Sponsorship Proposal 2014 Season
Table of Contents Cover Letter ……………………………………………………………………………………………………………………………………………3 Brief Organizational History ...... 4 Mission Statement and Goals ...... 5 Description of Team ...... 6 Media Coverage ...... 7 Description of Potential Sponsor ...... 8 Target Market: Hendrick Cary Auto Mall ...... 9 Target Market: Cary Invasion ...... 10 Target Market Comparisons ...... 10 Key Benefits ...... 11 Brand Alignment ...... 12 Promotional Plan ...... 13 Jerseys, Branding, and Media ...... 14 Promotional Rights ...... 16 Investment ...... 17 Impact Measurement ...... 18 Appendix ...... 19 Sample of Guest Exit Survey ...... 19
2 JOIN THE INVASION! October 15, 2014
Milos Sainovic Business Development Manager 100 Auto Mall Dr. Cary, NC 27511
Dear Mr. Sainovic,
The Cary Invasion would like to offer the Hendrick Cary Auto Mall the opportunity to become a sponsor of the only professional basketball team in the Triangle, The Cary Invasion for the 2014 basketball season. The Cary Invasion would like to create a collaborative and profitable opportunity with Hendrick Cary Auto Mall to further brand awareness and increase sales for your company.
Attached is a sponsorship proposal that covers all possible sponsorship opportunities for your company including media awareness and signage opportunities. In this proposal we have included background information on The Cary Invasion as well as the compatibility between Cary Invasion and Hendrick Cary Auto Mall.
The Cary Invasion look forward to creating a relationship that will be beneficial for both companies for many years to come. The Cary Invasion will promote Hendrick Cary Auto Mall to provide brand awareness and increase sales.
Based on the information we collected from our first meeting, The Cary Invasion team has put together a proposal to exclusively meet the wants and needs of your organization. I look forward to discussing these opportunities with you further.
Sincerely,
Director of Sponsorships
3 Brief Organizational History
Overview The Cary Invasion is an independent minor league basketball team playing in the Tobacco Road Basketball League. The Tobacco Road Basketball League consists of teams playing in the southeast United States and promotes a “business first” model in minor league sports. Cary Invasion is entering their fourth season and plays their home games at Herbert Young Center in Cary, NC.
History
The Cary Invasion began play in 2011 as a member of the Continental Basketball League at Herbert Young Center. After winning the Continental Basketball League Championship in their inaugural year, Cary Invasion along with the Wilmington Sea Dawgs announced the formation of the Tobacco Road Basketball League and their membership. The Cary Invasion has played in the Tobacco Road Basketball League Championships in both 2012 and 2013.
4 Mission Statement and Goals
Mission Statement
Our Mission is to connect with the Cary community by offering a fun, family-oriented sports entertainment experience while displaying the best minor league talent in the region.
Goals
to showcase the region's best minor league basketball talent to create exposure opportunities for players who seek to advance their playing careers to establish and implement professional standards to provide an affordable sports entertainment option to provide sponsors with effective exposure through a variety of league content to provide a venue to share resources between teams to partner with other independent regional minor leagues for the improvement of minor league basketball. to go undefeated and win a ANOTHER championship!
5 Description of Team
Member of the Tobacco Road Basketball League
Herbert Young Center Location: Coach Kay Yow Court 101 Wilkinson Ave Cary, NC 27513
Game Dates: The season begins in early November and runs through May. There are 16 home games with 1st Round playoffs being played at the Herbert Young Center.
Website: http://caryinvasion.trblproball.com/
Herbert Young Center Facts:
The Herbert C. Young Community Center was the Town's first community center and opened its doors in 1991. The Town Council renamed it in 2001 to honor Herb Young, former Town Council member, Parks, Recreation & Cultural Resources Advisory Board member, and a volunteer for over 20 years. The center has athletic programs, fitness classes, activities and other events. The lower gymnasium is converted to an event hall for cultural arts performances or large special events. The center offers teens in the community opportunities for fellowship and service through the Cary Teen Council.
6 Media Coverage
ScoreTRAX- a technological company allowing for up-to-date tracking of game time scores, news and highlights. Creating an account is free and accessible to anyone who has a mobile phone device. Once this program is up and running, just choose the teams you wish to follow and ScoreTRAX does the rest! All sponsors receive mentions through SMS messaging.
