Integrated Marketing Opportunities At UCLA Or “Sponsorship 101” Presented by Eron Jacobson Director of Corporate Partnerships

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Sponsorship: “A fee paid to a property by a corporate entity in return for access to the property’s exploitable commercial potential.” Source: Webster’s Collegiate Dictionary

Why Sponsorship? Increase brand loyalty Create awareness & visibility Drive retail traffic Showcase community responsibility Narrowcasting (The ability for a company to hone in on a niche market without any waste.) Merchandising opportunities EXCLUSIVE access to an audience Combat larger ad budgets of competitors Achievement of multiple objectives. ( Sponsorship offers the possibility of achieving several goals at once. Most companies expect the medium to deliver a combination of the above benefits.)

Why…Sponsorships allow companies to engage their target audience in a way that no other medium can provide. It puts brands in hands and creates an actual experience or connection that traditional advertising simply can’t provide. Factoid: Many Fortune 1000 companies are now dedicating over 25% of their total marketing budget to sponsorship programs. Troubling Times Ahead? Traditional advertising mediums such as broadcast, print and the internet are expected to see a 4.2% decrease in revenue for this fiscal year. However…sponsorships are expected to rise by approximately 2.2% for a projected N. American spend of $16.79 billion.

What if we approached sponsorship with the same tactics off the field here at UCLA? A COMBINED ANNUAL ATTENDANCE OF OVER 360,000 GUESTS!

UCLA Enrollment 24,811 undergraduates 10,814 graduate students Total discretionary income per year, $90,202,500* UCLA Alumni Over 359,268 alums nationwide with an average household income of $147,000 *Source: A Look at the Spending Habits of College Students by Gayla Martindale Staff & faculty members 20,000 + A Highly Desirable Audience

CASE STUDIES

PACKAGING 1.UCLA LiVE 2.GSE & IS 3.Medical 4.Anderson / Forecast 5.Student Activities 6.Alumni Association 7.General Marketing / Adv. Opportunities

STEEPED IN HISTORY: THE ART OF TEA August – November, 2009 Fowler Museum at UCLA Presented To:

Onsite sampling Inclusion in exhibition promotions Presentations by company ambassadors Presenting Sponsor of Steeped In History: The Art Of Tea At The Fowler Museum

Sponsorship Opportunities Presented To:

Custom Sponsorship Activations Ownership has its privileges… Provide guests who arrive at the event driving a Honda with an unsuspected surprise. Honda will be provided with an intercept area at the main parking entrance to the Santa Monica Pier. Here, you’ll be able to greet Honda owners as they arrive and alert them that they are receiving VIP parking, compliments of their local Honda dealer. Cost of activations not included in sponsorship rights fees.

Things A Perspective Sponsor WILL Take Into Consideration When Evaluating Your Event Timing, Timing, Timing! Budget cycle. Endemic VS. non-endemic fit. Audience / Client fit. The ability for them to “Activate” their brand. Inclusion in marketing collateral. Does it bring value to their customers? Is it inline with their current marketing strategies? Cross promotional opportunities.

What does this mean to me and is my event sponsorable? A few key questions to consider…. When is your event or program? Who is your audience? How many of them will your program reach? Quantity vs. Quality? Are you talking to the right person? Are there programs similar to yours in the market? Who are the endemic fits? What do I have to offer a sponsor?

For additional information please contact Eron Jacobson Director of Corporate Partnerships x.33067