Intro to Marketing Plans

EQ - How do I develop an effective marketing plan?

1. List - TPS
1. Highlight elements in the packet that you have learned through our Crowdfunding project.
2. Partner with your crowdfunding team and compare your findings
1. Help your team members understand your point of view
2. Prepare to share your collective finding with the class
3. Class Collaboration
4. Discussion - What do you already know about a Marketing Plan?
2. Inqure - TPS
1. Seek out elements in the packet that your team feels are the most important to developing a Marketing Plan to lead your team to victory.
2. Class Collaboration
3. Discussion - What do you think you need to know most about a marketing plan as you move forward to create a marketing plan?
3. Note - TPS
1. Work together to formulate answers to your inquiries.
2. Compose a list of "Deeper Questions" to share with the class
4. Know - Class Collaboration
1. What are the essential components of a marketing plan?
2. How do I develop an effective marketing plan?

Crowdfunding Collaboration

EQ - How can we use marketing to successfully develop a crowdfunding campaign?

1. Activator - Collaborative Chalk Talk
1. With one partner - Write down elements of your crowdfunding learning on a whiteboard
2. Group with another partnership and grow your list
3. Find your location on the classroom whiteboards and begin to organize your learning
2. Review your list and identify areas of curiosity - Post these curiosities to TodaysMeet
3. The Boardroom
1. Discuss your group's findings with the class.
2. Share your curiosities and see if another group can assist you.
4. The Boardroom Pt. 2
1. As small groups 
1. Discuss what you believe are the underlying marketing themes within crowdfunding.
2. Use these themes to develop a plan to create a successful campaign (large paper)
2. As a class
1. Share your ideas
2. Develop a class plan to develop a successful campaign
5. Debriefing
6. TOD - Review our class plan and outline the concepts of marketing that appear in the plan.  Write these items on a sheet of orange paper and turn it in on your way out the door.
7. Homework - Browse various Crowdfunding websites and create a list of 3 campaigns that sounded amazing but failed to achieve their goals.  We will be using these in class on Monday.

Click Here

Crowdfunding

EQ - How does crowdfunding modernize the concepts of sponsorship requests to be effective?

1. Activator: LINK - Crowdfunding
1. Article - What is Crowdfunding
1. Reading Strategies List
1. Set a Purpose
2. Previewing
3. Predicting
4. Making Connections to previous learning
2. Metacognitive Conversation
1. Talk to the Text*
2. Metacognitive Reading Log*
2. What is Kickstarter?


3.  Collaborative Pairs - Website Exploration
1. What do all projects posted to Kickstarter have in common?
2. Choose your favorite campaign.
3. Describe what appeals to you about this campaign.

Endorsements Part 2

EQ - How does a marketing team evaluate a potential endorsement candidate?

1. Activator - 
2. Knowledge Check - Sponsorships vs. Endorsements (TPS)
3. Got Milk Assignment
4. TOD - Muddy Points

Got Milk Assignment

 Part 1

• Identify the Target Market for the Got Milk campaign
• Analyze the target market and choose a candidate to endorse milk
• Identify at least 4 reasons why you chose this candidate
• What do we know about this ad? (Legally)
• What are 2 disadvantages of using this person for this ad? (FACTS)

Part 2

• Find an image of a Got Milk ad (appropriate for school)
• Study the ad to determine its core components (what makes it work)
• Create a Got Milk ad using your chosen candidate (must use technology to create the ad)

Intro to Endorsements

EQ – How are endorsements different from sponsorships?

1. Activator: Peyton Manning
2. Preview - Advanced Organizer: 11-2 Sponsorship and Endorsements
1. Foldable
2. Textbook (p. 290-292)
3. Discussion Question - Based on the reading, what do we know about the Mastercard Ad?
4. Intro to Endorsements
5. Collaborative Pairs - Discovery Reading
1. Discovery Questionnaire
1. Defining endorsements
1. Pros & Cons of endorsements
6. Discussion Question - How do endorsements impact you and your buying behaviors?
7. Discussion Question - Do current cultural trends impact the way products and services are endorsed?  Explain your thoughts.
8. Debriefing
1. What are your thoughts regarding celebrity endorsements?
1. Positive?
2. Negative?
2. What are some concerns you may have regarding endorsements?
9. Discussion Question - Caveat emptor means "Let the buyer beware."  Use your understanding of endorsements to explain the importance of this Latin phrase.
10. TOD - Answer the EQ

Sponsorship Request

EQ - How is sponsorship obtained?

1. Activator - Hot Seat Questionnaire: Sponsorship
2. Peer to Peer - Create a list of elements that make a sponsorship request effective
3. Class Discussion - What questions would you think of if you received a sponsorship request?
4. Peer Editing
5. Finalizing our sponsorship request.

Obtaining Sponsorship

EQ - How can an individual/organization create a sponsorship letter?

DIRECTIONS:  Please read the following article AND take notes. 

**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.

Intro to Sponsorship

EQ - How is sponsorship 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 a company's marketing efforts are impacted by sponsorship?