Sample Marketing Presentation/Plan

Warriors Cup Marketing Proposal

Presented By:
Juntae DeLane – Marketing Director
Events West Marketing, LLC

© 2007 Copyright Events West Marketing, LLC. All rights reserved.


Events West is a diversified strategic, lifestyle sports &
entertainment marketing company with expertise in trend-
setting global, urban, and popular culture. We develop
and implement innovative and effective ways to assist
clients in reaching their target audiences, by utilizing
traditional & non-traditional marketing tactics.


Overview
Events West will implement a marketing campaign that will
bring about knowledge and awareness of the sport and the
exciting and entertaining aspects of it that appeal to the
casual fan.

With its edgy approach to marketing and programming,
Warriors Cup is poised to take its place as one America’s
most significant new Pay Per View events. Utilizing
innovative grassroots strategies and tactics, Events West
will create a relevant, impactful pre-launch grassroots
marketing campaign that “organically” extends the Warriors
Cup brand into the lives of its viewers and attendees.


Objectives

• To develop creative, high-impact executions that
maximize viewership and attendance and attention for
Warriors Cup’s first televised event.

• To deliver cost effective peer-to-peer communication,
that builds preference, excites viewers and keeps the
Warriors Cup brand moving forward in innovative ways.

•To develop an organic display of demand for Warriors Cup
& its mission, that will influence cable partners world-wide
to broadcast Warriors Cup.


Strategy
By working in partnership with our sponsors, Events West will
accomplish the following objectives:

Strengthen brand preference for Warriors Cup and its
Sponsors
Build & maximize the Warriors Cup “fan” base
Implement targeted and integrated grassroots initiatives
Utilize Meaningful Entertainment and Engagement as a
primary means of message delivery
Collect data from the target audience to assist in Warriors
Cup growth


Tactics
Events West will provide managerial oversight &
production to the Warriors Cup movement to create a cool
& relevant campaign that speaks directly to the passions of
the target demo. This development and implementation
will happen in two (2) main areas:

1) Guerrilla Media Strategy Design & Implementation

2) Overall Campaign Oversight & Feedback Reporting


Warriors Cup
Market Analysis


Customer Analysis
• Current Market: MMA Supporters

-Males 18-34, U.S., Japan

-Rapidly growing from less than 10 MMA schools in the
early 90’s to over 200 in California alone

-100 to 200 students each

-MMA also attracts casual fans who follow boxing &
wrestling as well


Market Segment
• MMA Market

-Fans & Practitioners: practice & participate & support the
sport at all levels.

• Urban/Hop Hop Market

-Millions of urban youth & adults influenced & guided by
hip hop music and culture.

• Cross Over Market

-Mainstream or “MTV” market, heart of popular culture


Target Market

• Hip Hop Market

-Extremely lucrative, ever growing

-Cutting edge, historically set trends

-Openly embraces cutting edge, controversial themes

-Hip Hop has become the mainstream

-Key to overnight MMA success


Secondary Markets
• Cross Over Market
-Reached through success within the hip hop market
-Attacked with same marketing mix
• MMA Market
-Will not be sacrificed
-Exciting fights, fighter to fan relations & interaction
maintain stronghold on this market segment


Positioning
• “Premier Event”

-Accedes caged fights or concert promotion

-Worlds best fighters, top musicians, sports stars &
entertainers in attendance

-Red Carpet sporting event


Warriors Cup
Integrated Strategies


Building The Warriors Cup Brand
ONLINE PR
ONLINE PR Street Team
Unique destination site PR efforts can be used to Street Team
Unique destination site PR efforts can be used to Marketing team of multicultural
that features content, further the life of in- market Marketing team of multicultural
that features content, further the life of in- market mavens that will drive the peer
video and photo executions. PPS will work with mavens that will drive the peer
video and photo executions. PPS will work with to peer engagement. Generate
redemption. Establish WC’s publicist to insure aafully to peer engagement. Generate
redemption. Establish WC’s publicist to insure fully hand-raisers / /Data collection
partnerships with relevant integrated campaign. hand-raisers Data collection
partnerships with relevant integrated campaign. cards for future marketing
online communities cards for future marketing
online communities efforts & consumer feedback
efforts & consumer feedback
(ROI).
(ROI).
RADIO
RADIO
Support of grassroots &
Warriors Cup
Support of grassroots &
commercial radio
commercial radio
programming. Use of
Brand
programming. Use of
community teams and on
community teams and on
air promo TELEVISION
air promo TELEVISION
Support of PPV media ad
EVENT MARKETING Support of PPV media ad
EVENT MARKETING buys, along with cross
LIFESTYLE We will create aaunique buys, along with cross
LIFESTYLE We will create unique marketing of soundtrack,
Fliers, posters, wheat paste, event experience that will marketing of soundtrack,
Fliers, posters, wheat paste, event experience that will DVD, television shows, etc.
and stickers at retail outlets, drive online traffic, build DVD, television shows, etc.
and stickers at retail outlets, drive online traffic, build
lifestyle locations, colleges,
lifestyle locations, colleges, brand awareness and
brand awareness and
etc alerting consumers of
etc alerting consumers of strengthen WC’s viral
strengthen WC’s viral
WC’s launch event.
WC’s launch event. connection with its audience.
connection with its audience.


