SPORTS AND ENTERTAINMENT PROMOTION PLAN

Lakeview DECA Chapter

Lakeview High School

15060 South Helmer Road

Battle Creek, MI 49015

Jacob Derry

April 27, 2013

Table of Contents

I. EXECUTIVE SUMMARY 1

II. DESCRIPTION OF THE COMPANY/ORGANIZATION 2

III. OBJECTIVES 3

1, Increase Attendance by 20% 3

2. Reinvest in the Community 3

3. Increase Customer Satisfaction by 15% 4

IV. SCHEDULE OF EVENTS 4

A. Special Events 4

B. Advertising 6

C. Display 8

D. Publicity 9

V. RESPONSIBILITY SHEET 10

VI. BUDGET 10

VII. STATEMENT OF BENEFITS TO THE COMPANY/ORGANIZATION 11

VIII. BIBLIOGRAPHY 11

N

iDETRUIT ) DETROIT

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I. Executive Summary: The “Good 2 Great” (abbreviated G2G) promotion plan will run fromOctober 21 to November 11, 2013. As a marketing manager for the Detroit Pistons, I developed it to thoroughlyrevitalize the franchise in all aspects of promotion and operations.

Description of the Detroit Pistons: The Pistons are an NBA team that provides entertainment for families andpeople of all ages through high level basketball, rewarding promotions, and exciting events. Established in 1957,the Detroit Pistons have won three championships in 1989, 1990, and 2004. Today, the Pistons are under newownership and are rebuilding the team with top young players. The team plays in the Palace of Auburn Hills, thelargest arena in the NBA; however, attendance has fallen in recent years. With this promotion plan, thecompany looks to improve attendance by reaching all 5.2 million potential customers in the Metro Detroit area.Target Markets: The primary target market consists of 25 to 54-year-old males, while the secondary targetmarket includes 25 to 45-year-old females with families. Both markets are active on social networking sites andfrequently use their mobile devices.

Objectives: All promotion activities are designed to ultimately increase revenue by 15% and have a Return onInvestment (ROl) of 46%. The plan will achieve these goals by first completing these sub-objectives:

• Increase attendance by 20%• Reinvest in the community• Increase customer satisfaction by 15%

Schedule of Events: Aside from accomplishing the objectives above, the purpose of the Schedule of Events is toinfluence the target markets and establish the Pistons as the major source of entertainment in Michigan and theNBA. Thrilling special events like the Globetrotters-Pistons Three-Point Play and Social and Mobile Media Nightwill create goodwill with the community, produce satisfying incentives for fans, and provide familyentertainment. The plan will use innovative and cost-effective advertising strategies with mobile ads, tissue packmarketing, e-mail newsletters, and billboards, to reach the target markets. Visually appealing and interactivedisplay like the Shake-the-House Section at the Palace of Auburn Hills will energize the stadium atmosphere,while the publicity efforts, spread across multiple media, will generate prominent positive brand exposure. Thecombination of these activities will ensure that the Pistons accomplish the objectives of the “Good 2 Great”promotion plan.

Finances: The total investment is only 346,339 dollars and will be allocated as follows:

—Special Events $149,239

Advertising $47,550Display $150,000Total $346,339

Benefits: The benefits from the “Good 2 Great” campaign include:

• An increase in attendance by 20%Money and time reinvested in community schools, businesses, and people

• A 15% increase in customer satisfaction• A Return on Investment (ROl) of 46%• An increase in revenue by 15%• Solidifying the Pistons as the number one source of entertainment in Michigan and the NBA• Propelling the Pistons and the Metro Detroit area from good to extraordinarily great

Jacob Derry G2G Promotion Plan

II. Description of the Company/Organization: In 1957, a National Basketball Association

(NBA) team relocated from Fort Wayne, Indiana, to its current residence in Auburn Hills, Michigan, to officially

become the Detroit Pistons. Detroit’s early years were marked by the team’s struggle to win games. Yet, by

1990, the Pistons won back-to-back championships and earned the nickname the “Bad Boys” because of their

aggressive defensive play. After a 14-year title drought, the team reclaimed NBA glory by winning the 2004

Finals. The Pistons made a string of appearances in the Eastern Conference Finals that ended in 2009 due to the

loss of several key players. Since then, the organization is under new ownership led by Tom Gores and is in the

process of rebuilding a good team with top young players.

The Pistons’ games are held in the state-of-the-art Palace of Auburn Hills. The

arena has the largest capacity in the NBA at 22,076 seats and has hosted performers

such as Justin Bieber, Michael Jackson, and comedian Kevin Hart. Constructed in 1988, The Palace was recently

updated with renovations to maintain the stadium’s fresh, consistent image in the suburbs of Detroit.

Within the Detroit metropolitan region, there are over 5.2 million potential Pistons’ customers. This vast

population, coupled with a re-energized fan base from the recently named “Best Sports City of All-time,” creates

a dynamic market for the Pistons. Furthermore, the automotive industry’s stable upward progress and the

area’s increased employment will result in stronger consumer confidence and greater sales potential for the

Pistons. The Detroit market is segmented for this specific promotional plan as follows:

PTargetMarkeJustxficationforTar

oricsBao This market makes up a large portion of the

o Males e Sports fans .

. Pistons fan base and s currently seeking moree Age: 2 5-54 years • Enjoy live group• Middle-level income entertainment

reward and engagement from sporting event

e Detroit residents e Active on social networksexperiences.

. Frequent mobile users

Secondary Target Market I Justification for Targ

Demographics Psychographics/BehaviorThis market has a strong influence on family

• Females • Casual, social sports fans purchasing decisions and is a fast growing• Age: 25-45 years • Active on social networks demographic among sports fanse Have family with kids .Fquent mobile users

Jacob Derry I G2G Promotion Plan [j

In addition to the Detroit Pistons’ multiple internal strengths and weaknesses, the organization may also

encounter the external threats and opportunities described in the SWOT analysis below:

Strengths Weaknesses

. Dedicated fan base • Team’s on-court success• Young marketable players • Season ticket renewal• Richb l histo • Lost potential revenue during Lock-out

Opportunities Threats

• Social networking presence • Decreased population• Mije involvement in community e Competing sporting events: Tigers, Red Wings,• Modern technology in entertainment and Lions

With three championships, a top-notch stadium, and passionate fans, the Detroit Pistons embody a rich

history of basketball success that will be revived and magnified under this potent promotion plan.

IlL Objectives: The three sub-objectives described in this section are stepping-stones to

accomplishing the overall objectives of the campaign which include increasing revenue by 15% and having a

Return on Investment (ROl) of 46%.

