Memphis Grizzlies AcademyCSR Project Presentation

May 2, 2007

UC Berkeley: Michael AbbottAdrian Durbin

Michael Thomas

Grizzlies Academy: Dr. Jane Walters, PrincipalJohn Bordelon

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Memphis Grizzlies AcademyInternships, CSR & More

• Project Overview

• Situation Analysis

• Program Design & Recommendations

• CSR & Sports

• Final Thoughts

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About Our Project

• Two For the Price of One!– Provide useful deliverables for Grizzlies Academy

• An expanded version of this presentation with more detailed recommendations

• Marketing materials intended for use in recruiting businesses to participate in the Academy’s internship program

– Learn about CSR in the process

• School Focused– Internship Program Improvements– Extended Day Program Curriculum Integration– Grizzlies Academy Marketing Plan

• CSR in Professional Sports– Community Engagement– Leveraging Team Stakeholders– The Value Proposition

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Project Methodology

• Primary Research– Interviews

• Academy Leadership & Staff• Students• Internship Hosts• School Founders• Education Experts• Community Members

– School Visit & Observation– Student Interest Survey

• Secondary Research– Best Practices/Benchmarking:

• “School to Work” Programs• Youth Service Organizations• Sports Philanthropy & Community Engagement

– Existing Academy Materials

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About Memphis

• Population of 681,000– 119,000 Students

• Median income: $35,800• 4th most dangerous U.S. city• History in Civil Rights

– Sanitation Workers Strike– Dr. Martin Luther King Jr.

• Corporate headquarters:– FedEx Corporation– AutoZone Incorporated– International Paper

• 44th largest media market

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The Memphis Grizzlies

• Founded in 1995 - Vancouver Grizzlies• Moved to Memphis in 2001• Ownership

– Majority owner Michael Heisley (Chicago Based)

– Minority owners: Memphis Ownership Group

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Memphis Grizzlies Academy

• Founded in 2003• “Breaking the Mold School”• Unique 3-year model• 60 students

– 100% Title I Eligible– 100% African American

• Publicly funded• $1.5 million additional funding

from Grizzlies over 5 years

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Stakeholder Analysis

The Grizzlies

Community

Parents

Students

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SWOT Analysis

• Strengths– Resources beyond those of

a traditional public school– Association w/ Grizzlies

brand– Dr. Walters’ broad network

of former students and other contacts

• Opportunities– Leverage existing

resources (Dr. Walters network, experience of peers) more extensively

– Give students exposure to a business environment

– Create cycle of success

• Weaknesses– Lacks clear expectations– Limited involvement with

Grizzlies– No leverage of peer

experience– Limited staff time and

transportation options

• Threats– Students’ home life and

external issues they face– Potential behavioral

problems– Reliance on leadership– Reliance on team

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The Internship Program

• Established 2005-2006• Stated Goal:

– Helping students “become aware of the numerous job opportunities and responsibilities necessary to become a productive member of the Memphis community.”

• Practical Goal: – Credit toward graduation

• 64 Hours = ½ Credit• 128 Hours = 1 Credit

• Current Hosts:

–The Office of the Mayor –Memphis Arts Council

–FedEx Forum –Godfather’s Chop Shop

–AutoZone –Miss Cordelia’s Market

–National Civil Rights Museum

–Calvary Place Daycare

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Model “School to Work” Programs

Juma Ventures

Memphis Catholic

High School

Met West High School

Golden Gate Community,

Inc.

