Detailed Sponsorship Proposal for Mother's Day Classic Event Marketing

This report is a detailed sponsorship proposal for the Mother's Day Classic, an event aimed at raising funds and awareness for breast cancer. It begins with a proposal cover letter and executive summary, outlining the event's purpose and goals. The proposal includes event property details, target market analysis (young mothers, senior mothers, and fathers), and a comprehensive event promotional plan. It also presents creative leverage ideas, such as merchandise shops and photo booths, alongside a list of sponsorship benefits, a budget and investment breakdown, and an assessment of the value of sponsorships. The document concludes with references, appendices, and an inventory of assets, providing a comprehensive overview of the event's marketing and sponsorship potential. The proposal also details the event's history, activities, and promotional strategies, emphasizing the event's potential to create positive brand association for sponsors.

Running head: EVENT MARKETING AND SPONSORSHIP
EVENT MARKETING AND SPONSORSHIP
Name of the Student
Name of the University
Author Note

1EVENT MARKETING AND SPONSORSHIP
Proposal Cover Letter
Dear Sponsors and Partners,
Heartfelt greetings to all of you. Welcome to our event called the Mother’s Day classic.
The event is concerned with providing out helping hand to women suffering from breast cancer.
The event has grown over the years to become one of the most celebrated events of the country.
Last year more than 10,000 participants had taken part of the event. The event has gone from
strength to strength to be now considered as an important event that celebrates women
empowerment and freedom. The Mother’s Day classic is focused towards helping women
fighting breast cancer.
With great pleasure we have found that your organization has the same goals and
objectives as ours. We believe our organization can get into a partnership that would further
improve the prospects of our event in the future. The event has a glorious history of 10 years and
we believe with the support of your organization we can get much bigger in the future. The
Donation amount that the organization has received has increased to 3.5 million dollars from the
previous amount of 960,000 dollars. Both our organizations are focused towards issues related to
women. Our organizations through this event can work hand in hand towards achieving the
larger goals. The partnership of our organizations can greatly increase the financial base of our
event. Thousands of women feel empowered due to our event.
You are free to ask any query related to the sponsorship packages. Please feel free to
contact us and help us strengthen our partnerships towards a brighter future.

2EVENT MARKETING AND SPONSORSHIP
Executive Summary
The event would be named the Mother’s Day classic. An organization would be the official
sponsors of the event. The event would be focused towards serving the women suffering from
breast cancer. Additionally, the funds gathered from the event would be provided to the cancer
research foundation. The event would focus on not only promotion of Breast cancer awareness
but at the same time it will give out valuable information about breast cancer. There would be
three target markets that would be very importantly considered. Firstly, the young mothers
groups are considered to be in a central position in the target market. These are the mothers
groups that are between the age group of 18 to 35 years. The new mothers are much more active
in participation in these programs. Secondly, an important target market is the more senior
mothers group. This group is considered to be between the ages of 55 to 70 years. This group is
very important as this age groups of women are the most prone to suffer from breast cancer. The
third important group is the father groups that are between the age groups of 35 and 50. They
would be considered on the basis of being Australian citizens. The sponsorships would greatly
benefit from the program as they would have the added benefit of promotion before, during and
after the event. A large merchandise shop would be created through which the various
merchandises related to the event would be sold. The merchandise shop would also act as a
destination to get a closer look of the program. The investment would be 22852 Australian
Dollars.

