February 2016 - Parks & Recreation - 46
By Sylvia Allen
to
Sponsorship
Success
S
ponsorship: An investment, in cash or in kind, in return for access to
exploitable business potential associated with an event or highly publicized entity. Selling sponsorships is not a matter of buying a mailing
list of potential buyers, writing a direct-mail letter, putting together a
" package, " mailing everything out and waiting for the telephone to ring with
people offering you money. The reality is much more complicated (and time
consuming) than that.
In the definition above, the key
words are " investment, " " access to "
and " exploitable. " First, by constantly looking at sponsorship as an investment opportunity, where there is
a viable payback, you are no longer
talking to a potential sponsor about a
payment of cash or money. Instead,
by calling it an investment, you're automatically implying that value will
be returned to the investor. Second,
access to means the ability to be associated with a particular offering (such
as golf tournaments, swim meets, hiking/biking trails, etc.). And lastly, exploitable, a positive word, means " to
take the greatest advantage of " the
relationship. In other words, allowing
44 Parks & Recreation
sponsors to make the greatest use of
their investment and use it as a springboard and cross marketing opportunity with their own advertising efforts.
Never underestimate the value of
your agency's opportunities - these
can be as simple as banners on your
grounds to title sponsorship of an event
or activity. The following 12 steps will
give you a better understanding of how
to put together sponsorship offerings,
what words to use, and the entire process from thinking about sponsorship
to going about getting one.
Step 1: Take Inventory
What are you selling? Each event has
a number of elements that would be
| F E B R UA R Y 2 0 1 6 | W W W. N R PA . O R G
of value to a sponsor. They include,
but are not restricted to, the following:
* Radio, TV and print partners
* Collateral material...posters, flyers, brochures
* Tickets (quantity for giving to
sponsor plus ticket backs for redemption)
* VIP seating/parking
* Hospitality
* On-site banner exposure
* Booth
* Audio announcements
* Product sales/product displays
* Celebrity appearances/interviews
* Internet exposure
Look at your activities like a
store and take inventory of the
many things that will have value to
sponsors, whether it be the marketing or hospitality value. Take your
time in making up this list as the
time spent at the beginning will be
rewarded by more effective sponsorships when you get into the selling process.
February 2016 - Parks & Recreation
Table of Contents for the Digital Edition of February 2016 - Parks & Recreation
February 2016 - Parks & Recreation - 1
February 2016 - Parks & Recreation - 2
February 2016 - Parks & Recreation - 3
February 2016 - Parks & Recreation - 4
February 2016 - Parks & Recreation - 5
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