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Sponsorship Basics I

Texas Event and Leadership Program. Sponsorship Basics I. What is Sponsorship?. As means of introduction. Sponsorship Defined. Sponsorship is…. Whereas…. a negotiated exchange of mutual benefits between two or more parties….

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Sponsorship Basics I

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  1. Texas Event and Leadership Program Sponsorship Basics I

  2. What is Sponsorship? As means of introduction...

  3. Sponsorship Defined Sponsorship is… Whereas… • a negotiated exchange of mutual benefits between two or more parties… • sponsors hope to connect with potential customers in a defined market

  4. Okay…so what do we need? It all depends Nature of your Event? • Mission • Vision • Goals • Objects • Size • Scope • Current Resources • SWOT Analysis

  5. Needs Assessment What resources do you have… What resources do you still need? Write it down – make a list!

  6. Types of Resources In-Kind Financial • Product Support (Material Items) • Bottle of Water • Flyers • Tables • Etc. • Expertise (Human Resources) • Sound Technician • Electricians • Moving Crews • Etc. • Money

  7. Sponsors’ Needs? ROI Whereas… • Return On Investment for the resources dedicated to the event opportunities. • Increases Visibility • Increased Awareness • Enhanced Image • Sales Opportunities • Product Trials • Hospitality Opportunities • Branding Reinforcement • Alter/Reinforce Public Perceptions • Advantage over Competitors Case Study

  8. Branding? Slogans Logos • http://money.aol.com/special/brand-slogans-quiz • http://money.aol.com/special/company-logos-brand-awareness

  9. Sponsor Solicitation Who do you ask? How do you ask? • Business Community Make-Up • Who should be approach and by whom? • Marketing and Public Relations Needs of the Sponsor • Research the company • Make sure it is a good fit • Have a proposal (on paper) • Set-up a meeting • Arrange setting that accentuates the positive elements of your organization. Example

  10. Follow-UP!!! Portfolio • Say “Thank You” • Outline what you did for them • Method to maintain communication • Give them the First Right of Refusal

  11. Sponsorship is Relational • People sell and buy from people… • Maintain (business) friendships

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