Jj fwc domestic_hospitality_program_proposal_final_09_oct2013


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Jj fwc domestic_hospitality_program_proposal_final_09_oct2013

  1. 1. Request for Proposal 09 10 2013
  2. 2. Introduction The FIFA World Cup is undoubtedly one of the world’s greatest sporting events, the ultimate competition for the world’s most popular sport. Football, a game without boundaries, accessible to all, played from the beaches, backyards and parks of the globe to the world’s most celebrated stadiums. It is a sport and even a way of life which blends passion, sporting prowess, competition, skill and team pride. It is this unique blend of brand attributes that makes Football sponsorship one of the world’s most desirable brand partnerships. CSM Global Events are proud to have played it’s part in helping sponsors be part of the greatest game on Earth. For over 15 years we have been supporting the World’s leading brands at the heart of the Worlds greatest sporting events. We specialize in this, it is what we do. We offer Johnson & Johnson Brasil a unique proposition, internationally experienced at delivering at FIFA World Cups, with extensive local experience and relationships, locally resourced and focused on your success. A company that understands that passion for football is in the blood and no where is that more evident than in Brasil. CSM Global Events are delighted to be involved in realizing the FIFA World Cup hospitality program for Johnson & Johnson in Brasil, we hope that we can demonstrate in this document our local capacity, expertise and desire to extend this to serving the Johnson & Johnson Brasil local program needs. We offer you our ideas, strategies, experience, relationships, systems, cost efficiencies, technical expertise and passion for football. Whilst providing you the best people working creatively and tirelessly to deliver great results. We hope that you will select us to help you realize your objectives and opportunities.
  3. 3. CSM Global CSM Global Events Brasil (CSM Global Organizacao de Eventos Brasil LTDA) is part of the CSM Group, one of the world’s leading sports and entertainment groups. It is a joint entity between 2 CSM companies, CSM iLUKA and Golden Goal, Brasil’s foremost sports marketing agency. This unique collaboration has been created to bring the Brazilian market the benefit of extensive international event expertise along with unparalleled Brazilian market experience and relationships delivered by a locally resourced team in Brasil. CSM Global Events Brasil is governed by a 4 person Executive Board comprised of the Golden Goal Founders, Cadu Ferreira and Mauro Correa and CSM iLUKA CEO Jon Hillman and Managing Director Felicity Shankar. Headquartered at the CSM Brasil office in Centro, Rio de Janeiro, with full operational support from the CSM Brasil Group, our office is led by Julie Brown with local program resources. This unique collaboration and structure gives intimate local knowledge and insights to program strategies, it also creates a network of resources familiar with business and sport delivery in Brasil. Services include strategic consulting, hospitality program management, event readiness planning, brand showcasing and merchandise. Our Clients
  4. 4. CSM Global Events Team Jon Hillman – CEO and Founder of CSM iLUKA – Jon is one of the world’s foremost operators of hospitality management services for sponsors at global sporting events. With over 20 years experience and a wealth of relationships forged over this time, his energy and passion for creative programs and flawless delivery is respected by all who work with him. Felicity Shankar – Managing Director – Felicity has been supporting sponsors in creating integrated, relevant activations, driving business results and brand value from sponsorship assets for over 20 years. With extensive experience of working with some of the world’s greatest brands she ensures that all the client’s programs are anchored with return on investment in mind. She is well known for her tireless quest for quality and delivery of the best ideas. Julie Brown – Head of Brasil – Fluent in English, Portuguese, Spanish and French and based fulltime in Rio de Janeiro, Julie has been in the sponsor services and hospitality management business for over 14 years. She has extensive experience at managing hospitality at major events for global brands on both an international and domestic basis, including Football World Cup and provided an important resource for the Johnson & Johnson global programme during the Confederations Cup in Brasil. Cadu Eduardo Ferreira – Senior Partner/CEO – CSM Brasil – Cadu was the founding co-Partner and Executive Director of Golden Goal Sports Ventures, now part of CSM Brasil. He is also a member of C.R. Flamengo’s Marketing Management Committee. Previously Cadu managed the development of a research project on UEFA’s Governance model and FIFA’s management development from 1970 until 2004, in addition to conducting a full assessment for the G14 on European Football Economics. As Senior Partner/CEO, Cadu plays an active hands on approach to ensuring the success of his client projects. Cadu
