Marketing Sponsorship

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Sponsorship & Events DepartmentGroup Marketing

Group Marketing

Sponsorship & Events Policy

April 2001

VERSION 1as at 9th April 2001

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Table of Contents

1. Introduction Page 4

2. Sponsorships & Events Vision Page 5

3. Group Marketing Responsibility Page 5

4. Sponsorship & Events Department Objectives Page 6

5. Guiding Principles Page 7

6. Sponsorship & Events Direction Page 7

7. Key Definitions Page 8

a) Marketing Managed Events Page 8

b) Non Marketing Managed Events Page 9

c) Group Public Affairs Corporate Giving Page 9

d) Business Support Proposals Page 10

d) Corporate Support Proposals Page 10

e) Ad Hoc Requests Page 11

f) Scheduled Events Page 11

g) Stakeholder Classifications Page 12

8. Processes Page 12

9. Policy Page 13

a) Ad Hoc Request Process Page 13

b) Non Marketing Event Proposals Page 14

c) Monitoring Process Page 14

d) Communication Page 15

e) Post Event Analysis & Evaluation Page 16

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f) Proposal Rejection Page 17

g) Promotional and Support Materials Page 18

h) Operating Stream Responsibilities Page 19

i) Budget Control Page 20

j) Annual Calender of Events Page 20

k) Competitor Analysis Page 21

l) Benchmarking Page 22

m) Self Funded Events (secondary support) Page 24

13 Appendices Page 26

1) Proposal acceptance letter

2) Proposal rejection letters

3) Analysis & Evaluation Proforma

4) Ad Hoc Event Proposal Form

5) Event planning schedules Conferences and seminars

Exhibitions & displays

Outside events (golf days etc.)6) Proposals for inclusion in Operating Stream Business Plans

1) INTRODUCTION

The content in this document elaborates policy and guidelines for Mayne

Sponsorships and Events.

The purpose of this document is to revolutionise Maynes approach to Sponsorship and Events

by establishing an umbrella policy that enlists the co-operation and participation of the entire

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Sponsorship & Events DepartmentGroup Marketingorganisation. We are all required to cast off the previously held single business mindset and

work together as a consistent, cohesive and collaborative unit. This policy reflects and supports

that prerequisite.

Deviation from or manipulation of policy is not only unacceptable but conflicts with the Mayne

vision of linking the best minds with the best technologies and the best facilities. This document

aims to underpin the corporate vision by elevating Mayne Sponsorships and events to a position

where they will be acknowledged as the industry benchmark. The challenge for everyone in this

organisation is to adhere to policy to make the vision a reality.

Effective immediately all relevant staff, Operating Streams and all associated

parties are required to work within the parameters specified below.

2) SPONSORSHIP & EVENTS VISION

Sponsorships and events will be re-engineered and re-positioned to embrace theMayne philosophy of - one company, with one vision, operating under one brand

in two market sectors.

3) GROUP MARKETING RESPONSIBILITY

Group Marketing is the owner and manager of sponsorship and events and as

such will take full control of all Marketing Events. The Sponsorship & Events

department will:

1. Manage all sponsorship and event activity

2. Generate suitable event concepts consistent with Maynes vision

3. Develop ideas & present themes

4. Organise & stage manage events

5. Develop & maintain an annual calender of events

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Sponsorship & Events DepartmentGroup Marketing6. Liaise with & supervise contractors and/or suppliers in terms of :

a) Mayne brand guidelines and uniformity

b) Specialist tasks

c) Quality assurance

d) Time lines

e) Deadlines

7. Develop and produce merchandising and display materials

8. Develop promotional support materials

9. Maintain budget control

10. Undertake post event analysis & evaluation

4) SPONSORSHIP & EVENTS DEPT. OBJECTIVES

The objectives of this department are to:

1. Warrant that the content in this document complies with Mayne corporate and

strategic objectives at all times by closely monitoring policy processes and

practices and fine tuning when and where necessary2. Ensure that policy is understood by, agreed to and observed by all stakeholders through a

communication process that is open, honest and supportive and by maintaining and

promoting an open door management style

3. Strive to position Mayne events as the benchmark within its industry

categories by continually challenging the norm and scanning the environment

to find superior and more proficient opportunities for accomplishing the tasks

at hand

4. Manage events in a timely, professional and cost effective manner by forward planning andworking to realistic lead times

