Professional Documents
Culture Documents
U.5.AIRFORCE
I GSD&M
As a discipline, sponsorships augment the overall marketing mix for Air Force
recruiting while helping overcome the sampling barrier by providing a platform
for personal interaction. This channel creates brand awareness and affinity while
generating leads by leveraging unique attributes no other medium can offer,
such as:
Page 133
VU.UIRFORCE
I GSD&M
Exposing the Air Force(AF) brand and educating the public on the capabilities
and career options offered by the Air Force
Reinforcing the story told in digital, print and broadcast media and immersing
the audience in the Air Force world
Creating a footprint at venues where recruiters can interact with the target
audiences
Associating the Air Force with organizations and venues that portray AF core
values
Associating the Air Force with Science, Technology, Engineering and Math
(STEM) events and programs
Drawing parallels between properties and the AF with regard to speed,
power, teamwork, precision, mechanics, and technology
Attracting youth to the Air Force and increasing their propensity to join the Air
Force (Le. generate leads)
Generating pride and motivation among the internal AF community (Airmen
and civil servants)
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U
,5.AIRFORCE
I GSD&M
The following table provides an evaluation for sponsorships and experiential programs against the
current AFR, enduring priorities:
Inspire the brightest, most competitive and diverse young men and women and their
influencers toward service in the USAF
Create a long-term association with STEM (science, technology, engineering and math) and the
USAF and Airmen capabilities
Maintain a robust and diverse pipeline of leads sufficient to respond to Air Force requirements
Existing 2014 Properties
-//\,
(------------------~-\
Best and
Brightest
STEM
Pipeline
of leads
000 . 0 0 0 . 0
.00 0
0.00
Delivers priority
While each sponsorship does not deliver on all three current enduring
allows for a balanced portfolio overall.
priorities~dlafibution
against each
U.5.AIRFORCE
GSD&M
Sponsorship Generated Registrants, Leads, Accessions (wI Digital Data Capture as of 9-23-14)
Sponsorship
Registrants
Leads
9,959
NASCAR
Accessions
Leads/Registrants
7.23%
10.97%
MotoGP
7.02%
cience Olympiad
FC Dallas
9.36%
Six Flags
1,784
11.10%
1,226
5.22%
# of Events Leads/Event
Leads
#of
Events
Leads/Event
ISOC/Scheuring
FIRST
U.5.AIRFORCE
I GSD&M
Sponsorship Generated Registrants, Leads, Accessions (wI Digital Data Capture as of 9-23-14)
Sponsorship
Registrants
NASCAR
Leads
Accessions
Leads/Registrants
# of Events
9.89%
10,012
Miami Dolphins
8.46%
Florida Panthers
1.92%
Leads
#of
Events
Leads/Event
ISOC/Scheuring
FIRST
F Invitational
Page 137
Leads/Event
Registrant/Hour Comparison
Event
U,5.AIRFORCE
Leads
I GSD&M
Leads/Registrants Registrants/hour
NASCAR
22
412.50
9959
720
7.23%
24
Formula Drift
90
1407
295
20.97%
16
ISOC/Scheuring ...
144
139
139
100.00%
MotoGP
24
319
35
10.97%
13
2.75
136
5.15%
49
1.5
35
25.71%
23
Columbus Crew'"
1.5
12
12
100.00%
24
1226
64
5.22%
51
Science Olympiad
14
228
16
7.02%
16
FIRST**
30
25
25
100.00%
Botball**
28
11
10
90.91%
Six Flags
62
1784
198
11.10%
29
77
1,895
229
12.08%
25
24
1,252
94
7.51%
52
0.00%
14
0.00%
Page 138
As of 9-23-14
'\IU.S.AIRFORCE
I GSD&M
= $2,345,038.00
1% 1%
NASCAR
ISOC/Scheuring
Formula Drift/Driver
FIRST Sponsorship and leadership
USA Science and Engineering
Science Olympiad
MLS
Botban
Six Flags
MotoGP
Supergirl Pro Surf Contest
Programfu~rt1,g-8> nds
multiple TO's.
