United Dairy Farmers

Read this first

By Steve DeLay

Your $30,000 presentation follows this page.

This page is not part of the presentation; it’s just me talking to you. If you decide to pitch this promotion, be sure to delete this page.

I’ve used the generic names below in the $30,000 presentation. You should use the Find/Replace function on Microsoft Word to change them to your prospect’s name and your team name.

Company Type Generic name Change to Fast Food McMillian’s Your prospect’s name Local Team Big City Kangaroos Your team name

Remember this

Your $30,000 presentation write-up was used as a part of a bigger sponsorship pitch. It was like the middle chapter of a book. We wanted the sponsor to buy a $150,000 signage deal or a $350,000 TV sponsorship and the promotion was used to help get that deal.

However, if you want to sell it as a standalone for less, be my guest. You’ve be leaving money on the table, but that’s your choice.

Where to get more write-ups

If you indeed sold the $30,000 promotion for $30,000 or more, you might be wondering where you can get more of these pre-packaged promotions. You’re right there. Click or copy and paste this link in to your browser: http://theultimatetoolkitsponsorships.com/privatecontent2landing.

To have full access to that Private Content page, you do have to be an “Ultimate Toolkit – Sponsorships” team. Click the ‘Buy’ button or give me a call at 702-493-2661 and I can explain how to become an Ultimate Toolkit team and what’s included. MAKING AN IMPACT IN THE UPDRAFT McMillan’s Friends & Family Nights

Objective

Fast food restaurants spend millions on advertising and marketing partnerships to draw attention to their locations. They’ll associate with popular movies and launch games to try to drive traffic to their restaurants. However, it’s generally hard to track how impactful that advertising is in creating more traffic. Sure you can track same store sales but it’s hard to know how or why sales increase (or decrease). The Big City Kangaroos have a way to help drive more traffic to McMillans and, be the only promotion that pays McMillans cold hard cash for every person the Kangaroos drive in to their restaurant.

The Promotion Concept

The Kangaroos would like to launch the McMillans Friends & Family Deal. The Friends & Family Deal would be one game a month and available as a 4-pack or for groups. This would be the sole discount deal the Kangaroos offer during the season.

The Promotion Specifics

The Big City Kangaroos would select six nights during the season to be McMillans Friends & F amily Nights. One month would roughly separate the events. We would limit the number of Fa mily Nights to these six games to drive sellouts and make for a bigger event. The McMillans Friends & Family Nights would be the only individual sales ticket discount night at Kangaroos games during the season. For these six nights, the Big City Kangaroos would create a special Friends & Family Night valu e package. The package would consist of:

2 McMillan’s Friends & Family deal Item Retail Value Four Kangaroos tickets $20 each x 4 = $80 Four McMillans Value Meals $5 each x 4 = $20 Four Kangaroos baseball caps $22 each x 4 = $88 TOTAL VALUE $188 RETAIL PRICE $69

Fans would call the Big City Kangaroos offices to order the tickets or buy them through the Big City Kangaroos web site. Our target is 500 four-packs sold for each game. Over the course of th e season, we would hope to sell roughly 3,000 four packs or 12,000 tickets.

A SPECIAL GROUP TICKET OFFER

The Big City Kangaroos would also create a special group ticket package for McMillans Family Nights. The group package would be $19 per person and consist of:

McMillan’s Friends & Family deal for groups Item Retail Value One Kangaroos ticket $20 One McMillans Value Meal $5 One Kangaroos baseball cap $22 TOTAL VALUE $47 RETAIL PRICE $19

Our target for group sales each game is 1000 people.

WHO PAYS FOR THE FOOD?

The Big City Kangaroos pay for the food. A pre-determined price for each value meal coupon w ould be agreed upon by the redeemed as part of the promotion. Our target is for 18,000 participa nts in the promotion. The coupons for the value meals would be redeemable at any McMillans in the Big City Kangaroos region throughout the promotion period. They could be redeemed on an y day, not just the day of the games.

HANDLING THE ACCOUNTING

The accounting and reimbursement can be handled through each franchisee individually or through one centralized office. McMillans would send the redeemed coupons to the Kangaroos office. The Kangaroos would reimburse each franchisee within 30 days. We recommend the value meal vouchers have an expiration date of (Month) (Date) (Year) at the end of each season. This way, the accounting can be completed quickly and precisely.

3 HOW DO FANS PURCHASE

Purchasing the McMillans Friends & Family Package will be simple. Consumers will be able to call the Kangaroos office or purchase tickets on line. McMillans franchisees are not involved in the transaction process at all.

EDUCATING OUR FANS ABOUT THE PROMOTION

The McMillans Friends & Family Night will be promoted in multiple ways by the Big City Kangaroos. As our sponsor, you won’t have to spend one additional dollar promoting the promotion. That’s our responsibility to let our fans know about the promotion. We’ll promote it in-stadium and out of stadium throughout the promotion period. Here’s how the Kangaroos will promote your promotion:  Social Media: We want all our fans that follow us on our various social media outlets to know about the promotion and take action. We’ll post the promotion on our Facebook page, Instagram page and also send out tweets throughout the promotion period.

