This document is a request for proposal from CSM Global Events Brasil to Johnson & Johnson Brasil to manage their hospitality program for the 2014 FIFA World Cup in Brazil. Some key details: - CSM Global Events has over 15 years of experience supporting brands at major sporting events around the world. - They are proposing to manage J&J Brasil's local hospitality program in a way that complements their management of J&J's global program at the World Cup through strategic planning and leveraging of local resources and relationships. - The proposal outlines accommodation packages, skybox packages, day packages, an employee purchase program, and involvement in FIFA Fan Fest programs across multiple host cities in Brazil.

1. Request for Proposal
09 10 2013

2. Introduction
The FIFA World Cup is undoubtedly one of the world’s greatest
sporting events, the ultimate competition for the world’s most
popular sport. Football, a game without boundaries, accessible to
all, played from the beaches, backyards and parks of the globe to
the world’s most celebrated stadiums. It is a sport and even a way
of life which blends passion, sporting prowess, competition, skill
and team pride. It is this unique blend of brand attributes that
makes Football sponsorship one of the world’s most desirable
brand partnerships.
CSM Global Events are proud to have played it’s part in helping
sponsors be part of the greatest game on Earth. For over 15 years
we have been supporting the World’s leading brands at the heart
of the Worlds greatest sporting events. We specialize in this, it is
what we do.
We offer Johnson & Johnson Brasil a unique
proposition, internationally experienced at delivering at FIFA
World Cups, with extensive local experience and
relationships, locally resourced and focused on your success. A
company that understands that passion for football is in the blood
and no where is that more evident than in Brasil.
CSM Global Events are delighted to be involved in realizing the
FIFA World Cup hospitality program for Johnson & Johnson in
Brasil, we hope that we can demonstrate in this document our
local capacity, expertise and desire to extend this to serving the
Johnson & Johnson Brasil local program needs. We offer you our
ideas, strategies, experience, relationships, systems, cost
efficiencies, technical expertise and passion for football. Whilst
providing you the best people working creatively and tirelessly to
deliver great results.
We hope that you will select us to help you realize your objectives
and opportunities.

3. CSM Global
CSM Global Events Brasil (CSM Global Organizacao de Eventos Brasil
LTDA) is part of the CSM Group, one of the world’s leading sports and
entertainment groups. It is a joint entity between 2 CSM companies,
CSM iLUKA and Golden Goal, Brasil’s foremost sports marketing agency.
This unique collaboration has been created to bring the Brazilian market
the benefit of extensive international event expertise along with
unparalleled Brazilian market experience and relationships delivered by
a locally resourced team in Brasil.
CSM Global Events Brasil is governed by a 4 person Executive Board
comprised of the Golden Goal Founders, Cadu Ferreira and Mauro
Correa and CSM iLUKA CEO Jon Hillman and Managing Director Felicity
Shankar. Headquartered at the CSM Brasil office in Centro, Rio de
Janeiro, with full operational support from the CSM Brasil Group, our
office is led by Julie Brown with local program resources.
This unique collaboration and structure gives intimate local knowledge
and insights to program strategies, it also creates a network of resources
familiar with business and sport delivery in Brasil.
Services include strategic consulting, hospitality program management,
event readiness planning, brand showcasing and merchandise.
Our Clients

4. CSM Global Events Team
Jon Hillman – CEO and Founder of CSM iLUKA – Jon is one of the world’s
foremost operators of hospitality management services for sponsors at
global sporting events. With over 20 years experience and a wealth of
relationships forged over this time, his energy and passion for creative
programs and flawless delivery is respected by all who work with him.
Felicity Shankar – Managing Director – Felicity has been supporting
sponsors in creating integrated, relevant activations, driving business results
and brand value from sponsorship assets for over 20 years. With extensive
experience of working with some of the world’s greatest brands she ensures
that all the client’s programs are anchored with return on investment in
mind. She is well known for her tireless quest for quality and delivery of the
best ideas.
Julie Brown – Head of Brasil – Fluent in English, Portuguese, Spanish and
French and based fulltime in Rio de Janeiro, Julie has been in the sponsor
services and hospitality management business for over 14 years. She has
extensive experience at managing hospitality at major events for global
brands on both an international and domestic basis, including Football
World Cup and provided an important resource for the Johnson & Johnson
global programme during the Confederations Cup in Brasil.
Cadu Eduardo Ferreira – Senior Partner/CEO – CSM Brasil – Cadu was the
founding co-Partner and Executive Director of Golden Goal Sports
Ventures, now part of CSM Brasil. He is also a member of C.R. Flamengo’s
Marketing Management Committee. Previously Cadu managed the
development of a research project on UEFA’s Governance model and FIFA’s
management development from 1970 until 2004, in addition to conducting
a full assessment for the G14 on European Football Economics. As Senior
Partner/CEO, Cadu plays an active hands on approach to ensuring the
success of his client projects.
Cadu

