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Road Hockey to Conquer Cancer V3
- 1. BREAKAWAY CONSULTING RYAN MINICOLA ALEX DALFONSO REBECCA HAZELL JEFF WINGFIELD
- 3. 3 Todays Agenda 01. The Challenge 02. Situational Analysis 03. Recommendation 04. Implementation Plan BREAKAWAY CONSULTING
- 4. 4 ROAD HOCKEY TO CONQUER CANCER HAS AN OPPORTUNITY TO GROW if they can identify ways to reach a new audience of supporters. Key Issues Stagnant fundraising growth Limited operational resources Underutilized digital platforms Significant fundraising requirements THE CHALLENGE
- 5. 5 ENHANCED MUSIC EXPERIENCE CANADIAN EXPANSIONDIGITAL MARKETING RECOMMENDATION IN SHORT
- 6. SITUATIONAL ANALYSIS 6 Stagnant Growth Flat revenue growth in Toronto market since inception Acceptable gender ratio Location & Operations Strong Toronto based team Historically challenging to replicate outside of GTA PMCF = Toronto centric National sponsors now on-board Digital Presence Minimal content generation leading up to the event Entrance Fee Significant fundraising requirement Additional incentive needed Directed to corporations 2011 2012 2013 2014 2015 $2.5MM 2,296 1,491 43
- 7. 7BREAKAWAY CONSULTING So, where do we go from here?
- 8. 8 ENHANCED MUSIC EXPERIENCE Taking the experience within an experience to the next level CANADIAN EXPANSION Expanding to a new market without over- extending DIGITAL MARKETING Enlisting brand ambassadors for event promotion and content generation RECOMMENDATION
- 9. Putting Road Hockey to Conquer Cancer on the map by enlisting global brand ambassadors Develop / enhance social committee (volunteer basis) Initiate global brand ambassador program Recruit social media-savvy individuals who are travelling abroad 9 Expansion Brand Building Revenue Growth #CancerHasNoBorders DIGITAL MARKETING
- 10. 10 Are you interested in becoming a Road Hockey to Conquer Cancer brand ambassador? Only answer if you said yes to the above question: Do you plan on going abroad in the next 1 to 2 years?
- 11. Creating added-value by integrating two of Canadas favourite pastimes New revenue stream Extra incentive for team participation Appeals to a broader audience & vendors Highest fundraisers go on stage to jam to the Hockey Song Leverage bands following 11Expansion Brand Building Revenue Growth Enhancing the experience within an experience THE AFTER PARTY 7500+ Expected Impressions Expected Revenue Featuring:
- 12. AFTER PARTY FINANCIALS Revitalizing stagnant growth
- 13. Montreal is an opportunity to reach a new network without straying too far from home Accessible for the Toronto staff RHCCs top corporate donors have offices in Montreal (e.g. Hatch, Scotiabank, etc.) fostering inter-office rivalry Opportunity to leverage existing relationship with H担pital g辿n辿ral juif Increased exposure for national sponsors 13 Expansion Brand Building Revenue Growth Expanding without over-extending LEXPANSION 70Team Registration Cap Projected Revenue teams Featuring:
- 15. 15 2016 IMPLEMENTATION TIMELINE After Party Premiere Recruit and sign headlining musical act Promote event through digital media and brand ambassadors Attract vendors Engage in talks with H担pital g辿n辿ral juif and secure venue Begin scouting sponsors for 2017 expansion Montreal Tournament Kick-Off TO staff pushes existing corporations for additional teams in MTL Recruit new brand ambassadors Sign headliner act(s) Promote, promote, promote Secure Ottawa venue Ottawa Tournament Kick-Off Replicate success from Montreal Explore expansion opportunities out west and/or in USA Evaluate long-tem contracts with major national sponsors 2017 2018 A plan for both immediate and sustained success
- 16. IMPLEMENTATION PLAN AT A GLANCE
- 17. 17 GAME RECAP
- 19. 19 APPENDIX
- 20. 20APPENDIX 1. Complete Financial Report: Net Income from After Party & Montreal Expansion After Party Costs Worst Case Expected Best Band Costs 75,000.00$ 50,000.00$ 25,000.00$ Show costs (Venue + Sound + Security) 35,000.00$ 35,000.00$ 35,000.00$ Service Costs 5,000.00$ 5,000.00$ 5,000.00$ Total Costs 115,000.00$ 90,000.00$ 65,000.00$ REVENUES Worst Expected Best Tickets Ticket Price 50.00$ 60.00$ 70.00$ Number of Participants 5,000.00 7,500.00 10,000.00 Revenues from Tickets 250,000.00$ 450,000.00$ 700,000.00$ Concessions Total Revenue from Vendors 11,300.00$ 20,800.00$ 39,200.00$ Drink Vendors 15,000.00$ 20,000.00$ 25,000.00$ Swag/person 5.00$ 10.00$ 15.00$ Total Swag 25,000.00$ 75,000.00$ 150,000.00$ Revenues from Concessions 51,300.00$ 115,800.00$ 214,200.00$ Total New Fundraising from Music Event 301,300.00$ 545,800.00$ 876,200.00$ Revenues - Costs 186,300.00$ 455,800.00$ 811,200.00$ Montreal Event Setup Costs for Montreal Event 200,000.00$ 150,000.00$ 100,000.00$ Average money raised per team 10,000.00$ 18,188.52$ 22,000.00$ Number of teams 40 55 70 Money Raised in Montreal 400,000.00$ 1,000,368.60$ 1,540,000.00$ Revenues - Costs 200,000.00$ 850,368.60$ 1,440,000.00$ Total new fundraising dollars from after party event and Montreal Expansion 386,300.00$ 1,306,168.60$ 2,251,200.00$
- 21. 21APPENDIX 2. Appearance Fees of Target Canadian Bands Sam Roberts Bryan Adams Minimum Fee Minimum Fee $40,000-$74,999 $300,000-$499,000 Tragically Hip Arcade Fire Minimum Fee Minimum Fee $100,000-$299,000 $500,000-$1,000,000 Blue Rodeo Tom Cochrane Minimum Fee Minimum Fee $75,000-$149,999 $40,000-$74,999 Great Big Sea The Arkells Minimum Fee Minimum Fee $40,000-$74,999 $40,000-$74,999 Barenaked Ladies The Trews Minimum Fee Minimum Fee $75,000-$149,999 $40,000-$74,999 Classified City and Colour Minimum Fee Minimum Fee $15,000-$24,999 $15,000-$24,999 Kardinal Offishall Minimum Fee $15,000-$24,999 (Source: celebritytalent.net)
- 22. APPENDIX 3. Music Concert Demographics (Source: Bandsintown, 2012)
- 23. APPENDIX 4. Music Concert Sense of Urgency (Source: Bandsintown, 2012)
- 24. Tragically Hip Concert Attendance Toronto 2013: 13000 Hamilton 2015: 13000 Winnipeg 2015: 9500 24 APPENDIX 5. Expected Concert Attendance for Headliner Options