Surveying The Brandscape

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Surveying The Brandscape Kevin
Bradbury BDA SPORTS
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Taking Athlete Marketing to the Next Level
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Were known for the company we keep
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Brand Positioning
Brand Identity
Target Audience Perception
Positioning
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ProTrust Theory

• Strategy of using community involvement and
  corporate good work to differentiate an athlete
  from his/her peers and to build business
  opportunities
• In return for an athletes deposits of good
  works, consumers pay interest in the form of
  gratitude and patronage
• Builds a reservoir of goodwill for necessary
  withdrawals
• Gives consumers an extra reason to buy
• the added value that 86 percent of consumers say
  plays a part in purchase/opinion decisions

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ProTrust Bank Examples

• Lowes Home Safety Council (Jimmie
  Johnson--NASCAR)

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Business Objectives Review

• Define your business and marketing objectives in
  stages of one year, three years and five years.
• Define plan and set goals for growth for each
  year
• Use training in key areas including message
  development, media/spokesperson training etc. to
  help grow confidence with target markets
• How many corporate sponsors and how many
  charities-who do we want to work with
• Corporate 5-6
• Charities 1-2

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Brand Positioning

• Phase One Targeted Awareness
• Develop the brand identity
• Phase Two Awareness and Leadership
• Establish the core of the brand
• Phase Three Leadership Positioning
• Leverage Brand Leadership and Trust Bank
• Yearly review of results and redefinition of
  goals ensures success

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Develop the Brand Identity

• Conduct research and interview process
• Uncover regional endorsement opportunities to
  build the brand
• Establish plus and minus ratios for self
• Define challenges and opportunities
• Develop goals for year one and beyond
• Conduct necessary training
• Begin to build the Trust Bank/Crisis preparedness
• Define strategic plan for charity involvement for
  short and long term

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Establish the Core of the Brand

• Cause marketing
• Sponsorship and endorsements at a regional level
  while exploring national opportunities
• Charity work (define objectives for leaving your
  mark)
• ProTrust initiatives
• Relationship marketing events
• Define and build relationships

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Leverage Brand Leadership and Trust Bank

• Major contributor and leader in the community
• Leverage relationships to build endorsements
• Take Brand national if applicable
• Reanalyze and redefine self and goals

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Thank you!