Sponsorship for YWCA Walk a Mile in Her Shoes by APL Oil & Gas (1998) Ltd

This report discusses the sponsorship of YWCA Walk a Mile in Her Shoes by APL Oil & Gas (1998) Ltd. It covers the benefits to sponsors, sponsorship levels, marketing objectives, and activation tactics.

Running head: SPONSORSHIP 1
Sponsorship
Name of the Student:
Name of the University:
Author Note

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Abstract
The report intends to discuss about the sponsorship of an event named YWCA Walk a Mile in
Her Shoes. The first part of the report deals with a brief introduction of sponsorship followed by
the determination of asset value if the event. It evaluated the benefits that are provided to
sponsors by the event organizers and the sponsorship package has been presented. To represent
the sponsor, marketing objectives that needs to be attained through sponsorship have been
studies along with the activation tactics need for achieving the objectives.
Keywords: Sponsorship, sponsors, brand awareness.

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Table of Contents
Introduction......................................................................................................................................5
YWCA Walk a Mile in Her Shoes and its value of assets...............................................................5
Benefits to sponsors.........................................................................................................................6
Engaging with audiences.............................................................................................................6
Presence on event webpage.........................................................................................................6
Exhibition....................................................................................................................................7
Creating social media presence...................................................................................................7
Partnership...................................................................................................................................7
Insight into sponsor’s target consumers......................................................................................7
Introducing the sponsors..............................................................................................................8
Return on investment...................................................................................................................8
Promotion through event management apps................................................................................8
Collecting feedbacks....................................................................................................................8
Sponsorship Levels..........................................................................................................................8
Additional information for sponsors..............................................................................................10
Company overview of APL Oil & Gas (1998) Ltd.......................................................................10
Marketing objectives of APL Oil and Gas (1998) Ltd..................................................................11
Building credibility....................................................................................................................11

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Brand awareness........................................................................................................................11
Activation Tactics..........................................................................................................................12
Presentation................................................................................................................................12
Offers.........................................................................................................................................12
New product launch...................................................................................................................12
Conclusion.....................................................................................................................................12

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Introduction
According to Cornwell (2014) sponsoring refers to the act of supporting an event,
organization or a person through providing products, services or financial benefits with an
attempt to enable them to perform effectively to achieve the desired goal. The group or the
individual that provide the support is known as the sponsor. In the recent years the event industry
has seen a rise in competition among the sponsors (Cornwell, 2014). Sponsorship is no longer
limited to just providing financial support to the events. The involvement of sponsors with the
events and the event planners and managers has been increasing with the increased use of digital
platforms. Sponsors these days come up with new ideas to make the marketing of the events
more innovative. This in return helps the sponsors to survive in the competitive world of
sponsorship. Event managers by carefully choosing their sponsors can boost their brand reach,
create a band identity, compel more people to connect with the event and carry our effective
online marketing campaigns. This report deals with the sponsorship of ‘YWCA Walk a Mile in
Her Shoes’ by an oil and gas company in Calgary, ‘APL OIL & Gas (1998) Ltd. The property
has been represented by determining the value of the property, listing ten benefits that can be
offered to the sponsor and listing five sponsorship levels. For representing the sponsor, the
company profile of APL Oil & Gas (1998) Ltd has been studied followed by the identification of
marketing objectives of the sponsor and three activation tactics that will help in attaining the
objectives.
YWCA Walk a Mile in Her Shoes and its value of assets
YWCA Walk a Mile in Her Shoes is a pledge-based fund raiser event that takes place in
Canada, is aimed to stop violation against women (DeGue, 2014). Every year, in the month of

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May, around 200 men join the movement by waking miles wearing high heels of women to help
raise awareness of family violence and abuse faced by women across the world
(www.walkamileinhershoes.org, 2017). The fund raised from the YWCA Walk a Mile in Her
Shoes is used to by the service providers who work for protecting women and children from
domestic violence. According to (DeGue, 2014) YWCA’s Sara McKnight Transitional Living
Center provides education, health facilities, housing, life skills, case managements and much
more to women and children who are underprivileged and face homelessness.
Benefits to sponsors
To decide the benefits that can be provided to sponsors, event planners first need to
research about the sponsors to know their requirements and their engagement with previous
events and the sponsorship policies need to be reviewed (Scheinbaum, & Lacey, 2015). The
following are some of the benefits that can be offered to a sponsor:
Engaging with audiences
These days the sponsors want to connect more their potential customers through the
events which they sponsor. Sponsors can be provided the benefit of engaging with audiences by
offering them the opportunity to come up to the stage and speak to the audiences about their
products or services (Johnston & Paulsen, 2014). This helps the sponsor to widen their reach and
promote their business, create brand image and brand equity. Getting such opportunity sponsors
can connect more with their customers and can build a good relationship with them.
Presence on event webpage
Including the name and logo of the sponsors with a link to their website on the webpage
of the company hosting the event can be a great way to provide exposure to the sponsors. This

