i want to have a marketing proposal for sponsors
will show how important to be part of the film festival
and show them the stats for visitors from last year and the potential for this year
7 key sections of your sponsorship proposal
1 – Sponsorship Opportunity
The sponsorship opportunity is an executive summary or synopsis if you like, focusing on the benefits and outcomes for the sponsor.
Limited to a few paragraphs and the liberal use of bullet points, senior managers should be able to read this section of your sponsorship proposal and come away with a good idea what you do, who you are and what’s in it for them.
2 – Marketing Objectives
Next outline the marketing objectives as discussed with and agreed by the sponsor. For example:
“As discussed, the marketing objectives for the sponsorship program are:
Increase gross sales by 5% in the eastern district directly related to vouchers distributed at events
Implement a social media strategy and develop a Facebook fan base of 5000 by the end of the financial year
Encourage distributors to stock the latest range of products
3 – Measures of Success
Document the quantitative and qualitative metrics you will use to measure the success of the sponsorship program, as discussed with and agreed to by the sponsor. For example:
“The measures will include:
analysis of direct sales figures and how they correlate with the objectives
Exit surveys of event attendees to ascertain brand awareness
Noticeable shift to positive feedback on social media channels
4 – Value to the Sponsor
One of the most important sections of the proposal is detailing the value to the sponsor. This is the sell, the “what’s in it for me”.
Through good management and thorough research you already have this information straight from the sponsor. You’ve discussed it and agreed on the details previously, so it’s a matter of stating the facts.
“The value to ‘the sponsor’ will include:
Measurable increase in the profitability of the eastern district, directly attributed to the sponsorship program and implementation of the unique marketing initiatives
Stronger relationship with fans which leads to higher conversion rates and repeat sales
Additional sales which will allow you to invest more funds into research and development of new products
5 – Unique Marketing Initiatives
Looking back through our information, propose a number of unique marketing initiatives designed to meet the sponsors objectives, can be measured and provide the required value.
Include information regarding the target audience that’s relevant to the sponsor:
Total audience numbers
Demographics – statistical view of the target audience, including age, gender, income, schooling, occupation etc.
Psychographics – attributes relating to personality, values, attitudes, interests and lifestyle etc.
Detail a number of options that incorporate the unique marketing initiatives and fit with the sponsor’s expected return on investment.
You could provide an option below the estimated budget, one right on budget and one over. You may find the sponsors will go for the higher option if the perceived value is there.
6 – Terms and Conditions
In the terms and conditions section of the sponsorship proposal include:
The cost per sponsorship option as detailed
Your payment terms. If the proposal last a year then I like 65% up front, 30% after 2 months and 20% before the film festival months
Details of any insurance you hold. You’ll need public liability insurance (another cost you need to be aware of)
Any other conditions or special features the sponsor should be aware of
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