Effective sponsorship


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

Effective sponsorship

  2. 2. PROPOSAL OVERVIEW I<br />EXAMPLE<br />1. Cover letter<br />2. Executive summary<br />3. Sport Organisation Details<br />4. Target Market<br />5. Sponsorship/Marketing Plan<br />6. Sponsor’s Benefits<br />7. Budget and Investment<br />
  3. 3. SPONSORSHIP PROPOSAL II<br />Example<br />1. Product Identification<br />2. Product Development<br />3. Identifying Sport Organisation Target Market<br />4. Sponsor Characteristics<br />
  4. 4. SPONSORSHIP PROPOSAL II cont.<br />5. Identifying Sponsor Target Market<br />6. Matching Sport & Sponsor<br />7. Selling the Product<br />8. Servicing the Sponsor<br />
  5. 5. Congruence<br />Sport fans identify personally with a sport - that then creates opportunities to enhance brand loyalty – sponsors tap into this<br />
  6. 6. Is The Purpose Clear?<br />How can a sponsor use this sport to reach their goals?<br />How can a sport use the sponsorship to reach its goals?<br />
  7. 7. MEASUREMENT OF SPONSORSHIP<br />Essential<br />What level is deemed successful for both parties?<br />What methodology is used to measure the success of each benefit?<br />
  8. 8. MEASUREMENT CAN...<br />Identify areas for improvement in the sponsorship engagement<br />Identify areas for improving the sponsorship benefits<br />Ultimately, increase the value of the sponsorship and generated revenue <br />
  9. 9. MEASUREMENT MODES<br />Sales after an event or promotion<br />Visitors online or at event<br />Consumer awareness<br />Media coverage<br />
  10. 10. MORE MEASUREMENT MODES<br />Changes in consumer perceptions<br />Coupons issued or redeemed<br />Number of enquiries<br />Sales <br />Economic impact<br />
  11. 11. CONSIDER...<br />Points for staff meetings<br />Checklist<br />Logbook<br />Sponsorship project group<br />Feasibility study<br />
  12. 12. KPIs<br />Sponsorship manual<br />Sponsorship Launch<br />Liaison<br />Evaluation tools<br />
  13. 13. A B C D SPONSOR SUMMARY<br />Attentive awareness<br />Brand interest<br />Consumer action & desire<br />Direct benefits<br />
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