The MusclePharm Challenge ticket program offers fans a discounted ticket rate to a UFC event and a chance to win VIP tickets. Participants must log their daily food intake and activity using various fitness apps or a physical log over a month and a half. All participants receive a 20% ticket discount. The program costs around $14,000 which covers printing, transportation, accommodations, athlete appearances, and a lottery company to select the winner.

1. 1
UFC®
MusclePharm
Challenge
Ticket
Program
**All
information
based
on
an
event
date
of
December
19,
2015
in
Orlando,
FL.
Objective:
The
MusclePharm
Challenge
ticket
program
is
an
interactive
way
for
fans
to
get
a
discounted
rate
on
UFC
live
event
tickets.
The
MusclePharm
Challenge
affords
participants
the
opportunity
to
win
two
tickets
to
the
SuperFan
VIP
Experience
as
well
as
attend
the
live
event
with
MusclePharm
athlete
Rashad
Evans.
Participants
must
complete
and
log
a
MusclePharm
fitness
report
of
daily
food
intake
and
physical
activity.
This
log
can
be
on
a
physical
copy
emailed
prior
to
the
start
of
the
challenge,
or
through
one
of
the
following
apps:
Nike
Move,
Go-­‐Meal
and
Fitness
Tracker,
Charity
Miles,
and
Calorie
Counter.
Descriptions
of
these
apps
can
be
found
in
the
Rules
and
Regulations
section
of
this
report
on
page
10.
The
Challenge
will
begin
a
month
and
a
half
prior
to
the
event
(to
be
sure
they
can
purchase
tickets
as
soon
as
they
become
available)
and
will
end
during
weigh-­‐ins
where
participants
are
required
to
turn
in
their
logs.
The
winner
will
be
decided
by
lottery
of
the
logs
submitted.
Everyone
who
participates
in
the
program
will
receive
a
20%
discount
on
their
event
ticket.
There
is
no
cap
on
the
amount
of
participants
permitted
to
participate.
Plan
of
Action:
This
challenge
will
consist
of
the
following
approach:
• First,
we
will
research
local
health
food
stores
and
gyms
in
the
area.
• Next,
we
will
consult
with
MusclePharm,
UFC
social,
UFC
Fitness,
and
MusclePharm
social
to
complete
a
marketing
plan
and
discuss
other
marketing
initiatives.
• Then
we
will
launch
a
mass
marketing
campaign
and
begin
registering
fans.
• In
order
to
engage
participants
we
will
be
holding
an
information
session
2
months
prior
to
the
event
explaining
the
challenge
and
the
benefits
of
participation.
• After
sign
ups
have
closed,
the
challenge
will
begin.
• Participants
are
required
to
save
any
MusclePharm
product
receipts
to
hold
participants
accountable.
Discount
codes
will
be
given
to
the
participant
after
purchase
of
MP
product.
• Participants
will
be
asked
to
use
a
physical
copy
of
the
log
or
one
of
the
apps
listed
in
the
rules
and
regulations
section
of
this
report
to
track
progress.
• A
winner
will
be
decided
the
evening
of
weigh-­‐ins
and
all
participants
will
be
contacted
with
their
competition
status.
The
winner
will
have
one
hour
to
accept
their
prize.
If
the
winner
does
not
respond,
the
award
will
be
given
to
second
place.
• All
necessary
information
will
be
emailed
to
the
winner.

2. 2
Cost
Projection:
This
program
will
have
limited
costs
to
the
company
and
consists
of
printing
services,
airline
tickets,
car
services,
hotel
accommodations,
and
athlete
appearances.
The
total
cost
comes
to
$13,950
explained
in
detail
below:
o Printing
Services/Cost
of
flyers
and
postcards
o 800
8.5X11
Posters
from
Office
Depot
=
$512
o 800
Quarter
Sheets
from
Office
Depot
=
$518
o Purchase
paper
for
printing
in
office
=
$88
o Athlete
Appearance-­‐
$2000-­‐
Rashad
Evans
o Car
Services
o 10/14:
Orlando
Airport
à
Amway
Center
$74
o 10/14:
Amway
Center
à
Hyatt
Regency
$127
o 10/15:
Hyatt
Regencyà
Orlando
Airport
$32
o 12/17:
Orlando
Airport
à
Ritz
Carlton
Orlando
$45
o 12/18:
Ritz
Carlton
Orlando
à
Amway
Center
$31
o 12/18:
Amway
à
Ritz
Carlton
Orlando
$31
o 12/20:
Ritz
Carlton
Orlando
à
Orlando
Airport
$32
for
two
(Event
Devel
Staff
and
MusclePharm
Athlete).
***
No
car
service
needed
for
Saturday
12/19.
Busses
provided
Total
$1030/88
Total
$2000
Total
$372
Informational
Meeting
Weekend
of
Event

