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Using Leadership in Energy and Environmental Design (LEED) Certification to solicit sponsorships: A strategic framework for public sport facility marketers.

机译：使用能源与环境设计（LEED）领导力认证来征集赞助：公共体育设施营销商的战略框架。

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摘要

The issues surrounding this study included the marketing of LEED Certified public sport facilities. This was a new issue as the LEED Certification phenomenon began in 2000 and was slowly adapted into the sport facility world. For sport facility marketers faced with soliciting sponsorships, incorporating the LEED Certification into the marketing strategies potentially offered a new revenue generation avenue. Application of the congruency theory and exchange theory within the examination of marketing LEED Certified sport facilities added depth to the research. The three research questions focused on current sponsorship solicitation strategies, successful sponsorships, and best practice recommendations. A qualitative approach was employed to the study process.;This study applied a constructivist lens aimed at collecting information of sponsorship solicitation methods being utilized by LEED Certified public sport facility marketers. A total of 21 sport marketing professionals were interviewed utilizing an interview guide, and secondary documents were collected and reviewed. The marketers were questioned about marketing strategies and the sponsorship solicitation experiences. The goal of this study was to determine the current strategies for promoting a public sport facility that had a green and/or LEED focus. Discussion involved which strategies were being used, as well as best practice recommendations. Data collected was segmented and labeled, with labels being categorized for content analysis. With the use of a code book, the data was systematically organized and analyzed. Based on opinions from the marketing professionals, a Strategic Framework for Sponsorship Solicitation of a LEED Certified Public Sport Facility was developed and is presented in the results section of the paper. This framework contributes to the understanding of sport marketing strategies with a new focus in sponsorship solicitation with a LEED focus.
机译：围绕这项研究的问题包括获得LEED认证的公共体育设施的营销。这是一个新问题，因为LEED认证现象始于2000年，并逐渐适应了体育设施领域。对于面临征求赞助商的体育设施营销商而言，将LEED认证纳入营销策略中可能会提供新的创收途径。一致性理论和交换理论在经LEED认证的市场营销运动考试中的应用为该研究增加了深度。这三个研究问题集中在当前的赞助征集策略，成功的赞助和最佳实践建议上。研究过程采用定性方法。该研究采用了建构主义的观点，旨在收集由LEED认证的公共体育设施营销商所采用的赞助招标方法的信息。利用采访指南对总共21名体育营销专业人士进行了采访，并收集和审查了辅助文件。向行销人员询问行销策略和赞助请求的经验。这项研究的目的是确定促进绿色和/或LEED重点的公共体育设施的当前策略。讨论涉及正在使用的策略以及最佳实践建议。对收集的数据进行分段和标记，并对标记进行分类以进行内容分析。通过使用密码本，系统地组织和分析了数据。根据市场营销专家的意见，制定了LEED认证公共体育设施赞助战略框架，并在本文的结果部分进行了介绍。该框架通过以LEED为重点的赞助招募为新焦点，有助于对体育营销策略的理解。

著录项

  • 作者

    Huberty, Lana L.;

  • 作者单位

    University of Minnesota.;

  • 授予单位 University of Minnesota.;
  • 学科 Health Sciences Recreation.;Business Administration Sports Management.;Business Administration Marketing.
  • 学位 Ph.D.
  • 年度 2013
  • 页码 203 p.
  • 总页数 203
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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