SponsorshipProposalTheLosAngelesRamsAndIn-N-OutBurger

PRT466–Fall2017

2

LynsiSnyderChiefExecutiveOfficerInNOutBurger9149S.SepulvedaBlvdLosAngeles,CA90045DearMrs.Snyder,TheLosAngelesRams,aprofessionalfootballteamlocatedinLosAngeles,California,wouldliketoinviteIn-N-OutBurgertobeanofficialSponsorforourNFLfranchise.Wehavechosenyouasapotentialsponsorforthiscomingseasonbecauseofyourfamilyandteamorientedatmosphereanddesiretocreateafriendlyenvironmentforyourcustomers.WeareinterestedinWebelievethatapartnershipwiththeLosAngelesRamswouldhelpwithyourorganizationswilltoreachpeoplenationwide.Bothourorganizationsstrivetobetterthecommunityandprovideanexampleoflivingapositivewayoflife.Wehaveabondthatcouldconquertheworldandcreateanewmarketthatnobodyhaseverseenbefore.Togetherwecanprovideaplatformthroughadvertisements,instadiumbannersandsocialmediaaccountsthatwillbenefitbothorganizations.ThissponsorshipagreementwouldbeacommitmenttoIn-N-Outtobetteryourcompanywhileenhancingathrivingsportorganization.ThisproposalthatwehaveputtogetherforyouwillincludedetailsandimportantinformationabouttheLosAngelesRamsandhowweplantoimpactyourcompany.Specifically,wewillincludethebenefitsyouwillreceivealongwiththegoalswelooktoachieve.GoRams!Sincerely,MikeO’KeefeVicePresidentofCorporateSalesandPartnershipManagement

3

HistoryTheLosAngelesRamsisoftheNationalFootballLeague’soldestfranchises.ThejourneystartedinClevelandin1937.Theteamthendisbandedforayearin1943duetothemanpowershortagesoftheWorldWarIIera.Immediatelyfollowingtheteam’schampionshipwinovertheWashingtonRedskins,theRamswereboughtoutbyDanReeves,abusinessmanandmasterinnovator.In1946,hedecidedtomovetheteamtoLosAngelesfortheupcomingseason.TheywonfourNFLWesterndivisionchampionshipsinsevenyearsandgottheirsecondNFLtitlein1951.In1979,theRamsweremovedtoSt.LouistheretheyplayedintheEdwardJonesDome.In1999,theramsweretransformedintoSuperBowlchampions.In2016,theRamsmovedbacktoLosAngeleswheretheyplayintheLosAngelesColiseum.ChampionshipHistory2003NFCWestChampions2001NFCConferenceChampions1999SuperBowlChampions

OwnershipandManagement

OnApril13,1995,StanKroenkehelpedGeorgiaFrontieremovetheLosAngelesRamstoSt.Louisbypurchasinga30%shareoftheteam.GeorgiaFrontierepassedinthe2007seasonwhenKroenkeboughtouttheother60%oftheteam.HeisalsotheowneroftheKroenkeSportsandEntertainment,DenverNuggets,ColoradoRapidsandColoradoMammoth.KevinDemoffisinhisninthyearasChiefOperatingOfficer&ExecutiveVicePresidentofFootballOperationswiththeRams.LesSneadisinhissixthseasonasGeneralManageroftheLosAngelesRams.

4

Venue

Current FutureCurrentlyandtemporarily,theLosAngelesMemorialColiseumservesasthehomeoftheLosAngelesRams.ItislocatedintheExpositionParkneighborhoodofLosAngeles,CaliforniawheretheUniversityofSouthernCaliforniaTrojansfootballteamplaysitshomegames.Thefacilityhasapermanentseatingcapacityof93,607,whichisthelargestfootballstadiuminthePac-12ConferenceandtheNFL.ThestadiumwashometotheRamsform1946to1979andisservingastheirhomestadiumagainuntilthecompletionoftheLosAngelesStadiumatHollywoodPark.Itisprojectedthatin2020,facilitywillserveasthehometotheLosAngelsRams.ItiscurrentlyunderconstructionandwillbelocatedintheheartofInglewood,California.ItwillalsoserveasthehometothenewlyrelocatedLosAngelesChargersoftheNFLItwillbeasaccessiblefortravelersandtouristsasjustaboutanydestinationorlocationinallofLosAngeles.Thefanswehavehavebeenwithusforever.

