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SponsorshipProposalTheLosAngelesRamsAndIn-N-OutBurger
PRT466–Fall2017
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LynsiSnyderChiefExecutiveOfficerInNOutBurger9149S.SepulvedaBlvdLosAngeles,CA90045DearMrs.Snyder,TheLosAngelesRams,aprofessionalfootballteamlocatedinLosAngeles,California,wouldliketoinviteIn-N-OutBurgertobeanofficialSponsorforourNFLfranchise.Wehavechosenyouasapotentialsponsorforthiscomingseasonbecauseofyourfamilyandteamorientedatmosphereanddesiretocreateafriendlyenvironmentforyourcustomers.WeareinterestedinWebelievethatapartnershipwiththeLosAngelesRamswouldhelpwithyourorganizationswilltoreachpeoplenationwide.Bothourorganizationsstrivetobetterthecommunityandprovideanexampleoflivingapositivewayoflife.Wehaveabondthatcouldconquertheworldandcreateanewmarketthatnobodyhaseverseenbefore.Togetherwecanprovideaplatformthroughadvertisements,instadiumbannersandsocialmediaaccountsthatwillbenefitbothorganizations.ThissponsorshipagreementwouldbeacommitmenttoIn-N-Outtobetteryourcompanywhileenhancingathrivingsportorganization.ThisproposalthatwehaveputtogetherforyouwillincludedetailsandimportantinformationabouttheLosAngelesRamsandhowweplantoimpactyourcompany.Specifically,wewillincludethebenefitsyouwillreceivealongwiththegoalswelooktoachieve.GoRams!Sincerely,MikeO’KeefeVicePresidentofCorporateSalesandPartnershipManagement
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HistoryTheLosAngelesRamsisoftheNationalFootballLeague’soldestfranchises.ThejourneystartedinClevelandin1937.Theteamthendisbandedforayearin1943duetothemanpowershortagesoftheWorldWarIIera.Immediatelyfollowingtheteam’schampionshipwinovertheWashingtonRedskins,theRamswereboughtoutbyDanReeves,abusinessmanandmasterinnovator.In1946,hedecidedtomovetheteamtoLosAngelesfortheupcomingseason.TheywonfourNFLWesterndivisionchampionshipsinsevenyearsandgottheirsecondNFLtitlein1951.In1979,theRamsweremovedtoSt.LouistheretheyplayedintheEdwardJonesDome.In1999,theramsweretransformedintoSuperBowlchampions.In2016,theRamsmovedbacktoLosAngeleswheretheyplayintheLosAngelesColiseum.ChampionshipHistory2003NFCWestChampions2001NFCConferenceChampions1999SuperBowlChampions
OwnershipandManagement
OnApril13,1995,StanKroenkehelpedGeorgiaFrontieremovetheLosAngelesRamstoSt.Louisbypurchasinga30%shareoftheteam.GeorgiaFrontierepassedinthe2007seasonwhenKroenkeboughtouttheother60%oftheteam.HeisalsotheowneroftheKroenkeSportsandEntertainment,DenverNuggets,ColoradoRapidsandColoradoMammoth.KevinDemoffisinhisninthyearasChiefOperatingOfficer&ExecutiveVicePresidentofFootballOperationswiththeRams.LesSneadisinhissixthseasonasGeneralManageroftheLosAngelesRams.
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Venue
Current FutureCurrentlyandtemporarily,theLosAngelesMemorialColiseumservesasthehomeoftheLosAngelesRams.ItislocatedintheExpositionParkneighborhoodofLosAngeles,CaliforniawheretheUniversityofSouthernCaliforniaTrojansfootballteamplaysitshomegames.Thefacilityhasapermanentseatingcapacityof93,607,whichisthelargestfootballstadiuminthePac-12ConferenceandtheNFL.ThestadiumwashometotheRamsform1946to1979andisservingastheirhomestadiumagainuntilthecompletionoftheLosAngelesStadiumatHollywoodPark.Itisprojectedthatin2020,facilitywillserveasthehometotheLosAngelsRams.ItiscurrentlyunderconstructionandwillbelocatedintheheartofInglewood,California.ItwillalsoserveasthehometothenewlyrelocatedLosAngelesChargersoftheNFLItwillbeasaccessiblefortravelersandtouristsasjustaboutanydestinationorlocationinallofLosAngeles.Thefanswehavehavebeenwithusforever.
