PR Sponsorship Strategy by uwy11403

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									       PR Sponsorship Strategy
•   Three main types:
•   CORPORATE – image/relationships
•   MARKETING -- capitalisation
•   PHILANTHROPIC – community goodwill
      Sponsorship = Business
• Sponsorship is a business commitment
• Objectives to be defined
• Cost effectiveness an indicator
• Win/Win
• Measured against communication &
  marketing objectives
• “Good Fit” needed
        LEVERAGE
A related campaign will create
         added value
                THE FIT
• Support of organisational goals
• Increases organisations strategic programs
• More effective than alternative promotional
  activities
• Enhances the organisation’s corporate
  image and reputation
             The Other Side
Groups seek sponsorship
• Because of costs
• To attract a larger audience
• For strategic alliance
• For management
         Principles to observe
• Value for money    • Integrity
• Value for effort   • Efficiency
• Accountability     • Risk management
          Risk Management
• Contingency planning for any major events
• “Change Management” processes
• Cost over-runs
• Disappointing publicity/ unforseen news
• Poor commitment by one of the parties to
  the sponsorship agreement
• Ambush tactics by competitors
        Contra Arrangements
• Reach agreed value for the contra items
• Benefits are not for individuals
• Process is properly managed and
  documented
• Accountability is maintained
          Selling Sponsorships
•   Offer an opportunity for “expansion”
•   Ensure the “right fit”
•   Remember WIIFM
•   Stand out from the clutter
•   Be professional & persistent ( but not a
    pest)
          What Sponsors Seek
•   What is it?
•   When and where?
•   How long/ timelines?
•   What benefits will my company receive?
•   On costs/ Event costs/ Back end?
              Not Sponsorship?
•   Donations                 •   Advertising an activity
•   Grants, gifts, bequests   •   Joint ventures
•   Scholarships              •   Displays
•   Hospitality               •   Exhibitions

								
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