2003 Special Olympics World Summer Games Sponsor Summit

2003 Special Olympics World Summer Games Sponsor Summit

Objective To provide information that will assist in making the most of sponsorship opportunities for the 2003 Special Olympics World Summer Games

Agenda Background/History ’ 99 Games Sponsorship Plans What Worked/What Didn’t Sponsor Awareness/Satisfaction Questions & Answers

Background Professional • • Involved with Special Olympics since 1986 Finance Manager – ’ 91 Games Director of Finance & Administration – SOI Chief Marketing Officer – ’ 99 Games

’ 99 Games vs. ’ 03 Games 1999 2003 Athletes/Coaches 10, 000 Families & Friends 25, 000 28, 000 Volunteers 35, 000 30, 000 Sports 19 21 Budget (in $US) $ 35 mil. $ 54.

Five Principles of Sponsorship Management Create Expectations Exceed Expectations Future Development Memorable Volunteerism Athlete Participation

’ 99 Games Sponsor Tools Sponsor Summits Sponsor Manual Promotional Plans Sponsor Relations Volunteers

Promotional Partnerships Raise funds and awareness • “Cause Related Marketing” Network with other Sponsors Involve customers, vendors & suppliers

Promotional Partnerships (continued) Mc. Donald’s Large Drinks & Mc. Flurry Desserts CARQUEST Torch Run Coca-Cola Commemorative Cans Lowe’s • Volunteer Applications

Promotional Partnerships (continued) ALLTEL Activation Fee Program Bank of America • Statement Stuffers Pins T-shirts

Special Events Gala (Lowe’s) US$150, 000 Not well attended Golf Tournament • • <US$10, 000 raised Too much staff time invested

Merchandise PINS! Best investment – everyone loves to trade pins Give-Aways Olympic Town & Festival Area

Olympic Town Area for athletes & coaches only Pin Trading Entertainment Games/Food/Etc. Biggest benefit – interaction with athletes

World Games Festival Open to general public Entertainment Celebrities attended Opportunity to showcase products, etc. Considered a success

Hospitality Sponsors used Games to entertain customers, etc. Varied degree of success

Venue Signage Planned too late Needed more control by the Sponsorship area Many venues looked like a NASCAR event – others were very sparse

Volunteers Success Story • SAS Institute, Glaxo. Smith. Kline, Lowe’s, Hanes Many companies did not make this a priority – lost opportunity Overall one of the best benefits

Ticketing Opening Ceremonies Ticket shortage, some sponsors received too many Closing Ceremonies Numerous empty seats Sports Venues • Assigned special seats, utilized at popular venues

Receptions Founder’s reception - most popular Recommend fewer, larger receptions Too many scheduled at the same time, therefore some not well attended

Transportation Shuttle service to ceremonies & events Honored guest transportation – taxi service Worked well for most – limited parking at many venues Volunteers bused to venues by company

Awards Opportunity to involve Senior Management Highlight of the Games for many Difficult to schedule in advance – delays, sponsors schedule, etc.

Awareness of ’ 99 Games Sponsors Clear that general public, nationally, was unaware of Sponsors • • Very few Sponsors did promotion outside NC Limited publicity of Games on TV

Awareness of ’ 99 Games Sponsors (continued) The four most common responses • • Pepsi Coke Nike Master. Card Only Coke was a true Sponsor

Awareness of ’ 99 Games Sponsors (continued) Locally, recognition of Sponsors was slightly higher • • • Glaxo. Smith. Kline Lowe’s Coke

Awareness of ’ 99 Games Sponsors (continued) Sponsor Preference • The general public prefers companies/products that sponsor non-profit organizations and/or events Since September 11, 2001 – increased from 50+% to 80+%

Sponsor Satisfaction Survey Conducted in November, 1999 50 randomly selected sponsors 31 responded – 62% Asked four questions

Sponsor Satisfaction Survey (continued) Question #1 “Looking back over your experience as a ’ 99 Games Sponsor, if you had it to do over again, would you still choose to become a sponsor? ” Yes 96% No 4%

Sponsor Satisfaction Survey (continued) Question #2 “Overall, would you say the benefit to your company of being a ’ 99 Games Sponsor was: ” 3% Extremely Beneficial Very Beneficial Somewhat Beneficial Not Very Beneficial 3% Not at All Beneficial 3% Not Applicable 16% 35% 40%

Sponsor Satisfaction Survey (continued) Question #3 “Did the benefits your company received by being a ’ 99 Games Sponsor meet your expectations, exceed your expectations or fall short of your expectations? ” Exceeded Expectations Met Expectations 16% 65% Fell Short of Expectations 16% Not Applicable 3%

Sponsor Satisfaction Survey (continued) Question #4 ‘What would you say is the most important benefit your company received by having been a sponsor of the ’ 99 Games, if any? ” Knowing our company was involved w/ a good cause 26% Increased awareness of company/brand 23% Giving back to the community 19% Satisfaction of employees who volunteered 13% Networking with other sponsors 3% Other benefits 16%

Questions & Answers