2010 Presentation

The BCAMA TBWA Speaker Series Proudly Presents: : The BCAMA TBWA Speaker Series Proudly Presents: 2010: Get Into the Games


Morgan:News:Overview : Morgan:News:Overview Sponsorship = Use of Olympic symbols, slogans Connection to Olympic values Money in sponsor’s pocket Hopefully.


Morgan:News:Overview : Morgan:News:Overview These are copyrighted in Canada for International Committee: "Olympic", "Olympics", "Olympiad” Any variation, particularly when used in connection with Games The Olympic Rings The Olympic Torch… Slogan: Citius Altius Fortius


Morgan:News:Overview : Morgan:News:Overview Vancouver Olympic Committee owns these symbols & slogans: Vancouver 2010 2010 Vancouver Driven by Dreams Driven by Nature The Sea to Sky Games It's Our Time to Shine


Morgan:News:Overview : Morgan:News:Overview Canadian Olympic Committee in process of copyrighting: 2010 Games Whistler 2010 Time for objection to Canadian Copyright Board ends May 10


Morgan:News:Overview : Morgan:News:Overview Vancouver Olympic Committee in process of copyrighting: Challenge 2010 More to come later this year 2010 Olympic Games official slogan and symbol to be revealed on February 12, 2005


Morgan:News:Overview : Morgan:News:Overview Rule of thumb for use (according to Vancouver Organizing Committee): Informal conversation - OK Educational - OK News copy - OK Promotional - Nope


Morgan:News:Overview : Morgan:News:Overview "Olympics" ok in news copy "Olympics" not OK in nameplate or ads "Olympic Service" probably OK but legal chill


Morgan:News:Overview : Morgan:News:Overview Games venues to be clean - and cleansed - of marketing No ads in view of broadcasters during games Only national marks on athlete uniforms B.C. Government to buy up all outdoor ads at market rates during Games and Paralympic Games


Morgan:News:Overview : Morgan:News:Overview General 2010 Vancouver Sponsorship application process Hire VP of Marketing - June? Hire divisional marketing managers - this Fall? Finalize sponsorship applications and process - Q1 of 2005? Accept applications - Q2 of 2005? ->


Morgan:News:Overview : Morgan:News:Overview Sponsorship jockeying and positioning already underway TELUS vs. Bell Canada Reputations Corporation linked with Coltrin & Associates Cossette Communication Group launches Altius Sport Marketing


Morgan:News:Overview : Morgan:News:Overview Olympic sponsorships layered IOC Top Level - International Rights Vancouver Organizing Committee, probably by open bid: National rights Regional rights Local rights? Suppliers rights Vancouver budget: US$605 million


Morgan:News:Overview : Morgan:News:Overview Our Panelists: Steve Podborski - Athlete view Susan Goldsmith - Organizer view Brad Gamble - Sponsor view Discussion until 9:00 am Q & A from 9:00 am to 9:20 am


Questions : Questions 1. Olympic Sponsorship How do Olympic sponsorship arrangements differ from other types of sponsorship deals?


Questions : Questions 2. Levels of Sponsorship Participation Is it better for an athlete or a sponsor to start small, such as with a local community sponsorship and work to a regional, then national deal? Any examples on how best to leverage at local, regional and national level?


Questions : Questions 3. Lessons Learned What are the three most important lessons you've learned as you've dealt with Olympics sponsorships, and give an example that illustrates each one. These can be lessons about what worked well, or what to avoid.


Questions : Questions 4. Return on Investment What are the rules of thumb for figuring out the return on investment for how you handle a sponsorship? In other words, what are the best ways you've found to maximize the brand exposure for sponsorships? How do you translate sponsorship expenses into sales revenues? 


Questions : Questions 5. Examples Can you give us specific examples of a recent sponsorship tactical program you implemented successfully.  Can you share with us what the objectives were and the specific tactics helped you deliver that program?  Or how about one that did not turn out successfully - what factors led to that result?


Attendee Q&A’s : Attendee Q&A’s Ask a question that you want answered to help you get into the 2010 games.