Sponsorship Proposal Plan

Topics: Marketing, Target market, Advertising Pages: 9 (2566 words) Published: March 4, 2013
Sponsorship, Fundraising and Public Relations|
Alissa Racioppi and Donika Gegova
100204389 and 100177304
Word count: 1,880
Neil Walsh
Alissa Racioppi and Donika Gegova
100204389 and 100177304
Word count: 1,880
Neil Walsh

Table of contents
Introduction 2
Introduction of event2
Benefits of engaging in event marketing 2
Marketing strategies2
Target market3
Return on investment3
People’s reaction to sponsorship4
Sponsors and brand alignment4
Exchange relationship model4
Triadic relationship model5
Sponsorship type5
Sponsor benefits5
Media coverage6
The purpose of this report is to briefly survey the current sponsors of Download festival in Donnington, come up with new ideas for sponsors that would fit the event concept and objectives. This report will also develop and present a sponsorship proposal plan for the chosen event. Pelmacker (2005) defines sponsorship as "an investment in cash or kind in an activity in return for access to the exploitable commercial potential associated with that activity". It is also described by Meenaghan and Shipley (1999) as "the right to associate with the profile and image of an event and to exploit this association for commercial needs.” In this report the chosen sponsors for Download festival that are deemed suitable for this event are, Monster Energy Drink, Durex and Visa (see appendix) Introduction of event

Download is an annual rock, heavy metal and punk festival that take place in the summer since 2003. The venue is in Donnington Park, Leicestershire, England, run initially by ‘Live Nation’. The festival was named ‘Download’ as the word was seen in the music industry as a rebellious word due to file sharing, so in a nonconformist way they introduced tickets with barcodes on them so attendees could download songs that the bands were playing. Benefits of engaging in event marketing

Sponsorship is the material support of an event, it provides a lot of benefits for the supporters such as increasing brand awareness and creating preference to brand loyalty, creative, PR image and media exposure. Skinner (2002) states the benefits of engaging in event sponsorship are, “heightening visibility, shape consumer attitudes, provides incentives, recruit and retain employees, create merchandising opportunities and showcasing product attributes…amongst others.” The brand awareness and recognition is usually achieved by logo placement in different places such as tickets, websites, marketing campaigns etc. Being recognised as a sponsor helps with building a relationship with the audience at the event, using media exposure and coverage sponsors will benefit from being promoted via the actual event's marketing as all the attendees will see the sponsor’s details through the marketing. Marketing strategies

According to Hoyle (2002) when planning the marketing of an event you should, “never forget the 5 W’s” if you are to hold a successful event, “the 5 W’s help determine if the event is feasible, viable and sustainable”. When planning a sponsorship plan there are several marketing strategies to consider, thinking about the audience is vital; managers will need to think about their target audience and match it with the brands audience. The sponsor’s interest is to also gain interest from those that would not necessarily normally see their product. Occasionally a less obvious choice for sponsors is selected as it will stand out and make the event stand alone. Target market

As Yeoman (2003) states, “Festivals are attractive to communities looking to address issues of civil design, local pride and identity, heritage…there is a growing interest in the notion that festivals and events represent the host community’s sense...

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Collett, P, Fenton, W
De Pelsmacker P. Geuens M. Van Den Bergh J (2005). Marketing Communicatie. 1. ed. University of Belgium: Belgium. [Accessed 20/11/2012]
Heider, F
McDonald, C. (1991). European Journal of Marketing. Sponsorship and the Image of the Sponsor [Online]. 25, p.35. Available from: <http://www.emeraldinsight.com/search.htm?st1=sponsorship>. [Accessed 23/11/2012].
Meenaghan and Shipley (1999). Measuring sponsorship effects on consumer purchasing. Bournemouth University: Athens. [Online] Available from: <http://eprints.bournemouth.ac.uk/14580/1/4th.pdf>. [Accessed 25/11/2012].
Olsen, E. (2010). European Journal of Marketing. Does Sponsorship Work in the Same Way In Different Sponsorship Contexts [online]. 44, p.188. Available from: <http://www.emeraldinsight.com/search.htm?st1=sponsorship>. [Accessed 24/11/2012].
Skinner, B (2002). Event sponsorship. New York: John Wiley. [Online] Available from: <http://prism.talis.com/derby-ac/items/857403?query=sponsorship>. [Accessed 25/11/2012].
Yeoman, I. (2003). Festival and events management: an international arts and culture perspective. Burlington: Elsevier. [Online] Available from: <http://prism.talis.com/derby-ac/items/857409?query=festivals>. [Accessed 23/11/2012].
Yorke, D. and Meehan, S. (1986). European Journal of Marketing. ACORN in the Political Market Place [online]. 20, p.4. Available from: <http://www.emeraldinsight.com/search.htm?st1=ACORN>. [Accessed 20/11/2012].
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