2011 AFFC Webinar on Sponsorships

2. Building a Successful Sponsorship
Program

3. Agenda
• Building Value for Sponsors
• Develop Sponsor Target List
• Getting the Meeting
• Conducting the Meeting
• Proposal Writing
• Working Session
• Q&A

4. Building Value For Sponsors
• Identify Assets
– Media
– Signage
– Event Recognition
– Posters
– T-shirts
– Annual Meeting
– Wrist Bands
– Gift Bags
– Race/Walk series
– Public Relations
– Social Media
• Leverage assets

5. Building Value For Sponsors
• Package the Assets
– Count Impressions
– Build Promotions
– Assign Value
– Create different sponsorship levels
– Create Grid

7. Develop Sponsor Target List
• Think Strategically
– An Arthritis tie in
– Good Psychographic Fit?
– Geographic footprint
• Develop Criteria
– Budget
– Community Involvement

8. Develop Sponsor Target List
• Build Database
• Research Database
– Company Website
– Google
– Linkedin
– Facebook
– Twitter
• Prioritize Database

9. Getting the Meeting
• Develop Script
• Call for meeting
– Introduce yourself to the gatekeeper
– Leave Voicemail
– Call Again in Three days
– Leave Voicemail
– Send Email
– Book Appointment or move on

10. The Meeting
• Do your homework
• Don’t sell, Listen
• Ask good questions
• Find out business and marketing objectives
• End the meeting by offering to come back with a
plan that addresses their specific needs
• Close on next meeting date

11. Develop the Proposal
• Summarize what you learned in the meeting
• Be Creative
• Solve the business problem
• Be Specific
• Be mistake free

12. Proposal Structure
• Executive Summary
• Current Situation
• Our Strategy
• Pricing
• Approval

14. Jingle Bell Run/Walk 2011
DIAMOND PARTNER - $10,000
CORPORATE RECOGNITION OPPORTUNITIES
· Alignment with statewide event – a unique, season kickoff tradition
COMPANY LOGO EXPOSURE
· Logo on print, on-line and TV advertising
· Logo on race signage
· Logo on web banners
· Logo on Jingle Bell Run/Walk website with link option
· Logo on T-shirts
PRE JINGLE BELL RUN/WALK PUBLICITY
· Special recognition in television, radio, newspaper and in-line ads for Jingle Bell
Run/Walk 2011
· Company prominently featured in press releases
· Social media support
OTHER OPPORTUNITIES
· Customized promotional plan to accommodate your corporate goals
· Special Recognition at the annual meeting
ON-SITE RECOGNITION
· Special on-site recognition
· Promotional possibilities available at various race locations (banners, give-aways
etc.)
CATEGORY EXCLUSIVITY OPTION IN BUSINESS CATEGORY

15. Jingle Bell Run/Walk 2011
GOLD PARTNER
CORPORATE RECOGNITION OPPORTUNITIES
· Alignment with statewide event – a unique, season kickoff tradition
COMPANY LOGO EXPOSURE
· Logo on print and TV advertising
· Logo on race signage
· Logo on T-shirts
· Logo on Jingle Bell Run/Walk website with link option
PRE JINGLE BELL RUN/WALK PUBLICITY
· Special mentions in radio advertisements for Jingle Bell Run/Walk 2011
· Company mentioned in relevant press releases
· Social media support
OTHER OPPORTUNITIES
· Special Recognition at the annual meeting
ON-SITE RECOGNITION
· Promotional possibilities available at various town locations (banners, give-aways
etc.)
 GOLD PARTNER $6,000

16. Jingle Bell Run/Walk 2011
!SILVER PARTNER
CORPORATE RECOGNITION OPPORTUNITIES
· Alignment with statewide event – a unique, season kickoff tradition
COMPANY LOGO EXPOSURE
· Logo on race signage
· Name on T-shirts
· Name on website with link option
PRE JINGLE BELL RUN/WALK PUBLICITY
· Mention in press releases
· Social media support
ON-SITE RECOGNITION
· Promotional possibilities available at race locations (give-aways etc.)
!Silver Partner $2,000

17. MARKETING VALUE JINGLE BELL
RUN/WALK:
! Reach (how many attendees at the races) people on race day
! Aggressive Public Relations initiative, including and audience of
nearly 5,000 on social media
! Pre Race events at (fill in the blank) attended by xxxxx people
Value
! More than $xx,xxx value in Radio commercials and promotions
two weeks prior to Jingle Bell Run/Walk 2011
! More than $xx,xxx value in TV commercials and promotions
two weeks prior to Jingle Bell Run/Walk 2011
! More than $xx,xxx value in Print ads and promotions two
weeks prior to Jingle Bell Run/Walk 2011
! More than $xx,xxx value in On-line Banner ads and
promotions two weeks prior to Jingle Bell Run/Walk 2011
! More than $xx,xxx value in Billboard ads and promotions two
weeks prior to Jingle Bell Run/Walk 2011
! 2000 (?) t-shirts
Value
! 500 posters (?) exposure to over (xxxx) people
Value
Diamond Total Value- $xxx,xxx

18. https://cc.readytalk.com/play?id=1pa9
p2

19. Questions