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