Overview of Sports Identity\'s Corporate Consulting and Event Management Division

2. ABOUT SPORTS IDENTITY, INC.
WHO WE ARE
Sports Identity, Inc. is a Sports Marketing & Event Management Agency.
Through Synergistic Relationship Management, we leverage the power of athletes and sports
to create experience-driven marketing solutions that increase brand equity and help solve our
clients’ business challenges.
Utilizing our proprietary systems, we align multiple brands to generate competitive advantages
and mutually beneficial brand growth. Our BrandMatch® system mitigates the risks of
deficient marketing partnerships and increases potential for long-term relationships.
Our goal is to become the leader in developing and executing experience-driven marketing Sports Identity, Inc. was founded in 2003 by Derek Boyle, formerly with sports marketing
solutions. powerhouse Woolf Associates.
We look for clients, whether athletes, companies, or non-profits that will share our passion,
enjoy being involved in the process and appreciate our honesty and efforts. We show our
clients that long-term success is the result of building relationships in new places, with new
partners, and in new ways.
WHAT WE KNOW
When it comes to solving challenges, we know that experiential marketing is successful. With
Sports Marketing, we know the program created to bring your brand to life is as important as
finding the right athlete with whom to associate your brand. We also know that fan interaction
is key to delivering an effective experiential marketing program.
Experiential Marketing feeds consumers’ psychographic passion for sports by interactively
bringing a brand’s promise to life through individualized brand experiences designed to last a
lifetime in the mind of the consumer.
WHAT WE BELIEVE
Sports enthusiasts aspire to be just like the professional athletes they watch, look up to, and THREE PRIMARY DIVISIONS OF SPORTS IDENTITY
imitate in their driveways or back yards. Through Synergistic Relationship Management, Sports
Identity turns these dreams into reality while bridging an emotional connection between • SYNERGISTIC RELATIONSHIP MANAGEMENT
brand and consumer.
• ATHLETE MARKETING
This thinking is at the forefront of our methodology:
• create solutions that are grounded by strategy • BRANDMATCH® SCORE
• provide growth opportunities
• focus on results

3. SYNERGISTIC RELATIONSHIP MANAGEMENT
WHAT IS IT?
Synergistic Relationship Management is the process we utilize to EVA
service our corporate clients, whether it’s for brand consulting or event N L
UA
management. S.R.M. is broken down into 3 distinct phases. These
LA
TIO
These three phases guide us to ensure proper management
GAME P
phases provide us with flexibility when entering into a partnership with
a corporation or organization. Not every project begins at the same and success. They provide a framework for building a
N
starting point. Therefore, certain information is needed no matter where marketing strategy and aid in creating solutions that will solve
we start from in the process. business challenges and identify growth opportunitites to
continue building the project for years to come.
Through Synergistic Relationship Management, Sports Identity creates, N
manages and executes all aspects of an Experiential Marketing Program, E X E C U TI O
from inception to evaluation.
Below is an outline of the steps we follow when implementing Synergistic Relationship Management:
GAME PLAN
• Brand Analysis..................................................................(research the brand and meet with committees to gather information)
• Developing Brand Experiences.................................(create event/program and all aspects therein)
• BrandMatch®.....................................................................(identify partners, including: vendors, athletes and sponsors)
• Playbook..............................................................................(create sales, marketing/pr and implementation strategies)
EXECUTION
• Sponsor Procurement...................................................(secure sponsors based upon BrandMatch® recommendations)
• Talent Procurement.......................................................(secure celebrities based upon BrandMatch® recommendations)
• Program Implementation...........................................(carry out the entire program soup to nuts)
EVALUATION
• Results Audit......................................................................(consumer surveys, ROI, media value, buzz factor)
• EndorseWeb........................................................................(visual explanation of all partners and potential growth areas)
• Next Season........................................................................(program summary and future recommendations)
brand experiences generate a lifetime of returns
What’s YOUR Sports Identity?