3. 3
o Hotel
Accommodations
o 10/17:
Hyatt
Regency
Orlando
International
Airport
$206
o 12/17-­‐12/20:
Ritz
Carlton
Orlando
$223/night
=
$669
o 12/19:
Ritz
Carlton
Orlando
night
of
event
for
MusclePharm
Athlete
$233
o Airline
Tickets
(Pricing
from
skyscanner.com)
o 10/14:
Roundtrip
Las
Vegas
à
Orlando
$283
o 12/17+19:
Roundtrip
Las
Vegas
à
Orlando
$329
o 12/19:
Round
Trip
Boca
Raton
à
Orlando
$398
o Parking
expenses
$16/day
(16x5)
=
$80
o Per
diem
$50/day
(50x7)
=
$350
o Lottery
Company
$8000
Total
$1108
Informational
Meeting
Weekend
of
Event
Total
$1010
Informational
Meeting
Weekend
of
Event
Total
$13,950

4. 4
Revenue
Projection:
Based
on
numbers
provided
through
the
Wheaties
Challenge
research,
on
average
25%
of
the
interested
demographic
would
participate
in
an
interactive
UFC
discount
ticket
program.
UFC’s
fan
base
has
an
admiration
for
fitness
and
wellness.
This
interactive
program
will
intrigue
fans
to
purchase
tickets
at
a
discounted
rate
as
well
as
increase
loyalty
to
the
entire
organization.
The
total
revenue
projection
is
as
follows:
In
the
Orlando
area
there
are
approximately
200
gyms
and
110
health
food
stores
totaling
310
locations.
If
each
store
converts
a
minimum
of
20
people
per
day,
in
30
days
18,600
people
will
be
exposed
to
the
challenge.
25%
of
18,600
people
is
4,650
meaning
that
4,650
people
would
participate
in
the
program.
The
average
ticket
price
of
P3-­‐7
(based
on
Chicago
ticket
prices)
is
$79.
If
4,650
people
purchased
tickets
with
the
20%
discount
at
$63.20
per
ticket
the
projected
revenue
would
total
$293,880.
Graphs
on
pg.
5.

5. 5
Attainable
Projected
Revenue
Goal
Estimated
Interested
#of
people Estimated
Reach
#of
people Potential
Revenue
Gain Potential
Revenue
Loss
4650 18,600 293,880 ($13,950)
**Estimated
interested
can
be
anywhere
in
between
-­‐20000
30000
80000
130000
180000
230000
280000
330000
1 2 3 4 5
Potential
Revenue
Gain
Potential
Revenue
Loss
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
Estimated
Interested
#of
people
Estimated
Reach
#of
people

6. 6
Key
Dates
and
Deadlines:
Date
Description
9/23/15
Consultation
with
MusclePharm
and
UFC
marketing
to
a
consolidate
marketing
plan
9/30/15
Research
local
gyms
and
health
food
stores
9/30/15
Reserve
room
in
arena
for
informational
meeting
10/7/15
Send
emails
to
gyms
and
health
food
stores
about
challenge
and
information
session
10/14/15
Start
promoting
on
UFC
social/UFC
Fitness
social/
MusclePharm
social.
Full
marketing
plan
on
pg
6
10/14/15
Informational
Meeting
at
Amway
Center
10/21/15
Make
calls
to
gyms
and
health
food
stores
following
up
on
emails
sent
11/4/15
Send
out
rules/regulations,
logs,
and
MusclePharm
swag
bags
for
challenge
to
participants
11/4/15
Challenge
begins.
TBD
Set
aside
two
event
tickets
for
winner
and
one
for
Rashad
Evans
12/18/15
Logs
due
by
3pm
during
weigh-­‐ins
12/18/15
Winner
decided
by
9pm.
Will
have
one
hour
to
confirm
they
will
be
using
the
tickets.
Event
Development
staff
will
comprise
of
the
panel
of
judges
needed
to
decide
a
winner

