Archive for the ‘Youth’ tag

MKTG West Coast forms strategic CSR partnership with local non-profit

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In 2017, MKTG West decided to up-level their corporate social responsibility (CSR) efforts from ad-hoc volunteer projects to a streamlined strategic partnership. A committee came up with a litmus test for identifying potential non-profit partners to work with and focus on, with over 40 organizations making the cut. The team then selected 10 non-profits to interview based on shared company values, and the office community voted on 1 of 3 finalists.

We are happy to report that the selected partner was the Bayview Hunters Point Youth Center for Arts and Technology (BAYCAT).

BAYCAT provides access, education, and employment for low-income youth and young adults and women of color, tackling the lack of diversity in technology and digital media.

The Bayview Hunter’s point neighborhood of San Francisco is a historically marginalized and economically disadvantaged community.  During the past 10 years, BAYCAT has managed to recruit and educate over 4,000 students; their recent graduates have gone on to work at Netflix, Lucasfilm, Pixar, HBO, Universal Studios and other production and tech companies.

In 2017 MKTG West donated strategic planning, account management, and production hours to help BAYCAT with the many events they host, building awareness of their org and mission and promoting the great work their students are producing. One such event was their Zoom in 38 Winter Showcase on December 7th, 2017 at the Baywview Opera House in San Francisco.

MKTG Staff assisted with everything from pre-event logistics and planning, registration, stage management, and survey collection. It was a night of innovative and truthful media and musical performance, and gave the community a chance to hear firsthand from their youth about displacement in San Francisco, technology’s impact on social activism, and building intersectional communities.

In 2018 the MKTG West team plans to continue this strategic partnership with continued support of BAYCAT’s event planning, participating with their student academy via mentoring and guest lecturing, hiring BAYCAT studio for client projects, and filling a seat on their board of directors. Click here to watch BAYCAT founder Villy Wang’s Ted@IBM talk, where she explains how and why she developed the BAYCAT social enterprise model.

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Written by Paige McConney
Paige McConney

January 17th, 2018 at 10:03 am

MKTG INSIGHTS: HOW SPONSORS ACTIVATE AT THE LITTLE LEAGUE WORLD SERIES

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The Little League World Series attracts a large audience both in person and on broadcast. However, the event is unique compared to other sporting events of a similar size due to less emphasis placed on the on-field performance and a greater emphasis on youth sport. Sponsors take advantage of these unique themes at the Little League World Series and leverage them in custom activations.

This past weekend marked the conclusion of the Little League World Series as Tokyo Kitasuna defeated the Lufkin, Texas to win the championship. The Little League World Series has been held every year since 1947 in Williamsport, Pennsylvania where Little League baseball players from around the world compete. The event is highly unique as more than 400,000 people attend every year and the event receives prominent broadcasting from ESPN.

The Little League World Series attracts a significant audience considering it is made up of 11-13-year-olds and not professional athletes. The unique nature of the Little League World Series also allows sponsors to take on the themes of the event and leverage them in promotions and activations.

With the Little League World Series being made up of young athletes, the event has much less emphasis on the on-field performance and a more grass roots feel than other sporting events of a similar size. The event also brings about nostalgia as former Littler Leaguers are reminded of when they participated in youth sports and get to share that experience with their family. With the Little League World Series unique attributes and high reach through broadcast and on-site attendees, sponsors look to activate in ways to play off the high family population and look to promote products or services that would highly resonate with families.

Honda Targets Baseball Families with Mini-Van Activation – As a 21-year partner of the Little League World Series, Honda has looked to tailor their activations around the event to appeal to families and the kids participating. Honda leverages the event to promote their Odyssey mini-van, having it appear in custom creative as well as providing shuttles to the event from local hotels. With plenty of families onsite at the event, Honda is promoting their family friendly vehicle and demonstrates its use during a time when parents will need the extra space to bring their kids to baseball.

Canon Provides Tournament Packages for Both Parents and Kids – At this year’s Little League World Series, Canon was promoting their Rebel camera in combination with their printer. Canon showed the two products on-site at this year’s Little League World Series where parents would be highly active in capturing their children’s on-field moments. Also, Canon created a player toolkit that was available for free on their website. The toolkit included scorecards, colouring books, and snack recipes and which was also promoted to be printed off using the Canon printer. Canon’s provided things that both the parents of the Little League Players would make use of during the tournament. Cannon’s approach looks to engage the entire family through their sponsorship.

