6 1 Pitch-an-Athlete Proposal Jack Mittelmark Florida State University SPM 4304 Sports

6
1
Pitch-an-Athlete Proposal
Jack Mittelmark
Florida State University
SPM 4304 Sports Marketing
October 10, 2021
Brief Overview of Trevor Lawrence
William Trevor Lawrence is a professional quarterback for the Jacksonville Jaguars in National Football League (NFL). He was born on October 6, 1999. Lawrence was the nation’s top prospect straight from high school, and Clemson prevailed in a tough recruiting battle to get him. That accomplishment paid dividends immediately, as the freshmen dominated college football in 2018. Lawrence took over from Kelly Bryant as the starting quarterback. He completed 65 percent of his throws for 3,280 yards, 30 touchdowns, and 4 interceptions. Lawrence completed an outstanding rookie year by defeating Alabama in the National Championship game. The Tigers lost a lot of talent to the NFL Draft, including their star-studded defensive line, but Lawrence carried the Tigers to another trip in the college football playoffs in 2019. Lawrence was instrumental in Ohio State’s fourth-quarter comeback victory before falling short against LSU. Lawrence completed 66% of his throws in 2019, accumulating 3,665 yards, 36 touchdowns, and 8 interceptions. Additionally, he rushed for 563 yards and nine touchdowns.
Brief Overview of Sunrun Inc.
Sunrun Inc. is a solar energy company that designs, develops, installs, sells, owns, and maintains residential solar energy systems in the United States. Additionally, it offers solar energy systems and goods, such as panels and racking, as well as, generates solar leads for clients. Additionally, the business provides solar energy systems and battery storage. Residential homeowners are the company’s main clients. The business promotes and sells its goods directly to consumers via a variety of channels, including online, retail, mass media, digital media, canvassing, field marketing, and referrals, as well as through its partner network. Sunrun Inc., based in San Francisco, California, was established in 2007. The firm operates on a Power Purchase Agreement model, in which homeowners pay for energy consumption but do not purchase solar panels altogether, thus minimizing the homeowner’s initial financial expenditure. It also provides a solar leasing scheme in addition to its solar power purchase agreement. The company installs, maintains, monitors, and repairs solar systems.
Proposed Connection and Brand Fit between Trevor Lawrence and Sunrun Inc.
Sunrun Inc. builds its brand around solar energy and promotes a green economy. The company aims to harness the sun’s energy to power electrical systems in American homes. It enables households to access clean, affordable solar energy by eliminating the high upfront costs and complexity that previously defined the domestic solar business. The business benefits from a variety of operational advantages because of its scalable operating platform. America. Ultimately, the brand’s program on sponsorship aims to increase product sales. Organizations prefer to contact professionals that display success in their respective sports and have a sizable fan base. Sunrun Inc. seeks professional athletes who are enthusiastic about their sport and who can serve as role models. However, in addition to boosting sales, the company shall leverage its sponsorship program to bolster its brand image and trustworthiness. While the brand eventually earned customers’ confidence, the market is moving towards a clean green economy. The company wants people to understand that although companies come and go, they are still the most trusted brand in the solar energy industry. Trevor Lawrence fits the description of Sunrun’s criteria for endorsing athletes. While at Clemson University, he had a great college career playing as a quarterback from 2018 through 2020. He led the school to a national championship as a freshman and consequently, became the most celebrated player. National Football League fans get the chance to learn about solar energy and reducing their power costs through game-day experiences. The company illuminates solar savings at concourse booths, where experts will be ready to explain the simplicity and cost of residential solar. Additionally, it presents the fans with an opportunity to win goodies through the “Save with the Sun Sweepstakes.” He serves the company’s purpose of reaching more clients especially NFL fans and young homeowners. In addition, the company uses the brand image and credibility of an athlete to build a relationship of trust with the customers (Wilson & Piekarz, 2015).
Potential Market Segments
Due to the increasingly competitive industry and the rising variety of digital marketing techniques accessible today, companies want to guarantee they are getting their money’s worth by hiring someone who has established a fan base (Su et al, 2020). As previously said, although players’ performance is important for endorsement, their fan base also plays a critical part. Fortunately, Lawrence has a strong internet and social media presence that helps in pushing his brand among the young homeowners. The significance of digital interaction faces neglect but is essential for marketing and promoting products. An endorsement with Lawrence targets the young adult generation in love with the internet, as well as, football lovers. As of October 2021, his Instagram account had more than a million followers. The digital platforms allow professional athletes to interact with their fans and convince them to buy products from the organization.
Advertisements and New Products for a Successful Endorsement.
As the millennials gradually become the largest living generation and transit into young homeowners, they represent a demographic that every brand wants to charm. However, the first move to garner their loyalty involves getting their attention and keeping it. This group of consumers likes to see themselves in the media they consume and, we take that insight quite literally, focusing on user-generated content to help tell the brand story (Su et al, 2020). On Instagram, the player will formulate our brand hashtag to submit images and videos of themselves using products, for a chance to win gift cards in consumer promotions. The player will feature these products in all digital marketing channels. As a professional athlete, Trevor Lawrence can create various products with Sunrun. Possible collaboration deliverables and products include custom solar designs, monthly solar lease, and solar panels among other solar products. These sponsorship and athlete endorsements are critical components of the organization’s marketing strategy. They connect the campaigns to millions of fans across the nation and beyond. The sponsorship helps amplify their message to new markets and accessing new consumers.
References
Su, Y., Baker, B., Doyle, J. P., & Kunkel, T. (2020). The rise of an athlete brand: Factors influencing the social media following of athletes. Sport Marketing Quarterly, 29(1), 33-46.
Wilson, R., & Piekarz, M. (2015). Sport management: the basics. Routledge.

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