3EVENT MARKETING AND SPONSORSHIP
Table of Contents
Proposal Cover Letter......................................................................................................................1
Executive Summary.........................................................................................................................2
Event Property Details.....................................................................................................................4
Target Markets.................................................................................................................................4
Event Promotional Plan...................................................................................................................5
Creative leverage ideas....................................................................................................................6
List of Sponsorship benefits............................................................................................................7
Budget and investment....................................................................................................................8
Value of Sponsorships.....................................................................................................................9
References......................................................................................................................................10
Appendices....................................................................................................................................11
Inventory of assets.....................................................................................................................11
Sponsorship....................................................................................................................................12
Value Table................................................................................................................................16

4EVENT MARKETING AND SPONSORSHIP
Event Property Details
Mother’s Day classic is an event that is being held from 1998. The main purpose of the
event is to gather funds for women that are suffering from breast cancer. The event takes place
each year with around 100,000 participants. It is one of the largest women’s events in the
country. However, the event receives significant participation from men. The event is held across
many places in Australia. The new event would be held at Melbourne at the Alexandra Gardens
and the tan track. The event is to be held on the 1st of June 2019. The main purpose of the event
is to gather funds for the large number of women suffering from breast cancer. The event focuses
on organizing various sport oriented activities. The money collected from these activities along
with the sponsorship money goes to the various funds for caring for women suffering from breast
cancer and cancer research. The purpose is also to create a sense of empowerment among the
women suffering from breast cancer. It is a program dedicated to strong women and their
progress. The moist recent event was able to attract more than 100,000 attendees. The attendees
are normally women of all ages and a large number of male participants as well.
Target Markets
The target market is divided into three different target groups. By targeting these groups
the organization wants to reach the largest possible number of audiences. The groups consist of
the mature mothers, young mothers and the father groups.
Firstly, the young mothers groups are considered to be in a central position in the target
market. These are the mothers groups that are between the age group of 18 to 35 years. The new
mothers are much more active in participation in these programs. Hence, they are considered as

5EVENT MARKETING AND SPONSORSHIP
an essential target market. Moreover cases of breast cancer are increasing among thes group.
This also makes them more important to be considered for the event. The event at the same time
will provide them much free time to enjoy with their children. This would create better bonding
with their children. Along with the same the young female attendees are very important as they
can promote the products of our sponsors in better ways.
Secondly, an important target market is the more senior mothers group. This group is
considered to be between the ages of 55 to 70 years. This group is very important as this age
groups of women are the most prone to suffer from breast cancer. The information that would be
provided would be very important for them. They are important as they would need to join hands
to help other women of their age groups that are suffering from cancer. The older generations
would also be effectively integrated within the event framework this way. They normally have
children that are in their teens or early youth. They can accompany them and bond well towards
making the event a huge success.
The third important group is the father groups that are between the age groups of 35 and
50. They would be considered on the basis of being Australian citizens. They will either be the
spouses of any of the other two groups that are considered or they will be the bereaved husbands
of women that have died of breast cancer. They can also be the spouses of the women that are
suffering from breast cancer. In essence they will be the responsible fathers, husbands or brothers
of the women participants. Their presence would be valuable and improve the audience reach of
the event.

6EVENT MARKETING AND SPONSORSHIP
Event Promotional Plan
The promotion of the event would be done through various ways. There would be an
online pre-registration campaign. This campaign would provide a 30% promotional discount to
the first 1000 people that book tickets for the event. The second 2000 people would be given
20% discount and the third 3000 people would be given a 10% discount. Additionally, a 10%
discount coupon would also be provided to the people that buy tickets from any of the counters
across the city for the first 2-3 weeks. This would create a necessary hype for the program on the
minds of the target customer base. Additionally, it is important that the customer base is attracted
to the product through this promotional strategy. The counter promotion and the online
promotion would be the most important promotional aspects of the event. The focus would be
towards increasing the number of audiences through this. The 10% discount would be given to
the most number of participants. The social media campaign would be effective as the sponsor
group has a large number of followers in social media. The campaign would be promoted for 2
months prior to the actual event being held. The page of mother’s day classics would be used to
promote the event on social media to reach a wide number of audiences. The charity orient work
and the social work that is being done will be effectively promoted. The sposnors would also be
focused and the target audiences would be informed about the participation of the farmers.
Creative leverage ideas
A large merchandise shop would be created through which the various merchandises
related to the event would be sold. The merchandise shop would also act as a destination to get a
closer look of the program. Moreover, it would be an exciting new opportunity to openly interact
with the target publics. There will be t-shirts, banners, accessories, pom-poms, signs, fancy hats
and sunglasses that would be available for the people at the merchandise shop. The shop would

