The document provides information and instructions for participants on an upcoming webinar. It includes details on signing in, downloading handouts, and participating in chat and feedback functions. Participants are asked to identify a program, event, or activity they want to find additional sponsor dollars or in-kind contributions for, to get the most from the hands-on session.

1.  Have you downloaded and
printed a copy of your handouts
(Sent in yesterday’s reminder
update.)
 Please sign in with:
Your Agency Name and the
number of people
watching/attending the webinar
from your agency today
CEU Requests
The name of the person who will
be inputting answers into the
webinar application

2. 2

3. Raise your hand here…
This is the Feedback Box
This is the chatbox… Type here, hit enter to send

4. Your agency relies on sponsor dollars and in-kind
contributions more now than in the
past.

5. I go out of my way to do
business with those who
sponsor our
programs/services/even
ts.
5

6. This is going to be a very
hands-on session.
To get the most out of it you
must choose and LIST ONE
program/event/activity for
which you’d like to find
(additional) sponsor dollars
or in-kind contributions.
$$

7. 7

8. 8

9.  Planning
Internal Planning
Marketing planning
Implementing the Plan
 Sales
Getting Your Foot in the Door
Closing the Deal
Negotiation
 Service
Follow-up and Appreciation
Repeat Sales
$
$
9

10. 1. Internal Planning
2. Marketing Planning
 SMART Objectives
 Specific
 Measurable
 Achievable
 Results-oriented
 Time bound
 Target Audience
 Unique Selling Proposition
(What makes you the best
choice?)
 Tools and Tactics
1. Implementation
10

11.  Empathize
 Tease
 Surprise
 Delight
 Entice
 Help
 Listen
 Integrity
“Not so
Fast!
You’ll
have to
deal with
me,
first”
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12.  Sponsorship
 Cause Marketing
 Marketing
 Brand Manager
 Sales
 Community
Development
 CEO
 Executive Assistant
12

13. How to Make Face-to-Face Contact
 Make Presentations
 Exhibit at Trade Shows
 Network with Groups
 Follow-up with Current and
/Previous Sponsors
 Ask for Referrals
 Open your mind to chance meetings
 Make Cold Calls
13

14.  Current Sponsors
 Employees
 Volunteers
 Commissioners/Board Members
 Chamber of Commerce
 Library
 Directories
 Internet Resources
 http://www.sponsorship.com
 Sponsor Competitors
 Other media (look to like
advertisers)
 Community Groups/Service Clubs
14

15. 15

16. 16
In your chat box…
What
organizations/events
might you search to
discover possible
sponsors?

17. 17
Feedback
please…
Do you “shop
Feedback
please…
Do you “shop
your
your
competition”
competition”
to find
sponsor
prospects?
to find
sponsor
prospects?

22. BMO LEGO MONTH
BMO signed as a 2013
Sponsor for $10,000
(sponsoring LEGO
Month, Signage at our
Indoor Sports Center
and tickets to our Youth
Sports Football Camp
Event); they have also
indicated interest to be
a sponsor for our
Foundation’s Annual
Premiere Event which
will take place in
November—there is
currently an additional
proposal in the works
Sponsorship - $10,000

24.  Axium Foods:
Axium indicated
has committed
to signing on as
a 2013 sponsor
 Sponsorship
includes signage
at Sportscore
Indoor Sports
Facility, Magic
Waters and a
sponsor of our
2013 Holiday
Tree Lighting
event

25. Distribution
 Email
 Web Site
 Mail
 Hand Delivered
 Phone Call
 Presentations
 Press Releases
 Trade Shows
 Advertising
Media
 Note
 Postcard
 Letter
 Newsletter
 Photos
 Sponsorship Packet
 Notes
 Packet
 Food
 Promotional Items
 Theme, Item
 Item, Theme
25

26. Participants
Spectators
Current Customers
Prospects
Internal Customers
Audience
Attributes
Trendy
Strong
Fit
Active
Objectives
Promoting Good Health
Reducing Childhood Obesity
Protecting the Environment
Improving the Economy
26

