la kings sponsorship deck - southwest
TRANSCRIPT
SPONSORSHIP PROPOSALLA KINGS & SOUTHWESTMEGAN EBECKEVAN LEECOHORT 15S
PARTNERSHIP OBJECTIVES
LA Kings
• Secure a non-exclusive agreement, which will allow the Kings to maximize revenue in the category with multiple carriers
Southwest
• Continue brand awareness in the LA area by:
• Communicate destinations and new routes to consumer base• Engage fan base through radio, digital, social media, in-venue, and
through direct mail• Use in venue and social media promotions to drive fans to fly
Southwest
KINGS DEMOGRAPHICS• 1/3 of fans make $100K compared to 19% of general population
• Avid hockey fans are Dorms to Diplomas.
• Median age is 36.1 years old
• Primarily white. Armenian.
• 8% of fans in LA watch hockey
• 8,000 LA Kings season ticket holders
• 44% more likely to hike
• Enjoy the outdoors, 75% more likely to snowboard
KINGS RADIO• One of the NHL’s most expensive and
established radio networks, the Kings Radio Network
• 5th year of partnership with KTLK AM 1150 as the flagship station with Nick Nickson as the play by play announcer and Daryl Evans as the color commentator.
KINGS SOCIAL MEDIA
STAPLES CENTER• Seats 18,118 for LA Kings games
• 160 Luxury suites
• 18 event suites
• 2,500 premier seats
SOCIAL MEDIA• 3 separate messages to be posted
on Instagram and Twitter announcing the promotion with reminders to enter.
• 1 message for Instagram and Twitter to announce winner of the round trip airfare with a VIP experience at a Kings game and 2 runner up winners.
“If it matters to you, it matters to us.”
RADIO
Sponsorship Package to Include:
• Play-by-play: 30 Second Spot for social media promo
• Power Play Sponsor
DEDICATED E-BLAST• 1 email sent out to all fans to announce #KingsFlySouthwest social
media promotion.
• 1 email sent mid-season for fan feedback featuring Southwest’s slogan “If it matters to you, It matters to us”.
VIDEO BOARD• Video Board – 30 Second spot announcing #KingsFlySouthwest
social media promotion
• In-Game Video Board Promotion – Highlight young fans in the crowd calling them Future LA Kings to begin brandexposure towards kidsand stay relevant duringin-game.
ICE STATIC SIGNAGE• 2 TV visible static ice
signage
• Placed on both sides of rink to maximize exposure
IN-GAME PROMOTION• Pre-Game Presentation for winner of social media during Fan
Appreciation Night to stand out among sponsors
• “Lucky Fan Seat Upgrade”: Upgrade lucky fans to leather seats to correlate with airplane ticket upgrades. Give fans drink ticket vouchers as well for future Southwest Flights
• In-game promotion in between periods to allow a fan the opportunity to score on goal with aSouthwest airplane as the goalie.If they make it, they win a one wayflight Southwest airline ticket. Duringpromo, announce new Mexico flights.
ZAMBONI• Decorate the Zamboni to look like a Southwest Airplane for in-game
entertainment and in-game fan exposure
• Driver will wear a Southwest pilot costume and hat to complete the look.
DIRECT MAIL• Season Ticket Mailer
• Promote new destinations (Mexico)• Routes to away games with away game specials• Free Drink Coupons
• Sports = Drink Oriented Atmosphere• Give fans free drinks, they will come
TICKETS AND HOSPITALITY
• VIP Suite – Allow winner of social media contests to attend game in a VIP Suite serviced and decorated like a Southwest Airlines flight.
• VIP Season Tickets and Parking – Sponsorship deal for Southwest to treat exceptional employees or use for corporate needs.
INVESTMENT SUMMARY
Radio Inventory
Title sponsor of the Power Play$10,00
0 Play-By-Play – Social Media Contest Promo $2,000
Signage
Ice Static Signage x2$80,00
0
Digital
Dedicated E-Blast x2 – Social Media Contest Promo/Sponsor Feedback Email
$10,000
Social Media Integration x2 – To run social media contest $5,000
Hospitality
VIP Suite – Decorated like Southwest Plane$15,00
0 VIP Season Tickets and Parking $4,000
Multimedia - In VenueVideo Board – Social Media Promo $10,000 In-Game Video Board – Future LA Kings $15,000
Direct MailSeason Ticket Mailer – Southwest Information promoting Southwest Initiatives $20,000
PromotionsPre-Game Presentation – Social Media Winner $10,000 "Lucky Fan Seat Upgrade" $15,000 Promotion – Fan to win 1 way flight $10,000 Promotion – Southwest Zamboni $10,000
Summary: $216,00
0
THANK YOU
For further sponsorship communication:
Megan Ebeck
Evan Lee