A presentation of the idea of commercial community marketing, the opportunities in Boston, and the potential for targeted results elsewhere in the country.

1. Boston Community Marketing Group

2. Overview
 Corporate Responsibility
 Municipal Receptivity
 Marketing Landscape
 National Target Markets
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3. Presentation Agenda
 The BCMG Advantage
 Community Marketing: Business Impact
 Business Model: How it Works
 What An Investment Can Deliver
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4. The BCMG Advantage
 BCMG’s goal is to obtain value that exceeds our client’s expectations
and more than pays for our fee.
 BCMG has, and will continue to build, the most effective working
relationships with each event and institution.
 BCMG will represent the client’s specific marketing objectives with
each investment on a sustaining basis throughout the year.
 BCMG is the client’s team “on the ground” from negotiation to
fulfillment to post analysis.
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5. Community Marketing Builds Brands
 Community Marketing is a powerful investment in the well being of
current and potential customers.
 Support of a community infuses tremendous brand loyalty and trust.
 The brand/customer relationship is one to one and very personal.
 The strong emotional bond is contagious and impacts everyone.
 A prudent investment in Community Marketing yields growth in sales
and market share.
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6. Community Marketing
Maximum Value
Most companies have already made individual investments in events,
charities, and other causes.
Maximum benefit depends on:
 Embracing an entire market.
 Selecting well known, high quality non-profit institutions and events.
 Measurable criteria.
 A team on the ground to insure maximum returns.
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7. Total Impact
Immeasurable Value
 The Elite Values: Product Integration, Exclusivity and Iconic Brand
Affinity are reached.
 Year Round Sustaining Presence in the market is achieved.
 Sample and Interact with the brand in a receptive environment.
 Leverage the Investment with available select media that supports the
events.
 Amplify the Investment with a public relations effort to gain valuable
additional awareness.
This connection to a Community is Viral and grows
exponentially over time 7

8. Community Marketing
Relevance
Community Marketing is the way to connect with people in a
receptive environment!
 The digital age has created a cluttered and fragmented
communications environment.
 Content is consumed on demand, often commercial free and no
longer by appointment.
 Local Media audiences are small and often quite skewed.
 Traditional “Advertising” in a long commercial break is rapidly losing
effectiveness.
 Community Marketing enables effective communications with
customers in a relevant environment.
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9. The Perfect Journey
Community Marketing Starts in Boston
 7th largest market in the U.S. by CMSA, median age – 31; median
income - $39,629.
 Boston is best known for Technology, Education and Medical Care &
Research.
 Home to the most highly recognized group of public events and
institutions in their class.
 Boston’s non-profit sector employs 15% of the area’s workforce.
 Boston provides a very high probability of success for achieving
brand marketing objectives.
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10. The Best Community Partners in Boston
Revered by Bostonians and People Around the World
First Night
Museum of Fine Arts
Boston Marathon
Museum of Science
The Boston Pops Fireworks Spectacular
Children’s Hospital Boston
The Head of the Charles Regatta
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11. The Best Community Partners in Boston
The Immersion Plan
 The four biggest events in New England scheduled seasonally.
 The three institutions that are the most heavily attended year round.
 A Corporate Champion has never unilaterally embraced the broader
Boston community.
 The Champion can own both the community’s mind and heart!
The sum of these parts is far greater than that of the
individual components! 11

12. Market Penetration
The Value Delivered
 Attendance at the seven key Community Partners in Boston will
generate over six million positive, personal experiences.
 Support of two or more events/institutions will begin to establish a
corporate brand as a positive community partner.
 Millions more watch, listen and read and are touched by these
cornerstones of the community and their corporate supporters.
 The quality of impact on people is not measured in seconds, but in
hours, days and months!
 The magnitude of an entire population being impacted is
unprecedented.
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13. Business Model: How It Works
 Commitment: BCMG will work on behalf of the corporate sponsor to
maximize the value of all investments made from negotiation to
fulfillment to analysis.
 Fees: BCMG will charge the corporate sponsor a fee for service.
 Authority: Each of the Boston Institutions and Venues has granted
written authority to BCMG to present them as a group. BCMG
receives no compensation from them.
 Independency: It is understood that these Boston assets are
independent of each other, have individual conditions and
restrictions, and do not have to be supported in total. There are also
other community institutions, beyond the initial seven, that may also
be selected to fulfill sponsor goals.
Let’s Get Started 13

14. Additional Boston Opportunities
Institutions: Schools:
• Big Brothers & Sisters • Boston College
• Boston Opera House • Brandeis College
• Boston Public Library • Boston University
• Greater Boston Food Bank • Emerson College
• Institute for Contemporary Art • Harvard University
• Isabella Stewart Gardner Museum • MIT
• Joey Fund for Cystic Fibrosis • Northeastern University
• John F. Kennedy Library • University of Massachusetts
• New England Aquarium • Tufts University
• Shakespeare on the Common
• Wang Center for the Performing Arts
Organizations:
• Boston Chamber of Commerce
• CEO Club of Boston College
• New England Council
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15. Customization
 BCMG understands that every company has its own individual
marketing and sponsorship expectations.
 It is understood and expected that the negotiation, investment,
implementation cycle for each institution and event will be customized
to fulfill that sponsor’s specific requirements.
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16. The Boston Community Partners
Profiles & Opportunities

