Summer 2016 Internship Project: Internship Manual

Table of Contents

Introduction Opening Statement…...………………………………………………………………………………………………………………2 Purpose……………………………………………………………………………………………………………………………………..2 Letter from the President…………….…………………………………………………………………………………….……..3 About the D-League…………………………………………………………………………………………………………….…....4

Staff Staff Directory…………………………………………………………………………………………………………………………...5 Staff Biographies…………………….………………………………………………………………………………………………6-9

Intern Positions Business Operations Intern…….…………………………………………………………………………………………..10-11 Communications Intern………………………………………………………………………………………………………12-14 Community Relations Intern……………………………………………………………………………………………….15-16 Corporate Sales Intern………………………………………………………………………………………………………..17-18 Marketing and Event Presentation Intern……………..……………………………………………………………19-20 Ticket Sales Intern………………………………………………………………………………………………………………21-22

Additional Information Computer Login.………………………………………………………………………………………………………………………23 Fall 2016 Internship Project……………………………………………………………………………………………………..23

Closing Statement and Letter from Interns…………………………………………………………………………..….24

1

Introduction

The Greensboro Swarm is a brand new team in the NBA Development League that will be made up of talented players who will showcase their heart and skills during 24 home games right here in Greensboro, . The Swarm offices are located down the street from the Greensboro Coliseum Complex, on the second floor of the Greensboro Convention and Visitors Bureau building. Steve Swetoha, President of the Swarm, brings over 20 years of experience in the sports and entertainment industry. He spent the last six years as President and Chief Revenue Officer of the WNBA’s Tulsa Shock, and is excited to call Greensboro his new home.

The Swarm is highly committed to making an impact when it comes to social responsibility, reflected in two pillars: education and wellness. The Greensboro Swarm organization is excited about giving back to the community and we look forward to your contributions.

We hope this manual will provide you with tips and information and contribute towards a rewarding experience in the sports and entertainment industry. You will be able to prove your abilities through various duties and responsibilities, while also gaining valuable knowledge that will provide you with a competitive edge in the job market.

The Greensboro Swarm staff recognizes hard work. Throughout your many projects, we hope that you continue to provide quality entertainment and make a positive community impact.

Purpose

The purpose of the Swarm Internship Manual is to assist future Swarm interns in their work and understanding of the organization and its operations. Our goal is to guide the interns and present them with knowledge that can assist them in becoming a productive and cohesive unit.

2

A Letter from the President

Dear Interns,

Welcome to the Greensboro Swarm internship program. I am excited to have you as part of our team and look forward to working with all of you.

We have a lot of exciting programs, projects and events happening this fall in preparation for our inaugural season in Greensboro. We are going to work really hard, however, it is going to be fun and rewarding. Most importantly you are all going to gain a tremendous amount of knowledge about the sports and entertainment industry.

Regardless of what department you will be working in, you will have a chance to observe other areas of the organization. We look forward to watching you grow.

Steve Swetoha, President

3

NBA Development League

The NBA Development League is the minor league basketball organization owned and operated by the National Basketball Association. The D-League is made up of 22 franchises, three of which will play their inaugural season in 2016-17 – the , , and the Greensboro Swarm. Each of these 22 franchises are singly affiliated or owned by a NBA franchise. The expanding league is largely attributed to NBA commissioner Adam Silver, who has led a spirited campaign to reform the NBADL into a true “minor league” pipeline for NBA franchises to target and develop new talent. The NBA D-League regular season consists of 50 total games, 24 of which will be held in Greensboro at the newly renovated Fieldhouse. The playoffs begin at the end of the season, with eight total teams competing. Four division winners will earn automatic berths to the playoffs, while the remaining spots go to the two teams with the best record in each conference. The playoffs are composed of three, three- game series, with the final matchup deciding the league’s champion. How to “Sell” the D-League One thing you may come across during the course of your internship is that people are not fully aware of what the D-League is or they have a perception that it is low-quality basketball, however this is not the case. There are only 480 total players on NBA rosters, meaning the D-League is home to a handful of the globe’s very best players, many of whom will go on to compete at the highest level for an NBA franchise. Last season, nearly 40 percent of NBA rosters included players that had NBA D-League experience. Players with previous D-League experience include NBA All-Defensive selection Hassan Whiteside, NBA champion Danny Green, as well as Jeremy Lin, Troy Daniels, Rudy Gobert, Jordan Clarkson, and Seth Curry to name a few. When talking to others about the D-League, it is important to establish that it is one of the very best leagues in the world. It is not simply a way for collegiate athletes to continue playing the game, but a place where the world’s top talent can continue developing in hopes of reaching the NBA. Each player in the NBADL has years of experience and will perform at the highest level each night for our fan base. Find a connection with the person you are talking to – whether they are a fan of Tar Heel great Danny Green, Duke national champion Quinn Cook, or have a shared alma mater with a player. Any common denominator that can get a fan excited about our organization and the league is a fantastic icebreaker and way to connect with your audience as you sell our team and the league to a potential fan. With a newly renovated facility, a community located in the heart of North Carolina basketball country, and a group of front office executives with a wealth of knowledge, the Greensboro Swarm has an amazing platform to grow and succeed here in the Triad and within the NBA Development League. Each day is a new opportunity to positively impact our growing league, as well as the Greensboro Swarm.

