SMGT 410 - Final Marketing Plan

SMGT 410 Marketing Project
2016 Hill City Stampede Marketing Plan
April 12, 2016
Liberty University
Andrew Michos, Jeff Tolson, Julia Overton, Ryan Saunders

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– Table of Contents –
1. Executive Summary ………………………………………………...…………… 3
2. Organizational Description …………………………………………..…...……... 4
2.1 Basic Information …………………………………….………......……... 4
2.2 Introduction …………………………….……………………...………… 4
2.3 Mission Statement …………….…………………...……………………. 4
2.4 Goals & Objectives …………………………………………...…………. 5
2.5 SWOT Analysis ……………………………………………...………. 5 - 8
3. Marketing Plan ………………………………………………………..…...…….. 8
3.1 Five “P”s – Product, Place, Promotion, Price, and Public Relations ..8 - 10
3.2 Advertising and Promotion Plans for Home Games ………….……..10 -11
3.3 Web Presence ……………………………………………….………11 - 12
3.4 Sponsorship Opportunities ……………………….………………... 12 - 13
4. Budget
4.1 Five-Year Budget. ………………………………….…………...……….14
4.2 Income and Expenses ……...……………………….………...........15 - 16
5. Plan Implementation Timetable …………………………….………………17 - 29
Appendices. ……………………………………….….………...…………………... 30
A – Game Promotion Items ………………………………………………... 30
B – Example Sponsorship Form …………….………………………… 31 - 32

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1. Executive Summary
The Hill City Stampede is an adult developmental and minor league football team dedicated to
showcasing the athletes and talent in the Central Virginia region. The Hill City Stampede plays
in the West Division of the Southern Conference in the Atlantic Football Association. Previously
located in Amherst County, the Hill City Stampede is entering its first year in Lynchburg for the
2016 season. Lynchburg is a thriving city with large population of 75,000 residents, including
students attending the four colleges located within the city. Lynchburg is a city that values
physical activity and sports, and the Hill City Stampede have high hopes for the growth of its
organization in its new home. Preparing for its inaugural season in Lynchburg, the Hill City
Stampede will have many opportunities for reaching its new fan base. These opportunities
include: revamped social media presence using Facebook, Instagram, and Twitter, five home
game promotions centered around community building, and community outreach events
designed to cultivate strong relationships with the surrounding residents of Lynchburg. The plans
for the 2016 season require a minimum budget of $32,000, and this budget will increase with
each succeeding season. The marketing plan proposed provides numerous options for
sponsorship opportunities to raise the required funds for each season. Sponsorship packages
range from $500 to $10,000 and each level comes with its own unique package of benefits and
incentives. With each passing season, the Hill City Stampede plan on increasing its fan base and
number of sponsors by using the proposed marketing plan to build awareness and relationships
within the Lynchburg community.

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2. Organization Description
2.1 - Basic Information
Name: Hill City Stampede
Address: 1234 Hill City Dr., Lynchburg, VA 24502
Phone: 434-401-3269
Email: hillcitystampede@gmail.com
Website: www.hillcitystampede.net
Twitter: HC_Stampede Instagram: Hill_City_Stampede
Facebook: Hill City Stampede
2.2 - Introduction
The Hill City Stampede is an adult developmental and minor league football team
dedicated to showcasing the athletes and talent in the Central Virginia region. The
Stampede was founded by Lynchburg resident, John Foster. Born in Norfolk, VA, John
Foster moved to Lynchburg in 1994 to attend Liberty University where he studied
Kinesiology and Education and was member of the Flames football team until 1998. John
Foster graduated from Liberty in 1999 and has since been deeply involved in the
community through counseling, coaching, mentoring, education and athletics.
2.3 - Mission Statement and Vision
Mission Statement: The Mission of the Hill City Stampede is to provide an
enjoyable, affordable, and professional entertainment centered on God, family,
and community.
Vision Statement: The vision of Hill City Stampede is to see our athletes grow
into spiritual and developed athletes.

