semt final eng 7 to the go

8/16/2019 Semt Final Eng 7 to the go

1/56


2/56

Sport Event Marketing Template


3/56

http://www.canadiansporttourism.com


Acknowledgements

The Canadian Sport Tourism Alliance(CSTA) grateull! acknowledges thecontri"ution o the ollowing

agencies and individuals in thecreation o this template:

• #unding or the pro$ect was

provided in part "! the%overnment o &ntario.

• The template is part o the

CSTA's Transer o nowledgeprogram under the leadershipo Eric Savard *rogram

+irector and ,ick Traer ChieE-ecutive &cer.

ersion n01 2 13th March 4514 The Sport Event Marketing Template

is aCanadian Sport Tourism Alliance

(CSTA) product in partnership with&rganisports Consultants 6nc.

http://www.canadiansporttourism.com/http://www.canadiansporttourism.com/


4/56


TABLE OF CONTENTS

TA78E C&9TE9TS........................................................................................#&,E;&,+......................................................................................................31/ 69T,&+


5/56


?/ T6CET SA8ES.............................................................................................=?.1 T6CET ,EE9ECT6&9 A9+ A**,&AC..............................................................................=?.@ T6CET SA8ES +6ST,67


6/56


Foreword

The information found below is not intended to be included in youreent!s marketing "lan#

$t is included here to "roide you with additional background

knowledge#

6n April 455 a Strategic osting ;orking %roup was appointed "! theSecretar! o State (*h!sical Activit! and Sport) to propose a strategicramework or hosting international sport events in Canada. 6ts Gndings werepu"lished in Septem"er 455 in a document entitled T!e eport to t!e+ecretar- of +tate (P!-sical Activit- and +port) on /osting nternational +port $vents in anada A proposal for a strategic frae&or".

The report nota"l! recommended that:

%A number of resources& reference documents& tem"latesand best "ractices to assist in the deelo"ment of asubmission be designed and made aailable to anycommunity or grou" that wishes to assess them& ia awebsite#' ()ecommendation *+,

The report stated that out2o2government organiHations that have thee-perience on the ground would "e "est positioned to coordinate thedevelopment and maintenance o such resources and materials. The reportalso speciGcall! mentioned the anadian +port Touris Alliance as an

education and marketing organiHation that had alread! developed suchmaterials and conducted training workshops or communit! representativesinvolved in hosting sport events.

The report was adopted at the 455@ #ederal *rovincial and Territorial Ministerso Sport meeting in Iue"ec and was instrumental in updating the 455= #ederal*olic! or osting 6nternational Sport Events. Man! provinces also used thisreport to develop their own policies and programs or hosting sport events.

The development o the Sport Event Marketing Template in partnership withrganisports onsultants nc.' is in direct response to this recommendationand provides a new tool availa"le on the we" or communities or groups thatwish to "id or or organiHe a sport event whether regional provincial nationalor international in scope.

-hen should this document be "roduced.

6


7/56


6t is recommended that the Grst version o the Sport Event Marketing Template"e produced at the same time as the 7usiness *lan which would ideall! occurprior to the decision "! a communit! to prepare a "id. This document should"e updated "! the newl! appointed &rganiHing committee or "! the marketingchair/leader ater the event is awarded.

6n order to provide more content or the Sport Event Marketing *lan this

template includes more inormation than what would normall! "e availa"leprior to a "id or the event. Thereore i this document is intended to "eproduced at that time please eel ree to delete those sections as it ma! "etoo earl! to provide that t!pe o inormation.

For which eents should this document be used. This document was produced or international sport events. #or nationalregional and local events the Sport Event Marketing Template ma! still "eused "ut sections o the template will not "e relevant. 6t is recommended todelete the non2relevant sections prior to "eginning to update the document

thus reducing the num"er o pages accordingl!.

The ollowing sections could "e removed or non2international sport events:

• Section J

• Section @.4J

• Sections 3..4 to 3.. 3..? 3..15 and 3.@J

• Section 3.@J

• Section J

• Sections D.4 D. D.@ D. D.? D.15 D.11J

• Section =J

• Section ?.4J• Sections 15.4 15. 15.3J

• Section 11

/ow to use this document06t is suggested to use the ollowing steps to customiHe the Sport EventMarketing Template into the Event Marketing *lan:

• At the "eginning o a section the word C&9TE9TF suggests that !ou delete

the te-t "elow and structure !our te-t in accordance with the suggested

content or the te-t is an editorial note to provide more inormation a"outthe su"$ectJ

• At the "eginning o a section the word SAM*8EF suggests that !ou keep

the te-t and customiHe it or !our eventJ

• This document is complementar! to the CSTA 7usiness *lan Template which

includes a detailed "udget. The inormation in the Sport Event Marketing Template can "e linked directl! with !our 7usiness *lan and !our "udget.

7


8/56


#or the purposes o "revit! and simplicit! unless otherwise indicated wordsimpl!ing the singular ma! include the plural and vice versaJ words impl!ingthe masculine gender include the eminine gender and neutral situations andvice2versa.

ORGANISPORTS CONSULTANTS INC.& the 1rm that researched anddeelo"ed the content of the S"ort Eent 2arketing Tem"lateremains at the dis"osal of CSTA members to answer any 3uestionsthat may arise& as well as to customi4e the S"ort Eent 2arketingTem"late for a s"eci1c eent marketing "lan#

O)5AN$S6O)TS CONS7LTANTS $NC# Tel.: K1 (@D) ?421D?? / ?42D=1

E2mail: info8organis"orts#com;e" Site: www#organis"orts##com

The cop!right o the Sport Event Marketing Template is $ointl! held "! the CanadianSport Tourism Alliance and rganisports onsultants nc.

An! and all adaptations o this documentation relative to this Template in an! orm

whatsoever "! a non CSTA mem"er is strictl! or"idden without the e-press writtenconsent o the Canadian Sport Tourism Alliance and &rganisports Consultants 6nc.

L All rights reserved Canadian Sport Tourism Alliance and &rganisports Consultants6nc. 4514.

8

mailto:[email protected]:[email protected]


9/56


9: $ntroduction

SAM*8EF

This Sport Event Marketing Approach takes into consideration the writteninormation rom the include document nameF as well as inormation received

rom name o ,ights olderF on the occasion o the name and date o themeetingF.

The name o ,ights olderF outlines the need or an include relevantad$ectiveF Marketing *lan in order to ma-imiHe revenues whether in cash or ingoods and services (6). &ur &rganiHing committee or "idding committeeF"elieves that this document outlines an include relevant ad$ectiveF plan togenerate the revenues needed to cover the operating e-penses or the event.

This approach is "ased on the e-tensive e-perience in marketing andcommunications that was acNuired "! name o the person who produced the

documentF.

