Sports marketing

MarketInk: New sports marketing unit will focus on San Diego post-chargers

Brian Brokowski
Brian Brokowski of Allison+Partners

Allison+Partners, a San Francisco-based global public relations and marketing communications firm with an office in San Diego, announced the launch of Allison+Sports, a sports marketing specialty.

A statement from the company said: “The specialty will work with brands’ existing and planned sports sponsorships, athlete and celebrity endorsements and other marketing relationships to provide an integrated marketing strategy and execution, using a first lens.”

The sports specialty will be led by Shane Winn, managing director of sports strategy and marketing at the 500-employee agency, which operates offices in 34 markets and serves more than 1,700 clients globally.

“Today’s sports landscape is more intertwined with mainstream culture than ever before, providing plenty of opportunities for storytelling on and off the field,” Winn said. “We know that building relationships across an ecosystem of journalists, sponsors, properties and fans is the fuel that will bring these stories to life in a massive sea of ​​sports headlines.”

Winn told The Times of San Diego that San Diego offers opportunities for Allison+Sports. “In San Diego, we had conversations with Sports San Diego about the post-Chargers sports marketing landscape and ways to support their mission to bring more high profile sporting events to San Diego,” Winn said. .

Sports San Diego is a newly formed local organization whose primary goal is to book sporting events that will ultimately increase local tourism revenue. The entity is managed by the non-profit San Diego Bowl Game Association, which organizes the annual Holiday Bowl.

Shane Winn of Allison Sports

Funding is provided by hotel fees collected by the San Diego Tourism Marketing District and grants from several major corporations, whose founding partners include Qualcomm, Kaiser Permanente and General Dynamics NASSCO. Sports San Diego will also raise its own funds and collect revenue from future events produced by the organization.

“The post-Chargers sports landscape is very interesting here,” said Brian Brokowski, general manager of the agency’s San Diego office. “While the Padres are a local treasure, where we really see the opportunity here from a sports marketing perspective is in the lower entry price opportunities presented to traders.

“In many cases, they have high ROIs for brands looking for deeper levels of engagement with highly defined target audiences. Organizations like Sports San Diego have done a great job attracting these events, which not only sell hotel rooms, fill restaurants and delight fans, but provide brands with high visibility.

Additionally, Allison+Sports has launched a proprietary, data-driven tool called Earned Performance Scorecard, which will use benchmarks to methodically assess and score brands on audience messaging impact, social media, partner endorsement and impact, conversation building, and pop culture sentiment and relevance.

According to Brokowski, “One of the ways we will use the Earned Performance Scorecard here is to help existing and new clients get a better idea of ​​how their sports investments are performing, what they can leave on the table and how they can use communications and earned media to refine them.”

Allison+Partners was founded in 2001 by Scott Allison and Andi Hardie Brown. Allison and Scott Pansky opened the San Diego office in 2002. The agency is organized around five practices, including Consumer Brands, Enterprise, Reputational Risk and Public Affairs, Healthcare, and Technology.

In 2010, MDC Partners acquired a majority stake in Allison+Partners. In 2021, Stagwell Marketing Group merged with MDC Partners to form Stagwell, a global marketing and communications network.

(W)right On Communications Hires David Cumpston as Director

(W)right On Communications, a San Diego public relations firm, announced that it has hired David Cumpston as director of its business-to-business and technology practice groups.

He was previously Associate Vice President and Division Head at Havas Formula. His customer experience there included dip brand Wholly Guacamole, Daiya plant-based foods, QDOBA Mexican Eats, Solaray health supplements and West Marine, a chain of retail stores for boating and fishing equipment. .

David Cumston

Cumpston spent most of his 20-year career in San Francisco where he worked with Landis Communications, Allison+Partners and MLS Group. His experience includes clients such as JP Morgan Chase, Aramark, Sodexo, SEGA, Horizon Organic, Sutter Health, University of California San Francisco Medical Center, Stanford Children’s Hospital, Walmart, Starwood Hotels & Resorts, Orbitz, Best Western Hotels & Resorts and Velodyne. lidar.

At (W)right On, Cumpston will oversee a portfolio that includes XCOM Labs, Nuvve Corp., Allied Universal Security Systems and JPI Construction as clients, according to a statement.

Cumpston graduated cum laude from Texas State University with a bachelor’s degree in mass communications. He is a two-time winner of Bulldog Media’s “Best Response to Breaking News” award. He has also led several campaigns that have won “Agency of the Year”, “Campaign of the Year” and “Product Launch of the Year” awards from the Public Relations Society of America, the International Association of Business Communicators and Forbes.

