The document is an internal executive summary from the Sponsorship Marketing Manager of the CWHL to the Commissioner that:
1) Evaluates the CWHL's current 14 sponsors, identifying the most successful sponsors as Scotiabank, Canada's Dairy Farmers, Bauer, and Porter.
2) Suggests some current sponsors like Bridgeforce, Gruppo Campari, and Gongshow are less effective partners that do not align well with the CWHL brand.
3) Proposes a new sponsorship partnership with Gain laundry detergent, outlining an interactive marketing activation at an upcoming game to promote both brands.
Cola Wars have continues till date. This presentation presents an analysis of the case Cola wars continues in 2006.
Find out what we have to say about the classic case of competition.
This report mainly focuses on the various factor regarding Indian dairy industry.It will actually take you to insight of Mother dairy.
Hope you like it.
And please do comment.
Cola Wars have continues till date. This presentation presents an analysis of the case Cola wars continues in 2006.
Find out what we have to say about the classic case of competition.
This report mainly focuses on the various factor regarding Indian dairy industry.It will actually take you to insight of Mother dairy.
Hope you like it.
And please do comment.
As managers acquire experience some of what they had utilized with.docxbob8allen25075
As managers acquire experience some of what they had utilized with regards to their managerial styles change (Bauer and Erdogan, 2015). For this week, after reading the article on what makes a great manager by Buckingham as cited in HBR (2011) as well as viewing the video that is located under Media and adding other professional resources that you have read, discuss your personal experiences with either how you have seen a manager alter his/her style as time went by or your own personal experience with it.
The discussion post this week should address two items:
1. Share examples of what you have learned about managing so that the optimum performance, as well as motivation from a team, has been the results. Take into consideration the article from the last discussion by Walker as cited in HBR (2011) with regards to novice managers and compare the two author's ideas about management styles. You may also refer to the other readings and video selections provided in the course if that is a better fit for your work and helps you to build out your research paper.
2. Additionally, please research for the upcoming research papers and share two sources in your discussion thread that speaks to your topic area. You may use a selection from our coursework or a new source. Please share a comment about how your topic area is relevant to managing and leading others or your approach to the research paper, and why this is an important topic to you.
Reference
Bauer, T. & Erdogan, B. (2015). Organizational behavior V2.0. Washington, DC: Flat World.
Harvard Business Review. (2011). HBR's 10 must reads: On managing people. Boston, MA: Harvard Business Review Press.
Audi and the Audi Cup case
In the ‘Audi and the Audi Cup’ case, select one of the key stakeholders and develop a new brand concept which leverages a sponsorship asset which has not featured prominently in recent activations.
When developing this concept, explain:
i. Why have you chosen this sponsorship asset?
ii. How will this asset compliment or help achieve key objectives for Audi?
iii. How can you make this activation scalable (i.e. Increase in size, reach) without significantly increasing the budget?
iv. What KPI’s could be used in order to measure the success of this activation?
v. Name two Critical Success Factors that will influence the outcome or success of this activation for the stakeholder you have chosen.
Guidance to answering Activity
When developing concepts for sponsorship activation for a brand (sponsor) there is a tendency to start with an ‘idea’. Perhaps you will have an idea which is creative and different to other activation ideas that have not been used by this particular brand or partner (i.e. football club or cycling team). This does not always lead to the best fit ot address the marketing or business objectives of the sponsor.
When assessing the suitability and strength of concepts for sponsors, there are a number of .
Sports Sponsorship – A cost effective investment for your brandFuture Thinking
Sports fans are bombarded with brand messages and campaigns across all forms of media; from team, stadia and TV sponsorship to mobile, social media and online collateral. As a result, measuring, evaluating and predicting advertising and sponsorship campaign effectiveness to optimise your sponsorship portfolio has become increasingly complex. With so many investment opportunities to choose from, how do brands ensure their sponsorship portfolio enables them to reach the highest number of people within their target markets for the most cost effective investment? Earlier this year, SPA Future Thinking conducted an online study to find out where and how sports sponsorship deals are achieving cut through with fans.
Download our complimentary guide which highlights:
- Scale of return – the effectiveness of multiple sports sponsorship.
- Spontaneous brand association – who do fans really remember?
- Successful partnerships – opportunities for rights holders and brands.
