2018 credentials - purple tangerine · • the ability to activate on and off line promotions to...

© Copyright 2018 Purple Tangerine Limited.

www.purpletangerine.com

Produced by: Nigel Jones, Managing Director [email protected]

2018 CREDENTIALS

RIGHTS HOLDERS & BRANDS

CONTENTS

INTRODUCING PURPLE TANGERINE THE TEAM BRANDS BRANDS SERVICES RIGHTS HOLDER SERVICES STRATEGY SALES MATERIALS SALES CAMPAIGN IMAGE MANAGEMENT – PR & PUBLICITY SOCIAL MANAGING SPONSORS GUIDELINE BUDGET

We specialise in: Sponsorship Consultancy ... Rights Structuring … Rights Evaluation … Sponsorship Sales for Rights Holders ... Sponsorship Sourcing for Brands ... Marketing & PR ... Merchandising & Licensing Planning … Event Management ... Athlete & Celebrity Management …

INTRODUCING

Established in 2000, Purple Tangerine is an independent global team of marketing specialists working with both brands and rights holders - acting as a catalyst by bringing them together and nurturing the relationship. We have experience in all major sectors: sports, arts, music, charity & education and offer a fully comprehensive sponsorship service for both brands and rights holders. Based in the UK, we are supported by consultants based around the world including ASEAN and China.

https://www.youtube.com/watch?v=ubS2Q3DJ5_g

Nigel Jones – Founder & Director Purple Tangerine is headed up by Nigel Jones, who has over 25 years experience in creative marketing and sports representation. Nigel has worked with leading brands including: P&G; adidas; Mars; Motorola; Kellogg's; Bausch & Lomb; EA Sports; PepsiCo/Walkers; Disney. He has held senior positions with the world's largest advertising and public relations businesses including Saatchi & Saatchi and WPP and specializes in: Representation; Commercial Sponsorship; Sports Marketing; Brand Marketing; Public Relations; and Digital & Social Marketing. He is a graduate of the London School of Economics.

Omar Khan - Consultant Has 25 years experience both agency and client side where he was Global Head of Sponsorship at Lyca Mobile running international sponsorship campaigns in many markets. He has advised and executed programmes for: Lehman Brothers, Bet 365, Cockspur Rum, Northern Trust, Pepsi and Kingfisher Beer. He is a commercial ambassador to the Professional Cricketers Association, Chairman of Football for Peace, Owner of the Cross Sports Book Awards and NED to Purple Tangerine for the last 10 years.

Paul Poole – Asia Pacific Consultant Paul Poole is an independent marketing consultant with over 20 year's experience of international brand marketing. Paul consults for a number of the worlds leading brands, agencies and cultural organisations. Focusing on three core markets, North America (based in New York), Europe (based in London) and South East Asia (based in Bangkok).

PURPLE TANGERINE SENIOR TEAM

Bruce Hayward - Research & Evaluation Consultant Bruce is a consultant, leading the insight, strategic and evaluation needs on behalf of Purple Tangerine and it’s clients. His goal is to identify how rights holders can maximise their assets, creating strong, long term partnerships. Bruce has over 10 years experience evaluating global sponsorship properties. Bruce has previously worked for world leading agencies including Wasserman Media Group, AEG and IMG.

Murray Harkin – PR Consultant Murray is a high profile public relations and marketing practitioner with over 28 years consultancy experience. He has excellent interpersonal communications skills and a proven track record in managing 'Award winning' campaigns. He offers a sense of maturity, relevant consumer experience, top-level personality management, relevant media contacts and an inbuilt drive to succeed.

Nicole Fan - Social Media China Consultant Based in China, Nicole is an expert in corporate communication strategy, integrated events marketing and digital media. Her skills include: social media marketing, content marketing, web design, SEO & SEM in China. She has worked with major brands including AGA Rangemaster Group, The Open Group, Keysight Technologies, Leica, Philips, Barco, and University of Surrey. Nicole holds a BA degree in Jilin University and a M.A degree in Marketing from University of Northumbria.

Through our network of consultants we put together teams that best suit the client brief.

BRANDS We have worked with many brands over the years including:

CHINA

We have developed contacts with some of Asia and China’s biggest brands and have a growing database of key sponsorship decision makers.

BRANDS - SERVICES

We offer brands the following services, covering: MARKET INTELLIGENCE… Reports on sponsorship market; competitor activity & analysis; industry trends. STRATEGY & SOURCING, EVALUATION … Sponsorship Assessment Matrix – a scientific approach to selecting sponsorship criteria and sourcing a sponsorship that is best fit for the brand needs i.e. branding; TV; hospitality; merchandising & licensing; data; social media; experiential. Analyse available sponsorship opportunities against these criteria so you choose the right opportunities. Measuring sponsorship effectiveness through on-going qualitative and quantitative analysis. NEGOTIATING We speak the sponsorship language and can get you the best deals. Dealing with approaches from rights holders seeking sponsorship – we offer a central point of contact and follow up all who approach with sponsorship opportunities. We develop heads of terms for your legal team to finalise into contracts. EXPLOITATION & ACTIVATION… Once sponsors/partners are secured we will work with you to manage the activation plan covering: Rights fulfilment; General Sponsor Management – a management service for all sponsor needs; Reportage – provision of evaluation reports. We also provide the following support: Public Relations; Internal Communications; Hospitality; Social Media/Digital; Traditional Advertising; Sampling & Experiential; Online promotions; Sales Promotions; and Direct Marketing.

