The Sponsorship Seeker's Toolkit

Overview

Sponsorship has changed!

Sponsorship has evolved from simple signage and hospitality to sophisticated, objective-oriented partnerships. Competition for sponsorship dollars is fierce. But the good news is that most sponsorship seekers don't understand how to create the type of partnerships that corporations are now expecting. Nor do they understand that these new partnerships provide enormous benefits to the sponsorship seeker.

The Sponsorship ...

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Overview

Sponsorship has changed!

Sponsorship has evolved from simple signage and hospitality to sophisticated, objective-oriented partnerships. Competition for sponsorship dollars is fierce. But the good news is that most sponsorship seekers don't understand how to create the type of partnerships that corporations are now expecting. Nor do they understand that these new partnerships provide enormous benefits to the sponsorship seeker.

The Sponsorship Seeker's Toolkit and accompanying disk provide a step-by-step, no-nonsense approach to securing, retaining, and managing sponsorship. The Toolkit is full of easy-to-use tools, techniques, resources, and templates, creating a straightforward framework for people just starting out in sponsorship, and enhancing the skills of seasoned professionals. Who will benefit from this book? Anyone seeking or servicing corporate sponsorship:

Sporting events, organisations, and athletes
Community events, programs, and festivals
Cultural organisations and museums
Causes
Associations and other membership organisations
Educational, medical, and research institutions
Stadiums, theatres, arenas, and other venues
Parks, zoos, and recreational areas
Government programs and events
So, read The Sponsorship Seeker's Toolkit, add a liberal dose of enthusiasm, and give yourself the edge!

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Editorial Reviews

Vive Magazine
This is a how-to guide to getting funding by speaking to organisations in corporate language - using the right tools to open the money box. It also ensures the sponsor gets value return for their investment. The two savvy authors walk you through every step of the process and provide checklists and templates for planning, proposals, and presentations, backed up by the diskette that comes with the book. The beauty of this book is that strategies for obtaining sponsorship by providing competitive benefits have been built into the instructions for structuring, negotiating, and managing a sponsorship proposal. Whether you represent a small local group or a large non-profit organisation, this toolkit will equip you to achieve your finding goals.
Management AIM Mastering
This new book shows how to find sponsors, how to secure them, and most importantly, how to keep them. It is attractively designed and clearly set out, and full of easy-to-use tools, techniques, and exercises which can be undertaken individually or collaboratively. There are detailed checklists, forms, sample letters, and templates, and as a bonus, fifteen of the book's key documents are also available electronically on the accompanying floppy disk. Sponsorship has come into its own as the most powerful of all marketing media. This step-by-step, non-nonsense "how to" workbook explains how to secure sponsorships and build highly innovative win-win partnerships that will last. (AIM Mastering Management, September 1999)
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Product Details

  • ISBN-13: 9780074712214
  • Publisher: McGraw-Hill Australia
  • Publication date: 4/1/2003
  • Edition description: REV
  • Edition number: 2
  • Pages: 216
  • Product dimensions: 7.94 (w) x 9.46 (h) x 0.64 (d)

Meet the Author

Kim Skildum-Reid is one of the world's most recognized and influential corporate sponsorship experts. She consults to a global clientele of major sponsors, speaks and commentates on sponsorship around the world, runs popular industry hub, Power Sponsorship and cowrote industry bestsellers, The Ambush Marketing Toolkit and The Sponsor's Toolkit, both published by McGraw-Hill.

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Table of Contents

Forewords

About the authors

Preface

Acknowledgments

How to use this book

Part 1 Planning
Chapter 1 Internal planning
Creating a sponsorship-friendly organisation
Planning your sponsorship programs
Sponsorship policy
Frequently asked questions about sponsorship policy
Sponsorship policy questionnaire
Sponsorship strategy
Chapter 2 Marketing plan
Defining your target markets
Target market exercise
Target market assessment worksheet
Researching your target markets
What do you need to know?
Primary and secondary sources
Sponsor awareness questionnaire
Demographic and psychographic survey
Developing the marketing plan
SWOT analysis
Competitor analysis
Marketing strategies
Strategies worksheet
Resources
Develop an action list
Marketing plan template
Review the marketing plan
Chapter 3 Implementing the marketing plan
Media promotion
The nine steps of promotional media
Media planning worksheet
Publicity
Publicity brief template
Database marketing
Signage
The Internet

Part 2 Sales
Chapter 4 Understand what you have to offer
Define your core values and attributes
Define your audience
Take inventory
Generic inventory
Chapter 5 Creating a hit list
Sponsor matching
Research your potential sponsors
Sponsor information checklist
Sponsorship guidelines
Chapter 6 Proposals
What to include in a proposal
How long should it be?
The teaser
Using the sponsorship proposal template
Pricing
Proposal issues
Sponsorship proposal template
Chapter 7 Sales process
Sales checklist
Using a broker
Preliminary letter
Proposal cover letter
Meeting thank you letter
Rejection thank you letter
Chapter 8 Negotiation
Negotiate peer to peer
Know your bottom line
Have something up your sleeve
Don't be bullied
Stay composed no matter what
Be prepared to walk away
Payment arrangements
Contra sponsorship
Contracts
Sponsorship agreement pro forma

Part 3 Servicing
Chapter 9 Sponsorship planning and management
Develop the sponsorship plan
Implement the sponsorship plan
Evaluating the sponsorship plan
Sponsorship implementation plan
Objective-based quantification
Making the sponsor's investment quantifiable
Quantification mechanisms
Quantifying media
Managing the sponsor
Chapter 10 Maximisation
Integration
Maximisation options
Promotions
Database generation and research
Publicity
Ambush protection
Conclusion

Part 4 Appendix
Appendix 1 Glossary
Appendix 2 Resources
Appendix 3 Sponsorship agreement pro forma

Index

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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted May 15, 2003

    A must for sponsor seekers!

    If you're out there looking for sponsors, this should be the first book you read. Right from the beginning it provides direction for creating your plan of attack, then takes you step by step through the sales process, and demonstrates how to effectively service them for years to come. I was really pleased to find so many valuable tools; sample contracts, letters, proposal templates, and even impact questionnaires! All provided on a handy CD that comes with the book. Being a visual person, the well-prepared examples and case studies helped me relate ideas to my situation. Now I keep the book at arms reach as a reference guide. If all sponsorship seekers were to embrace the principles outlined in the book, our efforts would become more successful, while instilling a higher level of professionalism in what we do.

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