Contribution Of Advertising Specialty Institute To Sport Development

Contribution of Advertising Specialty Institute to Sport Development

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Introduction

This report presents an analysis of the organisation of sport development within a council or

other sports development provider in Northamptonshire. The organization selected for this exercise was

Advertising Specialty Institute. Prior to this report, the group arranged an appointment to visit and interview

an appropriate member of sports development staff within the organisation in order to obtain quality data for

inclusion in the report. As such, the findings were used to compile the report which will be an individual

submission. The report includes demonstrable understanding of the organisation’s strategy for its sports

development provision, its core aims and objectives. This is done by reviewing the organization in three

sections. The first section is an analysis of operations, which includes the initiatives, projects and other work

undertaken to support sports development, and the organisation’s resources, including finance and

workforce. The second section is an in-depth understanding of one sport development initiative delivered by

the organisation which includes the purpose of the initiative and its aims and objectives, knowledge and

understanding of the initiative in relation to the sport development continuum/ participant development

model or equivalent, and analysis of the initiative in relation to relevant policies/strategies and the sport

development continuum/ participant development model. The final section is an evaluation of the

organisation’s partnership working. This is evidence based and supported by use of theory from academic

literature. It shows how partnership working is used to deliver sports development objectives, the strengths

and weaknesses of its partnership working, and recommendations to improve the effectiveness of

partnership working.

Contribution of Advertising Specialty Institute to Sport Development

Advertising Specialty Institute

(ASI) is the largest membership organization in the promotional

product industry. Notably, the organization offers marketing, technology, media, and education that aim at

promoting success in sport development (Advertising Specialty Institute, 2017, p. 1). Advertising Specialty

Institute strives to provide a culture of care and support through provision of the best education, products,

services, content, as well as research so as to help all the members succeed in every of their steps of the way.

Promotional products contribute to approximately $22.2 billion in the industry. As such, there have

been questions as to what contributes to this growth of the industry (Advertising Specialty Institute, 2017, p.

1). Notably, this has been achieved through the revenue from logoed items such as T-shirts, hats, and bags.

They have also been travelling advertisements since they advertise the brand whenever they are used. As

such, the impression created is lasting; this has made them a crucial part of the industry due to their

contribution to building and sustaining brand awareness.

It is also notable that most of the players in the industry are suppliers whose roles include creating,

sourcing, and imprinting products (Advertising Specialty Institute, 2017, p. 1). There are also distributors

whose main role is creatively marketing and selling the products that have already being imprinted to the

users who in return help in promoting their business. Some of the clients to ASI include nonprofits, Fortune

500 companies, small businesses, charities, hospitals, and schools (Advertising Specialty Institute, 2017, p.

1). This report discusses how ASI contributes to sport development, as well as the initiatives that it has taken

to promote sporting and sport development.

Analysis of operations

There are various projects, initiatives, and other types of work that Advertising Specialty Institute

has undertaken in a bid to promote sport development (Advertising Specialty Institute, 2017, p. 1). In this

case, independent studies and evaluation shows that Advertising Specialty Institute has the capacity to

promote sport development in the area. Additionally, it is evident that Advertising Specialty Institute has

implemented policies and initiatives that have demonstrated their ability to promote sport development by

increasing the number of women engaging in sports as well as empowering them (Advertising Specialty

Institute, 2017, p. 1). This has led to an increase in the number of women and girls in sports, marking a

milestone in the development of sports. This is achieved by setting aside funds for funding women

participation in sports.

Advertising Specialty Institute has also started initiatives and project that aim at including and

supporting people with disability in their communities in sports (Advertising Specialty Institute, 2017, p. 1).

In this way, it sponsors sports for the disabled and ensures that they get all the care and attention that they

require during their participation in the sport. This has also helped in creating awareness on promoting

equality and respect for persons with disabilities.

There are also initiatives and projects that are sponsored by Advertising Specialty Institute with the

aim of promoting social cohesion between different groups of people in the society (Advertising Specialty

Institute, 2017, p. 1). This is done by organizing sporting events in which the different groups participate

and interact with each other. This has helped in promoting social and cultural understanding and integration

in the society, as well as promoting sport development.

Advertising Specialty Institute also promotes sport development by creating awareness among

people on the dangers of inactivity and lack of exercise and participating in sports (Advertising Specialty

Institute, 2017, p. 1). Such initiatives are funded by the organization and aimed enabling members of the

public to participate in sports. There are also incentives and awards that motivate participants (Advertising

Specialty Institute, 2017, p. 1). This is also done to ensure that the marginalized populations such as the

youth and women benefit from the program funds. This has led to an increase in the number of women and

youth in sports, promoting sport development.

