The And 643 Poster Presentation - 1559 Words

SES 643 POSTER PRESENTATION TAKING SIDES CLASHING VIEWS IN Special Education Unit 3 Presented by: Sheila Mutinta Phipps University of North Carolina - Greensboro Prevention Mental Health Screening is broadly defined by NCBI as â€Å"†¦a two-part process that first identifies risk factors or early phenotypic features (behaviors, bio-markers) whose presence in individuals makes the development of psychological or behavioral problems more likely, and then segments the relevant subset of the population to receive a unique preventive intervention† (NCBI, 2009). Mental illness is also desribed as a term that â€Å"†¦ has been expanded to include natural ills to which the flesh is heir† (Behan, 2015 pp 248).†¦show more content†¦National Alliance on Mental Illness (NAMI) provides the following warning signs for mental illness in children and teens: †¢ Feeling very sad or withdrawn for more than 2 weeks (e.g., crying regularly, feeling fatigued, feeling unmotivated) †¢ Trying to harm or kill oneself or making plans to do so †¢ Out-of-control, risk-taking behaviors that can cause harm to self or others †¢ Sudden overwhelming fear for no reason, sometimes with a racing heart, physical discomfort or fast breathing †¢ Not eating, throwing up or using laxatives to lose weight; significant weight loss or gain †¢ Severe mood swings that cause problems in relationships †¢ Repeated use of drugs or alcohol †¢ Drastic

Anne Bradstreet Essay - 600 Words

Anne Bradstreet Anne Bradstreet was Americas first noteworthy poet in spite of the fact that she was a woman. Both the daughter and wife of Massachusetts governors, Bradstreet suffered all of the hardships of colonial life, was a mother, and still found time to write. Her poem, The Author to Her Book, is an example of Bradstreets excellent use of literary techniques while expressing genuine emotion and using domestic subject matter. Because her father was a studious man, Bradstreet was able to receive a good education and was well read. She enjoyed serious and religious writings and admired many of the great poets of the time, among these Sir Philip Sidney, Edmund Spenser and John Donne. In fact she admired them so much†¦show more content†¦I stretched thy joints to make thee even feet. Just as a mother of that time would have stretched her babys legs to make them equal in length, Bradstreet worked to make the feet of her poem equal, in this case five feet#8212;a pentameter#8212;long, which is similar to the style of other poets during the colonial time. She ends her poem by reminding her baby to be sure to tell people that is has no father, only a poor mother. The Author to Her Book shows Bradstreets feelings about the unauthorized printing of her work. She expresses her modesty about her ability to write by comparing her work to homespun cloth meaning that is was coarse and unrefined. Bradstreet also uses humor to express her feelings about the publication of her work without corrections, but there is still some genuine discomfort. At thy return my blushing was not small shows that she was a bit embarrassed about the world reading her rough drafts, but she amends her view towards the book as the poem continues. Yet being mine own, at length affection would Thy blemishes amend#8230; illustrates that she truly loves her poetry, and after it is cleaned she takes pride in it. She show her delight in her work with the admonition If for thy Father asked, say th ou hadst none. Bradstreet wanted everyone to recognize her for the talented woman writer that she was, but requested this acknowledgment in a humble way. Because she was a woman writer, Anne BradstreetShow MoreRelatedEssay On Anne Bradstreet2057 Words   |  9 Pagesstill fighting for equality every day. In the time of Anne Bradstreet, women had few rights and they were seen as inferior to men. Anne lived among the puritans whom ruled her everyday life. Although it was completely against the puritan code for women to receive an education, Anne Bradstreet’s father, Thomas Dudley, loved his daughter very much and did everything he could to make sure that she was well educated which shows in her works. Anne Bradstreet’s literature became well known only becauseRead MoreMary Rowlandson vs Anne Bradstreet Essay994 Words   |  4 PagesMary Rowlandson and Anne Bradstreet are two women with different stories and one similar faith. Their similar faith in God and passion for writing allowed the two women to survive the contrast of hardships each woman had to endure. Furthermore, in this essay, I will compare and contrast the lives and faith of Rowlandson and Bradstreet. In the story â€Å"Narrative of the Captivity and Restoration of Mrs. Mary Rowlandson† written by Mary Rowlandson herself, we read that she is taken captive by a groupRead MoreThe Author To Her Book Anne Bradstreet1323 Words   |  6 PagesAnne Bradstreet in her poem, â€Å"The Author to Her Book†, elaborates on the true struggles of the publishing process that writers may experience in their writing careers. Through a unique perspective, Bradstreet introduces the narrator of the poem as a writer with a â€Å"deformed† piece of work, which is compared to a mother with a child with deformities; both of which are exposed to the public eye. Though the use of an extended metaphor, Bradstreet in â€Å"The Author to Her Book† compares a defected pieceRead MoreEssay on Anne Bradstreet: The Pioneer Puritan Poet1124 Words   |  5 Pagesrenowned American poet, Anne Bradstreet was an English-born writer who moved to America in 1630 after enduring an arduous jour ney (â€Å"Anne Bradstreet†). Bradstreet was a devoutly religious Puritan, following the precedent of her father and husband, the most prominent men in her life. Her dedicated Puritan beliefs greatly molded her writings. Many of her poems contain references to sin, redemption, and immortality among other recurrent Puritan topics (â€Å"Anne Bradstreet†). Anne Bradstreet’s published poetryRead MoreReview Of Upon The Burning Of Our House By Anne Bradstreet2061 Words   |  9 Pagesattributes to many poets’ fame. Anne Bradstreet is an example of one of these types of writers. Her poem, Upon the Burning of Our House, July 10th, 1666, describes one of the most devastating life events that one can go through and was her claim to fame. Anne Bradstreet’s tragic life led her to a very successful career that would change the literary world for years to come. Anne Bradstreet was born on March 20, 1612 in the town of Northampton, England (â€Å"Bradstreet Biography†). She was born into theRead MoreSimilarities Between Anne Bradstreet And Society1353 Words   |  6 PagesCorrelations Between Anne Bradstreet’s Poems and Society Today The name Anne Bradstreet may not be as infamous to some ears as the name Virginia Woolf or Mary Shelley, but her influence on the inclusion of women in a predominantly â€Å"male society† prevails nonetheless and reigns just as prominent as other women of her time. Anne Bradstreet was a devoted wife and mother, who was also bound by the impediments of being a Puritan woman. In fact, she summited herself to her husband and demonstrates herRead MoreAnne Bradstreet973 Words   |  4 PagesRelationship Between Form and Content in Anne Bradstreet’s â€Å"The Author to Her Book† Anne Bradstreet was an 17th century Puritan poet, during the colonial period of North America. She is best known to be one of the most prominent English poets of North America and is noted for writing poems during the times when women were discouraged from writing. Her poems are known for their themes of Puritanism and motherhood. In â€Å"The Author to Her Book†, Anne Bradstreet talks about another subject entirely: herRead More Anne Hutchinsons Words and Their Later Significance Essay1332 Words   |  6 PagesAnne Hutchinsons Words and Their Later Significance Anne Hutchinson, on trial for apparently nothing more than leading religious discussions at her house, is subjected to belittlement and unclear, if not unfounded, accusations in â€Å"The Examination of Mrs. Anne Hutchinson at the Court at Newton.† The trial, which took place in 1637, set a standard for the future treatment of women, and subsequently their speech and writing. Because of the way the prosecution pigeonholes Hutchinson into admittingRead More Anne Bradstreet Essay1512 Words   |  7 PagesAnne Bradstreet Anne Bradstreet was a woman in conflict. She was a Puritan wife and a poet. There is a conflict between Puritan theology and her own personal feelings on life. Many of her poems reveal her eternal conflict regarding her emotions and the beliefs of her religion. The two often stood in direct opposition to each other. Her Puritan faith demanded that she seek salvation and the promises of Heaven. However, Bradstreet felt more strongly about her life on Earth. She was very. SheRead MoreEssay on anne bradstreet3088 Words   |  13 Pages Anne Bradstreet was not only the first English-speaking, North American poet, but she was also the first American, woman poet to have her works published. In 1650, without her knowledge, Bradstreet’s brother-in-law had many of her poems published in a collection called The Tenth Muse Lately Sprung Up In America. Although these poems did not reflect what would be her best work, they did emulate what would be the greatest influence on all of h er writing. Anne Bradstreet’s Puritan life was the strongest

