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Television Sponsorship Proposal Template

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					                                                                    Table of Contents


1. Introduction .................................................................................................................. 2
2. Methodology ................................................................................................................. 2
  2.1. Project Goals ..................................................................................................................... 2
  2.2. The Proposal Document .................................................................................................... 2
     2.2.1. The proposal statement ........................................................................................................................................... 3
     2.2.2. Rationale................................................................................................................................................................. 3
     2.2.3. Background ............................................................................................................................................................ 4
     2.2.4. Sponsor‟s benefit statement .................................................................................................................................... 4
     2.2.5. Contact name and number ...................................................................................................................................... 5

  2.3. The Promotional Pamphlet ................................................................................................ 5
  2.4. The Cover Letter ................................................................................................................ 5
  2.5. Identification of Sponsors .................................................................................................. 6
3. Results ........................................................................................................................... 7
4. Conclusion ..................................................................................................................... 7
5. Appendix A: The Proposal Document ....................................................................... 8
6. Appendix B: Sponsors Benefit Statement .................................................................. 9
7. Appendix C: The Cover Letter ................................................................................. 11
8. Appendix D: Identified Sponsors ............................................................................. 12
9. Bibliography ............................................................................................................... 13
1. Introduction
       The Ballarat Grampians Region of the Special Olympics is new to Ballarat, and as such has not
yet secured any sponsorship. In fact, it does not have any resources available to use in seeking out
sponsorship from the local community. This project has been designed to create these resources and
make them available to the Ballarat Grampians Special Olympics Team, enabling them to pursue
sponsorship for the team and any events and competitions they participate in.
       The Ballarat Grampians Special Olympics Team is a non-profit organisation, and is almost
entirely run by volunteers.        The need for sponsorship arises from ongoing expenses that an
organisation such as this incurs. These expenses include such things as administration costs, training
costs and the costs associated with attending competitions.


2. Methodology
2.1. Project Goals
       The main goal of this project was to develop sponsorship material for the Ballarat Grampians
Region of the Special Olympics. The purpose of developing this material was to then be able to put
together a sponsorship package that can be offered to various potential sponsors. A second goal of this
project was to identify and then create a list of these potential sponsors.
       The sponsorship material to be developed included the following:
              The proposal document
              A promotional pamphlet
              A template cover letter


2.2. The Proposal Document
       The proposal document consists of 5 main parts:
                 1.    Proposal Statement
                 2.    Rationale
                 3.    Background Information
                 4.    Sponsor‟s Benefit Statement
                 5.    Contact Name and Number
       These are packaged together as the main document which informs potential sponsors of the
sponsorship packages available, what type of partnership is being offered to them and why. It also
supply‟s them with some background information about the organisation and the contact details,
should they wish to find out more information. The five components of the proposal document are
outlined individually below. A complete copy of the proposal document can be found in point 5.
Appendix A: The Proposal Document.

2.2.1. The proposal statement
       The first part of the proposal document, the proposal statement is a brief statement aimed at
capturing the attention of the reader and enticing them to read further into the package rather placing
the package to the side. It highlights what an exciting opportunity is available to them in relation to the
partnership which is on offer, as well as the fact that the available packages can be tailored to their
specific needs. The proposal statement for the Ballarat Grampians Special Olympics Team is below:
       “The Ballarat Grampians Special Olympics Team would like to offer you the opportunity to be
part of a new and exciting partnership with a very special group of athletes. The sponsorship packages
which are available can be designed and tailored to your companies needs to allow for maximum
exposure of your company. At the same time, you will be aiding our athletes to reach their full
potential in their chosen sports.”

