foot expo workshop: stand up, stand out and stand for something

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FOOT EXPO STRATEGY WORKSHOP

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Page 1: Foot Expo Workshop: Stand Up, Stand Out and Stand For Something

FOOT EXPO STRATEGY WORKSHOP

Page 2: Foot Expo Workshop: Stand Up, Stand Out and Stand For Something

– Enables a competitive sustainable advantage

– Creates coherency

– Reduces consumer confusion

– Provides commercial return on investment

Building strong FOUNDATIONS

Page 3: Foot Expo Workshop: Stand Up, Stand Out and Stand For Something

Doyoueverwonderwhysomeorganisationsareabletoachievethingsotherscannot?

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PAGE79

Doyoueverwonderwhysomeorganisationsareabletoachievethingsotherscannot?

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PAGE80

Or explain how organisations are so widely successful?

Page 6: Foot Expo Workshop: Stand Up, Stand Out and Stand For Something

PAGE79

Doyoueverwonderwhysomeorganisationsareabletoachievethingsotherscannot?

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They have the same access to information we do, yet, year after year, they are able to produce more and

more successful campaigns

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Doyoueverwonderwhysomeorganisationsareabletoachievethingsotherscannot?

Page 9: Foot Expo Workshop: Stand Up, Stand Out and Stand For Something

Asitturnsout,thereisapattern:

AllthesepeopleandorganisationsTHINK,ACTANDCOMMUNICATE

intheexactsameway andit’sthetotaloppositetoeveryoneelse.

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EveryorganisationintheworldknowsWHATTHEYDO

WHAT

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SomeknowHOWTHEYDOITwhetherthat’samarketing

proposition,asetofdefining valuesorUSP’s

WHAT

HOW

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ButveryfewknowWHY.

Nottomakeaprofit-that’saresultBuywhy,meaningwhat’syour

purpose,yourcause?

Whydoesyourorganisationexist?Andwhyshouldanyonecare?

WHAT

HOW

WHY

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Wecommunicatefromtheoutsidein-it’sobvious, wegofromtheclearestthingtothefuzziestthing

Buttheinspiredleadersregardlessoftheirsize,industryorexpertise,allthink

FROMTHEINSIDEOUT.

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EVERYONE ELSE WHAT

HOW

WHY

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What: WemakegreatcomputersHow:Theyarebeautifullydesigned,

simpletouse,easytooperateWanttobuyone?

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What:WemakegreatcarsHow:Fast,reliable,andavailableinleather

Wanttobuyone?

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Butit’suninspiring.There’snoemotionalconnection.

Here’showAppleactuallycommunicates;

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Everythingwedo,wechallengethestatusquo, webelieveinthinkingdifferently

(WHY)

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Thewaywechallengethestatusquois bymakingproductsbeautifullydesigned,

simpletouseandeasytooperate(HOW)

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WejusthappentomakegreatcomputersWanttobuyone?

(WHAT)

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PAGE79© 2013 All Rights Reserved

The Open ChampionshipBrand Identity Development

Doyoueverwonderwhysomeorganisationsareabletoachievethingsotherscannot?

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Webelieveincreatingtheultimateextensionofyourself Onethatreflectsexactlywhoyouwanttobe

(WHY)

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Wedothisbydeliveringfast,reliablecars withbeautifulcraftsmanship

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WemakegreatcarsWanttobuyone?

Page 25: Foot Expo Workshop: Stand Up, Stand Out and Stand For Something

PAGE79© 2013 All Rights Reserved

The Open ChampionshipBrand Identity Development

Doyoueverwonderwhysomeorganisationsareabletoachievethingsotherscannot?

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PEOPLEDON’TBUYWHATYOUDO,THEYBUYWHYYOUDOIT.

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Doyoueverwonderwhysomeorganisationsareabletoachievethingsotherscannot?

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PAGE79

Doyoueverwonderwhysomeorganisationsareabletoachievethingsotherscannot?

Page 29: Foot Expo Workshop: Stand Up, Stand Out and Stand For Something

Dolphin Stadium must stand for something positive in people’s minds - an image or a feeling. Branding is the process of executing and managing the things that make people think or feel the way they do about Dolphin Stadium.

