BCMG 7 13 09 Generic Pp Pics


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A presentation of the idea of commercial community marketing, the opportunities in Boston, and the potential for targeted results elsewhere in the country.

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BCMG 7 13 09 Generic Pp Pics

  1. 1. Boston Community Marketing Group
  2. 2. Overview  Corporate Responsibility  Municipal Receptivity  Marketing Landscape  National Target Markets 2
  3. 3. Presentation Agenda  The BCMG Advantage  Community Marketing: Business Impact  Business Model: How it Works  What An Investment Can Deliver 3
  4. 4. The BCMG Advantage  BCMG’s goal is to obtain value that exceeds our client’s expectations and more than pays for our fee.  BCMG has, and will continue to build, the most effective working relationships with each event and institution.  BCMG will represent the client’s specific marketing objectives with each investment on a sustaining basis throughout the year.  BCMG is the client’s team “on the ground” from negotiation to fulfillment to post analysis. 4
  5. 5. Community Marketing Builds Brands  Community Marketing is a powerful investment in the well being of current and potential customers.  Support of a community infuses tremendous brand loyalty and trust.  The brand/customer relationship is one to one and very personal.  The strong emotional bond is contagious and impacts everyone.  A prudent investment in Community Marketing yields growth in sales and market share. 5
  6. 6. Community Marketing Maximum Value Most companies have already made individual investments in events, charities, and other causes. Maximum benefit depends on:  Embracing an entire market.  Selecting well known, high quality non-profit institutions and events.  Measurable criteria.  A team on the ground to insure maximum returns. 6
  7. 7. Total Impact Immeasurable Value  The Elite Values: Product Integration, Exclusivity and Iconic Brand Affinity are reached.  Year Round Sustaining Presence in the market is achieved.  Sample and Interact with the brand in a receptive environment.  Leverage the Investment with available select media that supports the events.  Amplify the Investment with a public relations effort to gain valuable additional awareness. This connection to a Community is Viral and grows exponentially over time 7
  8. 8. Community Marketing Relevance Community Marketing is the way to connect with people in a receptive environment!  The digital age has created a cluttered and fragmented communications environment.  Content is consumed on demand, often commercial free and no longer by appointment.  Local Media audiences are small and often quite skewed.  Traditional “Advertising” in a long commercial break is rapidly losing effectiveness.  Community Marketing enables effective communications with customers in a relevant environment. 8
  9. 9. The Perfect Journey Community Marketing Starts in Boston  7th largest market in the U.S. by CMSA, median age – 31; median income - $39,629.  Boston is best known for Technology, Education and Medical Care & Research.  Home to the most highly recognized group of public events and institutions in their class.  Boston’s non-profit sector employs 15% of the area’s workforce.  Boston provides a very high probability of success for achieving brand marketing objectives. 9
  10. 10. The Best Community Partners in Boston Revered by Bostonians and People Around the World First Night Museum of Fine Arts Boston Marathon Museum of Science The Boston Pops Fireworks Spectacular Children’s Hospital Boston The Head of the Charles Regatta 10
  11. 11. The Best Community Partners in Boston The Immersion Plan  The four biggest events in New England scheduled seasonally.  The three institutions that are the most heavily attended year round.  A Corporate Champion has never unilaterally embraced the broader Boston community.  The Champion can own both the community’s mind and heart! The sum of these parts is far greater than that of the individual components! 11
  12. 12. Market Penetration The Value Delivered  Attendance at the seven key Community Partners in Boston will generate over six million positive, personal experiences.  Support of two or more events/institutions will begin to establish a corporate brand as a positive community partner.  Millions more watch, listen and read and are touched by these cornerstones of the community and their corporate supporters.  The quality of impact on people is not measured in seconds, but in hours, days and months!  The magnitude of an entire population being impacted is unprecedented. 12
  13. 13. Business Model: How It Works  Commitment: BCMG will work on behalf of the corporate sponsor to maximize the value of all investments made from negotiation to fulfillment to analysis.  Fees: BCMG will charge the corporate sponsor a fee for service.  Authority: Each of the Boston Institutions and Venues has granted written authority to BCMG to present them as a group. BCMG receives no compensation from them.  Independency: It is understood that these Boston assets are independent of each other, have individual conditions and restrictions, and do not have to be supported in total. There are also other community institutions, beyond the initial seven, that may also be selected to fulfill sponsor goals. Let’s Get Started 13