5. Orchestrate events that possess the energy to create greater impact in the

minds of stakeholders by keeping abreast of trends and by identifying and

evaluating new technologies and opportunities

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6. Achieve greater payback from sponsorship in terms of return on investment

and through recognition and support from stakeholders by working smarter

and promoting the efficient use of resources

7. Promote the efficient use of financial resources through the development and

use of standardised and reusable support & promotional materials

8. Determine the value returned to Mayne from individual sponsorships and

events by initiating a post analysis of each sponsorship and event

9. Link the best minds to the best technology for the best outcome by sharing

event resources, ideas and knowledge across the entire organisation

10.Build the standard of events to engender the belief in the minds of

stakeholders that Mayne invitations are irresistible

5) GUIDING PRINCIPLES

1. Where possible greater efficiencies in resource consumption will be achieved by linking

individual events to create one bigger and better event

2. The emphasis will be to originate events that:

a) are a cut above the rest

b) will yield superior impact

c) can achieve greater recognition for Mayne Operating Streams

d) are cost effective

3. Each event will be a one off and no long term agreements will be entered into

6) SPONSORSHIP & EVENT DIRECTION

1. Less is better

Many small events results in insignificance and squandered opportunities

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Many small usually costs more

Hidden costs usually remain hidden

2. Do it bigger do it better

More awareness and recognition evolves from greater impact and visibility

Identify hidden costs & allocate to budget

3. Standardisation across the organisation

7) KEY DEFINITIONS:

(a) Marketing Managed Events:

Those events and sponsorships where there is:

a) a requirement for specialised resources

b) detailed planning & execution

c) a need for dedicated human resources

d) significant budget expenditure

e) substantial coordination requirements

I. Examples:

Major conferences, Golf days, Product launches

Trade shows, Company functions, Industry exhibitions

Research grants, Academic Chairs

(b) Non Marketing Managed Events:

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Are defined as events or support activities that are common to the day to day activities of

operational streams in that they:

a) Require minimal organisation

b) Are relatively inexpensive

c) Are small and specific to a single operating stream

d) Do not draw heavily on human resources

I. Examples:

In house seminars, Small dinners/presentations

Lunch meetings, General entertainment of customers

Anything funded by out of pocket expenses

(c) Group Public Affairs Corporate Giving

A program of corporate donations and selected sponsorships that reinforces Maynesbusiness leadership position and provides opportunities to build links with targetedstakeholders of the business

I. Examples:

Sponsorship that provides a vehicle for high level brand profile andreinforcement of brand architecture eg: Carlton Football Club

(d) Business Support Proposals

Proposals received by Mayne that request sponsorship and/ or event

support. The content of these requests either directly relates to or has an

influence on:

a) Current and future sales

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b) Relationships with existing stakeholders

c) Development of relationships with new stakeholders

d) Promotion of awareness of Mayne brands and products

e) Provision of knowledge and understanding of Mayne offerings

I. Examples:

Proposals from direct customers

Requests for support from one who influences others to use

Mayne products

(e) Corporate Support Proposals

Written proposals received by Mayne in which the substance does not

satisfy the standards established in the definition of Business Support

Proposals.

I. Examples:

Requests from charity fundraising organisations

Proposals from sporting clubs and individuals

(f) Ad Hoc Requests:

Includes all proposals forwarded to Group Marketing requesting support for

sponsorship or events that:

a) Have not yet been approved by Group Marketing

b) Have not been included in the business plans of Operating

Streams

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c) Are not included on the published Annual Calender of events

d) Are considered of strategic importance and therefore are

must have

e) Have the approval of the Operating Stream General

Manager

(g) Scheduled Events:

Can be defined as those sponsorships and events that complement Mayne

Corporate and Operating Stream objectives. Scheduled events are recognised

as strategic marketing tools in that they:

a) Have passed thorough assessment criteria

b) Have been approved at General Manager level or above

c) Are included in Operational Stream business plans

d) Have been allocated budget funding

e) Have received Group Marketing approval

f) Are listed in the annual calender of sponsorships and events

g) Have been scheduled for action by Group Marketing

(h) Stakeholder Classifications

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I. High Value: those stakeholders who considered either very good

customers and place the majority of their business within Mayne

Operating Streams or stakeholders who are heavy referrers of business

to Mayne

II. High Potential Value: those stakeholders who place some business with

Mayne but have the potential to significantly increase that business or

those stakeholders who refer some business to Mayne and who have the

influence to greatly increase those referrals

III. Others: those stakeholders who place modest business through Mayne

Operating Streams and do not demonstrate the capacity to significantly

increase that business nor do they demonstrate the present or future

capacity to influence others to do business with Mayne

8) PROCESSES

1. The foundation for the planning of all sponsorships and events will be based

on:

Consultation with relevant personnel from Operating Streams

Recommendations that have been written into Operating Stream business

plans

2. Recommended sponsorships and events will then be reviewed by Group

Marketing to determine the value to Mayne in terms of their fit into corporate

and marketing strategies.

3. Sponsorships and events that are deemed of value will be scheduled on the

Annual Calendar of Events.

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4. Where events are similar in terms of type of event, use of resources, timing

and geography, they will be combined to create a more attractive and cost

effective event.

