School Naming Rights Business Model Diagram
3D models (Strata 3dCX) composited in Photoshop, 2006.
(Click on image, then magnifying glass icon to see at full size)
About School Naming Rights
In an article by CBS:
SOUTHEASTERN WISCONSIN (CBS 58) — While we wait for the mega-million dollar naming rights deal at the Bucks new arena, local school districts are lining up similar (though on a much smaller scale) for themselves.
Schools are selling naming rights to everything from gymnasiums to classrooms in order to save taxpayer money while still increasing revenue.
“Our school board, our district is looking for other ways to increase revenue,” said Mukwonago Area School District superintendent Shawn McNulty.”By having these sponsorships, that’s one way to do it.”
It’s the right time for Mukwonago. Voters there passed a $49.5 million referendum in Spring 2016. Right now, there is all kinds of construction happening at the high school and the rights to some of those projects are up for grabs.
The Greenwald Foundation will pay $225K over 15 years for the new Greenwald Performing Arts Center and Lynch Dealerships of Mukwonago ponied up $100K for the 15-year rights to the new Lynch Stadium.
Other states do this too, and some do it big. In Katy, TX a sporting good company paid $2.5 million to get its name on the new athletic complex.
Mukwonago has a big menu for potential sponsorships. It’s all laid out here. Everything from its new gymnasium ($500K), to the new music rooms ($5,000), to classrooms ($2,000 each), even playgrounds ($10,000).
“It is another way for schools to get some resources,” said McNulty. “To get some revenue to pay for things that would be tough to do without that help.”
“It’s one of our objectives, to not solely rely on our taxpayers to fund what we want to do in the district.” said Mequon-Thiensville School District superintendet Matt Joynt.
The School Naming Rights company and business Model
My client wanted to capitalize on a trend that was just starting in Texas in the mid 2000s, and came up with a way to link his network of school newsletters (1st Hour Communications), with its database of deep-pocket Alumni to a profitable referral business. The model focused on three potential sponsor pool networks: the Corporate Market, Accomplished Alumni and the Parent Community.
My client had one channel already, his 1st Hour newsletter platform, and wanted to develop a branded 2nd channel – School Naming Rights to promote to these sponsor networks.
The content for his business offering was provided by his network of high school sand colleges, for whom he published school newsletters in several states.
My task was to take these ideas and create a visualization of the business model they represented. To do this I created a set of simple 3D icon models and laid them out on an oblique plane, with raised, color-coded disks, squares and arrows to show the flow of communications and money.
My School Naming Rights Logo
