TABLE OF CONTENTS

1. EXECUTIVE SUMMARY

2. PROBLEM

3. PROJECT DISCRIPTION

4. MADE TO STICK

5. COST BENEFIT ANALYSIS

6. ASSESSMENT STRATEGY AND CONCLUSION

7. APPENDIX: SAMPLE MEMO

EXECUTIVE SUMMARY
What is this Proposal About?
This proposal will outline my idea to increase Santa Clara Athletics triple bottom-line. The
idea is titled T-Shirt Toss for Tickets. It is a very simple idea that I believe will yield a return
on investment of 1,900%. The promotion being proposed is taking all the left-over T-Shirts
from the giveaways we do and have Bucky the Bronco hand them out at local schools or
youth sporting events. The idea behind the project is that the kids will get the T-Shirts and
become fans of Santa Clara sports teams and ask their parents to come to various games.
Eventually the parents would agree to go to a game. The parents would most likely
accompany the kid to the as well as the rest of the family. This will result in us giving away a
T-Shirt and possibly getting between three and five tickets sold, depending on the size of the
family.

How I know this will work

I am confident that this will be the case as I have witnessed firsthand the benefits of mascots
bringing T-Shirts to schools. When I was a young kid, Blaze the Trail Cat, mascot of the
Portland Trail Blazers came to my school and handed out T-Shirts to my class. After that I
bugged my parents to take me to a Blazer game until they eventually caved. The game ended
up going into overtime and ended when Brandon Roy made a 30ft jump shot at the buzzer to
win the game. After this I became a Trail Blazer fan for life. I have been to countless blazer
games since. All because of that one T-Shirt.

Why am I passionate about this?

I want to do my part to help fill the stands at Santa Clara sporting events. As a Sports
Marketing Intern I take it personally that the stands are empty most games. I am excited for
about this proposal and hope that after reading it you are, too.

Go Broncos!

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PROBLEM
It is no secret that Santa Clara has trouble selling tickets to their sporting events. From soccer
to baseball, from volleyball to tennis, the lack of spectators at every game is a tradegy.

The Gonzaga basketball game is the only sellout game out the six major sports that tickets
are sold for. The Gonzaga game is heavily attended mainly because Gonzaga is consistently a
good basketball team and therefore draws a crowd. But also because there is an assumption
that the entire community is going to be at the game; which draws more people to the stands
since they know they are going to see their neighbors there.

We also have left over T-Shirts that sit in the back closet for years until it is cleaned out. We
cant reuse these T-Shirts at the stadium because we only have 20 of each, which would
make for a weird giveaway. Also, some of the shirts are event specific, making them
impossible to reuse.

By giving T-Shirts to young kids we are expanding the advertising of Santa Clara Athletics
beyond the regular attendees. Right now, there are only 30 kids that are members of the
Broncos Kids Club. That shows that the interest from the younger generation is not being
tapped into. Anything that will help more kids get involved and more people in the stands
will increase the fan experience for all spectators at the stadium, arena, or park.

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PROJECT DESCRIPTION
The basis of the project is simple. We take the left-over T-Shirts from our giveaways and
distribute them to a school in the community. This will be done once a quarter, every quarter.
We will be asking two Interns and Bucky to go to deliver the shirts to the schools. Sports
Marketing Interns like myself already go out into the community so this would not be a new
thing to ask us to take our own cars somewhere off- campus. The only thing we do off-
campus now however, is set up a table at local farmers markets across the South Bay.

Triple Bottom Line

I except this project to have a quarterly revenue of $1,500 with an ROI of 1,900%. But thats
not the only good that will come from this. The goal is to increase the triple bottom-line of
the Athletic department. When planning my project, I chose to solve a sustainability problem
first. We are helping the planet by reusing shirts that otherwise would have just sat in the
back closet. But perhaps even more impactful, although seemingly small, we will be
contributing to the people of the community. We will be making many childrens day with
the very simple act of giving them a T Shirt.

