Obtain and Manage Sponsorship

This document provides guidance on obtaining and managing sponsorship for an organization. It covers topics such as determining sponsorship requirements, sourcing sponsors, and servicing sponsors. The document also includes a task where you can fill out a template to obtain sponsorship for a water slide facility.

SITXMPR501
Obtain and manage sponsorship
Student Name: Student ID:
Assessment Type: Project Other:
Assessor’s Name:
Assessment
Outcome: (S/NYS)
Student
Declaration:
By submitting this assessment via Moodle, I declare that this is my own work and had
not been copied or plagiarised from any other source. Please refer to the Student
Handbook for more information.
Assessment
Conditions:
Each assessment criteria is recorded as either Satisfactory (S) or Not Yet Satisfactory
(NYS). A student can only achieve a ‘Satisfactory’ Assessment Outcome for the entire
assessment when all assessment Criteria listed below are ‘Satisfactory’. A student who
is assessed as ‘Not Yet Satisfactory’ is eligible for re-assessment with their trainer.
All assessment answers must be typed, include this assessment cover sheet and
uploaded in ‘WORD’ version to moodle.
Assessment Criteria
Element Performance Criteria S/NYS
1. Determine
sponsorship
requirements and
opportunities.
1.1 Identify sponsorship requirements in consultation with
colleagues
1.2 Develop targets for sponsorship based on financial parameters of the
activity.
1.3 Identify
items,
activities or projects to be sponsored to meet the needs
of the organisation
1.4 Identify
potential sponsors based on potential sponsor appeal, the
nature of the activity and previous approaches
2. Source sponsorship. 2.1 Develop
sponsorship materials in a clear, concise and professional
format to include a full breakdown of costs and benefits.
2.2 Distribute and present sponsorship materials according to agreed
targets.
2.3 Undertake follow up promotion and negotiation with potential sponsors.
2.4 Discuss and negotiate additional opportunities with the sponsor.
2.5 Make written sponsor contracts or agreements to include full details of
commitments made by both parties
3. Service sponsors. 3.1 Brief colleagues on details of sponsorship arrangements
3.2 Organise activities according to sponsorship agreement ensuring all
agreements are honoured.
3.3 Monitor and evaluate activities and make required adjustments.
3.4 Provide and request feedback from the sponsor
VC003 College of Sports & Fitness – Assessment Cover Sheet 22-06-2017
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

SITXMPR501
Obtain and manage sponsorship
3.5 Identify and action opportunities to enhance value of involvement for
sponsors and benefits for the organisation.
3.6 Maintain and distribute accurate and current
sponsorship
documentation throughout the process
3.7 Liaise and follow up with sponsor to initiate future cooperative
approaches
Feedback
Part A
You are a Manager at a Sports & Recreational Centre, and you have just opened a new Water Slide
facility for all the community to enjoy. Your target audience is young kids, however it’s a very family
theme facility for all to enjoy. Your major responsibilitynow that you have opened the centre is to
obtain a sponsorship, that will give the Water Slide Park exposure and much needed sponsorship to
help with marketing of it so it will reach all the community.
Task.
There is a template for you to fill out as in regards to obtaining the sponsorship; all boxes in the
template must be filled out. Your sponsorship company can be made up, it’s important that you
answer all boxes in the template. This is an opportunity for you to be creative infinding your
answers. The template will be an easy guide for you to follow, as it’s in follows a logical order of
events when trying to Obtaining a Sponsorship.
You might want to research and look at big name sponsors that help sponsor big events to see what
they are looking for when they decide to offer their services to companies when they have been
approached to expose and help give that event sponsorship.
There are examples on the boxes to help you fill-out to give you some direction, when searching for
some answers.
Remember all boxes must be filled out to be deemed Competent in the subject, always ask your
training if you have any difficulties answering any of the boxes.
VC003 College of Sports & Fitness – Assessment Cover Sheet 22-06-2017
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

