Purpose Partners In Depth Presentation

An integral aspect of KidZania’s concept is its innovative integration of Industry Partners. Industry Partners play a pivotal role in the concept’s ability to transform a believable sense of place into an unforgettable experience.

Purpose Partners In Depth

Ministry of Industry

Course

Simple Business Model

Businesses

in

INTRODUTION

Simple Business Model

Give me an example of a similar marketing media now a days? The most similar example to KidZania’s as a marketing media is a Newspaper/Blog as you create content but you need to integrate sponsors to support it. Sponsors that we call Industry Partners.

Businesses

in

Family Entertainment & Learning Center

New Partnership Platform for Corporations

INTRODUTION

... with a CSR focus

Objective

Participants will be able to explain the process for attracting Purpose Partners and maintain the relationship with them as an essential part of its Business Model.

Content

Purpose Partners In Depth

Securing Purpose Partners

Pricing

Legal

Strategy

Sales Process

Benefits

Any commercial relationship has 2 stages, the first is when the contact is established and the proposal is being developed; the second one begins when the contract is closed and the operation begins. Crucial to the city’s ability to replicate an authentic sense of place are the seamless integration of recognizable destinations and the use of real world products and services, therefore the importance of Securing Industry Partners.

Securing Purpose Partners

Any commercial relationship has 2 stages...

the first is when the contact is established and the proposal is being developed....

Sala 03

Any commercial relationship has 2 stages, the first is when the contact is established and the proposal is being developed; the second one begins when the contract is closed and the operation begins. Crucial to the city’s ability to replicate an authentic sense of place are the seamless integration of recognizable destinations and the use of real world products and services, therefore the importance of Securing Industry Partners.

Securing Purpose Partners

Any commercial relationship has 2 stages...

the first is when the contact is established and the proposal is being developed....

the second one begins when the contract is closed and the operation begins.

Any commercial relationship has 2 stages, the first is when the contact is established and the proposal is being developed; the second one begins when the contract is closed and the operation begins. Crucial to the city’s ability to replicate an authentic sense of place are the seamless integration of recognizable destinations and the use of real world products and services, therefore the importance of Securing Industry Partners.

Securing Purpose Partners

the second one begins when the contract is closed and the operation begins.

Securing Purpose Partners

Securing

How? To Whom? What?

Ministry of Industry / Securing Industry Partners

Why KidZania needs Purpose Partners?

Realism

Ministry of Industry / Securing Industry Partners

Content & Expertise

• Know How
• Authentic
• Refresh Content
• Best Service

Ministry of Industry / Securing Industry Partners

Added Value & Credibility

+950 Brands already Associated to KidZania

Ministry of Industry / Securing Industry Partners

Economic Rationale

• Upfront Investment
• Design & Construction
• Pre-opening Equipment
• Source of Technology
• Source of Supplies
• Fund Labor, Maintenance & Operational Cost

Increase Exposure & Lower Advertising Expend

• Shared Marketing
• Promotional Opportunities

Ministry of Industry / Securing Industry Partners

Why KidZania is good for Purpose Partners?

• Creates Awareness
• Brand Building
• Access to a Well-Defined Market Niche
• One2One Marketing
• Promotional Initiatives
• CSR Platform
• Networking Resource
• On-Site Marketing Research

Ministry of Industry / Securing Industry Partners

2. Strategy

What to Sell?

Master Plan is developed according to:

• Physical Planning Parameters
• Purpose Partnership Inventory
• Partnerability per Establishment

Ministry of Industry / Strategy

What to Sell?

Anchor Establishments :

Operational Establishments :

Without Purpose Partner

Cheaper Establishments :

Ministry of Industry / Strategy

Whom to Sell?

• Companies / Brands
• Government Institutions
• NGO’s
• Industry’s Target Audience
• Industry’s Perceivable Link
• Multiple Target Industries
• Multiple Organizations per Establishment

Ministry of Industry / Strategy

How much to Sell?

• Estimate Project’s Total Cost
• Set Financing Mix
• Set PP’s Location and Opening Schedule

Ministry of Industry / Strategy

When to Sell?

• Purpose Partners: While Annual budgets are being developed and before approval
• KidZania: 12 to 18 months before opening

Ministry of Industry / Strategy

Benefits

10

360º Partnership Platform

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Social Responsibility

• Free Visits (Pro-bono)
• Social Awareness Programs
• Customized Projects

Complete Brand Immersive Experience

• Facade & Interior
• Signage & Equipment
• Ingredients y Consumables
• Uniforms

Extended Experience

• Give-away
• Promotional Articles in Department Store

Direct Link to Potential Clients

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Hospitality

• VIP Cards
• Private Events
• Venue

Media

• Public Relations
• Digital
• Variable Programs
• Market Research
• Shared Media

Benefits for Employees

Servicing Industry Partners

Pricing

Initial Investment

• Establishment’s Creative Design
• Pre-Operational Marketing Activities
• Interior/Exterior Design Cost
• Theming & Construction
• Fix Fixtures & Equipment
• Program Content, Activity Development & Educational Integration Review
• Staff Training & Operational Costs
• Uniforms

