Senior Capstone 2012- Octagon

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PowerPoint deck depicting my capstone experience at Octagon

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  • 05/21/12
  • CLICK THE JIMMER PICTURE TO SHOW OCTAGON VIDEO!!!!!!!!!! Start it before I present, stop the video somewhere between the 2:00 – 2:32 minute mark.. 05/21/12
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  • Mention that at the end, I will revisit these goals to see if I was able to accomplish them all or not 05/21/12
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  • This quote is what I used as the structure for the Capstone. As time went on, I saw myself grow personally & professionally. Each assignment that I worked on helped to hone the skills & tools that I need in order to find success within this industry. I was able to learn how to see challenges and attack them head on by becoming a more critical thinker. Through my mistakes I was able to learn how to go about overcoming the challenges that I dealt with (cold calling, creating documents, time management) and becoming better off because of it. Jennifer taught me how to act and think professionally at all times, a skill that has benefited me as a person and worker in my every day life. 05/21/12
  • 05/21/12
  • Senior Capstone 2012- Octagon

    1. 1.  “Passion. Engagement. Results.” Headquartered in McLean, VA , Octagon is the global leader in the sports and entertainment industry with over 25 years of success in client service, sponsorship consulting, event marketing and talent representation A global sports, entertainment and music conglomerate Part of the Interpublic Group of Companies (NYS:IPG) World’s largest sponsorship consulting and talent representation practice Influences 3 billion dollars worth of annual worldwide sponsorship fees and branded entertainment initiatives Operates with over 800 employees globally, hundreds of athlete and personality clients and manages over 13,000 events per year
    2. 2.  Founded in 1970 as one of the first sports law and management companies in the world The firm later evolved into ProServ, a sports management firm focusing on tennis  Difficulties began to arise in the 80’s, and the original partners left to start Advantage International  After initial success, Advantage was sold to Interpublic Group in 1997 in order to sustain itself in the market place, and later merged into today’s Octagon Two main divisions make up Octagon:  Athletes and Personalities: broken down into sports and entertainment categories dealing with talent representation (i.e. basketball, baseball, football, music, First Call, Digital)  Marketing: handling of corporate sponsorship, event management, sales, and client sponsorship dealings In 2008, Octagon was awarded top sports agency honors by Sports Business Journal and was named the inaugural Sports Agency of the Year  Octagon later acquired a large portion of sports management firm CSMG, including their baseball, coaches, broadcast, and marketing divisions
    3. 3. BASEBALL OLYMPICSFelix Hernandez Natalie CoughlinJohn Lackey Katie HoffVictor Martinez Apolo Anton OhnoBen Zobrist Michael PhelpsBASKETBALL PERSONALITITESStephen Curry Denise AustinRudy Gay Sebastian CopelandJimmer Fredette Hank HaneyKirk Hinrich Jeanette LeeDavid WestBROADCASTING ENTERTAINMENTBrian Billick Mark MagrathBill Cowher Piers MorganHerman Edwards Nancy O’DellAndrea Kremer Marie OsmondCurt Menefee Dr. Drew PinskyMUSIC COACHES/MANAGERSAnastacia Bob BowmanEscala Jack Del RioIL DIVO Marvin LewisJames Joe Maddon Mike SmithFOOTBALLAaron Curry RETIRED LEGENDSShonn Greene Wade BoggsJustin Tuck Randy JohnsonLaMarr Woodley Gale Sayers Emmitt SmithTENNIS Bart StarrElena DementievaJuan Carlos Ferrero HOCKEYDaniela Hantuchova Dustin ByfuglienRobin Soderling Brian Campbell Patrik Elias Ryan Miller
    4. 4. “Octagon is a global powerhouse that canunderstand and access the passion for the ultimate benefit of our clients, partners, and constituents.” - Rick Dudley President & CEO
    5. 5. NORTH AMERICA EUROPEAtlanta BarcelonaCary Brussels Octagon has over 800 staff, in 22 countries, on 6 continentsCharlotte FrankfurtChicago IstanbulDetroit LisbonHuntington Beach LondonLos Angeles MoscowMcLean MunichMinneapolis ParisNaples StockholmNew York ZurichNorwalkOrlandoOttawa ASIAPortland BeijingReno DubaiRichmond Hong KongRogers MumbaiSan Diego RiyadhSan Francisco SingaporeScottsdale TokyoTorontoTulsa AFRICAWaterloo Cape Town Johannesburg AUSTALLIASOUTH AMERICA HobartBuenos Aires MelbourneRio de Janeiro SydneySantiagoSao Paulo
    6. 6.  Receive five to ten sponsorship sales during my cold call process for the Stephen Curry Charity Golf Tournament Sit in on and contribute to over 10 meetings/conference calls with Octagon clients and/or potential sponsors Research, create, and present at least two of my own marketing campaigns for Octagon athletes and personalities Present my ideas and work to an Octagon client, and receive his/her feedback about the feasibility of that idea Discover at least five new companies to try and partner Octagon clients and events with
    7. 7.  My Octagon Experience Highlights:  Once in a lifetime learning opportunity  Non-stop and fast paced work days  Part of a large, extended family  Able to work on projects for major clients  Given full access to client information and pending deals  Allowed to partake in business meetings and conference calls  Challenged myself by working on tasks that were out of my comfort zone  Achieved all of my goals in one way or another Jennifer Keene, Senior Director of Athlete and Property Marketing:  Most influential boss I have had  Trusted me to be able to complete difficult and critical tasks for clients  Allowed me freedom to work on my own projects for Octagon  Gave me the chance to meet and communicate with clients and executives  Made sure that every day was a learning experience for me  Taught me to read and write contracts and how to think critically  Treated me as an equal, experienced colleague, and not an entry-level intern
