SEMINAR ON: SEMINAR ON:

Getting Corporate Getting Corporate Sponsorships for Sponsorships for

Your Ideas, Events, Your Ideas, Events, Books, Business and Books, Business and

DreamsDreams

Facilitated By Facilitated By Chinedum AzuhChinedum Azuh

CEO Learning Lab Nigeria, Online CEO Learning Lab Nigeria, Online Consultant With USA Learning Consultant With USA Learning Annex, Self-Publisher, Radio/TV Annex, Self-Publisher, Radio/TV Personality and a Syndicated Personality and a Syndicated Columnist with Over 500 Articles.Columnist with Over 500 Articles.

Empowerment Speaker and Empowerment Speaker and Gospel Preacher on High Demand.Gospel Preacher on High Demand.

Producer of the Motivational Producer of the Motivational Radio Program “Motivation To Radio Program “Motivation To Prosper with Chinedum Azuh”.Prosper with Chinedum Azuh”.

Presented @Presented @Success Attitude Development Centre

36 Esuola Street ,Off Ago Palace Way Ikota, Isolo, Lagos, Nigeria

Date: Friday 30th August 2013.

Direct Direct ContactContact

Mobile: +2348032069925Mobile: +2348032069925

www.facebook.com/learninglabnigeriawww.facebook.com/learninglabnigeria

www.learninglabnigeria.comwww.learninglabnigeria.com

learninglab4@gmail.com

info@learninglabnigeria.cominfo@learninglabnigeria.com

Purpose of Purpose of PresentationPresentation

To show you how to get corporate sponsorships for your business, ideas, books, events etc.

“My business is too small. Sponsorship

is for “big” Companies

“We cannot offer much value to sponsors”.

By answering the following questions, you will realize that your company can add value to sponsors by building relationships with brands that fit your mission.

Common Misconceptions

Why is my audience valuable?

This is perhaps the most important thing for your sponsor. Consider which companies align with your brand and want

To talk to your audience.Information you should provide:

•Who is your audience?

•How many will come?

•Demographic information (age, education, profession, income

group

•Promotion and Media Plans to attract the audience

How is my event credible?

Build CredibilityA company is always weary about what the outcome of their sponsorship will be. They might no get what they signed up and for and end up losing money. In order to build your credibility as the host, provide the potential sponsor some information about previous events.

To include in proposal:

CD full of images, videos, and highlights Testimonials from attendees and sponsors Add some PR clippings List of previous sponsors and their benefits Attendance highlights and demographic

Seeking sponsorship is not necessarily about seeking for the big

money upfront, it is about finding your company a new partner that wants to work with so you both

grow and both become more successful.

Keep in mind

How to Get Corporate How to Get Corporate Sponsorship for Your Small Sponsorship for Your Small

BusinessBusiness Sponsorship is a mutual business proposition that

offers something in exchange for a financial commitment from a corporation. Corporations get a return on their financial “investment,” enhance their profile, associate their brand with a cause or attract customers who support that cause. Sponsorship typically involves a contractual relationship between the non profit and the corporate sponsor.

How do you even get started How do you even get started pursuing sponsorship?pursuing sponsorship?

Getting funding from corporations may be a great opportunity Getting funding from corporations may be a great opportunity for your organization to increase your budget but– you should for your organization to increase your budget but– you should never haphazardly create a corporate sponsorship program for never haphazardly create a corporate sponsorship program for the sake of filling a budget deficit Before pursuing support from the sake of filling a budget deficit Before pursuing support from corporations, you first need to know your organizations goals,  corporations, you first need to know your organizations goals,  and then ask and answer these questions:and then ask and answer these questions:

What is your organization trying to achieve?What is your organization trying to achieve? Can you effectively tell your organizations story?Can you effectively tell your organizations story? What value could your organization provide to a prospective What value could your organization provide to a prospective

corporate sponsor?corporate sponsor? What impact could a corporation make by partnering with your What impact could a corporation make by partnering with your

organization?organization?

Why would a corporation want to Why would a corporation want to sponsor me, my brand or my sponsor me, my brand or my

organization?organization? Corporations must market, sell, build Corporations must market, sell, build

brand loyalty and long term repeat brand loyalty and long term repeat customers. The bottom line is if you can customers. The bottom line is if you can offer an opportunity for a corporation to offer an opportunity for a corporation to positively influence their ideal customer or positively influence their ideal customer or advance their marketing objectives, there advance their marketing objectives, there is an opportunity for you to get sponsored. is an opportunity for you to get sponsored.

What are some of the biggest What are some of the biggest challenges when seeking challenges when seeking

sponsorship?sponsorship? Two of the biggest challenges are crafting a Two of the biggest challenges are crafting a

strong value proposition: What can you offer strong value proposition: What can you offer that will give sponsors a good return on their that will give sponsors a good return on their financial investment. The second big challenge is financial investment. The second big challenge is getting the attention of a sponsor when you don’t getting the attention of a sponsor when you don’t already have a relationship with them.already have a relationship with them.

Who makes funding decisions Who makes funding decisions within a corporation? Who within a corporation? Who

should you approach?should you approach?There are no hard and fast rules about who makes the There are no hard and fast rules about who makes the

funding decision in corporations. Many companies funding decision in corporations. Many companies have multiple buckets of funding available through have multiple buckets of funding available through different teams, products or business lines. It’s different teams, products or business lines. It’s important to do your research about the funding important to do your research about the funding available and evaluate whether your value proposition available and evaluate whether your value proposition fits within what the corporations goals for the funding. fits within what the corporations goals for the funding. The Community Relations, Marketing, Public Relations The Community Relations, Marketing, Public Relations and Sales Teams are great teams to contact first.and Sales Teams are great teams to contact first.