  5. 5. CSM Global Events Team Mauro Corrêa – Senior Partner – CSM Brasil – Mauro was the founding coPartner and Executive Director of Golden Goal Sports Ventures, now part of CSM Brasil. Mauro leads the organizations strategy and business modeling, sports management and customer relationships. Well known and respected in the industry having played a number of key roles in consulting to Organizing Committees. Alicia Klein – Business Director – CSM Brasil - As Business Director at CSM Brasil Alicia is head of Key Accounts and Sponsorship Management. In her role, she is in charge of teams who look over clients such as Visa, Coca-Cola and BRF. She is also responsible for Business Development for the agencies within the CSM Brasil group. Prior to joining CSM Brasil, Alicia played a key role in leading Nissan’s Rio 2016 sponsorship and also acted as the Strategic Development and Legacy Manager for the Brazilian Olympic Committee. Steve Welch – Business Director, US Global Accounts – Located in New Jersey, Steve has worked in the provision of Hospitality Management Services to Sponsors and VIPs at major sporting events for over 14 years. Hotel trained to the highest standards of 5 Star Services and having worked previously with JetSet Sports, Steve has for the past 5 years brought strong commercial and process management to our teams whilst never compromising on attention to detail, fast service and a quality delivery. Steve is currently the lead Business Director for the Global FIFA World Cup Johnson & Johnson program. Greg O’Connor – Business Director, Ticketing – with over 25 years experience in Event Ticketing and having worked as Sponsor Ticket Manager for the Sydney 2000 Games, Greg has led our ticketing strategies and fulfilment for more than 12 years. His extensive knowledge, ability to build strong relationships and skill at anticipating needs in a strategic manner at ticket order stage mean that he has always delivered a ticket required, even at the latest of notice.
  6. 6. CSM Brasil at the 2014 FIFA World Cup 2014 FIFA World Cup The staging of the Football World Cup in Brasil is the first significant global event which CSM Brasil will be operating under its new framework and represents a true coming together of all the key areas of expertise of the Group to serve FIFA, Sponsors, Stakeholders and Fans of the Tournament across all 12 Tournament Host Cities. This infrastructure was tested during the Confederations Cup in July 2013 and was successfully executed, key learning's analysed and appropriate steps taken to ensure quality representation, management and strong governance implemented to ensure that CSM Brasil provides first class service, locally in each of the Cities for every fan and stakeholders. 2014 FIFA World Cup Group Projects include: • Hospitality Program Management for Johnson & Johnson Global program • Ticket Management, Sports Academy Activation and FIFA World Cup Trophy Tour for Coca-Cola • Responsibility for all official Mascot appearances in Brasil • Signage and branded look for all FIFA venues • Activation of the Sadia sponsorship of the Brasil national team • Operations of all Food and Beverage concessions at stadiums, Media and Volunteer Centre Catering • Onsite Project Management and Merchandising for VISA including Point of Sales logistics This portfolio gives CSM Brasil an unprecedented network of activity in each of the Host Cities to maximize the onsite planning resources, negotiating power and fast access to key influencers to resolve problems real time. For us at CSM Global Events, unquestionably Johnson and Johnson is our premium client for the FIFA World Cup and our ability to serve Johnson and Johnson Brasil on a local basis is enhanced significantly by the scale of group operations in each City and accessible resources whilst still being totally focused on serving your program in a special and cost effective way.