This marketing plan or name o the eventF has "een developed nota"l!:

• to complete our 7usiness *lan "! adding more inormation with regard

to the marketing aspectsJ

• to provide sound inormation to pu"lic partners on the easi"ilit! o thepro$ect speciGcall! with regard to nongovernmental undingJ

• to understand the amount o e-posure the event will generate or the

host cit! host region and host provinceJ

• to provide a preliminar! marketing planning document to the uture

&rganiHing committeeJ• to draw up a strategic plan or marketing the event which takes into

consideration a variet! o marketing aspects: communicationstelevision sponsorships ticket sales merchandising and undraisingactivitiesJ

• to know and understand the human eNuipment and Gnancial resources

reNuired to e-ecute a successul marketing plan or the eventJ

• to identi! the detailed contri"ution in cash and value2in2kind o pu"lic

partners and other institutions organiHations and associations.

9


10/56


*: 2arketing and communications ob;ecties

SAM*8EF

9ame o ,ights olderF has deGned the ollowing o"$ectives with regard tomarketing and communications:

• o"$ectivesF.

The &rganiHing committee's o"$ectives will rel! on the ollowing pillars toachieve its goals:

• Communications including advertisingJ

• TelevisionJ

• Sponsorships including a O#riends' programPJ

• Ticket salesJ

• Sale o merchandise itemsJ• #undraising activities.

10


11/56


+: )oles and res"onsibilities

SAM*8EF

As per name o ,ights olderF regulations and as the owner o the event itwill keep the ollowing rights:

• rightsF

name o ,ights olderF will keep the ollowing marketing responsi"ilities andprovide the ollowing services or the event:

• rightsF

The name o ,ights olderF will release the ollowing rights to the &rganiHingcommittee:

• rightsF

The &rganiHing committee will respect the ollowing name o ,ights olderFguidelines:

• list o guidelinesF

Thereore in consideration o the a"ove the &rganiHing committee will havethe ollowing marketing roles and responsi"ilities:

• list roles and responsi"ilities according to the rights ownedF

11


12/56



13/56


>: Communications

SAM*8EF

The reader should reer to the name o the ,ights older guidelinesF in orderto understand all communications o"ligations that the &rganiHing committee

will have to respect "ut in general terms the &rganiHing committee willhave to:

• most important o"ligationsF

5.1 Target Market

SAM*8EF

The &rganiHing committee intends to reach the ollowing target audiences withthe ollowing categories:

• Local leelo t!pe o audience nR1F

o 8ist the t!pe o o"$ectives or this audience(1)

o t!pe o audience nR4Fo 8ist the t!pe o o"$ectives or this audience(1)

o Etc...

• )egional leelo t!pe o audience nR1F



o Etc...

• 6roincial leelo t!pe o audience nR1F



o Etc...

• National leelo t!pe o audience nR1F

o

8ist the t!pe o o"$ectives or this audience(1)o t!pe o audience nR4F


o Etc...

• $nternational leelo t!pe o audience nR1F



13


14/56


o Etc.

9ote (1): The t!pe o o"$ectives could include ("ut not necessaril! limited to)the ollowing:

• Event awareness

• olunteer recruitment

• Sponsorship programs

• #riends' program

• *remier ticket program

• Corporate ticket program

• 6ndividual ticket purchase

• #estival participation linked to the event

• *re2event merchandising and pre2event undraising activities

• Television viewers or we" coverage viewers etc.

5.2 e! "essages

SAM*8EF

?)ights /older@ key messaging0

• include one message per "ulletF

Organi4ing committee key messaging0

• The name o eventF is (are) "eing held ever! one two three ourF

!ears under the aegis o the name o ,ights olderF. The ne-t name

o eventF will "e held in cit!F rom month and dateF to month anddateF !earFJ

• *revious events took place in cities provinces or countriesF in

!earsFJ

• The name o the event to "e hosted in CanadaF will take place in

locationF rom dateF to dateFJ

• ost cit! nameF will "e the rankF cit! in Canada 9orth AmericaF to

host the name o eventF. ost cit! nameF has num"erF inha"itantsand is the num"erF largest cit! in name o province or CanadaFJ it islocated num"erF km rom name o a larger cit!FJ

• The name o eventF will attract num"erF athletes and team

mem"ers coming rom num"er o countries provinces clu"sFJ• According to a stud! using the CSTA's +port Touris $conoic

Assessent Model the name o eventF is e-pected to generate aneconomic impact o amountF in the province o nameF o which amountF will accrue within the Cit! o name o cit!F and contri"uteto supporting num"erF $o"s in the province o nameF num"erF o which will "e in the Cit! o nameFJ

• The T coverage o the name o the eventF is e-pected to "e

"roadcast at the local provincial nationalF level "! Canadian

14


15/56


7roadcaster nameF. The total coverage will reach num"erF hours o airtime in province o or CanadaF and in num"erF other countriesaround the world. Moreover some num"erF representatives o theprovincial national and/or internationalF media are e-pected to travelto host cit!F to cover the name o the eventFJ

• The diQerent competitions o the name o the eventF will take place

during num"erF da!s at the main venueF which was "uilt especiall!

or the event at a cost o millionFJ• The num"er o spectators who are e-pected to attend the name o

the eventF will "e num"erFJ

• osting the name o eventF will reNuire the contri"ution o num"erFmem"ers o the &rganiHing committee num"erF event volunteersand num"erF ceremonies' participants or a total o appro-imatel!num"erF peopleJ

• The name o eventF is e-pected to leave a Gnancial legac! o

appro-imatel! amountF which will "e used or speci! the purposeo the legac!F.

5.# Ta$ti$s

SAM*8EF

The &rganiHing committeeUs marketing approach will utiliHe all the tools at itsdisposal to achieve the o"$ectives that have "een determined or each targetgroup.

>#+#9 2edia relations including "ress conferences

SAM*8EF

A program including media relations activities or local and regionalmedia will "e developed (e.g. media conerences media releasesmedia "rieGngs interviews photo ops etc.).

Media relations include the ollowing activities:

• 6nclude one "ullet per media relations activit!F

9ote: Communications directed to media should "e translated and

distri"uted simultaneousl! in "oth ocial languages at the localprovincial and national levels.

A code o conduct or all &rganiHing committee mem"ers should "edeveloped. This code will include polic! and procedures on how todeal with the media identi! spokespeople ke! messages crisiscommunications procedures.

15


16/56


>#+#* Teleision coerage ("lease also see #,

C&9TE9TF

6n this section include the num"er o hours o sport "roadcasting andnon2sport "roadcasting within Canada. 6 it is not !et conGrmedspeci! who has the responsi"ilit! or securing television rights at the

national level as well as the o"$ectives or sport "roadcasting andnon2sport "roadcasting within Canada.

>#+#+ Adertising

SAM*8EF

The &rganiHing committee is responsi"le or promoting the event inthe host cit! and the region throughout name o provinceF andacross Canada. %iven the limited Gnancial resources that areavaila"le to the &rganiHing committee local and provincial

advertising will "e targeted toward partnership agreements thatwould "e negotiated with:

• A print media entit! operating in host cit!FJ

• A network o radio stations that cover host cit!F region and

name o provinceF in "oth English and #renchJ

• A network o television stations that cover host cit!F region andname o provinceF in "oth English and #renchJ

• An outdoor advertising compan!/agenc!.

