usaf sponsorship portfolio and fy15 recommendations

7/24/2019 USAF Sponsorship Portfolio and FY15 Recommendations

1/50


2/50

Overview

U

5 AIRFORCE

I

GSD M

s 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:

Creates a

transformational

Air Force

experience

for

America s

communities of

parents influencers

and

youth

that

broadens perceptions

of

the brand

Provides a

transactional venue

for recruiters

to

meet and

interact

with

prospects

face-to-face

with

one-on-one

interactions

Provides an engaging platform for

FRS

to

actively

educate and inform

recruits

and

influencers on

the variety

of

career

fields within

the

Air Force

Associates Air Force with activities/interests

that

prospects

and

influencers

are

passionate

about

Shows youth in an

interactive manner

how their passions and skills can

translate into a

career

in

the

Air Force

Page 133


3/50

FRS

Sponsorship Objectives VU UIRFORCE I

GSD M

Create brand awareness and affinity while generating leads by

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)

Page 134


4/50

F

Enduring Priorities Sponsorship Evaluation

V

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

competit ive 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

Best

and

Brightest

ST M

ipeline

of leads

Existing

2014

Properties

- // \

- - - - - - - - - - - - - - - - - - ~ - \

0 00

000 0

00

Delivers

priority

a Tends to meet priority

Does,

not deliver against priority

While

each

sponsorship does

not

deliver on all three current enduring

p r i o r i t i e s ~ d l f i b u t i o n

against

each

allows for a

balanced

portfolio overall.


5/50

2014 Sponsorship Event

Statistics

V

U

.5.AIRFORCE I

GSD M

Sponsorship

Generated

Registrants, Leads, Accessions

wI Digital Data

Capture as

of 9-23-14

Sponsorship Registrants

Leads

Accessions Leads/Registrants of Events Leads/Event

NASCAR

9,959

MotoGP

cience Olympiad

FC

Dallas

Six Flags

1,784

USA Science & Engineering

1,226

Sponsorship

Generated Leads

w/o

Digital Data

Capture-NCR cards

Sponsorship

of

Leads

Leads/Event

Events

ISOC/Scheuring

FIRST

7.23%

10.97%

7.02%

9.36%

11.10%

5.22%

Formula Drift cont inues

to

be a low cost partnership

that yields a high percentage

of

leads/registrants.

Although

NASCAR s lead/reg percentage

is

low it

continues

to

produce

a high

number

of

accessions.

ST M related events deliver

the

sought

after

best

and

brightest ST M target

audience however

it can

be

difficult to interact

directly

in a meaningful manner with

these students in competitive environments.

Inability

to

leverage digital data

capture

at events

not

supported with a national asset continues to

be

a

weakness

without the abiliffilYprt9vide

valuable

metrics for

evaluation.


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2013 Sponsorship Event

Statistics V

U

5 AIRFORCE

I

GSD M

Sponsorship Generated Registrants, Leads, Accessions

wI

Digital Data

Capture

as of 9-23-14

Sponsorship

Registrants Leads Accessions Leads/Registrants of Events Leads/Event

N SC R 10,012

Miami Dolphins

Florida

Panthers

Sponsorship Generated Leads

w/o

Digital

Data

Capture

Sponsorship

ISOC/Scheuring

FIRST

F Invitational

Leads

of

Events

Leads/Event

9.89%

8.46%

1.92%

Page 137


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Registrant/Hour Comparison V

U

,5.AIRFORCE I GSD M

Event

Events

Activation Length total hours) Registrants Leads Leads/Registrants Registrants/hour

NASCAR 22

412.50 9959 720 7.23

24

Formula

Drift 5

90

1407 295 20.97

16

ISOC/Scheuring

8 144 139 139 100.00 1

MotoGP 1 24 319 35 10.97 13

e

Dallas Rapid Strike

1 2.75 136 7 5.15 49

e

Dallas*' 1 1.5 35 9

25.71

23

Columbus Crew'

