DAN WAKEHAM NIKE ACG UK HALF PIPE SNOWBOARDER

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ATHLETE MARKETING PLAN Ben Saunders - Adventurer
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CONTENTS
ATHLETE PROFILE ACHIEVEMENTS THE
SITUATION PROFILE AND POSITIONING OBJECTIVES
AND STRATEGIES MARKETING PLAN
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ATHLETE PROFILE


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ACHIEVEMENTS

His first expedition, along with Pen Hadow, was
an attempt to reach the North Pole without
resupply from the coast of Russia. Between the
ages of 23 and 26, skied over 2,000km (1,250
miles) in the high Arctic, during three North
Pole expeditions. In 2003, he set out alone to
ski the last degree to the North Pole (and back
again) Serco TransArctic Expedition, an attempt
to make the first ever solo and unsupported ski
crossing of the Arctic Ocean, from Russia to
Canada via the North Pole Youngest person ever
to ski solo to the North Pole Holds the record
for the longest solo Arctic journey by a Briton
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SITUATION
Born in 1977, Ben grew up in Devon, was educated
at the Royal Military Academy Sandhurst and
currently lives in London. He is passionate about
the great outdoors and spent four months walking
and climbing in the Nepalese Himalayas aged 19,
going on to work as an instructor at the John
Ridgway School of Adventure in the Scottish
Highlands (once billed as 'the UK's toughest
management training school').
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SITUATION (CONT)
Ben is a keen athlete - after an unpromising
start ('I was the podgy kid at school that was
always picked last for the football team') he
discovered mountain biking in his teens and went
on to race bikes on and off-road at national
level. He has run several marathons (New York is
his favourite course 302 is his best time to
date), two ultramarathons, and aims to start
competing in Ironman-distance triathlons before
too long When he's not pulling a sledge, Ben is
probably either planning his next expedition,
keeping fit, cross-country skiing in Norway, or
earning a crust as one of the UK's leading
motivational speakers. Ben is currently
preparing for a groundbreaking south pole project
in the winter of 2005.
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THE ATHLETE
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THE PERSON


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Ben Saunders OBJECTIVES
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BEN SAUNDERS GOES -

• What is it?
• Become the first to walk to the South Pole and
  back.
• Longest unsupported polar journey of all time and
  has the potential to be the biggest expedition
  since Shackleton.
• The goal
• To see how far the human mind and body can go
• When hes leaving
• October 2005
• Lasting for 4 months and 1,800 miles

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• Potential for Nike ACG
• Create awareness of ACG durability and technical
  ability
• Increase competitive stance with the technical
  brands like North Face
• Builds trust in the product.
• Further exposure on a website that has a
  potential audience exceeding 400,000 unique
  visitors a day.
• Potential for a documentary series on Viacom and
  National Geographic based on the expedition.
• NikeTown could provide a unique venue and
  backdrop for a series of exclusive
  post-expedition multimedia lectures, bringing
  outdoor enthusiasts into the store and cementing
  the relationship between Nike ACG and
  cutting-edge adventure

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Ideas

• Regular article in Times newspaper (like the
  articles about the couple who skiied around the
  world for a year) With direct link to website
• Article on website or in a magazine giving
  guidance on how to train for a large expedition,
  Trail magazine could be good for this! they have
  Hinkes masterclass, also outdoor adventure could
  be another good magazine to place this in.
• Presentation by Ben in Snow and rock and Ellis
  brigham before and after the expedition.
• In store POP

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BEN SAUNDERS - STRATEGIES

• ????
• ACTIVITY
• ?????
• TIMING

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BEN SAUNDERS - STRATEGIES

• ????
• ACTIVITY ???
• TIMING
• ???

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BEN SAUNDERS TIME PLAN
SUMMER
AUTUMN
WINTER
SPRING
JUN JUL AUG SEP OCT NOV DEC JAN
FEB MAR APR MAY
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ACTION