2.2.2. Rationale
       The second aspect of the proposal document is the rationale. This should supply the potential
sponsor with a compelling reason as to why they should form a sponsorship deal with your
organisation and highlights the mutual interests that both parties hold in the partnership.
       Within the rationale for the Ballarat Grampians Special Olympics Team, we have highlighted
the fact that it is a good way to develop community relations and also gain exposure to a very niche
market. The rationale for the team is as follows:
       “Sponsorship of the Ballarat Grampians Special Olympics Team provides you with an excellent
chance to develop community relations while at the same time forming a strong bond with a very
unique sporting team. With frequent events and meets in various locations, sponsorship of this team
provides you with exposure to a segment of the sporting market that may have previously been hard to
reach. The Ballarat Grampians Special Olympics Team hopes to give you that opportunity through this
exciting partnership.”
2.2.3. Background
       In giving background information, it is important to paint a positive picture. In the case of the
Special Olympics, this is easily achieved. The Special Olympics movement began in the USA in 1968
when Eunice Kennedy Shriver started a day camp for people with intellectual disabilities. From there,
the concept of an organised sports program developed and became known as the Special Olympics. It
is now an international movement that, through year round sports training and competition in the
Olympic tradition, gives people with an intellectual disability the chance to strengthen their character,
develop their physical skills, display their talents and fulfil their human potential. Athletes involved in
Special Olympics have the opportunity to train for and compete in regional, state and national games
as well as the international Olympic event.
       The Special Olympics has a very important oath which sums up the purpose of this worthy
organisation. It reads:
               “Let me win, but if I cannot win, let me be brave in the attempt.”

2.2.4. Sponsor’s benefit statement
       Sponsors benefit statement outlines the intended exposure any potential sponsors company may
get if they choose to sponsor the Ballarat Grampians Special Olympics Team. This benefit statement
has been determined by looking at what the Team can offer any sponsors with realistic prices that they
might pay to get that sponsorship. That level of sponsorship has also had a comparison to equivalent
media exposure for the potential sponsor so that they can weigh up the cost and relate to that cost to
see if it is effective and worthwhile. Benefits have been determined by looking at all avenues that
sponsors may wish to participate in such as naming right and logos on uniforms. This section of rights
and benefits is critical to have as companies looking to sponsor like to know „what they are getting for
their money‟s worth‟ from this they can clearly see that there is a benefit in all areas.
       Within the Sponsors Benefit Statement there is a section that outlines levels of sponsorship that
a company can participate in. This has been determined with price value taken into account with little
profit taken into account but the willingness of an organisation to benefit can result in future dealings
with that company. With the special deals there have been a number of different levels and pricing
according to deals that they Ballarat Grampians Special Olympics Team can offer potential sponsors.
Each level is represented with the significance that an organisation can give to the Team and they
range from the most important sponsorship deal to the least important sponsorship deal. A copy of the
sponsors benefit statement can be found in point 6. Appendix B: Sponsors Benefit Statement.

2.2.5. Contact name and number
       When nominating a person or people to be the contacts for potential sponsors, it is imperative
that these people can be contacted on the numbers given at all times. It is highly likely that a potential
sponsor will only try once to make contact – if no contact is made on this first attempt, the request for
sponsorship may go to the bottom of a large pile of other such requests.
       The contact details for the Ballarat Grampians Region of Special Olympics are:
       Chairperson: Maureen Eddy
                    Ph: 5331 2332 B.H.
                    Ph: 5331 2716 A.H.
                    Mobile: 0409 312 716
       Secretary:      Kate Thomas
                       Mobile: 0417 529 477

2.3. The Promotional Pamphlet
       The promotional pamphlet is something that can be given to potential sponsors to wet their
appetite first and encourage them to want to know more about the organization. The pamphlet covers a
general overview of the special Olympic as an organization and briefly explains sponsorship
opportunities. It has been developed to be eye catching and attractive with pictures that touch the
heart‟s of the potential sponsors and appeal to their community good will. This pamphlet is essential in
appealing to the hearts and minds of organizations that may participate in sponsoring the Grampians
Special Olympics Team. A copy of the promotional pamphlet accompanies this report.