- Evaluating sports sponsorships – how to successfully measure campaigns.
- Beyond sponsorship – understanding the wider role of research in sport.
Here at SPA Future Thinking we help a wide variety of companies; from sports brands, regulatory bodies, media agencies and broadcasters, to understand how to optimise the effectiveness of their sponsorship campaigns. Our range of solutions includes the launch of Campaign Optimiser 2.0 which identifies which platforms used have impacted most on campaign awareness, appeal and call to action.
For more information on understanding sponsorship please call/email Suzy Aronstam on +44 (0) 207 843 9777 or suzy.aronstam@spafuturethinking.com.
A case study on the failing business of the Chicago Blackhawks, and the recommendations to turn it around using promotions and sponsors to gain a new fan base.
Charity Hop Sports Marketing CapabilitiesBrett Rudy
Charity Hop is a sports marketing firm that helps brands, organizations and athletes in developing and deploying marketing solutions. Often, but not always, we also have a slant toward helping clients raise money for cause. Our scope of offerings includes strategic consulting, marketing & promotion, product development, web development, and event planning and implementation.
Customer engagement, customer experience and customer advocacy insights to fuel your engagement strategy.
As an overall industry, ATV and UTV OEMs have just scratched the surface of successful customer engagement; this report identifies strategic opportunities for brands to take the lead.
Reading Express Indoor Pro Football hosted a Sports Marketing 101 Seminar on October 19, 2010. The class was instructed by Express General Manager Tim Glase, who brought a decade of experience in the sports industry, in particular motorsports, to the discussion.
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
Brands and Sports Sponsorship: Barclays Premier LeagueBrandwatch
How can brands benefit from sponsoring sports events? We took a look at the buzz surrounding the Barclays Premier League to explore. More info: http://bit.ly/17z811J
This project describes a sponsorship/partnership opportunity that provides the sponsoring company high digital media visibility for a peak period of three days and a tail period of around 14 months. The high visibility extrapolates that of the sport of powerlifting alone, given the influencers' reach and the strategies here adopted
As managers acquire experience some of what they had utilized with.docxbob8allen25075
As managers acquire experience some of what they had utilized with regards to their managerial styles change (Bauer and Erdogan, 2015). For this week, after reading the article on what makes a great manager by Buckingham as cited in HBR (2011) as well as viewing the video that is located under Media and adding other professional resources that you have read, discuss your personal experiences with either how you have seen a manager alter his/her style as time went by or your own personal experience with it.
The discussion post this week should address two items:
1. Share examples of what you have learned about managing so that the optimum performance, as well as motivation from a team, has been the results. Take into consideration the article from the last discussion by Walker as cited in HBR (2011) with regards to novice managers and compare the two author's ideas about management styles. You may also refer to the other readings and video selections provided in the course if that is a better fit for your work and helps you to build out your research paper.
2. Additionally, please research for the upcoming research papers and share two sources in your discussion thread that speaks to your topic area. You may use a selection from our coursework or a new source. Please share a comment about how your topic area is relevant to managing and leading others or your approach to the research paper, and why this is an important topic to you.
Reference
Bauer, T. & Erdogan, B. (2015). Organizational behavior V2.0. Washington, DC: Flat World.
Harvard Business Review. (2011). HBR's 10 must reads: On managing people. Boston, MA: Harvard Business Review Press.
Audi and the Audi Cup case
In the ‘Audi and the Audi Cup’ case, select one of the key stakeholders and develop a new brand concept which leverages a sponsorship asset which has not featured prominently in recent activations.
When developing this concept, explain:
i. Why have you chosen this sponsorship asset?
ii. How will this asset compliment or help achieve key objectives for Audi?
iii. How can you make this activation scalable (i.e. Increase in size, reach) without significantly increasing the budget?
iv. What KPI’s could be used in order to measure the success of this activation?
v. Name two Critical Success Factors that will influence the outcome or success of this activation for the stakeholder you have chosen.
Guidance to answering Activity
When developing concepts for sponsorship activation for a brand (sponsor) there is a tendency to start with an ‘idea’. Perhaps you will have an idea which is creative and different to other activation ideas that have not been used by this particular brand or partner (i.e. football club or cycling team). This does not always lead to the best fit ot address the marketing or business objectives of the sponsor.