7EVENT MARKETING AND SPONSORSHIP
come with an adjacent photo booth. The participants can click their photos that would come out
with the sponsor brand name and the event logo printed around the photograph. There would also
be an event for the participants to enter. It would be a hoola hoop competition. The people that
would be able to spin the hoola hoop around their bodies for the longest time would be declared
the winners. They would receive special gifts. There would be a special class held by some
experts on the subject of breast cancer awareness programs. The runners up would be receiving
smaller gifts. Positive brand awareness and brand association can be created through this. This
will enable greater customer interactions. During the program there would be good music
presentation by some local bands. There would be freely available water bottles, glucose, ice
blocks and sunscreens. Post the event there would be more brand interactions. There would also
be food services and beverage services that would be served. There would be seminars that
would be sponsored by the main sponsors that would be held post the events. There would be
hospitality tents that would be opened for serving the audiences for a few weeks post the event.
List of Sponsorship benefits
The sponsorship benefit would be that the sponsors would get the required exposure that
they would need for their brand. It is to be noted that the sponsors would be benefiting much as
there would be special leverage strategies that would be utilized pre, during and post the event.
The audience would come in contact with the brand after the program. It would be important to
promote the brand through the event. The brand exposure would increase significantly.
An important benefit would be the association of the brand with socially productive and
responsible activities. Brands in today’s would have to take essential care of their CSR activities.
The same would be greatly benefited through the brand. The Mother’s Day classic is a big name

8EVENT MARKETING AND SPONSORSHIP
that is associated with campaigns such as women’s health, women empowerment, women’s
health education and up liftment of women in society. This is an important factor that would be
greatly affecting the reputation of the brand. Through similar associations the brand can greatly
improve its position in the market.
The brand would benefit due to the sale of the merchandises. The benefit of the brand
would be greatly responsible to providing them with essential mileage. The brand would also get
continuously promoted even after the event is over. It would be of great benefit to the brand that
the brand would be getting further promotion as a result of the various activities surrounding the
event. In essence there would be the scope for the optimal promotion of the brand. The brand can
feature as one of the most known brand in the charity event oriented areas. It is important that the
brand receives efficient exposure and the brand can utilize for a long time.
Budget and investment
The value of the inventory assets is worth around 29,000 Australian Dollars. The sponsor
would get the same after discount at 22852 Australian Dollars. The total costs for running the
leveraging ideas come at around 7394 Australian Dollars. There would be provision for food and
beverages. There would be brand merchandises with a total cost of around 7394 Australian
Dollars. The food and beverage cost would be around 1,100. The equipment cost would be 795
AUD. The total value of the audience for the event is estimated to be around 32602 AUD. The
budget is sufficient to accommodate the sponsorship for the entirety of the event. The budget and
investment is important towards helping the organization to contribute more towards the actual
cause of the event.

9EVENT MARKETING AND SPONSORSHIP
Value of Sponsorships
The value of sponsorships would be effective in determining the value of the event. The
sponsors are getting the investment value lowered from 29,000 AUD to about 22,852 AUD. In
return the brand gets endless exposure. The brand is effective in reaping the benefits from the
entire process of sponsoring the event. The brand is getting an effective deal for just 22,852
dollars. The marketing assets are calculated within this deal. The brand is getting into a large
number of different advertisements from a number of different platforms. Hence, there is he
exposure from online promotion, there is the website advertising, the print media advertising,
and there is broadcast media promotion and advertising. The sponsors also get their own event
shop. The promotional activities continue throughout the pre-event, during event and after event.
The brand value increases with the number of promotional activities that take place. Essentiually,
the brand gets promoted in a large number of ways as a result of the event. The brand exposure
and the continuing benefits that the brand would receive from the event are much greater than the
initial investment. The brand goodwill will increase to a great extent. The band would become
promoted everywhere.

