As a small and entrepreneurial division of one of the largest multimedia companies
on the globe, CBS Collegiate Sports Properties is the only company in our industry that can offer
universities access to a fully integrated and truly national platform of
advertising media and sales resources.
We offer our partners a business formula that maximizes their advertising revenues
through the development of creative marketing concepts and enterprising approaches
to the packaging and selling of corporate advertising.
We have a keen understanding of the unique position that intercollegiate athletics
maintains on campus and in the hearts and minds of loyal alumni and fans. A successful
corporate partnership program must respect that unique position and build upon,
rather than dilute, the long-term value of the brand.
CBS Collegiate Sports Properties Approach
Our approach to marketing for our collegiate partners is the same as how we run our
overall organization. That framework includes the following:
- Dynamic Strategic Planning
- Strong Leadership and Personal Management
- Effective Marketing and Communications
- Aggressive Business Development
- Integrated and Innovative Sales
- Superior Customer Service
- Sound Fiscal Management
From theory to execution, CBS Collegiate Sports Properties strives to implement all initiatives and programs
within this framework to a "Higher Standard," one that is applied to all aspects of our
company and our collegiate partnerships.
Dynamic Strategic Planning
CBS Collegiate Sports Properties selects prestigious collegiate sports properties that fit into the business
development criteria we defined for our organization's long-term growth. At the property
level, we will work with a university to establish clearly defined and mutually understood
short- and long-term partnership objectives, establish the matrices and means by which to
measure our efforts and develop a dynamic process that everyone on the university marketing
team will use to accomplish those objectives. In simple terms, we will insure that everyone
knows where we are today, where we are going, and more importantly, how we are going to get
there.
Leadership and Personal Management
This is by far the most important element of the CBS Collegiate Sports Properties model and one that we are
confident sets us apart from our competition. The most well-written vision statement,
backed by a well-designed and resourced strategic plan, will still not succeed without the
right people on the ground to simply make it happen. All of our properties are locally staffed
with a proven team of sales and marketing professionals and overseen by a regional marketing
director, who provides day-to-day sales and operational support as well as insight and
experience from similar collegiate properties. The general manager and regional director
are ultimately accountable and responsible for the achievement of all partnership and revenue
objectives.
Effective Marketing and Communications
This area covers a wide range of disciplines that are mostly ignored and/or under resourced at
the collegiate level. Well before we begin the sales process, the CBS Collegiate Sports Properties team will work
with a university to establish a clearly defined brand position for its athletic program. The
sales and marketing plan will be based on the results of that positioning. The key to our
success will be to identify and understand the brand's uniqueness or competitive advantage and
learn how to effectively communicate that message to the various constituents, both internal
and external, that can influence our success.
Aggressive Business Development
With support from CBS Collegiate Sports Properties, CBS Outdoor and CBS corporate, we will always be looking
for ways to grow our business and generate incremental revenues for our clients. That means adding
inventory above and beyond what is currently being marketed by a university. With greater access
to capital than our competition, CBS Collegiate Sports Properties is well positioned to support new inventory
initiatives that can have an immediate impact on top line revenues.
Integrated and Innovative Sales
In today's ultra-competitive advertising sales market, this is the area in which the people at
CBS Collegiate Sports Properties excel. It all starts with an exhaustive analysis of the marketplace, current
inventory, pricing, and packaging, and an overall evaluation of sponsorship categories. Our
list of corporate partners includes not only leaders within their respective categories, but also
leaders within the discipline of sports marketing, companies that have made affinity and event
marketing around collegiate sports a significant component of their media mix. CBS Collegiate Sports Properties
sponsors include national brands Toyota, Nextel, Dodge, Bank of America, Wachovia, TIAA-CREF,
Wendy's, Subway, and many more. Partners will have access to all of those current relationships,
in addition to the national client base of CBS Outdoor, CBS Sports, Infinity Broadcasting
and other CBS divisions.
Superior Customer Service
Our business and the success of our partnerships depend on our ability to over deliver on what
we have guaranteed to a university and on the sponsorship benefits we have provided to our
advertisers.
The CBS Collegiate Sports Properties approach has always been to commit a full-time, on-site marketing professional
to manage the fulfillment and service of all advertising contracts. This more personal approach
to managing our corporate relationships has worked well at our other properties and is another
point of differentiation between CBS Collegiate Sports Properties and our competition.
Sound Fiscal Management
The CBS Collegiate Sports Properties approach to this arena is simple - maximize revenues, manage expenses and realize
a fair return for the associated risk and investment. While we are extremely passionate about
college athletics, we do not allow that passion to override sound business principles. As in any
partnership, both parties must benefit, and we are confident that the detailed analysis and due
diligence that we perform up front positions both CBS Collegiate Sports Properties and our collegiate partners for
long-term financial success.
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