The &rganiHing committee will also negotiate partnership agreements

with pu"lic partners (ederal government host province host cit!)and educational institutions within the region (universities colleges)or the purpose o:

• 6nstalling advertising "ill"oards at the entrances to the host cit!

and the various institutionsJ

• Mounting adhesive posters on glass doors o pu"lic "uildings and

the Veet o vehicles used "! the host cit! including its municipaltransportation s!stem and institutionsJ

• *lacing event posters in pu"lic places.

The &rganiHing committee will plan and carr! out a minimum o

num"erF advertising campaigns at the local and regional level ortickets and merchandise sales:

• E-plain the campaign purpose and date (include one "ullet per

item).

Additional campaigns to support the recruitment o volunteers andother programming will also "e planned and integrated into availa"lemedia.

16


17/56


>#+#< 6romotional actiities including the mascot"rogram and the destination marketing organi4ation

SAM*8EF

To ensure that awareness o the event is high and to arouse interestand enthusiasm on the part o the general pu"lic the &rganiHing

committee will plan and carr! out a num"er o promotional activitiesincluding:

• 6nclude one "ullet per promotional activit!F

6n order to create awareness a"out the event in the educationals!stem it is the intention o the &rganiHing committee to launch aprogram or the design and naming o the mascot.

The mascot will attend the ollowing activities:

• 6nclude one "ullet per activit!F

A speakers' "ureau will also "e created to respond to reNuests orpresentations a"out the event. The &rganiHing committee will seek tomake presentations to the ollowing groups:

• 6nclude one "ullet per presentationF

These activities will "e supported "! a num"er o visual toolsincluding:

• insert part o the te-t o section 3..DF

>#+#> Educational "rogram

SAM*8EF

The planning and e-ecution o an educational program incolla"oration with name o the provinceF department o educationand authorities rom various local school "oards will involve theollowing activities:

• 6nclude one "ullet per activit! or program plannedF

>#+# 6ublic relations including relations withinstitutions& organi4ations and associations

SAM*8EF

The &rganiHing committee will develop a strong message that isdesigned to raise enthusiasm and awareness among the generalpu"lic a"out the event and show the ar2reaching importance it hasor the local and regional communit! (economic sport GnancialorganiHational and promotional "eneGts). 6t should also communicateits desire to stage a mass cele"ration to "oost merchandising and

17


18/56


ticket sales and e-ecute a successul event all reNuiring thecolla"oration and participation o pu"lic partners and other agenciesassociations and organiHations.

The &rganiHing committee will identi! all possi"le occasions topromote this message through:

• 6nstitutional mediaJ

• ;e"sites as well as social network pages / proGle o institutionsassociation and organiHationsJ

• Telephone messagesJ

• E2mail networksJ

• %roup mailingsJ

• The distri"ution o pamphlets and posters at a variet! o

distri"ution pointsJ

• Advertising and promotional te-ts in a variet! o pu"lications o institutions associations and organiHations.

>#+# 6ublications and "romotional tools

SAM*8EF

6n conormit! with the visual identit! program or the event the&rganiHing committee will develop a series o printed documents andpromotional tools including "ut not limited to:

Cor"orate identi1cation (see D #+#


19/56


>#+# -ebsite and Social networks

SAM*8EF

6n adherence with the regulations outlined "! name o the ,ightsolderF the &rganiHing committee will esta"lish a we"site or thepurpose o announcing the ollowing inormation a"out the event:

• 6nclude one "ullet per aspect included in the we" siteF

The &rganiHing committee will create a page/proGle on the ollowingsocial networks:• 6nclude one "ullet per social networkF

>#+# 6ageantry

SAM*8EF

The &rganiHing committee will develop a ull look and eel packageand prepare a plan or a complete pageantr! plan throughout the cit!and the competition site(s). This program will include themanuacture o streamers "anners and pennants in event colours aswell as the installation o decorative "unting. Some elements o thepageantr! program will include the sponsors' / pu"lic partners' logos.

This decorative process will take place progressivel! starting in dateF.

Accordingl! the ollowing installation calendar will "e implemented:

• &ne "ullet per t!pe o pageantr! per location per dateF

Among other things the ost cit! will "e invited to prepare massiveVoral arrangements (or seasonal events) in event colours at strategiclocations that lends itsel to this t!pe o presentation.

The decoration program or pu"lic places will e-tend to:

•

&ne "ullet per locationF

#inall! the &rganiHing committee will ensure that the nameF Vags V!over the appropriate areas (Cit! hall hotels reception sitescompetition site(s) etc.).

>#+#9 Tour o"erators

SAM*8EF

19


20/56


The &rganiHing committee intends to communicate with touroperators and oQer special packages including ticketsaccommodation options and tourism activities. This communicationwill "e made via the ollowing communications tools:

• &ne "ullet per communications toolF

5.4 Co""%ni$ations &o'i$ies

SAM*8EF

The ollowing communications policies will "e developed "! thecommunications division:

• &ne "ullet per communications polic!F

5.5 Co""%ni$ations (%)get

C&9TE9TF

#or each communications initiative within this section an e-pense "udgetamount should "e included in the "udget template within the CSTA 7usiness*lan. A line item or each o the aspects outlined in this section should "econtained in the "udget.

20


21/56


: Broadcasting as"ects

SAM*8EF

,eer to the name o the ,ights older "roadcasting guidelinesF to understandall the "roadcasting o"ligations that the &rganiHing committee will have to

respect. 6n general terms the &rganiHing committee will have to:• most important o"ligationsF

*.1 Te'e+ision re+en%e ,histori$a' )ata-

SAM*8EF

Same eent Location Gear Cashamount

H$I amount

Totalamount

Last editionSecond tolast edition

*.2 roa)$asting o(/e$ti+es

C&9TE9TF

6n this section outline the television o"$ectives.

*.# Te'e+ision rights an) te'e+ision $o+erage

C&9TE9TF

E-plain who owns the international and national television rights. 6 the&rganiHing committee does not own the rights it should use its "est eQorts topurchase or access at least the national television rights i not alread!awarded to a Canadian "roadcaster.

6 the Canadian television rights purchased or accessed "! the &rganiHingcommittee cannot "e sold to a Canadian "roadcaster the &rganiHingcommittee should tr! to get conGrmation o coverage "! a Canadian televisionnetwork and in return o"tain conGrmation o a minimum num"er o hours o coverage in Canada as well as goods and services (e.g. advertiHing inventor!)instead o cash.

21


22/56


6t is also important to determine the nature o television e-clusivit! withinCanada and even i e-clusivit! clauses are deGned to identi! i ca"letelevision can "roadcast an! part o the event.

SAM*8EF

To "alance its "udget and to oQer television visi"ilit! to its sponsors and o"tain

national coverage rom coast to coast it is important that the event istelevised across Canada. A sum o amountF has "een set aside in the "udgetto acNuire these rights.