27. 1. Contact Information - including :gatekeeper’s
name (assistant, secretary, receptionist)
2. Key Brands
3. Objectives
 What do they want to promote?
 New brand, logo, product, web site, location,
etc.
 Existing products
 Who do they want to reach?
1. Sponsorship History
 Similar agencies (YMCA, Boys and Girls Clubs,
Sierra Club)
 Previous events, activities, sponsorship
1. Approval Process
2. Supporting Documents (web site, annual
report, brochure, ads, etc)
3. Competitors
27

28. 1. Core Values Connection
2. On-site sales
3. Internet Marketing
Opportunities
4. Database-generating
opportunities
5. Key customer hospitality (What
money
can’t buy opportunities are
best.)
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29. 6. Media time and space
(beyond logo inclusion)
7. Access to celebrities
(sports, politics,
television, authors, etc.)
8. Product Placement
9. Creative Funding
(Up front fee with bonus
potential based on
attendance, sales results,
media hits, etc.)
10. Opportunity for
sponsorship to add value
to products
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30.  Sponsorship Types
Naming Rights
Category
Exclusivity
Official Product
Status
Licensing and
Endorsement
Common Status
30

31.  Facility Usage
 On Site
Signage
Hospitality
Information
 Expertise and
Talent
Knowledge
Volunteers
Staff
 Publicity
 Future Events
 Research and Data
 Pass Through Rights
Technology
Access to Event
 Database Marketing
Employees
Customers
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32. Which answer best describes your group…
A.All of us completed our pre-assignment.
B.Some of us completed our pre-assignment.
C.None of us completed our pre-assignment.
D.What pre-assignment? We ALWAYS send a
pre-assignment with your webinar emails.
Completing these allows us to dig much
deeper into our topic in a short amount of
time.
32

33.  What do we need
to get from our
sponsors

 What do our
sponsors need to
get from us?
33

34.  What
 When
 Where
 Who
Staff (Paid)
Unpaid (Volunteers)
VIPS
Talent
Vendors
Attendees
34

35.  Geographic
 How far of a geographic range
can we offer?
 (What distance will people
come to attend our
event/participate in our
activity/program?)
 Demographic
 What are the demographics of
the people we attract to our
program/activity/event
 Age
 Gender
 Income
 Psychographic
 What are the common
interests of the people
we attract to our
program/activity/event?
 What types of
values/beliefs do the
people attending our
events/activities share
with one another?
 What types of products
do our customer
purchase?
35

36.  How will connecting to our internal
stakeholders (staff/decision makers/board
members) benefit sponsors?
36

37. What specific
businesses sell
products or
services to our
target
audience?
What specific
manufacturers
sell/want to sell
products to our
target
audience?
What types of
service
businesses
sell/want to sell
their services to
our target
audience
37

38.  Who will lead the sponsorship plan?
 What is the budget allocated for the plan?
Time
Money
38

39.  Brainstorming rules apply
 Don’t stop writing till time is up
 It’s okay to doodle!
 Spelling and grammar do not count
 Don’t edit as you go along – anything goes
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40.  What can I do right away to research and
find potential sponsors – both online and in
“real life?”
 What can I do right away to make sure that
potential sponsors notice me/my “packet”
among all the other “sponsorship sales
people/packets?”
40

41.  What can I do right away to get current
sponsors to help me meet new sponsors?
 What new ways can I use to build
relationships and trust with new or potential
sponsors?
41

42.  Sales and Promotional Opportunities
 In what ways can we help sponsors sell their
products?
 How can your event help sponsors build their
database/contact list?
42

43.  In what ways can sponsors build/rebuild their
image/credibility at our event?
 In what ways can we help sponsors sell their
brand or the benefits of their
products/services?
Before the event?
After the event?
During the event?

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44.  In what ways can sponsors use your event to
entertain THEIR customers/stakeholders?
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45.  What traditional/old-school promotional
opportunities can we offer our sponsors?
 What new/outlandish/never-tried-before
promotional opportunities could w e offer to
sponsors?
45

46.  How will we follow-up with Sponsors to
insure RENEWAL
 What new things will we do to increase
sponsor participation?
46

47.  How will we measure the success of the
Sponsorship Plan?
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48.  Please type into the text box one thing you
WILL do as a result of being here today.