OUR

BR

AND H A P P I N E S S

•a driver to make a purchase decision in our favor.

•a foundation for every single decision we make across our business.

•communicate in a clear, compelling and consistent voice.

Page 30: Foot Expo Workshop: Stand Up, Stand Out and Stand For Something

Teamup’s role was to work with Al Jazira’s executive to define and deliver a commercial and marketing strategy.

The program delivered record commercial revenues, average attendances a staggering five times the league average and ultimately ending with the club winning the League and Presidents Cup for the first time in over forty years.

SERVICES:BRAND POSITIONING THAT CREATED AN EMOTIONALLY ENGAGING PROPOSITION

INTRODUCTION OF NEW TICKETING PRO-CESSES AND MEMBERSHIP LOYALTY SYSTEMS

ENHANCED AND STRUCTURED VIP AND FAN FACILITIES, DELIVERING MATCH DAY REVENUES

STRUCTURING AND LEVERAGING CLUB INVENTORY DRIVING NEW SPONSORSHIP REVENUES

INTRODUCTION OF COMMUNITY PRO-GRAMS

DIGITAL STRATEGY AND IMPLEMENTATION

PLANNING AND DELIVERY OF A RECORD BREAKING FINAL GAME EVENT

AL JAZIRA CLUB: SECURING FAN REVENUES FOR OUR NEW HOME

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Q&A

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1

THE

KENYAMAgic cup

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Celebrating Kenya’s love of the beautiful game, The Kenya Magic Cup is an annual signature football event that sees top clubs from around the world travel to Kenya to play.

Reinforcing Kenya’s position as a leading African Nation, all aspects of The Kenya Magic Cup will be produced to an international standard, broadcasting Kenya to the World.

About mAgic cupINTRoduCTIoN

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“ Football as a sport is a global unifier and has a key role in creating opportunities for individuals and communities to play and work together, creating a cohesive society and an essential base for a strong and prosperous nation.

The kenya magic cup provides us with such a platform, to come together and celebrate while promoting our country and its many strengths. it’s important that the valued members of our Kenya business community support this initiative, as we work together to build a stronger and vibrant sports industry in Kenya.”dr Hassan Wario Phd, Cabinet Secretary Ministry of Sports, Arts and Culture.

AbouT MAgIC CuPgovernment

Page 35: Foot Expo Workshop: Stand Up, Stand Out and Stand For Something

AbouT MAgIC CuPcommunity

identity

football at its very heart, promotes a sense of identity, achievement and being part of a larger community.

engagement

As a highly effective engagement tool, football can be used to inspire youth and social cohesion.

development

Sport and football is a integral part of the uN’s activities to promote development and peace across Africa.

enhancement

enhancing the lives of others and enhancing your brand values by the role you play.

Using football to engage with community groups and youths.

Page 36: Foot Expo Workshop: Stand Up, Stand Out and Stand For Something

WHo orgAnisAtion

To ensure The Kenya Magic Cup is produced and managed to an international standard, key stakeholders have formed a local organising Committee (loC) comprising of:

The Ministry of Sports, Culture & The Arts

The Ministry of Information, Communication & Technology (ICT)

The Ministry of Commerce and Tourism

The City of Nairobi

Sports Stadia Management board

Kenya Tourist board

brand Kenya

Kenya football federation

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WHo speciAlist

The loC is supported by a team of highly experienced specialists who work with organisations such as fIfA, uefA, english Premier Clubs and the budesliga. These specialists are responsible for ensuring the delivery of best practice in key areas such as

Broadcast

Event management

Legal

Ticketing

Branding

Marketing

Sponsorship Hopitality

Security

Page 38: Foot Expo Workshop: Stand Up, Stand Out and Stand For Something

ExpEriENcE

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The Kenya Magic Cup is a signature football event for both Kenya and Africa

It provides a platform for people to celebrate and promotes Kenya to the world

Corporate partners will activate strategically over a three year period driving value

Media planning and content creation will maximise media coverage

Official VIP hospitality, gala dinners, activation areas, training sessions, legends of the game and much more, will deliver assets and opportunities for corporate partners to achieve their goals.

exPeRIeNCethe KenyA mAgic cup