I created this case study as a part of my application to the Associates Program at Ogilvy & Mather. I did a case study based off of a sponsorship proposal that I developed for USA Swimming's Make A Splash Tour and Carol's Daughter. USA Swimming's Make A Splash: http://www.usaswimming.org/ Carol's Daughter: www.carolsdaughter.com

1. Creative Portfolio for the !
Associates Program at Ogilvy & Mather
Case Study: USA Swimming Make A Splash Foundation &
Carol's Daughter Sponsorship Proposal !
!
Alix Montes!
New York | Atlanta !

2. !
Agenda
• Synopsis!
• Challenges!
• Finding the Brand Fit!
• Sponsorship Proposal!
• Recap: Projected Outcomes & Lessons
Learned

3. !
Synopsis!
!
!
This is a sponsorship proposal that I prepared
on behalf of USA Swimming's Make A Splash
Foundation to present to Carol's Daughter. This
project was inspired by my background as a
Black swimmer. As a swimmer I appreciate the
value of the skills and health benefits of the
sport. I am also familiar with the issues that
many African-American women face when
looking to care for their hair.

4. Challenges

5. A lack of diversity in
the sport.

6. !
!
Drowning rates
are highest
among African-
American & low-
income
communities.

7. African-American
women cite
physical
appearance as a
major deterrent to
the pool.

8. Finding the Brand Fit

9. • Through the Make A Splash
Foundation, USA Swimming
works to provide affordable
swimming lessons to low-
income, minority communities. !
• With Olympic Gold Medalist,
Cullen Jones, the Make A
Splash Tour aims to draw
attention to the issue.

10. Carol's Daughter makes hair
products for African-American
women.
Carol's Daughter is also
funded, owned, and operated
by African-Americans. Jay-Z,
Will Smith, and Jada Pinkett are
the brands most famous
investors.

11. Finding the Brand Fit
USA Swimming Carol's Daughter
African-American
Swimmers. !
women concerned with
Not at risk of drowning.!
the well being of their
Health conscious.!
hair.
Competitive.!
Target audience.

12.
Proposal Format
Sponsorship proposals are usually made up of five
elements:!
1. Overview.!
2. Fast Facts: Who, What, Where, Where, How, & Why.!
3. Demographics.!
4. Sponsorship Benefits. !
5. Contact Information.

13. !
USA Swimming Foundation Make A Splash
Sponsorship!
!
Prepared for

14.
Overview
!! Make A Splash, is an initiative of the USA Swimming
Foundation, aimed at lowering the drowning rate amongst
minorities and increasing diversity in the sport by
providing affordable swim lessons. Make A Splash was
founded in 2007 in response to a study which found that
the youth drowning rates in ethnically diverse
communities are double the national average.!
! ! Cullen Jones, the 2nd Black male to win an Olympic
Gold Medal in swimming, is the official spokesperson of
the Make A Splash Tour.!

15. Fast Facts
What: Make A Splash Tour with Cullen Jones!
Presented by Conoco Phillips!
When: Summer 2011; July through August!
Who: 300-1,000 Children per city!
Where: Six Cities across the U.S. (TBA)!
Last year cities included: Omaha, Chicago, Washington!
D.C., Shreveport, LA, and New York City.!
There are four elements of the tour that will be outlined in the
following slides. !

16. Fast Facts:
Community Relations Breakfast
• Cullen Jones and Rowdy Gaines (U.S. Olympic Hall of
Famer) meet with local MAS partners, the Mayor, and Sports
Commission.!
• Here, they discuss the importance of swimming and access
to low cost swim lessons. !

17. Fast Facts:
School Assembly
!
• Cullen Jones speaks to •Giveaways include: T-shirts,
students about the swim caps, and USA Swimming
importance of memorabilia.!
swimming.! !
• Information on low cost •Attended by 300-1,000
swim lessons is students.
provided.

18. Fast Facts:
Free Private Swimming Lessons
Students are selected from the school assembly
to receive a private lesson from Cullen Jones.

19. Fast Facts:
Media Tour
!
• PR Agency arranges for a series of interviews.!
• Radio, Newspaper, TV.!
• Swim Clinic for about 100 children which will
include local swim coaches.!
!

20. Demographics:
USA Swimming
Ethnicity of USA Swimming Top 10 Markets by Membership!
• Illinois!
Members!
• S. California!
• 44% respond as White/Caucasian!
• Pacific!
• 4.4% respond as Asian!
• Indiana!
• 2.8% respond as Hispanic or
Latino! • Potomac Valley (DC)!
• Michigan!
Members by Age!
• Middle Atlantic & Northeast: portions of
• Age 6 – 12…………….52%!
NJ, DE, PA, and NY!
• Age13 – 17……………40%! • New Jersey!
• Age 18+………………….8%! • Florida!
!
!

21. Demographics:
Drowning Statistics
• Mostly African-American &
Hispanic kids.!
• 70% of African-American
and 58% of Hispanic
children with little or no
swimming ability.!
• A University of Memphis
study showed that
appearance deters African-
Americans from swimming.!

22. Demographics:
Make A Splash
• Target Demographic: African-American and Latino
children from 6-8 years old.!
• In two years, 690,000 kids have been reached.!
• 385 Local Partners through the Make A Splash Local
Partner Program!
– 44 States!
– Parks & Recreation Departments!
– YMCA’s !

23. Associate Sponsor Benefits:
Advertising, Merchandising, Activation
Carol’s Daughter logo to appear on:!
• USA Swimming Foundation Make A Splash
homepage (www.swimfoundation.org)!
• “Make A Splash” Banner at each pool site of the tour.!
• “Make A Splash” shirts for kids who pass swim tests!
• Swim caps for swimmers in the program!
• Press Releases and Direct Marketing Material.

24. Associate Sponsor Benefits:
Advertising, Merchandising, Activation
On site activation!
• Product displays for Carol’s Daughter.!
• Distribution of shampoo and conditioner for girls to
wash their hair after their lesson.!
• Table or booth with representative to discuss how
to maintain healthy hair as a swimmer using
Carol’s Daughter products.!

25. In-Kind Sponsorship
On-Site Activation!
• Product displays of shampoo and conditioner!
• Samples to distribute to swimmers after their
lessons.!
• Promotional Material to distribute at Make A
Splash partner sites.

26. Contact Info
Alix Montes!
The George Washington University!
amontes89@gwmail.gwu.edu!
(786)-877-5947!
Guillermo Rojas!
Director of Marketing and Business Development, USA
Swimming!
grojas@usaswimming.org!

27. Recap.
Recap

28. Projected Outcomes
• African-American girls can learn to swim while
learning how to take care of their hair.!
• Carol's Daughter can start building brand
loyalty with consumers while they are young. !
• USA Swimming can effectively combat
drowning rates and bring diversity to the
sport.

29. Lessons Learned
• Creative ideas must be able to drive results.!
• The importance of segmentation and
demographics. !
• How brands can work together to achieve
mutual goals.

30. Fin.