General Sponsorship Package 2 Revised 9 15


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General Sponsorship Package 2 Revised 9 15

  1. 1. Real Men Cook Father’s Day, June 21, 2009 20 th Annual Family Celebration! Real Men Cook®: The Ultimate Marketing Opportunity
  2. 2. Real Men Cook ® is a Fun, Food, Family Celebration
  3. 3. “ Real Men Cook has been a fun and delicious way to celebrate Father’s Day…. Although the home-cooked meals certainly keep my wife and me going back for more, this is more than a great food fest. It is a celebration of family and community that brings people from all over to break bread and share in each other’s company.” – Presidential Candidate Senator Barack Obama Excerpt from soft cover book foreword, June 2006. Real Men Cook: 100 Recipes for Family Celebrations & Tradition Simon & Schuster, ©2005. << US Senator Barack Obama (in Real Men Cook bandana) serves at Real Men Cook. Obama discussing the Real Men Cook Health & Wellness Pavilion and national health initiative. >>
  4. 4. Assumptions <ul><li>Desire to Increase Brand Recognition and Sales </li></ul><ul><li>Desire to Increase Sampling and Product Trial </li></ul><ul><li>Desire to Enhance Emotional Brand Associations </li></ul><ul><li>Desire to Increase Touch Points </li></ul><ul><li>Desire to Build through PR & Community Relations </li></ul><ul><li>Desire to Develop Mind Ownership and Continuity </li></ul>
  5. 5. Real Men Cook Brand <ul><li>Band Associations </li></ul><ul><li>-Event, Product, Charity, Idea </li></ul><ul><li>-Fathers, Family, Food </li></ul><ul><li>-Tradition, Annual, Celebration </li></ul><ul><li>-Aspirational, Urban, Positive </li></ul><ul><li>-Love, Church, Relationships </li></ul><ul><li>Media </li></ul><ul><li>-Radio, TV, Print, Internet </li></ul><ul><li>Health & Wellness: Physical, Financial, Mental </li></ul><ul><li>Seasonal Holiday’s & Events </li></ul><ul><li>-Father’s Day: Real Men Cook </li></ul><ul><li>-Valentine’s Day: Real Men Love </li></ul><ul><li>-Thanksgiving: Real Men Give </li></ul><ul><li>Community Engagement </li></ul><ul><li> -PR, Community Relations, Volunteerism -Influentials: Community Leaders, Entertainers, Athletes </li></ul><ul><li>-Officials: City, County, State, Federal </li></ul><ul><li>Relationships </li></ul><ul><li>National Action Network </li></ul><ul><li>-Rainbow/PUSH </li></ul><ul><li>-National Urban League </li></ul><ul><li>-YMCA </li></ul><ul><li>Other Opportunities </li></ul><ul><li>-New Real Men Golf, </li></ul><ul><li>-Male and Family Forums, </li></ul><ul><li>-Tastings </li></ul>
  6. 6. Real Men Cook (RMC) Story <ul><li>Family Love, Hope, Value, Possibility and Celebration </li></ul><ul><li>Over $1 million to NFPs and Nearly 1 Billion Media Imprints </li></ul><ul><li>Annual Tradition in Top 10 Urban Markets </li></ul><ul><li>Survived 2001 Cut-backs and Generated Growth </li></ul><ul><li>Opportunity for Multiple Partnerships, Event Expansion, ROI Optimization and Annual Revenue Growth </li></ul><ul><li>20 th Year Anniversary celebrated throughout 2009 </li></ul><< Real Men Cook NY on “Emeril Live” hour- Long Tribute show View Short Clip
  7. 7. OBJECTIVES / TARGET <ul><li>Program Objective </li></ul><ul><li>Drive traffic and sales around Father’s Day </li></ul><ul><li>Enhance goodwill in the community w/ Brands </li></ul><ul><li>Generate positive PR associations w/ Brands </li></ul><ul><li>Provide consumers w/ opportunity to interact with products </li></ul><ul><li>Create annual sales increase around Father’s Day to boost Summer buying period </li></ul><ul><li>Target </li></ul><ul><li>Primary Target- Urban Women 26-54 </li></ul><ul><li>Secondary Target- Influential Active Urban Men 30-64 </li></ul><ul><li>Tertiary Target- Metropolitan Families </li></ul>>>> Hip Hop music icon Damon Dash hosted Real Men Cook on Father’s Day in New York
  8. 8. REAL MEN COOK OVERVIEW About Real Men Cook: Real Men Cook is a national family celebration and 19 year tradition honoring real men - fathers, uncles, brothers, teachers, ministers, and coaches – men who play an active role in their families and communities. This event includes strong attendance by women and children who support men volunteering as cooks, proceeds are donated to local participating charities that support education, family, health, cultural and community improvement. Yvette and Kofi launched Real Men Cook in 1990, and it is now one of the largest family celebration in the country presented on Father’s Day for 19 consecutive years. Today, Real Men Cook is the leading urban Father’s Day experience. Real Men Cook is currently looking towards the 20 th Anniversary celebration in 2009!