9) POLICY

(a) Ad Hoc Request Process

1. Any ad hoc request received must have:

a) Been submitted on the Ad Hoc Sponsorship Request proforma that is

available as a template on the intranet

b) Passed the stringent evaluation criteria as set out in the definition of

Scheduled Events

c) Been approved by the Operating Stream General Manager or his/her

delegate and the request signed by him/her (or delegate)

d) Relevant cost centre charge numbers

e) Clear and concise information about the sponsorship or event

f) A reasoned argument and business case as to why the request should

be approved

g) Contact details, including phone, mobile, fax and/or e-mail, of the person

proposing the request

2. Generally, ad hoc requests providing less than 60 days lead time will be rejected unless

approval has be granted by the Brand & Communications Manager - Group Marketing

3. All ad hoc requests will be referred to a Marketing Committee that will meet regularly to

evaluate proposals

4. The Committee will consist of the following members:

Bruce Kelly - Brand & Communications Manager

Mike Turner - Sponsorship & Events Manager

John Klepec - FPA Group Marketing

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Sponsorship & Events DepartmentGroup Marketing5. Proposers may attend meetings to put forward business cases to the Committee

6. Ad hoc requests will be the rare exception and not the rule

(b) Non Marketing Managed Event Proposals

1. Will be the responsibility of individual Operating Streams

2. Funded via sales budgets

3. Should not be forwarded to the Sponsorship & Events Department for appraisal and/or action

(c) Monitoring Policy

This department will constantly monitor both the internal and external environments to ensure that

policy has been accepted and is being conformed with by all stakeholders and that it is relevant

1. Internal

Ensure that there is no deviation from the policy

Guide policy back on track through communication and education

Adjust any deficiencies in policy

2. External

Look for trends that may affect policy

Monitor competitor/non-competing events & sponsorships

Monitor costs and techniques

(d) Communication

1. The Sponsorship & Events Manager Mike Turner is available at all times on

the following contact points:

Office: Level 15, 390 St. Kilda Road

Office Phone: (03) 9868 0879

Mobile: 0402 894 721

Fax: (03) 9868 0963

Email: [email protected]

2. This department will clearly communicate to all staff that:

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There has been organisational change and all sponsorships

and events will reflect the Mayne focus

Group Marketings management of all sponsorships and

marketing managed events is not policing but a professional

approach and commitment to bridging the gap between what is

imagined and what can be achieved

3. Policies and guidelines for Sponsorship and Events will be communicated

throughout the organisation via the normal channels.

4. The Sponsorship and Events Manager will be available at all times to explain,

clarify or validate all requests for information or points of order that may arise

from this document.

5. From time to time market forces or corporate strategies will necessitate adjustments or

changes to policy. Changes to this document will be communicated to all staff without delay

and will be effective immediately

6. All relevant staff will receive a copy of the Annual Calender of Events. Changes and additions

will be communicated via calendar updates. Each amended calendar will replace the

previous issue.

(e) Post Event Analysis & Evaluation

1. On completion or termination of each sponsorship or event a post

analysis and evaluation will be conducted. Each will be analysed in terms

of:

a) The effect on sales and/or strategic relationships

b) Cost effectiveness

c) Recognition received From stakeholders

Media acknowledgment

d) Response and reaction from stakeholders

Ratio of invitations to acceptances

Ratio of acceptances to attendances

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Results of a simple survey (Likert scale) directed to invitees

2. Analysis and evaluation for marketing events will be conducted by

the Sponsorship and Events Manager in consultation with personnel from

the relevant Operating Streams

a) Evaluation proforma will be available on the intranet for the analysis

of Sales Driven Events

b) The outcome of the analysis and evaluation will represent the point

of reference for each event and will be a crucial element of the criteria

for selecting future sponsorships and events

c) The results of the analysis will be available within fourteen days of

the completion and/or termination of an event or sponsorship

(f) Proposal Rejection

1. All proposals that have no commercial value will be rejected

2. Each Operating Stream has the authority and the ability to reject proposals

3. Sponsorship & Events Department is not a collection point for every proposal received and

does not have the resources to respond to every request

4. A series of standard no thank you letters are available on the intranet for use by Operating

Streams to reject proposals that do not comply with the required criteria for acceptance

5. The Sponsorship and Events Manager will sign off on rejection letters that are either from

customers or are deemed to have a degree of sensitivity attached. Operating Streams are to

advise as to the issues involved so that an appropriate non standard response can be

formulated and relayed to the sender

6. It is recommended that rejection letters be sent within 24 hours of the receipt of the request to

avoid follow up by and subsequent aggravation from sponsorship seekers. The longer it takes

to respond the greater the expectation that a proposal will be accepted. Say no quickly.