5. CSM Global Events Team
Mauro Corrêa – Senior Partner – CSM Brasil – Mauro was the founding coPartner and Executive Director of Golden Goal Sports Ventures, now part of
CSM Brasil. Mauro leads the organizations strategy and business modeling,
sports management and customer relationships. Well known and respected
in the industry having played a number of key roles in consulting to
Organizing Committees.
Alicia Klein – Business Director – CSM Brasil - As Business Director at CSM
Brasil Alicia is head of Key Accounts and Sponsorship Management. In her
role, she is in charge of teams who look over clients such as Visa, Coca-Cola
and BRF. She is also responsible for Business Development for the agencies
within the CSM Brasil group. Prior to joining CSM Brasil, Alicia played a key
role in leading Nissan’s Rio 2016 sponsorship and also acted as the Strategic
Development and Legacy Manager for the Brazilian Olympic Committee.
Steve Welch – Business Director, US Global Accounts – Located in New
Jersey, Steve has worked in the provision of Hospitality Management
Services to Sponsors and VIPs at major sporting events for over 14 years.
Hotel trained to the highest standards of 5 Star Services and having worked
previously with JetSet Sports, Steve has for the past 5 years brought strong
commercial and process management to our teams whilst never
compromising on attention to detail, fast service and a quality delivery.
Steve is currently the lead Business Director for the Global FIFA World Cup
Johnson & Johnson program.
Greg O’Connor – Business Director, Ticketing – with over 25 years
experience in Event Ticketing and having worked as Sponsor Ticket Manager
for the Sydney 2000 Games, Greg has led our ticketing strategies and
fulfilment for more than 12 years. His extensive knowledge, ability to build
strong relationships and skill at anticipating needs in a strategic manner at
ticket order stage mean that he has always delivered a ticket required, even
at the latest of notice.

6. CSM Brasil at the 2014 FIFA World Cup
2014 FIFA World Cup
The staging of the Football World Cup in Brasil is the first significant global event which CSM Brasil will be operating under its new framework and represents
a true coming together of all the key areas of expertise of the Group to serve FIFA, Sponsors, Stakeholders and Fans of the Tournament across all 12
Tournament Host Cities.
This infrastructure was tested during the Confederations Cup in July 2013 and was successfully executed, key learning's analysed and appropriate steps taken
to ensure quality representation, management and strong governance implemented to ensure that CSM Brasil provides first class service, locally in each of
the Cities for every fan and stakeholders.
2014 FIFA World Cup Group Projects include:
• Hospitality Program Management for Johnson & Johnson Global program
• Ticket Management, Sports Academy Activation and FIFA World Cup Trophy Tour for Coca-Cola
• Responsibility for all official Mascot appearances in Brasil
• Signage and branded look for all FIFA venues
• Activation of the Sadia sponsorship of the Brasil national team
• Operations of all Food and Beverage concessions at stadiums, Media and Volunteer Centre Catering
• Onsite Project Management and Merchandising for VISA including Point of Sales logistics
This portfolio gives CSM Brasil an unprecedented network of activity in each of the Host Cities to maximize the onsite planning resources, negotiating power
and fast access to key influencers to resolve problems real time.
For us at CSM Global Events, unquestionably Johnson and Johnson is our premium client for the FIFA World Cup and our ability to serve Johnson and Johnson
Brasil on a local basis is enhanced significantly by the scale of group operations in each City and accessible resources whilst still being totally focused on
serving your program in a special and cost effective way.

7. Our Approach
At CSM Global Events we believe that your hospitality program is a
unique celebration of everything you have achieved in activating
your FIFA World Cup sponsorship rights. For Brazilian guests it will be
a once in a life time opportunity to support Brasil’s Football team at
the World Cup on home soil.
The FIFA World Cup is a special experience, an opportunity to
showcase your brand in an informal environment, a time to deepen
emotional connections and relationship with your key
stakeholders, a means to recognise outstanding performance, to tell
your story, to celebrate your Brazilian business and to create
experiences which will live forever.
To produce the right environment to achieve this, CSM Global Events
tailor make each hospitality program specifically for you. We will
seamlessly interface your hospitality program with the Global
program in a way that maximizes the synergies whilst still
recognising the particular significance and emotional connections
that your guests will feel as the Home Hosts in a uniquely Brazilian
way.
Our Approach
We start at the beginning by asking some very simple questions and
then building a strategic architecture which will inform the program
operations. Who are you? Who could you be hosting? Why are you
hosting them – the business rationale? What do you want your
guests to experience? And then how are we going to achieve this, in
a special and cost effective way?
This strategic phase is lead by Julie Brown with significant
involvement from our Leadership Team. Julie will continue to lead
the project delivery across the term of the contract with support on
a day to day basis with the local project team across each functional
area depending on the final scope of work. Julie will also work
closely with the global team at CSM iLUKA to ensure that all
programs are managed in a way to ensure integrated and secure
guest experiences and reporting.
Brasil
J&J
Your
Program
World Cup
Your Program