  7. 7. Our Approach At CSM Global Events we believe that your hospitality program is a unique celebration of everything you have achieved in activating your FIFA World Cup sponsorship rights. For Brazilian guests it will be a once in a life time opportunity to support Brasil’s Football team at the World Cup on home soil. The FIFA World Cup is a special experience, an opportunity to showcase your brand in an informal environment, a time to deepen emotional connections and relationship with your key stakeholders, a means to recognise outstanding performance, to tell your story, to celebrate your Brazilian business and to create experiences which will live forever. To produce the right environment to achieve this, CSM Global Events tailor make each hospitality program specifically for you. We will seamlessly interface your hospitality program with the Global program in a way that maximizes the synergies whilst still recognising the particular significance and emotional connections that your guests will feel as the Home Hosts in a uniquely Brazilian way. Our Approach We start at the beginning by asking some very simple questions and then building a strategic architecture which will inform the program operations. Who are you? Who could you be hosting? Why are you hosting them – the business rationale? What do you want your guests to experience? And then how are we going to achieve this, in a special and cost effective way? This strategic phase is lead by Julie Brown with significant involvement from our Leadership Team. Julie will continue to lead the project delivery across the term of the contract with support on a day to day basis with the local project team across each functional area depending on the final scope of work. Julie will also work closely with the global team at CSM iLUKA to ensure that all programs are managed in a way to ensure integrated and secure guest experiences and reporting. Brasil J&J Your Program World Cup Your Program
  8. 8. Johnson & Johnson Brasil at the FIFA World Cup Each match city entertains its own set of challenges, though there are some key some considerations across the Country that will guide the development and operations of the program. Our guiding principle will be: As only Johnson and Johnson can, we will bring together our friends, partners, colleagues and families for an amazing celebration of football and a truly Brazilian experience … we will; • Deliver a safe and risk free experience • We will celebrate our national pride and that football is part of our DNA • Create synergies, cost efficiencies and economies of scale between the • • • • operation of the global program and local activities Optimize the location of guests to streamline logistics and minimize travel expenses Demonstrate the human values of the Johnson and Johnson story at the heart of the FIFA World Cup, through personal stories, experiences, meetings and testimonials Create an informal, relaxed, fun celebratory environment prioritizing the match experience over other hospitality events Ensure a consistent look and experience of the Johnson and Johnson caring essence yet with a distinct local feeling with caring and healthy touches at every point
  9. 9. Carinho para a Torcida Brasileira As the Official Healthcare Sponsor of the 2014 FIFA World Cup Brasil, Johnson and Johnson are proud to provide an unprecedented opportunity to reach a worldwide audience to ignite a movement of caring. To engage others in these efforts the global platform “Carinho Inspira Carinho” / “Care inspires Care” was developed. This philosophy encourages selfless acts of care – big and small – with the goal of making the world a more caring place. We appreciate and support that local hospitality should be perceived as a continuity of the global program, rather than something totally apart and therefore have created the domestic platform “Carinho para a Torcida Brasileira” / “Caring for Brasil’s Football Fans” to encapsulate your match day experience for Brazilian guests. Carinho / Caring - a human quality. A positive act that illustrates a desire to take care of. Brasil – Given that healthcare is considered a major concern for Brazilians' and a contributing factor to the protests and civil unrest during the Confederations Cup. Having the word Brasil in the statement makes it personal and relevant for the domestic audience. A sentiment that Johnson and Johnson have our best interests at heart and unites our country as one. Football Fans - relevant to the event, non- corporate feel making it real, a statement of accessibility and non prejudice. A shared passion for football and it’s people. Collectively these words enforce a positive message of ‘action’ for the domestic audience, rather than being passive. Best illustrated through the sharing of personal stories of how Johnson and Johnson has positively effected the lives of Brazilians and our community, whilst creating an environment that delivers an experience personifying what Brasil’s football fans want.
