Table of Content Letter of Transmittal 3
Men’s ACC Basketball and Chick-Fil-A Sponsorship Proposal
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- Description of Chick-Fil-A Organization 8 Compatibility with Sponsor’s image 11 Target market of ACC Basketball 12
- Addendum 26 Letter of Transmittal
- Executive Summary
Men’s ACC Basketball and Chick-Fil-A Sponsorship Proposal By: Nishan Akwalia, Hannah Harling, Colby Benfield, David Zenns Table of Content Letter of Transmittal 3 Executive Summary 4 Description of ACC sport Organization 5 Description of Chick-Fil-A Organization 8 Compatibility with Sponsor’s image 11 Target market of ACC Basketball 12 Target market of Chick-Fil-A 14 Media and Promotion Plan 17 Impact Measurement 21 Sponsorship Package 23 Addendum 26 Letter of Transmittal: Atlantic Coast Conference P.O Drawer ACC Greensboro, NC 27417-6724 Phone: (336) 854- 8787 October 19, 2010 Mr. Steve A. Robinson Senior Vice President, Chief Marketing Officer 5200 Buffington Road Atlanta, GA 30349-2998 Dear Mr. Robinson, On behalf of the Atlantic Coast Conference Organization, we would like to commend you on your continued success in the fast food industry. It comes as no surprise that Chick-Fil-A has sustained one of the top rank as the world’s leading fast food chains. As a organization working in the competitive college sporting industry, we appreciate quality products and top-notch service. As being one of the top conferences around the US we strive for continued success. It is our belief that with the right sponsor, we can bring in a variety of viewers and spectators. Because we share similar business philosophies and high standards, we feel that Chick-Fil-A is the right sponsor for our organization and a partnership would greatly benefit us both. Enclosed you will find a Sponsorship Proposal detailing: An executive summary Our organizational profile A description of the program Compatibility with Chick-Fil-A Target Market of ACC and Chick-Fil-A A Media and promotion plan Impact Measurement Sponsorship Package We feel confident that after reviewing the detailed proposal the compatibility between our two companies will be extremely evident. If you have any questions regarding the enclosed information, please feel free to contact us. Thank you for taking the time to review our proposal. Sincerely, Atlantic Coast Conference
The ACC Men’s Basketball is associated with only winners. In the last decade 5 ACC teams have won the NCAA Men’s Basketball National Championship. Out of those 5 teams 3 won the ACC Men’s Basketball Championship prior. The ACC’s popularity reaches all over the east coast, south east and along with basketball fans around the country, making the ACC a valuable partner to any company. A partnership with the ACC will raise awareness, sales, and broaden the target market for Chick-Fil-A. Chick-Fil-A is one of the most popular fast food chains in the US. Consumers of Chick-Fil-A enjoy the quality of food, service and environment provided by the Chick-Fil-A company. Chik-Fil-A’s target market is closely associated with the target market of the ACC both marketing towards male, middle aged, middle class consumers. The partnership between these two organizations would prove beneficial for both companies. Sponsoring with the ACC will ultimately increase the sales for Chick-Fil-A by raising awareness of the product to a large market. Fans of the ACC will consume Chick-Fil-A products at the tournament raising their awareness of Chick-Fil-A products. Chick-Fil-A will capitalize on the popularity of the ACC through different marketing strategies such as: television commercials, radio commercials, advertising, signage, promotions and etc. A partnership with the ACC is an opportunity that Chick-Fil-A should not miss out on. 
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