8. Johnson & Johnson Brasil at the FIFA World Cup
Each match city entertains its own set of challenges, though there are some
key some considerations across the Country that will guide the
development and operations of the program.
Our guiding principle will be:
As only Johnson and Johnson can, we will bring together our friends,
partners, colleagues and families for an amazing celebration of football
and a truly Brazilian experience … we will;
• Deliver a safe and risk free experience
• We will celebrate our national pride and that football is part of our DNA
• Create synergies, cost efficiencies and economies of scale between the
•
•
•
•
operation of the global program and local activities
Optimize the location of guests to streamline logistics and minimize travel
expenses
Demonstrate the human values of the Johnson and Johnson story at the
heart of the FIFA World Cup, through personal
stories, experiences, meetings and testimonials
Create an informal, relaxed, fun celebratory environment prioritizing the
match experience over other hospitality events
Ensure a consistent look and experience of the Johnson and Johnson caring
essence yet with a distinct local feeling with caring and healthy touches at
every point

9. Carinho para a Torcida Brasileira
As the Official Healthcare Sponsor of the 2014 FIFA World Cup Brasil, Johnson
and Johnson are proud to provide an unprecedented opportunity to reach a
worldwide audience to ignite a movement of caring. To engage others in these
efforts the global platform “Carinho Inspira Carinho” / “Care inspires Care”
was developed. This philosophy encourages selfless acts of care – big and
small – with the goal of making the world a more caring place.
We appreciate and support that local hospitality should be perceived as a
continuity of the global program, rather than something totally apart and
therefore have created the domestic platform “Carinho para a Torcida
Brasileira” / “Caring for Brasil’s Football Fans” to encapsulate your match day
experience for Brazilian guests.
Carinho / Caring - a human quality. A positive act that illustrates a desire to
take care of.
Brasil – Given that healthcare is considered a major concern for Brazilians' and
a contributing factor to the protests and civil unrest during the Confederations
Cup. Having the word Brasil in the statement makes it personal and relevant
for the domestic audience. A sentiment that Johnson and Johnson have our
best interests at heart and unites our country as one.
Football Fans - relevant to the event, non- corporate feel making it real, a
statement of accessibility and non prejudice. A shared passion for football and
it’s people.
Collectively these words enforce a positive message of ‘action’ for the
domestic audience, rather than being passive. Best illustrated through the
sharing of personal stories of how Johnson and Johnson has positively effected
the lives of Brazilians and our community, whilst creating an environment that
delivers an experience personifying what Brasil’s football fans want.

10. Program Overview

11. Program Overview
We have created an all-encompassing program utilising all assets.
This program has been designed from the details provided in the
brief together with some assumptions based on the optimisation
of assets and resources.
There are 5 types of programs including:
1. Accommodation Packages
2. SkyBox Packages
3. Day Packages
4. Employee Purchasing Program
5. FIFA Fan Fest Program
On the following pages we have provided an overview of all
programs categorized by match city.
We then have provided a summary slide for each of the programs,
outlining the number of guests and package inclusions, followed
by a sample itinerary, and our approach in servicing each of the
requirements.
CSM Global Events has provided a budget estimate against this
program structure for your consideration,

12. Program Overview – Rio de Janeiro
M1
M2
M3
M4
M5
M6
M7
M8
M9
M10
M11
M12
M13
M14
M15
M16
M17
M18
M19
M20
M21
M22
M23
M24
M25
M26
M27
M28
M29
M30
M31
M32
M37
M38
M39
M40
M33
M34
M35
M36
M41
M42
M43
M44
20
2
2
2
REST
DAY
M49
M50
M51
M52
M53
M54
2
M55
M56
1
REST
DAY
REST
DAY
M50
M57
M58
M59
M60
1
REST
DAY
REST
DAY
1
M61
M62
1
REST
DAY
1
REST
DAY
M63
68
20
20
20
1
1
TOTAL
M64
M58
1
1
372
556
40
2
M64
68
20
94
234
2
2
2
REST
DAY
M42
48
2
M31
M19
M11
M45
M46
M47
M48
(+3 Mgt)
28
1
1