7. 7
Marketing
Plan:
The
following
marketing
plan
is
based
on
posting
on
social
media
and
websites.
Logs
Due:
12/18/15
Marketing
Plan
for
MusclePharm
Challenge
Morning
Afternoon Evening UFC
Social UFC
Fitness MusclePharm
Social MusclePharm
Web
14-­‐Oct
15-­‐Oct
16-­‐Oct
17-­‐Oct
18-­‐Oct
19-­‐Oct
20-­‐Oct
21-­‐Oct
22-­‐Oct
23-­‐Oct
24-­‐Oct
25-­‐Oct
26-­‐Oct
27-­‐Oct
28-­‐Oct
29-­‐Oct
30-­‐Oct
31-­‐Oct
1-­‐Nov
2-­‐Nov
3-­‐Nov
4-­‐Nov
5-­‐Nov
6-­‐Nov
7-­‐Nov
8-­‐Nov
9-­‐Nov
10-­‐Nov
11-­‐Nov
12-­‐Nov
13-­‐Nov
14-­‐Nov
15-­‐Nov
16-­‐Nov
18-­‐Nov
19-­‐Nov
20-­‐Nov
21-­‐Nov
22-­‐Nov
23-­‐Nov
24-­‐Nov
25-­‐Nov
26-­‐Nov
27-­‐Nov
28-­‐Nov
29-­‐Nov
30-­‐Nov
1-­‐Dec
2-­‐Dec
3-­‐Dec
4-­‐Dec
5-­‐Dec
6-­‐Dec
7-­‐Dec
8-­‐Dec
9-­‐Dec
10-­‐Dec
11-­‐Dec
12-­‐Dec
13-­‐Dec
14-­‐Dec
15-­‐Dec
Last
Day
to
Sign
Up

8. 8
The
final
marketing
plan
will
be
decided
once
collaboration
begins.
In
order
to
market
the
event
in
stores
we
will
send
posters
to
display
in
the
stores
and
have
registration
forms
handed
out
in
stores
with
every
MP
purchase.
MP
could
potentially
supply
posters
for
the
challenge
to
mail
out
to
the
Orlando
area
as
well
as
supplying
swag
bags
for
participants.
Incentives:
This
interactive
program
provides
individuals
the
opportunity
to
receive
a
discount
on
ticket
prices,
receive
a
MusclePharm
Swag
bag
to
incentivize
their
workouts,
and
allows
fans
to
attend
a
SuperFan
VIP
Experience
as
well
as
attend
the
live
event
with
Rashad
Evans.
Day
of
Informational
Meeting
Itinerary
(Decide
time
of
Informational
meeting):
• Wednesday
o Arrive
in
Orlando
around
3pm
o Informational
Meeting
at
Amway
Center
at
5pm
o Head
back
to
hotel
• Thursday
o Leave
Orlando
Day
of
Event
Itinerary:
• Thursday
o Leave
for
Orlando
o Head
to
hotel
for
evening
• Friday
o Head
to
Amway
Center
for
weigh
ins
o All
logs
should
be
emailed
or
shared
to
event
devel
staff
email
by
3pm
o Winner
should
be
chosen
and
notified
by
9pm.
They
will
be
given
1
hour
to
respond
and
accept,
however,
if
it
is
not
accepted
it
will
be
given
to
the
second
place
winner.
o Head
back
to
hotel
• Saturday
o Take
UFC
busses
and
head
to
Amway
mid-­‐day
o Make
sure
tickets
and
VIP
passes
are
at
box
office
for
winner
o Make
sure
winner
of
the
challenge
knows
where
they
need
to
be
o VIP
Experience
o Event
o Take
busses
back
to
hotel
• Sunday
o Fly
back
to
Las
Vegas

9. 9
Sign
up
form:

10. 10
Rules
and
Regulations:
The
following
are
the
rules
and
regulations
of
the
challenge:
1. Complete
log
from
11/4-­‐12/18
2. Keep
receipts
from
MP
purchases
3. Log
all
meals
and
exercise
regimens
on
logs
or
if
possible
in
one
of
the
previously
specified
apps
shared
via
email.
4. Turn
in
logs
via
email
through
app.
5. Any
dishonesty
will
have
you
disqualified
6. Must
be
21
years
of
age
to
win
7. Employees
of
Zuffa
LLC
are
not
permitted
to
win
or
participate
8. Participants
must
purchase
MP
product
prior
to
ticket
purchase
in
order
to
receive
their
discount
code
9. Posting
on
personal
social
media
and
use
of
our
official
hashtag
#UFC195MPChallenge
is
encouraged
The
following
are
fitness
tracking
and
meal
tracking
apps:
1. Nike
Move
2. Go-­‐
Meal
and
Fitness
Tracker
3. Charity
Miles-­‐
If
you
are
interested
in
racking
up
some
money
for
charity
while
getting
your
daily
workout
in,
this
is
the
perfect
app
for
you.
With
this
app
for
every
mile
you
walk
or
run
they
will
donate
25
cents.
Creating
teams
is
an
option
as
well.
4. Calorie
Counter