Sponsorship

Event SponsorshipEvent Sponsorship

Show Me The MoneyShow Me The Money

Research & DevelopmentResearch & Development

Why Be a SponsorWhy Be a Sponsor Sponsorship OpportunitiesSponsorship Opportunities PricingPricing Hit ListHit List

6 Main Reasons Why Companies 6 Main Reasons Why Companies Embrace SponsorshipEmbrace Sponsorship

image enhancementimage enhancement driving salesdriving sales increasing visibility with positive publicityincreasing visibility with positive publicity to take on a “csr” roleto take on a “csr” role to differentiate from one’s competitorsto differentiate from one’s competitors to enhance business, consumer, and VIP to enhance business, consumer, and VIP

relations. relations.

They Want to Know…They Want to Know…What do they get for their What do they get for their $$

Determining Value...biggest Determining Value...biggest impactsimpacts Benefits offeredBenefits offered Market SizeMarket Size Attendance or # of impressionsAttendance or # of impressions Prestige of Prestige of

event/attraction/organizationevent/attraction/organization NewsworthinessNewsworthiness

Partner opportunities Partner opportunities Payment optionsPayment options Hospitality areaHospitality area

Make a list of Make a list of Sponsorship Sponsorship

OpportunitiesOpportunities Naming Rights/title/presentingNaming Rights/title/presenting Official sponsor designationOfficial sponsor designation Special event sponsorshipsSpecial event sponsorships Product salesProduct sales Discount ticketDiscount ticket Cause-related marketing promotionsCause-related marketing promotions In-Kind opportunities (a.k.a. expense reduction)In-Kind opportunities (a.k.a. expense reduction) HospitalityHospitality Collateral MentionsCollateral Mentions

*Press releases *newsletters *brochures*Press releases *newsletters *brochures Advertising TagsAdvertising Tags

*Radio *TV *direct mail *outdoor *print*Radio *TV *direct mail *outdoor *print Web site feature and linkWeb site feature and link Product sampling/couponsProduct sampling/coupons Product displays/samplingProduct displays/sampling Signage/bannersSignage/banners

Take List & Determine LevelsTake List & Determine Levels Sponsorship OpportunitiesSponsorship Opportunities *Level I $30,000 - $40,000*Level I $30,000 - $40,000 OVERALL VALUE $36,000OVERALL VALUE $36,000 Noted overall sponsor of festival with emphasis on City Stage $15,000 valueNoted overall sponsor of festival with emphasis on City Stage $15,000 value Sole sponsorship of 6 TGIF concerts, 18,000 valueSole sponsorship of 6 TGIF concerts, 18,000 value Shared sponsorship with Hot Diggity Dog Festival, $3,000 valueShared sponsorship with Hot Diggity Dog Festival, $3,000 value

*Level II $20,000 – 29,999*Level II $20,000 – 29,999 OVERALL VALUE $27,000OVERALL VALUE $27,000 Noted overall sponsor of festival with emphasis on City Stage, $15,000 valueNoted overall sponsor of festival with emphasis on City Stage, $15,000 value Sole sponsorship of 4 TGIF concerts, $12,000 valueSole sponsorship of 4 TGIF concerts, $12,000 value OROR Noted overall sponsor of festival with emphasis on City Stage, $15,000 valueNoted overall sponsor of festival with emphasis on City Stage, $15,000 value Hot Diggity Dog Festival, $3,000 valueHot Diggity Dog Festival, $3,000 value Sole sponsorship of 3 TGIF concerts, $ 9,000 valueSole sponsorship of 3 TGIF concerts, $ 9,000 value

*Level III $10,000 – $19,999*Level III $10,000 – $19,999 OVERALL VALUE $15,000OVERALL VALUE $15,000 Sole sponsorship of 1 TGIF concert and shared sponsor with 2, $6,000 valueSole sponsorship of 1 TGIF concert and shared sponsor with 2, $6,000 value Title sponsor with Hot Diggity Dog Festival $5,000Title sponsor with Hot Diggity Dog Festival $5,000 Sponsor at your choice of area in The Historic Morganton Festival, $3,000 valueSponsor at your choice of area in The Historic Morganton Festival, $3,000 value OROR Title sponsor of Tour d’Art, 10,000 valueTitle sponsor of Tour d’Art, 10,000 value Sole sponsorship of 1 TGIF concert, $3,000 valueSole sponsorship of 1 TGIF concert, $3,000 value Shared sponsor in Children’s Playland or on Stage II at Festival, $2,000 valueShared sponsor in Children’s Playland or on Stage II at Festival, $2,000 value

*Custom sponsorships can be further determined if your emphasis is preferred differently from the above listed. For *Custom sponsorships can be further determined if your emphasis is preferred differently from the above listed. For instance you may wish to trade one event for a sponsorship in Tour d’Artinstance you may wish to trade one event for a sponsorship in Tour d’Art