2.4. The Cover Letter
       One of the first items a potential sponsor looks at is the cover letter, as it is brief and allows
them to quickly gain an understanding as to the remainder of the package contents.
       The cover letter is no more than one page in length and personalised for each recipient. It also
briefly highlights the major selling points of the organisation who are seeking sponsorship and reasons
as to why the require sponsorship.
       After drawing up a cover letter for the Ballarat Grampians Special Olympics Team, the file was
then saved as a template so that any future use would see files saved under a name different to that of
the template file. A copy of this letter can be seen under point 7. Appendix C: Cover Letter.
2.5. Identification of Sponsors
       The process of sponsor identification is undertaken in various ways. To identify sponsors for
the Ballarat Grampians Special Olympics Team, we employed three different methods. The first
method we used was a brainstorming session where we sat down and identified companies and
organisations that had something in relation with the Ballarat Grampians Special Olympics Team.
These included sporting companies and fitness centres as well as various forms of media (television,
radio and newspaper) and the “usual sponsors” (i.e. companies regularly target for sponsorship) such
as Mars Confectionary and the three McDonalds stores.
       We also noted the current sponsors of the Special Olympics and then targeted any local
companies. For example, IGA is a major sponsor of the Special Olympics, so we placed the local IGA
supermarket on the list of potential sponsors because they already have a link with our organisation.
       Finally, we identified some other areas of the business industry which may be related to our
organisation, such as disability services, physiotherapists, chiropractors and insurance companies. We
then searched the yellow pages for local companies who fitted these areas.
       All potential sponsors were contacted via phone in regards to postal details and a contact name.
As a result, a sponsor database was compiled containing sponsor postal addresses, phone numbers and
contact names. The complete list of identified sponsors can be found under point 8. Appendix D:
Identified Sponsors
       When approaching a potential sponsor, it is important to keep in mind reasons why sponsorship
can benefit an organisation, and to try and present these reasons in such a way that the sponsorship
package becomes irresistible. These reasons may include:
              To increase sales and market share
              Developing or reinforcing community reputation and goodwill
              Developing or reinforcing an image
              Developing product awareness
              Product demonstration
              Management may have an interest in sport
              Corporate incentives
3. Results
           As a result of our work on this project we believe we have developed a sponsorship package
which contains the relevant information so as to attract new sponsors for the Ballarat Grampians
Special Olympic Team. We believe the sponsorship proposal is easy to understand and read; that the
promotional pamphlet is eye catching and contains the necessary information to entice the potential
sponsor to enquire further about the Ballarat Grampians Special Olympic Team. The cover letter which
accompanies every proposal package is brief, yet concise and states what the sponsorship proposal is
all about. The necessary steps have been taken to identify and list potential sponsors. As previously
mentioned, the only contact made between us and the sponsors is that of enquiring about contact
details.


4. Conclusion
           We have developed this sponsorship package for the use of the Ballarat Grampians Special
Olympics Team. We recommend that contact be made with potential sponsors prior to the packages
being sent out. This way, the sponsor has the Ballarat Grampians Special Olympics Team in the back
of their mind and has a higher level of recognition when the package is received. This gives the
proposal an advantage over those who didn‟t make contact with the potential sponsor.
           We also advise that when making contact with the potential sponsor, it is best to enquire when
the best time for them to receive the proposal is. This gives yet another advantage as the knowledge of
when the potential sponsor compiles their yearly budget will increase the chances of the organisation
leaving allowances within the next year‟s budget for the proposed sponsorship deal.
5. Appendix A: The Proposal Document




                                      Sponsorship Proposal

                          Ballarat Grampians Special Olympics Team

     The Ballarat Grampians Special Olympics Team would like to offer you the opportunity to be part
     of a new and exciting partnership with a very special group of athletes. The sponsorship packages
     available can be designed and tailored to your company‟s needs, allowing for maximum exposure
     of your company. At the same time, you will be aiding our athletes to reach their full potential in
     their chosen sports.

     Sponsorship of the Ballarat Grampians Special Olympics Team provides you with an excellent
     chance to develop community relations while at the same time forming a strong bond with a very
     unique sporting team. With frequent events and meets in various locations, sponsorship of this
     team provides you with exposure to a segment of the sporting market that may have previously
     been hard to reach. The Ballarat Grampians Special Olympics Team hopes to give you that
     opportunity through this exciting partnership

     Background

     Special Olympics began in the USA in 1968 when Eunice Kennedy Shriver started a day camp for
     people with intellectual disabilities. From there, the concept of an organised sports program
     developed and became known as the Special Olympics. It is now an international movement that,
     through year round sports training and competition in the Olympic tradition, gives people with an
     intellectual disability the chance to strengthen their character, develop their physical skills,
     display their talents and fulfil their human potential. Athletes involved in Special Olympics have
     the opportunity to train for and compete in regional, state and national games as well as the
     international Olympic event.