SITXMPR501
Obtain and manage sponsorship
Step 1 - Understand what you have to offer a sponsor
Your Attributes Target Audience Marketing Initiatives Sponsor Value
1. World class facility Example-Families Media advertisements,
posters and magazines
$1000
2. Best in class services Citizens Media advertisements,
posters and magazines $500
3. Product qualities Sports persons Media advertisements,
posters and magazines $1000
4. Unique textures Sports persons Media advertisements,
posters and magazines $600
5. Designing Athletes Media advertisements,
posters and magazines $1000
6. Aggressive pricing Athletes and trekkers Media advertisements,
posters and magazines $2000
7. Features specified Trekkers and sports Media advertisements,
posters and magazines $1500
8. Versatility Trekkers and sports Media advertisements,
posters and magazines $1000
Step 2 – Research your potential sponsors
Sponsor Name: NIKE
Location: Australia
Primary Contact Secondary Contact
Name: De Lenge V. Kohram
Position: CEO Marketing manger
Phone (B): 8941016547 8288466975
VC003 College of Sports & Fitness – Assessment Cover Sheet 22-06-2017
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C
00

SITXMPR501
Obtain and manage sponsorship
Phone (M): 4687123584 9785413574
Email
Address:
[e-mail] [e-mail]
Step 3 – Contact the person who can say yes to your sponsorship proposal
What are your strategies to contact the person who can say yes to your proposal?
Cold calling Cold calling can be done on the local citizens who have not tried
sports products. This strategy will help in the process of socializing
the business to the local customers who are not directly reached by
the sales persons of this organisation. In Australia, this activity is
known as do not call list. The Australian communications and media
authority have included this as part of an attribute where the
organisation can directly communicate with the customer.
Information regarding this water slide park can be provided to the
community.
Lumpy mail and
follow-up
The use of lumpy mail can be used by persons who are interested in
sports marketing. Using lumpy mail need proper strategies. The
company has to focus on writing interesting things which are worth
saying. Besides that, it has to be relevant and short. The use of the
strategy is appropriate for attracting more number of sponsorship.
However, the following process is counted as a continuous process of
lumpy mail. Following up this procedure will be helpful to develop a
better communication process with the persons.
Sponsorship websites Associations of sports
The sponsorship website is used by the different organisation for
getting better and many sponsorships. For this specific water slide
park sponsorship need different ways or strategies to get a proper
sponsor. Therefore, using the sponsorship website specifically related
to the associations of sports are going to be the target for contacting
different sponsors.
Networking with your
potential sponsors
Providing adequate productivity for the sports and athletes
As the main focus is given on the different sports-related
organisations using the networking process of the current potential
sponsors is similarly useful. Usually, the potential sponsors have an
VC003 College of Sports & Fitness – Assessment Cover Sheet 22-06-2017
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

SITXMPR501
Obtain and manage sponsorship
idea about this organisation and its work transparency. Therefore,
they can help the organisation in the process of getting better
sponsorship from the sports industry. In fact, they can also be useful
to connect with different athletics, who can help in getting this
sponsorship.
Word of mouth
referrals
These organisations already have a connection with different famous
individuals who have knowledge about this organisational activity
and working procedure. These individuals must include some athletes
or celebrities who have previously worked with this organisation.
They can help in referring to this organisation to get sponsorship
from any sports company. Besides that, the current sponsors can also
be used this word of mouth referral technique for the purpose of
getting a sponsorship.
Step 4 - Develop a trusting relationship with the sponsor
What strategies are you going to employ to develop a trusting relationship with the sponsor?
These are some Examples listed
 Don't go the hard sell
 Listen to what they have to say
 Demonstrate you've done the research
 Make good use of your established brand to reinforce your professionalism
 Provide referrals and testimonials when asked (note: don't burn your bridges)
 Prepare marketing material that emphasises benefits and value to the sponsor
 Have a history that illustrates you'll be around for the long haul
The strategies to be followed are
 Don't go the hard sell
 Listen to what they have to say
 Demonstrate you've done the research
 Make good use of your established brand to reinforce your professionalism
Step 5 – Establish the sponsor's marketing objectives
Objective 1 To extend market to maximum arena
VC003 College of Sports & Fitness – Assessment Cover Sheet 22-06-2017
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

SITXMPR501
Obtain and manage sponsorship
Objective 2 To gain maximum profitability
Objective 3 Have maximum sales in the year
Objective 4 Get potential goodwill in the international platform
Objective 5 Create a brand name
VC003 College of Sports & Fitness – Assessment Cover Sheet 22-06-2017
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