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(g) Promotional and Support Materials

1. Under no circumstances are promotional and/or support materials to be sourced by Operating

Streams

2. This department will source and select a range of promotional and support material for all

sponsorships and events

3. The range will be standardised in line with Corporate policy

4. The range will be selected to match the types of sponsorships and events registered on the

Annual Calendar

5. Support materials (banners, display stands, associated material etc.) will be produced with

the expectation that they will be reused and be shared among the Operating Streams

6. The use of all support materials will be charged to Operating Streams on the basis of usage

per item

7. The total inventory of reusable materials will be registered on a data base to aid tracking and

to facilitate the location of items so they can be delivered to events in a timely manner

8. All pooled support material will be stored in and distributed from a central location (to be

advised)

9. Reusable support material must be returned to the central store or on-forwarded to a

nominated next user within 48 hours of the completion of an event

10. Support materials are to be cared for with maximum consideration as breakages and loss will

result in the total costs of repair and replacement being charged to the negligent user

11. Users must report loss or damage to the Sponsorship and Events Department as soon as it is

evident in order to allow the forwarding of replacement materials to the next event.

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12. An on-line catalogue ordering system for the procurement of promotional items is in

development. Operating Streams will be able to draw items directly from the catalogue to fulfil

their needs. Further information will be communicated once the system is operational

(h) Operating Stream Responsibilities

The key tasks required of each Operating Stream in respect to sponsorship and events are to:

a) Develop a list of strategically important sponsorships and events that are

designated must haves

b) Conduct an assessment of the must haves against evaluation criteria

c) Include approved events in the Operating Stream business pland) Develop a timeframe & budget

e) Take into consideration the types of major events that will appeal to & embrace

the majority of High Value & High Potential Value stakeholders

f) Reject proposals that have no commercial merit

g) Manage Non Marketing Managed Events

h) Provide competitor sponsorship activity information to Group Marketing for

analysis and inclusion into the monthly competitor report

(i) Budget Control

1. Event budgets that in the opinion of Group Marketing are either under or over estimated will

be modified by the Sponsorship and Events Manager to reflect the true costs associated with

such events

2. Revised cost estimates will be communicated to the relevant Operating Stream for

amendment to overall budgets

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Sponsorship & Events DepartmentGroup Marketing3. Authorisation for payments for event spending will be confirmed by the Sponsorship and

Events Manager

4. The Sponsorship & Events Department will monitor and control budgets by:

Referencing against the event spends

Allocating budgets to events Reconciling spend versus budget

Reporting on over spends and under spends

(j) Annual Events Calendar

1. This department will produce, maintain and communicate to all relevant

stakeholders, an annual calendar of events. It will be available for reference on

the Intranet and will include a detailed record by:a) Type of event

b) Relevant Operating Stream

c) Event date

d) Location

e) Total budget

2. This department will utilise the calendar to work to a forward schedule. The

plan is to operate at least 3 months ahead to:

a) Allow a competent progression of the planning and design

stages

b) Make available cost-effective implementation of events

c) Present efficient time management for each event

d) Allow for economies of scale in the production and

procurement of support materials

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e) Provide a buffer should unforseen problems arise.

(k) Competitor Analysis

1. An ongoing analysis of competitors sponsorships and events activity will be conducted by this

department2. Key competitors will be identified and closely monitored to determine the types of

sponsorships and events undertaken and the level of spend allocated

3. Where possible the level of stakeholder acceptance to invitations and attendance at events

will be established and compared to Mayne acceptances

4. Information relating to competitor activity will be gathered via the following sources:

a) Field intelligence

Information gathered in the market place and provided by sales

personnel

b) Feedback from stakeholders

Interaction with stakeholders where they offer comments or

critiques on competitors events

c) Observation

Where information is collected either covertly or by chance

through personal observation and/or surveillance

5. Staff at all levels of the company are asked to contribute to intelligence gathering. An

information form, on which staff can input competitor observations and/or knowledge, will be

circulated on a regular basis

6. All input will be analysed and compiled into a report that will be used to improve Maynes

sponsorship and event base and to present a competitive edge

(l) Benchmarking

1. Over time, ongoing benchmarking activity will be conducted to allow the

performance of sponsorships and events to be measured from the following

four perspectives:

a) Customer Perspective: Do sponsorships & events strengthen

relationships between Mayne and its stakeholders?

b) Internal Capabilities Perspective: What must we excel at in order to

create new industry standards in sponsorships & events?

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c) Innovation & Learning Perspective: Can we continue to improve and

create value for Mayne and its stakeholders?

d) Financial Perspective: Is Mayne creating cost effective events that drive

sales and generate new business?

2. Initially the benchmark will be set at the current Logistics and Health

standards for acceptance to invitations. Present figures indicate industry

acceptance levels at:

Health10%

Logistics 25%

3. This Department will also benchmark against companies in similar markets

(ie: Pharmaceutical, Logistics Companies) and use the above figures to

determine what is Maynes related performance in sponsorship and event

delivery.

4. In order to achieve greater returns on the investment in time and resources

Mayne commits to sponsorships and events, the acceptable lower limits will

be initially set at:

Health 20 25%

Logistics 50%

5. All Operating Streams are expected to contribute in terms of intelligence and putting forward

creative ideas in order to achieve the benchmarking aims.

