A sponsorship example

Most of the questions above relate to a sponsorship decision, since this requires a mutually beneficial partnership. To illustrate the point, let us consider the sponsorship by British Aerospace (BAe) of the Ribchester Festival of Music and Art.

This arts sponsorship fits in with BAe’s business plan objectives, since it is a quality regional sponsorship and arts is one of the company’s seven community involvement focus areas. Support for the festival enhances BAe’s reputation, since it ensures that international musicians can be attracted, which without the sponsor’s financial backing, would prove beyond the Festival’s means. Furthermore, because of the unique venue (an 800-year-old church), it receives a high public profile and is popular with the musicians.

The Festival enjoys an enviable reputation, reflected by the quality of performers who appear. This leads to sell-out concerts and through a negotiated sponsorship package, the opportunity to give BAe’s employees preferential treatment in applying for much sought-after tickets.

Good corporate hospitality opportunities exist and are utilized in this idyllic rural setting. As a result, guests are delighted to be invited to attend and readily accept the opportunity to attend a festival which has been described as the ‘Glyndebourne of the North’.

The sponsor is actively involved in the sponsorship, contributing both cash and sponsorship in kind. All publicity material is devised and printed by the sponsor’s graphics department and an active interest is taken in all publicity aspects.

The sponsorship has received matched government funding through an Association of Business Sponsorship of the Arts (ABSA) backed award. ABSA aims to encourage companies to support the arts by highlighting the benefits other companies have achieved through their arts sponsorship programme. As a result of gaining the award, BAe’s sponsorship is certainly viewed as value for money.

Evaluation measures are based on feedback from corporate guests, employees (for example, if they have attended as part of a reward and recognition scheme), attendees and associated media coverage.

Overall the partnership is perceived as an excellent project which has the potential to be developed, in this case, to take opera, as well as internationally renowned classical musicians to an idyllic rural setting surrounding several of BAe’s principal sites.

Donations policy

A donations policy can be established which meets the majority of your community-focused business requirements, the main problem areas being the enhancement of ongoing publicity, hospitality and employee participation. However, with a touch of creative thinking, this can be overcome.

Creative thinking is required in order to increase the chances of media coverage. For example, a photograph of your presentation with an unusual location backdrop or an interesting quote from the recipient organization will enhance the appeal of your story to a media editor.

Companies now actively consider in kind donations and/or sponsorships involving use of facilities (e.g. for an environmental launch; photocopying; typing support) or employees’ skills (e.g. develop school links where pupils can (say) visit your graphics department and learn how to design and produce a promotional leaflet) or the use of awards to recognize best practice and hence decide who should benefit from a company donation.

How can the project be developed?

A regular media contact programme should be established to maximize all future publicity opportunities. As the working relationship develops, there may be opportunities to work together with the media on a joint sponsorship, where the company underwrites the costs and the media partner guarantees the publicity. This can be on either a local, regional or national scale, involving either newspapers, radio or television. The sponsorship can sometimes be so successful that it is difficult to know who is the official event sponsor and who is just the programme sponsor.

Ongoing awareness can be enhanced by producing either a community involvement brochure (which gives an overview of the community involvement programme and its objectives) or, if you are a site-based company, creating an A4 site community newsletter, which informs local opinion formers, residents and employees about current developments and site based projects. To support this, it is vital that you have appropriate photographs and can develop complementary displays and exhibitions.

A community programme should also have a clear policy on branding initiatives relating to advertising hoardings, community adverts, e.g. forewards in programmes, raffle prizes and reception display boards. Every opportunity should be used to feature your company’s logo and carry the corporate message, as frequency of viewing leads to greater retention.

This is clearly demonstrated by Cola-Cola’s sponsorship of a football competition where not only does it have title sponsorship but the name Coca-Cola is prominently featured on virtually every item which has potential television coverage from the pitch to advertising hoardings to branded baseball caps given to the winners to wear. The bottom line benefit is that awareness research clearly shows that their target audience is aware of their support for the sport of football.

The final added value opportunity is to seek opportunities to project the overall sponsorship programme as a best practice role model by undertaking conference speaking opportunities sand the publication of written features.

Measurement and evaluation criteria

A community involvement programme is traditionally difficult to measure in terms of quantifiable results. However, this should not be seen as a deterrent, since if community involvement is to be seen as a key contributor to the business, itmust be judged like any other activity, with its main components evaluated and measurable. Such a programme will usually be measured by key performance indicators of:

· publicity achieved;

· employee feedback;

· value for money;

· creativity;

· comparable external benchmark;

· thank you letters appreciation;

· measured opinion former perceptions.

Date: 2015-12-18; view: 875