reaching new heights... relationships: community, sponsorships, and stewardship chapter xiii...
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Reaching New Heights . . .Reaching New Heights . . . Reaching New Heights . . .Reaching New Heights . . .
Relationships: Community, Relationships: Community, Sponsorships, and StewardshipSponsorships, and Stewardship
Chapter XIIIChapter XIII
Relationships: Community, Relationships: Community, Sponsorships, and StewardshipSponsorships, and Stewardship
Chapter XIIIChapter XIII
Integrating Marketing in the Leisure IndustryIntegrating Marketing in the Leisure Industry
Value of RelationshipsValue of RelationshipsValue of RelationshipsValue of Relationships
• Fundamental to effective marketing plans• Provide the insight needed to address specific needs• Help gain buy-in to delivering the quality that is
expected and deserved • Create long term communication between board
members, employees, volunteers and consumers which result in achieving agency objectives
Partnership relationship is between at least two agencies that combine efforts or resources for some type of mutual benefit.
Value of partnerships:• Addition or expansion of resources• Reduction of service duplication• Increase in an organization’s visibility and credibility• Enhancement of relationships• Increase in networking opportunities• Development of friendships among staff in different
organizations
PartnershipsPartnershipsPartnershipsPartnerships
Elements for Effective PartnershipsElements for Effective PartnershipsElements for Effective PartnershipsElements for Effective Partnerships
• Leadership support• Target market• Workforce• Cultural fit• Goals and mission• On-going communication• Formalization of partnership arrangements
Cross Promotion Partnership Cross Promotion Partnership (Co-branding)(Co-branding)
Cross Promotion Partnership Cross Promotion Partnership (Co-branding)(Co-branding)
Two or more agencies leverage their resources to ultimately attract and better serve target markets.
Co-branding partnerships can be used to:• Gain access to each others’ consumer base• Provide more to existing consumers experiences and
keep them loyal• Expand the consumer base to reach those with
additional offerings
• Use promotional/marketing dollars more efficiently and effectively.
Community RelationsCommunity RelationsCommunity RelationsCommunity Relations
Community relations is developing partnerships with local “public service” (community, service and social) agencies to communicate with targeted markets.
• Gaining free coverage or exposure from any number of community sources where the agency is viewed as a positive contributor to the local area, industry and profession
• Example: Involvement and volunteerism in related
professional and industry associations
Sample Community Relation Sample Community Relation ActivitiesActivities
Sample Community Relation Sample Community Relation ActivitiesActivities
• Community service columns• Community service presentations• Organization membership (and participation)• Service on advisory boards• Information booths at other events• Attending and planning community events• Attending and planning charitable events• Volunteering/providing leadership for local,
professional and industry agencies/associations• Cause related support activities
Agencies invest marketing resources in cause-related issues and activities
Benefits:• Enhanced brand awareness• Enhanced brand loyalty• Consumer brand switching
Cause Related MarketingCause Related MarketingCause Related MarketingCause Related Marketing
SponsorshipSponsorshipSponsorshipSponsorship
Sponsorship is a cash or in-kind fee paid to an agency in return for access to the exploitable commercial potential associated with the agency (McKnight, 2003).
Agencies solicit sponsors or become sponsors to: • Achieve broad agency objectives such as
enhanced image• Achieve specific target market objectives• Leverage media and marketing communication
exposure with target markets• Align themselves with a partner to be perceived as
one verses two separate agencies
Types of SponsorshipsTypes of SponsorshipsTypes of SponsorshipsTypes of Sponsorships
On-site sampling
On-site signage
Event partnership
On-site usage partnership
Brand awareness in promotional literature
Agency privatization partnership
Value of SponsorshipsValue of SponsorshipsValue of SponsorshipsValue of Sponsorships
• Expanded marketing efforts when associated with a positively viewed brand
• Enhanced image and reputation with targeted markets• Altered or enhanced public perception• Build business trade relations and good will• Greater agency awareness, revenue, market share and
participation• Improved employee morale and relations• Agency differentiation from competitors• Improved stakeholder support
(Bennett, 2002; Clark, Cornwell & Pruitt; Verity, 2002)
Approaching Sponsorship Approaching Sponsorship Relationships Relationships
Approaching Sponsorship Approaching Sponsorship Relationships Relationships
Sponsorships are like any dating relationship (Bunting, 2004):
• Grab the sponsor’s attention • Court the potential sponsor • Ask the potential sponsor for a date • Get to know the sponsor first• Follow up after the date• Commit• Do what you say• Long term relationship
Identifying Successful SponsorsIdentifying Successful SponsorsIdentifying Successful SponsorsIdentifying Successful Sponsors
1. Identify a target list of potential sponsors
2. Learn everything about the potential sponsor
3. Understand how the sponsors and the agencies are similar
4. Identify potential mutually beneficial opportunities where each can have a win-win situation
StewardshipsStewardshipsStewardshipsStewardships
Stewardship represents the agency’s specific decisions designed to protect and preserve long-term relationships with targeted markets and achieve marketing objectives.
External Stewardship
Internal Stewardship
Sample of Stewardship Related Sample of Stewardship Related ActivitiesActivities
Sample of Stewardship Related Sample of Stewardship Related ActivitiesActivities
External (Consumers)• Loyalty programs • Consumer gifts• Consumer notes (e.g. thank you, etc.) • Verbal compliments • WOW – do something unexpected!
• Host a consumer appreciation event
Sample of Stewardship Related Sample of Stewardship Related ActivitiesActivities
Sample of Stewardship Related Sample of Stewardship Related ActivitiesActivities
Internal (Employees)• Employee incentives tied to performance• Employee gifts • Employee notes (e.g. thank you, etc.) • WOW – do something unexpected! • Host an employee appreciation event • Host annual employee get-togethers
Stewardship ExamplesStewardship ExamplesStewardship ExamplesStewardship Examples
Target market:• Ask a community member to conduct a mystery
shopping experience to better learn of what a particular market segment experiences
• Develop comment cards and make them available for visitors
• Call a patron after he/she has visited to see how they enjoyed his/her experience
• Mail random surveys community members to identify the quality of the department
• Do something special for people . . .WOW THEM
Stewardship ExamplesStewardship ExamplesStewardship ExamplesStewardship Examples
Employees:• Provide employees incentives for good performance• Send a thank you to an employee for providing great
guest service• Give an employee an extra day off for superior
performance• Mail employee birthday/work anniversary cards• Conduct an exit evaluation for employees that are
leaving your employment• Empower staff to handle guest situations • Provide staff the training necessary to be experts at their
jobs • Ensure employees are easily identifiable (nametags,
uniforms, standards for appearance, etc.)
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