Lecture slides for week 3 of the UCNISS.net course - Sport Sponsorship and Media

1. EFFECTIVE SPONSORSHIP PROPOSALS

2. PROPOSAL OVERVIEW I EXAMPLE 1. Cover letter 2. Executive summary 3. Sport Organisation Details 4. Target Market 5. Sponsorship/Marketing Plan 6. Sponsor’s Benefits 7. Budget and Investment

3. SPONSORSHIP PROPOSAL II Example 1. Product Identification 2. Product Development 3. Identifying Sport Organisation Target Market 4. Sponsor Characteristics

4. SPONSORSHIP PROPOSAL II cont. 5. Identifying Sponsor Target Market 6. Matching Sport & Sponsor 7. Selling the Product 8. Servicing the Sponsor

5. Congruence Sport fans identify personally with a sport - that then creates opportunities to enhance brand loyalty – sponsors tap into this

6. Is The Purpose Clear? How can a sponsor use this sport to reach their goals? How can a sport use the sponsorship to reach its goals?

7. MEASUREMENT OF SPONSORSHIP Essential What level is deemed successful for both parties? What methodology is used to measure the success of each benefit?

8. MEASUREMENT CAN... Identify areas for improvement in the sponsorship engagement Identify areas for improving the sponsorship benefits Ultimately, increase the value of the sponsorship and generated revenue

9. MEASUREMENT MODES Sales after an event or promotion Visitors online or at event Consumer awareness Media coverage

10. MORE MEASUREMENT MODES Changes in consumer perceptions Coupons issued or redeemed Number of enquiries Sales Economic impact

11. CONSIDER... Points for staff meetings Checklist Logbook Sponsorship project group Feasibility study

12. KPIs Sponsorship manual Sponsorship Launch Liaison Evaluation tools

13. A B C D SPONSOR SUMMARY Attentive awareness Brand interest Consumer action & desire Direct benefits