6. Brainstorming sessions will be scheduled with Operating Stream personnel to capture and

evaluate ideas that could generate the desired top level events for Mayne

7. The new standards are a challenge to all employees and they will effectively raise the bar in

terms of:

a) Delivery and execution of sponsorship and events

b) Recognition received from stakeholders and media

c) Tracking the performance of sponsorship and events

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d) Monitoring the performance of the Sponsorship & Events Department

(m) Self Funded Events (Secondary Support)

1. In an effort to provide bigger and better events, the Sponsorship and

Events Department will pursue a policy of inviting Mayne suppliers and

other key non-competing commercial organisations (eg: pharmaceutical

companies) to participate in Mayne events as event support sponsors

2. Support sponsors status will be conferred in return for a fee.

3. Support sponsorship will be negotiated on the basis of a twelve-month

arrangement in order to facilitate planning and to allow relationship

building

4. The net effect of these arrangements will be to allow the staging of more

attractive events while reducing the overall costs to Mayne.

5. The following guidelines will also assist Operating Groups engaged in

sponsorship and promotions with suppliers and other outside

organisations in Sales Driven Event activities. At all times commercial

arrangements will only be entered into where it is possible to:

Gain the greatest benefit from the opportunities to make events more attractive to

stakeholders resulting in increased attendance rates

Avoid activities which are inconsistent with the ethos of Mayne

6. In fostering links with commercial and business organisations, all staff will need to keep in

mind that:

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Decisions involving commercial sponsorship and promotional activities will be

made in the context of the values upheld by this organisation

There are limited purposes upon which commercial sponsorships and

promotional activities are based and as such only limited events will be offered

for sponsorship

Not all events available for commercial support due to the possible sensitivity and

impact of the decision on Mayne stakeholders and its wider community

7. Commercial sponsorships and promotions will:

Be used to enhance events and not overshadow the primaryreality that they are Mayne events

Be negotiated with organisations of which the public image,products or services are consistent with the ethos of Mayne

Be reached through negotiation. The agreement will specify theperiod, the rights of all parties and the nature and level of theacknowledgment to be given to the sponsors

Be compatible with the practices of Mayne. Time and resourcesallocated to these sponsors will be consistent with Mayne priorities andthe overall events program

Not involve exclusive endorsement of particular products orservices by Mayne

Be mindful of any potential impact on Mayne stakeholders

Only involve the use of logos, names or slogans when andwhere specified by the Sponsorship & Events Manager

Not offer inducements to any Mayne staff and/or contractorswhich detract from the essential purpose of simply being a supportsponsor to a Mayne event

Not generate undue pressure on Mayne stakeholders and/orstaff to purchase particular products or services, or to adopt particular

beliefs, attitudes or courses of actionThe Sponsorship & Events Manager will monitor the impact ofcommercial sponsorships and promotions on event programs. The alsponsorship on the overall Sponsorship & Events policy will be takeninto account when evaluating their worth or otherwise

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APPENDICES

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APPENDIX 1

PROPOSAL ACCEPTANCE LETTER

(simple format)

Ref: Click here and type Reference, if applicable

24

Click and type department

name here

Click and type address

(street) here

Click and type address (city)

here

Phone Click and type phone

no. here

Fax Click and type fax no.

here


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12 May 2011

Click here and type Recipient's NameClick here and type Recipient's Address

Click here and type Recipient's AddressClick here and type Recipient's City, State & PostcodeClick here and type Recipient's Country, if applicable

Dear Click here and type Recipient's Name

Re: Click here and type Subject of Letter

Thank you for your proposal requesting Mayne sponsorship forthe insert the name of the event. It is a pleasure to advise that your proposal has been accepted subject to the following:

1. Mayne will receive all of the benefits offered by insert name of the organisation as listedbelow.

2. Mayne agrees to pay insert dollar amount in return for the benefits3. insert name of organisation agrees that for the duration of the sponsorship it will not solicit

or accept sponsorship, advertising or signage from any another company, individual ororganisation that is in direct competition with Mayne.

We look forward to a mutually beneficial partnership in presenting insert name of event

Yours sincerely

Click here and type Signatory's nameClick here and type Signatory's title

Insert list of benefits to be received

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APPENDIX 2

PROPOSAL REJECTION LETTERS


12 May 2011

26


name here


(street) here


here


no. here


here


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Click here and type Recipient's NameClick here and type Recipient's AddressClick here and type Recipient's AddressClick here and type Recipient's City, State & PostcodeClick here and type Recipient's Country, if applicable


Re: Click here and type Subject of Letter

Thank you for your proposal requesting Mayne sponsorship forinsert the name of the eventYou would appreciate that Mayne receives many proposals for sponsorship assistance each

week. Although support is provided to as many worthy organisations as budgets will allow, all

requests cannot be satisfied. As the budget allocated for your category of event has been

expended, we are unable comply with your request.

Thank you for your interest in Mayne and we trust that yourinsert the name of the event will be

successful.