Impact of Absolute Poverty to the Vulnerable Globally

Question: Discuss about the Impact of Absolute Poverty to the Vulnerable Globally. Answer: Introduction Poverty is scarcity or lack of money or material possession (Townsend, 2014).According to Macionis Plummer. (2012), Poverty is a common problem in the developing countries and mostly affects the vulnerable individuals in the society. Absolute poverty refers to the lack of the necessary resources required to meet the basic needs like shelter, food, and clothing. Freiberg, Homel Lamb (2013) argues that the impacts of poverty on the vulnerable individuals include: malnutrition and hunger, lack of education, health problems, criminal activities and drug abuse, unemployment, psychological problems, violence, inequalities, and poor living conditions. The major causes of poverty have been poor agricultural practices that result in low production of food, corruption, the gap between the rich and poor, growing population and political instability (Macionis Plummer, 2012). The essay will analyze and describe the major impacts of poverty in among the vulnerable individuals. Discussion Malnutrition and Hunger Malnutrition refers to improper nutrition which is as a result of lack of enough food to eat or lack of the right food or balanced diet (Jose, 2016). According to Jose (2016), absolute poverty has been the main cause of malnutrition in among the vulnerable groups including women, refugees, children and the elderly. The vulnerable groups require support with food in order to eradicate malnutrition. The poverty causes the women, elderly, children and the refugees not to have access to enough and right food. The dependency nature of the vulnerable group to other people to provide them with food is the major cause of malnutrition to the vulnerable groups. The healthiest foods are usually expensive and the absolute poverty deters the vulnerable group in purchasing the nutritious foods (Jose, 2016). The budget for the most vulnerable group is small and therefore they afford only the less nutritious food leading to malnutrition. The malnutrition of the mother results in women giving birth to low birth weight and deformed children. According to Macionis Plummer (2012), hunger is a common impact of poverty in among the vulnerable group. The poor lacks the farms and resources required for farming and this causes hunger. Lack of money to purchase food is also a major cause of hunger in among the vulnerable individuals. Health Issues A health problem is also a major impact on poverty in among the vulnerable globally. The health ranges from access to medicine, life expectancy to diseases. According to Macionis Plummer (2012), Illness is a major problem in among the vulnerable group because of lack of the resources that are necessary for maintaining a healthy environment. The health problems are also linked to malnutrition as malnutrition generates health problems. Lack of vitamins may cause visual problems, beriberi, rickets and decrease in immunity (Chung et al 2015). The decreased immunity as a result of malnutrition makes the body vulnerable to infection causing illnesses. Chung et al (2015) claim that absolute poverty results to deterioration in sanitation conditions as the vulnerable group lack access to clean water to drink and clean toilets. The unsanitary condition poses a threat in contracting most of the diseases like cholera and typhoid. The people living in absolute poverty are unable to access health services and medicine to cure diseases. The access to health services requires money which most of the vulnerable group cannot afford hence affected by illnesses that can be treated by accessing the health services. Life expectancy also reduces to poverty. Child mortality rate increases as a result of poverty due to illnesses that cause deaths (Chung et al 2015) .The women due to poverty engage in prostitution which increases the HIV levels in among the women. According to (Chung et al 2015), women and the children are more likely to be infected with schistosomiasis as they usually conduct their household chores in contaminated water which is a mode of transmission of schistosomiasis. Education Issues The absolute poverty affects the education of the vulnerable group. According to Buck Deutsch (2014), many people drop out of school at an early age as a result of poverty as the parents may not afford to pay the school fees and buy the necessary clothing. Most of the people undergo through life illiteracy due to lack of education. The lack of food affects education as most of the students are unable to concentrate in class due to hunger. Drop out from school due to lack of food is also a common problem experienced by children who emanate from families with absolute poverty. Education is a means of empowering people so that they broaden their minds and access employment opportunities which make them rich. The families with absolute poverty end up not educating their children and as a result, poverty continues recycling itself from one generation to the other (Buck Deutsch, 2014). According to Buck Deutsch (2014), men are preferred for education compared to women when a family may not be able to provide education to a boy and a girl child at the same time. Poverty causes a rise in the numbers of uneducated and illiterate elderly people in the society. Crime, Drug Abuse, and Violence Criminal activities increase due to poverty because of the high level of unemployment (Wilson, 2013). The low income causes young adults, refugees and women to engage in criminal activities including joining terrorist. The criminal activities have an impact on women as sexual abuse is more common during criminal activities. Wilson (2013) asserts that drug abuse as a result of poverty is a common problem that affects the vulnerable group in the society. The children engage in drug abuse early due to life frustrations. Drug abuse continues up to the elderly age and hence poverty continues to recycle from one generation to the other. The drug abuse is the major cause of violence against women as men who use drugs are always violent in their homes (Wilson, 2013). The drug abuse as a result of poverty also causes break up of families leading to a single mother. Most of the men who engage in criminal activities as a result of poverty are killed or jailed leading to single mothers and child ren who lacks the basics provision from their single mothers. Unemployment, Inequalities and Psychological Problems Unemployment is a major impact of absolute poverty levels in among the vulnerable groups. The lack of employment is mostly linked to lack of education during childhood. Unemployment and lack of funds to satisfy the basic needs cause psychological problems to the women, elderly and the refugees. Poverty is associated with poor health, lack of education and lack of basic needs which are distressing and therefore results to the development of behavioral, emotional and psychiatric problems (Lipina Posner, 2012). Depression and mental stress are most of the psychological problems that affect the vulnerable groups experiencing absolute poverty. Mental stresses also affect the children experiencing poverty and this may lead to a child developing antisocial behaviors due to depression. An income inequality is also an effect of poverty. According to Lipina Posner (2012), the huge gap in income levels between the poor and the rich can trigger psychological problems. There are also inequalities in employment between the poor and the rich. The poor mostly secure jobs which are depersonalizing, unrewarding and stressful which make them develop psychological problems (Amin et al, 2014). The rich due to being education get high paying and rewarding jobs which prevent them from developing mental distress. Depression in among children results to school dropout and child increase in the number of street children. Poor Living Conditions Poor living conditions is a major problem experienced by the vulnerable group due to poverty. The vulnerable group has to fight extra hard in order to access shelter, clothes, and food. According to Gulyani Talukdar (2010), the poor people live in slums, streets and refugee camps where the houses are not favorable for human inhabitation. Child labor is also a consequence of poverty. Conclusion The women, children, refugees and the elderly are among the vulnerable individuals in the society that are greatly affected by poverty. Poverty results to health problems, increased illiteracy levels, poor living conditions, increased criminal and violence activities, and unemployment and drug abuse. The government should make initiatives geared towards eradicating poverty in order to avoid the negative effects associated with poverty. References Amin, L., Shah, B. R., Bierman, A. S., Lipscombe, L. L., Wu, C. F., Feig, D. S., Booth, G. L. (2014). Gender differences in the impact of poverty on health: disparities in risk of diabetesà ¢Ã¢â€š ¬Ã‚ related amputation.Diabetic Medicine,31(11), 1410-1417. Buck, R. Deutsch, J. (2014). Effects of poverty on education.International Journal Of Human Sciences,11(2), 1139. https://dx.doi.org/10.14687/ijhs.v11i2.3043 Chung, E. K., Siegel, B. S., Garg, A., Conroy, K., Gross, R. S., Long, D. A., ... Yin, H. S. (2016). Screening for social determinants of health among children and families living in poverty: a guide for clinicians.Current problems in pediatric and adolescent health care,46(5), 135-153. Freiberg, K., Homel, R., Lamb, C. (2013). The pervasive impact of poverty on children: Tackling family adversity and promoting child development through the pathways to prevention project.Pathways and Crime Prevention, 226. Gulyani, S. Talukdar, D. (2010). Inside Informality: The Links Between Poverty, Microenterprises, and Living Conditions in Nairobis Slums.World Development,38(12), 1710-1726. https://dx.doi.org/10.1016/j.worlddev.2010.06.013 Jose, S. (2016). Economic Growth, Poverty and Malnutrition in India.Ekonomik Yaklasim,27(98), 29. https://dx.doi.org/10.5455/ey.35902 Lipina, S. J., Posner, M. I. (2012). The impact of poverty on the development of brain networks.Frontiers in human neuroscience,6, 238. Macionis Plummer.(2012).Sociology: A global introduction, 5th edition, Pearson Education, Essex, UK Townsend, P. (2014).International analysis poverty. Routledge. Wilson, J. (2013).Thinking about crime. Basic Books.

Sex Education The Lack Of Religious Influence Essays -

Sex Education: The Lack Of Religious Influence Sex. Just reading or saying the word demands attention. Sex is the one of the most important things in our species. Humans rely on sex for reproduction, affection, and pleasure. The surprising thing is about sex is the amount of responsibility and consequences involved. The largest part in the responsibility aspect is the decision of when to have sex. One of the greatest issues for a lot of people and politicians is sexual activity by teenagers. Yet through my research I believe society has lost focus on a more important issue in sexual relations. Our society has seemed to over look the moral responsibility of sex. Whether it is a religious or family based sense of morality, sex is an issue for more than just teens. I do not know of any religion that condones sex before marriage, at any age. It seems that morals of all kinds look down on premarital sex, yet it is one of the greatest epidemics that plagues modern society. Teenagers are definitely a great concern when speaking of premarital sex. I would like to believe that societys concern for these teens is out of a moral and religious attitude. Yet politicians as well as society seem to care more about the problems after the fact, like health and welfare costs. Ten percent of all 15 to 19 year-old females become pregnant each year. More than 80 percent of pregnant girls under age 17 who give birth and keep their babies end up on welfare, costing society a staggering $21 billion a year. Three million new cases of STDs among teens are reported each year. Every 10 seconds a teenage becomes sexually active for the first time. All the concern over pregnancy and STDs doesnt seem to be deterring sexual activity. With out a focus on religious or moral responsibility teens will not be discouraged. I mean 55% of students surveyed had sexual intercourse with another student during their high school years. Forty-six percent of those used no form of contraceptio n. Every 26 seconds a baby is born to an unmarried mother. Seventy-three percent of all teens say that the reason they engage in sex is due to the social pressure. Social pressure! By the age of 13, 43% of churched teens had experienced sexual intercourse and 65% of the youth had engaged in fondling breasts and/or sexual intercourse. But if they cannot control themselves, they should marry, for it is better to marry than to burn with passion. [I Corinthians 7:9]. Seems to be that our teens do not know or care about there religious responsibilities. Again the main focus is to help prevent teens from becoming a burden to themselves, their possible children, and society. What about the LORD? Who is going to teach the unselfish thinking of the religious responsibility to wait for marriage? No temptation has seized you except what is common to man. And God is faithful; he will not let you be tempted beyond what you can bear. But when you are tempted, he will also provide a way out so that you can stand up under it. [I Corinthians 10:12-13] Premarital sex will always be a part of societys issues, but with proper influences beyond the physical aspects (i.e. pregnancy, STDs) we might be able to create a healthy discussion about it. I recently took a survey, asking four simple questions in regards to peoples opinions about premarital sex and religious influence. I was surprised at a lot of the responses. My four questions were: 1. What is the value of sex in a relationship, married or not? I asked this question because I wanted to know how people viewed the act of sex. I was curious as to whether people believed that sex was just a physical act of intimacy or a deeply personal form of communication. The responses were various but seem to portray three things. One was that sex is just as it is said, sex. Another was that sex represented closeness between two people. Last was that sex is a special bond for married people. 2. Is it ok to have sex before marriage? I thought this was

Cats and Dogs †and Horses, Oh My!

Cats and Dogs – and Horses, Oh My! The passions and activities in our lives, including our pets, offer writing opportunities. Our friend jokes and calls us Cat Whisperers because of feral cats abandoning kittens on our doorstep. Through the years, we’ve learned many lessons about rescuing feral kittens, and that experience turned into articles, children’s stories and an ebook. A member of my writing group argued that she couldn’t write about animals, because she wasn’t a veterinarian. A degree isn’t necessary to write about furry – or nonfurry critters. Being an animal lover, or an animal parent, gives you knowledge to turn into articles. These publications are for lovers of cats and dogs: CATSTER and DOGSTER magazines (used to be Cat Fancy and Dog Fancy): catster.com/ and dogster.com/ Email Catster: confess@catster.com and Dogster: vicky@dogster.com Length: 800-1,000 words. Payment varies. CATS USA MAGAZINE: catchannel.com/magazines/catsusa/writers-guidelines.aspx Length: 1,800-2,400 words. Payment varies. Cats and dogs are not the only pets. I met Mea Stone, owner of Stonywoods Farm and became enchanted with her angora goats. The story of how she started her small hob For animals of the more agricultural type, try these publications: HOB hob Feature articles: 2,000-2,500 words. Payments: $300 and up. News-oriented articles: 500 words maximum. Payment varies. BACK HOME: http://backhomemagazine.com/guidlines.htm Word count varies. Payment $35 per printed page. COUNTRY MAGAZINE: country-magazine.com/contributor-guidelines/ Material considered on speculation. Pays $250 for stories one page or longer. (A page is 400-500 words.) For horse stories, I visit an author friend who owns a horse. She’s a romance writer, and her stories are western themed, complete with cowboys and horses. Try one of these publications for equine articles: APPALOOSA JOURNAL: appaloosajournal.com/editorial-submissions/ Features: 1,500-1,800 words. Articles: 600-800 words. Pays $200 $400. THE HORSE: thehorse.com/pages/freelance Articles: 250-1,800 words. Payment varies depending on article length. HORSE ILLUSTRATED: Magazine: horsechannel.com/horse-magazines/horse-illustrated/submission-guidelines.aspx Print articles: 1,000-2,000 words. Pays $200-$475. Online articles: 500-1,200 words. Pays $25 for news items, $50 for 500-1,000 words (tips, personal columns), $75 for 750-1,200 words including quotes and photos/videos. Broaden your horizons. Who are your friends, your neighbors, your co-workers? Do they have exotic pets or fascinating stories to share? Try these publications for exotic animals: REPTILE MAGAZINE: reptilesmagazine.com/Submit-A-Picture-or-Story-to-Reptile-Magazine/Writers-Guidelines/ Feature articles: 2,000-2,500 words with good photos. Generally pays $500. Shorter articles with fewer photos pays $350. Rates can vary. AQUARIUM FISH INTERNATIONAL: fishchannel.com/writers-guidelines.aspx Pays generally 15 cents per word. Offers a package deal for useable photos. Younger readers enjoy stories with and about animals. Try your hand at children’s stories. Highlights pays on acceptance for fiction and non-fiction pieces. HIGHLIGHTS https://www.highlights.com/contributor-guidelines Fiction and nonfiction: 800 words maximum. Pays $150 up. Rebus stories: 120 words maximum. Pays $100 up. Do your neighbors have unusual pets? Ferrets? Potbellied pigs? Back yard chickens? Have your coworkers mentioned humorous stories about their animals? Horror stories? Experiences they tell around the water cooler? Do they foster abandoned opossums? Raise turtles to sell to reptile shops? Have a boa that escaped one day? Are story ideas blossoming that you can submit to any of these publications? What experiences can turn into money? Whether you clean up after cats and dogs, even horses or goats, or listen to tales from those who do, animals can become stories that add to your revenue.