AttendanceandAudienceFiguresAttendanceFigures2016season

• 8Totalhomegames• 8roadgames• 74,121totalfans• 67,452averagefanspergame• 89.8%homeattendance

5

2015season

• 8totalhomegames• 8roadgames• 52,402totalfans• 419,220averagefanspergame• 80.2%homeattendance

Specialevents

Family Day

The Rams family day gives fans an opportunity to see the team scrimmage for the first time in the LA Memorial Coliseum. The even is free however fans must register a ticket in order to attend.

KICKOFF FOR CHARITY LUNCHEON

Each year, the Rams host a Kickoff for Charity luncheon to help celebrate the beginning of the football season. In addition to receiving a preview of the season directly from the head coach, this unique luncheon allows fans to be seated at tables alongside their favorite Rams players. Attendees also have the chance to bid on unique auction items and receive autographed attendance gifts. The proceeds support the Rams community outreach initiatives.

6

MaximizingGameDayExperience TheLosAngelesRamsofferanofficialmobileapptobetterfan’sgamedayexperience.Onthisappfanswillbeabletoaccessbreakingnews,realtimestatistics,videoclipsofpressconferencesandplayerinterviews,andmatchupandpostgameanalysis.Theappletsfansstayconnectedwiththeteamonthego!FeaturesInclude:• News:Real-timebreakingnewsfromtheRams,previewsofeachmatchups,post-gameanalysis,featuresandmore.• Info:Fullschedule,standings,statistics,depthchart,roster,injuryreport.• Video:VideooftheRams'pressconferences,coachandplayerinterviewsandmore.• Photos:Galleriesofgameaction,cheerleadersandmore.• GamedayCentral:Real-timescoresandin-depthstatisticsforeverygame.• Tickets:Purchaseseasonandsingle-gameticketsandmanageyouraccount.• SocialMedia:ConnectwiththeRamsonFacebook,Twitter,InstragramandSnapchat.• Alerts:Setyouralertstoreceivereal-timeupdatesfromtheteam.

7

MediaCoverageRadioTelecastsJ.B.Long(play-by-playannouncer),MauriceJones-Drew(coloranalyst)andD’marcoFarrbroadcasteveryRamsgameliveonESPN710.Ongamedays,ESPNLA710willbroadcastathree-hourpregameshowfeaturingSteveMasonKirkMorrisonandEricDavisandatwo-hourpostgameshowwithTRAVISRODGERS,MorrisonandDavis.JeffBiggsreportsduringhalftime.InadditiontotheKSWD/100.3FMsimulcast,ESPNLA’sbroadcastofRamsgameswillaironthefollowingaffiliates:•KKBZ/105.1FM-Fresno,CA•KHTY/970AM-Bakersfield,CA•KBAD/920AM-LasVegas,NV•KPLY/630AM-Reno,NV•ESPN/103.9FM-PalmSprings,CA•KTIE/590AM-Riverside/SanBernadino,CA•KWDJ/1360AM-Ridgecrest,CA•KSMA/1240AM-SantaMaria,CA•KMET/1490AM-Banning,CA ESPNALAisaradiostationwithtotalcoverageofsportsinSouthernCalifornia.ItistheofficialhomeoftheRams,theLosAngelsLakers,UniversityofSouthernCaliforniaFootballandBasketballandmore.LivestreamingandpodcastsareavailableonESPNLA.com,the#1sportswebsiteinSouthernCalifornia.ThereisalsoaSpanishsportsstationcalledKWKWESPNDeportesandcanfindlivestreamingofthestationonradiodeportes.com. TelevisionBroadcastTheLosAngelesRamswerethefirstNationalFootballLeaguetoteleviseboththeirhomeandawaygamesduringthe1950NFLseason.FanscancatchTheRamsgamesonseveralchannelslikeABC,FOXSportsandCBSSports.ThemajorityoftheRamsgamesareairedonFoxSports.CBSsportsservesastheteam’sofficialpreseasontelevisionhome.

