Potential Sponsors With The Events example essay topic

Introduction The NWS Yorktown sponsorship agreements follows the BUYERS guidelines on sponsorship and this guideline is our Bible. We adhere to it strictly. NWS Yorktown special events offer a unique avenue for the corporate sector to meet their business objectives through sponsorship opportunities. MWR events offer specific target markets of all ages including both military and civilian communities. In order to become apart of corporate advertising budgets, a certain message about NWS Yorktown special events and the many benefits they offer to potential sponsors must be conveyed in a timely and effective manner. There are more events than are supported by sponsorship dollars.

Sponsorship proposals are being more carefully assessed to select opportunities which offer the most consideration and highest potential of measurable sales increases for budgeted promotional dollars. Once an event has been proven to deliver corporate benefits, sponsors will seek out more event opportunities and possible increase existing involvement. Establishing Excellence in Programming and Execution NWS Yorktown MWR special events compete with special event programs throughout the Hampton Roads area. These programs typically have large operating budgets and the ability to charge high ticket prices to patrons. MWR is becoming increasingly more effective in doing more with less and thus providing events equal to, and sometimes better than events on the outside for nominal fees. Consistency in excellence event programming is a goal of MWR.

Communicating this idea to Hampton Roads military is an even greater goal. An established special events program with consistent high attendance records in a specified target market is a prime arena for a company looking to coordinate their promotional dollars efficiently. Understanding Corporate Objective of Event Participation Today, more than ever, event marketing must be designed to fulfill specific business objectives. By determining these distinct goals, we as event organizers can assist corporations in satisfying their projections through sponsorship of our events.

Once sponsorship agreements have been signed, a personalized advertisement and promotional package can be tailored to specific business needs. For the event organizer, being in tune with the event means being able to offer creative marketing ideas to participation sponsors. It is just as important for the sponsor to receive a measurable, positive result as it is for MWR to obtain the sponsor's dollars. Looking at the entire picture from both ends of the spectrum is the key to successful event marketing program. Commercial Sponsorship vs. Donations Commercial sponsorship is the exchange of cash, goods, and / or services for marketing opportunities at an event. Donations are typically lower in value (dollars, goods or services) and donors expect little (or no) marketing values in return.

MWR does not except donations. How-to on Commercial Sponsorship Sponsorship managers conceive or identify annual events with sponsorship potential (start with an event that has been successful in the past and build the sponsorship program from there). Plan events well in advance. Match the event and attendees with the sponsor. Cost out the event and pricing of sponsorship. Determine opportunities for potential sponsors.

Opportunities could include: Signs during the event. Posters for use in advance of performances or events. Sponsor's banners. Seasonal signs (i.e. outfield fence billboards, t-markers). Logos on publicity material, programs, tickets.

Prepare a solicitation package... This should include: a personalized cover letter a fact sheet about your market information on what makes NWS Yorktown special a fact sheet about your event a response card (prepaid postage increases responses) where the sponsors' dollars will go why NWS Yorktown is asking for support how the sponsors will be recognized sponsor benefits a media plan Advertise commercial sponsorship opportunities in a commercial and competitive environment. Develop a through list of potential sponsors, and send them an introductory letter and commercial sponsorship package presenting a full calendar of events which sponsorship opportunities are available. Follow up on introductory letter with phone calls. Keep a data file on potential sponsors. Find out when their budgets are made and make a note to contact them prior to that time.

Match potential sponsors with the events they seem most interested in. Decide promotional materials, prizes, entertainment, etc., needed for each event so sponsors can be presented with a menu of sponsorship options desired for each event. Have a complete demographic information available for sponsors about participants and spectators expected to attend events. Once the sponsor has agreed to promote your event, you will need to send out a sponsorship agreement. The agreement contains all responsibilities for both MWR and the sponsor.

At event, make sure the sponsor gets everything that was promised. After the event, send a thank you letter, preferable with a photo and or promotional materials of the sponsor logo, product, name, etc. This shows that you appreciate their business. After action reports are essential to evaluate the event. They determine the strengths and weaknesses of the event, they look for new opportunities to improve the event, and they secure accurate statistics that will help sell and re-sell future sponsorship. A sponsor wants to feel that they made the right decision to support your event.

Collect information on the number of people that attended, the amount of revenue that was generated, and if possible, quotes from exit interviews on the number of people who could recall who sponsored the event and the types of advertising that was most remembered. This helps the sponsor to quantify the return from the sponsorship. An After Action Marketing Report should be filled out by activity managers and sent back to the marketing / sponsorship person. Marketing can use the After Action report to evaluate how they can better help the activity manager in coordinating and event. Conclusion Today, more than ever, corporate marketing budgets include dollars specifically allocated for major event participation. Companies are leaning closer to not only sponsoring events but actually having a hand in the organization of them.

Quality event are just where sponsors are looking to invest their dollars. Although the competition is becoming greater striving to be the best gives NWS Yorktown a fantastic head start. Internship ProjecRTRM 491 & 492.