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would act as promotion for the sponsors since the company’s name and logo would be viewed by
the people visiting the website of the event and the link would led to more website visit of the
sponsors resulting to increased visibility.
Exhibition
Sponsors may be provided the befit of displaying their goods or show demo of their
services to the attendees through an exhibitions at the event venue (Moise, 2015). This help them
to promote their goods and services and give the attendees an insight into their business.
Creating social media presence
Event planners or organizers can acknowledge the contribution made by the sponsors
towards success of the events either before or after the event on the social media. This largely
benefits the organization of the sponsors since it increase their social media presence and
visibility which is good way of marketing.
Partnership
As an event host, benefits of partnership can be provided to the sponsors of the event. In
the views of Virvilaite, & Dilys, (2015) partnership with the event hosting organizations would
help the sponsors to achieve success in the long run due to the cordial relationship with the event
organizers.
Insight into sponsor’s target consumers
By conducting a well research by the event managers about the attendees of the event
will help the sponsors to get an insight into their target customers and would make it easier for
them to tap the target segment.

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Introducing the sponsors
The aim of sponsors is not just to provide support to the events but also to get introduces
to a net of new target customers which is only possible when a brief introduction of the sponsors
is held before the start of an event.
Return on investment
Sponsors would not enter into the sponsorship agreement unless they are sure of gaining
a good return on investment. Surveys can be conducted to understand the views of the attendees
about the sponsor company (Cameron, 2014). This data can be used to help the sponsors set
goals for their business.
Promotion through event management apps
According to Scheinbaum, (2016), promoting the business of the sponsor on behalf of
them would be of great benefit for the sponsors. Online marketing campaign can be carried out
promoting the sponsors through event management apps.
Collecting feedbacks
The events can offer benefits to the sponsors by collecting feedbacks of the attendees
about the introduction of the sponsors and their engagement with them this would help them to
improve their service and overcome service gaps.
Sponsorship Levels
Presenting sponsor- $13000+
Promotion through event management apps
Name and logo on webpage

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Opportunity for the sponsors to speak at event with the attendees
Naming rights
Collection of feedbacks
Display exhibition
Silver Sponsor- $ 2500+
Company name listed on event cards, posters and t-shirts
Recognition
Website promotion
Social media presence
Platform Sponsor- $1000+
Naming rights
Website promotion
Promotion through event management apps
Company name listed on event cards, posters and t-shirts
Introducing the sponsors
Diamond Sponsor- $5000+
Insight into sponsor’s target consumers
Social media presence

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Social media acknowledgement
Exhibition
Gold Sponsors- $8000+
Speaking opportunity for sponsors
Website promotion
Social media acknowledgement
Name and logo on webpage
Introducing the sponsors
Additional information for sponsors
The sponsors of YWCAA Walk a Mile in Her Shoes would like to inform its sponsors
that the funds raised from the event will be fully used for the betterment of women and children
of the society and no illegal actions are present in the event. The managers and organizers of the
event promises to maintain a long term relationship and partnership with the sponsors.
Company overview of APL Oil & Gas (1998) Ltd
APL originally known as Atkinson Petroleums Ltd. was found in 1967 by James Liny
Atkinson and is involved in exploration of oil and gas in sylvan Lake, Grande Prairie and
Kaybob of Alberta (Apl98.com, 2015). The company changed its name from Atkinson
Petroleums Ltd. to APL Oil and Gas Ltd. in 1973 and the name was changed to APL Oil and Gas
(1998) Ltd. in 1998 after which APL developed new assets from 1998 until 2012 in the World

