Objective:

• Secure a Naming Rights sponsor

Precision Sports Entertainment was given the directive by the New York City Triathlon to search for a Naming Rights Sponsor. This entitlement position became available because Ford Motor Company lowered its commitment from a title to a “presenting” sponsor.

PSE researched the triathlon marketplace and evaluated its corporate brand communication database to find a potential fit for the event. Having determined that Nautica appeared to be a perfect match, PSE approached Nautica about the opportunity to “own” a lifestyle event in a key market near its corporate headquarters. Moreover, Nautica, having an existing presence in the triathlon industry, viewed the marketing opportunity as a means to connect with a key demographic: the high income, lifestyle-focused, corporate level executives with families.

Initially, Precision Sports Entertainment secured a three-year title sponsorship on behalf of the New York City Triathlon. Nautica will receive extensive regional and national marketing and advertising benefits in return for its investment. Furthermore, the event will be called the “Nautica New York City Triathlon presented by Ford” for 2006 and beyond.

Since then, Nautica has renewed terms for another three years and the event is now officially called the Nautica NYC Triathlon presented by RCN

Objectives:

• Generate leads through a national high school football initiative
• Create and manage a platform that enables the National Guard recruiters to interact with high school students and their centers of influence.

MaxPreps Tour of Champions presented by the National Guard

In 2009-2010, Precision Sports Entertainment activated the National Guard’s presenting sponsorship of the MaxPreps National High School Football Rankings with the “MaxPreps Tour of Champions presented by the National Guard.” The 5th consecutive award winning, integrated marketing campaign honored the 50 of the top high school football teams and 20 of the top boys and girls basketball teams in America. Taking place over the course of December through May, the “MaxPreps Tour of Champions presented by the National Guard” officially recognized the finest teams in the U.S. through on-campus celebrations and formal trophy presentations. Representatives from the National Guard presented the team and coaches with the National Guard National Ranking trophy further cementing each team’s place high school sports history. In addition to handling all aspects associated with the tour, Precision Sports Entertainment supported the campaign with a comprehensive local public relations initiative in each honored team’s market.

Results:

• Goodwill press coverage in each local market
• Bonds created with the student-athletes’ center of influence (coaches, administrators, teachers, parents)
• Goodwill relationships forged with local schools
• Access to students in a positive, relaxed setting
• Branding and visibility at the schools

 

“To have arrived in a new system with a new school and have the opportunity to go in and meet the coach, AD, students, and families of East St. Louis was unbelievable. I was assigned to this school one week ago and this program has now allowed me into the school for this great ceremony and also an opportunity in the future to come back and talk to the students.” - Sergeant First Class Mario Saenz – National Guard

Objectives:

• To effectively market, manage and create a PR campaign for the playing of a New Jersey High School State Championship Hockey game between Delbarton and St. Joseph’s that was cancelled in 1989 due to a measles outbreak. 
• To raise awareness and money for participating cancer charities.

Strategies:

• Create sponsor platforms for a title partner and participating partners to capitalize on the local market and strong demographic of the participants
• Create a comprehensive PR campaign focusing on the human interest of the game and focus on the benefitting charities
• Develop media partnerships with specific, targeted media vehicles
• Follow strong PR push with local marketing effort to ensure sellout
• Produce a “professional” game day experience for all in attendance to enhance the charitable atmosphere

Execution:

• A strong fully integrated sponsor package was created covering signage, media and sampling at the game.
• Managed relationships with the NHL’s “Hockey Fights Cancer” as well as local charities all benefitting cancer causes
• A website was developed to promote the game and also linked to an online auction of NHL signed merchandise specifically targeted to benefit game charities
• Media advisories and press releases were distributed to strategically defined national and local media approximately a few weeks in advance of the game
• The media advisories and press releases were followed up by telephone inquiries to ensure the media was aware of the event
• Flyers and posters were placed at many local business in the communities directly associated with the schools and arena to promote ticket sales
• Programs were created with each high school to tap into the school’s alumni base

 

Results:

• There was extensive media coverage, including articles on the front page of the Wall Street Journal, in the New York Times and Star Ledger sports pages, coverage on local and national news channels including the Fox News Channel, which had two players in-studio for interviews on their America’s Showroom program, and extensive Internet coverage. In addition, CBS Evening News with Katie Couric produced a 3 minute segment. In total, the “feel-good” story garnered approximately $2.75 million in pre and post game calculated television publicity value.
• Local television affiliates in markets such as Missouri, Arizona, and Ohio and across the country covered the story.
• Over $250,000 was raised for NHL’s Hockey Fights Cancer and participating charities

 

“PSE was absolutely critical to the success of our event.  They did an outstanding job promoting the event, coordinating with sponsors and procuring and managing the press.  Event details and logistics were extensive and complicated, yet it was a smooth operation thanks to PSE.  We could not have done it without them."  James Olsen, “Frozen Flashback Managing Director” and Class of 1989 Delbarton hockey player.

