Hawaii Sports Marketing
“Hawaii Sports Tourism – enhancing life, economy, and community” 2007 – “Hawaii Year of Sports Tourism”
By Walter Bono RFP NO. 07-02 14
ATTACHMENT A PROPOSAL OUTLINE SECTION A: GENERAL IDENTIFICATION INFORMATION OF RESPONDENT Respondent shall provide responses to the following requests for information identifying the respondent: A-1. Legal name and business address; Walter Bono A-2. Telephone number; 808-826-6244 A-3. Facsimile number; 808-826-6244 A-4. Name, title, telephone number, facsimile number, and email address of the respondent’s authorized point of contact concerning this submittal; Walter Bono, President, 808-826-6244, 808-826-6244, alohawalter@yahoo.com A-5. Name of the President, Chief Executive Officer, and/or Managing Partner and the length of time in the current position; Walter Bono, MBA, 10 years – President – Marketing Hawaii Joseph Bono, MBA – Marketing, 10 years – Marketing (NYC) Robert Rhodes 2 years – Vice President of Marketing Naomi Stanford 2 years – E-commerce Japanese Marketing Jennifer Kirsch – Current - Yahoo!, Media Marketing Manager A-6. Number of years respondent’s organization has been in business; 10 years A-7. Nature of respondent’s business; Hawaii Sports and Destination Marketing A-8. If respondent is a joint venture or partnership, provide a copy of the joint venture agreement or partnership agreement; None A-9. Name and title of the person authorized to sign binding commitments for the respondent’s organization; and, Walter Bono, President A-10. A biography describing the respondent’s goals, objectives, and legal structure, including a detailed discussion of any legal, arbitration, or debarment proceeding arising from any professional actions or omissions. Walter Bono - Biography Masters of Business Administration
Marketing Manager for Waikiki Grand Hotel 2004 to present Marketing Manager for Ilima Hotel 2005 to present Marketing Director for Makaha Resort and Golf Club 2004 - 2005 Marketing Director and Organizer of Kauai Marathon 2003. Marketing for Old Koloa Run, Poipu, Kauai 2003 to present Marketing for YMCA sporting events, New York 1978 - 1982 Marketing/Business Professor, MBA University of Phoenix 2006 25 years experience in the Hotel Industry Resident of Hawaii for 17 years.
Goals Create a sports marketing network that promotes Hawaii Sports Tourism and creates a positive relationship between event organizers, tourist industry, and community. Facilitate and provide an effective marketing vehicle available for Hawaii Sports directors. We are creating a sports marketing network that would focus on targeted sporting events. Travel Authorities worldwide have identified the value of sport tourism. Sole Proprietor, Goal is to provide marketing services to HTA that are inline with there strategic goals and objectives. SECTION B: QUALIFICATION B-1. Describe and/or provide documents supporting respondent’s qualifications, capability and capacity to achieve HTA’s goal and objectives for this project and to perform the scope of work described in this RFP. To the extent allowed, include the information requested below: B-1.1. Describe experience in sports and destination marketing; and, Sports Marketing Marketing Manager for the Kauai Marathon 2003 Marketing E-commerce for the Kauai Koloa Run 2003 through 2006. Destination Marketing Marketing for Waikiki Grand Hotel 2004 through 2006 Marketing for Ilima Hotel Waikiki 2004 through 2006 Marketing for Makaha Resorts, Oahu 2004 through 2005
B-1.2. Illustrate knowledge of Hawaii’s product and the sports tourism industry. Honolulu Marathon generated 100 million to the economy as a result of the 2005 Marathon. B-2. Describe specific projects of relevant experience demonstrating respondent’s expertise, capabilities, and capacity to achieve HTA’s vision and mission for this project and to perform the scope of work described in this RFP. To the extent allowed, include the information requested below: B-2.1. Provide the name of the project and/or the client for whom the respondent has provided similar scope of work; RFP NO. 07-02 15 B-2.2. Describe in detail the vision, objectives, and scope of work for each project; and, B-2.3. Provide the period of time respondent worked on the project. SECTION C: FINANCIAL CAPACITY C-1. Provide any financial statements demonstrating the respondent’s financial capacity to perform the scope of work. Please see attached bank statement. C-2. Describe in detail your plan to finance this project and the financial strategy or process that will be utilized to achieve the vision, objectives, and scope of work for the HTA’s sports program. Allowing advertiser to purchase web banners and links on the Hawaii Sport Magazine web site will finance the marketing strategy that will achieve the vision, objectives and scope of work for the HTA’s sports program
SECTION D: WORK PLAN D-1. Provide a program implementation timeline and explain fully your approach or strategies to address and/or achieve the HTA’s vision, mission and scope of work described in the RFP. First Quarter Identify all sporting events that are currently taking place in Hawaii Create a spreadsheet by Event Type, Island, Date, Contact Person, Web Site. Group like kind events together to create synergies in marketing. Issue press releases for pre / post events to local, domestic, international media. Create several web sites to target event participants (i.e. MarathonMagazine.com to promote the Hilo Marathon, Kona Marathon, Volcano Marathon, Maui Marathon and Honolulu Marathon. Include links to all official marathon web sites, include video and photo coverage of each event. Provide these images royalty free to all media channels. Invite local, domestic, and international; newspaper, magazine, radio, TV and internet companies to cover these events (i.e. ESPN – Ironman) Market Hawaii Sporting events at mainland sports expo. Create themes for cohesive events (i.e. Hawaii Marathon Series 2007; include Hilo, Kona, Volcano, Maui, Honolulu) Issue press release to running magazines and local, domestic and international media. Create marketing opportunities for all HTA approved sporting events to participate in a broad base marketing program that will include additional sporting events. Encourage diversification of sporting events will allow event organizers to obtain an share of the global sports market for such events that are not yet represented in Hawaii and the ability to continue to grow current events. Archery Badminton Baseball Basketball Biathlon Bocce Bowling Cheerlead Cricket Croquet Cycling Duathlon Fencing Fishing Flying Discs Footbag Football Gaelic Goal ball Golf Gymnastics Handball Hockey Lacrosse Marathons Motor sports Netball Paddleball Racquetball Rodeo Running Skateboard
Skating Surfing Triathlons
Soccer Table Tennis Volleyball
Softball Tennis Water Polo
Squash Track/Field Wrestling
Second Quarter Invite Media monthly to Hawaii Sports events Invite sports icons, movie stars, and positive public relations figures to events. Create a positive relationships between our organization and event organizers. Share new marketing opportunities with event organizers Create partnerships between sponsors and events. Provide press releases to local meeting to the benefits of having sports marketing as part of Hawaii’s economy. Market Hawaii Sporting events at mainland sports expo. Create relationships between events and charity organizations. Assist newer events. Third Quarter Attend Sports Expos to promote Hawaii sporting events Work with first time event organizers to provide them valuable marketing tools available to them. Invite Media to next quarter Hawaii Sports events Market Hawaii Sporting events at mainland sports expo. Fourth Quarter Invite Media to next quarter Hawaii Sports events Market Hawaii Sporting events at mainland sports expo.