When assessing the suitability and strength of concepts for sponsors, there are a number of .
Sports Sponsorship – A cost effective investment for your brandFuture Thinking
Sports fans are bombarded with brand messages and campaigns across all forms of media; from team, stadia and TV sponsorship to mobile, social media and online collateral. As a result, measuring, evaluating and predicting advertising and sponsorship campaign effectiveness to optimise your sponsorship portfolio has become increasingly complex. With so many investment opportunities to choose from, how do brands ensure their sponsorship portfolio enables them to reach the highest number of people within their target markets for the most cost effective investment? Earlier this year, SPA Future Thinking conducted an online study to find out where and how sports sponsorship deals are achieving cut through with fans.
Download our complimentary guide which highlights:
- Scale of return – the effectiveness of multiple sports sponsorship.
- Spontaneous brand association – who do fans really remember?
- Successful partnerships – opportunities for rights holders and brands.
- Evaluating sports sponsorships – how to successfully measure campaigns.
- Beyond sponsorship – understanding the wider role of research in sport.
Here at SPA Future Thinking we help a wide variety of companies; from sports brands, regulatory bodies, media agencies and broadcasters, to understand how to optimise the effectiveness of their sponsorship campaigns. Our range of solutions includes the launch of Campaign Optimiser 2.0 which identifies which platforms used have impacted most on campaign awareness, appeal and call to action.
For more information on understanding sponsorship please call/email Suzy Aronstam on +44 (0) 207 843 9777 or suzy.aronstam@spafuturethinking.com.
A case study on the failing business of the Chicago Blackhawks, and the recommendations to turn it around using promotions and sponsors to gain a new fan base.
Charity Hop Sports Marketing CapabilitiesBrett Rudy
Charity Hop is a sports marketing firm that helps brands, organizations and athletes in developing and deploying marketing solutions. Often, but not always, we also have a slant toward helping clients raise money for cause. Our scope of offerings includes strategic consulting, marketing & promotion, product development, web development, and event planning and implementation.
Customer engagement, customer experience and customer advocacy insights to fuel your engagement strategy.
As an overall industry, ATV and UTV OEMs have just scratched the surface of successful customer engagement; this report identifies strategic opportunities for brands to take the lead.
Reading Express Indoor Pro Football hosted a Sports Marketing 101 Seminar on October 19, 2010. The class was instructed by Express General Manager Tim Glase, who brought a decade of experience in the sports industry, in particular motorsports, to the discussion.
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
Brands and Sports Sponsorship: Barclays Premier LeagueBrandwatch
How can brands benefit from sponsoring sports events? We took a look at the buzz surrounding the Barclays Premier League to explore. More info: http://bit.ly/17z811J
This project describes a sponsorship/partnership opportunity that provides the sponsoring company high digital media visibility for a peak period of three days and a tail period of around 14 months. The high visibility extrapolates that of the sport of powerlifting alone, given the influencers' reach and the strategies here adopted
1. Individual Assignment #3
The CWHL: Internal Executive Summary
Miranda Diez
500744637
Sport Marketing and Promotion
RTA 231-011
05/12/2016
3 pages
2. To: Brenda Andress, CWHL Commissioner
From: Miranda Diez, Sponsorship Marketing Manager
Date: December 5, 2016
Subject: Internal Executive Summary
The CWHL is a growing league with fourteen current sponsors offering financial support. This document
outlines an evaluation of all fourteen sponsors as well as a proposal for a new category, partner, and
marketing activation.
After completing the audit of the current partners of the CWHL it is clear that some partners are very well
suited for this partnership, while others do not align with the league’s brand. Some of the most successful
partners are Scotiabank, Canada’s Dairy Farmers: Fuelling Women Champions, Bauer, and Porter.
Scotiabank is a strong financial sponsor that offers image compatibility through the promotion of hockey,
and has given the CWHL many promotional opportunities through events such as the Scotiabank Girls
HockeyFest. Canada’s Dairy Farmers: Fuelling Women Champions is a strong sponsor of the CWHL
because they support female athletes, which is also an important component to the CWHL’s brand. They
have previously included CWHL athletes in their commercials and promotions, exposing the CWHL
league to consumers. Bauer caters to fans and player’s needs through high quality hockey equipment
and merchandise. CWHL and Bauer’s brands align through hockey and desire for players to be
comfortable, confident, and safe. Lastly, Porter has been a very supportive sponsor of the league so far.
