to enhance the attendee’s minds and knowledge in regards to Sport Marketing.

There is a wide variety of topics for the breakout sessions; many focus on specific target markets and explain how to attract those particular markets, others focus on building and/or strengthening brands, ticket pricing, reaching out to communities, using social media and creating applications, as well as how to interact with media. All of the speakers are professionals in the sport marketing field; they are those who have focused time into understanding a specific sector of the industry and are hoping to extend their knowledge onto others who share the same passion. These breakout sessions directly relate to the objectives we are hoping our attendees attain from the conference; strengthening their understanding of different sport markets, attracting and maintaining fans, brand personalities, as well as learning how to better use social media outlets.

The layout for each breakout session will be set up as classroom style. This setup is a great way for the attendees to be able to focus on the speaker and they will be sat so they can comfortably take notes if they wish. All meals on-site are set up in a banquet style setting. This makes it easy for attendees to sit wherever they like and it provides them with an opportunity to mingle and build future relationships with other attendees.

Thursday night, the attendees will be taking a dinner cruise on the Spirit of Boston which takes you all around the Boston Harbor. The Spirt of Boston is a unique mix of dining, dancing, entertainment, and beautiful views of the city skyline. While on board- there will be a short awards ceremony acknowledging those who have shown exceptional work and creativity in the past year. The cruise will be a great night for everyone to unwind, relax, and socialize with one another.


DECOR

These are a few examples of the ideas for centerpieces I would like at the opening lunch on Wednesday, the dinner Wednesday night, and the Brunch on Friday Morning. I chose these three centerpieces because I like the idea of tying the sports theme into the decor while still keeping the decor sophisticated. The centerpiece on the left with the tall vases and basketballs will be for opening lunch; it will be striking and vibrant for the first program of the week; the colors are also perfect being that it is the fall season. The centerpiece on the left I want for that night’s dinner. With the candles and the soft green, it’s perfect for an elegant evening. The centerpiece in the middle with the peanuts, flowers, and baseball is what will be used for the closing brunch on Friday morning. I thought it was the perfect look for a simple and sweet brunch. All three centerpieces help tie in the overall theme of the conference but still gives each dining experience a different feel.


Entertainment

Entertainment for this conference is not the main focus but it will most definitely add

to the experience of the entire event. During the registration and check in period of the conference, there will be soft music playing in the background as the attendees make their way into the conference (jazz music; Miles Davis, Louis Armstrong, Frank Sinatra, Aretha Franklin, Buddy Guy, etc.).

For the first opening lunch, there will be a jazz band (jazz trio) playing while people are getting settled into their seats as well as while they are having their lunch. The music will pause while the speaker is on stage but will then proceed once speaker is finished. For the dinner, there will be a piano player who softly plays and sings in the background. Once dinner is over, there will be a cover band who comes in so people can dance and let loose for the night. On Friday morning it will again be a small jazz band playing for a fun and upbeat brunch.


Budget

Registration AmountRegistration Forms $200Name Badges $215

Total: $415

Meeting Space RentalWednesday, Oct. 19th $3,200Thursday, Oct 20th $3,200Friday, Oct. 21st $2,200

Total: $8600

DecorationsCenterpieces $2,300Table Cloths $1,000Napkins $800

Total: $4,100

EntertainmentJazz Trio- Wednesday Lunch $1,500Piano Player- Wednesday Dinner $200Cover Band- Wednesday Dinner $1,300Jazz Trio- Friday Brunch $750

Total: $3,750

Food and BeverageWednesday Lunch ($52/guest) $6,760Wednesday Coffee Break ($18/guest) $2,340Wednesday Dinner ($70/guest) $9,100Thursday Breakfast ($15/guest) $1,950Thursday Coffee Break ($18/guest) $2,340Thursday Lunch ($50/guest) $6500Coffee Break ($18/guest) $2,340


AV RentalWednesday, Oct.19th $1,455Thursday, Oct. 20th $1,455Friday, Oct. 21st $1,455

Total: $4,365

Food and BeverageThursday Dinner Cruise ($65/guest) $8,450Friday Brunch ($52/guest) $6,760