Yours sincerely



12 May 2011

27


name here


(street) here


here


no. here


here


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Click here and type Recipient's NameClick here and type Recipient's AddressClick here and type Recipient's AddressClick here and type Recipient's City, State & PostcodeClick here and type Recipient's Country, if applicable


Thank you for recently forwarding to insert the name your sponsorship proposal forinsert

name of the event. Mr. insert the name has asked me to reply on his behalf.

As you may be aware, each year Mayne receives many requests for sponsorship support from a

variety of worthy organisations. You would appreciate that due to budget constraints, we are

unable to fulfil all but a small handful.

Although your proposal was indeed tempting, we must decline your offer for the reasons outlined

above.

We wish you every success in your quest for a suitable sponsor and thank you for your interest in

Mayne.

Yours sincerely


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APPENDIX 3

POST EVENT ANALYSIS AND EVALUATION FORM

SPONSORSHIP & EVENTS DEPARTMENT

POST EVENT ANALYSIS AND EVALUATION

EVENT NAME: INSERTTHENAMEOFEVENT

REG. NUMBER: insert event registration number

EVENT DATE: insert event date or dates

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Sponsorship & Events DepartmentGroup MarketingTOTAL No. OF INVITATIONS: total numer issued

TOTAL No. OF ACCEPTANCES: total number received

RATIO OF INVITATIONS TO ACCEPTANCES:insert ratio%

PLUS OR MINUS (I2A) BENCHMARK: insert ratio%

TOTAL No. OF ATTENDEES: insert number

RATIO OF ACCEPTANCES TO ATTENDEES:insert ratio%

PLUS OR MINUS (A2A) BENCHMARK: insert ratio%

RESULTS OF ATTENDEE SURVEY (QUANTITATIVE):

insert results of analysis and interpretation of attendee survey and pay particular attention to whatstakeholders are saying about the event

INTERPRETATION OF QUALITATIVE DATA FROM SURVEY:

insert interpretation of stakeholders comments about the event

EVENT BUDGET: $insert budget

PERCENTAGE OF SPEND OVER OR UNDER BUDGET:insert %

REASONS FOR BUDGET VARIANCE:

insert an explanation as to why there was variance

1. EFFECTIVENESS OF SUPPORT & PROMOTIONAL MATERIAL:

provide an analysis of the value and effectiveness of support & promotional materials

2.WHERE DID EVENT LACK IN TERMS OF DELIVERY TOSTAKEHOLDERS?:

provide a critical analysis of the event and suggest areas where it may have lacked in its ability toachieve objectives and where it may have failed to excite stakeholders

3. WHAT COULD HAVE BEENDONE BETTER AND HOW?:

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GENERAL COMMENTS


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Sponsorship & Events DepartmentGroup Marketingprovide clear and imaginative ideas as to how this event could have been improved or could haveexceeded the expectations of stakeholders

1. WHAT RECOGNITION WAS ACHIEVED FOR MAYNE?:

list all of the acknowledgment that was gained for the event. include sources of recognition andimportance of the source

2. ANY MEDIA COVERAGE?: YES/NO

3. IF NO, WHY NOT?:

insert the reasons why there was no media coverage and what aeffect this absence may havehad on the event

3. WHAT WAS THE MEDIA ANGLE?:

insert an appraisal of the approach taken by the media. what was the slant of the report. was itpositive/negative

4. ATTENDEE COMMENTS:

insert any comments from guests attending this event. were they positive/negative and did theyoffer any constructive criticism that could be used to improve events

1. PAYBACK TO MAYNE IN TERMS OF SALES:

insert estimates of the sales gains achievable from this event

2. EFFECT OF EVENT ON RELATIONSHIP BUILDING:

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RECOGNITION

RETURN ON INVESTMENT


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insert an appraisal of the effect on stakeholder relationships from this event

1. EFFICIENCY AND EFFECTIVENESS OF EVENT:

provide information as to how and where efficiencies where gained from thisevent. in terms of success and the objectives set, how effective was this event?

2. WOULD WE DO THIS EVENT AGAIN AND WHY?:

insert a logical and objective case for or against this event listing all of thereasons

3. RECOMMENDATION:

insert a recommendation

4. EVENT ANALYSED & EVALUATED BY: insert name

5. INPUT RECEIVED FROM: insert names

6. DATE: insert date

7. EVALUATION COMMUNICATED VIA:phone, email, fax, personal

8. COMMUNICATED ON: insert date

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OVERALL EVALUATION


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9. COMMUNICATED TO: insert names

