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EFFECTIVE SPONSORSHIP PROPOSALS

Effective sponsorship

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Lecture slides for week 3 of the UCNISS.net course - Sport Sponsorship and Media

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Page 1: Effective sponsorship

EFFECTIVE

SPONSORSHIP

PROPOSALS

Page 2: Effective sponsorship

PROPOSAL OVERVIEW IEXAMPLE

1. Cover letter2. Executive summary3. Sport Organisation Details4. Target Market5. Sponsorship/Marketing Plan6. Sponsor’s Benefits7. Budget and Investment

Page 3: Effective sponsorship

SPONSORSHIP PROPOSAL IIExample

1. Product Identification

2. Product Development

3. Identifying Sport Organisation Target Market

4. Sponsor Characteristics

Page 4: Effective sponsorship

SPONSORSHIP PROPOSAL II cont.5. Identifying Sponsor Target Market

6. Matching Sport & Sponsor

7. Selling the Product

8. Servicing the Sponsor

Page 5: Effective sponsorship

CongruenceSport fans identify personally with a sport -

that then creates opportunities to enhance brand loyalty – sponsors tap into this

Page 6: Effective sponsorship

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?

Page 7: Effective sponsorship

MEASUREMENT OF SPONSORSHIPEssential

What level is deemed successful for both parties?

What methodology is used to measure the success of each benefit?

Page 8: Effective sponsorship

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

Page 9: Effective sponsorship

MEASUREMENT MODESSales after an event or promotion

Visitors online or at event

Consumer awareness

Media coverage

Page 10: Effective sponsorship

MORE MEASUREMENT MODESChanges in consumer perceptions

Coupons issued or redeemed

Number of enquiries

Sales

Economic impact

Page 11: Effective sponsorship

CONSIDER...Points for staff meetings

Checklist

Logbook

Sponsorship project group

Feasibility study

Page 12: Effective sponsorship

KPIs

Sponsorship manual

Sponsorship Launch

Liaison

Evaluation tools

Page 13: Effective sponsorship

A B C D SPONSOR SUMMARYAttentive awareness

Brand interest

Consumer action & desire

Direct benefits

Page 14: Effective sponsorship