1 1.5 12 12 100.00 8

US Science & Engineering

1

24 1226

64 5.22 51

Science

Olympiad 1 14 228 16

7.02

16

FIRST 1

30

25 25 100.00 1

Botball

1

28

11 10 90.91 0

Six

Flags 3

62

1784 198

11.10 29

Top

Two

Overall events

EAA AirVenture {CCAl

1 77 1,895 229

12.08 25

IRWIN Tools

Night

Race (NASCAR)

1 24 1,252 94

7.51

52

Worst Two Overall events

Cross Fit Visit (Vapor) 1 5 4 0 0.00 1

Rockfest Presents the st Annual X Open (Vapor) 1 7 14 0 0.00 2

NCR

Card Event

Page 138

As

of

9-23-14

DDC w iPads


8/50

2 14

Sponsorship Investment Distribution

\IU.S.AIRFORCE

I GSD M

1 1

SPONSORSHIP INVESTMENT FEES

TOTAL

FEES

=

2,345,038

.

00

N SC R

ISOC Scheuring

Formula Drift Driver

FIRST Sponsorship and

leadership

USA Science and Engineering

Science lympiad

MLS

Botban

Six

Flags

MotoGP

Supergirl Pro Surf Contest

Activotion expenses not incorporated in chart. P r o g r a m f u ~ r t 1 g - 8 > n d s multiple TO s.


9/50

2 14

Sponsorship Distribution

By

Industry

U

.5.AIRFORCE I

GSD M

Sponsorship nvestment by Industry

1 1

Limited diversification within

AFRS

sponsorship portfolio

Investment percentages by industry remained unchanged from 2013

2,014,938.00 dedicated solely to motorsports ( 1,515,438.00 to NASCAR)

Motorsports

ST M

Pro Sports

Theme

Parks

Action Sports

64 of national AFRS sponsorship support for local squadrons activated via NASCAR races, up 7 from 2013

Limited

opportunity

to

reach

multipl

audiences

with

a variety

of

skills and

i f t ~ : ; W s t \ 4 0


10/50

Lea

d Registra nts by ndustry

V

U

5.AIRFORCE I GSD M

18.00

16.00

14.00

12.00

10.06

10.00

8.00

6.00

4.00

2.00

0.00

Motorsports

s

of 9/23/14

7.72

STEM

15.30

Pro Sports

11.10

Theme Parks

Page

141


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Sponsorship Inventory ssets

U

5 AIRFORCE I

GSD M

The following sponsorship assets are

categorized

in respect to their role

along the AFRS marketing continuum.

When evaluating sponsorships, priority s given to partnerships

incorporating

assets within the

engage and

recruit filters

as to

provide a

transactional

venue

for recruiters to

meet and

interact with prospects

face-to-face with one-on-one interactions.

Inspire sponsorship assets

achieve

increased levels of awareness,

however, they are primarily delivered via media channels demanding

high levels of investment. Based on limited budgets, engage and recruit

initiatives should

take precedence.

When

applicable advertising/media planning will be

consulted to determine

value and/or interest level

in

media assets within sponsorship proposals. These

assets will

be evaluated

against

current

AFRS

advertising

criteria.

If

media

components within sponsorship

meet

advertising standards, funding

from

the

media budget

to

be a

consideration.

Media will be incorporated into partnerships

when

provided

as

added value

ex:

Charter

Media within NASCAR/RPM partnership)

Social media s an outlier

and

should

be incorporated in

all sponsorships when

possible. Page 43


13/50

Sponsorship

Filter

- Inspire

wareness

ssets VU,5.A RFORCE

I

GSD M

Inspire

ake

an impression

Provide igh Reach

Three Phases

To

Decision Making Three Opportunities

To

ake n Impact

MEDI

{communication}

TV

spots

Radio

spots

Digital banner

ads

Social media posts

Print ads

in

event programs

SIGNAGE real estate)

Video boards

LED ribbon

PAINT

SCHEMES

motorsports)

F branded paint scheme on

vehicle

F

logo on vehicles

LOGO/RIGHTS USUAGE

Official sponsor designation

Logo sponsor name rights

mpression

Phase

Seeding impressions

areer OISCOVE

ry

Phase

Exploring

interest

Quality Lead

I I

arrowing Phase

What's the path for me?

