raleigh sports initial report out v1
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Building a Strong Sports Marketing Brand for Greater Raleigh, NC
Initial Review of Names and Ownable TrademarksNovember 7, 2011
Our objective for today:
Building on your briefing and our initial review to date, present for your consideration a set of industry standard/ competitive set names along with possible tag line directions that might help position you stronger in the industry.
3 | Greater Raleigh CVB| Sports Entity Naming Review | November 7, 2011
4 | Proposal to Building a Strong Sports Marketing Brand For Greater Raleigh | Revised August 16, 2011
TODAYIn a review of 111 industry standard names for sports marketing entities across the country, we found the majority of them to be clustered around a few very specific names.
49%
SPORTS COMMISSION
12%
SPORTS COUNCIL
10%
SPORTS AUTHORITY
10%
SPORTS AUTHORITY
Source: National Association of Sports Commissions 2011 and Trialogue Studio
4%
SPORTS CORPORATION
Here’s the view from the “outside in”…
The other 15% are evenly distributed between…
Sports AttractionsAthletic CommissionSports & Events CommitteeSports DevelopmentSports FoundationSports CorporationSports Commission & FoundationSports & Entertainment CommissionSports AssociationSports CongressSports Marketing OfficeTeamSports Backers
5 | Proposal to Building a Strong Sports Marketing Brand For Greater Raleigh | Revised August 16, 2011
What follows are three options of possible naming conventions. Each convention uses a three-part system to create the name of your new sports marketing entity. When considering your options you will need to consider whether you want to blend in and stay within the industry standard names or choose a name which might better differentiate you. Each option also suggests our first cut at recommended names based upon that specific convention.
6 | Proposal to Building a Strong Sports Marketing Brand For Greater Raleigh | Revised August 16, 2011
Naming ConventionOption 1
Greater Raleigh Sports Commission
Sports Council
Sports Authority
Greater Raleigh Sports CommissionPerformance. Guaranteed.
Performance. Guaranteed.
Results. Guaranteed.
Champions of Sports
Results Rule Recommended Option
Name Name
Tagline
Sports Central
7 | Proposal to Building a Strong Sports Marketing Brand For Greater Raleigh | Revised August 16, 2011
Naming ConventionOption 2
Greater
Sports
Sports Partnership
Raleigh, Cary and Wake County, NC
Sports Alliance
Where Champions Are Created
Champions Of Your Sport
Raleigh Sports Marketing Agency
Your Agency of Records
Greater Sports Raleigh, Cary and Wake County, NC
Where Champions Are Created
Recommended Option
Name
Name
Modifier
Tagline
8 | Proposal to Building a Strong Sports Marketing Brand For Greater Raleigh | Revised August 16, 2011
Naming ConventionOption 3
GR Sports
Sports Partnership
Performance. Guaranteed.
Results. Guaranteed.
Champions of Sports
Results Rule
Destination Sports
Raleigh, Cary and Wake County, NC
Modifier
NameName
Tagline
GR SportsRaleigh, Cary and Wake County, NC
Results Rule
Recommended Option
9 | Proposal to Building a Strong Sports Marketing Brand For Greater Raleigh | Revised August 16, 2011
Task Schedule and TimelineWhile we had initially expected the overall timeline to run somewhere between 8 – 10 weeks, we are a couple of weeks behind due to our studio being closed for a tragic family emergency. We may be able to make up time with shorter approval times, etc.
10 | Proposal to Building a Strong Sports Marketing Brand For Greater Raleigh | Revised August 16, 2011