  9. 9. ME VT NH MA CT NJ NY PA WV VA NC SC GA FL AL MS LA AR MO IL IN OH MI WI IA MN ND SD NE KS OK TX NM CO WY MT ID UT AZ CA NV OR WA TN KY RI MD DE DC Real Men Cook Key Cities Atlanta, Chicago, Los Angeles, Dallas, Detroit, Houston, New York, Philadelphia, Phoenix, Washington, DC 2009 sponsor driven expansion in Cleveland, Cincinnati, Columbus, Miami, Minneapolis and Denver. International expansion to the Grand Bahamas!
  10. 10. REAL MEN COOK OVERVIEW More About Real Men Cook: Real Men Cook honors the entire family, no matter what the configuration. Women are delighted by the positive role models, as well as, invite and/or purchase tickets for husbands, coaches, teachers and other men who contribute to their community. Through it’s long established commitment in the community generating over $1 million to nonprofit partners, Real Men Cook regularly draws elected officials, community leaders, and celebrities. Real Men Cook also functions as an integrated marketing platform with a foundation of paid radio along with strong news coverage of this unique Father’s Day event, Real Men Cook shares millions of media impressions with partners in television, radio, print and internet mediums. The celebrated tradition, which originated in Chicago, has since taken place in twelve cities: Atlanta, Chicago, Dallas, Detroit, Houston, Los Angeles, Miami, Minneapolis, New Orleans, New York, Philadelphia, Washington, DC.
  11. 11. Relevant Facts <ul><li>Consumer Influence/Receptivity </li></ul><ul><li>Tide commercial “Nostalgia Dad” reached highest performance score amongst other Tide commercials and Tide achieved highest ROI results from commercial* (p. 50) </li></ul><ul><li>To best connect with Black sensibilities “uplift the African American community every chance you get” with suggested messages including: Upscale individuals and families, Father as emotionally engaged and responsible caretaker, men in integrated leadership roles, and health care participants* (p. 26) </li></ul><ul><li>1986-87 Bill Cosby Show received highest TV market share since 1971-73 All in the Family , no other series network show has duplicated market share of Bill Cosby Show since 1988** (pg. 13) </li></ul><ul><li>Influentials read and volunteer “often” 20% more than the general population** (pg. 43) </li></ul><ul><li>Consumer Reach & WOM Potential </li></ul><ul><li>Influentials use their leisure time to attend cultural events 24% more than total public** (pg. 129) </li></ul><ul><li>More important than ever to be part of the word-of-mouth conversation** (pg. 223) </li></ul><ul><li>Father’s Day is annual, at the end of the 2 nd Quarter and app.. 180 days from X-Mas </li></ul><ul><li>Father’s Day is an undervalued and underleveraged holiday </li></ul><ul><li>Urban Formatted Radio is favored by 90.9% of Blacks* (p. 63) </li></ul><ul><li>Blacks watch 40% more television than general market* (pg. 63) </li></ul>* Source What’s Black About It? by Pepper Miller and Herb Kemp, ** The Influentials” by Ed Keller and Jon Berry
  12. 12. New Ideas <ul><li>Boost Father’s Day in Annual Sales Cycle and Annual 2 nd Quarter Sales </li></ul><ul><li>Increase Investment in Father’s Day </li></ul><ul><li>Develop Brand Associations & Ownership of Father and Family Marketing </li></ul><ul><li>Provide Internal Team Building Opportunities w/ Associates </li></ul><ul><li>Maximize ROI through Father’s Day Focus </li></ul><ul><li>Create 12-Month Relationship w/ Top Urban Markets through Event Brand Expansion and NFP </li></ul><ul><li>Target New Relationships w/ Aspirational Brands </li></ul>
  13. 13. Yearly Calendar WBLS NY Radio One TV Radio Media Community Engagement Holiday Events Tailgating In-Store Promo Tailgating In-Store Promo Cooking Demos Real Men Read Boost Reading Scores & Summer School Success Christmas Thanksgiving Halloween Labor Day Fourth of July Black Football Classics Black Football Classics Congressional Black Caucus NBMBA Circle of Sisters Black Arts Festival Nat’l Assn of Black Journalists Freedom Schools Real Men Read D N O S A J
  14. 14. Yearly Calendar (cont.) Print Television Radio Internet Radio & PR Begins Memorial Day weekend Radio Partners TV News Radio Internet Print Media Community Engagement Holiday Events In-Store Promo In-Store Promo PSAs –Real Men Honor Real Women Tailgate at Super Bowl RMC serve food at National Event Father’s Day Mother’s Day Memorial Day Valentine’s Day Black History Month Martin Luther King Birthday Real Men Cook Women’s History Month Real Men Love® Super Bowl NFL Playoff Parties J M A M F J
