Deep Dive: Challenges for Sponsors, Opportunities for Properties

Thursday, October 26
William Pitcher
26 Oct 2017
09:00 - 12:00
THE GRAND HOTEL - York Room

Deep Dive: Challenges for Sponsors, Opportunities for Properties

Brick by brick, we will spend the morning building a solid foundation for your new approach to sponsorship marketing and sales. First, you’ll learn how to think like a sponsor, how to uncover and appreciate the often unspoken challenges that a sponsor faces. Then, you’ll examine the landscape of properties and assets, gaining a firmer understanding of how those assets can be leveraged to meet sponsors’ needs.

9:00 – 10:20 

Welcome and Introductions

I. Business Challenges and Needs

  1. Overview
  2. Types of Challenges and Needs
    • By Stakeholder
      • Customers
      • Employees
      • Other
        • Vendors and Partners
        • Retirees (Employee Alumni)
        • Regulators
        • Friends
        • The Public
    • By Declaration
      • Explicit
      • Invisible
      • Wildcard
    • By Outcome Stage
      • Awareness
      • Attitudes
      • Actions
    • By Environmental Scope
      • Universal Challenges
      • Sector Challenges
      • Individual Company Challenges
    • By Priority

     

  3. Challenges Exercise
      • Top Sponsorship Categories
      • Top Companies in Each Category
      • Possible Challenges for Those Companies

     

  4. The Challenges and Needs Identification Process
    • Sector Scan
    • Materials Review
    • News and PR Research
    • Network Canvas
    • Direct Prospect Engagement
      • Engagement Objectives
        • Current and Historic Sponsorship Tactics
        • Sponsors’ Strategy
        • Business Opportunities and Challenges (SWOT)
        • Wildcards Evaluation
      • Engagement Tactics
        • Informal and Formal
        • Private and Public

       

  5. Real Feedback from Sponsors

Morning Break

10:40 – 12:00

II. Sponsorship Opportunities

  1. Overview
  2. The Types of Opportunities
    • By Funding Need
      • Existing Assets Already Funded
      • Pre-Proposed Projects to be Funded
      • Projects Developed with Sponsors
    • By Capital Type
      • Programs. Services
      • Facilities, Equipment
    • By Audience
      • By Age
      • By Gender
      • By Region
      • By Formal Group
    • By Themes
    • By Marketing Vehicles
  1. Example Opportunities Exercise
    • Top Property Types
    • Example Top Properties in Each Type
    • Possible Opportunities for Properties for Top Companies
  1. The Opportunity Identification Process
    • Organizational Canvas
    • Environmental/Competitive Scan
    • Initial Identification
    • Inventory and Quantification
    • Clearance
    • Testing

III. Challenge and Opportunity Matching

  1. The Opportunity Grid
  2. Gap Analysis
  3. Selection, Bundling and Packaging
    • Themes
    • Multiple Rationales