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Overview

V

U.5.AIRFORCE

I GSD&M

As a discipline, sponsorships augment the overall marketing mix for Air Force
recruiting while helping overcome the sampling barrier by providing a platform
for personal interaction. This channel creates brand awareness and affinity while
generating leads by leveraging unique attributes no other medium can offer,
such as:




Creates a transformational Air Force experience for America's communities of
parents, influencers and youth that broadens perceptions of the brand
Provides a transactional venue for recruiters to meet and interact with
prospects face-to-face with one-on-one interactions
Provides an engaging platform for AFRS to actively educate and inform
recruits and influencers on the variety of career fields within the Air Force
Associates Air Force with activities/interests that prospects and influencers are
passionate about
Shows youth in an interactive manner how their passions and skills can
translate into a career in the Air Force

Page 133

AFRS Sponsorship Objectives

VU.UIRFORCE

I GSD&M

Create brand awareness and affinity while generating leads by:







Exposing the Air Force(AF) brand and educating the public on the capabilities
and career options offered by the Air Force
Reinforcing the story told in digital, print and broadcast media and immersing
the audience in the Air Force world
Creating a footprint at venues where recruiters can interact with the target
audiences
Associating the Air Force with organizations and venues that portray AF core
values
Associating the Air Force with Science, Technology, Engineering and Math
(STEM) events and programs
Drawing parallels between properties and the AF with regard to speed,
power, teamwork, precision, mechanics, and technology
Attracting youth to the Air Force and increasing their propensity to join the Air
Force (Le. generate leads)
Generating pride and motivation among the internal AF community (Airmen
and civil servants)
Page 134

V

AF Enduring Priorities Sponsorship Evaluation

U
,5.AIRFORCE

I GSD&M

The following table provides an evaluation for sponsorships and experiential programs against the
current AFR, enduring priorities:


Inspire the brightest, most competitive and diverse young men and women and their
influencers toward service in the USAF
Create a long-term association with STEM (science, technology, engineering and math) and the
USAF and Airmen capabilities
Maintain a robust and diverse pipeline of leads sufficient to respond to Air Force requirements
Existing 2014 Properties
-//\,
(------------------~-\

Best and
Brightest

STEM
Pipeline

of leads

000 • • . 0 0 0 . 0
.00 •• 0
• 0.00

•••••

••••••

Delivers priority

Tends to meet priority
Does, not deliver against priority

a

While each sponsorship does not deliver on all three current enduring
allows for a balanced portfolio overall.

priorities~dlafibution

against each

V

2014 Sponsorship Event Statistics

U.5.AIRFORCE

I

GSD&M

Sponsorship Generated Registrants, Leads, Accessions (wI Digital Data Capture as of 9-23-14)
Sponsorship

Registrants

Leads

9,959

NASCAR

Accessions

Leads/Registrants

7.23%

10.97%

MotoGP

7.02%

cience Olympiad

FC Dallas

9.36%

Six Flags

1,784

11.10%

USA Science & Engineering

1,226

5.22%

Sponsorship Generated Leads (w/o
Digital Data Capture-NCR cards)
Sponsorship

# of Events Leads/Event

Leads

#of
Events


Leads/Event

ISOC/Scheuring

FIRST

Formula Drift continues to be a low cost partnership
that yields a high percentage of leads/registrants.
Although NASCAR's lead/reg percentage is low it
continues to produce a high number of accessions.
STEM related events deliver the sought after best and
brightest STEM target audience, however, it can be
difficult to interact directly in a meaningful manner with
these students in competitive environments.
Inability to leverage digital data capture at events not
supported with a national asset continues to be a
weakness without the abiliffilYprt9vide valuable
metrics for evaluation.

