Endorsements

EQ – How are endorsements different from sponsors?

1. Activator: Peyton Manning
2. Preview - Advanced Organizer: 11-2 Sponsorship and Endorsements
3. Based on the reading, what do we know about the "Nothing But Net Ads"
4. Intro to Endorsements
5. Collaborative Pairs - Discovery Reading
6. Discovery Questionnaire
1. Defining endorsements
2. Pros & Cons of endorsements
7. Discussion Question - How do endorsements impact you and your buying behaviors?
8. Discussion Question - Do current cultural trends impact the way products and services are endorsed?  Explain your thoughts.
9. An expert's opinion - Click Here
1. What is the author's perspective on Celebrity Endorsements?
2. Site at least 2 examples that support this perspective.
10. Debriefing
1. What are your thoughts regarding celebrity endorsements?
1. Positive?
2. Negative?
2. What are some concerns you may have regarding endorsements?
11. TOD - Caveat emptor means "Let the buyer beware."  Use your understanding of endorsements to explain the importance of this Latin phrase.

ATTENTION STUDENTS

Due to the school closing, your brochures will be due the day we return. Be safe and I'll see you soon.

Enhancing a Sponsorship Proposal Letter

EQ - How do I compose an effective sponsorship proposal letter?

1. Activator - Tell me about yesterday.
2. Letter Improvement
1. Copy and Paste the contents of your letter into Google Drive (Directions Displayed)
2. Compare your letter with the requirements
3. Use the highlighter feature in Google Drive to identify the requirements you satisfied.
   ***  If you are missing any requirements, feel free to update your letter. ***
1. Red -The purpose of your letter
2. Green - A description of your event (at least 3 items)
3. Blue - The date of your event (ask early)
4. Pink - The person who is in charge of sponsorship
5. Purple- The value your event will provide to the sponsoring party (at least 3 items)
6. Yellow - Your specific AND realistic request
7. Orange - Gracious words used that may develop a positive rapport with sponsor
3. Collaborative Pairs
1. Read your partner's letter as if they were asking you to sponsor an event
2. Will you grant the sponsorship request? Why or why not?
3. How can the author better construct the sponsorship request letter?  (Be specific)
4. Make adjustments as necessary
5. Reflection
1. What do you think?  (This is intentionally a broad question and lacks specific details)
6. Brochure Work Time

Teen Football Camp

Your team’s owner has been impressed with your high quality work over the past few weeks and is asking you to tackle another task to strengthen the relationship between the team and the local community.

The team wants to capture an audience compiled of boys ages 12-18.  The overall goal is to increase the boys’ interest in the team.  To achieve this goal, your team wants to host a camp for this demographic.  Your assignment is to organize the football camp and attract the target market AND establish positive relationships with local businesses.

To begin this project, we will review our Fantasy Football Standings.  Please use the following links to find your football team's results.  Your goal is to identify your team's most valuable player; the MVP.

League 1

League 2

League 3

That player will be the featured athlete at your sports camp.

The following tasks are required.

1. Select the MVP of your team to host the camp
2. Create a tri-fold brochure (both sides) using Publisher or Word
        - Includes camp events – Click Here for a sample
        - Lists 4 local sponsors (from your city) who donated goods to campers (Under Armor has donated a sports bag to hold these items)
        – Shows images of the MVP
        – Shows creativity and quality use of technology

PLEASE NOTE - Those who have chosen an alternative event

1. Choose a person/band to represent your event
2. Create a brochure using Publisher or Word (feel free to search online for examples)
3. Include your event's itinerary in place of the camp schedule
4. Include your 4 sponsorship donations somewhere on the brochure.
5. Continue your creative efforts to fulfill the requirements of the project.

Next class we will review your Sponsorship Proposal Letter

NFL Camp

Your team’s owner has been impressed with your high quality work over the past few weeks and is asking you to tackle another task to strengthen the relationship between the team and the local community.

The team wants to capture an audience compiled of boys ages 12-18.  The overall goal is to increase the boys’ interest in the team.  To achieve this goal, your team wants to host a camp for this demographic.  Your assignment is to organize the football camp and attract the target market AND establish positive relationships with local businesses.