1. Increase Attendance by 20%: Twenty percent may seem like an aggressive goal, but last season

the team had its lowest attendance since 1999. This fact is surprising considering Detroit led the whole NBA in

attendance only three years ago. Through innovative advertising strategies and thrilling special events, the

Pistons will boost crowd turnout even if the team is not winning. Strengthening attendance numbers will not

only generate maximum revenue, but also satisfy sponsorship partners with numerous impressions, or views, for

their brand.

2. Reinvest in the Community: The Detroit Pistons genuinely care about the people that make up

the company, the fan base, and the Metro Detroit community. To show the organization’s compassion, the

Pistons will reinvest its time and money in Detroit’s schools, businesses, and people. In a struggling area such as

Detroit, our goal is to establish a strong sense of hope among local families and pride in Pistons’ basketball.

Jacob Derry G2G Promotion Plan

3. Increase Customer Satisfaction by 15%: Customer satisfaction is a major staple of the sports

industry and is a priority for this promotion plan. My proposal will include rewarding promotions and unique

entertainment that will improve the fan experience and also foster profitable customer relationships. This

improvement will have a tremendous impact on season ticket renewal and customer loyalty. The objective will

be measured by surveys and interviews collected prior to and following the conclusion of the promotion plan.

IV. Schedule of Events

A. Special Events:

Globetrotters — Pistons Three-Point Play sponsored by Meijer: This electrifying show will feature the legendary

Harlem Globetrotters in a three-part event prior to the NBA season on October 25, 2013. This once-in-a-lifetime

experience appeals to children and, subsequently, their parents that make up the target markets. The first

portion will be the “Good 2 Great” clinic with several Boys & Girls Clubs of Southeastern Michigan held by the

Globetrotters and the hometown Pistons. The clinic will teach the kids fundamental skills in basketball with fun

activities and a t-shirt giveaway included. Secondly, the Detroit Pistons will take on the Harlem Globetrotters in

an exhilarating basketball exhibition game consisting of the Globetrotters’ goofy, entertaining antics that have

amused crowds for decades. Finally, there will be numerous promotional giveaways throughout the game

including jerseys, team posters, and basketballs. Most importantly, all the profits from this event will be donated

to the local Boys & Girls Clubs, which provide youth development programs to those struggling with poverty and

other difficult situations.

[ Benefits: [ Creates positive publicity by donating to a charitable cause II

o Reaches selected target markets by providing family entertainment

L. L Pistons’ brand becomes linked with Globetrotters’ image of goodjJ

Good 2 Great School Sweepstakes: October 28, 2013, will kick off the beginning of the Pistons’ elementary

school sweepstakes which will aim to improve Michigan public school libraries and create a passion for reading

and learning in our students. The contest will require local schools to demonstrate why they are the most

deserving of recognition by reading a minimum of 200 books and submitting two student essays about why they

Jacob Derry f

Benefits: • Presents the organization as an active community player• Advances efforts to accomplish the 2 objective

Good 2 Great Home Opener sponsored by Hungry Howie’s: With plenty of anticipation surrounding the first

game already, Detroit will have an equally exciting promotion in Customize Your Own Bobblehead Night. The

first 500 people to enter the arena will have a digital photograph taken and their contact information collected.

They will then receive a special voucher for a custom bobblehead featuring the person’s image in a Pistons’

jersey and the base of the figure reading “Pistons’ #1 Fan” and “Good 2 Great.” On the retail market,

personalized bobbleheads can cost from $90 up to $150. However, with this coupon, the fan will receive his or

her own for only $75. Furthermore, everybody at the game will get a Pistons’ fold-up schedule that can be

placed in his or her pocket or purse at all times. The schedule is a convenient freebie that will encourage people

to plan upcoming outings to the Palace.

rofl. Promotions give casual fans an incentive to come to the game• Increases company awareness through pocket schedule

Social and Mobile Media Night sponsored by MetroPCS: The second Pistons’ home game will be filled with

notable happenings that reach our socially active target markets and attract a wide range of potential fans

outside the market. Prior to the game, the first 10,000 supporters in the arena will enjoy a Pistons’ iPhone or

Android phone case giveaway. However, the unveiling of the new Detroit Pistons’ “Good 2 Great” mobile

application will be the main event of the night. The free app will re-launch the previous version of the

love reading. The Pistons’ public relations department will choose the top schools, and the winners will get the

following prizes:

• $10,000 grant for library/books• Reading visit by Pistons’ players (volunteered>• School-wide invitation to Pistons’ home game

5 Finalists

2 Place • $5,000 grant for library/books• Reading visit by Pistons’ players (volunteered)• $2,000 grant for library/books

Jacob Derry I G2G Promotion Plan

application making it simpler to use and offering more updates for die-hard fans and frequent mobile users.

Additionally, audience members will be encouraged to take photos of themselves having fun at the game and

post the pictures to the Pistons’ Facebook page for a photo contest. The photo of the person with the most likes

will be named “Good 2 Great Fan of the Week” on the Pistons’ website and social media pages. He or she will

also receive five tickets to the next game and a $50 store credit in the Palace Locker Room (team apparel shop).

Benefits: • Event takes advantage of growing mobile and social media trend

• App satisfies/rewards fan loyalty with team updates and promotions

• Contest increases exposure of Pistons’ social media pages

Shoot-to-Win Car Raffle sponsored by Ford: This special event will instantly excite the Palace

audience every home game by raffling off a chance to win a new car. The Pistons will hold a

raffle with all the profits being donated to Gleaners Community Food Bank, a charity that has been nourishing

Southeastern Michigan communities for over 35 years. The raffle winner will automatically get a $25 store credit

in the Palace Locker Room and the opportunity to shoot a half-court shot to win a new Ford Fusion car.

Benefits: • Raffle helps people in need while also supporting a Detroit automaker

• The event heightens crowd enthusiasme Provides people with an incentive to come to every home game

B. Advertising: The advertising efforts for this seasonal promotion plan will focus on using more

innovative strategies instead of the traditional methods of TV, radio, and newspaper, with which consumers

have become exhausted. This is not to say the Pistons won’t use traditional methods throughout the rest of the

season, but for this seasonal plan more modern approaches will be implemented.

Social/Mobile Media: With over 450,000 likes on Facebook, over 105,000 followers on Twitter, and thousands

more to come, the Detroit Pistons will take advantage of these substantial networking sources. Detroit will keep

followers up-to-date with tweets and posts about daily scores, upcoming events, and the promotion plan itself.