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18. First Night Boston
Arts Festival & Fireworks
 First Night Boston is the largest and longest running New Year’s Eve
Arts Festival and Fireworks Celebration in the country. One million
people gather annually on December 31st in Downtown Boston.
 Highlights include:
- The Family Festival at the Hynes Convention Center,
- The Mardi Gras style Grand Procession, led by Mayor Tom Menino.
- Colossal Ice Sculptures weighing 15 to 35 tons throughout Boston Common
and Copley Square
- 250 exhibitions in 40 venues
- A Fireworks Display at Midnight over Boston Harbor.
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19. First Night Boston
Examples of Opportunities
 Title Sponsor First Night Buttons: Brand name/design shape.
 Full Television, Radio, Newspaper, Posters, Street Banners, MBTA Car
Cards, etc. from November launch through New Year’s Eve.
 Corporate Naming Rights to Family Festival and First Night Website.
 Company design around Jumbo Video Screen which can create cell
phone-text message contesting throughout the evening.
 Giant Ice Sculpture in Company design in Copley Square.
 Company float/truck in the Grand Procession.
 Neighborhood Network Sponsorship: Yearlong, 40 different child/teen
arts programs which can couple company strength with community
need such as literacy, technology, etc.
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25. The Museum of Fine Arts, Boston
A World-Class Experience
 450,000 works of art ranging from masters of American painting to
impressionism, from Asian scrolls to Egyptian mummies.
 The state-of-the-art gallery space enjoyed by over one million visitors
annually.
 The Museum of Fine Arts is a social destination for Bostonians:
Hundreds of thousands of members, students and school children
attend the more than 3,000 films, concerts, lectures and classes
presented annually.
 Blockbuster Gund Gallery Exhibits include Monet, Sargent, Gauguin,
Classic Cars, etc.
 The American Wing opens in 2010.
 www.mfa.com receives 8.4 million visits annually.
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26. The Museum of Fine Arts, Boston
Examples of Opportunities
 “Free Wednesday Nights” sponsorship and naming opportunity.
 “mfafirstfridays” and “mfasummerfridays” sponsorship.
 Sponsorship of Elaine and Jerome Rosenthal Summer Concerts.
 Sponsorship of upcoming Gund Gallery Exhibitions include “1970’s
Fashion,” Degas Nudes,” and “Aphrodite.”
 Opening events of the new American Wing (Fall 2010).
 Current and future naming opportunities for MFA spaces and
programs.
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33. Boston Marathon
The Granddaddy of Them All
 World’s Oldest annual marathon is distinguished by its traditions.
 Over 500,000 spectators line the course making the Boston Marathon
New England’s most widely attended sporting event.
 The Marathon ranks only behind the Super Bowl in on-site media
coverage in terms of single day sporting events. Over 1100 members
receive credentials.
 Elite runners share over $800,000 in guaranteed prize purse, largest
among all World Marathon Majors events. However, more than $10
million is raised annually by participants running for charities.
 2009 was the 113th running of Boston Marathon.
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34. Boston Marathon
Examples of Opportunities
 Marketing Activation: The BAA will work to customize marketing
platforms and promotions to meet specific sponsor goals.
 Presenting/Title Sponsorship: Pre-Race Dinner, Post-Race Party,
Athletes Village.
 Prime Exhibition Space at The Marathon John Hancock Sports &
Fitness Expo, generally held at The Hynes Memorial Convention
Center.
 Logo Sponsor Inclusion in: Official Boston Marathon Sponsor Boards
(backdrops), Official Program, Official Racer’s Book, Official Media
Guide.
 Year Round in Official BAA/Boston Marathon Home Page (rotating
banner) with linkage to sponsors web site.
 Print: Full Page, Four Color ad in Official Program and Record Book.
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 Use of BAA/Marathon Trademarks in sponsor promotions.

