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Sponsorship = Business . Sponsorship is a business commitmentObjectives to be definedCost effectiveness an indicatorWin/WinMeasured against communication
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1. PR Sponsorship Strategy Three main types:
CORPORATE – image/relationships
MARKETING -- capitalisation
PHILANTHROPIC – community goodwill Corporate – not linked directly to sponsor’s normal business
Marketing- takes advantage of reln to advance sales
Philanthropic – generating goodwill – the good corporate citizenCorporate – not linked directly to sponsor’s normal business
Marketing- takes advantage of reln to advance sales
Philanthropic – generating goodwill – the good corporate citizen
2. Sponsorship = Business Sponsorship is a business commitment
Objectives to be defined
Cost effectiveness an indicator
Win/Win
Measured against communication & marketing objectives
“Good Fit” needed
3. LEVERAGEA related campaign will create added value Leverage – dollar for dollar – every $ spent on the sponsorship should be matched to the related promotional campaignLeverage – dollar for dollar – every $ spent on the sponsorship should be matched to the related promotional campaign
4. THE FIT Support of organisational goals
Increases organisations strategic programs
More effective than alternative promotional activities
Enhances the organisation’s corporate image and reputation
5. The Other Side Groups seek sponsorship
Because of costs
To attract a larger audience
For strategic alliance
For management
6. Principles to observe Value for money
Value for effort
Accountability
Integrity
Efficiency
Risk management Accountability– contractual agreement– therefore a written agreement
Efficiency – open to usual forms of evaluation/ proper planning Accountability– contractual agreement– therefore a written agreement
Efficiency – open to usual forms of evaluation/ proper planning
7. Risk Management Contingency planning for any major events
“Change Management” processes
Cost over-runs
Disappointing publicity/ unforseen news
Poor commitment by one of the parties to the sponsorship agreement
Ambush tactics by competitors
8. Contra Arrangements Reach agreed value for the contra items
Benefits are not for individuals
Process is properly managed and documented
Accountability is maintained Contra – free goods and servicesContra – free goods and services
9. Selling Sponsorships Offer an opportunity for “expansion”
Ensure the “right fit”
Remember WIIFM
Stand out from the clutter
Be professional & persistent ( but not a pest)
10. What Sponsors Seek What is it?
When and where?
How long/ timelines?
What benefits will my company receive?
On costs/ Event costs/ Back end?
11. Not Sponsorship? Donations
Grants, gifts, bequests
Scholarships
Hospitality Advertising an activity
Joint ventures
Displays
Exhibitions