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Courting Corporate Sponsorships: Making Your Theatre Irresistible
- 1. MAKING YOUR THEATRE IRRESISTIBLE PRESENTED BY ADAM MILLER MANAGING DIRECTOR, THEATRE TUSCALOOSA
- 2. 2009-10 Season • 6 Corporate Sponsors • $26,000 Annually • Low Sponsorship Prices • Inconsistent Benefits
- 3. So, we… • Raised Sponsorship Levels • Added Play-It-Forward Sponsorship Level • Created Consistent Sponsorship Tiers’ Benefits • Conducted Research • Leveraged Relationships By 2014-15 Season… • 16 Corporate Sponsors (266% More) • $49,000 Annually (188% More)
- 4. A Corporate Sponsorship Make Over! • Research • Relationships • Reciprocity
- 5. or what do I have to offer? • Getting to know your audiences • Interpreting Your Data • Putting Your Best Foot Forward
- 6. or what do I have to offer? Who Are Your Audiences? • The Big Catch • CEO’s • Marketing Directors • Board Members • The Bait • Show Audiences • Other Sponsors • Your Reputation & Impact
- 7. or what do I have to offer? Where do sponsorship $$$ come from? • Marketing/ Advertising Budgets • Discretionary Accounts • Philanthropic Accounts
- 8. or what do I have to offer? What do the Big Catches Want? • Reach THEIR Target Market (to increase sales) • Outshine Competitors/Build Brand (to increase sales) • Return on Investment (ROI) = Trackable Results (increased sales) • Demonstrate Good Corporate Citizenship… ?
- 9. or what do I have to offer? Give them what they want… DATA Demographics…. • Sex • Age • Race • Income • Education Level • Location (Zip)
- 11. or what do I have to offer? Give them what they want… DATA Reach…. • Past Attendance Averages • Per Performance • Per Production • Per Season • Potential Capacity
- 12. or what do I have to offer? Give them what they want… DATA Reach…. • Outside the Show • Posters • Postcards • Email Blasts • Website Traffic • Newspaper Ads
- 13. or what do I have to offer? What do all those numbers mean? The majority of Theatre Tuscaloosa patrons are well- educated, affluent, and influential members of the Tuscaloosa community. They make decisions in their organizations and are leaders in their social circles.
- 14. or what do I have to offer? Make It Look Pretty… • Create a Brochure • Wrap Your Data in Gorgeous Photos and Good Feelings • Use a Folder to Combine: • Brochure • Business Card(s) • Samples of Collateral
- 15. or what do I have to offer? Translate into THEIR language… • Jewelry Store • Accounting Firm • Law Firm • Personal Financial Consultants • Retailers • Banks • Car Dealerships • Medical Specialists
- 16. It’s not what you know… Your Board • NOW - Leverage Existing Relationships • Are they VIP’s themselves? • Who do THEY know? • Who do their FRIENDS know? • LATER - Recruit from Target Companies • CEO’s • Marketing/PR Executives • Board Presidents/Members
- 17. It’s not what you know… Put Yourselves Out There • Chamber of Commerce • Rotary Club(s) • Kiwanis Club(s) • Community Leadership Programs • Professional Organizations • AAF and/or PRCA • Hospitality (Hotels) • Tourism Commission
- 18. It’s not what you know… Put Yourselves Out There • Curatin Speeches • Media Appearances • Speaking Engagements • Other Boards • Church Communities
- 19. It’s not what you know… Our Annual Process • Brainstorm Potential Sponsors with Board Members • Big Community Players • Personal Connections • Obvious Show Connections • Ask Who is Connected & How? • Board Members Set Meetings
- 20. It’s not what you know… Our Annual Process • Research Companies • Missions • Philanthropic Interests • Past Sponsorships • Use their… • Website & Social Media • Media Coverage • Use YOUR… • Archives (Posters, Etc.) • Ticketing Software
- 21. It’s not what you know… Our Annual Process • Research Companies • Find a Connection • General Arts Support • Upcoming Show Theme • Special Program • Theatre Camp • School Matinees • Pay-What-You-Can • Play-It-Forward
- 22. It’s not what you know… THE ASK • Go in Board/Staff Teams • Board Member’s Role • Make Introductions • Reminisce About the Past • Explain Personal Passion & Dedication to YOUR Theatre • Hand Off to the Expert (YOU)
- 23. It’s not what you know… THE ASK • Your Role • Tell Your Story – Why you matter! • Explain Shows & Programs • Explain Sponsorship Program • Levels • Investments & Benefits
- 24. It’s not what you know… THE ASK • Your Role • CLOSE THE DEAL • Ask which show and/or sponsorship level sounds most appealing • Ask which BENEFITS are most useful to them • Be willing to NEGOTIATE • Don’t give away the farm!
- 25. It’s not what you know… THE ASK • Your Role • CLOSE THE DEAL • Fill Out the Agreement & Get a Signature ON SITE • OR… Make an Appointment to Call or Come Back for a Decision
- 26. It’s not what you know… CONNECT THE DOTS (Follow Up) • Send a Thank You Letter • Send an Invoice (if requested) • Enact Benefits • Connect Sponsor’s People with Your People • Graphic Designers • Curtain Speech Writers • VIP Visits & Key Staff
- 27. It’s not what you know… CONNECT THE DOTS (Follow Up) • Call 2 Weeks Before Each Show • Mail Copies of All Collateral After Each Show • Set Renewal Meeting • Live Happily Ever After
- 28. You scratch my back… You Get… • Money! • Publicity at Their Business • Posters • Buck slips in their customer mailings • E-mail Announcements to Their Employees and/or Customers • TRADE of their product – Advertising, Food, Supplies…
- 29. You scratch my back… They Get… • Choices • A Variety Sponsorship Tiers • Escalating Investment and Benefits • Marketing Benefits
- 30. Logo Inclusion… • Posters • Postcards • Newspaper Ads • E-Blasts • Sponsor Web Page with Link
- 31. Sponsors’ Page of Playbills & Playbill Ads
- 33. You scratch my back… They Get… • Ticket Benefits • Complimentary Tickets • Ticket Discounts • Personal Service • Special Benefits • Back Stage Tours • Marquee Room Access • Hosted Client/Customer Reception
- 34. You scratch my back… They Get… • Exclusivity • Limit By Industry • Show/Season Limits • Tier Limits • Notoriety for Being YOUR Sponsor!
- 35. In conclusion… It’s Your Turn! Use the 3 R’s… • Research • Relationships • Reciprocity To Become a Corporate Sponsorships Superstar!
- 36. Adam Miller Theatre Tuscaloosa 9500 Old Greensboro Rd #127 Tuscaloosa, AL 35405 (205) 391-2925 www.theatretusc.com amiller@sheltonstate.edu Twitter: @admmlr