“David is a seasoned PR agency professional and it shows,” said Julie Wright, President of (W)right On. “He hit the ground sprinting with creativity, thoughtfulness and grace. We are excited to leverage his decades of strategic insight to advance our partner clients in their respective categories.

Founded in 1998, (W)right On operates offices in San Diego, Los Angeles and North Vancouver, British Columbia.

AMA San Diego Chapter Drops Organizing Cause Conference

The San Diego Chapter of the American Marketing Association has stepped down from hosting the popular San Diego Cause Conference after more than 21 years of hosting the educational and networking event. The Cause Conference is known for its speakers who discuss business best practices to help businesses and nonprofits become more efficient and expand the impact of their cause-driven businesses.

The year, the Better Business Bureau of San Diego and the San Diego Business Journal, a weekly business newspaper, stepped forward to present the Cause Conference 2022 from 8 a.m. to 7 p.m., Thursday, September 15, at the University of San Diego. .

Parker Pike, a partner in San Diego Social Venture Partners, a grantmaking and advisory group and founder of the Cause Conference 24 years ago, told The Times of San Diego that the local AMA chapter could not bring together the volunteers needed to undertake another Cause Conference event.

“Like many professional networking groups that rely on volunteers, the local AMA has seen a decline in member and board support, despite providing all of the past resources and its large base of data to support this year’s event,” said Pike, who also teaches marketing. at the UCSD extension.

“The situation with AMA has provided an opportunity to engage other like-minded organizations to help businesses, donors and nonprofits be even stronger together,” Pike said. “This event is now the catalyst to bring together even more of the collaboration, innovative thinking and entrepreneurial spirit that San Diego is so famous for as a business. The Cause Conference has always been a platform for sharing innovative ideas to help the business community achieve its goals.

The Cause Conference 2022 co-chairs are Donna DeBerry, CEO of the San Diego County Black Chamber of Commerce, and Grant Oliphant, CEO of the Conrad Prebys Foundation. The Cause Conference leadership team includes Larry Kesslin, BBB Entrepreneurial Ambassador, and Pike. For early registration and a list of event presenters, visit www.CauseSanDiego.org.

Marketing Professor Writes New Book About Solo Travel

Mary Beth McCabe, professor of marketing at Point Loma Nazarene University, has written a new book about her other passion of traveling alone.

“5 Steps to Traveling Solo, A Woman’s Guide to Traveling in Her Prime, Part A,” published last month, was ranked No. 4 in Amazon’s “solo travel” category. McCabe uses Dr. Mary Travelbest as her pen name.

According to McCabe, the 174-page guide is for women ages 47 to 74 who have gone through a life change, such as retiring, moving, divorcing or becoming a widow. “The key to success for a woman traveling alone is to follow the book’s five steps in order. She has to step in every step of the way so she can choose her own unique journey,” McCabe said.

“Whether a woman is traveling by plane, bus, train, bicycle, on foot or in a wheelchair, solo travel is essentially a confidence-builder for anyone who feels stuck. Women need to travel in the flower of age as long as they still have the capacity.

The five steps are to start with an overnight stay close to home, followed by a visit to a neighboring state, then a trip to several US states before traveling abroad to an English-speaking country and, finally, traveling in a non-native country to learn about another. Culture.

Chapters cover travel advice, including accommodations, packing, ground transportation, personal health and safety, planning and lessons learned – all based on McCabe’s travels over the past 30 years in the 50 States, plus the six continents (Antarctica not yet).

McCabe’s new book (“Part A”) follows his first book, “The World’s First Guide to Independent Travel,” published in 1993, which sold 10,000 copies and spawned a weekly podcast that is currently ranked in the top 10 percent of downloaded podcasts with approximately 40,000 downloads. McCabe recorded approximately 175 episodes, each lasting around five to eight minutes.

The next book, which will be called “5 Steps to Solo Travel, A Woman’s Guide to Traveling in the Prime of Age, Part B”, is due out in September.

The Part A book, published by Sun Marketing, costs $9.99 on Kindle or $19.98 for paperback on Amazon. On Independence Day, Monday, July 4, tied to the theme of “Independence,” the book will sell on Amazon for $10.98, a savings of 45%.

“Independence and solo travel have a lot in common,” McCabe said. “Traveling brings the world closer to a peaceful life by understanding other cultures.

Rick Griffin is a public relations and marketing consultant based in San Diego. His MarketInk column appears weekly on Mondays in the Times of San Diego.