Building  a  Strong  Sports  Marke3ng  Brand    for  Greater  Raleigh,  NC  

Ini3al  Review  of  Names  and  Ownable  Trademarks  November  7,  2011    

Our  objec3ve  for  today:  

Building  on  your  briefing  and  our  ini3al  review  to  date,  present  for  your  considera3on  a  set  of  industry  standard/  compe33ve  set  names  along  with  possible  tag  line  direc3ons  that  might  help  posi3on  you  stronger  in  the  industry.    

3    |    Greater  Raleigh  CVB|    Sports  En3ty  Naming  Review    |    November  7,  2011        

4    |    Proposal  to  Building  a  Strong  Sports  Marke3ng  Brand  For  Greater  Raleigh    |    Revised  August  16,  2011        

TODAY  In  a  review  of  111  industry  standard  names  for  sports  marke3ng  en33es  across  the  country,  we  found  the  majority  of  them  to  be  clustered  around  a  few  very  specific  names.    

49%  

SPORTS  COMMISSION  

 

12%  

SPORTS  COUNCIL  

 

10%  

SPORTS  AUTHORITY  

 

10%  

SPORTS  AUTHORITY  

 

Source:  Na3onal  Associa3on  of  Sports  Commissions  2011  and  Trialogue  Studio  

4%  

SPORTS  CORPORATION  

 

Here’s  the  view  from  the  “outside  in”…  

The  other  15%  are  evenly  distributed  between…  

Sports  A]rac3ons  Athle3c  Commission  Sports  &  Events  Commi]ee  Sports  Development  Sports  Founda3on  Sports  Corpora3on  Sports  Commission  &  Founda3on  Sports  &  Entertainment  Commission  Sports  Associa3on  Sports  Congress  Sports  Marke3ng  Office  Team  Sports  Backers  

5    |    Proposal  to  Building  a  Strong  Sports  Marke3ng  Brand  For  Greater  Raleigh    |    Revised  August  16,  2011        

What  follows  are  three  op3ons  of  possible  naming  conven3ons.  Each  conven3on  uses  a  three-­‐part  system  to  create  the  name  of  your  new  sports  marke3ng  en3ty.  When  considering  your  op3ons  you  will  need  to  consider  whether  you  want  to  blend  in  and  stay  within  the  industry  standard  names  or  choose  a  name  which  might  be]er  differen*ate  you.  Each  op3on  also  suggests  our  first  cut  at  recommended  names  based  upon  that  specific  conven3on.  

6    |    Proposal  to  Building  a  Strong  Sports  Marke3ng  Brand  For  Greater  Raleigh    |    Revised  August  16,  2011        

Naming  Conven3on  Op3on  1  

Greater  Raleigh   Sports  Commission  

Sports  Council  

Sports  Authority  

Greater  Raleigh  Sports  Commission  Performance.  Guaranteed.  

Performance.  Guaranteed.  

Results.  Guaranteed.  

Champions  of  Sports  

Results  Rule   Recommended  Op3on  

Name   Name  

Tagline  

Sports  Central  

7    |    Proposal  to  Building  a  Strong  Sports  Marke3ng  Brand  For  Greater  Raleigh    |    Revised  August  16,  2011        

Naming  Conven3on  Op3on  2  

Greater  

Sports  

Sports  Partnership  

Raleigh,  Cary  and  Wake  County,  NC  

Sports  Alliance  

Where  Champions  Are  Created  

Champions  Of  Your  Sport  

Raleigh  Sports  Marke3ng  Agency  

Your  Agency  of  Records  

Greater  Sports    Raleigh,  Cary  and  Wake  County,  NC  Where  Champions  Are  Created  

Recommended  Op3on  

Name  

Name  

Modifier  

Tagline  

8    |    Proposal  to  Building  a  Strong  Sports  Marke3ng  Brand  For  Greater  Raleigh    |    Revised  August  16,  2011        

Naming  Conven3on  Op3on  3  

GR   Sports  

Sports  Partnership  

Performance.  Guaranteed.  

Results.  Guaranteed.  

Champions  of  Sports  

Results  Rule  

Des3na3on  Sports  

Raleigh,  Cary  and  Wake  County,  NC  

Modifier  

Name  Name  

Tagline  

GR  Sports  Raleigh,  Cary  and  Wake  County,  NC  

Results  Rule  

Recommended  Op3on  

9    |    Proposal  to  Building  a  Strong  Sports  Marke3ng  Brand  For  Greater  Raleigh    |    Revised  August  16,  2011        

Task  Schedule  and  Timeline  While  we  had  ini3ally  expected  the  overall  3meline  to  run  somewhere  between  8  –  10  weeks,  we  are  a  couple  of  weeks  behind  due  to  our  studio  being  closed  for  a  tragic  family  emergency.  We  may  be  able  to  make  up  3me  with  shorter  approval  3mes,  etc.  

TASK 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23

1.#Plan#and#Prepare#For#Success

1.10Kickoff0Meeting/0Project0Brief

1.20Brand0Development0(Positioning0and0Names)

1.2.100K0Review0Industry0Standard/0Competitive0Set00Names0

1.2.200K0Recommend0Mission0Statement0and0Name

Deliverable)Task)1:)Positioning)Statement)&)Name

2.##Visual#Expression

2.10Logo0Development/0Review/0Refinement

2.1.10Style0Guide0Development0and0Refinement

2.20Tagline0Development0Review/0Refinement

2.30Sample0Applications0Development/0Review/0Refinement

Delivarable)Task)2:)Logo,)Tagline,)Sample)Applications

Delivarable)Task)2:)Style)Guide

BiKweekly0Conference0Calls

January02011

ONE

TWO

October02011 November02011 December02011

10    |    Proposal  to  Building  a  Strong  Sports  Marke3ng  Brand  For  Greater  Raleigh    |    Revised  August  16,  2011