Guerrilla Media Model
PHASE 1:
Sustained promo presence
in all markets, gear &
premiums, traditional • Peer to Peer Marketing & PR
media used in non- • Online marketing/Content
traditional ways to create
• Non traditional Outdoor
a mystique around the
brand. Creation of
guerrilla content & online
distribution. • Event Marketing

PHASE 2:
•Print Advertising
Creation of custom events & • Peer to Peer
content. Support of in • Custom Content
market events,
promotions &
engagement marketing
activity that touch • Peer to Peer
trendsetters on an •Television Promo
emotional / cultural level.
• Radio Promo
PHASE 3: •Custom Content
Increase active participation • Outdoor
with Warriors Cup via
live events, ongoing
content and unique
experiences that serve to
build the brand, deliver
shifts in preference and
turnout amongst the
target.


Our street teams Street Teams
are influential
individuals who Edgy, aware, street savvy leaders
use direct, hi- with a unique and creative approach
touch, non- to marketing
traditional Inter-
Multi-cultural & Bilingual Mavens
Action to solidify
Encouraged to work together,and
branding. They
be self-starters
are trained to
Excited about spreading the
engage target
message
consumers in
“experiential” Shine light on the big picture
interactions that The Street Teams will be
link to their recruited within the 18-34 year old
lifestyle, connect subcultures that are prevalent in the
with their target market
consciousness and The Street Teams will target
make indelible relevant events to create efficiency
impressions. of effort & maximize promotional
impact


Street Team Training
Events West’s approach to training and selection is key in
its’ success with creating a peer to peer channel that
generates excitement around the Warriors Cup brand. The
focus is on continuity of message, creativity, excitement in
engaging the target audience and innovation. The Warriors
Cup brand team & Events West will work hand in hand to
insure that the brand message is communicated in an edgy,
fun & consistent manner.


Targeted Martial Arts Schools, Tournaments, &
Events

•Gracie Jiu-Jitsu Martial Arts Academies
•College Martial Arts Programs
•The Ultimate Fighting Championships
•PRIDE Fighting Championship (Japan)
•All National Jiu-Jitsu Tournaments
•Need Input from Jason on this*


.

Radio Elements
•Focus on creating excitement around the
Pairing Warriors Cup event via ticket giveaways and promotions
with a radio station
partner or partners •Look to establish partnerships with both
will help to drive commercial radio and non commercial radio
traffic and build that appeals to the 18-34 audience
excitement around • By utilizing their community teams, on air
the Warriors Cup giveaways and reach we can weave the
Launch. We event launch into the minds of the listeners
recommend
establishing a major •Recommend bringing fighters and talent to
level partner i.e. do interviews at the station the night before
Clear Channel, Radio or day of if this is possible
One, etc. and also •We can develop special backstage packages
building alliances for the on air giveaways to differentiate from
with sports radio the general free admission
networks, and
college radio •Recommend a “meet and greet” for the
stations. This will fighters and talent prior to the show for media
give both wide to give the artist/talent the time to spread the
spread reach and message
targeted • Explore the costs associated with a live
communication with radio remote as part of the event production
targeted listeners.


.

Online Elements
•Focus on creating excitement around the
The internet is a event via online editorial placements &
major part of the partnerships
lifestyle of the 18- •Through viral street teams, the Warriors Cup
34 target launch event will be discussed in chat rooms
audience. A lot of
their information • We should look to partner with relevant
comes from non- websites that are located in key markets or
traditional media have significant communities in those
sources. They markets.
view this media a •Talent/celebrities can do chats prior to the
“truer” and launch to help build buzz
unfiltered.
•Backstage packages for can be given away
We want to tap as part of the relationship with online
into this partners
preference as a •Potential partners would run the gambit from
way to both fullcontactfighter.com to allhiphop.com Target
promote the both the mixed martial audience and the hard
Warriors Cup core urban hip hop and rock audience.
launch and deliver
viral buzz & • Explore the costs associated with a live
content after the webcast from WarriorsCup.com as part of the
event event production


.

