Official Sponsor of the

Robert Morris Mens Basketball Program

Sponsorship Proposal for Primanti Brothers

Sponsorship Proposal Presented By:

Katie Austin, Cori Katich, Marissa Raymond, Whitney
Snyder, and Jeff Jones

Profile of the Robert Morris Mens Basketball Program

The Robert Morris Mens Basketball first season in Division I was in 1976-1977. The
team has been to seven NCAA tournaments and has been a part of two NIT tournaments as
well. In the history of the program the team has only won one NCAA tournament game and
it was a play-in game in 1983. They currently play in the Northeast Conference and their
head coach is Andrew Toole. He is one of the youngest coaches in NCAA mens basketball.
Before Toole, their head coach was Mike Rice and he led them to an impressive 73 wins in
just three years. The team last appeared in the NCAA tournament in 2010 when they
almost upset the number two seed, Villanova. Another major accomplishment in program
history included an upset win at the Charles L. Sewall Center last year against the NCAA
defending champions, University of Kentucky. The sports teams at Robert Morris
University are nicknamed the Colonials and their school colors are red, white and blue. The
university competes in NCAA Division I conferences. The majority of the teams here at
Robert Morris compete in the Northeast Conference with exception to a few. The mens ice
hockey team competes in Atlantic Hockey Association and the womens ice hockey team
competes in the College Hockey America Conference. Some sports at Robert Morris include
men and womens basketball, men and womens ice hockey, football, men and womens
soccer, men and womens lacrosse, volleyball, and softball. Some of the athletic
departments biggest accomplishments include their sports teams winning championships.
In Robert Morris University history, football has won two championships, mens basketball
has won seven, womens basketball has won five and both the womens and mens ice
hockey teams have won one championship each. Some members of the athletic
department currently include the director of athletics, Craig Coleman, senior associate
athletic director, Marty Galosi and associate athletic director, Addie Muti.
The mission statement of the Robert Morris athletic program is as follows:
The Department of Athletics at Robert Morris University provides opportunities for our
student-athletes to receive a quality experience both in the classroom and in intercollegiate
athletic competition. Athletics enhances the intellectual, social, and personal development
of our student-athletes, helping them to grow through their experience at the University
and to prepare for meaningful careers and lives. Toward this purpose, the Department of
Athletics promotes academic achievement, good sporting and ethical conduct, and
equitable opportunity for students and staff, including women and minorities. The guiding
principle of the University is to focus on academics first; therefore we view our successes
based not on wins and losses but as linked to the educational mission of the University and
the welfare of our student-athletes."
As we can see from the athletic departments mission statement, the purpose of the
athletic department is to provide the athletes with the best possible opportunity to excel in
their sport, as well as in the classroom. Hopefully with this opportunity, the studentathletes can excel and win championships for the school to create brand awareness for
Robert Morris University.

