Download - Rishonda’s portfolio
RISHONDA’S PORTFOLIOThe following is a compilation of sporting events and
sponsorship programs that I have been fortunate enough to
work on. Please feel free to contact me at
[email protected] with questions
Goals
GENERATE revenue for a professional sports entity through ticket and/or sponsorship sales
Prospect and generate potential new leads
Service season ticket accounts or corporate client accounts
Exceed sales and revenue goals
LEARN about the business operations of a professional sports franchise
Participate in a sales program that offers ongoing training and growth with experienced staff
CONTRIBUTE to the overall franchise by assisting game night and events staff
Assist partnership marketing staff with fulfilling sponsorship programs
PERFORM other duties as needed and/ or assigned by Manager
Background
Education
Davidson College BA English
Bonner Scholar
Women’s Basketball Team Manager
Intramural Flag Football Champion
Choate Rosemary Hall
Choate Scholar
Basketball and Lacrosse player
Experience
Octagon
Team Epic (formerly Velocity Sports & Entertainment)
Testimonials
Supervisors
“I know with your work ethic and attitude you'll knock them over…!”
Teachers
“Rishonda is a pleasure to have in class. She is both liked and respected by her peers”
“She continually exhibits great kindness and thoughtfulness to anyone she encounters”
“She has brought good spirit, positive attitude, and fierce determination to all she has done
this fall”
Peers
“You are such a fabulous listener and your leadership style is calm but direct”
“I appreciated your laid-back enthusiasm and the genuine spirit you contributed to the group”
“Your positive attitude is infectious!”
Case Studies
Regression Analysis Charlotte Bobcats
Pilot Pen Tennis Tournament
Arthur Ashe Kid’s Day
US Open
BMW Championship
BMW M Power Tour
2011 Sports Illustrated Swimsuit Edition Launch
Pepsi MAX Grassroots Marketing Tour
Charlotte Bobcats Case Study
Sports Economics Independent Research Course
Examined economic impact of American professional sports and the business models of the
NBA, NHL, MLB, and NFL
Final Project
Project examined variables that led to higher attendance at Bobcats games
Statistically Significant Variables after Regression Analysis
Weekend
Football Season
All- NBA 1st Team Players on Opposing Team
Games Remaining on the Schedule
Number of Championships in Opposing Team’s Franchise History
Pilot Pen Tennis
The Pilot Pen Tennis Tournament (currently known as New Haven Open)
Takes place in New Haven, CT and is one of 10 tournaments (Olympus US Open Series)
leading up to the US Open Tennis Championship in late August
Title Sponsor
Pilot Pen Corporation of America- a leading writing instrument marketer and manufacturer
Objectives
Pilot Pen wanted to increase brand awareness and sales among affluent, middle aged
consumers who often start buying school supplies for their children around August
Results
The tournament attracted over 70,000 people
Event was televised on CBS and ESPN2
Arthur Ashe Kid’s Day
Arthur Ashe Kid’s Day
Children’s event that celebrates the life of former tennis player and activist Arthur Ashe and
kicks off the US Open
Presenting Sponsor
Hess Corporation- Energy Company (Oil and Gas) that conducts oil exploration worldwide
and offers utilities and gas service stations on the East Coast
Objectives
Build brand awareness and establish goodwill among the public at a time when oil companies
are experiencing an increase in negative publicity because of the BP oil spill
Results
Over 25,000 spectators attended the event
Event was televised worldwide on CBS
Arthur Ashe Kid’s Day remains the largest community tennis event in the world
U.S. Open
United States Open Tennis Championships
The US Open is the USTA’s annual major tournament. USTA Serves supports the
organization’s tennis and education initiatives
Objectives
USTA Serves wanted to leverage the popularity of the US Open to increase donations and
awareness
Solution
USTA Serves set up a booth along the Avenue of Aces (stadium entrance)
Volunteers handed out flyers and giveaways and spoke with patrons about USTA Serves
Encouraged patrons to participate in Text 2 Donate- mobile donation campaign partnership
with Usher’s New Look Foundation
Results
Greater exposure and awareness for USTA Serves
Over 700,000 people attended US Open in 2010
Both US Open website and mobile site experienced significant web traffic gains
BMW Championship
2010 BMW Championship
PGA Tour event which is part of the FedEx Cup Playoffs and features the top 70 golfers in the FedEx Cup standings
Proceeds support the Evans Scholars Foundation- a college scholarship program for caddies
Title Sponsor
BMW- a luxury car manufacturer
Objectives
Establish brand loyalty and increase sales
Activations
Provided BMWs (535GT) to players for duration of the tournament
Premium service (parking privileges & hospitality) to BMW owners
Invite BMW owners to play in the pro-am tournament
BMW Fan Challenge, BMW Owner’s Pavilion, BMW Experience, BMW Biergarten
Results
Over 1000 patrons participated in the Fan Challenge activation
Ticket giveaway at Citigroup Transportation Center ran out of tickets within 10 minutes of starting
BMW M Power Tour
BMW M Power Tour
BMW launched the 2011 M3, X5M, and X6M
Solution
Organize a 6- week test driving tour in 6 different markets- Chicago, IL, Westchester, NY,
Long Island, NY, Washington, DC, San Francisco, CA, and Los Angeles, CA
Invited M enthusiasts and others who drive competing vehicles to have a 20 minute
information session with M Brand Manager and take a 25 minute test drive by themselves
Results
Over 300 guests responded to the invite and pre-registered for each city
Over 300 test drives per event
Events generated buzz which led to several walk-ins and consumer generated blog postings
Key Learning’s
Allowing consumers to test drive vehicles and learn about the features enabled them to better
understand the value of the vehicle and differentiate it from a BMW 3 series or a competitor
vehicle
Sports Illustrated
2011 Sports Illustrated Swimsuit Launch
Sports Illustrated turned the launch of the annual Swimsuit Issue into a property similar to
events such as the NBA’s All-Star Weekend and MLB’s All-Star Fan Fest
Objectives
Drive awareness, excitement, and sales of the 2011 SI Swimsuit Issue
Solution
Host a week of promotional events in New York and Las Vegas and secure sponsors such as
the Las Vegas Convention and Visitors Authority, Nissan, and HTC
Invite the models, celebrities, VIP clients, PR, and media to the events
Results
Swimsuit franchise remains strong despite overall dwindling sales in print media industry
Readership among the 18-34 demographic comparable to the NFL’s Super Bowl viewership
Pepsi MAX Tour
Zero to the MAX Tour
7 month long nationwide grassroots experiential marketing tour that activated at several
Pepsi properties and large scale events in key markets 5 days a week
Objectives
Drive trial, build brand awareness, and deliver over 5 million samples in key markets in
regions including Northeast (New York), Midwest (Chicago), South (Atlanta), and West (LA)
Activations
Activation experience included branded Pepsi MAX truck, event specific interactions, and
MAX Facts trivia
Results
West team (based in Los Angeles, San Francisco, Portland, OR, and Seattle markets)
exceeded sampling goal for 4 straight weeks
Hit key events in Los Angeles market such as Angels games and large scale festivals
Thank YOU!
Thank you for viewing my presentation
Questions? Please feel free to contact me at [email protected] to set up a time to discuss
Thanks again and please take care