  10. 10. Program Overview
  11. 11. Program Overview We have created an all-encompassing program utilising all assets. This program has been designed from the details provided in the brief together with some assumptions based on the optimisation of assets and resources. There are 5 types of programs including: 1. Accommodation Packages 2. SkyBox Packages 3. Day Packages 4. Employee Purchasing Program 5. FIFA Fan Fest Program On the following pages we have provided an overview of all programs categorized by match city. We then have provided a summary slide for each of the programs, outlining the number of guests and package inclusions, followed by a sample itinerary, and our approach in servicing each of the requirements. CSM Global Events has provided a budget estimate against this program structure for your consideration,
  12. 12. Program Overview – Rio de Janeiro M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12 M13 M14 M15 M16 M17 M18 M19 M20 M21 M22 M23 M24 M25 M26 M27 M28 M29 M30 M31 M32 M37 M38 M39 M40 M33 M34 M35 M36 M41 M42 M43 M44 20 2 2 2 REST DAY M49 M50 M51 M52 M53 M54 2 M55 M56 1 REST DAY REST DAY M50 M57 M58 M59 M60 1 REST DAY REST DAY 1 M61 M62 1 REST DAY 1 REST DAY M63 68 20 20 20 1 1 TOTAL M64 M58 1 1 372 556 40 2 M64 68 20 94 234 2 2 2 REST DAY M42 48 2 M31 M19 M11 M45 M46 M47 M48 (+3 Mgt) 28 1 1
  13. 13. Program Overview – Sao Paulo M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12 M13 M14 M15 M16 M17 M18 M19 M20 M21 M22 M23 M24 M25 M26 M27 M28 M29 M30 M31 M32 M37 M38 M39 M40 M33 M34 M35 M36 M41 M42 M43 M44 M45 M46 M47 M48 M23 M36 M47 94 M1 94 94 152 100 5 5 5 5 REST DAY M49 M50 M51 M52 M53 M54 5 M55 M56 5 REST DAY REST DAY M57 M58 5 5 M59 M60 REST DAY REST DAY M61 M55 M62 5 REST DAY REST DAY 5 M63 M64 5 5 TOTAL M62 152 100 5 5 100 5 582 5 85 5 REST DAY
  14. 14. Program Overview – Belo Horizonte M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12 M13 M14 M5 M15 M16 M17 M18 M19 M20 M21 M22 M23 M24 M25 M26 M27 M28 M29 M30 M31 M32 M37 M38 M39 M40 M33 M34 M35 M36 M15 3 3 3 3 REST DAY M49 M50 M51 M52 M53 M54 3 M55 M56 REST DAY REST DAY M57 M58 1 M59 M60 38 22 22 1 1 3 3 3 REST DAY REST DAY M61 M62 REST DAY 3 REST DAY 3 M63 M64 3 3 3 TOTAL M49 M61 38 38 190 22 3 22 132 3 3 3 3 REST DAY 38 22 M45 M46 M47 M48 M40 38 22 M27 M41 M42 M43 M44 3 63 3 3
  15. 15. Program Overview - Brasilia M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12 M13 M14 M15 M16 M17 M18 M19 M20 M9 M21 M22 M23 M24 M25 M26 M27 M28 M29 M30 M31 M32 M21 M37 M38 M39 M40 M33 M34 M35 M36 40 REST DAY 2 2 2 M49 M50 M51 M52 M53 M54 2 M55 M56 REST DAY REST DAY M57 M58 M53 M59 M60 REST DAY REST DAY M61 M62 REST DAY REST DAY M60 M63 M64 2 2 TOTAL M63 84 30 2 2 30 30 2 2 2 M45 M46 M47 M48 M46 M33 84 2 M41 M42 M43 M44 130 2 26 REST DAY
  16. 16. Program Overview - Fortaleza M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12 M13 M14 M15 M16 M17 M18 M19 M20 M21 M22 M23 M24 M25 M26 M17 M7 M27 M28 M29 M30 M31 M32 M37 M38 M39 M40 M33 M34 M35 M36 M29 M38 24 M41 M42 M43 M44 24 88 62 24 24 4 REST DAY 4 4 4 M49 M50 M51 M52 M53 M54 4 M55 M56 REST DAY REST DAY M51 1 1 M57 M58 M59 M60 REST DAY 4 REST DAY 4 M61 M62 1 4 REST DAY REST DAY 1 M63 M64 1 1 1 TOTAL M57 88 62 24 24 1 1 1 4 124 144 4 51 1 M45 M46 M47 M48 REST DAY
  17. 17. Program Overview - Salvador M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M49 M50 M51 M52 M53 M54 M55 M56 REST DAY REST DAY M57 M58 M59 M60 M15 M16 M17 M18 M19 M20 M21 M22 M23 M13 M3 REST DAY M12 M13 M14 REST DAY REST DAY M61 M24 M25 M26 M27 M28 M29 M30 M31 M32 M37 M38 M39 M40 M33 M34 M35 M36 M25 M62 REST DAY REST DAY M63 M44 M64 TOTAL M59 M56 36 36 2 2 2 M41 M42 M43 M44 M45 M46 M47 M48 REST DAY
  18. 18. Program Overview - Recife M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12 M13 M14 M15 M16 M17 M18 M19 M20 M21 M22 M23 M6 M24 M25 M26 M27 M28 M29 M30 M31 M32 M24 M37 M38 M39 M40 M33 M34 M35 M36 M41 M42 M43 M44 M45 M46 M47 M48 REST DAY 2 2 2 M49 M50 M51 M52 M53 M54 2 M55 M56 REST DAY REST DAY M57 M58 M59 M60 REST DAY REST DAY M61 M62 REST DAY REST DAY M63 M64 2 M45 30 2 M34 30 2 2 TOTAL M52 36 2 96 2 22 2 REST DAY
  19. 19. Program Overview – Porto Alegre M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12 M13 M14 M15 M16 M17 M18 M19 M20 M21 M22 M23 M24 M25 M26 M27 M28 M29 M20 M10 M30 M31 M32 M37 M38 M39 M40 M33 M34 M35 M36 M41 M42 M43 M44 M43 M32 34 2 REST DAY 2 2 2 M49 M50 M51 M52 M53 M54 2 M55 M56 REST DAY REST DAY M57 M58 M59 M60 REST DAY REST DAY M61 M62 REST DAY REST DAY M63 M64 2 TOTAL M54 40 2 74 2 18 2 M45 M46 M47 M48 REST DAY