U.5.AIRFORCE
GSD&M
Motorsports
STEM
Pro Sports
Theme Parks
Action Sports
U,5.AIRFORCE
18.00%
16.00%
15.30%
14.00%
12.00%
11.10%
10.06%
10.00%
7.72%
8.00%
6.00%
4.00%
2.00%
0.00%
Motorsports
As of 9/23/14
STEM
Pro Sports
Theme Parks
Page 141
I GSD&M
U.5.AIRFORCE
GSD&M
VU,5.A'RFORCE
I GSD&M
Inspire
Make an impression
Provide High Reach
TV spots
Radio spots
Video boards
LED ribbon
. ._
II
Narrowing Phase
What's the path for me?
vehicle
II
AF logo on vehicles
LOGO/RIGHTS USUAGE
Official sponsor designation
II
Exploring interest
Impression Phase
Seeding impressions
Page 144
Quality Lead
VU,5.AIRFORCE
I GSD&M
EXPERIENTIAL
On-site footprint
permits)
Quality Lead
II
II
Narrowing Phase
What's the path for me?
PROMOTION
Impression Phase
Seeding impressions
Page 145
ISOC
U.5.AIRFORCE
Recruiter Presence
Driver Sponsorship
X
X
GSD&M
SCHEURING
HS Appearances
X
Page 146
FIRST
CHAMPIONSHIP
FIRST
LEADERSHIP
VU,5.AIRFORCE
I GSD&M
SCIENCE
OLYMPIAD
Botball
Dedicated Footprint
Space
Recruiter Presence
Special Speaking
Opportunity
On-Site Integration
DV Presence
X
X
Page 147
VU,5.AIRFORCE
FC
DALLAS
COLUMBUS
CREW
SUPER
GIRL
SIX FLAGS
MotoGP
Dedicated
Footprint Space
Mobile Asset
Activation
Recruiter Presence
On-Site Integration
DEP Swear-In
Social Media
Integration
X
Page 148
I GSD&M
U.5.AIRFORCE
I GSD&M
U.5.AIRFORCE
I GSD&M
Page 151
U,5.AIRFORCE
GSD&M
Develop a robust and diverse sponsorship portfolio using the following criteria to
measure viable sponsorships:
Prioritize and secure sponsorship inventory which can be activated against the
primary engage and recruit objectives and secondary inspire objective
c
Experiential footprints in highly visible locations / booth space
c
Air Force Night Swear-ins / Promotions
c
HP VIP, influencer and DEPer Tickets
Geography
o
Career Fields
o
U,5.AIRFORCE
I GSD&M
Page 153
U,5.AIRFORCE
I GSD&M
HP Strategy
Secure VIP tickets/hospitality to provide platform for
meaningful conversations between current AF HP
professionals and HP recruits
U.5.AIRFORCE
GSD&M
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,5.AIRFORCE
I GSD&M
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I GSD&M
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Highest concentration
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Page
U.5.AIRFORCE
GSD&M
Question
Do we fish where the fish are or support squadrons who need national assets to meet
recruiting goals??
Page 161
VU.UIRFORCE
I GSD&M
For 5 years, USAF has partnered with Richard Petty Motorsports to help lead its efforts in sport of NASCAR.
The sport has a strong, patriotic fan base which provides a great opportunity for inspiring and building
awareness of USAF as a service. NASCAR aligns well with USAF's target audience's interests.
2014 Performance Stats (22 Events activating
registration, 8 remaining)
0
Registrants = 9,959
12% increase in registrants to date
from 2013 (24 races 2013)
Leads = 720
Lead/Registrant = 7.23% conversion
12.4% of leads generated were HP (89)
NASCAR
leads Accessions
% of leads/Reg
Events
leads/Event
7.2%
22
33
991
25
9.9%
31
32
1,061
11.7%
32
33
Year
Registrants
2014
9,959
720
2013
10,012
2012
9,063
Key Learnings:
o
NASCAR accounts for nearly 18% of total accessions to-date, and 20% in 2013
o
Females accounted for close to 40% of leads
o
Newly refreshed NASCAR footprint which includes the Air Force Race Day Trivia
game provides a more interactive experience for fans.
o The chance to win an Air Force Racing hat signed by Richard Petty is a great
incentive for fans to register. We can partially attribute the increase in
registra nts to th is.
o
The addition of a NEXT representative on the PA draws more people to the
footprint and creates an event like atmosphere around the footprint
o
While the DEP ceremony draws attention to the immediate area surrounding
the footprint, the swear-in only engages a very small portion ofthe fans at the
race. It would be beneficial to find a way to move the ceremony into the
infield or broadcast on the jumbo-tron.
o
Due to the patriot nature of the fan base, havinf~2@il:!mony broadcast on
the jumbo-tron would prove to be more impactful.