6n return or awarding the television rights to a Canadian "roadcast partnerthe "roadcaster will provide event coverage with a minimum o num"erF ohours including num"erF hours in prime time rom dateF to dateF. The event"roadcast will "e as ollows:

• one "ullet per event "roadcastF

The "roadcaster will also provide other non2competition coverage with a

minimum o num"erF hours including num"erF hours in prime time romdateF to dateF. The other coverage should include the ollowing "roadcast:

• one "ullet per non2competition "roadcastF

The Canadian "roadcaster will also provide the ollowing goods and services:

• &ne "ullet or the goods and services that the Canadian "roadcasterwill provideF

*.4 0ost (roa)$aster

C&9TE9TF

#or international events the &rganiHing committee oten has the responsi"ilit!o pa!ing the production costs o the international signal and hiring a host"roadcaster. The &rganiHing committee must also ollow the name o the,ights olderF "roadcasting guidelines.

#or international events the host "roadcaster coverage is oten moreimportant than national television coverage. 6n most cases the "roadcastsignal must "e produced to ulGll the rights holder's international "roadcasting

reNuirements.

*rovisions or host "roadcaster reNuirements need also to "e considered andthese are normall! separated rom the host "roadcaster costs (e.g. electricit!lights scaQolding encing tents communication lines "roadcast linesurniture G-tures and eNuipment securit! etc.). These provisions need to "eoutlined in this section and must "e included in the "udget.

22


23/56


SAM*8EF

A provision o amountF has "een included in the "udget to a"sor" theproduction costs which include eNuipment and human resource e-penses orthe ollowing host "roadcaster coverage:

• &ne "ullet per event coverage "! the host "roadcasterF

Another provision has "een included in the "udget to reVect all the goods andservices that the &rganiHing committee will "e providing to the host"roadcaster:

• &ne "ullet per good and service that the &rganiHing committee will

provideF

*.5 e( strea"ing

C&9TE9TF

;e" streaming o sport events is "ecoming more and more popular. 6n thissection the strateg! with regard to we" streaming must "e outlined as well asthe production costs involved. At times we" streaming rights are linked withtelevision rights.

*.* Ra)io rights

C&9TE9TF

This section should descri"e the strateg! regarding radio rights / radiosponsors including event coverage other t!pes o coverage and advertising.

23


24/56


: S"onsorshi"s

SAM*8EF

,eer to the name o the ,ights olderF sponsorship guidelines to understandall the o"ligations that the &rganiHing committee will have to respect. 6n

general terms the &rganiHing committee will:• most important o"ligationsF

.1 S&onsorshi& re+en%es ,histori$a' )ata-

SAM*8EF

Same eent Location Gear Cashamount

raised

H$I amount

raised

Totalamount

raised Last edition

Second tolast edition

.2 S&onsorshi& &ara"eters

C&9TE9TF

This section outlines the ollowing:

• ,ights older sponsorship program (i an!)J• Sponsorship levels availa"le and ma-imum num"er o sponsors per

levelJ

• ,ights older conGrmed sponsorsJ

• ,ights o reusal o sponsors rom past editionJ

• ,ights older approval procedure or &rganiHing committee sponsorsJ

• &rganiHing committee sponsorships o"$ectives including W o cash

sponsors and W o value2in2kind sponsors which are "udget relie (6)J

• &rganiHing committee sponsorships proceduresJ

• Clean venue reNuirements.

.# Sa'es histor!

24


25/56


SAM*8EF

Gear Eent heldin the same

host city

Eentty"e

Eentleel

Cashamountraised

H$I amountraised

Totalamountraised

?name ofeent@

?name ofeent@

.4 S&onsor $ategor! re'ease

C&9TE9TF

The ,ights older oten retains control o the release o sponsorshipcategories as in man! cases it has its own e-isting sponsor relationships. 6this is not the case man! categories ma! "elong automaticall! to the&rganiHing committee.

SAM*8EF

S"onsorscategory

)ights/oldercategory

Organi4ing

committee

category

S"onsors

alreadycon1rme

d(9,

6otentials"onsors

)emarks

AskingCash

Asking

6 (4)

include an OPF !es ornoF include anOPF?name of

category@

?name ofcategory@

C&9TE9TF

9ote (1): 6 sponsors are alread! conGrmed include names o sponsors in theremarks column.9ote (4): 6 asking or 6 include in the remarks column what t!pe o 6 and

how much 6 the &rganiHing committee will reNuire. The 6 reNuested should"e in the orm o "udget relie.

.5 Me)ia s&onsorshi&

C&9TE9TF

25


26/56


6n addition to the a"ove categories media sponsors (newspapers radio"ill"oard) should "e engaged in order or the &rganiHing committee to accessproper event promotional vehicles and to provide additional visi"ilit! to allsponsors.

SAM*8EF

The &rganiHing committee will target the ollowing companies "ased on the"elie that the! have the strongest likelihood o support and will reNuest theollowing in alue2in2ind:

• #rench newspapers: name o the corporationF 6 reNuestedFJ

• English newspapers: name o the corporationF 6 reNuestedFJ

• #rench radio: name o the corporationF 6 reNuestedFJ

• English radio: name o the corporationF 6 reNuestedFJ

• 7ill"oard: name o the corporationF. 6 reNuestedF.

Media sponsors will "e approached Grst "! the &rganiHing committee prior toan! other potential sponsor so that sponsorship "eneGt packages can "e

upgraded as per the sponsor's visi"ilit! within the promotional campaign oQered"! the media sponsor.

.* P%('i$ &artners

C&9TE9TF

9ormall! three levels o government will contri"ute Gnanciall! to the event. 6tis normal practice to provide the same level o visi"ilit! to the three levels o government even i their contri"ution varies (normall! or ma$or internationalevents the cit! contri"ution is less than provincial and ederal contri"utions). SAM*8EF

9ormall! three () pu"lic institutions will "e awarded the *u"lic *artner title:the %overnment o Canada name o the hosting provinceF and name o thehosting cit!F. The visi"ilit! rights will "e similar to top national sponsors.

&ther institutions (including universities and colleges) organiHations andassociations could "e oQered a status o O%old Silver or 7ronHe #riendsP

according to their level o involvement. See =.1 or more details.

. ene3ts oere) to s&onsors an) &%('i$ &artners

C&9TE9TF

The grid shown "elow should "e ad$usted according to the event. Sponsorshippackages are oten pre2determined depending on the event.

26


27/56


28/56


DESCRIPTION

Official designations

C o s t o f s e r v i c i n g

( 2 )

P

u b l i c A u t o r i t i e s

! " e v e l n a # e $ N % &

! " e v e l n a # e $ N % 2

! " e v e l n a # e $ N % '

! " e v e l n a # e $ N %

! " e v e l n a # e $ N %

11

Sponsor logo on &rganiHing committee televisionadvertisement (on a rotation "asis)

14

Sponsor name mentioned on &rganiHingcommittee radio advertisement (on a rotation"asis)

1

Sponsor logo on &rganiHing committeenewspaper advertisements

1@

Sponsor logo in newspapers during eventpromotional inserts prior to the event itsel

1

3

Sponsor logo on &rganiHing committee

promotional "ill"oard

S$5NA5E : EHENT H$S$B$L$TG 1

Sponsor logo on event title "oard at thecompetition site(s) (title sponsor onl!)

1D

Sponsor logo on athletes' "i"s and awardpresentation "i"s (title sponsor onl!)

1=

Sponsor "oard dimensionF on camera view atcompetition site(s)

1?

