Re-Think! Sponsorship 6th June
Karin Laljani Managing Director @CorporateCitizenship
Andy Westlake - CEO @AndyWestlake @FastTrackAgency
CRUNCH
CONNECT
FRAGMENT
RE-BALANCE
Philanthropy
Corporate Social Responsibility
Social Purpose
Creating Shared Value (CSV)
Social benefit
Credit
Individual Customers
Tax
Government
Company Profit
Marcoms
Shareholders
Social benefit
Social benefit Credit Tax
Customers
Company Profit
Marcoms
Government
Shareholders
1990s
2014
Chequebook philanthropy – get a request, write a cheque
Signature causes – actively seeking and aligning with a cause
Community support – donate… and that’s it
Community development – fully involved in the community or cause
Competitors sharing projects – multiple sponsors, one cause
Category exclusivity – own a cause within their industry
Minimal employee engagement – work comes first
Formal volunteer programme – employee engagement and retention is critical
No expected return
Must provide ROO / ROI. It’s now an investment, not a donation
Low profile – no need to publicise
High profile – consumers are demanding transparency and it’s a PR opportunity
all respondents agree
...almost that we will see more investment into community programmes in the future…
63%
value
sponsorship as an important part of the marketing and comms framework
95%
believe it’s
important their customers get a sense of the purpose and values of the company as represented in its community programmes
85%
think
their shareholders care about social purpose
But than half actively invest in community programmes linked to their … less sponsorships… …when this does happen, the budget comes from CSR and marketing departments.
TWSM3, published by REPUCOM
I think the classic definition of sponsorship is no longer appropriate in the marketplace. We’ve entered a more sophisticated landscape. Lord Coe.
The bar has been completely reset. Sponsorship will be viewed in a much broader remit. From my point of view I can go to other rights holders and ask ‘this is the impact that an event had on a sporting nation and beyond – where do we go from here? Toby Shaw, Sony.
Brands will still demand ROI but they will look to measure it differently….it might not be about media values and brand association but how they have touched local communities, what are people’s perceptions of the brand, are they telling their story in a relevant way, are they enriching people’s lives at a local level? Lawrence Robertson, LTA.
The Olympics didn’t just signpost sponsors to sport, it also signposted them to volunteering, it signposted them to community engagement. Lord Coe.
No Longer confined to sports Modern integrated sponsorship campaigns Demands for measurement framework
Social Purpose Philanthropy Carbon footprint Environment CSR Strategy
Elite sport Community sport Volunteering Internal engagement
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Do you understand the
SOCIAL purpose of your sponsorship programme?
WHAT and HOW do not inspire action‌ It is WHY that inspires and that is where a successful strategy should start The WHY of your social purpose sets the direction for your community impact
WHY HOW WHAT
What does this mean for you?
And how you create the future of sponsorship programmes today‌
Thank you
“….together we offer unique insights built on a blend of global corporate responsibility and sustainable business expertise combined with unrivalled sponsorship and marketing capability”