Our Vision. Hakuhodo DY Sports Marke,ng

Transcription

1 Our Vision We are a sports marke,ng company. We share our capabili,es exper,se, know- how, and crea,vity as well as our network, to create and enhance the value of sports content. With a passion for sports at the very heart of the company, we strive to benefit everyone involved in all aspects of sports and to make contribu,ons to the world of sports. Hakuhodo DY Sports Marke,ng

2 What We Do Hakuhodo DY Sports Marke,ng provides a full range of sports marke,ng services, offered individually or as a one- stop package. Our services maximize the opportuni,es available through sports content and assets and deliver to all stakeholders greater impact and profitability. Athletes, players, sports compe,tors, clubs, teams, organiza,ons, companies, products, proper,es We regard each aspect of sports content as a brand and deliver more value to those brands. Define & enrich the value Content Op2miza2on Develop licensed business Bring benefits to content holder 2

3 Key Areas of Exper2se Consulta2on & Business Development Business consulta,on, planning, development, and solu,ons for athletes, players, clubs, teams, sports and athle,c facili,es, sports organiza,ons, brands, and businesses Intellectual Property Management Managing, marke,ng, licensing, and commercializing of sports proper,es (names, trademarks, logos, insignias, images, mascots, and other intellectual property) and development of promo,onal products Sports Marke2ng Informa2on Design Gathering, selec,ng, processing, and detailed planning of relevant informa,on; defining the means and developing tools (online and offline) for transmiqng that informa,on to reach its target audience Events & Promo2onal Ac2vi2es Planning, producing, managing, and opera,ng of sports compe,,ons and events hosted by athletes, players, clubs, teams, sports organiza,ons, and businesses, as well as of promo,onal ac,vi,es that use sports content Athletes and Players Cas,ng athle,c talent for adver,sements, TV commercials, media appearances, workshops, seminars, and other events; athlete management (endorsement contracts, sponsorship/supplier/licensing agreements); product development collabora,on; video/publica,on business; other marke,ng opportuni,es 3

4 We posi,on ourselves as a business partner dedicated to our clients success by providing a wide range of sports marke,ng services, par,cularly in five areas of exper,se offered individually or as a one- stop package. Consulta,on, research, planning, and development Consulta2on & Business Development Event/project planning and management Events & Promo2onal Ac2vi2es Athlete/player management Cas,ng of athletes/ players Athletes and Players Merchandising and licensing Intellectual Property Management Design and transmission of informa,on Informa2on Design 4

5 Business consulta,on, planning, development, and solu,ons for athletes; players; clubs; teams; sports and athle,c facili,es; and sports organiza,ons, brands, and businesses What we have done (examples of proposals and implementa,ons based on our consulta,on service) Our client: - A professional football club in Japan Our client: - A professional baseball club in Japan Our task/challenge: 1. A need for all staff members at the club to share awareness and to speak the same language 2. A need to re- define, share, and promote club s values Our task/challenge: 1. Expand female and children fan base 2. Promo,on of collabora,ve work between the club and sponsors rendered: 1. a) Proposed and designed a workshop to develop and re- define club values 2. a) Proposed and assisted in re- defining club s strengths and values b) Created PR tools and sponsorship sales tools based on the defined values rendered: 1. a) Proposed development of various merchandise as a part of efforts to marke,ng to women and children b) Proposed and planned fan events to realize broader reach 2. a) Conducted research on collabora,ve ac,va,ons among clubs outside of Japan and their sponsors b) Planned and crea,ng of possible collabora,ve projects with exis,ng and poten,al sponsors c) Assisted the club by temporary support staff experienced in sponsor- rela,ons 5