Objective:

• Communicate the National Guard’s local community involvement through a high school student athlete community service award

MaxPreps Citizen Athlete presented by the National Guard

Strategy:

• Conduct national nomination and college scholarship program through MaxPreps.com for coaches and administrators to nominate deserving high school student-athletes
• Execution of 10 high school award presentations across the country to honor the regional winners (MaxPreps Citizen Athlete Award Tour presented by the National Guard)
• PSE strategically positioned the local National Guardsmen/women as presenters of the National Guard Citizen Athlete trophy and certificate to the student for their ability to go above and beyond their schoolwork to make an impact in the community
• Highlight the importance of community service and patriotism to further the National Guard’s “hometown heroes” program

Execution:

• Direct mail, webisode features, e-blast and fax-blast, and microsite offered the national promotional support through MaxPreps to school coaches, administrators, guidance counselors, etc.
• Entire promotional campaign, with its multiple phases, was promoted and chronicled via a Citizen Athlete microsite hosted maxpreps.com.
• Co-branded advertisements were run across maxpreps.com promoting registration, regional winners and the Citizen Athlete Award Tour
• 10 winners selected by a panel of MaxPreps/National Guard reps (five boys/five girls from five regions nationally)
• Winners receive trophy, certificate from the National Guard and $2,500 scholarship from MaxPreps
• Online voting campaign, to drive MaxPreps registration and potential National Guard opt-in lead generator, to ultimately select two national winners (boy/girl) and $500 award for winner’s school
• Award ceremonies/events were supported by a local public relations campaign that included print, radio, television and online media outlets
• Press releases were then written and disseminated the day of the event
• Press releases and media advisories were followed up by telephone calls to specific regional and local media outlets

Results:

• Approximately 1,000 nominations submitted in 48 states for the first-year program
• Over 1,700 votes cast in voting for the national winners
• National Guard supported events with many high ranking personnel including several captains, a Lieutenant Colonel and a Brigadier General
• Media coverage garnered in local television, online and print outlets

"Outstanding event to recognize a talented young lady.  I was truly impressed with the entire event." Brigadier General Rufus Smith, 174th ADA BDE, Commander, National Guard 

Objective:

• Enhance the sponsorship portfolio for the 2009 & 2010 Nautica NYC Triathlon

Strategy:

Precision Sports Entertainment, utilizing an aggressive and comprehensive sponsorship sales plan including multiple sponsorship sales executives, determined sponsor engagement and “event within an event” strategy to key sponsor categories would be the most effective way to maximize the inventory for the triathlon event.

Precision Sports Entertainment, after renewing Nautica as the event title sponsor, analyzed the remaining inventory available and conceptualized new inventory to ultimately package and create “special tailored events” or relative-programs for corporate partners. Some of the programs including but not limited to the Presenting Event sponsorship, Diaper Race, the Financial Executive Challenge, the CEO Challenge, The Underwear Run, and the two-day Sports & Fitness Expo and so on.

Each program engaged the triathlete consumer and their family and friends in a unique, positive manner that ultimately leaves a lasting impression for the corporate partner. PSE determined to sell “title” sponsors to each “event within an event” experience approached the brand who best matches the “experience” psychographics.

Results:

PSE was able to secure multi-year partnerships with a number of these unique positioning.  RCN became the race presenting sponsor and title to the RCN Family Call Center.

Additionally, the following “unique positions” were conceptualized and sold:

• UnitedHealthcare Sports & Fitness Expo
• Jamaica Underwear Run
• Jet Blue Airways Finish Line Festival
• Huggies Little Movers Diaper Race
• SpongeTech Toddler Trot
• IAMS Doggy Dash
• Skechers Go Mommy Go Race

In addition to the above, PSE was also able to create customized programs for Connect by Hertz, Muscle Milk, POM Wonderful, and more for the 2010 event.

Objective:

• To communicate the National Guard’s local community involvement

Strategy:

• Execution of 70 high school trophy presentations across the country to honor the top ranked high school football and basketball teams
• PSE strategically positions the local National Guardsmen/women as presenters of the coveted National Guard National Ranking trophy to the coaches for their excellence in high school football or basketball
• Highlighting the importance of the National Ranking trophy being offered to the heart of the town’s pride—their local high school—and the National Guard’s key role in their celebration

Execution:

• These pep rallies/events were promoted to print, radio, television and online media outlets
• Media advisories were distributed to strategically defined regional and local media approximately four days in advance
• These media advisories were followed up by telephone inquiries to ensure the media was aware of the upcoming presentation
• Press releases were then written and disseminated the day of the event
• These press releases were also followed up by telephone calls to specific regional and local media outlets

Results:

• Major daily and weekly newspapers outlets, local and regional high profile television stations, and internet sites garnered placements for the campaign
• In television coverage alone, PSE garnered close to $600,000 in calculated television public relations value for the tour.