V

2013 Sponsorship Event Statistics

U.5.AIRFORCE

I GSD&M

Sponsorship Generated Registrants, Leads, Accessions (wI Digital Data Capture as of 9-23-14)
Sponsorship

Registrants

NASCAR

Leads

Accessions

Leads/Registrants

# of Events

9.89%

10,012

Miami Dolphins

8.46%

Florida Panthers

1.92%

Sponsorship Generated Leads (w/o Digital
Data Capture)
Sponsorship

Leads

#of
Events

Leads/Event

ISOC/Scheuring

FIRST

F Invitational

Page 137

Leads/Event

V

Registrant/Hour Comparison
Event

U,5.AIRFORCE

Events Activation Length (total hours) Registrants

Leads

I GSD&M

Leads/Registrants Registrants/hour

NASCAR

22

412.50

9959

720

7.23%

24

Formula Drift

5

90

1407

295

20.97%

16

ISOC/Scheuring ...

8

144

139

139

100.00%

1

MotoGP

1

24

319

35

10.97%

13

Fe Dallas Rapid Strike
Fe Dallas*'"

1

2.75

136

7

5.15%

49

1

1.5

35

9

25.71%

23

Columbus Crew'"

1

1.5

12

12

100.00%

8

USA Science & Engineering

1

24

1226

64

5.22%

51

Science Olympiad

1

14

228

16

7.02%

16

FIRST**

1

30

25

25

100.00%

1

Botball**

1

28

11

10

90.91%

0

Six Flags

3

62

1784

198

11.10%

29

EAA AirVenture {CCAl

1

77

1,895

229

12.08%

25

IRWIN Tools Night Race (NASCAR)

1

24

1,252

94

7.51%

52

Cross Fit Visit (Vapor)

1

5

4

0

0.00%

1

Rockfest Presents the 1st Annual X Open (Vapor)

1

7

14

0

0.00%

2

Top Two Overall events

Worst Two Overall events

*NCR Card Event
**DDC wi iPads

Page 138

As of 9-23-14

2014 Sponsorship Investment Distribution

'\IU.S.AIRFORCE

I GSD&M

SPONSORSHIP INVESTMENT FEES
TOTAL FEES

= $2,345,038.00

1% 1%
• NASCAR
• ISOC/Scheuring
Formula Drift/Driver
• FIRST Sponsorship and leadership
USA Science and Engineering
Science Olympiad

MLS
Botban
Six Flags
• MotoGP
Supergirl Pro Surf Contest

*Activotion expenses not incorporated in chart.

Programfu~rt1,g-8> nds

multiple TO's.

2014 Sponsorship Distribution By Industry

V

U.5.AIRFORCE

I

GSD&M

Sponsorship Investment by Industry
1% 1%

• Motorsports

• STEM
Pro Sports
• Theme Parks
Action Sports



Limited diversification within AFRS sponsorship portfolio
Investment percentages by industry remained unchanged from 2013
$2,014,938.00 dedicated solely to motorsports ($1,515,438.00 to NASCAR)
64% of national AFRS sponsorship support for local squadrons activated via NASCAR races, up 7% from 2013
Limited opportunity to reach multiple audiences with a variety of skills and i.ft~:;Wst\40

V

Lea d/Registra nts by In d ustry

U,5.AIRFORCE

18.00%

16.00%

15.30%

14.00%

12.00%
11.10%

10.06%
10.00%

7.72%

8.00%

6.00%

4.00%

2.00%

0.00%

Motorsports

As of 9/23/14

STEM

Pro Sports

Theme Parks
Page 141

I GSD&M

Sponsorship Inventory Assets

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U.5.AIRFORCE

I

GSD&M

• The following sponsorship assets are categorized in respect to their role
along the AFRS marketing continuum.

When evaluating sponsorships, priority is given to partnerships
incorporating assets within the engage and recruit filters as to provide a
transactional venue for recruiters to meet and interact with prospects
face-to-face with one-on-one interactions.

