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Sponsorship ProposalNCSU Golf & TaylorMade Golf
Ben Amos-Phillip DesRoches-Katie Gillam-Mark Gray
2014
WELCOME TAYLORMADE
March 3, 2014
John KawajaExecutive Vice PresidentTaylorMade Golf Company5545 Fermi CourtCarlsbad, CA 92008-7324
The North Carolina State University Golf Athletics would like to broaden our organization in a partnership with TaylorMade Golf Company-Adidas. The NC State Athletic Department is asking for TaylorMade Golf to be the dominant sponsor of the men and women’s golf teams. This partnership will be commonly valuable of publicity and profitability.
This proposal states the details of the sponsorship. Information is provided about the overall plan such as compatibility, promotional and media plan, and sponsorship package.
Furthermore, the goal of this sponsorship is to aid for future collaborations between the North Carolina State University and TaylorMade Golf-Adidas.
We are eager that this sponsorship will provide beneficial opportunities through an exclusive experience.
Sincerely
Deborah A. Yow
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Deborah A. Yow
Director
North Carolina State University AthleticsTABLE OF CONTENTS
Executive Summary……………………………………..............4
Description of NCSU Golf Teams……………………………..5
Description of TaylorMade…………………………………….7
Description of Event……………………………………………9Schedule of Events & Tournament
Information………….. 9Event Staffing………………………………………….......10Organization Capabilities &
Experiences………………….. 11Audience Profile…………………………………………... 11Attendance History………………………………………...11
Compatibility with TaylorMade………………………………..12Benefits…………………………………………………… 12Summary of Congruency…………………………………..
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Target Market of North Carolina State University…………… 15
Target Market of TaylorMade……………………………….....17
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Media & Promotion Plan……............................................................ 22
Media Coverage…………………………………………… 22Promotional Opportunities………………………………...25 Hospitality Options………………………………………..
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Impact Measurement…………………………………………..27
TaylorMade Sponsorship Package…………………………….29
Increased Sales Opportunities……………………………....30Product Trial & Sampling Opportunities…………………... 30Media Coverage & Exposure……………………………….30On-Site Signage……………………………………………. 31Direct Customer Hospitality & Promotion
Opportunities…. 32Co-Sponsorship Opportunities……………………………..32
Addendum………………………………………………………. 33
EXECUTIVE SUMMARY
North Carolina State University offers Division 1 competitive golf to the men and women’s golf teams. NCSU golf teams have access to one of the most prestigious practice facilities in the US, located just outside of the North Carolina State University Club. The teams also have the advantage of playing and practicing at the newly opened, Arnold Palmer designed, Lonnie Poole Golf Course located on centennial campus. Lonnie Poole Golf Course is the primary location TaylorMade will be exposed to the public as the NCSU golf team sponsor. The Lonnie Poole
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Golf Course is the home site of the 2014 Wolfpack Spring Open, hosting 12 collegiate teams.
Along with the opening of the new course, the facility just opened the Carol Johnson Pool Clubhouse, which was designed to add resources for the golf teams. The new areas include fitting systems, launch monitors, training aids, and 3D simulated golf. TaylorMade will be associated with each of these resources in the clubhouse.
TaylorMade is one of the largest growing golf companies in the world, and currently has over 40 Tour Professionals representing the company. With this sponsorship, the golf teams will have the ability to build strong relationships with local TaylorMade representatives. These relationships open the opportunity to continue developing as these players transition from a collegiate golfer into a Tour Professional. TaylorMade will be in a strategic planning position to capture more Tour Professional sponsorships directly out of college and influence the following amateur fans and players following them.
NCSU golf teams would make the perfect business partner for TaylorMade Golf because of the amount of exposure TaylorMade Golf would receive from the players, students, fans, and faculty of NCSU. When this sponsorship is active, TaylorMade will net over $700,000 in benefits. The company will also benefit from the ripple effect of other collegiate golf teams desiring to establish the same type of sponsorship with TaylorMade, and the net benefits of their fans will be consumed as a byproduct of this sponsorship.
DESCRIPTION OF NCSU GOLF TEAMS
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North Carolina State UniversityMen & Women’s Golf Teams
Lonnie Poole Golf Course1509 Main Campus Drive, Raleigh NC
LPGC Phone: (919) 833-3338Coach Richard Sykes
Email: [email protected]
The NCSU Golf Team is one of the various sports that are currently played at NC State University. There are both women’s and men’s teams, which both practice at the Lonnie Poole Golf Course. The Lonnie Poole Golf Course is designed to display the breathtaking views of Downtown Raleigh as well as Centennial Campus. Within the golf community the Lonnie Poole Golf Course has become a favorite since it’s establishment in 2008. Legendary golfer, Arnold Palmer designed the golf course and it serves as both a public site and venue for both the men and women’s teams.