Social Media- With no television deals in place for the time being, Cary Invasion keeps in touch with its fan base through several social media outlets. Twitter is one source that allows the community as a whole to stay informed with home games, scores and upcoming promotional events. Due to their commitment within the town of Cary, Twitter is an easy way to reach out to their fans on a weekly basis. Facebook is another way the Cary Invasion connect with the local community by providing photos and additional links to support the only professional team in the triangle area. Social media also gives the customers a chance to provide feedback to the entire Tobacco Road Basketball League.
New Wave- Sport Marketing agency that helps provide media opportunites for teams in pursuit of gaining sponsorships. Increases brand awareness while showcasing new products and services to its target markets.
7 Description of Potential Sponsor
Mission Statement
The company’s mission is to be the premier quality vehicle retailer in the world, providing the best opportunities for our team members, customers, communities and the manufacturers we represent. The company’s core values guide operations. Core values include Teamwork through Trust and Respect, Integrity, Commitment to Customer Enthusiasm, Passion for Winning, Accountability at All Levels and Commitment to Continuous Improvement.
Background Information
Founded in 1976, the Hendrick automotive group was formed in Charlotte, North Carolina. The company is ranked as the sixth largest mega dealer operation in the nation by Automotive News. Within the auto mall, five separate dealerships can be found with brands including Buick, GMC, Cadillac, Chevrolet, Dodge, Fiat and Kia. The Hendrick Cary Auto Mall is committed to providing the triangle area and beyond with the best car and truck deals in the state. With more than 2,500 new and used cars on their grounds, any customer has the ability to find their dream car at an affordable price. Hendrick also accepts trade-in by providing great value compared to competitive markets. Lastly, their exceptional car service will keep your car running smoothly for years to come.
8 Target Market: Hendrick Cary Auto Mall
Based on the above graphs, it is evident that age and household income are the two driving forces behind car buying. Almost three fourths of all car purchases are bought between the ages of 18-44 while people over the age of forty five account for just over 25% of all purchases. It is also important to note how much higher the average income for those that buy new vehicles are than those who do not. The range between the two represents almost a thirty thousand dollar difference, hence the reason behind the distinction of car buyers.
9 Target Market: Cary Invasion
Shown in the above graph, gender and ethnicity represent the largest demographic difference between attendees. Roughly sixty percent of all customers range from ages 18-54 while those younger than 18 and older than 55 represent less than forty percent of total consumers. Also, eighty five percent of all professional basketball attendees are African-American or white.
Target Market Comparisons
Cary Invasion and Hendrick Cary Auto Mall both value similar traits within their business model as well as distributing positive energy throughout the local triangle area. Referring back to each target market we can infer both companies have similar target markets to enhance their image and brand. Comparisons include:
Core consumers fall in between the age of eighteen to mid fifties Primarily middle to upper class citizens Organizations oriented around family companionship in the triangle area
10 Key Benefits
Increase Brand Awareness o TRBL incorporated a flex schedule, allowing teams to add as many games as they want during the regular season which could escalate exposure Showcase New Products and Services Expanding Target Markets o Competition for the Cary Invasion includes many cities surrounding the auto mall.
11 Brand Alignment
Company Comparisons
With both companies centered in Cary, North Carolina, it is easy to see why both organizations have similar attitudes and behaviors towards its target market. Family is equally important to both companies with a focus on serving the triangle area. Both also give back to the local community through events and promotional opportunities. Both organizations also look to provide an affordable option for entertainment and car buying.
Family Centered
It is well known that the Cary Invasion and Hendrick Auto Mall value family as one of their core organizational objectives. Partnering together would form a strong bond while strengthening the local community relations.
Community Connection
Both support local organizations primarily involving non-profit companies such as Make a Wish, Ronald McDonald-Durham and the Miracle League. Recognizing the importance of giving back to the less fortunate and those that support our companies will only enhance our brand image and expand our target market.
Cost Affordable
Providing excellent customer service at a reasonable price is highly emphasized for both organizations. Sales and incentives are common to attract and prove each company has a superior product to its competitors.
12 Promotional Plan
Logo on Merchandise
Any merchandise (shirts, hats, sweatshirts, bags, and posters) will feature the Cary Auto Mall logo The Hendrick Cary Auto Mall Jersey will be featured on the 2014-15 Jerseys Test Drive with the Invasion
Three home games will selected out of the schedule where fans can test drive a car at the game prior to the start of the event During the game, Fans will have the opportunity to place their name and contact information into a drawing for either $1,000 off at Hendrick Cary Auto Mall or $500 cash. All contact information will be placed in database and sent to the dealership as potential client leads. Players Pick
At each home game a player from Cary Invasion will pick his favorite car from Cary Auto Mall. Fans will enter in their responses on The Cary Invasion and Hendrick Cary Auto Mall website. The link will feature four car descriptions as well as a player profile for fans to view and pick their “Players Pick”. The winner will then receive a free lunch and a test drive in the players picked car with the player. The fan must be present at the specified home game. The Cary Invasion Dance Team Car Wash
The Cary Invasion Dance Team will host a Car Wash at the end of the season. Any attendee who has saved any of their game day tickets will get a free car wash. Hendrick Cary Auto Mall can be on site with vehicles for attendees who want to look at what your company has to offer.
