Developing Interscholastic Marketing Strategies and Revenue Streams Kevin M. Bryant, CMAA Vice-President for Advancement And External Relations Warner Pacific College Portland OR

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 you’s Revenue streams Capital Project Fundraising Handling funds Questions/Comments

Impact of the economy on your sports marketing program We are having financial issues in our country currently…duh! 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?

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

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?

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

What do you take with you to share with potential sponsors? Marketing booklet – See attached – Simple – Clear – Prices attached and reasonable – School contact – me for a template you can make your own

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

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

What does a successful sports marketing call look like? Call the decision maker, find out who it is Two ears and one mouth…use 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

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

Many hands make light work…sharing 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.

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

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)

Capital Project Fundraising Defined projects a key Finding donors that match your enthusiasm I’s dotted and t’s 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 can’t do this all alone Update progress somehow Celebrate successes along the way

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

Questions?? For more information Kevin M. Bryant Warner Pacific College