13. Program Overview – Sao Paulo
M1
M2
M3
M4
M5
M6
M7
M8
M9
M10
M11
M12
M13
M14
M15
M16
M17
M18
M19
M20
M21
M22
M23
M24
M25
M26
M27
M28
M29
M30
M31
M32
M37
M38
M39
M40
M33
M34
M35
M36
M41
M42
M43
M44
M45
M46
M47
M48
M23
M36
M47
94
M1
94
94
152
100
5
5
5
5
REST
DAY
M49
M50
M51
M52
M53
M54
5
M55
M56
5
REST
DAY
REST
DAY
M57
M58
5
5
M59
M60
REST
DAY
REST
DAY
M61
M55
M62
5
REST
DAY
REST
DAY
5
M63
M64
5
5
TOTAL
M62
152
100
5
5
100
5
582
5
85
5
REST
DAY

14. Program Overview – Belo Horizonte
M1
M2
M3
M4
M5
M6
M7
M8
M9
M10
M11
M12
M13
M14
M5
M15
M16
M17
M18
M19
M20
M21
M22
M23
M24
M25
M26
M27
M28
M29
M30
M31
M32
M37
M38
M39
M40
M33
M34
M35
M36
M15
3
3
3
3
REST
DAY
M49
M50
M51
M52
M53
M54
3
M55
M56
REST
DAY
REST
DAY
M57
M58
1
M59
M60
38
22
22
1
1
3
3
3
REST
DAY
REST
DAY
M61
M62
REST
DAY
3
REST
DAY
3
M63
M64
3
3
3
TOTAL
M49
M61
38
38
190
22
3
22
132
3
3
3
3
REST
DAY
38
22
M45
M46
M47
M48
M40
38
22
M27
M41
M42
M43
M44
3
63
3
3

15. Program Overview - Brasilia
M1
M2
M3
M4
M5
M6
M7
M8
M9
M10
M11
M12
M13
M14
M15
M16
M17
M18
M19
M20
M9
M21
M22
M23
M24
M25
M26
M27
M28
M29
M30
M31
M32
M21
M37
M38
M39
M40
M33
M34
M35
M36
40
REST
DAY
2
2
2
M49
M50
M51
M52
M53
M54
2
M55
M56
REST
DAY
REST
DAY
M57
M58
M53
M59
M60
REST
DAY
REST
DAY
M61
M62
REST
DAY
REST
DAY
M60
M63
M64
2
2
TOTAL
M63
84
30
2
2
30
30
2
2
2
M45
M46
M47
M48
M46
M33
84
2
M41
M42
M43
M44
130
2
26
REST
DAY

16. Program Overview - Fortaleza
M1
M2
M3
M4
M5
M6
M7
M8
M9
M10
M11
M12
M13
M14
M15
M16
M17
M18
M19
M20
M21
M22
M23
M24
M25
M26
M17
M7
M27
M28
M29
M30
M31
M32
M37
M38
M39
M40
M33
M34
M35
M36
M29
M38
24
M41
M42
M43
M44
24
88
62
24
24
4
REST
DAY
4
4
4
M49
M50
M51
M52
M53
M54
4
M55
M56
REST
DAY
REST
DAY
M51
1
1
M57
M58
M59
M60
REST
DAY
4
REST
DAY
4
M61
M62
1
4
REST
DAY
REST
DAY
1
M63
M64
1
1
1
TOTAL
M57
88
62
24
24
1
1
1
4
124
144
4
51
1
M45
M46
M47
M48
REST
DAY

17. Program Overview - Salvador
M1
M2
M3
M4
M5
M6
M7
M8
M9
M10
M11
M49
M50
M51
M52
M53
M54
M55
M56
REST
DAY
REST
DAY
M57
M58
M59
M60
M15
M16
M17
M18
M19
M20
M21
M22
M23
M13
M3
REST
DAY
M12
M13
M14
REST
DAY
REST
DAY
M61
M24
M25
M26
M27
M28
M29
M30
M31
M32
M37
M38
M39
M40
M33
M34
M35
M36
M25
M62
REST
DAY
REST
DAY
M63
M44
M64
TOTAL
M59
M56
36
36
2
2
2
M41
M42
M43
M44
M45
M46
M47
M48
REST
DAY

18. Program Overview - Recife
M1
M2
M3
M4
M5
M6
M7
M8
M9
M10
M11
M12
M13
M14
M15
M16
M17
M18
M19
M20
M21
M22
M23
M6
M24
M25
M26
M27
M28
M29
M30
M31
M32
M24
M37
M38
M39
M40
M33
M34
M35
M36
M41
M42
M43
M44
M45
M46
M47
M48
REST
DAY
2
2
2
M49
M50
M51
M52
M53
M54
2
M55
M56
REST
DAY
REST
DAY
M57
M58
M59
M60
REST
DAY
REST
DAY
M61
M62
REST
DAY
REST
DAY
M63
M64
2
M45
30
2
M34
30
2
2
TOTAL
M52
36
2
96
2
22
2
REST
DAY