4

Staff Directory

Steve Swetoha President 336.907.3601 [email protected]

Tony Furr Michele Wolfert Director of Ticket Sales Director of Corporate Partnerships 336.907.3602 336.907.3601 [email protected] [email protected]

Jolie Helton Katerina Kienle Manager of Marketing and Event Presentation Manager of Communications 336.907.3603 and Corporate Social Responsibility [email protected] 336.907.3608 [email protected]

Derek Cook Cam Twiss Business Coordinator Director of Basketball Operations 336.907.3609 [email protected] [email protected]

Jamaal Brown Brandon Rothfuss Account Executive Account Executive 336.907.3605 336.907.3607 [email protected] [email protected]

5

Staff Bios

Steve Swetoha Steve Swetoha is entering his first season as the President of the Greensboro Swarm, the NBA D-League affiliate owned and operated by and Hornets Sports and Entertainment. Prior to his arrival in Greensboro, Swetoha was the President, General Manager and Chief Revenue Officer of the WNBA’s Tulsa Shock for six years. He oversaw both basketball and business operations and lead the team to their first ever playoff appearance in 2015.

Swetoha has previous experience in the NFL, NBA, NHL, WNBA and the ACC in various roles ranging from Director of Sales to Senior Vice President of Sales and Retention to Vice President of Business Operations. An alum of Robert Morris University, he earned his Bachelor of Science degree with a concentration in Sport Management and in 2010 was elected to the Robert Morris Sport Management Hall of Fame Class. Swetoha has also earned his Master’s Degree in Sports Leadership at Duquesne University.

An active member of the Tulsa community, Swetoha sat on several leadership boards including ones for the Oklahoma Center for Community and Justice, Community Food Bank of Eastern Oklahoma, American Diabetes Association and Susan G. Komen. He also served on the advisory board of the Tulsa Sports Commission and Tulsa Metropolitan Urban League. In addition to serving in an advisory role, Swetoha previously acted as the Honorary Chair of the Susan G. Komen Race for the Cure and Pink Stiletto Gala and was also on the steering committee for the annual Boys and Girls Club of Metro Tulsa Golf Tournament. In 2014-15, Swetoha was named one of Susan G. Komen’s Pink Tie Guys for Tulsa and he is a member of Leadership Tulsa Class of 46.

Swetoha is married to Susan Shepherd. They have a daughter, Sophia, who is 11 and will be attending Our Lady of Grace this fall. Steve also has a son, Matthew, who is 20 and is a sophomore, studying aviation at the University of North Dakota.

Tony Furr Tony Furr is the Director of Ticket Sales. He graduated from North Carolina State University in 2008 with a degree in Sports and Business Management with a concentration in Marketing. As the Director of Ticket Sales, Tony leads our account executives in pursuing leads and selling tickets to Swarm games. Previously, Tony has spent time working with NC State Athletics, the Greenville Drive, the Pittsburgh Pirates, the , and the Delaware 87ers. For his tip to success, Tony encourages interns to keep smiling and to give 100 percent on each and every task they are asked to work on. Fun fact, Tony also has a twin brother.