The organisation’s resources

The organization depends on various sources of income for its resources in terms of finance

(Advertising Specialty Institute, 2017, p. 1). For instance, it significantly depends on income from its four

industry magazines as well as six catalogues that allow customers to choose from a wide range and allows

them to pick the most convenient plan with them.

The ASI Magazines enable customers to enhance their advertising of their businesses (Advertising

Specialty Institute, 2017, p. 1). The magazines are preferred because of their editorial content that is rather

powerful and delivers trends, news, case studies, and forecasts, to an influential audience. Such advertising

is a source of revenue for the organization. Additionally, offers magazines such as Counselor

Advantages

, Wearables

and Supplier Global Resource

™

(Advertising Specialty Institute, 2017, p. 1). It

also performs customized publishing.

ASI also draws income from its Catalogs. These Catalogs are crucial to clients and distributors as

they give them new ideas and concepts on how promotional products are used (Advertising Specialty

Institute, 2017, p. 1). According to a study on the feedback and perception of clients on catalogs, it was

established that 75 percent of the respondents value catalogs because of the ideas that they generate

(Advertising Specialty Institute, 2017, p. 1). Additionally, individuals or organizations that have their

businesses promoted on the catalogs have to pay, contributing to the resources of the organization. There are

also distributors who make use of them; they have also established their satisfaction with the services and

ideas offered by ASI through the Catalogs (Advertising Specialty Institute, 2017, p. 1). There are seven

catalogs on which clients can showcase their products and services at a charge. These include The Apparel

Catalog

™

, The GiftBook

, Idea Showcase

Spring and Fall, Spectrum

and Spectrum Celebration

™

ASI also relies on resources from content marketing services (Advertising Specialty Institute, 2017,

p. 1). The programs that involve content marketing ensure that the strategic marketing approach of the

organization is focused on the creation and distribution of valuable, relevant and consistent content

throughout its print, social, and digital platforms (Advertising Specialty Institute, 2017, p. 1). Such services

assist clients in generating leads for the businesses, nurturing their business relationships, and becoming an

expert in the industry (Advertising Specialty Institute, 2017, p. 1). This helps the businesses to attract and

retain clients and increase their profitability levels. In return, the businesses pay for such services, creating

revenue for ASI to sponsor and fund its projects and initiatives that are aimed at promoting sport

development.

Sport Development Initiative

It is also worth noting that ASI has several sport development initiatives. One of such initiative is the

ASI Traveling Show. The event is held annually (Advertising Specialty Institute, 2017, p. 1). This year, the

ASI Roadshow will seek to access new markets in the US. Its aim will be to bring suppliers, multi-line reps,

and distributors together to create an enabling development (Advertising Specialty Institute, 2017, p. 1). In

this event, sport development is done through sales of sport stuff that is labelled. For instance, participants

are issued with caps and T-shirts that are branded on sports (Advertising Specialty Institute, 2017, p. 1). This

helps in creating awareness about a particular sporting event among the people who attend the Roadshows.

There are also events such as dancing competitions in which the winners and runners up are awarded with

sporting equipment such as sports shoes and balls (Advertising Specialty Institute, 2017, p. 1). The event has

already been advertised as shown below.

This event will promote the understanding of participants on the importance of sports (Advertising

Specialty Institute, 2017, p. 1). It will also help in creating awareness on the health dangers of physical

inactivity. As such, participants will be sensitized and encouraged to support sports by engaging in sporting

activities; this will promote sport development.

This Roadshow is in accordance with the sport for development theory. According to the theory,

sport development contributes to one’s development (Advertising Specialty Institute, 2017, p. 1). As such,

this argument could be used to support participation in sports among individuals. In return, the participants

would benefit in such ways as staying healthy.

Evaluation of the organisation’s partnership working

ASI works in partnership with several other businesses. Some of them play the role of distributors

while others are suppliers and customers (Advertising Specialty Institute, 2017, p. 1). This partnership has

been crucial to the growth and development of the organization. One of the primary benefits of the

partnerships is that ASI enjoys economies of scale (Advertising Specialty Institute, 2017, p. 1). When the

other partners incorporate ASI in their operations, ASI also get to enter to new markets and sell its goods

and services there; this expands the consumer base and, consequently, enhances the profitability of the

organization.

The partnership has also been used to deliver sports development objectives in a number of ways.