Total: $46,450

PrintingConference Program $500Signage $300

Total: $800

Income

Registration FeeMembers $90,000

Total: $90,000

Total Income $90,000Total Expenses 68,480

Total: $21,520


Marketing and Promotional Materials

SMA 15th Annual Conference 2016Email: [email protected]

Phone: (330)-829-8207Fax: (330)-829-4738

Address: 33701 State Road 52, Saint Leo, FL, 33544Marketing Plan: The target markets for this event are all current SMA members and also people who are currently studying or working in the Sports Marketing industry. This is a wide range to market to with different ages and demographics, because of this we will use a wide range of marketing techniques. We will use social media outlets, printed sources, email blasts, and the SMA website to market the conference. Social Media: Facebook: For this event, our marketing staff will create a Facebook event page and will ask all listed members to join the page. The page will also be open to the public so members are able to invite people who they feel would be interested in the event. With using Facebook as a form of marketing and connection it will raise awareness of the event and also remind attendees of important dates, times, locations, and any other important information for the event. Twitter: Twitter has become a very important aspect in Sport Marketing in the past few years. It is a constant stream of information, 24/7. Many of our members are using it on a consistent basis. This is a quick, easy, and free way for us to market our event. We will be tweeting out information about the event to all of our followers. We will be creating a twitter handle #SMABoston where people can spread the word of the event. To encourage our members to tweet our handle, we will create a contest; every time they tweet #SMABoston, their name will be entered into a raffle to win tickets to an NFL football game nearest them. Printed Sources: SMA has a quarterly newsletter they send to their members. This event will have a section in the newsletter to describe the event and all the specifics for the event. Website: The website is a key component to promoting this conference. There will be several places on the website where attendees can access information and or sign up for the event. THere will be a banner running along the top of the home page where the prospective attendees can click on. The website already gathers a lot of traffic, and this is just another perfect way to help gather the attendees. Email Blasts/Mailings: People will be able to get email blasts by signing up for them on our website. They just need to simply fill out a form with their first and last name as well as their email address. Once they have submitted their information, that information gets put into a mass email list used each time there is an email blast going out. This is a great way to send reminders to the attendees about the event and any further details they may need to






know. With the physical mailings, we will be sending out them to all of our members.

Promotional Schedule

Target Date Task Point Person Done Date Other NotesOctober 19th 2015 Complete Marketing

PlanMarketing Director

November 1st 2015 Update Website with Event Information

Marketing Director

November 10th 2015 Send out Save The Date email and mailing

Marketing Director *Take names from email sign up list and members list

December 15th 2015 Submit ad for January Newsletter

Marketing Director

January 15th 2016 Complete Mailing Marketing materials

Marketing Director

January 16th 2016 Send out marketing materials to be printed

Marketing Director

February 1st 2016 Send out first round of promotional email blasts and mailings

Marketing Director

February 15th 2016 Make Facebook Page for SMA Conference

Marketing Director *Make sure to keep it an open event so anyone can join or see the information

*Also on Facebook page, mention twitter handle #SMABoston and describe the contest

February 16h 2016 Begin using Twitter handle #SMABoston on SMA twitter page

Marketing Director *Make sure to describe contest

*Also make references to check out our Facebook page or go to our website to sign up for emails/mailings

April 10th 2016 Email blast/Mailings #2

Marketing Director

April 16th 2016 Make Facebook and Twitter postings

Marketing Director


Target Date Task Point Person Done Date Other NotesJune 16th 2016 Make Facebook and

Twitter postingsMarketing Director *Give different

information than previous postings-possibly talk about Boston and the attractions. Really get them excited to go

August 10th 2016 Email blast/Mailings #3

Marketing Director *This will be the last mailing/email blast before the event

August 11th 2016 Twitter and Facebook Posts

Marketing Director Remind everyone that early bird specials end on Sept. 20th 2016

September 18th 2016 Twitter and Facebook Posts

Marketing Director Tell them they only have 2 more days before the early bird special is over!

October 12th 2016 Twitter and Facebook Posts

Marketing Director *Make a posting that gets everyone excited because the event is only a week away!

