The Sponsorship Seeker's Toolkit - Brossura

Grey, Anne-Marie; Skildum-Reid, Kim

Brossura

ISBN 10: 0074712217 ISBN 13: 9780074712214

Casa editrice: McGraw-Hill Education / Australia, 2002

Riassunto

The Health and Performing Artsbooks are the most recent additions to the exciting ten-volume Aboriginal Issues Blackline Master Series. This resource has been designed in consultation with the Aboriginal community, to provide teachers with information and teaching material on various Aboriginal issues applicable to Human Society and Its Environment programs. Performing Arts looks at Aboriginal performing arts in the context of pre-contact Aboriginal performing arts, the impact of invasion on Aboriginal cultural expression and the revitalisation and popularity of Aboriginal performing arts today. It covers information on Aboriginal music, dance and theatre and identifies exciting websites for students to explore these areas further.

Su questo libro

L'autore:

Anne-Marie and Kim have worked together since 1996, when both served on the board of the Australian Sponsorship Marketing Association. Through their joint business, Smart Marketing Streetwise Workshops, they develop and present a series of international workshops for both sponsors and sponsorship seekers.

Additionally, Kim runs her own strategic sponsorship and marketing firm out of Sydney and Anne-Marie works out of the USA. Between them they have over 30 years of experience in the industry.

Both are dynamic and insightful speakers who are very capable of proactive media and publicity campaigns.

Contenuti:

Forewords

About the authors

Preface

Acknowledgments

How to use this book

Part 1 Planning
Chapter 1 Internal planning
Creating a sponsorship-friendly organisation
Planning your sponsorship programs
Sponsorship policy
Frequently asked questions about sponsorship policy
Sponsorship policy questionnaire
Sponsorship strategy
Chapter 2 Marketing plan
Defining your target markets
Target market exercise
Target market assessment worksheet
Researching your target markets
What do you need to know?
Primary and secondary sources
Sponsor awareness questionnaire
Demographic and psychographic survey
Developing the marketing plan
SWOT analysis
Competitor analysis
Marketing strategies
Strategies worksheet
Resources
Develop an action list
Marketing plan template
Review the marketing plan
Chapter 3 Implementing the marketing plan
Media promotion
The nine steps of promotional media
Media planning worksheet
Publicity
Publicity brief template
Database marketing
Signage
The Internet

Part 2 Sales
Chapter 4 Understand what you have to offer
Define your core values and attributes
Define your audience
Take inventory
Generic inventory
Chapter 5 Creating a hit list
Sponsor matching
Research your potential sponsors
Sponsor information checklist
Sponsorship guidelines
Chapter 6 Proposals
What to include in a proposal
How long should it be?
The teaser
Using the sponsorship proposal template
Pricing
Proposal issues
Sponsorship proposal template
Chapter 7 Sales process
Sales checklist
Using a broker
Preliminary letter
Proposal cover letter
Meeting thank you letter
Rejection thank you letter
Chapter 8 Negotiation
Negotiate peer to peer
Know your bottom line
Have something up your sleeve
Don't be bullied
Stay composed no matter what
Be prepared to walk away
Payment arrangements
Contra sponsorship
Contracts
Sponsorship agreement pro forma

Part 3 Servicing
Chapter 9 Sponsorship planning and management
Develop the sponsorship plan
Implement the sponsorship plan
Evaluating the sponsorship plan
Sponsorship implementation plan
Objective-based quantification
Making the sponsor's investment quantifiable
Quantification mechanisms
Quantifying media
Managing the sponsor
Chapter 10 Maximisation
Integration
Maximisation options
Promotions
Database generation and research
Publicity
Ambush protection
Conclusion

Part 4 Appendix
Appendix 1 Glossary
Appendix 2 Resources
Appendix 3 Sponsorship agreement pro forma

Index

Su questa edizione

• Editore: McGraw-Hill Education / Australia
• Data di pubblicazione: 2002
• ISBN 10: 0074712217
• ISBN 13: 9780074712214
• Rilegatura: Copertina flessibile
• Numero edizione: 2
• Numero di pagine: 216