First, it has led to accumulation of revenues that could be used in funding sports development projects

(Advertising Specialty Institute, 2017, p. 1). For instance, the funds required for sponsoring the road shows

is acquired from the income from the partnership. Second, the partnership has increased the rate at which

ASI is creating awareness on the importance of participation in sports. This has significantly promoted

sports development by enabling more, new participants to enrol for sports.

Additionally, the partnership with other businesses has been crucial to the success of the annual road

show. The involvement of various businesses has enabled the event to expand and become significant

(Advertising Specialty Institute, 2017, p. 1). Every year the consumer base expands and more people enrol

for participation in games. This has been crucial to sport development.

The strengths and weaknesses of its partnership working

A partnership means that the business owners always share the earnings, the liabilities and the

decision making; one of the benefits of a partnership, especially where the partners have different abilities

and may integrate nicely together. However, it could present a few issues (Advertising Specialty Institute,

2017, p. 1). Over the years, many partnerships have turned bitter. Own family and friends move into

commercial enterprise collectively and end up falling out on a non-public or commercial enterprise level and

all of it ends badly. This is one of the important negative aspects of partnerships over other enterprise

fashions. Such is the case of Advertising Specialty Institute. It faces both advantages and disadvantages for

being in partnership with other businesses.

Advantages of Partnership

Amount of the advantages that Advertising Specialty Institute gains from the partnership is in regard

to its capital. Due to the nature of the enterprise, the partners fund the partnership with startup capital as well

as funding projects and initiatives that aim at sport development. This means the greater the number of

partners there are, the extra cash they could put into the business, so as to permit higher flexibility and extra

ability for growth (Geary, 2008, pp.530-568). It also means extra potential income, a good way to be equally

shared among the partners.

Partnering with other business has also increased the flexibility of Advertising Specialty Institute.

The partnership is generally less difficult to shape, manipulate and run because it is much less strictly

regulated than agencies, in terms of the laws governing the formation (Geary, 2008, pp.530-568).

Additionally, since the partners have the simplest say in the manner the commercial enterprise is run, they

are more flexible in terms of control, as long as all the partners can agree.

It has also enhanced shared responsibility. Partners share the various duties of running the

organization. This allows them to make the maximum of their abilities (Geary, 2008, pp.530-568). So if one

partner is right with figures, they might cope with the e-book retaining and accounts, while the opposite

partner might have expertise in income and consequently be the primary sales individual for the commercial

enterprise. Based on this general explanation, Advertising Specialty Institute has significantly benefited for

job specialization among the partners and the available staff. The decision-making has also become more

effective and reliable.

Disadvantages of Partnership

Advertising Specialty Institute has also suffered different losses due its involvement in partnerships.

One of them is conflicts between the partners (Johnstone, 2016, p. 18). These result due to differences in

ideologies and management of funds and resources, as well as the management of sport development

projects and initiatives.

Partnerships also created legal responsibility (Johnstone, 2016, p. 18). Ordinary Partnerships are

difficulty to unlimited legal responsibility; this means that that each of the partners stocks the liability and

monetary dangers of the commercial enterprise. This can be countered by using the formation of a restrained

legal responsibility partnership.

Additionally, partnership has increased the level of taxation for ASI (Johnstone, 2016, p. 18).

Taxation laws mean that partners need to pay tax in the equal manner as sole traders, every submitting a

Self-Assessment tax each year.

There are several ways through the organization can enhance its effectiveness of partnership

operating. One of such is through product development. ASI needs to improve its capability to produce and

provide new merchandise by means of partnering with outside groups along with contributors of your supply

chain. Additionally, it needs to improve the effectiveness of its supply chain. A sturdy, reliable supply chain

ensures that the commercial enterprise gets entry to crucial supplies, substances and additives while you

want them. ASI might find it difficult to have bargaining power without a proper supply chain.

Finally, ASI should consider outsourcing. Notably, a partnership with experts would allow it to

outsource critical commercial enterprise capabilities to experts, as opposed to attempt to manage them

internally with personnel who might not have the specified abilities or qualifications. This will enhance the

performance of ASI and enable it to continue promoting sport development.

Reference List

Advertising Specialty Institute,. (2017). ASI - Promotional Products Membership Organization.

Asicentral.com. Retrieved 19 January 2017, from http://www.asicentral.com/

Geary, J., 2008. Do unions benefit from working in partnership with employers? Evidence from

Ireland. Industrial Relations: A Journal of Economy and Society, 47(4), pp.530-568.

Johnstone, S., 2016. Labour and Management Co-operation: Workplace Partnership in UK Financial

Services. CRC Press.

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