U.5.AIRFORCE
GSD&M
Formula Drift is a competitive motorsport series that judges drivers' style and execution in drifting moves
through a marked course. USAF entered into its fourth year as a sponsor of Formula Drift in 2014 and was the
exclusive military sponsor of the series.
Formula Drift
Registrants
Leads
Accessions
% of Leads/Regs
Events
Leads/Event
2014
1,407
29S
21.0%
59
2013
1,021
291
28.5%
42
Registrants = 1,407
Year
Leads = 295
2012
996
323
3
32.4%
7
46
Lead/Registrant = 21.0%
21 HP Leads
Key Learnings:
New in 2014 was the ability for the squadrons to perform a DEP swear-in
ceremony. This helped to increase the awareness of the Air Force as a
sponsor of Formula Drift
Rapid Strike attended one race this season and gained 516 registrants,
which is over 1/3 of the total forthe season. Based on it's performance we
should look to bring Rapid Strike and/or CCA to more races next year.
The Supercars have been attending these events for the last three seasons
and are still successful in gathering leads. Even without Rapid Strike's
attendance, we would still be over 200 registrants above what we captured
in all of last year.
Ryan's autograph sessions are a big hit at the footprint
There is an opportunity to use social media to build more awareness
about these autograph sessions to increase the number of visitors to the
footprint
..,.
Page 164
_
U.5.AIRFORCE
I GSD&M
USAF continued its sponsorship of the snocross racing series, ISOC, for the 2013-2014 season. Continuing on
a high growth trajectory, ISOC is considered to be one of the premier snowmobile racing organizations in
the world consisting of the sport's top athletes.
2013-2014 Performance Stats
Leads = 139
Leads per event = 18
2012-2013 Performance
Leads =298
Leads per event = 37
Key Learnings:
Leveraging Scheuring high school appearance to invite
leads to the event gave recruiters additional
opportunities for engagement
Recruiters must focus on quality of life and the
opportunity to explore new areas as primary recruiting
talking points.
DDC & NCR cards make it difficult to capture the interest
in the Air Force. Explore the possibility of bringing a
national asset to support a race.
U.5.AIRFORCE
I GSD&M
Ex osure Time
Mentions Articles
1m ressions
Ex osure Value
Event (overage
On-Site Impact
Advertising/Promotions
10:33:1 '
165
1,672,471
$2,476,813.33
N/~
N/A
14,717,455
$412,354.8C
N/~
N/A
27,882,242
$670,567.9
Total
10:33:17
165
44,272,168
$3,559,736.0l
Page 166
VU.UIRFORCE
GSD&M
For the fifth year, USAF sponsored the AMSOIL Championship Snocross Series
team, Scheuring Speed Sports in 2013-2014. Consistently one of the top
performing teams in the series, Scheuring provides Air Force a winning partnership
and incomparable insight/experience in the sport.
Cost of Sponsorship in 2013-2014 = $127,500
Activation Items include:
Two (2) in-market HS appearances per race weekend (16 total)
Page 167
SCH[~RING
2014 MotoGP
U.5.AIRFORCE
GSD&M
MotoGP is the premier motorcycle racing World Championship event. It is the oldest motorsports
championship in the world and the premier-class of three racing classes that take to the track on a typical
Grand Prix weekend. USAF entered into its 1" year as a sponsor of MotoGP in 2014.
2014 Performance Stats
Attendance = 118.918
Registrants = 319
Leads = 35
Lead/Registrant = 10.97%
Accessions: 3
Key Learnings:
The DEP swear-in took place on the start/finish
line in the morning with limited fans in the stands
and was not very impactful.
DEPe(s had the opportunity to hold the U.S. Flag
on the start/finish line for the pre race
ceremonies. This proved to be a very unique
and impactful experience for the DEPers.
MotoGP provides the Air Force the opportunity
to inspire a different demographic section of the
population than NASCAR and Formula Drift.
49% White
35% Hispanic
4.27% Black
4.27% Asia n
This event has the highest leads-to-accessions
percentage of all events to date.
U.5.AIRFORCE
I GSD&M
In its 30 th year of competition, the 2014 Science Olympiad National Tournament supported its reputation
as a premier STEM organization drawing the best and brightest from aliSO states.
2014 Performance Review:
Registrants = 228
Leads=16
Lead/Registrant = 7.02%
Key Learnings
VU.UIRFORCE
GSD&M
For three years, USAF has sponsored the FIRST Championship which provides an optimal venue
for engaging with the best and brightest students from across the country and world.
