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Uploaded byTHE HANG SENG UNIVERSITY OF HONG KONG
Secrets to Winning Sponsorship
This document summarizes a workshop for association event managers on securing sponsorships. It discusses preparing for sponsorships by profiling the event audience, making a list of potential sponsors from magazines and annual reports, and designing sponsorship packages that include marketing messages, entitlements, and ways to measure sponsor satisfaction. Potential sponsors are more likely to support events that help them achieve objectives like promoting their brand or fulfilling corporate social responsibility goals to the right audience. The document emphasizes starting sponsorship efforts early, retaining sponsors by delivering promised benefits, and using surveys, social media, and attendance data to evaluate whether the event met sponsors' goals.