19. Program Overview – Porto Alegre
M1
M2
M3
M4
M5
M6
M7
M8
M9
M10
M11
M12
M13
M14
M15
M16
M17
M18
M19
M20
M21
M22
M23
M24
M25
M26
M27
M28
M29
M20
M10
M30
M31
M32
M37
M38
M39
M40
M33
M34
M35
M36
M41
M42
M43
M44
M43
M32
34
2
REST
DAY
2
2
2
M49
M50
M51
M52
M53
M54
2
M55
M56
REST
DAY
REST
DAY
M57
M58
M59
M60
REST
DAY
REST
DAY
M61
M62
REST
DAY
REST
DAY
M63
M64
2
TOTAL
M54
40
2
74
2
18
2
M45
M46
M47
M48
REST
DAY

20. Program Overview – Curitiba
M1
M2
M3
M4
M5
M6
M7
M8
M9
M10
M11
M12
M13
M14
M15
M16
M17
M18
M19
M20
M21
M22
M23
M12
M24
M25
M26
M27
M28
M29
2
2
M33
M34
M35
M36
M35
M26
2
M30
M31
M32
2
M37
M38
M39
M40
M41
M42
M43
M44
M45
M46
M47
M48
M48
REST
DAY

21. Program Overview – Manaus, Cuiba, Natal
Manaus
M1
M2
M3
M4
M5
M6
M7
M8
M9
M10
M11
M12
M13
M14
M15
M16
M17
M8
M18
M19
M20
M21
M22
M23
M24
M25
M26
M27
M28
M29
M30
M31
M32
M33
M34
M35
M36
M37
M38
M39
M40
M45
M46
M47
M48
REST
DAY
M41
M30
M18
M41
M42
M43
M44
Cuiba
M1
M2
M3
M4
M5
M6
M7
M8
M9
M10
M11
M12
M13
M14
M4
M15
M16
M17
M18
M19
M20
M21
M22
M23
M24
M25
M26
M16
M27
M28
M29
M30
M31
M32
M33
M34
M35
M36
M28
M37
M38
M39
M40
M41
M42
M43
M44
M45
M46
M47
M48
M41
M42
M43
M44
M45
M46
M47
M48
REST
DAY
M37
Natal
M1
M2
M3
M4
M2
M5
M6
M7
M8
M9
M10
M11
M12
M13
M14
M14
M15
M16
M17
M18
M19
M20
M21
M22
M23
M22
M24
M25
M26
M27
M28
M29
M30
M31
M32
M33
M34
M35
M36
M37
M38
M39
M40
M39
REST
DAY

22. Accommodated Program

23. Skyboxes Program

24. Skyboxes Program Itinerary
FORTALEZA – Group Match 17
16-18 June

25. The Skybox Experience
Whilst we know that there will be a more intensive process to agree
creative themes and put your sponsorship activations in Brasil at the
heart of this, we have initially proposed incorporating a slightly Brazilian
feel into the Global sponsorship brand.
Through this we propose to extend the use of the caring ribbon and
imagery into all communications, uniforms and space design but to accent
the more local nature of the program through the greater presence of the
Brasil color palette.
In this way we hope to create a program which seamlessly sits together
with the global program whilst still putting the local feel and national
pride into all executions.
Global
Brasil

26. Design & Overlay of the Skybox

27. Day Program

28. Day Program Itinerary
SAO PAULO – Group Match 1
11-13 June

29. Employee Purchasing Program

30. FIFA Fan Fest

31. One Agency – Program Efficiencies
CSM Global Event’s experience during the Johnson and Johnson program at
the 2013 Confederations Cup, proved a valuable learning opportunity, not
least the impact of the protests on our program operations. These learning's
have enabled us to implement a number improvements and efficiencies to
our systems and processes which will ensure the very best success for you
at the 2014 FIFA World Cup.
Having one agency across both the global and local program provides the
best possible synergy, cost efficiencies and operational effectiveness across
both programs.
The integration of the local program and global program under one agency
umbrella provides a number of key benefits, these include:
• Systems – One system, creates streamlined process, mitigates error and
duplications and provides ease of use
• Communications – ability to create consistency whilst tailor
communications relevant to individual audiences
• Look – creating consistency yet program differentiation whilst not
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confusing or alienating guests
Security planning – one process, one action plan ensuring that the safety
and security of your guests are the top priority
Buying power – providing significant cost efficiencies and the ability to
increase your importance with supply chain management
Operational effectiveness – always knowing what the left and right hands
are doing to minimise any miscommunication
Understanding the Johnson and Johnson brand and maximising
communication between the teams onsite