Sponsor "oard dimensionF on "lind side atcompetition site(s)

45

Sponsor logo on award "ackdrop

41

Sponsor logo on media "ackdrop at the mi-edHone

44

Sponsor logo on sponsor composite "oard at allvenues

4

Sponsor logo on composite entr! "oard atcompetition site(s)

4@

Sponsor logo on event pageantr! in the cit! andat entrance o competition site(s)

4

3

Sponsor logo on event "anner in the cit! and atentrance o competition site(s) (on a rotation

"asis)4

Sponsor logo on directional signage at each site

4D

Sponsor "anner oQer to sponsors (event "annerwith sponsor designation and own corporatelogo)

4=

&pportunit! to purchase a kit o part (Eventpageantr! with sponsor designation with owncorporate logo on various applications)

4?

Event window stickers oQer to sponsors with

28


29/56


DESCRIPTION



( 2 )

P


! " e v e l n a # e $ N % &

! " e v e l n a # e $ N % 2

! " e v e l n a # e $ N % '

! " e v e l n a # e $ N %

! " e v e l n a # e $ N %

sponsor designation

5

Sponsor advertising on the video screen at thecompetition site(s) include num"er o secondsF

1

Sponsor name mention on *A announcements atcompetition site(s)

4

+ispla! space or sponsor availa"le atcompetition site(s)

CO227N$CAT$ONS

Sponsor logo on composite page in ocialpu"lications list pu"lications as per section3..DF

@

Sponsor logo in ocial pu"lications listpu"lications as per section 3..DF

3

Advertisement in ocial program include siHeF

Sponsor logo in composite page in ocialprogram

D

Sponsor logo in newsletters

=

Sponsor logo on event we"site with h!perlink

?

Sponsor announcement at one &rganiHingcommittee press conerence

@5

8ogo on media "ackdrop at each pressconerence prior to and during the event

@1

Sponsor logo on composite "oard at each pressconerence prior to and during the event

@4

Corporate media inormation distri"uted at thepress centre or in the welcome "ag o athletesmedia representatives and 6*s

/OST$N5& /OS6$TAL$TG J

)ECO5N$T$ON

@

6* accreditation which gives access to 6*seating / 6* hospitalit! / local transportation /parking

@@

6* accreditation which gives access to 6*seating / 6* hospitalit! / local transportation /parking

@3

%eneral admission tickets (event pass)

@

Iuali!ing round general admission ticket

29


30/56


DESCRIPTION



( 2 )

P


! " e v e l n a # e $ N % &

! " e v e l n a # e $ N % 2

! " e v e l n a # e $ N % '

! " e v e l n a # e $ N %

! " e v e l n a # e $ N %

@D

*riorit! opportunit! to "u! competition ticketsprior to pu"lic sale

@=

+iscount ticket seats or Nuali!ing rounds ipurchased in "ulk

@?

+edicated sponsor hospitalit! area atcompetition site(s)

35

Access to 6* hospitalit! area at the estival site(i an!)

31

6nvitation to ocial social unctions andaccompan!ing persons' program

34

Mascot visit to sponsor event

3

Event merchandise given to sponsor speci!productF

3@

+iscount on event merchandise

33

*articipation at a medal presentation

3

Sponsor logo with designation on ramed plaNue

3D

CertiGcate

3

=

Sponsor logo in composite page in newspapers

ater the event thanking the sponsors

OT/E)S3?

*articipation in sponsors' workshop

5

Service provider accreditation in order orSponsors to service their 6

1

,ights to promote and organiHe promotionalactivities and events with the involvement o thespectators at and around the event andcompetition site(s)

4

,ights to provide a git with sponsor logo toparticipants media and 6*s

TOTAL SE)H$CE COSTS

C&9TE9TF

9ote(1): Some &rganiHing committees ask sponsors who are providing 6 too"tain twice the 6 value amount to "e considered as "eing in the samecategor! level as sponsors providing cash.

30


31/56


9ote(4): Costs o servicing should actor in the num"er o pro$ected sponsors(see D.=).

9ote(): &n occasion an &rganiHing committee will have additional "eneGtsnot included in the sponsor's standard package to "e sold to sponsors or anadditional ee (i.e. *resenting sponsors or sport(@) opening ceremon!(@)

closing ceremon!(@)

torch / Vag rela!(@)

volunteers' program mascotprogram accreditation lan!ards countdown calendar).

9ote(@): onl! i the event is multi2sport.

. S&onsorshi& re+en%e &ro/e$tions

SAM*8EF

! " e v e l n a # e $ N % &

! " e v e l n a # e $ N % 2

! " e v e l n a # e $ N % '

! " e v e l n a # e $ N %

! " e v e l n a # e $ N %

Minimum contri"ution (cash)

n"F

n"F

n"F

n"F

n"F

Minimum contri"ution (6)n"F

n"F

n"F

n"F

n"F

9um"er o pro$ected sponsors with a cashcontri"ution

n"F n"F n"F n"F n"F

9um"er o pro$ected sponsors with a 6contri"ution which provide "udget relie

n"F n"F n"F n"F n"F

S"onsor reenue "ro;ection in cash (gross, n"F S"onsor reenue "ro;ection in H$I (gross, n"F

31


32/56


33/56


.17 Ser+i$ing s&onsors an) &%('i$ &artners

C&9TE9TF

Servicing sponsors and pu"lic partners earl! is critical and ver! reNuentl!&rganiHing committees "egin servicing their sponsors too late creating man!

missed opportunities or "oth sponsors and the &rganiHing committee.

7! starting to service !our sponsors immediatel! ater e-ecuting theagreement !ou will "e a"le to help sponsors activate their programs whichwill in most cases increase the overall event promotion.

The &rganiHing committee should provide each sponsor with a composite logowith on one side the &rganiHing committee logo and on the other side thesponsor's denomination with its corporate logo. The &rganiHing committeeshould encourage sponsors to print this composite logo on their productsvehicles and print materials.

The &rganiHing committee should also provide upon signature o the contractand pu"lic announcement o the association a minimum o one sponsor"anner with sponsor designation and its own corporate logo or displa! at theirplace o "usiness. Sponsor kits o parts should also "e availa"le at the sametime or sponsors to purchase. The kits consist o a num"er o diQerentpageantr! elements with event look sponsor designation and corporate logoo the sponsors.

9ote: 6t is preera"le to have diQerent individuals involved in the sponsorservicing activities vs the sponsor sales aspects.

.11 A"(%sh "arketing

C&9TE9TF

OAm"ush marketingP means an! marketing or other activit! which intends tocreate an association with the event "ut is undertaken or initiated "! a part!not authoriHed to promote an association with the event.

E-amples o am"ush marketing include:•


34/56


35/56


: The Friends! and other ticket "rograms

C&9TE9TF

,eer to the name o the ,ights olderF sponsorship guidelines to determine i a #riends' program could "e authoriHed. The ,ights older ma! identi! certain

parameters or restrictions to ensure that the #riends' program does not conVictwith the sponsors' program. 6 this is the case list the most importantrestrictions:

• most important restrictionsF

.1 The 9rien)s8 &rogra"

C&9TE9TF

7ecause the sponsorship program is availa"le to a limited num"er o corporations the &rganiHing committee should consider developing a #riends'program. This program would also stimulate the local communit! to eelassociated with the event and thereore more invested in its success.

