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Bank of America Hometown Hopefuls® Family Center
Beijing 2008 Olympic Games

Objectives
SportsMark was chartered to successfully execute Bank of America’s Hometown Hopefuls® event marketing program for the 2008 Olympic Games, including:

• Improve awareness of Bank of America’s U.S. Olympic Team sponsorship
• Provide a secure, hospitable gathering place in Beijing to serve multiple operational and marketing objectives for Bank of America:
• A gathering place and “home away from home” for families and friends of the U.S. Olympic Team
• A platform to reflect the culmination of the America’s Cheer program to athletes and their families
• A platform for Bank of America PR activities at the Games

Solutions
SportsMark managed all aspects of the Hometown Hopefuls® program, including:

• Consulted with Bank of America to provide blueprint for comprehensive integrated sponsorship activation plan
• Produced the Bank of America Hometown Hopefuls® Family Center, a hospitality venue in Beijing for U.S. Olympic athletes, their families and friends
• Supervised venue space planning and building renovations for security, crowd control, food service efficiency, and ambience
• Implemented security and contingency plans
• Designed, developed and deployed online registration website, access control system and data and telecom networks at the Hometown Hopefuls® Family Center
• Managed food & beverage planning for 1,300 guests per day over 17 days
• Partnered with Lenovo to provide wireless Internet Café for guests
• Executed PR events to highlight Bank of America’s support of the U.S. Olympic Team
• Managed all technical installations for security equipment, phone lounge, Internet café, closed circuit and cable televisions, and staff offices
• Designed and produced all branding elements and décor for the Hometown Hopefuls® Family Center
• Coordinated Value-In-Kind partnerships with Anheuser-Busch, Hilton, Kellogg’s, Kimberly-Clark and Lenovo with assistance from the USOC

Results
According to Bank of America, this was a highly successful execution of the Hometown Hopefuls® Family Center program.

• 3,351 total unique registrants; 18,607 total visits over 17 days
• 97% of guests gave top 2 box scores on measures of “overall satisfaction” with their experience at the Hometown Hopefuls® Family Center
• Two thirds of guests reported being more likely to consider Bank of America for their additional financial needs as a result of attending the event
• Former U.S. President George H.W. Bush presided over the Grand Opening media event, and welcomed Team USA and their families to Hometown Hopefuls® Family Center
• Participation in the Hometown Hopefuls® Program resulted in an estimated cost savings of $1,700 per week for a family attending the Beijing 2008 Olympic Games