  20. 20. Program Overview – Curitiba M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12 M13 M14 M15 M16 M17 M18 M19 M20 M21 M22 M23 M12 M24 M25 M26 M27 M28 M29 2 2 M33 M34 M35 M36 M35 M26 2 M30 M31 M32 2 M37 M38 M39 M40 M41 M42 M43 M44 M45 M46 M47 M48 M48 REST DAY
  21. 21. Program Overview – Manaus, Cuiba, Natal Manaus M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12 M13 M14 M15 M16 M17 M8 M18 M19 M20 M21 M22 M23 M24 M25 M26 M27 M28 M29 M30 M31 M32 M33 M34 M35 M36 M37 M38 M39 M40 M45 M46 M47 M48 REST DAY M41 M30 M18 M41 M42 M43 M44 Cuiba M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12 M13 M14 M4 M15 M16 M17 M18 M19 M20 M21 M22 M23 M24 M25 M26 M16 M27 M28 M29 M30 M31 M32 M33 M34 M35 M36 M28 M37 M38 M39 M40 M41 M42 M43 M44 M45 M46 M47 M48 M41 M42 M43 M44 M45 M46 M47 M48 REST DAY M37 Natal M1 M2 M3 M4 M2 M5 M6 M7 M8 M9 M10 M11 M12 M13 M14 M14 M15 M16 M17 M18 M19 M20 M21 M22 M23 M22 M24 M25 M26 M27 M28 M29 M30 M31 M32 M33 M34 M35 M36 M37 M38 M39 M40 M39 REST DAY
  22. 22. Accommodated Program
  23. 23. Skyboxes Program
  24. 24. Skyboxes Program Itinerary FORTALEZA – Group Match 17 16-18 June
  25. 25. The Skybox Experience Whilst we know that there will be a more intensive process to agree creative themes and put your sponsorship activations in Brasil at the heart of this, we have initially proposed incorporating a slightly Brazilian feel into the Global sponsorship brand. Through this we propose to extend the use of the caring ribbon and imagery into all communications, uniforms and space design but to accent the more local nature of the program through the greater presence of the Brasil color palette. In this way we hope to create a program which seamlessly sits together with the global program whilst still putting the local feel and national pride into all executions. Global Brasil
  26. 26. Design & Overlay of the Skybox
  27. 27. Day Program
  28. 28. Day Program Itinerary SAO PAULO – Group Match 1 11-13 June
  29. 29. Employee Purchasing Program
  30. 30. FIFA Fan Fest
  31. 31. One Agency – Program Efficiencies CSM Global Event’s experience during the Johnson and Johnson program at the 2013 Confederations Cup, proved a valuable learning opportunity, not least the impact of the protests on our program operations. These learning's have enabled us to implement a number improvements and efficiencies to our systems and processes which will ensure the very best success for you at the 2014 FIFA World Cup. Having one agency across both the global and local program provides the best possible synergy, cost efficiencies and operational effectiveness across both programs. The integration of the local program and global program under one agency umbrella provides a number of key benefits, these include: • Systems – One system, creates streamlined process, mitigates error and duplications and provides ease of use • Communications – ability to create consistency whilst tailor communications relevant to individual audiences • Look – creating consistency yet program differentiation whilst not • • • • confusing or alienating guests Security planning – one process, one action plan ensuring that the safety and security of your guests are the top priority Buying power – providing significant cost efficiencies and the ability to increase your importance with supply chain management Operational effectiveness – always knowing what the left and right hands are doing to minimise any miscommunication Understanding the Johnson and Johnson brand and maximising communication between the teams onsite
  32. 32. Transport CSM Global Events provides comprehensive transportation and logistics management for all aspects of the Hospitality Program. We work with you to ascertain the most efficient and cost effective vehicle inventory and also with the suppliers of the vehicles to deliver reliable, safe and friendly service, on time every time. We look to find ways of not only improving the experience but reducing the amount of time that your guests spends in transit. We truly believe when it comes to transportation and guest movement, the secret is in the detail. In line with the Johnson and Johnson Global Security guidelines, we are basing our proposal on the utilization of mini-coaches (24 to 26 seats) with an average of 20 guests per coach. Key considerations include: • Inventory supplier selection • Quality of vehicles and maintenance • Driver training • Travel times / itinerary planning • Additional transfer time allowance to cater for heavy traffic or civil unrest • On-board entertainment and guest experience • Systems, tracking device / GPS etc • Alternative routes established in advance in case of protest activity