• Inspire sponsorship assets achieve increased levels of awareness,
however, they are primarily delivered via media channels demanding
high levels of investment. Based on limited budgets, engage and recruit
initiatives should take precedence.
c

c

c

c

When applicable, advertising/media planning will be consulted to determine
value and/or interest level in media assets within sponsorship proposals. These
assets will be evaluated against current AFRS advertising criteria.
If media components within sponsorship meet advertising standards, funding
from the media budget to be a consideration.
Media will be incorporated into partnerships when provided as added value
(ex: Charter Media within NASCAR/RPM partnership)
Social media is an outlier and should be incorporated in all sponsorships when
possible.
Page 143

Sponsorship Filter - Inspire I Awareness Assets

VU,5.A'RFORCE

I GSD&M

Inspire
Make an impression
Provide High Reach

Three Phases To Decision Making, Three Opportunities To Make An Impact
MEDIA {communication}

TV spots

Radio spots

Digital banner ads

Social media posts

Print ads in event programs
SIGNAGE (real estate)

• Video boards
• LED ribbon

. ._

II

PAINT SCHEMES (motorsports)
• AF branded paint scheme on

Narrowing Phase
What's the path for me?

vehicle

II

AF logo on vehicles

LOGO/RIGHTS USUAGE
• Official sponsor designation

II

Career OISCOVE ry Phase

Exploring interest

Impression Phase

Seeding impressions

• Logo/sponsor name rights

Page 144

Quality Lead

Sponsorship Filter - Engage and Recruit Assets

VU,5.AIRFORCE

I GSD&M

Engage and Recruit
Encourage Exploration
Narrowing phase

EXPERIENTIAL

On-site footprint

(activate mobile asset
when space I availability

permits)

Quality Lead

II
II

Career Discovery Phase
Exploring interests

Narrowing Phase
What's the path for me?
PROMOTION

• On-site swear-ins for DEPers
• Military Nights: On-site experiential
footprint, color guard/national anthem

Impression Phase
Seeding impressions

Page 145

Activation Items Across Motorsports in 2014
NASCAR

ISOC

V

U.5.AIRFORCE

X

X

Mobile Asset Activation

X

X

Recruiter Presence

X

X

X

X

Driver Sponsorship

X

X

X

X

DEP Swear-In Opportunity

X

X

X

Social Media Engagement
At-Track Integration
Ticket Allocation
Digital Presence (ex. Web
stream ads, on-site banners)

X

X
X

X

GSD&M

SCHEURING

Dedicated Footprint Space

HS Appearances

I

X

X

X

X

X

X

X

X

X

X

X

X
Page 146

Activation Items Across STEM in 2014

FIRST
CHAMPIONSHIP

FIRST
LEADERSHIP

VU,5.AIRFORCE

I GSD&M

SCIENCE
OLYMPIAD

USA SCIENCE &
ENGINEERING

Botball

X

Dedicated Footprint
Space

X

X

X

Mobile Asset Activation

X

X

X

Recruiter Presence

X

X

X

X

Special Speaking
Opportunity

X

X

X

X

On-Site Integration

X

DV Presence

X

X

X
X

X

X

Page 147

Activation Among Local Efforts in 2014

VU,5.AIRFORCE

FC
DALLAS

COLUMBUS
CREW

SUPER
GIRL

SIX FLAGS

MotoGP

Dedicated
Footprint Space

X

X

X

X

X

Mobile Asset
Activation

X

X

X

X

Recruiter Presence

X

X

X

X

X

On-Site Integration

X

X

X

X

X

DEP Swear-In

X

X

X

Social Media
Integration

X
Page 148

I GSD&M

2015 Strategic Goals and Objectives

V

U.5.AIRFORCE

I GSD&M

• Evaluate and explore partnerships based on Engage and Recruit
objectives as the primary priority with broad reach as the secondary
priority
• Continue sponsorship portfolio diversification by exploring and
acquiring a variety of new partnerships and event platforms to reach
multiple audiences targeting both recruits and influencers
o Extreme/Action Sports
o STEM
o Diversity
• Test new properties to determine the viability for success at small
investment levels
o Walk before run
o Don't be afraid of risk. There will be hits and misses. Super Girl Pro
Surf vs. Botball
Page 150

2015 Strategic Goals and Objectives

V

U.5.AIRFORCE

I GSD&M

• Develop a comprehensive HP specific strategy to leverage
sponsorships and events to help target and entertain HP
candidates
• Consider a geographic strategy
o Provide more support in regions without support via a national
sponsorship (ex: NASCAR, ISOC/Scheuring, Formula Drift)
o Continue to focus on regions with high concentrations of
AFRISS leads.

