Snap kicks off 2014 with two high-profile sporting sponsorships, putting its full strength behind print as a vital ingredient in the marketing mix. The print franchise group is pumped to get behind Iron Man athlete Nathan Smith, and signs up as naming rights sponsor of SMU Racing for the coming year.
Through its sporting sponsorships, Snap aims to raise the visibility and profile of print for franchisees, as well as front-footing the brand's expansion into regional areas. The partnerships are part of Snap's ongoing strategy to support its franchisee network, and will also see the brand participating in these sporting events throughout 2014. Building on success in previous years, the 2014 line-up also sees the group prepare to grow into territory.
- Dream team - Matt Hanson (SMU Racing), Raeleen Hooper (GM franchise services, Snap), Stephen Edwards (CEO, Snap) and Nathan Smith (Iron Man)
Speaking with Print21, Raeleen Hooper, general manager franchise services, Snap, said, "We think the industry is ready for growth and we want to be at the forefront of that. Snap is evolving into print-design and websites alongside print services, so they represent that very well. They both work on social media and they use print to represent the brand. It's a great representation of where we are and where our brand's going. Print will always be there, it has a very specific place in the marketing-communications structure. It's about making sure that whether it's online or offline, that message is integrated."
Snap's agreement with Nathan Smith will see the group positioned along with him as he competes in the toughest Surf Iron Man competitions across Australia, including the Australian Surf Titles, Kellogg's Nutri-Grain Iron Man Series. As well as a strong print, television and online coverage, Snap franchisees and their customers will have the opportunity to get involved in a number of Iron Man grass roots community activities across the season.
Snap CEO, Stephen Edwards, was on hand to lend his support to the new partnerships. Edwards takes a personal interest in the announcement, and is vocal in his support for a positive health and fitness culture in the group. Snap has a number of Iron Men, Iron Women and triathletes in the group, eager to be working with Nathan Smith for the first time. Edwards is himself currently in training for his ninth Iron Man event.
"We just like people to get involved. Snap's not the traditional type of print company, we're evolving very quickly and these sorts of sponsorships allow us to diversify our brand into other pockets," said Edwards.
The franchise group previously supported SMU Racing in 2013, backing up for 2014 as naming rights sponsor. The SMU team will travel to a variety of remote locations during the 2014 Australian Off Road Championship and provide a strong platform for local community engagement. They will also be competing in the USA during the 2014 season, adding an international layer to its relationship with Snap.
Commemorating the team's second year with Snap, driver Matt Hanson said, "Snap are renowned as leaders in their field for more than 100 years, and as this is our 30th years competing in Off Road racing we are honoured to see this partnership continue.
According to Hooper, "The Snap SMU Racing Jimco on the start line in the USA is very interesting for us, as we are a part of the ASP3 alliance, which is the largest alliance in the world in our industry. This alliance includes Allegra Print and Marketing Services in the USA."