To begin this project, we will hold a Fantasy Football Draft.  Please listen very carefully for directions.


Following the draft, the following tasks are required.

1. Select the MVP of your team to host the camp
2. Create a three fold brochure (both sides)
        - Includes camp events – Click Here for a sample
        - Lists local sponsors (from your city) who donated goods to campers (Under Armor has donated a sports bag to hold these items)
        – Shows images of the MVP
        – Shows creativity and quality use of technology
3. Update your sponsorship proposal letter to send to one of the local businesses

Sponsorship Proposal

DIRECTIONS:  Please read the following article AND take notes.  Once you have finished these 2 steps, please select one of your football camp's corporate sponsors and compose a sponsorship request letter.  Your letter must include each element suggested in your reading.

**A key to success is "Begin with the end in mind."  Remember we are trying to establish positive, long-term relationships with local businesses.  They are giving us a lot...what can we do for them that will form the foundation for such business partnerships?**

Corporate sponsors and event funding: Ask early, not often

Posted on August 31, 2009 by Joe Brockmeier

If you’re hoping to get sponsorship funds for your event, it’s better to ask early than to ask often. And even better to ask professionally…
For larger companies (i.e., the ones that actually do have a fair amount of cash for sponsorships) it is vitally important to ask early about sponsorships. Especially for events that are not yet established. Annual events like LinuxTag fall more easily into budget planning because you can establish a baseline for funding those events and plan year to year whether it’s worth attending and how much it actually costs. In addition to sponsorship, companies have to factor in travel, shipping, materials, etc. — the costs of participating in a conference are not limited to the funds that are put in for sponsorship.
Note that this applies to larger companies that have strict planning and budget cycles. If you’re looking for $500 from a medium or small-sized company, then they usually have flexibility and can spare that kind of cash. If you’re in the thousands and/or approaching a larger company, then these things apply. Even $500 can put you over budget at a large company when you’re approaching the end of a quarter and didn’t budget for something.
When approaching a company for sponsorships, you want to do several things to increase your chance of success:

• Ask very early — As soon as you have an idea what funds you’re going to need, work a plan for sponsorship levels and start approaching the “big guys” that will have cornerstone and major sponsorships very early so they can work this into their annual planning (if they feel it’s important) and have the funds to cover your event.
• Ask the right person — this is tricky, but it helps very much to approach the person who is going to decide, rather than randomly approaching anyone from company X. If you’re very lucky, if you don’t find the right person they’ll pass you on to the right person. Odds are, if you email the wrong person inside an organization the mail will simply go from inbox to trash.
• Be specific — if you approach a company with vague requests, it’s less likely that you’re going to get what you want or need. Be specific about sponsorship levels, what they cost, and what the sponsor is going to receive for the money.
• Have value — what does the event offer the sponsor, aside from a very vague sense of goodwill? What’s the return on sponsoring an event? You need to be able to answer that question — and you need to answer it very well if you’re asking for thousands of dollars.
• Be realistic — small events should carry small price tags, don’t expect a company to pony up thousands of dollars for a one-day event that will attract less than 300 people at the outside. (I’m talking about community events — events with a highly desirable audience might be worth more money, so if your guest list includes President Obama and 50 U.S. governors, well, you could probably set a much higher fee…)
• Be flexible — when times are tight, so are budgets. Don’t expect the rate card to remain unchanged from 2008 to 2009 and so on. If an event has a $500 sponsorship, then it’s probably not worth haggling over. When you’re talking tens of thousands of dollars (or Euros), then it may be necessary to budge a bit when times are tight.

Finally, realize that as important as your cause or event is, it’s one of many. No matter how deep the well, it will run dry eventually, and you might be the one holding the empty bucket. It may not be an indication that your event isn’t considered important, it may just be lack of budget or poor timing. You can at least remedy the poor timing by asking early.

Obtaining Sponsorship

 EQ - How do organizations/individuals obtain sponsorship?