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River area. APL Oil and Gas (1998) Ltd have been known for their commitment and strong
relationship with their client.
Marketing objectives of APL Oil and Gas (1998) Ltd
In the opinions of Pokrywczynski, & Brinker (2014) sponsorship is a brilliant marketing
strategy since it helps the sponsor to increase its reach and visibility and promote its goods and
services to the attendees of an event. Following are the two marketing objectives of APL Oil and
Gas (1998) Ltd that is intended to accomplish from the sponsorship of YWCA Walk a Mile in
Her Shoes:
Building credibility
Businesses get a little opportunity to establish a rapport with the potential and current
customers and build trust and credibility. Due to this issue, the primary objective of the company
is to gain trust of the target and potential customers. By sponsoring an event of social cause, a
company can increase its credibility and spark interest within people (Donlan, & Crowther,
2014). The company focuses on this objective to make potential consumers identify the brand for
its supportive nature and generosity and make them perceive as a company which supports the
social cause on which the event is based on.
Brand awareness
Another objective that the company aims to accomplish is creating brand awareness
among the target audience. According to Jalleh et al., (2002). sponsorships are an effective way
to create exposure without investing much on marketing campaigns. It helps the company to
promote itself by presenting its products or services in front of the attendees and capture a huge
market share.

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Activation Tactics
Presentation
The marketing objectives can be met by a company by presenting itself in a proper way in front
of the attendees. This can be done by delivering its views and opinions on the cause of the event
and supporting the initiative taken by YWCA Walk a Mile in Her Shoes.
Offers
The company can promote themselves by providing the attendees a discount for
purchasing their products. Offering discounts attract more number of customers towards a
business helping in expanding the market share.
New product launch
To promote the business, sponsors can launch their new products at the event or
introduce the attendees to the new innovation. This increases the interest of the consumers as
well as makes them well aware about the products or service.
Conclusion
Thus from the above discussion it can be concluded that sponsorship plays an important
role in not only the success of an event but also in promoting the business of the sponsors. It acts
as a marketing technique for the sponsors. Sponsors get certain benefit from sponsorship which
helps them to succeed in their business and connect with the target audiences. The benefits
derived from sponsorship have a great impact on the events as well as the sponsors. There exists
a huge scope of success for the sponsors since it helps in expansion of their business.

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Reference
Apl98.com. (2015). APL Oil & Gas. [online] Available at: http://www.apl98.com/
Cameron, N. (2014). Sponsormap: Measuring the ROI for Sponsorship. Research World,
2014(44), 32-33.
Cornwell, T. B. (2014). Sponsorship in marketing: Effective communication through sports, arts
and events. Routledge.
DeGue, S. (2014). Preventing Sexual Violence on College Campuses: Lessons from Research
and Practice _.
Donlan, L., & Crowther, P. (2014). Leveraging sponsorship to achieve consumer relationship
objectives through the creation of ‘marketing spaces’: An exploratory study. Journal of
Marketing Communications, 20(4), 291-306.
Jalleh, G., Donovan, R. J., Giles-Corti, B., & Holman, C. D. A. J. (2002). Sponsorship: impact
on brand awareness and brand attitudes. Social Marketing Quarterly, 8(1), 35-45.
Moise, D. (2015). Organizations Communicating Through Events-Sponsorship. International
Journal of Economic Practices and Theories, 5(4), 358-363.
Pokrywczynski, J., & Brinker, D. L. (2014). Congruency and engagement test in an event
marketing sponsorship context. Journal of Promotion Management, 20(3), 345-357.
Rules of engagement: A discrete choice analysis of sponsorship decision making. Journal of
Marketing Management, 30(7-8), 634-663.

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Scheinbaum, A. C. (2016). Digital Engagement: Opportunities and Risks for Sponsors:
Consumer-Viewpoint and Practical Considerations For Marketing via Mobile and Digital
Platforms. Journal of Advertising Research, 56(4), 341-345.
Scheinbaum, A. C., & Lacey, R. (2015). Event social responsibility: A note to improve outcomes
for sponsors and events. Journal of business research, 68(9), 1982-1986.
Virvilaite, R., & Dilys, M. (2015). Formatting sport organization image as a competitive
advantage trying to attract more sponsors. Engineering Economics, 21(5).
www.walkamileinhershoes.org (2017). Welcome | Walk a Mile in Her Shoes. [online]
Walkamileinhershoes.org. Available at: https://www.walkamileinhershoes.org/