SEE 3160 Johnson and Wales University W7 MetLife Sponsorship Activation Plan Case Study Hello, please see below for instructions. I have also attached 2 po

SEE 3160 Johnson and Wales University W7 MetLife Sponsorship Activation Plan Case Study Hello, please see below for instructions. I have also attached 2 power points to help complete this assignment.

Purpose

Case study assignments offer students an opportunity to evaluate an industry relevant scenario and develop a solution based on critical reflection and analysis

Description

You are the Director of Corporate Sponsorship for MetLife Stadium and recently signed a sponsorship deal with Mitchum, a deodorant company looking to create a marketing buzz with the hope of enhancing brand awareness. During your pitch Mitchum was impressed with your creative proposal that placed a heavy emphasis on fan interaction (i.e. experiential marketing) and use of technology (i.e. social media). What did you include in your sponsorship proposal/activation plan that hooked the sponsor?

You are responsible for the following:

There are five steps in developing an activation plan (see attachment). Your focus for this assignment is on the 4th and 5th steps (Implementation & Measuring Results)

Part 1: Using the 360 Degree Marketing Model (see handout) present your Sponsorship Activation Plan. Your goal is to highlight six of the 12 possible areas and provide examples for each. For instance, you may choose to focus on the following areas: Tickets & Hospitality, Consumer Promotions, Website, etc.

Part 2: Describe the steps you will take to measure the results of the Activation Plan. How will you ensure Return on Investment?

Present your Activation Plan for Mitchum, including examples for each of the six areas selected. You are also required to explain how you will quantify the results of the activation plan. Consumer Promotion Concept












Tickets & Hospitality
Off-Site (Pre-Game Marketing)
Direct Revenue
Licensing
Public Relations
Media
Community Affairs
Direct Marketing
Website
On-Site
Association Programs
Consumer Promotion(s)
Potential Assets
leveraged during
Sponsorship Activation
Steps in Developing An Activation Plan
1. Define quantifiable objective(s) and measurement
methods
2. Develop ideas
3. Test ideas with the target audience
4. Implement sponsorship activation plan (360 Degree
Marketing)
5. Measure the results of the activation plan

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