October 19th 2015 Twitter and Facebook Posts

Marketing Director *Remind people of our twitter handle! Winner will be announced at the closing Brunch on Friday!



SMA’s 16th Annual Conference

REGISTER NOWMarriott Long Wharf Boston, MA

#SMABoston

Join the fun in Boston!

Wednesday, October 19th 2016-Friday, October 21st 2016

For More information go to:http://sportmarketingassociation.net

Sample Flyer

Evaluation Methods

For the evaluation methods for the conference, the attendees will be able to choose to do them online or on paper. There will be a link both on the website and Facebook page when it can take them directly to our evaluation. There will also be paper copies available at the conference. The paper copies will be handed out at the end of their last breakout session on Friday morning before they have Brunch. There will be baskets throughout the room where they can submit their evaluation forms. For an incentive to fill them out at the conference on paper, we will announce that the names will be put into a drawing and whoever wins will get next years conference fee paid for (not including room/travel fees). This drawing is only for those who fill out the paper evaluation form before the conference

ends.


Name: ______________________________________________________________

Please Rate The Following

Sessions Evaluations Excellent Good Fair Poor

The presenters provided informational and appealing materials

My learning objectives were met

Speakers were able to keep your attention

The sessions related well to the conference

I gained new insights into the Sports Marketing Industry

Program

Effective use of time

The number of educational sessions to choose from were:

The amount and time of breaks were:

What can we do differently to improve the conference for future years?

________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Conference EvaluationOctober 19th- October 21st 2016

Additional Notes

Thank you for your feedback! We appreciate your attendance and look forward to seeing you next year!

Post Conference Checklist for Meeting Planner(Finished After Brunch on Friday Oct 21st 2016)

Hotel Evaluation

Notes

Specifications

Room Design

Schedule

Meeting Organization

Equipment Use

Overall Success of the

EventFinances

Evaluation Notes

Food and Beverage

Audio Visual

Shipping (Receiving and

Storage)

Rental Fees

Room Rates

Complimentary Services


Post Conference Report For Meeting Planner(Month after Conference: November 21st 2016)

Evaluation of Conference Notes

Schedule

Meeting Organization

Food and Beverage

Topics and Speakers

Promotion and Marketing

Budgeting

On-Site Registration


Evaluation of Conference Notes

Staff Performances

Conference/Learner Objectives

Met?

Room Pick Up

% of early verses late check out

No show %

Arrival/Departure Patterns

Post Conference Follow-Up Email

A month after the conference, SMA will send a follow up email simply thanking the attendees for coming to the event. This email will duel in being a thank you letter and a promotional piece for next years conference. By the time we send out this email, the dates and location for next years conference will be in place so we can add a quick note at the end to “Mark your calendars for next years 16th annual conference! Hope to see you again!”


Sport Marketing Association Wednesday Oct. 19th 2016-Friday Oct.21st 2016

Marriott Long Wharf Boston

The Sport Marketing Association is dedicated to developing mutually beneficial relationships between professionals, academicians, and students around the world through the creation, distribution, and implementation of sport marketing knowledge via networking, scholarly activities, and career development opportunities. The Sport Marketing Association strives to be an organization that: Leads in the development and expansion of the body of knowledge in sport marketing; Disseminates sport marketing knowledge via internal and external distribution networks; Provides forums for professional interaction among practitioners, academicians, and students dedicated to the sport marketing industry segment; Impacts future development within the academic discipline and the field of sport marketing.

About the Event: The SMA conference will address issues and trends in the Sport Marketing Industry. It will cover subjects such as; building brand associations, building fan relations, marketing to different demographics, and much more. The conference will focus on educational information for the members to expand their knowledge of the field they are currently or hoping to work in.

