The Complete Guide to Selling Sponsorship (Non-Member Online)

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

Chapter 1

Pictured: Tumwater Family Festival Red Wind Casino Stage

Sponsorship Planning

By: Paula Beadle, Sponsorship Marketing Association In this chapter , you will learn: Why Sponsorship Planning is critical to your success The key questions to consider when planning How to turn what you wish for into an achievable goal 7 steps to creating a plan Every event team dreams of securing more sponsors, building better partnerships, and increasing revenue. While this dream may seem harder to achieve today, given the rapid transformation of sponsorship over the last several years, future success will require a higher level of skill, experience, and planning.

Planning can seem daunting, but it doesn’t have to be. What’s important is that you start from where you are. By simply taking steps, you begin to explore what’s possible and think more creatively about partnerships. Throughout my career, I’ve seen many people and organizations achieve a higher level of success by merely determining their goals, developing action plans, and adopting effective processes.

The Complete Guide To Selling Sponsorship #1. Sponsorship Planning

Regardless of your skill and talent, if you don’t develop a plan, you cannot reach a higher level of excellence. Sure, you might experience small, incremental growth, but you are here because you want something more than that. Planning is the game-changer!

Carving out time to define your sponsorship vision, identify key objectives, and determine how team members will contribute to those goals is a wise investment toward actualizing your vision. Now is the time to lift your head from the day-to-day, challenge what’s possible, assess what’s needed, and identify the steps to achieve your goals. It is critical for any business, team, or individual who wants to achieve more growth in the coming year to invest the time now, envisioning where you want to go and how you’re going to get there.

I’ll admit, I’m more enthusiastic about this topic than most people, but that’s because I’ve seen the powerful impact planning can have on individuals, teams, and organizations. I’ve witnessed dramatic growth firsthand.

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Companies and individuals want positive results, yet there is often a reluctance to invest the necessary time and energy into planning. It can easily be overlooked or left incomplete. However, sponsorship planning doesn’t need to be reinvented or overly complicated. In its simplest form, it involves breaking down seemingly large, even insurmountable goals into specific, measurable action steps. Before beginning the planning process, I like to think of a slogan that will serve as a guiding “north star” throughout. I adopt a strategically patient yet tactically impatient approach to planning. As the saying goes, a problem well stated is half-solved, so if you take the time to clarify your goals, determine specific actions to take, frequently check your progress and adjust as necessary, you’ll make tremendous progress toward accomplishing your goal.

Key Takeaway: Why Create a Plan? · Demonstrates that you are taking a proactive approach. · Serves as a roadmap to guide your success. · Unveils new ideas and, perhaps more importantly, what to stop doing. · Provides a way to involve colleagues and leadership. · Reduces your stress by having a clear direction and focus. · Saves time To kick-off your planning process, consider the following questions:

4. Who are your potential partners?

Your prospect list does not have to be exhaustive, however, it should include the top 25 companies you want to connect with throughout the year. Commit to contacting everyone on this list and track progress regularly to stay accountable to your sales plan.

5. What are the strongest opportunities and challenges?

A brief overview or an abbreviated Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis is one of the most critical components of your plan, as it establishes a baseline for understanding and agreement. Before diving into the plan's development, decide how you will gather the necessary information to create your SWOT analysis.

Collaborating with your colleagues and key stakeholders can be an invaluable way to build connection and a mutual understanding of the most substantial opportunities and challenges.

6. What is your approach?

A valuable reason to include the selling approach in the plan is that if you share your plan widely, you want everyone involved to understand the general sales process. The sales process is a proven method for closing deals and driving more revenue. If you don’t currently have a step-by-step sales process, visit www.sponsorshipassociation.com and request the “9 Easy Steps to Mastering the Sponsorship Sales Process”. Including this information will help anyone reading my plan to understand what is involved in getting a sponsor on board.

1. What’s the current situation?

It is important for your organization to understand the current state of sponsorship and your role in overseeing it. Describe the current situation in a way that’s clear for new colleagues, to ensure they grasp the significance of the program. Reinforcing the organization’s commitment to sponsorship conveys gravitas and establishes a strong foundation for longterm strategy and growth.

2. What are the goals?

What are the goals for the year ahead? There are likely organizational goals or financial goals that you've been given, or perhaps where you can develop tactics to support each objective.

3. What are your assets?

A sponsorship plan doesn’t need to include a complete asset inventory. However, you do need to be clear on the key assets you are selling. Include a brief list of top assets with price ranges for internal use. This helps identify what to reserve for top-level sponsors and sets a clear minimum entry point for sponsorship opportunities.

The Complete Guide To Selling Sponsorship #1. Sponsorship Planning

Pictured: Kind & Co - Pack the Park 3k/5k

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Sponsorship is more challenging and takes longer than most people realize. Establishing a sponsorship plan helps to manage the expectations and serves as a communication tool within your organization. If you start the process by answering the questions above, you can help the stakeholders within your organization understand the challenges and opportunities ahead. Your plan will help focus your efforts on the right things. Your sponsorship sales plan will be your roadmap to success.

Hopefully, you are convinced that success begins with an intelligent plan, and an intelligent plan starts with setting your goals. You might be asking, “where do I begin?”. Take 10 minutes right now to complete the exercise below. I promise you will be amazed at how easy this exercise is and how much it will reveal.

Exercise Grab a pen and piece of paper, or better yet a marker and large post-it note paper. For 10 minutes make a list of wishes. The goal is to make the list as long as possible, this is not about quality, but quantity. Don’t judge yourself, write down everything that comes to mind. Consider each of these questions to make your list longer.

1. When you envision the year ahead, what do you wish to make a reality?

2. What would you do with unlimited resources and support?

For anyone who may need a refresher, SMART goals are a concept made widely known by George T. Doran and provide a structured approach to goalsetting by ensuring that objectives are Specific, Measurable, Achievable, Relevant, and Timebound.1 This framework helps guarantee that goals are not only clear but also realistic and attainable within a set period. To break it down a bit more, the main components of SMART goals are: Specific: They clearly define the objective.

Measurable: They identify how progress will be tracked.

Achievable: They can be realistically accomplished, considering potential challenges.

Relevant: They align with broader long-term objectives and strategies.

Time-bound: They Include both a start and end date.

The Complete Guide To Selling Sponsorship #1. Sponsorship Planning

Pictured: Fremont Fair

A common, vague goal among sponsorship sellers is: “I want more sponsors.” Restating this as a SMART goal might look like: “Sign 3 new sponsors for $75,000 over a 3-year term by the end of the year.”

This specificity drives action and keeps the focus on measurable results. If your goal (or finding solutions to help achieve it) doesn’t excite you, it’s time to reframe it.

Unfortunately, this crucial point is when people often begin shifting uncomfortably in their chairs and the planning process begins to lose momentum. SMART goals move individuals and teams from ideas to measurable action. When goals are vague—even if they are good ideas—they don’t get done.

Accomplishing something amazing starts with setting SMART goals.

Research shows that having a vivid vision of your goals boosts motivation to act and gives you a sense of purpose. One of the biggest threats to productivity is the misalignment between the goals of the company or department, and individual – a plan unites the team 1 Doran, G. T. (1981). There's a S.M.A.R.T. way to write management's goals and objectives. Management Review, 70(11), 35-36 Toaddy, S. (2015). Edwin A. Locke and Gary P. Latham (eds.). New developments in goal setting and task performance. New York, NY. Routledge.

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4.

Conduct a Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis Using the PPCs and wish lists, create a condensed SWOT analysis. Seek input from colleagues and leadership to determine the top five factors in each category to focus your strategy.

5. Brainstorm Ideas to Accomplish Goals Dedicate a session to brainstorming ways to achieve your goals. This includes identifying new potential sponsors and assets. After compiling all ideas, prioritize those that align with your available resources, budget, and timeline.

6. Create Action Steps and Timelines This is the point where many plans fail. Ensure the plan doesn’t fade away by assigning clear responsibilities and deadlines. Each person should know what needs to be done, by whom, and when.

Planning doesn’t have to be stressful, just take it step-by-step. Below are 7 easy steps to developing a sponsorship plan without crushing your spirit:

7. Write the Plan Finally, begin writing your plan using the information you gathered through the steps. The work of writing will be easier if you follow the process. Your wellcrafted plan can be as simple or robust as needed to understand the goals and how you will achieve them.

1. Appoint/Hire a Facilitator and Determine the Planning Approach A facilitator guides a group through the steps that enable them to envision the future, formulate strategies, set goals, and determine action steps to achieve them. Someone, either internally or externally, should be appointed to facilitate the meetings to create a consistent approach, ensure all voices in the room are heard, capture information, and keep the process on track.

2. Align the Sponsorship Plan with Organizational Goals Reaffirm the organization’s strategic initiatives, mission, or goal. Answer the question: How does our sponsorship plan support the organization’s strategic objectives? Craft a strong, inspiring statement that will resonate with your audience.

3. List Positives, Potentials and Concerns (PPCs) Schedule a planning session that involves everyone related to the sponsorship effort. Make a list of the positives, potentials, and concerns (PPCs) to evaluate the past year and provide a focus for the year ahead. From that list, choose the most critical areas (typically 5-7) to home in on.

The Complete Guide To Selling Sponsorship #1. Sponsorship Planning

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If you are still reading this chapter, Bravo! You are demonstrating your drive to improve your sponsorship program and take your efforts to the next level. Here are a few things to keep in mind as you develop your sponsorship plan and continue your journey to sponsorship success:

Closing Tips Dive In! The best way to develop a plan is to start!

Don’t get caught up in the what-ifs and unknowns of your plan. With each step, you’ll gain more clarity.

You Got This! Having a positive, winning mindset will help you accomplish anything – even a sales plan!

Remember the End Goal! At the end of the day your goal is to develop a plan that unites sponsors with your event or property. Expand Your Circle! If you’re looking for insights, clarity, or creativity – don’t hesitate to involve others in your process. This Should Be Fun! You can imagine new possibilities and get creative! As you go through this process, think big, be bold and have some fun.

Photo from Hawkinson Photography

ABOUT THE AUTHOR Paula Beadle, Sponsorship Marketing Association Paula is a strategic and enthusiastic trailblazer, with decades of marketing and sales experience in sponsorship, advertising, branding, sports, event and entertainment marketing. Paula began consulting and she charted a new course, launching the Sponsorship Marketing Association - a consulting firm specializing in partnership marketing, revenue development and strategic planning.

The Complete Guide To Selling Sponsorship #1. Sponsorship Planning

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Chapter 2

Pictured: Seattle Seafair

Boost Sponsorship Revenue

by Creating Target Market Zones Within Your Event

By Brett Gorrell, Seafair

In This Chapter You Will Learn: Identifying Current Value and Opportunities.

Mapping Your Event to Maximize Sponsorship Potential.

Creating "Mini-Events" for Targeted Audiences.

Learn to transform your event into a multifaceted experience, attracting diverse sponsors and maximizing revenue streams.

Building a Sponsorship Plan: Identifying Value and Opportunities When building a sponsorship plan, it is crucial to ask yourself: What does your event truly offer potential sponsors, and what value do they perceive in partnering with you? This question is at the heart of any successful sponsorship strategy. As someone who has spent decades in the events industry — currently serving as the Partnership & Sales Director for Seafair and with 20 years of experience as the Partner & Sponsorship Director for the Bite of Seattle —I have spent considerable time addressing these considerations.

Over the years, I have honed strategies that not only attract sponsors but also transform events to better align with sponsor expectations and audience desires.

Identifying Key Demographics: A Case Study Take, for instance, the Bite of Seattle, an event that attracts diverse crowds. Food is a universal love, and the event is celebrated for its variety—both in terms of the cuisine offered and the diversity of attendees.

However, despite its broad appeal, the event initially lacked a clearly defined structure that could attract sponsors seeking to reach specific demographics.

This was a challenge I became acutely aware of after a few years in my role.

The first step in addressing this challenge was to reflect on experiences with prospective sponsors who either declined or expressed interest but did not commit. What was the common thread among these interactions? What were we missing that would have made the event a perfect fit for their brand? After examining the feedback, I realized the problem stemmed from the absence of targeted zones within the event.

The Complete Guide To Selling Sponsorship #2. Boost Sponsorship Revenue by Creating Target Market Zones Within Your Event

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Sponsors wanted to connect with specific demographics or engage with vibes that aligned with their brand. However, the event’s original structure did not cater to those needs.

Mapping Potential

Your

Event

to

Maximize

Sponsor

We had to start by assessing what we had to offer.

Our most significant asset was undeniably the event’s high attendance, but beyond that, we did not have much to attract a specific sponsor or brand. The event featured beer gardens highlighting well-known national brands, multiple music stages, a wine-tasting area, and ‘The Alley,’ where attendees could sample dishes from various restaurants with proceeds going to charity. While these attractions were popular, none were specifically positioned to appeal to targeted sponsorship opportunities.

To gain clarity on how we could improve, we closely examined our event map—a detailed 11x17 layout of every aspect of the event. The map quickly became a cornerstone of our decision-making process. While examining the map, I drew inspiration from Disney’s Epcot, which features 11 pavilions, each representing a different country. It may seem like an odd comparison, but this helped me visualize how we could create new, targeted areas within our event.

The idea was to take what we already had and reimagine it in a way that would appeal to specific demographics.

Creating "Mini-Events" for Targeted Audiences With the map in hand, we cataloged what was already in place: three beer gardens, three music stages, the kid’s stage, “The Alley,” and numerous food and craft vendors. This exercise was crucial because it allowed us to see the event from a new perspective. We identified underutilized areas and explored how to group attractions together to create distinct zones for different audiences.

Our solution was to create what I call “mini events” or “islands” within the larger event. Each island would have its own distinct feel, designed to attract a specific audience based on the activities, attractions, and overall atmosphere of that zone. We identified key demographics we wanted to target, which included high-end consumers, families with children, the 35-60 age group, and 21-35-year-old eventgoers. Our goal was to create zones that would appeal to each of these groups, allowing sponsors to choose the area that best aligned with their brand and target audience.

Music Stages as a Sponsorship Driver Once we identified our demographics and outlined potential zones, we needed to take what we were already doing and relocate or enhance those attractions to create more targeted zones. We began by focusing on our music stages and radio partners.

Working closely with our Entertainment Director, who booked all our bands, we defined three specific music stages and booked bands that matched the genre of music we wanted to feature. We then became more intentional with our radio partners, promoting these stages to drive specific demographics to each. This move ensured that both the music and the audience for each stage would align with the demographic we were targeting.

Additionally, pre-event on-air promo spots would reach this audience before the event even began.

For example, our Classic Rock stage, which catered to the 35-60 age group, was set in the Mural Amphitheater at Seattle Center. We partnered with a local Classic Rock radio station, which not only aired promotional spots for the stage but also included our cash sponsor’s name in those ads, helping us offer a more robust sponsorship proposal. This allowed us to secure sponsorship from brands like Harley Davidson, which had previously declined our offers.

Emerald Queen Casino also came on board as a long-term sponsor because the Classic Rock stage attracted concertgoers who aligned with their customer base, particularly for their Classic Rock acts.

Elevating the Food and Wine-Tasting Experience: A Sponsor Magnet Inanother case, we made significant improvements to our wine-tasting area and ‘The Alley.’ These attractions had been in a remote corner of the event for years. We decided to relocate them to the center of the event to make them more visible and accessible. Additionally, we introduced a new feature called ‘The Bite Cooks,’ a chef showcase and competition that became a central attraction in this zone. To promote this new area, we partnered with a popular talk show radio station that had a featured show with two well-known Seattle Chefs, which helped create an upscale zone that appealed to a more affluent demographic. This transformation allowed us to attract sponsors like Hendrick’s Gin, Robert Mondavi, Glenfiddich, AARP, and others who were eager to be associated with this higher-end area and who brought exciting activations which added to the overall consumer experience.

The Complete Guide To Selling Sponsorship #2. Boost Sponsorship Revenue by Creating Target Market Zones Within Your Event

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Responding to Audience Feedback: The Craft Beer & Cider Tasting Success Feedback from our attendees also played a role in shaping these changes. For years, we had national beer brands advertising at our event, but surveys indicated that our audience wanted to see more local breweries represented. While local brewers typically had smaller advertising budgets than national brands, we saw this as an opportunity. We reached out to a distributor that represented numerous local breweries, which allowed us to introduce a wider variety of local beers to attendees. The positive response encouraged us to create a new attraction called The BITE Craft Beer & Cider Tasting. We positioned this in the heart of the event, near our Top 40 music stage and other popular features like the BBQ Nationals Cookoff Qualifier. This new feature quickly became a hit, particularly among the 21-35 demographic, who were excited to try something new. To promote this, we partnered with an alternative biweekly newspaper in Seattle, which offered online promotions and discounts to the Tasting. This strategic move helped us secure sponsorship from Delta Airlines among others, turning what could have been a risky change into an additional revenue generator and popular new attraction for event goers.

VIP Experiences for Smaller Groups: The DECK at Seafair At Seafair, where I now also manage corporate hospitality sales, one of my biggest challenges is meeting the demand for VIP experiences from smaller groups. While Seafair has a “Captains Club” offering attendees reserved seating in a VIP setting, the crowd there tended to be older and more focused on the traditional aspects of the event, like hydroplane racing. In discussions with my colleague, Ashley Barnes, she suggested creating something new for a younger audience. We wanted something that offered a touch of luxury, vibrant and fun while still being accessible to the public. This idea eventually led to the creation of “The DECK” at Seafair.