10EVENT MARKETING AND SPONSORSHIP
References
Boronczyk, F., Rumpf, C., & Breuer, C. (2018). Determinants of viewer attention in concurrent
event sponsorship. International Journal of Sports Marketing and Sponsorship, 19(1),
11-24.
Cornwell, T. B., & Kwak, D. H. (2015). Sponsorship-linked marketing: Introduction to topics.
Jones, M. L. (2017). Sustainable event management: A practical guide. Routledge.
Koh, K., & Greene, H. (2015). Green event marketing: The sustainable community event
portfolio. Journal of Interdisciplinary Business Studies, 2, 1-15.
Levi, E. (2016). U.S. Patent Application No. 14/895,233.
Mirehie, M., Buning, R. J., & Gibson, H. J. (2017). Participation versus nonparticipation in a
charity running event. Event Management, 21(6), 639-652.
Ozawa, T., Sekiguchi, A., & Tsuda, K. (2017). A method for the construction of customer
behavioral modeling knowledge for B2B event marketing strategy. Procedia computer
science, 112, 1353-1360.
Winkelmann, S., Dickenson, P., Souchon, A. L., Lee, N., & Michaelidou, N. (2016). Event
marketing and event sponsorship: can too much of a ‘good’thing harm the brand?.

11EVENT MARKETING AND SPONSORSHIP
Appendices
Inventory of assets
Item/Action Description Quantity
Cost Per
Item
Total
Cost($)
Inventory of Assets Sponsorship marketing
package 29,000.00
Merchandise tent Creative Leverage Idea (6.1)
Merchandise
Signs
Clapper banner
Pom-pom
300
500
400
300
100
480 880
Photo-booth 1 299
Mother's Day Gift Pack Products supplied by brand 100
Staff Supplied by brand 2
Branded Staff Support and
Hand-Outs Creative Leverage Idea (6.2)
Branded Suncreen 400 2.9 1160
Branded water bottles Disposable 350ml 800 1.4 1120
Ice blocks 1,000 800
Visors Foam 600 1.4 840
Staff
Hospitality and Activities Tent Creative Leverage Idea (6.3)
Flower crown Supplied by brand 1,200
Face paint Supplied by brand
Samples Supplied by brand
Live entertainment 2 people for 3 hours 1 400
Food and beverage Hire only 1 1,100.00
Equipment for ‘chill out area’
Beanbags
Tables
Umbrellas
Foam stools
Stage
15
8
8
30
1
50
110
90
45
500
795
Kids corner equipment Toys and games
Staff Provided by brand 12

12EVENT MARKETING AND SPONSORSHIP
7394
Sponsorship
Asset Feature
Functi
on Benefit # Cost
Cos
t
Plu
s
Actual
Cost
No
te Value
No
te
Signage
Primary
Signage
3m x 1m
colour vinyl
banner
displayed
at
entrance,
gates,
fences
Promo
te
brand
to
target
marke
ts
Increase
brand
awareness
and positive
association
10 1897 20
% 2276.4 1* 2526.4 1*
Secondar
y Signage
2m x 0.85m
colour vinyl
print &
design ‘pull
up banner’
and ‘tear
drop’ flags
Promo
te
sponso
r
brand
to
market
Increase
brand
awareness 10 94.86
20
%
113.83
2
2 286.6
Lowest
Signage
0.75m x 2m
sponsor
brand
name on
the
start/finish
inflatables
Promo
te
sponso
r
brand
to
target
market
s
Increase
brand
exposure and
positive
association 2
145.0
8
20
%
174.09
6
3 274.02
Digital
Media
Website
advertisi
ng
Brand logo
displayed
on event
website
‘our
supporters’
section on
every page
Promo
te
positiv
e
brand
image
Promote
positive
brand
association
and
corporate
social
responsibility 1 150
60
% 240 4 390

