体育赞助与广告Developing sponsorship plan.ppt

Developing sponsorship plan Sport Sponsorship and Advertisement Developing sponsorship plan Outline： Event profile Event management ability Audience description Media profile Promotional plan Sponsorship profile Sponsor benefits Measurements Developing sponsorship plan Event profile Name of event Event management contact (name, title, address, phone, fax, email) Event locations Venue Developing sponsorship plan Event management ability Descriptions of event Event management experience Image match and integration Number of events (one time, series) Duration of event Developing sponsorship plan Audience description Audience size Audience demographics Gender Income Lifestyle Characteristics Developing sponsorship plan Media profile Coverage under contract Historical data TV, newspaper, radio Developing sponsorship plan Promotional plan Coverage type (TV, newspaper, etc) Length Units Frequency Production details Sponsors access Developing sponsorship plan Sponsorship profile Level (title, presenting, supplier, etc) category, exclusivity Former sponsors (name, category, level, year) Existing proposed sponsors (name, category, level, year) Developing sponsorship plan Sponsor benefits Signage Venue messaging Tag to media advertising Hospitality (suites, tickets, passes, parking, food and beverage) Pre-event activities In-event activities On-site product trial On-site display On-site product sales Developing sponsorship plan Sponsor benefits (contd.) Ceremonies Celebrity /Athlete /VIP Access or Appearance Value-in-kind (VIK) opportunities Cross-promotion opportunities Licensing Post-event Activities Other Developing sponsorship plan Measurements Identified Measures for Evaluation Report Rationale (why and how each benefit is an appropriate fit to the sponsor) Proposed Budget and Value of Benefits * *