The DECK was designed to echo the upscale convenience of our corporate hospitality offerings, like Sky Boxes, but with a twist. It provided an element of luxury while still being inclusive for everyday attendees. We repurposed a prime waterfront location previously used as a parking lot for volunteers and staff to create this new “island.”

This not only improved the area’s overall atmosphere but also created a new revenue stream.

The DECK sold out each day of the event and helped us secure BMW as a sponsor, which was solely interested in reaching the demographic The DECK attracted. We also introduced two semi-private areas within The DECK called Wingman’s Porch, which were sold to groups of 10 and sold out, adding another successful revenue stream.

Conclusion: Maximizing Sponsorship Potential by Creating Targeted Zones The key to securing sponsorships and enhancing the overall success of an event lies in understanding what your event offers and how you can create targeted opportunities that align with sponsor needs.

By taking a strategic approach—starting with a realistic assessment of your current assets, identifying gaps, and creating targeted zones or “islands” within the event—you can transform a general event into a series of mini-events, each with its own distinct appeal. This approach not only attracts sponsors but also enhances the overall experience for attendees, making your event more memorable, appealing, and financially successful.

ABOUT THE AUTHOR Brett Gorrell, Seafair Brett is the Director Of Partnerships for Seattle Seafair where he helps secure and build key partner relationships. Brett is responsible for all sponsorship, hospitality, exhibitor, and vendor sales over four signature events as well as event strategy, production and fulfillment.

The Complete Guide To Selling Sponsorship #2. Boost Sponsorship Revenue by Creating Target Market Zones Within Your Event

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Chapter 3

Keys to Successful Sponsorship Sales

By Kathy Kramer Central Washington State Fair

In this chapter , you will learn: The general overview of the sales process necessary to help you achieve your sponsorship sales goals.

What information to gather before meeting with your prospect How to present your proposal “If you fail to plan, you are planning to fail!”

Benjamin Franklin PROSPECTING AND BUILDING YOUR SALES PIPELINE Early in my career, attending a corporate hotel sales training class, I learned an acronym that has stayed with me my entire career.

NHUSS – Nothing Happens Unless Someone Sells Something. True and True - no matter what product or service you are pedaling.

The Complete Guide To Selling Sponsorship #3. Keys to Successful Sponsorship Sales

Sales is the engine that drives the organization and is the catalyst for all else that follows, and this doesn’t happen by accident or luck, you need a plan. For most of us, our phones aren’t ringing off the hook and potential sponsors aren’t beating down our doors, so we need to get out there and find business opportunities through prospecting and business development activities and do it with a plan.

So, what is prospecting? The dictionary says, “look out for: search for,” and gives the example, “It is the responsibility of sales to PROSPECT for customers.”

How ironic?

Industry standards recommend spending a minimum of 25- 35% of your daily efforts on prospecting activities, although this will vary from organization to organization, based on time of year and other factors. In my experiences with the sales teams I’ve managed, we typically spent up to 50% of our time on prospecting activities. I recommend establishing a specific time every day to commit to prospecting activities and block that time on your calendar every day, so this time is protected.

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Not all of us necessarily like to prospect and it’s easy to procrastinate on this task. If you don’t plan time to prospect, everything else will take priority, and your day will be gone with no new prospects added to your sales pipeline.

So Where Do You Find Prospects? EVERYWHERE! Business is truly everywhere; you simply need to look. Newspapers, business journals, past clients, your competitor’s website and social media platforms. Are you following your competition? I recommend signing up to receive communications or newsletters from your competition, follow them on social media platforms and set Google alerts for any news about “XYZ event, business, or prospect.” I personally follow about a dozen different Fairs across the Country of all sizes. I find great programming ideas as well as learn who their sponsors are and how they are engaging with them and how they are creating sponsorship activations at their events --Gold Mine.

Make a list of companies that are a “natural alignment” with your event and your mission. Also understand what is going on in your market that could be impacting your sponsors and their businesses. In just about every market right now organizations are struggling to find and retain employees. Develop sponsorship ideas and activations that you can “pitch” to help them get in front of potential new employees during your event.

Go back to sponsors who have said no in the past, as they most likely will be struggling with employee recruitment and not even thinking about your event as a solution.

Use your sphere of influence. Bruce Skinner, Executive Director of WFEA, tells a great success story about his time with the Fiesta Bowl and how they leveraged their 160 member Fiesta Bowl Committee. They were very strategic in creating this committee in that they knew almost every major player in the City and State. His team could call on one of the Committee members to make the call to open the door to corporate executives in the market.

The Committee member would set up the meeting and be accompanied by the professional sponsorship manager. With the committee member present, it almost guarantees a sale, especially if the potential sponsor has a relationship with the committee member or “owes” them a favor.

Regardless of the size of your Board, get them involved in this process. Have them help you identify leaders/contacts within the business category matrix you will create for your market. It’s a lot easier for the door to open if you are either introduced to or recommended from someone a prospect has a positive relationship with. If this isn’t possible, ask Board members to do an email introduction if they are not able to assist in person.

The Complete Guide To Selling Sponsorship #3. Keys to Successful Sponsorship Sales

To help make the prospecting process more targeted and to organize your market’s business opportunities, create a prospect list by business categories. List all the banks, auto dealerships, grocery store chains – any industries, etc. in your market. Don’t forget about the “non-traditional” sponsors in your market such as non-profits, colleges, universities, government organizations; they all have a need to connect with their stakeholders to promote their causes and services.

Research – Once you have identified a viable prospect, spend time researching that organization.

Their website is one of the best places to start. What is the organization’s mission, corporate goals, what type of business or service do they offer. What types of events are they currently sponsoring? What kinds of social responsibility issues are important to them?

This information will help you be prepared for the face-to-face meeting you will conduct during the qualification phase where you can use this information to find alignments and opportunities.

SPONSORSHIP INVENTORY AND ASSET VALUATION Before you head out the door trying to sell sponsorship for your event, take the time to create an inventory of what you have for sale – your tangible assets. First identify each event, program and opportunity that you have within your organization to sell. Then create a sales asset inventory listing each asset and the value you’ve assigned to it. There are industry metrics to help you establish the value of the asset or impressions by such variables as type of activation, placement of activation, your market value, etc. based around the number of exposures and/or impressions that asset will receive.

Pictured: Central Washington State Fair

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Just as important to the sponsorship valuation process is recognizing the value of intangible benefits and brand alignment that comes with the partnership between your event and sponsor. Once you have determined your tangible asset value, your brand’s intangible value is added to the valuation calculation.

In addition to your typical property and event assets, brainstorm with staff to identify non-traditional opportunities that might also solve an “operational issue” or be budget relieving that could be a sponsorship opportunity. Ex: trash can cover or sponsor branded scrim panels for areas you are trying to create privacy or beautification.

The sponsorship team needs to be aware of all new programming being developed as soon as possible; even in the developmental phase. They can then begin to align and identify new sponsors in correlation with the programming. If you do this early in the process it allows for flexibility in the program development to meet a sponsor’s needs.

GETTING THE QUALIFICATION MEETING AND ESTABLISHING RAPPORT “Buyers don’t believe anything you have to say to them about your product or service until they first believe in you.” –Deb Calvert If your prospect doesn't trust you—you have nothing. Building relationships early in the process will create trust between the two of you. Once you have that, all the discussions around pricing, features, and contracts can be made in good faith and with a level of respect.

So now what, you have secured a meeting with a prospective sponsor. Make it clear that the purpose of this meeting is to get to know them and their organization. This is not a selling meeting – I repeat DO NOT, start selling in this meeting. You can present general information about your event but nothing more – no proposal, no prices. If a client asks, “how much does X cost, say “depends” … once I better understand your needs and business goals, I will be able to determine pricing and put together some sponsorship ideas for you.” If prospect is persistent, I usually quote “rack or published rate” for that asset or activation. (Use information from your asset inventory list) I recommend developing a “qualification sheet” listing the key questions you will be asking the prospect. In this step you want to ensure that you cover the BANT questions – BUDGET, AUTHORITY, NEED AND TIME. Ask opened ended questions then be quiet, listen and take copious notes.

The Complete Guide To Selling Sponsorship #3. Keys to Successful Sponsorship Sales

Pictured: Central Washington State Fair

You will need to reference these notes later to formalize your proposal strategy. Ask questions like “what drives your business? “What are your business and marketing goals? “What would you consider the most important elements of a sponsorship package?

You get the picture…

Do your research about the organization and what things are important to them before the meeting.

Never go into a prospect meeting without knowing something about them or asking them what business they are in. Believe it or not, it does happen, and I have seen plenty of rookie salespeople make this mistake. If you do, you probably won’t get a second chance at another meeting. Use the research you gathered to build rapport during the qualification meeting. Your prospect will be impressed, and this demonstrates that you have a genuine interest in the organization and have done your homework.

You’ve done your research on the organization so what about the individual(s) you are meeting? What do you know about them? What is their communication style? I think this is one of the most overlooked aspects of the selling process yet can be one of the most beneficial. By understanding their communication style, you can tailor your questioning and your engagement to match their style. To gain insight about your prospect research them on LinkedIn or Facebook.

Understand what communication styles/personalities are generally associated with different job titles. CEOs generally think very high level, strategic and are usually bottom line focused. While Finance and Planners generally want a lot of details and need to understand information and be able to ask a lot of questions.

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There are many communication style/personality models out there and the internet is a great source to find this information. A common personality evaluation model is Myers-Briggs. They focus on four preferences that reflect different aspects of personality – Extraversion, Introversion, Sensing or Intuition. Another popular personality identification method is based on colors – blue, red, green and yellow and identifying unique characteristics and behaviors for each color type. This topic is worth investing some time into and building your skills in this area.

CREATING AND PRESENTING PROPOSAL "No matter how many customers you have, each is an individual. The day you start thinking of them as this amorphous ‘collection’ and stop thinking of them as people is the day you start going out of business." -Dharmesh Shah You are now ready to use all the information you gathered in your “qualification” meeting to build a custom proposal for your prospective sponsor. I recommend developing a standard “proposal template” that has all your organization’s basic information, general analytics, destination information, your events’ attendance and demographics. Drop in the customized information specific to your prospect’s information, sponsorship package details – what assets prospective sponsor will receive and how this sponsorship will meet their business goals.

Also use items you discovered in qualification around their hot buttons, business goals, etc. that you learned from client to show how your event will help them achieve these results. You are providing a solution to their business needs.

Pictured: Central Washington State Fair

The Complete Guide To Selling Sponsorship #3. Keys to Successful Sponsorship Sales

Keep in mind that sponsorship is not just about money – it’s about building a mutually beneficial relationship between your organization and the sponsor. So, while it’s important to cover your costs and make the event worthwhile, it is also crucial to provide value to the sponsor in terms of brand exposure, networking opportunities, and alignment with their target audience; all this should be spelled out in your proposal.

HANDLING OBJECTIONS You have presented the prospect with a custom sponsorship proposal, now what? Follow up in a timely manner with the prospect to see if they have any questions. I suggest 1 – 3 days after you provide the proposal to them.

Also, if other people are part of the decision-making process, make yourself available to meet with them as well. This should be done in person (or via Teams/Zoom) when possible or with a phone call.

Why is personal interaction so important at this stage? If you conduct this phase via email, it’s much easier for a prospect to provide yes or no responses to your questions and objections are harder to detect by email. By connecting in-person, you get the chance to hear any objections they might have and can engage in meaningful two-way dialogue around their objection. Be prepared to modify your proposal from their feedback. Be confident enough to ask, “What am I missing from this information that you would like included in your sponsorship package?”

This is where you take their feedback and modify it to create a win-win opportunity.

CLOSING THE SALE Closing the sale occurs when the seller and buyer agree to the conditions of the sale and the buyer makes a firm commitment to this transaction. Create appropriate contracting documents and send them to the sponsor in a timely fashion. After the contract has been signed, send them a thank you note. I suggest you send a handwritten note. Not too many people are taking the time to handwrite a note these days and this will help set you apart. I know I feel special when someone takes the time to send me a personal handwritten note.

SPONSORSHIP FULFILLMENT You have signed the contract with the sponsor, now what? It’s time to deliver what you promised and activate your sponsorship deliverables. If you have someone on your team that manages the sponsorship fulfillment process, now is the time to introduce the sponsor to that person. To help you manage the fulfillment process and the deliverables for each of the sponsors, create a checklist based on your sponsorship package asset deliverables. Assign dates and project leads if you have staff to help with this activity.

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Communicate deadlines and dates to your sponsor in advance. Create a sponsor follow up checklist with basis event details and dates that can be customized to add details relevant to your sponsor. Send this document back with the executed contract. This provides a clear understanding of expectations and timelines in advance and will be your checklist to keep all deadlines on track.

Communicate often and timely with sponsors prior to the event. For example, “Just reaching out to let you know that I will need XYZ by date of XYZ.” When you provide your sponsors hospitality assets make sure you include directions or even a map with special instructions for event location, parking and entrances to use. Make this a marketing piece that they can forward to their guests to help give them event facts and get them excited about attending.

Make sure all the assets that were activated during the event are documented by taking photos and/or videos. Whenever possible stop by the sponsor area and thank them, bring them some cold water or snacks if appropriate. One of the sponsor benefits our organization started a couple of years ago was to host a Sponsor Luncheon during our 10-day Fair. Our chef creates a nice lunch for everyone, and we have a chance to thank them and provide organizational updates. The most valuable part of this event is when each sponsor is provided with the opportunity to introduce themselves and provide an overview of their business and services. This creates a great opportunity for “business to business” interaction and invariably after every lunch the sponsors are engaged with each other and lots of business cards are being exchanged.

WRAP UP REPORTS Once your event is over, you need to provide your sponsors with a report that documents their activation and shows them that you delivered on your sponsorship partnership.

Arrange a meeting and invite them to include other team members that might have been involved. Before you meet, create and deliver your Wrap Up Report, which documents all the things you said you would do along with all extras you provided so they have a chance to review. Include lots of photos, screen shots of their logos, along with other metrics that support their sponsorship ROI. The wrap up report closes the loop, sets you out above the rest and starts the process and dialogue to move into a new sponsorship partnership conversation.

The Complete Guide To Selling Sponsorship #3. Keys to Successful Sponsorship Sales

BEST IN CLASS SERVICE STANDARDS AND BEST PRACTICES “I didn't come here to be average.” Michael Jordan I have a slight alteration to this quote that I try to live by every day, “I didn’t show up to be average” and make it my mission to live this mantra and to lead and inspire the team with this mindset. “Best in Class” is going above and beyond what is required, and really wowing your clients. This mindset should be part of your organization’s DNA. Everyone in your organization should be held accountable for delivering Best in Class Standards as it relates to supporting the event.

Here are a few standards for you to consider implementing to enhance your sponsorship Best in Class Service: Record a custom voicemail everyday – announce the day of the week and if you are out for part of the day announce that. People appreciate this level of communication, and it confirms they have not fallen into the black hole.

Follow up timely. Calls should be returned within 24 hours even if you don’t have an answer provide an update on the status.

Do what you say you are going to do. Not doing this is one of the quickest ways to lose trust.

Strive for face-to-face meetings when possible.

Be easy to do business with and make sure your organization’s processes are business friendly.

Conduct an internal process audit to review the steps the client goes through and interview your clients to see what is working or not.

Be the service you wish to receive and then double it.

Get a cross-function team involved in brainstorming potential sponsorship ideas – “None of us are as smart as all of us.”

Educate your entire team on the importance of sponsorship to your event’s bottom line and how they too can help ensure a sponsor’s success during your event.

ABOUT THE AUTHOR Kathy Kramer, Central Washington State Fair Kathy Kramer has a diverse background in for-profit, government and non-profit organizations, holding key roles in the areas of executive management, strategic planning, sales and marketing, venue operations, production of major events and corporate sponsorship. She joined the Central Washington Fair Association, home of the Central Washington State Fair and Yakima Valley SunDome, in January 2020 as President and CEO.

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Chapter 4

Pictured: Great Olympic Peninsula Duck Derby in Port Angeles

Research: The Sponsors Perspective

By Bruce Skinner, WFEA Executive Director “Last year our customers bought over one million quarter-inch drill bits and none of them wanted to buy the product. They all wanted quarter-inch holes.” - ANONYMOUS In This Chapter You Will Learn: How to research your sponsors needs The many ways to discover how your sponsor’s mind operates Why ongoing sponsorship research is important What’s important and valuable to sponsors In a town of l8,000 people like Port Angeles, Wash., it is very difficult to sell sponsorship at even modest financial levels to local sponsors, because most are small businesses with relatively miniscule marketing budgets.

So when the Olympic Memorial Hospital Foundation wanted to get the sponsorship of a car to offer as first prize for its duck race fundraiser, it found it had to do considerable research on a potential sponsor.

The Complete Guide To Selling Sponsorship #4. Research: The Sponsors Perspective

A duck race is a glorified way to do a raffle. People are asked to adopt (pay for) a rubber duck, which is numbered and dropped into a body of water that flows if all goes well. The first “ducks” across the finish line win prizes (which races try to get sponsored) for their owners, including the typical first place automobile.

The Foundation approached Wilder Toyota to get the car donated, because the owner was on the board of the hospital foundation, the major recipient of funds for the event. He definitely wanted to do something for the race because of his interest in the community -- a typical trait of a local sponsor -- but didn’t want to donate a car, a heavy expenditure in such a small market.