Levels of SponsorshipLevels of Sponsorship

Level IV $3,000- $9,999Level IV $3,000- $9,999 Depending on the amount given within this range, you may choose an area within any one or Depending on the amount given within this range, you may choose an area within any one or

two of the events listed. Ex. City Stage, Stage II at Festival OR Tour d’Art OR one night of two of the events listed. Ex. City Stage, Stage II at Festival OR Tour d’Art OR one night of TGIFTGIF

Level V $1500 - $2500Level V $1500 - $2500 You may choose to participate in any one of the events listed. Individual stages like Kidzone You may choose to participate in any one of the events listed. Individual stages like Kidzone

or the Chalkwalk within the Tour d’Art can be titled with your company name if the amount is or the Chalkwalk within the Tour d’Art can be titled with your company name if the amount is $2,000 or above. Ex. Burger King Kidzone Stage$2,000 or above. Ex. Burger King Kidzone Stage

Level VI $750 - $1499Level VI $750 - $1499 You may choose to participate in any one of the events listedYou may choose to participate in any one of the events listed Sponsorship will be shared Sponsorship will be shared Any signage hung must be provided by the companyAny signage hung must be provided by the company Booth space is not available to Level VI sponsors (for use of on site sampling or promoting of Booth space is not available to Level VI sponsors (for use of on site sampling or promoting of

product)product)

Signature Sponsors $749 and below Signature Sponsors $749 and below You may choose to participate in any one of the events listed. You may choose to participate in any one of the events listed. Any signage hung must be provided by the companyAny signage hung must be provided by the company

Booth space is not available to signature sponsors (for use of on site sampling or promoting of Booth space is not available to signature sponsors (for use of on site sampling or promoting of product)product)

Pricing…Industry StandardsPricing…Industry StandardsDOES NOT reflect sponsor costDOES NOT reflect sponsor cost

BenefitBenefit PA AnnouncementsPA Announcements Banners/mentions on ticketsBanners/mentions on tickets Logo in brochure/programLogo in brochure/program CouponingCouponing SamplingSampling Advertising CommericalsAdvertising Commericals Advertising TagsAdvertising Tags TicketsTickets ParkingParking Use of Mailing list Use of Mailing list

Value per impressionValue per impression .0025 per impression.0025 per impression .02.02 .02.02 .15/coupon.15/coupon .15/sample .15/sample Rate card value/not non-profit rateRate card value/not non-profit rate Rate card value X 10%Rate card value X 10% Retail costRetail cost Retail costRetail cost .15-.30 per name .15-.30 per name

***understand cost of acquiring a new customer…Google it.

Intangible BenefitsIntangible Benefits

Prestige Factor of EventPrestige Factor of Event Number of Years Organization or Event Number of Years Organization or Event

has happened. (sometimes a 1has happened. (sometimes a 1stst year year event is more beneficial)event is more beneficial)

Appeal of audience demographicsAppeal of audience demographics Exclusivity vs. Multiple Exclusivity vs. Multiple

Create and/or build on aCreate and/or build on a “hit” list “hit” list

New businesses in your marketNew businesses in your market Area grocery chainsArea grocery chains Review products sold at your eventReview products sold at your event New products available in marketNew products available in market Chamber bookChamber book The Newspaper adsThe Newspaper ads Magazines Magazines Trade JournalsTrade Journals Friends/BoardFriends/Board WebWeb

Contacting National CompaniesContacting National Companies

Companies based in your hometownCompanies based in your hometown New companies coming to the areaNew companies coming to the area Companies already sponsoring something elseCompanies already sponsoring something else CompetitorsCompetitors Companies w/a logical tie-inCompanies w/a logical tie-in Companies undergoing a name changeCompanies undergoing a name change Companies looking to reach your demographicsCompanies looking to reach your demographics

Preparing for the SELLPreparing for the SELL

Know who you are visitingKnow who you are visiting Decide on your sales pitchDecide on your sales pitch Have a package in handHave a package in hand Be prepared to negotiateBe prepared to negotiate Be flexible within reasonBe flexible within reason

Developing the Proposal…Developing the Proposal… OverviewOverview HistoryHistory Demographics DataDemographics Data Schedule of EventsSchedule of Events Benefits you will provideBenefits you will provide What sponsor will provideWhat sponsor will provide InvestmentInvestment SummarySummary DeadlineDeadline Supporting pieces (brochure, press clips, etc from past Supporting pieces (brochure, press clips, etc from past

events)events)

Closing The DealClosing The Deal

Mail advance informationMail advance information Follow-up call to make an appointmentFollow-up call to make an appointment Be sure to ask what their expectations are?Be sure to ask what their expectations are? ListenListen Decide if proposal you prepared or had in mind Decide if proposal you prepared or had in mind

still fitsstill fits Deliver with confidenceDeliver with confidence Give a deadline Give a deadline Firm handshakeFirm handshake