D-2. Provide a budget itemizing all categories of projected revenues and costs related to providing the goods and /or services described in this RFP (specifically as described in item # 6 – Budget and Compensation) and strategies to control and/or reduce costs. Sports Expos (travel, booth rental, total 5 expos) E-commerce promotions, web development Print advertising (sports and destination magazines) Meeting with media, sports clubs, event directors Internet, Radio, Newspaper and TV promotions Compensation $20,000 $15,000 $10,000 $10,000 $10,000 $15,000 ---------$80,000 ======
Total Amount Requested
Proposed Advertising Split $100,000 estimate in Advertising revenues 80/20 split $80,000 of advertising revenue provided back to HTA $20,000 of advertising revenues retained by Walter Bono Estimated total compensation will equal $35,000 for Sports Marketing
D-3. Provide a detailed work plan describing the following for each approach and/or strategy: D-3.1. Specific actions that must be performed and related to the goal, objectives and scope of work described in the RFP; and, Build relationships between community and sporting events Build relationships between sporting events and local, domestic, and international media. Build on marketing synergies between events to optimize efficient and effective use or marketing resources.
Provide video of events royalty free to media, sports web site, and Hawaii tourism industry D-3.2. The applicable accountability and performance measurements for all work performed. Judging sports marketing performance on behalf of the HTA should use several objective criteria. Press Release exposure for local, domestic, and international media outlets. Relationship built between community and sporting events Marketing exposure to the correct target markets. Effective and efficient use of resources. The measurable value of sports marketing exposure achieved.
Online Magazines Online Magazines offers a unique, effective and efficient way to optimize e-commerce marketing resources to attract targeted sports audience. We have a formula that provides quality content and exposure through e-commerce solutions that yield successful sports marketing results. Providing quality sports content to the targeted audience for a low cost will enhance the Hawaii Sports Marketing goals and objective. Our e-commerce marketing provides the race directors the ability to capture targeted markets for the Hawaii Tourist economy. Example, the Marathon Magazine (www.MarathonMagazine.com) provides a worldwide Marathon directory that allows race directories free advertising listing on our online magazine in exchange for a link from their Marathon Web Site back to www.MarathonMagazine.com. This creates huge marathon runner web traffic from worldwide marathon sites back to www.MarathonMagazine.com We can use marathon runner web traffic to promote Hawaii Marathons. Hawaii Marathons will benefit greatly from this targeted marathon runner resource. We will be feature Hawaii Marathons on the index page of the MarathonMagazine.com web site to achieve maximum results for each Hawaii Marathon. We have web site development plans for all the online sports magazines listed below that will create a huge benefit to the Hawaii Sports Tourism industry. HawaiiSportsMagazine.com AlohaSportsMagazine.com MarathonMagazine.com BiathlonMagazine.com TriathlonsMagazine.com SurfersMagazine.com OutriggerMagazine.com DecathlonMagazine.com DuathlonMagazine.com
www.HawaiiSportsMagazine.com To be used for Sports Marketing
www.AlohaSportsMagazine.com To be used for Sports Marketing
www.MarathonMagazine.com To be used for Sports Marketing
www.BiathlonMagazine.com To be used for Sports Marketing
www.TriathlonsMagazine.com To be used for Sports Marketing
www.SurfersMagazine.com To be used for Sports Marketing
www.OutriggerMagazine.com To be used for Sports Marketing
www.DecathlonMagazine.com To be used for Sports Marketing
www.DuathlonMagazine.com To be used for Sports Marketing
Thank you for your review or our proposal to provide HTA and the sporting events of Hawaii with Sports Marketing Services. We would welcome the opportunity to hear your comments. We seek a long term mutual beneficial relationship between HTA, Event Organizers, Tourism Industry, Local Community, and ourselves. Thanks again for your review and consideration. Mahalo, Walter Bono P.O. Box 15341 Honolulu, Hawaii 96830 alohawalter@yahoo.com 808-826-6244