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The Sponsorship Seeker's Toolkit Anne-Marie Grey

The Sponsorship Seeker's Toolkit von Anne-Marie Grey

The Sponsorship Seeker's Toolkit Anne-Marie Grey

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Zusammenfassung

Offers an approach to securing, retaining and managing sponsorship. This book covers such areas as: sponsorship and the Internet; sponsorship and loyalty marketing; helping the sponsor to sell the sponsorship internally; and, surviving a downturn in sponsorship. It is accompanied by a CD that contains a proform sponsorship agreement.

The Sponsorship Seeker's Toolkit Zusammenfassung

The Sponsorship Seeker's Toolkit Anne-Marie Grey

The Health and Performing Artsbooks are the most recent additions to the exciting ten-volume Aboriginal Issues Blackline Master Series. This resource has been designed in consultation with the Aboriginal community, to provide teachers with information and teaching material on various Aboriginal issues applicable to Human Society and Its Environment programs. Performing Arts looks at Aboriginal performing arts in the context of pre-contact Aboriginal performing arts, the impact of invasion on Aboriginal cultural expression and the revitalisation and popularity of Aboriginal performing arts today. It covers information on Aboriginal music, dance and theatre and identifies exciting websites for students to explore these areas further.

Über Anne-Marie Grey

Anne-Marie Grey is Director of Grey O'Keefe and Associates, specialists in developing alliances between cultural, sporting, non-profit organizations and the private sector. She is currently developing corporate partnerships for Share Our Strength, a leading anti-hunger organization, and leads Smart Marketing Sponsorship Workshop with Kim Skildum-Reid. Kim Skildum-Reid is one of the worlds most recognised and influential corporate sponsorship experts. She consults to a global clientele of major sponsors, speaks and commentates on sponsorship around the world, runs the popular industry hub Power Sponsorship, and has co-written the industry bestsellers 'The Sponsorship Seekers Toolkit' and 'The Sponsors Toolkit', both published by McGraw-Hill. As for ambush marketing? Shes done them, shes stopped many more, and is a recognised expert in the specialties of ambush marketing and ambush-proofing sponsorships

Inhaltsverzeichnis

Forewords

About the authors

Preface

Acknowledgments

How to use this book

Part 1 Planning
Chapter 1 Internal planning
Creating a sponsorship-friendly organisation
Planning your sponsorship programs
Sponsorship policy
Frequently asked questions about sponsorship policy
Sponsorship policy questionnaire
Sponsorship strategy
Chapter 2 Marketing plan
Defining your target markets
Target market exercise
Target market assessment worksheet
Researching your target markets
What do you need to know?
Primary and secondary sources
Sponsor awareness questionnaire
Demographic and psychographic survey
Developing the marketing plan
SWOT analysis
Competitor analysis
Marketing strategies
Strategies worksheet
Resources
Develop an action list
Marketing plan template
Review the marketing plan
Chapter 3 Implementing the marketing plan
Media promotion
The nine steps of promotional media
Media planning worksheet
Publicity
Publicity brief template
Database marketing
Signage
The Internet

Part 2 Sales
Chapter 4 Understand what you have to offer
Define your core values and attributes
Define your audience
Take inventory
Generic inventory
Chapter 5 Creating a hit list
Sponsor matching
Research your potential sponsors
Sponsor information checklist
Sponsorship guidelines
Chapter 6 Proposals
What to include in a proposal
How long should it be?
The teaser
Using the sponsorship proposal template
Pricing
Proposal issues
Sponsorship proposal template
Chapter 7 Sales process
Sales checklist
Using a broker
Preliminary letter
Proposal cover letter
Meeting thank you letter
Rejection thank you letter
Chapter 8 Negotiation
Negotiate peer to peer
Know your bottom line
Have something up your sleeve
Don't be bullied
Stay composed no matter what
Be prepared to walk away
Payment arrangements
Contra sponsorship
Contracts
Sponsorship agreement pro forma

Part 3 Servicing
Chapter 9 Sponsorship planning and management
Develop the sponsorship plan
Implement the sponsorship plan
Evaluating the sponsorship plan
Sponsorship implementation plan
Objective-based quantification
Making the sponsor's investment quantifiable
Quantification mechanisms
Quantifying media
Managing the sponsor
Chapter 10 Maximisation
Integration
Maximisation options
Promotions
Database generation and research
Publicity
Ambush protection
Conclusion

Part 4 Appendix
Appendix 1 Glossary
Appendix 2 Resources
Appendix 3 Sponsorship agreement pro forma

Index

Zusätzliche Informationen

GOR001747273
9780074712214
0074712217
The Sponsorship Seeker's Toolkit Anne-Marie Grey
Anne-Marie Grey
Gebraucht - Sehr Gut
Broschiert
McGraw-Hill Education - Europe
20021116
216
N/A
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