Operations and Event Management: Sponsorship Package and Benefits

This report analyzes the sponsorship package and benefits for the YWCA Walk a Mile in Her Shoes campaign. It discusses the ten major benefits that can be provided to a sponsor, five major sponsorship levels, required additional information, oil and gas company in Calgary, marketing objectives, and three major activation tactics.

Running head: OPERATIONS AND EVENT MANAGEMENT
OPERATIONS AND EVENT MANAGEMENT
Name of the Student
Name of the University
Author Note

1OPERATIONS AND EVENT MANAGEMENT
Table of Contents
Introduction....................................................................................................................2
Sponsorship package for the organization.....................................................................2
Ten major benefits that can be provided to a sponsor................................................2
Five major sponsorship levels....................................................................................3
Required additional information................................................................................5
Oil and gas company in Calgary....................................................................................5
Marketing based objectives to be fulfilled by the sponsorship......................................6
Three major activation tactics of meeting the objectives...............................................6
Conclusion......................................................................................................................7
References......................................................................................................................8

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Introduction
Sponsorship is considered to be an act that is based on the support that is offered to an
event, person, activity, organization or person on a financial basis and also aims at providing
services or products for fulfilling different needs. The group or the individual who provides
support are known as the sponsors or benefactors. Sponsorship can be paid by the benefactors
in the form of cash or kind as well. Sponsorship is mainly provided by the organizations with
the hopes of commercial returns. The activities related to sponsorship are able to provide
major levels of awareness, propensity related to the purchase (Carrillat & d'Astous, 2015).
The sponsorships are however not useful for proper communication of the specific
product based attributes. Sponsorship based activities that are performed by the organizations
can be explained with the help of different communication based and psychological theories.
The impact of the commercial sponsorships is quite high on the audiences or the consumers.
The organizations that receive sponsorships are able to develop a relationship with the
consumers in the industry and gain high levels of profits as well (Cornwell & Lee, 2016).
The report will be based in the analysis of “YWCA Walk a Mile in Her Shoes”. The
campaign that has been developed by the organization based on an event that is organized
every September. The campaign is mainly based on the ways by which awareness levels can
be raised related to challenges related to domestic violence that are faced by women who
belong to different walks of life.
Sponsorship package for the organization
Ten major benefits that can be provided to a sponsor
As discussed by Cornwell, Lipp and Purkis (2016), the sponsorship based package
that has been developed by the organization will be based on benefits that are offered by the

3OPERATIONS AND EVENT MANAGEMENT
organization to the prospective sponsors. The ten major levels of benefits that are thereby
offered to sponsors are as follows,
1) Naming related rights based on different events that are to be organized by the
company.
2) Major sponsorship based rights for different types of events.
3) The preferred supplier base status will also be provided to the main sponsor.
4) The logos, trademarks and images can also be used by the sponsor.
5) The rights based on merchandising can be provided to the sponsor (Dickson,
O'Reilly & Walker, 2018).
6) The product endorsement based activities of the organization are also an
important part of the operations of the sponsors.
7) The venue of sponsors will be chosen for the launch or main event of the
organization.
8) The benefits based on internet usage will also be offered to the sponsor.
9) Social media channels of the organization will be used effectively by the
sponsor.
10) New events will be designed in order to attract the suite the sponsors as well
(Fill & Turnbull, 2016).
Five major sponsorship levels
As opined by Human, Hirschfelder and Nel (2018), the sponsorship based process that
will be conducted by the organization is based on different levels that are related to the proper
development of different activities. The different stages related to sponsorship needs to be
fulfilled in order to gain effective sponsors for the organization.

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Stage 1 – Building of the inventory and process related to valuation is an important
factor that is related to the first step in the entire process. The budget related to entire
sponsorship based program will be decided with the help of this step. The “shoulder shrug”
valuation based method will be used by the organization in order to decide the value of
inventory that has been earned by the organization (Jensen, 2017).
Stage 2- The prospects that are related to inventory that has been gained by the
organization are analysed in the second step of this process. The prospects are based on the
types of sponsors who can be selected by the organization. The prospective sponsors are
selected based on the database related to the event and the target market of the organization
as well (Jensen, Cobbs & Turner, 2016).
Stage 3 – The third step related to the entire process is based on the meeting that has
been set by the organization with the prospective sponsors. The most important aim related to
the first meeting that will be held with the sponsor is based on the information that can be
gathered based on the sponsor. The sales or deal will not be made in the first meeting with the
sponsor of the organization. The target audience of the organization will be decided and the
information related to the sponsors will be helpful for deciding the target audience (Jensen et
al., 2016).
Stage 4 – The sponsorship based proposal will be offered by the organization in this
step. The proposal will be mainly based on the information that has been gained based on the
sponsors. The value that the sponsorship based package can offer to the organization will be
considered in the sponsorship proposal that will be provided in this step (Johnston & Spais,
2015).
Stage 5 – The last stage is based on the ways by which the sponsorship based package
can be developed by the organization. The activation based costs related to sponsorship are