How to Write a Reflective Essay †It’s Personal. BestEssay.Education

How to Write a Reflective Essay – It’s Personal. How to Write a Reflective Essay – It’s Personal Reflective essay assignments are common assignments in certain classes. Suppose you have just completed a major community service project as a field experience for an upper level sociology course. You have worked at a community center in one of the poorest neighborhoods, assisting with after-school activities for children. Now that your experience is over you must complete the project report by writing a reflective essay on your experience. You have never written such an essay, so obviously you are a bit stressed. This post should help you produce a reflective essay that will meet the expectations of your professor. Understanding the Purpose A reflective essay should include the following components: What were your beliefs or attitudes before this experience? How did you grow personally through the experience How have your beliefs or attitudes been changed as a result of this experience? Structure and Process Before you begin your essay, answer the questions above. This will help you develop your thesis statement, as well as give you the ideas you need for your body paragraphs – in fact, the answers to each one of those questions can easily be body paragraphs. Prepare a brief informal outline of how you will cover each point in your essay. Write the body paragraphs. As you write them, be certain to add a lot of detail. If, for example, you came to better understand the struggles of children in poverty, what examples can you provide? Is there an anecdote that really brought you to this understanding? Remember, this essay is personal. Write the Introduction: Part of learning how to write a good reflective essay means that you understand what information your introduction should include. You want to keep it relatively short. You will introduce the experience you had – a field experience, a play you saw, a trip to see a specific exhibit at the art museum – the topic of your reflective essay, in other words. You will also want to make a general statement that will be your thesis. For example, you might say, â€Å"The chance to view this exhibit of post-modern art has changed my original negative attitude toward this period.† The other tip here is to begin that introduction with something pretty compelling. â€Å"When I was introduced to Johnny, he just looked up at me and scowled. My work was obviously cut out for me!† Your Conclusion: Here is where you are going to sum up your overall response to your experience, how it impacted and/or changed you and what you will carry with you from that experience. Some Additional Tips If your experience was more negative than positive, you should be honest. If viewing the exhibit of post-modern art did not change your opinion of it, say so, and be certain to say why. Confirmation of a previously held belief or attitude is just as important as having your attitude change. You can be more informal in this essay, because it will be written from the first person. But don’t be too informal, using slang, etc., unless you are providing a direct quote. If you find yourself really struggling on this one, you can always contact us and simply say, â€Å"Write an essay for me.† We’ll have someone in touch with your immediately.

How to Write a Reflective Essay †It’s Personal. BestEssay.Education

How to Write a Reflective Essay – It’s Personal. How to Write a Reflective Essay – It’s Personal Reflective essay assignments are common assignments in certain classes. Suppose you have just completed a major community service project as a field experience for an upper level sociology course. You have worked at a community center in one of the poorest neighborhoods, assisting with after-school activities for children. Now that your experience is over you must complete the project report by writing a reflective essay on your experience. You have never written such an essay, so obviously you are a bit stressed. This post should help you produce a reflective essay that will meet the expectations of your professor. Understanding the Purpose A reflective essay should include the following components: What were your beliefs or attitudes before this experience? How did you grow personally through the experience How have your beliefs or attitudes been changed as a result of this experience? Structure and Process Before you begin your essay, answer the questions above. This will help you develop your thesis statement, as well as give you the ideas you need for your body paragraphs – in fact, the answers to each one of those questions can easily be body paragraphs. Prepare a brief informal outline of how you will cover each point in your essay. Write the body paragraphs. As you write them, be certain to add a lot of detail. If, for example, you came to better understand the struggles of children in poverty, what examples can you provide? Is there an anecdote that really brought you to this understanding? Remember, this essay is personal. Write the Introduction: Part of learning how to write a good reflective essay means that you understand what information your introduction should include. You want to keep it relatively short. You will introduce the experience you had – a field experience, a play you saw, a trip to see a specific exhibit at the art museum – the topic of your reflective essay, in other words. You will also want to make a general statement that will be your thesis. For example, you might say, â€Å"The chance to view this exhibit of post-modern art has changed my original negative attitude toward this period.† The other tip here is to begin that introduction with something pretty compelling. â€Å"When I was introduced to Johnny, he just looked up at me and scowled. My work was obviously cut out for me!† Your Conclusion: Here is where you are going to sum up your overall response to your experience, how it impacted and/or changed you and what you will carry with you from that experience. Some Additional Tips If your experience was more negative than positive, you should be honest. If viewing the exhibit of post-modern art did not change your opinion of it, say so, and be certain to say why. Confirmation of a previously held belief or attitude is just as important as having your attitude change. You can be more informal in this essay, because it will be written from the first person. But don’t be too informal, using slang, etc., unless you are providing a direct quote. If you find yourself really struggling on this one, you can always contact us and simply say, â€Å"Write an essay for me.† We’ll have someone in touch with your immediately.

Tesco Marketing Plan Essay Example | Topics and Well Written Essays - 2500 words

Tesco Marketing Plan - Essay Example Price competition, backed by improved efficiency, is the main feature of food retailing industry today. UK food retailers fight for survival in markets faced with over-capacity. Within rapidly changing environment, this kind of development ensures that long-term survivors are those firms who are more competitive and are better able to satisfy consumer needs and adapt to the new competitive environment. In 2004, consolidation re-shape UK retailing industry and Hypermarket retailers (like Tesco) want to make sure they don't miss out on this growing area of the UK market" (Moreau, 2004; Desjardins, 2005). The first marketing aim is to get the right goods to the right consumers, trying hard for customers. Another marketing aim is to build and promote healthy living brand. Knowing what individual customers appreciate and what they want to avoid can add up to one of differences that create a competitive advantage. C) Tesco customer groups are defined on the basis of their specific segments and buying potential whether they be country groups or individual consumer groups-of potential customers with homogeneous attributes who are likely to exhibit similar responses to a company's marketing mix. Tesco customers can be divided into five broad categories: The second group of customers share universal wants, n... Life stage of customers (students, young adults, older adults, young families, older families, over 60s); lifestyle ('Basket typology'); Customers driven by product promotions; Customers loyal to specific brands" (New Marketing Techniques Search for the Edge, n.d.). The first group of consumers is characterized by strong purchasing power. They need high quality product and ready to pay for them. This is a high-income group. The second group of customers share universal wants, needs, desires, (for name brands, novelty, entertainment, trendy, and image-oriented products). This segment is attractive both in terms of its size and its multi-billion dollar purchasing power. This segment's needs and wants are spread over various product categories: durable and nondurables goods. The third group is characterized by share few family activities; they want build-to-order solutions. They do not need a specific brand or new product, but high service and product at low price. This is a fast-growing segment. Customers driven by product promotions are not usual visitors of Tesco being attracted by low price and discount for new products. They are deluged with passive information. The fifth group includes people whose tastes are based on desired standards. Quality is the main purchasing criteria of this group. Their choices are made on the basis of price and product features. Graphically these groups can be represented as follows: 100% (customers) 50% 1 2 3 4 5 (Groups) It is important to note that there are some customers which belong to two different groups. For instance, they can represent lifestyle ('Basket typology') group, but be loyal to specific brands. D) The main competitors of Tesco are Sainsbury and Asda. Minor competitors

Future Goals and Reasons for Choosing the DNP Program Essay

Future Goals and Reasons for Choosing the DNP Program - Essay Example I would like to contribute in improvement of this situation. I also believe that the doctorate will put me at an advantage economically, more so because it will increase the enumeration which I will receive. I also believe that there will be high chances of obtaining scholarships in this program to enable me become a professor in the field. The program is relatively new and has room for accommodating individuals like myself in its line. Leadership in my view is an essential part of any nursing career path. I intend on continuing to develop my leadership skills through ongoing educational pursue and via taking greater positions of responsibility. My current position as a Captain with the United States Army reserves has allowed me to put leadership knowledge into practice. I also feel that the DNP program will further enhance these skills. I see myself as someone with wide and diverse knowledge in advanced practice with the ability to link classroom studies with clinical challenges. I also envision myself with the ability to integrate all the knowledge I will have obtained up to that level into my area of expertise in the health industry. I also believe that I will be able to research into various quarters that have been the cause of discrepancies in the health industry. Besides this, I will be able to cooperate with other fields of the profession to achieve effectiveness as a practioner. Some of the fields that I picture myself working with include administration and education. As I have taken on more responsibilities, I have become more cognizant of some of the problems with our health care system, and I plan to become more active toward creating and influencing a positive change. For example, I plan to advocate and to fight hard to force policy makers to take decisive steps to move today's bureaucracy driven, heavily regulated third-party payment system to a new patient-centered system of consumer choice and real market competition. I also envision myself as a competent manager of health care. This implies that I will have the ability to merge all the legal, ethical and professional requirements and standards during service provision. I believe that I will be able to provide adequate healthcare for all patients that I will deal with. This will be regardless of their background as I am ready to work and have worked with diverse population groupings during my practice. My position as a correctional nurse and a captain with the 6250th medical hospital, has given me the opportunity to work with a variety of patients from many cultures and backgrounds. I feel that this experience has enriched me and has allowed me to provide culturally sensitive care to the patients that I am entrusted to serve. Lastly, I envision my role as one who will be able to deliver changes in the field of healthcare delivery. I intend on doing this by affecting health policies in the industry and changing the attitude of service delivery. Professional experiences that contributed to nursing I will complete my bachelor's degree in nursing from Washington State University in May 2008. I also have a master degree from Chapman University in Clinical Psychology. Before I became a

The Mystery Surrounding the Bermuda Triangle Essay Example for Free

The Mystery Surrounding the Bermuda Triangle Essay My research question is â€Å"Is the Bermuda Triangle likely to be a cause of natural phenomenon?† My working hypothesis is based on the concrete evidence that scientists have put forth concerning the various unfortunate incidents related to aircrafts and surface vessels, there is more inclination towards the Bermuda Triangle being a cause of natural phenomenon rather than any other phenomena. After more extensive research, I might decide to narrow the working hypothesis to just one major incident that effectively backs up my claim. Working Bibliography (in APA form) Print sources Daniel Lexton. (2003). The bermuda triangle. Skeptic, 10(3), 96B. From this, I found out about a number of unfortunate incidents that occurred in the region that is named Bermuda Triangle. Lexton gives explanations for why these incidents may have happened. I believe that these will come in handy when I am trying to argue for natural causes. Njau, E. C. (1995). The bermuda triangle mysteries: An explanation based on the diffraction of heat waves. Renewable Energy, 6(8), 1017-1022. doi:10.1016/0960-1481(95)00098-X. This is specifically about the theory of diffraction of heat waves. It logically explains how the eastward-moving heat waves may be responsible for the mysteries noted in the Bermuda region. Audience: AUS students who have an interest in mysterious happenings and are perhaps curious of what the Bermuda Triangle is and would like to know the reasons behind it. Counterargument and refutation: Some people may argue that the cause of such happenings is due to supernatural explanations. However, I will present theories put forth by scientists that have a more concrete explanation. I will convince my readers that ‘coincidences’ do occur and resorting to supernatural causes is not a solution. After all, we see with experience that almost everything has a valid explanation. Time is what we need to officially prove it.

