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

Raise your hand here…

This is the Feedback Box

This is the chatbox… Type here, hit enter to send

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

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

5

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

8

Planning Internal PlanningMarketing planning Implementing the Plan

SalesGetting Your Foot in the

DoorClosing the DealNegotiation

ServiceFollow-up and AppreciationRepeat Sales

$

$

9

1. Internal Planning2. Marketing Planning

SMART Objectives Specific Measurable Achievable Results-oriented Time bound

Target Audience Unique Selling

Proposition (What makes you the best choice?)

Tools and Tactics3. Implementation

10

Empathize Tease Surprise Delight Entice Help Listen Integrity

“Not so Fast! You’ll

have to deal with me,

first”

11

Sponsorship Cause Marketing Marketing Brand Manager Sales Community

Development CEO Executive Assistant

12

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

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

16

In your chat box…

What organizations/events might you search to discover possible

sponsors?

17

Feedback please…Do you

“shop your competition

” to find sponsor

prospects?

Feedback please…Do you

“shop your competition

” to find sponsor

prospects?

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

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       

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

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ParticipantsSpectators

Current CustomersProspects

Internal Customers

Audience

AttributesTrendyStrong

FitActive

ObjectivesPromoting Good HealthReducing Childhood ObesityProtecting the EnvironmentImproving the Economy

26

1. Contact Information - including :gatekeeper’s name (assistant, secretary, receptionist)

2. Key Brands3. Objectives

What do they want to promote? New brand, logo, product, web site,

location, etc. Existing products

Who do they want to reach?4. Sponsorship History

Similar agencies (YMCA, Boys and Girls Clubs, Sierra Club)

Previous events, activities, sponsorship5. Approval Process6. Supporting Documents (web site, annual

report, brochure, ads, etc)7. Competitors

27

1. Core Values Connection2. On-site sales3. Internet Marketing

Opportunities4. Database-generating

opportunities5. Key customer hospitality

(What money can’t buy opportunities are best.)

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6. Media time and space (beyond logo inclusion)

7. Access to celebrities (sports, politics, television, authors, etc.)

8. Product Placement9. 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

29

Sponsorship TypesNaming RightsCategory

ExclusivityOfficial Product

StatusLicensing and

EndorsementCommon Status

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Facility Usage On Site

SignageHospitalityInformation

TechnologyAccess to Event

Database MarketingEmployeesCustomers

Expertise and TalentKnowledgeVolunteersStaff

Publicity Future Events Research and

Data Pass Through

Rights

31

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

What do we need to get from our sponsors

 

 

 

 

   

What do our sponsors need to get from us?

33

What 

When

Where

WhoStaff (Paid)Unpaid

(Volunteers)VIPSTalentVendorsAttendees

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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

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

36

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

Who will lead the sponsorship plan? What is the budget allocated for the

plan?TimeMoney

38

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

39

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

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

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

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?

 

43

In what ways can sponsors use your event to entertain THEIR customers/stakeholders?

44

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

How will we follow-up with Sponsors to insure RENEWAL

What new things will we do to increase sponsor participation?

 

46

How will we measure the success of the Sponsorship Plan?

47

Please type into the text box one thing you WILL do as a result of being here today.