6 Business consulta,on, planning, development, and solu,ons for athletes; players; clubs; teams; sports and athle,c facili,es; and sports organiza,ons, brands, and businesses What we have done (examples of proposals and implementa,ons based on our consulta,on service) Our client: - A sports associa,on Our client: - Municipality Our task/challenge: - Enhancement of the na,onal team s public rela,ons ac,vi,es to broaden the reach beyond genera,ons - Increase the number of players Our task/challenge - Assist the OC in preparing for the hos,ng of a large- scale interna,onal compe,,on - Improving the balance sheet rendered: - Strategic planning and tac,cal implementa,on of PR ac,vi,es - Introduc,on of ac,vi,es u,lizing the website and other social networking services - Development of sponsorship package and assistance in sponsorship sales - Designing of team logo - Merchandise development - Proposi,ons in devising leadership training programs and introductory clinics rendered: - Sharing of our know- how to streamline the opera,on and management of the compe,,on - Sending in temporary staff to assist in fulfilling various du,es as the compe,,on organizer - Provision of support in medial rela,ons including nego,a,ons with and making arrangement for rights holders from outside Japan and media planning so as to increase the exposure on television and print media - Comprehensive security planning including ma`ers related to the use of public roads 6

7 Planning, produc,on, management, and opera,on of sports compe,,ons and events hosted by athletes, players, clubs, teams, sports organiza,ons, and businesses, as well as of promo,onal ac,vi,es that use sports content Client Content holder Sports organiza,on Hakuhodo DY Group Hakuhodo, Daiko Adver2sing, Yomiko Adver2sing, and Hakuhodo DY Media Partners Athlete management company Hakuhodo DY Sports Marke2ng Planning, produc,on, management, and opera,on Ac,vi,es and func,ons for visitors Spor,ng event/project Event announcement and other PR ac,vi,es Promo,onal ac,vi,es around the venue Promo,on of the sport Player development Corporate branding Corporate / brand / product PR A`rac,ng more visitors Social contribu,on Company revitaliza,on Expanding the customer base 7

8 Cas,ng athle,c talent for adver,sements, TV commercials, media appearances, workshops, seminars, and other events Cas2ng athletes/players Athlete Athlete Athle2c achievements Records,,tles, rankings Popularity, status, posi,oning Athlete s image Play style, Character, personality Ø Passionate or cool? Ø Open/extrovert or private/self- disciplined? Cas2ng agreement Business Athlete Corporate ac2vi2es Corporate philosophy Corporate communica,on Product/service communica,on CSR ac,vi,es and other corporate characteris,cs l Expand the fan base l Raise the profile and improve the image l Make more socially responsible l Promote understanding of its marke2ng ac2vi2es among sei- katsu- sha* l Improve corporate/brand image Enhance athlete s value and increase corporate value * Sei- katsu- sha, which literally means living person, stands in contrast to the word Japanese marketers typically use to refer literally to a consumer, shohisha. Sei- katsu- sha expresses the holis,c person an individual with a lifestyle, aspira,ons, and dreams. All the branding work we do in partnership with our clients follows from our insights into sei- katsu- sha. Examples of what we have done: Hakuhō (sumo) Sumitomo Forestry Mao ASADA (figure ska,ng) Sumitomo Life Insurance Hideki MATSUYAMA (golf) LEXUS Kotaro TOKUDA (free style football) Nissin Foods 8

9 Athlete management (endorsement contracts, sponsorship/supplier/licensing agreements), product development collabora,on, video/publica,on business, other marke,ng opportuni,es Athlete/player management Athletes currently managed by Hakuhodo DY Sportsmarke,ng Photo books and DVDs Lectures and other events Media exposure: TV and other media Shinobu MOROMIZATO (golf) Sakurako MORI (golf) Tsuyoshi WADA (baseball) Natsuka HORI (golf) Endorsement adver2sing, sponsor and supplier agreements Shinobu MOROMIZATO PR: media interviews, press releases Yosuke ASAJI (golf) Kotone HORI (golf) Product development: apparel, accessories Kids clinic and grassroots events Online ac2vi2es: website, blog, paid services Data support: collec2on and u2liza2on of data HOKKAIDO BANK FORTIUS (curling team) Sara TAKANASHI (ski jump) 9