Wildlife Preservation Essay -- Environment Nature Ecology Essays Paper

Wildlife Preservation You hear about it all the time, and you read bout it in newspapers and magazines on how some nearby wildlife habitat is going to be torn up by an army of machinery and turned into a Super Wall Mart with a parking lot that’s big enough to fit five thousand cars. Is this really necessary? Is there a need to take every last bit of our wildlife at the expense of our capitalist society? It seems that humanity’s interactions with wildlife has been based on ignorance and the self-interest of the persons involved. The termination of wildlife and it habitats must be reversed for the sake of all of us, the land and wildlife, and future generations to come. If you are a true believer in the preservation of wildlife, here are some organizations that have the same view as you. The Tennessee Valley Authority (TVA) is an organization that has currently set aside thousands of acers of land to enhance the habitat of wildlife. Inventors of the National Heritage Project, which was created for protecting threatened and endangered species as well as natural areas in danger of being taken over by the next Wall Mart Corporation so to speak. Over 10,000 acres have been declares TVA land for the use of ecological studies areas, naturel habitat areas, and wildlife observation areas. It takes much time and effort from many people to have the ability and power to preserve and dedicate land for it’s natural growth. And unfortunately, it also takes a lot of money as a key component to make a change in preservation. The Northwest Wildlife Preservation Society runs fund-raising campaigns which contribute to its cash flow and success in preserving land. The Green Ribbon Campaign is one of a few fundraisers that is offered ... ...ttle help from a lot of us to make a difference when it comes down to cological issues like preserving wildlife. If there is some personal desire to help out any local organization in any way shape or form, it should not be shied away from. It’s something that can’t be overlooked. It’s peoples love for their environment that motivates them to take action and make a move towards a healthier, more safe and clean area they live in, along with peotecting all wildlife. The sooner we contribute, the more land we will save not only for the better of our wildlife, but for generations to come. RESOURCES Greenpeace Homepage http://www.greenpeace.org/international_en/news/ Tennessee Valley Authority Homepage http://www.tva.gov/environment/land/habitat.htm Wildlife Preservation Trust Canada http://www.wptc.org/ Wildlife Preservation Essay -- Environment Nature Ecology Essays Paper Wildlife Preservation You hear about it all the time, and you read bout it in newspapers and magazines on how some nearby wildlife habitat is going to be torn up by an army of machinery and turned into a Super Wall Mart with a parking lot that’s big enough to fit five thousand cars. Is this really necessary? Is there a need to take every last bit of our wildlife at the expense of our capitalist society? It seems that humanity’s interactions with wildlife has been based on ignorance and the self-interest of the persons involved. The termination of wildlife and it habitats must be reversed for the sake of all of us, the land and wildlife, and future generations to come. If you are a true believer in the preservation of wildlife, here are some organizations that have the same view as you. The Tennessee Valley Authority (TVA) is an organization that has currently set aside thousands of acers of land to enhance the habitat of wildlife. Inventors of the National Heritage Project, which was created for protecting threatened and endangered species as well as natural areas in danger of being taken over by the next Wall Mart Corporation so to speak. Over 10,000 acres have been declares TVA land for the use of ecological studies areas, naturel habitat areas, and wildlife observation areas. It takes much time and effort from many people to have the ability and power to preserve and dedicate land for it’s natural growth. And unfortunately, it also takes a lot of money as a key component to make a change in preservation. The Northwest Wildlife Preservation Society runs fund-raising campaigns which contribute to its cash flow and success in preserving land. The Green Ribbon Campaign is one of a few fundraisers that is offered ... ...ttle help from a lot of us to make a difference when it comes down to cological issues like preserving wildlife. If there is some personal desire to help out any local organization in any way shape or form, it should not be shied away from. It’s something that can’t be overlooked. It’s peoples love for their environment that motivates them to take action and make a move towards a healthier, more safe and clean area they live in, along with peotecting all wildlife. The sooner we contribute, the more land we will save not only for the better of our wildlife, but for generations to come. RESOURCES Greenpeace Homepage http://www.greenpeace.org/international_en/news/ Tennessee Valley Authority Homepage http://www.tva.gov/environment/land/habitat.htm Wildlife Preservation Trust Canada http://www.wptc.org/

