ESVET Unit 6_RAISING SUPPORT AND SPONSORSHIP_Presentation by AKETH

RAISING SUPPORT AND SPONSORSHIP Learning Unit 6

This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

Overview

The ESVET Project Event Management is chosen the one of the most popular 50 careers on employment outlook in the world. Event Managers are both self employed small business operators, and employees of larger organisations such as: wedding venues, hotels, resorts, exhibition companies, concert promoters and conference organisers. 95% of the Event planners in Europe do not have a certicate from a training programme. Their skills come from their work experiences. Most European countries lack qualicational coherence, standards, and training/teaching paths. Within the EU, only the UK and Germany have some kind of national standards recognized both by industry and public authorities on event management. Answering the needs of European-wide Event Managers, this project will establish an ECVET platform in order to design a path towards European standard for Event Management enhancing the mobility of workers within the cultural sector. This project contribute the recognition of abilities of adult learners which were acquired outside the formal (national) vocational education and training system such as in other countries’ VET systems, on the job, during work or study periods abroad, within incompany training or learning taking place during leisure time becomes more and more important in the light of skill shortages and skill mismatches.

Who can use?  

Current workers in Event Management Sectors Teachers and Trainers

2

ď&#x201A;§3 Unit Objectives Actions / Achievements Design a plan to raise support for a specific event Implement a strategy to find suitable sponsors for an event Knowledge

Skills

Comprehensive on planning models and resources to raise support and find sponsors Fundamental on national regulations, codes and standards of companies for supporting events

Evaluate different types of companies according to their basic working field (purpose, target audience, etc.) and appropriateness for sponsorship

Competences

Autonomously select the companies which are appropriate for event supporting

Develop a detailed sponsor file based on given content and requirements for an event

Define the content for a sponsorship file based on its specificities

Draw up a sponsor meeting schedule, defining in detail the various steps required to implement it

Manage the meeting process with sponsors and adapt the process according to the situation

Adapt the event or event advertisements according to the needs of the sponsors

Summary of the Unit

Under this module, you will get informed, skilled and prescient in the field of â&#x20AC;&#x2DC;sponsorshipâ&#x20AC;&#x2122;, one of the most important topics to gain event management skill. This training module will support your skill in academic terms through cases to be developed to manage sponsorship events in small, medium, and large-sized organizations.

First of all; before the module, we recommend you to go through the topics, to be addressed, starting from general ones to specific ones. It will be highly advantageous to get mentally-ready

Overview

Topics include about the unit:

 Definitions and Features of Sponsorship  History of Sponsorship  Purpose of Sponsorship, and Benefits Thereof for Society and Entities and Pros and Cons of Sponsorship  Target Audience in Sponsorship and Phases and Implementation Process of Sponsorship  Case Study  References

Definitions and Features of Sponsorship

There are different definations for Sponsorship from the history:   

Donation Charatiy Support an activity

This is known the activity of the wealthy people. Now: sponsorship does not originates just from doing a favor, but also the expectation that the money spent would somehow turn back even in a different form

Definitions and Features of Sponsorship

Who is sponsor?  A company ?  A person?  Or a group of people???? Definations from literature. Such as: Manfred Bruhn, German Academician:mutual benefits between the parties  The defination is based on the recipriocity.  How a sponsorship activity is organised?

Purpose of the Sponsorship

 Why any company is involving the sponsorship activities?     

Image To get Indirect benefit Increase the sales Tax reduction Help someone

Main Feature of the ď&#x201A;§ sponsoring party realized its own public relations, advertising and marketing sponsorship targets

ď&#x201A;§ sponsorship has a common ground with safeguarding and donation to provide support and create a social utility, and that it is different from them in that it expects a return and yield a commercial interest ď&#x201A;§ sponsored event appears on media, resulting in helping the sponsoring entity to reach a larger target audience This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

Main Feature of the sponsorship There critical matters to be considered by the entity, to act as sponsor, are provided below:

 Corporate culture,  Target audience,  Extent of reaching the target audience. 

