RFP’s and Sponsorship: Happy Marriage or Quickie Divorce? March 14, 2014
Dec 25, 2015
L O U I S V I L L E . E D U
What does sponsorship mean relative to the RFP?
• It doesn’t mean that you will pay more for
needed products
• It doesn’t mean that you will have
diminished service levels
• It should have no impact on the University
contract or Purchasing
• They are not buying a contract
• It’s not dirty (no shower required)
L O U I S V I L L E . E D U
What does sponsorship mean relative to the RFP?
• It does usually result in a new revenue source for your
university by leveraging your brand
• It will usually require an effort from Athletics, Alumni,
Communications & Marketing
• A separate sponsorship agreement will be executed
and only linked back to the supply contract in the event
of breach.
• Your President will think you are Superman or Wonder
Woman
• Be prepared - just like an addictive drug your President
will be easily hooked and will never be able to get it
often enough!
L O U I S V I L L E . E D U
Roadmap to SuccessCoordinate a central management process to protect the value of our University, access to our audiences and protect current university contracts – “One door in, one door out”
New policy in place through shared governance
Ensure the university is retaining maximum value for the business it does now or will do in the future with all vendorsDevelop a program that the university community will accept and embrace through shared profit & transparency
Work with Purchasing and outside counsel to access the RFP process the right way
Assemble a sponsorship review committee
L O U I S V I L L E . E D U
New Policy in Place1. All current or future sponsorship marketing agreements, inclusive of extensions and renewals
of grandfathered agreements, must be approved by OCM
2. OCM is the only department with authorized signatory authority on all sponsorship
agreements or marketing contracts --not individual units
3. Any agreement that provides marketing access to all students, all faculty, all staff, all alumni,
all visitors are only managed and executed by OCM & Purchasing.
4. If a unit identifies a prospective sponsor for a specific activity or asset, they must contact
OCM to gain approval and ultimately execution of the final agreement.
5. OCM will be present on any department-specific Request for Proposals where sponsorship or
marketing value could be a portion of agreement with the potential vendor, as determined by
OCM and the Department of Purchasing.
6. Anyone responsible for compliance of any type is responsible for notifying the Office of
Communications & Marketing of any prohibitions relative to sponsorship.
L O U I S V I L L E . E D U
Sponsorship Review Committee
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As part of the new sponsorship policy a sponsorship review committee has been assembled.
The committee will be responsible for:• Program oversight • Review of current and prospective sponsorship
agreements• Profit model and transparency • Management of campus inquiries
Each year the committee will prepare a report to be submitted to leadership.
L O U I S V I L L E . E D U
Sponsorship Review Committee
2014 members include: Dr. Bruce Kemelgore – Faculty Senate Executive CommitteeDr. Robert Goldstein – Vice Provost, Institutional ResearchSally Molsberger – Associate Director of Contracts & PurchasingDavid Martin – Director of Contracts & PurchasingJulianne Waldron – Director of Brand Marketing John Penny – Nelligan Sports Marketing (ad hoc)
• 1st meeting held March 5, 2014
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L O U I S V I L L E . E D U
• Be sure your administration
is comfortable with the
proposed process
• Accurately outline the
proposed practice and
secure opinion from
Counsel
• Make necessary changes
per Counsel’s advice
Ensure Legality
L O U I S V I L L E . E D U
We’re Really Doing This!
• This may move through
approvals quicker than
you anticipated
• You will have many people
watching
• Your administration will be
interested
L O U I S V I L L E . E D U
RFP Language
• Have conversations with
your vendors prior to
releasing the RFP
• The language should be
intentionally vague
• The ultimate proposal is
only the starting point for
negotiations
• Consider a pre-bid meeting
L O U I S V I L L E . E D U
• Short-list your vendors and schedule
presentations
• Vendor presents highlights of their proposal
• University then takes an opportunity to
highlight the value of sponsorship
• Sponsorship conversation should be led by
Brand Marketing not Purchasing
• University presentation should reflect effort
and be customized to the individual vendor
Vendor Presentations
L O U I S V I L L E . E D U
• Purchase contract and sponsorship contract
should be negotiated as separate contracts
• Purchasing should not negotiate the final
sponsorship contract
• Utilize your sports marketing organization for
activation of deliverables
• Reference the total financial commitment in the
University contract
• Sponsorship shouldn’t impact purchase contract
unless vendor breaches on sponsorship
Award Notification/Negotiation
L O U I S V I L L E . E D U
• 2013 Contract w/Sponsorship• $3,000,000+
• 2008 Contract w/o Sponsorship• $400,000
• 2013 Contract represents $300,000 annually
in product savings compared to 2008 contract
• We are attempting to arrange C-level
OfficeMax leadership to speak at College of
Business
• Possible connections to philanthropic giving
Does it work?