Page 144


14/50

Sponsorship

Filter

- Engage and Recruit Assets VU 5.AIRFORCE I GSD M

Impression

Phase

Seeding impressions

EXPERIENTIAL

On-site footprint

activate mobile asset

wh n space availability

permits)

Engage and Recruit

ncourage xploration

arrowing

phase

Quality ead

arrowing

Phase

What s the

path

for me?

areer Discovery

Phase

Exploring interests

PROMOT ON

On site

swear ins for

DEPers

Military Nights:

On site

experiential

footprint color guard/national anthem

Page 45


15/50

Activation

Items

Across

Motorsports

in 2 14

U

5 AIRFORCE I GSD M

NASCAR

ISOC

SCHEURING

Dedicated Footprint Space

X X X

obile

Asset Activation

X X

Recruiter Presence

X X X X

Driver Sponsorship

X X X X

DEP

Swear-In

Opportunity

X X X

HS

Appearances

X X

Social Media Engagement

X X X X

At-Track Integration

X X X

Ticket Allocation

X X X X

Digital Presence

ex.

Web

X X

stream ads, on-site banners

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Activation Items cross

STEM in

2 14 VU 5.AIRFORCE

I

GSD M

Dedicated Footprint

Space

Mobile Asset Activation

Recruiter Presence

Special Speaking

pportunity

On Site Integration

DV

Presence

FIRST

CHAMPIONSHIP

X

X

X

X

X

X

FIRST

LE DERSHIP

X

X

X

SCIENCE

OLYMPI D

X

X

X

X

X

US

SCIENCE

ENGINEERING

X

X

X

X

X

Page 147

Botball

X

X

X


17/50

ctivation mong

Local

Efforts

in 2 14 VU 5.AIRFORCE

I

GSD M

Dedicated

Footprint Space

obile

Asset

Activation

Recruiter Presence

On Site Integration

DEP

Swear In

Social Media

Integration

FC

DALLAS

X

X

X

X

COLUMBUS

CREW

X

X

X

X

SUPER

GIRL

X

X

X

SIX

FLAGS

X

X

X

X

Page 148

MotoGP

X

X

X

X

X


18/50


19/50

2 15 Strategic Goals and Objectives

V

U

5 AIRFORCE

I

GSD M

Evaluate and explore partnerships based on Engage and Recruit

objectives

as

the

primary priority with

broad reach

as

the

secondary

priority

Continue sponsorship portfolio diversification

by

exploring and

acquiring

a

variety

of

new

partnerships

and event

platforms

to reach

multiple audiences targeting both recruits and influencers

Extreme/Action Sports

STEM

Diversity

Test new

properties to

determine the

viability for success at small

investment levels

Walk before run

Don t be afraid of risk.

There will

be hits and misses.

Super Girl

Pro

Surf

vs.

Botball

Page 150


20/50

2 15 Strategic Goals and Objectives

V

U

.5.AIRFORCE

I

GSD M

Develop

a comprehensive

HP

specific strategy to leverage

sponsorships

and

events

to

help

target

and

entertain

HP

candidates

Consider a

geographic

strategy

Provide more

support in

regions

without

support via a national

sponsorship ex: NASCAR, ISOC/Scheuring, Formula Drift)

ontinue

to

focus on regions with high concentrations of

AFRISS

leads.

Page

151


21/50

2 15

Sponsorship

Strategic Priorities

U

5.AIRFORCE I

GSD M

Develop a robust and diverse sponsorship portfolio using the following criteria to

measure viable sponsorships:

Sponsorship Inventory Assets

o Prioritize and secure sponsorship inventory which can

be

activated against the

primary engage and recruit objectives and secondary inspire

objective

Experiential footprints in highly visible locations / booth

space

Air Force Night Swear-ins / Promotions

HP

VIP

influencer and DEPer Tickets

Season tickets and parking

when applicable

Appearances / Air Force leadership speaking opportunities when applicable

and

relevant

Geography

o Feature properties in key geographic locations/regions with high concentrations of

leads based on heat-mapping of

active duty

leads

o Provide support

in

regions with minimal local

activation

opportunities (Snocross)