“Thanks for all your help on making this program a success. I really believe that the more positive exposure we get from the Tour of Champions the easier it is for our Recruiters to get into the High School market. The Tour of Champions has become an extremely effective program for the National Guard in many ways.  The Tour allows access for recruiters in the schools to get in front of students and directly inform them of the benefits in becoming a member of the National Guard.  Specifically, the athletes are individuals we ideally look to recruit mainly because of the qualities they already deliver; commitment, dedication and teamwork relating directly to what we look for in a National Guardsman.  As the program grows, we are continually seeing greater interest in the National Guard and I hope to be a part of many Tour Stops in the future. I trust that we will continue the partnership with MaxPreps.”  Colonel Timothy Marlar, Kansas National Guard

Objective:

• Enhance the sponsorship portfolio for the one-year old Nation’s Triathlon

Strategy:

In February 2007, Precision Sports Entertainment was selected to increase the sponsorship portfolio for the Nation’s Triathlon, which at the time just completed its inaugural race. Precision Sports Entertainment, drawing its experience from the Nautica NYC Triathlon, utilized an aggressive and comprehensive sponsorship sales plan including multiple sponsorship sales executives and a similar “event within an event” strategy to maximize the inventory for the triathlon event.  PSE leveraged its relationships within the triathlon industry and also infiltrated the Metro DC and Mid-Atlantic regions.  Additionally, PSE researched and identified races in the region to see what sponsors were active within the local area.  PSE was able to secure major blue chip sponsors for a second year race that hosted approximately 1,000 triathletes.

Results:

In its first year working with the Nation’s Triathlon (2007), Precision Sports Entertainment secured a title partner to the 2-day Sports and Fitness Expo (UnitedHealthcare), a hydration partner (Cytomax and Coca-Cola), automotive partner (Porsche), a retail partner (City Sports) and a host of other corporate sponsors.  In total, PSE procured fourteen (14) partners in just over 6 months.

In year two (2008), PSE successfully renewed a high number of 2007 partners and expanded the portfolio to include Jet Blue as the official airline and Finish Festival title, Nissan as the official vehicle, University of Maryland University College as the title to the Nation’s Triathlon’s sub-race called the Military Challenge, and Timex as the official timekeeper and title to the Timex Timing Zone and much more.  In total, PSE increased the sponsorship portfolio to twenty-one (21) corporate partners the following year.

In 2010, now in its 4th consecutive year representing the Nation’s Triathlon, PSE will secure close to forty (40) corporate partners for the 8,000 person triathlete.

Objective:

• Support the launch of the product in the NY/NJ area through a strategic sampling program.
• Sample and promote product benefits to target consumers

Strategy:

• PSE determined the most appropriate venue to distribute samples would be running/endurance events as participants are passionately health conscious and within Sunsweet Boosters desired age range (25-50 years old).
• PSE worked with its extensive network of race directors to strategically place product in best location for visibility and traffic.
• Mobilized a network of brand ambassadors to disseminate product benefits along with the samples
• Distributed coupons for discounts and area grocery stores for the products

Results:

• To date PSE has distributed over 60,000 samples and retail coupons to target consumers throughout the NY/NJ area
• Sunsweet noticed an increase in sales in the days following sampling events
• Traffic to Sunsweet Boosters website increased in the days and weeks following PSE event sampling
• Added value was obtained including but not limited to logo on race website, logos on race shirts and logo/in race program
• PSE delivered detailed consumer feedback from each event
• PSE has been retained by Boosters for 5 consecutive consumer sampling program projects

“Precision Sports Entertainment has helped Sunsweet reach a core demographic of consumers interested in a healthy lifestyle.  Their efforts have been an important part of our marketing mix for testing a new product in the New York Metro area.  PSE stays on top of details, and they have earned my trust in organizing these events and getting our product into the hands of consumers.” Stephanie Harralson, Marketing Manager Sunsweet Growers, Inc.

Objective:

• Engage the financial advisors participating in the Nautica NYC Triathlon

Strategy:

PSE conceptualized and directed the development of the Financial Executive Challenge for the Janus Funds sponsorship.  The FEC platform provided Janus Funds an opportunity to engage and cultivate relationships with their key demographic – financial advisors in New York City who share a passion for triathlons. The Nautica New York City Triathlon, conducted a “race within a race” called “Financial Executive Challenge presented by Janus Funds” (FEC). All financial advisors were encouraged through email and ww.nyctri.com to sign-up for the race within a race feature. The Nautica New York City Triathlon finished its pre-event promotion with approximately 250 triathletes signed up for the inaugural FEC presented by Janus Funds and now in its third year in 2010, Janus Funds has enlisted close to 500 financial advisors.

