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Chipotle Chipotle Sponsorship Proposal June 13, 2003.

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Presentation on theme: "Chipotle Chipotle Sponsorship Proposal June 13, 2003."— Presentation transcript:

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3 Chipotle Chipotle Sponsorship Proposal June 13, 2003

4 Overview Chipotle Chipotle Half Marathon Relay Challenge àDescription àBenefits zMedia Proposal àConfirmed Media & Value àAdditional Media Opportunities Chipotle Additional Chipotle Sponsorship Benefits Chipotle Chipotle Sponsorship Fee and Allotment Request àLevel àFee àAllotment

5 NEW CATEGORY… Chipotle NEW CATEGORY… Chipotle Half Marathon Relay Challenge

6 Chipotle Description- Chipotle Half Marathon Relay Challenge zFour person teams run a half marathon relay à13.1 miles total àEach person runs miles/ 5.27 kilometers Chipotle Burriton Instead of a baton, runners will carry and hand-off a ChipotleBurriton (a baton the size, shape and color of a wrapped Chipotle Burrito) zChipotle will have its own award ceremony for the relay zTeams will consist of the following divisions: àCorporate àMale àFemale àMixed zChipotle stands can be set up at each hand-off location

7 Chipotle Benefits- Chipotle Half Marathon Relay Challenge zNew category will give Chipotle ownership of an event, increasing exposure zNew category will add an exciting and fun team element to the marathon, which will be directly associated with Chipotles name/ brand, separating Chipotle from the other marathon sponsors zStands at each hand-off will give Chipotle the opportunity for increased sales and exposure Burritons zBurritons will create a uniqueness to the event that is specifically geared to Chipotles branding concepts zNew category will increase the opportunity for additional media exposure to the marathon, which will increase media exposure for Chipotle zNew category has the potential to grow into an annual Chipotle event zThe Chipotle Half Marathon Relay Award Ceremony will give added exposure and recognition to Chipotle- Medals could be in the shape of a Chipotle burrito!

8 Media Proposal- zESPN Radio: à10 X :60 second Chipotle advertisements with marathon trailer àValue: $750 à140 X :60 second Volkswagen Mile High City Marathon spots, tagging Chipotles name with the new half marathon relay category and also as an official location to pick up marathon entry forms Value: $10,500 Total Estimated ESPN Radio Value: $11,250 * zDenverMix.com: 25,000 unique visitors per month. 70% between % eat in restaurants 9 times or more per month à25% of online advertisements will feature Chipotles new half marathon relay category àValue: $1250 àRemaining 75% will feature Chipotles logo as the platinum sponsor of the VW Mile High City Marathon (secondary placement behind title sponsor) Value: $3750 Total Estimated DenverMix.com Value: $5,000*

9 Media Proposal (cont.)- zVW Mile High City Marathon Official Magazine àOne full page Chipotle Advertisement Value: $1,995 àOne full page Article Featuring new Chipotle Half Marathon Relay Challenge Value: $1,995 zAn additional $2000 (cash or media trade value) will be invested in print, online, television and/or radio ads to promote the new Chipotle Half Marathon Relay Challenge Total Estimated Value: $22,240* * estimations based on information supplied by ESPN Radio, DenverMix.com, and VW MHCM Magazine Ad price

10 Media Proposal (cont.)- zAdditional Media: Radio: Public Relations Opportunities as presented by Ogilvy PR Worldwide, MHCM official PR agency, such as: LIVE Remotes, LIVE Interviews and Race Route News Announcements àPrint: Public Relations Opportunities as presented by Ogilvy PR Worldwide (Official MHCM PR agency) such as: Denver Rocky Mountain News, Denver Post, The Gazette (Colo. Spgs.), Daily Camera (Boulder), Coloradoan (CU Alumni), The Daily Sentinel (Grand Junction), Summit Daily News (Frisco), Greeley Tribune, ESPN The Magazine, Runners World, Sport Illustrated Women, Mens Health Rocky Mountain Sports Magazine Weekly Newsletter, distribution 6,500: VW Mile High City Marathon presented by Chipotle Proud Sponsor of Rocky Mountain Sports Magazine Weekly Newsletter Coming Sunday September 14, 2003 Westword Magazine, weekly circulation rate 110,000: 2 full-page color ads (two weeks prior to event (based on availability of funds in Event Ad budget or in-kind donation) Rocky Mountain Sports Magazine, distribution 80,000: 1-full centerfold page color September issue (based on availability of funds in Event Ad budget) Internet MileHighCityMarathon.com: Official website of the VW Mile High City Marathon Marathonguide.com: Number#1 marathon website for marathon news and results

11 Chipotle Supplementary Chipotle Sponsorship Benefits * zTitle sponsor of the Chipotle Half Marathon Relay Challenge and the Presenting Platinum sponsor of the marathon, half marathon and 5k zChipotle representation and/or exposure with the VW Mile High City Marathon Street Team Promotional Tour. Including opportunity to do product sampling, couponing, flyers, and other approved advertising zRestaurant exclusivity zAdvertising rights to promote Chipotles affiliation with the marathon as the Title sponsor of the Chipotle Half Marathon Relay Challenge and the Presenting Platinum sponsor of the marathon, half marathon and 5k zChipotle Burrito Buck on pull tag on racers bib zVW MHCM is open to additional suggestions... * listed benefits are in addition to Platinum level benefits listed on Sponsor Grid

12 PresentingPlatinum zLevel: Presenting Platinum zSponsorship Fee à$20,000 cash Guaranteed Media Value Estimated at $22,240 12% Exclusive Chipotle Advertisements 24% Radio, Online, Print Advertisements/ or stories featuring the new Chipotle Half Marathon Relay Challenge 64% Radio, Online, Print advertisements tagging Chipotles name or logo in the Platinum sponsorship position Exposition Space Valued at $500 Measurable ROI from Couponing à$5,000 in-kind Burrito Bucks or Food allotment Burrito Buck on pull tag of racers bib Catered food for 300 guests at the Nike Town VIP Party For Volunteers, VIP Tent and Staff Meetings MHCM-equipped VW Promotion – Chipotle Gift Cards Chipotle Chipotle Sponsorship Fee and Allotment Request


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