6

Jolie Helton Jolie Helton is the Manager of Marketing and Event Presentation. Her responsibilities include advertising and media buying, as well as managing the atmosphere, entertainment, and giveaways at games. Jolie graduated from the University of Georgia with a Bachelor’s Degree in Marketing in 2008. Upon graduation, Jolie began working in intercollegiate athletics at her alma mater, The University of Georgia. Other universities that Jolie spent time working at are , the University of South Carolina, and the University of Washington. Heading into an internship position, Jolie advises that interns pay attention to detail and listen more than they speak.

Michele Wolfert Michele Wolfert is the Director of Corporate Partnerships. She completed her undergraduate degree at the University of North Carolina at Chapel Hill and went on to complete her Master’s degree at Ohio University. Michele has previously worked with the Cougar Club at the College of Charleston, Virginia Tech Athletics, and the Georgia Tech Athletic Association. Michele advises interns to stay positive and optimistic, as it helps to create a lively office atmosphere.

Kat Kienle Katerina Kienle, better known as Kat, is the Manager of Communications and Corporate Social Responsibility. She obtained her undergraduate degree from Loyola University and recently completed her Master’s in Business Administration from the Shidler College of Business in Honolulu. Kat has worked for ESPN’s Sheraton Hawaii Bowl and was most recently part of the Hornets’ communications team in Charlotte. Kat is a firm believer in constant communication, so she advises interns to talk and keep information flowing throughout the office.

Derek Cook Derek Cook is the Business Operations Coordinator. He graduated from the University of South Carolina with a Bachelor’s Degree in Sports and Entertainment Management. Like a majority of our team, Derek has had his fair share of experiences working in sports. He worked for the Delaware 87ers, another NBA D-League team, and spent some time with ’s New York Red Bulls. Derek’s tip to interns is to always prepare for future interviews.

Cam Twiss Cam Twiss is the Director of Basketball Operations. He graduated from Endicott College in 2008 with a Bachelor’s Degree in Sports Management. Cam has gained a ton of experience working in professional basketball through the years and was the first hire of the Maine Red Claws, the Boston Celtics D-League affiliate team. While with the Red Claws, Cam worked his way up from Operations Manager to Director of Basketball Operations. Cam also volunteered with the NBA Communications Department during the 2008 and 2010 NBA Finals as well as with the NBA Media Relations Department during the 2008 Las Vegas Summer League.

7

Jamaal Brown Jamaal Brown is one of the Account Executives for the Swarm. He graduated from North Carolina Central University with a degree in Business Administration with a concentration in Marketing. In his short time out of college, Jamaal has already gained some great experience working in sports. He has worked for NCCU Athletics, the United States Golf Association and the Miami Dolphins. Jamaal loves the grind of helping start a franchise and encourages interns to learn to love the grind as well.

Brandon Rothfuss Brandon Rothfuss is also an Account Executive for the Swarm. He graduated from Guilford College in 2015 with a degree in Sports Management and a minor in Business. Like our other staff members, Brandon has a lot of experience in the sports world. He has interned with the Greensboro Sports Commission and the Greensboro Chamber of Commerce and also has a passion for coaching. Brandon is a huge people person, so he advises interns to try to step outside of their comfort zone and talk to as many people as they can. You never know where that conversation and connection could lead you.

8

Meet The Swarm

9

Business Operations Intern The Business Operations Intern is responsible for assisting in the daily operations of the Swarm through hands-on involvement with the President of the Swarm. The selected candidate will gain valuable and practical experience with all business areas. He or she will gain a deep understanding of how the various parts of a professional sports organization work together to produce a successful business operation.

General Duties: • Assist in the daily operations of the department through hands-on involvement with the President of the Swarm. • Conduct research into best practices within the NBA, WNBA, NBA Development League and other sports leagues. • Assist with all business operations presentations related to ticket sales, corporate sales, marketing and other events. • Create spreadsheets for reporting purposes for all business areas. • Assist with all merchandise inventory and assets. • Work closely with the different departments within the organization and all other projects as assigned.

Examples of work: • Created a merchandise proposal for new merchandise orders based upon research of other D- League teams’ merchandise success. • Kept track of inventory every time merchandise was sold. • Prepared timelines and calendars to organize the Swarm’s future operations. • Used predictive methods to estimate ticket prices based upon demographic and ticket prices of other NBA D-League teams. • Created job descriptions for future interns and part-time roles. • Various other tasks assigned by the President of Swarm.

