Developing A Strategy Planning To Sponsor 1

Developing & Planning a Strategy
- For the Sponsor
Sponsorship Session 2

Developing & Planning a Strategy for the Sponsor

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1

The Sponsorship Process for the Sponsor
Strategy
•Strategy development •Policy making
•Selection
frameworks
•Portfolio audit
•Resources
review

Planning
•Property
selection
•Objectives
•Contracting
•Branding
design
•Implementa
tion planning
•Evaluation
blueprint creation Execution
•Implementation
•Supplier selection •Stakeholder communications • B2C
• B2B
• B2E
• Other
•Budget control

Developing & Planning a Strategy for the Sponsor

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Review
•Target
tracking
•Post
•Investment review •Exit planning

2

Stages in Developing A Sponsorship Strategy
• Discovery – eg What is best for your brand?

How would sponsorship fit with available resources and timing?

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•
•
•
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Development Portfolio Audit
Stress Testing
Implementation
Review
Developing & Planning a Strategy for the Sponsor

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3

Stages in Developing A Sponsorship Strategy

-Discovery

• What is best for your brand?
• How would sponsorship fit with available resources and timing?
• How does it fit with the external environment eg. competitors activities?

Developing & Planning a Strategy for the Sponsor

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4

Stages in Developing A Sponsorship Strategy

-Development

Consider
• Rationale for …,
• Role of ….
• Objectives for ….
• Key target audiences
• Key deliverables
• Sponsorship theme eg. a sport, an audience etc.
• How does sponsorship fit with the organisation
• Are the timescales compatible
• The sponsorship Policy.
Developing & Planning a Strategy for the Sponsor

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5

Sponsorship Policy
This is like to include answers to the following questions….. • Who will run the sponsorship
• Who are the decision makers
• Who will implement the sponsorship programme? (this is not necessarily the same as who will run it)

• Who are the supporters?
• How will the sponsorship be funded in terms of both money and resources?
• Will there be any exclusions or risks to consider?