  15. 15. Case Study : Bounty Lead Sponsor Real Men Cook 2007 <ul><li>Bounty activated in nine (9) cities, including: Atlanta, Chicago, Dallas, Detroit, Houston, Los Angeles, New York, Philadelphia, Washington, DC </li></ul><ul><li>20’X20’ Bounty Sweet Treat Station at each Event with signage promoting “Bounty One-Sheet Challenge” (received highest entry on day of event) </li></ul><ul><li>Bounty Paper Towels were used throughout event by attendees </li></ul><ul><li>Over 15,000 attendees nationally </li></ul><ul><li>Logo included on Real Men Cook website and e-blasts </li></ul><ul><li>Bounty included in 100% of Radio Promotions, estimated average value of $50,000 per market, total $500,000 (including mention on Tom Joyner Morning Show) </li></ul><ul><li>Bounty included in at least 50% of media PR </li></ul><ul><li>Real Men Cook National TV Media Impressions Estimated at $1.1 million </li></ul><ul><ul><li>Bounty received estimated $550,000 in TV Media </li></ul></ul>Estimated Return On Investment: $1 million in value
  16. 16. 2008 Partners <ul><li>National </li></ul><ul><li>The Nielsen Company </li></ul><ul><li>The Home Depot </li></ul><ul><li>Bahamas Tourism </li></ul><ul><li>Regional </li></ul><ul><li>SUPERVALU </li></ul><ul><li>State Farm </li></ul><ul><li>Illinois Department of Public Health </li></ul><ul><li>Glaxo Smith Kline </li></ul><ul><li>Con Edison </li></ul><ul><li>Waffle House </li></ul><ul><li>NBC </li></ul><ul><li>University of Chicago Medical Center </li></ul><ul><li>Radio-One </li></ul><ul><li>Crawford Broadcasting </li></ul><ul><li>Clear-Channel </li></ul><ul><li>Macys </li></ul>Real Men Charities, Inc. is the national presenting nonprofit of Real Men Cook
  17. 17. PARTNERSHIP LEVELS <ul><li>NATIONAL </li></ul><ul><li>Presenting Sponsor- $500,000 </li></ul><ul><li>Lead Sponsor- $300,000 </li></ul><ul><li>Supporting Sponsor- $200,000 </li></ul><ul><li>Participating Sponsor- $100,000 </li></ul><ul><li>LOCAL (per market) </li></ul><ul><li>Presenting Sponsor- $55,000 </li></ul><ul><li>Lead Sponsor- $35,000 </li></ul><ul><li>Supporting Sponsor- $25,000 </li></ul><ul><li>Participating Sponsor- $15,000 </li></ul>
  18. 18. Presenting Sponsor <ul><li>Name in Title: “Real Men Charities &“Brand” present Real Men Cook” </li></ul><ul><li>Mentions in all interviews, “we are partnering with…” </li></ul><ul><li>Minimum 2 mentions in 300 radio commercial spots </li></ul><ul><li>Minimum of mentions in 75% of $1.1 MM in publicity value - TV news </li></ul><ul><li>Tag line with logo on all print advertising </li></ul><ul><li>Logo featured on all Print Material (200 K collateral pieces) </li></ul><ul><li>Retail tie in Feb (Real Men Love® Valentine’s Day) & Father’s Day </li></ul><ul><li>Donation of $100,000 to Real Men Charities presented at press event </li></ul><ul><li>Opportunity to include other brands at 25% Discount </li></ul><ul><li>Exclusive Sponsor Fulfillment Liaisons Nationally and in each city </li></ul><ul><li>Partnerships and promotions including tailgates from Feb - June </li></ul><ul><li>ONE 30’X30’ space and ONE 10’X10’ Space </li></ul><ul><li>12-month Activation </li></ul><ul><li>ONLY ONE PRESENTING SPONSOR </li></ul>
  19. 19. Lead Sponsor <ul><li>Category Exclusivity </li></ul><ul><li>First Right of Refusal </li></ul><ul><li>Mentions in most interviews as national sponsor </li></ul><ul><li>Representative of brand featured in selected interviews </li></ul><ul><li>Mention in all advertising </li></ul><ul><li>Logo included in Print Advertising </li></ul><ul><li>Signage throughout event </li></ul><ul><li>Opportunity to include other brands at 15% Discount </li></ul><ul><li>Sponsor Fulfillment Liaison </li></ul><ul><li>20’X20’ Space, and acknowledgement during event </li></ul><ul><li>Opportunity to contribute to gift bag that will be distributed to over 1000 Influentials </li></ul><ul><li>50 Tickets per market to distribute to employees and/or customers </li></ul><ul><li>MAXIMUM OF FOUR (4) LEAD SPONSORS </li></ul>
  20. 20. Supporting Sponsor <ul><li>Mentions in most interviews as national sponsor </li></ul><ul><li>Mention in advertising </li></ul><ul><li>Logo included in Print Advertising </li></ul><ul><li>10’X20’ space, on-stage acknowledgement during event </li></ul><ul><li>20 Tickets per market to distribute to employees and/or customers </li></ul><ul><li>Opportunity to contribute to gift bag that will be distributed to over 1000 Influentials </li></ul>Participating Sponsor <ul><li>Mentions in most interviews as national sponsor </li></ul><ul><li>Logo included in Selected Print Advertising </li></ul><ul><li>10’X20’ space and listing as Participating Sponsor during event </li></ul><ul><li>10 Tickets per market to distribute to employees and/or customers </li></ul>
  21. 21. Next Steps Contact: Rael Jackson Brand Strategist 773-651-8008 ext 2 or 4 [email_address]