Event Sponsorship Lauren Barnard, Jennifer Cruse, Jerome Flagan, and Erica Schaefer Strategic Public Relations

 Although Rosetta Stone has proven itself as the most natural way to learn a new language, its sales are still behind Berlitz, its leading competitor.  We are looking for new ways to create visibility and increase market share for Rosetta Stone language learning software through event sponsorship.

 Sponsor the 2010 Festival de Cannes  One of the world’s oldest and most prestigious film festivals  Opportunity to promote to a targeted market  Theme ▪ “I [Cannes] ignore the subtitles.” Rosetta Stone – the new way to watch foreign films.

 Convince film festival attendees that learning a new language would improve their lifestyle  Make 30,000 impressions over the course of the festival  27,060 of which should be advanced impressions  10% of festival attendees purchase or order a package during the festival  Goal of 100 media outlets to mention Rosetta Stone in an article about the festival

 The current customer includes:  Men and women over the age of 30  High level of education  Income level over $60,000  Engage in international travel on a regular basis  U.S. residents

 Potential target customers:  Males over 30  High level of education  Income over $60,000  Travel internationally on a regular basis  European citizens ▪ Mostly French residents ▪ U.S. residents as a secondary focus

 Sponsorship of the 2010 Festival de Cannes  Logo on all festival materials  Quarter-page advertisement in the festival program booklet

 Media Kits  Over 4,300 journalists are expected at Festival de Cannes  Media kits will be sent to 500 of those, target by their specialty (travel, film, entertainment)  The media kit will include a demo video, pictures, an info sheet, and pitch letter all on a Rosetta Stone logo USB drive

 Promotion (before the festival)  5 purchased tickets will be randomly selected to receive a free Level 1 learning language software package for the language of their choice.

 Promotion (at the festival)  Pre-screening demos ▪ Before 12 selected films, there will be a demonstration of Rosetta Stone related to the language of the film  Demo tables ▪ 2 tables will be set up daily throughout the festival, which will include: ▪ Computers for demos of the product ▪ Product to be sold and order forms for other products ▪ Surveys ▪ Freebies

 Give-Away Products  Palme d’Or Winner  Daily Give-Away ▪ Each day a completed survey will be drawn to win a Level 1 language learning software of their choice.  Freebies ▪ At the demo tables we will have Rosetta Stone tote bags, notebooks, and pens to give away to anyone who stops by.

 December 18  Filing for sponsorship  Order products for media kits and give-away items  Feburary 10  Construct and finalize media kits  Feburary 15  Send media kits

 March 15  Follow up with journalists who were sent media kits  March 17  Filing deadline for films to the festival  April 1  Determine which demo clips to run with each film  April 14  Send demo clips to film organizers

 April 26  Final follow ups with journalists and festival organizers  May 12  Festival begins  May 28  Compile data from surveys  June 4  Send project evaluation report to Rosetta Stone

 Objective - Convince film festival attendees that learning a new language would improve their lifestyle  Evaluation – One of the survey questions will address this objective  Objective - Make 30,000 impressions over the course of the festival, over 27,000 advanced  Evaluation – Questions on the survey will address product awareness

 Objective - 10% of festival attendees purchase a package during the festival  Evaluation – Assess through number of order forms and purchases at the festival  Objective media outlets positively mention Rosetta Stone in an article  Evaluation – Follow publications present at festival and keep track of articles including Rosetta Stone

Rosetta Stone – the new way to watch foreign films.