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Sprint “Call to the Post” Triple Crown Sponsorship
Kyle Robinson5/22/15
MKT 650
Sprint Corporation Telecommunications Company Currently 3rd largest wireless and internet provider in US Subsidiaries include Boost Mobile, Virgin Mobile and
Assurance Mobile Major competitors are Verizon, AT&T
Launching strategic marketing campaign to close the gap in market share between major competitors
Return on investment measured by reducing consumer acquisition cost by increased exposure and activations
Introduction
Objective/Strategy - Sponsor all three Triple Crown races for 3 years between 2015 – 2017
Leverage broadcast, digital, print and social media as well as on-track opportunities for each of these race weekends (3 total weekends)
Gain national exposure due to NBC broadcast rights while focusing on 3 major regional areas on site
Introduction
Objectives
Sustain existing base of consumers Increase conversions from AT&T and Verizon Increase market share in regions of races in
first of three years Increase market share nationally by end of
campaign
Objectives
Why Sponsor The Triple Crown?
Strategies
Broadcast Media 2015 ratings:
KY Derby 10.8 rating/24 share 170K on-track attendance
Preakness 7.6 rating/17 share 130K on-track attendance
Belmont Stakes* 12 rating/27 share 100K on-track attendance
Almost 50 million viewers Over 400K on-track attendance *2014 data, Triple Crown potential year
StrategiesLarge Amount of Exposure
National coverage of the race on “Big 3” stations in addition to sports channels such as ESPN and Fox Sports
Twitter followers: industry wide coverage Each race is a week long event in local communities Friday before is also broadcast by NBCSN Triple Crown potential gives Sprint exposure during
historical event
Strategies
Length of Campaign
Timeline
Length of Season – First Saturday in May through First Saturday in June (6 weeks) Exposure during NBC “Championship Season” Six weeks of continuous coverage and interest with
national interest peaking with Triple Crown potential Issue sponsorship for 2015 – 2017 to give enough
chances to have TC potential Have option to increase sponsorship through the KY
Derby prep season (Jan – Apr) which includes many more regional locations from coast to coast
Timeline
Demographics & Competition
Is this the right event for Sprint?
Challenges
Diverse demographic 18 – 65+ age group
Entrants into the smartphone market – Teenagers and baby boomers will be purchasing units for the first time
Men and Women Recent industry focus on female engagement and fashion
Wide range of income levels “Rail birds” looking for value High income luxury market
Challenges
Industry trends (experience) Wagering trends moving to mobile platforms Photogenic sport – works well with social media
platforms and engagement Industry trends (overall)
Sport in decline – overall viewership and interest declining for non-TC events
Gambling enterprise – could rebound if national legislation into sports gambling is passed in coming years
Challenges
Opportunities & Options How can Sprint leverage this spend?
Assets
• Call to the post is when the horses make way to track for the start of the race
• Centerpiece of campaign• “Let’s go to our track bugler for
the Sprint call to the post”• Each race day offers up to 14
races for slogan to be read over PA and over TV/radio broadcast
• Signage over starting gate for in-person and TV broadcast impressions
“Sprint Call to the Post!”
Assets
“Sprint” Race of the Day Sponsorship of a featured sprint race at each location
on the undercard of the Triple Crown Races Add to NBC roster of televised races Featured ad placement in the on-track program as
well as industry newspaper Daily Racing Form Offers exclusivity in naming rights of this race Sponsorship naming rights also leveraged on internet
wagering sites seen by hundred of thousands of bettors throughout the six week Triple Crown season
Assets
• Charging stations similar to the image that will be located throughout each facility
• On-site pop-up stores that could coincide with launch of new product or service offering
• Offer racing associations opportunity to pre-download their mobile apps on phones for cross promo
• Additional cell towers to boost signal strength – often a major issue at these type of events
On-track Activations
Assets
Affiliation with all three events will leverage social media impressions and other internet related exposure Access to over 1 million followers on Twitter,
Facebook, Instagram and other social media partners related to the Triple Crown locations and NBC Sports
Banner ads and page views for all three Triple Crown websites in addition to Daily Racing Form website
Assets
On-track potential 100K+ square footage for signage Opportunities to sponsor on-track hospitality
areas: Sprint Luxury Suites Sprint In-field Festival Sprint Media Tent Sprint Press Box
Assets
Other promotions: Offer promotion during the six week Triple
Crown season for customers that are converting from Verizon or AT&T Bring in losing ticket from on-track wager of
Triple Crown track from day of the race to get first month of contract free
Merchandise rights: give away T-shirts or hats with Sprint logo
Assets
• Featured Race with sponsorship title
• 3 opportunities per TC season
On-track Programs
Relatively small spend for amount of reach Each event for full program would be $1M or less
Horse racing industry does not require large commitment
Average corporate sponsorship ranges between $500K - $750K before in-kind or trade spend
2013 ad spend for Sprint was $1.5B Max spend for Triple Crown would be $5M
$2M allocated to Churchill Downs Inc. (KY Derby) $1M max allocation for Pimlico (Preakness) $1.5 - $2M allocation for Belmont Stakes
If Triple Crown potential allocate $2M Variable cost based on possible promotions
Budget
Diverse target reach “Cheap” option for amount of potential
exposure Only telecommunications company
executing strategy within the industry Potential for historical relevance if Triple
Crown winner occurs
Conclusion