Show me the money! : Show me the money! Seeking and Servicing a Sponsor
Seeking Sponsorship : Seeking Sponsorship Step 1: Decide what you want/need sponsorship for Step 2: Prepare a sponsorship package:
a) Profile who you are – the target market you are offering
b) What benefits can you offer a sponsor?
c) Prepare a sponsorship level & benefits chart Step 3: Target potential sponsors Step 4: Secure and service your sponsors
What do you want Sponsorship for? : What do you want Sponsorship for? Decide what it is that you want the sponsorship to achieve. Also
decide what is the best arrangement for your club or group. Do
you want sponsorship to cover:
Your entire event or activity?
Parts of an event – and therefore the possibility of more than one sponsor?
Purchase of uniforms and equipment?
Preparation and or printing publications?
Hire of equipment/grounds/facilities?
Travel/accommodation costs?
Advertising/promotion costs?
Development programs?
Slide4 : What can you offer? Advertising Space (programs, website, directory)
Signage & Banners
Invitations to events
Free tickets/admission to events
Opportunity to host associated lunches, dinners, etc.
Opening functions or events
Presentation of awards
Name/Logo on programs, invitations, posters, newsletters, website, etc.
Name and logo on media release letterheads and media packages
Name and logo on newspaper and or television advertisements
Name mentioned during competition announcements
Slide5 : What can you offer? Clothing opportunities ex) caps, shirts or shorts
Name and logo on awards and trophies
Possible introduction to other organizations/people that potentially might buy their product/service
Naming rights to event(s)
Opportunities for company staff involvement
Always remember that you should cost anything that you agree to
supply sponsors. There’s no point in having sponsors that cost
you as much or more than you can receive from them.
Preparing a Sponsorship Package : Profile the club
Profile the sport
Highlight the features of being a sponsor of your club & the sport
Sponsorship levels & benefits chart Preparing a Sponsorship Package *Synchro Ontario Club Sponsorship Package Template . . .
Club Sponsorship Package : Club Sponsorship Package
Slide8 : Sponsorship Package – Club Profile
Slide9 : Sponsorship Package – Club Profile
Slide10 : Sponsorship Package
Club Programs & Services Profile Athlete Services
Membership Services
Competitive Program
Recreational Program
Coaching Services
Communication & Marketing Services
Athlete Services
RRegister athletes with Synchro Ontario
RRegister athletes in competitions and events
AAthlete Development Programs:
SSummer Camp
WWorkshops
FFollow Synchro Ontario policies, procedures, rules and guidelines.
AAccess to Club, Synchro Ontario and Synchro Canada, information and opportunities
IIssue achievement awards
Slide11 : Sponsorship Package – Sport Profile
Sponsorship Package – Sport Profile : Sponsorship Package – Sport Profile Competitions and events across the province attract hundreds of participants and
spectators. INSERT COMPETITIONS YOU HAVE HOSTED OR WILL BE
HOSTING THIS SEASON. ALSO INDICATE NO. OF PARTICIPANTS AND NO.
OF SPECTATORS.
Synchronized swimming is a recognized and respected sport through its success
and commitment to excellence, and may be the ideal sports marketing sponsorship
for your product or service. The sport serves as an excellent channel to a target
market of young and adult women, as well as to the parents and families of athletes.
CLUB NAME offers a range of sponsorship levels to optimize opportunity. CLUB
NAME extends its promotion of sponsors to all of its events and resources, while
customizing packages to meet the needs of a sponsor.
Through the development of successful partnerships synchronized swimming in
COMMUNITY NAME will be able to continue increasing opportunities for
participants at every level and continuing its record of success as Canada’s most
successful amateur sport.
Slide13 : Sponsorship Package - Sponsorship Features Associate with Canada’s most successful amateur sport
Reach hundreds of potential consumers through advertising and promotions at competitions and events
Access to club membership through: e-mail, club mailings, event displays, website, newsletter, etc...
