Sports Marketing Final Exam

Directions

Please Type Your Responses Below Each Of The Bolded Questions And Use a Non-Bolded Font Or Different Color to differentiate your answers. Submit completed exam under the FINAL EXAM link under projects in blackboard (attach just like a file and in subject heading type your name and TSTD 6264 Final).  You must also deliver a HARD COPY to Dr. Neirotti’s office mailbox, no later than Dec. 17 @ 3pm.  Be sure to write your name on the final exam.   You are to work alone and not discuss responses with other students in the class or anyone else as outlined in the GW honor code. Please e-mail or call Dr. Neirotti if you need clarification on any question 301/440-8044 or [email protected].  

1.  You are the new Director of Corporate Partnerships for the Washington Spirit.  Supported by Scarborough data, provide the following:

a)Identify at least one (1) corporate sponsor with complete contact information.   It can not be an existing Washington Spirit sponsor or in the same category of an existing sponsor.  Write the first paragraph of a sponsorship cover letter indicating why a sponsorship of Washington Spirit makes sense (incorporate Scarborough data/facts that help build the case).  Include a screen shot of the Scarborough report you prepared for this response.  8 points

b)Describe a sponsorship activation program for the proposed sponsor OR an existing Washington Spirit sponsor, that will benefit the company and increase ticket sales for Washington Spirit.  Indicate why this activation makes sense based on the data or other information.  The idea should be practical with limited budget and staff resources.  Provide as many details as necessary to explain how this activation will be implemented, marketed, and evaluated/measured.  (NOTE: The activation can not be one that was implemented by the team this past season).  Sponsor activations typically involve using/leveraging benefits offered as part of the sponsorship package and help to meet corporate sponsor objectives. Be sure to include:  Name of sponsor, description of activation including what it is, how it will be marketed, and how implemented, what is the expected goal of the activation for the sponsor and for the team and how measure success? 6 points

2.  For the activation described above, write a Tweet AND an Instagram post (including photo, video, or gif) that will increase engagement/reach/exposure to more people.  Utilize best practices discussed in class.  

3.    You are the President of a professional team where sport gambling will be legalized.  Describe two (2) ways to utilize sport gambling to increase attendance and two (2) new possible revenue streams (beyond ticket sales).   Source examples of what is currently or is proposed to take place with references. 

Question 1

4.Select one of the class marketing plan clients/organizations (other than the one you were assigned)  and suggest an additional promotion/marketing idea or improvement you would make to the ideas shared in class? 

5.You work in marketing for DAZN, describe a create way to market memberships since you are blocked from advertising on traditional sport media sites such as ESPN, NBC Sports, CBS and Fox Sports. 

6. You work for the Washington Mystics sales department, write a telephone sales script for someone in the Sales Force ticketing database who has attended 3 Wizards Games, the Circus, and Disney on Ice in the past year.  You need to pitch at least one specific type of game ticket or package that you are pitching. Be sure to review the tickets and packages available on the Mystics web site. 3 points

7. Research different on-line sport, entertainment, or event fundraising campaigns (e.g., PledgeIt.org, GoFundMe, RallyMe).  Describe one specific on-line campaign and explain why you think the platform and the campaign is successful.   Be sure to include:  Name of online platform, URL of specific campaign, description of the campaign, why or why not this campaign is successful (look at how long it has been running, amount raised, appeal of the campaign and google the campaign to see if it has received any publicity), and finally provide any recommendations. 

8.  You work for a sport commission in your home town or a city of your choice (identify).  Take a look at the various events available to host at this site https://www.connectsports.com/up-for-bid/ (you can also research other event RFPs online).  After reviewing requirements, select one event and outline why you should bid to host this event in your city. Be sure to identify the city, the event, and reasons why the city would be a good place to host event

9.  You are a marketing coordinator responsible for selling memberships to the G-Wiz Kids Club https://www.dcfamily.com/kidsclub. Identify an influencer you would contact (provide complete information), describe why you chose this influencer, and how you would approach the influencer to help market.   contact info to be included: name, title, email, phone, address. 

10.  Copy and paste a screen shot of the most successful social media post that you personally posted to promote ticket sales as part of the group marketing plan.  Include the full screen to see your name/handle and number of engagements.  

11 .   Identify a position you would like to hold in the sports marketing industry (ticket sales, sponsorship, sporting goods marketing, community relations, social media manager, etc. and identify one research article from an ACADEMIC JOURNAL (e.g., Sports Marketing Quarterly, Journal of Sports Management, Journal of Sport and Tourism, etc. additional lists of academic journals are posted under files).  Describe the general premise of the article, the theories presented, research methodology and findings, and explain the relevance of the information/results (how can the results and information be applied – how can you use the information to help in your job). Note: Sports Business Journal or Ad Age is NOT an academic refereed journal. Sample lists of Academic Journals listed under files on blackboard. The article must be MARKETING related (not on facility design, legal issues, management strategies).  An academic journal article is approximately 8-12 pages and has a list of references at the end.  There is usually some data collection and analysis involved. Provide complete reference information for the article so that if I wanted to find the article I could do so immediately (this includes author names, title of article, title of publication, volume, issue, pages, and URL source where you found the article).  (Note:  You will need to search using Gelman Library electronic databases – click on peer-reviewed articles only when searching.  A book review or short opinion piece does not count as a research article even if published in a Journal). 5 points

12.  Which of the guest speakers did you like best, why, and list one thing you learned from the speaker? 

Extra Credit: Research and describe one (1) new technology that will disrupt or assist a sport or event organization or company.  Include reference(s) and explain how/why the technology will make an impact.