event evaluation maximizing stakeholder value · evaluate the impact of your events add value to...

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WE ARE REPUCOM

EVENT EVALUATION

MAXIMIZING STAKEHOLDER VALUE

OTTAWA I 04.08.2013

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MAXIMIZING STAKEHOLDER VALUE WHAT TO EXPECT

CSTA PARTNERSHIP

WHO IS REPUCOM

WHY AM I HERE

WHY SHOULD I CARE

HOW WILL THIS HELP ME

WHAT CAN I DO

CASE STUDIES

Q&A

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REPUCOM & CSTA STRATEGIC ALLIANCE

STEAM INPUT

» Repucom media data integrated

into STEAM

COMPLETE MEASUREMENT SERVICES

» Tourism impact and value

» Media and market research

» Market Intelligence and best practices

ALLIANCE TO OFFER CSTA MEMBERS GLOBAL BEST PRACTISE

IN EVENT AND TOURISM EVALUATION AND RESEARCH

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WE UNDERSTAND THE

BUSINESS OF SPORT, MAJOR

EVENTS AND TOURISM AND

HOW PEOPLE ENGAGE WITH

THEM TO HELP OUR CLIENTS:

WE ARE REPUCOM

» Dedicated GTE division

» Understand the DNA of the attendee

» Know their customers better

» Maximize commercial objectives

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WHEREVER YOU ARE

WHEREVER MAJOR EVENTS ARE

WHERE TOURISTS TRAVEL

LEADING THE WAY

AMSTERDAM

BANGALORE

BARCELONA

BRUSSELS

BUENOS AIRES

CHARLOTTE, NC

COLOGNE

COLUMBIA

DUBAI

JOHANNESBURG

KANSAS CITY, MO

KARLSRUHE

LONDON

MELBOURNE

MILAN

NEW YORK

PARIS

SAO PAULO

SINGAPORE

SYDNEY

TOKYO

VANCOUVER

AMERICAS MIDDLE EAST

AFRICA

ASIA PACIFIC

EUROPE

AMERICAS MIDDLE EAST

AFRICA

ASIA PACIFIC

EUROPE

OFFICES WORLDWIDE

20+

TOTAL EMPLOYEES

1400

YEARS EXPERIENCE

25+

CLIENTS OVER

1000

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WE DELIVER THE INSIGHTS

THAT LET YOU MAKE TRULY

INFORMED DECISIONS

THIS IS WHAT WE DO

» COMPREHENSIVE

» ADVANCED

» INDEPENDENT

» VALUABLE

» FOCUSED

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BEING SEEN WITH ALL THE RIGHT PEOPLE

THIS IS WHO WE DO IT FOR

Maximizing value for rights holders, brands, broadcasters and agencies

»

»

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TOURISM EXPERIENCE

THIS IS WHO WE DO IT FOR

We have extensive global experience working together with major Government and Tourism bodies

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WHY AM I HERE

WHY INVEST IN RESEARCH AROUND SPORTING EVENTS?

WHAT GETS MEASURED GETS FUNDED!

GOVERNMENT / TOURISM BODY

» Justify spend (government and

public level)

» Unlock budget for potential /

future events

RIGHTS HOLDER

» To open and grow new revenue

streams

» Understand value of your events

to potential host destinations

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TOURISM IMPACT

THE MOST HOLISTIC MEASURE OF TOURISM IMPACT – BEYOND E.I.

Media &

Marketing

Impact

Community

Impact

Economic

Impact

Independent research is vital with regards to decisions around government funding and investment.

Tourism

Impact

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» EI is moving from a ‘nice to have’ measure to a ‘need to have’ measure

» Measure of new money spent in the local economy as a result of

hosting festival or event

» Combines visitor spending along with capital and operational

expenditures

» Visitors includes participants, spectators, media, rights holders,

sponsors, etc.

» CSTA’s steam model gives an ei projection of current or future events

» CSTA’s STEAM PRO model provides a full on-site EI assessment

Economic Impact Assessment

ECONOMIC IMPACT

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» STEAM is research based, comprehensive and

consistent

» Expenditure profiles compiled from more than

15,000 respondents at nearly 100 events

» Nationally consistent EI multipliers developed by

conference board of Canada

» Applicable to small and large events

» Access to STEAM is complimentary for CSTA

members

Economic Impact Assessment STEAM

ECONOMIC IMPACT STEAM

For comprehensive tutorial, come to the STEAM 101 session Wednesday @ 11:00

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» Provides the ACTUAL economic impact associated

with event under consideration

» Includes on-site / web survey as appropriate,

sampling plan, surveyor training

» Develop visitor expenditure profiles specific to

event / community

» Consistent with STEAM results

» Ability to add market research / event satisfaction

questions

Economic Impact Assessment STEAM PRO

ECONOMIC IMPACT STEAM PRO

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» INTEGRATION: How and how often your brand was visible