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MADE TO STICK
I believe this idea is sticky, from the definition coined by the Heath brothers (2008) Made
to Stick: Why Some Ideas Survive and Other Die, because it satisfies most of the postulates
that sticky ideas have. These postulates are:

Story
I have a story that every sports fan can relate to that shows directly the link of this project to
its success. This story is one that I shared in the executive summary portion of the proposal.
It is how Blaze the Trail Cat came to my school and gave me a T-Shirt making me a blazer
fan for life. This is the exact outcome that I want to see from my proposal, and it is easy to
see the possibility of it happening.

Concrete
The link between cause and effect of this idea is simple to see. There are no long winded
paths to implementation or explaining why one will affect the other, its simply that if we
give a kid a T-Shirt then they may become a fan.

Simple
This is the most impactful aspect of the idea in my mind. This idea is extremely simple. It
will only take three people working about two hours each to implement every quarter. There
will be no new required training as we have all done giveaways before and are well versed in
promoting the program.

Emotions
Executing this idea will make everyone involved feel good. The Interns who go to the
schools will love giving away the T-Shirts and the kids will love getting the T-Shirts.

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COST BENEFIT ANALYSIS
For this cost analysis we are going to use the average ticket price of $15 for a Santa Clara
event. This was found by averaging all tickets, (adult, student, and child) for all Santa Clara
Athletics that charge an admission price. We will also use an average family size of four
people.

We have about 100 T-Shirts left over every quarter. If we give those out to 100 different kids
my goal is for 25% of them, or 25 of them to become fans. The goal is for the kids to ask
their parents to take them to the game and for those parents to take the whole family to the
game.

The goal is for 25 families of four to come to an event after giving away 100 T-Shirts. Keep
in mind that this assumes they only come to one event.

BENEFITS PER QUARTER COSTS PER QUARTER

4 PEOPLE PER FAMILY $25 TO PAY BUCKY FOR 2 HOURS
$15 PER TICKET $50 TO PAY INTERNS FOR 2 HOURS
25 FAMILIES

$1,500 $75
ROI
1,900%

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ASSESSMENT STRATEGY
Short Term
The intended short term outcomes of this project is to increase community interest in Santa
Clara Sports. This outcome is complimented by getting rid of excess T-Shirts every quarter.
The effect is small but will be noticed because of the lack of fans at all home games.

Long Term
The long-term outcomes could be many things. Just the fact of getting more people
interested in the athletic department could slowly raise attendance. The long term outcomes
could go as far as getting kids interested in attending Santa Clara University early. This could
possibly increase enrollment for the school, but this is a very long term.

How to Ensure this Idea is Well Received

To ensure this idea is well received by the athletic staff we need to choose the right interns to
implement it. We have over 40 interns which means that we have a wide range of talents and
interests. This gives us the luxury of offering up the opportunity to go to the schools to
anyone that is interested, meaning the interns who execute it will be excited to take part.

CONCLUSION
This proposal will only cost $75 to implement per quarter. This cost is paying interns and
Bucky for two hours to visit a school and hand out the T-Shirts. That cost is less than
keeping concessions open for one quarter of a basketball game. As stated in my cost
analysis, I expect a ROI of 1,900%. This comes from a very safe estimate of only 25% of
kids becoming fans of Santa Clara, and that they will only show up to one game after they
become a fan.

This idea is sticky and will catch on inside the organization due to it satisfying 4 major
postulates of a stick idea from the book Made to Stick. The description of those ideas can
be found in the Assessment Strategy section of the proposal.

Again, I would like to thank you for taking the time out of your day to review my
proposal. My recommendation is that we implement it starting in the fall quarter of 2017.
This will be the next time that schools are in session and our teams are in season. I hope
you strongly consider my idea as I think it can greatly benefit the triple bottom line of
Santa Clara Athletics.

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APPENDIX: SAMPLE MEMO