APPENDIX 4

AD HOC SPONSORSHIP AND EVENTS PROPOSAL FORM

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GROUP MARKETINGSPONSORSHIP & EVENTS DEPARTMENT

AD HOC SPONSORSHIP & EVENT PROPOSAL

PRIOR TO LODGING A PROPOSAL FOR EVALUATION PLEASE READ THEFOLLOWING DIRECTIVES

1. All fields in sections A to D inclusive are to be completed in full.

2. Incomplete proposals will be returned for completion

3. Proposals not allowing at least 60 days lead time may not be accepted

for evaluation unless approval has been obtained from the Brand and

Communications Manager - Group Marketing

4. Proposers may attend evaluation meetings to present business cases

5. Completed ad hoc proposal forms are to be lodged with the

Sponsorship & Events Manager Group Marketing

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DATE:

PROPOSER NAME:

OPERATING STREAM:

APPROVED BY:

SIGNATURE OF APPROVER:

CHARGE CENTRE NO:

BUDGET ESTIMATES:

DATE OF EVENT:

LOCATION:

SUPPORT MATERIALS REQUIRED:

In this section you are required to provide complete details of the event. Please give asmuch information as is possible in order to assist the committee in evaluating the worth toMayne of your proposal:

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SECTION C: BUSINESS CASE

SECTION A: GENERAL INFORMATION

SECTION B: EVENT DETAILS


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Explain how, where and why this event provides commercial value to Mayne includinghow it directly relates to or has a positive effect on:

1. Current/future sales:

2. Relationships with existing stakeholders:

3. Opportunities to develop relationships with new stakeholders:

4. Promotion of awareness for Mayne products and brands:

5. Provision of knowledge and understanding of Mayne offerings:

6. Consequences of not accepting the proposal:

PROPOSERS PHONE NO:

FAX NO:

MOBILE:

EMAIL ADDRESS:

SITE LOCATION:

DATE RECEIVED:

REGISTRATION NO:

DATE OF EVALUATION:

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SECTION D: CONTACT INFORMATION

SECTION E: EVALUATION

(GROUP MARKETING USE ONLY)


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DATE PROPOSER NOTIFIED OF EVALUTION DAY:

COMMITTEE MEMBERS:

BUSINESS CASE PRESENTED: YES / NO

PRESENTED BY:

EVALUATION OUTCOME:

DATE PROPOSER NOTIFIED OF OUTCOME:

NOTIFIED BY:

APPENDIX 5

EVENT PLANNING SCHEDULES

FOR

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CONFERENCES AND SEMINARS

EXHIBITIONS AND DISPLAYS

OUTSIDE EVENTS (ie: golf days etc.)

EVENT PLANNING SCHEDULE

for

CONFERENCES AND/OR SEMINARS

EVENT: insert event name

REGISTRATION NO: insert registration number

DATE: insert date

VENUE: insert the address of venue

NO OF ATTENDEES: insert the total number of attendees

CONFERENCE THEME: what is the conference theme

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MOVE IN: insert date & time contractors can set up

MOVE OUT: insert date & time contractors must remove themeing &move out

OPERATING STREAM: insert name of operating streamO.S. CONTACT: who is operating stream contact

EST. BUDGET: insert amount budgeted in the o.s. business plan

COST CENTRE: insert cost centre number

PHONE NUMBERS: insert all contact avenues for o.s. contact

CONFERENCE BRIEFING: insert brief details received from o.s. in terms of theconference objective

BRIEFED BY: insert the name of o.s. person who provided conferencebriefing

SUPPLIERS/ORGANISERS: insert name/names of supplier/suppliers

SUPPLIER ACTION: details of all work to be carried out by supplier

AGENDA: insert copy of the conference agenda

KEYNOTE SPEAKER: insert name, title and contact details of the keynotespeaker

SPEAKER BRIEF: details of the brief supplied to speaker

OTHER SPEAKERS: insert names, titles and contacts of all other speakers

OTHER SPEAKER BRIEFS: details of the briefs supplied to other speakers

ACCOMODATION: insert type, location and dates

ACCOM NUMBERS: insert the total accomodation numbers

CATERERS: insert names and contact details of caterers

MEAL REQUIREMENTS: insert all special requirements for meals

TRANSPORTATION: insert the types of transport required and the modesavailable

RECREATION: insert the recreational facilities available if needed

CONFERENCE PACK: insert types, numbers and contents of packs/handouts tobe issued to delegates

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SOUVENIRS/GIFTS: detail all requirements for gifts/souvenirs to be presentedto delegates

TIMELINES: insert deadlines & timelines

ATTACHMENTS: insert a list of all relevant support material andattach same to this document


for

EXHIBITIONS AND/OR DISPLAYS

EVENT TYPE:

EVENT NAME:

REGISTRATION NO:

DATE:

TIME:

VENUE:

DISPLAY SIZE:

DISPLAY INCLUDES:

HIRE ITEMS:

MOVE IN:

MOVE OUT:

OPERATING STREAM:

EST. BUDGET:

BUDGET BREAKDOWN:

COST CENTRE:

O.S. CONTACT:

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PHONE NUMBERS:

EVENT BRIEFING:

BRIEFED BY:

SUPPLIER:

SUPPLIER ACTION:

TIMELINES:

THEME:

GIVEAWAY ITEMS:

PROMOTIONAL ITEMS:

ATTACHMENTS:


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For

OUTSIDE EVENTS (ie: Golf Days)

EVENT: insert event name

EVENT NO: insert registration number

DATE: insert date

VENUE: insert address

MELWAYS REF: insert page no. & grid reference

BOOKING CONFIRMED: date and with whom confirmed

MERCHANDISING: insert details of merchandising allowedSIGNAGE PLACEMENT: nominate where mayne signs will be placed on the

course

RESTRICTIONS: detail all restrictions placed by the club for the placementof signs

MOVE IN: insert day, date and time signs can be erected

MOVE OUT: insert day, date and time the club requires signs to beremoved

OPERATING STREAM: insert the name of operating streamO.S. CONTACT: insert the name of o.s. contact person

PHONE NUMBERS: insert all contact avenues - email, phone, mobile, fax etc.

EST. BUDGET: insert amount allowed in business plan

COST CENTRE: insert cost centre number

EVENT BRIEFING: insert details of the brief in terms of the objectives to beachieved

BRIEFED BY: nominate the person who conducted the brief

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Sponsorship & Events DepartmentGroup MarketingSUPPLIER: insert the name of the contractor

SUPPLIER ACTION: insert details of all activities required of the contractor

TIMELINES: list all time lines, milestones and dead lines

NO. OF PLAYERS: list the total number of players allowed by the golf club

TEE OFF SCHEDULE: list the first and last tee off times and attach a completeschedule of all times for the event

SPECIAL REQUESTS: insert any rquests in terms of buggies etc that may berequired by attendees

CATERING: list all catering requirements and name of cateringcompany and contact numbers

ATTACHMENTS: list all supporting materials and attach same to

this document

SUB SPONSORS: insert the names of support sponsors, theirlevel of support and the amount contributed forinvolvement

SIGNAGE PLACEMENT: list all sites where sub sponsor signage will beplaced

APPENDIX 6

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SPONSORSHIP & EVENTS PROPOSAL

For inclusion in Operating Stream Business Plans

SPONSORSHIP & EVENT PROPOSAL

For inclusion in Operating Stream Business Plan

PRIOR TO COMPLETING THIS PROPOSALPLEASE READ THE FOLLOWING INSTRUCTIONS

1. ALL FIELDS IN SECTIONS A TO D INCLUSIVE ARE TO BE COMPLETED

IN FULL.

2. INCLUDE AS MUCH SUPPORTING INFORMATION AS IS PRACTICABLE

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DATE: Insert datePROPOSER NAME: Insert name

OPERATING STREAM: Insert Operating Stream

APPROVED BY: Insert approver name & title

SIGNATURE OF APPROVER: Approver to sign here

CHARGE CENTRE NO: Insert cost centre numbers

BUDGET ESTIMATES: Insert budget allocation

DATE OF EVENT: Insert dates and times

LOCATION: Insert location where event will be held. IncludeMelway map reference and include detailsnecessary to facilitate planning

SUPPORT MATERIALS REQUIRED: Insert an estimate of the numbers and types ofsupport material required

SUPPORT MATERIALS COST: Insert estimated costs

In this section you are required to provide complete details of the event. Please provide as muchinformation as is possible in order facilitate planning:

Explain how, where and why this event provides commercial value to mayne including how itdirectly relates to or has a positive effect on:

6. Current/future sales:

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SECTION C: BUSINESS CASE

SECTION A: GENERAL INFORMATION

SECTION B: EVENT DETAILS


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7. Relationships with existing stakeholders:

8. Opportunities to develop relationships with new stakeholders:

9. Promotion of awareness for Mayne products and brands:

10. Provision of knowledge and understanding of Mayne offerings:

6. Consequences of not accepting the proposal:

PROPOSERS PHONE NO: Insert phone number

FAX NO: Insert number

MOBILE: Insert number

EMAIL ADDRESS: Insert address

SITE LOCATION: Insert proposer's location

DATE RECEIVED: Insert date

ACCEPTANCE/REJECTION: Insert Yes or No

REJECTION REASON: Insert the reasons why request was rejected

AMALGAMATE WITHLIKE REQUESTS?: Insert the names and registration numbers of the

events to be amalgamated

REGISTRATION NO: Insert registration number

ADDED TO ANNUAL CALENDER: Insert date

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SECTION D:CONTACTINFORMATION

SECTION E:(GROUP MARKETING USE ONLY)


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PLANNING SCHEDULE COMPLETED: Insert date

PLANNING SCHEDULE ATTACHED: Insert YES or NO

BUDGET CHECKED & CONFIRMED: Insert date

BUDGET REQUIRES ADJUSTMENT: Insert YES or NO

SENT TO O.S. FOR ADJUSTMENT: Insert date

POST EVALUATION DATE: Insert date

EVALUATION FORM ATTACHED: Insert YES or NO

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