Career Fields

o

Seek

and

evaluate

a variety

of

sponsorships with multiple properties/events

to

deliver

a

range

offan bases

which

represent multiple audiences with

skills

and interests that

cover

a large cross-section of AF career fields

STEM related career fields, Special Operations, Tech tinkerer/mechanical

diversity

Consider: Motorsports, Extreme/Action Adventure Sports,

STEM

Events, Major

League Soccer,

CrossFit

o When possible, select properties and events with significant reach within the 16-27

year-old target audience Page 152


22/50

stablishSponsorship Success Metrics

V

U

5.AIRFORCE

I

GSD M

In

order

to

effectively evaluate sponsorships establish

agreed upon success metrics that

assess

the partnership

in its

entirety

by

assigning

value

to each

of

the

elements

within the agreement

Metrics

for consideration

Awareness/exposure levels

and perceptual

shifts

Conduct surveys to help establish

Property event

to

help

provide

estimated impressions/recaps

if relevant

Digital

Data

Capture when

applicable

Registrants per event

Percentage

of registrants/leads

Approximate

time spent

Recruiter

provided

measures

Number

of visitors at

footprint

Number of NCR cards

Property attendance /

target demographics

Recruiter /

AFRS

feedback

Page 153


23/50

Opportunities new tactics for

consider tion V

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

Design

and

develop

a

portable footprint to

support

sponsorships when a national asset s not

available/feasible

flexibility to ship

from

event to

event ie.

STEM booth)

Season

tickets

for

influencers

Scorecard development

Create social share

opportunities

Page 154


24/50

2 15

Future

Properties

and

Events

Discussion

U

5 AIRFORCE I GSD M

In 2014, GSD M recommends continued efforts to diversify the sponsorship portfolio by

considering new

and/or

expanded partnerships within MLS Six FlagsAmusement Parks,

CrossFit Games, Action Adventure Sports (ASA Entertainment and STEM events.

Selection

of

properties will

be based

on various criteria such as:

Value of overall sponsorship inventory

Inclusion

of

prioritized inventory (on-site footprint, swear-ins, tickets,

appearances,

etc.

Local

squadron

strength and participation

Quality and success of property

Property disposition and willingness to

go above

and

beyond

partnership

expectations

Fit within geographic

strategy

Any key learnings from local squadron

marketing

proposals? (CrossFit)

Properties for

consideration

MLS

Six

Flags

STEM

Discontinue partnership with Science Olympiad and Botball

ASA Entertainment Portfolio (bring supporting collateral)

CrossFit Games

Extreme Sports

Page 155


25/50


26/50

2 14 Sponsorship

Portfolio

Observations

V

U

,5.AIRFORCE

I

GSD&M

Heaviest

concentration

of

partnerships

are east

of

the Mississippi, the Southeast and Texas

Very limited exposure in western United States

48 of national

AFRS

sponsorship support for local

squadrons activated via NASCAR races

46 total sponsorship events/properties vs 22

total

NASCAR events sports properties a nd

STEM

events counted as

one

event and each NASCAR

race counted as

one event

Page 157


27/50

Apr-Jun FY 2014 Q3

AFRISS

Leads VU,UIRFORCE

I

GSD M

(:,lr. :i:r

()

L

,I

8 Apt lIIfI FY

.m

W l03

UIt1 5 5

I er dI

lOllQ

5 : t ~ J O O

3S IT

2S 'j?

7 t ~ ~

11

t ~ 6

6

000

:

.1

{. ': .1

r

:rll,.,.1(IJIIlA,

.

.,'

f

.'

Page 158


28/50

..z;


29/50

FRISS

n tion l

leads / Apr Jun FY 2014 Q3

Highest concentr tion

of FRISS leads

Page


30/50

Geographic Strategy

Sponsorship

Observations)

U 5 AIRFORCE I GSD M

uestion

Do

we

ish

where

the

ish

are

or

support

squadrons

who

need

national

assets

to

meet

recruiting

goals

Feature properties

in

key

geographic

locations/regions with high

concentrations of

leads

based on heat

mapping of active

duty leads

Provide support in regions with minimal local activation opportunities Snocross)