  33. 33. Ticketing As a sponsor access to premium tickets is one of the most valuable hospitality assets. At CSM Global Events, we understand the process and the strategies that help our clients maximize the potential of these assets. Our approach is broken into 5 key areas: 1. Ticket needs assessment 2. Ticket allocation plan 3. Seat assignment 4. Tracking and reporting 5. Collection, security and distribution Key considerations include: • Utilisation and budget planning • Skybox strategy and utilisation development • Secure storage, pick-up and package tickets • On-site operations • Contingency planning • Reconciliation and reporting Our propriety information system ‘Pulse’ is used to securely manage this valuable commodity. ‘Pulse’ is designed to integrate with other operational management activities. It enables the efficient management of ticket allocation, tracking, distribution, reconciliation and reporting. ‘Pulse’ is an integral part of our ticket security providing a full audit trail for each and every ticket. Our guiding principles for ticket security and handling of tickets are: • That they are treated the same as cash and as such are irreplaceable • That they remain the property of our clients, who invested substantially to secure them
  34. 34. Staffing At CSM Global Events we believe hospitality is about people, it is people that drive the difference. Our project teams create extraordinary hospitality programs for your guests, and our team lift that experience to truly create a once in a lifetime experience. As an organization we approach the 2014 FIFA World Cup with a dedication to find 90 per cent of the staff in Brasil. Key learning's from previous events demonstrate that this is not only the right way to employ for obvious economic reasons but also because it helps provide a much more authentic, Brazilian experience. For key personnel who will work as part of your team we provide a transparent recruiting process whereby you our client are welcome to interview candidates in tandem with us. We will supplement local team with a roster of staff with previous large scale sporting event experience. Key considerations: • Selecting the right person with the right skill set for the right role • Local coordinators hired in each host city • Language skills • Comprehensive training program on Johnson and Johnson and the program We take a proactive route in discovering the best local and international talent to fill the roles required to make your program a sterling success. We appreciate the importance of starting recruitment early and in targeted areas such as universities and sports clubs in each relevant city. Our mantra is to choose educated people with a passion for sport but who likewise understand the value and purpose sponsorships serve. Our commitment to creative human resource management has been backed by investment in innovative and forward thinking strategies and systems. CSM Global Events invests in people at each stage of the process, from recruitment to training through to on-site management, providing our clients with continuity of the team, whilst ensuring motivation is at its highest and the quality of delivery is flawless.
  35. 35. Gifting & Outfitting One of the fundamental value drivers of your sponsorship revolve around marketing rights and opportunities that leverage designated marks and logos, mascots, and look of the event imagery with various initiatives, significantly through the production of co-branded merchandise, licensing and outfitting. Our aim would be to source reasonably priced gift items that deliver the maximum impact to your program. We would recommend non-sized items with a clear football focus. For staff uniforms, our suggestion would be to utilise the same apparel as the global program with a Brazilian look applied to maximize cost efficiencies. A few suggestions: • Bom fim bracelets / Figa as a traditional symbol of luck • Printed picture in branded Johnson and Johnson sleeve (Hosts to take picture of each guest / couple in the stadium - to be printed on HP photo printer on return to hotel with signature Com Carinho, Da Johnson & Johnson) • FIFA mini soccer ball • J&J mini products and FIFA items i.e. brand aids Collectively our team has delivered hospitality outfitting and event merchandise programs on behalf of 36 Sponsors, Official Broadcasters, Supporters and Suppliers of global sporting events representing more than 125,000 guests. We are the only fully integrated agency to maintain licensing expertise on an in-house basis providing a turn key solution across creative and product recommendations through to shipping, warehousing, fulfilment and project reconciliation.