The #riends' program is aimed at local "usiness institutions (other than pu"licpartners 2 see D.) organiHations and associations. The #riends' program oQersonl! recognition "eneGts: no visi"ilit! can "e oQered to the #riends as it isrestricted to the sponsors onl!. The onl! e-ception is the test event(s) providedthe &rganiHing committee intends to organise one. The &rganiHing committeeshould produce a separate logo look and merchandising or this program to

prevent overlap with the sponsors' program. Also since the #riends' programdoes not include categor! e-clusivit! two corporations within the same Geldma! "e part o the program.

SAM*8EF

The historical data regarding the #riends' revenue is as ollows:

Same eent Location Gear Cashamountraised

H$I amountraised

Totalamountraised

Last editionSecond tolast edition

The host cit!F has the ollowing sales histor! with similar #riends' program:

Gear Eent heldin the same

Eentty"e

Eentleel

Cashamount

H$I amount

Totalamount

35


36/56


host city raised raised raised

?name ofeent@

?name ofeent@

The "eneGts oQered to #riends are the ollowing:

DESCRIPTION

OfficialDesignation


( 2 )

* o l d + r i e n d s

S i l v e r + r i e n d s

, r o n - e + r i e n d s

Minimum contri"ution (in cash) (1)

Minimum contri"ution (in 6) (1)

#or each lineinclude a OPor a num"er

whenappropriateFf

OFF$C$AL =ES$5NAT$ON

1


37/56


DESCRIPTION

OfficialDesignation


( 2 )




1

Corporate 8ogo on standing composite "oard at theentrance o the #riends' hospitalit! area at thecompetition site(s)

1@

#riends' "anner oQered to corporation ("anner with#riends' look and #riends' designation)

13

#riends' window stickers oQered to corporation with#riends' look and #riends' designation

1

&pportunit! to purchase #riends' kit o part (#riends'pageantr! with #riends' designation)

1D

Corporate logo in the composite page in #riends'newsletters

1=

Compan! logo in composite page in the newspapersater the event thanking the #riends

1?

Thank !ou plaNue with the respective designation

45

CertiGcate

)E/EA)SAL CO26ET$T$ON41

Compan! "oard dimensionF at competition site(s)

44

Compan! logo on composite "oard at the competitionsite(s)

4

Compan! name on *A announcements at competition

site(s)4@

+ispla! space availa"le at competition site(s)

43

Compan! logo in ocial pu"lications speci!pu"licationF

4

Advertisement in ocial program speci! siHesF

4D

Compan! logo on composite "oard at the pressconerences prior to the rehearsal competition

4=

*articipation at a medal presentation

4?

6* accreditation which gives access to 6* seating /hospitalit! / parking

5

%eneral admission tickets

OT/E)S1

*articipation in #riends' workshop

4

Service provider accreditation cards in order orcorporations to service their 6

37


38/56


DESCRIPTION

OfficialDesignation


( 2 )




TOTAL SE)H$CE COSTS

C&9TE9TF

9ote(1): Some &rganiHing committees ask corporations who are providing 6 too"tain twice the 6 value amount to "e considered as "eing in the samecategor! level as sponsors providing cash.9ote(4): Costs o servicing should actor the num"er o pro$ected #riends (see=.3).

.2 Pre"ier ti$ket &rogra" ,Go') seats-

C&9TE9TF

6n order to "oost tickets sales revenues the &rganiHing committee shouldconsider carr!ing out a preerred ticket program (%old seats)J this programwould "e aimed at small "usinesses that cannot provide alue2in2indcontri"utions to the event or wealth! individuals who would "e interested in"eing involved.

A package could include 4 2 @ o the "est tickets or the entire competition withan e-clusive hospitalit! area including meal options as e-tras and a parkingpass. The value o the package should "e at least twice as high as the second"est individual seating ticket option (Silver seats).

#or revenue pro$ections see section ?..

.# Cor&orate ti$ket &rogra"

C&9TE9TF

Another program called the corporate ticket program could also "e developed. This program is designed or corporations or organiHations with large num"erso emplo!ees mem"ers or customers. These corporations / organiHations ma!"e willing to purchase a large num"er o general seating competition ticketsor the event. +eepl! discounted prices should "e planned or Nuali!ingevents as reNuentl! these competition tickets remain unsold. A small

38


39/56


discount should also appl! to main competition sessions. The purchase o merchandise should also "e linked to this program.

#or revenue pro$ections see section ?..

.4 Manage"ent o: 9rien)s8 an) other ti$ket &rogra"s

C&9TE9TF

6t is important when soliciting corporations organiHations institutions andassociations to ask or their contri"ution onl! once: thereore the #riends'program premier ticket program and corporate ticket program should "eplanned and e-ecuted according to the ollowing seNuences:

• +evelopment o a recruitment Gle listing all the corporationsorganiHations institutions and associations within the region which willnot "e on the potential sponsorship listJ

• 6dentiGcation o the corporations organiHations institutions and

associations likel! to urnish value2in2kind goods and services (need toNuanti! the 6) to the &rganiHing committee that will help reduceoperational e-penses or the eventJ

• 6dentiGcation o institutions organiHations and associations that could

provide e-tensive event promotion (need to outline the t!pe o promotion) within their mem"ers and network even i the! are notproviding 6 which serves as "udget relieJ

• 6dentiGcation o corporations or organiHations likel! to purchase

corporate ticket packagesJ

• 6dentiGcation o wealth! individuals or corporations who would purchase

ver! ew tickets "ut would want to have the "est seats in the houseJ• Commencement o the recruiting process or the #riends' or or the

premier ticket program or or the corporate ticket program.

*rior to the commencement o the recruiting process the committee shouldprepare a certain num"er o visual tools or selling #riends' and ticket programsincluding:

• insert part o the te-t o section 3..DF

.5 9rien)s8 (%)get

SAM*8EF

39


40/56


*old+riend

Silver+riend

,ron-e+riend

Minimum contri"ution (cash) n"F n"F n"F Minimum contri"ution (6) n"F n"F n"F

9um"er o pro$ected corporations organiHations

institutions associations with a cash contri"ution n"F n"F n"F9um"er o pro$ected corporations organiHationsinstitutions associations with a 6 contri"ution whichserve as "udget relie

n"F n"F n"F

9um"er o pro$ected corporations organiHationsinstitutions associations with a 6 contri"ution whichdo not serve as "udget relie

n"F n"F n"F

Friends! reenue "ro;ection in cash (gross, n"F Friends! reenue "ro;ection in H$I which sere asbudget relief (gross,

n"F

Servicing costs n"F Friends! reenue "ro;ection in cash (net, forbudget "ur"oses(9,

n"F

C&9TE9TF

9ote: This net revenue does not include all the e-penses within the #riends'division. *lease reer to the "udget template contained in the CSTA 7usiness*lan Template to o"tain a comprehensive list o potential sponsorshipe-penses.

9ote(1): The net amount should not include the corporations organiHationsinstitutions and associations with a 6 contri"ution which is not considered toprovide "udget relie.