Partner
MMA Fight schools in
Elements
key markets (I.e. •Utilize young people each organization to get
L.A., NY, the Bay the word out and augment already existing
Area, Miami, etc..) street teams.
whose mission and
•Work with some of these youth who are very
goal is in line with
passionate about the sport as spokespeople
Warriors Cups to
to target various media outlets.
promote the sport of
Mixed Martial Arts • Promote the event through existing
can be a key tool in communication tools that these organizations
identifying the young already use. (i.e. newsletters, email blasts,
people most websites, ongoing events)
passionate about
•Work with each organization to make fight
this sport and
teams for our different Warriors Cup
partnering with them
sponsors.
in promoting the
event and the cause
of MMA.( I.e.. Gracie
Jiu Jitsu, ??? Need
Jason input…


.

Lifestyle Locations
•Colleges & Universities
In addition to •Concerts (all genres of music)
promoting at •Popular Nightspots
tastemaker and high •Clubs & Restaurants
profile events, The •Special Events & Parties
Warriors Cup team •Sporting Events
will target •Music Stores
underground and •Public Transportation hubs
mainstream hot
spots within our key •Popular strips (i.e. sunset LA, )
target markets. •Lifestyle locations (shops, salons,
Events West will barbershops, spas, galleries, malls,
target the following etc.)
locations and events •Movie Theaters (mainstream & art
in the bay area in an house)
effort to reach the •Extreme Sports Centers (skating,
targeted wall climbing, etc)
demographic within • Major National Events (i.e. spring
their environments: break,)
•Urban Clothing Retail Stores
•Cultural Centers


.

Colleges
Elements
The college
student body is a
major bulls eye for
this event. Their •Major colleges in all key markets
interest in social •Fraternities & Sororities
issues and • Student Groups
logistical ease •Associations
make college
students word of
•Athletic Programs
mouth incubators
that can be
utilized to push
the Warriors Cup
mission, ppv buys,
& attendance.


.

Integration Elements:

Events West will •Outdoor Postering (Warriors Cup
work to integrate the
larger issue of Mixed
Logo)
Martial Arts being the •Murals
most exciting sport •Peer to Peer
as the backdrop for •Celebrity hosted events in target
the event markets introducing Warriors Cup
attendance. The goal launch
is to integrate this
message into all
•On site celebrity content that can be
aspects of our aired via big screens
communication so •User Generated Content aired asking
that people are for more Warriors Cup action
excited about the •Invite people to bring signs, banners
chance to be part of or other displays of their opinion on
the historical launch
of the sport as well
their favorite fighters or fight teams
as experience a once •Show will be aired later on other
in a lifetime event outlets
• (need input from Jason for more)


Street Team@ Work
Connecting with Hip Hop Culture


Street Team @ Work
Connecting with Punk / Rock / Alternative Culture

It’s cool,
he’s one
of us.
This guy
is every
where!


Street Team @ Work
Connecting with Asian / Latino Culture


Street Team @ Work
Connecting with Skate Culture


Traditional & Non-Traditional Outdoor:
Graf Murals & Billboards

Events West’s experience in non-traditional outdoor media
will be a perfect fit for establishing Warriors Cup by utilizing
everything from Graf Murals to wheatpastes, & Billboards.
The end result will be outdoor media that feels grassroots,
young and edgy.


(Non-Traditional Media)
Outdoor Marketing Outdoor Marketing
(Postering) (Installation)

Bill Boards (vinyl Outdoor Marketing
installation) (Billboards)


Warriors Cup Total
Program Benefits

Builds a database of passionate missionaries (Sleepers)

Collects real world content

Creates PR angle for Local/National news

Creates a consistent personal connection between
Warriors Cup & the audience.


Warriors Cup Total
Program Benefits
Provides content for www.warriorscup.com

Uses “vanity marketing” to drive awareness and
online traffic

Cost effective execution and ROI tracking via online
traffic & video redemptions

Casting for future Warriors Cup commercials &
grassroots recruitment


Next Steps

Get client/sponsor feedback and approval on
concepts

Formalize Events West and Client/Sponsor
Relationship

Develop work plan & Budget

Execute strategies


Thanks For The Opportunity

I appreciate the opportunity to present these ideas to your
company. Events West ’s dedication to creativity,
relevance and dependability makes for a great alliance. I
look forward to discussing these ideas in person with you,
so we can nail down next steps, hear your feedback, earn
your trust & earn your business. Thanks again for the
opportunity.

Sincerely,
Juntae Delane


Contact Information
For more information on the enclosed concepts and capabilities,
please contact:

Juntae Delane
Marketing Director
jdelane@events-west.com
Office: (800) 884-8369
Fax: (888) 879-6908


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