Therefore, the Foundation knew that it had to do the research and help him do business in order to get the coveted top prize.

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In the first meeting with him, dealership owner Dan Wilder told Foundation leaders that he tried to do two things to sell cars: Get people into the dealership -- “It’s very difficult to sell a car over the phone,” Wilder said (people buy from people).

Even more important, get people to test drive a vehicle -- “I’ve just greatly increased my chances to sell,” he continued.

To help him achieve his goals, the Foundation helped Wilder establish a side event in conjunction with the duck race, where people came by the dealership and guessed how many ducks were in the back of a Toyota pickup. That brought more business traffic to the dealership, and for everyone who test drove a vehicle, he adopted a duck for them.

Once Wilder saw how the sponsorship could pay for itself, he gladly donated the vehicle.

Creating a Win-Win Wilder had to advertise the contest, which became a win-win for everyone. He placed ads with two local media sponsors, The Peninsula Daily News and Radio KONP, which gave them additional revenue.

The Foundation received more publicity for the race, and he got more traffic into his store. And the best news of all? Wilder had his best month in history.

Now, without fail, he approaches Foundation organizers each year and asks, “We will get to be the car sponsor next year, won’t we?”

That is sponsorship at its most grass roots level, and even though sponsorship on a national level is more complex, the same principles still apply -- you have to help a sponsor do a business.

The Complete Guide To Selling Sponsorship #4. Research: The Sponsors Perspective

Another Win-Win at a Higher Level In 1985 the Fiesta Bowl became the first college football bowl game to sell a title sponsorship, to Sunkist Growers of California and Arizona. At first glance, you wouldn’t think that Sunkist would make a good sponsor for a football game -- mostly men watch football, and mostly women buy oranges.

However, when Fiesta Bowl event managers further explored Sunkist’s marketing goals and objectives, they found that we did provide a good fit.

Sunkist had a relatively small advertising budget, so making an ad buy on television was out of the question, as that would create very little impact.

What interested it the most was the following: • Sunkist marketing executives wanted to be where no one else was, separated from the clutter of television advertisers. Obviously, being the first sponsor of a college football bowl game would accomplish that.

• They wanted to be with an event where they could entertain their major customers, the Safeways, Albertsons and Krogers of the world.

• They also were interested in the Bowl because of its televised parade, which had a large female viewing audience.

And so, Sunkist did become the sponsor of the Fiesta Bowl, and the Sunkist Fiesta Bowl featured a national championship game twice in a three-year period including the 1987 game between Penn State and Miami, which still is the most-watched college football game of all time.

Sunkist and Wilder Toyota? We’re talking about a $3,000,000 sponsorship vs. a $12,000 one, but you use the same principle with both: you have to look at sponsorship through the eyes of sponsors and accomplish their marketing objectives.

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The Most Overlooked Step in the Sponsorship Process Many event managers make the fatal error of not researching their potential sponsors, stumbling into corporate offices with little knowledge of the company’s marketing and other objectives.

One event that doesn’t: Michigan Thanksgiving Day Parade knew that Chrysler was concerned about its image in Detroit when it moved its corporate headquarters to a northern suburb, angering many people in the city.

The Parade sold the auto manufacturer the presenting sponsorship of the event, which became a good public relations tool for Chrysler, allowing it to show its investment and interest in the city and its people.

Doug Blouin formerly of the Fiesta Bowl believes that there is always one person in an organization who can “carry the ball” for an event organizer. “It is crucial,” he says, “to determine who that is and to build a solid rapport with him/her.”

Because the Bowl works with the Big 12 and other conferences, Blouin always tries to find out the alma mater of a potential sponsor.

One of the Bowl’s sponsors is a major telecommunications company that has a major executive who attended one of the Big 12 Conference’s universities. The Bowl’s relationship with the Big 12 provided a tremendous opportunity to establish a relationship with him on a more personal level.

The Complete Guide To Selling Sponsorship #4. Research: The Sponsors Perspective

Hot Buttons Learning a sponsor’s personal interests can be a big help, too. An event manager needs to find out the interests of the marketing executives whom they are meeting, which could be many things – children, education, health and human services, sports, cultural and arts, quality of life, etc. Also, you should learn their hobbies, recreational interests, family, locale, etc. It is no accident that golf enjoys a high level of sponsorship participation, due in large part to corporate America’s desire to play golf with Tiger Woods and other professional golfers in pro-am events, for example.

By getting outside of the box, festivals and other events can sell sponsorship appealing to personal interests, too.

The Wildflower! Festival in Richardson, Texas, used to have a difficult time selling sponsorship to Nortel Network. The answers to their proposals continually came back as “no,” until festival organizers met with Nortel and really listened to what would interest its VIPs and employees.

Out of that meeting came the Corporate Battle of the Bands. A major executive of the company was a professional horn player, and all of a sudden, Nortel Network became a $30,000 festival sponsor. After Nortel, Worldcom and Ericsson followed.

Wailing “Louie Louie” and crooning “Ba-BaBarbrAnn, corporate executives now relive their garage band youth days at the festival, backing the event with big bucks for the chance to be on stage.

They get their five minutes of fame, while families and co-workers crowd in to cheer on “their” band.

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Former festival director Sandra Risk also went further and increased visibility for these sponsors. She broke the festival down into ten different zones, each named after a different sponsor. Each area has its own entrance, e.g., “The Nortel Gate,” which helps visitors identify where they parked. The area surrounding each entrance is themed toward the same company, and all those entering have a hand stamped with the company’s logo.

The zone sponsor is also treated similarly to the way that a title sponsorship or a stage sponsor is treated.

The company name appears several times in publicity materials and the festival program, extending the sponsor’s visibility throughout the event.

Use Your Demographics While researching your sponsors, make sure you also research your own event. If your audience demographic matches up – i.e. you have the right fit - with those of your potential sponsor’s customers, you almost always have an interested company – the only thing that often times remains to be settled is the price.

The Rock n Roll Marathon found this out when it sold a title sponsorship to P.F. Chang’s Restaurant for its Arizona race.

When they met with them, they found out that 80 per cent of restaurant decisions at P.F Chang’s Restaurants were made by women who were interested in healthy lifestyle food.

Over 70 percent of participants in the Marathon were female, who also believed in healthy eating and exercise.

The Complete Guide To Selling Sponsorship #4. Research: The Sponsors Perspective

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No matter what type of event or venue that you are attempting to sell a sponsorship for, research is very important. Here are some important tips to remember: Sponsorship sales depend on building a trusting relationship with corporate partners. People buy from people.

Listen to your partners, and tailor sponsorships to suit their individualized marketing strategies.

Ask several important questions. What type of people are you trying to reach? What would you like to communicate to them?

Look for ways to create win-win situations for both your organization and the potential sponsor.

Package benefits. Make sure you give them the ones that they really need.

The Keys To Researching Your Sponsors Read about your sponsors in annual reports and other documents, but most of all, hit the best research tool of all – the Web. Always try to meet your sponsors in person, and see the sponsorship through their eyes.

Research your potential sponsors and set up “informational interviews.”

Learn the interests of your sponsor – family, sports, education, hobbies, etc. – get into a sponsor’s mind.

Never stop researching the business of your sponsors.

Match the demographics of your event with your potential sponsor.

Pictured: Dan Wilder of Wilder Toyota pulls the winning duck for the Great Olympic Peninsula Duck Derby in Port Angeles

ABOUT THE AUTHOR Bruce Skinner, Washington Festivals & Events Association Bruce Skinner was one of a handful of people who started selling festival and event sponsorship in the mid-80’s, and is a highly regarded consultant to business and the special events industry with vast experience. He currently is the Executive Director of the Washington Festivals and Events Association, after serving as the Chief Revenue Officer for the College Football National Championship Game held in Phoenix in January of 2016.

The Complete Guide To Selling Sponsorship #4. Research: The Sponsors Perspective

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Chapter 5

Effective Sponsorship Packages: Strategies for Success and Growth

By Amy Lindsey, Riverfront Spokane

In This Chapter You Will Learn: Setting goals and expectations How to establishing clear, measurable objectives Tailoring your sponsorship to your sponsor needs Highlight the sponsorship's success through key metrics Sponsorships are one of the most effective ways to generate revenue and build strong partnerships within the event and entertainment industry. A wellcrafted sponsorship package can provide numerous benefits, including increased exposure, enhanced brand recognition and valuable community engagement for both the sponsor and the event organizer.

My journey into sponsorship began as a marketing strategist for a healthcare system in Denver, Colo.

Our organization was the official healthcare provider for several local sports teams, including the Colorado Avalanche, Denver Broncos and Colorado Rockies.

These strategic partnerships enabled us to enhance brand recognition as a healthcare leader and foster trust within the community.

After several years in the healthcare sector, I moved to a position at Denver Arts & Venues, where I managed partnerships for municipally-owned venues including the iconic Red Rocks Amphitheatre and the Denver Performing Arts Complex. My responsibilities included marketing and business development as well as managing our sponsorship program through in-house teams and various sponsorship sales and activation agencies.

During this period, I collaborated with top brands such as Coca-Cola, General Mills, Red Bull, Conoco, Phillips, Whole Foods and Jack Daniels. I learned that successful partnerships thrive on mutual benefits and must be tailored to align with each brand’s objectives. By adopting a customized approach, we can create engaging activities that provide added value for our guests and enrich the experience for our partners’ prospective customers.

This process begins with clear goals and objectives and requires excellent communication throughout.

Strong relationships are essential, particularly when it is time for renewal. Through my experiences, I have developed several key fundamentals that guide my work with our venue and event sponsors:

The Complete Guide To Selling Sponsorship #5. Effective Sponsorship Packages: Strategies for Success and Growth

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1. Every sponsor has unique goals and challenges.

Tailor your approach by creating proposals that reflect the strategies developed together.

Collaboration is key.

2. Develop Clear and Measurable Objectives There may be multiple reasons why a sponsor is looking to align with your venue, event, or brand.

Some may include the following:

2. You know your property and event best. Sponsors often look to you for creative activation ideas that resonate with your audience. Come to the table with unique and creative ideas that meet your sponsor’s business objectives.

1. Reinforcing image 2. Boosting brand loyalty 3. Capturing customer data 4. Highlighting product or service 5. Showing commitment to social responsibility

3. Sponsorships thrive on relationships and trust.

View each sponsorship as a learning opportunity and prioritize understanding your sponsor’s needs over just pushing your own agenda.

Whatever the reason, establishing clear, measurable objectives is crucial for the success of any sponsorship.

4. Add value whenever possible. Just because it is not in the contract, doesn’t mean you can’t do it. It’s better to under-promise and over-deliver.

5. Mistakes and mishaps are inevitable. Be upfront and commit to transparency when a breakdown occurs. Discuss the general approach regarding conflict resolution. I am excited to share my approach to sponsorship success and growth as these practices have served me well over the past 15 years and are utilized by sponsorship teams and companies specializing in asset valuation and sponsorship sales services.

Key Elements of a Sponsorship Package 1. Customization is Key A one-size-fits-all approach rarely works in sponsorships. Every potential sponsor has unique goals and challenges. Tailor your sponsorship approach accordingly by creating customized proposals that reflect the goals and strategies developed together with your sponsor. When I first sit down with a potential sponsor, I always ask the following questions: 1. What are your top three business goals?

2. How do you define a successful partnership?

3. How do you measure success?

4. Provide an example of an activation that went well.

5. Who will be implementing the partnership?

Correctly identifying the goals of your partner and knowing how they define success will help you create a customized sponsorship proposal.

Moreover, knowing who will manage the partnership allows you to recommend suitable activations. For instance, not every sponsor has a team available for on-site promotions. I've worked with sponsors who stress the importance of impressions and consistently seek to increase them. Keeping these goals and insights in mind will guide you throughout the partnership and serve as a valuable reference during the post-analysis phase.

When establishing your partnership objectives, try using the SMART goals framework: Specific: Clearly articulate what you aim to achieve.

Your partnership goals should be well-defined, focused, and result in a tangible outcome.

Measurable: Identify the criteria for measuring success. This may include establishing benchmarks and monitoring your progress along the way.

Achievable: Be realistic about what can be accomplished based on your current resources. Set goals that challenge your abilities while remaining attainable through effort and dedication.

Relevant: Make sure the objective is meaningful and directly aligns with the goals and aspirations of the sponsorship.

Timebound: Establish a timeline for achieving the objective. Every goal should include a target date.

3. Create an Inventory Database with Impressions and Values Securing event sponsorships is all about showcasing the value of your sponsorship package. One key metric that sponsors closely examine is the number of impressions their brand will receive.

In event sponsorships, Impressions can include: 1. Attendee interactions with branded materials (e.g., banners, brochures, and giveaways).

2. Digital views from online event promotions (e.g., social media posts, email campaigns, and event website).

3. Media coverage and broadcasts featuring the sponsor’s branding.

Impressions offer a tangible measure of how many people are exposed to a sponsor's brand, offering quantifiable reach. Knowing the total number of impressions helps sponsors estimate the breadth of their brand's exposure during the event.

Additionally, sponsors aim for a return on investment (ROI) that justifies their expenditure. By identifying and presenting the number of impressions, a clear indicator of the potential return is provided.

The Complete Guide To Selling Sponsorship #5. Effective Sponsorship Packages: Strategies for Success and Growth

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To effectively communicate the value of impressions it is important to use a standardized metric like the CPM (Cost Per Mille) model. The CPM model calculates the cost of reaching 1,000 impressions and is a widely recognized metric in the advertising industry.

For instance, if your event reaches 200,000 people and you charge an average of $20 CPM, the sponsor pays $4,000. (200 x $20 = $4,000).

By using a standardized pricing model, you are using a consistent method to price different sponsorship opportunities, making it easier to compare and customize your packages for different sponsors.

However, in sponsorship and advertising, not all impressions are created equal. For example, website impressions are generally less valuable than face-toface interactions with potential customers. When building an inventory database, I typically start with the following baseline CPM values.

CPM values vary depending on the market. For example, Cost Per Impression goes up in more competitive markets. Markets can differ significantly in terms of audience demographics, purchasing power, and competition levels. Being mindful of these market-specific dynamics will help you price sponsorship packages more effectively and strategically, ensuring they maximize revenue while offering sponsors great value.

When valuing your sponsorship package, it is also key to consider the costs of implementing the sponsorship. Identify tangible expenses, like tickets, printed materials, or other necessities needed to bring the sponsorship to life. Keeping activation costs reasonable is important. A helpful industry standard is to keep these expenses under 15% of your total sponsorship fee.

Once you’ve determined the cost of each sponsorable item and the total implementation cost, you can create a compelling sponsorship proposal. Your proposals should outline each inventory item, highlight potential impressions, and value, and suggest an appropriate sponsorship fee.

4. Activation Planning Once you have a sponsor on board, creating a well-structured activation plan is a great way to efficiently meet contract goals. Key objectives of an activation plan include aligning with deliverables, setting deadlines, assigning responsibilities, defining communication methods, and tracking delivery dates along with areas for improvement.

Utilizing tools like Google Drive for file sharing and Basecamp for communication can enhance partnership effectiveness.

A good starting point is a simple spreadsheet listing each inventory item or deliverable, its description, who is responsible, and the delivery date. This activation plan can help guide discussions during the initial kick-off meeting and can be reviewed regularly and updated in later check-ins throughout the partnership to keep everything on track. Regularly checking the activation plan against deliverables will help maintain progress and allow for any needed adjustments.

5. Sponsorship Recap Reports At the conclusion of each sponsorship term, provide your partners with a comprehensive recap report.

This should include activation photos, proof of performance, graphics used, and a Return on Investment (ROI) analysis.

Highlight the sponsorship's success through key metrics, CPM model impressions, and ROI. Calculate ROI using: ROI = (Net Profit / Cost of Investment) x 100%. This transparent approach not only fosters trust but also encourages sponsorship renewals and offers sponsors valuable insights to share with additional decision-makers Conclusion Successful sponsorships hinge on strategic planning and effectively communicating value to sponsors. By clearly setting objectives, creating a robust inventory database of impressions and their values, and implementing a thorough activation plan, you can make your sponsorship packages both appealing and competitive. Moreover, providing a detailed recap report not only showcases the sponsorship's effectiveness but also serves as a valuable resource.

By prioritizing these elements, you can increase revenue while offering sponsors meaningful and measurable benefits, leading to successful and rewarding partnerships.

ABOUT THE AUTHOR Amy Lindsey, Riverfront Spokane Amy is a programming and marketing specialist with more than fifteen years of experience with strategic partnerships, events, and brand management. She conceived, launched and event directed Red Rocks Amphitheatre's signature yoga series, Yoga on the Rocks, and currently oversees more than 400 annual public and private events with a focus on building strategic partnerships that advance economic vitality through arts, culture, and entertainment initiatives.

The Complete Guide To Selling Sponsorship #5. Effective Sponsorship Packages: Strategies for Success and Growth

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Chapter 6

Pictured: Clark County Fair

The Formula for Sponsorship Success and Growth Today

By Tawnia Linde, Clark County Fair & Event Center

In This Chapter we explore: Marketing Trends affecting sponsorship Added value to your event sponsorship packages Sponsorship exclusivity Use of demographics How business to business (B2B) opportunities have evolved The expanded use of hospitality for sponsor activations Activating sponsorships When sponsorship programs were expanding from traditional large-scale events in the 1980’s to all size events with a diverse set of activation goals, it became evident that benefit programs had to evolve, and the customized benefit activation package became the norm.