Visa Sponsorship Marketing Group

rP os t CASE: SPM-5 DATE: 7/22/03 VISA SPONSORSHIP MARKETING op yo Visa was the world’s leading payment brand and its vision was to be â€Å"The World’s Best Way to Pay. † In 2002, Visa-branded cards (credit; debit and prepaid; corporate; purchasing and business products)1 generated more than $2. 4 trillion in annual volume; totaled more than one billion cards worldwide, and were accepted in over 150 countries and territories. Visa was among the most globally recognized brands and it held 7. 1 percent share of global personal consumption expenditures (PCE). Its U. S. tagline, â€Å"It’s everywhere you want to be,† had become part of the American lexicon. Appendix A and Exhibit 1 provide summary information on Visa. tC Visa attributed an important part of its success to high profile sponsorships such as its Olympic Games sponsorship. Visa also sponsored numerous events such as the Rugby World Cup, Best of Broadway, the Toronto Film Festival, NASCAR, the NFL, the Visa Triple Crown, and the Paralympics, and has an international alliance with The Walt Disney Company.In the fall of 2002, Visa announced its decision to extend its Olympic Games sponsorship through 2012. Its original sponsorship deal was structured through the 2004 games in Athens, but the sponsorship was extended because the partnership had become increasingly successful over time. The deal would extend a relationship between Visa and the Olympic Games that started in 1986. The company spent an additional two to three times that of the sponsorship fee it pays for advertising, promotions, and other efforts to maximize the value of the ponsorship – not an atypical amount for such sponsorships. 1 No Visa International was comprised of six regional operating organizations: Asia-Pacific; Canada; Central & Eastern Europe, Middle East & Africa (CEMEA); European Union; Latin America & Caribbean; the United States. Despite its global reach, Visa remained very much a lo cal organization. Its regional offices had a high degree of operating and marketing autonomy. Visa felt that because its regional organizations were closest to their local markets, they knew best how to help member institutions serve their customers.Do Debit products allowed consumers to access their checking or bank deposit accounts directly. Debit products gave consumers the choice to â€Å"pay now,† whereas credit products allowed consumers to â€Å"pay later,† and prepaid products to â€Å"pay before. † 2 Personal consumer expenditure represented the market value of all goods and services purchased by households and nonprofit institutions, excluding the purchase of homes. In 2003, global PCE was at $19 trillion and was comprised primarily of cash and check payments.Visa had an average annual increase in its share of global PCE of 12 percent over the prior five years. Victoria Chang prepared this case under the supervision of Professor George Foster as the ba sis for class discussion rather than to illustrate either effective or ineffective handling of an administrative situation. Copyright  © 2003 by the Board of Trustees of the Leland Stanford Junior University. All rights reserved. To order copies or request permission to reproduce materials, e-mail the Case Writing Office at: [email  protected] stanford. du or write: Case Writing Office, Stanford Graduate School of Business, 518 Memorial Way, Stanford University, Stanford, CA 94305-5015. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means –– electronic, mechanical, photocopying, recording, or otherwise –– without the permission of the Stanford Graduate School of Business. This document is authorized for use only by Hadi Nejatian until May 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. du or 617. 783. 7860. Visa Sponsorship Marketing SPM-5 rP os t p. 2 Thomas Shepard, Visa’s executive vice president of international marketing, partnerships, and sponsorship, played a key role in convincing Visa’s six regional boards and its international board to allow Visa to extend its Olympics and Paralympic sponsorship. The sponsorship gave and would continue to give Visa and its member financial institutions (i. e. , banks and credit unions) exclusive marketing rights, including advertising and promotional use of the Olympic rings and other graphics.Visa also would be entitled to exclusivity with transactions under Olympic control, including online transactions, ticket sales, and Olympic-themed events. SPONSORSHIP MARKETING op yo In the summer of 2003, Shepard and his team gathered at Visa’s International headquarters located in Foster City, California, to reflect on the impact and lessons of its past sponsorship activities. Specifically, they planned to discuss the current corporate strategy and through this process refine the existing sponsorship strategy. The current corporate strategy emphasized greater involvement in the field of entertainment.An outgrowth was selecting and working with new partners such as The Walt Disney Company (2002). General Sponsorship Marketing No tC Sports marketing was an important marketing platform for many companies – see Exhibit 2 (Panel A). Sports sponsorship was often a key component of sports marketing. There were many ways to own/sponsor properties — by an event title or presenting title; a naming rights sponsor of sporting venues; a supporting level partner; a supplier and/or licensee; or a media sponsor; athlete endorser. In several instances, companies who did not officially sponsor events participated in ambush marketing techniques. Companies typically sponsored general properties and sports events to: 1) strengthen customer relationships, 2) acquire new customers, and 3) provide incentives for their retail distrib ution channels. 4 In 2002, global sponsorship spending reached $24. 4 billion. In the U. S. alone, companies spent $9. 4 billion on sponsorships in 2001. 5 According to Shepard, sponsorship marketing had increased in popularity due to globalization; new access points, including new media that allowed companies to reach consumers in very segmented ways; and convergence of the sports and entertainment industries.Do Most major consumer brands leveraged sponsorship marketing to enhance their marketing efforts. For example, according to sponsorship consultancy IEG, in 2002, Anheuser Busch spent between $215 and $220 million on sponsorship marketing, PepsiCo. between $190 and $195 million, and Nike between $105 and $110 million. According to IEG, Visa, MasterCard, and American Express together spent $150 to $165 million on all types of sponsorship in the U. S. in 2001. Visa and MasterCard each spent $65 to $70 million, making them respectively the 11th and 12th largest spenders on sponsor ship.American Express spent $20 to $25 million and was ranked 49th. These figures only included the rights to purchase properties. Big-time sponsors such as these companies typically spent two to three times as much promoting their official 3 Ambush marketing was when companies who did not officially sponsor properties led consumers to infer that they were part of the official event through marketing, advertisements, or other marketing methods. 4 â€Å"Winning the Sports Sponsorship Game,† Bank Marketing International, June 24, 2002, p. 8. 5Michael McCarthy, â€Å"Sports Sponsorship Game Heating Up,† USA Today, June 12, 2002, p. 3B. This document is authorized for use only by Hadi Nejatian until May 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. Visa Sponsorship Marketing SPM-5 rP os t p. 3 sponsorship status as they paid to get that official status. â€Å"The price of entry is what you pay for the proper ty,† said Shepard. â€Å"Where you really start to spend, and reap the most benefits, is in the marketing tools that your constituencies need — the advertising programs, promotional templates, nd onsite efforts. † William Chipps, senior editor of IEG Sponsorship Report, a Chicago-based sponsorship newsletter, agreed by stating that in order to be worthwhile, Visa’s total Olympic expenditure needed to be at least three to four dollars on marketing for every dollar paid for the sponsorship — and that did not include its media buy. â€Å"A company can sponsor an event, but the sponsorship isn't going to do much for them unless they spend some extra money to activate it through consumer sweepstakes or client hospitality6,† said Chipps. Sports Sponsorship Marketing p yo Sports marketing was a particularly high-stakes game. In 2002, in the U. S. alone, companies annually spent $9. 4 billion on sports sponsorships. 7 In 2001, companies spent $6. 5 b illion on sports sponsorships in the U. S. , up from $2. 1 billion in 1992. 8 In the U. S. sponsorship market, sports held the largest market share, or 69 percent of the total sponsorship market in 2001, up 10 percent from $5. 9 in 2000. 9 IEG expected sports sponsorships to increase in future years and to outpace the rate of growth in general sponsorship spending. tCAccording to some analysts, sports marketing was more complicated than simply putting a logo on a shirt: â€Å"Part of the problem is that some clients and agencies think that the sport they align with will do the marketing job by itself. In reality, to be effective at sports marketing requires the same attention to detail as any other discipline. †10 Andrew Hampel, managing director, Europe, of the sports marketing group, IMG, commented: â€Å"Sports sponsorship may give you the right to talk to customers, but if you want to say anything worthwhile about your brand, you have to engage them at a number of levels .The starting point is always to identify your target audience and set your objectives. When you know what you want to do, choose a sport that you can afford and leverage it creatively through above-the-line advertising, PR, sales promotion, hospitality, and community tie-ins — just as you would do in any well-orchestrated non-sport strategy. †11 No VISA SPONSORSHIP MARKETING STRATEGY AND PROCESS Visa sponsored events such as the Olympic Games, the Best of Broadway, NASCAR, NFL, the Visa Triple Crown, the Walt Disney Company, and the Paralympics – see Exhibits 3 and 4.Shepard discussed how sponsorship could help Visa improve upon and alter its brand image: Do Within the payment service industry, we’re doing research that shows how consumers view the brand. We’ve learned that we are very relevant in the minds 6 Hospitality programs included free tickets, travel packages, and corporate events hosted by senior Visa management. Beyond sports sponsorship s, companies spent over $27 billion on traditional sports advertising and more than $1 billion on endorsements and Internet advertisements. 8 Michael McCarthy, â€Å"Sports Sponsorship Game Heating Up,† USA Today, June 12, 2002, p. B. 9 â€Å"Winning the Sports Sponsorship Game,† Bank Marketing International, June 24, 2002, p. 8. 10 Andy Fry, â€Å"Beyond Branding—Sports Marketing is More Complicated than Putting a Logo on a Shirt,† Sports Marketing, March 29, 2002, p. 26. 11 Ibid 7 This document is authorized for use only by Hadi Nejatian until May 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. Visa Sponsorship Marketing SPM-5 rP os t p. 4 of consumers and have a significant impact on consumer lifestyle. Visa gives people piece of mind and people use their cards everyday.They believe we’re a quality organization, but we’re not perceived as unique. That’s what we have wor ked on and that’s what sponsorship can help us achieve. Visa’s sponsorship portfolio was also skewed [toward] male and low-end [markets] in some cases and we are balancing our portfolio as a result of this research. Periodically, Visa embarked on a â€Å"sponsorship refresh† where the sponsorship team made sure that its objectives paralleled Visa’s corporate objectives. â€Å"Our sponsorship marketing objectives are grounded in corporate objectives and executed through the brand value proposition,† explained Shepard. p yo Sponsorship Development Cycle Visa divided its sponsorship opportunities into three development cycles: 1) emerging markets (name recognition, branding, and product sampling), 2) maturing markets (name building, signage, advertising, public relations, and promotions), and 3) mature markets (presence, products, partnerships, and alternative media). In this final mature market category, Visa sought to differentiate its product from competitors. Sponsorship Selection Criteria and Internal Integration tCVisa’s sponsorship selection criteria included the following: 1) brand fit, 2) usage stimulation on behalf of Visa’s members, 3) event history/credibility, 4) broad reach, 5) governing body control, 6) advocacy creation, 7) low risk, 8) event’s marketing plan, 9) ease of implementation, and 10) strong member interest. Shepard commented on the challenges of evaluating long-term sponsorship opportunities: â€Å"There are a lot of new payment schemes out there in the payments industry and looking out into the future to try to figure out what the landscape is going to look like is probably the hardest part of evaluating any sponsorship opportunity. Sponsorship Marketing Platforms and Marketing Mix Do No Shepard discussed Visa’s sponsorship marketing platforms and marketing mix: â€Å"The property Visa is associated with is all about creating platforms. From an advertising platform standp oint, we seek to build awareness and imagery and support member acquisition/usage. From a promotional platform standpoint, we seek to increase usage and partner with strong brands. From a corporate relations platform, we seek to enhance impact/reach of other marketing efforts, strengthen our corporate reputation and image, and improve employee relations through employee programs (e. . an event with Disney, Visa’s sponsor, to show employees why Visa decided to partner with Disney). From a product platform standpoint, we seek to showcase new technologies; launch new products; and develop infrastructure on site. † (Exhibit 5. ) To implement sponsorship marketing platforms, Visa first conducted core/primary consumer research and then held an initial task force meeting and promotional briefing. It believed in developing a multi-agency â€Å"promotional platform† where various advertising agencies and internal onstituents developed and tested the marketing and promotio nal concepts as a team. This document is authorized for use only by Hadi Nejatian until May 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. Visa Sponsorship Marketing SPM-5 rP os t p. 5 THE OLYMPIC GAMES Overview op yo The Olympic Games transcended political and geographical boundaries to deliver international exposure, broad-based audience appeal, and a wide range of cultural and sporting events appealing to virtually every demographic.For example, during the Olympic Games in Sydney (2000 Summer), more than 3. 7 billion viewers across 220 countries watched over 3,500 hours of coverage totaling 36. 1 billion viewing hours while athletes from 80 of the 200 countries participating earned 928 medals. During the Salt Lake City Games (2002 Winter), 2. 1 billion global viewers in 160 countries amassed 13. 