4. GAME PLAN
In sports, you can’t win a big game without careful preparation. Designing a game plan consists of understanding your team’s ability, analyzing your opponent, and making
sure you have the right personnel to carry out the strategy and succeed. The same philosophy exists when creating a brand experience to solve business challenges.
BRAND ANALYSIS
Any successful business follows three specific steps when launching. The Business
Strategy always comes first and is the foundation for building a brand. The Brand
Strategy comes next followed by the Marketing Strategy. However a successful BRAND POSITION
marketing strategy stems from a solid brand strategy. Your Brand Strategy will help us understand your definitive point of difference
and relevance and where your brand is currently positioned in the market
Expressing brands requires big picture thinking to bridge the connection between place versus your competitors.
brand and consumer. To obtain an optimal position, a brand must fulfill a promise
to deliver a clearly stated benefit that is relevant to consumers and sets the offering TARGET AUDIENCES
apart from competitors. A strong brand strategy is the first and most critical step to Qualitative and quantitative research is conducted into the brand’s audience,
securing brand success in today’s increasingly competitive marketplace. demographically and psychographically.
Our job is to create and execute the Marketing Strategy. We begin by analyzing OBJECTIVES
your current Brand Strategy, understanding every aspect. The brands we purchase Your brand may face one or many challenges. Our marketing strategy will be
reflect our values, enhance our identities and enrich our lives. The intent of the based upon the set of challenges you’re currently facing and understanding
Brand Analysis phase is to understand the brand’s history, products, personality, where you want your brand to be in the future.
consumers and competitors as well as understand the goals and objectives of the
company and its brands.
DEVELOPING BRAND EXPERIENCES
At this point we’ll have a good understanding of the Brand and the programs that we’re tasked with creating and
implementing. Based upon the Brand Analysis we’ll define your Brand Essence, and agree on specific measurements
for success to solve Key Challenges and Objectives. From here we’re able to create Synergistic Solutions and develop a
set of memorable Brand Experiences that will increase Brand Equity and solve business challenges, while leaving a
lasting impression upon your target market. Always looking at the big picture and into the future, we create
experiences that will generate a lifetime of returns.
BRANDMATCH®
BrandMatch® is a tool utilized to accurately align multiple brands. Every partner involved in a program can and will
have an effect on the outcome. BrandMatch® ensures each brand is in sync. With confidence in each alliance, we’ll be
able to activate the tangible and intangible attributes of each brand to strengthen the message, enhance awareness
for the program and achieve maximum return.
PLAYBOOK
Our strategic plan will detail a road map to success. We’ll deliver a plan with our recommendations for programs,
athletes, partners and a pr strategy to launch the campaign, along with implementation and execution tools.

5. EXECUTION
A detailed strategy alone will not deliver results. Sports Identity will tap its Marketing Network consisting of agents, athletes, entertainers and business relationships to
negotiate and secure the appropriate alliances. Sports Identity will also put the plan in action by managing the implementation and execution of each program element.
SPONSOR PROCUREMENT
Many programs call for alliances with other companies. Based on the
strategy and information obtained using BrandMatch®, Sports Identity
will negotiate and secure partners to enhance the program such as
media, charities and other brands.
TALENT PROCUREMENT
Finding the best talent is difficult, understanding pricing and how
to secure the talent is just as tough. Utilizing the results from
BrandMatch® Score, Sports Identity will tap its network of athletes/
entertainers and agents, allowing us to efficiently secure the talent
best suited for the program and to negotiate the best deal for you in
the least amount of time.
PROGRAM IMPLEMENTATION
Sports Identity will lead, manage and work as a team with you
to implement the strategy and carry out best-of-class marketing
programs which will distinguish your brand from rivals, affirm market
position and add value. To invoke employee participation and to
reduce your overhead costs, Sports Identity will involve your staff to
execute each aspect of the program.

6. EVALUATION
As in sports, there’s always another game. Red Sox fans grew accustomed to this ideal for 86 years. Whether the next game is tomorrow, next week, or next year,
understanding the results of your program and the potential for your brand’s future growth is extremely important. To do so, Sports Identity executes a complete Results
Audit. We then develop an EndorseWeb to illustrate the program’s framework and to help map out future opportunities.
RESULTS AUDIT
The end result of any program provides more information than just
your basic ROI. In addition to the numbers, our Results Audit will
show what program elements hit home with your target, what needs
tweaking and what should be tossed.
ENDORSEWEB
Sports Identity developed the EndorseWeb to illustrate how creating
successful programs requires a strategic thought process. We design
each element with an eye towards expansion. This step will help show
room for growth and potential areas to expand.
NEXT SEASON
The Results Audit and EndorseWeb will help us determine a set of We start with the Primary Brand (in this case CVS). We create a program that will
recommendations for future programs. Did we solve the challenge? solve challenges. Then we identify and secure the most appropriate athletes,
Do we need to change the Game Plan? Did it work well enough to corporate sponsors and media partners to enhance the program. As the program
continue the program? Can we expand to more markets? All these evolves, we’re able to add more partnerships, create more experiences and
questions are answered and we’ll provide you with options for a strengthen the brand.
second term of partnership with Sports Identity, Inc.

7. RECENT PROJECTS
SPORTS IDENTITY TURNS DREAMS
INTO REALITY WHILE BRIDGING AN
EMOTIONAL CONNECTION BETWEEN
BRAND AND CONSUMER
brand experiences
generate a
lifetime of returns
What’s YOUR Sports Identity?
SPORTSIDENTITY.COM

8. 840 Summer Street, 3rd Floor, Boston, MA 02127 Phone: (617) 268-0001 Fax: (617) 268-1728 SPORTSIDENTITY.COM