One thing that remains true over all these sponsorship years, is that the successful sponsor benefit program is one that compliments the marketing trends that the sponsor has adopted for their company or event strategy.

Initially, benefits such as a logo on a website or in a printed brochure and levels based on investment of Platinum, Gold, Bronze with assets at each level was enough to secure that contribution.

Sponsors were satisfied with the asset inventory placed before them. Today those components are expected, and companies are looking to event promoters to provide a much more diverse host of customized benefits. These include assets that extend the activation far beyond the days of the event.

A successful program depends on a keen understanding of the marketing trends affecting the sponsor and those they are being encouraged to adopt. In this new and evolving post-pandemic environment, we are seeing a host of new marketing trends.

Event Strategies Marketing is an experiential engagement agency located in Ohio. Their business website page states that they create experiences that inspire, educate, engage, and motivate. Event Strategies recommends a company incorporate these top five event marketing trends into their overall marketing plan.

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These are short-form videos, social media automation, experiential marketing, personalization and artificial intelligence.

They state that incorporating these emerging trends into your marketing portfolio will make your brand stand out from the competition.

While all that sounds great, the truth is that today’s sponsor manager for events wears many hats and putting a program with all these marketing initiatives in place can seem daunting. The key is to remember the basics when recommending a winning sponsor package and learn from your peers who have embraced these new trends.

A key tip is to remember to target sponsors early in your event planning process and be certain to ask sponsors what they need to deem their sponsorship successful every step of the way. This activity is just as important with returning sponsors as it is with new ones to keep each activation fresh. Event attendees should learn new things about your sponsors by highlighting them in marketing materials and using their products and services to enhance your event. Cross-marketing on social channels should be the norm. Have your sponsor create short videos announcing their presence at your event and have them extend an invitation to attendees to come see them at your location or to find their products there.

This engagement is of particular importance to your Gen Z or millennial audiences and provide not only content for your social media and digital platforms but add benefit to the sponsor being able to share content on their social media and digital channels. If your sponsor has a food product, offer product sampling to them at your festival or event. If your sponsor is supporting an onsite area or contest, have them invite the public to attend. This specially works well if your sponsor is known for speaking in their own television or streaming commercials.

Added Value: Let’s explore some recent successful tactics to maximize sponsor and marketing benefits with added value. The old saying “you must be present to win” is still true. The sponsor has found more creative ways to be present.

Coca-Cola is a large corporation and an exclusive non-alcoholic beverage sponsor for sporting events and festivals and is a partner for the Clark County Fair in Ridgefield, Washington. Coca-Cola is an example of a large corporate company that one could say doesn’t necessarily need the Clark County Fair to advertise their brand, although it has proven to be a place to introduce new and emerging flavors into the market.

How do you offer benefits to a large organization like Coca-Cola who already has brand exclusivity at your event?

In working with our Coca-Cola representative, we were able to identify some local assets to add to the activation.

Our event provides a venue where companies may show loyalty to the vendors and to the local community. Large corporations often have franchises that manage the areas they serve. They don’t partner to advertise in the traditional sense, but they see value in the unique benefits the Fair or event has to offer in this community. A benefit to Coca Cola in SW Washington is the ability to enhance their B2B partnership with the local Minit Mart stores prior to Fair with a text to win program that ties into the upcoming Fair.

This program engages the Minit Mart segment with a fun community based contest via their phones. A drawing held for prizes from the Fair which include concert tickets for 1st place, admission tickets and ride wristbands for second place and third place is a family four-pack of tickets with rides coupons. This benefit engages them with another partner group and the community with the ticket giveaway prior to Fair and extends the partnership.

Onsite they receive a traditional 4’ x 10’ banner on the main event center building along with the other sponsors. They have their logo on a red painted line that leads to the red gate entrance with a white Coca-Cola logo displayed every two feet on that line. Their retro red and white umbrellas adorn a parklet seating area for attendees to enjoy Fair food and beverage.

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The activation includes a Fair Day sponsorship that includes a 10’ x 20’ booth strategically located on the midway to interact with Fairgoers. The Coca-Cola Polar Bear mascot is there for photographs and participates in the opening day parade. Only those involved in the Fair are allowed to participate in the parade which is another value add.

The long-established benefits of logos in marketing materials, signage, exhibiting on premise, and admission tickets haven’t disappeared but have taken on a new and exciting look over the past 40 years. Coca-Cola is an example of a company marketing strategy that has adapted to sponsor all size events from Fairs and Festivals to NASCAR’s Coke 600 Cup Series Motor Race.

The automotive industry is another that has seen value in sponsoring at the national level and local events. Car dealerships have long sponsored events. expanding beyond the traditional request for test driving capability and vehicle placement onsite with a logo and banner presence. The larger dealers have activation teams for scheduling their onsite presence.

They often work with advertising agencies so being prepared with your ask and benefit proposal so that they can advance your benefit package is key.

There is a trend to upgrade existing sponsorships and to engage in more aspects of an event. It is key for a sponsorship manager to create and offer these extra engagement opportunities where a sponsor can provide in kind options in addition to cash contributions.

They are receptive to your creative ideas that help them engage further in the event.

This year the Clark County Fair proposed an idea to Toyota to provide a provide a mini kids Toyota Tundra truck as a prize for our educational scavenger hunt. They approved the idea. We placed it in their booth activation area until it was time for the drawing. Attendees interacted with the display and thought that it was a great that Toyota would provide that prize. This is an example of upgrading a sponsorship with fun in- kind items that accompany a cash sponsorship and benefits the sponsor, event and the attendees.

A value-added benefit can be as simple as plants from the local nursery in a container from the local farm supply store. You just created two new sponsor opportunities for your event by using their products and beautified your event space in the process.

Using Demographics in your offerings: Demographic information is more crucial than ever before in this era where social media influence and digital presence play such an important role for advancing a sponsor’s brand. Demographic data can be the difference on a great one-time sponsorship extending into a multi-year event.

A prime example of an inspiring idea that was created during the pandemic is the Cinema of Horrors Drive-In that provided a way for families to enjoy a safe outing during a time where large events could not be held. The Drive-In returned and is one of the events that have remained a strong entertainment and sponsorship option.

A venues parking lot became a benefit with this new event. A large blow-up screen located in the parking lot accommodates 200 + vehicles and becomes the Cinema of Horrors Drive-In over the weeks of October. The following information is located on the Cinema of Horrors website that outlines benefits copied below and is backed up by demographic insights. (www.ridgefield.cinemaofhorrors.com) Sponsorship benefits vary depending on the level of investment and may include: On-screen promotions before & after films Brand discounts on printed programs Inclusion in social media posts and graphics Logo placement on popcorn bags, cups, and other items Live TV mentions Radio placement Print newspaper logo Inclusion Your company as a nightly film presenter

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Demographic Insights: Since launching our drive-in campaign, our Facebook posts have reached 148,439 people in the Portland-Metro area with over 32,000 people actively engaged.

79% of our customer base is made up of women with the remainder being men The average ticket purchaser age is 35-44 years of age with 25-34 being the next most popular age bracket 38,891 people reached reside in Vancouver, WA Cinema of Horrors is a great example of creating an experience that sponsors want to engage in and the significance of providing demographic information for potential sponsors.

The increasing importance of providing demographic information as part of your activation proposal and post event recaps has also driven more companies to offer software platforms to provide that data.

Sponsors have long been skeptical of the numbers of attendees estimated by events especially when it Is a free admission event. The answer for many is to utilize the new data that can be obtained from companies such as Placer.ai with their location analytics that can show event producers where there traffic is coming from.

The data provides in-depth demographic information and showcases interest areas of the cellular users which can at a minimum back up attendance claims and provide so much more data for the event producer and ultimately the sponsor.

This is so advanced in comparison to the gate surveying we have become accustomed to at events and will play a huge role in sponsorship activations of the future. Software programs like this benefit other departments showing busiest time of day and will continue to evolve in their offerings.

The Alaska State Fair has a section on their website called “Fair By The Numbers” that provides a demographic snapshot all in one place.

Fair By the Numbers 316,000+ Printed Marketing Materials 1,500,000 Unique Website Visits 13,800 Daily Glenn Highway Traffic 33,313 Borealis Concert Attendance 26M Estimated State Economic Impact 300 Acres 97% Customer Satisfaction 295,000 Average Attendance 2,658,489 Overall Website Visits 14,524,225+ Social Media Impressions $325,000 Marketing Campaign 25+ Media Partners Sponsorship managers in the early years couldn’t have foreseen the importance of website visits and social media impressions. Digital data combined with the return to in-person sponsorship can help justify the cost of the sponsorship.

Choosing the right ticket platform can be helpful with reports and data as well and is deserving of a how to book of its own.

Business to Business Sponsorship Companies that are planning to launch into new markets and regions or even opening a new location are realizing that sponsorship can be an innovative way to inform other businesses about a product or service. It isn’t unusual to see a combination of producers, resellers, government departments and institutions present or sponsoring an event.

The Washington State Department of Revenue wanted to find ways to get the word out about the Working Families Tax Credit program so their outreach specialist set up booths at fairs and festivals to meet businesses and families at the events there are attending and to let Washington businesses know about the program for their staff members.

The Clark County Auditor’s office is another group that wanted to engage and let businesses and homeowners know about their property tax exemption program and saw value in setting up a booth at the Fair.

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Event held at an Event In recent years we have seen a rise of events that are held at other events which provides benefit to both the host venue and the promoter.

The Washington State Fiddlers Championships is held each year at the Clark County Fairgrounds during the first weekend when Fair is also in full swing. The Fiddlers choose the first weekend when music is held in the main Grandstand and their event is on the community stage. The audience is treated to the Fiddlers music while they share resources such as the stage, facility amenities, food options and to gain exposure to a larger combined audience.

River City Environmental is an environmental company that started in 1995 in the Portland metropolitan area and is now throughout the Northwest. They are a residential, commercial and industrial company so attendees at events may use their services for their homes or strictly for business.

A benefit to River City is to showcase what they do by striping the lots and water truck cleaning. Their vehicle proudly displayed onsite details of many of their services and is much more noticeable than a traditional banner.

In-kind sponsorships allow many businesses to showcase their products and services. An example is the paint company providing the paint for buildings at the event. It’s the local credit union that staffs a complimentary storage area for items purchased from commercial vendors so attendees can experience the event.

It is no surprise that you are seeing business professionals attending conferences, technology training, and a rise in Association membership. It is key to not forget one of the best ways to be successful is the act of sharing and mentoring.

Sharing resources with other leaders is invaluable and one of the best benefits you can provide through your event.

Hospitality Providing the very best experience Hospitality has advanced far beyond food from a chafing dish and a beverage in a plastic cup. Sponsors are most often able to provide their clients with an experience they won’t soon forget.

Stan Brock’s Black & Gold Northwest benefits selected military specific non-profits that support returning wounded veterans. Stan Brock, a former NFL Football Player and Head Coach for Army Football from 2007 to 2008, developed the Black & Gold Classic to help raise money for Special Force soldiers and their families to cope with the financial hardships where heroes had met with unfortunate outcomes in battle. Veteran charity organizations are selected to benefit from this annual tournament and a captain’s dinner and auction is held prior to a sponsored fishing tournament.

The benefit packages include the following options: Civilian Boat Sponsorship: Boat Sponsorships include: Boat Captain, Bait, Snacks, Four (4) tickets to the Captain’s Dinner.

Military Boat Sponsorship: Purchase of a Military Boat will allow Black & Gold Northwest to place 4 military personnel from Oregon and SW Washington into a boat.

Captain’s Dinner: Dinner includes appetizers, cocktails, dinner and a specially curated auction. Don’t miss out on a Military Huey Helicopter fly-by and entertainment.

The dinner has been known to feature local seafood prepared by Chefs from Louisiana that Stan Brock met while playing for the New Orleans Saints football team. Events like these provide a business to give back combining both Business to Business and networking opportunities which include hospitality. It is an example of sponsorship at its finest and how hospitality is an important part of most benefit packages.

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“Giving is not just about making a donation, It’s about making a difference” - Kathy Calvin Seafair receives the designation as Seattle’s most iconic festival and it’s website is one to mirror.

Seafair’s mission, as stated on their website, is to create memorable experiences for the people of Puget Sound through fun, inclusive, and relevant events. We connect people with communities, and communities with memorable experiences.

A segment on the best in hospitality wouldn’t be complete without mentioning how they include hospitality in their sponsorship packages. 2024 marked the 75th anniversary of Seafair and an example of just one of the hospitality packages is outlined below: Sky Box VIP hospitality Suites Include: Private hospitality suite at the heart of the event Hosts 100 with an upgrade option for up to 150 guests 100 Seafair entrance passes per day, which includes Hydro’s Pit access Space for company signage inside the pavilion area Standard furniture package (tables, chairs, buffet, power, and bar setup) is included Catering and/or bar service Spacious sun deck with seating overlooking the Hydroplane races, Blue Angels, Stunt Plane Airshows, and more We will work with you to customize your experience!

A smaller event can add a seating area in an exhibit hall or outside area which includes a charging station and perhaps an educational loop running on a television in the area. This is a way for a sponsor to make your attendees visit more comfortable an enhance the attendee experience. This area may be staffed but not required.

Activating Sponsorship All the benefits are just an inventory of offerings until they are activated. It is taking the signage, hospitality, traditional media, digital and social media options and activating the package components and executing a carefully planned activation that will take your sponsorship to the next level.

It can be a simple upgrade with a current sponsor that has always sponsored the baby contests in the kids park to also sponsoring the stage that the baby contests are held, while the daycare staff volunteers their time staffing the Lost Children’s booth or furnishing the Mother’s Convenience area with diapers and bottled water at your event.

Another example is the local casino with a booth on the midway that one day has a prize wheel that is staffed by their dealers in training and the next day becomes a recruiting booth staffed by the Human Resources department.

Depth in a sponsor company is a win for both the event and the sponsor.

A notable addition to their hospitality portfolio is found in their sponsorship deck and is a perfect example of a sponsorship enhancement where they listened to what attendees wanted and customized a new offering.

Seafair’s Newest Attraction “The Deck” at Seafair, a true VIP hospitality option for the public.

'The Deck', echoing the posh and convenient characteristic of our corporate hospitality offerings, comparable to the Sky Boxes. However, it uniquely bridges these amenities to the public, delivering a touch of luxury and exclusivity within the reach of our everyday attendees. - Located in a highly visible and high demand area between the Pit’s, Sponsor VIP, Grandstands and the Corporate Skybox Suites. Large elevated platform above the crowds with a lower level for VIP upgrades, all located on the waterfront. - Premium views of the Airshow, Hydro’s and Blue Angels. - Large sponsor activation space connected to “The Deck”.

The Deck at Seafair Weekend - VIP Shoreline Experience — Seafair

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Embracing your local newspaper in an age when print is often overlooked by doing a march media type contest over three weeks where attendees can participate and ultimately identify their favorite part of your event. A drawing for tickets to your event is the ultimate prize for participating in the contest and it can even be sponsored. This is a fun extended approach with way more exposure than a traditional advertisement.

The most successful activations are those that have been researched and planned.

The key is to have fun with it an engage the sponsor and even your staff.

Provide sponsor recognition year-round and not just around your signature event.

Schedule check-in points along the way and not just when the sponsor signs and during the recap.

Packages must include a social media and digital component to stay relevant. It isn’t about the posts as much as it is the sharing of content between your event and the sponsor.

There is little doubt that as sponsorship marketing continues to evolve, to be successful managers will need to find ways to successfully merge live events with digital and social components to create the ultimate sponsor experience.

In Summary We have reviewed benefits and how they have been incorporated into many different types of activations for a variety of companies and groups. Let’s review where we started in this chapter on benefits.

Are you striving to inspire, educate, engage, and motivate just like the team at Event Strategies? Have you incorporated short-form videos, social media automation, experiential marketing, personalization and artificial intelligence into your offerings or are you educating your teams and peers on these trends?

The best advice for success in sponsorship is to be a constant learner that is flexible and ready to adapt.

We will leave you with a few keys for developing added value before, during and after your event.

The Keys for Developing Added Value Attend other festivals and events for new ideas to add to your benefit portfolio Analyze your own event with all tools available to you so you can provide that valued demographic information.

Exclusivity in sponsorship has positives and negatives. Make certain it achieves a positive advantage for the sponsor and your event.

Brainstorm on new opportunities with your staff, sponsors, and industry leaders.

Hospitality is often referred to as being attentive and intentional in making people feel valued. Creativity and delivering an experience will go far with potential and current sponsors.

Maintain an inventory of benefits and revisit with clients after each event. Don’t be afraid to let them cross of the benefits on the list or to rank them in importance to them. You might be surprised at the outcome.

ABOUT THE AUTHOR Tawnia Linde, Clark County Fair & Event Center Tawnia is currently the Director of Marketing & Sponsorship at the Clark County Fair & Event Center. Linde plays a part in putting all of these events on, but in particular it’s the events that the Event Center puts on themselves that she is more directly involved with.

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Chapter 7

The Effective Sponsorship Proposal

By Bruce Skinner, Washington Festivals & Events Association In This Chapter You Will Learn How To: • Customize a sponsorship proposal for a business category and a business within the category.

• Present added value and benefits that will get a sponsorship proposal noticed.

• Present demographic information on your event to help you match the demographic of your sponsor, called “creating the right fit.”