Compatibility with the Robert Morris Mens Basketball Program and Primanti
Brothers
Attendees of the Robert Morris Mens Basketball games include students, alumni,
parents and families of players, families in the surrounding area and basketball fans within
a 10 mile radius. The students would consist of basketball fans, loyal Robert Morris sports
fans and students who live on or near campus. The alumni would consist of local alumni in
the area that still have ties to Robert Morris or still support the school and their athletics.
Parents and families of the players would include any families of the players that live close
to Pittsburgh or families that live far away and are willing to travel to the games. Families
in the surrounding area would consist of basketball fans or families who have an interest in
basketball, as well as families who want to enjoy a night out with their family and figure
that the mens basketball game will fulfill their needs. As Scarborough points out, 36.6% of
families that consist of two people, attend sporting events (See supporting materials for a
graph of these percentages). Since this is the highest percentage of families, and a lot of
families of two also go out and eat, we would see this scenario as a perfect fit between
Robert Morris Mens Basketball and Primanti Brothers.
Finally, basketball fans in the surrounding areas would consist of people of all ages
that enjoy watching basketball or are particularly Robert Morris basketball fans. The
programs audience is compatible with Primantis for many reasons.
1. Many families in the area that go to Robert Morris Mens Basketball games will
also go to Primantis to eat, whether it be before or after the game.
2. It is close in proximity to the university, so students do not have to drive far to
get there and they can even walk from campus if they did not have
transportation.
3. Parents and families of the players from out of town can stop and eat there on
their way out of town, as it is close to the campus and is an affordable, but very
delicious restaurant.
4. Alumni know firsthand about Primantis, as it was most likely a big experience of
their time at RMU. It would be common for alumni to want to go to Primantis
again and relive those memories that they had while living in this community or
just take their families there.
5. Primantis is a major part of RMU student life and this would be a perfect
perceived fit for the Robert Morris Mens Basketball program, as well as
Primantis for RMU students.
6. Primanti's is a sports bar; making it the perfect place for customers to watch
sporting events.
7. It is also a perfect spot for Robert Morris students to eat and drink for an
affordable price. College students are usually on a budget, making this a big
factor when deciding where to eat and drink.
8. Parents can also enjoy Primanti Brothers because of its exciting, yet laid-back
atmosphere. The bar is not overwhelming, so parents can enjoy this location just
as much as the students can. Some other bars have either a younger or older
regular crowd; however Primantis usually attracts a mixture of both.

9. Primantis also exudes a very friendly environment; it is a spot that is popular for
families to gather after local events, such as a little league baseball game or in
this case, a RMU Mens Basketball game.
10. Primantis is a place where a family is comfortable to bring their kids for a meal,
due to the family friendly environment throughout the restaurant.
In conclusion, the Robert Morris Mens Basketball program fits with the Primanti
Brothers image because Primantis is a staple of Pittsburgh. Pittsburgh natives are proud
of Primantis and its history, just as those affiliated with RMU who are proud of the mens
basketball program. The bar provides televisions that always have sporting events on,
including basketball. Primanti Brothers is a versatile restaurant that attracts a wide range
of audiences, similar to Robert Morris Mens Basketball. The bar/restaurant is a fun and
exciting atmosphere for people to gather, reconnect, and enjoy themselves. This kind of
environment is what the mens basketball games hope to provide for fans and spectators
each game. Through a sponsorship with Primanti Brothers, Robert Morris Mens
Basketball can attract their target market and possibly expand beyond that. Primanti
Brothers is an ideal fit for Robert Morris Mens Basketball because Primantis target
market exceeds the mens basketballs target markets. Everyone needs to eat, whereas not
every one watches the game of basketball. They can also attract people who are not
particularly fans of basketball. These people could find enjoyment out of the socialization
aspect of attending the game, as well as supporting a local university. With the restaurant
attracting the same target markets and more, this will ultimately provide a dynamic
partnership in order to increase attendance and support for both the mens basketball
team, as well as increasing the sales at Primanti Brothers. With this sponsorship proposal,
the Robert Morris Mens Basketball program can increase their brand awareness through
Primanti Brothers, creating a larger following, which will result in higher attendance at
games. This will also create brand affiliation to Primanti Brothers driving traffic to and
from the facilities at Robert Morris. Finally, both Robert Morris Mens Basketball and
Primanti Brothers have similar images in that they both want to succeed and have a
positive and popular image for customers, fans and people in general within the greater
Pittsburgh area.
(See supporting material for more data to represent the target market that both Robert
Morris and Primanti Brothers restaurants hope to achieve)

Promotions and Media Support

I.

Promotions:
o Robert Morris University already offers a wide array of promotions.
1. Raffles
Beats headphones
iPad minis
2. Give Aways
T-shirts
Sweatshirts
Food coupons (local food chains)
o Burger King: free whopper
o Hometown Pizza: free pizza
Andy Toole bobble heads
Foam fingers
Team trading cards
Posters
Magnetic schedules
3. Entertainment
Half time shot, three point shot, layup
o $500 for books awarded to winner
4. Clubs
1921 Club
o Exclusivity
o Special seating
o Dining
Food & beverage
o Pre-game entrance
o End of the year events welcome new members
Romos Kids Club
o Free admission
o Membership card
o E-mail updates
o Pre-game and post-game events
o Chance to be known as Romos Athletic All-Stars
o Personalized birthday cards
o Participate in Colonial Draw Play Contest

The promotional incentives that are already in place within the program could also bring a
different angle for Primanti Brothers to benefit from. Working in a cohesive manner, the
marketing team for the Robert Morris Colonials could incorporate different aspects of the
already implemented promotional activities in relation to the Primanti Brothers
restaurant.

