The Sponsor's Toolkit

Forewords

About the authors

Introduction

Acknowledgments

How to use this book

Part 1 Preparation
Chapter 1 Internal planning
The approach
Understanding the objectives you want to achieve
Creating a Sponsorship Team
Choosing the best management structure
Sponsorship manager job description template
Sponsorship policy
Chapter 2 Sponsorship Strategy
Understanding your target markets
Research
Audience profile questionnaire
Sponsorship impact questionnaire
Determining brand needs
Budget
Putting your strategy together
You can lead a horse to water...
Chapter 3 Working with a consultant

Part 2 Selection and negotiation
Chapter 4 Understanding your options
Equivalent opportunity cost
Chapter 5 Getting the right proposals
Tell sponsorship seekers what you need
Proposal guidelines template
Proposal guidelines letter
Be proactive
Proposal request letter
Chapter 6 Evaluating proposals
The 5-and-2 rule
Matching unique attributes
Understanding the sponsor's capabilities
Proposal evaluation criteria
'Let's meet' letter template
Saying 'No'
Rejection letter template
Chapter 7 Negotiation
Understanding your position
Negotiation checklist
Inventory of assets
Different approaches
Negotiation issues
Negotiating with a broker
Chapter 8 Contracts
Contract checklist
Sponsorship agreement pro forma

Part 3 Maximisation and management
Chapter 9 Maximisation
Using your Sponsorship Team
Brainstorm brief template
Leverage activities
Media promotions worksheet
New product launch
Keeping a sponsorship fresh
Chapter 10 Sponsorship management
Implementation plan
Implementation plan template
Managing the relationship
Reporting template
Subcontractors
Subcontractor brief template
Chapter 11 Salvaging a bad situation
Chapter 12 Quantification
Defining objectives
Quantification mechanisms
Media evaluation
Chapter 13 Portfolio management
Auditing
Balancing
Umbrella sponsorship
Managing across brands and regions
Exit strategies

Part 4 Ambush marketing
Chapter 14 What is ambush marketing?
Chapter 15 How to prevent an ambush
Chapter 16 How to ambush
Ambush checklist
Conclusion

Part 5 Appendix
Appendix 1 Glossary
Appendix 2 Resources
Appendix 3 Sponsorship agreement pro forma

Index

As switched-on sponsors continue to evolve their sponsorship programs, other sponsors are falling behind - not because they are less intelligent, but because their approach and tools have not kept pace with recent big changes in sponsorship. It isn't about awareness or exposure any more. In an era of unprecedented consumer power, sponsorship is the single most potent marketing tool you have to create and foster relationships and relevance with your target markets.

The Sponsor's Toolkit and the accompanying CD provides a no-nonsense approach to harnessing the power of sponsorship for your brand. This Toolkit thoroughly covers all aspects of sponsorship, providing you with the tools, techniques, resources, and streetwise advice to make your sponsorships really deliver for all of your stakeholders.

Who will benefit from this book? Anyone involved in achieving corporate marketing objectives, including: brand management, marketing, sponsorship, loyalty marketing, information technology, business development, promotions, trade relations, advertising, business-to-business, public relations, corporate affairs and media.

Anne-Marie Grey and Kim Skildum-Reid met in 1996, when both served on the board of the Australasian Sponsorship Marketing Association. In addition to their own pursuits, they have been working together since then, developing and presenting a series workshops for both sponsors and sponsorship seekers around the world. Their first book, The Sponsorship Seeker's Toolkit, was published in May 1999 to rave reviews and continued strong sales. It is considered by many to be the definitive guide for sponsorship seekers.