AttendanceandAudienceFiguresAttendanceFigures2016season
• 8Totalhomegames• 8roadgames• 74,121totalfans• 67,452averagefanspergame• 89.8%homeattendance
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2015season
• 8totalhomegames• 8roadgames• 52,402totalfans• 419,220averagefanspergame• 80.2%homeattendance
Specialevents
Family Day
The Rams family day gives fans an opportunity to see the team scrimmage for the first time in the LA Memorial Coliseum. The even is free however fans must register a ticket in order to attend.
KICKOFF FOR CHARITY LUNCHEON
Each year, the Rams host a Kickoff for Charity luncheon to help celebrate the beginning of the football season. In addition to receiving a preview of the season directly from the head coach, this unique luncheon allows fans to be seated at tables alongside their favorite Rams players. Attendees also have the chance to bid on unique auction items and receive autographed attendance gifts. The proceeds support the Rams community outreach initiatives.
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MaximizingGameDayExperience TheLosAngelesRamsofferanofficialmobileapptobetterfan’sgamedayexperience.Onthisappfanswillbeabletoaccessbreakingnews,realtimestatistics,videoclipsofpressconferencesandplayerinterviews,andmatchupandpostgameanalysis.Theappletsfansstayconnectedwiththeteamonthego!FeaturesInclude:• News:Real-timebreakingnewsfromtheRams,previewsofeachmatchups,post-gameanalysis,featuresandmore.• Info:Fullschedule,standings,statistics,depthchart,roster,injuryreport.• Video:VideooftheRams'pressconferences,coachandplayerinterviewsandmore.• Photos:Galleriesofgameaction,cheerleadersandmore.• GamedayCentral:Real-timescoresandin-depthstatisticsforeverygame.• Tickets:Purchaseseasonandsingle-gameticketsandmanageyouraccount.• SocialMedia:ConnectwiththeRamsonFacebook,Twitter,InstragramandSnapchat.• Alerts:Setyouralertstoreceivereal-timeupdatesfromtheteam.
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MediaCoverageRadioTelecastsJ.B.Long(play-by-playannouncer),MauriceJones-Drew(coloranalyst)andD’marcoFarrbroadcasteveryRamsgameliveonESPN710.Ongamedays,ESPNLA710willbroadcastathree-hourpregameshowfeaturingSteveMasonKirkMorrisonandEricDavisandatwo-hourpostgameshowwithTRAVISRODGERS,MorrisonandDavis.JeffBiggsreportsduringhalftime.InadditiontotheKSWD/100.3FMsimulcast,ESPNLA’sbroadcastofRamsgameswillaironthefollowingaffiliates:•KKBZ/105.1FM-Fresno,CA•KHTY/970AM-Bakersfield,CA•KBAD/920AM-LasVegas,NV•KPLY/630AM-Reno,NV•ESPN/103.9FM-PalmSprings,CA•KTIE/590AM-Riverside/SanBernadino,CA•KWDJ/1360AM-Ridgecrest,CA•KSMA/1240AM-SantaMaria,CA•KMET/1490AM-Banning,CA ESPNALAisaradiostationwithtotalcoverageofsportsinSouthernCalifornia.ItistheofficialhomeoftheRams,theLosAngelsLakers,UniversityofSouthernCaliforniaFootballandBasketballandmore.LivestreamingandpodcastsareavailableonESPNLA.com,the#1sportswebsiteinSouthernCalifornia.ThereisalsoaSpanishsportsstationcalledKWKWESPNDeportesandcanfindlivestreamingofthestationonradiodeportes.com. TelevisionBroadcastTheLosAngelesRamswerethefirstNationalFootballLeaguetoteleviseboththeirhomeandawaygamesduringthe1950NFLseason.FanscancatchTheRamsgamesonseveralchannelslikeABC,FOXSportsandCBSSports.ThemajorityoftheRamsgamesareairedonFoxSports.CBSsportsservesastheteam’sofficialpreseasontelevisionhome.
