Consulting
There are five basic strategic planning steps that are the method by which inspiration becomes a profitable reality. CS Sports has 20 years experience working with clients to develop and implement these five basic steps.1. Research
We start by getting clear on the clients' objectives and expectations. We don't pitch, we catch. Our input comes AFTER we understand the goals of the client. After you tell us where you want to go, our staff goes out and learns about your industry. Who do you sell to? Why do they buy? What are the market conditions? Where are the opportunities? We become experts in the details of the client company, the brand and the product. This is the first step always.
2. Brainstorm
You have an idea but it needs more data to shape into a plan. We reach out to a group of specifically experienced people with good ideas together and challenge them to think. From that session we develop a set of creative solutions, both in and out of the "box."
3. Organize
You have a pile of information from the brainstorm that needs to be evaluated, shaped and scheduled for action.
4. Develop a team approach
Who is the best person for each job and when does each element have to be completed? How do we make the best use of your resources and our team? Then we apply the right person to the right area of responsibility.
5. Execute
Now that we have a good solution, an organized approach, and an enthusiastic team, we develop a plan and schedule to make the creative inspiration a real program that results in sales, increased brand awareness and a quantum leap in the value of the brand or product, with a sports marketing program that syncs with the clients' overall PR, Marketing and brand strategy.
Sports Marketing Program Development
Case study: In 1988 the the term "cause-related marketing" did not exist. CS Sports gained Pioneer Electronics, a $300 million brand as a client by introducing one of the first cause-related sports marketing programs in history.CS Sports develops one of the first cause-related marketing programs for Pioneer Electronics.
Pioneer Electronics had become dangerously close to being too closely identified with motor sports and needed to reach out to a family audience. CS Sports took an existing philanthropic program "Athletes For Kids" and created a triathlon racing team that spearheaded the program which matched professional athletes with chronic and terminally ill children. By carefully integrating the program without direct product or brand messaging, CS Sports was able to not only increase the reach of the program, benefitting thousands of sick children and their families, but also create a new space for the Pioneer brand as a committed, caring company that did not cross over the line into promoting their good works. CS Sports was responsible for creating a soft "story" that was carried for over two years on television, radio and print resulting in a contribution to 22% sales increase in consumer electronics from 1987 to 1988.Case study: The Gatorade brand had decided that efficacy was becoming a key point. How do they establish an efficacy message without bombarding the consumer with dense science?
CS Sports postitioned Gatorade products as the choice of the world's top endurance athletes under the most extreme conditions.
CS Sports developed a program that put existing Gatorade products in use under
extreme circumstances to establish efficacy by example by putting the products to the test under the most extreme circumstances and messaging the success. CS Sports put Gatorade into the title sponsor position at the Gatorade Hawaiin Ironman, arguably the world's mot grueling endurance event, a sponsorship valued at over $7 million during its five-year life. In conjunction with the agency Bayer, Bess and Vanderwarker, CS Sports developed a message featured in print and network television focusing on the fact that if Gatorade works for the world's top endurance athletes under the most extreme conditions, it will work for "you." CS Sports developed and secured the sponsorship, signed athletes as endorsers, activated the sponsorship on site and worked with the agency to develop the theme and message which resulted in a contribution to brand growth by extending into new markets.
Special Event Development and Production
Case study: Anaheim Memorial Hospital was constructing a new facility miles from its home in central Anaheim. How do you make people aware of the expansion?CS Sports surveyed the local market and determined that within a 100 mile radius there was a very active cycling and running community. CS Sports then developed a combination run/bike/run event at a reasonable distance that could be produced on the new property. Included in this event was the unique element of a separate professional race that would take place after the amateur event, creating a unique spectating opportunity. The event was so successful that the contract was extended for three years. As an aside, a young man who was not very well known at the time finished in second place in the mens race. By now you may have heard of him; his name is Lance Armstrong.