•Help sponsors differentiate themselves from their competitors, known in the marketing world as “separating from the clutter.”

The best proposals are those that utilize all of the techniques mentioned in the first six chapters of this book. If you are successful in researching, developing added value and most importantly, have looked at sponsorship through the sponsor’s eyes, you proposal will almost be like a letter of agreement.

You have already agreed on almost every point in your last face-to-face meeting. Not only has the company agreed to be your sponsor, but details of the agreement have already been negotiated, and only final tweaking needs to be done.

The Complete Guide To Selling Sponsorship #7. The Effective Sponsorship Proposal

Unfortunately, once again, many properties skip all of the aforementioned procedures, and mail off tens and even hundreds of proposals that pay little, if any attention to the wants and needs of the sponsors -these presentations cover only what the event needs, and not what the sponsor desires. The proposals are generic – no matter who the event manager is sending them to – they read exactly the same.

These type of proposals most often end up in the potential sponsor’s trash can. Even if an event gets lucky once in awhile, it will only receive a small amount of cash. Here’s an example of one of those presentations (See Proposals for a Communication Company below) , which unfortunately, is what all too many sponsorship proposals look like. This is for a festival of trees, an event that is one of many similar events that are held across the country between Thanksgiving and Christmas.

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A typical tree festival displays Christmas trees that are sponsored by companies, and then designed by interior decorators or artists. They are typically auctioned off at a black tie gala type of event at high prices, which makes the event one of the most successful fundraising events in the country.

However, many tree festivals are staged by hospital foundations and other philanthropic organizations.

They are good at raising money through contributions, but many don’t understand the sponsorship game.

Obviously, the President made no attempt to find out about the telecommunications company’s business. That’s why his presentation violated many of the principles of creating a good proposal. It: 1. Wasn’t customized for the sponsor’s business category.

2. Wasn’t customized for the individual sponsor within the business category – what are its target markets as compared to its competition?

3. Didn’t contain any items that would give added value, and does not consider the company’s marketing goals 4. Didn’t price the sponsorship correctly. Just because the tree cost the Foundation $550, it doesn’t mean that the sponsorship is worth that – its value might be higher or lower, depending on the sponsor.

5. Didn’t contain any demographic information on the event, and if that audience will fit the customers of the sponsor 6. Didn’t provide for product category exclusivity – the sponsor’s competition might be in the same room.

The Complete Guide To Selling Sponsorship #7. The Effective Sponsorship Proposal

Contrary to the above, there are many good proposals that have been developed. Let’s take a look at one developed by Bruce Erley of Creative Strategies Group in Denver (See an assemble of rights and benefits below ) As opposed to the presentation for the festival of trees, this proposal was developed after several meetings with the sponsor. It is a great example of what you can achieve by listening and addressing the needs of the sponsor. It: 1. Places Coors at a special level, separating the brewer from its competition. That’s especially important at a beer festival that features many different beers. This proposal raises Coors above other beer sponsors, by giving the company “recognition as industry leader and benefactor.”

2. Presents demographic information on the event, and how the audience fits one of the target markets of Coors.

3. Contains the opportunity to build brand promotions within the festival.

4. Suggests that Coors become the sponsor of the Educational Pavilion (which it did), which describes the process of making beer. This also places them as an industry leader.

5. Gives Coors substantial media and Internet exposure.

6. Allows Coors to show a video that Creative Strategies learned that they wanted shown during an earlier meeting.

7. Provides the sponsor with hospitality benefits that will be of interest to its key customers, clients and employees 8. Concludes by looking at the needs of the sponsor: “an excellent investment in the achievement of Coors Brewing Company’s key marketing and communication objectives.”

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Proposal For a Communications Company By a Festival of Trees Organization September 11, 2000 Telecommunications Company Anywhere U.S.A. Dear Sue: I am writing you hoping that your company will once again be a sponsor for the 2000 Festival of Trees.

Since its inception in 1991, the Festival of Trees has grown to be the most successful event in the state.

Over 5,000 people now attend it over a three-day period, and it raises vital monies for equipment at the hospital.

Since the Hospital District encompasses two cities, this event is an excellent vehicle for you to cover both communities. This year’s event will be held November 24-26.

If you would choose to be a seven-foot tree sponsor for $550.00 (our cost), you would receive: 1. A seven-foot, fully decorated tree, which can be designed by you or by a designer that we would find.

2. Two special guest admissions to the Festival Gala held Friday, November 24.

3. Ten festival admission tickets during public days (November 25-26).

4. Recognition in the special festival program and at the event itself.

5. Mention in the official publication of the hospital, which is distributed to every home in two counties.

6. An eighth page advertisement in the local newspaper.

Thank you for your consideration. I will give you a call in the near future to discuss this further.

In the meantime, if you have any questions, please don’t hesitate to give me a call.

Sincerely,

Foundation President

An Ensemble of Rights & Benefits The Great American Beer Festival has designed our sponsorship program to provide you with the greatest possible exposure and opportunity to reach and impact your key target groups. Among the marketing and communications rights and benefits Coor Brewing Company will receive as an Official Sponsor are: Top Level Industry Sponsorship of the Great American Beer Festival • Sponsor name receives presenting recognition with nation’s leading beer tasting event (e.g. “Coors Brewing Company…Official Sponsor of the Great American Beer Festival”) • Guaranteed dominant presence to a highly-desirable Male 21 - 34 audience of 22,000 people attending three sold-out public tastings between August 16 -18, 2001, at the Colorado Convention Center in Denver, CO • Recognition as industry leader and benefactor • Multi-year agreement with first right of refusal allows for strategic implementation of sponsorship benefits and the opportunity to build brand promotions with GABF Proprietary Naming Opportunity For Exclusive GABF Program Or Venue • Sponsor receives first right for proprietary naming rights for specific events or venues within the festival. (e.g. “Coors Brewing Company Educational Pavilion”) Key naming opportunities for Official Sponsors include: Education Pavilion Exhibition Area Volunteer Program Brewer’s Hospitality Area Brewer’s Gathering Judge’s Reception Guaranteed Media Coverage • Primary logo recognition in Denver ADI paid and promotional advertising valued at $135,000+ from media partners: ($204,000 in 2000) Denver Rocky Mountain News (Renewal Pending) The Hawk Radio (Renewal Pending) • Official Sponsor status in all press kits and general news releases Internet Exposure Logo recognition of GABF’s home page on gabf.org • Hot link from GABF Festival Homepage to sponsors Web Site Extensive On-Site Dominance • Dominant name position on exterior the Colorado Convention Center marquee anner seen by 8,500 Downtown drivers daily • Dominant logo position on sponsor marquee banner inside Hall A of the Colorado Convention Center • Rotating logo recognition and acknowledgment on Video Wall • Opportunity to present video presentation on Video Wall (Maximum running time: 10 minutes) • Dominant on-site signage through prime placement of four aisle or wall logo banners throughout Exhibition Hall Logo recognition on industry sponsor marquee banner inside Brewers •Hospitality Area and at Awards Ceremony attended by 2,000 brewing industry executives from across the nation Full Promotional Rights • Top-level, Official Sponsor trademark recognition in all GABF collateral promotional materials including: 5,000 GABF Promotional Posters distributed throughout Colorado prior to the event 5,000 Promotional kiosk cards distributed locally and mailed nationally 1,500 Volunteer T-shirts Full page, four-color ad in premium location in 10,000 Programs (can do front/back inside cover) • Opportunity to participate in GABF Special Offer Right to create and promote GABF sweepstakes and contests • Opportunity to create cross promotions with other GABF corporate sponsors and media partners Customer Relations and Staff Benefits • Hospitality Benefits for distribution to key customers, clients and employees, including: 100 GABF Public Session Tickets 20 Invitations to Awards Ceremony 10 Invitations to Judges Reception 10 Tickets to private Brewers’ Gathering An Excellent Marketing Value Your sponsorship of the Great American Beer Festival is an excellent investment in the achievement of Coors Brewing Company’s key marketing and communication objectives

Another top-notch proposal comes from the National Cherry Festival in Traverse City, Mich., which once again, addresses the needs of the sponsor. Most people will tell you that proposals need to be short. This one is not, because once again it looks more like a letter of agreement.

Its creation followed several meetings between the festival’s marketing director, Chuck O’Connor and the sponsor. It includes all of the benefits that the sponsor, in this case Pontiac-GMC, wanted to receive (See Cherry Festival Sponsorship Proposal below) This is an effective proposal because it addresses the needs of an automobile sponsor and the needs of Pontiac-GMC dealers in Michigan. Key parts of the proposal: 1. In Section I.A. Pontiac-GMC is granted automotive exclusivity at the festival, which enables them to separate themselves from other automobiles and dealers.

2. Section I.L. -- Website/on-line links featuring a contest which activates the sponsorship with Pontiac-GMC contest clues.

3. Section II.D. and E. – The opportunity to showcase product, which is extremely important to automobile sponsors. This is a good example of customizing a proposal according to the business category.

4. Section III.A. and C. – Title sponsorship is granted, which greatly heightens visibility, and once again, the product is showcased.

5. IV. B., C., D. – Once again, more showcasing 6. Section VII. – Features the most important benefit for any automobile sponsor – a promotion to drive traffic into the dealership. The courtesy cars were part of a special sales promotion once they were returned.

Another great example of customizing!

Of course, both the Coors and Pontiac-GMC proposals above were made after face to face meetings, and although we highly recommend that over “cold calling,” you won’t get in the door every time.

The Complete Guide To Selling Sponsorship #7. The Effective Sponsorship Proposal

In fact, more than once you will be faced with a sponsor telling you, “Send us a proposal and then we will see if we need to set up a meeting.”

In that scenario, a proposal needs to be concise, relatively short and hard-hitting. You’re counting on a potential sponsor getting hit quickly between the eyes with one of your points that fits with his or her marketing goals and objectives.

The following is a good example of a generic proposal from the International Festival of Lent in Maribor, Slovenia. It has been developed before it is tailored to a sponsor’s needs and desires, but represents a good place to start.

The Keys to Developing a Good Proposal A proposal must: 1. Be filled with added value and benefits, meeting the company’s marketing goals.

2. Contain pertinent demographic information from your event, which matches with the potential sponsor’s target audience.

3. Be highly customized for the business category and for the sponsor in the category – if it’s not, it’s in the wastebasket.

4. Provide for the opportunity to be exclusive, thus separating the sponsor from its competitors.

5. Provide plenty of exposure, not just signage and brochure mentions, but substantial media exposure.

As stated above, the proposal itself needs to be short. However, feel free to include any background material on your event, preferably in a notebook that is well tabbed In addition, you need to include several high quality photos of your event. “The point is not to make them arty,” said Bruce Storey, former CEO of the Cherry Creek Arts Festival in Denver, in the IFEA’s Official Guide to Sponsorship. “Rather, show brand names adjacent to crowds representative of the demographics your prospect needs. Spend the money this year to employ a good professional photographer so that you will have the correct tools for next year’s proposals.”

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PONTIAC—GMC 2001 NATIONAL CHERRY FESTIVAL SPONSORSHIP PROPOSAL Acclaimed by Travel Michigan as Michigan’s number one event, and as one of the nation’s top festival events by USA Today, Private Clubs and Coast to Coast magazines, the National Cherry Festival is attended annually by over 500,000 people. Scheduled for July 7 through 14, 2001, the 75th National Cherry Festival will offer nearly 150 events and activities including chances to win brand new Pontiac-GMC vehicles. Guests will enjoy family and children’s events, free GMC Truck Air Shows, sporting events, band competitions, three colorful parades, fishing contests for the kids, an arts and crafts fair, and a high profile music concert series all in Traverse City, Michigan. Additionally, there are various forms of free, live entertainment and activities all week long at multiple Festival venues, including the “Festival Open Space Park,” located on the beautiful shores of Lake Michigan at the bottom of West Grand Traverse Bay. The following benefits will be coordinated for Pontiac-GMC: I. National Cherry Festival to provide advertising and promotion to Pontiac-GMC: A. Pontiac-GMC will be granted automotive exclusivity and recognized as the “Official Automotive Sponsor of the National Cherry Festival” B. All ublic identification and recognition of Pontiac-GMC during the NATIONAL CHERRY FESTIVAL will be made as follows: “PONTIAC-GMC, Official Vehicles of the NATIONAL CHERRY FESTIVAL….”

C. PONTIAC-GMC name/logo will be denoted in official NATIONAL CHERRY FESTIVAL PROGRAM, produced by Traverse City Record Eagle Newspaper, as Official Sponsor, (45,000 subscribers plus handout over run).

D. PONTIAC-GMC name/logo attachment to NATIONAL CHERRY FESTIVAL advance postcard, (50,000).

E. PONTIAC-GMC name/logo will be attached to Michigan Lodging Directory advertisement (inside back cover), circulation of one million (1,000,000).

F. PONTIAC-GMC sponsorship affiliation will be included in annual media an press relations program G. One (1) full-page, four-color PONTIAC-GMC ad in the NATIONAL CHERRY FESTIVAL’S Official Pocket Guide (50,000).

H. PONTIAC-GMC name/logo attachment, as Official Sponsor, to a minimum of two (2) painted Lamar Advertising outdoor billboards on prime highway arteries for months of May, June, and July -daily effective circulation of 27,000 – 2.4 million impressions.

I. Minimum of one thousand (1,000) PONTIAC-GMC exclusive :30-second television commercials on Charter Communications Cable Network.

J. Two :30 second spots each in the NATIONAL CHERRY FESTIVAL Heritage Parade, Junior Royale Parade, and Cherry Royale Parade live television broadcasts on Northern Michigan ABC affiliates.

K. Live and taped radio and television media interviews with Pontiac-GMC corporate representatives, and NATIONAL CHERRY FESTIVAL spokespersons on behalf of PONTIAC-GMC, throughout the eight-day event.

L. Website/on-line: Year-round PONTIAC-GMC links to NATIONAL CHERRY FESTIVAL Internet home page (www.cherryfestival.org), and related interactive Internet activities. The Festival’s interactive site received over four million hits in an eleven month measured period from October 18, 1999 to September 7, 2000, including over 1,000,000 hits during the eight-day event in 2000, which featured live audio and video streaming, an on-line “Safari & Win!” contest featuring Pontiac-GMC contest clues, and our new Cherry Festival on- line store.

M. PONTIAC-GMC will have the right to use the new NATIONAL CHERRY FESTIVAL logos (with prior written approval).

II. PONTIAC title Sponsorship of the NATIONAL CHERRY FESTIVAL Commemorative Pin Program: A. NATIONAL CHERRY FESTIVAL and area civic group volunteers will conduct a six-week “Go for the Gold” Pontiac Commemorative Pin sales campaign.

B. Exclusive automotive logo rights on 65,000 2001 Commemorative Pins and packaging.

C. A comprehensive media plan will emphasize the give-away and PONTIAC- GMC as the official automotive sponsor of the NATIONAL CHERRY FESTIVAL: 1. Includes a minimum of two thousand (2,000) :30-second cable television spots featuring the grand prize vehicle.

2. Inclusion in all television, radio, and print news stories relating to the Pontiac give-away event.

D. Expanded Pontiac give-away exposure through a trailered display with the Grand Prize vehicle moving from various NATIONAL CHERRY FESTIVAL venues and pre-event sites with Pontiac Commemorative Pin sales representatives.

E. Pontiac-GMC corporate representative to award the grand prize vehicle in the Commemorative Pin give-away show on Saturday evening, July 14, in front of a live NATIONAL CHERRY FESTIVAL audience. Winner of the grand prize Pontiac and presenters to be interviewed for television broadcast on 11:00 p local News.

F. The Festival and Pontiac will donate fifty percent (50%) of the proceeds from the sale of Pontiac Commemorative Pin sales to the Kiwanis Club of Traverse City for the Boys and Girls Club.

G. NATIONAL CHERRY FESTIVAL designated Event Director to coordinate Pontiac Commemorative Pin sales: Jim Bard

III. GMC title sponsorship of the NATIONAL CHERRY FESTIVAL Air Shows: A. Both Saturday and Sunday, July 7th and 8th, Air Shows will be referred to as the “GMC Truck Festival Air Show” in all promotion.

B. GMC logoed banner / signage at the Air Show center point and VIP area adjacent to Clinch Park Marina on West Grandview Parkway in Traverse City, Michigan for two (2) days – Saturday, July 7 and Sunday, July 8.

C. Exclusive GMC vehicle display at the Air Show center point for two (2) days – Saturday, July 7 and Sunday, July 8.

D. A minimum of twenty-five (25) VIP viewing area tickets.

E. Live interviews with GMC representatives from show center on Sunny 102 WLDR Radio (100,000 watts), radio Cosponsor.

F. GMC name/logo attachment to Air Show editorial in the Official NATIONAL CHERRY FESTIVAL program G. GMC name/logo attachment to Air Show media campaign including: 1. One (1) ¾ page, two-color ad in TC Record Eagle Newspaper 2. Broadcast promotional schedule leading up to event.

3. GMC attachment as Air Show title sponsor in April NATIONAL CHERRY FESTIVAL Press Conference.

4. PONTIAC-GMC name/logo attached to related press releases.

H. PONTIAC-GMC name/logo on VIP area Air Show passes (2,000).

I. NATIONAL CHERRY FESTIVAL designated Air Show Event Director: Steve Plamondon.

IV. On-site exposure to PONTIAC-GMC: A. A tented display area, minimum of twenty-five feet by fifty feet (25’ x 50’), will be provided for a PONTIAC-GMC vehicle display in the Open Space Park for eight (8) days.