They fly players to out of province games, they have a Canadian heritage and provide convenient,
affordable flights for CWHL fans.
The strongest partners of the CWHL, support and agree with the league’s current sponsorship packages
and proposals, which consist of financial and in-kind partnerships. The benefit of these packages are that
they involve sponsor support, which helps the league grow in terms of finances and reputation with
sponsors. However, the drawbacks from financial and in-kind partnerships is that the CWHL’s marketing
activations and campaigns need to be very creative and effective in order to compensate for the partner’s
donation.
The sponsors that are less effective are Bridgeforce, Gruppo Campari, and Gongshow. Bridgeforce is not
a very well known company and their insurance service does not necessarily relate to the sport or the
fans of the CWHL. Gruppo Campari has not analyzed the CWHL’s audience composition, which is made
up of families. This partner’s products cannot be consumed at regular spectator seats as the liquor
content is too high.(Steinbach) Also, there is no obvious connection between the product and the sport of
hockey. Lastly, Gongshow has the potential to be a strong partner, however, their products are
overshadowed by Bauer. The only CWHL products that Gongshow currently sells are baseball caps,
which does not expose the CWHL brand to consumers very well. Overall, most of the current sponsors of
the CWHL are the right sponsors, with the exception of the three mentioned above.
Although there are currently fourteen categories designated to various partners of the CWHL, laundry
detergent is key category with an untouched market. Laundry detergent is an essential product for every
household, especially those with adults or children who play hockey. Gain is currently the second most
popular laundry detergent brand, and does not currently sponsor any sports leagues. (Category Update)
Gain is also best known for its pleasant smelling detergents and fabric softeners, allowing it to easily
eliminate the sweaty smell that is associated with hockey uniforms. Women are typically the target
audience for laundry detergent campaigns, suggesting that they do the family’s laundry. (Marketing
Laundry Detergent) However, our activation is not limited to women, as this category can apply to any
guardian who wants their child’s hockey uniform to smell better. With Gain as our prospective partner, we
have created a marketing activation that highlights Gain’s products, creates fan interaction, and will most
likely improve fan consumption of the product, while collecting consumer data.
Before the puck drop during the last game of regular season, Gain and the CWHL will implement the
marketing activation. There will be an interactive activity set up for CWHL fans, enticing fans to participate
by offering them the chance to win a signed jersey. The activation involves 5 steps; fans smelling freshly
washed CWHL jerseys, voting for their favourite scent, completing a survey on laundry habits and CWHL
enjoyment, receiving a free sample of the products, and lastly being entered for a draw to win a signed
3. CWHL jersey. This activation will involve assets and products from both partners. CWHL will supply arena
space, a total of 9 jerseys (one of which is signed by the whole team), and allow their league logo and
team marks to be used on promotional posters. Gain will supply the detergent to wash the jerseys, give
free samples to fans, provide 12 iPads on which fans will participate in the surveys, hire Gain
representatives to supervise the activity and lastly, supply posters for the promotional advertising. This
activation allows fans to experience Gain products in a hockey setting, helping them imagine using the
products in their own lives. In terms of partner benefits of this activation, both Gain and the CWHL will
collect valuable data regarding fan interest and enjoyment. This data can be analyzed and interpreted in
order to make necessary changes to their campaigns and brands. This activation would be a great
starting point for this partnership to succeed and hopefully expand over time.
4. Works Cited
Category Update: Laundry Detergent. (n.d.). Retrieved December 05, 2016, from http://
www.sponsorship.com/iegsr/2012/11/05/Category-Update--Laundry-Detergent.aspx
Marketing Laundry Detergent | Understanding consumer psychology and marketing laundry
detergent ... (n.d.). Retrieved December 05, 2016, from http://www.marketing-schools.org/
consumer-psychology/marketing-laundry-detergent.html
Steinbach, P. Sporting Events and Booze a Volatile Mix - Athletic Business. Retrieved
December 05, 2016, from http://www.athleticbusiness.com/drugs-alcohol/drinking-games.html