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SocialMediaAccounts Facebook
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OrganizationalCompatibilityTheLosAngelesRamshaveauniqueabilitytohelpraisebothawarenessandmoneyforcommunityandcausesinwhichtheyfindrelevanttotheirprogramandfans.Theramsfocusandengageinthecommunitythroughacommitmenttosupportyouthineducationandmentoring.Theteamalsoaddressestheissuesofpovertyandlooktoimprovethoseissueswitheverychancetheyget.Withdoingso,theyparticipateinfundraiserstohelpraiseawarenessandfundsforlocalnon-profits.Thosenon-profitsincludetheAmericanCancerSociety,AmericanRedCross,BigBrothersBigSistersofGreaterLosAngeles,Boys&GirlsCluborOrangeCounty,HomeboyIndustries,IhaveaDream,L.A.’sBest,LAFamilyHousing,LosAngelesCountyAlliance,forBoys&GirlsClubs,LosAngelesRegionalFoodBank,Make-A-WishofGreaterLosAngeles,MidnightMission,RonaldMcDonaldHouse,SalvationArmy,SanFernandoValleyRescueMission,SkidRowHousingTrust,SpecialOlympicsofSouthernCalifornia,St.Margaret’sCenter,St.VincentdePaul,TragedyAssistanceProgramforSurvivors(TAPS),UnitedWayofGreaterLosAngelesandWoundedWarriorProject.TargetMarketTheTargetmarketinwhichtheRamsseekisverymuchthesameasIn-N-Out’stargetmarket.TheytargetmillennialsastheytrytoexpandtheirreachthroughoutSouthernCalifornia.Alotofthefansarebasedongeographyandifnotgeographyitisbasedonsocialcapitalandconnectiontofriendsandfamily.AsfarasIn-N-Out,ithasbeenrecognizedthattheorganizationhasbeenhelpingabusedandneglectedchildren.Asfarasthetargetmarket,itisnoticedthatyounghighschoolsandcollegestudents,familiesandtouristswhichisaboutthesameifnotverysimilartothetargetmarketoftheRams.HerearesomeexamplesinthetypesofcommunityinvolvementtheRamsareacquaintedwith…ANNUAL COMMUNITY IMPROVEMENT PROJECT ForthePastnineyears,theramsgettogethertobetterthecommunitytomakeadifference.Theydothingsinthecommunitythatnotonlyimprovethecommunitybutalsohelpimprovetheenvironment.ThispastyeartheydidapurchaseandbuiltanewplaygroundforFigueroaStreetElementary,aLosAngelesUnifiedSchoolDistrict.TheyalsopaintedmultiplemuralsandplantedtreesattheschoolslocatedinWatts.RAMSCOMMUNITYIMPROVEMENTPROJECTTHROUGHTHEYEARS:∙2017PlaygroundBuildforFigueroaStreetElementarySchoolinWatts∙2016PlaygroundBuildforWoodworthElementarySchoolinInglewood∙2015FootballFieldRefurbishmentfortheBoys&GirlsClubofGreaterSt.LouisHerbertHooverClub
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∙2014PlaygroundBuildforMarygrove,acenterdedicatedtohelpingchildrenimpactedbyabuse,neglectandotherearlychildhoodtraumasmovetowardabrighterfuture∙2013PlaygroundBuildforWashingtonElementarySchool,agradeschoolintheNormandySchooldistrict∙2012PlaygroundBuildforFairmontCityLibraryCenter∙2011PlaygroundBuildforGiantSteps,aspecialeducationschoolandtherapycenterforchildrenontheautismspectrum∙2010PlaygroundBuildforMonroeeMintsAcademy,aSt.LouisPublicSchool∙2009PlaygroundBuildforacommunityparkinEastSt.Louis
STAFFDAYSOFSERVICE
COMMUNITYQUARTERBACKAWARD
TheLosAngelesRamsCommunityQuarterbackAwardpresentedbySoCalHondaDealersisavolunteerrecognitionthatcelebratesoutstandingindividualswhodisplaystrong
leadershipabilities,andapassionforbetteringhisorhercommunity.Theprogramawardsgrantmoneyand“RAMdom”ActsofHelpfulnesstofourvolunteersandthenon-profitthattheyserve.ThefourCommunityQuarterbackAwardwinnersarealsorecognizedonthefieldataRamshomegame.Sincetheprogram’sinception,theRamshavedonatedmore
than$330,000tocommunityorganizationsthroughthisinitiative.
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PLAY60
PLAY60isanNFLinitiativeaimedatcreatingahealthiernextgenerationandtacklingchildhoodobesitybyencouragingkidstobeactiveatleast60minuteseveryday.ThroughtheRamsyear-longengagementofyouthinfitnessinitiativeswithin-school,after-schoolandteam-basedprograms,theteamiscommittedtofurtheringthisplatformandimprovingyouthhealthandwellness.Sincetheprogramwaslaunchedin2007,theNFLhascommittedmorethan$325milliontoyouthhealthandfitnessthroughprogramming,grants,andmediatimeforpublicserviceannouncements.Lastseason,theRamsreachedapproximately12,000childrenintheLosAngelesregionthrough29Play60events.
THESALVATIONARMY
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TheRamsandtheSalvationArmyteamedupin2016tospreadholidaycheertochildreninneedduringtheholidays.ThroughthegenerosityofRamsplayers,theRamsandtheSalvationArmywereabletoprovide100kidstheopportunitytogoonaholidayshoppingspreetopurchasetoys,clothes,andnecessitiestohelpmaketheirholidaysbrighter.RamsplayersalsoelectedtoadoptedfamiliesidentifiedbytheSalvationArmyfortheholidaysandpurchasedentireholidaywishlists.