How do you even reach How do you even reach those people?those people?

The best approach is to identify your The best approach is to identify your “connectors” and leverage the relationships that “connectors” and leverage the relationships that exist between you and your prospective sponsor. exist between you and your prospective sponsor. Take some time to write out that list of Take some time to write out that list of “connectors” that you know, then think of their “connectors” that you know, then think of their potential connections.potential connections.

How do I determine my value or How do I determine my value or what to “sell” to an organization?what to “sell” to an organization?

First, you need to determine what your prospective sponsors business goals are and how what you and your organization can help them meet those goals. This can require some digging. Great places to start researching the goals of a prospective sponsor include: their recent press releases, annual reports.

Find out what demographic audience your potential sponsor is most interested in. One great way to collect a demographic analysis is to collect the press and or media kits from the types of magazines or radio station that audience reads or listens to.

As you craft your sponsorship As you craft your sponsorship offerings, what should you keep offerings, what should you keep

in mind?in mind?It’s not all about offering to promote a sponsors It’s not all about offering to promote a sponsors

logo. Think of meaningful opportunities to logo. Think of meaningful opportunities to connect your sponsor to their core audience–connect your sponsor to their core audience–that goes beyond logo recognition. Think about that goes beyond logo recognition. Think about it–does an organization like Pepsi really need it–does an organization like Pepsi really need to splash their logo on your event or project so to splash their logo on your event or project so that people will continue to drink Pepsi?that people will continue to drink Pepsi?

What makes a great What makes a great sponsorship proposal?sponsorship proposal?

Overall, your proposal should be a through Overall, your proposal should be a through representation of your organization, and the representation of your organization, and the value of partnering. View your sponsorship value of partnering. View your sponsorship proposal as a business pitch, with proposal as a business pitch, with professionally presented content and layout, professionally presented content and layout, and make sure the proposal can stand on its and make sure the proposal can stand on its own if you are unable to get a face to face own if you are unable to get a face to face meeting with your prospect.meeting with your prospect.

What other types of benefits What other types of benefits can an organization offer to a can an organization offer to a

potential sponsor?potential sponsor? Access to VIPs Client entertainment opportunities Complimentary or discounted admission tickets to special events Opportunities for employees to participate/volunteer Employee team building Sampling, couponing and sales Access to Mailing Lists Opportunity to collect data from constituents Mention in press releases Access to promotional giveaways Mailing inserts Discounted media buys

How to Submit a Proposal

We are always looking for exciting new platforms and experiences to bring to our audience. Our goal is ultimately to find ways to meaningfully connect with our subscribers and market. If you feel you have an interesting proposal we must see, let us know.

What we do not support :

Short term opportunities. We understand that the relationship between a sponsor and a property takes time and so we are looking for opportunities that we can learn and grow over the years

Sponsoring Individuals

Religious or political activities

Activities unrelated to the Nigerian marketOpportunities that do not show a clear reason for Etisalat’s involvement.

Sponsorship Sponsorship GuideGuide

Sponsorship Guide Cont’d Sponsorship Guide Cont’d (Sending your Proposal)(Sending your Proposal)Who you are, what you stand for, what you have doneWho you are, what you stand for, what you have done

Description of the sponsorship property – date(s), location(s) Description of the sponsorship property – date(s), location(s)

Detailed timeline of activities Detailed timeline of activities •Target audience – including relevant market research Target audience – including relevant market research •Details of other confirmed sponsors and level of spsonsorship rights Details of other confirmed sponsors and level of spsonsorship rights owned, references from past and existing sponsorsowned, references from past and existing sponsors•Media plan and partners, details of confirmed commitmentsMedia plan and partners, details of confirmed commitments•Details of all on-going media exposure, television, print, radio where Details of all on-going media exposure, television, print, radio where Etisalat would receive exposureEtisalat would receive exposure•Level of sponsorship sought and number of sponsors being soughtLevel of sponsorship sought and number of sponsors being sought•Sponsorship amount requested (cash and/or in-kind) Sponsorship amount requested (cash and/or in-kind) •Benefits of sponsorship with an estimation of worthBenefits of sponsorship with an estimation of worth•Expected participation/attendance/viewing numbersExpected participation/attendance/viewing numbers•Specific ideas that will differentiate Etisalat and make our involvement Specific ideas that will differentiate Etisalat and make our involvement relevant.relevant.

The completed proposal should be sent via email to The completed proposal should be sent via email to

sponsorships@etisalat.com.ng

Proposals for the coming year should be submitted prior to October of Proposals for the coming year should be submitted prior to October of the current financial year. the current financial year. Thank you and we look forward to potentially building a relationshipThank you and we look forward to potentially building a relationship

Contacts of MTN and Airtel Contacts of MTN and Airtel Corporate CommunicationsCorporate Communications

AirtelAirtel

Emeka Oparah Director, Corporate Communications & CSRAirtel Nigeria. Airtel Head Office, L2 Banana Island, Ikoyi, Lagos, Nigeria. Email: Emeka.oparah@ng.airtel.com

MTN

Funmi OmogbenigumGM Corporate Communications.

Email: funmilom@mtnnigeria.net

Sample Sponsorship Sample Sponsorship ProposalsProposals

Final Tips Final Tips Approach potential sponsors with Approach potential sponsors with

confidence and remember that you are confidence and remember that you are offering value that can advance their offering value that can advance their objectives. Be persistent as you will hear objectives. Be persistent as you will hear “no” much more than you hear “yes”“no” much more than you hear “yes”