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2.4 - Goals and Objectives
Goal 1: To Promote and foster a Christian environment in the workplace.
Objective 1.1: Have organizational-wide accountability.
Objective 1.2: Mandatory organizational-wide Bible study.
Goal 2: To maintain a high level of competition on the field.
Objective 2.1: Win the conference title every season.
Objective 2.2: Increase recruiting contacts of athletes by 30%.
Goal 3: To maintain an affordable professional sport experience.
Objective 3.1: Keep ticket prices from increasing above $5 and $7.
Objective 3.2: Create different ticketing packages to give fans options.
Goal 4: To build connections within the community.
Objective 4.1: Have two community outreach events every season.
Goal 5: Increase the number of fans and attendees.
Objective 5.1: Add 500 fans in attendance per season.
2.5 - SWOT Analysis
Strengths
• Strong and athletic football program
• Good league and community
reputation
• Attend semi-pro combine
• Community and family focused
• They have set facility to play (instead
of playing at local high schools)
Weakness
• Small coaching staff
• Facilities may be under construction
during season
• Website lacks needed information
• Depend on community for income
• Lack of merchandise
• Lack of prominent sponsors

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Strengths:
The Hill City Stampede football team dominated WDFL with an undefeated
season in 2015. They have a coaching staff that recruits some of the best athletes in the
surrounding area. They have built up a strong and athletic football program over the past
few years and are now increasing competition by moving up to the AFA league. The
Stampede also have a presence in the semi-pro combine, which has led to more
recognition for the team. The combine gives these young men motivation to play to the
best of their abilities as well as hope that there is a chance to move up to the next level.
The Stampede has a positive reputation in the surrounding community because they are
family focused. With community outreach opportunities and game promotions centered
around families, they have a greater chance to bring a large crowd to games. The new
facility will attract more fans and will increase the overall fan experience
Weaknesses:
The Hill City Stampede lacks merchandise as well as prominent sponsors. It is
important to have ‘Big Name’ sponsors because those sponsors have a huge affect on the
community at large. However, there will be many opportunities in the following season
Opportunities
• Clean slate in new conference to
prove themselves
• Community outreach and
involvement
• Can secure prominent sponsors
• Volunteers can help spread the word
(Word of mouth)
Threats
• Other sports organizations playing at
the same time as HCS
• Weather
• Economy (if low, less people can
afford to come to games)
• May not have a large fan base
• Close competitor (Roanoke)
• Finding out information via the
internet

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to combat the lack of both sponsors and merchandise. Succeeding in these areas will be
important to gaining income. As mentioned before, they are family and community
focused, however, they depend primarily on the community for income which may not
always be consistent. They will need to offer better fan experience that will target
specific demographics. Also, their internet presence is lacking. They currently have a
Facebook page and a website. The target market that the Stampede is trying to reach is
not on Facebook because it is decreasing in popularity. Also, their website is not
aesthetically pleasing which can automatically turn people away. The Hill City Stampede
should make use of colleges in the surrounding by recruiting volunteers that are experts
in Social Media marketing.
Opportunities:
The Hill City Stampede has a chance to prove themselves with a clean slate in a
new and better conference. This will increase community outreach opportunities and in
turn increase fan support. Also, now that they are in a more popular league, they have a
higher probability of securing prominent sponsors. Word of Mouth will also play a huge
role in gaining notoriety by increasing the opportunity for volunteer work.
Threats:
If the economy is low, less people will be able to afford games and the amenities
that go with the games. However, the ticket prices that the Stampede offers are fair and
low prices. Also, with different game promotions, there are many opportunities to get
Stampede gear for free. There is also a threat of not increasing their fan base, especially
with a close competitor in Roanoke. By increasing web presence, the Stampede will be
able to create awareness in the social media world, which will draw in more fans. The

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weather in Lynchburg is almost always unpredictable which poses a threat, but now that
the Stampede has their own stadium, they will be able to reschedule without issues. And
lastly, the lack of social media appearance really threatens popularity, but revamping
Facebook, Instagram and twitter will combat that threat.
3. Marketing Plan
3.1 – The 5 “P’s – Product, Place, Promotion, Price, and Public Relations
Product:
The Hill City Stampede is a developmental or minor league football team that
competes in the AFA League, which is made up of 20 teams with 4 divisions with
5 teams each. The team is made up of athletes that range in age from 18-29; these
players are recruited from local high schools and colleges.
Place:
The Hill City Stampede football team is located in the Downtown Lynchburg,
Virginia area. The Stadium sits just off of Highway 29, in the center of a large
residential suburb. It is also located next to Lynchburg’s Minor League Baseball
stadium.
Promotions:
Blue-Out Game: The first 1000 fans to attend the game will receive a free blue t-
shirt with the Hill City Stampede logo as well as logos from the following
sponsors:
• Hall of Fame
• Champion
• All-American

