Exetel sponsorship strategy

EMOTIONAL BRAND ALIGNMENT

STRATEGY PROPOSAL

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BASTION EBA.

It’s the moment they dream about. When the

business they’re working so hard to build, is

being loved by thousands of people in a live, real

moment of emotion. The moment their brand is

reveling in the spotlight.

We know those moments. In fact, we exist to create

them.

We work to ensure a brand is perfectly aligned

with like-minded people at places where they

choose to be.

As such, we create connections between what

a brand offers and what a customer desires. We

ensure ordinary people fall in love with a brand

through living inspiring moments, shared.

Some call what we do sponsorship. We call it

Emotional Brand Alignment. (EBA)

And we know that when it works, brands walk into

the room as heroes.

Momentum EnergyThe positive energy behind Geelong

US/OUR WORK Emotional Brand Alignment

MCAR Market Competitor Analysis &

Recommendations

ACTIVATIONBringing your brand to life

MAKING IT WORK + Case Study

OUR TEAMLet us help you

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OUR WORK.

Bastion EBA live and breathe sponsorship.

We work with brands to research, recommend, negotiate,

manage, evaluate and activate their sponsorship investments.

We are a specialty sponsorship business with offices in

Melbourne, Sydney and Brisbane and have completed work

across Australia, Asia and New Zealand.

In the past 12 months, Bastion EBA has delivered over $15m into

the sponsorship market with the following clients:

BASTION PARTNERSHIPS.

4Choice Hotels Bonding with Birdies - a solution for 240 hotel owners around Australia

Before any Sponsorship is bought, renewed or re-

negotiated, there needs to be a clear rationale as to

why the purchase needs to be made. Sponsorships

can be exceptional assets. They can also do enormous

damage to your brand.

We advise that all brands engage in an MCAR when

re-evaluating or contemplating an additional

Sponsorship spend. Without a clear road map, brands

get lost along the sponsorship highway and can die

an ugly death.

The MCAR process is imperative if the sponsorship is

going to be a success.

Bastion EBA knows the Sponsorship market well and

knows who is buying what, why, and when as well as

what the key players are doing.

Bastion EBA can tell you who of your competitors

is engaging your potential buyers through clever

market presence, and what you can do to compete.

Can you afford to invest without knowing the

complete picture?

Market Competitor Analysis & Recommendations

OUR WORK Differentiate. Create.


Recommendations

SPONSORSHIP Activation



An MCAR will take all the guesswork and extensive labour out of your

sponsorship portfolio and deliver the following:

A detailed analysis of the sponsorship activity of your main Competitors in

the marketplace, how they are leveraging their sponsorships and the risks

and opportunities that provides to your brand.

Analyse everything you currently invest in and ascertain what works, what

doesn’t and how you can increase your return on investment.

Analyse the broader sponsorship market across Sport, Music & Lifestyle, Art

& Culture, Participation & Engagement, Landmarks, Business, Food & Wine,

Charities & Brand Ambassadors to find the perfect mix of brand fit and price

point to deliver a tailor made partnership to fit with your key objectives.

Working closely with Roy Morgan, we have developed a bespoke sponsorship

database that we use to ensure the partnership we choose reaches your

target market where they choose to be.

Make a complete recommendation as to exactly where you should be

investing and on what level to deliver a complete partnership and ROI model.

Bastion will supply top level creative ideas as to how we can tie this all

together through an integrated Activation Program to drive leads and engage

prospective clients.

Following this process, you will have a complete recommendation and plan as

to exactly where you should be investing in the sponsorship market and why

and a clear road map as to how you can use sponsorship to drive a commercial

return to the business and achieve your objectives.

The MCAR in Detail

Hamilton IslandWhere in the world would your

brand rather be?

1. Competitor Analysis

2. SponsorshipAnalysis

3. SponsorshipActivation

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Because there are a lot of options......

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Our hypothesis: ‘the ultimate goal of every

sponsorship is to sell more stuff’

Our aim ‘create sponsorship assets as close to the

point of sale as possible’

We call the distance from ultimate sponsor sales ROI

dispacement

.......and we are all about minimising ROI

displacement!

RETURN ON INVESTMENT

Brand AlignmentMedia Value

HospitalityB2C

VisitationIncremental Spend

Engagement

SELL MORE STUFF

Jeep & Alfa RomeoDriving the Dragons

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ROI DISPLACEMENT

Ideally we exist to create low cost, low ROI displacement assets.

Our sweet spot is in quadrant 1, where we work with Property Holders to build a partnership specifically tailored around

you and selling more of your stuff. Whether it be acquiring the Property Holder spend in your category, generating new

B2B business from other business sponsoring the same property or influeincing the fans and members to buy your

product.

We build the perfect sponsorship for you from the thousands of options out there, buy it at the right price and then

manage and activate accordingly to deliver customers to your door.

Sales:The ultimate ROI

Likelihood of generating a sale from sponsorship asset (%)

100% 0%

Co

st

Low

High

GFC, AFC and St.George Momentum spend

AFL & Virgin Spend

Carlton FC Hyundai Sales to

Members

Traditional Media Buy

Viral & Engaging New Media

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3

4

Securing Club B2C Accounts

Incentivised Member offers

EDM Blasts

Non-Engaging Activations

Prizes for Purchases

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Sponsorship Activation

Finding the right sponsorship and buying it is only

half the equation. Activating and leveraging it is

the other half.