Regions / Cities for

consideration

Northwest: Seattle, Portland

West Coast: Sacramento SanJose, So Cal

West

Central

7): Salt Lake City

Denver/Colorado

Springs

Southwest: Southern Nevada Las Vegas), Phoenix, Houston, Austin, Dallas

Southeast: Miami,

Orlando Atlanta

South Carolina Coast,

Charlotte

Northeast: Washington D.C., Philadelphia

Midwest: Detroit,

Columbus

Page

6


31/50


32/50

2 14 N SC R

Sprint

Cup

Series

VU.UI RFORCE

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

NASCAR

registration,

8

remaining)

ear Registrants leads

Accessions

of leads Reg Events leads Event

0

0

Registrants = 9,959

12 increase

in

registrants

to date

from 2013 (24 races 2013)

2 14

9,959

720 7 7.2 22

33

Leads = 720

2013 10,012 991 5 9.9 31 32

Lead/Registrant =

7.23

conversion

12.4

of

leads

generated

were

HP

(89)

2012

9,063

1 061

7

11.7

32 33

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

s

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,

h a v i n f ~ 2 @ i l : m o n y

broadcast on

the jumbo-tron

would

prove

to

be

more impactful.


33/50

2014

Formula Drift V

U

.5.AIRFORCE I

GSD M

Formula Drift s 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

2014 Performance Slats

Average Attendance

=

15,000

Registrants = 1,407

Year Registrants Leads Accessions of Leads Regs Events Leads/Event

21 of registrants were HIGH++

MEDIUM propensity

2014 1 407 29S 1

2013 1 021 291

21.0

5 59

28.5 7 42

Leads = 295

Lead/Registrant =

21.0

2012 996

323 3 32.4 7

46

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 s 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 _


34/50

2013 2014 International Series of Champions OSOC Snocross

V

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

s

considered to be one of the premier snowmobile

racing

organizations in

the world consisting of the sport s top athletes.

2013-2014 Performance Stats

Average Attendance = 106,571

13,321/race)

eads = 139

eads per event = 8

2012-2013 Performance

Average Attendance

=

104,000

13,000/race)

eads =298

eads per event = 7

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


35/50

2013 2014 International Series of Champions OSOC Snocross V

U

.5.AIRFORCE I

GSD&M

Joyce Julius

Research Results

Ex

osure Source

Ex

osure Time Mentions Articles

1m

ressions

Ex

osure Value

Event (overage

10:33:1

165 1,672,471 2,476,813.33

On-Site Impact

N/A

14,717,455

412,354.8C

Advertising/Promotions

N/A

27,882,242

670,567.9

Total

10:33:17

65

44,272,168

3,559,736.0l

The 2013/2014 partnership cost 147,000.00 nd we received

3,559,736.04 million in tot l exposure v lue which is a 2,322 return on

investment.

The 2014/2015

tot l

exposure should be even higher th n last season

due to the ddition

of

the

primetime

CBS

Snocross Expose.

Page 166


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2013-2014 cheuring Speed ports

VU UIRFORCE

I

GSD M

For the fifth year,

US F

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

Distribution

of one

(1) Race

to the

Future Scholarship

at

each appearance

Presentation outlining the parallels a

race team

has with the

tech

skills

taught

in

US F

Student

tour

ofteam transporter highlighting technology in the sport and

race

sleds

10) Pit Passes for Recruiters to distribute for race weekend

Prominent

US F

branding

across all

team

marketing

efforts

Page 167

S H [ ~ R I N G


37/50

2014

Moto P

U

5 AIRFORCE I 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

=

5

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.


38/50


39/50

2014 National Science Olympiad

U

5 AIRFORCE I

GSD M

In its 30

t

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:

Approximate Attendance = 1,800

students 120 total

teams

Registrants =

8

Leads=16

Lead/Registrant

=

7.02

Key Learnings

The

challenge with this event was two fold.

The

only place

that

could support Rapid Strike was

away

from the main events which severely hurt

traffic. The other issue was

the

schedule of

competition events meant

the

participants

had

little free

time to

check

out

Rapid Strike.

The

Mini iPad raffle was the only reason

we

saw

decent registration numbers on

the

first

day.

68 were between 13-16 years old

57

male 43 female

58

white,

30

Asia n

Page 170


40/50

2014 FIRST Championship

VU UIRFORCE

I

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.

