SEM II-1.12 Prospect for Corporate Sponsorships

Objectives:1.Explain the importance of ongoing prospecting for corporate sponsors.2. Factors to consider in selecting potential corporate sponsors.3. Identify techniques for identifying potential corporate sponsors.4. Procedures for prospecting for corporate sponsors

Determine your audience• Do your homework!– What are current trends at both the regional and

national level?– How many people are involved in your event?– Go outside your comfort zone!

Set Sponsorship Packages/Levels• Base packages/levels on the benefits to the

companies.– Put a price on each benefit you’ll offer and the prices

into the cost of the level.– Be flexible with levels, customizing levels may be

beneficial to your event.– Sell the brand exposure through the packages

Set Sponsorship Packages/Levels Standard inclusions/items which may be included in

pricing, but not limited to:– Branding inside the event– Press wall branding– Gift bag inclusions– Logos on invites– Signage or banners– Dinner table, hole sponsor, etc– Business Name on/in Program– Ads in newspapers, magazines, online with sponsor

names

Set Sponsorship Packages/Levels• Normally set in three tiers:• Platinum-top• Gold-middle • Silver-bottom

Make Contact

• Send emails and call potential sponsors.– Keep your pitch to 20 seconds or less.– Make contact with the public relations or

marketing department at the company.– Always include your event/company bio and

introduce yourself.

Give “Added Value”

• How will you broaden potential sponsors “reach” at your event.– Will there be celebrities or other influential people

attending. They are known as “tastemakers”

Follow Up

• Within a week after the event• Send a thank you in a post event package• Post Event Package should include all the facts

from your event:– Attendance, media coverage, all the “tastemakers”

that attended, etc– Assurance to your sponsor that their sponsorship

was worth every penny!