Previous Interns: Angelica Milton North Carolina State University Sport Management [email protected] https://www.linkedin.com/in/angelicamilton

Davis Morrison College of William and Mary Finance and Mathematics [email protected] https://www.linkedin.com/in/davis-morrison-5a3594109

10

11

Communications and Public Relations Intern As the Communications Intern, you will be given a series of tasks that allow you to bring your classroom knowledge into a professional workplace. This internship will provide you with skills that you can carry in any career path you decide on. The hands-on experiences of building a portfolio, creating professional contacts, and gaining school credit are all positive attributes a Communications Intern will take away from their semester.

General Duties: • Assist with monthly internal and external newsletters. • Assist with creating and distributing media throughout the league. • Write and edit press releases. • Organize and archive media clips. • Distribute public relations material to staff and fans as requested. • Respond to media inquiries on game day. • Assist on game day with media operations. Tips and Examples of Work: • Ask questions and be eager to learn. • Proficiency in Photoshop, InDesign or Illustrator is a plus. • Possess excellent written and verbal communication skills. • Strong editing skills. • Possess strong computer skills with the ability to use social media and Microsoft office. • Be open to learning and growing with the internship experience.

Previous Intern: Zachary Lindsey Guilford College Sports Management and Business [email protected] https://www.linkedin.com/in/zachary-lindsey-798605a8

12

Instructions for Clips: 1. Search on Discovery tab on IQ Media for "Greensboro Swarm" and/or "Noel Gillespie" 2. Put the date(s) in which you are searching for articles and video broadcasts 3. For written work on blogs and websites: - Top row: Headline (should be in a different color than text) - Second row: Author, Outlet/Publication - Third row: link to article - Following text should be the article in its entirety (copy and paste) 4. For video clips: - Go to Discovery tab on IQ Media - Search for "Greensboro Swarm" and/or "Noel Gillespie" - Select video clips - Select "make a clip" - Watch segment that is only relevant to the Greensboro Swarm, write down times and cut the video clip - Create snapshot by clicking camera icon in bottom right-hand corner - Save by clicking floppy disk icon - Go to library - Share link: email the clip to yourself - Copy and paste link and add to clips document with segment title (i.e. WXII 12 News at 11:00)

13

Clips for June 25-30, 2016

Charlotte Hornets prepare for free agency, summer of the great unknown Rick Bonnell, http://www.charlotteobserver.com/sports/nba/charlotte-hornets/article85954522.html

Think of this NBA offseason as the summer of the great unknown. Each team’s salary cap is about to jump $24 million from last season’s number of about $70 million. That is primarily a result of a massive jump in national television revenue, based on deals signed with ABC-ESPN and Turner Sports. That’s great for the NBA’s financial health. But it will set off a comparable spike in spending on player contracts, and for all the strategizing the league’s 30 franchises have done over the winter, no one is quite sure of the ramifications once free agency commences July 1. "I think you’re going to see a lot of money thrown out there this summer that you haven’t seen in the past," general manager said. "Every team is planning for it, but I still think you’ll see some things that will surprise you." The Hornets will be knee-deep in this process because much of the core of last season’s 48- victory roster is about to hit the free-agent market. Four starters at the end of last season – Nic Batum, Marvin Williams, Courtney Lee and Al Jefferson – will be unrestricted free agents. In addition, the Hornets’ sixth man last season, versatile guard Jeremy Lin, chose to opt out of the final season on his Hornets contract. The good news? All five of those players have expressed at one time or another that they’d like to re-sign with the Hornets. The bad news? It might be all but impossible to retain all five in what will inevitably be an inflationary labor market this summer. This NBA free-agent class is solid, including two superstars in LeBron James and Kevin Durant. James plans to return to the Cleveland Cavaliers after winning the championship over the Golden State Warriors. Whether Durant returns to Oklahoma City is in a bit more doubt; there might be a way for the Warriors to sign him, which would arguably make the NBA’s most formidable roster even stronger.

14

Community Relations Intern The Community Relations Intern will be responsible for assisting in the daily operations of the department and working closely with the Communications and Corporate Social Responsibilities Manager. The selected candidate will gain valuable experience in the planning and implementation of a community outreach program as well as a deep understanding of the relationship between our brand and the community.

