On-Site Exposure:
Number of people who attend the 2013 ACC tournament
Number of people who purchase Hardee’s from Greensboro Coliseum Vending/ Total Sales
Number of people who visit the Hardee’s Taste Test Fan Zone
Number of Hardee’s signs put up around the venue
Hardee’s half-time shoot out
Number of Hardee’s ACC t-shirts tossed to fans at games
Jumbo Tron Exposure: Hardee’s Thickburger fan eating contest
Questionnaires will be handed out to random fans leaving the Coliseum. Those people who fill out the survey will be entered in a drawing to win 2014 ACC Tournament Tickets (Questionnaire can be found in Addendum)
Media exposure:
Number of television viewers throughout the duration of the tournament
Number of local and national Hardee’s TV advertisements during ACC Tournament
Number of times Hardee’s is mentioned as an official sponsor by commentators during coverage of the tournament
Number of Hardee’s mentions on radio advertisements during the tournament
Internet Exposure
Number of Hardee’s likes on the ACC Tournament Facebook page
Number of tweets/retweets/favorites featuring #Hardee’s official sponsor of the ACC Tournament, #Hardee’s feeds champions, #Hardee’s feeds the ACC, etc.
Number of hits for link from ACC Facebook page to Hardee’s Facebook page
Overall Sales
Hardee’s average daily/monthly sales prior to tournament compared to average daily/monthly sales after tournament
Fans who present ACC tournament ticket stubs at local Hardee’s restaurants will receive a discount on their food purchase. Hardee’s managers will keep track of the number of customers who receive this discount.
Fans who tweet #HardeessupportstheACC and show proof while purchasing, will receive special offers and discounts at local Hardee’s restaurants. Managers will keep track of the number of purchases directly related to this promotion.
During tournament fans who visit Hardee’s wearing their favorite team’s ACC jersey will receive a free small fry with purchase of any menu item. Managers can keep track of sales related to this promotion
Increased Sales Opportunities
As the title sponsor of the ACC Tournament Hardee’s will have multiple sales opportunities. They will be the lead food vendor during the tournament at the Greensboro Coliseum. This alone should provide a great opportunity for increased sales due to the fact that attendance for the tournament is well over one million people. Hardee’s will also have a Fan Taste Zone where fans can try new menu items and items that are being tested for future inclusion on the menu. By impressing these attendees they can guarantee future customers and sales growth.
Hardee’s and the ACC tournament will also run many promotions during the tournament. In the ticket promotion fans that show their ACC tourney ticket stub when ordering at Hardee’s will receive a discount on their meals. This is another measurable way to increase sales. A great sales promotion involving social media will be for fans that hash-tag “Hardees” in their tweets to show proof while ordering to receive a discount. Hardee’s will also get a great deal of media exposure, which should result in an increase of customers during and after the tournament. The affiliation with the ACC tournament will result in numerous sales opportunities and promote a great increase in Sales for Hardee’s restaurants.
Product Trial and Sampling
The main source of product trials will take place during the “Fan Taste Zone” in the Coliseum. This will be a time where fans are welcome to come and test new Hardee’s menu ideas at no cost. This will benefit both parties. Fans will be provided with free food samples and an activity in between games or tournament sessions. Hardee’s will benefit by gaining exposure for their new products. They will also be able to receive feedback from the fans that will be very useful in determining if these products should ultimately be included on their menu full-time. Other products that Hardee’s will be giving out as a form of promotion and exposing their brand will include: Koozies, pens, T-shirts, gift cards, and a student scholarship.
Media Coverage and Exposure
Media exposure for the sponsorship agreement between the ACC tournament and Hardees will cover all media outlets. This includes: local television (Raycom Sports), national television (ESPN), radio, newspaper, and internet advertisements. Also included in the sponsorship is the opportunity to utilize social media in partnership with the ACC at this event. This is a great chance to increase Hardees’ following on Facebook and Twitter. Social media outlets can be used as incentives for people to earn promotional items as listed above. A fan who shows proof of “liking” or “following” Hardees will be eligible for a number of items that will be available.
Co-Sponsorship Opportunities
The ACC Basketball Tournament in Greensboro, North Carolina will provide many opportunities for a variety of sponsors to interact with one another and build strong and lasting relationships through their involvement at the event. It is important as a tournament to provide all of our sponsors opportunities to network among one another, and form potential bonds for future events and initiatives.
This year in Greensboro, we are going to provide all of our sponsors with a complimentary co-sponsorship "Meet and Greet" event in the private party room at the Greensboro Coliseum for all of this years sponsor companies. This event will consist of a group of notable speakers in the sponsoring companies, followed by a networking portion of the event where representatives of the sponsoring companies can meet one another, exchange information and build relationships for the future.
We are an organization that wants to facilitate and harvest the Atlantic Coast Conference family, and help our sponsors grow their companies and find success not only with the ACC, but with each other as well.
On Site Signage
ACC Tournament Signage with Hardees:
Major exits surrounding Greensboro Coliseum will have billboards advertising the ACC tournament with Hardee’s logo prominently displayed
Cost: 4 month lease = $12,000
On the court there will be visible Hardee’s logos
Cost: = $8,000
Tickets will have both the ACC Tournament on one side and a Hardees coupon on the other
Cost: = $25,000
Shuttles from hotels to the game and vice versa will have Hardees decals visibly on either side of the vehicle.
Cost: = $3,000 for each shuttle
Surrounding the playing area of the court will be advertising for the ACC and Hardees that change every 30-45 seconds
Cost: $45,000
Large displays of Hardees “Thickburgers” and other menu items will be place around the coliseum for people to see when they are walking around the coliseum
Cost: $15,000
Hardees will have large vinyl sticker placed in main entrance of Greensboro Coliseum. (60x90)
Cost: $28,000
At the main gates a banner will be hung with Hardee’s logo present (5x13)
Cost: $4,500
Electronic Scrolling of Hardees on Arena Jumbo screen
Cost: $20,000
Total On Site Signage= $172,500.00
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