In 1999 Kim Skildum-Reid and Anne-Marie Grey gave us The Sponsorship Seeker’s Toolkit. It soon became internationally renowned and the definitive reference for sponsorship seekers today. Following the successful new structure of The Sponsor’s Toolkit , this new edition will feature new case studies and updated resources, associations, references, changes to relevant sponsorship laws and new document and questionnaire templates. Sponsorship is a field that experiences wide changes in related techniques, emphases and available technologies and today, three years since the publication of the first book, we find there is a need for an update.
Table of contents:
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
Table of contents:
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