In 1934 Ben Venable was the head coach of the men’s golf team at NCSU.
After the Wolfpack went through several coaches following Venable they found a keeper with Richard Sykes in 1972.
Sykes is currently still coaching the golf team and has won many awards over the years as head coach. The awards include five ACC Tournament individual champions, one ACC player of the year, two ACC Rookies of the Year, 28 All-Americans and more than 40 All-ACC selections.
In 1990, the Men’s team was co-champions in the ACC. However their most standout player in history has been Matt Hill, who won the NCAA individual title in 2009, and has since competed professionally.
In the most previous ACC men’s championship for golf, N.C. State finished in 3rd to last place (9th).
The women’s golf team on the other hand is on the rise with the women’s team amongst the Top-15 teams according to the Golf World/WGCA poll, its highest
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ranking in school history. The 2014 season for both teams is drawing nearer as
we get closer to spring.
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DESCRIPTION OF TAYLORMADE
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TaylorMade Golf Co., Inc.5545 Fermi Court Carlsbad, CA
Phone: 1-866-530-8624
TaylorMade is a subsidiary company of Adidas that produces golf products. TaylorMade primarily manufactures golf clubs, bags, and accessories. The company is based in Carlsbad, California. The company has grown to become the largest golf equipment and apparel company in the world with sales over $1billion in 2011. TaylorMade currently has operations in Japan, Great Britain, New Zealand, and Canada. Mark King is the current CEO of the company.
The initial success for TaylorMade came with their innovation of metal drivers, which have dominated the golf market since it’s debut in 1979.
The company continued to grow throughout the 1990s, primarily due to the introduction of the successful Bubble Burner Driver.
TaylorMade began in 1979 after the founder; Gary Adams borrowed $24,000 on his house and leased a 6,000 square foot building in McHenry, Illinois.
Originally, Adams only had three employees and sold only one item, which was the 12-degree lift metal wood.
TaylorMade was independently owned up until Salomon S.A. acquired the company in 1984.
Salomon was beneficial in the expansion of the TaylorMade brand. He diversified the market and decided to enter a “three-season” market.
TaylorMade benefitted from Salomon’s global resources. It wasn’t until 1997 when Adidas purchased the brand and have since redirected the company to take over the driver market.
The company currently markets TaylorMade drivers, fairway woods and hybrids, wedges, irons, and golf balls.
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It is claimed that TaylorMade drivers are more popular for PGA Tour Professionals than Callaway, Cleveland, Cobra, Nike, and Ping combined.
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DESCRIPTION OF EVENT“WOLFPACK SPRING OPEN”
Tournament Location Tournament Date
Lonnie Poole Golf Course Saturday, April 19-20, 20141509 Main Campus Drive 8:30 AM Shotgun StartRaleigh, NC 27606
Website Information
http://www.gopack.com/sports/m-golf/sched/ncst-m-golf-sched.html http://www.lonniepoolegolfcourse.com
SCHEDULE OF EVENTS & TOURNAMENT INFORMATION
NC State will host the second annual Wolfpack Spring Open Saturday and Sunday, April 19-20, at Lonnie Poole Golf Course located on State's Centennial Campus.
The format will feature 18 holes each day with tee times beginning at No. 1 and 10 on Saturday at 8:30 a.m., and Sunday at 8 a.m.
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The course has been reconfigured to a par 72 layout now that No. 3 has been changed to a par 5, and the length from the competition tees remains at 7,358 yards.
Live scoring is available through Golfstat.com, and can be accessed at the top of this page and on the NC State men's golf schedule page.
EVENT STAFFING
The Wolfpack Spring Open is the most popular colligate event hosted at Lonnie Poole Golf Course. This event attracts golfing fans from every college in the competition. The Open provides the perfect environment for TaylorMade staff to get involved and share the new product with fans from all over the east coast.
Community Relations and Fan Development
The Lonnie Poole golf professional staff is responsible for running the golf tournament. The professional staff is in charge of being the Tournament Rules Committee Officials, scorecard posting members, tournament results, and providing service to all players and fans when needed.