II.

Media Support:
o The chart below will display the media sources that the Robert Morris Mens
Basketball team is exposed to. The chart presents the different radio stations
that will be used, as well as different television sources. This will bring
awareness to the Primanti Brothers brand, as the sponsors for the team are
announced throughout the duration of the game. Not only will there be a positive
brand association between the partnerships, but there will also be brand recall
between both the Robert Morris team as well as the restaurant. This will provide
coverage for Primanti Brothers in areas that may not have a specific target for.
In return for this brand association, opposing teams, as well as their fans that are
not familiar with this sponsor may feel inclined to explore the newly introduced
restaurant.

Sponsorship Benefits and Investments

There are three different investment levels that the Robert Morris Mens Basketball marketing
team will offer Primanti Brothers. This levels include; gold, silver, and bronze. Each level will
offer different packages worth different values. The gold level would be the highest, offering
more exposure for the brand; whereas the bronze would be the lowest, offering the least amount
of brand exposure. Each level will be a two-year sponsorship, with the ability to renew and
upgrade for the following season when the two year contract comes to a close. Primanti
Brothers would be able to switch packages after the first year, only if they desire to move up
levels. Once the two year agreement is signed, a change in levels downward is prohibited. Each
level asks for a different level of monetary donation due to the exposure that each level receives.
Half of the payment for both the gold and silver levels will be due at the beginning of the season.
The second half of the payment will be due midway through the season. The bronze level
monetary payment is due upfront when the agreement is signed prior to the start of the season.
Gold Level:
Primantis logo flashed six times on advertising board during games
Exclusivity of only restaurant
Two 1921 Club tickets offered for all home games throughout the duration of the
season
Four reserved seats offered for all home games throughout the duration of the season
Full page spread in the Robert Morris Mens Basketball program
Primanti Brothers logo placed on the back of the warm up jerseys
Monetary donation: $2,000
In-kind donations
o Five Primanti signature Pittsburgher sandwiches for the halftime eating
contest on January 25th, 2014
o Coupons and t-shirts for the home game on February 15th, 2014
o If 100 points are scored by Robert Morris during and individual game
throughout the duration of the season, free sandwich coupons distributed for
those in the particular section drawn
o First 100 fans receive t-shirts on February 20th, 2014
o Free French fries for tweeting and hash tagging at home games when proof of
post is shown
o Smallman street fry coupon only redeemable the same night the game is won
at home
Silver Level:
Primanti Brothers logo flashed four times on advertising board during games
Four reserved seats offered for all home games throughout the duration of the season
Half page spread in the Robert Morris Mens Basketball program
Monetary donation: $1,000
In-kind donations
o Five Primanti signature Pittsburgher sandwiches for the halftime eating
contest on January 25th, 2014
o Coupons and t-shirts for the home game on February 15th, 2014

o If 100 points are scored by Robert Morris during any individual game
throughout the duration of the season, free sandwich coupons distributed for
those in the particular section drawn
o First 100 fans receive t-shirts on February 20th, 2014
o Free French fries for tweeting and hash tagging at home games when proof of
post is shown
o Smallman street fry coupon only redeemable the same night the game is won
at home
Bronze Level:
Primanti Brothers logo flashed two times on advertising board during games
Quarter page spread in the Robert Morris Mens Basketball program
Monetary donation: $500
In-kind donations
o Five Primanti signature Pittsburgher sandwiches for the halftime eating
contest on January 25th, 2014
o Coupons and t-shirts for the home game on February 15th, 2014
o If 100 points are scored by Robert Morris during any individual game
throughout the duration of the season, free sandwich coupons distributed for
those in the particular section drawn
o First 100 fans receive t-shirts on February 20th, 2014
o Free French fries for tweeting and hash tagging at home games when proof of
post is shown
o Smallman street fry coupon only redeemable the same night the game is won
at home