1 billion viewer hours. Exhibit 6 shows U. S. television coverage and ratings for each Games since 1960. Despite recent Oly mpic scandals (see Appendix C), many corporations still continued to sponsor the event.Indeed, many of the 10 worldwide sponsors had very long associations with the International Olympic Committee (Exhibit 2, Panel B). tC From 1988 to 2002, Visa USA had donated more than $9 million to the U. S. Olympic Team to help fulfill the dreams of America’s Olympic athletes and hopefuls. Although exact sponsorship figures were not disclosed, in 2002, TOP (The Olympic Partners) sponsors paid over $50 million for a four-year sponsorship cycle. Visa’s members received hospitality benefits due to Visa’s sponsor status, as well as a guaranteed number of rooms and tickets for member and client entertainment (e. . Visa had invited approximately 800 guests to Salt Lake City). Visa’s members could also sponsor an individual athlete or team, use the Olympic theme in marketing promotions (from TV advertising to product literature); or issue Olympic cards with the Olympic rings or a picture of the specific athlete or team they were sponsoring without paying extra fees. Since Visa began its Olympic sponsorship, its members had issued more than 21 million Visa cards bearing the exclusive Olympic rings. NoShepard explained Visa’s rationale for sponsoring the Olympics: â€Å"We look at the equities that a property brings to us to develop our business. We seek out sponsorships that generate advocacy at the highest end of the consumer spending pyramid. If you look at the Olympics, it’s a perfect fit for us. Olympic brand equities include being at the pinnacle of its category; having universal appeal; standing for excellence; having broad-based consumer awareness and acceptance; having global reach with local impact and participation; and standing for leadership.Visa’s brand equities of industry leadership; global yet local; accepted everywhere; innovative and modern; and service excellence parallel Olympic brand equities. Visa probably cou ld work on innovativeness, though, because we’re not known as the most innovative brand. † Do Matt Beispiel, former vice president for Visa said: â€Å"The key is that the Olympics really fit into our overall strategy, which is aligning Visa with the best. It’s a one-of-a-kind event, especially in this country, where Americans are enamored with the Olympic Games. Those five rings really are very, very meaningful.Our hope, with all of our marketing efforts around the Olympic Games, is that all of the goodwill and good feelings that people have (in) [about] those five rings will attach to the Visa brand. †12 12 Lisa Riley Roche, â€Å"Some of Visa’s TV Ads to Promote ’02 Games,† Desert News, April 6, 2000, p. E01. This document is authorized for use only by Hadi Nejatian until May 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. Visa Sponsorship Marketing SPM-5 rP os t p. 6 op yo In November 2002, Visa announced that it would be renewing its Olympic sponsorship through 2012.As a result of the renewed agreement, Visa would be the exclusive payment card and official payment service for the four Olympic Games following Athens (Summer 2004). This included the Winter Games in Torino in 2006, the Summer Games in Beijing in 2008, the Winter Games in Vancouver in 2010, and the 2012 Games (locations yet to be determined). Shepard discussed Visa’s continuation of its Olympic sponsorship through 2012: â€Å"I presented to Visa’s six regional boards to get the international board to allow us to sponsor the Olympics through 2012.They asked us, ‘Aren’t you subject to exorbitant fees to make sure that Visa owns the category in TV in the U. S. ’ and that’s something that we and other sponsors must evaluate. It is a costly opportunity. We cannot just look at the cost of the property. We have to look at the cost of the property pl us the television rights that we have to acquire, the manufacturing of all the commercials that we have to do, etc. Millions of dollars were rolled up into this decision. The question is, how can we best leverage the property and how can we make a business case for sponsoring the property. Malcolm Williamson, CEO and President of Visa International said: â€Å"In the eight years following the Athens Games, Visa’s corporate sponsorship is expected to provide nearly $40 million in financial support to National Olympic Committees and through to the athletes in support of their quest to participate in the Olympic dream. †13 According to Williamson, â€Å"It's taken us a lot of time to get value out of that Olympic property. † Over the years since 1986, Visa member banks have become more involved and derived greater benefit from the sponsorship.Williamson believed that extending the sponsorship until 2012 would â€Å"enable these 21,000 banks to have the confidence to go on leveraging this property and recognize that we’re not going to change course. †14 tC Evolution of Olympic Sponsorship Do No Shepard discussed the progression of Visa’s involvement with the Olympics: â€Å"We’ve raised the bar with the Olympics. When we first started with the Olympics, we were just trying to get our name out and use it as an advertising platform. Our sponsorship strategy has evolved to one with a global platform with local relevance; an integrated marketing approach; and n expanded window of opportunity beyond just the Olympic Games. † Shepard continued: â€Å"In Albertville (1992 Winter), we started to engage and build marketing programs for all of our member financial institutions. We expanded member and merchant participation globally. In Barcelona (1992 Summer), we expanded Visa’s presence in the host city for the first time by engaging the merchant community and having onsite visibility with our own service cent ers. In Lillehammer (1994 Winter), it was the first time we rolled out a global corporate relations platform and really started to get visibility throughout the city and we began sponsoring teams.In Atlanta (1996 Summer), it was the first time we did anything comprehensive on site with our products. We issued a stored value product [pre-paid cards] that was marginally successful. Our hospitality program, ATM infrastructure, and Customer Service Center hosting were all significantly larger than those at previous games. In Nagano (1999 Winter), we had overkill in terms of our visibility and we learned that we needed to have a comprehensive effort because at Nagano we 13 â€Å"Visa Extends Olympic Games Sponsorship for Eight More Years,† Visa Press Release, November 11, 2002. Visa Website: http://www. visa. com/globalgateway/gg_selectcountry. tml? retcountry=1. 14 â€Å"Visa Breaks Olympic Record for Sponsorship,† Bank Marketing International, January 22, 2003, p. 8. This document is authorized for use only by Hadi Nejatian until May 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. Visa Sponsorship Marketing SPM-5 rP os t p. 7 had five different Visa logos. Also in Nagano, initially only 6 percent of the merchants took Visa, but by the time we finished, we had a 1,000 percent increase in merchant acceptance of Visa cards. We also used Nagano as a platform and template for a lot of our other Asian activities. OLYMPICS INTEGRATED MARKETING PROGRAM For the Olympic Games, Visa focused on creating an integrated marketing program which included creating a central marketing theme; a look of the Games; member and merchant programs; advertising; promotions; public relations; athlete relationships; host city partner/presence programs; onsite activation capabilities; and hospitality. (Examples are in Exhibits 7 and 8. ) op yo Central Marketing Theme and Look of the Games For the 2002 Olympic Winter Games in Salt Lake City, Visa created an integrated marketing platform centered on a marketing theme, â€Å"You’ve got what it takes. Shepard said this central marketing theme â€Å"spoke to the core brand position of superior acceptance, to the athletes who were the core of the Olympics, to Visa cardholders, and to Visa employees. Visa’s look also complemented the Salt Lake Olympic Committees look and feel. † Member and Merchant Programs and Promotions tC For the Salt Lake City Games, Visa created member and merchant programs in which 500 members around the world utilized Visa’s rights in the form of statement inserts, templates, and other promotional campaigns.Members were its banks, credit unions, and other financial institutions issuing Visa products. More than 50 million statement inserts highlighting Visa’s Olympic marketing programs were distributed to consumers. Visa received an unprecedented 100 percent participation in its member program s from its top 12 U. S. members during the Salt Lake City Games. Of the top members, 75 percent conducted multiple programs that covered multiple lines of business (credit, debit, commercial, employee incentives, etc. ). Do No Merchants received indirect association with the Olympics through Visa.For the Salt Lake Games, statement inserts included offers such as Olympics-related sweepstakes. Fifty-four member sweepstakes programs were also developed during the Salt Lake City Games. For example, each time cardholders used their Visa cards, they were automatically entered to win a trip to the Olympics. Linda Cullinan, a vice president of Intrust Bank of Wichita, Kansas, said it had chosen to ally with Visa over MasterCard in part because of the prestige associated with the Olympic Games. Intrust used some of the Visa Olympic promotional inserts in statements sent to its 100,000 card account holders.Though Visa offered Intrust a better deal financially, â€Å"Visa's standing in the ma rket was the single most important factor in the branding decision, â€Å"followed by the promotions they run and the acceptability of those promotions,† she said. 15 In 1994 Visa also launched another worldwide public relations program effort called the â€Å"Visa Olympics of the Imagination,† a children’s art contest. Children ages 9 to 13 from various 15 Lavonne KuyKendall, â€Å"Gauging Value Has High Degree of Difficulty,† The American Banker, February 27, 2002, p. 1. This document is authorized for use only by Hadi Nejatian until May 2013.Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. Visa Sponsorship Marketing SPM-5 rP os t p. 8 countries were invited to submit art around a designated theme. For the Atlanta Summer games, Visa asked children to invent and then illustrate an Olympic sport of the future, and write about how that sport would promote global peace and unity. For the contest in Nag ano, children were asked to create artwork featuring a person they admired, engaged in a Winter Olympic sport. Winners received free trips to the Olympic Games.For the Atlanta Games, the contest garnered positive coverage in more than 1,000 newspapers, print, TV, and radio outlets in more than 50 countries and Visa received approximately 600 million media impressions. Mike Sherman, vice president of corporate relations at Visa in San Francisco said: â€Å"That's like getting a story in The Wall Street Journal every day for a year. †16 op yo Merchant programs included online and offline efforts. During the Salt Lake City Games, merchants such as Federated, Nordstrom, CompUSA, and Gap. com participated in merchant programs by promoting trips to the Olympics if consumers used their Visa cards.Prior to Salt Lake, merchants ordered over 1 million point-of-sale signs and over 15,000 merchants participated in merchant programs. Advertising tC Advertising was a significant part of Vi sa’s integrated marketing program. During the Sydney Games, Visa launched two television spots highlighting its Olympic ties during the Super Bowl (nine months early). Visa typically tailored its advertising to reflect the unique aspects of each Olympic setting. â€Å"As you go from Olympics to Olympics, each one has a different feel and tone. We try to develop a concept that suits each one,† said Beispiel. What we wanted to exploit this year [Sydney 2000] are the unique aspects of the Australia Olympics. The ‘dream with no boundaries’ theme is a way to capitalize on the magnitude and boundless nature of that continent. †17 No Television dominated the advertising mix for the Sydney campaign. Visa purchased exclusive rights on the NBC Olympic broadcast and was the only advertiser in its category during the Games coverage on that network as well as MSNBC and CNBC. Visa also bought exclusive rights on the local NBC stations in the top dozen markets. Oth er advertising included radio, print, and online advertising.Early Visa television advertisements highlighted places that accepted Visa but not American Express. This campaign was developed in 1985 by BBDO. â€Å"It was intended to separate the Visa brand from MasterCard,† said Beispiel. â€Å"We have both brands that functionally do the same thing and we needed to somehow separate the brands in the mind of the consumers to move our business ahead. †18 Athlete Relationships Do Visa developed relationships with athletes around the world. In the U. S. , Visa had sponsored the ski team since 1986 and for Salt Lake, extended its athlete sponsorship into other sports such as snowboarding, bobsledding (e. . Jean Racine and Jen Davidson), freestyle, figure skating (e. g. 16 Visa Press Release, September 8, 1997, volume 53, issue 25. â€Å"Visa Kicks Off Olympic-Themed Campaign,† Bank Advertising News, February 21, 2000, volume 24, issue 4, p. 1. 18 Ibid. 17 This docume nt is authorized for use only by Hadi Nejatian until May 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. Visa Sponsorship Marketing SPM-5 rP os t p. 9 Sasha Cohen) and other athletes in the Paralympics. Visa also sponsored the Canadian bobsleigh team, the Russian hockey team, and the Japanese ski jumping team.During the Salt Lake City Games, Visa directly tied athletes into its efforts through a â€Å"usage study† called â€Å"One Year, One Card,† with three hopefuls (two Olympians and one Paralympian). Each agreed in March 2001 to give up cash and checks as part of Visa’s â€Å"One Year, One Card† program. Two of the three (one out due to injury) successfully completed the program in February 2002, after spending a year writing no checks and using cash only for purchases under $10. Destination Marketing—Host City Partner/Presence Programs op yoVisa was the first worldwide Olympic partn er to launch â€Å"destination marketing† programs linked to the Olympic Games’ host cities. Visa’s strategy was to extend the benefit of its Olympics sponsorship beyond the actual Olympic Games: â€Å"We have been able to stretch the marketing window from the duration of the Olympics to a four to five year period,† said Shepard. â€Å"We have a worldwide sponsorship of tourism, merchants, and advertising, which never stops. † Visa assisted its partners and members in creating local and regional incremental value and benefits around the Olympic Games.Sydney proved to be the â€Å"gold standard† of Visa’s destination marketing efforts, according to Shepard. In Sydney, Visa generated more than $40 million in marketing value for Australia for the Sydney Olympic Games over the four-year period leading up to the Olympic Games in 2000. 