TaylorMade will be able to provide value added service to this category through the tents they will have set up on hole #9, and hole #18. At these tents they will be able to answer questions from fans, explain new products, analyze golf swings, and demonstrate golf techniques to all participants.
Media Relations
The Spring Open will provide live updated scoring through the GolfStat Network. The tournament will be advertised
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using NCSU media resources and the Lonnie Poole Golf Course media resources.
Marketing
Lonnie Poole will market the tournament on their website and all over the clubhouse. NCSU will market the tournament in the News and Observer, and on the gopack.com website under the golf team section.
Volunteers
Volunteers will consist of PGA Golf Management students from NCSU. These individuals will assist with all aspects of the golf operation where support is needed.
ORGANIZATIONS CAPABILITIES & EXPERIENCES
Lonnie Poole is a year round public golf facility that produces over 60 golf tournaments a year.
The staff is fully equipped the necessary knowledge and resources required to produce The Spring Open.
The facility has reached out to the Professional Golf Management program to obtain quality assistance when needed.
The staff at Lonnie Pool has experience with producing this exciting event in the past and can draw on those experiences in the future to improve the overall production of The Spring Open.
AUDIENCE PROFILE
Various colleges/ schoolso Canisius Collegeo Drexel
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o Francis Mariono Columbiao George Masono Loyola Univ-Marylando St. John’s Vao William & Mary
ACC College Schoolso Boston Collegeo Clemsono Dukeo North Carolina State
Fans of participating schools listed above Parents/Families of Individuals on teams Only for Men’s Golf Teams
ATTENDANCE HISTORY
2013: 13 Colleges/Schools attended, Duke Winning the Spring Open
2012: 17 Colleges/Schools attended, NCSU winning the Spring Open
2011: 12 Colleges/Schools attended, NCSU winning the Spring Open
COMPATIBILITY WITH TAYLORMADE
TaylorMade-Adidas Golf is the largest golf equipment and apparel company in the world. Their recognizable brand name generates over a billion dollars in revenue, leading the golf industry by having the most innovative golf products since 1979. TMaG has the #1 driver in golf, and creates technology-infused, high-performance golf equipment, footwear, and apparel worn by professional golf players around the world.
North Carolina State University creates a positive image by inspiring student-athletes to be a leader in the now and
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future, academically and professionally. Provide opportunities to student-athletes by enhancing an environment with academic, athletic, and personal development and aspirations. NC State strives to produce high-quality student-athletics and recognition for national athletic accomplishment.
North Carolina State University and TaylorMade-Adidas Golf both aspire to give the best experience and development through enhancing environments and innovative products. Striving for excellence by using their powerful name brands to aid in the production of high-quality athletes on every skill level.
Benefits
TGaM would benefit from NC State fan base/players, meaning increased revenue for TGaM
NC State would promote TGaM on their athletic site, player uniforms/equipment, and on golf course
NC State getting recognition for being sponsored by the top leading golf company, major exposure and popularity for NC State
TGaM produces golf equipment/accessories/footwear, and NC State has experienced golfers/junior golfers to use and expose the high-quality of those products
NC State operates a public Lonnie Poole Golf Course located on Centennial Campus
o Hosts various tournaments, cups, events, camps, and clinics that include all skill levels and age groups. TGaM could benefit from this since they have equipment, apparel, and footwear made for various skill levels and age groups.
o The Golf Course is known for its natural and sustainable design that allowed to be certified as an Audubon International Signature Golf Sanctuary. This could help TGaM image by being an environmentally aware organization
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o Promotions of TGaM on Lonnie Poole Golf Course personal website, brochures
o Promotions on the Lonnie Poole Golf Course itself NC State’s women’s golf team is ranked 12th out of the
nation, this could benefit TGaM by more exposure to their women’s department.
Image Congruency
North Carolina State University Athletics to Prepare, to Compete, to Inspire, to Achieve
TaylorMade-Adidas Golf Company Create the Best Performing Golf Products in the World
Mission Statement
Prepare student-athletes to compete at the highest level and to inspire them to be leaders now and for the future.
Committed to combining innovation and authenticity.
Program and Product Design
Providing the best environment to achieve athletic, academic, and personal aspirations.
Work hard to grow by delivering products that help players of all skill levels reach their potential.
Professional Development
Professional development of coaches and staff within the greater institutional role of North Carolina State University.
Create golf products infused with innovative features and technologies that deliver superior performance.
Recognition To achieve national recognition for competitive athletic excellence.