2014

Performance

Review:

Attendance

= Over 12 000

Registrants

=

5

Leads =

5

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

Adding a competitive

element

to

this

year s footprint proved to

be

a positive

ppro ch

to eng ging with

visitors

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

Page

171

Ill

f RST


41/50

2 14

IRST

Leadership VU.UIRFORCE I

GSD&M

The

two day

Leadership Program was

created

as an

opportunity

to

provide

24

FIRST mentors with USAF leadership training taught by Air Force Personnel. In 2014

the 3

rd

annual program

took

place at the United States Air Force Academy

and

Schriever

AFB.

2014 Program Costs = - 31,000

Activation

Items

Included:

All-expenses paid trip for 24 influencers to the United States Air Force

Academy

and

Schrieve

AFB.

Leadership workshops led by l(b)w:(6);------,

Up-close and personal experience with the USAFA s Astronautical engineering

department and

Schriver s

Aeronautical

engineering

department.

Page 172

Ill

f RST


42/50

2 14 IRST

Leadership

Experience

\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 in sight

that I have

gained about

leadersh ip

and

becoming a more

effective

mentor

for my teams through the

comb

ined

dealing

s

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.

Page 173

F II51


43/50

2 14

USA

Science and Engineering

V

U

.5.AIRFORCE

I

GSD&M

USA

Science

and

Engineering Festival

(USASEF)

s a high reach opportunity that will

engender

positive brand awareness for

USAF

within the

STEM community.

2014

Performance

Review:

Attendance

= Over 325 000

Registra

nts

= 1 226

Leads

= 64

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.

P HaloJump was used

throughout the event and

was

popular

with

visitors who wanted an

AF

experience but didn't have time t ~ a ' $ ' e a j 7 o r the

simulator.

US

.

\

2 14

Botball

Global onference

on Education I I

GSD M


44/50

Robotics

~ : f U S A I R F O R C E

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.

2014 Performance Review:

Registrants

=

11

Leads = 1

Lead/Registrant

= 90.91

Key Learnings

Participants are extremely

focused

on

the competition

and

have

little

time to interact

with

the

USAF

Higher quality

SPls are

needed to draw competitors

attention to the footprint

More

interactive

display

that

relates

to the event is

needed to attract the participants

Page 175


45/50


46/50

2014 Fe allas

U

.5.AIRFORCE I GSD M

FC Dallas s 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.

2014 Sponsorship

Cost =

10,000

2014

Rapid Strike Performance Stats -

July

23,d

Attendance = 10,141

Registrants =

136

Leads

=

7

Lea d/Registrant

= 5.15

2014 Digital Data

Capture

Performance Stats - August 9

th

Attendance

=

15,731

Registrants

= 35

Leads =

9

Lead/Registrant

=

25.71

Key Learnings:

Ranks 5

th

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)


47/50

2 14 Columbus Crew

V

U

5 AIRFORCE

I

GSD M

The Columbus Crew

s

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 12

Leads 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

Page 178

2 14

Ford

Supergirl Professional

Surfing

I I

GSD M


48/50

Competition

~ : f U S A I R F O R C E

The

U.S. Air Force partnered with Supergirljam for the 8

th

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.

While

at

Ford Supergirl Pro. AFRS representatives

used a survey to

gauge female

interest

in

the

Air Force. specifically Special Operations since

the

career field will open to women inJanuary

2016.

Special Operations Survey Results

Event Attendance =

approximately

55.000

Total Responses = 206

69

of

the respondents were

female

Over 40 of

respondents

were aged

15-19

49 were

not

aware that

the

Air Force

had

Special

Operations

When told

that

Special Operations

would be

opening

to

women inJanuary

2016 -

86

felt it was

a positive change and 45 became slightly more

interested

~ A

fI-.I

' I . ~ ' t .

. - : . ~

-

; ; ~ .'.

.

.


49/50


50/50

2 14 Sponsorships

onsidered V

U

.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

GSD M will

continue to evaluate

properties/opportunities as

they

are

received to

determine viability and fit within

the

portfolio. A sponsorship POV will be

provided

to AFRS

for each property evaluated.

Page

181

usaf sponsorship portfolio and fy15 recommendations

Documents