» REACH: Who is being exposed to your brand

MEDIA & MARKETING IMPACT

THE MEASUREMENT OF YOUR BRAND INTEGRATION

AND REACH DELIVERED VIA YOUR EVENT

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THE LANDSCAPE HAS CHANGED

» Events allow integration in broadcast

» Increased levels of investment

» A means to drive audience, passion and engagement

» Important to demonstrate ROI

» Multiple platforms

TV ONLINE PRINT MOBILE

MEDIA & MARKETING IMPACT

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ADVANCED SOLUTIONS TO ACHIEVE OBJECTIVES

MEDIA EVALUATION [ABOUT]

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DATA COLLECTION BRAND EXPOSURE

MEDIA EVALUATION [HOW]

PROPRIETARY TECHNOLOGY SOLUTION TO QUANTIFY AND

VALUE BRAND EXPOSURE AND INTEGRATION IN BROADCAST.

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» Verbal & Editorial

» Signage & Branding

» Graphic Integration

» Postcard & Vignettes

TOURISM BODIES TELEVISION

MEDIA & MARKETING IMPACT [HOW]

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» Verbal & Editorial

» Signage & Branding

» Graphic Integration

» Postcard & Vignettes

TOURISM BODIES TELEVISION

MEDIA & MARKETING IMPACT [HOW]

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» Verbal & Editorial

» Signage & Branding

» Graphic Integration

» Postcard & Vignettes

TOURISM BODIES TELEVISION

MEDIA & MARKETING IMPACT [HOW]

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» Verbal & Editorial

» Signage & Branding

» Graphic Integration

» Postcard & Vignettes

TOURISM BODIES TELEVISION

MEDIA & MARKETING IMPACT [HOW]

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MEDIA AND MARKETING BENEFITS

MEDIA & MARKETING IMPACT

» Level of key market media coverage – reach and volume.

» Actual audited audiences reached and demos

» Level, type and value of integration

» Brand maximisation strategies

» Brand messaging effectiveness

» Commercial audit of agreed benefits

» Driving future visitation to the destination

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ANALYSIS BASED ON STAGE OF EVENT

MEDIA & MARKETING IMPACT BRAND AND KEY MESSAGE DELIVERY

DURING EVENT

» Verify delivery of agreed benefits

» Day-to-day maximization and

analysis

POST EVENT

» Broadcast distribution & actual

audience reached

» Brand exposure & media value

DELIVERY OF TOURISM MESSAGE

» Image of host city

» Effectiveness of PR & media

strategy

» Value of journalistic programmes

» Translation into future visitation

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CASE STUDY [MEDIA]

Tournament A Tournament B Tournament C

Live Broadcast Hours:Minutes 19:00 13:30 13:00

Hawaii Verbal Mentions 202 278 45

Hawaii Postcard Duration

Per Hour (Seconds) 77 44 50

Total HTA Duration (Seconds) 3,609 3,517 2,396

Total HTA QI Media Value $1,138,379 $781,625 $256,702

» Key value drivers for tourism during golf broadcasts are: Postcard Shots, Audio Mentions, and

Broadcast Graphics

» Despite common assets, each event saw varying levels of integration generating very different

levels of value

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COMMUNITY IMPACT

COMMUNITY IMPACT

WHAT IS THE IMPACT OF YOUR EVENT ON THE POPULATION IN

YOUR LOCAL MARKET COMMUNITY

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» Establishing a mandate for investment

» Event awareness and satisfaction levels

» Impact measures – likability, civic pride, enjoyment, liveability, galvanisation, etc.

» Positive and negative impact feedback

» Attendee engagement and participation

» Community perceptions

» Legacy and long term benefits

COMMUNITY IMPACT

COMMUNITY IMPACT BENEFITS

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CREATING A MANDATE FOR PUBLIC INVESTMENT IN EVENTS

A clear community driven response can provide a powerful mandate for investment

ASK THE QUESTION

COMMUNITY IMPACT

Use of taxpayer funds for major event investment

Investment in a broad range of event genres

ASK THE QUESTION

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CASE STUDY [COMMUNITY]

20% Red Bull Air Race

5% Davis Cup Tennis

10% International Music

8% International Athletics

18% CFL Grey Cup

6% International Soccer

4% International Ballet

4% Formula One Racing

WHAT EVENTS DO YOU WANT TO EXPERIENCE ?