Room Commitment:

October 17th (Monday)- 2 staff roomsOctober 18th (Tuesday)- 6 staff roomsOctober 19th (Wednesday)- 130 single rooms, 4 suites, 6 staff roomsOctober 20th (Thursday)- 130 single rooms, 4 suites, 6 staff roomsOctober 21st (Friday)- 6 staff rooms


Master Account Billing/Authorization Signature Master Accounts: All Catered Food and Beverage All A/V rentals Meetings Room Rental (Any other miscellaneous charges need approval from authorized signature)All Charges should be authorized by either:! Marilyn Novy- Event Planner Phone: 815-370-4835 Email: [email protected] Brianna Willis- Assistant Event Planner

Phone: 815-370-3984 Email: [email protected]

Staff Rooming List






Delivery of Materials: Materials of the conference will be delivered to the hotel the day before the event (Tuesday, October 18th). We will advise the hotel as to how many boxes and the shipping method before hand.Parking: Please designate parking for this conferences staff and guest speakers

Room Sets: Please refer to the specific room set up sheets providedA/V: Please review the A/V equipment, as we will do the same before the event startsStaff List: Please provide the event planner with a list of the hotel staff who will be helping with the conference. If gratuity is already added onto the Master Account, please inform the planner who specifically the gratuity will be divided between. Pre-Con Meeting: Please have your staff set aside time for a pre-con meeting with the event planner and SMA staff on Wednesday (October 19th) morning at 8:30Post-Con Meeting: Please have hotel staff set aside time on Friday (October 21st) at 1:30 for a post-con meeting with the event planner and SMA staff.

Schedule of EventsTIME Event Where Number

of peopleset up

Wednesday October 19th8:00am-6:00am Conference Registration Ballroom Foyer Registration Table8:30am-10:00am SMA Directors Meeting Constitution 10 *Standing Meeting*12:30pm-1:55pm

Lunch/Opening Session Harbor View Ballroom 130Banquet (Refer to Function Sheet)

2:00pm-2:45pm Breakout Sessions Salon B, C, D, E 35 in each room Classroom2:50pm-3:35pm Breakout Sessions Salon B, C, D, E 35 in each room Classroom3:35pm-4:00pm Coffee Break Salon L 1304:05pm-4:50pm Breakout Sessions Salon B, C, D, E 35 in each room Classroom

4:55pm-5:40pm Breakout Sessions Salon B, C, D, E 35 in each room Classroom5:45pm-6:30pm Poster Session and Social Salon L 130

6:30pm-9:30pm Opening Dinner Harbor View Ballroom 130Banquet (Refer to Function Sheet)

Thursday October 20th8:00am-8:55am Breakfast Harbor View Ballroom 130 Banquet 9:00am-9:45am Breakout Sessions Salon B, C, D, E 35 in each room Classroom9:50am-10:30am Breakout Sessions Salon B, C, D, E 35 in each room Classroom10:35am-11:00 Coffee Break Salon L 13011:05am-11:50 Breakout Sessions Salon B, C, D, E 35 in each room Classroom

11:55am-1:00pm Lunch Harbor View Ballroom 130 Banquet


TIME Event Where Number of people

set up

1:10PM-2:05PM Breakout Sessions Salon B, C, D, E 35 in each room Classroom2:10pm-2:40pm Coffee Break Salon L 1302:45pm-3:30pm Breakout Sessions Salon B, C, D, E 35 in each room Classroom3:30pm-9:00pm OFF SITE OFF SITE OFF SITE OFF SITE

Friday October 21st9:00am-9:45am Breakout Sessions Salon B, C, D, E 35 in each room Classroom9:50am-10:30am Breakout Sessions Salon B, C, D, E 35 in each room Classroom

10:45am-12:15Brunch and Closing

SpeakerHarbor View Ballroom 130 Banquet

12:30pm-3:00pmCheck Out/Take Down

Registration Area


Function Specification Sheet

Activity: Lunch/Opening SessionDay & Date: Wednesday: October 19th 2016Time: 12:30pm-1:55pmSet Room by: 11:30amRoom Assigned: Harbor View BallroomContact: Marilyn Novy (815-370-4835)