1. Activator - Discussion Question - How might you convince a business to sponsor you?
   
2.  Los Angeles Schools
1. Active Reading Review
2. Actively Read the article
3. Jot notes, key ideas, and unknown vocabulary
3. Discussion Questions
1. What event(s) created the need for these schools to seek sponsorship?
2. What are your thoughts regarding this school issue?
3. How did the school obtain sponsorship funding?
4. Project Component - Assessing your potential sponsors
1. Create a list of negotiable terms your sponsors may want in exchange for their money or product donations.
2. Identify what your NFL team may be able to provide on a consistent basis.
3. Identify potential roadblocks that may form throughout the negotiation process.
5. Reflection
1. What is the easiest component of the sponsorship process so far?
2. What is the most challenging component of the process?
   

Evaluating Sponsorship Opportunities

EQ - How can I evaluate potential sponsorship opportunities?

1. Activator - Unicycle Sponsorship Request
2. Continue Sponsorship Assignment
3. Project Work Time (20 minutes)
4. 30 Second Presentations
5. Reflection
1. What went well?
2. What could be improved
6. Introduction to our next major project
7. Step 1 - Find 4 additional local non-major corporate sponsorship candidates
8. TOD - What is your starting point for next class?

Sponsorship Project

EQ - How can I evaluate potential sponsorship partners?

1. Activator - Hot Seat Questionnaire
2. Quiz
3. Quiz Review
4. Intro to Sponsorship Assignment (PPT from previous class)
5. Project Work Time
6. 30 Second Presentations
7. Reflection
1. What went well?
2. What could be improved

Sponsorships

We will begin today's class by getting everyone on the same page.  Some of you need to finish your Unit 2 Exam.  Others need time to finish yesterday's assignment.  The rest of you will have an opportunity to look at an up-and-coming website and explore the contents that are of interest to you.  

EQ - How are sponsorships acquired?

1. Activator: Little League Story
2. Sponsorship PPT - CLICK HERE
3. Introduction to Sponsorship Letters
4. Sponsorship Letter composition
1. Research local businesses surrounding your stadium location
2. Determine the offering
3. Composition
5. TOD - How do you think sponsorships impact a company's marketing efforts?

Making Connections

Hey class, hope you all really enjoyed your extended homecoming weekend!  Today, I will be in your shoes and attending a conference where I will be learning a ton of new things.  Today's lesson is designed to help us move forward from Unit 2.  You are going to see some familiar terminology and also gain an understanding of the sports connection to marketing. 

EQ - How does the value of sports marketing impact the economy?

1. Activator - Opening Act (p. 12)
1. With a partner, read and formulate an argument for both sides of the debate
2. Individual Active Reading  - BUICK method (with handout)
• B.U.I. - Look for and define the words within the reading that are in Bold, Underlined, or Italicized
• Comprehension Preview - Preview the "Intermission Questions" throughout the section
• Key Idea Summarizing - Read the section and complete the comprehension questions and compose a brief (yet complete) summary of the Key Ideas of the section
3. Complete the Encore questions on page 16
• We will review your answers tomorrow
4.  Repeat Step 2 for pages 17 - 22
• Notice how much faster it will be this time
5. Complete the Encore questions on page 23
6. Collaborative Pairs - Work with a partner to complete pages 24 - 27 of the textbook
• Complete Questions 1-14, 16 - 17, Choose 1 from 18-20
• Create at least 3 challenging questions to lead tomorrow's discussion

Unit Exam Preparation

EQ - How does an understanding of buyer behavior impact marketing efforts?

1. Activator - Reflect on your project and your presentation
1. What went well?
2. What would you do next time to improve?
2. Discussion Question - What evidence of the 4 P's exists in this project?
3. Distribution of Unit Exam Study Guide
4. Create a personalized study guide

**Unit Exam next class**

Finishing Touches

EQ - How do I effectively present a project proposal?

1. Activator - 
2. Discussion Question - What do you want to see in a presentation?
3. Project Work Time - Finalize your project 
4. Practice your presentation
1. Pick a partner
2. Actively listen to your partner's presentation
3. Make suggestions/recommendation to improve the presentation
5. Final Adjustments
6. Presentations begin next class period