  14. 14. Additional Boston Opportunities Institutions: Schools: • Big Brothers & Sisters • Boston College • Boston Opera House • Brandeis College • Boston Public Library • Boston University • Greater Boston Food Bank • Emerson College • Institute for Contemporary Art • Harvard University • Isabella Stewart Gardner Museum • MIT • Joey Fund for Cystic Fibrosis • Northeastern University • John F. Kennedy Library • University of Massachusetts • New England Aquarium • Tufts University • Shakespeare on the Common • Wang Center for the Performing Arts Organizations: • Boston Chamber of Commerce • CEO Club of Boston College • New England Council 14
  15. 15. Customization  BCMG understands that every company has its own individual marketing and sponsorship expectations.  It is understood and expected that the negotiation, investment, implementation cycle for each institution and event will be customized to fulfill that sponsor’s specific requirements. 15
  16. 16. The Boston Community Partners Profiles & Opportunities
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  18. 18. First Night Boston Arts Festival & Fireworks  First Night Boston is the largest and longest running New Year’s Eve Arts Festival and Fireworks Celebration in the country. One million people gather annually on December 31st in Downtown Boston.  Highlights include: - The Family Festival at the Hynes Convention Center, - The Mardi Gras style Grand Procession, led by Mayor Tom Menino. - Colossal Ice Sculptures weighing 15 to 35 tons throughout Boston Common and Copley Square - 250 exhibitions in 40 venues - A Fireworks Display at Midnight over Boston Harbor. 18
  19. 19. First Night Boston Examples of Opportunities  Title Sponsor First Night Buttons: Brand name/design shape.  Full Television, Radio, Newspaper, Posters, Street Banners, MBTA Car Cards, etc. from November launch through New Year’s Eve.  Corporate Naming Rights to Family Festival and First Night Website.  Company design around Jumbo Video Screen which can create cell phone-text message contesting throughout the evening.  Giant Ice Sculpture in Company design in Copley Square.  Company float/truck in the Grand Procession.  Neighborhood Network Sponsorship: Yearlong, 40 different child/teen arts programs which can couple company strength with community need such as literacy, technology, etc. 19
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  21. 21. The Museum of Fine Arts, Boston A World-Class Experience  450,000 works of art ranging from masters of American painting to impressionism, from Asian scrolls to Egyptian mummies.  The state-of-the-art gallery space enjoyed by over one million visitors annually.  The Museum of Fine Arts is a social destination for Bostonians: Hundreds of thousands of members, students and school children attend the more than 3,000 films, concerts, lectures and classes presented annually.  Blockbuster Gund Gallery Exhibits include Monet, Sargent, Gauguin, Classic Cars, etc.  The American Wing opens in 2010.  www.mfa.com receives 8.4 million visits annually. 25
  22. 22. The Museum of Fine Arts, Boston Examples of Opportunities  “Free Wednesday Nights” sponsorship and naming opportunity.  “mfafirstfridays” and “mfasummerfridays” sponsorship.  Sponsorship of Elaine and Jerome Rosenthal Summer Concerts.  Sponsorship of upcoming Gund Gallery Exhibitions include “1970’s Fashion,” Degas Nudes,” and “Aphrodite.”  Opening events of the new American Wing (Fall 2010).  Current and future naming opportunities for MFA spaces and programs. 26
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  24. 24. Boston Marathon The Granddaddy of Them All  World’s Oldest annual marathon is distinguished by its traditions.  Over 500,000 spectators line the course making the Boston Marathon New England’s most widely attended sporting event.  The Marathon ranks only behind the Super Bowl in on-site media coverage in terms of single day sporting events. Over 1100 members receive credentials.  Elite runners share over $800,000 in guaranteed prize purse, largest among all World Marathon Majors events. However, more than $10 million is raised annually by participants running for charities.  2009 was the 113th running of Boston Marathon. 33
  25. 25. Boston Marathon Examples of Opportunities  Marketing Activation: The BAA will work to customize marketing platforms and promotions to meet specific sponsor goals.  Presenting/Title Sponsorship: Pre-Race Dinner, Post-Race Party, Athletes Village.  Prime Exhibition Space at The Marathon John Hancock Sports & Fitness Expo, generally held at The Hynes Memorial Convention Center.  Logo Sponsor Inclusion in: Official Boston Marathon Sponsor Boards (backdrops), Official Program, Official Racer’s Book, Official Media Guide.  Year Round in Official BAA/Boston Marathon Home Page (rotating banner) with linkage to sponsors web site.  Print: Full Page, Four Color ad in Official Program and Record Book. 34  Use of BAA/Marathon Trademarks in sponsor promotions.