10 Managing, marke,ng, licensing, and commercializing of sports proper,es (names, trademarks, logos, insignias, images, mascots, and other intellectual property) Merchandising and licensing Content holder (sports organiza,on) Hakuhodo DY Sports Marke,ng Hakuhodo DY Group Also support direct marke,ng and e- commerce associated with the holding and promo,on of spor,ng events Manufacturer (apparel) Manufacturer (accessories) Manufacturer (houseware) Manufacturer (others) Distributor (sports ) Distributor (general items) Licensee network Logis,cal network 10

11 Planning and development of promo,onal products using sports content in collabora,on with Hakuhodo DY Group companies Development of promo2onal products Client Content holder Sports organiza,on Hakuhodo DY Group Hakuhodo, Daiko Adver,sing, Yomiko Adver,sing, and Hakuhodo DY Media Partners Athlete management company Hakuhodo DY Sports Marke2ng Main func,ons: Planning and producing of the products Nego,a,ons for rights clearance, Royal,es management A wide network of manufacturers Subcontractor (manufacturing) Subcontractor (manufacturing) Subcontractor (manufacturing) Subcontractor (manufacturing) Subcontractor (manufacturing) 90- Degree- System Anamorphic Projec2on Adver2sing We manage 90- degree- system anamorphic projec,on adver,sing for our clients from patent management to crea,ng ad works. Adver,sements that use 90- degree- system anamorphic projec,on are specially designed for TV to make a 2D image laid flat on the ground appear 3D when viewed on television. They are commonly used at football matches, along the end zone. 11

12 Gathering, selec,ng, processing, and detailed planning of relevant informa,on; defining the means and developing tools (online and offline) for transmiqng that informa,on to reach its target audience Informa2on on sports organiza2on Informa,on gathering On- site explora,on Inspec,ons, structured and unstructured interviews Research, surveys Various forms of publica,on etc. Informa,on analysis and classifica,on Informa,on processing by communica,on target Accumula2on of raw informa2on Accumula2on of knowledge Accumula2on of processed informa2on Communica,on of informa,on to sports organiza,on Process and communicate relevant informa,on by theme or by classifica,on Communica,on of informa,on to the media and sei- katsu- sha Process and communicate relevant informa,on by theme or by classifica,on Build the value of the sports organiza,on 12

13 Hakuhodo DY Group s network for sports business Fully integrated media company Advertising agencies Hakuhodo Inc. Daiko Adver,sing Inc. Sports Business Department Yomiko Adver,sing Inc. Organiza2onal Chart (as of April 2016) Hakuhodo DY Sports Marke2ng Inc. Licensing Business Department Event & Promo2on Department Athlete Business Department Business Development & Promo2on Department Business Plan & Management Department Department Licensing Business Department Event & Promo,on Department Athlete Business Department Business Development & Promo,on Department Business Plan & Management Department Direct Line License/Permit: Security Act: No ; Informa,on Security Management ISO027001; Construc,on Industry Act - Tokyo Metropolitan Governor permit (Toku- 23) No

14 HAKUHODO DY Sports Marke2ng Incorporated Established: August 1, 1995 Capital: 136 million yen Share holder: Hakuhodo DY Media Partners Incorporated (sole owner) Head Office: S- GATE Akasaka, 2-4 Akasaka 6- chome, Minato- ku, Tokyo Telephone: 81 (0) (main number) Facsimile: 81 (0) Tokyo Metro Chiyoda Line: 1 minute walk from Akasaka Sta,on Tokyo Metro Ginza Line/Marunouchi Line: 8 minute walk from Akasakamitsuke Sta,on Tokyo Metro Hanzomon Line/Yurakucho Line/Namboku Line: 10 minute walk from Nagadacho Sta,on Tokyo Metro Ginza Line/Namboku Line: 6 minute walk from Tameikesanno Sta,on