40


41/56


: Ticket sales

SAM*8EF

,eer to the name o the ,ights olderF ticketing guidelines to understand allthe ticketing o"ligations that the &rganiHing committee will have to respect. 6n

general the &rganiHing committee will have to:• most important o"ligationsF

6.1 Ti$ket re+en%e ,histori$a' )ata-

SAM*8EF

Same eent Location Gear Amount raised

Last edition

Second to lastedition

6.2 Ti$ket sa'es histor!

SAM*8EF

Gear Eent held in thesame host city

Eentty"e

Eentleel

Amountraised

?name of eent@

?name of eent@

6.# Ti$ket sa'es &ro/e$tion an) a&&roa$h

SAM*8EF

#or the name o the competitionF the competition site(s) capacit! is num"erFplaces o which there will "e num"erF reserved individual seats and num"erFnon2num"ered seats in the general seating area. The ollowing seats will "e

oQered in the ollowing categories:

$ndiidual seats 5eneral sectionnot numbered

#or each line include the num"er o seats when appropriateF

Com"limentary seats6* section

6* section

41


42/56


$ndiidual seats 5eneral sectionnot numbered

#or each line include the num"er o seats when appropriateF

7o-es

#riends

&rganiHing committee mem"ersor volunteers

Media section Television camera (seat kill)

&ther (seat kill)

Total

6aid s"ectators*remier ticket program %oldseats

)emaining number of seatsto be sold to the "ublic

The competition site(s) or the name o the competitionF can welcomenum"erF pa!ing spectators. To remain conservative the &rganiHingcommittee has deli"eratel! "ased its Ggures on a lower num"er o e-pectedspectator attendance. %iven the conservative approach o the ta"le "elow aact remains: i the past is an! guarantee o the uture then it is more thanlikel! that the Gnancial o"$ectives will "e achieved.

The ollowing ticket price ta"le takes into account the costs o a variet! oevents that took place in host cit!F as well as the ma$or international sportnameF events that have "een held in Canada in recent !ears with theollowing results:

Activities

* r o s s t i c . e t / r i c e

0 a n d l i n g 1 a n a g e # e n t

+ e e

( & )

C r e d i t c a r d c a r g e s

T a 3 ( i f a / / l i c a b l e )

P u b l i c t r a n s / o r t a t i o n f e e

( & )

N e t t i c . e t / r i c e

O"ening ceremony0 ?dates@

%old seat n"F

n"F

n"F

n"F

n"F

?nb@K

Silver seat n"F

n"F

n"F

n"F

n"F

?nb@K

7ronHe seat (adult) %eneral Seating n"F

n"F

n"F

n"F

n"F

?nb@K

7ronHe seat (child) %eneral Seating n"F

n"F

n"F

n"F

n"F

?nb@K

42


43/56


Activities

* r o s s t i c . e t / r i c e

0 a n d l i n g 1 a n

+ e e

( & )

C r e d i t c a r d c a r g e s

T a 3 ( i f a / / l i c a b l e )

P u

b l i c t r a n s / o r t a t i o n f e e

( & )

N e t t i c . e t / r i c e

ualifying sessions0 ?dates@%old seat n"F

n"F

n"F

n"F

n"F

?nb@

K

Silver seat n"F

n"F

n"F

n"F

n"F

?nb@K


n"F

n"F

n"F

n"F

?nb@K


n"F

n"F

n"F

n"F

?nb@K

2edal round or session with1nals0 ?dates@

%old seat n"F

n"F

n"F

n"F

n"F

?nb@K

Silver seat n"F

n"F

n"F

n"F

n"F

?nb@K

7ronHe seat (adult %eneral Seating n"F

n"F

n"F

n"F

n"F

?nb@K


n"F

n"F

n"F

n"F

?nb@K

Closing ceremony0 ?dates@

%old seat n"F

n"F

n"F

n"F

n"F

?nb@K

Silver seat n"F

n"F

n"F

n"F

n"F

?nb@K


n"F

n"F

n"F

n"F

?nb@K


n"F

n"F

n"F

n"F

?nb@K

9ote(9,: i included in the ticket price.

43


44/56


Cost of tic.ets for !na#e of event$

Reserved seating *eneral seating

Activities

*

o l d s e a t s

( & ) ( * S )

S

i l v e r s e a t s

( & ) ( S S )

N u # b e r o f s e a t s a v a i l a b l e

4 t

o b e s o l d

T o t a l a # o u n t

A d u l t s

( & )

R e d u

c e d / r i c e

( & ) C i l d

N u # b e r o f s e a t s

a v a i l a b l e ( 2 )

4 t

o b e s o l d

T o t a l a # o u n t / r o 5 e c t e d

&peningceremon!

n"F

n"F

n"F(%S)

n"F (SS)

n"FW

n"F

n"F

n"F

n"F n"FW

?nb@K

Iuali!ingsessions datesF

n"F

n"F

n"F(%S)

n"F (SS)

n"FW

n"F

n"F

n"F

n"F n"FW

?nb@K

Medial round or

session withGnals:datesF

n

"F

n"F

n"F

(%S)n"F (SS)

n"F

W

n"F

n"F

n"F

n"F n"F

W

?nb@

K

Closingceremon!datesF

n"F

n"F

n"F(%S)

n"F (SS)

n"FW

n"F

n"F

n"F

n"F n"FW

?nb@K

Total Amount ?nb@ K

?nb@K

Total ticketreenues

?nb@ K

Total revenue a#ount /ro5ected !nb$ 6

E3/enses

N b o f t i c . e t s

+ e e 1 r e d u c t i o n

T o t a l

*rovision or commission to sport clu"s and to otherlocal communit! organiHations (num"er o pro$ectedtickets sold commission)

n"F n"F n"F

*rovision or reduction in the corporate ticket program

Nuali!ing session (num"er o pro$ected tickets sold reduction)

n"F n"F n"F

*rovision or reduction in the corporate ticket programmain session (num"er o pro$ected tickets sold reduction)

n"F n"F n"F

*roduction or reduction or event pass (num"er opro$ected event passes sold reduction)

n"F n"F n"F

44


45/56


Total revenue a#ount /ro5ected !nb$ 6

E3/enses

N b o f t i c . e t s

+ e e 1 r e d u c t i o n

T o t a l

Net ticket reenue ?nb@ K

9ote(9,: 9eeds to "e the net ticket price9ote(4): 7ased on num"erF W adults on num"erF W reduced price (child)

C&9TE9TF

9ote: This net revenue does not include other ticket e-penses which areoutlined in the "udget template o the CSTA 7usiness *lan which also needs to"e considered.

6.4 Ti$ket sa'es )istri(%tion net;ork

SAM*8EF

To provide as much access as possi"le to the tickets that will "e put on salethe &rganiHing committee will call upon the services o a specialised networkor show and sport ticket sales. This t!pe o service allows tickets to "epurchased rom an! network point o sale throughout the province as well aswithin other provinces. Ticket purchases over the 6nternet will also "e possi"le.

The &rganiHing committee will have to prepare a certain num"er o visual toolsor selling tickets including:

• insert part o the te-t o section 3..DF.

