The Goal Considerations To raise revenue through appropriate - PDF document

Current AMM Clients Drive New Revenue for Your Schools & Districts with Partnership Marketing Raising Revenue for Education is A Community Responsibility Don Schulte, Active Municipal Marketing October 1, 2009 The Goal Considerations • To raise revenue through appropriate • Sensitivity to Community and School Values sponsorship/partner programs • School/District Policies and Procedures • Engage local community (corporations, • Existing Contracts and Relationships businesses and residents) • Public Image and Avoid Exploitation • Adopt successful Municipal Marketing Practices for schools • Provide Teachers & Staff Optimal Resources • Recruit participation of leading brand marketers • Develop long-term community partnerships • Having the budget to add more Shared Gloom? teachers and staff • American Express planting trees • District Downsizing on school grounds • Budget Cuts • Home Depot upgrading • Increased School Expenses recreational facilities • Layoffs • AT&T sponsoring your premier • Overworked and under-resourced staff events • Outdated Communication Technology • Dasani providing water for your • Schools in need of maintenance and repair concessions & activities • Educational Resources Limited • Chevron subsidizing a portion of • Diminishing Teaching Time your electricity cost through solar • Class Size Increased panels • Extra-curricular Activity Cuts

Show Me Your Assets Building Partnerships “Sponsorship is a Monologue ~ Partnership is a Dialogue” How… • Identify Your Assets • Identify and bundle assets for • Maximize Existing Relationships mutual benefit of partners and • Activate Assets schools • Improve school’s image while generating new revenues Community Engagement Partnership & Sponsorship Assets Facilities Publications Partnership & Sponsorship Assets will include programs, activities, Live Events Website special events, and promotional opportunities and the inclusion of corporate branding, access and distribution. Media Events Direct Marketing • Fitness & Athletic Programs Fields & Sampling & • Health & Wellness Parking Lots Product Demos Educational Activities • Technology Programs Parent Packets Food Service • Community Safety Events • Music & Art Programs Promotions Kiosks • Surrounding the consumer • Broad access to multiple marketing platforms Advertising Assets Find a Solution Advertising Assets will include, but are not limited to: People, Partners, Property • Facilities, gyms & multipurpose rooms, athletic fields, day care centers, afterschool centers, playgrounds, parking lots, and benches • Logos, website, mailings, employee bulletin • Vehicles, trucks, uniforms and branded merchandise

Municipal Marketing Snapshots Spectacular Displays what is out there • Municipal Marketing • Educational Marketing Municipal Marketing Municipal Marketing Corporate Sponsorship & Partnerships Corporate Sponsorship & Partnerships cont. ATM Retail Kiosks Municipal Marketing Municipal Marketing Advertising Non-Traditional Advertising • Entertainment Promotions • Recycling Bins • Fleet Advertising • Digital Networks • Banners & Posters

Municipal Marketing Municipal Marketing Sales & Information Kiosks Live Events & Promotions Educational Marketing Educational Marketing Corporate Involvement School Restrooms with Relevant Messaging Health & Wellness Category Evaluation Partnership Case Study 1 Skate Parks Filtering Process Costa Mesa, California • Schools/Districts Revenue Potential • Degree of Difficulty • Image Value

Adopt-a-Park Marketing Programs Renovation and beautification of Long Beach Parks Partnership Case Study 2 Litter removal • Long Beach, California Repaint/replace backboards on • basketball courts Provide ‘murals’ created by Long • Beach high school students specific to activities enjoyed at individual parks to add color and animation Repaint/upgrade park benches • Beach Clean Up Campaign Youth Activation Days “Coca-Cola Clean Up Day in Long Beach” • CC Team Long Beach will partner with community Utilize local Coca-Cola employee • youth groups and local retailers to develop a mural base of 200+ painting program that promotes community pride. Tie in with local business and schools • Beach Buggy and Trailer Utilize local Coca-Cola employee base of 200+ • Coca-Cola will provide ‘All-Terrain Beach Buggy and Trailer’ • to offer Coca-Cola products to patrons on the beach, as a service providing the general public an enhanced beach going experience. Recycling Program Regional Promotions Coca-Cola will provide one recycle • • Coca-Cola will provide a Summer Vending bin for every vending machine placed Promotion in conjunction with a Dodgers Night. throughout the city. 1,000 tickets will be provided for community youth 1,000 organizations. This includes a free hot dog and a Sampling & Entertainment 20oz Coke. Coca-Cola will participate creatively in city events through • actual beverage sales, sampling activities and event Winner! marketing.

“Sustainability is about meeting the needs of the Green Partnership Opportunities present without compromising the ability of future generations to meet their own needs.” --United Nations World Commission on Environment and Development. Current Situation • Active yet unorganized • Priority Status yet not prioritized • Environmentally correct yet expensive Cities Go Green Finding a Corporate Partner Profile: • Currently supports Green initiatives • Big brand marketers • Possess committed Green budgets • Dedicated Eco department • Invested in sustainability Corporate Green! Prospective Marketing Partners Health, Wellness & Nutrition � Herbalife, Nutrisystem, Blue Shield, Blue Cross, Ballys, 24 hour Fitness, Jamba Juice, CVS Financial � Bank of America, Chase Bank, Visa, American Express, Allstate Physical Education/Athletics � Adidas, Nike, Big 5, Target, WalMart, Dick’s Sporting Goods Technology/Computers � Microsoft, Dell, Apple, Verizon, AT&T, Vizio, Sony Media/Communications � Disney, Local TV & Radio Stations, Clear Channel, CBS Vocation/Career Development � Kuman Learning, Sylvan Learning Centers, Barnes & Noble Sustainability � All of the above

Summary Open Your Eyes to Opportunity Corporate Sponsorship is everywhere and for the most part has • become an acceptable part of our society. Education Funds continue to shrink: Educators must turn to the • private sector for additional operating capital (got to do something). Schools need to take a proactive and sensible approach to develop • education partnerships. By inviting partners to participate, schools accomplish two • important goals: � More for their money vs. random donations � Schools will have more control over the process vs. donations that have strings attached. “No one likes to beg for money. However, when it becomes most vital, as it has in our educational system, it is far better to drive the process rather than be dragged along.” Denver Public Schools Conclusion • Determine the need to generate revenue Thank you • Agree internally for creative solutions To learn more about how Active Municipal Marketing can help you discover new, untapped funding sources, go to: • Review current procurement lists http://www.activegovernment.com/marketing-services/marketingpartnerships.htm • Identify existing corporate partners Join our next Webinar for more fundraising ideas. Invitations will be sent by e-mail: • Categorize your assets How to boost school funds, fitness and community support Thursday, October 22, 2009 | presented by Allison Reutter of ActiveWellness • Develop educational marketing partnership packages • Go to market Don Schulte 101 Main Street, Suite 260 Huntington Beach, CA 92648 714-374-3330 Don.Schulte@Active.com www.ActiveEducate.com