Set up Requirements: Estimated #: 130 people Set up 13 rounds of 10 people at each table; banquet style seating Stage at front of room- stairs on both sides- lectern on riser set off to the right of the stage Jazz band trio will take up majority of the stage (Specific Diagram is attached)Audio- Visual Requirements: Podium Microphone: $35 3 Wired Standing Microphones: $90 Custom Gobo: $150Food and Beverage Requirements: Serving Time: 12:30pm Smoke House $52 per person buffet to include House Baked Corn Bread Smokehouse Chili House Baked Beans Grafton Cheddar Mac n Cheese Seasonal Market Vegetables House Baked Apple Pie Individual NY Cheesecake freshly brewed Starbucks regular and decaffeinated coffee


taylors of harrogate traditional and herbal teas with honey and lemon Green Salad with Sugar Cane Vinaigrette, Tomato, Cilantro, English Cucumber and Jicama Green Apple and Cucumber Slaw House Smoked Pulled Pork (served with cheese, shaved red onions and potato rolls) House Smoked Pulled Chicken (served with cheese, shaved red onions and potato rolls)

Miscellaneous Information: Event billing is to be signed on day of event by either Marilyn Novy or Brianna Willis Please refresh buffet when needed As listed above, there will be a speaker as well as a Jazz Band Trio: The Band will play the entire time except while the speaker is on the stand. The speaker will begin at 1:15pm. Please have wait staff come around and pick up empty plates/glasses/ and garbage

Decor: Event Planner and SMA staff will place centerpieces on tables However, we do need for the hotel staff to place orange table cloth on all tables



Activity: Breakout SessionsDay & Time: Wednesday, Oct. 19th 2016 2:00pm-2:45pm 2:50pm-3:35pm 4:05pm-4:50pm 4:55pm-5:40pmSet Room By: 1:00pm Room Assigned: Salon B, C, D, & EContact: Marilyn Novy or Brianna Willis

Set-Up Requirements: Classroom setting for 35 people in each roomLectern in front of each room for speaker Water stations in back of each room Audio-Visual Requirements:Projection Accessory Package Includes: 6’x8’ tripod scree, VGA cable, projector, power strip, extension cord, and wireless mouse ($95 per room= $380)Miscellaneous Information Please refresh the rooms after between every session



Activity: Coffee BreakDay & Time: Wednesday, Oct. 19th 2016 3:35pm-4:00pmSet Room by: 3:15pmRoom Assigned: Salon LContact: Marilyn Novy or Brianna Willis

Set-Up Requirements Estimated #: 130people 3 coffee/water stations: 1 in back of room then one on each side of roomFood and Beverage Requirements: afternoon break $18 bottled water, diet pepsi (carb conscious) freshly baked cookies and brownies assorted new england cheeses (carb conscious) mixed nuts freshly brewed Starbucks regular and decaffeinated coffee Taylors of harrogate traditional and herbal teas with honey and lemon



Activity: Dinner Day and Time: Wednesday, Oct. 19th, 2016 6:30pm-9:30pm Set Room by: 5:45pmRoom Assigned: Harbor View BallroomContact: Marilyn Novy or Brianna Willis

Set-Up Requirements: Set up 13 rounds of 10 people at each table; banquet style seating Stage for piano player and cover band (Refer to exact room set up diagram) Audio-Visual Requirements Corporate Lighting Package: $500 Wireless Mic: $150 5 Wired Standing Microphones: ($30 each) $150 Food and Beverage Requirements: Serving Time: 6:45pm Columbus Park Buffet: $70 Three Salads: Classic Caesar, Classic Potato Salad & Local Greens Salad Two Sides: Romano and Mascarpone Polenta & Creamy Cheddar Mashed Potatoes Two Entrees: Pan Roasted Salmon with Maple Butter Roasted Apples & Seared Chicken Two Desserts: Boston Cream Pie & Ivy’s Deluxe Cupcakes Bar- Call Mixed Drinks I $10 On The Rocks I $12 Martinis I $13 Domestic Beer I $7 Specialty/Imported Beer I $8


Wine by the glass I $10 Pepsi Soft Drinks, Juice, Water and Mineral Water I $5Miscellaneous Information: Entertainment will include a pianist during dinner (starting while guests are walking in at 6:30). Then later in the night it will transition over into a cover band for dancing after their meal(Approximately at 7:45pm) Pour wine during meals Bars will open up at 7:45pm

Decor: Hotel staff set out green table clothes- white napkins folded on tables The SMA staff will put together and set out centerpieces


Documents

Marilyn Novy's Conference Project