This will allow the Pistons to develop and strengthen relationships with a broader range of fans. In addition to

our social media presence, we, the Detroit Pistons, will display banner advertisements on the mobile sites and

Jacob Derry I G2G Promotion Plan

iIuLircwapplications of popular news sources including the Detroit Free Press and The Detroit News. These

advertisements, which will run for the entire three week plan, will be advantageous for the organization because

the specific mobile sites and applications being used are viewed over 25 million times a month on smartphones

and tablets. Moreover, this Detroit media audience firmly coincides with our designated target markets: 50/50

male/female breakdown, 63% of viewers are between 25 years and 54 years of age, and the market consists of

mobile users. I

Benefits: Social networking is free and extends to a wide variety of peoplee Mobile has large advertising reach that is specific to target marketse Both channel methods avoid the advertising clutter typical in other media

Tissue Packs: This innovative marketing strategy will include distributing small packs of tissues with the Pistons’

brand and advertising message on the packaging label to 50,000 people at the game and throughout the area.

Unlike flyers that often end up in the trash, tissue packs are widely accepted and appreciated. Research has

shown that consumers are impacted by a brand 20 to 25 times for each pack of

tissues in the market, Our custom Detroit Pistons’ pack will present the team logo

on the front, notable home games and our website URL on the back, and a “Good

2 Great” redeemable coupon for 10% off tickets on the inside.

Benefits: • Creatively represents the brand and captures public attention• Tissue packs have high exposure and long advertising life span

--

_____

sate of ad can be measured by number of coupons redeemed

PIstons Post E-Newsetter: Weekly e-mails will be sent to Detroit ticketholders, Twitter followers, and other

subscribers. These personalized e-mails will feature the Pistons Post Newsletter that contains team news, ticket

opportunities, and information on the special events. The newsletter will also serve as a fan loyalty program by

providing exclusive promotions each week.

PJ!,!$PPst &4

Inexpensive way to connect with target markets

loyalty

ect ‘t It’ h’ th fb I’ ilExclusive promotions will increase customer satisfaction and

Jacob Derry { G2G Promotion Plan

_____

Billboards: The Pistons will specifically aim to affect the elder

segment of the target markets and other commuters through the

utilization of strategically located billboards. Unlike other

traditional media, billboards cannot be turned off, zapped

through, or avoided. The advertisements will maintain a simple yet impactful design like the one seen

above. Two Pistons’ billboards each will be positioned along Interstate 75 (1-75) and Interstate 96 (1-96) East

highway with an additional one on Interstate 94 East headed toward Metro Detroit. These billboards will see

circulation between 75,000 and 125,000 viewers daily. This means over the three week campaign, the

organization will see a reach of over two million people per billboard.

Benefits: • Continuous exposure and multiple impressions build brand awareness1

• Billboards tie all advertising efforts together — increasing campaign efficiency

• Advertisements are friendly to people that aren’t tech-savvy

C. Display: Because Detroit has recently introduced a new LED digital billboard outside of the Palace,

this promotion plan will focus on the stadium’s interior display, which will visually engage fans and further

market the brand as an innovator when it comes to satisfying customers.

Pregame Fan Lounge sponsored by Buffalo Wild Wings: We will transform two luxury suites, which often go

unsold, into a pregame lounge for people to relax and interact with fellow fans. The Pistons already have a

similar club for season ticketholders, but this particular lounge will be available to the average person for a ten-

dollar admission. The room will feature a sports bar and grill, comfortable couches and seating, flat screen

televisions, and decorative basketball memorabilia for fans to admire.

Twitter Boards: The Detroit Pistons will regularly display live social network tweets with specific Pistons’

hashtags like #Pistons and #DetroitBasketball on the TV screens throughout the stadium as well as on the

JumboTron during games. This will unite fans and encourage discussion on popular social media pages.

Shake-theHouse Section sponsored by PNC Bank: This special stadium section will be for enthusiastic fans that

want to experience interactive seating that literally “Shakes the House.” Each seat will be installed with an

Jacob Derry I G2G Promotion Plan

intelligent vibrations technology box similar to the ones used in 4D movie entertainment. The box will send out

pulsing vibrations — like videogame controllers — letting the fans know when to get on their feet and cheer

wildly. The vibrations will be sent out corresponding with our digital JumboTron displaying messages of “Get

Loud!” and “Make Some Noise!” during crucial points in the game. The distinct seats will be highlighted by red

paint and the team logo. These seats will be located right behind the visiting team’s bench and will produce a

more spirited atmosphere at the Palace.

nriect and have fun before the game

L JI I — Boards are a unique way to unite fans on popular social media pages

re for more interaction

D. Publicity: Through press releases, media coverage, and wordof-mouth methods, the Pistons will

gain publicity that will uphold the organization’s positive image of serving the community and, ultimately, will

attract more people to the games. First, we will set up Facebook and Twitter accounts specifically for getting fan

feedback, providing customer service, and emphasizing our publicity stories. Unlike the accounts that post about

scores and promotions, these social media pages will exclusively manage our fan relations. To increase

awareness, Fox Sports Network (FSN) Detroit has agreed to feature a three minute segment each week on the

Pistons LIVE TV show. These airings will promote the organization’s community efforts including the donations

to Detroit schools, Gleaners Community Food Bank, and the “Good 2 Great” clinic for the Boys & Girls Club. We

will also have former player and current President of Basketball Operations Joe Dumars personally call

numerous fans to see how the Pistons can better serve their customers. This unorthodox approach will give us

valuable advice and spur a beneficial public relations boom. Finally, we will use traditional press releases sent to

the Detroit Free Press, The Detroit News, The Oakland Press, and Sports Illustrated, to receive as much positive

attention as possible. The topic of the press releases will range from the Pistons’ community efforts to how the

company has improved the fan experience.

etc create rand exposure

ive attitude ghout the public

JacobDerryj G2G Promotion Plan

V. Responsibility Sheet:

Ford =+$IO,000 -$14,520

-$426,339 +$80,000 -$346,339

Jacob Derry I G2G Promotion Plan

______

R

Events& Booking • CarrvoutsPecialeventsbYobtainin8thenecessarYiveawaYs

Marketing/Game Operations • Create and organize advertising on mobile sites, tissue packs, E

newsletter, and billboards

Events & Facilities • Complete changes to the display of the Palace with Pregame Fan

-

Lounge and the Shake-the-House Section

Public Relations • Coordinate donations with the Boys & Girls Clubs and Gleaners

Community Food Bank. Direct Detroit school sweepstakes including choosing winning

schools. Follow through with the publicity plan by writing press releases

and creating P.R. social media accounts

President of Basketball Operations • Call Pistons’ fans for customer feedback

Website Operations • Maintain Pistons’ social media presence with posts and updates

• Manage Facebook photo contest

Corporate Partnerships • Solidify all corporatonsorships we have put in place including

acquiring the raffleiè car from Ford

Data Analytics • Measure success of promotional plan in completing objectives

Financial Services • Keep track of finances of the promotion plan

VT. Budget:

