Group project for a Sales and Sponsorship class at Loras College. The Assignment was to pick a Johnson & Johnson company to sponsor the new MLS team that will begin play in Miami in 2018.

1. +
SPONSORSHIP PROPOSAL
MARYKATE HALM • MAKAILA HAASE • ALEXIS SETH • MEGAN TEWS

2. OVERVIEW
• Background
• FITS Test
• Activation Plan
• Sponsorship Assets
• Sponsorship Packages

3. BACKGROUND

4. MIAMI - DADE COUNTY
• Population 2,662,874
• Hispanic or Latino 66.2%

5. MAJOR LEAGUE SOCCER
• Men’s professional soccer league
• Headquarters
• 2014 revenue
• Conference

6. MIAMI FC
• Starting play in 2020
• East Division
• Stadium in Little Havana

7. JOHNSON & JOHNSON
• Headquarters
• 2014 revenue
• Three different categories
• Consumer Products
• Medical Devices
• Prescription Products
• Bought Neutrogena in 1994

8. NEUTROGENA
• Headquarters
• International
• 2014 Revenue
• Originally Natone
• Where to buy

9. FITS TEST

10. FOCUS AREA
• National and international presence
• Widespread footprint
• Opportunity for a more narrow focus

11. INTANGIBLES
• Strengths
• Already established relationship with MLS
• High expectation of attendance/consumers
• Similar mission statements
• Threats
• Marlins and semi-pro team
• Opportunities
• Media Exposure

12. TARGET MARKET
• MLS
• 35-54 year olds, millennials increasing
• 65% White, 34% Hispanic
• Neutrogena
• 20-50 year olds
• Varying races

13. SEASONALITY
• Overlap in season
• Bulk in summer months

14. ACTIVATION PLAN

15. OBJECTIVES
• Increase brand awareness of non-facial sunscreen
products by 10%
• Increase sales by 10% in the Hispanic market

16. IDEAS - ASSETS
• Assets available
• Concourse space
• Video display board

17. IDEAS - INSIGHTS
• Insights
• Doing better in the facial sunscreen market

18. IDEA DEVELOPMENT
• Sunscreen Zone
• Promo videos
• Burn of the Game
• Burn Cam

19. TEST IDEAS
• Test with target market
• Miami FC will help find participants
• Utilize stadium for focus group

20. IMPLEMENT ACTIVATION PLAN
• Bring ideas to fruition

21. EVALUATE ACTIVATION PLAN
• Compare to sales results from previous years
• Surveys to determine brand awareness

22. AMBUSH MARKETING

23. SPONSORSHIP ASSETS

24. HOME KIT AWAY KIT

25. TOWEL GIVEAWAY SUNSCREEN / MAKE-UP
REMOVER GIVEAWAY

26. MIAMI FC
SUNSCREEN ZONE / EVENT ACTIVATION SETUP

27. BUBBLE SOCCER

28. “BURN OF THE GAME” HALFTIME VIDEO ON SCOREBOARD

29. PACKAGES

30. BLUE LEVEL
• Field level sign
• Scoreboard lighted panel
• Video display board
• Season Tickets
• Radio
• 1 pre game
• 3 in game
• 1 post game
• TV spot
• Program advertisement
• Kit sponsorship
• Pass through rights
• Promotions
• Bubble soccer
• Prize wheel
• Neutrogena Sunscreen
Zone
• Social media exposure
• Category exclusivity
• Intellectual property
TOTAL: $6,042,720

31. BLACK LEVEL
• Intellectual property
• Social media
• Neautrogena Sunscreen
Zone
• Promotions
• Bubble soccer
• Prize wheel
• Pass through rights
• TV spot
• Radio
• 1 pre game
• 1 in game
• 1 post game
• Season Tickets
• Video display board
• Field level sign
TOTAL: $2,831,435

32. WHITE LEVEL
• Sunscreen zone
• Video display
• Scoreboard panel
• Season Tickets
• Intellectual property
• Pass through rights
• Social media
• Promotions
• Bubble soccer
• Radio
• 1 pre game
• 1 post game
• TV spot
TOTAL: $1,460,535

33. CONCLUSION