The on-site engagement points….

• Initially the Nautica New York City Triathlon created a Janus Funds VIP Tent (10’x 20’) at the Delta Finish Line Festival (Central Park) for all FEC participants. All financial executives visited the VIP Tent to determine their place of finish. The Tent included special VIP treatment. Special Prizes were awarded for top placement. (Gifts and awards may be determined by Janus Funds)
• Janus Funds provided gift bags for the specifics entries at their VIP tent area.
• Nautica New York City Triathlon issued a final post race e-blast to executives with a Janus Funds message.
• The FEC was promoted during the one hour telecast, which is broadcasted the following week, through a :30 in-program feature. The in-program segment chronicled the winner of the FEC and Janus Funds’ involvement, including an interview with a key Janus Funds executive.
• Janus Funds also received on-air logo and graphics during the special segment.
• Janus Funds key executive also presented the winners with a special Trophy presentation at the Awards Ceremony.
• Program now is entering its third consecutive season in 2010.

“Janus was not looking to add another triathlon to our sponsorship portfolio, but Precision  presented us with such a compelling activation idea for the New York City Triathlon that we are now entering our third year of sponsorship with the race.  We were able to develop the concept presented into a program that not only supports our brand strategy, but allows us to get in front of our key client base in an innovative and relevant way.” Casey Cortese - Director of Corporate Sponsorships & Events JANUS FUNDS

Objective:

• Create positive, goodwill community exposure through a local high school football initiative
• Promote Parisi Speed School training services to the “Adult Athlete”

Deliverables:

North Jersey Sports Showcase

Precision Sports Entertainment consulted and encouraged Parisi Speed School to develop a fourteen (14) week high school football series, the North Jersey Sports Showcase, which would leverage the area’s passion for high school football. The show featured highlights of the area’s top games, players and sports-human interest stories for the fall of 2004. In order to successfully launch the television series, Precision Sports Entertainment solicited and secured the North Jersey Media Group as the title sponsor and Columbia Bank as a participating sponsor.

Within the show, Parisi Speed School provided its :90 training tips with high profile athletes as well as showcasing its services through :30 commercial units. The show’s commercial inventory sold out to multiple advertisers and Parisi Speed School successfully enhanced its reputation within the area and sport of football.

Dave Scott Seminar

Through Precision Sports Entertainment consultation and solicitation, Parisi Speed School aligned with Accelerade Sports Drink to create a campaign that would assist both companies in reaching the adult athlete by leveraging each other’s assets in a cost effective manner.

Dave Scott, a 6-time World Champion in the Ironman Triathlon, product spokesperson for Accelerade, and well known in the “marathon/triathlon" community, would be the main attraction and keynote speaker. Parisi Speed School, the host of the seminar, was able to promote its services and, most importantly, its facility to its targeted audience. Parisi Speed School, through a grassroots effort and a print advertisement campaign, promoted the seminar. Precision Sports Entertainment enlisted community based specialty retailers to assist with the grassroots effort.  Accelerade utilized its assets through Public Relations and database marketing to assist with the promotion.

Through the highly successful seminar, Parisi Speed School was able to build upon its database and received direct sales to its targets audience, the adult athlete.

Accelerade, a national sports hydration drink sold nationally through GNC, Vitamin World, Vitamin Shoppe and other specialty shops, hired Precision Sports Entertainment to generate visibility and exposure though the media for the results of an important industry study.

Precision Sports Entertainment PR was given the directive to garner placements for a new study performed by researchers from St. Cloud (Minn.) State University. The researchers reported the results of a study at the 10th Annual Congress of the European College of Sports Science showing that a sports drink containing protein, Accelerade, was 15% more effective than Gatorade and 40% more effective than water in rehydrating athletes. Precision Sports Entertainment PR developed the media relations plan including news angles, tactical planning, and press releases and presented the story to targeted media outlets.

Deliverables:

PSE procured coverage in a wide range of consumer publications, including newspapers, magazines, and the Internet and radio interviews. Coverage included Fitness Magazine, Los Angeles Times.com, Men’s Journal.com, Arizona Republic, The Trentonian, San Bernadino Sun, KCBS-Radio and the Global Medicine Hunter Radio Network.

5K Run:


Objective:


Managed all components of the events while increasing the sponsorship 
revenues and participation rates of the 5K Run.



Deliverables:


Increased sponsorship revenue by 200% and participation rate of race runners 
by 35%. 



Golf Outing: 


Objective:


Managed all logistics of the golf outing: foursome procurement, auction, sponsors, 
gifts/goody bags, registration, course relations, and signage. 



Deliverables:

• 
Procured attractive auction items, product sponsors and donations to reduce 
cost of outing and helped to develop new revenue streams within the outing.
• Helped raise over $150,000 in gross revenue.