The global market leader in the driver category and all metalwoods combined. Among leaders in nearly every other category of golf equipment, footwear, and apparel.
Branding Create innovative branding program that uses the
Very first TaylorMade product changed golf forever and been
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resources of NCSU promote vision of excellence of the Department
innovating ever since. Product creation, research, and development teams are intelligent, experienced, curious, and determined.
Community To develop sense of a quality community among students, athletes, and Raleigh citizens alike through resources and events.
Develop an identity with all non-golfer, potential golfers, and golfers alike to create community and enhance knowledge about golf.
Summary of Congruency
Both organizations have the common goal of producing high-quality experiences with use of their resources
Both have the common goal of fan base/consumer expansion
Both organizations strive to be the top leader in their category (NC State with athletics, and TGaM with golf equipment)
Both promote the importance of academics (TGaM giving away scholarships, NC State promoting/helping the “student-athlete”)
NC State target all age groups, and TGaM makes products for all ages (starting at age 6)
NC State facilities accommodate various skill levels; TGaM makes products to accommodate all skill levels (women’s department, juniors’ sets, etc.)
TGaM is appealing to NC State because it is a popular, well-known company, and NC State is appealing to TGaM because it has well established golf department starting in 1934 (not only does NC State have talented golf teams, but also has a PGA Golf Management Program, which is one of 19 PGA accredited university programs nationwide)
NC State is currently sponsored by Adidas apparel
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TGaM and NC State have promote positive brand names
TARGET MARKET OF NCSUNorth Carolina State University has a strong and loyal fan base. Most of the fan base is made up of primarily NC State students that attend the presently attend the university. The students that attend NC State contribute to one of the most loyal and dependable fan bases. Other fans include NC State Alumni, as well as relatives of the students who attend NC State.
Demographics
Gender
In the NCAA, there are 57% male student-athletes and 43% female student athletes.
Location
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From the NC State women’s and men’s golf rosters, most student-athletes were either international or from North Carolina. 6 out of 9 women’s golfers were from a different country, while 10 out of 12 men’s golfers were from North Carolina.
Race
Golf is considered one of the Caucasian sports among student-athletes with 87.1% being Caucasian student-athletes. African American, Hispanic, and Asian student-athletes share the remaining 12.9% students.
Education
In Division I sports, women’s golf allows more allowable scholarships with a total of 6 scholarships, while men’s golf allows 4.5 scholarships. Spectators vary from children to seniors at the golf tournaments. Education levels range from high school diplomas to graduate students and doctorates.
Raleigh Demographics
Population
City of Raleigh 316,979 (est. July 2003)
Planning Jurisdiction 344,030 (est. July 2003)
Wake County 694,702 (census 2003)
North Carolina 8,320,146 (census 2002)
The City of Raleigh Population Characteristics:
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63.3% white (2000 census)
36.7% other racial groups (2000 census)
3.87 persons per acre population density in the corporate limits.
541,895 persons projected in year 2025
The Information above demonstrates some demographics of the Raleigh area. This area is the foundation of the NCSU fan base and directly correlates to the spectators that attend NCSU sporting events.
This data shows that the average participate is a white male between the ages of 40-59, with an average income of $100,000+.
The good thing about North Carolina State University Golf programs and facilities is that they host events that include a variety of ages and skill levels, and that is located in a major golf state.
The personal golf facility/course hosts a variety of tournaments, clinics, and camps that not only involves college students, but other participants of all ages. So not only does it accommodate the average golf participate, it also accommodates the “occasional golfer” to the “avid golfer”.
Another positive aspect is that most golf participants are in college or a college graduate, and NC State is an actual university.
NC State also has a strong women’s golf team, which could help the promotion of women’s fan base.
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TARGET MARKET OF TAYLORMADE
TaylorMade Golf specializes in developing new golf clubs to help players of all abilities perform at their highest level. The company designs products to accommodate men and women from the beginning stages of the game to the expert stages of the game.
The average golfer is a 39-year-old male with a household income of $87,300. This golfer possesses a visa card and takes around six vacation days every year. He plays at least 10 rounds of golf while on vacation and spends around $300 on golf merchandise per year.
One identifiable market the company is pursuing is male golfers. Men account for the majority of recreational play and purchasing of golf equipment. TaylorMade targets men of all golfing capabilities through the designs of their product lines.
