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RISHONDA’S PORTFOLIO
   The following is a compilation of sporting events and
sponsorship programs that I have been fortunate enough to
        work on. Please feel free to contact me at
           rithomast@gmail.com with questions
Goals
   GENERATE revenue for a professional sports entity through ticket and/or sponsorship sales
       Prospect and generate potential new leads
       Service season ticket accounts or corporate client accounts
       Exceed sales and revenue goals


   LEARN about the business operations of a professional sports franchise
       Participate in a sales program that offers ongoing training and growth with experienced staff


   CONTRIBUTE to the overall franchise by assisting game night and events staff
       Assist partnership marketing staff with fulfilling sponsorship programs


   PERFORM other duties as needed and/ or assigned by Manager
Background
   Education
       Davidson College BA English
           Bonner Scholar
           Women’s Basketball Team Manager
           Intramural Flag Football Champion


       Choate Rosemary Hall
           Choate Scholar
           Basketball and Lacrosse player


   Experience
       Octagon
       Team Epic (formerly Velocity Sports & Entertainment)
Testimonials
   Supervisors
       “I know with your work ethic and attitude you'll knock them over…!”


   Teachers
       “Rishonda is a pleasure to have in class. She is both liked and respected by her peers”
       “She continually exhibits great kindness and thoughtfulness to anyone she encounters”
       “She has brought good spirit, positive attitude, and fierce determination to all she has done
        this fall”


   Peers
       “You are such a fabulous listener and your leadership style is calm but direct”
       “I appreciated your laid-back enthusiasm and the genuine spirit you contributed to the group”
       “Your positive attitude is infectious!”
Case Studies
   Regression Analysis Charlotte Bobcats
   Pilot Pen Tennis Tournament
   Arthur Ashe Kid’s Day
   US Open
   BMW Championship
   BMW M Power Tour
   2011 Sports Illustrated Swimsuit Edition Launch
   Pepsi MAX Grassroots Marketing Tour
Charlotte Bobcats Case Study
   Sports Economics Independent Research Course
       Examined economic impact of American professional sports and the business models of the
        NBA, NHL, MLB, and NFL


   Final Project
       Project examined variables that led to higher attendance at Bobcats games
           Statistically Significant Variables after Regression Analysis
                   Weekend
                   Football Season
                   All- NBA 1st Team Players on Opposing Team
                   Games Remaining on the Schedule
                   Number of Championships in Opposing Team’s Franchise History
Pilot Pen Tennis
   The Pilot Pen Tennis Tournament (currently known as New Haven Open)
       Takes place in New Haven, CT and is one of 10 tournaments (Olympus US Open Series)
        leading up to the US Open Tennis Championship in late August


   Title Sponsor
       Pilot Pen Corporation of America- a leading writing instrument marketer and manufacturer


   Objectives
       Pilot Pen wanted to increase brand awareness and sales among affluent, middle aged
        consumers who often start buying school supplies for their children around August


   Results
       The tournament attracted over 70,000 people
       Event was televised on CBS and ESPN2
Arthur Ashe Kid’s Day
   Arthur Ashe Kid’s Day
       Children’s event that celebrates the life of former tennis player and activist Arthur Ashe and
        kicks off the US Open


   Presenting Sponsor
       Hess Corporation- Energy Company (Oil and Gas) that conducts oil exploration worldwide
        and offers utilities and gas service stations on the East Coast


   Objectives
       Build brand awareness and establish goodwill among the public at a time when oil companies
        are experiencing an increase in negative publicity because of the BP oil spill


   Results
       Over 25,000 spectators attended the event
       Event was televised worldwide on CBS
       Arthur Ashe Kid’s Day remains the largest community tennis event in the world
U.S. Open
   United States Open Tennis Championships
       The US Open is the USTA’s annual major tournament. USTA Serves supports the
        organization’s tennis and education initiatives
   Objectives
       USTA Serves wanted to leverage the popularity of the US Open to increase donations and
        awareness
   Solution
       USTA Serves set up a booth along the Avenue of Aces (stadium entrance)
       Volunteers handed out flyers and giveaways and spoke with patrons about USTA Serves
       Encouraged patrons to participate in Text 2 Donate- mobile donation campaign partnership
        with Usher’s New Look Foundation
   Results
       Greater exposure and awareness for USTA Serves
       Over 700,000 people attended US Open in 2010
       Both US Open website and mobile site experienced significant web traffic gains
BMW Championship
   2010 BMW Championship
       PGA Tour event which is part of the FedEx Cup Playoffs and features the top 70 golfers in
        the FedEx Cup standings
       Proceeds support the Evans Scholars Foundation- a college scholarship program for caddies
   Title Sponsor
       BMW- a luxury car manufacturer
   Objectives
       Establish brand loyalty and increase sales
   Activations
       Provided BMWs (535GT) to players for duration of the tournament
       Premium service (parking privileges & hospitality) to BMW owners
       Invite BMW owners to play in the pro-am tournament
       BMW Fan Challenge, BMW Owner’s Pavilion, BMW Experience, BMW Biergarten
   Results
       Over 1000 patrons participated in the Fan Challenge activation
       Ticket giveaway at Citigroup Transportation Center ran out of tickets within 10 minutes of
        starting
BMW M Power Tour
   BMW M Power Tour
       BMW launched the 2011 M3, X5M, and X6M
   Solution
       Organize a 6- week test driving tour in 6 different markets- Chicago, IL, Westchester, NY,
        Long Island, NY, Washington, DC, San Francisco, CA, and Los Angeles, CA
       Invited M enthusiasts and others who drive competing vehicles to have a 20 minute
        information session with M Brand Manager and take a 25 minute test drive by themselves
   Results
       Over 300 guests responded to the invite and pre-registered for each city
       Over 300 test drives per event
       Events generated buzz which led to several walk-ins and consumer generated blog postings
   Key Learning’s
       Allowing consumers to test drive vehicles and learn about the features enabled them to better
        understand the value of the vehicle and differentiate it from a BMW 3 series or a competitor
        vehicle
Sports Illustrated
   2011 Sports Illustrated Swimsuit Launch
       Sports Illustrated turned the launch of the annual Swimsuit Issue into a property similar to
        events such as the NBA’s All-Star Weekend and MLB’s All-Star Fan Fest


