Event Sponsorship

Lauren Barnard, Jennifer Cruse, Jerome Flagan, and Erica SchaeferStrategic Public Relations

Although Rosetta Stone has proven itself as the most natural way to learn a new language, its sales are still behind Berlitz, its leading competitor.

We are looking for new ways to create visibility and increase market share for Rosetta Stone language learning software through event sponsorship.

Sponsor the 2010 Festival de Cannes One of the world’s oldest and

most prestigious film festivals

Opportunity to promote to a targeted market

Theme▪ “I [Cannes] ignore the

subtitles.” Rosetta Stone – the new way to watch foreign films.

Convince film festival attendees that learning a new language would improve their lifestyle

Make 30,000 impressions over the course of the festival 27,060 of which should be advanced impressions

10% of festival attendees purchase or order a package during the festival

Goal of 100 media outlets to mention Rosetta Stone in an article about the festival

The current customer includes: Men and women over the age of 30 High level of education Income level over $60,000 Engage in international travel on a

regular basis U.S. residents

Potential target customers: Males over 30 High level of education Income over $60,000 Travel internationally on a regular basis European citizens▪ Mostly French residents▪ U.S. residents as a secondary focus

Sponsorship of the 2010 Festival de Cannes Logo on all festival materials Quarter-page advertisement in the festival

program booklet

Media Kits Over 4,300 journalists are expected at

Festival de Cannes Media kits will be sent to 500 of those,

target by their specialty (travel, film, entertainment)

The media kit will include a demo video, pictures, an info sheet, and pitch letter all on a Rosetta Stone logo USB drive

Promotion (before the festival) 5 purchased tickets

will be randomly selected to receive a free Level 1 learning language software package for the language of their choice.

Promotion (at the festival) Pre-screening demos▪ Before 12 selected films, there will be a

demonstration of Rosetta Stone related to the language of the film

Demo tables▪ 2 tables will be set up daily throughout the

festival, which will include:▪ Computers for demos of the product▪ Product to be sold and order forms for other products▪ Surveys▪ Freebies

Give-Away Products Palme d’Or Winner Daily Give-Away▪ Each day a completed survey

will be drawn to win a Level 1 language learning software of their choice.

Freebies▪ At the demo tables we will have

Rosetta Stone tote bags, notebooks, and pens to give away to anyone who stops by.

December 18 Filing for sponsorship Order products for media kits and give-

away itemsFeburary 10

Construct and finalize media kitsFeburary 15

Send media kits

March 15 Follow up with journalists who were sent

media kits March 17

Filing deadline for films to the festival April 1

Determine which demo clips to run with each film

April 14 Send demo clips to film organizers

April 26 Final follow ups with journalists and

festival organizers May 12

Festival begins May 28

Compile data from surveys June 4

Send project evaluation report to Rosetta Stone

Objective - Convince film festival attendees that learning a new language would improve their lifestyle Evaluation – One of the survey questions

will address this objective Objective - Make 30,000 impressions

over the course of the festival, over 27,000 advanced Evaluation – Questions on the survey will

address product awareness

Objective - 10% of festival attendees purchase a package during the festival Evaluation – Assess through number of order

forms and purchases at the festival Objective - 100 media outlets positively

mention Rosetta Stone in an article Evaluation – Follow publications present at

festival and keep track of articles including Rosetta Stone

Rosetta Stone – the new way to watch foreign films.