Ultimate Marketing

1
Ultimate Marketing

• How Can We Make This Work?

2
Issues to Discuss

• The Brand of Ultimate
• Issues in Public Relations
• Sponsorship
• Role of CUPA

3
The Brand Of Ultimate

• Current Perception
• (external)
• Hippies with dogs wearing no shoes on the beach
• Little knowledge seems like game not sport
• Evolving in cities I know someone who plays
  that
• Not athletes that play
• Exclusive community not welcome.

4
The Brand Of Ultimate

• Current Perception
• Overall (internal)
• Changing at youth level played at school, (gym
  class) particularly in the major cities
• This perception will change as these people
  mature
• Rec Spirited, Social, Competitive, Fitness,
  Family, Co-ed, Community
• Accessible
• Competitive community is cliquey and rec cannot
  join

5
The Brand Of Ultimate

• Whats the best thing about Ultimate
• The community and its extensions to other cities
• Diversity flexible game, fields, accessible,
• Low Cost
• All athletes can excel
• The game
• SOTG
• Unique
• How much a sport this is Fitness, athleticism,
  no dogs
• Fear of future
• Need to organize and legitimize
• Battle of embracing legitimacy in the community

6
The Brand Of Ultimate

• National Brand
• Need a national vision
• Need a CUPA brand?
• Would our brand be different than UPA, WFDF?
• How do we attract people of like values?
• What would an identity for Ultimate look like?

7
Public Relations

• Juniors programs (word of mouth)
• Grassroots is working, but have to promote this
  as a sport not a game
• Lined fields, uniforms, symbols of organization
• Newsletters
• Need to get Ulti on T.V.
• Co-brand with other organizations
• Partnerships with other sport organizations to
  share costs, (Web, Print, Cross Promo)

8
Public Relations

• Staffing a media rep
• What is Ultimate Media Release
• Need to have template resources for media
  messages.
• (Articles, Stock Images, Releases, Databases)
• www.playultimate.ca
• Still too many what is Ultimate TV spots
• Move away from 101 to 201

9
Public Relations

• Profiling Star Players
• SOTG profile needs to be address. Spirit doesnt
  equal costumes.
• National press kits need to be archived
• Players Guides
• Need to stop reinventing the wheel

10
Sponsorship

• Why do you want sponsorship?
• Pay for programming
• Supporting National Athletes and Programs
• Media Partnerships
• Develop Sponsorship Proposals for league use
• Need to address exclusivity and needs of various
  clubs and events
• Need to balance price of taking away exclusivity
  versus having access to competitor
• Need to figure out deliverables and
  tangible/intangible benefits

11
Role of CUPA

• Keep mandate in focus
• Use monies to support key programs
• Serve as a clearinghouse and resource for other
  organizations