- Introduction and session objectives
- Sponsorship:
- Definition
- Drivers
- Statistics
- Basic building blocks:
- Properties
- Assets
- Audiences
- Objectives
- The process of sponsorship
- Conclusion
- Introduction and session objectives
- Developing sponsorship strategy
- Discovery
- Development
- Portfolio audits
- Stress testing
- Implementation
- Review
- Case study
- Conclusion
- Introduction and session objectives
- The sponsorship selection process:
- Selection criteria
- Selection mechanisms
- Case studies
- The right Rights
- Payment options
- Contracting
- Selection issues and solutions
- Conclusion
- Introduction and session objectives
- Key ingredients:
- Assets
- Resources
- Marketing integration
- Audiences
- Objectives
- Focussed implementation
- Case studies: creative activation
- Issues to overcome:
- Internal barriers
- External factors
- Conclusion
- Introduction and session objectives
- Evaluation:
- ROI v ROO
- SMART objectives
- Inputs, outputs and outcomes
- Valuing media exposure
- The role of market research
- Measurement methodologies
- Developing a measurement programme
- Case Study: Athens 2004
- Conclusion
Purchase all of the above.
- Introduction and session objectives
- Sponsorship:
- Definition
- Drivers
- Statistics
- Basic building blocks:
- Properties
- Assets
- Audiences
- Objectives
- The process of sponsorship
- Conclusion
- Introduction and objectives
- Why bother with a sponsorship strategy?
- Is sponsorship right for us?
- Internal analysis
- The sponsor's perspective
- Putting the organisation in context
- Market overview
- Sponsors expectations
- Competitive environment
- Our brand & our audience
- Conclusion
- Introduction and objectives
- The importance of preparation
- Setting the price
- Segmenting the rights
- Title & presenting sponsorships
- Conclusion
- Introduction and objectives
- Researching prospects
- Decision maker analysis
- Writing proposals
- 5 questions every proposal writer should ask
- Sales strategies
- Conclusion
- Introduction and objectives
- ROI & ROO
- 5 questions every sponsor will ask
- Importance of measurement & servicing
- Conclusion
Purchase all of the above.
“I would just like to feed back on how interesting and useful I have found Sponsorship Consulting’s brand webinars. They have been very well structured and I have thoroughly enjoyed them.” Sarah Charig, E.ON Energy
“Many thanks for your very interesting presentation, with really valuable content for a junior like me!” Clementine d’Orion, OC Group
To sign up for either series:
Call us on +44 (0)20 7147 9957Each module costs £69.00 (inclusive of VAT where applicable).
They can be purchased separately or as a group of 5. Of course, if people have registered but then find themselves unable to attend a live webcast, they will be able to download the event to review it at a more convenient time.
Each module provides 1 hour towards personal accreditation through the European Sponsorship Association’s Continued Professional Development (CPD) programme.
As a young industry, sponsorship suffers from a lack of formal training opportunities through which practitioners can develop their expertise. This is especially an issue for new entrants who struggle to find the right resources to get them down the learning curve of our exciting but complex discipline.
To address this issue, Sponsorship Consulting has created a set of webcasts with the objective of ensuring viewers develop a bedrock understanding of sponsorship and how it works to create value for both brands and rights-holders.
This series is divided into two groups of five modules each, one for brands and the other for rights-holders. Each series will focus on the basic building blocks of sponsorship, with the brand modules addressing the power of sponsorship to achieve returns and the rights-holder modules introducing current best practice in acquiring and servicing brands.
The brand series will be delivered by Pippa Collett with the rights-holder series being led by William Fenton. Collett has extensive experience of how brands approach sponsorship, having worked for Rank Organisation, American Express and Shell. William Fenton brings 18 years of research, rights-holder and sales experience to deliver a challenging but pragmatic approach to acquiring sponsors for the long term.
Timing
Both series will share the initial webcast “Introduction to sponsorship”, which will be held at 11.00 UK/12.00 CET on Friday 26 February 2010 and will last 1 hour. Further modules will be broadcast at:
Brand series:
Friday 5, 12, 19, 26 March 2010
at 9.30 UK/10.30 CET for 1 hour each.
Rights-holder series:
Friday 5, 12, 19, 26 March 2010
at 11.00 UK/12.00 CET for 1 hour each.
