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