The Memphis Challenge

The Memphis Grizzlies Academy

Integrated curriculum

Link to secondary education

Targets “at risk”

Program Arranges

Work Placement

Outside Mentors

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Program Re-Design Goals

1. Increase the educational value of the internship experience by drawing from best practices from “School to Work” programs across the country

2. Expand the network of internship placement opportunities without significant impact on school resources

3. Create a sustainable operational model that improves student learning without significant impact on school resources

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GOAL 1 - Increase Educational Value

• Increase the number of meaningful learning opportunities students experience through the internship program by addressing the following key issues:

1. Establish clear student learning goals based on high student expectations

2. Integrate academic & vocational lessons through project based learning practices

3. Create strong system of student support

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GOAL 2 – Expand Partner Network

• Develop a strong network of local, accessible host organizations:1. Expand the number of host organizations

2. Manage host expectations

3. Develop host support system

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GOAL 3 - Sustainability

• Create a sustainable program design with the resources on hand that provides access to a wide variety of potential internship hosts with minimal impact on school resources through:1. Development of Program Operations

2. Internship Program Coordinator

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Implementation Challenges

• Limited school (staff/class) time resources– Extended Day Program resources

• Economics Elective• Group Learning Time

• Transportation– Trust & Accountability– School Van

• Access to Grizzlies team resources – Sales contacts– Support of the Foundation

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Photogenic Transition Slide

…don’t be intimidated…

…we’re almost there…

…just one more thing…

CSR &

Professional

Sports Teams!

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Philanthropy Paradigm

The Greater Memphis Community

*Grizzlies Foundation directs support to Memphis Grizzlies Academy among numerous other Memphis-based charities

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The State of CSR in Sports

• 114 “Major” US Professional Teams NFL, MLB, NHL, NBA 100% engage in community-based philanthropy

• 250,000 hours of hands-on volunteer service • $40 million for charity

91% have foundations or foundational affiliations

• Top Focus Areas

Youth and Family Development Education Health Related Causes Diversity Disaster Relief and International Relief

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Why CSR?

• “Doing Good is Good Business”– “From a selfish standpoint, the things we’re doing in the

community come back to me, it helps me. Because people say, ‘This guy’s helping out, let’s help him out. Let’s buy tickets to come to his game. ‘ I’m no dummy: I’m selling. And the more I do to help this community, the more it helps me.”

» George Shinn, Owner of New Orleans Hornets

• Sound CSR improves a team’s competitive position within the local environment where a team does business.

Aim: CSR aligns social and business goals

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Strategy: Focus on Youth

• Youth provide the best “social return on investment”

Athletics promote educational engagementHealth benefits of playing sports Investing in a city’s future Investing in a future fan base

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Direct School Sponsorship

• Opportunity to partnership with public school system to promote high achieving schools

• Come and Gone: – Broncos Academy and Orioles Academy

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Sports, Education & CSR

• Professional sports franchises have a significant opportunity to engage in CSR strategies especially in youth related areas– Athletes are role models– Vast financial resources– Direct access to community networks

• Proactive CSR Strategies can be risky– Education is not a sports team’s core competency– Personnel/Ownership changes– High visibility Increased accountability

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New CSR Paradigm

The Greater Memphis Community

Money

Resources

Brand

Role Models

Access

Internships

Speakers

Mentors

Volunteers

Expertise

Money

Community Values

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Conclusions

• Much potential exists to improve internship program in order to:– Make it an integral part of the students' educational

experience– Give franchises & local businesses an opportunity to

engage in CSR

• However, resources are limited on multiple levels• Success dependent upon commitment by the Team,

Academy staff, students and intern hosts• Grizzlies have an opportunity to be a leader in sports

franchise CSR

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Overview• Value to the Grizzlies Academy (we hope!)

– Final deliverables, which include:• Extended version of this presentation• Marketing materials

– Connection to Haas and Cal

• Value to the Berkeley Team: – Appreciation for how difficult it is to successfully

operate a school for at-risk youth – Relationships with Dr. Walters, John Bordelon,

Staley Cates, and others– Great trip to Memphis

Project Value

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Thank You

• Memphis Grizzlies Academy– Dr. Jane Walters– John Bordelon– Students– Faculty & Staff

• The Memphis Grizzlies Organization– The Ownership Team– Jenny Koltnow & the Foundation Staff

• Michael Lewis• Finally, many thanks to the Memphis community

members who gave us their time and insights throughout the project

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Any Questions?