the case of the 22nd world scout jamboree in sweden
TRANSCRIPT
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
1/30
How can Scouting and Guiding benefitfrom CSR?
The case of the 22nd World Scout Jamboree in Sweden
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
2/30
22nd World Scout Jamboree 2011
Rinkaby, Sweden 27 July - 7 August
Theme: Simply Scouting
Number of participants: 40.000
Number of visitors: 40.000
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
3/30
An early start
Even 2 years before the Jamboree, a structured planfor raising funds and finding commercial partnershas been already developed
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
4/30
A big investment
A professional is hired as the overall responsible forthis project
Time commitment
Expert skills
Volunteer based Procurement and Sponsorshipgroups support the process
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
5/30
OUR network
The Scout and Guide network is mobilised inallocating the right people from the market
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
6/30
Lets talk about business
After initial contact with interested companies,meetings are held with key managers
Companies are presented with their opportunities
Broschure
PPT presentation Video
Companies can select among various different
sponsorship packages
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
7/30
Leaflet
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
8/30
World Scout Jamboree 2011
Connecting young people around the world
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
9/30
An international event held every4 years, the Jamboree is theolympics of scouting.
Sweden has the honor of hosting
the 22nd World Scout Jamboreein the summer of 2011.
Click here to view a 2-minutevideo introduction or copy and
paste the below url into yourbrowser.
http://www.worldscoutjamboree.se/index.php/sv/sverige/in
spiration/video.html
Join us in hosting
the 22nd World Scout Jamboree!
http://www.worldscoutjamboree.se/index.php/sv/sverige/inspiration/video.htmlhttp://www.worldscoutjamboree.se/index.php/sv/sverige/inspiration/video.htmlhttp://www.worldscoutjamboree.se/index.php/sv/sverige/inspiration/video.html -
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
10/30
We build an entire city with activitycenters, restaurants, shops,hospitals, large arenas, and more.
We are expecting more than 70,000
participants and visitors from morethan 150 countries.
The Jamboree will last 12 days.
The event budget is more than 20.5
million EUR. More than 8,000 volunteers will
contribute their time and talents.
It will take more than 1.5 millionhours of planning.
One of the worlds largest events!
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
11/30
We have a shared vision of XXX
Young people from 150 countrieswill meet across geographical,cultural and religious borders.
In more than 100 years of scouting,2011 is only the third Jamboree heldin Scandinavia (1924 in Denmark,1975 in Norway).
Why Company X? - its a perfect match!
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
12/30
Sponsorship benefits for Company X
Benefits extend acrossall stakeholder groups:
Consumers Employees
Investors
Developers
Partners
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
13/30
Reach new consumers throughJamboree promotional materialsand event media coverage.
Extensive marketing in printedmaterial, on the web, and within thecamp itself.
World Scout Jamboree 2007appeared in more than 1,000
newspaper articles in Englandalone.
Sponsorship benefits for Company X
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
14/30
Support a cause that meanssomething to your employees.
Worldwide, 500 million men,women and youth have been
scouts or are currently involvedwith scouts.
Currently, 38 million people inmore than 165 countries are
scouts.
Sponsorship benefits for Company X
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
15/30
Despite the recent economicslump, Company X hascontinued to do wellfinancially, particularly inemerging markets such as theMiddle East, Africa, and AsiaPacific.
Through Operation OneWorld, Company X can
sponsor scouts fromcountries in these regions aswell as others, gaininggoodwill along the way.
Sponsorship benefits for Company X
http://www.worldscoutjamboree.se/index.php/en/partners.htmlhttp://www.worldscoutjamboree.se/index.php/en/partners.htmlhttp://www.scout.org/en/about_scouting/facts_figures/census/wosm_maphttp://www.worldscoutjamboree.se/index.php/en/partners.htmlhttp://www.worldscoutjamboree.se/index.php/en/partners.html -
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
16/30
Fast Forward to August 8th, 2011.
40,000 exhilarated, inspired andexhausted Jamboree participants will
return to their families, friends,schools, and communities. They willbring with them an experience thatwill last their entire lifetimes.
Will Company X be part of thatexperience?
Looking ahead!
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
17/30
The Jamboree was the world that weshould be living in. Scouts from all overthe world were there. They forgot their
differences and made foreign friendswithout considering their religion, faithor color. That was the best thing about
the Jamboree. Can you imagine? Peopledont judge each other.
Utku Palamutcu, from Turkey,participant in the 21st World ScoutJamboree 2007
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
18/30
Contact
Cecilia Elving
Director Corporate Relations
World Scout Jamboree [email protected]
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
19/30
Sponsorship categories
Main partner Jamboree partner
Site partner
Diamond sponsor
Gold sponsor
Silver sponsor
Bronze sponsor
Iron sponsor
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
20/30
Main messages to companies
This is money spent wisely; on a good cause! You will get exposure to 80 000 people!
You and your employees can participate at anamazing event (opening ceremony reception, special
guest tickets etc)! A high profile network of people are participating and
lots of media will be there!
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
21/30
Negotiations
Negotiations were at times difficult (they wantedmore... and more...!!!)
Companies appreciated the fact that on certain occasionsthe Scouts and Guides of Sweden said no; it was a signof professionalism! They felt secure that they would also
be protected and that any promises given to them wouldbe respected!
Competitive firms would never work together (it waseither the one, or the other)
Negotiations resulted in legally binding contracts
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
22/30
One has to be strict!
Some companies received a negative answer fromthe Scouts and Guides of Sweden
Can we work with any company?
Alcohol companies were excluded
Tobacco companies were excluded Arm companies were excluded
Companies producing un-healthy products were excluded
Oil companies were excluded
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
23/30
It is a decision based on OUR values
Companies products or services cannot come incontradiction with Scout and Guide values
A companys corporate reputation is to be taken into
account very seriously
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
24/30
Danger!
Sometimes we are not professional enough Unprepared
Not sure about what we want to get out of a partnership
Inconsistent
Uninformed We sell ourselves too cheaply
We underestimate our own product
Companies should feel privileged about working with
us (and not vice versa!)
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
25/30
Impressive results
57 companies agreed to sponsor the Jamboree High success rate; a third of the companies initially
contacted
Most of these companies offered products and
services, some of them offered money
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
26/30
Sponsorship breakdown
Sponsorship type Sponsorship level Number ofcompanies
Main Partner 1 MSEK 7
Jamboree Partner from 500 000 SEK 8
Site partner 1 MSEK 2
Diamond sponsor 100 000 SEK 14
Gold sponsor 50 000 SEK 9
Silver sponsor 25 000 SEK 7
Bronze sponsor 10 000 SEK 7
Iron sponsor 5 000 SEK 3
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
27/30
A success story!
30.000.000 Swedish crowns were raised (includingthe calculated prices of all products and servicesoffered and the money)
Around 10% on the Jamboree budget
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
28/30
Media coverage
The Scouts and Guides of Sweden run a thank you
advertisement at a local newspaper
Companies were free to use a logo of Main Partner
of, Jamboree Partner of and so forth in their
own marketing materials. Some companies ran We support ads in print media
Some companies used a Jamboree-partner logo on theircorporate website
The Jamboree received massive positive mediacoverage
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
29/30
Forming partnerships
Looking into the future; sustainable relationships withthe commercial market
2 of the Main Partners have already signed anagreement to support the Scouts and Guides of
Sweden on a long term basis, E.ON and ICA.
-
8/3/2019 The Case of the 22nd World Scout Jamboree in Sweden
30/30
Thank you Cecilia!
Cecilia Elving, Director Corporate Relations - WorldScout Jamboree 2011