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Rishonda’s portfolio


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Rishonda’s portfolio

  1. 1. 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 with questions
  2. 2. 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
  3. 3. 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)
  4. 4. 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!”
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. Thank YOU! Thank you for viewing my presentation Questions? Please feel free to contact me at to set up a time to discuss Thanks again and please take care