Dick’s Sporting Goods Promotes their Youth Sports Service – Dick’s Sporting Goods uses the Little League World Series to promote their Team Sports HQ service which is an online portal that organizes youth sports teams, from scheduling to registration. They have created official Little League templates and offer it free to all users. With the high amount of families participating in youth sport attending or watching the Little League World Series, Dick’s has strong opportunity to promote their platform to an audience that will be interested in their product.

The Little League World Series is a unique event which attracts families invested in youth sport from all over. Sponsors recognize this crowd and look to activate at the event with products and strategies targeted to that demographic.

Originally posted by MKTG Canada

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Q&A: At Dick’s Sporting Goods, Why Making Sports Matter Goes Beyond The Game

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Great Q&A from our friend Barry Janoff from NewYorkSportsJournalism.com of our client DICK’S Sporting Good…doing good once again!

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By Barry Janoff

August 10, 2015: Dick’s Sporting Goods wants to have both an immediate and long-term impact in sports and beyond, not just as a national retailer— with more than 600 locations in 46 states and growing — and as a rookie partner with the U.S. Olympic Committee, but also in the way it connects with students and athletes.

Last year, under the auspices of Dick’s Sporting Goods Foundation, the company founded Sports Matter, a multi-year project that has committed $25 million to support youth athletics, with a focus on programs and teams that were being or about to be eliminated due to budget cuts.

The problem is nationwide, and growing. According to Dick’s, between 2009-2011, some $3.5 billion was cut from school sports budgets, and by 2020 an estimated 27% of public high schools in the U.S. will not have any sports. “Saving youth sports is a core mission of our company,” said Lauren Hobart, svp/CMO for Dick’s Sporting Goods and president of The Dick’s Sporting Goods Foundation.

The platform expanded this year, including aligning with DonorsChoose.org, a crowd-funding destination, to reach more people and assist more programs.

To help drive awareness, Dick’s is working with a roster of sports and media celebrities, some of whom gathered for a recent media event and panel discussion in NASDAQ MarketSite in New York’s Time Square to launch the second year of Sports Matter.

The panel included former NFL head coach and current ESPN and Monday Night Footballcommentator and analyst Jon Gruden, who is in his second year of working with Sports Matter; Carli Lloyd, U.S. Women’s National Team captain and MVP of the recent FIFA Women’s World Cup; Karl-Anthony Towns, the NBA‘s 2015 overall No. 1 draft pick (Minnesota Timberwolves); veteran NFL wide receiver Brandon Marshall (New York Jets); actor Michael B. Jordan (Fantastic Four); Pulitzer Prize-winning journalist and author Buzz Bissinger (Friday Night Lights); and Paul Caccamo, founder and CEO for Up2Us Sports. (Pictured below: Gruden, Lloyd, Towns.)

This past February, Dick’s signed a deal to become the official sporting goods retail sponsor for the U.S. Olympic Committee and Team USA. The alliance is anchored by The Contenders, an in-store program to provide U.S. Olympic and Paralympic hopefuls with flexible work opportunities and other support to help them reach their goal. Lead spokesperson is Kerri Walsh Jennings, three-time gold medal winner in beach volleyball.

Read more here

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Written by Stephanie Rudnick
Stephanie Rudnick

August 11th, 2015 at 11:17 am

TopSpin & MKTG Raise Over $400K for Youth Charities

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TopSpin 2014

MKTG INC and TopSpin, a national philanthropic group dedicated to empowering America’s youth through education, brought together members of the sports, media and entertainment industries on Wednesday, December 10th for the sixth annual TopSpin charity table tennis tournament at Metropolitan Pavilion in New York City.

Dozens of celebrities, including current and former athletes including John Starks, John Wallace and Zab Judah, supported #TopSpin2014, which is produced pro-bono each year through our MKTG4GOOD initiative. In addition to world-class table tennis, the event featured three DJ’s, 15 food stations, top shelf bars, a silent auction and much more.

Proceeds benefit youth and education-focused programs in the New York metropolitan area. This year the money raised went to Horizons – BFS, A Better Chance, Wishbone, New Heights and Prep for Prep. With over 1,250 in attendance, the event raised $400k for these valuable programs.

For more information, visit www.topspincharity.com.

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