General Duties: • Create Communication plans for organization in inaugural season. • Create Content development plan. • Assist with research and production of master list for Speaking Program. • Curate detailed spreadsheets of local information (schools, newspapers, hospitals, etc.). • Format and develop newsletters. • Create Opening Week Social Media Plan. • Collaborate with intern team for Opening Night and Fan Fest ideas. • Assist with social media and communications for community relations initiatives. • Oversee organization wide volunteer opportunities and programs. • Assist and implement grassroots marketing plans. • Maintain and continue to improve a positive image for the company.

Examples of work: • Created internal newsletters. • Contacted local universities and colleges for sports information. • Created content for website and social media plans. • Collaborated with Marketing and Event Presentation Intern to develop critical social media plans. • Created spreadsheets using Google Sheets to compile research in regards to the Greensboro area and specific information asked of by supervisor. • Attended meetings with Manager of Communications and Corporate Social Responsibility. • Used creativity to produce meaningful content and presentations.

Previous Intern: Sydney Wingate North Carolina State University Communication Media and Journalism [email protected] https://www.linkedin.com/in/sydneylwingate

15

GREENSBORO SWARM & UNITED WAY “PENNIES TO POWER PACKS DRIVE”

Who: Partnering with the United Way of Greater Greensboro, the Greensboro Swarm wants YOU to join US in helping promote nutrition while increasing wellness in YOUR local area!

What: This drive is put in place to provide children with nutritious snacks to replace unhealthy items in their diets. Entitled “power packs,” the Swarm wants to contribute to the local community by providing local children with nutritional snacks to add to their diets.

Items needed:

Preferred Items Additional Items

Crunchy item - granola bars Fruit cups Chips - baked Lays or Sun chips (individual sizes) Breakfast cereal (individual boxes) Fruit - preferably fresh fruit Trail mix (pre-packaged) Chewy item - fruit snacks Dried fruit (raisins, etc.) Squeezable apple sauce Nekot/Lance Crackers Drink - Capri sun, water * No soda and candy please * When: August 10, 2016

How: Greensboro Swarm staff members will take all donated items and create “power packs” that will then be delivered by them to facilities chosen by the United Way staff.

“The best way to find yourself is to lose yourself in the service of others.” - Mahatma Gandhi

16

Corporate Sales Intern The Corporate Sales Intern will be responsible for assisting in the daily operations of the department through hands-on involvement with the President and Director of Corporate Sales. The selected candidate will gain valuable experience as the point of contact between the Greensboro Swarm organization and current or potential sponsorship/partnership clients. The candidate should be client focused, display professionalism, and be attentive to detail.

General Duties: • Assist in creation of decks/proposals for potential corporate partners using Microsoft PowerPoint. • Help research potential corporate partners (history, number of employees, values, etc.). • Assist in creating and maintaining lists of contacts and the status of all deals being worked on using Microsoft Excel. • Assist in maintaining and updating rate card as changes need to be made. • Assist in relationship management with existing corporate partners.

Tips: • Take detailed notes at meetings with potential or existing partners, especially on the company’s values, objectives, and needs. These are incredibly important when putting together decks. And Steve is awesome but his handwriting isn’t, so it’s a good idea to have backup notes. • A deck is a proposal/presentation (I didn’t know that terminology at the beginning). • Know how to use the binding machine (ask Derek for help). • Keep a calendar with dates of meetings to stay on track with creating presentations.

Previous Intern: Abby Greene UNC Chapel Hill Public Relations and Sports Administration [email protected] https://www.linkedin.com/in/abby-greene-647071b7

17

18

Marketing and Event Presentation Intern The Marketing and Event Presentation Intern is responsible for assisting in the development and smooth execution of marketing strategies through detailed tactics to enhance brand awareness, build customer retention, and drive revenue. The Marketing/Event Presentation Intern will report directly to the Manager of Marketing and Game Presentation. This intern will gain valuable experience in developing an interactive and fun atmosphere for Swarm fans to enjoy while at games.

General Duties: • Monitor social media presence across all relevant platforms (Twitter, Instagram, Facebook, Snapchat, etc.). • Create/update marketing calendars related to specific events, such as Opening Day or a playoff run. • Analyze and evaluate current and future marketing trends that the Swarm could benefit from. • Identify surrounding areas and events that the Swarm should have be present at in an effort to increase brand awareness. • Assist in the Marketing and Promotions committee. • Obtain a clear comprehension of the city of Greensboro, its history, and the demographics.