Page 151

2015 Sponsorship Strategic Priorities

V

U,5.AIRFORCE

I

GSD&M

Develop a robust and diverse sponsorship portfolio using the following criteria to
measure viable sponsorships:

Sponsorship Inventory Assets
o

Prioritize and secure sponsorship inventory which can be activated against the
primary engage and recruit objectives and secondary inspire objective
c
Experiential footprints in highly visible locations / booth space
c
Air Force Night Swear-ins / Promotions
c
HP VIP, influencer and DEPer Tickets

c

Appearances / Air Force leadership speaking opportunities when applicable
and relevant

Geography
o

o

Season tickets and parking when applicable

Feature properties in key geographic locations/regions with high concentrations of
leads based on heat-mapping of active duty leads
Provide support in regions with minimal local activation opportunities (Snocross)

Career Fields
o

o

Seek and evaluate a variety of sponsorships with multiple properties/events to deliver
a range offan bases which represent multiple audiences with skills and interests that
cover a large cross-section of AF career fields
c
STEM related career fields, Special Operations, Tech tinkerer/mechanical,
diversity
c
Consider: Motorsports, Extreme/Action & Adventure Sports, STEM Events, Major
League Soccer, CrossFit
When possible, select properties and events with significant reach within the 16-27
year-old target audience
Page 152

Establish Sponsorship Success Metrics

V

U,5.AIRFORCE

I GSD&M

• In order to effectively evaluate sponsorships, establish
agreed upon success metrics that assess the partnership
in its entirety by assigning value to each of the elements
within the agreement
• Metrics for consideration
o Awareness/exposure levels and perceptual shifts
o
o

o

Digital Data Capture when applicable
o
o
o

o

o

o

Registrants per event
Percentage of registrants/leads
Approximate time spent

Recruiter provided measures
o

o

Conduct surveys to help establish
Property/event to help provide estimated impressions/recaps
if relevant

Number of visitors at footprint
Number of NCR cards

Property attendance / target demographics
Recruiter / AFRS feedback

Page 153

Opportunities/new tactics for consideration

V

U,5.AIRFORCE

I GSD&M

• HP Strategy
• Secure VIP tickets/hospitality to provide platform for
meaningful conversations between current AF HP
professionals and HP recruits

• Design and develop a portable footprint to support
sponsorships when a national asset is not
available/feasible (flexibility to ship from event to
event! ie. STEM booth)
• Season tickets for influencers
• Scorecard development
• Create social share opportunities
Page 154

V

2015 Future Properties and Events Discussion

U.5.AIRFORCE

I

In 2014, GSD&M recommends continued efforts to diversify the sponsorship portfolio by
considering new and/or expanded partnerships within MLS, Six FlagsAmusement Parks,
CrossFit Games, Action & Adventure Sports (ASA Entertainment)and STEM events.
Selection of properties will be based on various criteria such as:





Value of overall sponsorship inventory
Inclusion of prioritized inventory (on-site footprint, swear-ins, tickets, appearances,
etc.)
Local squadron strength and participation
Quality and success of property
Property disposition and willingness to go above and beyond partnership
expectations
Fit within geographic strategy

Any key learnings from local squadron marketing proposals? (CrossFit)

Properties for consideration
• MLS
• Six Flags
• STEM
c
Discontinue partnership with Science Olympiad and Botball
• ASA Entertainment Portfolio (bring supporting collateral)
• CrossFit Games
• Extreme Sports
Page 155

GSD&M

2014 Sponsorship Portfolio Observations V

U
,5.AIRFORCE

I GSD&M

• Heaviest concentration of partnerships are east of
the Mississippi, the Southeast and Texas
• Very limited exposure in western United States
• 48% of national AFRS sponsorship support for local
squadrons activated via NASCAR races
• 46 total sponsorship events/properties vs 22 total
NASCAR events (sports properties a nd STEM
events counted as one event and each NASCAR
race counted as one event)
Page 157

Apr-Jun FY 2014 Q3 AFRISS Leads

.. .
,

VU,UIRFORCE

I GSD&M

: "

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(:,lr.

