1. Why Businesses
Sponsor Festivals

2. British Council Vietnam
Festival Workshop
June 2011
Reasons Why Businesses Sponsor
• Access to target audience/market
• Name awareness
• Image enhancement / Raising Profile
• Entertaining clients
• Developing community links
• Staff/employee relations
• Product sampling
• Public relations opportunities

3. British Council Vietnam
Festival Workshop
June 2011
Access to Target Market

4. British Council Vietnam
Festival Workshop
June 2011
Access to Target Student Market

5. British Council Vietnam
Festival Workshop
June 2011
Access to Target Student Market

6. British Council Vietnam
Festival Workshop
June 2011
Raising Profile

7. British Council Vietnam
Festival Workshop
June 2011
Developing Community Links

8. British Council Vietnam
Festival Workshop
June 2011
Business Development

9. British Council Vietnam
Festival Workshop
June 2011
Product Sampling

10. British Council Vietnam
Festival Workshop
June 2011
Public Relations

12. British Council Vietnam
Festival Workshop
June 2011
Sponsorship Objectives
Corporation-related Objectives
1. Increase Public Awareness of the Company and its Services
2. Enhance Company Image
3. Alter Public Perception
4. Increase Community Involvement
5. Build Business/Trade Relations and Goodwill
6. Enhance Staff/Employees’ Relations and Motivation
Product/Brand-related Objectives
1. Increase Target Market Awareness
2. Identify/Build Image within Target Market (Positioning)
3. Increase Sales and Market Share
4. Block/Pre-empt Competition

13. British Council Vietnam
Festival Workshop
June 2011
Accessible Target Groups
Key Decision-Makers
- Government
- Business Leaders
Company Shareholders Local Community
Product Markets
Competitors Sponsoring Company / - Existing Customers
Brand - Potential Customers
Key Decision-Makers
- Government
- Business Leaders General Public
- Opinion Leaders Company Workforce

14. British Council Vietnam
Festival Workshop
June 2011
Why Should We Give Money to You?
• What are the aims of your Festival?
• What are your objectives?
• How will you achieve your aims and objectives?
• What do you want to do?
• How will it benefit us?

15. British Council Vietnam
Festival Workshop
June 2011
Key Dimensions of Sponsorship
1. Commercial transaction/investment and not a donation
2. May take form of either a direct payment or provision of
in-kind services/products
3. The return sought from sponsorship is one that will
ultimately positive affect profitability of a business

16. British Council Vietnam
Festival Workshop
June 2011
Sponsorship Screening Process
CEDAR EEE
Customer audience
Exposure potential
Distribution channel audience
Advantage over competitors
Resource investment required
Event’s characteristics
Event organisations reputation
Entertainment and hospitality opportunities

17. British Council Vietnam
Festival Workshop
June 2011
Customer Audience
• Does demographic, lifestyle profile of target audience match that
of product?
• What is the on-site audience?
• Is sponsorship of the festival the best way to communicate about
the product/service to this target audience?

18. British Council Vietnam
Festival Workshop
June 2011
Events Characteristics
• What is the perceived stature of the festival?
• Is it the best of its kind?
• Will involvement with it enhance our image?
• Is there any chance it will be controversial?
• Is there potential for positive impact on employees

19. British Council Vietnam
Festival Workshop
June 2011
Exposure Potential
• What is the built in news value of the festival?
• What potential medial cover of sponsorship is likely?
• Can the even be tied into other media advertising
• What is the life of the event?
• Is signage included in the sponsorship?
• Where will our name appear in the programme ?

20. British Council Vietnam
Festival Workshop
June 2011
Advantages over Competitors
• Is the festival unique or otherwise distinctive?
• Has the festival previously been sponsored?
• If so how successful has it been in delivering desired benefits to them?
• Is it strongly associated with other sponsors?
• Will clutter be a problem
• Does the festival need co-sponsors?
• Are other sponsors of the festival compatible with the company's
product?
• If the company does not sponsor, will the competitor?
• Is that a concern?

