2012 Business School Competition Approach & Plan
Versus
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After 5 years of hosting case competitions with both CU’s and CSU’s b-schools, it
is time for the schools to compete head-to-head with state of Colorado watching
So what is this?
•
RAS & Associates has worked successfully with both universities and large corporations to provide students a rich ‘real
world experience’ while providing the client sponsors a platform to recruit, get new thinking and solutions to strategic
questions
•
From the beginning, the concept focused on providing the students with a competitive advantage during the interview
process and beyond…
•
Now in its 5th year, both universities have agreed to compete head-to-head prior to the Thanksgiving Holiday
•
We seek support from an organization ‘like’ the Colorado Innovation Network or other organization that seeks to
enhance the competitiveness of the State, its Universities and its people
•
Additionally, we seek a premier corporate sponsor, which will define the case
So why should we do this?
1.
CSU & CU get a platform to showcase their business schools, their students, and a forum to challenge each others
intellectual superiority
2.
The State of Colorado gets to promote two if its premiere universities and spotlight the attractiveness of conducting
business within the State
3.
This event provides a special experience for the corporate sponsor to engage with universities, showcase its business
success and to promote its brand and vision
2
The Industry Partner, University, and RAS & Associates must work together to
achieve a successful end result for all
Who
Expectations &
Roles
Company
Sponsor Vetting
Criteria
• Primary sponsor
• Facilitates & coordinates
case logistics
• Determines corporate
sponsor
• MCs case competition
• Assigns professor delegate
• Each school determines its
own criteria for student
participation
• Helps ‘facilitate’ University
engagement & PR
**Notional
• Leverages relationships to
lock-in ideal Colorado
sponsor
• Promotes event leveraging
existing channels and assets
• Headquartered in Denver
• Focus on innovation - leader within
respective industry
• Agrees to expectations set by
founding committee
• Sponsorship at CEO Level –
Quorum of executive team is
present at final presentation
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Timeline 2012 Colorado St. University and Colorado University case Study Competition
We are
here!
Obtain agreement
from all Stakeholders
Aug
Oct
Sept
Nov
Dec
Complete: 8/23 Validate Concept
with CSU & CU
9/3 Validate Sponsor
Short List
9/25 Sign Platinum
Sponsor
10/1 Sign Supporting
Sponsors
Determine Case Date &
Location
Case Competition held
on 11/13 or 11/15?
9/10 Lock up Case Date
with Venue
Location Confirmed
By 9/19
10/8 Validate
Transportation
11/1 Validate
All Logistics
Identify all Logistical Needs
Build & Execute Integrated
Marketing Plan
Legend
9/3 Define
University
Marketing Plans
10/1 Execute DBJ,
Media Marketing
Activities
12/1 Post Mortem
9/10 Define
Partner Marketing
Plan
Recurring Weekly PM Meetings
Completed Activities
In Progress Activities
Event Date
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Current Action Item List
#
Action
1
Get agreement on
proposed dates &
proposed marketing
efforts
2
Solicit Colorado
Innovation Network for
Support and
Sponsorship
Description





3
Assign CU PM leads to
setup recurring
meetings to manage
effort



4
5
Define short list of
Platinum Sponsors
Appropriate Bet made
between the
Universities


Both CU & CSU need to agree to next level of
details for concept
Owner
Status
RAS
In progress
Resulting Approach and
Actions



All parties believe that the event will have
greater success with this organization’s
support
The case study aligns with COIN’s Mission
Getting the Governor behind the event will
take it to a special level
Shuster
Offered by J. Marlatt
Support is certainly needed to keep the ball
moving
Primary focus would be negotiating logistics,
and defining University marketing plans,
COIN marketing plans & print/media
strategies
Marlatt
In progress