   Objectives
       Drive awareness, excitement, and sales of the 2011 SI Swimsuit Issue


   Solution
       Host a week of promotional events in New York and Las Vegas and secure sponsors such as
        the Las Vegas Convention and Visitors Authority, Nissan, and HTC
       Invite the models, celebrities, VIP clients, PR, and media to the events


   Results
       Swimsuit franchise remains strong despite overall dwindling sales in print media industry
       Readership among the 18-34 demographic comparable to the NFL’s Super Bowl viewership
Pepsi MAX Tour
   Zero to the MAX Tour
       7 month long nationwide grassroots experiential marketing tour that activated at several
        Pepsi properties and large scale events in key markets 5 days a week


   Objectives
       Drive trial, build brand awareness, and deliver over 5 million samples in key markets in
        regions including Northeast (New York), Midwest (Chicago), South (Atlanta), and West (LA)


   Activations
       Activation experience included branded Pepsi MAX truck, event specific interactions, and
        MAX Facts trivia


   Results
       West team (based in Los Angeles, San Francisco, Portland, OR, and Seattle markets)
        exceeded sampling goal for 4 straight weeks
       Hit key events in Los Angeles market such as Angels games and large scale festivals
Thank YOU!
   Thank you for viewing my presentation


   Questions? Please feel free to contact me at rithomast@gmail.com to set up a time to discuss