For example, TaylorMade offers multiple versions a driver to accommodate for a greater miss on the clubface. If you’re a Tour Professional, you will play the tour model of the driver. If your new to the game, you can still play the same type of driver as the Tour Professional but the driver is designed with a larger sweet spot to help narrow your dispersion ratio.
The second market TaylorMade is growing is women’s golf. Women are currently the most rapidly growing population in the golf industry.
The company applies the same product techniques for the ladies with the addition of advertising beginner sets to accommodate the higher handicap golfer.
One strategy TaylorMade is using to reach and grow this market is allowing golf courses to use demo sets. The golf courses allow women to take out the entire set
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to play with, and hopefully the course can convert the demo product into a sale.
TaylorMade is growing because more golfers are playing with their equipment every year.
The company has a simple mission; creating the best performing golf products in the world. A byproduct of developing these technologically advanced clubs is capturing the majority of the market share in the business.
TaylorMade products broadly target every demographic and psychographic in the golf business. Due to the size of their company, marketing to a specific niche would restrict sales and growth.
“TaylorMade now positively dominates the business. Last year in the U.S., TaylorMade captured 47% of every dollar spent on woods (drivers, fairway woods and hybrids),” according to Golf Datatech, the industry’s leading market-research firm.
Below is a pie chart illustrating the different markets in the golf business from TaylorMade’s prospective. As a company, TaylorMade would like to capture all three markets with their products. Currently TaylorMade is tailored to the two larger markets and is developing strategies to reach the third market.
The National Golf Foundation broke down total American Golfers as follows:
Female Golfers: 5.76 Million
Male Golfers: 20.44 Million
Junior Golfers (5 through 17 years old): 6.1 Million
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The National Golf Foundation has conducted studies to identify golfer demographics, and the following information was found.
Targeting Golfers Precisely
General Demographics
Golfers comprise 9.6% of the general population77.5% Male22.5% FemaleAverage Age: 39 Years OldAverage Household Income: $87,300Average Total Net Worth: $768,40030% in Top Management83% Professional/Managerial26% Own Their Own BusinessAverage Total of All Investments: $663,000
Finance/Investments
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81% Possess a Visa Card71% Possess a MasterCard33% Possess an American Express CardAverage Monthly HH Credit Card Expenditure: $157591% Own Their Principal Residence18% Own a Second Home/CondoAverage Value of Principal Residence: $380,00058% Use a Professional Financial Advisor21% Plan to Buy a Property Near a Golf Course
Travel
Average Number of Vacation Days in the Past 12 Months is 6.4Average Cost of Principal Vacation is $280044% Took Trips Outside the U.S. in the Past 3 YearsRented a Car an Average of 7.5 Times in the Past YearTook an Average of 5.5 Airline Trips in the Past Year60% Book Travel Arrangements on the InternetPlayed an Average of 9.5 Rounds of Golf on Vacation in the Past Year
Golf Participation and Equipment
$17 Billion Annually Spent on Golf Equipment and ParticipationPlaying an Average of 25.1 YearsPlayed an Average of 58.1 Rounds in the Past YearSpent an Average of $311 on Golf Related Apparel in the Past Year
Activities/Electronics/Technology/Beverages
72% Made Home Repairs in the Past Year38% Plan to Purchase a Digital Camera in the Next 12 Months22% Plan to Buy a Computer in the Next YearAverage Use of the Internet is 160 Times per Month
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53 % Purchased Products on the Internet in the Last 30 Days77% Consumed Beer64% Consumed Bottled Water
Information sources: NGF Publications 2003, 2004 & beta Research 2003, 2004
Age
People between the ages of 40-59 show the highest percentage of participating in golf with 46%, the average age being 46. People under age 30 concludes 17%, and people over age 59 concludes 37%.
Race
The Caucasian population dominates participation with 89%, African American population participation of 5.3%, and Hispanic equaling 6.7%.
Location
United States is the leading country with golf participants, with North Carolina is one of the leading states of golf participants. Golf is mostly participated in the eastern part of the United States, in states such as Georgia, Florida, and Pennsylvania.
Education
Most golf participants are of college graduates equaling 37%. Participants with some college attendance is 33%. High school participants account for 12%. Lastly, participants with advanced degree accounts for 15%.
Leisure Time (18+)
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The “occasional golfer” plays about 1-7 rounds per year which accounts for 13,500,000 of the U.S. population. The “core golfers” plays about 8-24 rounds per year which accounts for 7,900,000 of U.S. population. The “avid golfers” play 25+ rounds per year which accounts for 8,200,000 of U.S. population.
