Effective sponsorship

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

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

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Transcript

  • 1. EFFECTIVE
    SPONSORSHIP
    PROPOSALS
  • 2. 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
  • 3. SPONSORSHIP PROPOSAL II
    Example
    1. Product Identification
    2. Product Development
    3. Identifying Sport Organisation Target Market
    4. Sponsor Characteristics
  • 4. SPONSORSHIP PROPOSAL II cont.
    5. Identifying Sponsor Target Market
    6. Matching Sport & Sponsor
    7. Selling the Product
    8. Servicing the Sponsor
  • 5. Congruence
    Sport fans identify personally with a sport - that then creates opportunities to enhance brand loyalty – sponsors tap into this
  • 6. 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?
  • 7. MEASUREMENT OF SPONSORSHIP
    Essential
    What level is deemed successful for both parties?
    What methodology is used to measure the success of each benefit?
  • 8. 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
  • 9. MEASUREMENT MODES
    Sales after an event or promotion
    Visitors online or at event
    Consumer awareness
    Media coverage
  • 10. MORE MEASUREMENT MODES
    Changes in consumer perceptions
    Coupons issued or redeemed
    Number of enquiries
    Sales
    Economic impact
  • 11. CONSIDER...
    Points for staff meetings
    Checklist
    Logbook
    Sponsorship project group
    Feasibility study
  • 12. KPIs
    Sponsorship manual
    Sponsorship Launch
    Liaison
    Evaluation tools
  • 13. A B C D SPONSOR SUMMARY
    Attentive awareness
    Brand interest
    Consumer action & desire
    Direct benefits