How to evaluate and measure the success of a sponsorship opportunity

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Information about How to evaluate and measure the success of a sponsorship opportunity
Business

Published on May 2, 2014

Author: Improveon

Source: slideshare.net

Description

A simple template to help you identify the right sponsorship opportunity for your business and then measure success!

Sponsorship evaluation and measurement davidgreen@improveon.co.uk 07753 430 557 www.improveon.co.uk Synergy between organisations Costs Communication mix Benefits / Assets Risks Comments  Alignment of heritage and reputation  Alignment of values  Alignment of objectives  Relationship with rights holder team  Alignment of customer profile  Competitor activity  Geographical alignment  Length of deal  Flexibility of deal  Our offer to the rights holder  Staff/internal relations opportunities  Costs of property  Costs of exploitation  Legal costs  Creative work / production  Consultant fees  Administration fees  Any grants or inputs available i.e. sportsmatch  Internal project management costs / resources  PR  Online & new media  Ambient media  Advertising  Sales promotion & merchandising  Hospitality  Publications & print  Broadcasting  Direct Mkt – access to database  Events / experiential marketing  Employee – both rights holder & property owner  Opportunities for integration with existing communications Tangible  Value of tickets & hospitality  Database exploitation  Advertising equivalent  Image rights Intangible  Awards  Name awareness  Brand equity monitor – values interpreted into customer needs  Stakeholder perception  Opportunity to influence stakeholder experience i.e. customer contact Premium  Linked to objectives  Education programme in place to explain the importance and benefits of official sponsors  Behaviour of personalities  Contract negotiation  Ambush marketing  Number of sponsors – clearly identified brand sectors  Number of rights holders involved  Legal – trade mark, copyright and IP

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