On a Beat! TEEN SUMMIT Sports Franchise Project “Brain Storm” Session [Sports Marketing; MKTG.405; Winter 2007] Tyler Hair, Senior Account Executive Bakersfield Jam NBA Development League Team (Tuesday January 30, 2007) *NOTE: Content design and selected phrasing is NOT taken directly from session discussion, NOR does it have to be retained. This presentation content format is provided to help generate ideas as students begin collaborating in work groups.
TEEN SUMMIT: On a Beat! • Theme Event Description a) A collaborative YOUTH aspirations & affirmation conference b) Saturday March 24th afternoon preceding the JAM game c) Venue network of satellite community sites linked to Rabobank hub d) Target Kern County students ages 12 - 17
TEEN SUMMIT: On a Beat! • Theme Event Goals a) Attract a large number of YOUTH and families b) Deliver meaningful aspiration/affirmation experience c) Connect Teen Summit to JAM game attendance (“meat in seats”) d) Build new revenue sources from Teen Summit relationships e) Create new “brand inventory” options from Teen Summit network
TEEN SUMMIT: On a Beat! • Theme Event Attraction Methods a) Entertainment & Celebrity (music, players, famous personalities) b) Interactive Online or Mobile Virtual/Digital Games & Activities c) Premium “Give-a-Ways” with Fun, Symbolic, & Educational Value d) Athletic, Academic, & Amusement Contests with Prizes e) Festival/Carnival Fiesta or Theme Fair f) Refreshments
TEEN SUMMIT: On a Beat! • Theme Event Venue Logistics a) Venue Network of Community Satellite Sites with Rabobank Hub b) Identify Activities Suited for Staging at Schools/Centers/Churches c) Identify Activities Requiring a Centralized Large Scale Space Hub d) Identify & Coordinate Transportation/Scheduling Requirements
TEEN SUMMIT: On a Beat! • Theme Event Activity Focus a) Sports/Athletic Enthusiast Students b) Non-Sports/Athletic Enthusiast Students c) Pre vs. Post High School Teens d) College-Bound vs. Non-College Bound Students d) Parents/Family of Students
TEEN SUMMIT: On a Beat! • Theme Event Activity Topic Options a) Health – Drug Prevention (DARE, MADD, etc.) -- Safe Sex (MTV Public Service, “RAP It Up,” etc.) -- Fitness/Wellness(Anti-Obesity Campaigns, Gov.’s Youth Fitness Olympics, Holistic Health, etc.) b) Financial Literacy & Planning(Credit Responsibility, Savings/Investment, Econ. Empowerment) c) Career Options and Preparation(Professional, Vocational, & Military Representatives) d) Anti-Crime & Anti-Violence Programs(Prevention, Conflict Resolution, etc.) e) Education Networking(Local H.S. Guidance Counselors, and College/University Outreach -- BC, CSUB, etc.)
TEEN SUMMIT: On a Beat! • Theme Event Activity Promotion a) Link Activity “Topic” with Prominent Organization/Person b) Build Peer/Mentor “Word-of-Mouth” Awareness -- Partner College & HS Students Around Shared Interests -- Couple Parents & Professionals to Motivate Attendance -- Network Notable Leaders, Athletes, & Celebrities to Spread Appeal c) Maximize Media & Public Relations Communication/Coverage d) Enlist Sponsors & Brands as “Cause Marketing” Ambassadors
TEEN SUMMIT: On a Beat! • Theme Event Contact & Capacity Estimates a) Contact Forecasts -- Approx. 30K Contacts (15 Kern High Schools X 2000 Student Prospects Per School) -- Estimated 3000 Student Participants (10% standard response average X 30K contacts) -- Expected 1000 Parent Participants (33% estimate of parental involvement X 3000 students) b) Venue Network Capacity -- “Hub”: Rabobank & Conference Center/Hotel = 4000 – 5000 -- “Satellite Sites”: Geog. Spaced Schools/Centers/Churches Hold 300 - 500 Each -- Activity-Specific Requirements Based on Participation, Time, & Topic
TEEN SUMMIT: On a Beat! • Theme Event Cost Estimates a) Facility Expenses $ ____________________ b) Logistics Expenses $ ____________________ c) Activity Expenses $ ____________________ -- Speakers/Leaders $ ______________ -- Operations Staff $ ______________ -- Equipment & Supplies $ ______________ -- Additional Resources??? $ ______________ d) Marketing/Promotion Expenses $ ____________________ -- Media, PR, Materials, Etc. $ ______________ e) Other Expenses ??? $ ____________________
TEEN SUMMIT: On a Beat! • YOU’VE ONLY JUST BEGUN … • … TAKE THE BALL & RUN!!!