EHarlem G,obetrotters

$3x -

iO,ooo x 1 appear

Phone Case GiveawayPhoto Contest Prize

Raffle Prize

S50 store cred.$50 x 5 tickets

$25 store credit x 41 games$23,495 x 1 Ford car -$24,520

Advertising

Mobile/Phone App Ads $8.75 x 1,800 (CPM) -$15,750 ---$15,750

Tissue Packs $0.34x50,00_____ $16,800 -- $16,800

Pistons Post E Newsletter No Cost ----

-$0

Billboards. *3,000x5locatins -$15,000 --

Display — —- *__- — -

Fan Lounge conversion $125,000 10O Buffalo WildWings—+$25,0 —$100,000

Twitter Boards No Cost ----

-$0

Shake-the-House Section $1,000 x 60 seats $60,ö0 PNC Bank = +$10,000 -$50,000

Total

[‘.L[’1i 1lTCVII. Statement of Benefits to the Company/Organization: The “Good 2 Great” promotion

plan I have outlined has been specifically designed to increase customer loyalty by engaging fans and satisfying

their desires for more attention, rewarding promotions, and unforgettable entertainment. It will succeed in

connecting with the chosen target markets and reaching the maximum number of potential customers using all

facets of marketing. With this promotion plan, the Pistons will increase brand awareness, take advantage of

emergent sports marketing trends, and have a positive influence on the community, which will further enforce

and accomplish the objectives of the campaign:

• Increase attendance by 20%• Reinvest in the community• Increase customer satisfaction by 15%• Return on Investment (ROl) of 46%• Increase revenue by 15%

Furthermore, the budget efficiently manages the promotional dollars to enhance the organization’s use of

special events, advertising, display, and publicity. This plan will not only achieve undeniable success, but will also

solidify the Detroit Pistons’ games as the number one source of entertainment in Michigan and the NBA. Most

importantly, it will boost the Pistons and Metro Detroit from good to exceptionally great.

VIII, Bibliography

Savage, Kyle. Digital Advertising Specialist for Detroit Media Partnership. Phone interview. 29 Oct. 2012.Carnahan, Doug. Pistons Director of Corporate Partnership Development. Phone interview. 30 Oct. 2012.Carroll, Tom. Vice President of Central Region at CBS Outdoor. Email interview. 20 Nov. 2012.

“Census Bureau Homepage.” Census Bureau Homepage. N.p., n.d. Web. 20 Sept. 2012.<http://www.census.gov>.

“Detroit Media Partnership.” Detroit Media Partnership. N.p., n.d. Web. 6 Nov. 2012.<http://www.detroitmedia.com>.

“Detroit Pistons on the Forbes NBA Team Valuations List.” inform otion for the World’s Business Leaders -

Forbes.com. N.p., n.d. Web. 20 Sept. 2012. <http://www.forbes.com/teams/detroit-pistons/>.

“Street Team Promotion.com Street Teams Brand Ambassadors Event Marketing.” Street TeamPromotion.com Street Teams Brand Ambassadors Event Marketing. N.p., n,d. Web. 7 Oct. 2012.<http://www.streetteampromotion .com>.

“THE OFFICIAL SITE OF THE DETROIT PISTONS.” NBA.com. N.p., n.d. Web. 13 Nov. 2012.<http://www.nba.com/pistons>.

Jacob Derry I G2G Promotion Plan

Sports and Entertainment Promotion PlanEdina DECA

Edina High School6754 Valley View RoadEdina, Minnesota 55439

Julia .Barnett, Lulu Conner, and Abby SpeilmanApril. 24, 2013

r

TABLE OF CONTENTS

I. EXECUTIVE SUMMARY I

II. DESCRIPTION OF TilE COMPANY 2

III. OBJECTIVES 3

IV. SC1iEI)ULE OF EVENTS 3

a. SPECIAL EVENTS 3

b. ADVERTISING 4

c. DISPLAY 4

d. PuBI,lcITY 5

V. RESPONSIBILITY SHEET 6

VI. BUDGET 7

VII. STATEMENT OF BENEFiTS TO TIlE COMPANY 8

VIII. BIBLIOGRAPHY 9

IX. APPI.:N1)IX 10

I. ExicuTiv SUMMARY

critioi of BusinessThe Full Moon Drive-In is a full-service drive-in movie theater located in San Diego, California. Movies areshown year-round every Friday, Saturday, and Sunday night. Both newly released and older, “classic” moviesare played frequently based on customer demand. As was customary with the historic drive-in theaters of the1950as and 1960s, all movies are played outside on a large projector screen. During the movie. carhops comearound to take orders when cars turn on overhead lights, or food is served out of local food trucks that share apercentage of their earnings with the theater in addition to a paying base vendor fee. The Full Moon Drive-Inhas received publicity through word of mouth and in the form of newspaper articles. Currently, the Full MoonDrive-In does not target a specific demographic but instead tries to attract any business they can from thecitizens of San Diego, a densely populated city with approximately 2.15 million residents.

ObjectivesAs management trainees for the Full Moon Drive-In, we have set goals to achieve through our Howl(’een,) or theMoon promotional period.

Our Primary goals are to:Expand our reach to a new market of University of San Diego college studentsIncrease net income by 1 5% during the promotional period

Our Secondary Goals are to:Attract new customers, particularly those who live nearby and are apt to become repeatcustomers

tiI Develop and maintain customer loyaltyIncrease company awareness through special Halloween promotions

Promotional CampaignThe campaign will be titled “Hm’lfren,) at the Full Moan” and will be a Halloween-themed promotionbeginning on October 19th, 2013 running until November 3rd. This promotion will be targeted at the Universityof San Diego, located only 15 miles away. There will be three different promotion days in the weeks leading upto Halloween, and a final one after Halloween itself. The events will occur as seen in the following schedule:

t October 19 Pumpkin Carving ContestOctober 26 Horror Movie MarathonOctober 27 ‘Scary’ Movie MarathonNovember 2-3 “Monster Mash Ball” & Costume Contest

Advertisements for these events will include flyers and a brochure to be distributed around the University ofSan Diego and a radio advertisement on the University of San Diego college radio station.

BudgetAs all of the special events will be hosted at the Full Moon l)rive-In Theater, the budget is relativelyinexpensive. The cost, as detailed in the plan, is estimated to amount to $15,095.66. while the revenue isprojected to be $18,249.62. Thus earning a profit of $3,153.96, increasing the amount earned last year by17.048%. Looking at last year’s net incothe of $18,500, the 2013 net income will come to be $21,653.96 afterthe implementation of Howleen,) at the Full Moon promotion plan.

This 3-week campaign, How4een) at the Full Moon, will benefit the Full Moon Drive-In by drawing in college-aged customers as well as increasing the general awareness of the drive-in theater. Customer loyalty will bedeveloped through these special promotional events; we expect the newfound customers to repeat theirexperience year-round as college-aged students are always looking for easy and inexpensive ways to spend theirweekends.