RIGHTS HOLDER SERVICES We offer a sponsorship sourcing and management service, covering: RIGHTS STRUCTURING & PACKAGING … opportunities into straightforward, easy to understand offers to be presented to target brands RIGHTS DEVELOPMENT … branding; TV; hospitality; merchandising & licensing; data; social media; experiential SALES MATERIALS … develop sales presentations outlining the different rights packages on offer SALES STRATEGY … develop sales strategies and plans targeting potential commercial partners PRICING … get the best possible market price for their sponsorship NEGOTIATION … heads of terms MANAGEMENT – ensure sponsors are cared for through account management

We have worked with: BBC Worldwide; Brands Hatch Circuits; Brighton Wheel; British Touring Cars; British Superbikes; British Winter Sports Group; Bullrun; Cambridge Folk Festival; DRIFT; High Speed 1; London Chess Classic; London Table Tennis; LTA; Madame Tussauds; Match Attax; NABS; Photo London; Phuket International Marine Expo; Phuket Marathon; Singapore Yacht Show; Soldiering On Awards; Team England; The Booking Office Theatre Company; The Tall Ships Races; The World Bowls Tour. We have raised sponsorship monies for our rights holder clients from brands including: BT, Fever Tree, HP and Pets At Home.

RIGHTS HOLDERS - SERVICES Our service covers four distinct phases or processes … Phase 1 - Structuring Rights & Developing Sponsorship & Partnership Packaging & Pricing Strategies Phase 2 - Sales Materials Phase 3 - Selling Rights to Potential Sponsors Phase 4 - Managing Sponsors

Phase 1 - Structuring Rights & Developing Sponsorship & Partnership Packaging & Pricing Strategies Strategy Structuring the rights and packaging them into saleable bundles is critical to the success of any campaign. This work normally takes around 2 – 3 weeks and includes a 1-day brainstorm, a sponsorship sales strategy and sales packages, as well as pricing and target lists. We never forget the reasons why brands sponsor and these will be central to the strategy, for example: •  To build brand awareness •  To build sustainable ROI models leveraging their business •  To provide decent experiences for their clients/customers via the use of hospitality •  The ability to activate on and off line promotions to incentivise fans and customers Rights Evaluation Report To support our sales drive we recommend producing a report to assist the rights holder in determining the true value for all the major sponsorship assets of the rights property, covering: Branding Locations; Ownership Opportunities; Access To Areas / Talent; Supply Rights; Product Showcasing Opportunities; Association With Your Intellectual Property.

www.purpletangerine.com/downloads/ResearchCredentials.pdf

We create transparency and credibility for the rights holder by providing back up data to substantiate our estimates. These can be passed onto potential sponsors / brands for further auditing, creating a level of trust. See the following link for full details.

Example of TV Evaluation section of Rights Evaluation Report

RIGHTS HOLDERS - SERVICES

PDF, Website & Video PDF PDF & Video

See 1-2 minute Video Summaries: Superbikes 2016 - https://www.youtube.com/watch?v=XAeY-Co8rq8 The London Cup 2018- Chinese Version - https://www.youtube.com/watch?v=jL22vdYT7rw Team England 2018 - https://www.youtube.com/watch?v=rpuXtZfEG40 Shackleton 2015 - https://www.youtube.com/watch?v=bkyOHGCOblg

Phase 2 - Sales Materials

Presentation of the packages and rights is critical to the success of the sales campaign. We recommend developing a concise .pdf detailing the packages and inventory of rights as well as a short video summary of the offer to garner interest and secure initial meetings with targets. If budget allows we recommend developing a bespoke website for the sponsorship opportunities.

PDF, Website & Video

www.purpletangerine.com/downloads/Shackleton2015LIVE!.pdf

www.purpletangerine.com/downloads/LTATennisKent.pdf


Phase 3 - Selling Rights to Potential Sponsors

SALES CAMPAIGN We provide an external sales service or one that works in tandem with your in house team. Our sales team will approach target companies identified in the strategy phase with the objective of securing meetings. Once meetings are secured we will present the sponsorship opportunities and negotiate heads of terms if there is an interest. We cannot guarantee sponsors will enter a sponsorship contract with the rights holder. Sponsorship Contractual Negotiations Purple Tangerine will carry out negotiations and produce heads of terms. Contracts would be finalised by the rights holder legal department/advisor.