32. Transport
CSM Global Events provides comprehensive transportation and logistics
management for all aspects of the Hospitality Program. We work with you
to ascertain the most efficient and cost effective vehicle inventory and also
with the suppliers of the vehicles to deliver reliable, safe and friendly
service, on time every time. We look to find ways of not only improving the
experience but reducing the amount of time that your guests spends in
transit. We truly believe when it comes to transportation and guest
movement, the secret is in the detail.
In line with the Johnson and Johnson Global Security guidelines, we are
basing our proposal on the utilization of mini-coaches (24 to 26 seats) with
an average of 20 guests per coach.
Key considerations include:
• Inventory supplier selection
• Quality of vehicles and maintenance
• Driver training
• Travel times / itinerary planning
• Additional transfer time allowance to cater for heavy traffic or civil unrest
• On-board entertainment and guest experience
• Systems, tracking device / GPS etc
• Alternative routes established in advance in case of protest activity

33. Ticketing
As a sponsor access to premium tickets is one of the most valuable
hospitality assets. At CSM Global Events, we understand the process and
the strategies that help our clients maximize the potential of these assets.
Our approach is broken into 5 key areas:
1. Ticket needs assessment
2. Ticket allocation plan
3. Seat assignment
4. Tracking and reporting
5. Collection, security and distribution
Key considerations include:
• Utilisation and budget planning
• Skybox strategy and utilisation development
• Secure storage, pick-up and package tickets
• On-site operations
• Contingency planning
• Reconciliation and reporting
Our propriety information system ‘Pulse’ is used to securely manage
this valuable commodity. ‘Pulse’ is designed to integrate with other
operational management activities. It enables the efficient
management of ticket allocation, tracking, distribution, reconciliation
and reporting. ‘Pulse’ is an integral part of our ticket security providing
a full audit trail for each and every ticket.
Our guiding principles for ticket security and handling of tickets are:
• That they are treated the same as cash and as such are irreplaceable
• That they remain the property of our clients, who invested
substantially to secure them

34. Staffing
At CSM Global Events we believe hospitality is about people, it is people that
drive the difference. Our project teams create extraordinary hospitality
programs for your guests, and our team lift that experience to truly create a
once in a lifetime experience.
As an organization we approach the 2014 FIFA World Cup with a dedication
to find 90 per cent of the staff in Brasil. Key learning's from previous events
demonstrate that this is not only the right way to employ for obvious
economic reasons but also because it helps provide a much more
authentic, Brazilian experience. For key personnel who will work as part of
your team we provide a transparent recruiting process whereby you our
client are welcome to interview candidates in tandem with us. We will
supplement local team with a roster of staff with previous large scale
sporting event experience.
Key considerations:
• Selecting the right person with the right skill set for the right role
• Local coordinators hired in each host city
• Language skills
• Comprehensive training program on Johnson and Johnson and the
program
We take a proactive route in discovering the best local and international
talent to fill the roles required to make your program a sterling success. We
appreciate the importance of starting recruitment early and in targeted
areas such as universities and sports clubs in each relevant city. Our mantra
is to choose educated people with a passion for sport but who likewise
understand the value and purpose sponsorships serve. Our commitment to
creative human resource management has been backed by investment in
innovative and forward thinking strategies and systems. CSM Global Events
invests in people at each stage of the process, from recruitment to training
through to on-site management, providing our clients with continuity of the
team, whilst ensuring motivation is at its highest and the quality of delivery
is flawless.

35. Gifting & Outfitting
One of the fundamental value drivers of your sponsorship revolve
around marketing rights and opportunities that leverage designated
marks and logos, mascots, and look of the event imagery with various
initiatives, significantly through the production of co-branded
merchandise, licensing and outfitting.
Our aim would be to source reasonably priced gift items that deliver the
maximum impact to your program. We would recommend non-sized
items with a clear football focus.
For staff uniforms, our suggestion would be to utilise the same apparel
as the global program with a Brazilian look applied to maximize cost
efficiencies.
A few suggestions:
• Bom fim bracelets / Figa as a traditional symbol of luck
• Printed picture in branded Johnson and Johnson sleeve (Hosts to
take picture of each guest / couple in the stadium - to be printed on
HP photo printer on return to hotel with signature Com Carinho, Da
Johnson & Johnson)
• FIFA mini soccer ball
• J&J mini products and FIFA items i.e. brand aids
Collectively our team has delivered hospitality outfitting and event
merchandise programs on behalf of 36 Sponsors, Official Broadcasters,
Supporters and Suppliers of global sporting events representing more
than 125,000 guests.
We are the only fully integrated agency to maintain licensing expertise
on an in-house basis providing a turn key solution across creative and
product recommendations through to shipping, warehousing, fulfilment
and project reconciliation.