MEDIA AND PROMOTION PLAN FOR TAYLORMADE
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Media
With any sporting organization, exposure from media plays a great role in the overall success of an event. Using television, internet, newspaper, radio and social media are huge in promoting an event. Utilizing these tools will benefit the overall attendance and exposure of North Carolina State University Golf events.
Television
NC State athletic events are broadcasted on a variety of TV networks including: WRAL, ESPN, CBS Sports, ACC Network, and The Golf Channel.
While participating in these golf events, all NC State athletes and coaches will both wear TaylorMade apparel and play TaylorMade products in all events. With broadcasts on the aforementioned networks will provide great visibility for TaylorMade in the golf community.
Television commercials for TaylorMade will be broadcasted throughout all NC State golf events.
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Internet
GoPack.com is the website dedicated to NC State Athletics. The website highlights each team on the website. Each team’s schedule, roster, and coaches are listed on individual team pages. TaylorMade’s image would accompany the golf team’s page. An image linked to TaylorMade’s official website would appear on this page.
Newspaper
Raleigh’s News and Observer as well as NC State’s Technician will cover the golf team’s events.
TaylorMade’s logo will accompany each article written in each of these papers.
Radio
Radio broadcasts of golf events will be broadcasted on WRAL-FM and 88.1 WKNC.
During radio broadcasts TaylorMade will be recognized during every other commercial break as the official sponsor of Wolfpack Golf. This will continue throughout the duration of the golf season. The ads will be announced during official tournament days (Thursday-Sunday).
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Social Media
Each varsity sport has its own twitter account, including the golf teams.
In addition to the individual golf twitter account, Wolfpack Athletics will also tweet golf team information.
TaylorMade will be promoted in each Twitter post.
Hospitality and Promotional Activities
North Carolina State University’s home golf facility is located on campus at Lonnie Poole Golf Course. The course, is one of the most challenging in the triangle area, and is host to all the home golf matches for the Pack.
Promotional opportunities present themselves in a variety of ways on the golf course. Signage is used in a TaylorMade booth on the 9th and 18th holes, and signs throughout the course will promote TaylorMade as the official sponsor of NC State golf.
In terms of hospitality, TaylorMade Golf will be giving out sample golf ball sleeves to all players and fans that stop by the tent. The company will also have PGA Professionals on staff to assist with any equipment questions the players or fans may have.
TaylorMade Golf believes in promoting the product through hands on experiences and will have access to
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the Lonnie Poole driving range to allow the fans and players the opportunity to test the new equipment.
Promotional Opportunities
Signageo TaylorMade signs will be present on every hole
(18 signs).o The same signs will also be posted at the NCSU
short game development area and around various parts of campus such as the Bookstore, Carmichael Gym, and the Court of Carolinas (2 signs at each location).
o Signs will read, “TaylorMade the official sponsor of Wolfpack Golf.”
o Signs are 2’ by 4’, and they sand in the ground by a metal peg backing. The signs will be donated to NCSU as a part of the sponsorship package. TaylorMade will also donate promotional material for the Professional Shop to disperse in the new Carol Johnson Pool Clubhouse.
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Taylor Made Booth on 9th and 18th Holeso TaylorMade products will be present with
merchandise readily available at these booths.o NC State Embroidered apparel will be available. o Golf clubs will also be available at these booths.o 2 PGA Professionals are ready to assist you with
club TaylorMade golf club and golf ball fittings at each location.
The Official Sponsor of Wolfpack Golf!.
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Hospitality Options
Concessionso Vouchers will be provided to the four
representatives of TaylorMade at each golf event.o Complimentary drinks and pretzels will be given
out to those who purchase merchandise from TaylorMade booths on the 9th and 18th holes.
o TaylorMade will provide golf instruction and golf club fitting opportunities to NCSU students and staff three times throughout the day.
o A raffle will take place with TaylorMade equipment to grow the brand name and support with the University. The raffle will consist of five dollars per ticket. TaylorMade will have ten drawings for prizes. The grand prize will be a new set of golf clubs with a 1-hour custom fitting session (valued at over $1,000).
IMPACT MEASUREMENT
North Carolina State University’s goal is provide the highest level of service and benefits to their sponsors thus in return accomplishing quality sponsorships. To meet this goal, we are gong to provide 3 areas of assessment. First is to assess and compare sales and information of the sponsorship agreement. Next is to measure media representation and exposure of the sponsor, and finally measuring awareness of the sponsorship. With this information, we can then assess further for short-term and long-term benefits and actions.
