How Exactly Does The Program Work?
It’s quite simple, really. Provided a facility
qualifies, Action Sports Advertising lists the facility as part
of the associate facility database. Facility administrators simply
supply detailed information on their facilities and provide space
for the advertising or sampling campaigns.
Once a facility is listed, Action Sports Advertising will endeavour
to bring campaigns to accommodate clients’ requests, and
revenue share up to 50% of the gross profit with the organization
(see the section entitled “How And When Do Associate Facilities
Get Paid?” for more information on revenue sharing).
Advertising mediums used generally include rinkboard panels,
walls boards, ice surface advertisements, ice resurfacer sponsorships,
lobby display boards and sports field billboards, but can be
tailored to the needs and wants of associate facilities. Installations
are typically performed by the facilities themselves, but in
some instances may be performed by Action Sports Advertising’s
trained installers.
Due to the nature of this relationship, no specific commitments
can be made regarding performance, and Action Sports Advertising
may or may not be actively soliciting clients for these particular
facilities.
What Does Action Sports Advertising Do? With
associate facilities, Action Sports Advertising simply acts in
the role of advertising broker or advertising agent, coordinating
and negotiating advertising contracts as the need arises and
opportunities present themselves.
As with partner facilities, Action Sports Advertising manages,
on behalf of the associate facility, the marketing, solicitation,
production, contracting and invoicing for clients who have expressed
interest in being there. Action Sports Advertising is responsible
for:
- Conducting market research
- Designing and producing marketing materials
- Hiring and training
sales representatives
- Creating a legal advertising contract
- Creating prospect lists
- Soliciting clients and making sales
- Preparing advertising
contracts
- Designing advertising layouts and discussing with
clients
- Coordinating production and shipping
- Invoicing clients
- Creating a program for follow up and renewing
existing clients
- Accounting for revenues and expenses
- Remitting shared revenues
to associate facilities
What Is Expected Of The Associate Facility?
Associate facilities do little else other than receive shipment
of the signs, install the advertisements and receive payment
from Action Sports Advertising. Materials and maintenance (where
required) are also the responsibility of the associate facility.
Once installed, the associate facility simply takes a picture
of the sign and emails (or mails) the picture to Action Sports
Advertising. Of course, it is also expected that associate facilities
will ensure that the advertisements are not covered, obstructed
or removed during the campaign, and will notify Action Sports
Advertising immediately if this occurs.
How Are Installations And Maintenance Performed?
Installations are typically performed by associate
facilities. Action Sports Advertising simply ships the signage
(including overages where applicable) and any unique materials
required to compete the installation (e.g.: an applicator and
instructions when peel and stick decals are involved). Occasionally
with larger, multi facility campaigns near markets that Action
Sports Advertising actively services, installations will be performed
by Action Sports Advertising‘s trained installers.
Installations for most mediums are quite simple. Signage for
Rinkboard Panels is printed either on styrene, which is then
installed behind a lexan sheet, or occasionally on a self adhesive,
peel and stick decal affixed directly to the surface of the boards.
Interior Wall Billboards are typically printed on corrugated
cardboard (“coroplast”) and mounted on walls using
traditional fastening methods.
Maintenance and replacement of athletic facility signage is
virtually nil, and responsibilities on the part of arena staff
are minimal aside from standard existing facility maintenance
(regular cleaning, screw tightening, etc.). Unless breakage,
damage or vandalism occurs (extremely rare), lifespans of signage
typically outlast advertiser contracts. If a damaged sign becomes
a safety hazard, or interferes with the operations of a facility,
the sign is typically repaired or removed by facility personnel,
and Action Sports Advertising is notified as soon as possible.
Action Sports Advertising can assist your facility if information
and/or training is required on accepted installation and maintenance
methods.
Can Associate Facilities Or User Groups Still Sell
Advertising
Themselves?
Yes. Associate facilities retain the right to sell
and manage their advertising program on their own (or through
user groups), provided Action Sports Advertising’s clients
are not covered or obstructed in the process. Existing advertising
sold by the facility themselves, or their user groups, may continue
to co-exist with advertising that Action Sports Advertising solicits.
Action Sports Advertising also grandfathers any existing category
exclusivity agreements. If there is a conflict between an existing
category exclusivity agreement and an advertisement that Action
Sports Advertising has solicited, the new advertisement is only
accepted if both the facility administrators and Action Sports
Advertising jointly agree to it.
What About Third Party Advertising Agreements?
Action Sports Advertising generally works only
with facility operators and owners, and not with outside third
party agents, as there is typically inadequate revenue to split
three (or more) ways. Where a facility has an existing advertising
agreement with an outside, third party agent to whom advertising
rights in the facility have been granted, the agreement may already
allow for external campaigns (i.e.: campaigns initiated outside
of the local market) to be brought in, or it may be possible
for the facility to modify their agreement with their agent to
allow for this. If the agreement does not provide for this already,
and the third party agent is unwilling to modify it, contact
Action Sports Advertising to see if arrangements may be made
to still bring campaigns to the facility.
What About Tournaments And Special Events? Action
Sports Advertising recognizes that associate facilities are in
the business of renting their facilities to user groups, not
selling advertising. Action Sports Advertising also recognizes
that user groups are an important part of the communities within
which we live and do business. Accordingly, Action Sports Advertising
is committed to working with associate facilities to ensure that
the advertising program does not interfere with regular operations
of the facility, nor restrict the facility from hosting and booking
major tournaments and special events. Special arrangements may
be made to accommodate these tournaments and special events.
How Might A Campaign Arise At Our Facility?
Campaigns are placed in associate facilities primarily at the
request of an advertising client or agency. As an example, say
a national sporting goods manufacturer wanted a grassroots advertising
campaign in markets with populations of no more than 10,000 people,
and specifically requested facilities that hosted ringette and
girls hockey (say they are marketing a new line of girls skates).
If an associate facility listed in the Action Sports Advertising
database met this criteria, it would come up on the list of prospective
facilities for this client.
Another example might be an advertiser looking
for a campaign in a specific region or area of the province.
Again, if an associate
facility is in this targetted area, Action Sports Advertising
would endeavour to deliver the campaign.
What Is The Difference Between Partner Facilities
And Associate
Facilities?
Partner facilities are facilities that have entered into a full
partnership program with Action Sports Advertising (approximately
100+ facilities as of September 2003). Action Sports Advertising
is granted advertising exclusivity within the facilities, and
assumes the role of Advertising Manager, managing the advertising
properties and the entire advertising program on behalf of the
partner facility. Partner facilities must meet certain criteria
to be eligible, and must be located in a market that Action Sports
Advertising actively services (i.e.: has sales representation).
Associate facilities are non partner facilities that have entered
into an associate facility agreement with Action Sports Advertising.
Associate facilities are listed as belonging to Action Sports
Advertising’s facility network, at no charge to the associate
facility, and clients choose the markets and facilities they
wish to be in. In this way, Action Sports Advertising‘s
role is less involved than with partner facilities, simply acting
as an advertising broker or agent and delivering client initiated
campaigns to the organization as these opportunities present
themselves.
An associate facility relationship is typically suited to facilities
that are not eligible for full partner facility status, such
as facilities located in markets where Action Sports Advertising
has no active sales representation, and therefore cannot market
a particular facility full time.
Associate facilities that are in (or in close proximity to)
a market that Action Sports Advertising is actively servicing
(or plans to be in the near future) may be eligible for full
partner facility status if circumstances warrant, and where the
facility qualifies. These facilities will be examined on a case
by case basis. Please contact Action Sports Advertising if you
feel your facility may fall into this category.
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