1

II. DESCRJ PT ION

The Full Moon Drive-In is a drive-in movie theater located in the sunny city of San Diego,

Calithrnia just off the coast of the Pacific Ocean. The Full Moon shows movies every Friday,

Saturday, and Sunday night showing a mix of “classics” and movies that are currently playing in-

theaters. Keeping in line with the standard image of drive-in movie theaters, the Full Moon is

decked out in vintage decor. In front of ihe large projector screen, pedestrians are given a large

area to sit and watch; vintage cars arc given the most coveted front-row spots while regular cars

and SUVs are situated just behind them. This preference given to the vintage cars draws upon the

history and nostalgia of drive-in theaters, which peaked in popularity during the 1950’s and

1960’s, In addition, the Full Moon provides the convenience of carhops to help serve their

customers — when a person wants something to eat from the concessions, they simply have to turn

on their car’s overhead light and someone will he right over to help them. These carhops will be

serving much of the concession stand’s food but the customers also have the option to leave their

cars and try out some food from local food trucks. As part of an agreement, each of these food

trucks will pay a small percentage of their earnings to the Full Moon Drive-In in addition to a

base vendor fee.

During October of 2012, the Full oon Drive-In achieved a net income of $18,500.

Currently, the Full Moon has been running short promotions with companies like Living Social

and Goldstar.com while utilizing Google Ads to draw in new customers. However, even with

.1.4% of their sales dedicated to promotions and positive publicity coming by word of mouth and

newspaper articles, the Full Moon has had little success in drawing in new customers. As a result,

there is room for improvement including focusing in on a specific target market, in close

proximity, rather than trying to advertise to all of the two million San Diego residents.

2

III. OBJECTIVES

The primary goals of this advertising campaign include increasing net income by 15% and

reaching a new market of University of San Diego college students between October 19th, 2013

and November 3rd, 2013. The Full Moon I)rive-In’s secondary objectives include attracting new

customers from the nearby University of San Diego, developing and maintaining customer

loyalty, and increasing company awareness.

IV. SCHEDULE OF EVENTS

A. SPECIAL EVENTS

fiowl(èen,) at the Pull Moon is a Halloween themed promotion that will run from October19th to November 3d j 201 3. This promotion will be centered on the Halloween holiday running

from two weekends before through the weekend following Halloween. Our first promotion, a

pumpkin carving contest, will take place on Saturday October 19th During this event, customers

will be supplied with a pumpkin, carving tools, and a candle to compete to be one of the top five

winners who will win a full length pass to all of Howlen at the Full Moon. The second

weekend will be home to both a horror movie marathon and a “scary” movie marathon. The

horror movie marathon will appeal to both people who enjoy the blood, gore, and fright that come

with these movies but also th.e people who have joined in on the pop culture that revolves around

scary monsters like vampires, werewolves, and zombies. In addition, before thi.s Horror Movie

Marathon, on the bus to the Full Moon, Trivia questions about classic horror movies will be asked

to each of the riders — this will get them involved and even more excited about the night’s event.

As Halloween falls on a Thursday, the Full Moon will use Saturday to finish the Halloween

celebration; this event, the1’Monster Mash. Baii, will be a party that runs from 8pm to 2am the

fhllowing day where music and video clips will be running all night long. At the “Monster Mash

3

Ball” everyone will he asked to dress up so that, at the end of the night, costume contest

winners can he determined. For all of these events, a bus will run. from the University of San

Diego campus to the Full Moon to provide fast, easy, and free transportation.

[ctoher 19 contest

[ctober 26 l:iorror Movie Marathon

October 27 ‘Scary’ Movie Marathon & Trivia

November 2-3 “Monster Mash Ball” & Costume Contest

B. ADvERTIsING

J-Iowl(en) at (he Full Moon is a promotion targeted at college-aged students, primarily

those who attend the University of San. .)ieg() As a result, all of the advertisements for this

promotion will be directed at the students and distributed aroun.d campus. First of all, the Full

Moon will record a radio advertisement to be played on the University of San Diego’s college

radio station this is a direct and relatively inexpensive way to get to the target market without

having too much wasted coverage. Secondly, there will be flyers distributed for each individual

event around campus at popular student hubs and posted on college poster cylinders. Finally, a

brochure detailing all of the events will also be distributed on campus and available at the Full

Moon as a take-home item to remind, any potential customers about the upcoming Halloween

events.

C. I)ISPLAY

Decor during the Howl(‘een,J at the Full Moon promotion will be based around the

1-Jalloween theme. While still maintain the vintage feel, the Full Moon will also bring in

decorations primarily colored i.n black and orange. There will be FlaLloween displays everywhere

showing scenes of skeletons, witches, mummies, and more, In addition, props like cob webs and

jack-o-lanterns will be stationed all around the theater. Durin.g this promotion, all of the

employees will he asked to wear costumes to join in on the spirit hut to also wear bright orange

JU1LThQGRDHI1LE., .Ie

4

kFUL11hQ

shirts SO that they are easily identified by customers. in addition, giant banners will be

produced fbr this promotion featuring the name of the promotion and our Halloween-altered logo.

The name of our promotion, Howl(een,) at the Full Moon, alludes to a wolf howling at the moon —

a well-known image associated with Halloween. This play on words relates the image of the wolf

with the name of the theater. In addition, th.e changed logo with the above-mentioned wolf and

bats flying around will also show dedication to our new promotion.

9

D. PUBLICITY

During JIowl(’een, at the Full Moon, publicity will come from a number of different

sources. Word of mouth always carried quite a bit of weight during college so if students have

fun at the first event, they will likely tell their friends about their experience which extends our

reach even further. In addition, as our tickets will be wristbands (see IX. Pricing), an accessory

many college students wear on a daily basis, publicity will be gained through their presence.

When students walk around with the wristbands on, they act as free advertisements for the Full

Moon. Another source of publicity will be social media college students today have many

different types of social media at their fingertips so connecting with them through these websites

and their instinct to post about their experience at the Full Moon will also bring in more publicity.

Finally, we hope to bring in publicity by contacting the local news stations; because many news

S

stations like to get their viewers excited about upcoming holidays, they’ ollen look for

community events to feature on their nightly shows.

V. REsPoNsIBILITY SHEET

Every weekend the

Full Moon Drive-In will

be staffed as portrayed in

the chart to the right. In

addition to the normal

employees which include

the owner, managers, food

and movie supervisors . ‘

food trucks, carhops,

concession workers,

technology operator, and

____________________________________________________________

the ticket vendors, Howl(‘een/ at the Full Moon will require a security guard to ensure that all of

the college students are acting appropriately and not being a nusiance to the families that normally

attend the Full Moon.