8

SocialMediaAccounts Facebook

Instagram

Twitter

9

OrganizationalCompatibilityTheLosAngelesRamshaveauniqueabilitytohelpraisebothawarenessandmoneyforcommunityandcausesinwhichtheyfindrelevanttotheirprogramandfans.Theramsfocusandengageinthecommunitythroughacommitmenttosupportyouthineducationandmentoring.Theteamalsoaddressestheissuesofpovertyandlooktoimprovethoseissueswitheverychancetheyget.Withdoingso,theyparticipateinfundraiserstohelpraiseawarenessandfundsforlocalnon-profits.Thosenon-profitsincludetheAmericanCancerSociety,AmericanRedCross,BigBrothersBigSistersofGreaterLosAngeles,Boys&GirlsCluborOrangeCounty,HomeboyIndustries,IhaveaDream,L.A.’sBest,LAFamilyHousing,LosAngelesCountyAlliance,forBoys&GirlsClubs,LosAngelesRegionalFoodBank,Make-A-WishofGreaterLosAngeles,MidnightMission,RonaldMcDonaldHouse,SalvationArmy,SanFernandoValleyRescueMission,SkidRowHousingTrust,SpecialOlympicsofSouthernCalifornia,St.Margaret’sCenter,St.VincentdePaul,TragedyAssistanceProgramforSurvivors(TAPS),UnitedWayofGreaterLosAngelesandWoundedWarriorProject.TargetMarketTheTargetmarketinwhichtheRamsseekisverymuchthesameasIn-N-Out’stargetmarket.TheytargetmillennialsastheytrytoexpandtheirreachthroughoutSouthernCalifornia.Alotofthefansarebasedongeographyandifnotgeographyitisbasedonsocialcapitalandconnectiontofriendsandfamily.AsfarasIn-N-Out,ithasbeenrecognizedthattheorganizationhasbeenhelpingabusedandneglectedchildren.Asfarasthetargetmarket,itisnoticedthatyounghighschoolsandcollegestudents,familiesandtouristswhichisaboutthesameifnotverysimilartothetargetmarketoftheRams.HerearesomeexamplesinthetypesofcommunityinvolvementtheRamsareacquaintedwith…ANNUAL COMMUNITY IMPROVEMENT PROJECT ForthePastnineyears,theramsgettogethertobetterthecommunitytomakeadifference.Theydothingsinthecommunitythatnotonlyimprovethecommunitybutalsohelpimprovetheenvironment.ThispastyeartheydidapurchaseandbuiltanewplaygroundforFigueroaStreetElementary,aLosAngelesUnifiedSchoolDistrict.TheyalsopaintedmultiplemuralsandplantedtreesattheschoolslocatedinWatts.RAMSCOMMUNITYIMPROVEMENTPROJECTTHROUGHTHEYEARS:∙2017PlaygroundBuildforFigueroaStreetElementarySchoolinWatts∙2016PlaygroundBuildforWoodworthElementarySchoolinInglewood∙2015FootballFieldRefurbishmentfortheBoys&GirlsClubofGreaterSt.LouisHerbertHooverClub

10

∙2014PlaygroundBuildforMarygrove,acenterdedicatedtohelpingchildrenimpactedbyabuse,neglectandotherearlychildhoodtraumasmovetowardabrighterfuture∙2013PlaygroundBuildforWashingtonElementarySchool,agradeschoolintheNormandySchooldistrict∙2012PlaygroundBuildforFairmontCityLibraryCenter∙2011PlaygroundBuildforGiantSteps,aspecialeducationschoolandtherapycenterforchildrenontheautismspectrum∙2010PlaygroundBuildforMonroeeMintsAcademy,aSt.LouisPublicSchool∙2009PlaygroundBuildforacommunityparkinEastSt.Louis

STAFFDAYSOFSERVICE

COMMUNITYQUARTERBACKAWARD

TheLosAngelesRamsCommunityQuarterbackAwardpresentedbySoCalHondaDealersisavolunteerrecognitionthatcelebratesoutstandingindividualswhodisplaystrong

leadershipabilities,andapassionforbetteringhisorhercommunity.Theprogramawardsgrantmoneyand“RAMdom”ActsofHelpfulnesstofourvolunteersandthenon-profitthattheyserve.ThefourCommunityQuarterbackAwardwinnersarealsorecognizedonthefieldataRamshomegame.Sincetheprogram’sinception,theRamshavedonatedmore

than$330,000tocommunityorganizationsthroughthisinitiative.

11

PLAY60

PLAY60isanNFLinitiativeaimedatcreatingahealthiernextgenerationandtacklingchildhoodobesitybyencouragingkidstobeactiveatleast60minuteseveryday.ThroughtheRamsyear-longengagementofyouthinfitnessinitiativeswithin-school,after-schoolandteam-basedprograms,theteamiscommittedtofurtheringthisplatformandimprovingyouthhealthandwellness.Sincetheprogramwaslaunchedin2007,theNFLhascommittedmorethan$325milliontoyouthhealthandfitnessthroughprogramming,grants,andmediatimeforpublicserviceannouncements.Lastseason,theRamsreachedapproximately12,000childrenintheLosAngelesregionthrough29Play60events.

THESALVATIONARMY

12

TheRamsandtheSalvationArmyteamedupin2016tospreadholidaycheertochildreninneedduringtheholidays.ThroughthegenerosityofRamsplayers,theRamsandtheSalvationArmywereabletoprovide100kidstheopportunitytogoonaholidayshoppingspreetopurchasetoys,clothes,andnecessitiestohelpmaketheirholidaysbrighter.RamsplayersalsoelectedtoadoptedfamiliesidentifiedbytheSalvationArmyfortheholidaysandpurchasedentireholidaywishlists.

