Sponsorship

• What do you have to offer?

Step 1 - Understand what you have to offer a sponsor

Your Clubs Attributes

• Unique and marketable look

• Large social media presence

Target Audience

• Local community groups

• Young families • Mature adults

Marketing initiatives

• Facebook• Community

newsletters• Signage and

banners• Advertising on

boats and sails

Outcomes/Values for the sponsor

• Increased sales• Loyal fans and

distributers • Increased staff

moral

• Create a list of potential sponsors • Research each sponsor

Step 2 – Research your potential sponsors

Sponsors Name

Mc Donalds

Location

Gold Cost QLD

Primary and Secondary contact

Name:

Position:

Contact Number:

Email:

• Cold Calling• Aim to develop a rapport with the sponsor – NOT TO

SELL THEM YOUR PROPOSAL• 1st – Research the company- Find a contact number• 2nd – call head office and find out the name of who you

need to speak to and the receptionist name• 3rd – Request a copy of their sponsership guidelines • 4th – Continue to prepare you sponsership brief before

speaking directly to the person in charge.

Step 3 – Contact the person who can say yes to your sponsorship proposal

• Lumpy Mail Follow up • Demonstrates your unique marketing skills• Creates a great talking point • Highlights your club when the sponsor is starring at the

clever marketing initiative you sent that is now sitting on there desk – Ideas

» A hat with your clubs logo with a note – e.g. you’ve partnered with Frankston Yacht Club home to the fastest boats on the bay etc.

Step 3 – Contact the person who can say yes to your sponsorship proposal

• Networking• Making direct connections with potential sponsors• Attended local trade shows – hold your own stall• Join up to Linkedin • Attend your communities chamber of Business

meetings

• Word of Mouth• The Holy Grail of Sponsorship proposals

Step 3 – Contact the person who can say yes to your sponsorship proposal

• Don't go the hard sell

• Listen to what they have to say

• Demonstrate you've done the research

• Make good use of your established brand to reinforce your professionalism

• Provide referrals and testimonials when asked (note: don't burn your bridges)

• Prepare marketing material that emphasises benefits and value to the sponsor

• Have a history that illustrates you'll be around for the long haul

Step 4 - Develop a trusting relationship with the sponsor

• Most Sponsorship applications fail at this point

• Sponsorship is as much about the sponsor as it is about your club

• Take time to establish the sponsors marketing objective and how your unique marketing initiative can help reach these objectives

Step 5 – Establish the sponsor's marketing objectives

• How can meeting our needs help our Sponsors?– E.g. $12,000 investment to purchase new boats

allows us to increase our target market by 20%

Step 6 – Ascertain the value to the sponsor

• 1 – Sponsorship Opportunity• 2- Marketing Objectives• 3 – Measure of Success• 4 – Value to the Sponsor• 5 – Unique marketing innitiatives • 6 – Terms and Agreements

Keep it Simple Include images of how the sponsors logs will be used

Step 7 - Key Sections of you Sponsorship Proposal

• Ensure the document has been proof read and edited.

• Presentation should be clear and easy to read• Include date, version number and names and

contact numbers of those involved.

Step 8 – Deliver the proposal and follow up

Good Luck