EVENT SPONSORSHIP DECK OUTLINE: What should be included in your proposal when seeking sponsorship.

This is a basic outline of suggested information that should be included in your presentation deck/proposal when seeking event sponsorship. ***Please advise this blog post is based off my professional experience when seeking sponsorships. It does not guarantee that you will secure sponsorship***

Title Page (Slide 1)
Event Sponsorship Proposal
Name of the Event
Event Date

About Your Organization (Slide 2)
Mission, vision, programs, services
Paragraph addresses your experience/expertise and credibility in organizing successful events

Event Information (Slide 3)
Event Background
Main purpose of the event
What the event is (tournament, fundraiser, party etc.)
History
Why does this event exist?
How did it start?
Who started the event?
Is it the first year for the event or is it an annual event?

Also include the following:

Name of Event
Date of Event
Time of Event
Who is expected to attend the event/
Include approximate number of guests

Event Objectives/Demographics (Slide 4)
What does this event need to achieve to be successful
What are the goals of the current year (include previous goals if applicable)
Ensure, where possible – the objectives are measurable (so you can measure success or
lack thereof)

• Activities
What activities are planned for the event?
What will people likely be doing?

Reach and Target Audience (1/4 page)
Explain who will participate in event
Psychographic/Demographic information – the more detailed, the better
Number of expected attendees
Other companies that are involved
Will there be any National /Local media coverage? Live stream opportunities

Benefits to the Sponsor (3 Slides: 5, 6, 7)
1. Detail the various levels of sponsorship
2. Marketing benefits & opportunities for each level
3. Sponsorship fee associated with each level
4. Although, your initial deck will be universal, once you have a lead from a potential sponsor, I would recommend offering a tailored deck to meet their business objectives. Below are some suggestions when researching the company goals.
**Identify why you believe this company would benefit by sponsoring your event/organization
** Does the sponsor shares the same target audience as your event/organization
** Is their business operations in the same city
** Is the company seeking a positive public perception by attaching itself to a community initiative

Opportunity (Slide 8)

***This is the slide you want to add any bells and whistles to. As the reader is coming to an end of the presentation and deciding if your event would be a good fit, this slide entices them to a probable yes.

Any media you have negotiated
Summarize any and all important benefits to the sponsor
Explain how you will identify the success of the event
Number of participants, dollars raised, new supporters, media awareness, etc

Contact Information (Slide 9)

Name (first and last)o Title
Organization
Social Media Handles (make sure they’re linked)
Phone Number
Email Address
Website Address

Additional Suggestions
• Use bullet points and minimal wording as possible (don’t lose your readers attention with some much verbiage)
• Use visuals!!! This keeps your reader engaged
(If not, a first time event) Implement photos from past events – audiences, other sponsors, signage, setups, etc.
• Logo’s; include your logo on every page. If you can incorporate the company’s logo at some point it may be worthwhile, that way you can physically demonstrate the alignment between your organization and theirs
• Research companies philanthropic history; tap into their website, press writeups, ad placements, and any other industry-specific resources.
• Focus most of your proposal on the benefits to the potential sponsors

Nina Zavala
Nina Zavala Group
NinaZavalaGroup@gmail.com

https://twitter.com/ninazavalagroup?lang=en

Securing Event Sponsorship: What are sponsors looking for and how do you deliver it.

From the music industry to sports and everything in between- I’ve had the opportunity to help others create, build, organize, and plan events on multiple levels….BUT,  if there is one essential EVERY Event Organizer wants, it’s SPONSORSHIP.

With over 8 years of experience in event planning, promotion, marketing, PR, and so on, I can honestly say it wasn’t until maybe 2 years ago that I fully understood exactly how event sponsorship works. With that being said, I’ve decided to write this blog and share my knowledge and insight that I’ve gained over the years – to better help you understand what it takes to secure sponsorship, what sponsors are looking for, and how to deliver what they want.

SPONSORS: WHY DO THEY SPONSOR? AND WHAT ARE THEY LOOKING FOR IN SPONSORSHIP?

Event Sponsorship is the act of a person and/or company giving support to an event through the provision of products, services, or monetarily – with an expectation of their business goals/agenda being met, primarily by reaching their target audience.

The lists below are subject to what each company’s business objectives are – something that you should research before reaching out – in order to ensure your event will be a good fit for sponsorship (We will go more in depth with this a little later in the blog)

WHY THEY SPONSOR 

  • Promotion of their brand
  • Reposition their brand
  • Increase sales or new product launch
  • Block competition
  • Align their brand with a good cause (Cause-Related Marketing, Damage Control Purposes, and/or good deed)
  • Employee Engagement

 

WHAT ARE THEY LOOKING FOR IN SPONSORSHIP

  • Brand visibility
  • Direct consumer engagement (Brand Activations & Experimental Marketing)
  • Drive traffic to website
  • Increase social media impressions (companies see events as the perfect platform to elevate their presence on social media)
  • Colleting customer leads (This is common with companies such as car insurance, dental, medical, car dealerships, etc.)

 

HOW DO I ATTRACT THE RIGHT SPONSORS 

In recent years, event sponsorship has been the fastest growing marketing strategy for companies seeking to leverage their brand – increasingly enough that in 2017, according to IEG Sponsorship- it recorded 24.2 billion in sponsorship spending from companies in North America. What exactly does this mean?? It means there is plenty of money out there, and companies are ready to spend it! So how do you attract the right sponsors and secure the sponsorship?

  • Knowing your demographic audience is invaluable  – this is an essential that sponsors want to know and that will need to go in your sponsor deck. What is it to know your demographic? Age, gender, nationality, income level, education level, etc. The more in-depth you can go with this information, the easier it will be to secure the “right sponsors”. *Side Note* Before companies sponsor, they need to know their marketing dollars are going directly to their targeted audience.
  • Develop a captivating sponsorship deck – Your sponsorship deck, from graphics to content curation is going to say everything about your event without speaking a word. It’s the first thing sponsors see (first impression is the last impression, so make it presentable.) What info goes in your sponsorship deck? 1. ABOUT YOUR EVENT- be sure to state your mission and invite them to support your cause. 2. BENEFITS OF SPONSORSHIP – although I like to create personal proposals for companies according to their business objectives, it’s always good to start out with a generic one. BE CREATIVE when doing this. Think as if your that company, what would you want from sponsoring an event? 3. DEMOGRAHICS – Sponsors want to know how many people attend your events and the demographics of attendee to see if it aligns with the market they are trying reach 4. Include a fact page about your event: Number of attendees, previous sponsors, press coverage links, notable people that attended, photos (photos of crowd, fan interaction, celebrities, sponsors, anything that would attract a current sponsor.) 5. Contact info and logo. Be sure full name, email, phone number, website, and social media sites.
  • DELIVER, DELIVER, DELIVER – Whatever it is that you said you were going to do, DO IT!! This is so important in building your relationship with the sponsor. You want them to be overly satisfied, that they have received their ROI (Return on Investment). Find out what they liked, or didn’t like, or maybe what could be done a little differently. This allows you to possibly continue your relationship for the following year.

The key to successfully securing event sponsorship is taking into consideration the needs of your sponsors and developing creative strategies that help them obtain their business goals. In turn, adding value to your event – delivering the ultimate experience to your customers.

 

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