Registrants
Leads = 25
25
Lead/Registrant = 100%
Key Learnings
The STEM Trivia app was a constant source of traffic with many students
playing until they had cycled through every question
One student commented that the trivia game was fun but "I also learned
something."
Air Force branded charging station was incorporated into the footprint and
served as a stopping point as attendees passed by the footprint
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Ill)
fIRST
VU.UIRFORCE
I GSD&M
Page 172
Ill)
fIRST
'\IU.S.AIRFORCE
I GSD&M
Feedback:
"My eyes were opened to the endless possibilities that are
available to the cadets at the US Air Force Academy .. . The insight
that I have gained about leadersh ip and becoming a more
effective mentor for my teams through the combined dealings
and dialogues with fel low mentors, USAF officers, cadets, USAFA
faculty and staff has helped me to formulate some new directions
to take in the development of our FIRST teams this year and
beyond."
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F'II51
U.5.AIRFORCE
I GSD&M
USA Science and Engineering Festival (USASEF) is a high reach opportunity that will
engender positive brand awareness for USAF within the STEM community.
Lead/Registrant = 5.22%
Total Riders: 2,600
Key Learnings:
Major General Dunbar was a featured presenter at the X-STEM
Symposium. She also had the opportunity to present to science and math
students at a local school.
The simulator was a constant source of traffic and people were willing to
wait one to two hours to ride the simulator.
PJ Halo Jump was used throughout the event and was popular with
visitors who wanted an AF experience but didn't have time t~a'$'eaj7!or the
simulator.
USA
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~:fU.S.AIRFORCE
The Air Force sponsored the 2014 Global Conference on Educational Robotics which featured
the international Botball Competition. Botball is an autonomous robotics competition where
middle and high school teams build and program robots to complete tasks on special game
boards.
Registrants = 11
Leads = 10
Lead/Registrant = 90.91%
Key Learnings
I GSD M
&
2014 Fe Dallas
U.5.AIRFORCE
GSD&M
FC Dallas is a professional Major League Soccer team based in Frisco. TX, and in recent years, the 344 th
RCS has developed strong relationships with the club which has allowed for seamless activations.
Attendance = 10,141
Registrants = 136
Leads = 7
Lea d/Registrant = 5.15%
Attendance = 15,731
Registrants = 35
Leads = 9
Lead/Registrant = 25.71%
Key Learnings:
Ranks 5th overall in registrants/hour behind the top two
(2) performing NASCAR races and the top two (2) high
school visits
The iPad digital data capture resulted in a high
lead/reg ratio (25.71 %) in line with high school visits. We
attribute this figure to recruiters only focusing iPad
registration on the quality prospects versus the mass
audience.
Total outreach for Rapid Strike in 2.75 hours was 300
riders (164 under the age of 13)
&
U.5.AIRFORCE
I GSD&M
The Columbus Crew is the MLS soccer team based in Columbus, OH. The team plays at Columbus
Crew Stadium which draws an average of 16,080 fans per game.
Sponsorship Cost: $14,500.00
Activation Items included:
Activation at three (3) home games
Local squadron to support two ofthe three games with a 20'x20' display space
Sponsor the Cross bar challenge at High School Night
Host a DEP swear-in at half-time of one game
Video & PA recognition
Supercar X-1 to support activation for one game
2014 Performance Review through one game:
Provided squadron with NCR cards for data capture
Registrants
Leads = 12
= 12
Lead/Registrant
100%
Key Learnings
The lack of DDC or national asset hurts the number of leads the recruiters were able to
capture
The high school night activation was a great opportunity to interact with juniors and seniors
who may have an interest in the Air Force
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~:fU.S.AIRFORCE
I GSD M
The U.S. Air Force partnered with Supergirljam for the 8th annual Ford Supergirl Pro. The Ford Supergirl Pro is
the only 6 Star ASP Prime Women's Surfing competition in North America. There were over100 of the best
female surfers in the world competing. including Bethany Hamilton.
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.5.AIRFORCE
I GSD&M
The following sponsorships were reviewed by GSD&M but ultimately were not
recommended because of budget, failure to meet enduring priorities, exclusivity
conflicts, etc.:
UDEF
Fitmanity Games
Power Sports Nation
Monster Jam
Monster Energy Cup
VEX Robotics
Technology Student Association
Super Spartan Obstacle Race
MLB All-Star Game