A logo on a sign will make you feel good, but it

won’t maximise your return on investment... to

get the most out of your sponsorship property, you

need a creative strategy to bring the words in the

contract to life and let your brand become the hero.

Jenny CraigChanging lives, one at a time

This can include initiatives such as:

Match Days - branding on big screens, ticket

stubs, on-ground activations and an all out take

over of game day

Digital - drive awareness, engagement and sales

through dedicated micro-sites, web advertising,

social media integration, branded content and

viral campaigns

Concourse Activation - talk to people through

something they are passionate about as they

come to games

Consumer Promotions - drive a major consumer

promotion each year that lasts 6-8 weeks

and leverages Player I.P., Digital Assets and

Concourse Activation to build your brand and

drive sales

PR - create media ‘talkability’ through leveraging

your assets, the club and the media

Events, Hospitality and Key Client Engagement -

eg: private dinners with players, coaches, etc

to engage your key clients and prospects - staff

events, etc

Workforce incentives - use your assets to make

them feel the love and make them feel proud to

be a part of your business

Investment: As needed

Timeframe: High activity through season,

low activity out of season

OUR WORK Differentiate. Create.


Recommendations

SPONSORSHIP Activation



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HOW DO WEMAKE IT WORK?

You don’t buy a car unless you understand everything about the market, and you don’t allow anyone but a qualified mechanic to service it. The same rules should apply for sponsorships…but many companies break them.

Time and time again we find it is extremely worth while that a company invests a fraction of the overall amount towards evaluating your current Sponsorship portfolio to ensure that you are investing in the best possible properties to maximise your return on investment.

In return for a full Market Competitor Analysis & Recommendations, we ask that you invest $32, 500.

We can’t wait to work with you to deliver this piece of work and see your brand come to life!

Portsea PoloBastion EBA Partner since 2010

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Jack Watts, CEO, Bastion EBA

Founder, Bastion EBA

Director, SubFour

Failed footballer

Hamish McLachlan, Director, Bastion EBA

Presenter, Channel Seven

Director, Elite Sports Properties

Founder, Opis Capital

Director, Captain Courageous (NFP)

Michelle Cox, Director, Bastion EBA

Managing Director, Asia Pacific STA Travel

Global Brand Director, Contiki

GM Marketing APT Group

Nick Smith, GM Sales, Bastion EBA

First round AFL Draft (2002)

AFL PLayer (2002 - 2006), Melbourne FC

Consultant, GXY Search

Sales Manager, Next Hire

Our people.Industry leadersMarket disruptersDay to day, our clients within Bastion EBA draw upon an immense amount of experience

and industry knowledge.

Fergus Watts, Managing Director, Bastion EBA

First round AFL Draft (2003)

AFL PLayer (2003 - 2007), Adelaide & St Kilda

Founder SubFour

Southern Final EY Entrepreneur of the Year

Ben Sellenger, GM Property Holders, Bastion EBA

MD, Align (clients include Chelsea FC, NY Cosmos,

World Sport Group)

CEO, One Asia

CEO, PGA Tour of Australasia

Senior Lawyer, Clayton Utz

Jim Watts, Chairman, Bastion EBA

Founder & Chairman, HWI (Global HR)

Vice President, St Kilda FC

CEO, St Kilda FC

GM Corporate Dev & Industry Relations, AFL

Chairman, SubFour

Director, Undertow Media

Director, AFL World

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For 7 years, Momentum Energy have been shaking up the energy market as a challenger brand to the old, inflexible suppliers.

In late 2011, Momentum was ready to challenge inflexible energy companies in the key states of NSW + SA.

To make sure they got it right, Momentum engaged Bastion EBA to analyse the market and make a recommendation.

The result is Momentum’s extensive sponsorship portfolio which includes Geelong Cats, St George Illawarra Dragons in N.S.W., the Adelaide Crows in S.A. and the Victoria Racing Club.

As part of this process, Bastion EBA also designed an integrated Activation program which allows Momentum to engage fans and give them a reason to care about who is powering their team and in turn their house and business.

Momentum went from a faceless corporation to a part of the community. And people started to make the switch!

As a result of this activity, in the past 3 years, Momentum’s Branded Business has increased in value from $41m to $253m.

Case Study. Momentum Energy.

Momentum EnergyLights, Cats, ACTION!

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Through their sponsorship program, Momentum have directly acquired over $20m worth of new B2B business and Residential Sales have increased in some areas by 1,286%.

Importantly, Momentum have found that the new customers they have acquired through sponsorship are less likely to churn than other customers as they have a reason to care about who turns the lights on when they flick the switch.

Momentum Energy The positive energy behind the Dragons, Crows, Cats & the VRC.

Alex Stanley

Business Development

[email protected]

0447 549 762

Fergus Watts

Managing Director

[email protected]

0402 444 674

ACN 150 839 286

11-17 Buckingham Street

Surry Hills NSW 2010

SYDNEY - MELBOURNE - BRISBANE

SUCCESS

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Exetel sponsorship strategy