19 Shepard stated: tC Sydney was our most robust case of generating volume for our Visa network of members . We still have partnerships from that time period that are around today such as the Australian Tourism Commission, the Sydney Convention and Visitors Bureau, etc. We’ve really penetrated the merchant community in Sydney.Sydney became our gold standard. And we continued this effort in Salt Lake City. In Athens (Summer 2004), we’re looking to use Athens as a pan-European footprint, extending our reach beyond Greece. No In the Salt Lake Games, Visa created national television commercials that highlighted Olympic athletes and Utah as a destination during the Games. One spot titled â€Å"Surfing,† featured the Wasatch Powderbird Guides, a Utah-based helicopter ski and snowboard company. â€Å"We have changed our methodology in the 16 years since we first started sponsoring the Olympic games,† said Sherman. DoOur campaign for the 1988 Calgary Olympics was all about branding and we focused on the 17 days surrounding the games. Then in 1994, we saw that Visa was going to have to adapt its marketing to make it closer to tourism and spread its efforts over a much longer period. We realized that we had to work with the Olympic city before, during, and after the Games in order to derive the best benefits for our members. We asked ourselves why host cities bid for the games and we realized the answer came down to showcasing the city to the world. Not only do the games bring tourists to the Olympic city, but also they create a large 9 Visa Website: http://www. visa. com/globalgateway/gg_selectcountry. html? retcountry=1. This document is authorized for use only by Hadi Nejatian until May 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. Visa Sponsorship Marketing SPM-5 rP os t p. 10 halo effect that lasts beyond the games. Prior to the 1992 Olympics, Barcelona was the 16th most popular tourist destination in Europe. In 1993, it was the third. There was a similar kind of lift in Austral ia after the 2000 games. 20The Division of Travel Development in Utah, where the Winter Olympics took place in February 2002, stated: â€Å"One measurement of the improved visibility the state has received during and after the Olympics has been the sustained increase in visits to the Division of Travel Development's consumer website, Utah. com. During February 2002, the number of visitors to the site increased by over 200 percent to nearly 700,000 visitors (compared to a typical month of 220,000). Since the conclusion of the Games, interest has remained high. The number of visitors to the Utah. om website has remained at approximately 400,000, nearly 80 percent above its pre-Games level. †21 op yo Furthermore, during the Salt Lake Games, surrounding areas saw sales on Visa payment cards increase 30 percent over the same period in 2001, and 23 percent over the prior month. The Salt Lake Convention and Visitor’s Bureau reported that overall, 55 percent of reservations we re made on Visa cards, up from 46 percent in 2001 and 41 percent in 2000. 22 â€Å"As an organization, Visa’s involvement in the Olympics went well beyond corporate self interest,† said Dianne Binger, president and CEO of the Salt Lake Convention & Visitors Bureau. Visa developed a true partnership with Salt Lake’s hospitality community. Their support helped to ensure the success of the Games, as well as our continued success as a world class travel destination. †23 Onsite Activation and Marketing No tC Onsite marketing activities were also an important component of Visa’s integrated marketing program. At Salt Lake City, Visa had its ATM networks at or near all competition and noncompetition venues, including two mobile ATMs, 650 new point-of-sale acceptance terminals at Olympic venues, and a customer information center to help visitors with lost or stolen cards and Games-related questions.Visa believed these efforts helped build consumers’ a wareness and reinforced Visa as the payment brand of choice. Visa pointed to its improvements by showing that Visa’s volume throughout the Olympic venues at Salt Lake City exceeded the 2000 Sydney Games by more than $2 million, even though the Sydney Games were four times larger. 24 Shepard described onsite challenges: Do As a product platform in our sponsorship marketing platforms, we’ve used the Olympics to showcase a lot of our products from a Visa cash platform in Atlanta to a number of our mobile commerce solutions that we’re investing in right now.However, we’re responsible for the infrastructure on site, which has the potential of becoming the program’s Achilles heel because a lot can go wrong onsite. For that reason, a lot of care and onsite management goes into creating and maintaining the systems. 20 â€Å"Visa Launches Marketing for 2004 Olympics,† Bank Marketing International, December 31, 2002, p. 4. Ibid. 22 Visa Website: http: //www. visa. com/globalgateway/gg_selectcountry. html? retcountry=1. 23 â€Å"Visa Honored with Salt Lake Convention & Visitors Bureau Tourism Achievement Award,† Visa Press Release, July 11, 2002.Visa Website: http://www. visa. com/globalgateway/gg_selectcountry. html? retcountry=1. 24 Becky Saeger, â€Å"Visa Has What it Takes at the Olympics,† Marketer’s Forum, April 2002, Vol. 6, no. 3, p. 30. 21 This document is authorized for use only by Hadi Nejatian until May 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. Visa Sponsorship Marketing SPM-5 ATHENS SUMMER GAMES 2004 rP os t p. 11 For the Athens Olympics, there would be 11 worldwide or TOP sponsors, each in a different product category.As one of the worldwide sponsors, Visa was the exclusive payment card and official payment service of the Athens Games and would be the only card accepted at all Olympic Games venues for all official Olympic-relate d transactions. Visa planned to install a special Olympic ATM network and hundreds of point-of-sale acceptance devices at the International Press Centre, the International Broadcast Centre, and the Olympic Athletes Village. The Visa Service Centre (VSC) would provide multilingual emergency services and general assistance to cardholders.Visa also sponsored the Visa Olympians Reunion Center where Olympians could congregate and relax. It had also planned to support teams such as the U. S. gymnastics, track and field, ski and snowboard, hockey, and figure skating teams. tC op yo In terms of its members, Visa planned to utilize the Games as a sponsorship platform by offering marketing tie-ins and opportunities for international exposure and image enhancement. Similar to Sydney and Salt Lake City, Visa planned to conduct destination marketing campaigns with the host city during future Games.In November 2002, Visa and the Greek National Tourism Organization (GNTO) formed a global alliance to promote Greece worldwide as a key travel destination and showcase Visa’s sponsorship of the Athens Games. Visa planned to use advertising, direct mail, cardholder communications, and Olympic promotions in more than 50 countries to promote Greece as a travel destination. One program would feature the joint development and creation of an information booth to service visitors, providing information concerning tourist issues. Visa also planned to eature Greece on its â€Å"Visa Destinations† online travel site and planned to promote Greece with its hotel and airline travel partners. â€Å"We are packaging trips to Greece and to the Greek islands which can be offered as prizes to Visa card users,† said Shepard. No As an extension of its Olympic sponsorship, Visa also planned to sponsor the Paralympic Games in Athens in 2004 for the first time (Visa had supported the Paralympic Games in other ways at various other Olympics). Visa’s sponsorship resulted in th e first Visa Paralympic Website, accessible to people with vision, hearing, and mobility challenges.Visa’s members would help deliver the messages of the Paralympic Games (Pursuit, Strength, Inspiration, and Celebration). Visa hoped that its sponsorship of the Paralympic Games would create an affinity between its brand and the disabled community and their families worldwide. Shepard noted: â€Å"There are 750 million people worldwide with disabilities. If we can create something relevant for them and their families, we will be creating a partnership with them for mutual benefit. † RUGBY WORLD CUP DoThe Rugby World Cup (RWC) was considered to be the third most-watched sporting event in the world behind the Olympic Games and the FIFA World (Soccer) Cup. In October/November 2003, 20 rugby union playing nations would contest the RWC in Australia. The International Rugby Board (IRB) had held qualifying matches over four years around the world to qualify the 20 nation partic ipants. The first RWC was held in 1987 (Exhibit 9). This document is authorized for use only by Hadi Nejatian until May 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860.Visa Sponsorship Marketing SPM-5 rP os t p. 12 op yo The RWC was expected to lure 40,000 international visitors to Australia in 2003. Visa had been a sponsor of the RWC since 1995. Coca-Cola paid $3. 5 million to secure both the 1999 and 2003 World Cups. In May 2002, Visa renewed its RWC sponsorship as an Official Worldwide Partner and official payment service of RWC. It had planned to use the sponsorship to deliver unique benefits to its members and Visa cardholders, including providing up to 10,000 tickets for cardholders to win worldwide when Visa cards were used during merchant and cardholder promotions. With banks and branches in virtually every nation around the world, Visa’s members and merchants can effectively market the RWC programs and spe cial offers to hundreds of millions of cardholders worldwide,† observed Shepard. â€Å"It will be our responsibility to provide our members with effective and profitable RWC marketing programs. †25 Shepard also noted: â€Å"In 1999, we had RWC promotional programs underway in all major rugby markets from Australia to Argentina and from the U. K. to South Africa.Visa members worldwide once more will have exclusive opportunities to use RWC 2003 in their Visa marketing, advertising, and promotions and provide unique offers to their cardholders and merchants. †26 Visa also planned to use its ongoing partnerships with Australia’s tourism and convention associations to create even greater synergy with RWC 2003, promoting increased tourism to Australia. Visa planned to develop a joint program with the IRB (International Rugby Board) to develop a Visa/Rugby World Cup Classic TV series that would include four rugby legends, winning players and captains of 1995 and 1999 former Rugby World Cups.The program would feature former great rugby players talking about rugby’s greatest moments and the program would be distributed worldwide. Visa promotions included international promotions that encouraged consumers to use their Visa cards to win trips to the RWC. In terms of corporate hospitality, Visa brought its merchant partners and members to the RWC. No tC Shepard discussed Visa’s rationale for sponsoring the event: â€Å"Visa recognized rugby’s great promise after we sponsored the 1995 Rugby World Cup on a regional basis and then globally for RWC 1999 in Wales.It was a diamond in the rough in 1999, and has continued to develop as a valuable gem. The spirit and passion that rugby fans engender and the vast potential for marketing to its followers worldwide are what attracted us to this event. Rugby World Cup provides Visa with a major global marketing platform reaching some of our most important markets around the world. Visa plans to tap into the passion and spirit of rugby to deliver unique, highly visible business opportunities to our members and their merchants around the world. †27 DoSheng Li, a sponsorship executive at Visa commented: â€Å"We use the RWC as more of a promotional platform versus our sponsorship of the Olympics, which is more of a brand vehicle for us. Thus we run a lot of promotional programs around the RWC. It’s a much less expensive investment for us compared to the soccer World Cup. We get a lot more value for our money with rugby since the rugby demographic tends to have a lot of spending power. †28 25 Rugby World Cup Press Release, â€Å"Visa Renews 2003 Rugby World Cup Partnership,† May 21, 2002. http://www. rugby2003. com. au/. 26 Ibid. 27 Ibid. 28 Interview with Sheng Li.Subsequent quotes are from this interview unless otherwise noted. This document is authorized for use only by Hadi Nejatian until May 2013. Copying or posting is an infringement o f copyright. [email  protected] harvard. edu or 617. 783. 7860. Visa Sponsorship Marketing SPM-5 rP os t p. 13 Li discussed the challenges of working with the event: â€Å"The RWC is a fast growing event and is experiencing customary growing pains. For example, in the recent past, it had a minimal antiambush marketing program. We are working with them in this area, and we definitely understand what they are going through.As a long term partner, we will continue to provide our support to make the RWC an even greater property. † NEW ZEALAND ALL BLACKS op yo Visa secured sponsorship of the New Zealand All Blacks (rugby team) in advance of the 1999 Rugby World Cup. At that time, the All Blacks were considered a favorite to win. Visa hoped that the sponsorship of the All Blacks, combined with its sponsorship of the RWC would provide both local (All Blacks) and global (RWC) marketing platforms leading up to the RWC. However, the All Black sponsorship turned out to be much more of a challenge than Visa had originally expected.Shepard stated: We wanted to sponsor the All Blacks but during the process, we couldn’t get the necessary access from them for appearances, relevant marketing programs, tickets or for other alignment opportunities, and most importantly they were not very proactive or effective in terms of ambush marketing protection. The All Blacks also did not seem to value what we were bringing to the table in terms of global network and communication so we mutually decided not to continue the sponsorship. In retrospect, we were also not engaged enough and didn’t get enough visibility in the marketplace for the property. tCIn February 2003, the All Blacks signed on MasterCard as its official payment card. In addition to Visa’s issues with the All Blacks, the New Zealand Rugby Union also caused much public controversy when in late 2002, New Zealand lost its bid to co-host the 2003 Rugby World Cup because it was unable to guarantee stadiums free from advertising ( see Appendix D). This loss led to an inquiry into the management of the New Zealand Rugby Union and a subsequent major management shakeup. No F. A. PREMIER LEAGUE Do In 1998, Visa began its sponsorship of the F. A. (Football Association) Premier League in England. The F. A.Premier League was a competition involving 20 Premier League Clubs. These 20 included globally known â€Å"Super Clubs† such as Manchester United, Arsenal, Chelsea, and Liverpool. The league was formed in 1992 to increase popularity and interest in soccer within England. Visa’s sponsorship extended only to the League, but did not include the individual teams (clubs). Other sponsors could sponsor individual teams as well as individual matches. As a sponsor, Visa paid a set amount and received non-exclusive perimeter boards (signage at the matches), the rights to use the Premier League logo, and a certain amount of tickets.Li commented: â€Å"When we first started work ing with the Premier League, it was not as strong as it is today. In addition, at the end of 1999, there was a lot of management turnover at the Premier League. The â€Å"Super Clubs† were the teams that our Members and cardholders were most interested in. However, we had difficulties creating team-related benefits through the League sponsorship structure, especially when we were trying to run promotions outside of the This document is authorized for use only by Hadi Nejatian until May 2013. Copying or posting is an infringement of copyright.