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Sponsorship &
Collaboration A Win-Win!
Tracie Ringle, CPRP
Rachel Zagaroli, SDC
Sponsorship & Collaboration = Relationships
Relationships are the backbone of continued
success
Grow and nurture sponsorships
Collaborate internally with team members
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About Novi Parks, Recreation & Cultural Services
Current status
84,000 annually in sponsorships
Dollars versus in-kind ($200K)
100 active partnerships
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Focused on Sponsorship
An entity that pays a property for the right to
promote itself and its products or services in
association with a property.
Sponsorship is nearly the only vehicle that can
bring all media platforms together around a
common theme
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Building a Successful Sponsorship Program
What you have to offer
Investors/Partners will look to Department “brand”;
what it stands for, key attributes, and its potential to
impact the same elements of the investors brand
Healthy, active outlets
Community events
Creative art opportunities
Older adult programs
Reach – how many
users
Positive reputation
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Who to target
Motivational sponsors
Looking to build customer base, make sales
They look for:
Possibility of high conversion rates – try to buy
Sponsorship programs that are data driven and able to
measure return on investment
Category exclusivity
Direct access to potential customers
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Who to target
Informational sponsors
Looking to share information with the community, build
awareness
They look for:
Opportunity to enhance or change the perception of brand
Customization – not always a specific target market
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What Sponsors Look For
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Linda Blair – ITC
Keith Angelocci - Brightstar
http://www.youtube.com/watch?v=BEg4YMMOsn0
Approach to Sponsorship
How do parks & recreation departments improve?
Gather Data
Scout opportunities
Share Story
Not sales
Create a comprehensive sponsorship catalog
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Sponsorship Catalog
Creating a useable guide
Why
One-Stop-Shop
Customizable
Updated Easily
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Value of Sponsorship Attributes
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Assignment
Using what you learned today, identify a potential
sponsor in your community. Determine your approach to
meet their needs (and yours). A win-win!
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