Sponsorship Proposals for Beginners: All the steps!
posted on November 7, 2019
Last week we told you to stop selling pre-packed deals, today we’re sharing how to create customized sponsorship proposals for beginners. You don’t need years of experience to do this well, just some time to research, and a creative mindset to connect your property or event to the sponsor’s values, objectives, and goals.
The goal for this sponsorship proposal is to show your prospect that their investment will get them closer to their customers. If you do your homework, you’ll be in a position to show them you genuinely care and that they can trust you to build a program which aligns with their objectives. Don't worry about being a beginner, if you do all this, you will come off as a pro!
COLLECT THE PROPOSAL BASICS
As you begin to prepare your sponsorship proposal, you’ll want to first collect the basics. These will be important to include in your document and use to advance your proposal up the chain of command.
- Name and title of the person in charge of reviewing proposals as well as their contact info. Try LinkedIn, google search, or even a call around to figure out who this person is.
- Sponsor’s logo(s) – this could be just their company logo, but may even include one or more brand logos they represent.
- Sponsor’s mission, market positioning, marketing objectives, goals. You can find this information on their website or social media platforms, in press releases, advertisements such as digital artwork or out of home projects like TV commercials and billboards, and better yet—by talking with the right person(s).
- Sponsorship history – understand how previous and current sponsorships have been used to achieve their objectives.
- Sponsor’s competitors – it’s important to know what they’re up against to show them how they can be set apart in the market through your proposed partnership.
DESIGN THE SPONSORSHIP OFFER
When you’ve gathered these basics, which are key pieces of information, you can begin to build out a concept for this partnership that will be mutually beneficial.
So start asking yourself these questions:
- What concept(s) would integrate within your event or property and simultaneously align with the sponsor? This could be focused on a cause or community initiative or something that makes the customer’s visit more enjoyable. Get creative.
- What am I offering the sponsor? Some benefits for the sponsor might include brand awareness, lead generation, customer interaction, data collection, etc. What assets can you include that will achieve these marketing objectives?
- What are the values of each asset you are offering? This will be especially helpful if you move to a negotiation phase so you know how to keep the pricing fair for both parties even when you have to take away or add assets within the proposal. Aside from being helpful, it’s important to deliver an offer that’s priced right. You neither want to leave money on the table, nor overprice an offer that leaves your sponsor feeling robbed. Asset identification and valuation are areas we can help, if you’d like.
- You’ll need time to create this offer, negotiate it, and get an agreement in place before you can even begin to plan the fulfillment of promised assets. How long will this take? Based on those factors, when would be a realistic start date for the partnership, and what will be the length of term? Hopefully you can secure a multi-year partnership as those tend to drive better results for both parties and save you from having to secure a new sponsor year after year.
CREATE THE PROPOSAL LIKE A PRO
Now that you have all the information, it’s time to package it into a document that will impress your prospect. Use a template that includes your brand’s colors and fonts, and keep it simple.
Don’t cram everything on one page, lay it out by category using multiple pages to detail everything out. Let’s look at what that document might look like, beginning with page 1:
- Your logo with the sponsor’s logo. Include concept tag line if one is available.
- Describe your property or event briefly (1-3 sentences) and include some demographic data (preferably with charts—visual works better than text in this case).
- List of sponsor’s goals and objectives (bullet points work well for easy to read lists)
- Describe the proposed concept and list out the sponsor’s expected benefits
- Display all physical and digital assets you are offering including any data you have relating to each one (for example, if you are proposing email blasts, include how many subscribers would be receiving the email). This might take several pages, and should include images of what you’re proposing.
- Total sponsor package fee. Include any fine print – for example, if content creation by your team will cost extra, state that. Recap briefly the entire proposal re-stating if they will be title or presenting sponsor, whether or not they will have exclusivity, and any special access or rights they have with the package. Include also the length of term with beginning and end dates.
- The last page should be a “THANK YOU” and include your contact information.
IT'S WORTH IT!
Be conscious that doing it right will take time but if you can secure a strong partner with a solid concept, the return on investment for both parties will be well worth the extra effort! If you follow the steps outlined in this post, you'll go from beginner to pro in no time! Or at least you'll look like one 😉
We hope this is helpful for you and of course, if you need any further assistance, please feel free to reach out to us through our contact form.
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Sponsorship Sales & Service by Tandem
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