foot expo workshop: stand up, stand out and stand for something
TRANSCRIPT
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FOOT EXPO STRATEGY WORKSHOP
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– Enables a competitive sustainable advantage
– Creates coherency
– Reduces consumer confusion
– Provides commercial return on investment
Building strong FOUNDATIONS
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Doyoueverwonderwhysomeorganisationsareabletoachievethingsotherscannot?
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Doyoueverwonderwhysomeorganisationsareabletoachievethingsotherscannot?
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Or explain how organisations are so widely successful?
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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?
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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?
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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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Doyoueverwonderwhysomeorganisationsareabletoachievethingsotherscannot?
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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.
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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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3TiTle of page in here
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
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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.
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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
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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