Examples of work: • Created social media count spreadsheet to keep track of where the Swarm stands in comparison to the rest of the D-league. • Researched and evaluated merchandise vendors and made contacts in regards to specific items and their corresponding quantities, prices, discounts, shipping information, and other necessary information. • Gathered a broad range of social media marketing material for specific occasions and Fieldhouse Friday. • Developed NBA Draft Party Trivia and collected respondents’ information to insert into a spreadsheet to use as later contacts. • Contacted NBADL counterparts in an effort to find examples of promotional gear such as schedule cards, magnets, posters, etc. • Brainstormed potential numbers and names for the mascot and team slogan.

Previous Intern: Jalen Courts North Carolina State University Sport Management and Coaching Education [email protected] https://www.linkedin.com/in/jalenhcourts

19

20

Ticket Sales Intern The Ticket Sales Intern is responsible for assisting in the daily activities of the ticket sales department and reports directly to the Director of Ticket Sales. The selected candidate will gain valuable and practical experience within several sales channels, ranging from ticketing to community events and promotion design. Furthermore, he or she will gain a deep understanding of how the various pieces of a professional sports organization work together to produce a successful sales department with fluid revenue generation.

General Duties: • Assist in the daily operations of the sales department and participate in various departmental projects. • Conduct research regarding ticketing information within the NBA, WNBA, NBA Development League and other sports leagues. • Responsible for the compilation of sales reports. • Lead research efforts to target potential consumers, ranging from season ticket to group and individual prospects. • Assist with community and fan engagement events. • Work closely with various departments on all other projects as assigned.

Examples of work: • Contacted NBADL counterparts to gather ticket price information as a baseline for our pricing. • Reviewed sales report records to check for accuracy between hard and e-copies. • Conducted research to identify strong leads for our account executive team. • Took promotional materials to local businesses and organizations. • Researched, identified, and participated in community engagement events. • Various other tasks assigned by the Director of Ticket Sales.

In-season tasks: Likely to involve a strong research effort to identify and contact potential groups for single-night outings at home games. Our account executives have a variety of tools at their disposal to sell groups on attending a game and engaging with our organization. It will be important to learn and understand the types of groups our AE’s could benefit from contacting when researching potential leads.

Previous Interns: LeAnthony Boone Sport Management [email protected] https://www.linkedin.com/in/leanthonyboone

Joe Metts Guilford College Business Administration [email protected] https://www.linkedin.com/in/joe-metts-36b140a2

21

22

Additional Information

1. Communication and Community Relations departments:

• IQ Media Username: [email protected] Password: Hornets01

• NBA Central Username: nbamedia Password: nbamedia

2. Email

• https://webmail.hornets.com or https://webmail.bobcats.com • First initial, last name, @gsoswarm.com • Example: Adam Smith → [email protected] • Initial password is intern1 • Login for desktop computers is the same: intern1

Fall 2016 Intern Project

Each semester, HSE requires their interns to complete a team-wide internship project. For the Summer 2016 interns, that was this manual.

This project can be used in future interviews, resumes, etc., as a project or event you all completed start to finish. Be creative, work hard, and put together something you can be proud to put your name on. Good luck!

23

Closing Letter

To Future Swarm Interns,

Thank you for choosing the Greensboro Swarm! After a long process of looking through applications, each of you has a great opportunity to gain experience in the sports and entertainment industry. The entire Swarm staff and the past interns are excited to have you on board. Be prepared to work hard and try to learn as much as you can. Each of you has an exciting semester ahead of you, with the opportunity to work in a fast-paced environment.

The Swarm has a great staff and is building the right culture and work environment for you to learn from. Do not be afraid to ask questions or make a mistake as you complete your projects. Through asking questions, you will learn how to benefit the organization just as we did during our semester. Our great staff and past interns have helped to lay the foundation for a bright future, one we hope each of you helps to contribute more towards.

Each of us from the Summer 2016 class of interns wishes you the best of luck in your endeavors. Learn as much as you can, work hard, and remember to have fun and make a positive impact. But most of all, do not forget to build your network, as you will definitely meet some unbelievable people this semester, in and out of the office. Sincerely, Summer 2016 Class of Interns

24