Keep Them Coming BackKeep Them Coming Back

Recap SheetRecap Sheet

Thank you lettersThank you letters

Recap of Media for all events:Recap of Media for all events: TGIFTGIF 20062006 Printed Materials:Printed Materials: 40,000 insertions in Val Pak for each month: April, & June (placed in Morganton and Hickory area) 40,000 insertions in Val Pak for each month: April, & June (placed in Morganton and Hickory area) 8,000 insertions in City of Morganton cable billing *Food Lion logo on mailer 8,000 insertions in City of Morganton cable billing *Food Lion logo on mailer 10,000 flyers distributed in regional Food Lion Stores and downtown businesses (overruns of the Valpak flyer are done just for this purpose)10,000 flyers distributed in regional Food Lion Stores and downtown businesses (overruns of the Valpak flyer are done just for this purpose) 500 table tent cards are placed in area restaurants. *Food Lion, Pepsi, Case Farms only logos listed… year round sponsors)500 table tent cards are placed in area restaurants. *Food Lion, Pepsi, Case Farms only logos listed… year round sponsors) 200 full color posters printed. 200 full color posters printed. Historic Morganton Festival 2006Historic Morganton Festival 2006 Food Lion’s regional stores, Case Farms, Leviton, Wal-Mart and Morganton Honda hung banners for 3 weeks announcing that they were sponsors of the Historic Morganton Food Lion’s regional stores, Case Farms, Leviton, Wal-Mart and Morganton Honda hung banners for 3 weeks announcing that they were sponsors of the Historic Morganton

FestivalFestival Food Lion’s regional stores participated in a giveaway promotion with Pepsi of Hickory and KICKS 103 radio that ran the month of August.Food Lion’s regional stores participated in a giveaway promotion with Pepsi of Hickory and KICKS 103 radio that ran the month of August. Food Lion Banners, KICKS, Morganton Honda and Case Farms hung on 3 locations over streets in downtown, 1 week prior to the event Food Lion Banners, KICKS, Morganton Honda and Case Farms hung on 3 locations over streets in downtown, 1 week prior to the event On-site Opportunities taken by sponsorsOn-site Opportunities taken by sponsors Food Lion hadFood Lion had 20X20 space in Professional food vending court in “prime location” to City Stage for purposes of fundraising at no charge20X20 space in Professional food vending court in “prime location” to City Stage for purposes of fundraising at no charge 2-Kiosk locations at the main intersections on the event concourse2-Kiosk locations at the main intersections on the event concourse 70’ frontage in prime location on the event north concourse for Food Lion promotional event rig70’ frontage in prime location on the event north concourse for Food Lion promotional event rig City stage recognition with giveaways thrown from stage by Food Lion reps both nightsCity stage recognition with giveaways thrown from stage by Food Lion reps both nights

Kicks with Morganton Honda hadKicks with Morganton Honda had KICKS tent plus two more tents from HMF that is used by attendeesKICKS tent plus two more tents from HMF that is used by attendees 10 x 10 tent on Meeting Street near City Stage with 6 cars (Morganton Honda)10 x 10 tent on Meeting Street near City Stage with 6 cars (Morganton Honda) KICKS & Morganton Honda, City Stage recognition both nights, + giveaways by company repsKICKS & Morganton Honda, City Stage recognition both nights, + giveaways by company reps

Printed Materials:Printed Materials: Logo recognitionLogo recognition 40,000 insertions in Val Pak 40,000 insertions in Val Pak AugustAugust 8,000 insertions in City of Morganton cable billing8,000 insertions in City of Morganton cable billing 8,000 flyers distributed in regional Food Lion Stores and downtown businesses8,000 flyers distributed in regional Food Lion Stores and downtown businesses 9,000 event brochures9,000 event brochures (Businesses, Chamber, Travel & Tourism, On-site)(Businesses, Chamber, Travel & Tourism, On-site) 6,000 rack cards6,000 rack cards (NC Welcome Centers, Motels, Restaurants)(NC Welcome Centers, Motels, Restaurants) 12,000 16 page insert placed in The News Herald Thursday before festival.12,000 16 page insert placed in The News Herald Thursday before festival. Double page insert in Catawba Valley Neighbors Wednesday before event.Double page insert in Catawba Valley Neighbors Wednesday before event. TV: general promotion of festival from Charlotte stationsTV: general promotion of festival from Charlotte stations

WBTV, Two weeks out from event thirty one - 30 sec spots run in prime time hours. Live interview Monday before event, with additional live coverage Friday of event. WBTV, Two weeks out from event thirty one - 30 sec spots run in prime time hours. Live interview Monday before event, with additional live coverage Friday of event.

WCNC, Two weeks out, twenty four 30 second spots run in prime time. WCNC, Two weeks out, twenty four 30 second spots run in prime time.

FOX did different live interviews and showcasing of talent each morning: Monday, Wednesday and Thursday the week of the festival.FOX did different live interviews and showcasing of talent each morning: Monday, Wednesday and Thursday the week of the festival.

WSOC- web site coverage only.WSOC- web site coverage only.

Final ThoughtsFinal Thoughts

Commitment to QualityCommitment to Quality Only Promise What You Only Promise What You KnowKnow You Can You Can

Deliver and then…Deliver and then…

Over DeliverOver Deliver