Main Feature of the sponsorship  Sponsorship is an agreement based on mutual duties.  promotion of any activity in sportive, cultural, social or any other fields.  Promotion by a sponsor can be in various forms depending on the type of the activity.  sponsor established communication with public.  Sponsorship is a highly important competition means in strategic terms

Benefits of the sponsorship  Under the scope of many researches, purposes of sponsorship are divided into three categories: advertising, public relations and marketing.  Example: Following ban of advertisements on cigarettes, tobacco in Europe, and even of alcoholic beverages in some countries  Sponsor of the tennis tournament or Basketball league.  Cigarette and alcoholic beverage companies could appear on televisions as a consequence of their sponsorship activities This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

Purposes of Sponsorship for ď&#x201A;§ To support products: When Yamaha provided Advertising sponsorship to Snoker, it made use of such sponsorship to announce that they produced not only Yamaha motorcycles but also keyboards

ď&#x201A;§ To Utilize Other Advertising Means: This purpose covers free-of-charge advertisement programs or activities performed to display or promote a specific product at various stadiums. Daihatsu, for example, allocated its newly-designed golf cart to the golf players at a golf tournament This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

Sponsorship is   provided for  below-given   reasons 

      

To provide contribution to society, To promote the corporate identity, To develop the corporate image, To establish the corporate culture, To support sales, To increase awareness of employees and public for the entity, To entertain customers and opinion leaders, To increase employee motivation and commitment, and to support the internal communication, To establish a bond between the brand and customers, contributing to establishment of the brand, To have a media coverage, To boost social sensitivity, To pull customers, To create a good-will based positive image.

Purposes of Sponsorship for Public Relations

Purposes of sponsorship for public relations consist of such elements as;  creation of good will,  supporting the corporate image,  reinforcing the corporate identity,  promotion of the entity’s name,  developing hospitality and employee relations, drawing attention of journalists. Not: The purpose of engaging in sponsorship activities is to ensure that an entity or organization is understood, promoted, and that good will is established across the public

Purposes of Sponsorship for Marketing Purposes of sponsorship for marketing include the following:  to place a product on the market,  to support vendors,  to make a change in marketing policy,  to introduce a new product,  international marketing,  supporting product use, etc

Pros and (Adnantages)  There is an opportunity for Cons of coverage of sponsorship activity on Sponsorship various media organs  Sponsor increases awareness of other advertising activities,  It creates a preference for the brand among consumers,  It creates proud for the enterprise,  It enables a competitive advantage,  It creates a favorable association between the supported and supporting parties by establishing a bond between them,  It does not have an apparent commercial appearance. This project has been funded with support from the European Commission. This presentation reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

Pros and Cons of Sponsorship

(Disadvantages)  Sponsorship is time-consuming.  It requires a long-term preparation and planning.  It requires intensive personnel source, efforts and know-how.  The role of conveying message might become weak.  Unless the board of directors proves the advantages of sponsorship in an integrated manner, sponsorship might be perceived as something to create differences or supporting any sponsorship organization that is irrelevant to the company  Sponsor might be charged with making use of sponsorship for its own commercial interests in a just or unjust manner

Fields to Conduct Sponsorship Activities

Sponsorship activities, conducted through financial supports in a good many various fields,  Environment Sponsorship  Education Sponsorship  Healthcare Sponsorship  Culture-Art Sponsorship  Adventure-Travel Sponsorship  Online Sponsorship  Sports Sponsorship . 1. 2. 3. 4.

84% in sports sponsorship, 6% in cultural-art sponsorship, 5% in publication sponsorship, and 5% in the other sponsorship types

Target Audience in Sponsorship

 entity personnel,  customers and potential customers,  shareholders,  employers,  financial institutions,  consumer organizations,  pressure groups,  local administrations,  public leaders,  service providers and  government.

Phases and Implementatio n Process of Sponsorship

In order to ensure that any sponsorship activity yields the desired effects; sponsorship is required;  to be carried out as included in a planned process, and  it is required to determine the sponsorship strategy to set out the purposes,  target audience and types of sponsorship to be entered into.

Phases and Implementatio n Process of Sponsorship

Sponsorship Strategy

Sponsorship strategy is a process during which the overall outlines of all sponsorship activities of an entity are reviewed, and multiple decisions are discussed simultaneously to realize sponsorship.

Other issues related to the sponsorship

 Preparation of Sponsorship Budget  Preparation of Sponsorship Agreement (Project, Time, Payment, Obligations of sponsored party, Other advertising opportunities, Term, Special Cases, Insurance/liability, Requirement to act in good faith)  Evaluation of Sponsorship Events (Asking questions, Making observations,

Case Study on Whole Sponsorship

25 Student will prepare a sponsorship package with its proforma budget and aggreement.

Thank you!