AMERICANREDCROSSIn2012,theRamsbeganapartnershipwiththeAmericanRedCrossonthe“HolidayMailforHeroes”campaign.Theeffort,whichfeaturesaRamsplayerasanhonorarychair,hasresultedinmorethan80,000personalizedholidaythankyoucardsbeingsenttoactiveandveteranmilitaryservingoverseasanddomestically.In2016,RamsdefensivetackleAaronDonaldledtheeffort.
MAKE-A-WISHTheRamsandtheMake-A-WishFoundationhavealongstandingpartnershipdatingbackto1995.Overtheyears,thetwohavehosteda“NightofWishes”toraisemoneytohelpgrantthewishesofchildrenwhoarebattlinglife-threateningmedicalconditions.In2017,theRamsAll-ProdefensivetackleAaronDonaldanddefensivetackleDominiqueEasleyservedastheGrandMarshalsforthe10thAnnualWalkforWishes.Ramsplayersandcoacheshavealsograntedmanywishesovertheyearstochildren.
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SALUTETOSERVICE
Inappreciationofthemilitary’sservicetoourcountry,theRamscelebratemilitarymembersandveteransthroughouttheyearthroughavarietyofeffortsincludinghonoringaWoundedWarriorduringeveryRamshomegame.In2016,theRamspartneredwithTragedyAssistanceProgramforSurvivors(TAPS)tohonorthelivesoffallensoldiersandtooffercompassionandspecialrecognitiontotheirfamilies.Theteamhostedthefamiliesataprivatepracticewheretheyhadthechancetomeettheplayers.Thefollowingday,thefamilieswererecognizedattheteam’sSalutetoServicegame.
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SponsorshipPackage
BypartneringwiththeLosAngelesRams,In-N-OutBurgerwithreceivesanumberofbenefits.Ournumberonegoalandpriorityistoincreasesaleopportunitiesandconcentrateonincreasingcustomerloyalty. IncreasedSalesOpportunities
• In-N-OutTruckstandsinsidethestadium• AdvertiseIn-N-OutasasponsoronBannersthroughoutthestadium• AdvertiseIn-N-OutasasponsorontheJumboTronBeforethegame• CreatemealpackagestopurchasebeforehandthroughTheramsapporwebsite
IncreasedBrandAwareness
• Createhalf-timegamewithaprizeofanin-n-outgiftcardandt-shirt• MentionIn-N-Outduringthebeginningofthegame,Televisioncommercials,and
radiobroadcasts• PromoteIn-N-Outonteamwebsitesandsocialmediaaccounts• GiveoutBringaFriendcouponswherethe“friend”isprovidedwithafreemeal• Promotefreemealsforsocialmediatags(@inNout,@LaRams)togetherinthesame
post CommunityImage
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• EventstoraisemoneyforanimportantcauseofIn-N-Outschoice• PlayersandcoachesvolunteerincommunityeventwearingteamshirtswithIn-N-
Outonthebackasitssponsor• PlayersandCoachesgivingoutfreeIn-N-Outtothecommunityonadayoftheir
choice(In-N-OutwillbepaidforbyTheRams)• AnyonewhocannotaffordatickettotheRamsNFLgame,theRamswillholda
fundraisertohelpsomepeoplegetticketsbysellingIn-N-outburgersCustomerLoyalty
• Startusingastamployaltycardandonthe11thvisit,thecustomersmealwillbefree(after11thone,turnthemintoIn-N-Out)
PackagePrice
Total Package Value = $ 800,000 In-N-Out Investment = $ 600,000
ImpactMeasurementIncreasedSales
• DocumentandrecordrevenuefromIn-N-Outtrucksandticketsales• Recordhowmanypeoplecometotheeachgamecomparedtolastseason• Comparehowmanymealpackagesweresoldonlinevspurchasedinperson
IncreasedBrandAwareness
• Monitorsocialmediaaccounts(Friends,Followers,Likes,)• Trackthenumberof“BringaFriend”couponsused• Monitorhowmanypeopletag“In-N-Out”andtheRamsweretaggedinthesame
photoonsocialmedia• Surveycustomersandfans
CommunityImage
• Surveythecommunityontheirthoughtsofspecialeventsanditsatmosphere• Recordthenumberofdonationsreceived
CustomerLoyalty
• Countandrecordhowmanyloyaltycardsarereceived