5OPERATIONS AND EVENT MANAGEMENT
able to affect the ways by which the organization is able to operate. The campaign that will
be developed with the help of this sponsorship package is based on the opportunities that can
be offered to the organization (Toscani & Prendergast, 2018).
The five stages related to sponsorship can be developed in such a manner that will
help the organization to organize the events. The sponsors will be able to provide maximum
levels of support to the organization based on proper fulfilment of the various stages.
Required additional information
The additional levels of information that can be provided to the sponsors by “YWCA
Walk a Mile in Her Shoes” is important for the ways by which the campaigns can be
developed. The activation based ideas will also be provided by the sponsors in order to the
deliver the effective rates of returns on investment or ROI that are gained by the sponsors.
The campaigns will be developed in such a manner that will help in the creation of awareness
based on keeping women safe and reducing the levels of domestic violence (Vance, Raciti &
Lawley, 2016).
Oil and gas company in Calgary
Suncor Energy is an Oil and gas based organization that has merged its operations
with the biggest oil and gas based company in Canada named Petro Canada. The revenues
that have been earned by the organization in the year 2011 is 36.82 Billion Dollars. The
merger based operations that have been performed by the organization has been able to
increase the revenue and levels of profitability of Suncor Energy (Suncor.com., 2019). About
30 Billion Dollars revenue and 50 Billion Dollars market capitalization has been earned by
the organization in the oil and gas based industry. Suncor had been able to gain the four
position in the list of valuable companies in the year 2010. The sponsorship based campaign

6OPERATIONS AND EVENT MANAGEMENT
that will be designed as a part of this process is related to the organization named Suncor
Energy (Suncor.com., 2019).
Marketing based objectives to be fulfilled by the sponsorship
The first major marketing objective that can be gained by the organization
with the help of this sponsorship is based on increasing the levels of awareness
related to issues faced by women.
The second marketing objective of the organization is based on the
maximisation of investment levels that have been made by the sponsors
(Viswanathan, Erevelles & Vargo, 2015).
Three major activation tactics of meeting the objectives
As discussed by Tsordia and Papadimitriou (2016), sponsorship based activation is an
intention related to the promotion and advertisement from the point of view of the sponsors
based on a specific marketing based opportunity. The process is thereby performed in such a
manner that different tactical activities which the sponsors are able to devise various
marketing based rights which are derived from the partnership. Sponsorships activations are
able to affect the levels of brand engagement of the organization. The activation based tactics
are considered to be an important factor that has an impact on the methods by which the
company is able to continue its operations in the industry (Jensen, Cobbs & Turner, 2016).
The three major activation based tactics that can be used by the organization are as follows,
 Brand moments that are considered to be experiential or immersive in nature.
The experience that the consumers have with the brand or levels of immersive
factors of the consumers are considered to be major factors in this case. The
organization will be able to gain sponsorships with the help of experiences
offered to consumers (Dickson, O'Reilly & Walker, 2018).

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 Technology is able to act as an important factor that has an impact on the
sponsors and their levels of activation as well. The activation of sponsors is
based on the proper use of technology (Toscani & Prendergast, 2018).
 The different sponsorship based tactics are based on the methods by which
the organization is able to improve the levels of sponsors (Jensen, Cobbs &
Turner, 2016).
Conclusion
The report can be concluded by stating that the sponsors are able to play a key part in
the methods by which an organization is able to improve the levels of operations in the
industry. “YWCA Walk a Mile in Her Shoes” can design the campaign in such a manner so
that the organization is able to reach a larger group of audience within a shorter period of
time. The returns that are received by the organization based on the sponsorship related
programs are considered to be an important factor that has an impact on the revenues as well
as image. The oil and gas based organization that has been considered as a part of the analysis
is based on the marketing objectives that have been developed. The sponsorship will be
successful with the help of the three major activation related tactics that have been developed
and implemented.

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References
Carrillat, F. A., & d'Astous, A. (2015). Sponsorship. Wiley Encyclopedia of Management, 1-
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Cornwell, T. B., & Lee, C. (2016). Employer Branding: Preliminary Thinking on the Role of
Corporate Sponsorship. In Marketing Challenges in a Turbulent Business
Environment (pp. 631-631). Springer, Cham.
Cornwell, T. B., Lipp, O. V., & Purkis, H. (2016). Examination of affective responses to
images in sponsorship-linked marketing. Journal of Global Sport Management, 1(3-
4), 110-128.
Dickson, G., O'Reilly, N., & Walker, M. (2018). Conceptualizing the dissolution of a social
marketing sponsorship. Journal of Global Sport Management, 3(2), 146-169.
Fill, C., & Turnbull, S. L. (2016). Marketing communications: brands, experiences and
participation. Pearson.
Human, G., Hirschfelder, B., & Nel, J. (2018). The effect of content marketing on
sponsorship favorability. International Journal of Emerging Markets, 13(5), 1233-
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Jensen, J. A. (2017). Assessing corporate demand for sponsorship: marketing costs in the
financial services industry. Marketing Letters, 28(2), 281-291.
Jensen, J. A., Cobbs, J. B., & Turner, B. A. (2016). Evaluating sponsorship through the lens
of the resource-based view: The potential for sustained competitive
advantage. Business Horizons, 59(2), 163-173.

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Jensen, J. A., Wakefield, L., Cobbs, J. B., & Turner, B. A. (2016). Forecasting sponsorship
costs: marketing intelligence in the athletic apparel industry. Marketing Intelligence
& Planning, 34(2), 281-298.
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Suncor.com. (2019). Suncor. Retrieved from https://www.suncor.com/
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research. Marketing Intelligence & Planning, 36(3), 396-408.
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Contemporary Marketing Issues ICCMI June 22-24, 2016 Heraklion, Greece (p. 263).
Vance, L., Raciti, M. M., & Lawley, M. (2016). Sponsorship selections: corporate culture,
beliefs and motivations. Corporate Communications: An International Journal, 21(4),
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Viswanathan, N. K., Erevelles, S., & Vargo, S. L. (2015). Introducing Unrelated Brand
Extensions Through Core Brand Sponsorship. In Creating and Delivering Value in
Marketing (pp. 249-253). Springer, Cham.