SITXMPR501
Obtain and manage sponsorship
Step 6 – Agree on how you will measure sponsorship success
Quantitative Measures Qualitative Measures
Objective
1
Example-Return of Money- Sales returns
Objective
2
Contract of elaborated terms and conditions Purchase returns with detailed invoice
Objective
3
Deal with unique measures Elaborated marketing
Objective
4
Restricted numbers of productivity Targeting maximisation of quality
Objective
5
Refunding options Adequate measurement of products
Step 7 – Ascertain the value to the sponsor
Value 1 Being an International Company always attract the sponsor because of their
worldwide brand value increasing..
Value 2 Having a worldwide market is the second value which can help this
organisation to get a better customer base and increase productivity and
profitability.
Value 3 The Goodwill of the organisation and the sponsor will increase at the same
time.
Value 4 The expansion of the market will increase the brand value of the
organisational services and provide a better future.
Value 5 Getting the sponsorship will help the organisation in rising funding when the
requirement will arise.
VC003 College of Sports & Fitness – Assessment Cover Sheet 22-06-2017
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

SITXMPR501
Obtain and manage sponsorship
Step 8 – Explore the available options
Detail your unique marketing initiatives that fulfil the sponsor’s objectives
Initiative 1 Example-Use of their logo.
Initiative 2 Using their tag lines
Initiative 3 Using their brand products
Initiative 4 Staffs and workers are to be provided with brand product
Initiative 5 Have sufficient showrooms
Step 9 – Develop your sponsorship proposal
7 key sections of your sponsorship proposal
1 – Sponsorship Opportunity-example
It is our kind approach towards the business market with some sports products and services and we
would like to have you as our main sponsor on the marketing during the period. The brand and
goodwill of your company can be beneficial for us and also for you as we are targeting the athletes
and sports market.
Our target is to achieve:
1. Higher grossing
2. Maximised market
3. Maximising brand values
2 - Marketing Objectives-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
VC003 College of Sports & Fitness – Assessment Cover Sheet 22-06-2017
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

SITXMPR501
Obtain and manage sponsorshipthe financial year
 Encourage distributors to stock the latest range of products

Etc..."
These marketing objectives required to be achieved by the firm with the implications of the
mentioned target practices and operations. The achievement of the target goals would provide an
impression that the firm has achieved adequate market planning and operations during the year.
3 - Measures of Success
"The measures will include:
 Monthly 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
 Etc..."
The said measure can only be achieved with adequate implications of market plans and customer
satisfactions.
4 - Value to the Sponsor
"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
 A return on investment which will allow you to investment more funds into research and
development of new products
 Etc..."
The sponsors if provided adequate values for the period can provide adequate numbers of funding
and materiality when required.
5 - Unique Marketing Initiatives
Audience
Segment
Audience Numbers
(Reach)
Demographics Psychographics
Segment 1 -Example Kids through
the gate
Example-10-18 Example-Lifestyle
Segment 2 Attending camps 20-25 weeks
VC003 College of Sports & Fitness – Assessment Cover Sheet 22-06-2017
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

SITXMPR501
Obtain and manage sponsorship
Segment 3 Regional parks 15-20 Months
Segment 4 Social functions 30-35 Lifestyles
Initiative 1 Approaching
Initiative 2 Identifying market requirements
Initiative 3 Customer satisfactions
Initiative 4 Proper feedback considerations
Initiative 5 Make required adjustments
Option 1 Marketing
Option 2 Sales
Option 3 Purchases
6 - Terms and Conditions
Option Summary $
Option 1 Payments $100
Option 2 Time period $200
Option 3 Special features $300
 Payment terms
 Time-frame
 Insurance
 Privacy and confidentiality
 Any conditions or special features
 Etc.
7 - Call to Action
 Contact details
 Opportunity to see you in action
VC003 College of Sports & Fitness – Assessment Cover Sheet 22-06-2017
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C

SITXMPR501
Obtain and manage sponsorship
 Thank you message
 Etc.
Step 10 – Deliver the sponsorship proposal and follow-up
Plan the delivery of your proposal and follow-up
Mailing Address
Details
[e-mail]
Send Date 10.05.19
Follow-up Date 25.05.19
Follow-up Notes  Accepted?
 Changes required?
 Rejected? Why?
 Maintain contact?
Maintain contract
VC003 College of Sports & Fitness – Assessment Cover Sheet 22-06-2017
International College of Capoeira Pty Ltd trading as ’College of Sports & Fitness’ ABN 90 125 114 730/ Registered
Training Organisation 91345/ CRICOS Provider Code 03057C