The Complete Guide to Sponsorship
The Complete Guide To Selling Sponsorship A Publication Written for Washington State Festival and Event Organizers by Premier Washington State Festival & Event Organizers
• Paula Beadle, Sponsorship Marketing Association • Amy Lindsey, Riverfront Spokane • Tawnia Linde, Clark County Fair • Brett Gorrell, Seattle Seafair • Kathy Kramer, Central Washington Fair • George Sharp, Thurston County Economic Development • Cari Dixon, Washington State Fair • Amanda Korb, Blue Ink • Bruce Skinner, Washington Festivals and Events
Staff: Editor, Bruce Skinner Production Manager, Jeremy Gilchrist Copy Editor, Leah Leach Associate Copy Editor, Andrea Bianchi Design, Izzy Felton
Cover Photo: Spokane Hoopfest Back Cover: South Lake Union Block Party
Table of Contents
pg. 07
pg. 13
pg. 23
pg. 17
pg. 29
#1. Sponsorship Planning
By Paula Beadle, Sponsorship Marketing Association
pg. 39 pg. 07
#2. Boost Sponsorship Revenue by Creating Target pg. 13 Market Zones Within Your Event By Brett Gorrell, Seafair
#3. Keys to Successful Sponsorship Sales
pg. 17
#4. Research: The Sponsors Perspective
pg. 23
By Kathy Kramer, Central Washington State Fair
By Melissa Jurcan, Compass One at Amazon & Bruce Skinner, WFEA Executive Director
#5. Effective Sponsorship Packages: Strategies for pg. 29 Success and Growth By Amy Lindsey, Riverfront Spokane
#6. The Formula for Sponsorship Success and Growth Today By Tawnia Linde, Clark County Fair & Event Center
pg. 33
pg. 49
pg. 55
pg. 59
pg. 65
#7. The Effective Sponsorship Proposal
pg. 41
#8. The Creative Approach to Sponsorship
pg. 49
By Bruce Skinner, Washington Festivals & Events Association
By George Sharp, Thurston Economic Development Council
#9. Recognizing Sponsors and Building Partnerships for Successful Events
pg. 55
#10. How to Keep Sponsors Coming Back
pg. 59
#11. The Sponsorship Evaluation Process
pg. 65
By Amanda Korb, BLUEINK
By Bruce Skinner, Washington Festivals & Events Association
By Cari Dixon, Washington State Fair Events Center
Table of Contents
pg. 41