:i:r.

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Page 158

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, - - . '!~ •

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AFRISS national leads / Apr-Jun FY 2014 Q3

Highest concentration
of AFRISS leads

Page

Geographic Strategy (Sponsorship Observations)

V

U.5.AIRFORCE

I

GSD&M

Question

Do we fish where the fish are or support squadrons who need national assets to meet
recruiting goals??

Feature properties in key geographic locations/regions with high concentrations of leads
based on heat mapping of active duty leads

Provide support in regions with minimal local activation opportunities (Snocross)

Regions / Cities for consideration
• Northwest: Seattle, Portland
• West Coast: Sacramento, SanJose, So Cal
• West Central (7): Salt Lake City, Denver/Colorado Springs
• Southwest: Southern Nevada (Las Vegas), Phoenix, Houston, Austin, Dallas
• Southeast: Miami, Orlando, Atlanta, South Carolina Coast, Charlotte
• Northeast: Washington D.C., Philadelphia
• Midwest: Detroit, Columbus

Page 161

2014 NASCAR Sprint Cup Series

VU.UIRFORCE

I GSD&M

For 5 years, USAF has partnered with Richard Petty Motorsports to help lead its efforts in sport of NASCAR.
The sport has a strong, patriotic fan base which provides a great opportunity for inspiring and building
awareness of USAF as a service. NASCAR aligns well with USAF's target audience's interests.
2014 Performance Stats (22 Events activating
registration, 8 remaining)
0

0

Registrants = 9,959
• 12% increase in registrants to date
from 2013 (24 races 2013)
Leads = 720
• Lead/Registrant = 7.23% conversion
• 12.4% of leads generated were HP (89)

NASCAR
leads Accessions

% of leads/Reg

Events

leads/Event

7

7.2%

22

33

991

25

9.9%

31

32

1,061

7

11.7%

32

33

Year

Registrants

2014

9,959

720

2013

10,012

2012

9,063

Key Learnings:
o
NASCAR accounts for nearly 18% of total accessions to-date, and 20% in 2013
o
Females accounted for close to 40% of leads
o
Newly refreshed NASCAR footprint which includes the Air Force Race Day Trivia
game provides a more interactive experience for fans.
o The chance to win an Air Force Racing hat signed by Richard Petty is a great
incentive for fans to register. We can partially attribute the increase in
registra nts to th is.
o
The addition of a NEXT representative on the PA draws more people to the
footprint and creates an event like atmosphere around the footprint
o
While the DEP ceremony draws attention to the immediate area surrounding
the footprint, the swear-in only engages a very small portion ofthe fans at the
race. It would be beneficial to find a way to move the ceremony into the
infield or broadcast on the jumbo-tron.
o
Due to the patriot nature of the fan base, havinf~2@il:!mony broadcast on
the jumbo-tron would prove to be more impactful.

V

2014 Formula Drift

U.5.AIRFORCE

I

GSD&M

Formula Drift is a competitive motorsport series that judges drivers' style and execution in drifting moves
through a marked course. USAF entered into its fourth year as a sponsor of Formula Drift in 2014 and was the
exclusive military sponsor of the series.
Formula Drift

