SlideShare a Scribd company logo
1©	Asia	Sponsorship	News
SO	WHAT	IS	ROO?	
What	should	the	objectives	look	like?	
•  Directional:	increase	brand	consideration;	increase	our	consumer	databases	
•  Speci?ic	target	audience:	males	25-49	
•  Specify	time	period:	within	3	months	
•  Measurable:	by	x%
3©	Asia	Sponsorship	News	
ROO:	
Sample	Framework	
Business		
Objectives	
Objective/	
Target	
Execution	
Tactics	
Metrics	 Methodology	
PRIMARY:	
Establish	
exposure	
“Be	seen	by	an	
incremental	
audience	of	
100m”	
Branding	
(arena,	
broadcast,	
www	etc)	
Attendances	
	
Media	audiences	
	
Web	data	
	
Ratings/	
Broadcast	Audit,		
circulations,	GA,	
Comscore,	
Media	evaluation	
	
SECONDARY:	
Achieve	
awareness	
“70%	brand	
recall	from	this	
100m	audience”	
Activation	
Social	
PR	
Awareness	
increase	vs	
benchmark	
	
Benchmark	vs	
peers	
Sponsorship	
tracker,	
Omnibus	study,	
Social	data,	
‘At	Event’	research

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