During this promotional period, any time spent working on irregular tasks like the

pumpkin carving contest or any of the special events will result in a higher pay for the employees.

Each employee will be given a 10% raise during these tasks as a reward for adjusting to any new

procedures during the events. In addition, each employee will he asked to come to the Full Moon

for a training session that will take place a week before the promotional period. This two hour

training session will prepare them for any new duties.

6

VI. BUDGET

OT11!18_ •;o

Monster Mash Ball10% Employee Wage Raise (‘8 hours oj’work)LVFog Machines 3jLED Lighis-Moonjiower [Renled/Punch (Includes Cauldrons)Miscellaneous CandySound Activated Lights [Rented]Strobe Lights [Rented]

1644.2087.20

845.00[20.00150.0050.00

200.0096.0096.00

(MTICCSSIOnS /50% markupWitches Broom Bus 3750.00

874.81 1749.62 874.810.00

Wristhands 38.85 0.00Pumpkin Carving Contest 1 195.40 4650.00 3454.60

C.’andles 30,0010% Employee Wage Raise (6 how’s ofwork,) 65,40Pumpkins (400) 1000.00Tools 100,00

Movie Marathons 3902.60 7500.00 3597.4010% Employee Wage Raise (14 hours ofwork) 152.60Horror Movie R(ghls’ (50% Gross Profits) 1875.00Scary’_Movie Righis (50% Gross Profits) 1S75.00

‘p

4350.00 2705.80

oil 1; 0.00 .00 0.00‘

Flyers 300.00 0.00Univery of San Diego Radio Ad 15000000Decorations 1000.00 0.00 (1000,06)

Banners 400.00Halloween Displays 300.00Props 300.00

Employee Costumes- 0.00 (1O(i1,OO)

NewsCoverage 0.00 0.00 0.00j Social Media 0.00 0.00 0.00

Lz Wristband Awareness 1 0.00 0.00 0.002 Hours of Fniployee Training 239 80 000 (23) 8G

,37j 1-WI ( oncesczons mdow 58 00/hour plus 10% i aise 17 60I Food5upeisor $10 00’houi plus 10% raise 22 00[ Manager5l5 O0ihour plus 10% raise 3300

Maya, Supei ‘. isor S 10 00/hour plus 10% i aise 22 00Security Pci sonnet $25 00 hour plus 10% raise 55 00Technotog’v Operator 58 00 plus 10% raise 17 60Tu,kei ‘endor (2) 58 00 lus 10% raise 3 20

15,095.66 18,249.62 3,153.96

cofGoods Goncessions 7290.10 1 8164.91 874.81Operating Expenses Salaries, Movie Rights 10857.00 15991.25 5134.25

Net income I 18,500.00 I 21,653.96 17.048% 3

7

At the entrance of the Full Moon, wristbands will be sold as tickets for each of the

events. These wristbands are ftinctional as both tickets and fashion accessories and are easy to

keep track of and identify. For each. of the events, the wristhands will be a different color to

prevent fraud. Color will also differ depending on what part of the events you plan to attend. For

example, on October 19th there are two events the pumpkin carving contest and the movie. As

a result, those just slaying for the pumpkin carving contest will be given a green wristband while

those staying for both are given a yellow wristband. Those only attending the movie would he

given a regular ticket. These wristhands are not only functional for identification but they also act

as a promotion for the Full Moon; using wristbands as tickets result in publicity for the Full Moon

as many students will continue to wear them around campus. The prices for these wristbands and

tickets are as follows:

Full Length Ilowl(een) Pass Orange and yellow tie dye wristband: $30

Pumpkin Carving Contest and M.ovie pass — yel low wristband: $12

Saturday, October 19th Pumpkin Carving Contest Only — dark green wristband: $10

i Movie Only - ticket: $5

Saturday, October 26th Horror Movie Marathon & Trivia - red wristband: $10

Sunday, October 27tb “Scary” Movie Marathon blue wristband: $10

Saturday, November 2- 3 1”MonsterMaBal1” — glow in the dark green wristband: $12

VII. STATEMENT OF BENEFITS

Bowl(‘een, at the Full Moon will be a successful promotion as it will draw people from

many different age groups. However, the target market, college students, will be especially

attracted due to the inexpensive nature of the events and a return to childhood. Giving students

the ability to celebrate Halloween like they did when they were younger with pumpkin carving

and movie marathons, yet on a bigger scale, will he an exciting prospect for students who don’t

get to spend this time with their family.

8

:,FuLLThQIrni

By bringing in this new cliente]e through these special events, they will he encouraged

to stay for a normal movie or hope to come back for another night even after the promotion is

over. This new clientele will bring an increase in ticket sales which ultimately means an increase

in net income — approximately $3,153.96. This new profit will have a 17.048% increase to the net

income from October of 2012. This increase in net income is in addition to the typical profits

gained from operating as normal. Some short-term effects of this promotional plan are new

customers and an increased awareness of the Full Moon Drive-In. As a result, these short-term

goals will bring in more sales especially concerning our concessions. In addition, these events

will encourage loyalty from our current customers and likely bring new customers (students)

coming back for more. The impact of the objectives will extend beyond this year and likely draw

customers back for another year of these events.

The publicity gained from wristhands, social media, and news coverage will continue to

help us grow this new market and even alter our image into one of all ages rather than just

families. In addition, this promotional plan is relatively inexpensive and very easy to implement.

The publicity will not end when our events end but carry on into the future as students will

continue to talk about their experiences for years to come.

IX. BIBLIOGRAPHY

Adler, David. “Budget. Promotions, Income.” Message to the author. ii Nov. 2012. Email.

“California DJ.” califirnia DJ. California DJ’s Inc. Web. 2012.

“Full Moon Drive-In.” Full Moon Drive-In. Web. 2012.

Gaskell, Mark, and Richard Smith. “Pumpkin Production in California.” Vegetable Production

Series. Vegetable Research and Information Center, 1 June 2010. Web. 2 Jan. 2013.

“My Vistar.” Vistar, Vistar Corporation. Web. 2012.