   Thanks again and please take care

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Rishonda’s portfolio

  • 1. RISHONDA’S PORTFOLIO The following is a compilation of sporting events and sponsorship programs that I have been fortunate enough to work on. Please feel free to contact me at rithomast@gmail.com with questions
  • 2. Goals  GENERATE revenue for a professional sports entity through ticket and/or sponsorship sales  Prospect and generate potential new leads  Service season ticket accounts or corporate client accounts  Exceed sales and revenue goals  LEARN about the business operations of a professional sports franchise  Participate in a sales program that offers ongoing training and growth with experienced staff  CONTRIBUTE to the overall franchise by assisting game night and events staff  Assist partnership marketing staff with fulfilling sponsorship programs  PERFORM other duties as needed and/ or assigned by Manager
  • 3. Background  Education  Davidson College BA English  Bonner Scholar  Women’s Basketball Team Manager  Intramural Flag Football Champion  Choate Rosemary Hall  Choate Scholar  Basketball and Lacrosse player  Experience  Octagon  Team Epic (formerly Velocity Sports & Entertainment)
  • 4. Testimonials  Supervisors  “I know with your work ethic and attitude you'll knock them over…!”  Teachers  “Rishonda is a pleasure to have in class. She is both liked and respected by her peers”  “She continually exhibits great kindness and thoughtfulness to anyone she encounters”  “She has brought good spirit, positive attitude, and fierce determination to all she has done this fall”  Peers  “You are such a fabulous listener and your leadership style is calm but direct”  “I appreciated your laid-back enthusiasm and the genuine spirit you contributed to the group”  “Your positive attitude is infectious!”
  • 5. Case Studies  Regression Analysis Charlotte Bobcats  Pilot Pen Tennis Tournament  Arthur Ashe Kid’s Day  US Open  BMW Championship  BMW M Power Tour  2011 Sports Illustrated Swimsuit Edition Launch  Pepsi MAX Grassroots Marketing Tour
  • 6. Charlotte Bobcats Case Study  Sports Economics Independent Research Course  Examined economic impact of American professional sports and the business models of the NBA, NHL, MLB, and NFL  Final Project  Project examined variables that led to higher attendance at Bobcats games  Statistically Significant Variables after Regression Analysis  Weekend  Football Season  All- NBA 1st Team Players on Opposing Team  Games Remaining on the Schedule  Number of Championships in Opposing Team’s Franchise History
  • 7. Pilot Pen Tennis  The Pilot Pen Tennis Tournament (currently known as New Haven Open)  Takes place in New Haven, CT and is one of 10 tournaments (Olympus US Open Series) leading up to the US Open Tennis Championship in late August  Title Sponsor  Pilot Pen Corporation of America- a leading writing instrument marketer and manufacturer  Objectives  Pilot Pen wanted to increase brand awareness and sales among affluent, middle aged consumers who often start buying school supplies for their children around August  Results  The tournament attracted over 70,000 people  Event was televised on CBS and ESPN2
  • 8. Arthur Ashe Kid’s Day  Arthur Ashe Kid’s Day  Children’s event that celebrates the life of former tennis player and activist Arthur Ashe and kicks off the US Open  Presenting Sponsor  Hess Corporation- Energy Company (Oil and Gas) that conducts oil exploration worldwide and offers utilities and gas service stations on the East Coast  Objectives  Build brand awareness and establish goodwill among the public at a time when oil companies are experiencing an increase in negative publicity because of the BP oil spill  Results  Over 25,000 spectators attended the event  Event was televised worldwide on CBS  Arthur Ashe Kid’s Day remains the largest community tennis event in the world
  • 9. U.S. Open  United States Open Tennis Championships  The US Open is the USTA’s annual major tournament. USTA Serves supports the organization’s tennis and education initiatives  Objectives  USTA Serves wanted to leverage the popularity of the US Open to increase donations and awareness  Solution  USTA Serves set up a booth along the Avenue of Aces (stadium entrance)  Volunteers handed out flyers and giveaways and spoke with patrons about USTA Serves  Encouraged patrons to participate in Text 2 Donate- mobile donation campaign partnership with Usher’s New Look Foundation  Results  Greater exposure and awareness for USTA Serves  Over 700,000 people attended US Open in 2010  Both US Open website and mobile site experienced significant web traffic gains
  • 10. BMW Championship  2010 BMW Championship  PGA Tour event which is part of the FedEx Cup Playoffs and features the top 70 golfers in the FedEx Cup standings  Proceeds support the Evans Scholars Foundation- a college scholarship program for caddies  Title Sponsor  BMW- a luxury car manufacturer  Objectives  Establish brand loyalty and increase sales  Activations  Provided BMWs (535GT) to players for duration of the tournament  Premium service (parking privileges & hospitality) to BMW owners  Invite BMW owners to play in the pro-am tournament  BMW Fan Challenge, BMW Owner’s Pavilion, BMW Experience, BMW Biergarten  Results  Over 1000 patrons participated in the Fan Challenge activation  Ticket giveaway at Citigroup Transportation Center ran out of tickets within 10 minutes of starting
  • 11. BMW M Power Tour  BMW M Power Tour  BMW launched the 2011 M3, X5M, and X6M  Solution  Organize a 6- week test driving tour in 6 different markets- Chicago, IL, Westchester, NY, Long Island, NY, Washington, DC, San Francisco, CA, and Los Angeles, CA  Invited M enthusiasts and others who drive competing vehicles to have a 20 minute information session with M Brand Manager and take a 25 minute test drive by themselves  Results  Over 300 guests responded to the invite and pre-registered for each city  Over 300 test drives per event  Events generated buzz which led to several walk-ins and consumer generated blog postings  Key Learning’s  Allowing consumers to test drive vehicles and learn about the features enabled them to better understand the value of the vehicle and differentiate it from a BMW 3 series or a competitor vehicle
  • 12. Sports Illustrated  2011 Sports Illustrated Swimsuit Launch  Sports Illustrated turned the launch of the annual Swimsuit Issue into a property similar to events such as the NBA’s All-Star Weekend and MLB’s All-Star Fan Fest  Objectives  Drive awareness, excitement, and sales of the 2011 SI Swimsuit Issue  Solution  Host a week of promotional events in New York and Las Vegas and secure sponsors such as the Las Vegas Convention and Visitors Authority, Nissan, and HTC  Invite the models, celebrities, VIP clients, PR, and media to the events  Results  Swimsuit franchise remains strong despite overall dwindling sales in print media industry  Readership among the 18-34 demographic comparable to the NFL’s Super Bowl viewership
  • 13. Pepsi MAX Tour  Zero to the MAX Tour  7 month long nationwide grassroots experiential marketing tour that activated at several Pepsi properties and large scale events in key markets 5 days a week  Objectives  Drive trial, build brand awareness, and deliver over 5 million samples in key markets in regions including Northeast (New York), Midwest (Chicago), South (Atlanta), and West (LA)  Activations  Activation experience included branded Pepsi MAX truck, event specific interactions, and MAX Facts trivia  Results  West team (based in Los Angeles, San Francisco, Portland, OR, and Seattle markets) exceeded sampling goal for 4 straight weeks  Hit key events in Los Angeles market such as Angels games and large scale festivals
  • 14. Thank YOU!  Thank you for viewing my presentation  Questions? Please feel free to contact me at rithomast@gmail.com to set up a time to discuss  Thanks again and please take care