36. Guest Communications
CSM Global Events understands the importance of creating a powerful
and bespoke communication platform including the consistent
application of your ‘look’ and creative theme throughout all your
sponsorship initiatives.
Mapping of your hospitality guest communications is an important stage
in the project plan. We have supported numerous Sponsor brand
experiences in many different industries. Whilst respecting the work of
your current advertising and communications agency, we are able to
support or lead the development and application of your FIFA World Cup
communications across elements including invitations, pre-departure
pack, guest guide / welcome pack, guest newsletter etc.
Key considerations:
• Who the guests are, communication to different audiences
• Audience language – information and friendly
• Creative/ theme – distinctly Brazilian
• E-communications versus printed collateral
• Potential link across all other areas of your activation
The use of e-communications, including a bespoke Johnson and Johnson
web access portal for invitations and information ensures reduction of
packaged materials and sends a sustainable message; it is also a fantastic
way of whetting your guests appetite and reinforcing the connection
between Johnson and Johnson and football.
Sharing the experience with your guests and creating synergies with
your other activities when developing your communications will help
you build relationships with each guest and in turn deliver greater
results.
A key component of our proposal includes personal guest contact
through Brazilian staff and use of our information system Pulse.

37. Information Management
‘Pulse’ is CSM Global Event’s licensed Ticket and Guest Information
Management System. An intelligent internet based software system
designed and built in house to manage many levels of information
necessary when managing large scale hospitality programs and providing
crucial + dependable functional operational reports.
‘Pulse’ is structured around 3 access ‘gateways’:
1) Client Gateway
The Client Gateway is the portal which enables engagement with your
business units and internal divisions, i.e.
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Communicating information & email marketing updates
Ticket / Package request tool
Allocation and sales management
Financial breakdown
Guest list upload and live data reports
2) Guest Gateway
The Guest Gateway is the portal that enables two way interaction between
your guests and the inviter / client. It is used primarily as a tool for:
• Invitations (unique username and password protected)
• For guests to accept or decline their invitation
• To capture information through the use of mandatory fields including
dietary requirements, flight information, photo etc.
• General information, i.e. arrival procedures, hotel and travel
information, itinerary, leisure program, FAQ’s
• The Website has client branding and a unique URL
3) Internal Gateway
The Internal Gateway is a central repository of all program assets & guest
data. With the ability to provide real time LIVE data 24/7, it enables
operational teams to pull functional reports - Ticket pick and pack and
distribution manifests
• Rooming lists
• Merchandise – guest sizes
• Itinerary operational reports

38. Client Management
CSM Global Events is dedicated to providing an end to end
service to our clients from initial business strategy and program
architecture through to operational delivery on site. To maintain
continuity and the fundamental knowledge of our clients that
comes from the early on boarding, we assign a Business Director
to you from day one.
Julie Brown will lead the team in delivering all of our contracted
services and will be responsible for managing a program
timeline which is established as part of phase on of our service
delivery. This timeline is dynamic in that it marries event
milestones, your own internal requirements and sign off
processes with key operational timelines. Along with your
budget and financial process this forms the key anchors of the
project management. Where required this can also be presented
to clients in an overall project management system that fits with
the total sponsorship project plan.
Weekly reviews of project status are undertaken with the client
in a format to be agreed with you and your project is reported
through an event delivery review process to CSM Global Events
leadership allowing constant oversight of all issues, real time
resource support and facilitation of high level escalation through
our network of relationships within the FIFA and Brazilian
communities.
Our ‘same page review’ brings all of the CSM Global Events
leadership and operational leads together on a regular basis to
ensure that all departments are planning delivery on the latest
project plan and to identify any disconnects in a timely manner.