    8. 8.  Daily Octagon Interactions:  NYC office included A&P Marketing, Global Events, First Call and Octagon Access  Only A&P Marketing intern in NYC, but worked with interns in other departments  Interacted and connected with colleagues from every division  Assisted other NYC interns by providing them needed information from my division  Worked with interns from the McLean office on a weekly basis  Interned directly for Jennifer Keene, but completed tasks for various division heads  Met, interacted with, and supervised Octagon clients and potential sponsors Key Octagon Accomplishments:  Created and presented my own marketing campaign for client Jimmer Fredette  Worked on various sales and marketing decks for 10 different Clients  Completed over 50 cold calls for the Stephen Curry Charity Golf Tournament  Established sponsorship target lists for multiple clients and Octagon-run events  Participated in over 30 various conference calls and in-person business meetings  Designed several one-pagers to send out to perspective marketing partners
    9. 9.  What is Jimmerade?  Used my own time to conceptualize, research and present a unique marketing campaign  Trend of using athletes and EDM musicians in order to promote and market products  Paired Octagon client Jimmer Fredette with EDM DJ Kaskade  Connection between Mormon faith, BYU education, and being nation-wide icons  Came up with three companies/products that the two personalities could endorse together  Spalding, FRS Healthy Performance, and WeSC Headphones Campaign Outline:  Television ads staring the two personalities promoting, discussing, and using the given product  Usage of Kaskade’s music  Print media advertisements using the two personalities’ likeness to be run in various sports and music publications  YouTube viral videos to accompany the other forms of media, allowing the personalities to interact with fans
    10. 10.  Planning Process:  Researched previous endorsements for Jimmer and Kaskade  Found companies that were not conflicts to existing partners  Had to stick to the guidelines of the Mormon belief  Established main goals of the campaign and its benefits to the personalities, the companies, and Octagon  Came up with an innovative way to combine the two personalities in order to sell a specific product Decision Making:  Took advantage of partnerships with Spalding and WeSC  Showed how each product is relevant in their lives  Assessed if there was a current need for such a campaign and what its potential success rate would be Implementation:  Compiled my research into a professional PowerPoint deck  Usage of music, pictures, links and background information  Presented the final concept to Jennifer Keene for approval
    11. 11.  What is Camp Culinary?  Given the task to conceptualize, research, and create a camp that Octagon culinary clients Monica Bhide and Mary Beth Albright could run  Worked with an Octagon intern in McLean in order to compile the research and create the foundation for the camp  The camp is to take the education of food and nutrition, and bring it into the 21st Century  Start in Washington, D.C. and expand through the east coast  Delivers children the unique experience of working with celebrity chefs while learning about food writing and cooking  Opportunity for kids to strengthen their skills in recipe writing, blogging, and food photography as well Camp Outline:  Camp to be run during the summer (five sessions), winter (two sessions), and spring (one session)  Camp to run from 9:00am until 2:00pm, with each session having a different topic  Start off using the two Octagon clients with hope for expansion
    12. 12.  Planning Process:  Researched already existing summer food camps in the Metropolitan Washington, D.C. area  Used established camps to outline pricing, structure, and features of what our camp would consist of  Split up the work so that each intern had specific tasks  Established main goals of the camp and its benefits to the personalities, the campers, and Octagon  Researched and reached out to potential venues for the camp Decision Making:  Broke down each session into a specific food category  Priced the camp at an affordable rate  Researched companies to be official sponsors of the camp  Created an official calendar for the various camp sessions Implementation:  Compiled my research with the other interns’ for the final deck  Presented final concept to Jennifer Keene and Alyssa Romano
    13. 13.  Being able to sell yourself, your client, and events related to your clients is a crucial part of finding success within the sport industry At Octagon, I was responsible for various projects where I had to ‘sell’specific events  Stephen Curry Charity Golf Tournament:  Needed to sell sponsorships of the tournament  Over 50 target companies in the San Francisco Bay Area  Responsible for cold calling and emailing each target, and later following-up  Kept a running list of the status of each target and sponsor prospect  Justin Tuck Celebrity Billiards Tournament:  Needed to sell sponsorships and teams for the tournament  Created target lists for local beer companies, law firms, and hospitals  Responsible for cold emailing the targets and assessing which could be leads  Formed a running list of the official NY Giants and NFL sponsors for outreach  Selling of Clients:  Emmitt Smith sales deck for Hershey’s Chocolate  Nancy Lieberman sales deck for Celebrity Apprentice  Monica Bhide sales deck for new endorsement deals
    14. 14.  Unable to make any definitive Stephen Curry sponsorship sales, but was able to establish five leads that I handed off to Jennifer Participated in three times the amount of meetings than I had hoped for, including a Justin Tuck charity event Created one of my own marketing campaigns (Jimmerade) and created one unique client project (Culinary Camp) I did not personally present my ideas to clients, but work I created for specific clients were ultimately given to them via Jennifer Established contacts at companies for sponsorship of the Justin Tuck Celebrity Billiards event and for Jimmer Fredette endorsement deals

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