1. Phoenix Roadrunners Sponsorship Proposal
Created for:
Procter and Gamble / Gillette
Presented by:
mike considine
Jared reddy
Griffin weihe

2. Overview Executive Summary About Procter and Gamble Gillette Overview
About the Roadrunners
SWOT
Target Market of the Sponsorship
Activation Plan—360 ° Marketing Plan
Assets
Ambush Marketing
Cost of Sponsorship

3. Executive Summary Gillette is the right choice for a sponsorship
Male-oriented brand
Innovative
Soccer players known for style
Young fan base

4. About Procter and Gamble
World’s largest profitable consumer products company
Established in 1837 by William Procter and James Gamble in West Cincinatti
GDP in market capitalization is greater than some countries’
Products in more than 180 countries
Tide, Charmin, Dawn, Iams, Crest, Gillette
Top 40 company for leaders, a Top 50 company for diversity, and a top 50 company for female executives
Considered to be an elite company in the world
Hire less than 1% of nearly half a million applicants worldwide

5. Gillette Overview
Mission: “Our mission is to achieve or enhance clear leadership, worldwide, in the existing or new core consumer product categories in which we choose to compete”
Started by King Camp Gillette in 1901—safety razor manufacturer
Headquartered in Boston
Personal care products—razors, shaving cream, body wash, face wash, women’s products
Bought out by P&G in 2005 for $57 billion
Since merging, focusing more on innovation and global reach

6. Gillette goals and objectives
Objectives created for the sponsorship with the Phoenix Roadrunners
Increase sales in the Phoenix area by 10%
Increase repeat customers by 15% (Brand Loyalty)
Increase market share in the Hispanic community by 7%
Increase Gillette Fusion sales by 12%

7. About the phoenix Roadrunners
Brand new expansion team for 2014 season
Upgraded facility at Reach 11 Sports Complex
Seats 15,000; 20 suits
40 game schedule (20 home, 20 away)
Average attendance expected—8,000; sellout for opener
Ticket prices
$50 club level; $30 box, $20 reserved; $15 GA
Season tickets: $300,$210,$120,$60

8. City of Phoenix Fifth largest Metropolitan city
City population—1,439,916
Male—50.85%; Female 49.15%
Median age—30.7
Median Household Income--$41,207
Persons of Hispanic/Latino Descent: 40.8%
Sixth largest growing area
No MLS team, with professional teams in NFL., NBA, MLB, WNBA, NHL, Arena Football

10. Objectives For Roadrunners
Main goal: create a passionate fan base that supports the Roadrunners, game in and game out
Target soccer fans
Strong push in season tickets and multi-game ticket packages
Merchandise sales
Spread Roadrunner image
Involved in community

11. SWOT Analysis

12. Target Market Men 16-38 MLS fan base largely male dominated
Want to establish lifetime customers
Strong push to reach Hispanic community
Phoenix has large Hispanic population
We realize we can’t ignore the female fan base as well
Ladies Night

13. Target Market

14. Bilingual Advertising
Ads in both English and Spanish
Hispanics are the largest minority group in the United States
Even more prevalent in the Southwest and especially Phoenix
We want to make sure everyone can hear our message

15. Bilingual Advertising

16. Activation Plan Objectives Increase sales in the Phoenix Area by 10%
Increase Repeat customers by 15%
Increase market share in Hispanic communities by 7%
Increase Fusion sales by 12%
Ideas, promotions are important to reach objectives

17. Activation Plan Test Track sales by checking inventory at stores
Track sales in heavily Hispanic neighborhoods
Surveys at games
Implementation, put the sponsorship in action
Measuring, after the season Gillette will be able to see if they met their objectives with the aid of the sponsorship

18. Shirt Sponsorship We would like Gillette to be our shirt sponsor
Expensive but incredible brand exposure
New market for Gillette

19. Official Status
Road Runners would like to grant Gillette official status
Gillette would be “The Official Sponsor of the Phoenix Roadrunners”
The official status will make the partnership more well-known and bring up the awareness of the sponsorship for fans

20. Intellectual Property and Pass Through Rights
We grant pass through rights in regards to intellectual property
Gillette doesn’t have their own store so pass through rights are very important
Gillette can use Roadrunners logo
Mutually beneficial, activates the sponsorship that much more

21. Value in Kind and Business to Business
Gillette provides personal care products for Roadrunner players in the locker rooms
Expands product usage
Category Exclusivity
Tickets for Gillette

22. Signature Property
Gillette partners with Brazilian National Soccer team
We want to play a preseason friendly against them
Home field is big enough for international play
Unique opportunity, build excitement for season
Gillette would be the presenting sponsor of the game
Significant reduction in cost of sponsorship

23. Category Exclusivity
No other personal care competitors will be sponsors of the Roadrunners
Players will use Gillette products
Very valuable for Gillette
No competition
Complete control of fan exposure

24. Event Marketing Three games where Gillette can distribute products
Gillette logo on Bobble Heads for Bobble Head night
Highly Advertised
Booth at facility on each of these nights
Advertise Gillette and its products

25. Signage Offer Gillette Signage in our stadium
Good brand exposure for Gillette
Two Signs
Field Level
Lighted Scoreboard panel
Field level: $10,000 per season
Lighted Scoreboard Panel: $25,000 per season

26. Tickets We will offer Gillette tickets for every game
They can use them themselves or with other clients or businesses
One luxury suite for 15 with full amenities
Worth $8,400
Five box level seats
Worth $1,050

27. Media by the Numbers
-41: 30 second pregame ads: $1, : In-game ads (2 per game): $3, : Post-game ads: $ : Program ads: $10,500 Total cost: $15,835

28. Ladies Night Can’t forget about the females Venus Razor promotion
25% of ticket sales to Komen Foundation

29. Kate Upton Shaving Booth
Kate Upton at booth
8th home game
Meet her and puts shaving cream on face
Fusion ProGlide

30. Battle of the Beards Every Game 5 fans chosen from crowd
2 minutes during halftime
Winner receives Roadrunner merchandise

31. Community Outreach Extension of P&G Live, Learn, Thrive
Improves life of disadvantage children
Roadrunners will work on projects such as building playgrounds
Classrooms selected to join team on field
Provided by: Gillette and P&G
Positive feelings

32. Cost of Sponsorship