    “Let me win, but if I cannot win,
    let me be brave in the attempt”
                                            .....................
6. Appendix B: Sponsors Benefit Statement
Rights and Benefits
On the following pages, we have outlined the benefits of sponsorship and its intended exposure. We
welcome your consideration of any or all of these requests and appreciate your participation as a donor
or sponsor, particularly in identifying benefits that the Special Olympics Team can provide in return
for your company support.

   Benefit                          Exposure                              Equivalent Media
                                                                          Exposure
   Patches on uniform i.e.          700 people competing x 3 day          110,000 viewers x $90
   general uniform                  event x 8hrs                          dollars x .30 sec footage
   $150                                                                   $366 total

   Patches on all competition       700 people competing x 3day           110,000 viewers x $90
   uniform                          event x 8hrs                          dollars x .30 sec footage
   $75                                                                    $366 total

   Sponsor acknowledgement in       300 people listening x .20            80,000 listeners x $85
   all addresses made by Special    acknowledgement of sponsors           dollars x .30 sec radio
   Olympic Team members                                                   add
   $50
                                                                          $266 total
   Major Sponsor‟s Certificate      Displayed in your business            35,000 readers x $193
   $200                                                                   dollars x 260 days

                                                                          $25,980 total
   Acknowledgement of sponsor,       -   3000 hits per year                3000 hits x 5 minutes an
   and display of name and logo      -   Links to sponsors website, if    average person spends
   on club website                       they have one.                   looking at the site x 260
   $250                              -   Major sponsor‟s page             days
                                         outlining all sponsors and
                                         their involvement.
                                                                          $3,461 total
   Promotion on competition         700 people competing x 3 day          35,000 readers x $193
   programs                         event x 8hrs                          dollars x 260 days
   $250                                                                   $25,980 total
   Vinyl sponsor‟s banner           700 people competing x 3 day          110,000 viewers x $90
   200cm x 100cm                    event x 8hrs                          dollars x .30 sec footage
   displayed at all sporting
   competitions
   $400                                                                   $366 total

   Acknowledgement of sponsor       4 issues a year x 100 club            35,000 readers x $193
   and display of name and logo     members                               dollars x 260 days
   on club newsletter $200                                                $25,980 total
Promotional drop for the         500 houses / up for negotiation         35,000 readers x $193
company that takes up the                                                dollars x 260 days
sponsorship deal in the area
that the company designates
$100                                                                     $25,980 total
Supply of products to selected   Your product being associated           110,000 viewers x $90
team or the Ballarat Group       with Ballarat‟s Special Olympics        dollars x .30 sec footage
                                 Team                                    $366 total

    Level           Special Deals                       Benefits
    Platinum        Naming rights for the               - Patches on the uniform
                    Ballarat Special Olympics           - Major sponsors certificate
                    Team for the World Games            - Vinyl sponsors banner
                    that are held once every four       - Acknowledgement on club‟s
                    years. Next World Games                website
                    are 2007.
                    $1200
    Gold            Naming rights for the           -       Patches on the uniform
                    National Games for the          -       Patches on the competition
                    Ballarat Special Olympics               uniform
                    Team in 2004.                   -       Vinyl sponsors banner
                    $750
    Silver          Naming rights for the           -       Patches on the uniform
                    individual teams for the        -       Logo on the newsletter
                    Ballarat Special Olympics
                    Team.
                    $450

    Bronze          Naming rights for the State         -   Patches on all competition
                    Summer Games for the                    uniform
                    Ballarat Special Olympics           -   Promotion on competition
                    Team in 2004.                           programs
                    $400
    Bronze          Naming rights for the State     -       Patches on all competition
                    Winter Games for the                    uniform
                    Ballarat Special Olympics       -       Promotion on competition
                    Team in 2004.                           programs
                    $400
    Copper          Naming rights for the           -       Patches on the uniform
                    Regional Games for the          -       Patches on all competition
                    Ballarat Special Olympics               uniform
                    Team in 2004.
                    $300
                                                                                     PO BOX 375W
                                                                                             Ballarat
7. Appendix C: The Cover Letter                                                         Victoria 3350
                                                                                 Phone: 0409 312 716




         Ballarat Grampians Special Olympics Team
  August 16, 2011

  [Click here and type recipient‟s address]


  Dear Sir or Madam:

  The Ballarat Special Olympics Team is a group of gifted athletes who compete in various sports at
  local, state and national level. Not only are these athletes talented at their chosen sport, but their
  efforts and achievements are made more unique by the fact that all competitors are faced with a
  disability.