39. Organigram
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40. Event Readiness & Security
Event Readiness & Security has always been at the core of CSM
Global Events´ operational planning, even more so for the 2014
FIFA World Cup in view of the recent political unrest in Brasil.
Pre-event we spend a great deal of time identifying all possible
risks and develop a risk management contingency plan.
During the World Cup, we move into a live 24/7 Operational
mode with a central hub of event support. Whilst your program
team work directly in managing your program on site with you,
they will report in daily through a 10 point snapshot including
incidents, guest movements, contractual issues, staff
performance and well being, IT and Data security, commercial
and key learning's for continuous improvement.
A daily report is provided to clients in a timely manner to
facilitate reporting and where necessary additional support in
any functional area is deployed to the project from the
leadership team. In addition a security update is given to ensure
that any operational changes are clearly anticipated and
understood by all parties. Which is aligned and led by global
security team, and developed in coordination with local
authorities to ensure that we are aware of what might be
possible in every eventuality.
We work alongside your internal teams including
communications and security through a series of event
readiness workshops in the lead up to the World Cup to ensure
that all reporting and escalation procedures are clearly
understood and well defined for all program delivery potentials
and to validate all operational plans are security cleared.
Through these processes we ensure that you always have what
you need to mitigate risk in event delivery and that you safely
ensure an outstanding guest experience.
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41. Financial Process
One of the key success metrics to delivering a successful
program is to ensure that the project comes in on budget, As
such, we are committed to working with you to ensure that the
most cost-effective solutions are found and that we develop a
collaborative approach towards managing the budget without
compromising on the quality of your program.
We are committed to an open and transparent pricing structure,
and proactively ensure that best pricing is obtained from all
vendors and suppliers and gain economies of scale where
possible. Our account teams are highly astute at developing cost
saving solutions that fit the financial parameters of the project.
In addition, we closely monitor the cash flow requirements and
coordinate the payment schedules across all assets (i.e.
accommodation, ticketing, transportation etc.) to ensure the
most favourable outcome for Johnson & Johnson. We engage
key stakeholders such as Procurement, Finance and Legal within
your organisation to ensure that we have corporate wide buy
into the budget process.
The format of our budgets include an appropriate level of
information that allows a full break down of costs. Providing you
with detail and flexibility in the budget management and
reconciliation process for the life of the program.
Your business is important to us. In the best interests of Johnson
and Johnson and to ensure streamlined communication under
one agency umbrella we have offered a discounted pricing
structure for your program.
We are willing to offer a further discount on our management
fees should be awarded all multiple components of your
program.

42. Budget Assumptions
We break down the budget and our services into five logical
classifications and price each type of service accordingly:1. Management Fee – Fixed consulting fee related to project
conception and management priced against a set scope of
works on the basis of agreed daily rates and estimated days
2. Assets – Passed through at cost, e.g. Tickets
3. Project Management Staff – Agreed monthly rates (preevent) and daily rates (during event) along with all out of
pocket expenses
4. Third Party Costs (e.g. F&B, Venues) – Third party actual
costs plus either an agreed cost recovery fee or fixed
percentage handling fee
5. CSM Global Event Services (e.g.
Merchandise, Overlay, IT, Operational Support) – Fixed fee
against set scope of works
The total current estimated budgets for all the programs that we
have proposed is XX. However this of course requires input and
process from Johnson and Johnson Brasil which will ultimately
influence this number going up or down and we will work with
you to develop your budget accordingly.

43. The Budget
The budget is based on the following assumptions / inclusions:
1. All packages are single occupancy
2. Accommodation and Tickets will be paid directly by Johnson &
Johnson and are not included in the current budget
3. Transportation to & from stadium with micro-coaches in line
with the J&J Global Security guidelines
4. No charge for the PULSE Guest Management system licence
as this is covered in the Global budget
5. Discounted charges for the Guest Registration website and
electronic communications as these would be adapted from the
existing Global Hospitality Program supports
6. Guest Registration costs have been apportioned across the
Accommodated, Skybox & Day programs – should J&J only
confirm part of these programs, the cost will need to be reapportioned accordingly
7. The Employee Ticketing Solution has been costed separately
on the basis of 2,000 tickets - no additional Guest Management
system charges are applied
8. Program staff & Senior management support included
9. Operational strategy included
10. Further discount on Management fees will be applied should
CSM Global Events be awarded multiple programs
11. All costs are excluding Taxes

44. Conclusion
Every member of the CSM Global Events Team is passionate about
bringing the best, most memorable, operationally flawless and effective
programs to life for their clients during the FIFA World Cup.
They will bring you their expertise, creativity, planning
skills, relationships and do what it takes to ensure Johnson and
Johnson’s success at the FIFA World Cup, and in doing so it will create
friends for life and experiences which live forever.
By appointing CSM Global Events we offer Johnson and Johnson Brasil:
• A local solution whilst seamlessly integrating with the Global
Johnson and Johnson Program
• A local team of the best people focused on your success
• A clear strategic business framework for your hospitality program
• A flexible and transparent financial approach, your money being
spent in a responsible manner
• A brand experience which enhances your business relationships
• Extensive relationships within FIFA to Match from the top down
• An established network and expert resources in Brasil from City
officials to a proven supply chain
• A fully compliant and risk managed program delivery
• And the best possible opportunity to reach your marketing
objectives and business