B. Space for the Pontiac Aztek (or other) trailered display in the Open Space Park will be provided for all eight days.

C. Space for three (3) Pontiac and three (3) GMC Official Vehicle banners. These and additional banners will be moved to various venues and perimeter fencing throughout the week reflecting crowd traffic and guest opportunities.)

D. Inclusion of PONTIAC-GMC specialty unit in the Cherry Royale Parade (fee waived). (The trailered Pontiac giveaway car may be entered in all three Festival parades) V. Additional provisions to PONTIAC-GMC: A. Use of related mailing lists and databases. NATIONAL CHERRY FESTIVAL will provide PONTIAC-GMC with the Pontiac “Go for the Gold” Pin Program database/mailing list VI. Tickets and Hospitality to PONTIAC-GMC: A. Hosting and hospitality packages for eight (8) representatives at the following VIP events: GMC Air Show, Sponsor Fireworks VIP Reception, Cherry Royale Parade VIP viewing area.

B. One (1) foursome in the Sponsor golf tournament (Pontiac vehicle display as hole-in-one prize) VII. NATIONAL CHERRY FESTIVAL will return to PONTIAC-GMC all courtesy vehicles by July 16, 2001 to Bill Marsh Motors located at 1621 South Garfield, Traverse City, MI 49686. NATIONAL CHERRY FESTIVAL will provide PONTIAC-GMC with two (2) proofof performance ROI summary binders Pontiac-GMC Sponsorship Investment: I. The Agreement will commence as of the signing of the agreement by both parties and ends on December 31, 2001.

II. PONTIAC-GMC to pay a sponsorship fee of____________________to NATIONAL CHERRY FESTIVAL.

Payment as follows: A. _______________________within thirty (30) days after invoice upon execution of the contract. _______________________within thirty (30) days after invoice upon receipt of proof of performance packages III. Loan TBD 2001 model year, factory equipped PONTIAC-GMC vehicles for use as courtesy vehicles by the NATIONAL CHERRY FESTIVAL. The NATIONAL CHERRY FESTIVAL will pick up vehicles at time and location determined by PONTIAC-GMC. Models and option content to be determined and mutually agreed upon by both parties.

IV. Loan a minimum of four (4) 2001 model year, factory equipped PONTIAC-GMC Vehicles for limited static display purposes only. Specific models and option content to be determined by PONTIAC-GMC. V. Deliver one (1) 2001-model year Pontiac to raffle prizewinner.

VI. Provide a minimum of three (3) “Pontiac-Official Vehicle” and three (3) “GMC-Official Vehicle” banners.

VII. NATIONAL CHERRY FESTIVAL to use descriptive copy and artwork for appropriate advertising and publicity items to maximize PONTIAC-GMC exposure.

Chapter 8

Photo by Shanna Paxton Photography City of Boocoda Casket Races

The Creative Approach to Sponsorship

By George Sharp, Thurston Economic Development Council In This Chapter You Will Learn: Ideas and approach to creating creative sponsorships.

Real life examples of what worked.

How to find your creativity.

Use of Sponsorships in surveying your visitors.

“The key to creating creative sponsorship is the experience you provide for your visitors, sponsors, and the media. You need to see your festival or event through the eyes, nose, ears, hands, feet, and bottoms of your visitors. The key is to create Wow Factors of your festival or event and a Win-Win-Win scenario. The consumer Wins, The Sponsor Wins, and the Festival Wins.” George Sharp I first learned the lesson to observe what festival attendees experience and what opportunities exist for creating creative sponsorship opportunities when I was the Visitor and Convention Director at the Pullman Chamber of Commerce.

The Complete Guide To Selling Sponsorship #8. The Creative Approach to Sponsorship

We hosted the annual 4th of July Celebration, and I was taking a break from making cotton candy to head to the city owned permanent restroom facilities. It was where I discovered the line to use the women’s restroom was 45 minutes long. Right then and there I decided to create a Port-O-Potty Sponsorship for 1991. I announced it the next week in a press release, and it hit the front page of the Moscow-Pullman Daily News local newspaper and that afternoon I received a call from Gabino’s Italian Restaurant in Moscow, Idaho to be what I believe was the first Port-O-Potty Sponsorship in Washington state. In 2017, I was a volunteer with Olympia’s largest festival Capital Lakefair. I decided to try Port-O-Potty Sponsorship again. It was successful in getting 10 Port-O-Potties sponsored.

After I secured the first sponsorship with that year’s Capital Lakefair Parade Grand Marshal and a respected business owner this was my Facebook post encouraging others to become a sponsor: Thank you Christine Forrey for signing up as our very first Capital Lakefair Port-O-Potty Sponsor as Forrey's Forza.

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Thurston business owners and organizations, here is a unique marketing opportunity to reach consumers and a chance to support the event voted Best Festival in Thurston County by The Olympian.

In the past several years, Capital Lakefair has spent $12,000 annually to provide portable restrooms to festival attendees.

In an effort to keep Capital Lakefair free for all to enjoy the parade, carnival, food row, live entertainment, kids day, senior day and the fireworks show, Capital Lakefair relies on sponsorships and donations from businesses, organizations and individuals to pay the approximately $200,000 dollars it takes to put Lakefair on each year.

This year Capital Lakefair has created a new and fun way to support and help Lakefair with Port-O-Potty Sponsorship and a decorating contest.

Businesses, organizations, and families are offered the opportunity to share their logo, contact information and message with the approximately 250,000 people who attend Lakefair over the 5-day period, from July 12-16, 2017.

Attendees will be encouraged to take a selfie with their favorite decorated potty and share on the Capital Lakefair Instagram account. The potty with the most likes will be crowned ‘King of the Throne’ and win an advertising package with Capital Lakefair, 50% off the 2018 Port-O-Potty Sponsorship and a trophy.

Take inventory of your assets I suggest that you and several members of your team do a walk through of what your visitors experience in learning about your festival or event and then attending the event.

You need to see your festival through the eyes, nose, ears, hands, feet and bottoms of your visitors.

Create a inventory of your assets in a chart format of all areas that could have a visitor experience and interact with a sponsor. Begin with your website, social media, advertising, onsite signage and look for more than just logo placement but also places you could have your visitors interact with your sponsors.

After every event I ask our team and volunteers the following questions: 1. What went really well?

2. What could have gone better?

3. What should we stop doing?

4. What should we start doing?

5. Who else should we be working with?

6. What other resource do we need to be successful?

7. Any other thoughts you want to share about your experience and the experience of our visitors and our sponsors?

All sponsors will receive a framed picture of their decorated potty, certificate of appreciation and acknowledgment for helping make Lakefair an enjoyable experience for all.

Port-O-Potty Sponsorship and Decorating Contest Details: Each Port-O-Potty will have a sign on the inside and outside of the door that reads: Port-O-Potty Sponsored by: Name of Company/Organization/Family and/or your logo.

Front side of the Port-O-Potty Decoration to be of entertainment value for Lakefair.

To the right are examples of the Port-O-Potties. One strategy was to have businesses sponsor a Port-OPotty on behalf of a Non-profit that the business wanted to help promote their mission.

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When we did those questions for Capital Lakefair in 2016, we identified we had a image and relationship concern with the downtown Olympia businesses and the negative impact Lakefair was having on them.

We worked with the Olympia Downtown Association (ODA) and the Parking & Business Improvement Area (PBIA) Organization and four businesses to sponsor Lakefair and to create Welcome to Lakefair signs and a “Did you know?” campaign about downtown Olympia. We handed out parking tokens for downtown.

We also created a website where we conducted a survey about our visitors experience that also had questions about downtown and visitors perspective.

We incentivized participation in the survey by giving away a $100 bill.

Below is what the sign and Facebook Posts looked like.

In 2017 Lakefair created a new print sponsorship with Print Northwest for all our signage needs. We also created new radio advertising sponsorship that allowed us to list our major sponsors in the spots.

After reviewing our assets and where our visitors go, we created a Food Row Sponsorship that had signage that listed all our non-profit food vendors and our bank sponsor. This sponsorship was attractive to our sponsor because all our food vendors are non-profits and gross more than $250,000 in sales.

Look for unique potential sponsors for products you need: When I was with the Pullman Chamber of Commerce, I was also the director of the National Lentil Festival. A unique partnership we made in the first year was to create the Washington Home Grown Dinner experience for our visitors.

We reached out to most of the 21 Food Commissions who provided products for the dinner.

We received sponsorships from the Pea and Lentil Commission, Apple Commission, Potato Commission, Wheat Commission, Beef Commission and Dairy Product Commission. Some was product, and some was cash sponsorships.

In reflecting on the Lentil Festival and the media attention it received for its Lentil Ice Cream, I would have created a National Lentil Festival Ice Cream Sponsor. They also have the Guinness Book of World Records largest Bowl of Lentil Chili which is ripe to benefit from a national sponsor. In 2024, They served 4,500 bowls of chili and donated what remained at the end of the festival to the local food bank. The large bowl is one of the most photographed experiences at the festival.

With the Tumwater Artesian Brewfest we had unique events for our visitors to do, such as riding a blue shark vs a traditional bull, a supersize beer pong game with red garbage cans and a beer stein holding contest. Each with their own sponsor. This past year they had an official shade and mister sponsor.

Use contest to get to know your audience and also introduce a new sponsor to you with a small ask.

For Tenino Oregon Trails in 2023, we had an insurance agent sponsor the survey by purchasing $175 work of Tenino Wooden Money as the incentive to take the survey. In 2024 we had a local ranch sponsor gift certificates for purchase of their meat products. See Facebook post promotion of the surveys:

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Create Wow Factor Sponsorships An idea I picked up from Jeannette Sieler with the City of Lacey was to use Card My Yard to create a large Selfie Oregon Trail Days Sign. I approached a Tenino Chamber Board Member to sponsor the sign in 2023. They sponsored two signs in 2024. See images.

How to find your creative side.

Attend festivals and events and really examine what visitors are experiencing. What do you consider to be their wow factor?

Be sure to take many pictures to remember what the experience looked like. Carry a notebook or use your phone to capture your inspiration when it hits you.

Keep track of all your ideas and prioritize the next festival or event.

Attend Washington Festivals and Events Conference and study the award winners. While networking ask them what was the biggest success you had in activation with a sponsor and what did not work so well. I would like to acknowledge Jeannette Sieler, C.P.R.P., C.F.E.A., Recreation Supervisor Lacey Washington Parks, Culture & Recreation, who puts on close to one hundred events a year. I attend most of the events as market research and have learned and used many ideas in festivals and events in which I am involved.

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Watch the Hallmark Movie Chanel and get inspiration from the many festivals and event they show the actors putting on.

Google creative sponsorship ideas.

Use Artificial Intelligence tools to generate ideas.

Creative sponsorships come in all shapes and sizes.

One of the first questions I ask potential new sponsors is what is the most creative sponsorship you have done in the past? What worked for you and what did not? Who on your team likes the challenge of thinking differently and creating an interactive experience with the festival or event attendees?

I am willing to brainstorm creative ideas for your festival or event for free on a time-available basis. I like giving back to the industry that has supported me since 1990.

Festivals I have been part of include Pullman 4th of July, National Lentil Festival, Tumwater Artesian Brewfest, Tenino Oregon Trail Days, Bucoda BooCoda Spook-Tacular Haunted House and Festival, We Love Rainier Bluegrass Festival, and Rochester Washington Swede Day and Capital Lakefair.

I attend 30 to 50 festivals every year and normally pick up a creative idea at each one of them. If you would like me to attend your festival and give you ideas of opportunities I see for creative sponsorships please let me know.

My Formula for Success for Festivals and Events and based on 34 years of experience working in communities and festivals and events of all sizes is: 3I+7P+CS+Q+A=S. The three I’s stand for imagination, intuition and initiative. The seven Ps stand for passion, personality, planning, partnerships, politics, perseverance, and purpose. CS in the formula stands for common sense, Q for quality, A for attitude and S is for success.

I wish you much success in creating creative sponsorships that create the Win-Win-Win scenario.

George Sharp is the Rural Program Manager for the Thurston Economic Development Council and manages the South Thurston Economic Development Initiative that supports the rural communities of Bucoda, Grand Mound, Rainier, Rochester, Tenino, and Yelm. He was recognized as the Washington Economic Development Association Advocate of the year in 2019. He was inducted into the WFEA Hall of Fame in 2023 and he received the Patrick Knutson Tourism legend Award from Experience Olympia and Beyond in September 2024. He is a graduate of Washington State University and the WFEA Live Event Planner Certification.

ABOUT THE AUTHOR George Sharp, Thurston Economic Development Council George Sharp is the Rural Program Manager for the Thurston Economic Development Council and manages the South Thurston Economic Development Initiative that supports the rural communities of Bucoda, Grand Mound, Rainier, Rochester, Tenino, and Yelm. He was inducted into the WFEA Hall of Fame in 2023.

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Chapter 9

Pictured: Sponsor Displays from BLUEINK

Recognizing Sponsors and Building Partnerships for Successful Events

By Amanda Korb, Blue Ink

In This Chapter You Will Learn: Ideas to recognize your sponsors Customizing your sponsor recognition Best practices for recognition Understanding the Importance of Sponsor Recognition In the dynamic world of event planning, the role of sponsors cannot be overstated. They are not just financial backers but pivotal partners who contribute to the overall success and impact of an event.

Recognizing and understanding sponsors’ goals is crucial for event professionals. This recognition is not just about giving them a shoutout during the event; it’s about integrating their brand and values into the event's fabric in a way that aligns with their objectives and creates a lasting impression.

Sponsors Play a Crucial Role in Event Success Sponsors often hold the key to an event's success.

Their financial contributions an significantly reduce the burden of costs, allowing event organizers to allocate resources more effectively and focus on creating an exceptional experience. However, their role goes beyond just funding. Sponsors bring credibility to an event, often enhancing its appeal to a broader audience. Their association with an event can attract media attention, increase attendance, and elevate the event’s prestige.

Moreover, a sponsor networks can be invaluable. By partnering with the right sponsor team, the event organizers gain access to a broader network of contacts, resources, and potential attendees. These networks can help forge new partnerships, gain additional support, and expand the event's reach.

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Recognizing and Appreciating Sponsors to Build Lasting Partnerships Recognition is the cornerstone of building and maintaining strong sponsor relationships. When sponsors feel appreciated and see that their contributions are acknowledged in meaningful ways, they are more likely to continue their support in the future. Strategic recognition involves more than just listing sponsors' names on a program or website. It requires a thoughtful approach that highlights their brand and aligns with their goals. By understanding what sponsors hope to achieve—whether it’s brand exposure, community engagement, or reaching a specific demographic—event professionals can tailor their recognition efforts to meet these goals. This strategic approach not only satisfies sponsors but also enhances the event’s overall impact, making it a win-win situation for both parties.

Knowing Your Sponsors' Goals One of the most important steps in sponsor recognition is understanding the specific goals of each sponsor. Not all sponsors are the same; they each have different objectives and expectations from their involvement in an event. Some may prioritize brand visibility, while others may focus on community engagement or direct marketing outcomes. To effectively align with sponsors' goals, it’s essential to have open and honest communication with them. This involves discussing their expectations, understanding their brand values, and learning about their target audience. By doing so, event professionals can ensure that the sponsor's goals are met, which in turn makes the sponsorship more valuable to them.

Aligning Efforts with Sponsors' Intentions Once you have a clear understanding of your sponsors' goals, the next step is to align your efforts with their intentions. This involves integrating their brand in ways that resonate with their objectives. For instance, if a sponsor's goal is to increase brand awareness, strategic placement of their logo and messaging across event materials, signage, and digital platforms will be crucial.

Sponsor Expectations: Tailoring Recognition Customizing the way you recognize sponsors based on their expectations is a powerful tool in sponsor relations. Every sponsor has different priorities and levels of involvement, so a one-size-fits-all approach will not suffice. Instead, consider offering tiered recognition packages that provide different levels of exposure and engagement based on the sponsor’s contribution and goals.

For example, a major sponsor might receive prominent branding on all event materials, a speaking opportunity, and a dedicated social media campaign. A smaller sponsor, on the other hand, might be recognized through specific event elements like a sponsored break or a banner. By tailoring recognition to the sponsor's expectations, you ensure that they feel valued and are more likely to return for future partnerships.

Building Strong Relationships Building strong relationships with sponsors is not just about one event—it’s about fostering long-term partnerships. Strong relationships are built on trust, transparency, and mutual benefit. By consistently delivering on promises, keeping communication open, and showing genuine appreciation, event professionals can turn one-time sponsors into longterm partners.

Moreover, understanding the sponsor’s industry, challenges, and trends can help in anticipating their needs and offering solutions that are truly beneficial.

This proactive approach not only strengthens the relationship but also positions you as a strategic partner rather than just a service provider.

On the other hand, if a sponsor is more focused on community engagement, creating opportunities for them to interact directly with attendees—such as through branded activations, workshops, or sponsored segments—can be highly effective. The key is to ensure that the sponsor's presence feels natural and adds value to the event, rather than being an overt advertisement.

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Ways to Show Recognition There are numerous ways to show recognition to your sponsors, each offering a different level of visibility and engagement. Some effective methods include: On-Site Branding: Incorporate the sponsor’s branding into event signage, stages, and promotional materials. This provides immediate visibility to all attendees.

