THE GOAL ISN’T TO TURN CREATIVES INTO MARKETERS, BUT TO GIVE CREATIVES  A BASIC FORMAT TO CREATE PROPOSALS THAT MARKETERS CAN USE TO SECURE SPONSORSHIPS.

MISCONCEPTIONS ABOUT SPONSORSHIPS

• Sponsorship sales are easy
• Sponsorships have a quick turn around
• Sponsors are most interested in exposure
• I have great idea and they will sponsor me
• They have the money

SPONSORSHIP DEFINITION

A cash and or in-kind fee paid to a property in return for a mutually beneficial marketing outcome.

THINGS YOU NEED DO FIRST

• Ask yourself these questions
– What you are trying to do?
– Who are you trying to do it for?
– When do you plan on doing it?
– Why are you doing it?
– What brands would be a good match?
– How much do you need to get it done?

• Research your target brands
– Who is the contact?
– What is the brand focusing on?
– Keep up with the company’s press releases.

• Create an elevator pitch and have a one sheet proposal.
• Customize each proposal for each potential sponsor.
• Make direct contact before send out your proposal.


TYPE OF PROPOSALS

One Sheet

• One sheet is a single document that summarizes the details of the project.
• Partnership Overview
• Includes all possible partnership opportunities with a project.
• Document includes the full scope of the project.
• Includes incentives for the sponsor with every way they can partner with the project.

Custom Proposal

• A multi-page document focused on the specific interests of the sponsor.

TYPES OF SPONSORSHIPS

Title Sponsor – Presenter of the event
Co Sponsors – Multiple sponsors that support a project
In-Kind Sponsor – Provides products and services
Media Sponsor – Provides publicity


BASIC PROPOSAL SETUP

THE COVER PAGE

• Project name
• Presenting sponsorship
• Date and time
• Date of submission
• Your name
• The cover page should have clues about the project


ABOUT YOU
• Brief bio
• Show your track record of brands you have worked with in the past.


THE OVERVIEW
• Project name, date and time
• Provide details about your project
• Use descriptive words
• Sell the experience and your vision of the project


TARGET AUDIENCE
• Gender
• Age
• Income
• Marital status
• Lifestyle interests
• Education level


GETTING THE WORD OUT?

• Ads
• Social media
• Billboards
• Flyers and posters


WORKING TOGETHER

• Be creative in incorporating the sponsor in the project
• This is where you put your research to work


LIST OF BENEFITS

• Your sponsors’ benefits are determined by
– Sponsors’ marketing goals
– The level of support the event
• Emphasize benefits to sponsors
• Incorporate their needs in the project
• Package the benefits to simplify sponsors’ choices


TYPES OF SPONSORSHIP SUPPORT

• Money
• In-kind
• Commitment to leverage support


COMMON PROPOSAL FLAWS (BONUS)

• Timing
• Wrong decision maker?
• Too many assumptions
• Looks unprofessional (bad design)

Great example of a basic proposal

 

Workshop-Pic1• Lack of preparation and planning