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Sales
We will assess sales from TaylorMade-Adidas Golf prior to sponsorship. With this prior information, we will compare and analyze current sales in order to expand for future purposes. The first assessment will take place in 3 months of sponsorship agreement.
This includes sales from:o Online Storeso In-store Storeso Facilitieso Eventso Coupons o Promotional Aspects
After analyzing the information, we will assess customer behaviors and attitudes of the sponsorship to determine all of the short-term and long-terms aspects.
Media
The North Carolina State University Athletic Department will measure the frequency of how TaylorMade-Adidas Golf is presented throughout the agreement of the sponsorship.
This includes representation and exposure from:o On-site Facilitieso Events o Promotional Aspectso GoPack Online Websiteo Lonnie Poole Websiteo TV Appearanceso TV Commercialso Interviews with Players/ Coacheso Player/Coach wearing Brand Apparelo Player/ Coach using Brand Equipment
We will be able to monitor our website and facility ratings, as well as determine approval rating of
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sponsorship exposure through event media and television media by assigning professionals to take post during events and assess how customers notice the sponsor.
Awareness
The North Carolina State University Athletic Department has the resources to create a new brand image that would be individual to the NC State Golf Team and TaylorMade-Adidas Golf Company. Joining with NCSU Golf Team and creating a new brand will help enhance the image of the TaylorMade Company.
This is including expanding TaylorMade’so Demographicso Marketing and distribution approacheso Awareness of current and future products
In order to measure awareness, we will be conducting assessments on trends and usefulness of equipment and apparel of TaylorMade to keep the products updated. This will conducted by:
o Online surveyso On-site surveyso Placement of survey sheets on NCSU facilitieso Trial tests on equipment and apparel
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TAYLORMADE SPONSORSHIP PACKAGE
Total Value of Sponsorship $1,424,000
Increased Sale Opportunities
TaylorMade apparel in bookstore$100,000(annually)
Total$100,000
Product Trial & Sampling Opportunities
New prototype golf club used by team$20,000
Newly designed shirts to increase swinging ability used by team$5,000T-shirt toss
$7,000Total
$32,000
Media Coverage & Exposure
Commercials during televised golf events$150,000
Commercials on WolfTV$80,000
Internet Advertisements$100,000
Newspaper Advertisements$20,000
Radio Commercials$25,000
Total$375,000
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On-Site Signage
Merchandise Sale Tents$35,000
Player Apparel $50,000Golf-Course Signage
$80,000Lonnie Poole Clubhouse Signage
$20,000Flags
$10,000Entrance Banners
$10,000Total
$205,000
Total Cost for Sponsorship $712,000
Increased Sales Opportunities
By putting TaylorMade apparel in the NC State Bookstore the brand will continuously be purchased for students each year.
Product Trial & Sampling Opportunities
All prototype gear, equipment, etc. can be tested by the NC State Men & Women’s Golf Teams throughout the season.
Free t-shirt giveaways can be at special events, matches, and student rallies.
Media Coverage & Exposure
Television o 15-30 second commercials during televised NC
State golf matches and events.
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o 5-10 second sponsorship announcements during other televised NC State sporting events, such as basketball, football, baseball, etc.
o “TaylorMade Shot of the Day”o Interviews in front of TaylorMade backdrop
Internet o TaylorMade symbol located on side banner of
Men’s and Women’s team website.o TaylorMade symbol located on side banner of
Lonnie Poole Golf Course website.o Link within NC State Golf Home page to
TaylorMade online apparel store. Newspaper Advertisements
o Half-page advertisement in Technician (school newspaper).
o “TaylorMade Shot of the Day” will have an article following every match.
o TaylorMade logo on side banner of athletics page. Radio Commercials
o 20-second commercials every hour on school radio station, 88.1.
o 5, 15-second commercials on G105 & K97.5 radio stations daily.
On-Site Signage
Merchandise sale tents will be setup on various locations throughout the golf course, one merchandise sale tent will be located right outside of clubhouse during matches.
Players will be wearing TaylorMade gear and using Taylor Made equipment indefinitely.
30x20 banners will be hung in various locations throughout the golf course.
24x18 banner placed at the entrance of Lonnie Poole Golf Course
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Direct Customer Hospitality & Promotion Opportunities
Customer Hospitality o Provide complimentary golfing to TaylorMade
executives at Lonnie Poole golf course, TaylorMade employees may play at a discounted rate.