21. British Council Vietnam
Festival Workshop
June 2011
Resource Required
• Cost of sponsorship, marketing support investment required, staff
requirements?
• Will the sponsor be difficult to manage?
• Does the festival guarantee a minimum level of benefits to the
company?

22. British Council Vietnam
Festival Workshop
June 2011
Festival Reputation
• Does the Festival have a proven track record?
• Does the festival have a reputation and an image with what the company
desires to be associated?
• Doed it have a history of honouring its obligations?
• How respond is the festival staff to sponsors’ requests? Are they accessible?

23. British Council Vietnam
Festival Workshop
June 2011
Entertainment and Hospitality Opportunities
• Are there opportunities for direct sales of product or sampling?
• Are ticket of the festival including in the sponsorship? How many?
Where are seats located?
• Will there be access to VIP hospitality areas for the company’s guests?
Will artists appear?

24. British Council Vietnam
Festival Workshop
June 2011
Exercise 1
• Review DMIAF offer
• Use the CEDAR EEE framework and short response
for each of the heading in the Screening Process

25. British Council Vietnam
Festival Workshop
June 2011
Sharing
• Feedback on exercise
• Considerations?
• Concerns?

26. British Council Vietnam
Festival Workshop
June 2011
The Social Responsibility of Business
“Its CSR because it goes much further than legal
requirements and voluntarily responds to society
“needs”.
EMI

27. British Council Vietnam
Festival Workshop
June 2011
The Social Responsibility of Business
CSR is a term that is used to describe good corporate management practice.
There is growing pressure on businesses to prove they are acting responsibly
and to show evidence of their impact
CSR encompasses the activities of a business - other than provision of core
products or services - that benefit society
However terminology and definition of CSR is far from widely agreed and can
include:
• Sponsorship
• Corporate philanthropy
• Cause related marketing
• Corporate community involvement
• Sustainability

28. British Council Vietnam
Festival Workshop
June 2011
No.1 Deciding Factor for Consumers
The “social purpose” of companies and brands ranks as No.1
deciding factor for global consumers
• 61% of consumers have a better opinion of corporations that
integrate good causes into business
• 86% of global consumers believe that business needs to place at
least equal weight on society’s interests as on business’ interests
• 25% of companies reporting on CSR worldwide were from Asia
Edelman’s Good purpose annual global research

29. British Council Vietnam
Festival Workshop
June 2011
Corporate Social Responsibility and the Arts
PROS
• Arts activities are useful for reaching a wide group of
stakeholders in a high profile public environment
• Arts activities with a community focus are particularly
useful in engaging with stakeholders and influencing
opinion formers
• Opportunity to showcase a business’ social impact

30. British Council Vietnam
Festival Workshop
June 2011
Corporate Social Responsibility and the Arts
CONS
• Arts compete with initiatives that appear far more
pressing in terms of social need
• Arts as a cause do not register within CSR circles
• Businesses moving away from traditional forms of
corporate hospitality
• Investing employee time rather than cash

31. British Council Vietnam
Festival Workshop
June 2011
Arts Activities Offering Specific Benefits
Arts activities offer specific benefits when compared with
other causes including:
• improving relationships with local communities
• employee training
• engaging a wide group of stakeholders
• injecting creativity, helping businesses to think
differently

32. British Council Vietnam
Festival Workshop
June 2011
Next Steps for Festivals
• Improve their understanding of what companies are
seeking to achieve through their community
investment and target proposals more accurately
• Develop long-term partnerships that involve staff
• Improve the quality of evaluation

33. British Council Vietnam
Festival Workshop
June 2011
Examples of CSR Activities
Staff Development

34. British Council Vietnam
Festival Workshop
June 2011
Examples of CSR Activities
Reading Groups in Rural Pubs

35. British Council Vietnam
Festival Workshop
June 2011
Exercise 2
• Consider who could be a potential DMIAF
CSR sponsor
• Write down potential activities that would fit
CSR objectives

36. British Council Vietnam
Festival Workshop
June 2011
Sharing
• Feedback on exercise
• Considerations?
• Concerns?