Reach niche target markets
Partner with a sport that provides opportunities for all participants; athletes, coaches, officials and volunteers
Maximize your investment with a sport that runs 12 months a year
Promotion on CLUB WEB ADDRESS and in the CLUB NAME newsletter
Partner with an organization that provides a range of
Programming from participants in their first synchro class, to athletes striving to make the National Team
Be part of CLUB NAME development of future stars
Slide14 : Sponsorship Package
Sponsorship Levels & Benefits Outline the benefits a sponsor would receive in the following areas: Advertising & Promotion
News release, ad space, banner, club mailing, e-mail ads, etc. Invitations to special events
Watershow, competition, etc. Club Recognition
Website, logo in programs/ads/newsletter, sponsor appreciation, etc.
Slide15 : Sponsorship Package
Sponsorship Levels & Benefits Decide on Sponsorship Levels ($):
Level 1, 2, 3 . . ., Bronze, Silver, Gold . . .
Slide16 : Sponsorship Package
Sponsorship Levels & Benefits Indicate the amount of benefit received at each sponsorship level
What are sponsors looking for? : What are sponsors looking for? Sponsors are looking for people who are potentially in the market for their products and services.
Sponsors are looking for opportunity; remember that you might offer them an opportunity they never thought of (that’s why they haven’t called yet!)
Sponsors will be looking to see that sponsoring your organization will be more effective than spending money on some other form of promotion or advertising.
Sponsors want to be associated with success. They are also looking for a professional performance from you.
Seeking Sponsors : Seeking Sponsors Prepare a contact list of potential sponsors who look to be a match with you
Once you have a proposal and a list of potential sponsors talk to them!
Phone the companies and ask to speak to the manager/owner or marketing manager. Briefly tell them who you represent and what your plans are. Be positive; suggest to them (rather than ask) that you will send a sponsorship proposal. If it seems like no one is willing to speak to you, try to get the name of the most appropriate person and send a proposal anyway. Remember you have nothing to lose.
Slide19 : Seeking Sponsors Don’t sit back and wait too long!
Follow-up your proposal with a phone call at least five days after your proposal has been delivered.
Try to find out when you might expect a reply, is there any other information that you can supply, are there things in your proposal that they would like explained?
If your proposal is accepted arrange a meeting to discuss in detail, to begin to personalize your contact and develop your relationships. It might be a good time to get something in writing from your sponsor.
Slide20 : Servicing your Sponsor If you promised it, then deliver it!
Don’t try to save or make money by giving a sponsor less than you had agreed. If you think of something else that you can offer a sponsor and the cost or difficulty is minimal, do it! We all know the value of receiving something we didn’t expect.
Try to build your relationship with your sponsor.
Don’t over do it, but there is a lot to be said for some friendly contact. Call and ask how things are going from their end, is there anything they are having difficulty organizing for your event? Ask a sponsor out for lunch if you think it might help to build up your relationship and you can afford it. This can be before or after the event. Perhaps the opportunity may exist for your sponsor’s personnel to meet your members at your social functions.
Slide21 : Servicing your Sponsor Follow-up after your event or sponsorship.
Call your sponsor and find out how the sponsorship worked for them. They may provide you with valuable information for your next proposal, with ways in which your club event can be improved, of there might be something that you can provide now which may mean continued sponsorship in the future. Mementos of a sponsorship are also a nice gesture. Something as simple as a photograph can make a big impact.
Be loyal to a sponsor.
If they treat you right then return the favour. Try not to gain new sponsors if they offer services or products that compete with your current sponsors. When your event is taking place make sure that your sponsor’s rivals aren’t having their services or products sold or promoted by your club. Attention to detail, and looking after your sponsor’s needs, will enhance your relationship with them.
Slide22 : Servicing your Sponsor After an Event:
You should provide your sponsors with a brief report, which would include information such as:
Attendances – the breakdown of males, females, adults, children. consider (don’t overdo the workload though) the possibility of conducting questionnaires or interviews with attendees – this information can help to give a profile of the sort of people who attend your events
What were your successes?
Where there any problems or issues?
How can you improve it?
Did your sponsorship achieve its goal, or purpose?
Did your sponsorship get value for money?
Did your club get value for money?
Slide23 : Show me the money! Seeking and Servicing a Sponsor