Developing Interscholastic Marketing Strategies and Revenue Streams

1
Developing Interscholastic Marketing Strategies
and Revenue Streams

• Kevin M. Bryant, CMAA
• Vice-President for Advancement
• And External Relations
• Warner Pacific College
• Portland OR

2
Workshop Overview

• Impact of the economy on Sports Marketing
• Marketing Plans
• Know Yourself
• Inventory
• Marketing booklet
• Sponsor Prospecting
• Establishing value
• Successful Sports Marketing calls

• Special Events
• Many hands makes light work
• Maximizing thank yous
• Revenue streams
• Capital Project Fundraising
• Handling funds
• Questions/Comments

3
Impact of the economy on your sports marketing
program

• We are having financial issues in our country
  currentlyduh!
• May need to adjust our what we charge
• Chance for us to show loyalty in return
• Charitable Giving is off 10-15 currently nation
  wide
• How can we give more value now?
• Under promise and over perform
• Creative suggestions in regard to our economy and
  interscholastic sports marketing?

4
Marketing Plans

• Need one to direct and focus efforts
• Gives confidence to those invested with you
• Plans can change
• Written down and shared with staff and key
  sponsors/partners
• Sponsor sensitive
• Pricing and year long involvement
• Goals should be SMART
• Specific, Measurable, Achievable, Realistic,
  Timely

5
Know Yourself

• Demographic/psychographic information
• School size
• Male/Female
• Ages of all
• Families
• Staff/Faculty s
• What do you see as your schools economic impact
  on your community? What is it?
• Chamber of commerce or other group who can help
  you in this regard?

6
What is in your inventory to market?

• Signage
• Program advertising
• Events
• Game sponsorships
• PA Announcements
• Scoreboards
• Venue advertising
• Seats/seatbacks
• Scorers table

• Participation fee sponsors
• Travel
• Giveaways
• Product testing
• Equipment
• Schedule posters
• Promotions
• In game
• Pre game

7
What do you take with you to share with potential
sponsors?

• Marketing booklet
• See attached
• Simple
• Clear
• Prices attached and reasonable
• School contact
• Email me for a template you can make your own

8
Sponsor Prospecting

• Think competitors
• Ask who are they selling to?
• Fast Food
• Pizza
• Gasoline
• Sporting goods
• Music
• Movies
• Theaters
• Car dealer
• Sandwich shop

• Superstore
• Bank
• Bookstore
• Grocer
• Printer/Copier
• Soft drink
• Hotel/Motel
• Restaurants
• Gym or workout facility
• Movie rental/games

9
Establishing Value

• What are others in your community charging for
  similar inventory?
• Old vs. New business
• Winner program vs. struggling program
• Make sure people get what they want
• Package for value and year long connection

10
What does a successful sports marketing call look
like?

• Call the decision maker, find out who it is
• Two ears and one mouthuse in that proportion!
• Be clear
• Ask what their needs/goals are
• How can you help them meet their goals
• On time
• Dressed properly
• Ask for the order

11
Special Events

• Events are tough to rely on to raise money
• Figure out how to involve key sponsors
• Involve them in packages.
• Signature events
• Auctions
• Golf tourneys
• Alohapalooza/Night of the Tigers
• Dinners
• Award nights
• Hall of Fame night
• Tiger Bowl
• Midnight Madness type events

12
Many hands make light worksharing the load

• Booster Club
• Sports Marketing or Marketing Class
• Students you are connected to could be useful
• Athletes you are connected to
• Key parents/friends in your community
• Business people who have interest.

13
Saying thanks so it is heard and felt

• Say it in practical ways
• Honorary Coach program
• Signage
• Touch and feel the true essence of the program
• Program recognition
• See them through the year not to ask for
  something
• Special events just for them
• Pre game or designed events

14
Revenue Streams

• Sponsored events
• Advertising
• Contests
• Auctions
• Planned giving
• Game Sponsorships
• Radio
• Website support
• Team gear sales

• Booster Clubs
• Newsletters
• Hall of Fame
• Scholarships
• Vending contracts
• Concessions
• Gifts
• Trips (spring break/holidays)

15
Capital Project Fundraising

• Defined projects a key
• Finding donors that match your enthusiasm
• Is dotted and ts crossed internally
• Realistic Timelines
• Lead gifts that charge projects
• Use a defined gift plan

• Who should do the asking?
• Variety of gifts needed for project success
• Priority prospect list
• Need help from key donors cant do this all alone
• Update progress somehow
• Celebrate successes along the way

16
Handling Funds you Receive

• Need to have excellence in this area
• Process of receipting and accounting
• Make sure that funds go where they were told and
  used accordingly
• Donors should receive acknowledgement of gifts
  shortly after giving
• Ongoing process of recognition as the project
  continues

17
Questions??

• For more information
• Kevin M. Bryant
• Warner Pacific College
• kmbryant_at_warnerpacific.edu
• 503-517-1220