PROPOSAL OVERVIEW I EXAMPLE 1. Cover letter 2. Executive summary 3. Sport Organisation Details 4. Target Market 5. Sponsorship/Marketing Plan 6. Sponsor’s Benefits 7. Budget and Investment
SPONSORSHIP PROPOSAL II Example 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
Congruence Sport 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 SPONSORSHIP Essential 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 MODES Sales after an event or promotion Visitors online or at event Consumer awareness Media coverage
MORE MEASUREMENT MODES Changes 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