  Unfortunately, the Ballarat Special Olympics Team is challenged not only by their disabilities, but
  also by a lack of funding, as all athletes pay for their own uniforms and equipment. This is where
  your company can aid us. A sponsorship deal with this team allows your company the opportunity
  to foster healthy community relations and reach a section of the community which may have
  previously been overlooked.

  We hope you will take the time to read through our proposal and consider sponsoring the team. The
  packages and agreements outlined in the proposal can be adjusted to suit your company‟s needs.
  Should you have any questions or would just like to find out more information, please feel free to
  contact us at any time. The appropriate details can be found in the top right corner of this page.
  Thank you for your time and patience. We look forward to talking with you soon.

  Sincerely,



  Maureen Eddy
  Chairperson.


   “Let me win, but if I cannot win,
                                                .........................
    let me be brave in the attempt”
8. Appendix D: Identified Sponsors
The following is a list of the sponsors we identified through the processes outlined above in 2.5.
Identification of Sponsors.

Sponsor                       Address                               Phone           Contact
3BA/Power FM                  56 Lydiard St, Ballarat 3350          5331 1333       David Hoey
Catalyst Chiropractic         1015 Mair St, Ballarat 3350           5333 7766       Dr David Griffiths
Central Highlands Massage     15 Dawson St, Ballarat 3350           5337 2929       Deborah Gibb
Grace Family Chiropractic     806 Sturt St, Ballarat 3350           5331 8555       Dr Sarah Whyatt
Higgins Chiropractic          518 Mair St, Ballarat 3350            5331 2669       Dr Julia Higgins
IGA                           1605 Sturt St, Ballarat 3350          5334 1211       The Manager
Kiro Kids                     806 Sturt St, Ballarat 3350           5331 8555       Dr Davies
M.C. Physio                   102 Drummond St Sth,
                              Ballarat 3350                         5331 9144       Matthew Clark
Mars                          PO Box 633, Ballarat 3353             5337 7000       Sponsorship Dept.
McDonalds (Bakery Hill)       17 Victoria St, Ballarat 3350         5332 6009       Ian Corcoran
McDonalds (Sturt St)          815-819 Sturt St, Ballarat 3350       5332 9599       Dion Potter
McDonalds (Wendouree)         Howitt St, Wendouree 3355             5339 3751       Daryl Burt
McCallum Disability
Services Inc.              29 Learmonth St, Ballarat 3350           5334 1921       Shane Molloy
Newington Physiotherapy &
Sports Medicine Clinic     1220 Mair St, Ballarat 3350              5331 3066       Peter Howley
PINARC                     PO Box 1841,
                           Ballarat Mail Centre 3354                5333 4721       Kim Habert-Pere
Rebel Sport                13 Grenville St, Ballarat 3350           5331 8338       Simon Collier
Sebastopol Physiotherapy &
Sports Injuries Clinic     193 Albert St, Sebastopol 3356           5336 1300       Chris Conway
Southern Indoor Tennis & Cnr Grant & Hill Sts,
Fitness Centre             Sebastopol 3356                          5336 2500       The Manager
Sports Co                  Shop T38, Wendouree Village,
                           Gillies St, Wendouree 3355               5339 6877       Bernie Messey
Sports Biz                 106 The Bridge Mall, Ballarat 3350       5332 3833       John Marios
Ten Victoria               1220 Sturt Street, Ballarat 3350         5333 4888       Steven Cairns
The Courier                110 Creswick Rd, Ballarat 3350           5320 1200       Ms Erin Glen
Win TV                     Walker St, Ballarat 3350                 5320 1366       The Manager
YMCA                       PO Box 7, Alfredton 3350                 5334 2499       Colin Hunt
CGU Insurance              35 Armstrong St Sth, Ballarat 3350       5320 1444       Graeme Hubble
9. Bibliography
Pritchard, B. (1998). Sponsorship made simple. Sydney: Milner Books.

Tait, R. - lecture material 2003

Turner, M. (2001). Critical funds: sponsorship in Australia and how to get them. Ringwood: Penguin
       Books

				
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