WNBA Think Tank Marquee Partnerships

Presentation Roadmap
History of Jersey Branding Key Learnings from MLS Current WNBA Marquee Deals Project Overview Partnership 1: Neutrogena and Los Angeles Partnership 2: Orbitz and Chicago Partnership 3: Sylvan Learning and Washington Conclusion

History of Jersey Branding

1970: Gained prominence in European football 1985: Sanctioned for major competitions 2006: First American pro sports branding
Xango and Real Salt Lake

Current WNBA Marquee Partnerships MLS Marquee Sponsorships

Project Roadmap
Top 50 brand spending Top spending categories Top 5 brands in market Top choice in market Top 3 brands in market

Proposed WNBA Partnerships

Final Three

Company Profile
Neutrogena Headquarters: Los Angeles, California Senior Corporate Entity: Johnson & Johnson Revenue: $62 Billion (J&J) Neutrogena Media Spending: $127 Million Important Information
Product categories: facial care, skin care, and hair care Neutrogena oil free acne wash, deep clean cleanser, healthy skin moisturizer, ageless essentials, body wash, body oil, makeup (blush, foundation, lipstick, etc.), womens sport, men Key competitors: Bobbi Brown Cosmetics, Inc., Avon Products, Inc., Blistex, Inc., Clairol, Inc., Mary Kay, Inc.

Neutrogena: Target Focus

Media Focus
beauty, entertainment, ethnic, fashion, health & fitness, womens service

Values
consumers, employees, and community

Target Profile
women 18-45, high school degree, median income of $30,000

Neutrogena: Spending Trends

Spokes Model Spending Trend
Mischa Barton (actress) Julie Bowen (actress) Jennifer Freeman (actress) Jennifer Garner (actress) Angie Harmon (actress/model) Jennifer Love Hewitt (actress/singer) Vanessa Anne Hudgens (actress/singer) Miranda Cosgrove (actress/singer) Diane Lane (actress) Mandy Moore (actress) Hayden Panettiere (actress) Emma Roberts (actress) Gabrielle Union (actress) Queen Latifah (actress/singer)

Museum of Learning (museumstuff.com)

Neutrogena: Media Spending

Internet, 0.76% Spanish TV, 2.39% FSI Coupon, 0.83% Spot TV, 3.53% Syndicated TV, 9.60%

Network TV, 21.68%

Cable TV, 35.41%

National Magazine, 25.81%

Source: The List ONLINE

Neutrogena: Past Sponsorship Deals

Target: Teenagers
Fresh Faces Concert Teen Choice Awards 2008 (Nickelodeon) Lonelygirl15 MTV Video Music Awards

Neutrogena: Past Sponsorship Deals

Target: Women 35-55 Classmates.com Sisterwoman

Target: General Consumers Canadian Cancer Society The American Society of Dermatological Surgery

Neutrogena & The WNBA

Similar target demographic Neutrogena- teenage girls and women 18-45 WNBA- women 18-35 Both share a commitment to Health Care Neutrogena- Choose Skin Health Campaign WNBA- Breast Health Awareness Campaign Global brands Using players as international brand ambassadors Expansion of the brand

Neutrogena & The Sparks

Top facial cleanser amongst LA WNBA fans
# of LA Market Adults
Facial Cleansers

# of LA Adult WNBA Fans

% of LA Market Adults

% of LA LA Adult Adult WNBA WNBA fan Index Fans

NEUTROGENA

905,000

131,000

7%

11%

154

OTHER BRANDS

1,504,000

128,000

11%

10%

90

CLEAN & CLEAR

634,000

123,000

5%

10%

207

DOVE

455,000

114,000

3%

9%

266

*Simmons Research

Neutrogena & The Sparks

#2 brand of Sun Screen amongst LA WNBA Fans
# of LA Market Adults
Sun Screen

# of LA Adult WNBA Fans

% of LA Market Adults

% of LA LA Adult Adult WNBA WNBA fan Index Fans

BANANA BOAT

1,616,000

368,000

12%

30%

242

NEUTROGENA

1,461,000

128,000

11%

10%

93

COPPERTONE (ORIGINAL)

958,000

122,000

7%

10%

136

AVEENO

814,000

121,000

6%

10%

159

*Simmons Research

Neutrogena & The Sparks

MASCARA - BRANDS USE MO

Mascara- Neutrogena falls bottom 15% amongst LA WNBA fans

NEUTROGENA

114,000

1,860

1%

0%

17

EYE SHADOW/LINER/PENCIL -BRANDS USE - ANY

Eye Shadow- Neutrogena falls bottom 14% amongst LA WNBA fans

NEUTROGENA

144,000

5,320

1%

0%

40

*Simmons Research

Neutrogena & The Sparks

LA= perceived beauty capital of the country Neutrogena headquartered in LA

Partner Activation
Sparks players serve as brand ambassadors In-arena Neutrogena booths Arena signage Tickets and hospitality Social media

Partner Activation in the Community

Wave for Change night Performance by brand ambassador Vanessa Hudgens Portion of ticket revenue to Global Giving charity WNBA Cares and Fit events with focus on teens Cancer awareness Choose Skin Health awareness Breast Health awareness

