Table of Contents
1. Sponsoring of Events....................................................................................................................... 1
1.1. What is sponsoring? ................................................................................................................ 1
1.2. Understanding the perspective of the sponsor ...................................................................... 2
1.2.1. What do sponsors invest? ............................................................................................... 2
1.2.2. What do sponsors expect in return?............................................................................... 2
1.2.3. How to measure impact? – (some sponsors do, others don’t!) ..................................... 4
1.3. From my perspective as event manager................................................................................. 4
1.3.1. Do I need sponsors? ........................................................................................................ 4
1.3.2. Which direct benefits can I offer?................................................................................... 5
1.3.3. Which indirect benefits can I offer? ................................................................................ 5
1.4. Types of partners .................................................................................................................... 7
1.4.1. Partners investing cash ................................................................................................... 7
1.4.2. Partners investing in kind / in exchange ......................................................................... 7
1.4.3. Partners investing in a reduction .................................................................................... 7
1.4.4. Corporate partners (non-commercial)............................................................................ 8
1.4.5. (Authorities) .................................................................................................................... 8
2. Sponsor plan and Sponsor proposal ............................................................................................... 9
2.1. Preparation of the sponsor offer ............................................................................................ 9
2.1.1. Self-analysis ..................................................................................................................... 9
2.1.2. Sponsor goals ................................................................................................................ 10
2.1.3. Sponsor levels ............................................................................................................... 11
2.1.4. Sponsor model .............................................................................................................. 12
2.1.5. Sponsor packages.......................................................................................................... 12
2.2. Preparation of the acquisition .............................................................................................. 15
2.2.1. Prospection lists ............................................................................................................ 15
2.2.2. Approach Plan ............................................................................................................... 17
3. The communication plan .............................................................................................................. 20
3.1. Description of the situation .................................................................................................. 20
3.2. Target groups ........................................................................................................................ 21
3.2.1. Possible types of ‘common characteristics’: ................................................................. 21
3.2.2. Write for each target group .......................................................................................... 21
3.2.3. Why would you make a persona? ................................................................................. 21
3.3. Communication goals(s)........................................................................................................ 22
3.4. The key message(s) ............................................................................................................... 23
,3.5. Communication tools ............................................................................................................ 24
3.5.1. Description of the chosen communication tools .......................................................... 24
3.5.2. Communication Matrix ................................................................................................. 33
3.5.3. Social Media Planning ................................................................................................... 33
3.6. Retro Planning ....................................................................................................................... 33
3.7. Communication budget ........................................................................................................ 33
, Event Communication & Sponsoring | Furkan Öztürk
1. Sponsoring of Events
Sponsors are necessary for the start of any event. If you don’t have any sponsors there is a small
chance your event will actually be successful. Searching for sponsors should be the first step in the
making of your event.
Why?
- Increase budget – make your budget even or even get a profit.
- Increase the pull to your event! If someone likes your sponsor, the product they provide,
more people might attend to the event.
1.1. What is sponsoring?
“Event sponsoring is investing in an event in order to get certain benefits from the event”
- To companies, sponsoring can be one of their ‘marketing communication tools’.
o An event manager SELLS a sponsorship: you offer something and in return you ask
for a correct price! (be it money or in exchange)
- Some have foreseen a sponsoring budget ☺, some haven’t .
o The price should be calculated as correct as possible, based on the (real or
estimated) financial value of all return elements.
Example: money, offering all kinds of services (labour etc.)
Marketing Communication tools:
- Advertising
- Flyers, leaflets, brochures
- Sales promotions
- Public Relations (PR)
- Sponsoring
- Website
- Social media
- Direct marketing / interactive marketing
- Event marketing
- Personal sales
1
, Event Communication & Sponsoring | Furkan Öztürk
1.2. Understanding the perspective of the sponsor
1.2.1. What do sponsors invest?
Sponsor invests: money
or: in kind:
a. products
b. services
Sponsor invests often in a mix too.
They invest money, hoping that his investment will directly or indirectly reflect positively back onto
them. E.g.: more sales etc.
Financially it is more profitable for companies to give you their product then to give you money,
because the visitors will come into contract with their product, which is free advertisement for their
company/product. On the long run, this could + benefit the company. => Visibility for your product.
➔ Don’t forget to make a bill for the value price of the products and the other way around as
well – they deliver an exchange on what you have given them as a sponsor.
➔ Both parties need to make a bill!
1.2.2. What do sponsors expect in return?
(Combination of expectations!)
1. Brand awareness & Attitude towards the brand
Awareness and attitude towards the brand → knowing and loving the brand.
First it is important to get people to know your brand and after that you want people to love your
brand and make them have a good attitude towards it!
Sponsoring doesn’t work on a short term, only on a long term. Try to have a contract for a longer
period of time, this could be good for both parties!
o Awareness: make people know their brand
Outside the event: logo in mkt communication: in event ads, on event website.
At the event: logo on stage, on banners, on screen, …
In short: “visibility”!
o Attitude: make people love their brand: live interaction needed!
Branding only has a result on the LT → sponsor looks for consistency in supporting a certain type of
event and a certain event!
Brand awareness can be achieved by putting their logo in your marketing communication of the
event, (outside of the event: website).
With large events it is possible that you see the sponsors in the same color and size (e.g.:
Tomorrowland). This means that the importance of the logos is not that big.
You need interaction at the event to achieve the wished brand attitude.
Sprite did this with the showers at the beach, you could get a free bottle of
their soda if you showered there. This experience will be unforgettable and
people will start loving Sprite.
