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Lecture slides for week 3 of the UCNISS.net course - Sport Sponsorship and Media
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EFFECTIVE
SPONSORSHIP
PROPOSALS
PROPOSAL OVERVIEW IEXAMPLE
1. Cover letter2. Executive summary3. Sport Organisation Details4. Target Market5. Sponsorship/Marketing Plan6. Sponsor’s Benefits7. Budget and Investment
SPONSORSHIP PROPOSAL IIExample
1. Product Identification
2. Product Development
3. Identifying Sport Organisation Target Market
4. Sponsor Characteristics
SPONSORSHIP PROPOSAL II cont.5. Identifying Sponsor Target Market
6. Matching Sport & Sponsor
7. Selling the Product
8. Servicing the Sponsor
CongruenceSport fans identify personally with a sport -
that then creates opportunities to enhance brand loyalty – sponsors tap into this
Is The Purpose Clear?How can a sponsor use this sport to reach
their goals?
How can a sport use the sponsorship to reach its goals?
MEASUREMENT OF SPONSORSHIPEssential
What level is deemed successful for both parties?
What methodology is used to measure the success of each benefit?
MEASUREMENT CAN...Identify areas for improvement in the
sponsorship engagement
Identify areas for improving the sponsorship benefits
Ultimately, increase the value of the sponsorship and generated revenue
MEASUREMENT MODESSales after an event or promotion
Visitors online or at event
Consumer awareness
Media coverage
MORE MEASUREMENT MODESChanges in consumer perceptions
Coupons issued or redeemed
Number of enquiries
Sales
Economic impact
CONSIDER...Points for staff meetings
Checklist
Logbook
Sponsorship project group
Feasibility study
KPIs
Sponsorship manual
Sponsorship Launch
Liaison
Evaluation tools
A B C D SPONSOR SUMMARYAttentive awareness
Brand interest
Consumer action & desire
Direct benefits