Digital Recognition: Utilize the event’s website, social media platforms and email campaigns to highlight sponsors. This can include logo placement, sponsored content and shoutouts.

Program Inclusion: Feature sponsors in event programs, both printed and digital, with detailed information about their contributions and brand.

Exclusive Experiences: Offer sponsors exclusive experiences, such as VIP access, special meetand-greets, or branded lounges, which not only recognize their support but also enhance their experience at the event.

Post-Event Reports: Provide sponsors with a post-event report that includes data on their brand’s exposure, audience engagement, and the overall impact of their sponsorship. This not only recognizes their contribution but also provides them with tangible results from their investment.

On the other hand, if a sponsor is more focused on community engagement, creating opportunities for them to interact directly with attendees—such as through branded activations, workshops, or sponsored segments—can be highly effective. The key is to ensure that the sponsor's presence feels natural and adds value to the event, rather than being an overt advertisement.

Sponsor Expectations: Tailoring Recognition Customizing the way you recognize sponsors based on their expectations is a powerful tool in sponsor relations. Every sponsor has different priorities and levels of involvement, so a onesize-fits-all approach will not suffice. Instead, consider offering tiered recognition packages that provide different levels of exposure and engagement based on the sponsor’s contribution and goals.

For example, a major sponsor might receive prominent branding on all event materials, a speaking opportunity, and a dedicated social media campaign. A smaller sponsor, on the other hand, might be recognized through specific event elements like a sponsored break or a banner. By tailoring recognition to the sponsor's expectations, you ensure that they feel valued and are more likely to return for future partnerships.

Share Thank You by Tagging Social Media In today’s digital age, social media is a powerful tool for sponsor recognition. Tagging sponsors in social media posts, sharing thank you messages and highlighting their contributions can significantly boost their visibility and show appreciation. This not only acknowledges their support but also allows them to engage with the event's audience in realtime.

Sponsor Recognition Do’s and Don'ts Finally, when it comes to sponsor recognition, there are certain best practices to follow and pitfalls to avoid: Do: Customize recognition based on the sponsor’s goals and level of involvement.

Don’t: Overload the event with sponsor logos and messaging, as this can dilute the event’s identity and overwhelm attendees.

Do: Keep communication clear and consistent with sponsors throughout the planning process.

Don’t: Forget to provide a detailed post-event report to your sponsors, showcasing the value of their investment.

Do: Incorporate sponsor branding in a way that enhances the event experience for attendees.

Don’t: Neglect smaller sponsors; even smaller contributions deserve recognition.

By following these best practices and understanding the vital role that sponsors play, eventprofessionals can create impactful, lasting partnerships that not only benefit the sponsorsbutalso elevate the overall success of the event. Through strategic branding, thoughtfulrecognition, and strong relationshipbuilding, sponsors will feel valued and motivated tocontinue their support in the future.

ABOUT THE AUTHOR Amanda Korb, BLUE INK An expert in the field of branding and graphic design with more than 20 years in the industry, Amanda Korb is Founder and Chief Design Officer of BLUE INK, a Seattle-based, full-service, creative house. She is also the Past President of Seattle's International Live Events Association ILEA Seattle.

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Chapter 10

Photo by Shanna Paxton Photography Procession of the Species

How to Keep Sponsors Coming Back

By Bruce Skinner, Washington Festivals & Events Association The absolute fundamental aim is to make money out of satisfying customers.”

SIR JOHN EGAN, Jaguar In This Chapter, You Will Learn How To: • Retain your sponsors, year after year • Give sponsors a sense of ownership in your event • Involve sponsors’ employees and get them to be highly supportive of your event and their company’s sponsorship • Keep in touch with sponsors, and make sure the sales process never ends • Under promise and over deliver your benefits to sponsors • Make sure that sponsors have a positive experience • Make the sponsorship process easier for your sponsors

The Complete Guide To Selling Sponsorship #10. How to Keep Sponsors Coming Back

Corporate sponsorship has spread rapidly throughout the world. Just 20 years ago sponsorship was limited to golf, tennis and automobile racing, but now events of all types, concert tours, festivals, arenas, shopping centers and many other venues have embraced sponsors as a way to benefit events and venues. However, I was still taken aback when I entered Flavian’s Amphitheater in Rome, better know as the Roman Coliseum, to find that the arena had a corporate sponsor. The restoration of the facility was being sponsored by Banco di Roma. It probably wasn’t what the Caesars, gladiators and the ancient Roman Republic had in mind. Though the sponsorship was tastefully done, no visitor can enter this two centuries old facility and not know that Banco di Roma is the exclusive corporate sponsor of the restoration project. And Banco di Roma’s sponsorship of the Coliseum is a tremendous example of one thing that can keep sponsors coming back each year – they definitely feel ownership in the success of the restoration project ; they feel their sponsorship is doing something good for not only the city of Rome, but for this most impressive stadium facility that did not see an equal for almost 2000 years.

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Turn Sponsors Into Owners If a sponsor feels ownership in your event, chances are they will continue to sponsor your event year after year. It’s like the ownership Sunkist executive Ray Cole felt when he landed at Sky Harbor Airport in Phoenix in 1985 and was immediately greeted with Sunkist Fiesta Bowl banners at the airport. Not only did he feel like Sunkist owned the event, he felt “like we owned the city.”

It was great a great promotion for the arts festival, but also gave the bank ownership of the event.

Former Cherry Creek Arts Festival executive director Bill Charney writes in the International Festivals and Events Association’s Official Guide to Sponsorship that building an association between the sponsors and the specific components of an event is not enough. Charney writes, “You must ensure that your audience makes that association.

For years, parades like the Kentucky Derby Festival Parade in Louisville and the Pro Football Hall of Fame Parade in Canton, Ohio, have encouraged the entry of self-built floats. These entries are constructed and decorated by employees who take great pride in their floats and therefore, their company and the event.

Work with Employees Another key way to establish ownership is through employee involvement. Companies spend a great deal of time trying to make employees happy. If your event can help a sponsor do that, you should have very little difficulty retaining that sponsor.

The sponsor’s image shouldn’t just appear on a wall of logos. Sponsor contacts and corporate executives attending the event need to see how they’re part of something big, and how their particular component offers something tangible to enjoy, associate with and boast about. If it works, when it comes time to discuss renewal, they won’t want to imagine their competitor’s name associated with their element of the event.”

Charney cites the Cherry Creek Arts Festival’s sponsorship arrangement with Bank One of Colorado in the festival’s inaugural year in 1991. They worked with the bank and came up with an idea to produce a statement stuffer, promoting how Bank One (then Affiliated Banks of Colorado) was helping establish the Arts Festival as a tradition for Denver.

It was apparently well received,” said Charney, “because in the weeks before the event, the bank then imprinted our logo and the ‘Proud to be an Official Sponsor’ designation on the receipts they gave customers making deposits.”

Getting Senior Management Involved Other events recruit key management from key sponsors or potential sponsors to become involved in their organizational structure. When Citibank relocated its Western U.S. headquarters to Phoenix in the mid-‘80s, the Fiesta Bowl immediately put the president of the regional headquarters on its board.

He had fun being involved in the bowl, and to the bowl’s benefit, Citicorp became a major sponsor, as he and the bank felt an ownership of the event.

The Houston International Festival strives to include a sponsor’s highest-ranking decision-maker on its board. “This ensures that he or she has a firsthand knowledge of the worthiness of the product and feels that his/her company is being consulted,” said festival president and CEO Jim Austin.

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The Fiesta Bowl does everything it can to get its sponsors fully integrated into the bowl organization.

They invite sponsors to serve on the prestigious Fiesta Bowl Committee (the top movers and shakers in Arizona), and take them on incentive trips, assist them with charitable needs and extend invitations to management to become involved with different events, along with their families.

“We try to make their relationship with us a part of their lives, not just part of their job,” says former Fiesta Bowl sponsorship director Doug Blouin. “This, in turn, makes us a priority to them and ensures that if we continue to do our job, they will continue to support us through good times and bad.”

The Importance of Sponsorship Renewal Any event manager will tell you that it is far easier to renew a sponsor than to go searching for a new one.

You already know the company’s hot buttons, you’ve created relationships with its management and marketing personnel, and hopefully, you’ve helped them achieve some of their goals.

However, many managers fall short in their quest to bring sponsors back the following year. They sell the sponsorship to a company, and then “take the money and run.” They pay little attention to the sponsor after receiving the check, other than maybe sending them a thank you letter after the event is over. In such cases the key ingredients that create an effective partnership are missing. Not only has the event manager not provided the ownership ingredient, but he/she has also failed to do the many other things that you can do to ensure that your sponsor will be back with you.

The Alamo Bowl’s Derrick Fox continually meets with sponsors, before and after a sponsorship is sold. He works with each one of his sponsors to develop a program that best meets with its goals and objects.

The Sponsorship Sales Process Never Ends Sue Twyford was the executive director of the outstanding music festival Sunfest of West Palm Beach County for 11 years.

She says one of the keys to retaining sponsors is staying in touch. “When the contract is signed it can be tempting to file it away and keep selling,” she says. “However, it’s important to take the time to make a plan for staying in touch:” She tells us in the International Festival and Events Association’s Official Guide to Sponsorship ways to do that (See Figure 11-1). By staying in touch, you have a better chance of making a sponsor look good. “It’s important to help the sponsor get the most out of their investment,” Twyford says.

Kirk Hendrix, formerly with Las Vegas Events, has always made it a point to contact all of his major sponsors the week prior to the event. First of all, they are extremely impressed that he would call when they know that he doesn’t have time to do so.

Secondly, it enables him to make sure that he has taken care of his sponsors needs – finding about a problem after the event might be too late!

Under Promise, Over Deliver Many event managers don’t provide what they promised a sponsor. However, if you give the sponsor more than what you say, you have a sponsor that will be coming back to you year after year. “The key to renewing your sponsors is to promise them the moon, then deliver them the universe,” said Howard Freeman, producer of the Quick Chek New Jersey Festival of Ballooning. In the balloon event’s case, he delivered title sponsor Quick Chek with $1.8 million in non-promised, unexpected media coverage.

At the end of the year, we send every sponsor a survey asking them how we did and to outline their priorities for the next year,” Fox said. “This enables us to get an early read on our sponsors’ interests for the following year.”

The National Cherry Festival’s Chuck O’Connor feels like it’s necessary to constantly listen to sponsors and respond to change. “I think it would be fair to say that few of the benefits that were listed in the contracts with our long-standing sponsors like Pepsi, Ameritech, CenturyTel, Country Fresh, and PontiacGMC, resemble what they started out to be,” he said.

“What has really worked for us is we let the returning sponsor help design the new partnership from year to year, even if it’s a multi-year deal. The best deals always come from brainstorming together.”

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Not only did they get billboard, newspaper and television coverage, Quick Check signage was prominently displayed on a 16’ by 30’ banner, positioned across the chest of a 125-foot American Eagle hot air balloon.

“The next morning, every newspaper in New Jersey had a picture of that on their front page,” said Freeman.

The festival’s presenting sponsor, Prudential Health Care, had signage adorning a purple dragon that made an appearance on the Regis and Kathie Lee Show. Freeman estimated Prudential received half a million dollars in total media coverage surrounding the event.

Freeman said the average festival attendee spends seven and a half hours at the event, so sponsors know that not only will their signage be noticed, but they can sample and demonstrate products, run contests to generate mailing lists and distribute bounce- back coupons as well.

“Make sure you have a way to quantify the results,” he said. “Then start the renewal process the second they say yes to the sponsorship.”

Give Key Sponsors Unsold Items The International Festival of Lent in Maribor, Slovenia, gives unsold sponsorship items to his key sponsors. That led to some of them to increase their sponsorship the following year. Also, because the event’s producer, The Cultural Center in Maribor produces more events and festivals during the year, they are able to surprise sponsors and list them as sponsors for other events.

Steve Schmader, currently the president of the International Festivals and Events Association, was the President of the Boise River Festival for 11 years.

He also used unsold sponsorships to add value for existing major sponsors. “For example, if one of our sponsorships went unsold for any particular year for the festival, I would give it to one of our existing bigger sponsors as an extra benefit,” he said. “Many times that would lead them to increase their sponsorship the following year.”

“Give them unexpected perks and benefits,” says Seafair’s Beth Wojick. “One year we gave General Motors the center spread in our magazine along with additional display space.”

The Portland Rose Festival is another event that over delivers. In 2001 event managers produced a first ever Spanish broadcast of its Grand Floral Parade, which benefited title sponsor Southwest Airlines’ marketing strategy to promote its service to Hispanics.

The Complete Guide To Selling Sponsorship #10. How to Keep Sponsors Coming Back

They have also used its Web site and its increasing traffic to point to promotions tied to sponsors and to display links to sponsors’ Web sites.

When Charney was at the Cherry Creek Arts Festival, “under promise and over deliver was the event’s working motto. “Don’t let there ever be any question about whether you’ve provided something you promised prior to signing a contract. If you plan to put a sponsor’s name/logo on six signs, talk about two in your negotiations. Then produce the six signs and let them know you were able to provide them something extra.”

When he was with the Michigan Thanksgiving Day Parade in Detroit, Kirk Hendrix adapted this philosophy a little differently.

“With some sponsors, I actually cut their price in subsequent years,” he said. When we were in financial debt, we asked a few people to pony up more money to help us keep afloat. As we started accumulating capital, I actually lowered their sponsorship prices, or gave them new floats at used float prices to show my appreciation. They were stunned.”

Another time he had an event that was an utter failure– “I returned about 40 percent of the sponsor’s money,” he said. “I basically sent them a letter with a check and said that I didn’t think that they got what they paid for and I wasn’t comfortable with it. They became a long time supporter after that.”

Make Sure Your Sponsor Has Fun As opposed to other traditional forms of advertising, events are fun. It’s important to make sure your sponsors have more fun than any one else, and that will keep them involved for years.

Carolyn Crayton, formerly of the Macon Cherry Blossom Festival in Georgia makes sure her sponsors have fun. She allows her balloon sponsor to ride in a balloon, appear live on television and radio and be featured in the newspaper.

“As such, we do more than just fulfill our written obligations; we stroke egos and make people feel important, even famous, if even for just a short while,” she says. “Most people love to be in the spotlight.”

Sandra Risk does this when she gets executives to put together bands representing their companies and play as part of the Battle of the Bands at her festival. “The company gets its exposure, the executives have fun with their five minutes of fame and the families and co-workers crowd in to cheer on ‘their’ band.”

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Make Life Easy for Sponsors Believe it or not, many sponsors are ignorant of the ways they can maximize their event sponsorship.

Therefore, it’s imperative that event managers work hard to help that happen.

“An effective sponsorship association can mean a lot of hard work for a sponsor,” says Twyford. “Take the time to make it easier on the sponsor.” (See Figure 11-3) Multi-year Contracts There are reasons why a sponsor will agree to a multi-year deal, including: They can lock out their competitors for a longer period of time. Budweiser, Coca-Cola and Ozarka all went to multi-year deals with the Houston International Festival for this reason.

They can also lock into a sponsorship price, and know that their fees won’t increase dramatically during the life of the sponsorship. As an example, Luther’s Bar B-Q signed a two year deal with 1st Power of Houston so that they could have the same price each year and be guaranteed an annual event.

• If your event has a multi-year plan, sponsors often want to help you meet those long term goals. When the Michigan Thanksgiving Day Parade wanted to increase its national television network, they got Chrysler to agree to a three-year contract to help grow the network. “It made sense because as we grew the network, the value of media and exposure and sponsorship to Chrysler grew with it,” says former President and CEO Kirk Hendrix.

The Keys To Keeping Sponsors Coming Back 1. Make your sponsors feel like they own your event. Get their employees involved, and it will be difficult for them to give up their sponsorship.

2. Integrate sponsors into your organization. Put a company’s major executives on your board or committee.

3. Work with them to develop the sponsorship, so that they feel like they’re part of the process.

4. Keep in touch all year long – send them thank you notes on record earnings, etc.

5. Under promise and then over deliver – give them more than what they asked for.

6. Give them something when they least suspect it.

7. Make them have fun.

8. Sign multi-year agreements with sponsors

• If you have a good event, they want to be involved on a multi-year basis. “When national companies first get involved with Seafair,” says the festival’s President and CEO Beth Wojick, “they aren’t quite sure how their sponsorships will work out. But once we get them in the house they recognize that we have a lot to offer. Texaco, General Motors and Southwest Airlines all started out as one year sponsors who signed subsequent multi-year deals.”

ABOUT THE AUTHOR Bruce Skinner, Washington Festivals & Events Association Bruce Skinner was one of a handful of people who started selling festival and event sponsorship in the mid-80’s, and is a highly regarded consultant to business and the special events industry with vast experience. He currently is the Executive Director of the Washington Festivals and Events Association, after serving as the Chief Revenue Officer for the College Football National Championship Game held in Phoenix in January of 2016.

The Complete Guide To Selling Sponsorship #10. How to Keep Sponsors Coming Back

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Chapter 11

The Sponsorship Evaluation Process

By Cari Dixon, Washington State Fair Events Center

In this chapter, you will learn: The value and significance of sponsor reports Event scorecards and post-event comprehensive reports Components to include in your reports Explore sample reports covering event highlights and measures of success delivered through your programs and partnerships.

Sponsorships are a strategic investment that goes beyond mere financial support. They create valuable partnerships that amplify brand visibility, enhance customer engagement, and drive mutual success.