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39. The Museum of Science
Boston’s Biggest Attraction
 The Museum of Science attracts over two million visitors annually
second only to the Red Sox!
 As a science museum, it is second only to The Smithsonian (and
that’s free).
 It is the 9th most visited museum in the U.S. and 16th in Zagat’s top 50
U.S. attractions.
 Home to The Mugar Omni Theater: Boston’s only 180 degree domed
movie screen.
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40. The Museum of Science
Examples of Opportunities
 “Premiere Partnership”: Limited top position includes complete
internal and external marketing and huge flexibility to customize.
 Premiere Partners have floor displays, daily visitor activation,
sponsorship of sustaining Museum programs, events and exhibits as
well as in the Planetarium and The Mugar Omni Theater.
 Sponsorship of Temporary (3-6 months) Traveling Exhibits such as”
Dinosaurs” and “Critter Cam” includes billboard campaign, and on-site
Marquee, Omni Dome and backlit signage plus hosted opening nights.
 Company products and services may be integrated into museum space
via the Life Sciences Initiative: Hybrid Cars, Eco/Green Ops, New
Technology, etc.
 Naming rights to the New Hayden Planetarium and more are available.
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46. Boston Pops Fireworks Spectacular
America’s July 4th Celebration
 The Boston Pops Orchestra, led by conductor Keith Lockhart, has
performed Fourth of July favorites at the famed “Hatch Shell” on the
banks of the Charles River for 36 years.
 The event is attended by over 500,000 people annually and viewed by
nearly as many on local television.
 The musically choreographed “Fireworks Spectacular” following the
concert is internationally acclaimed.
 Locally, the entire evening is televised on CBS affiliate WBZ-TV,
Channel 4.
 CBS carries the live national broadcast from 10-11P.
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47. Boston Pops Fireworks Spectacular
Examples of Opportunities
 Jumbo HD Video Screens: Available over the entire two-day event.
-Display custom sponsor video or animation.
-Spectator contesting interaction via e-mail, cell phone, text, etc.
 Product visibility on site: Kiosks, car wraps, sponsor sampling.
 Branded recycling bins and/or eco-friendly trash bags.
 Street Banners, Perimeter Fence Signage, and branded Sound Towers
and Jumbo HD Video Screens (outside TV range).
 Integrated Hand-Outs: i.e. Survival Kits with sunscreen, visors,
schedules, water, and any particular sponsor inclusions.
 Recognition in the Official Program (75,000).
 Web Promotion and hyperlink to sponsors site.
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53. Children’s Hospital Boston
The Best Place on Earth
 Children’s Hospital Boston is the largest pediatric medical center and
#1 research enterprise in the world.
Serves children worldwide, yet is Boston’s neighborhood
hospital for kids.
 Boston Children’s has been ranked #1 or #2 in the nation for 19 straight
years by U.S. News and World Reports.
 Boston Children’s has yielded more “firsts” than any other facility in
the world: -
First to culture polio and measles
First successful surgery for congenital heart defect
First successful remission of acute pediatric
leukemia First fetal surgery to repair
deadly heart valve defect
 Boston Children’s has a 99% brand awareness in Boston and 83% in
the Commonwealth.
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54. Children’s Hospital Boston
Examples of Opportunities
 Premiere Sponsorship position in www.generationcures.org website in
a combined cash/promotional sponsored program to create
awareness of the website through sponsors marketing channels and
efforts.
 “gencures” is a multi-year commitment in which the promotional cash
value will be determined by the sites visitor performance and market
penetration.
 Sponsorship of the annual “Champions for Children’s” event.
 Sponsorship of “Walk for Children’s.”
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59. The Head of the Charles Regatta
America’s Fall Rowing Festival
 The World’s Largest two-day rowing event attracts over 300,000
spectators during its weekend in October.
 250 Olympic and World Champion winners.
Over 8,500 athletes from around the world in 55 different
races.
 Ranked “Best Regatta in the World” in a nationwide survey of 1,000
rowers, 400 clubs and 200 coaches.
 The event spectators are primarily from the Boston area, but also
include alumni and fans from schools in the Big East, Pac 10, ECAC,
and NCAA.
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60. The Head of the Charles Regatta
Examples of Opportunities
 Primary Sponsorship: Entire race course footprint is available for
maximum brand visibility, sampling, hospitality and hosting.
 Three Jumbo Video Screens: Over the three course bridges may be
used for race highlights, company branding and interactive cell phone/
text message contesting with spectators.
 An “Official Sponsor” branded Scull can kick off the weekend and be
used periodically throughout.
 Sponsorship includes extensive local media, promotion and PR as well
as with all the rowing trades and associations.
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65. Our Background
Ed Goldman: Principal
Over 30 years in the Advertising and Media
Business, Ed began his career at Benton &
Bowles Inc. in New York. He later served as
President of Westinghouse Broadcasting’s
Sales and Marketing Company, Group W
Television Sales, as well as, Vice President of
the CBS AM Radio Station Group. Most
recently, Ed oversaw the operation of CBS
Boston Television & Radio as General
Manager of WBZ-TV4, WSBK-TV38, WBZ
NewsRadio 1030 and WLWC-TV28
(Providence). During that time, he worked
closely with many community non-profit
organizations, has retained strong personal
relationships and has a solid understanding
of their community value. He also has an
experienced global view of the evolving
media and marketing landscapes.
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66. Our Background
John Hurlbut: Principal
As an energetic executive with extensive
advertising and marketing experience across
a breadth of categories in both packaged
goods and service based businesses, John
also has a particular strength in leading new
business development. Most recently, John
headed up new business at DHI in Vero
Beach, Florida. Beginning his career in New
York at SSC&B, John moved to Boston and
worked in several of the major advertising
agencies such as HBM and Ingalls before
taking a position with Hasbro
Interactive/Atari as CMO and General
Manager. John has always been involved in
community activities helping to transition the
Salem Boys Club to the Salem Boys and
Girls Club in the 1980’s to working with the
Environmental Learning Center in Vero
Beach.
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