10109117Partnership Development
Course Information
Description
Students analyze a meeting to identify elements for sponsorship opportunities. Discover how sponsorships fit into the event marketing mix and raise funding for an event. Students create a sponsorship plan for an event.
Total Credits
3
Course Competencies
  1. Create sponsorship fundraising opportunities for meetings and events including non-profit organizations.
    Assessment Strategies
    on an exam
    by compiling a list of sponsorship benefits that are compatible with your meeting branding strategy
    Criteria
    you review a variety of meeting data to identify target audiences for your meeting
    you determine target sponsorship income
    you analyze the types of organizations that would want access to your target audience(s)
    you identify the target audience(s) for your meeting
    sponsorship benefits lists includes major products and services used by your target audiences
    sponsorship benefits lists includes organizations providing those products and services
    sponsorship benefits lists includes a meeting budget to determine the impacts of sponsorship revenue for your meeting
    sponsorship benefits lists includes the articulation of the impact of sponsorship benefits on your meeting's other revenue streams

  2. Develop a sponsorship plan for a meeting
    Assessment Strategies
    on an exam
    by creating a sponsor evaluation
    Criteria
    you identify sponsorship benefits most beneficial for your meeting's brand and budget
    you identify sponsorship benefits most beneficial for your sponsors
    you obtain existing meeting sponsorship marketing collateral from organizations
    you develop a sponsorship schedule - including marketing, sponsorship payment, and post event activities
    you use an electronic spreadsheet to create a sponsorship budget, including sponsorship income and fundraising expenses
    you determine what evaluation data should be shared with sponsors
    sponsor evaluation includes sponsorship benefit levels for your meeting
    sponsor evaluation includes a list marketing strategies for soliciting sponsorships
    sponsor evaluation includes a sponsorship schedule meeting timeline
    sponsor evaluation includes a sponsorship budget
    sponsor evaluation includes a post meeting plan for your sponsors

  3. Conduct sponsorship solicitations for a meeting
    Assessment Strategies
    by submitting a one-minute video of an oral solicitation sales pitch in a one-on-one role play
    by critiquing another student's solicitation pitch
    on an exam
    Criteria
    video tape of an oral solicitation pitch is prepared using a checklist to create the presentation
    oral solicitation pitch includes a value statement about sponsorship benefits for your meeting
    oral solicitation pitch includes the key points of a sponsorship solicitation pitch
    you deliver a sponsorship solicitation presentation to a group
    you deliver a sponsorship solicitation pitch to an individual

  4. Summarize key elements of a marketing plan for special event sponsorships
    Assessment Strategies
    on an exam
    on a individual project for a sponsored event
    Criteria
    you identify key reasons local corporate sponsors support specific local events
    you explore reasons sponsors support special events
    you explore the key elements of a special event sponsorship marketing plan
    creating a media plan that includes a social networking tool

  5. Summarize an effective sponsorship proposal for a special event
    Assessment Strategies
    by writing a customized special event sponsorship opportunity for a specific business
    Criteria
    special event sponsorship includes a menu of sponsorship opportunities and levels for a special event
    special event sponsorship includes sponsorship benefits that create added value in alignment with the reasons businesses sponsor special events
    special event sponsorship includes the appropriately use of demographic data
    special event sponsorship includes a statement of why a sponsorship opportunity is important to a specific business
    special event sponsorship includes added-value benefits

  6. Cultivate sponsor relationships that keep sponsors coming back
    Assessment Strategies
    on an exam
    in an in-class discussion of post-event reporting
    Criteria
    you identify core competencies of a special event staff
    you explore the keys to retaining sponsors
    you summarize best practices in post-event reporting to sponsors