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MLS + Neutrogena Sponsorship

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MLS + Neutrogena Sponsorship

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Group project for a Sales and Sponsorship class at Loras College. The Assignment was to pick a Johnson & Johnson company to sponsor the new MLS team that will begin play in Miami in 2018.

Group project for a Sales and Sponsorship class at Loras College. The Assignment was to pick a Johnson & Johnson company to sponsor the new MLS team that will begin play in Miami in 2018.

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MLS + Neutrogena Sponsorship

  1. 1. + SPONSORSHIP PROPOSAL MARYKATE HALM • MAKAILA HAASE • ALEXIS SETH • MEGAN TEWS
  2. 2. OVERVIEW • Background • FITS Test • Activation Plan • Sponsorship Assets • Sponsorship Packages
  3. 3. BACKGROUND
  4. 4. MIAMI - DADE COUNTY • Population 2,662,874 • Hispanic or Latino 66.2%
  5. 5. MAJOR LEAGUE SOCCER • Men’s professional soccer league • Headquarters • 2014 revenue • Conference
  6. 6. MIAMI FC • Starting play in 2020 • East Division • Stadium in Little Havana
  7. 7. JOHNSON & JOHNSON • Headquarters • 2014 revenue • Three different categories • Consumer Products • Medical Devices • Prescription Products • Bought Neutrogena in 1994
  8. 8. NEUTROGENA • Headquarters • International • 2014 Revenue • Originally Natone • Where to buy
  9. 9. FITS TEST
  10. 10. FOCUS AREA • National and international presence • Widespread footprint • Opportunity for a more narrow focus
  11. 11. INTANGIBLES • Strengths • Already established relationship with MLS • High expectation of attendance/consumers • Similar mission statements • Threats • Marlins and semi-pro team • Opportunities • Media Exposure
  12. 12. TARGET MARKET • MLS • 35-54 year olds, millennials increasing • 65% White, 34% Hispanic • Neutrogena • 20-50 year olds • Varying races
  13. 13. SEASONALITY • Overlap in season • Bulk in summer months
  14. 14. ACTIVATION PLAN
  15. 15. OBJECTIVES • Increase brand awareness of non-facial sunscreen products by 10% • Increase sales by 10% in the Hispanic market
  16. 16. IDEAS - ASSETS • Assets available • Concourse space • Video display board
  17. 17. IDEAS - INSIGHTS • Insights • Doing better in the facial sunscreen market
  18. 18. IDEA DEVELOPMENT • Sunscreen Zone • Promo videos • Burn of the Game • Burn Cam
  19. 19. TEST IDEAS • Test with target market • Miami FC will help find participants • Utilize stadium for focus group
  20. 20. IMPLEMENT ACTIVATION PLAN • Bring ideas to fruition
  21. 21. EVALUATE ACTIVATION PLAN • Compare to sales results from previous years • Surveys to determine brand awareness
  22. 22. AMBUSH MARKETING
  23. 23. SPONSORSHIP ASSETS
  24. 24. HOME KIT AWAY KIT
  25. 25. TOWEL GIVEAWAY SUNSCREEN / MAKE-UP REMOVER GIVEAWAY
  26. 26. MIAMI FC SUNSCREEN ZONE / EVENT ACTIVATION SETUP
  27. 27. BUBBLE SOCCER
  28. 28. “BURN OF THE GAME” HALFTIME VIDEO ON SCOREBOARD
  29. 29. PACKAGES
  30. 30. BLUE LEVEL • Field level sign • Scoreboard lighted panel • Video display board • Season Tickets • Radio • 1 pre game • 3 in game • 1 post game • TV spot • Program advertisement • Kit sponsorship • Pass through rights • Promotions • Bubble soccer • Prize wheel • Neutrogena Sunscreen Zone • Social media exposure • Category exclusivity • Intellectual property TOTAL: $6,042,720
  31. 31. BLACK LEVEL • Intellectual property • Social media • Neautrogena Sunscreen Zone • Promotions • Bubble soccer • Prize wheel • Pass through rights • TV spot • Radio • 1 pre game • 1 in game • 1 post game • Season Tickets • Video display board • Field level sign TOTAL: $2,831,435
  32. 32. WHITE LEVEL • Sunscreen zone • Video display • Scoreboard panel • Season Tickets • Intellectual property • Pass through rights • Social media • Promotions • Bubble soccer • Radio • 1 pre game • 1 post game • TV spot TOTAL: $1,460,535
  33. 33. CONCLUSION

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