Brisbane Marathon Festival

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• Raising health awareness have triggered further uptakes of exercising (IBISWorld, 2014)

• Targets like to go with friends and families for same interests and being a part of community (Lester, 2004)

Behavioral

Technological usage

• Great awareness of social media (Mplans, 2017)

Loyalty status

• Price insensitive (Al-Mamun, Rahman & Robel, 2014) Benefits Sought

• Pursuing shared memory with families

4. POSITIONING

To stand out from competitors, BMF has positioned itself as an affordable marathon with iconic locations. See perceptual map below.

In terms of location, BMF course map across major city streets in Brisbane and multiple iconic landmarks such as South Bank Parkland, Goodwill and Story bridges. Different from other marathons, BMF is more than a race which offers spectacular vantage points of scenic cityscape and riverfront views for participants to enjoy full closure of Brisbane city (Brisbane Marathon Festival, 2017).

In terms of price, entry fees of BMF are comparatively low among the major marathons in Australia. With price range of $20-$150, BMF attracts plentiful participants, particularly price sensitive markets such as students and low-income groups.

5. EVENT ASSET REGISTER

Overviewing the availability and value of event assets is compulsory for sponsorship acquisition. All possible assets of BMF will be considered in event asset development. They include:

Asset Register Area Description Value to Sponsors

Physical

Numbers tags Tags with individual numbers on marathoner’s wear.

• Logo placements

• Displaying sponsors message and information

Directional signage Directional boards and signage are positioned along marathon routes.

Volunteer uniforms Designed T-shirts with event logo for on-site volunteers

Banners and wind flags Various types of banners and wing flags were positioned along marathon route.

Cheering Sticks Cheering stick were distributed to spectators.

Balloons Balloons were distributed to spectators and marathoners.

Finisher rewards Marathon finisher medals, tee-shirts and finisher certificates

Race pack

Visor hats, singlet and towel were distributed to marathoners. • Official products status

• Logo placement on hats

Cup of water and drinks provided in event Cups and drinks for marathoners at checkpoint spots. • Official products status

• On-site product sampling

• Logo placement on cup appearance

Booths On-site booths at the starting and finishing points. • On-site merchandising

• Demonstration opportunities

• Supporting leveraging activities

Time

Marathons:

• 42.2 km

• 21.1 km

• 10 km

• 5 km

• 1km Kids

Marathoners can choose from five different distances of marathons according to their preferences and ages.

Each course can be offered:

• Title rights

• Naming rights

• Presenting rights

• Supply rights

• Sector rights

Program

Fitness Expo An expo will be hold to promote, sell and display relevant fitness and sports products and services (Brisbane Marathon Expo, 2017). • Raise brand awareness

• On-site merchandise

• On-site product sampling

Communications

BFW official webpage An official webpage is developed for communicating event information. • Great awareness by exclusive title right on home page

• Opportunities in choosing to receive sponsor information through online registration.

Race Information Guide A PDF document of information guide on official webpage. • Advertisements

• Logo placements

• Presenting right

Course maps Course map on webpage are available for the public. • Logo placements

• Title right

• Presenting right

Social platforms BMF’s official media platforms (Facebook, Twitter, Instagram and Youtube) • Media exposure

• Supporting leveraging activities

Status

Training program 12-weeks training services for each marathon courses were offered on BMF webpage. • Opportunity for relevant sponsors (fitness businesses) to attract potential customers

• Developing sustainable relationship with potential customers with current membership system.

• Exclusive supply rights to distinguish particular sponsor from similar sponsors in event.

6. EVENT SPONSORSHIP OBJECTIVES

Careful sponsorship objectives