IdeaQuest was asked by Johnson Controls, a global market leader in building technologies, to create their sponsorship strategy. They had just merged with Tyco and were looking for new opportunities to drive incremental growth. At the same time, the Pro Football Hall of Fame was starting to develop a $1b state-of-the-art mixed-use sports and entertainment destination, the Hall of Fame Village and looking to onboard partners.
IdeaQuest represented Johnson Controls and negotiated an integrated B2B partnership, where their products could be brought to life via a living showcase. The Hall of Fame Village purchased Johnson Controls products, and in turn, Johnson Controls signed on to become the naming rights of the Village. The Hall of Fame Village powered by Johnson Controls helped to drive hundred of millions of dollars of new business thanks to the access to the NFL network that Johnson Controls receives as part of the partnership.
01 - Enshrinement Week
Powered by Johnson Controls
As naming rights partner, Johnson Controls also receives presenting sponsorship to the Pro Football Hall of Fame's premier event, Enshrinement Week. Throughout the week, there are several events to celebrate the most recent class to be enshrined into the Pro Football Hall of Fame. Johnson Controls is integrated throughout via high-impact signage, digital campaigns, social media activations and experiences onsite, all of which helps to drive substantial earned media coverage. I worked closely with Johnson Controls and the Village to create a style guide for all signage, as well as managing several fan activations from a social media contest to photo booths at Fan Village. In addition, I was responsible for reporting all campaign results from the earned media coverage to social media impressions.
02 - Gold Jacket Experiences
Bespoke Sales Program for Johnson Controls
During major NFL and PFHOF events, Johnson Controls curated private customized events to its current and prospective customers. In collaboration with their sales and marketing teams, I was responsible for creating and managing these end-to-end unique experiences from onsite tours to private dinners to private VIP hospitality during each event. In addition, I helped to design special programs onsite for Johnson Controls. As part of the experience, I helped to secure Pro Football of Famers - also known as Gold Jackets - to share their experiences via intimate Chalk Talks to Johnson Controls' guests. From Anthony Munoz to Jerome Bettis, these Gold Jackets shared their behind-the-scenes stories in an intimate setting.
