Raleigh Sports Initial Report Out v1
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Raleigh Sports Initial Report Out v1

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Raleigh Sports Initial Report Out v1 Presentation Transcript

  • 1. Building a Strong Sports Marketing Brand for Greater Raleigh, NC Initial Review of Names and Ownable Trademarks November 7, 2011
  • 2. Our objective for today:Building on your briefing and our initial review to date, present for yourconsideration a set of industry standard/ competitive set names along withpossible tag line directions that might help position you stronger in theindustry.3 | Greater Raleigh CVB| Sports Entity Naming Review | November 7, 2011
  • 3. Here’s the view from the “outside in”… TODAYIn a review of 111 industry standardnames for sports marketing entities 49%across the country, we found the 12% 10% 10% 4%majority of them to be clusteredaround a few very specific names. SPORTS SPORTS SPORTS SPORTS SPORTS COMMISSION COUNCIL AUTHORITY AUTHORITY CORPORATIO N Source: National Association of Sports Commissions 2011 and Trialogue Studio4 | Proposal to Building a Strong Sports Marketing Brand For Greater Raleigh | Revised August 16, 2011
  • 4. The other 15% are evenly distributed between…Sports AttractionsAthletic CommissionSports & Events CommitteeSports DevelopmentSports FoundationSports CorporationSports Commission & FoundationSports & Entertainment CommissionSports AssociationSports CongressSports Marketing OfficeTeamSports Backers5 | Proposal to Building a Strong Sports Marketing Brand For Greater Raleigh | Revised August 16, 2011
  • 5. What follows are three options of possible naming conventions. Each convention uses a three-part system to create the name of your new sports marketing entity. When considering your options you will need to consider whether you want to blend in and stay within the industry standard names or choose a name which might better differentiate you. Each option also suggests our first cut at recommended names based upon that specific convention.6 | Proposal to Building a Strong Sports Marketing Brand For Greater Raleigh | Revised August 16, 2011
  • 6. Naming ConventionOption 1 Name Name Greater Raleigh Sports Commission Sports Council Tagline Performance. Guaranteed. Sports Authority Results. Guaranteed. Sports Central Champions of Sports Results Rule Recommended Option Greater Raleigh Sports Commission Performance. Guaranteed.7 | Proposal to Building a Strong Sports Marketing Brand For Greater Raleigh | Revised August 16, 2011
  • 7. Naming ConventionOption 2 Name Sports Name Greater Sports Partnership Sports Alliance Modifier Raleigh, Cary and Wake County, NC Raleigh Sports Marketing Agency Tagline Your Agency of Records Where Champions Are Created Recommended Option Champions Of Your Sport Greater Sports Raleigh, Cary and Wake County, NC Where Champions Are Created8 | Proposal to Building a Strong Sports Marketing Brand For Greater Raleigh | Revised August 16, 2011
  • 8. Naming ConventionOption 3 Name Name Sports GR Sports Partnership Destination Sports Tagline Modifier Champions of Sports Raleigh, Cary and Wake County, NC Performance. Guaranteed. Results. Guaranteed. Recommended Option GR Sports Results Rule Raleigh, Cary and Wake County, NC Results Rule9 | Proposal to Building a Strong Sports Marketing Brand For Greater Raleigh | Revised August 16, 2011
  • 9. Task Schedule and Timeline While we had initially expected the overall timeline 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 time with shorter approval times, etc. October 2011 November 2011 December 2011 January 2011 TASK 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 1. Plan and Prepare For Success 1.1 Kickoff Meeting/ Project Brief 1.2 Brand Development (Positioning and Names)ONE 1.2.1 - Review Industry Standard/ Competitive Set Names 1.2.2 - Recommend Mission Statement and Name Deliverable Task 1: Positioning Statement & Name 2. Visual Expression 2.1 Logo Development/ Review/ Refinement 2.1.1 Style Guide Development and RefinementTWO 2.2 Tagline Development Review/ Refinement 2.3 Sample Applications Development/ Review/ Refinement Delivarable Task 2: Logo, Tagline, Sample Applications Delivarable Task 2: Style Guide Bi-weekly Conference Calls 10 | Proposal to Building a Strong Sports Marketing Brand For Greater Raleigh | Revised August 16, 2011