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• All-Conference
• All-Star
Sports Saturday: First 1000 fans that wear a shirt/jersey/apparel with favorite
professional sports team will receive a free pack of thunder stix.
Military Appreciation Night: All active or former Military members will get in for
free. The Heritage High School JROTC program will present colors. Military
personnel will be picked from the crowd to do coin toss.
College Game-Day: The first 1,000 college students will present their college ID
to pay at a discounted rate of $3. Additionally, if students wear a t-shirt with their
college on it they will receive a free canned beverage.
Family Picnic Night: From 5-6, there will be a picnic in the parking lot where
families will have the opportunity to meet the team and coaching staff. Hill City
Stampede will provide the food. All who attend will receive Hill City Stampede
sunglasses. Valid game ticket is required for entry into the picnic.
Price:
Game promotion costs include the following:
• Thunder Stix:1000 Thunder Stix X $0.87
• Team Logo Sunglasses: 1500 Sunglasses X $0.85
• Catering for Picnic: Free – Donated by Chick-fil-a
• T-Shirts: 900 T-Shirts X $2.29
Public Relations:
The Hill City Stampede strives to build strong connections within the local Lynchburg
community. Two community outreach events are:

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Hill City Stampede Easter Egg Hunt: An Easter egg hunt for kids aged 4-13 will
be held at the Hill City Stampede Stadium on the Saturday before Easter. Players
and coaches will be at the event and will take part in hiding the eggs. A lunch
will also be served at the event and the Easter bunny as well as players will be
available to take pictures with.
Lynchburg Middle School Clinics: The Hill City Stampede players and coaching
staff will travel to Linkhorne, P.L. Dunbar, and Sandusky Middle School and will
conduct football clinics with the students. Each clinic will take place during the
week during school hours and will serve as an assembly for the students.
3.2 – Advertising and Promotion Plans for Home Games
There are promotion plans for each home game of the 2016 season. The 2016
season includes five home games and the each home game has a promotion: Blue-Out,
Sports Saturday, Military Appreciation Night, College Game-Day, and Family Picnic
Night.
Blue-Out Game: There will be a table set up in the concourse of the stadium for fans to
pick up their shirts. Hill City Stampede interns will be separating the shirts by size.
There will be 50 smalls, 100 mediums, 750 larges, and 100 extra large shirts available.
The shirts will have the Hill City Stampede logo on the front as well as logos of all the
sponsors on the back.
Sports Saturday: We will have interns positioned just beyond the entrance gates seeing if
fans are wearing apparel of their favorite professional sports team. If fans have the
proper apparel on, they will be given a free thunder stick. The first 1000 fans that wear
their favorite teams apparel will receive the thunder stix.

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Military Appreciation Night: All active or former members of the military will get in for
free when they show their military ID to the worker at the ticket office. The Marine
Corps JROTC program form Heritage High School will also be presenting the colors
before the game. Allen Tipps and Thomas Parmiter are the Heritage High School staff
contacts for the Marine Corps JROTC program. Once their ID is presented, former or
current military members will also be entered in a drawing to do the coin toss.
College Game-Day: College students that present their college IDs to the ticket office
will receive a $3 ticket. There will also be interns positioned beyond the entrance gates
to hand out vouchers for a free drink to all college students who are wearing their college
t-shirts.
Family Picnic Night: From 5:00-6:00pm, there will be a picnic in the parking lot where
families will have the opportunity to meet the team and coaching staff. Chick-fil-a on
Wards Road will be donating 500 chicken sandwiches. Carrie Wright is the marketing
director at this Chick-fil-a and is our contact for this information. Hill City Stampede will
provide the rest of the food including drinks, chips, and cookies. The free food will go to
the first 500 people to attend the picnic, and all who attend will receive Hill City
Stampede sunglasses. Valid game ticket is required for entry into the picnic
3.3 – Web Presence and Social Media
• The Hill City Stampede website will be maintained and run by the website
coordinator. The website coordinator position will be held as an unpaid
internship position, and will be open to any student with the appropriate
background or education in website management. The website will be home to

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all information pertinent to the Hill City Stampede including but not limited
to: schedule, stats, team roster, coaching staff, about, news, pictures, and
sponsors.
• The Hill City Stampede plans on hiring a social media intern to fully run the
Hill City Stampede Facebook, Twitter, and Instagram pages. All of the Hill
City Stampede games, promotions, and community outreach events will be
advertised on these pages. Photos taken at these events will also be featured
on all of the different social media platforms. These outlets will be our
primary outlets for information to the public. Fans, spectators, and everyone in
between will be encouraged to follow the Hill City Stampede on these outlets
during all events, promotion, and community outreach events.
3.4 – Sponsorship Opportunities
Sponsorship opportunity levels include the following:
• Hall of Fame - $10,000
o Includes: Full page ad in program, 10 complimentary tickets, logo on team
website, logo on free t-shirts along other sponsors, radio advertisements
during each home game, mid-game promotion announcement, large
advertisement on scoreboard, logo at press conferences, coin toss
presentation, uniform sponsorship, touchdown sponsorship, and logo on
all home tickets.
• Champion - $5,000
o Includes: ½ page ad in program, 7 complimentary tickets, logo on team
website, logo on free t-shirt along other sponsors, radio advertisements