  36. 36. Guest Communications CSM Global Events understands the importance of creating a powerful and bespoke communication platform including the consistent application of your ‘look’ and creative theme throughout all your sponsorship initiatives. Mapping of your hospitality guest communications is an important stage in the project plan. We have supported numerous Sponsor brand experiences in many different industries. Whilst respecting the work of your current advertising and communications agency, we are able to support or lead the development and application of your FIFA World Cup communications across elements including invitations, pre-departure pack, guest guide / welcome pack, guest newsletter etc. Key considerations: • Who the guests are, communication to different audiences • Audience language – information and friendly • Creative/ theme – distinctly Brazilian • E-communications versus printed collateral • Potential link across all other areas of your activation The use of e-communications, including a bespoke Johnson and Johnson web access portal for invitations and information ensures reduction of packaged materials and sends a sustainable message; it is also a fantastic way of whetting your guests appetite and reinforcing the connection between Johnson and Johnson and football. Sharing the experience with your guests and creating synergies with your other activities when developing your communications will help you build relationships with each guest and in turn deliver greater results. A key component of our proposal includes personal guest contact through Brazilian staff and use of our information system Pulse.
  37. 37. Information Management ‘Pulse’ is CSM Global Event’s licensed Ticket and Guest Information Management System. An intelligent internet based software system designed and built in house to manage many levels of information necessary when managing large scale hospitality programs and providing crucial + dependable functional operational reports. ‘Pulse’ is structured around 3 access ‘gateways’: 1) Client Gateway The Client Gateway is the portal which enables engagement with your business units and internal divisions, i.e. • • • • • Communicating information & email marketing updates Ticket / Package request tool Allocation and sales management Financial breakdown Guest list upload and live data reports 2) Guest Gateway The Guest Gateway is the portal that enables two way interaction between your guests and the inviter / client. It is used primarily as a tool for: • Invitations (unique username and password protected) • For guests to accept or decline their invitation • To capture information through the use of mandatory fields including dietary requirements, flight information, photo etc. • General information, i.e. arrival procedures, hotel and travel information, itinerary, leisure program, FAQ’s • The Website has client branding and a unique URL 3) Internal Gateway The Internal Gateway is a central repository of all program assets & guest data. With the ability to provide real time LIVE data 24/7, it enables operational teams to pull functional reports - Ticket pick and pack and distribution manifests • Rooming lists • Merchandise – guest sizes • Itinerary operational reports
  38. 38. Client Management CSM Global Events is dedicated to providing an end to end service to our clients from initial business strategy and program architecture through to operational delivery on site. To maintain continuity and the fundamental knowledge of our clients that comes from the early on boarding, we assign a Business Director to you from day one. Julie Brown will lead the team in delivering all of our contracted services and will be responsible for managing a program timeline which is established as part of phase on of our service delivery. This timeline is dynamic in that it marries event milestones, your own internal requirements and sign off processes with key operational timelines. Along with your budget and financial process this forms the key anchors of the project management. Where required this can also be presented to clients in an overall project management system that fits with the total sponsorship project plan. Weekly reviews of project status are undertaken with the client in a format to be agreed with you and your project is reported through an event delivery review process to CSM Global Events leadership allowing constant oversight of all issues, real time resource support and facilitation of high level escalation through our network of relationships within the FIFA and Brazilian communities. Our ‘same page review’ brings all of the CSM Global Events leadership and operational leads together on a regular basis to ensure that all departments are planning delivery on the latest project plan and to identify any disconnects in a timely manner.
