Applebee’s Sponsorship Proposal with the 2018 NHL

All-Star WeekendLindsay Beer, Chris Falcone, Grant Roberts, & Jessica Stein

Applebee’s Background● Founded in 1980 by Bill Palmer and T.J. Palmer

● In 1986, the name of the restaurant chain was changed to Applebee’s

Neighborhood Grill & Bar

● In 2006, Applebee’s generated $2.5 billion in sales

● More than 2,033 restaurants worldwide

● Approximately 28,000 employees

● "See You Tomorrow"

Applebee’s Partnership with ESPN● Monday Night Countdown

○ Monday night football “Check-In and Win” promotion that incorporates:

■ QR codes, Facebook Places, and, of course, watching football

○ Applebee’s invites Monday night pre-game ESPN viewers to scan in-restaurant QR codes or check

in via Facebook Places

○ Prizes are awarded instantly

Description of Sponsorship

History of NHL All-Star Weekend● Benefit games starting in 1934 led to the concept of the NHL All-Star Game

● First official All-Star Game held on October 13, 1947

● Traditionally held at the midway point of the regular season of the National

Hockey League

● The 62nd NHL All-Star Game will be held in Los Angeles in 2017

NHL All-Star Weekend Partnership History● Bud Light

● Gatorade G Series

● Honda

● McDonald’s

● Reebok

NHL All-Star Weekend Today● Exhibition ice hockey game with many of the league's star players playing against

each other

○ Three-game tournament, played in a 3-on-3 format

○ Four All-Star teams based on the league's four divisions

● Attendance: 18,901 in 2015

● The 2016 NHL All-Star Game on NBCSN

○ Most-watched and highest-rated All-Star Game in the network’s history

○ Averaged 1.595 million viewers and a 0.90 household rating

What to See at NHL All-Star Weekend● All-Star Skills Competition

● All-Star Game

● Fan Fair

○ Meet the NHL Mascots

○ Take a picture with the Stanley Cup

○ Test your hockey skills through various games

○ Shop for souvenirs

1998 NHL All-Star Weekend Promo

Goals & The Match

Goals● Increase national brand awareness

○ Concentration of stores skewed to the Eastern U.S.

● Generate media exposure

● Expand Applebee’s target market to a broader range of consumers

○ Specifically individuals over the age of 40

● Improve customer hospitality

● Drive sales

Applebee’s in the U.S.

Partnership Match● Similar target markets - able to target similar age demographics

○ All-Star Weekend: males/females in U.S. & Canada ranging from ages 18-55

■ Most income ranges from $40-75K and $100+K

○ Applebee’s: males/females in U.S. & Canada ranging from ages 12-40

● Applebee’s environment consists of many sports fans

○ Televisions surrounding ESPN Fan Zone, showing various sports games

● Families are valued by both the NHL All-Star Weekend and Applebee’s

Sponsorship Components

Social Media Campaign● Target market: Applebee’s customers over the age of 40

● Facebook campaign

○ 64% of online adults ages 50 to 64 now use Facebook

● Advertising space on NBCSN during NHL All-Star Weekend

● Advertising space on the NHL website

Facebook Campaign● Livestream the NHL All-Star Game on Applebee’s Facebook page

● “Scoring in the Applebee’s Kitchen” video

○ Post video of Patrick Kane learning how to make Applebee’s signature dish, Three-Cheese Chicken

Cavatappi

● #FoodFan promotion

○ Fans upload a photo of their meal at Applebee’s

○ Randomly selected fan gets free NHL All-Star Weekend jersey

Advertising Space on NBCSN● Place featured Facebook video of Patrick Kane as a commercial on NBCSN

during All-Star Weekend

● 2015-2016 NHL regular season on NBCSN - most-watched full NHL season on

cable in 22 years

● Benefits:

○ Create exposure for Applebee’s Facebook page

○ Expand target market

■ NBCSN has posted a 48% increase in adults ages 25-54

Advertising Space on NHL.com● Place featured Facebook video of Patrick Kane on NHL website

● Allows video to receive maximized national exposure on all online channels

● NHL consumers will have a positive image of Applebee’s through partnership

○ Improve brand recognition

● Drive sales in restaurants for dish featured in the video

On-Site Activation● NHL Fan Fair

○ Thursday, January 25 - Sunday, January 28

○ 96’’ x 30’’ table set up

■ Coupons

■ Free samples

■ Photo booth with Applebee’s logo backdrop

■ Sweepstakes to have dinner with player at Applebee's in city of event

● NHL All-Star Game

○ Sunday, January 28, 2018

■ “Make Your Own Sundae” contest after first period

● Winner gets free meal for two at Applebee’s

Promotions at Applebee’s● Raffle

○ Giving away 10 free tickets to NHL All-Star Weekend

● NHL temporary menu items at Applebee’s

○ Select few drinks, pasta dishes, burgers

Signage● One ad on the boards of the rink

● Signage on the jumbotron

● Added benefit of potentially having the Applebee’s logo seen by millions of

viewers watching the game on NBCSN and on the Facebook livestream

Return On Investment (ROI) Measurement

Media● Facebook

○ Track the amount of followers we gain

○ Count how many people participate in the #FoodFan promotion

○ Track activity on All-Star Game livestream & “Scoring in the Applebee’s Kitchen” video

■ Likes, views, shares, and comments

● NHL.com

○ Monitor the amount of individuals who come across the NHL’s homepage

○ Obtain demographic and geographic information of those who visit the site

● NBCSN

○ Measure the amount of television exposure we get from the ad on the board of the rink

Surveys & Coupons● On-site surveys

○ Interact and engage with potential customers

○ Learn about customer wants

○ Obtain customer information for Applebee’s database

● Coupons

○ Coupons given out during All-Star Weekend include a tracking number

Promotions● Obtain emails from:

○ Photo booth

■ Fans must give email so photos can be sent to them

○ “Dine With Your Favorite Player” sweepstakes

■ In order to enter sweepstakes, fans must give full name, address, phone number, & email

● This will create an increase in Applebee’s customer database

Budget

Sponsorship Acquisition

Main Sponsorship Deal:

Jumbotron and Board Signage (4 days)

Hospitality Ticket Packages (50)

Table Space at NHL Fan Fair

Use of NHL Logo

NBCSN Advertisement

Total: $600,000

AdvertisingFacebook Advertisements $60,000

NHL.com Advertisements $40,000

TV Commercial $100,000

Total: $200,000

Other Expenses

Photo Booth $50,000

Labor $10,000

“Dine With Your Favorite Player” Sweepstakes $100,000

“Make Your Own Sundae” Contest $39,700

All-Star Weekend Jersey Giveaway $300

Total: $200,000

Benefits● Expand target market

● Drive consumers to Applebee’s to increase sales

● Generate brand awareness

SUCCESS

Thank You!