Company Profile
Orbitz Headquarters: Chicago, IL Senior Corporate Entity: Blackstone Group Revenue: $738 Million Media Spending: $70 Million Important Information:
Leading online travel company Key Competitors: Expedia.com, Travelocity, and Kayak.com Airline partnership Fees, Commissions, and Advertisement Revenue

Orbitz: Media Spending

Network TV, 4.57% Network Radio, 1.27% National Magazines, 3.48% Cable TV, 42.99% Local Newspaper, 0.19% Spot Radio, 1.81% Spot TV, 1.76% Syndicated TV, 0.08%

Internet, 43.85%

Source: The List ONLINE

Orbitz: Past Sponsorship Deals

2008 Title Sponsor

2008 Web Partnership

October 2008

Fall 2009

Orbitz as a Marquee Partner

Brand awareness
Web based company Sky + online travel

Reach out to head of household

Entertainment decision maker

Connections
Great value Family

How Does Orbitz Benefit?

Chicago Adult WNBA Fans
Orbitz.com: 32,000 visits per month
22% more likely to visit than other Chicago adults

40% travel domestically each year (244,000 fans)

56% of these spend 3 or more nights away (136,000 fans)

40% traveled internationally within past 3 years (233,000 fans) 54% stay at a hotel/motel each year (310,000 fans) Less likely to be enrolled in a frequent flyer program
No ties to airlines means more likely to use Orbitz

*Simmons Research

Targeting LGBT Community

WNBA Targeted Marketing Strategy 2001: Immediately upon launch of brand, began advertising to LGBT consumers in targeted publications 2002: Created micro-site tailored to lesbian and gay travelers 2005: Became charter sponsor of the LOGO Television channel and aired two targeted ads Won GLAAD Award

Orbitz: Innovative Technology

WNBA Live Access WNBA Twitter, Facebook, SayNow WNBA Center Court Application on Mobile Phone

Community Activation

Take 5 To Help $5,000 to both charities Proceeds: Angel Flight America, Chicago Cares

Partner Activation
Fly with the Sky
Season ticket holders Charity event winner

On-site Orbitz booth Cruises + road trips In game activation

Corporate Profile
Sylvan Learning his teachers. We would definitely recommend Sylvan. Our 5-year old son loves Headquarters: Leighann W., Sylvan Parent Baltimore, Maryland Senior Corporate Entity: Educate Inc. My son is 9. He was$330.4 Million and about to give up on himself. Now Revenue: on the edge of failure he turns in assignments early and said just this morning, Im Proud of myself! He often credits Media Spending: $24 Million Sylvan Sylvan and so do I. Vicki K., Sylvan ParentInformation: Important
Leading provider of tutoring and supplemental education Privately held company It takes him less time to his homework, his grades on his homework and tests are significantly 900 locations throughout US and Canada Over up and he enjoys going to school. Karen G., 49 States; every WNBA market Sylvan Parent
SylvanLearning.com

Sylvan Learning: The Business

Target Demographics
Adults 24-44; Specifically parents with kids K-12

Positioning
Outside tutoring Supplement education

Seasonal Focus
Fall/Winter/Spring: Tutoring and skills development Summer: Test prep and summer enrichment Summer Learning Loss Program

Sylvan Learning: Media Activation

Outdoor, 0.15% Media focus: National Magazine, Child-Rearing, Entertainment, Ethnic, 0.09% Cable TV, 19.11%

Past Media Activation

Local Newspaper, 0.21%

Network TV, 2.92%

2009: $24 Million in brand spending

BookAdventure.com, Barnes and Noble

Womens Services 3.78% Internet,

Spot Radio, 4.00%

Partner with like-minded organizations: Primarily cable and radio

Strong social media activation

Twitter, Facebook/Myspace, YouTube

Spot TV, 69.75%

Source: The List ONLINE

Sylvan Learning: Core Values

The ultimate goal of a college degree
Turning I cant into I can

Passion Points
Build the skills, habits and attitudes your child needs to succeed in school...and in life. Improve education levels in students Improve the community around them. Lack of money should not mean a lack of education Offers a student loan program to finance their services

Sylvan
Target Customer

WNBA

Values

Current Campaign
*Simmons - WNBA Targeted Marketing Strategy 2010

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Sylvan Learning as a Marquee Partner

*American Legislative Exchange Council

Team Activations
Player appearances at local Sylvan locations 10-15% discount for Mystics tickets
Sylvan students, employees

Sylvan booths at Mystic games Exceptional Learning Award

Top 30 students receive VIP experience at Mystics game Top 5 students bring a Mystics player to his/her school

WNBA Cares & Digital Media

Sylvan Banner Ads

WNBA Cares Host reading events at Sylvan locations Guest Tutoring by Mystics players

Digital Media TV commercials and YouTube clips Cross branded Tweets Facebook Posts
Sylvan Ads/Videos Links to Sylvan Twitter, Facebook, YouTube

League Wide Activations

Visit Sylvan locations throughout the country Nationwide Exceptional Learning Award
One student from each market Trip to WNBA All-Star Game

Sylvan Educator of the Year

Thank You!

WNBA Think Tank

Casey Stevenson Colin Erhardt Daniel Perlin Darius Naficy Emily Hyncik Gerron Jordan Greg Pidgeon John Hilla Megan Margel Scott Fritz Tal Moriah