Validate next steps, owners and
status meeting dates/times
RAS
In progress

RAS will define short list by 8/31/12
We will then build 1 page overview
to articulate sponsorship
We will need the help of Shuster &
Marlatt once list built
Time sensitive given target date of midNovember, marketing etc…
Let’s hunt in packs to land an exciting sponsor
that parlays university goals, COIN and the
great state of Colorado
Something fun, yet exceptionally ridiculous
In progress
In process of scheduling meeting
There will likely be some
outstanding questions even after
the group meets





Shuster &
Marlatt
Determine level of support from
COIN
Is there financial support possible?
Level of marketing support?
Level of support to land Platinum
Case Sponsor
?
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We are currently monitoring several risks, but have no issues
#
1
2
Risk
Description

If COIN is not interested, we will likely have to tone
down the marketing plan; significantly

If we can’t find a company as presenting sponsor
we will need to consider a toned down version or
likely defer until the Spring
Resulting Approach and
Actions
Owner
Status
Shuster
In progress

Determine COIN’s interest
RAS
In progress

Next step is to identify short list
then hit the streets
Heisman by COIN
Inability to find a
Platinum
Sponsor by ME
September
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Appendix
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PROPOSED: Sponsorship Levels
Platinum Sponsors:
•
•
•
Company Sponsor $5,000
Colorado State University
Colorado University
Gold Sponsors – Donation of $1,000
•
Various other sponsors
Silver Sponsors – Donation of Services
•
•
•
•
Food Sponsor
Beverage Sponsor
Venue Sponsor
Print Sponsor (Denver Business Journal, College of Business Newsletter, etc.)
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With the proper level of commitment, everyone wins
Industry Wins
University Wins
• Recruiting: Identify, interact with, and recruit the
students that are best fit for your organization
• Community: Contribute to the long-term
development of our universities and future business
professionals
• New Ideas: You never know, “wild ideas” from a 21
year old might spark an insightful idea
RAS & Associates Wins
• Build Relationships: Demonstrating to the
marketplace who we are, our culture and focus on
leadership
• Community: RAS & Associates has always been
committed to making Colorado a better place to live,
work, and play
• Pride: Many of our employees attended Colorado’s
universities and enjoy giving back
• Student Development: Offers students real-world
opportunities to build and deliver meaningful
presentations to industry executives and managers
• Career Placement: Gives students the opportunity
to get to know, and impress, a potential employer
• Stronger Community Relations: Universities
thrive on the strength of the surrounding community
State of Colorado
• Build Relationships: Direct support of Colorado
Businesses – especially during an election year
• Community: RAS & Associates has always been
committed to making Colorado a better place to live,
work, and play
• Pride: Demonstrates the State’s support of CU,
CSU and the business community working together
where 1+1=3
“This is a beneficial opportunity for everyone involved”
Bill Shuster, Colorado State University Professor
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Below is an example of a case study Lockheed Martin conducted with Colorado
State University in the Spring of 2009
Situation
Lockheed Martin Space Systems (LMSS), along with RAS and Associates (RAS), presented the following
challenge to a class of senior CSU business students:
Assess Lockheed Martin Space Systems business portfolio and present ideas on how they should position
themselves for future success
Approach / Series of Events
1.RAS coordinated with LMSS and CSU to set a schedule for the semester
2.RAS delivered a Project Management Best Practices to the CSU students
3.LMSS welcomed the CSU students to their production facilities, gave a tour, and held several interactive sessions to provide
additional direction for their case study
4.RAS & LMSS conducted brief teleconferences with each student team to answer final questions in advance of their
presentations
5.CSU students completed their assessments, built their presentations, and delivered their messages to a panel of LMSS
executives
Results
LMSS: Identified and hired their top prospects from the class
Colorado State University: Provided an invaluable experience to their students
RAS & Associates: Strengthened relationships with both LMSS and CSU
“Working with CSU and RAS & Associates provided an opportunity for us to see high quality, graduating students
demonstrate some of the critical technical skills and leadership attributes we need in new recruits.”
Rick Facchinello, LMSS Controller
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