[email  protected] harvard. edu or 617. 783. 7860. Visa Sponsorship Marketing SPM-5 rP os t p. 14 U. K. For example, we ran a promotion in Asia to fly winners to England to watch a match between two high-profile teams, but the Premier League did not provide us with adequate assistance. We had to find tickets through other channels. All these factors led us to not renew our sponsorship with the Premier League in 2000. We preferred to foc us at this time on other sponsorships such as the Olympics. † op yo In addition to Visa’s sponsorship of the F. A.Premier League, the company also signed a separate three-way agreement with the F. A. Premier League and Manchester United, as part of its greater F. A. Premier League sponsorship. Li explained: â€Å"When we first signed on as a sponsor with the Premier League, the League had included the Manchester United Platinum Club sponsorship package which secured the League sponsors’ boards and a certain amount of hospitality related to the most successful team. With the Platinum Club, sponsors could also sponsor one Manchester United match in the season. With that match, sponsors would get more tickets, hospitality, etc. SPONSORSHIP PERFORMANCE MEASUREMENT tC As sponsorships grew in popularity and became more expensive, sponsors began looking for ways to quantify event marketing value. One of the first techniques used was tracking televised logo time, i. e. , the amount of time a sponsor’s logo is visible to a television viewer. However, over time, marketing professionals have begun to question the value of this analysis, as flashing a company’s logo during an event may have been cheaper than running advertising during the event, but the two many not have been interchangeable in terms of effectiveness.Companies have begun using a variety of research techniques to measure pre- and post-event results ranging from focus groups to onsite surveys. Do No Visa Performance Measurement Visa often used external consultants to quantify the value generated by the Olympic sponsorship to â€Å"persuade us first as a management team and the board second† that there is a business case for a sponsorship. The results showed that a sponsorship translated directly into tangible benefits such as brand recognition and market share and â€Å"has a significant value. 29 Since 1986, the number of Visa cards in issue grew from 137 million to just over one billion, while global volume grew from $111 billion to $2. 3 trillion. Since it started sponsoring the Olympics in 1986, Visa’s market share had risen by 33 percent, to 53 percent, the company said. â€Å"And when you gain the leverage from the member banks,† said Williamson, â€Å"it’s an amazing property [Olympics]. †30 Moreover, during the span of Visa’s Olympic involvement, it had seen brand preference in the U. S. go up — it had seen its rating as â€Å"best overall card† rise to 50 percent. 1 Visa cited research showing that more than 66 percent of Americans thought Olympics sponsors deserved their business. â€Å"Obviously, not all of that is from the Olympics,† said Michael Lynch, senior vice president of event and sponsorship marketing. â€Å"But we’re finding that those who are 29 â€Å"Visa Breaks Olympic Record for Sponsorship,† Bank Marketing International, January 22, 2003, p. 8. Ib id. 31 â€Å"Visa Extends Olympic Games Sponsorship for Eight More Years; Most Successful Sponsorship to Deliver Support Through the Games of the XXX Olympiad in 2012,† Business Wire, November 11, 2002. 0 This document is authorized for use only by Hadi Nejatian until May 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. Visa Sponsorship Marketing SPM-5 rP os t p. 15 aware of our Olympic sponsorship are more likely to use the Visa card than those who are unaware. †32 According to Becky Saeger, executive vice president of brand marketing: â€Å"At Visa, we frequently review our efforts to ensure a return on investment for our members.Since 1986, no single property has allowed us to build our brand and drive use better than the Olympic Games†¦. Since 1986, Visa volume has grown at a compounded annual rate of 16 percent. Unaided consumer awareness of Visa’s sponsorship after Sydney was an unprecedent ed 72 percent, and research shows sponsorship awareness drives Visa brand preference. Finally, the 2002 Games scored record ratings on NBC, enabling Visa to reach a larger, more diverse audience than ever before. †33 op yo Visa measured specific campaigns as well.For example, in 1992, it advertised that it would donate a percentage of each card transaction to the U. S. Olympic team. Transactions increased by 17 percent. Up until that point, Visa had never received more than a 3 percent increase from any advertising or promotional campaign that it had run. 34 Lynch said it analyzed its sponsorship spending carefully and was still bullish on sponsorship marketing, even at times where the economy was lagging. â€Å"What does end up happening is that a lot of the clutter will go away during times of adversity,† he said. It is an opportunity for the leaders to step up. It is important for us to deliver the proper message during those periods. †35 Other Companies No tC Other Olympic sponsors such as Bank of America had their own ways of measuring performance. Bank of America had paid less than $55 million as a second-tier sponsor and started to advertise 100 days before the games, spending $60 million on ads alone. It built two branches on the Olympic grounds and brought 83 employees to serve visitors, but looked to Visa to provide ATMs under its category rights.Bank of America measured its sponsorship performance through awareness boosts, stating that it had seen â€Å"significant increases in awareness† since the ads began, though â€Å"product sales will lag a little further behind. † To gauge the boost, the company compared account generation and card use numbers for the current quarter with figures from the first and fourth quarters of the prior year. â€Å"All the research we’ve looked at says people perceive Olympic sponsors as leaders in their categories,† said Dockery Clark, Bank of America’s sponsorship marketing executive. 6 Do John Hancock started its Olympic sponsorship in 1993 (in the life insurance/annuities category). Since then, the company’s sales have increased 14 percent, while the insurance business had seen an industry-wide drop of 4 percent. By using trips to the Games as an incentive for agents and customers, Hancock calculated that its Olympic investment of approximately $40 million had 32 Miriam Kreinin Souccar, â€Å"Visa’s Sponsorship Gives it Inside Lane for Olympic Games,† American Banker, November 9, 1999, vol. 264, issue 216, p. 1. 33Becky Saeger, â€Å"Visa Has What it Takes at the Olympics,† Marketer’s Forum, April 2002, Vol. 6, no. 3, p. 30. 34 http://www. onlinesports. com/sportstrust/sports13. html. 35 Lavonne Kuykendall, â€Å"War Jitters Aside, Card Giants Defending Sponsorship Deals,† The American Banker, March 25, 2003, p. 7. 36 Lavonne KuyKendall, â€Å"Gauging Value Has High Degree of Difficulty,† Th e American Banker, February 27, 2002, p. 1. This document is authorized for use only by Hadi Nejatian until May 2013. Copying or posting is an infringement of copyright. [email  protected] arvard. edu or 617. 783. 7860. Visa Sponsorship Marketing SPM-5 rP os t p. 16 translated into a $50 million increase in sales, a 21 percent net gain in purchase consideration, and a 53 percent increase in consumers who believed the Boston-based insurer to be a smart and cultivated company. Patrick Finnegan, an analyst for Moody’s Investors Service, suggested that Hancock’s international business was too small to justify a global sponsorship of the Games, however. â€Å"A 20 percent increase in sales — boy, that’s a stretch,† Finnegan said. When you buy life insurance, you don't think about who sponsored the last Olympics. † Replied Hancock’s Chairman and CEO, David D’Alessandro, â€Å"Do I attribute all this [growth] to the Olympics? No. Do I want to drop out of the Olympics to find out? No. †37 THE FUTURE Do No tC op yo Visa had â€Å"raised the bar† during each of the Olympics it had sponsored since 1986. It had created an integrated marketing program that ranged from advertising to host city partner/presence programs. Visa had also learned much through its other sponsorships that had posed significant challenges, e. . , its sponsorship of the New Zealand All Blacks. In the summer of 2003, Shepard and his team gathered at Visa’s International headquarters located in Foster City, California, to reflect on the impact and lessons of its past sponsorship activities. Specifically, they planned to discuss the process of selecting and working with new partners and creating new alliances such as with the Walt Disney Company (2002); how to evaluate the effectiveness of Visa’s existing sponsorships; and how to apply lessons from its existing and past sponsorships to current and future sponsorships. 7 Craig Copetas, â€Å"Winter Olympics 1998: Despite the Enormous Costs, Sponsors Swear the Olympics are a Good Buy,† The Wall Street Journal Europe, February 18, 1998. This document is authorized for use only by Hadi Nejatian until May 2013. Copying or posting is an infringement of copyright. [email  protected] harvard. edu or 617. 783. 7860. Visa Sponsorship Marketing SPM-5 Appendix A Overview of Visa rP os t p. 17 op yo Visa was jointly owned by 21,000 member financial institutions (members) such as banks and credit unions worldwide. It was a private, for-profit ssociation whose members offered credit cards and other payment solutions for both consumers and businesses. Cards were issued by Visa’s member financial institutions, not by the Visa association. Its members also signed up (acquired) retailers, recruited cardholders, set fees and determined spending limits and interest rates on outstanding balances. A board of directors composed of representatives from me mber banks supervised each Visa region, and select members from each region composed the international board. Member banks elected the board and votes were allocated according to the volume of various products offered by members.The board developed operating regulations, set transactions fees and interchange payments between members, developed system-wide innovations such as interchange technologies, promoted the association brand through advertising, and coordinated other system-wide matters such as fraud control. tC Visa products and services were offered directly by members to their customers. Visa did not issue cards; set annual fees on cards; determine annual percentage rates (APRs)38; solicit merchants to accept cards; or set discount rates. 39 Members managed the relationships with consumers and merchants.Visa’s goal had been to create a brand that was a trusted seal of approval so that members could use Visa as a platform to meet their objectives. Member objectives in cluded increasing consumer confidence, enhancing customer relationships, and driving usage in new markets. One service Visa provided members was an advanced transaction processing infrastructure, known as VisaNet, run by its Information Technology (IT) and processing subsidiary, Inovant, that processed over 5,000 transactions per second during its peak season (the holidays) and was capable of handling transactions denominated in 160 different currencies.Average transaction approval time was under two seconds. Shepard elaborated on Visa’s relationship with its members: No Our 21,000 member financial institutions own us. We’re similar to McDonald’s who manage their individually owned franchises. Visa’s international role is to coordinate these six regions and try to provide innovative solutions for the properties that we have. Our primary job is to help members grow their business by offering them payment solutions; new payment technologies; dynamic, effici ent, and secure processing services; and the global Visa brand.Do John Ekoniak at Piper Jaffray said: â€Å"The organization stays incredibly focused on maintaining the difficult balance of providing rich services to its members, but not too complete, so as to allow members room to add differentiation as they compete with other members. The members and stakeholders are all competitors and feel that they compete most effectively with the help of the Visa association if it is a closed organization with all returns reinvested. †40 38 The APR was the yearly interest charge on outstanding credit card balances.The discount rate was the fee a merchant paid a member financial institution to process a purchase charged to a Visa card. 40 John Ekoniak, â€Å"The B2B Analyst,† US Bancorp Piper Jaffray Research, January 12, 2001, vol. 2, number 2, pp. 3-4. 39 This document is authorized for use only by Hadi Nejatian until May 2013. Copying or posting is an infringement of copyright . [email  protected] harvard. edu or 617. 783. 7860. Visa Sponsorship Marketing SPM-5 rP os t p. 18 TRANSACTION PROCESSINGMultiple parties were involved in every Visa card transaction: 1) cardholder, 2) issuer: a financial institution that issued Visa cards and maintained a contract with cardholders for repayment, 3) merchant: an authorized acceptor of Visa cards for the payment of goods and services, 4) merchant bank: a financial institution that helped the merchant fulfill Visa card payments from customers, 5) Visa, whose members issued Visa cards and/or signed merchants to accept Visa, and 6) VisaNet: a network that acted as an authorization and clearing and settlement service to transfer payment information between parties which was run by Inovant, Visa’s IT and processing subsidiary. 41 op yo Processing a Visa card transaction was a two-stage process. The first stage was called Authorization, where an electronic request was sent through various parties to either approv e or decline the transaction.The next stages were Clearing and Settlement, where all parties settled their accounts and were paid. The Authorization stage included eight steps: 1) cardholder presents Visa card to pay for services, 2) merchant swipes Visa card, enters the dollar amount, and transmits an authorization request to the merchant bank, 3) merchant bank automatically sends the authorization request to VisaNet, 4) VisaNet routes the request to the cardholder’s issuer, 5) issuer approves or declines the transaction, 6) VisaNet forwards the issuer’s response to the merchant bank, 7) merchant bank forwards the response to the merchant, and 8) merchant receives the authorization response and completes the transaction accordingly. tCThe Clearing and Settlement stages included another five steps: 9) merchant deposits the transaction receipt with the merchant bank, 10) merchant bank credits the merchant account and electronically submits the transaction to VisaNet for settlement, 11) VisaNet pays the merchant bank and debits the issuer account, then sends the transaction to the issuer, 12) issuer posts the transaction to the cardholder account and sends the cardholder a monthly statement, and 13) cardholder receives the statement and pays issuer. 42 REVENUE MODEL Do No Visa’s revenue model included a series of fees from merchants who accepted Visa cards. Typical fees included 1) discount rate (a percentage of sale