Consistent with the event advertising strateg! that will "e developed thestrateg! or the ticket sales or the name o the eventF should unoldaccording to the ollowing calendar:

• insert part o the te-t o section 3.3.F.

6.5 Sa'es in$enti+es

C&9TE9TF

Ticket sales incentives such as the ollowing could "e considered.

45


46/56


To "e a"le to more directl! and preerentiall! reach the sport communit! inhost cit!F and across host provinceF the &rganiHing committee couldnegotiate a ticket2sale partnership agreement with the provincial sportorganiHation ("oth or event passes and individual tickets) through theiraliated clu" network and with other local communit! organiHations (withcommission provided to their provincial ederations and aliated clu"s).

The &rganiHing committee should sell event passes which will include allcompetition sessions. 6n order or these passes to "e more attractive certainsessions should "e included ree o charge within the event pass (i.e. inathletics the morning Nuali!ing sessions would "e ree).

*lease also see section =.4 and =..

46


47/56


9: 2erchandise

SAM*8EF

,eer to the name o the ,ights olderF merchandising guidelines tounderstand all the merchandising o"ligations that the &rganiHing committee

will have to respect "ut in general terms the &rganiHing committee will haveto:

• most important o"ligationsF

17.1 Mer$han)ising re+en%e ,histori$a' )ata-

SAM*8EF


Last editionSecond to lastedition

C&9TE9TF

9ote: 9eed to speci! i it is gross or net amount.

17.2 Mer$han)ising sa'es histor!

SAM*8EF


Eentty"e

Eentleel

Amountraised

?name of eent@

?name of eent@

C&9TE9TF

9ote: 9eed to speci! i it is gross or net amount.

47


48/56


17.# Mer$han)ise sa'es &ara"eters

C&9TE9TF

9eed to outline the ollowing:

• ,ights older merchandising program (i an!)J

• ,ights older approval procedure or &rganiHing committee

merchandisingJ• &rganiHing committee merchandising o"$ectives.

17.4 Mer$han)ise sa'es &ro/e$tions an) a&&roa$h

C&9TE9TF

The &rganiHing committee needs to decide which o the two ollowingapproaches it will take:

•

6dentiGcation o a merchandise provider who will pa! ro!alties to the&rganiHing committeeJ or

• the &rganiHing committee manages its own merchandising program

including production o the various items involved inventor! controland sales.

The &rganiHing committee also needs to decide i the merchandising programwill "e launched prior to the event or will "e availa"le onl! during the eventduration itsel.

According to the directions taken e-penditures and pro$ected revenues should

"e outlined as well as the merchandising operating procedures in eQect.

17.5 In+entor! an) )istri(%tion

C&9TE9TF

According to the approach that the &rganiHing committee will choose it coulddevelop a merchandising distri"ution network according to the ollowinglocations:

• Merchandising eQorts with sales on lineJ

• Merchandising eQorts in various retail outlets prior to the eventJ

• &rganiHing committee headNuarters prior to the eventJ

• &rganiHing committee store prior to the eventJ

• Sales via clu"s / local communit! organiHations prior to the eventJ

• +uring the accreditation period: sales kiosks at the accreditation centreJ

• +uring the event: several sales kiosks at the competition site(s).

48


49/56


50/56


99: Fundraising actiities

SAM*8EF

,eer to the name o the ,ights olderF marketing guidelines in order tounderstand all the undraising o"ligations that the &rganiHing committee will

have to respect "ut in general terms the &rganiHing committee will have to:• most important o"ligationsF

11.1 9%n)raising re+en%e ,histori$a' )ata-

SAM*8EF


Last edition

Second to lastedition

11.2 9%n)raising histor!

SAM*8EF


Eentty"e

Eentleel

Amountraised

?name of eent@

?name of eent@

11.# 9%n)raising a&&roa$h

C&9TE9TF

The &rganiHing committee must decide i it intends to organise undraisingactivities or i it will have other groups organise these activities on its "ehal.

According to the direction taken the &rganiHing committee should outline theundraising o"$ectives o the program ollowed "! the undraising activitieswith e-penditures and pro$ected revenues and which customers will "etargeted or each activit!.

6t is important when soliciting corporations organiHations institutions andassociations to ask or their contri"ution onl! once: thereore the solicitation

50


51/56


or the #riends' program the premier ticket program the corporate ticketprogram and the undraising program should "e coordinated.

*lease reer to section =.@.

51


52/56


9*: 2arketing budget

C&9TE9TF

This document will serve to provide sound inormation to pu"lic partners onthe easi"ilit! o the pro$ect speciGcall! with regard to nongovernmental

unding. Thereore it is essential that the revenues and e-pense amounts oreach marketing element that have "een outlined in this document can "etranserred to the revenues and e-pense sheet o the event "udget. CSTAoQers a "usiness plan with a detailed "udget template that can "e used orthat purpose.

52


53/56


9+: Conclusion

1#.1 The o(/e$ti+e o: the "arketing &'an

SAM*8EF

The marketing plan or hosting the name o the eventF was prepared or themain purpose o giving to the "idding committee or &rganiHing committee orpu"lic partnersF the necessar! elements needed to "e a"le to know how muchnongovernmental revenue the proposed event can generate and what costsare involved in order to generate these revenues and which t!pe o promotionthe event will "ring to the host cit!F host regionF and host provinceF (seesection 1.5 or the other o"$ectives).

1#.2 The "arketing (ene3t o: the e+ent

SAM*8EF

6t is clear that presenting the event in name o the cit!F will "ring signiGcantimportant "eneGts to the region. ;ithout conducting an e-haustive anal!sis o what is outlined in this marketing plan letUs have a cursor! look at the ke!marketing elements the event would generate:

C&9TE9TF9eed to outline the:

• SiHe o audience that should "e reached "! the event's communications

and advertising plan (see section D.?)J• E-posure and reach o the event at the provincial national and

international levels including the "roadcaster e-posure (see section3..4 and .5)J

• ow much sponsorship revenues rom outside the region will "e

generated (see section D.=)J

• ow man! corporations institutions organiHations and associations will

"e involved in this event in order to make the event a success. 7!having so man! groups representing all the diQerent acets o thecommunit! and "! all working together it will "ring a new consensuswhich will help or uture pro$ects (see section =.3)J

• ow man! spectators are e-pected or the event (see section ?.)J

• ow man! items o merchandise will the event sell (see section 15.@).

53


54/56


1#.#


55/56


56/56


1#.* Risk e+a'%ation

SAM*8EF

)eenue budgetdiision

)isk Hery high

/igh2edium

LowHery low

EM"lanation of risk factor

Broadcasting

Television revenues

S"onsorshi"s,ights older&rganiHingcommittee

Friends! "rogram

Ticketing

2erchandising

Fundraisingactiities

Othernongoernmentalreenue (see 1.)

%iven the attention paid in this marketing plan to a detailed anal!sis o all themarketing aspects in the holding o the name o the eventF in name o thecit!F and the a"ove risk assessment per aspect the overall level o risk o notachieving the pro$ected non marketing revenue is include an ad$ectiveF.

semt final eng 7 to the go

Documents