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during 3 home games of your choosing, mid-game announcements, and a
small advertisement on scoreboard.
• All-American - $2,500
o Includes: ¼ page ad in program, 5 complimentary tickets, logo on team
website, logo on free t-shirt along other sponsors,
and a small advertisement on scoreboard.
• All-Conference - $1,000
o Includes: logo on team website, and logo on free t-shirt along other
sponsors.
• All-Star - $500
o Includes: logo on team website, and logo on free t-shirt along other
sponsors.

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4. Budget
4.1 – Five-Year Budget

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4.2 – Income and Expenses

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5. Plan Implementation Timetable
-2016-
Income:
Attendance
● Projection of 1,500 fans for all 5 home games
● 95% of those fans will be over 13 years of age, therefore paying the $7 per ticket
● 2.5% will between 6-12 years old, therefore paying the rate of $5 per ticket
● The last 2.5% will be under the age of 6, therefore paying no entrance fee
● Factoring the above figures, College-Game Day promo and complimentary tickets (22)
for sponsors, our total ticket revenue is projected to be $50,156.00
Sponsors
● Sponsorships will total to $19,000.00
● It is projected that there will be one sponsor per sponsor level
Concessions
● Projection of two food trucks per game – True Q BBQ & I Scream You Scream
● Each truck pays $200.00 per game to Hill City Stampede for a total income of $400.00
per game
● All trucks keep 100% of their revenue
Expenses:
Referees
● 6-man crew charges $600.00 per game
● With 5 home games at $600.00 per game, it totals to be $3,000.00 on the year

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Field Rentals
● $650.00 for field cost per game
● For 5 home games at $650.00 per game
● Total comes to $3,250.00
Security
● 2 police officers at $35.00/hour per officer
● Security is needed 5 hours per game
● 5 hours per game for 5 home games
● Total comes to $1,750.00
Game Promotions
● Sun glasses for Family Picnic Night will total $1,230.00 (1,500 @ $0.82)
● T-Shirts for White Out game will total $2,061.00 (900 @ $2.29)
● Thunderstix for Sports Saturday will cost $878.00 (1,000 @ $0.87)
● Total game promotions costs will be $4,169.00
Supplies
● 20 Footballs at $90.00/each comes to $1,800.00
● 3 water coolers at $19.86/each $59.58
● Supplies total comes to $1,859.58
Buses
● $960 per day for a bus rental
● 5 away games at $960.00 per day
● Total cost for transportation will be $4,800.00

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Uniforms
● 50 pairs of pants at $16.00/ea. comes to $800.00
● 50 jerseys at $18.50/each comes to $925.00
● The total cost for 50 uniforms will be $1,725.00
Advertisements
● A 30-second radio advertisement for all 5 games will be cost $335.00 (5 @ $67.00)
● A small scoreboard advertisement will cost $400.00 total for a five-year contract.
● At the five year mark there will be an additional small scoreboard advertisement at
$500.00
● The total for small scoreboard advertisements for five years will be $2,500.00
● Large scoreboard advertisements will cost $900.00/yr.
● The total for large scoreboard advertisements for five-years will come to $4,500.00
● Total cost for all advertisements will be $7,335.00 for five-years (total cost will increase
3% each year)
Printing Costs
● 1,500 tickets will cost $133.36 per game to print
● For 5 home games the total will be $666.80 to print tickets
● 1,500 programs will cost $527.69 per game
● For 5 home games the total for printing will be $2,638.45
● The total printing cost for the 2016 season comes to $3,305.25
Shipping Costs
● The shipping cost of 1,500 tickets is $7.07
● For 5 home games, the total shipping cost for tickets will be $35.35

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● The shipping cost for 1,500 programs is $117.03
● 1,500 programs per game for 5 home games will be $585.15
● The cost of shipping for game-promotion sunglasses will be $102.96
● The total cost of shipping for the 2016 season will be $723.46
Community Outreach
● Projecting to spend $1,000 in community outreach events
-2017-
Income:
Attendance
● With an increase of 500 fans from the 2016 season, the projected fan attendance is 2,000
● 95% will pay $7 per ticket, 2.5% will pay $5 per ticket, and the last 2.5% will attend for
free
● 22($7) complimentary tickets for sponsors
● The total ticket revenue is projected to be $67.596.00
Sponsors
● The projection for sponsorships will be an additional $1,000 sponsor and an additional
$500.00 sponsor
● The total income for sponsorships will come to $20,500
Concessions
● Projection of three food trucks per game – True Q BBQ, I Scream You Scream & Tacos
Locos