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o Provide tours of Centennial Campus, Hunt Library, Chancellor’s Mansion & lunch at the Lonnie Poole Clubhouse.
o Provided luxury suites in downtown hotels.o TaylorMade will have the opportunity to request
Mascot and Player Appearances of Student Athletes and coaches throughout the year for corporate events.
o NC State Athletics will create networking opportunities amongst co-sponsors during seasonal banquets.
Promotion Opportunities o Free prize giveaways at student rallies.o Fans have the opportunity to purchase
merchandise at golf events.o Arnold Palmer photo shoot in TaylorMade
apparel.
Co-Sponsorship Opportunities
Becoming partners with NC State Men & Women’s Golf Team is more than just an opportunity for our teams to promote your brand and increase awareness of TaylorMade. We currently work with various other companies that may be a beneficial co-sponsor and partnership in the future. Here we have listed some of our current sponsors:
Time Warner Cable CBS Sports John Deere CPI Security Geico Papa Johns Harries Teeter Coca Cola Lowe’s Foods Laser Eye Center Blue Cross Blue Shield Reeds Jewelers
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ADDENDUM
*Carol Johnson Poole Clubhouse with TaylorMade Sponsorship.*TaylorMade logo present on all golf carts at Lonnie Poole.
*TaylorMade featured in golf shop sales at the club and online website.
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* TaylorMade equipment surveys will be available in golf shop for customers. The Penta Golf Ball survey below is one example.
* First Name
* Last Name
* Date of Birth: (MM/DD/YYYY)
* Email:
* Address:
Address 2:
* City:
* State:
AlabamaAlaskaArizonaArkansasCaliforniaColoradoConnecticut
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DelawareDist of ColumbiaFloridaGeorgiaHawaiiIdahoIllinoisIndianaIowaKansasKentuckyLouisianaMaineMarylandMassachusettsMichiganMinnesotaMississippiMissouriMontanaNebraskaNevadaNew HampshireNew JerseyNew MexicoNew YorkNorth CarolinaNorth DakotaOhioOklahomaOregonPennsylvaniaRhode IslandSouth CarolinaSouth DakotaTennesseeTexasUtahVermontVirginiaWashingtonWest VirginiaWisconsinWyoming
* Zip Code:
43
* Rounds Played per Month:
12345678+
* Handicap:
12345678910111213141516171819202122232425262728293031
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32333435+
* What golf ball do you play now?
Bridgestone B330Bridgestone B330-RXBridgestone B330- RXSBridgestone B330- SBridgestone e5/e5+Bridgestone e6/e6+Bridgestone e7/e7+Bridgestone TREOSOFTBridgestone xFIXxBridgestone otherCallaway DiabloCallaway Diablo TourCallaway SolaireCallaway Tour iCallaway Tour isCallaway Tour izCallaway Tour ixCallaway HX Hot BiteCallaway HX Hot PlusCallaway HX HotCallaway HX PearlCallaway WarbirdCallaway Warbird PlusCallaway otherDunlop otherNike 20XINike20XI-XNike CrushNike Distance LongNike Distance SoftNike Distance HighNike JuiceNike KarmaNike MojoNike One BlackNike One PlatinumNike One TourNike One Tour DNike One Vapor
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Nike Power Distance WomenNike otherNoodle Long and SoftNoodle LongestNoodle N S2FNoodle n S2DNoodle SoftestNoodle+ Easy DistanceNoodle+ Long and SoftNoodle otherPinnacale DimensionPinnacale Gold DistancePinnacale Gold PrecisionPinnacale Platinum DistancePinnacale Platinum FeelPinnacale RibbonPinnacale otherPrecept Laddie XPrecept Lady iQPrecept otherSrixon AD333Srixon Soft FeelSrixon TrispeedSrixon Trispeed TourSrixon Z StarSrixon Z Star xSrixon Z URCSrixon Z URSSrixon otherTaylorMade BurnerTaylorMade Burner TPTaylorMade Penta TPTaylorMade TP BlackTaylorMade TP RedTaylorMade otherTitleist DT SoloTitleist DT Carry / RollTitleist NXT/NXT ExtremeTitleist NXT TourTitleist ProV1Titleist ProVxTitleist otherTop Flite D2Top Flite FreakTop Flite XL DistanceTop Flite other
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Volvik otherOther
* Have you ever played Penta before?
YesNoNot Sure
* Would you recommend Penta to a friend?
YesNo
* Indicates Response RequireWORKS CITED
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