2014 Performance Slats


Average Attendance = 15,000

Registrants

Leads

Accessions

% of Leads/Regs

Events

Leads/Event

2014

1,407

29S

1

21.0%

5

59

2013

1,021

291

2

28.5%

7

42

Registrants = 1,407


Year

21% of registrants were HIGH++MEDIUM propensity

Leads = 295


2012
996
323
3
32.4%
7
46
Lead/Registrant = 21.0%
21 HP Leads
Key Learnings:
• New in 2014 was the ability for the squadrons to perform a DEP swear-in
ceremony. This helped to increase the awareness of the Air Force as a
sponsor of Formula Drift
• Rapid Strike attended one race this season and gained 516 registrants,
which is over 1/3 of the total forthe season. Based on it's performance we
should look to bring Rapid Strike and/or CCA to more races next year.
• The Supercars have been attending these events for the last three seasons
and are still successful in gathering leads. Even without Rapid Strike's
attendance, we would still be over 200 registrants above what we captured
in all of last year.
• Ryan's autograph sessions are a big hit at the footprint
• There is an opportunity to use social media to build more awareness
about these autograph sessions to increase the number of visitors to the
footprint
..,.
Page 164
_

2013-2014 International Series of Champions OSOC) Snocross

V

U.5.AIRFORCE

I GSD&M

USAF continued its sponsorship of the snocross racing series, ISOC, for the 2013-2014 season. Continuing on
a high growth trajectory, ISOC is considered to be one of the premier snowmobile racing organizations in
the world consisting of the sport's top athletes.
2013-2014 Performance Stats

Average Attendance = 106,571
(13,321/race)


Leads = 139
Leads per event = 18

2012-2013 Performance

Average Attendance = 104,000
(13,000/race)


Leads =298
Leads per event = 37

Key Learnings:
• Leveraging Scheuring high school appearance to invite
leads to the event gave recruiters additional
opportunities for engagement
• Recruiters must focus on quality of life and the
opportunity to explore new areas as primary recruiting
talking points.
• DDC & NCR cards make it difficult to capture the interest
in the Air Force. Explore the possibility of bringing a
national asset to support a race.

2013-2014 International Series of Champions OSOC) Snocross

V

U.5.AIRFORCE

I GSD&M

Joyce Julius Research Results
Ex osure Source

Ex osure Time

Mentions Articles

1m ressions

Ex osure Value

Event (overage
On-Site Impact
Advertising/Promotions

10:33:1 '

165

1,672,471

$2,476,813.33

N/~

N/A

14,717,455

$412,354.8C

N/~

N/A

27,882,242

$670,567.9

Total

10:33:17

165

44,272,168

$3,559,736.0l

• The 2013/2014 partnership cost $147,000.00 and we received
$3,559,736.04 million in total exposure value which is a 2,322% return on
investment.
• The 2014/2015 total exposure should be even higher than last season
due to the addition of the primetime CBS Snocross Expose.

Page 166

2013-2014 Scheuring Speed Sports

VU.UIRFORCE

I

GSD&M

For the fifth year, USAF sponsored the AMSOIL Championship Snocross Series
team, Scheuring Speed Sports in 2013-2014. Consistently one of the top
performing teams in the series, Scheuring provides Air Force a winning partnership
and incomparable insight/experience in the sport.
Cost of Sponsorship in 2013-2014 = $127,500
Activation Items include:
• Two (2) in-market HS appearances per race weekend (16 total)


Distribution of one (1) Race to the Future Scholarship at each appearance
Presentation outlining the parallels a race team has with the tech skills taught in USAF
Student tour ofteam transporter highlighting technology in the sport and race sleds

(10) Pit Passes for Recruiters to distribute for race weekend

Prominent USAF branding across all team marketing efforts

Page 167

SCH[~RING

2014 MotoGP

V

U.5.AIRFORCE

I

GSD&M

MotoGP is the premier motorcycle racing World Championship event. It is the oldest motorsports
championship in the world and the premier-class of three racing classes that take to the track on a typical
Grand Prix weekend. USAF entered into its 1" year as a sponsor of MotoGP in 2014.
2014 Performance Stats

Attendance = 118.918

Registrants = 319

Leads = 35

Lead/Registrant = 10.97%

Accessions: 3

Key Learnings:
• The DEP swear-in took place on the start/finish
line in the morning with limited fans in the stands
and was not very impactful.
• DEPe(s had the opportunity to hold the U.S. Flag
on the start/finish line for the pre race
ceremonies. This proved to be a very unique
and impactful experience for the DEPers.
• MotoGP provides the Air Force the opportunity
to inspire a different demographic section of the
population than NASCAR and Formula Drift.
• 49% White
• 35% Hispanic
• 4.27% Black
• 4.27% Asia n
• This event has the highest leads-to-accessions
percentage of all events to date.