ARE THEY A REASONABLE SPEND OF PUBLIC FUNDING?

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CASE STUDY [COMMUNITY]

SPECIFIC EVENT RATINGS AND SCORES

EVENT SATISFACTION RATING

ENHANCING VISITATION

Strongly Disagree (1) Disagree (2) Neutral (3) Agree (4) Strongly Agree (5)

3.6

Strongly Disagree (1) Disagree (2) Neutral (3) Agree (4) Strongly Agree (5)

3.6

Strongly Disagree (1) Disagree (2) Neutral (3) Agree (4) Strongly Agree (5)

3.6

Strongly Disagree (1) Disagree (2) Neutral (3) Agree (4) Strongly Agree (5)

3.2

56% agree

57% agree

60% agree

37% agree

RAISE COMMUNITY SPIRIT AND PRIDE

RAISE DESTINATION PROFILE

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EVALUATE THE IMPACT OF YOUR EVENTS

ADD VALUE TO SHAREHOLDERS INVESTMENTS

GENERAL EVENT RESEARCH [ABOUT]

» Various methodologies exist to gather insights and feedback from the

appropriate target audiences.

» What gets measured gets funded!

» Actionable market research delivers a solution for measuring and

quantifying return on investment (ROI).

FACE TO FACE

ONLINE

TELEPHONE

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ASSESS

» Sponsorship and event fit

» Predictive event asset valuation

» Negotiation support documentation

EVALUATE

» Event Economic, Media and Community Impacts

» Event portfolio benchmarking

» Sponsorship and event optimization

MEASURE

» Monitoring event impacts

» Measurement models and frameworks

» Event satisfaction diagnostics

GENERAL EVENT RESEARCH [ABOUT]

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CASE STUDY [EVENT RESEARCH]

HOW TO IMPROVE YOUR EVENT ASK THE QUESTION

» FACTORS DRIVING

SATISFACTION

» ATTENDANCE DRIVERS

» PRICING

» PERCEPTIONS AND

FUTURE VISITATION

» ATTENDEE PROFILING 70

65

80

Stand Out

Recommendation

Overall Opinion

Industry Benchmark

80

55

60

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SOCIAL NETWORKS OFFER

INSIGHT INTO REACTION &

OPINION NEVER PREVIOUSLY

AVAILABLE

SOCIAL MEDIA INTELLIGENCE [ABOUT]

Social Media Intelligence

serves to inform us as to how

fans are reacting to the content

they are being exposed to.

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WHERE DOES SOCIAL MEDIA

INTELLIGENCE BELONG?

SOCIAL MEDIA INTELLIGENCE [ABOUT]

The ultimate

focus group for

sports / event

marketers

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HOW DOES IT WORK IN DETAIL?

SOCIAL MEDIA INTELLIGENCE [ABOUT]

WHO IS TALKING …

WHAT THEY 'RE SAYING …

WHERE THEY 'RE TALKING …

WHEN THEY 'RE TALKING …

AND HOW MUCH

WHAT IS DRIVING THIS? THEUNDERSTANDING OF WHAT THE FAN IS BEING EXPOSED TO DRIVES THE INSIGHTS.

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RYDER CUP CONVERSATION

6%

12%

12%

15%

15%

17%

23%

Fans tuning in

Frustrations for Team USA

Press Releases

Players

Support for Team USA

Excitement around the Tournament

Support for Team Europe

1,403,865 Mentions

921,377,122

Twitter Impressions 0

2

4

6

8

10

12

14

16

0

100000

200000

300000

400000

500000

600000

700000

Acc

um

ula

ted

Tea

m P

oin

ts

Po

sts

per

Day

Posts USA Points Europe Points

CASE STUDY [RYDER CUP]

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RYDER CUP – DEMOGRAPHIC ANALYSIS

Conversation is truly global, but the majority

emanates from the United States and the

United Kingdom

Country # Posts

USA 450,067

Europe 342,760

3,408

4,586

7,765

12,212

14,034

15,328

22,135

44,566

247,886

450,067

Belgium

Germany

Australia

Netherlands

South Africa

Spain

Canada

Ireland

United Kingdom

United States

86% 14%

CASE STUDY [RYDER CUP]

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GET IN TOUCH

THANK YOU

REPUCOM

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VANCOUVER, BC, V6J 4Z6

CANADA

» DEREK MAGER, SVP

» PHONE: +1.778.370.4600

» DMAGER@REPUCOM.NET

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