2
1. Sponsoring of Events....................................................................................................................... 1
1.1. What is sponsoring? ................................................................................................................ 1
1.2. Understanding the perspective of the sponsor ...................................................................... 2
1.2.1. What do sponsors invest? ............................................................................................... 2
1.2.2. What do sponsors expect in return?............................................................................... 2
1.2.3. How to measure impact? – (some sponsors do, others don’t!) ..................................... 4
1.3. From my perspective as event manager................................................................................. 4
1.3.1. Do I need sponsors? ........................................................................................................ 4
1.3.2. Which direct benefits can I offer?................................................................................... 5
1.3.3. Which indirect benefits can I offer? ................................................................................ 5
1.4. Types of partners .................................................................................................................... 7
1.4.1. Partners investing cash ................................................................................................... 7
1.4.2. Partners investing in kind / in exchange ......................................................................... 7
1.4.3. Partners investing in a reduction .................................................................................... 7
1.4.4. Corporate partners (non-commercial)............................................................................ 8
1.4.5. (Authorities) .................................................................................................................... 8
2. Sponsor plan and Sponsor proposal ............................................................................................... 9
2.1. Preparation of the sponsor offer ............................................................................................ 9
2.1.1. Self-analysis ..................................................................................................................... 9
2.1.2. Sponsor goals ................................................................................................................ 10
2.1.3. Sponsor levels ............................................................................................................... 11
2.1.4. Sponsor model .............................................................................................................. 12
2.1.5. Sponsor packages.......................................................................................................... 12
2.2. Preparation of the acquisition .............................................................................................. 15
2.2.1. Prospection lists ............................................................................................................ 15
2.2.2. Approach Plan ............................................................................................................... 17
3. The communication plan .............................................................................................................. 20
3.1. Description of the situation .................................................................................................. 20
3.2. Target groups ........................................................................................................................ 21
3.2.1. Possible types of ‘common characteristics’: ................................................................. 21
3.2.2. Write for each target group .......................................................................................... 21
3.2.3. Why would you make a persona? ................................................................................. 21
3.3. Communication goals(s)........................................................................................................ 22
3.4. The key message(s) ............................................................................................................... 23
,3.5. Communication tools ............................................................................................................ 24
3.5.1. Description of the chosen communication tools .......................................................... 24
3.5.2. Communication Matrix ................................................................................................. 33
3.5.3. Social Media Planning ................................................................................................... 33
3.6. Retro Planning ....................................................................................................................... 33
3.7. Communication budget ........................................................................................................ 33
, Event Communication & Sponsoring | Furkan Öztürk
1. Sponsoring of Events
Sponsors are necessary for the start of any event. If you don’t have any sponsors there is a small
chance your event will actually be successful. Searching for sponsors should be the first step in the
making of your event.
Why?
- Increase budget – make your budget even or even get a profit.
- Increase the pull to your event! If someone likes your sponsor, the product they provide,
more people might attend to the event.
1.1. What is sponsoring?
“Event sponsoring is investing in an event in order to get certain benefits from the event”
- To companies, sponsoring can be one of their ‘marketing communication tools’.
o An event manager SELLS a sponsorship: you offer something and in return you ask
for a correct price! (be it money or in exchange)
- Some have foreseen a sponsoring budget ☺, some haven’t .
o The price should be calculated as correct as possible, based on the (real or
estimated) financial value of all return elements.
Example: money, offering all kinds of services (labour etc.)
Marketing Communication tools:
- Advertising
- Flyers, leaflets, brochures
- Sales promotions
- Public Relations (PR)
- Sponsoring
- Website
- Social media
- Direct marketing / interactive marketing
- Event marketing
- Personal sales
1
, Event Communication & Sponsoring | Furkan Öztürk
1.2. Understanding the perspective of the sponsor
1.2.1. What do sponsors invest?
Sponsor invests: money
or: in kind:
a. products
b. services
Sponsor invests often in a mix too.
They invest money, hoping that his investment will directly or indirectly reflect positively back onto
them. E.g.: more sales etc.
Financially it is more profitable for companies to give you their product then to give you money,
because the visitors will come into contract with their product, which is free advertisement for their
company/product. On the long run, this could + benefit the company. => Visibility for your product.
➔ Don’t forget to make a bill for the value price of the products and the other way around as
well – they deliver an exchange on what you have given them as a sponsor.
➔ Both parties need to make a bill!
1.2.2. What do sponsors expect in return?
(Combination of expectations!)
1. Brand awareness & Attitude towards the brand
Awareness and attitude towards the brand → knowing and loving the brand.
First it is important to get people to know your brand and after that you want people to love your
brand and make them have a good attitude towards it!
Sponsoring doesn’t work on a short term, only on a long term. Try to have a contract for a longer
period of time, this could be good for both parties!
o Awareness: make people know their brand
Outside the event: logo in mkt communication: in event ads, on event website.
At the event: logo on stage, on banners, on screen, …
In short: “visibility”!
o Attitude: make people love their brand: live interaction needed!
Branding only has a result on the LT → sponsor looks for consistency in supporting a certain type of
event and a certain event!
Brand awareness can be achieved by putting their logo in your marketing communication of the
event, (outside of the event: website).
With large events it is possible that you see the sponsors in the same color and size (e.g.:
Tomorrowland). This means that the importance of the logos is not that big.
You need interaction at the event to achieve the wished brand attitude.
Sprite did this with the showers at the beach, you could get a free bottle of
their soda if you showered there. This experience will be unforgettable and
people will start loving Sprite.
2