AMERICANREDCROSSIn2012,theRamsbeganapartnershipwiththeAmericanRedCrossonthe“HolidayMailforHeroes”campaign.Theeffort,whichfeaturesaRamsplayerasanhonorarychair,hasresultedinmorethan80,000personalizedholidaythankyoucardsbeingsenttoactiveandveteranmilitaryservingoverseasanddomestically.In2016,RamsdefensivetackleAaronDonaldledtheeffort.

MAKE-A-WISHTheRamsandtheMake-A-WishFoundationhavealongstandingpartnershipdatingbackto1995.Overtheyears,thetwohavehosteda“NightofWishes”toraisemoneytohelpgrantthewishesofchildrenwhoarebattlinglife-threateningmedicalconditions.In2017,theRamsAll-ProdefensivetackleAaronDonaldanddefensivetackleDominiqueEasleyservedastheGrandMarshalsforthe10thAnnualWalkforWishes.Ramsplayersandcoacheshavealsograntedmanywishesovertheyearstochildren.

13

SALUTETOSERVICE

Inappreciationofthemilitary’sservicetoourcountry,theRamscelebratemilitarymembersandveteransthroughouttheyearthroughavarietyofeffortsincludinghonoringaWoundedWarriorduringeveryRamshomegame.In2016,theRamspartneredwithTragedyAssistanceProgramforSurvivors(TAPS)tohonorthelivesoffallensoldiersandtooffercompassionandspecialrecognitiontotheirfamilies.Theteamhostedthefamiliesataprivatepracticewheretheyhadthechancetomeettheplayers.Thefollowingday,thefamilieswererecognizedattheteam’sSalutetoServicegame.

14

SponsorshipPackage

BypartneringwiththeLosAngelesRams,In-N-OutBurgerwithreceivesanumberofbenefits.Ournumberonegoalandpriorityistoincreasesaleopportunitiesandconcentrateonincreasingcustomerloyalty. IncreasedSalesOpportunities

• In-N-OutTruckstandsinsidethestadium• AdvertiseIn-N-OutasasponsoronBannersthroughoutthestadium• AdvertiseIn-N-OutasasponsorontheJumboTronBeforethegame• CreatemealpackagestopurchasebeforehandthroughTheramsapporwebsite

IncreasedBrandAwareness

• Createhalf-timegamewithaprizeofanin-n-outgiftcardandt-shirt• MentionIn-N-Outduringthebeginningofthegame,Televisioncommercials,and

radiobroadcasts• PromoteIn-N-Outonteamwebsitesandsocialmediaaccounts• GiveoutBringaFriendcouponswherethe“friend”isprovidedwithafreemeal• Promotefreemealsforsocialmediatags(@inNout,@LaRams)togetherinthesame

post CommunityImage

15

• EventstoraisemoneyforanimportantcauseofIn-N-Outschoice• PlayersandcoachesvolunteerincommunityeventwearingteamshirtswithIn-N-

Outonthebackasitssponsor• PlayersandCoachesgivingoutfreeIn-N-Outtothecommunityonadayoftheir

choice(In-N-OutwillbepaidforbyTheRams)• AnyonewhocannotaffordatickettotheRamsNFLgame,theRamswillholda

fundraisertohelpsomepeoplegetticketsbysellingIn-N-outburgersCustomerLoyalty

• Startusingastamployaltycardandonthe11thvisit,thecustomersmealwillbefree(after11thone,turnthemintoIn-N-Out)

PackagePrice

Total Package Value = $ 800,000 In-N-Out Investment = $ 600,000

ImpactMeasurementIncreasedSales

• DocumentandrecordrevenuefromIn-N-Outtrucksandticketsales• Recordhowmanypeoplecometotheeachgamecomparedtolastseason• Comparehowmanymealpackagesweresoldonlinevspurchasedinperson

IncreasedBrandAwareness

• Monitorsocialmediaaccounts(Friends,Followers,Likes,)• Trackthenumberof“BringaFriend”couponsused• Monitorhowmanypeopletag“In-N-Out”andtheRamsweretaggedinthesame

photoonsocialmedia• Surveycustomersandfans

CommunityImage

• Surveythecommunityontheirthoughtsofspecialeventsanditsatmosphere• Recordthenumberofdonationsreceived

CustomerLoyalty

• Countandrecordhowmanyloyaltycardsarereceived