Assignment:
Create a 4 page:
USA Olympics And Corporate Social Responsibility
CMO Format: Excessive crowding as makes reading difficult may result in point subtractions; use 12-pt. font please and reasonable spacing with bullets, subheads and charts as appropriate.
Brand alignment to an event that brings billions of eyeballs, as is the marketing magnet of the Olympic Games, is the ultimate platform through which to promote a brand's distinctive corporate social responsibility ('CSR') messages. More than a logo on custom patriotic sportswear, Global Olympic and Team USA sponsors can be touting their records for multiculturalism, community impact, environmental technology, etc. Sports and event sponsorships are typically cost-prohibitive for a bootstrapped or early-stage business. That isn't to say that Team USA sponsors wouldn't benefit from an entrepreneurial marketing approach to extract the most of this rare and extended campaign opportunity for their brand. In your first CMO assignment, you will be examining and contrasting brand marketing via the PyeongChang 2018 Winter Games and the use of entrepreneurial marketing techniques. Questions will invite your comments as to marketing that seems rudimentary, and that which is more imaginative and entrepreneurial. Then you will be invited to outline your guidance to a start-up in how to attach a brand to the audiences drawn to the Olympics-affordably but still effectively.
1. IOC Sponsorships: What do IOC sponsorships cost? Indicate three tiers of Olympic sponsor packages and how they differ, noting the Games' years with the costs that you are citing, and the source of your information. Do you feel the Olympic Games are a viable marketing activity for an early stage entrepreneurial marketer? Please back up your answer.
2. Are Entrepreneurial Marketers and Olympic Games Good Teammates? Achieving brand sustainability through an entrepreneurial approach to marketing is a foundational theme of the Lodish text. Please name three (3) US brands that have maintained multi-year Olympic marketing commitments and what you find to be the most creative, even economical ways that these companies have leveraged the Olympic Games to build favorable brand reputation and visibility. Specify the target markets to which these brands are focused. This is a multi-part question so be attentive to answering completely
3. Boston 2024: Boston won the IOC's award of 2024 Summer Games, and then declined the host city invitation. What was the crux of that decision? How would this lesson affect your approach to creating partnerships for a brand that you are marketing?
4. Team USA 'Ambusher': What is an 'ambusher' and how would it relate to leveraging the Olympics as a CMO? Have the Olympics ever had an ambusher? Please describe your findings. Applying this strategy, how would you create a Team USA-themed marketing campaign for a small business (SpinGig or otherwise) that connects with the energy and messages of 'competition,' 'teamwork' and 'accomplishment' that permeate the Olympic Games? Consulting the Lodish and John books for ideas, please list three (3) ideas and how they would fit with the company you are marketing. Pictures to illustrate your idea are welcome.
5. McDonald's: Last spring McDonald's Corporate announced the termination of the conpany's IOC sponsorship contract. Having been a stalwart Global Olympic partner for more than 40 years, this was big news across the advertising trades. As CMO, briefly explain two (2) entrepreneurial marketing activites for McDonald's to maintain its brand influence to core customer targets, particularly those inspired through global sports marketing? Please connect your ideas to specific demographics and indicate how you would measure the performance of your ideas.
6. Metaphor Marketing: The conversation around Olympic-level competitiveness invites a variety of applicable metaphors to entrepreneurial marketing: teamwork, focus, goal, practice, and others. Pick three (3) words from this starter list, or select others of your choice, and briefly discuss how these metaphors will inform your thoughts about your TVP project and the work you'll be contributing as consultant to SpinGig.
7. Research Use at least one source from each of these research categories:
Sources: Fast Company, Inc., Business Insider, Entrepreneur, Wired, WSJ, New York Times, TechCrunch, Campaign