Sponsorship Activation Plan

Depending on the sponsorship level chosen, the Primanti Brothers logo will be
displayed on the dasher board throughout the game a maximum of six times and a
minimum of two times.
Also depending on the sponsorship level, the logo could potentially be displayed on the
warm up jerseys of the team.
The Primanti Brothers logo will be displayed on the Robert Morris Mens Basketball
web page for all viewers to see. This will show the direct affiliation that the restaurant
has with the Robert Morris mens team.
During half time we will have a timed eating event for five fans who volunteer during
the home game on January 25th, 2014 against Wagner. At center court there will be
long tables set up end to end that will have Primanti Brothers table clothes on each.
This will be visible to both sides of the gymnasium as well. Each of the volunteers will
receive the signature Pittsburgher sandwich. At the start of the clock, the contestants
will eat the sandwiches and whoever is done first will receive their next semesters
books paid for in full. (Game date was chosen because they are a rival school)
On February 15th, 2014 during the home game against Mount St. Marys, Primanti
Brothers managers and employees will attend the game. While the employees are
there, they will be in uniform interacting with the fans, while bring awareness to their
company by handing out coupons and assorted Primanti Brothers t-shirts. (Supporting
material will show the design of several Primanti Brothers t-shirts; Also, game date was
chosen because they are a rival school)
Each bleacher section will be broken up and labeled according to different sandwiches
that are seen on the Primanti Brothers menu. For instance, each section of the
bleachers will be labeled Pittsburgher, Black Angus, Capicola, etc. If the team reaches
100 points at the conclusion of the game, there will be a random section drawn out of a
hat. Everyone sitting in that section will receive a coupon for a free Primanti sandwich
of their choice following the game that evening.
The first 100 fans to arrive at the Long Island University Brooklyn game at home on
February 20th, 2014 will receive a free Primanti Brothers t-shirt labeled Primantis
University. (Supporting materials will show the design of that t-shirt; Also, game date
was chosen because they are a rival school)
Fans and guests in attendance can take pictures while they are at home basketball
games. If they tweet the photos to the Primanti Brothers Twitter account,
@PrimantiBros, using the hash tags, #RMCMB and #FastbreakFries they will be able to
come into Primantis following the game, show proof of their tweet and receive a free
order of French fries.
During all home games if there is any player on the Robert Morris team who slam dunks
the basketball, all fans in attendance will be able to bring their ticket to Primanti
Brothers at the conclusion of the game to receive a buy one get one coupon. We will
refer to this activation plan as Slammin for Sandwiches.
When Robert Morris is on the road, Primanti Brothers will hold viewing parties during
the games that are televised. (SCHEDULED TELEVISED GAMES) When the viewing
parties occur, there will be $1.50 Primanti pizza slices to all students who present their

freedom card. This would work hand in hand with the pizza slice special that occurs
during Pittsburgh Penguins, Pirates, and Steelers games as well.
Every time Robert Morris wins a home game, all game day guests will receive a coupon
for one free smallman street fry, redeemable on the night of the game and the following
day. These coupons will be handed out at each exit.
Andy Toole will create his own P-Bro sandwich that will be advertised in the restaurant
during the duration of the season. There will be advertising and signage promoting this
sandwich within the University Boulevard Primanti location. This sandwich will be
referred to as the Andy Toole Sammy. (Supporting Materials will show an example of
some of the signage that will be used to promote this sandwich)

