Chapter 06

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  • SPORTS AND ENTERTAINMENT MARKETING 06/08/09 CHAPTER 6
  • Chapter 06

    1. 1. CHAPTER 6 Advancing The Cause 6.1 Community Service 6.2 Sports Camps 6.3 Workshops CHAPTER 6 SLIDE
    2. 2. LESSON 6.1 Community Service <ul><li>GOALS </li></ul><ul><li>Describe the importance of charities and tournaments to the successful images of athletes and teams. </li></ul><ul><li>Explain why athletes become involved with or create their own foundations. </li></ul>CHAPTER 6 SLIDE
    3. 3. Community Service <ul><li>Negative publicity about athletes </li></ul><ul><li>Athletes involved in helping others </li></ul><ul><ul><li>Time </li></ul></ul><ul><ul><li>Money </li></ul></ul>CHAPTER 6 SLIDE
    4. 4. Raising Awareness and Visibility <ul><li>Special events </li></ul><ul><li>Spokespersons </li></ul><ul><li>Promotional campaigns </li></ul><ul><li>Contribute financial support </li></ul>CHAPTER 6 SLIDE
    5. 5. Tournaments for Charities <ul><li>Golf tournaments </li></ul><ul><li>Corporate partners </li></ul>CHAPTER 6 SLIDE
    6. 6. Foundations <ul><li>Foundation —an organization that is established to maintain, assist, or finance other institutions or programs that are of an educational, charitable, or social nature </li></ul><ul><li>Going the extra mile </li></ul><ul><ul><li>Athletes create foundations that continually aid their favorite causes </li></ul></ul><ul><ul><li>Examples </li></ul></ul>CHAPTER 6 SLIDE
    7. 7. LESSON 6.2 Sports Camps <ul><li>GOALS </li></ul><ul><li>Explain why sports celebrity camps have become increasingly popular. </li></ul><ul><li>Describe ways to promote a sports camp. </li></ul>CHAPTER 6 SLIDE
    8. 8. Popularity of Camps <ul><li>Chance to work with famous athlete or coach </li></ul><ul><li>Make a contact </li></ul><ul><li>Step toward success </li></ul>CHAPTER 6 SLIDE
    9. 9. Camp Expectations <ul><li>Basics </li></ul><ul><li>Celebrity involvement </li></ul><ul><li>Location </li></ul><ul><li>Activities </li></ul><ul><li>Safety </li></ul><ul><li>Facilities </li></ul><ul><li>Staff </li></ul><ul><li>Size </li></ul>CHAPTER 6 SLIDE
    10. 10. Good Marketing and Managing Equals Success <ul><li>Promotional materials </li></ul><ul><li>Corporate sponsorships </li></ul><ul><li>Strong business plan </li></ul><ul><li>Effective presentation </li></ul>CHAPTER 6 SLIDE
    11. 11. Camp Promotion <ul><li>Publicity </li></ul><ul><li>Brochures and registration materials </li></ul><ul><li>Promotional campaign </li></ul><ul><li>Ongoing promotions </li></ul><ul><ul><li>Personal interest stories promote goodwill </li></ul></ul><ul><ul><li>Professional photographer to capture photos for next year’s brochure </li></ul></ul><ul><ul><li>Follow-up materials to parents </li></ul></ul><ul><ul><li>Mailing lists </li></ul></ul>CHAPTER 6 SLIDE
    12. 12. LESSON 6.3 Workshops <ul><li>GOALS </li></ul><ul><li>Define the relationship between sponsorship and interest in one-day seminars. </li></ul><ul><li>Evaluate three methods of advertising workshops, and discuss the benefits of each. </li></ul>CHAPTER 6 SLIDE
    13. 13. Targeting Specific Skills <ul><li>Clinics concentrate on a specific skill </li></ul><ul><ul><li>Sessions are more intense and concentrated </li></ul></ul><ul><ul><li>Number of participants limited </li></ul></ul><ul><li>Clinics introduce a sport </li></ul><ul><ul><li>Beginners </li></ul></ul><ul><ul><li>Basic elements of a game </li></ul></ul><ul><li>Lower cost </li></ul><ul><ul><li>Participants arrange their own food and lodging </li></ul></ul><ul><ul><li>Large staffs are not needed </li></ul></ul>CHAPTER 6 SLIDE
    14. 14. Workshop Sponsorships <ul><li>Benefits for workshop </li></ul><ul><ul><li>Fund aspects of the workshop </li></ul></ul><ul><ul><li>Keep participants’ fees down </li></ul></ul><ul><ul><li>Speakers </li></ul></ul><ul><ul><li>Products </li></ul></ul><ul><li>Benefits to sponsor </li></ul><ul><ul><li>Opportunity to promote products </li></ul></ul>CHAPTER 6 SLIDE
    15. 15. Advertising <ul><li>Demographics </li></ul><ul><li>Avenues for ads </li></ul><ul><ul><li>Newsprint </li></ul></ul><ul><ul><li>Magazines and e-zines </li></ul></ul><ul><ul><li>Targeted mailings and brochures </li></ul></ul>CHAPTER 6 SLIDE

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