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PR Sponsorship Strategy

Sponsorship = Business . Sponsorship is a business commitmentObjectives to be definedCost effectiveness an indicatorWin/WinMeasured against communication

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PR Sponsorship Strategy

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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. LEVERAGE A 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

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