Impact Measurement

Prior to the start of the season there will be a survey sent out to both Robert Morris
students and all that enter the first game of the season. This survey will ask the game
day guests on their overall awareness of Primanti Brothers and the brand recall that
they have at that point in time. The survey will also include the proximity of each guest
in reference to the Sewall Center, as well as the Primanti Brothers location. At the
conclusion of the season the same survey will be distributed in order to measure the
increase in brand awareness and their overall perception of the restaurant after the
sponsorship was complete
After all of the activation plans are put into place, this sponsorship should promote
traffic to and from the game to Primanti Brothers. The sales after game nights can be
kept track in the computer systems at the restaurant. This will allow for the restaurant
to measure the increase of sales when the games were concluded in Moon Township.
In reference to the Twitter activation strategy, the amount of hash tags reading
#RMCMB, as well as tags to @PrimantisBros will be calculated and shown on a detailed
graph. This will provide evidence that that particular activation strategy was a success.
Having the logo presented on the website will allow for a calculation of the mouse
hovering over the logo. The term stickiness is used when a viewer is on the web page
for a certain amount of time. This data will be collected as well. The data will also be
able to show the amount of times users from the Robert Morris website clicked on the
Primanti Brothers logo sending the user to the main home page of the restaurant.
Creating a Robert Morris coupon redeem option on the computers throughout the
duration of the season will also allow for tracking of Robert Morris game day guests.

Supporting Materials
Below are the miscellaneous t-Shirts that will be handed out when Primanti Brothers
employees attend the game on February 15th, 2013 against Mount St. Marys

(^Also available in red or black^)

Below is the t-shirt that will be handed out to the first 100 fans to attend the game on
February 20th, 2013 against Long Island University Brooklyn.

Shown below is an example of the signage that will be displayed at Primanti Brothers and
inside of the Sewell Center to advertise the Andy Toole Sammy.

Introducing the
Almost Famous

Andy Toole Sammy

$6.899

8651 University Blvd, Pittsburgh, 15108 : (412) 865-2200

Below is the graph that represents the percentage of families in the greater Pittsburgh area
that are comprised of either one person or more than nine people.

(Scarborough, 2010-2014)

Shown below is a chart that represents the students as a primary target market. This chart
displays the students who are attending, or not attending a university, as well as their basic
demographics. Although the student base population is lower, this is data collected from
the entire greater Pittsburgh area. Considering the population of Robert Morris Students,
this is still a vital number of people to reach within this target market.

Base Population

Base Percentage

XXX

XXX

Yes

225,663

9.9%

No

2,063,929

90.1%

Men

1,098,949

48.0%

Women

1,190,643

52.0%

Currently Enrolled/Attending a College or

University

Sex of Respondent

Age of Respondent

18-20

148,615

6.5%

21-24

135,706

5.9%

25-29

176,808

7.7%
(Scarborough, 2010-2014)

Below presents a chart that represents the people living in the surrounding areas in
proximity to Robert Morris. (i.e. Moon Township, Coraopolis, Sewickley, Ambridge,
Leetsdale, Aliquippa, Robinson, and Hopewell.) Given the information within the data, we
still find the need to attract the 9.3% interested in collegiate basketball due to the size of
the university.
Base Total

Base Population

Base Percentage

2,289,592

100.0%

343,995

15.0%

Very

213,384

9.3%

Some what

253,336

11.1%

A little bit

202,933

8.9%

Not at all

1,198,992

53.4

Level of education

College graduate (4 year college)

Current level of interest in College basketball

Zip code of residence

Sewickley-15143

9,786

0.4%

Ambridge-15003

7,671

0.3%

Leetsdale-15056

440

0.0%

Moon/Coraoplis-15108

40,898

1.8%

Aliquippa-15001

29,255

1.3%

Robinson-15205

16,659

0.7%

(Scarborough, 2010-2014)

References:
Robert Morris Colonials men's basketball. (2014, March 20).
Retrieved from
http://en.wikipedia.org/wiki/Robert_Morris_Colonials_men's_basketball
Scarborough. (2010-2014). Prime lingo.
Retrieved from http://webclient.myprimelingo.com/Disp.aspx
Sidearm, S. (2014). Men's basketball.
Retrieved from http://www.rmucolonials.com/index.aspx?path=mbball