9

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OBUTE RI DEtM

SPORTS AND ENTERTAINMENT PROMOTION PLAN

Mercer Island I)ECA

Mercer Island High School

9100 SE 42nd Street

Mercer Island, WA 98040

Adrienne Suhm

4/24/13

HUTCHINSONNJ

AmplifyMarkeling

TABLE OF CONTENTS

I. Executive Summary

II. T)escription of the Organization 2

III. Objectives 3

IV. Schedule of Events 4

A. Special Events 5

B. Advertising 5

C. I)isplay 7

D. Publicity 7

V. Responsibility Sheet 8

Vi. Budget 9

VII. Statement of Benefits to the Organization 9

VIII. Bibliography 10

I. EXECUTIVE SUMMARY

The Fred Hutchinson Cancer Research Center (the Fred Hutch Center) is an

organization in Seattle, Washington, that aims to eventually eradicate cancer altogether

through groundbreaking research and advanced treatment techniques. This coming year is

an exciting one for the Fred Hutch Center: the organization is introducing a new

fundraising event, called the Obliteride, from August 9-11, 2014. As Marketing Director

from Amplify Marketing, it is my goal to create an effective promotional plan for the

Obliteride that raises at least $2.5 million for the Fred Hutch Center as a result of an

objective, a strategy, and a final result:

1. Objective: Raise Cancer Research Awareness

2. Strategy: invest in Extensive Publicity

3. Final Result: Attract Loyal. Participants

The development of this promotional plan requires knowledge of current sports trends

such as the importance of the fan experience and the role of social media in events like

the Obliteride. I.n total, $60,000 will he budgeted for special events, display, publicity,

and advertising in the months of March and April. These promotional components cater

specifically to the demographic of potential participants. Special events include

community outreach at local sporting events, informational business luncheons, and

appearances at major cycling events such as the Seattle Bike Expo. In addition,

advertising with websites, signage, social media, bus panels, flyers, and writing in chalk

on streets around the Seattle area will be important components in promoting this event.

Finally, press releases will create publicity for the Obliteride, and an appearalice from

television personality Robin Roberts will add to the excitement of the event.

The Obliteride will benefit the Fred Hutchinson Cancer Research Center by raising

millions of dollars in donations to fund cancer research, raising local awareness for the

important mission of the Fred Hutch Center, and attracting a loyal base of participants

who will return to the event in future years.

I OBLITERIDE

II. DESCRIPTION OF THE ORGANIZATION

The Fred Hutchinson Cancer Research Center is a Seattle-based organization that

conducts research in an effort to eventually eliminate cancer and other related diseases.

Dr. William Hutchinson, the brother of Seattle’s baseball legend Fred Hutchinson.

founded the Fred Hutch Center in 1974, just a few years after Fred’s life was taken by

cancer. Soon the research center attracted the world-renowned Dr. B. Donnall Thomas,

who was working at the time to create a treatment option for leukemia and other blood

cancers. Dr. Thomas finished his work and completed the first successful bone marrow

transplant at the Fred Hutch Center in 1980, earning him a Nobel Prize in 1990 for work

that has now saved thousands of cancer patients worldwide.

Today, the Fred Hutch Center continues to improve fundamental scientific

knowledge of fatal diseases, which benefits millions of patients all over the world. More

recent studies include the development of the Non-Myeloblative Stem Cell Transplant,

Immunotherapy, and Antibody-Based Therapy. Research has also expanded to create the

Disease and infectious Disease Division, which houses one of the world’s largest HIV

research units. With values such as scientific excellence. respect, openness, and

innovation, employees at the Fred 1-lutchinson Cancer Research Center have built the

organization into one of the most successful disease research centers in the world.

2 OBLERIDE

III. OBJECTIVES

In order to conduct research and treat diseases, the Fred Hutchinson Cancer Research

Center depends heavily upon donations. This year, the Fred Hutch Center will be

expanding its athletic donation programs to include the Obliteride. a cycling event that

aims to raise money for cancer research. This promotional campaign will initiate a legacy

of success for the Obliteride by earning donations of at least $2.5 million as a result of an

objective, a strategy, and a final result:

1. Objective: Raise Awareness for Cancer

One of the main goals of the Fred Hutch Center is to raise awareness of cancer

and other fatal diseases, especially with regard to the studies conducted at the Fred

Hutch Center itself. The Obiiteride will educate potential participants to get them

invested in the cause. In addition, a focus on people whose families have been

affected by cancer will be another way to gain enthusiastic contributors.

2. Strategy: Invest in Extensive Publicity

The only way to teach the public about this event is by promoting it in the Pacific

Northwest. The expected number of participants and estimated donations will be met

through direct marketing to previous donors coupled with general advertisements to

the public.

3. Final Result: Attract Loyal Participants

If the Obliteride is carried out flawlessly in its first year, participants will be likely

to participate and donate again and partake in similar events for the Fred Hutch

Center. A well-organized participant experience will maximize donations both this

year and in future years.

3 OBLITERIDE

IV. SC1IEDULE OF EVENTS

4

March 1

Date Event

The Obliteride website launches forregistration.

The Obliteride Facebook page andTwitter feed launch.- Signs for the Obliteride are placed on thewalls of the Fred Hutch Center building inSeattle.

Obliteride staff begin conductingluncheons with popular local businessessuch as Microsoft, Boeing, Nordstrom,Seattle’s Best Coffee, Theo’s Chocolate,and Starbucks to earn donations,participants, and volunteers for the ride.- Restaurants such as Pagliacehi, CupcakeRoyale, and Starbucks begin to distributenapkins and pizza boxes with theObliteride logo.

March 9-10 - A truck painted with the Obliteride logois sent to the Seattle Bike Expo to promotethe event and hand out brochures withinformation about it.

March 17 - Training ride through Cascade CyclingClub for all participants to encouragepreparation and donations.

March 30 - Booth and Obliteride giveaways at SeattleSounders game.

April 1 - Signs for the Obliteride are posted on buspanels, on Seattle street cars, and in theyards of residents in the Seattle area. Inaddition, “chalking” of the logo begins onwell-trafficked streets and hike paths.- Brochures are disfributed to local cyclingbusinesses and local cancer organizationoffices.- Fred Hutch Center monthly newsletterand magazine are distributed withadvertisements promoting the Obliteride.- Cascade Cycling Club calendar isdistributed with advertisements for theObliteride.

Information cards are mailed directly toriders who have participated in other localcycling events.

April 6- }-lalftirne show at women s SeattleSounders soccer game.

April 12- A party is held for top fundraisers andcontributors at a local bar with cyclingrelated giveaways and prizes.

April 25- Booth and Obliteride giveaways atMariner’s game.

April 26- Halftime show at women’s Seattle Stormbasketball game.

April 28- Training ride through Cascade CyclingClub for all participants to encouragepreparation and donations. —

ist 9-Il- The Obliteride takes place.

A. Special Events

I. Community outreach events leading up to the Oblitcride will be extremely

important to promote the ride and encourage donations as well as paltic:ipants.

Events such as halftime shows and fan participation activities at the games of

th.e Seattle Sounders, Seattle Mariners, Seattle Storm, and Seattle Women’s

Sounders will help create publicity for the Obliteride.

2. A truck painted with the Obliteride logo will make an appearance at the

Seattle Bike Expo on March 9th and 10th Staff will give out information about

the ride and encourage the public to donate and participate. In addition, the

ttuck will be a support vehicle during Obliteride “training rides” through the

Cascade Cycle Club.