2014 National Science Olympiad

V

U.5.AIRFORCE

I GSD&M

In its 30 th year of competition, the 2014 Science Olympiad National Tournament supported its reputation
as a premier STEM organization drawing the best and brightest from aliSO states.
2014 Performance Review:


Approximate Attendance = 1,800
students (120 total teams)

·
·

Registrants = 228
Leads=16

Lead/Registrant = 7.02%

Key Learnings

The challenge with this event was two fold. The
only place that could support Rapid Strike was
away from the main events which severely hurt
traffic. The other issue was the schedule of
competition events meant the participants
had little free time to check out Rapid Strike.

The Mini iPad raffle was the only reason we saw
decent registration numbers on the first day.

68% were between 13-16 years old
57% male 43% female


58% white, 30% Asia n
Page 170

2014 FIRST Championship

I

VU.UIRFORCE

GSD&M

For three years, USAF has sponsored the FIRST Championship which provides an optimal venue
for engaging with the best and brightest students from across the country and world.

2014 Performance Review:

Attendance = Over 12,000


Registrants
Leads = 25

=

25

Lead/Registrant = 100%

Key Learnings

The STEM Trivia app was a constant source of traffic with many students
playing until they had cycled through every question


Adding a competitive element to this year's footprint proved to be a positive
approach to engaging with visitors

One student commented that the trivia game was fun but "I also learned
something."
Air Force branded charging station was incorporated into the footprint and
served as a stopping point as attendees passed by the footprint
Page 171

Ill)
fIRST

2014 FIRST Leadership

VU.UIRFORCE

I GSD&M

The two-day Leadership Program was created as an opportunity to provide 24
FIRST mentors with USAF leadership training taught by Air Force Personnel. In 2014,
the 3rd annual program took place at the United States Air Force Academy and
Schriever AFB.

2014 Program Costs = -$31,000
Activation Items Included:
• All-expenses paid trip for 24 influencers to the United States Air Force
Academy and Schrieve AFB.
• Leadership workshops led by""l(b)w:(6);------,

Up-close and personal experience with the USAFA's Astronautical engineering
department and Schriver's Aeronautical engineering department.

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Ill)
fIRST

2014 FIRST Leadership Experience

'\IU.S.AIRFORCE

I GSD&M

Feedback:
"My eyes were opened to the endless possibilities that are
available to the cadets at the US Air Force Academy .. . The insight
that I have gained about leadersh ip and becoming a more
effective mentor for my teams through the combined dealings
and dialogues with fel low mentors, USAF officers, cadets, USAFA
faculty and staff has helped me to formulate some new directions
to take in the development of our FIRST teams this year and
beyond."

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/

F'II51

2014 USA Science and Engineering

V

U.5.AIRFORCE

I GSD&M

USA Science and Engineering Festival (USASEF) is a high reach opportunity that will
engender positive brand awareness for USAF within the STEM community.

2014 Performance Review:
• Attendance = Over 325,000


Registra nts = 1,226
Leads = 64

• Lead/Registrant = 5.22%
Total Riders: 2,600

Key Learnings:
• Major General Dunbar was a featured presenter at the X-STEM
Symposium. She also had the opportunity to present to science and math
students at a local school.
• The simulator was a constant source of traffic and people were willing to
wait one to two hours to ride the simulator.
• PJ Halo Jump was used throughout the event and was popular with
visitors who wanted an AF experience but didn't have time t~a'$'eaj7!or the
simulator.

USA

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2014 Botball Global Conference on Education
Robotics

I.. J
~:fU.S.AIRFORCE

The Air Force sponsored the 2014 Global Conference on Educational Robotics which featured
the international Botball Competition. Botball is an autonomous robotics competition where
middle and high school teams build and program robots to complete tasks on special game
boards.