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per game
Expenses:
(There will be a 3% increase on all expenses EXCEPT for Printing and Shipping costs.)
Referees
● A 6-man crew will cost $618.00 per game
● For 5 home games at $618.00 per game, the total cost will be $3,090
Field Rentals
● The field costs per game will be $669.50
● For 5 home games, the total field cost will be $3,347.50
Security
● 2 officers per game will cost $36.05 per officer
● 2 officers for 5 hours per game will cost $72.10 a game
● 5 hours for 5 games will cost a total of $1,802.50
Game Promotions
● The projection for game promotions will increase 3% from last seasons total cost.
● It is projected to cost $4,294.07
Supplies
Buses

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● Buses will cost $988.80 per day
● 5 away games will come to a total of $4,944.00
Uniforms
● (no new uniforms)
Advertisements
● Total cost from previous years at a 3% increase
● Total cost is projected to be $7,555.05
Printing Costs
● For 2,000 tickets the price for printing will be $721.20
● For 2,000 programs the price for printing will be $2,998.20
● Total for printing is projected to cost $3,719.40
Shipping Costs
● Total shipping for tickets will cost $36.80
● Total shipping for programs will cost $754.80
● The total for both is projected to cost $791.60
Community Outreach
● Projected to spend $1,030.00 in community outreach events
-2018-
Income:
Attendance
● Increase by 500 fans for a total of 2,500 fans

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● 95% will pay $7 per ticket, 2.5% will pay $5.00 per ticket, and the last 2.5% will attend
for free
● 27 ($7.00) complimentary tickets for sponsors
● The total ticket revenue is projected to be $84,476.00
Sponsorships
● Project to secure one additional $2,500 sponsor, two additional $1,000 sponsor and two
additional $500.00 sponsors
● Total income is projected to be $24,500.00
Concessions
Locos
per game
Expenses:
Referees
● For 5 home games at $636.54 per game, the total cost will be $3,182.70
Field Rentals
Security

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Game promotions
Supplies
Buses
Uniforms
Advertisements
Printing Costs
● For 2,500 tickets the price for printing will be $834.95
● For 2,500 programs the price for printing will be $3,358.00
Shipping Costs

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Community Outreach
-2019-
Income:
Attendance
● 95% will pay $7.00 per ticket, 2.5% will pay $5.00 per ticket, and the last 2.5% will
attend for free
Sponsors
● Project to secure two $2,500 sponsor, three $1,000 sponsor and four $500 sponsors
● Total income is projected to be $25,000
Concessions
Locos
per game

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Expenses:
Referees
Field Rentals
Security
Game Promotions
Supplies
Buses
Uniforms

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● 3% increase from the first season’s cost is projected to cost $1,884.95
Advertisements
Printing Costs
● For 3000 tickets the price for printing will be $905.15
● For 3000 programs the price for printing will be $3,573.65
Shipping Costs
Community Outreach
-2020-
Income:
Attendance
● 95% will pay $7.00 per ticket, 2.5% will pay $5 per ticket, and the last 2.5% will attend
for free

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Sponsors
● Project to secure two $5,000.00 sponsors, two $2,500.00 sponsors, three $1,000.00
sponsor and four $500.00 sponsors
● Total income is projected to be $25,000.00
Concessions
● Projection of four food trucks per game – True Q BBQ, I Scream You Scream, Tacos
Locos & The Sweet Spot
● Each truck pays $200.00 per game to Hill City Stampede
Expenses:
Referees
Field Rentals
Security
Game Promotions

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Supplies
Buses
Uniforms
Advertisements.
Printing Costs
● For 3000 tickets the price for printing will be $975.35
● For 3000 programs the price for printing will be $4,038.45
Shipping Costs
● Total shipping for programs will cost $1,090.35
● The total for both is projected to cost $1,139.95
Community Outreach

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Appendices
Appendix A: Game Promotion Items
1. Example of Thunder Stix
2. Example of custom sunglasses
3. Example of free t-shirts (sponsors on back will be determined)
These are purchased through
www.buythunderstix.com and will be
blue with white lettering reading “Hill
City” on one, and “Stampede” on the
other.
www.sunglassville.com and will be
blue with white lettering reading “Hill
City Stampede” on the outside of both
arms of the sunglasses.
www.discountmugs.com and will be
blue with the Hill City Stampede logo
on the front, and the back will have the
logos and names of all the sponsors
printed in white.

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Appendix B: Example Sponsorship Form

SMGT 410 - Final Marketing Plan

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