3. Informational luncheons at local, high-profile companies like Microsofi,

Boeing, Nordstrom, Seattle’s Best Coffee, Amazon, and Starbucks will earn

support in the form of both donations and partic:ipants for the Obliteride.

B. Advertising

1. The single most important venue for registration for the Obliteride will be the

OBUTERDE

event website, oblitcride.org. On this site, users can learn about the event and

the Fred Hutch Center, sign up to participate, form fundraising and cycling

teams, and keep updated with the latest news on the Obliteride.

2. Advertising through social media will become another important way to

disseminate information about the Obliteride. Profiles on Facebook and

Twitter make it possible for potential participants to get frequent updates on

the event. In addition, the Cascade Cycle Club website will distribute

information about the event to all of their team members.

3. Signage on the Flutch Building and in neighborhood yards in the region will

reach potential participants both in urban center of Seattle and in residential

neighborhoods. Hutch employees and Obliteride participants will also draw

the ride logo in chalk on streets and sidewalks around the Seattle area in an

effort to reach those in Seattle’s more residential neighborhoods.

4. Panels on buses and streetcars in downtown Seattle will be an effective way

to reach a large group of people as they commute throughout the day.

5. Finally, advertising in the form of brochures, flyers, and directly mailed

information cards will be a conventional way to get the word out about the

Obliteride. Brochures and flyers will be distributed to local cancer awareness

organizations and cycling retail stores. Flyers and postcards will be directly

rnailcd to riders who have participated in local cycling events in the past. The

Cascade Cycle Club annual calendar will also include advertisements for the

ride, and each month the Hutch Newsletter and Magazine will promote the

ride. Lastly, restaurants like Pagliacchi, Cupcake Royale, and Starbucks will

distribute napkins and pizza boxes decorated with the logo.

C. 1)isplay

1. Logos, signs, and facilities for the Obliteride will be consistent in appearance

so that participants and volunteers clearly recognize the event. Signage on the

Fred Hutch building in Seattle, bus and street car panels, and logos at the

event will all show the Obliteride symbol of a bike chain with united,

supportive community members in the background.

2. Prizes will be a huge incentive for participants to donate money to the Fred

Hutch Center. Individuals and teams that fundraise the most before

participating in the Obliteride will be given prizes such as riding gear and

group parties at local bars hosted by the Fred Hutch Center. In addition,

specific segments of the course will be marked as a racecourse, and these

winners will also receive prizes.

D. Publicity

1. Press releases and reviews from newspapers such as The Sea/tie Times and

The News Tribune wiH give the Obiiteride cheap, good publicity that is

necessary before, during, and after the event. As a bonus, positive reviews will

boost attendance in future years.

2. An appearance from television personality and bone marrow ansplant

survivor Robin Roberts during the weekend of the Obliteride will excite

participants and improve the overall mood. Robin feels a deep connection to

the event because of her history with cancer, and she will encourage others to

donate to the Fred Hutch Center.

7 orn

V. RESPONSIBILITY SIIEET

pyçc_____________________________ Responsiblities

Event Coordinator I. Oversees the entire staff of theObliteride

2. Ensures that the event runssmoothly from start to finish

3. Organizes and combines all aspectsof the event to prevent confusion

4. Works with the Hutch ResearchCenter to promote the Obliteride

Preliminary Activities Coordinator 1. Oversees all publicity events andactivities leading up to theObi iteride

5. Interacts with participants atactivities leading up to theObliteride to create interest aboutthe event

Project Manager 1. Oversees all events during theObi iteride

2. Interacts positively withparticipants

3. Ensures that the event runssmoothly from start to finish

2. Goes into community to teach aboutcancer awareness and promote theObliteride

Manager of Operations in Marketing 1. Plans all advertising, special events,displays, and publicity fur theObliteride with Amplify marketing

4. Works with Financial Manager toestablish a budget for marketing

Financial Manager 1 Interacts with participants to earndonations

2. Keeps records of all contributionsand donations

3. Manages all costs of the event,e

including publicity and facilities4 Works with Manager of Operations

in Marketing to establish a specificbudget for marketing

Database Manager 1. Keeps track of all statistics of theObliteride, such as revenue andnumber of participants

2. Organizes and files all records forfuture_use

8OBLITERIDE

VI. BUDGET’

40,000

VII. STATEMENT OF BENEFITS TO THE ORGANIZATION

The Obliteride will benefit The Fred Hutch Cancer Research Center in three

ways: 2.5 million dollars in donations will be earned to support cancer research, local

awareness about research at the Fred Hutch Center ll increase, and those who have

already donated to the research center will be likely to donate again as a result o.f the

successful ride. The Obliteride will be established as a local community event for many

years to come. However, benefits of this event extend far beyond the organization itself,

because with the donations collected as a result of the Obliteride, the Fred Hutch Cancer

Research Center will continue to conduct vital scientific research to save thousands of

lives around the world and eventually eradicate cancer altogether.

OBLTE RIDE

Advertisement Frequency Units Total Cost ReachHalf-time shows/booths 5x

Sponsored 150,000at sports eventsSeattle Bike Expo lx

$500 10,000publicityCompany involvement 8x

$6,000 10,000luncheonsWebsite/Social MediaAdvertisementsBrochures/flyersNewspaper articles/adsPosters

30 Free/Sponsored

Signs on buses andstreet carsChalk

45,000

Prizes/giveaways

8000 $2,880 10,00010 $3,500 250,000

500 $5,000 100,000

12 $18,000 130,000

3000 $1,000 100,00030 Sponsored 2,500

Napkins/pizza boxes forlocal businessesTOTAL

$23,120 60,000

$60,000 867,500

VIII. BIBLIOGRAPHY

‘Home Go Green.” flume Go Green, N.p., n.d. Web. 29 Dec. 2012.

<-http://www.gogreenscene.com/mdex.asp;->.

Janca, Tomas. “Game, Set. i-’ans: 10 Sports Marketing Trends for 2012.” Upload & Share

PowerPomi presen/at!o1is and documents. N .p., n.d. Web. 6 Dcc. 2012.

<h tip:/!www.slideshare. net/tomj anca/game—sctfiins— 1 0—spoi’ts—marketing—trends—ior—

201.2btnNext>.

Lavin, Amy. Personal interview. 18 Nov. 2012.

Media. Demand. “l.)etinition of Grassroots Marketing Chron.com.” Small Business —

C’hron. corn. N.p.. n.d. Web. 6 Dec. 20 12. <http://smallbusiness.chron.coin/deilnition

grassroots-markcting-232 I 0.html>.

“Sports and Special Events Marketing — American Marketing Association .“ Marketing Power

American Marketing Association . N.p., n.d. Web. 6 Dec. 2012.

SpecialEventsiVlarketing/Trends.aspx>.

I OOBUTE RIDE