2014 Performance Review:

Registrants = 11

Leads = 10
• Lead/Registrant = 90.91%

Key Learnings

Participants are extremely focused on the competition
and have little time to interact with the USAF

Higher quality SPls are needed to draw competitors
attention to the footprint

More interactive display that relates to the event is
needed to attract the participants
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I GSD M
&

V

2014 Fe Dallas

U.5.AIRFORCE

I

GSD&M

FC Dallas is a professional Major League Soccer team based in Frisco. TX, and in recent years, the 344 th
RCS has developed strong relationships with the club which has allowed for seamless activations.

2014 Sponsorship Cost = $10,000

2014 Rapid Strike Performance Stats - July 23,d

Attendance = 10,141


Registrants = 136
Leads = 7
• Lea d/Registrant = 5.15%

2014 Digital Data Capture Performance Stats - August 9th

Attendance = 15,731

Registrants = 35
·
Leads = 9
• Lead/Registrant = 25.71%
Key Learnings:
• Ranks 5th overall in registrants/hour behind the top two
(2) performing NASCAR races and the top two (2) high
school visits
• The iPad digital data capture resulted in a high
lead/reg ratio (25.71 %) in line with high school visits. We
attribute this figure to recruiters only focusing iPad
registration on the quality prospects versus the mass
audience.
• Total outreach for Rapid Strike in 2.75 hours was 300
riders (164 under the age of 13)

&

2014 Columbus Crew

V

U.5.AIRFORCE

I GSD&M

The Columbus Crew is the MLS soccer team based in Columbus, OH. The team plays at Columbus
Crew Stadium which draws an average of 16,080 fans per game.
Sponsorship Cost: $14,500.00
Activation Items included:
• Activation at three (3) home games
• Local squadron to support two ofthe three games with a 20'x20' display space
• Sponsor the Cross bar challenge at High School Night
• Host a DEP swear-in at half-time of one game
• Video & PA recognition
• Supercar X-1 to support activation for one game
2014 Performance Review through one game:
• Provided squadron with NCR cards for data capture


Registrants
Leads = 12

= 12

Lead/Registrant

=

100%

Key Learnings
• The lack of DDC or national asset hurts the number of leads the recruiters were able to
capture
• The high school night activation was a great opportunity to interact with juniors and seniors
who may have an interest in the Air Force
Page 178

2014 Ford Supergirl - Professional Surfing
Competition

I.. J

~:fU.S.AIRFORCE

I GSD M

The U.S. Air Force partnered with Supergirljam for the 8th annual Ford Supergirl Pro. The Ford Supergirl Pro is
the only 6 Star ASP Prime Women's Surfing competition in North America. There were over100 of the best
female surfers in the world competing. including Bethany Hamilton.

While at Ford Supergirl Pro. AFRS representatives
used a survey to gauge female interest in the
Air Force. specifically Special Operations since
the career field will open to women inJanuary
2016.
Special Operations Survey Results

Event Attendance = approximately 55.000
• Total Responses = 206
• 69% of the respondents were female
• Over 40% of respondents were aged 15-19
• 49% were not aware that the Air Force had Special
Operations
• When told that Special Operations would be
opening to women inJanuary 2016 - 86% felt it was
a positive change and 45% became slightly more
interested

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2014 Sponsorships Considered

V

U
.5.AIRFORCE

I GSD&M

The following sponsorships were reviewed by GSD&M but ultimately were not
recommended because of budget, failure to meet enduring priorities, exclusivity
conflicts, etc.:








UDEF
Fitmanity Games
Power Sports Nation
Monster Jam
Monster Energy Cup
VEX Robotics
Technology Student Association
Super Spartan Obstacle Race
MLB All-Star Game

GSD&M will continue to evaluate properties/opportunities as they are received to
determine viability and fit within the portfolio. A sponsorship POV will be provided
to AFRS for each property evaluated.
Page 181