DONALD CRAWFORD

donald@crawf ordsports.com (510) 516-3730

MARKETING EXECUTIVE
Experienced Marketing Executive with a proven track record for developing and executing brand equity building strategies that deliver measurable business gains in the sports and entertainment, hospitality, consulting and telecommunications industries. Unique ability to effectively lead and manage multiple marketing functions simultaneously that generate widespread business results. Possess effective communication, analytical, creative and entrepreneurial leadership skills. Areas of expertise include: Brand Marketing Integrated Marketing Partnership Marketing & Strategy Promotional Marketing Sports & Entertainment Marketing Sponsorship Marketing & Evaluation Internet Marketing E-commerce Experiential Marketing Event Development & Activation Contract Negotiations Business Relationship Building Project Management Agency Management Business Development Corporate Hospitality Financial Planning & Analysis

A C CO M PL IS H M EN T S
Profiled in the recently published book, Business Relationships, That Last by Ed Wallace for my strategies and techniques developed to establish, cultivate and strengthen long-lasting business relationships. Five-time HSMAI Adrian Award recipient for integrated sports marketing communications and sponsorship activation. Finished Runner-up in the company-wide Choice Hotels Chairman of the Board Supplier Diversity Award.

P RO F ES S IO NA L E XP ER I E NC E
The Relational Capital Group, Washington, DC 2011 Present Principal Consultant Sports, Sponsorship & Partnership Marketing Provide strategic direction and leadership to clients seeking to strengthen and enhance its brand equity and customer loyalty through the development, design, sponsorship, promotion, and execution of integrated sports, entertainment and partnership marketing programs. Provided sponsorship assessment and consultation on activation of the Olympic Games, USOC, FIFA World Cup, professional golf and collegiate partnerships. Conducted business development campaigns and analysis to identify the most effective lead generation activities for the firm. Choice Hotels International, Silver Spring, MD 2003 2011 Senior Director Promotion Management, Sports & Partnership Marketing, 2009 2011 Crafted and lead the strategy, development, and execution of all brand promotions, partnership marketing, sponsorship, and event marketing activity. Managed all promotional assets (sports, entertainment, diversity, retail, cause and B2B/B2C) while evaluating and activating new opportunities across all brands. Secured partnership marketing opportunity with The Coca-Cola Company to develop and execute an online, mobile and in-store POS promotional offer reaching over 12 million men and women of the military in 15 countries and 45 states. Developed and executed a national promotion in partnership with Anheuser-Busch (Michelob ULTRA) utilizing LPGA touring professional talent resulting in incremental sports revenue of 19% and a 327% increase in the Choice Privileges membership rewards program amongst sports partners. Created promotional, sponsorship and event marketing strategies that aligned with corporate social responsibility and multicultural initiatives 15th Annual National Football League (NFL)-sanctioned Kickoff to Rebuild Community Outreach project during Super Bowl week; Steve Harvey Mentoring Weekend; Essence Music Festival; and Family Feud Sweepstakes with on-air integration.

DONALD S. CRAWFORD

(510) 516-3730

Page 2 of 2

Director Sports Marketing, 2003 2009 Lead the strategy, development, execution and performance assessment of all sports marketing programs, advertising and promotions to maximize revenue at the professional, collegiate, youth and amateur levels. An abbreviated list of the 70+ partners included: LPGA, Little League Baseball & Softball, USA Track & Field, USA Diving, and Big South Conference. Delivered $187.1 million in incremental sports revenue and 2.2 million room nights representing a compounded annual growth rate of 28.6% and 24.3% respectively. Served as chief negotiator for all sports marketing, sponsorship and partnership programs saving the company over $8 million in rights fees and activation costs over a 6-year period while growing the number of partnerships from 12 in 2003 to 73 at its peak in 2007. First in the hotel industry to develop and launch a branded transactional website dedicated to sports travel increasing overall sports business by 23%. Architect of a performance-based sports marketing business model portions of which are being implemented by other hotel companies. Crawford Sports Marketing, Inc., San Francisco CA; Boston, MA; Cleveland, OH 1992 2003 Chairman & Managing Director Provided the strategic direction and leadership for specializing in the development, design, promotion and execution of sports marketing programs and events at the amateur, professional and corporate levels. The following is a sample listing of the sports marketing programs and events produced by, consulted on or in collaboration by Crawford Sports Marketing:
Coca-Cola NHL All-Star Game & FANtasy Boston Celtics Boston Marathon Super Bowl Celebrity Tennis Tournament USATF National Masters Indoor Track & Field Championships Worldwide Senior Tennis Circuit National Black MBA Association Celebrity Golf & Tennis Classic at Walt Disney World Resort 100 Black Men of Chicago Golf Classic Presented by Ford Motor Company

Verizon (Formerly GTE Corporation), Stamford, CT 1985 1995 Finance & Strategic Business Manager Performed the financial planning, analysis and marketing support functions of increasing responsibility in the Washington, DC; Los Angeles, CA; Stamford, CT; Indianapolis, IN; and San Francisco, CA areas including the preparation of forecasts, budgets, strategic plans, capital markets evaluations, foreign exchange translations and marketing program evaluations. Conducted critical evaluations of sports marketing and retail center plans of a $350 million wireless division while identifying and assessing the financial and operational risks and opportunities for senior management. Served as Project Leader on a cross-functional team to develop a 3-year, $30 million integrated marketing program in conjunction with the San Francisco 49ers, Oakland Athletics, Golden State Warriors, NCAA, and PGA Tours GTE Byron Nelson Classic. Developed an evaluation model to measure the effectiveness of all sports, entertainment and partnership marketing programs in support of the marketing organization. Served as Chief Organizer for the GTE Wireless Golf and Flag Football Tournaments securing over 600 participants annually. Developed and implemented an inventory system-restructuring plan for 17 retail centers reducing costs and increasing income by $900,000 per year. Established a sports marketing consulting firm (Crawford Sports Marketing) with the permission of the company to continue servicing and activating its sports relationships.

E D UC A T IO N
MBA BBA Marketing & Entrepreneurship Finance & Banking Babson College, Wellesley, MA Howard University, Washington, DC