  39. 39. Organigram 36
  40. 40. Event Readiness & Security Event Readiness & Security has always been at the core of CSM Global Events´ operational planning, even more so for the 2014 FIFA World Cup in view of the recent political unrest in Brasil. Pre-event we spend a great deal of time identifying all possible risks and develop a risk management contingency plan. During the World Cup, we move into a live 24/7 Operational mode with a central hub of event support. Whilst your program team work directly in managing your program on site with you, they will report in daily through a 10 point snapshot including incidents, guest movements, contractual issues, staff performance and well being, IT and Data security, commercial and key learning's for continuous improvement. A daily report is provided to clients in a timely manner to facilitate reporting and where necessary additional support in any functional area is deployed to the project from the leadership team. In addition a security update is given to ensure that any operational changes are clearly anticipated and understood by all parties. Which is aligned and led by global security team, and developed in coordination with local authorities to ensure that we are aware of what might be possible in every eventuality. We work alongside your internal teams including communications and security through a series of event readiness workshops in the lead up to the World Cup to ensure that all reporting and escalation procedures are clearly understood and well defined for all program delivery potentials and to validate all operational plans are security cleared. Through these processes we ensure that you always have what you need to mitigate risk in event delivery and that you safely ensure an outstanding guest experience. Can we have an athlete focussed on a starting block
  41. 41. Financial Process One of the key success metrics to delivering a successful program is to ensure that the project comes in on budget, As such, we are committed to working with you to ensure that the most cost-effective solutions are found and that we develop a collaborative approach towards managing the budget without compromising on the quality of your program. We are committed to an open and transparent pricing structure, and proactively ensure that best pricing is obtained from all vendors and suppliers and gain economies of scale where possible. Our account teams are highly astute at developing cost saving solutions that fit the financial parameters of the project. In addition, we closely monitor the cash flow requirements and coordinate the payment schedules across all assets (i.e. accommodation, ticketing, transportation etc.) to ensure the most favourable outcome for Johnson & Johnson. We engage key stakeholders such as Procurement, Finance and Legal within your organisation to ensure that we have corporate wide buy into the budget process. The format of our budgets include an appropriate level of information that allows a full break down of costs. Providing you with detail and flexibility in the budget management and reconciliation process for the life of the program. Your business is important to us. In the best interests of Johnson and Johnson and to ensure streamlined communication under one agency umbrella we have offered a discounted pricing structure for your program. We are willing to offer a further discount on our management fees should be awarded all multiple components of your program.
  42. 42. Budget Assumptions We break down the budget and our services into five logical classifications and price each type of service accordingly:1. Management Fee – Fixed consulting fee related to project conception and management priced against a set scope of works on the basis of agreed daily rates and estimated days 2. Assets – Passed through at cost, e.g. Tickets 3. Project Management Staff – Agreed monthly rates (preevent) and daily rates (during event) along with all out of pocket expenses 4. Third Party Costs (e.g. F&B, Venues) – Third party actual costs plus either an agreed cost recovery fee or fixed percentage handling fee 5. CSM Global Event Services (e.g. Merchandise, Overlay, IT, Operational Support) – Fixed fee against set scope of works The total current estimated budgets for all the programs that we have proposed is XX. However this of course requires input and process from Johnson and Johnson Brasil which will ultimately influence this number going up or down and we will work with you to develop your budget accordingly.
  43. 43. The Budget The budget is based on the following assumptions / inclusions: 1. All packages are single occupancy 2. Accommodation and Tickets will be paid directly by Johnson & Johnson and are not included in the current budget 3. Transportation to & from stadium with micro-coaches in line with the J&J Global Security guidelines 4. No charge for the PULSE Guest Management system licence as this is covered in the Global budget 5. Discounted charges for the Guest Registration website and electronic communications as these would be adapted from the existing Global Hospitality Program supports 6. Guest Registration costs have been apportioned across the Accommodated, Skybox & Day programs – should J&J only confirm part of these programs, the cost will need to be reapportioned accordingly 7. The Employee Ticketing Solution has been costed separately on the basis of 2,000 tickets - no additional Guest Management system charges are applied 8. Program staff & Senior management support included 9. Operational strategy included 10. Further discount on Management fees will be applied should CSM Global Events be awarded multiple programs 11. All costs are excluding Taxes
  44. 44. Conclusion Every member of the CSM Global Events Team is passionate about bringing the best, most memorable, operationally flawless and effective programs to life for their clients during the FIFA World Cup. They will bring you their expertise, creativity, planning skills, relationships and do what it takes to ensure Johnson and Johnson’s success at the FIFA World Cup, and in doing so it will create friends for life and experiences which live forever. By appointing CSM Global Events we offer Johnson and Johnson Brasil: • A local solution whilst seamlessly integrating with the Global Johnson and Johnson Program • A local team of the best people focused on your success • A clear strategic business framework for your hospitality program • A flexible and transparent financial approach, your money being spent in a responsible manner • A brand experience which enhances your business relationships • Extensive relationships within FIFA to Match from the top down • An established network and expert resources in Brasil from City officials to a proven supply chain • A fully compliant and risk managed program delivery • And the best possible opportunity to reach your marketing objectives and business