The right sponsorships can transform events into powerful platforms for innovation and growth.

A well-aligned sponsorship can create a powerful synergy, driving growth and fostering long term relationships.

A large part of sponsor retention relates not only to overall success but to measuring the success of the partnership through post-event reporting.

The Complete Guide To Selling Sponsorship #11. The Sponsorship Evaluation Process

Frequently, we hear these reports referred to as evaluations, recaps, fulfillment reports, or proof of performance (POP) reports. Regardless of what your event calls these reports, they serve as return on investment (ROI) reports for sponsors and key partners who need to receive strategic, comprehensive, and timely information.

Through the previous chapters, you’ve hopefully gleaned new insights and inspiration on planning, research, making the pitch, boosting revenue, and so much more Sponsorships and media from live events have become a bigger part of the sports and events marketing mix because these sponsor opportunities provide unique value and consumer engagement in a world where traditional media is fragmented.

Creating and bringing to life great programs with the right partners is powerful to be part of, and when success is achieved it is easy to deprioritize the formal evaluation of sponsorship. However, the case can be made that recaps, evaluations, and timing could be the key to high retention rates and growing partnerships.

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Gone are the days when sponsors can walk into the event and see all the deliverables, or turn on the radio or TV to see or hear their spots. Sponsorships are shifting from transactional to multi-faceted transformational partnerships with marketing, advertising, and collaborations across multi-media channels, naming rights, employee and member offerings, retail drivers, social good components, non-tangible benefits, and more. If partnerships evolve, so must our reporting to accurately reflect and tell the story of ROI—it’s not just about measuring eyeballs (impressions) but somehow measuring overall value Personal and ongoing relationships with partners are essential and must include ongoing touch points, starting from the initial meeting to making the deal, to activation and event time. Beware of going silent after your event! It’s the perfect time to revel in success with your partners and provide comprehensive post-event evaluations. These reports include general event information and should also include sponsor-specific POP and ROI data, figures, and photos to memorialize and reflect on outcomes and impacts.

In the age of short—and ever-shrinking—attention spans, coupled with easy access to information, sponsors more than ever are looking for information sooner.

The Complete Guide To Selling Sponsorship #11. The Sponsorship Evaluation Process

Depending on the length of your event, it may be good to give a mid-event report, a brief single-page piece including estimated event attendance, key highlights, major wins, and other relevant data points.

We often use the mid-event or post-event recaps to ride the high of a successful event and thank partners for helping to make it possible.

Mid-Event & End-of-Event Recaps Mid-event and end-of-event recaps can serve as quick-turn top-level event scorecards for all partners, giving partners early event insights. To expedite the preparation process, we use the same event scorecard for all partners. Samples below.

The design is playful, colorful, and on-brand.

Be sure to include your event and event dates.

Share the free entertainment and guest engagement features .

Highlight consumer spending insights and or attendance or admissions.

Include plenty of event photos.

Share a thank you message for being part of the success.

Include a note to expect full sponsor evaluation or report within 30-60 days.

You may wish to include a variety of other details relating to financials, engagement potential, brand alignment, social good, etc.

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Here’s a sample of what we used at the 2024 Washington State Spring Fair with our opening message (distributed within a few days of the event).

Example Spring Fair Sponsor Event Recap emailed to all sponsors

Valued Partner: “It was one of those April days when the sun shines hot and the wind blows cold: when it is summer in the light and winter in the shade.” - Charles Dickens “The 2024 Spring Fair brought out 194,846 guests and remarkable weather, April 11-14 and 18-21. A few new activities to note were the additional Motorsport Mayhem weekend with Asphalt Anarchy Drift Car Showdown, Paul Bunyan Lumberjack Show competition, and Expedition Dinosaur, the discovery of a world 75 million years in the making!

Mattress Firm Showplex has all your shopping needs covered from the NW Artisan Market, to the Shop with Purpose highlighting new business owners of minority-owned and operated vendors sprinkled throughout the Showplex.

Our final weekend wrapped up with all the fan favorites: sounds of spinning tires and crunching metal at Motorsport Mayhem Demolition Derby, sweet smells of grill smoke at BBQ Playoffs, mid-air tricks with Dock Dogs, and those cute Racing Pigs.

Example of Public Event Recap posted to Social Media also shared with partners

The Washington State Fair is grateful for your participation in growing the Washington Spring Fair event, it was a great success. Our team is eager to start planning our upcoming signature events with our partners.”

The Complete Guide To Selling Sponsorship #11. The Sponsorship Evaluation Process

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These single-page event recaps help provide us with a positive sponsor engagement moment either midevent (for longer event runs) or days after the event concludes. Think of these as instant replay highlights in a game—they let partners high-five the wins right away, stay in the loop on the final outcomes, and give event coordinators the breather they need to craft those detailed sponsor recaps. It’s a triple win: celebrate, connect, and create!

Industry Leaders & Trends Looking into the future, more artificial intelligence tools, like Placer.ai and Ground Level Insights (and there are more emerging providers) are becoming exceedingly helpful in measuring impressions, guest traffic, and ROI. Just think, data is now available giving us the ability to monitor where fans and guests go before and after visiting our events, allowing us to see trends, and show correlation between brands and guests. Many of these analytic services provide sponsor ROI reporting and produce custom brand reports as part of their services.

Here’s what RBC Bluesfest has to say about working with an AI partner: Having leveraged our Visitor Insights platform, RBC Bluesfest was able to measure 33.3% overlap between festival 5 goers and visits to the title sponsor (RBC) branch locations in the area. In addition, by comparing normal visitor traffic to the area in non-festival times vs. during the festival we were able to estimate a net economic impact of $188M of spend in the local community. (Ground Level Insights, 2024) Another tremendous resource and service for sponsor professionals is SponsorUnited, which launched in 2018 as a sponsorship analytics platform that tracks over 300,000 brands.

Founder and CEO Bob Lynch states “SponsorUnited was founded with the mission to simplify the increasingly complex sponsorship ecosystem. We strive to unite partners across all sides of the deal by providing them with unrivaled marketing in intelligence and ultimately empowering them to make smarter, more impactful business decisions.”

Check out their website as they provide some great Best Practices with Sponsor 101 (listed below), and common pitfalls when measuring sponsorship ROI, and industry-specific strategies for ROI measurement. (SponsorUnited, 2024)

The Complete Guide To Selling Sponsorship #11. The Sponsorship Evaluation Process

1. Set Clear Objectives.

2. Choose the Right Partners.

3. Leverage Multi-Channel Activation.

4. Integrate Sponsorships with Overall Marketing Strategy.

5. Utilize Data Insights.

6. Focus on Engagement.

7. Measure Both Tangible and Intangible Benefits.

8. Regularly Review and Adjust Strategies.

9. Foster Strong Relationships with Partners.

10.Incorporate Community and Social Responsibility.

The Sponsorship Marketing Association (SMA), is also leading the way for sponsor professionals through a network of brands and venues as well as networking and learning resources.

The nation’s first-ever Sponsorship Marketing Association is the leading organization for supporting sponsorship education, training, and networking.

SMA’s vision is led by our own PNW native and sponsor maven Paula Beadle, who’s participating in this very publication! Please take a look at its website, and I highly encourage you to join the association, as well as look into their 8- week Impact Sponsorship Sales course, which is truly helpful towards unlocking potential and providing practical real-world solutions for success. (Sponsorship Marketing Association, 2024) SponsorCX is yet another incredible tool for consideration and sponsorship management approach. We are embarking on our partnership with SponsorCX with the goal and vision to improve our client management systems, increase efficiencies, reduce manual information tracking, expedite reporting turnaround time, and create more time for client engagement.

“The SponsorCX platform allows properties and brands to manage their sponsorships more efficiently while increasing collaboration with their partners. Sponsorship tracking no longer needs to take place on disorganized spreadsheets and documents! Utilizing a sponsorship platform streamlines processes, allowing you and your team to focus on driving more revenue for your business.”

(SponsorCX, 2024) A must-read is the IEG Guide to Sponsorship, by Lesa Ukman who is the founder of IEG and is a sponsorship industry pioneer (IEG, 2024). Take a look at Lesa Ukman’s Partnerships site (www.lesaukman.com) launched in 2016, and her newest venture ProSocial Valuation Service (PSV, www.prosocialvaluation.com) leading our industry in philanthropic investment ROI and purposed-based initiatives and more.

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Hopefully, some of these resources are helpful for you and your quest for sponsorship growth.

Sponsorship Evaluations: Preparing Reports As sponsor assets evolve—because let’s be honest, asset naming is no longer the primary sponsor driver —so must the reporting. It’s easy to list advertising and marketing impressions and media hits in the report, but how do you measure the non-tangible assets like enhanced brand exposure, brand credibility, emotional consumer connection, and cross-promotional campaigns? First, be hyperfocused on the original goals of the deal, review their primary sponsor objectives, and ensure your reports include measurable data directly tied to their goals.

They need data tied to their objectives. Are they about brand exposure, sales, leads, retail drivers, or social good? Dig into it! In short and to oversimplify, the sponsor report must include everything the sponsor receives before, during and after the event.

The best reports go beyond facts and figures and llustrate the value beyond the dollars for partnership —again, it’s more than measuring eyeballs and impressions, it is vital to illustrate the value story.

Sponsor evaluations and recaps should not be limited to dry data reports. Sponsors need digestible information, with measured results along with the details and photos. Evaluations are opportunities to tell the story of the program, and I find sponsor evaluations become upline communications tools for partners to use within their work teams and organizations to support ongoing investment, sponsorship growth, and renewals. So, give them what they want; the full story and data!

Preparing custom sponsor-specific reports is timeconsuming, and because they take so long it’s easy to set them aside or to delay the preparation process.

So be sure to set up a process to help make key information readily available for you or your teams to prepare these reports.

Furthermore, ensure that any contractual inclusions are included in the reports as many national brands are requiring POPs before final payments.

Here are some helpful tips for creating a process that’s standardized, reliable, timely, and comprehensive.

1. Take lots of event photos! Save them in an organized fashion for each client.

2. Maintain impeccable client files with agreements and supporting documents.

3. Manage expectations with sponsors on when these reports will be available and schedule time to review and share.

4. Tip: Use the post-event recap conversation to begin renewal discussions for the next event.

The Complete Guide To Selling Sponsorship #11. The Sponsorship Evaluation Process

Sponsor Recap Report Inclusions Event Demographics or Consumer Insights (if available).

Overall Event Success and Narrative with Event Images.

Sales Tracker: ROI for Retail Drivers and Results For example: enter-to-win contests, retail store drivers, discount redemptions, etc.

Social Good Impacts or Outcomes.

Contractual Inclusions.

Advertising and Marketing Impressions and Inclusions.

Signage and Activation Space.

In-kind or Trade of Goods.

Tickets and Hospitality Inclusions.

In the next several pages, you will see samples of sponsor recap reports from the Washington State Fair, starting with the opening message and ending with the summary page for deliverables.

The first example is a brand with retail activation space, in-kind trade, and sponsorship of our Military Appreciation Days, so it’s quite multi-faceted and includes the following.

1.Opening Page, Message and Event Imagery.

2. Activation Space Photos.

3. Ground Signage and Digital Signage.

4. Cross-promotional details and Photos.

5. Earned Media Inclusions.

6. Web, Social, and E-Blast Inclusions.

7. Benefits Summary with Facts and Figures a. Sponsor Designation. b. Total Media Value. c. Advertising & Media Inclusion. d. Newsletter E-Blast Messaging. e. Online and Web Traffic. f. Social Media. g. Onsite Visibility and Consumer Engagement. h. Tickets and Hospitality.

You’ll note, that what’s not listed is a paid advertising campaign, as it was not part of this particular sponsorship package. However, I have included a second sample with paid campaign components.

ABOUT THE AUTHOR

Cari Dixon, Washington State Fair Events Center

With over 20 years of experience in nonprofits and live events, Cari Dixon has honed the art of leading teams, building partnerships, and juggling a million tasks (without trying to drop any!). Known for turning challenges into opportunities, she empowers teams, engages communities, and brings energy to even the most serious strategic meetings.

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See You at the Fair! The Washington State Fair had another noteworthy event with three sold out shows in Grandstand. Fair guests were delighted with our performers at the free stages, Transformers strolling the grounds and visiting our four legged friends in the barns. New! activities at the Washington State Fair included Survival: the Exhibition where you gain an appreciation for nature and prepare for the unexpected. The new building at Farm at Sillyville the Bee Box where guests experience the world of pollinators in a garden setting. The Washington State Fair values continuing ways to educate, bring families and fun to the biggest event in the state.

We are honored by your partnership and are committed to provide an engaging sponsorship program with our community. Our team would like to merge with big ideas to support your goals with our upcoming signature events. “Alone we can do so little; together we can do so much.” -Helen Keller

40’ x 60’ Activation Space Located Inside Northwest Living Area

Logo Included in Northwest Living SIgnage From September 1-24, 2023

Logo Included on Marquee Sign on 9th Ave SE and Meridian Street S

:30 Commercial Displayed at Grandstand & Outpost 47 Stages Prior to Performances

Logo Displayed on Gate Bag Giveaways & Included in Military Promotion at the Gates

Logo Displayed on Website Official Sponsor and Military Mondays Page

Social Buzz - Washington State Fair

Social Buzz - Wasington State Fair

E-Blast

2023 Washington State Fair Benefits Benefits

Measure

Designation Designation as Sponsor of the Washington State Fair Designation as Sponsor of the Military Appreciation Days Nearly 1 Million Fair Guests Attended the Washington State Fair during September 1-24, 2023 Washington State Fair E-Basts Pre-Fair Average Unique Opens: 57,166

Fair-Time Average Unique Opens: 51,475

Pre-Fair Average Unique Clicks: 3,894

Fair-Time Average Unique Clicks: 2,107

E-Blasts

Sent

Ways to Save on Your Visit to the Fair – August 17

166,743

Last Call for Early Bird – August 23

166,625

Early Bird Savings End Today – August 25

166,678

The Fair Starts Friday – August 28

166,913

Fair Starts Today – September 1

167,079

Online

Views Website – Military Appreciation Days

Sponsor logo/link throughout the website – July, August, & September 2023 Social Media

7,592 5,816,488 Reached

Facebook Post – September 4

4,275

Facebook Post – September 11

3,601

Instagram Post – September 4

2,434

Instagram Post – September 11

1,339

Twitter Post – September 4

394

Media

Distribution Media Kits

1,000

On-Site Visibility/Consumer Engagement Logo on Electronic Marquee Located on 9th Street and Meridian on August 31 – September 29 Banner Displayed at Gates on Military Mondays; September 4th, 11th, and 18th, 2023 40’ x 60’ Activation Space Located in Northwest Living Area; September 1-24, 2023 Logo on Grandstand Video Screens Prior to Concert and Rodeo Performances :30 Commercial Displayed on Grandstand Screens Prior to Performances

Logo on Outpost47 Screens Prior to Concerts from September 1-24, 2023 Tickets & Hospitality One-Day Vendor Passes One-Day Promotional Passes One-Day Parking Passes Season Parking Passes Box Seats for eight seats to each concert performance Concert Tickets to each performance

One Hundred Fifty (150) Fifty (50) Thirty-Four (34) One (1) One Box (1) Four (4)

WFEA Member Benefits Grants and Other Funding There will be many federal and state grants that will be made available to Washington festival and event organizers going forward. Let WFEA do the work for you – as a member, we’ll keep you apprised of funding that you can apply for.

WFEA Annual & Spring Conference The leading conferences for Festival & Event Organizers in 2024. The Spring Conference will be held May 2-4 at the Historic Davenport in Spokane. The Annual Conference will be held October 29-31 at the Hyatt Regency in Bellevue. Membership includes discounted rates for this conference.

Regional Chapters When you join WFEA, you are joining two associations for the price of one, as you automatically become a member of your WFEA regional festivals and events association chapter also. Several seminars will be held in your region throughout the year on important subjects such as local funding, sponsorship, and most importantly working with leading event organizers and suppliers in your area.

Chapters include: North Olympic Peninsula, South Puget Sound, Greater Tacoma, Southwest Washington, Central Puget Sound (King County), North Puget Sound, Central Washington, Southeast Washington, & Greater Spokane.

Monthly Webinars for Members Includes updates from health and government officials and presentations on many subjects, and how events have changed strategies.

Helping Hands A bi-weekly newsletter to help you with your decision-making as you develop plans for your next event.

Discounts

SPECIAL MEMBERSHIP RATE If you are not already a member, we are offering a discounted membership of $95. To redeem online please: Go to wfea.org/join Select “Individual Membership” Enter discount code JoinWFEA2024 at the bottom of the online membership form Good until November 30, 2024

Discount for members to attend WFEA conferences.

One Day Seminars Member discounts to educational events that will be held in every corner of the state in 2024. Sponsorship, security, revenue generation and all facets of event production will be featured.

WFEA Calendar & Membership Directories Free listing for members with additional discounted opportunities to promote your events throughout the state by region and by calendar. 60,000 copies are distributed to chambers, visitors bureaus and other tourism hot spots.

Networking Generate business leads and connect with potential event resources. Associate with other individuals working in your field to share ideas and build strategic partnerships.

CLEP Certification program presented by Ticket Tomato Members will have the opportunity to take courses and go behind the scenes at events to become certified.

-OR SCAN THIS QR CODE TO REGISTER-