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  27. 27. The Museum of Science Boston’s Biggest Attraction  The Museum of Science attracts over two million visitors annually second only to the Red Sox!  As a science museum, it is second only to The Smithsonian (and that’s free).  It is the 9th most visited museum in the U.S. and 16th in Zagat’s top 50 U.S. attractions.  Home to The Mugar Omni Theater: Boston’s only 180 degree domed movie screen. 39
  28. 28. The Museum of Science Examples of Opportunities  “Premiere Partnership”: Limited top position includes complete internal and external marketing and huge flexibility to customize.  Premiere Partners have floor displays, daily visitor activation, sponsorship of sustaining Museum programs, events and exhibits as well as in the Planetarium and The Mugar Omni Theater.  Sponsorship of Temporary (3-6 months) Traveling Exhibits such as” Dinosaurs” and “Critter Cam” includes billboard campaign, and on-site Marquee, Omni Dome and backlit signage plus hosted opening nights.  Company products and services may be integrated into museum space via the Life Sciences Initiative: Hybrid Cars, Eco/Green Ops, New Technology, etc.  Naming rights to the New Hayden Planetarium and more are available. 40
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  30. 30. Boston Pops Fireworks Spectacular America’s July 4th Celebration  The Boston Pops Orchestra, led by conductor Keith Lockhart, has performed Fourth of July favorites at the famed “Hatch Shell” on the banks of the Charles River for 36 years.  The event is attended by over 500,000 people annually and viewed by nearly as many on local television.  The musically choreographed “Fireworks Spectacular” following the concert is internationally acclaimed.  Locally, the entire evening is televised on CBS affiliate WBZ-TV, Channel 4.  CBS carries the live national broadcast from 10-11P. 46
  31. 31. Boston Pops Fireworks Spectacular Examples of Opportunities  Jumbo HD Video Screens: Available over the entire two-day event. -Display custom sponsor video or animation. -Spectator contesting interaction via e-mail, cell phone, text, etc.  Product visibility on site: Kiosks, car wraps, sponsor sampling.  Branded recycling bins and/or eco-friendly trash bags.  Street Banners, Perimeter Fence Signage, and branded Sound Towers and Jumbo HD Video Screens (outside TV range).  Integrated Hand-Outs: i.e. Survival Kits with sunscreen, visors, schedules, water, and any particular sponsor inclusions.  Recognition in the Official Program (75,000).  Web Promotion and hyperlink to sponsors site. 47
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  33. 33. Children’s Hospital Boston The Best Place on Earth  Children’s Hospital Boston is the largest pediatric medical center and #1 research enterprise in the world. Serves children worldwide, yet is Boston’s neighborhood hospital for kids.  Boston Children’s has been ranked #1 or #2 in the nation for 19 straight years by U.S. News and World Reports.  Boston Children’s has yielded more “firsts” than any other facility in the world: - First to culture polio and measles First successful surgery for congenital heart defect First successful remission of acute pediatric leukemia First fetal surgery to repair deadly heart valve defect  Boston Children’s has a 99% brand awareness in Boston and 83% in the Commonwealth. 53
  34. 34. Children’s Hospital Boston Examples of Opportunities  Premiere Sponsorship position in www.generationcures.org website in a combined cash/promotional sponsored program to create awareness of the website through sponsors marketing channels and efforts.  “gencures” is a multi-year commitment in which the promotional cash value will be determined by the sites visitor performance and market penetration.  Sponsorship of the annual “Champions for Children’s” event.  Sponsorship of “Walk for Children’s.” 54
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  36. 36. The Head of the Charles Regatta America’s Fall Rowing Festival  The World’s Largest two-day rowing event attracts over 300,000 spectators during its weekend in October.  250 Olympic and World Champion winners. Over 8,500 athletes from around the world in 55 different races.  Ranked “Best Regatta in the World” in a nationwide survey of 1,000 rowers, 400 clubs and 200 coaches.  The event spectators are primarily from the Boston area, but also include alumni and fans from schools in the Big East, Pac 10, ECAC, and NCAA. 59
  37. 37. The Head of the Charles Regatta Examples of Opportunities  Primary Sponsorship: Entire race course footprint is available for maximum brand visibility, sampling, hospitality and hosting.  Three Jumbo Video Screens: Over the three course bridges may be used for race highlights, company branding and interactive cell phone/ text message contesting with spectators.  An “Official Sponsor” branded Scull can kick off the weekend and be used periodically throughout.  Sponsorship includes extensive local media, promotion and PR as well as with all the rowing trades and associations. 60
  38. 38. Our Background Ed Goldman: Principal Over 30 years in the Advertising and Media Business, Ed began his career at Benton & Bowles Inc. in New York. He later served as President of Westinghouse Broadcasting’s Sales and Marketing Company, Group W Television Sales, as well as, Vice President of the CBS AM Radio Station Group. Most recently, Ed oversaw the operation of CBS Boston Television & Radio as General Manager of WBZ-TV4, WSBK-TV38, WBZ NewsRadio 1030 and WLWC-TV28 (Providence). During that time, he worked closely with many community non-profit organizations, has retained strong personal relationships and has a solid understanding of their community value. He also has an experienced global view of the evolving media and marketing landscapes. 65
  39. 39. Our Background John Hurlbut: Principal As an energetic executive with extensive advertising and marketing experience across a breadth of categories in both packaged goods and service based businesses, John also has a particular strength in leading new business development. Most recently, John headed up new business at DHI in Vero Beach, Florida. Beginning his career in New York at SSC&B, John moved to Boston and worked in several of the major advertising agencies such as HBM and Ingalls before taking a position with Hasbro Interactive/Atari as CMO and General Manager. John has always been involved in community activities helping to transition the Salem Boys Club to the Salem Boys and Girls Club in the 1980’s to working with the Environmental Learning Center in Vero Beach. 66
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