RISHONDA’S PORTFOLIO The following is a compilation of sporting events andsponsorship programs that I have been fortunate enough to work on. Please feel free to contact me at firstname.lastname@example.org with questions
Goals GENERATE revenue for a professional sports entity through ticket and/or sponsorship sales Prospect and generate potential new leads Service season ticket accounts or corporate client accounts Exceed sales and revenue goals LEARN about the business operations of a professional sports franchise Participate in a sales program that offers ongoing training and growth with experienced staff CONTRIBUTE to the overall franchise by assisting game night and events staff Assist partnership marketing staff with fulfilling sponsorship programs PERFORM other duties as needed and/ or assigned by Manager
Background Education Davidson College BA English Bonner Scholar Women’s Basketball Team Manager Intramural Flag Football Champion Choate Rosemary Hall Choate Scholar Basketball and Lacrosse player Experience Octagon Team Epic (formerly Velocity Sports & Entertainment)
Testimonials Supervisors “I know with your work ethic and attitude youll knock them over…!” Teachers “Rishonda is a pleasure to have in class. She is both liked and respected by her peers” “She continually exhibits great kindness and thoughtfulness to anyone she encounters” “She has brought good spirit, positive attitude, and fierce determination to all she has done this fall” Peers “You are such a fabulous listener and your leadership style is calm but direct” “I appreciated your laid-back enthusiasm and the genuine spirit you contributed to the group” “Your positive attitude is infectious!”
Case Studies Regression Analysis Charlotte Bobcats Pilot Pen Tennis Tournament Arthur Ashe Kid’s Day US Open BMW Championship BMW M Power Tour 2011 Sports Illustrated Swimsuit Edition Launch Pepsi MAX Grassroots Marketing Tour
Charlotte Bobcats Case Study Sports Economics Independent Research Course Examined economic impact of American professional sports and the business models of the NBA, NHL, MLB, and NFL Final Project Project examined variables that led to higher attendance at Bobcats games Statistically Significant Variables after Regression Analysis Weekend Football Season All- NBA 1st Team Players on Opposing Team Games Remaining on the Schedule Number of Championships in Opposing Team’s Franchise History
Pilot Pen Tennis The Pilot Pen Tennis Tournament (currently known as New Haven Open) Takes place in New Haven, CT and is one of 10 tournaments (Olympus US Open Series) leading up to the US Open Tennis Championship in late August Title Sponsor Pilot Pen Corporation of America- a leading writing instrument marketer and manufacturer Objectives Pilot Pen wanted to increase brand awareness and sales among affluent, middle aged consumers who often start buying school supplies for their children around August Results The tournament attracted over 70,000 people Event was televised on CBS and ESPN2
Arthur Ashe Kid’s Day Arthur Ashe Kid’s Day Children’s event that celebrates the life of former tennis player and activist Arthur Ashe and kicks off the US Open Presenting Sponsor Hess Corporation- Energy Company (Oil and Gas) that conducts oil exploration worldwide and offers utilities and gas service stations on the East Coast Objectives Build brand awareness and establish goodwill among the public at a time when oil companies are experiencing an increase in negative publicity because of the BP oil spill Results Over 25,000 spectators attended the event Event was televised worldwide on CBS Arthur Ashe Kid’s Day remains the largest community tennis event in the world
U.S. Open United States Open Tennis Championships The US Open is the USTA’s annual major tournament. USTA Serves supports the organization’s tennis and education initiatives Objectives USTA Serves wanted to leverage the popularity of the US Open to increase donations and awareness Solution USTA Serves set up a booth along the Avenue of Aces (stadium entrance) Volunteers handed out flyers and giveaways and spoke with patrons about USTA Serves Encouraged patrons to participate in Text 2 Donate- mobile donation campaign partnership with Usher’s New Look Foundation Results Greater exposure and awareness for USTA Serves Over 700,000 people attended US Open in 2010 Both US Open website and mobile site experienced significant web traffic gains
BMW Championship 2010 BMW Championship PGA Tour event which is part of the FedEx Cup Playoffs and features the top 70 golfers in the FedEx Cup standings Proceeds support the Evans Scholars Foundation- a college scholarship program for caddies Title Sponsor BMW- a luxury car manufacturer Objectives Establish brand loyalty and increase sales Activations Provided BMWs (535GT) to players for duration of the tournament Premium service (parking privileges & hospitality) to BMW owners Invite BMW owners to play in the pro-am tournament BMW Fan Challenge, BMW Owner’s Pavilion, BMW Experience, BMW Biergarten Results Over 1000 patrons participated in the Fan Challenge activation Ticket giveaway at Citigroup Transportation Center ran out of tickets within 10 minutes of starting
BMW M Power Tour BMW M Power Tour BMW launched the 2011 M3, X5M, and X6M Solution Organize a 6- week test driving tour in 6 different markets- Chicago, IL, Westchester, NY, Long Island, NY, Washington, DC, San Francisco, CA, and Los Angeles, CA Invited M enthusiasts and others who drive competing vehicles to have a 20 minute information session with M Brand Manager and take a 25 minute test drive by themselves Results Over 300 guests responded to the invite and pre-registered for each city Over 300 test drives per event Events generated buzz which led to several walk-ins and consumer generated blog postings Key Learning’s Allowing consumers to test drive vehicles and learn about the features enabled them to better understand the value of the vehicle and differentiate it from a BMW 3 series or a competitor vehicle
Sports Illustrated 2011 Sports Illustrated Swimsuit Launch Sports Illustrated turned the launch of the annual Swimsuit Issue into a property similar to events such as the NBA’s All-Star Weekend and MLB’s All-Star Fan Fest Objectives Drive awareness, excitement, and sales of the 2011 SI Swimsuit Issue Solution Host a week of promotional events in New York and Las Vegas and secure sponsors such as the Las Vegas Convention and Visitors Authority, Nissan, and HTC Invite the models, celebrities, VIP clients, PR, and media to the events Results Swimsuit franchise remains strong despite overall dwindling sales in print media industry Readership among the 18-34 demographic comparable to the NFL’s Super Bowl viewership
Pepsi MAX Tour Zero to the MAX Tour 7 month long nationwide grassroots experiential marketing tour that activated at several Pepsi properties and large scale events in key markets 5 days a week Objectives Drive trial, build brand awareness, and deliver over 5 million samples in key markets in regions including Northeast (New York), Midwest (Chicago), South (Atlanta), and West (LA) Activations Activation experience included branded Pepsi MAX truck, event specific interactions, and MAX Facts trivia Results West team (based in Los Angeles, San Francisco, Portland, OR, and Seattle markets) exceeded sampling goal for 4 straight weeks Hit key events in Los Angeles market such as Angels games and large scale festivals
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