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Developing Interscholastic Marketing Strategies and
Revenue StreamsKevin M. Bryant,
CMAAVice-President for Advancement
And External RelationsWarner Pacific College
Portland OR
Workshop Overview
Impact of the economy on Sports Marketing
Marketing Plans Know Yourself Inventory Marketing booklet Sponsor Prospecting Establishing value Successful Sports
Marketing calls
Special Events Many hands makes light
work Maximizing thank you’s Revenue streams Capital Project
Fundraising Handling funds Questions/Comments
Impact of the economy on your sports marketing
program
We are having financial issues in our country currently…duh!
May need to adjust our what we charge– Chance for us to show loyalty in return
Charitable Giving is off 10-15% currently nation wide
How can we give more value now? Under promise and over perform Creative suggestions in regard to our economy
and interscholastic sports marketing?
Marketing Plans
Need one to direct and focus efforts Gives confidence to those invested with you Plans can change Written down and shared with staff and key
sponsors/partners Sponsor sensitive
– Pricing and year long involvement Goals should be SMART
– Specific, Measurable, Achievable, Realistic, Timely
Know Yourself
Demographic/psychographic information – School size– Male/Female– Ages of all – Families– Staff/Faculty #’s– What do you see as your schools economic impact
on your community? What is it? Chamber of commerce or other group who can help
you in this regard?
What is in your inventory to market?
Signage Program advertising Events Game sponsorships PA Announcements Scoreboards Venue advertising
– Seats/seatbacks– Scorers table
Participation fee sponsors
Travel Giveaways Product testing Equipment Schedule posters Promotions
– In game – Pre game
What do you take with you to share with
potential sponsors?
Marketing booklet– See attached– Simple– Clear– Prices attached and reasonable– School contact– Email me for a template you can make your
own
Sponsor Prospecting
Think competitors– Ask who are they selling
to? Fast Food Pizza Gasoline Sporting goods Music Movies Theaters Car dealer Sandwich shop
Superstore Bank Bookstore Grocer Printer/Copier Soft drink Hotel/Motel Restaurants Gym or workout facility Movie rental/games
Establishing Value
What are others in your community charging for similar inventory?
Old vs. New business Winner program vs. struggling program Make sure people get what they want Package for value and year long connection
What does a successful sports marketing call look
like?
Call the decision maker, find out who it is Two ears and one mouth…use in that
proportion! Be clear Ask what their needs/goals are How can you help them meet their goals On time Dressed properly Ask for the order
Special Events
Events are tough to rely on to raise money– Figure out how to involve key sponsors– Involve them in packages.
Signature events– Auctions– Golf tourneys– Alohapalooza/Night of the Tigers– Dinners– Award nights– Hall of Fame night – Tiger Bowl– Midnight Madness type events
Many hands make light work…sharing the load
Booster Club Sports Marketing or Marketing Class Students you are connected to could be
useful Athletes you are connected to Key parents/friends in your community Business people who have interest.
Saying thanks so it is heard and felt
Say it in practical ways– Honorary Coach program– Signage– Touch and feel the true essence of the program– Program recognition– See them through the year not to ask for
something– Special events just for them
Pre game or designed events
Revenue Streams
Sponsored events Advertising Contests Auctions Planned giving Game Sponsorships Radio Website support Team gear sales
Booster Clubs Newsletters Hall of Fame Scholarships Vending contracts Concessions Gifts Trips (spring
break/holidays)
Capital Project Fundraising
Defined projects a key Finding donors that
match your enthusiasm I’s dotted and t’s crossed
internally Realistic Timelines Lead gifts that charge
projects Use a defined gift plan
Who should do the asking?
Variety of gifts needed for project success
Priority prospect list Need help from key
donors can’t do this all alone
Update progress somehow Celebrate successes along
the way
Handling Funds you Receive
Need to have excellence in this area Process of receipting and accounting Make sure that funds go where they
were told and used accordingly Donors should receive acknowledgement
of gifts shortly after giving Ongoing process of recognition as the
project continues
