THE ART OF SPONSORSHIPS The practice of a business giving money to another company in return for advertising at an event, location, or program is called a sponsorship. The overwhelming need for money in the park and recreational field has necessitated the importance to know how to find and keep sponsors. The presenter, Robert Villegas, with an understanding of how important funding is for recreation programs but also how tragically scarce it often is, stressed in this session how mutually beneficial a sponsorship can be for both the manager and the sponsor. When a company or program is trying to find a sponsor, one of first steps will be to daft a proposal. This proposal will be used to encourage the sponsor to sign a sponsorship agreement. It should include multiple packages with prices and pictures. Your sponsorship package options could be a banner on a baseball field for $100 or for $200, a banner and hat option with the logo. All proposals should be specifically prepared for each potential sponsor because not all sponsorships are the same and creativity in sponsorship opportunities only increases funding. Developing relationships with sponsors are important also because it keeps sponsors coming back year after year. There are many ways to keep sponsors but most come at the beginning of the process. First, establish individual relationships with each sponsor. Second, find sponsors that work with your company’s vision and mission statement. Third, make sure your company is a good marketplace for the sponsor’s product. Parks and recreation companies must cultivate each sponsorship relationship to be a personal and comfortable one. A very important part of a relationship with a sponsor is keeping them informed and letting them know that they are appreciated; this will nurture a continuing relationship with them.
Transcript
THE ART OF SPONSORSHIPS
The practice of a business giving money to another company in return for advertising at
an event, location, or program is called a sponsorship. The overwhelming need for money in the
park and recreational field has necessitated the importance to know how to find and keep
sponsors. The presenter, Robert Villegas, with an understanding of how important funding is for
recreation programs but also how tragically scarce it often is, stressed in this session how
mutually beneficial a sponsorship can be for both the manager and the sponsor.
When a company or program is trying to find a sponsor, one of first steps will be to daft a
proposal. This proposal will be used to encourage the sponsor to sign a sponsorship agreement.
It should include multiple packages with prices and pictures. Your sponsorship package options
could be a banner on a baseball field for $100 or for $200, a banner and hat option with the logo.
All proposals should be specifically prepared for each potential sponsor because not all
sponsorships are the same and creativity in sponsorship opportunities only increases funding.
Developing relationships with sponsors are important also because it keeps sponsors
coming back year after year. There are many ways to keep sponsors but most come at the
beginning of the process. First, establish individual relationships with each sponsor. Second,
find sponsors that work with your company’s vision and mission statement. Third, make sure
your company is a good marketplace for the sponsor’s product. Parks and recreation companies
must cultivate each sponsorship relationship to be a personal and comfortable one. A very
important part of a relationship with a sponsor is keeping them informed and letting them know
that they are appreciated; this will nurture a continuing relationship with them.
New ConferenceNew ConferencePress ReleasesPress packageCommunications MaterialsCommunications MaterialsNewslettersInterviewsArticles
Inventory
Inventory of OpportunitiesInternet
Internet
Logo link to Web sitegFrequent mention of Web siteSponsor link pageSponsor profile on Web siteSponsor profile on Web siteProduct salesLead developmentP tiPromotions
Inventory
Inventory of OpportunitiesCross-promotions
C tiCross-promotions
Liaison with other sponsorsLiaison with race seriesCross-promotional product salessalesB2B lead development and liaison
Sponsorship Sales Matrix Forms
Step 1 Inventory Listing Sheets
Promotions Equipment Number of People
Retail locations or corporate locations visits…..Retail locations or corporate locations visits…..
Contest
Family and customer rides with in context of events
Toy and clothing give aways
Tent- VIP and Product salesd S liProduct Sampling
Product SalesWebsite Promotions
Other Promotions Below
Sponsorship Sales Matrix Forms
Step 2. Equipment Needs
Equipment Cost to Purchase E i tEquipment
Total Cost of Equipment to Provide Sponsorship Services
Sponsorship Sales Matrix Forms
Step 3. People Planning
People/Positions Hourly Rate Hours to Work for all Events
Total Pay
Total Cost of People to Provide Sponsorship Services
Sponsorship Sales Matrix Forms
Step 4. Total
Item CostTotal Cost for EquipmentTotal Cost for PeopleTotal Team Budget to Race
Total Cost per YearTotal Cost per Year
Sponsorship Proposal
Sponsorship Proposal
Sponsorship Proposal A legal documentTh h l i f h hi iThorough explanation of the sponsorship opportunity
Executive SummaryProfile of OrganizationProfile of OpportunityDemographicsg pSponsorship OpportunityMarketing OpportunitiesSponsorship PackagesSponsorship PackagesSponsorship BenefitsContact Information
Targeting Sponsors
Targeting – Corporate Profile RecordDemographicsDemographicsTarget marketsSponsor value (how to research a potential sponsor)Strategy developmentgy p
SPIN Selling – Selling SolutionsTraditional SellingBecoming a Partnerg