IMAGE MANAGEMENT – PUBLICITY & PUBLIC RELATIONS SUPPORT We recommend supporting the sponsorship sales drive with a hard hitting PR campaign. We work with clients to manage their image. Effective PR can... • Raise Awareness • Differentiate Your Offer • Build Credibility In today's social media communication world where on average we all receive hundreds of messages a day it is critical that rights holders manage their public images ensuring all potential is maximised and all risk is minimised. Purple Tangerine excels in public relations and communications strategies working with clients to: • Identify Unique Selling Points • Develop PR and communication campaign themes • Build national and international PR campaigns On a tactical level we: • Manage Press/Media Offices • Write and distribute media information • Manage the media • Run Media Training & Crisis programmes

SOCIAL MARKETING With more than 1.5 Billion Facebook and Twitter users globally, social media has become a focal point for a rights holder’s success. We work with rights holders to develop and implement social networking campaigns that drive their image and sales. Rights holders are being talked about throughout the day and night in a plethora of communities - Facebook, Twitter, LinkedIn... The purchase process for the majority of us now starts with a browse of social sites to garner opinions on products and services - these opinions are trusted more than a brand's own website! Sponsorship today is about how rights holders can: participate in the ongoing conversations taking place in social media; have a rapport with bloggers; and have a presence in social sites frequented by their audiences. Understanding the importance of contributing to discussions helps build the reputation needed to become a valued member of the online communities relevant to your business. Rights holders that embrace social media will increase awareness, gain credibility, develop advocates and drive the bottom line.



CHINA & ASIA We work with East West PR, who have offices in China. East West work with us to create social campaigns to target the Chinese market, including their social media. As the major Western social networks are banned in China, the best way to communicate with the Chinese market is through their social equivalents. Rights holders can promote their properties to China through the main social media…



Why use Youku? - Set up branded corporate account - Publish product demo and key video releases in Chinese - Increase online visibility and search ability with optimized tagging and description

(Twitter meets Facebook - Microblogging )

Youku ranked third-largest Chinese video entity - over 167 million monthly unique visitors. (Chinese YouTube - Video)

Why use Sina Weibo? - Post industry news with video and photos - Upload whitepapers and key documents - Interact with media, partners and prospects - Initiate online campaigns, events, competitions

Sina Weibo is China’s earliest site for micro-blogging, claiming 87 percent of time spent on micro-blogging services in China.

(Similar to WeChat)

(Integrated Whats app)

Why use Tencent? - China’s largest & most popular video platform on mobile - Owned by Tencent Inc, Tencent video is the only compatible video platform on the firm’s Mobile APP

As of December 2015, Tencent video ranked as the second-largest Chinese video entity, with over 212 million monthly unique visitors.

Why use WeChat? - Flexible content pushing, e.g. video, photo, games etc. - Efficient CRM tool to attract new and keep loyal consumers - Intimate interaction with KOLs and target audiences - Offer personalized responses - Allow real-time interactivity with followers - A powerful mobile payment system - Easy to share among user’s friends circle

WeChat, is one of the most powerful mobile marketing tools in China. It has more than 697 million monthly active users as of December 30 2015, including media, consumers, KOL.


Phase 4 - Managing Sponsors / Activation Sponsor Management & Activation Once sponsors/partners are secured we will work with you manage the activation plan covering: •  Rights Fulfilment •  General Sponsor Management – a management service for all sponsor needs •  Reportage – provision of evaluation reports We can also provide the following support: •  Public Relations •  Internal Communications •  Hospitality •  Soclal Media / Digital •  Traditional Advertising •  Sampling & Experiential •  Online Promotions •  Sales Promotions •  Direct Marketing

Fees £GBP Phases 1 & 2 – Strategy & Sales Materials Sponsorship Strategy including approximately 10 page sales .pdf POA Independent UK research report - for use in sponsorship sales POA 90 second video summary based on client supplying images and footage POA Phase 3 - Selling Rights to Potential Sponsors POA Full sales campaign including: news release to sponsorship media; Commission sourcing and developing leads; arranging meetings; preparing pitches; negotiating and closing deals on your behalf.

We normally run initial sales campaigns over a 12 month period - minimum 6 months. PR Support Services Draft fully comprehensive Global Corporate PR campaign covering: POA Key messages and positioning; Core PR toolkit – releases, photography; media lists; 12 month calendar plan Monthly PR retainer to implement campaign POA

Media Training – based on 2 people for 1 day’s training POA Phase 4 – Managing Sponsors Management of sponsors - depends on work involved. POA We would cost this out with you. Social Media costs on request

GUIDELINE BUDGET

•  All Fees are plus 10% to cover office administration. •  Does not include international travel expenses, which would be agreed with you in advance if any. •  Payment Terms – monthly in advance

2018 credentials - purple tangerine · • the ability to activate on and off line promotions to...

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