 In-stadium activity. To reach the fans that attend our games, we will encourage them to participate in the promotion by utilizing the following vehicles:

o Public Address Announcements o Video Scoreboard o POS Displays strategically placed around the concourse.

 Website: We will feature the promotion on our website throughout the promotion period on our homepage, promotions page and in banner advertising.

 Other day parts: The Kangaroos will make a special radio commercial featuring the McMillans Friends & Family promotion and run it on other day parts on our flagship radio station, ESPN Radio.

 Newspaper advertising: We will create a 5.75” x 7” newspaper ads that will run in the sports section of the Big City Gazette.

 Radio drop-ins: Our broadcasters will discuss the promotion during every radio broadcast during the promotional period. Every Kangaroos game is broadcast on ESPN Radio.

 TV drop-ins: Our broadcasters will discuss the promotion during the promotion period on all of our TV broadcasts on Comcast.

4  TV Spots: We’ll create a special TV spot promoting the promotion and run it during the promotion period on our TV broadcasts and on other dayparts on our TV partner’s channel.

 Kangaroos game program: We will include a summary of the promotion in our game program’s “promotions pages” during the promotional time period.

 Kangaroos Email Newsletter: The promotion will be featured in our email newsletter Kangaroos Lore, distributed to 50,000 subscribers once a month.

Fulfillment

The Kangaroos will be responsible for: 1. All marketing and promotion of the McMillans Friends & Family Deal. 2. The costs of mailing out tickets. 3. The cost of the hats given out as part of the promotion.

McMillans is responsible for: 1. Tracking redemptions and providing an accounting for the coupons.

5 The Math

These two pages are meant exclusively for the team. So, if you download this proposal and do the various tweaks to fit your team, make sure that this page isn’t mistakenly included in the pitch to the sponsor.

Here is the value to the fan.

McMillan’s Friends & Family deal Item Retail Value Four Kangaroos tickets $20 each x 4 = $80 Four McMillans Value Meals $5 each x 4 = $20 Four Kangaroos baseball caps $22 each x 4 = $88 TOTAL VALUE $188 RETAIL PRICE $69

Here’s the value to you:

Revenue from McMillan’s Friends & Family deal Item Retail Value Number of Friends & Family games 5 Friends & Family tix sold per game 3,000* Total F&F tix sold 15,000 Total revenue from F&F tix $258,750 Plus revenue from F&F sponsorship $60,000** Total revenue from F&F $318,750 * We first created this program with the New Jersey Nets in 1991 and we were selling 15,000 F&F tickets per game. We take a more modest number here for the example. ** You can put in any figure here. Just for the example, I put in $60k.

Here’s your cost for McMillan’s Friends & Family deal:

Your Cost from McMillan’s Friends & Family deal Item Retail Value Number of hats given away 15,000 Cost per hat $2.00 Total cost for hats $30,000 Number of meals given away 9,000* Cost of each meal $4.00** Total cost of meals $36,000 Total costs of F & F deal $66,000 * You might say, wait a minute, the number of meals given away should be 15,000 because you sold 15,000 Friends & Family tickets. Well, our experience shows that at least 33% of the coupons for the meals are never used. You’re paying the fast food operator on how many coupons are redeemed, not on how many Friends & Family deals are sold.

6 ** Let’s assume you negotiate a deal where the team will pay $4 for each meal that consist of one sandwich, one small fries, one small soft drink.

Before we get into the profits, let’s recognize why you’re doing the Friends & Family deal in the first place. You’re doing to sell a lot more tickets to games that are normally difficult to sell.

Even if you’re selling out every ticket to every game at full price, there might be a reason to do a Friends & Family deal. For instance, when I was with Mandalay Baseball Properties, our Dayton Dragons were selling out every seat for every game at full price. However, we did have a berm where you could sit on the grass. In the spring, these locations sometimes became problematic. So, we featured the berm location in a Friends & Family deal with a fast food company that paid over $100,000 for a sponsorship.

Here’s the potential profit in a Friends & Family deal:

Profit from McMillan’s Friends & Family deal Item Retail Value Number of Friends & Family games 5 Friends & Family tix sold per game 3,000 Total F&F tix sold 15,000 Total revenue from F&F tix $258,750 Plus revenue from F&F sponsorship $60,000 Total revenue from F&F $318,750 Less costs $66,000 Friends & Family profit $252,750*

* Admittedly, if you didn’t do the Friends & Family that you would sell at least some tickets to the games. Let’s say you’d sell about 10% of what you would sell as Friends & Family. That means you’d sell about 1,500 tickets at a full price of $20 each or $30,000. Compare that to your profit above.