By Pippa Collett
"The Sponsorship guide is a reaction to the altering face of sponsorship, not just outlining new demanding situations and chances in the subject, yet demonstrating transparent functional recommendation on find out how to make it paintings. It indicates these on either side of the divide how quick the recession and the increase of the "experience economic climate" has moved from exhibiting trademarks and freely giving a few occasion tickets to a device utilized by companies �Read more...
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Read or Download The Sponsorship Handbook : Essential Tools, Tips and Techniques for Sponsors and Sponsorship Seekers PDF
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Extra info for The Sponsorship Handbook : Essential Tools, Tips and Techniques for Sponsors and Sponsorship Seekers
Sample text
Further information on sponsorship selection can be found in Chapter 3. Finally, the sponsorship policy should establish how sponsorship outcomes will be evaluated, describing the kind of data that will need to be collected and reviewed, the processes that will need to be conducted, the timing and regularity or reviews, and who will be responsible for reviewing and reporting results. 3. Portfolio audit Having created the initial drafts of the sponsorship strategy and sponsorship policy, the next step is to understand the impact of the proposed strategy on any current sponsorships.
2 Different perspectives between sponsors and rights-holders Business model Accounting elements Performance measures Human resources Sponsor Rights–holder Shareholder imperative P&L account Balance sheet Share price Dividend Business Managers “For the good of the game” Cash flow White knight Winning A full house Sports enthusiasts 19 20 THE SPONSORSHIP HANDBOOK curatorial integrity in cultural rights-holders can be as strong as the will to win among their sporting equivalents. Equally, most educationalists, while passionate about their work, have very little experience of the sharp end of the business world.
Moving forward into planning, rights-holders must have a clear timetable about (a) how they are going to sell their rights and implement partnerships, (b) what they need to do with their website and PR plan to attract sponsor interest, and (c) how they are going to develop their sales materials. Thorough prospect research is essential to identify those organizations that are the hottest prospects to target. Ensuring that employees understand the approach and how they can potentially help to bring new partners on board is crucial to sponsorship-seeking success.