Hendrick Cary Auto Mall Half-Court Challenge
During two home games, two random attendees (one at each game) will be chosen to take the Hendrick Cary Auto Mall Half-Court Challenge. If either participate makes a basket standing behind the half court line, they will win 50% off of car from Hendrick Cary Auto Mall.
13 Jerseys, Branding, and Media
Jersey Logo
Hendrick Cary Auto Mall will have their logo placed on the 2014-15 jerseys. The logo will cover the span of the top portion of the Jersey and will be added as seen below.
14 Website Logo
Hendrick Cary Auto Mall will be featured on the website and in any specific promotions that will be published through media outlets and social media.
Announcements
Any announcement or verbiage about The Cary Invasion will be addressed as “The Cary Invasion presented by Hendrick Cary Auto Mall”. Promotions by Hendrick Cary Auto Mall will be announced prior to every home game and included in any media time that the team receives.
15 Promotional Rights
Use of Cary Invasion, Logo, Brand and Resources
Hendrick Cary Auto Mall will have exclusives rights to use the logo on promotional signs/websites, and media campaigns. The Invasion mascot and dancers will be available anytime for appearances as long as prior events do conflict during season. Out of season they will be available for 3 hour sessions for a maximum of four appearances.
16 Investment
Total Value of sponsorship Package 19,500
Hendrick of Cary Auto mall Investment 11,500
Sponsorship includes cost for redesign of merchandise and production cost of promotions.
17 Impact Measurement
Test Drive/Sales Increase
Feature a questionnaire at the Auto Mall if they had any contact with the Cary Invasion and relationship to coming to the dealership. Responses will show if the sales increases are directly related to the sponsorship. Brand Awareness
Fans will have the opportunity to place their name and contact information into a drawing for either $1,000 off at Hendrick Cary Auto Mall or $500 cash. All contact information will be placed in database and sent to the dealership as potential client leads. When salesmen are calling these leads, they can ask about their experience with Cary Invasion and how their attendance at the games impacted their awareness of Hendrick Cary Auto Mall. Fan Survey
Cary Invasion will conduct a survey for fans to participate in to find out their willingness and increase interest in purchasing a car from Hendrick Auto Mall. The survey will be conducted at home games.
18 Cary Invasion Exit Survey
1) Are you aware that □ Yes □ 18 – 30 Hendrick Cary Auto Mall is □ No □ 31 – 45 a sponsor of The Cary □ Not at all □ 46 – 55 Invasion? (Plea □ 56 and Older se check one.) 5) Which dealerships are □ Yes you most interested in? □ No (Please check all that 9) What is your gender? apply.) (Please check one.) □ Hendrick Buick □ Male 2) How much money GMC Cadillac □ Female would you be willing to □ Hendrick Chevrolet spend on a vehicle at □ Hendrick Dodge 10) What is your ethnicity? Hendrick Cary Auto Mall? □ Hendrick Fiat of (Please check one.) (Please check one) Cary □ White, Non- □ $1 - $5,999 □ Hendrick Kia of Hispanic □ $6,000 - $15,999 Cary □ Hispanic □ $16,000 - $25,999 □ Black, Non- □ $26,000 - $35,999 Hispanic □ $36,000 or more 6) What current city do you □ Asian □ Not interested live in? (Please check □ Other one.) ______□ Cary (Please write in.) 3) How many year(s) has it □ Apex been since the last time □ Holly Springs you purchased a car? □ Garner 11) What is your annual (Please check one) □ Raleigh income level? (Please □ 0 – 1 □ Durham check one.) □ 2 – 3 □ Burlington □ Under $29,999 □ 4 – 6 □ Other □ $30,000 to $49,999 □ 7+ ______□ $50,000 to $89,999 (Please write in.) □ $90,000 to $129,999 4) Have you ever test □ $130,000 or above driven a car at Hendrick Cary Auto Mall? (Please 7) What is your age? check one.) (Please check one.)
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