Ministry of Industry / Pricing

Annual Fee

• Activity operations (personnel, training operational costs)
• Establishment’s maintenance
• Operational Marketing Activities
• Sponsorship Annual Fee
• Uniforms maintenance & cleaning

Ministry of Industry / Pricing

Types of Payment

1. Cash
2. In Kind
3. Free Loan
4. Barter

Ministry of Industry / Pricing

Sales Process

Sales Process

1. Build Awareness
2. Research the prospect
3. Customize the presentation
4. Getting the Meeting
5. The meeting
6. Meeting follow-up
7. Negotiating
8. Letter of Intent
9. Sign contract
10. Construction
11. Operation

Ministry of Industry / Sales Process

Servicing Purpose Partners

Servicing

• Relationship Management
• Constant Communication
• New Participation

Servicing Industry Partners

Servicing

• Understand marketing, sales, human resources and CSR plans of purpose partners and tie them up with KidZania's annual action plans
• Generate added values in the alliance between KidZania and its allies
• Identify which actions can generate added value to PP´s and do not affect the profitability of the business
• Strengthen relationships within all levels, from decision makers to operators

Servicing Industry Partners

Day to Day Actions

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Day to Day Actions

• Ensure the implementation of the projects
• Coordinate the PP´s image applications
• Send Quarterly & Annual reports
• Follow up the PP´s requirements
• Participate of annual marketing plan to include PP´s

Communication

Servicing Industry Partners

Market Research

Market Research

Measure:

• Change in Brand Awareness
• Brand Attributes
• Brand Likeability/Lovability

Servicing Industry Partners

Sharing Information

Annual Report

• Personalize Report with PP Logo
• KidZania’s Status in the World
• Facility Demographics
• Include children in role-play
• Use photos of the PP’s establishment with children performing the activity
• Establishments Demographics*
• Report Activities and Benefits (ROO):
• Social Media Interaction
• Print/Online
• Shared Media
• Cross-Promotions
• CSR Actions or events run with KidZania’s support
• Research
• Summary of next year’s Marketing Plan
• Testimonials: Visitors & VIP Visitors

Servicing Industry Partners

Quarterly Report

• Personalize Report with PP logo
• Include, Industry Highlights or Global News
• Facility Specifics
• General Facility Data
• Pictures of Children performing the Purpose Partners’ Activities or Establishment
• Upcoming Activities
• Use Newsletter as a selling tool for further Variable Programs
• Attach Newsletter to an e-mail

Servicing Industry Partners

Measuring Service

Satisfaction Surveys

• Annual Satisfaction / Service Survey
• Annual and Exit Interviews

Servicing Industry Partners

Legal

Terms & Conditions

• Establishment Descriptions
• Deliverables
• Price
• Payment Condition
• Payment Schedule
• Term
• Renewal Options
• Termination Clauses
• Category Exclusivity

Ministry of Industry / Legal

Special Perks

Terms and conditions include:

• KidZania Visas
• Free Tickets (e.g. media gift, marketing promotional efforts, sales motivation)
• Discount agreement for employees
• Special Events (e.g. Establishment launch event, Children’s Day, etc.)
• Promotions
• Shared media opportunities
• Market Research
• Sampling
• Merchandise for redemption store
• Product dummy for supermarket

Servicing Industry Partners

10

Summary

• Purpose Partners: Are private companies, government entities or non profit organizations that represent their industry in each facility and are essential part of KidZania’s business model by providing:
• Realism
• Content
• Expertise
• To ensure a KidZania Facility’s economic viability and operational success, the strategic planning process must focus on determining:
• How much to sell?
• What to Sell?
• When to Sell?
• Servicing is more important than selling, keep PPs happy, make them stay long term and don’t let them leave.
• Try to strengthen the relationship with Purpose Partners through:
• Relationship Management
• Constant Communication
• Day to Day Actions
• Identify
• Generating added values in the alliance with KidZania

Ministry of Industry / Summary

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Glossary

• B•KidZanian: Is KidZania's Loyalty Program, designed to recognize members, also known as “CitiZens” for their expressed interests and activities and to deepen their connection with KidZania.

It delivers benefits beginning with a personalized PaZZport that unlocks greater kidZo earnings potential, grants access to special activities and tailored offers, and conveys a feeling of belonging that enriches the guest experience.

• Letter of Intent: Is a written statement that expresses the intention of both KidZania and the Purpose Partner to exclusively enter into a formal agreement.

Ministry of Industry / Glossary

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Sources Information

• Securing Purpose Partners Guideline
• Letter of Intent
• Sponsorship Agreement

Ministry of Industry / Source Information

ZanKs!

All information contained in this document constitutes KidZania, S.A.P.I. de C.V. exclusive property rights protected by copyright laws in Mexico and worldwide, and shall be deemed strictly confidential. Unauthorized copying or any form of reproduction of this material as well as the unauthorized disclosure of its contents is prohibited. © 1999-2017 KidZania, S.A. de C.V. All rights reserved.