Your virtual chief marketing officer. FLORENCIA PYKE

TODAY…

We will cover… • What is sponsorship?

• Benefits

• Steps to creating a sponsorship program

> Understanding your audience

> What you need to know to design a sponsorship program

> Sponsorship format options to consider

> The proposal

• Tips to getting a prospective sponsor across the line

What is sponsorship? • It’s a form of marketing

• Done for promotional purposes

• To generate publicity or to obtain access to a wider audience than your budget can afford

• It’s a booming $11 billion industry*

• The key to success: matching the correct brand with the people who want to interact with it!!

*according to Independent Evaluation Group

Benefits of sponsorship

FOR THE BRAND

• Raise brand awareness and create preference

• Positive PR

• Build brand position through association

• Support a sales promotion

• Establish credibility

• Highly targeted marketing

• Media exposure via event/ team

• Community involvement and giving back

• Networking opportunity

FOR YOUR ASSOCIATION

• $$/ contra

• Profile building

• Reach a greater audience and expand your membership base

• Networking

Steps to creating a sponsorship program

> Understanding your audience

> What you need to know to design a sponsorship program

> Sponsorship format options to consider

> The proposal

> Understanding your audience • Demographics: age, sex,

education level, income level, marital status, occupation, religion, average family size, average age at marriage, race

+

• Psychographics: lifestyles, behaviours, attitudes, what do they like to read/ do, etc..

=

• Customer profile

How to find out all this information about your customers/ viewers?

• Survey… you will get answers quickly but not everyone will answer

• Outsource this… reliable information but can be expensive

> What you need to know to design a sponsorship program

• Cost estimates across different sponsorship options

• Time and skills required to set up sponsorship format (can someone within the club do this?)

• Number of certain formats available/ exclusivity

• Viewing – provide traffic and stats

> Sponsorship format options… numerous, creative and varied…

• Website • Ground • Score board • Overall naming rights • Naming rights to an event-based award or trophy • Preferred supplier status • Use of logos, images, trademarks • Merchandising rights • On-site product sampling opportunities • Demonstration or display opportunities • Event signage • VIP ticket access prior to public • Loyalty benefits – access to event/ specific area • EDM sponsorship piece • Access to discounts/ merchandise • Advertising on the reverse side of tickets • Support of the sponsor’s worthy cause – involve sponsor’s nominated charity in the event • Contra opportunity ….

Examples of creative sponsorship formats

Examples of creative sponsorship ideas

http://youtu.be/yIfa5UQo4Hk

https://www.youtube.com/watch?v=m6IGudzO8As

https://www.youtube.com/watch?v=XwbMRC8sSmM

More examples of unique format ideas…

• Event app

• Mobile phone charging station

• Wi-Fi

• Activity zone/ play station at an event

• Lunchtime/ game break sponsor

> The Proposal… what not to do

• Concentrate on your needs, not the sponsor’s

• Make the sponsor do the work

• Don’t make a business case

• Offer the same benefits as everyone else

• Hard to read

> The Proposal: set the stage

• Page 1: Title page… date + copy write wording – Naming rights: The brand x Armidale District Netball Association

– Presenting sponsorship: Armidale District Netball Association presented by Brand x

– All other types sponsorship: Brand x and Armidale District Netball Association

• Page 2: Set the stage… photo, quote, compelling statistic

> The Proposal: paint the picture

• Page 3: Overview the opportunity – Use descriptive words, what your target market loves about you,

provide some background about the association/ team

• Page 4: Fact sheet – Date of event, location, cost of participation, endorsements/

affiliations, membership base size

> The Proposal: the marketing plan

• Page 5: Describe your target markets – Segment according to psychographics (motivations,

priorities, lifestyle). Include indicators and target markets that are most important to the sponsor – list these first

• Page 6-7: Overview your marketing plan – What marketing messages will you be using about your

association/ team? How are you going to get these messages to your target markets?

> The Proposal: very very important section!

• Page 8-9: Creative ideas for leverage – Give the potential sponsor creative ideas for leverage; this will help to

sell the proposal internally – Look to your sponsorship format options and select opportunities that

will be most compelling for the sponsor

• Pages 10-11: Benefits list – Emphasise creative benefits that support the interesting ideas you

have provided; also list the sponsorship opportunities i.e. Naming rights to an event-based award or trophy, preferred supplier status

> The Proposal: the numbers

• Page 12: Investment offer – Money support? Contra support? Commitment

support? Outline what your are seeking; include a draft payment schedule

> The Proposal: give that something extra!

• Page 13: Case studies – How other companies have made the most of similar types of

sponsorship/ how your other sponsors have achieved a commercial return

>Tips to getting a prospective sponsor across the line

• Do your homework. Get to know your sponsor/ their needs/ their sales and marketing promotions

• Customise your proposals to suit the sponsor… how will you help your sponsor connect with their target market?

• Contact the right person. If there’s a brand manager – that will usually be your go, unless you have a relationship with the CEO

• Patience… • Create a business case that is easy to sell internally • Submit fewer, better proposals • Showcase your professionalism and commercial orientation

Thank you for your time!

Questions??