13EVENT MARKETING AND SPONSORSHIP
Instagra
m
Brand logo
featuring in
3 photos a
week
Promo
te
sponso
r
brand
to a
wide
audien
ce
Enhance
brand image
and exposure 1 850
60
% 1360 5 1510
Facebook
Brand logo
featuring in
4 posts a
week
(videos/ph
otos)
Promo
te
sponso
r
brand
to a
wide
audien
ce
Increase
positive
brand
association
and brand
awareness 1 1250
60
% 2000 6 2150
YouTube
Event
Highlights
video
Promo
te
sponso
r
brand
to a
wide
audien
ce
Enhance
positive
brand
image/associ
ation and
exposure 1 1000
60
% 1600 7 1700
Twitter
Sponsor
brand
mentioned
in posts
leading up
to event
Promo
te
sponso
r
brand
to a
wide
audien
ce
Increase
positive
brand
association
and
awareness 1 850
60
% 1360 9 1375
Merchan
dise
T-shirts
Coloured
4cm x
10cm
brand logo
featuring
on t-shirt
design
Promo
te
sponso
r
brand
to
target
market
s
Increase
positive
brand
awareness
and exposure
6,00
0
1168.
8
20
%
1402.5
6 10 950
Water 2cm x 3cm Promo Increase 5,00 52.85 20 63.42 11 1502.5

14EVENT MARKETING AND SPONSORSHIP
bottles
coloured
logo
placement
te
sponso
r
brand
brand
awareness
and exposure 0 % 6
Lanyards
4x 1cm x
3cm
coloured
logo
placement
Promo
te
sponso
r
brand
Increase
brand
awareness
and exposure
3,00
0 32.36
20
% 38.832 12 113.42
Bib
2cm x 6cm
sponsor
brand logo
on bibs
worn by all
participant
s
Promo
te
sponso
r
brand
to a
large
audien
ce
Increase
brand
exposure
and enhance
image
10,0
00 1800
20
% 2160 13 138.83
Hospitalit
y
Marquee
s
Marquee
designed
with 1m x
3m sponsor
brand
name on all
4 sides
Promo
te
sponso
r
brand
to
target
market
s
Increase
brand
awareness 2
2168.
54
20
%
2602.2
48 14 2310
Printed
Media
Flyers
1cm x 3cm
sponsor
brand logo
displayed
on front
page of
flyer
Promo
te
sponso
r to
target
market
Increase
brand
awareness
and promote
positive
brand
association
4,00
0
601.3
7
20
%
721.64
4 15
2752.2
5
Billboard
50cm x 1m
spot,
colour logo
on
billboards
used for
the events
marketing
Promo
te
sponso
r
brand
to
target
market
s
Increase
brand
awareness
and positive
image
2
1739.
39
20
%
2087.2
68
1221.6
4

15EVENT MARKETING AND SPONSORSHIP
Brochure
1cm x 3cm
brand logo
placement
on every
brochure
Promo
te
spons
or
brand
to
target
marke
t
Increase
brand
awareness
and positive
brand
association 5,00
0
648.9
2
20
%
778.70
4
2337.2
7
Broadcas
t Media
Televisio
n
Free TV
advertisem
ent logo
placement
Promo
te
spons
or
brand
to a
large
audien
ce
Increase
brand
awareness
and positive
brand image
1 6000
70
% 10200 1314.7
29179.
004
22852.
69

16EVENT MARKETING AND SPONSORSHIP
Value Table
Note Actual Cost($) CPM ($) Calculation (incl. Audience)($) Value($)
1 2276.4 25 2276.4+(10000x25/1000) 2526.4
2 136.6 15 136.6+(10000x25/1000) 286.6
3 174.02 10 174.02+(10000x25/1000) 274.02
4 240 15 240+(10000x10/1000) 390
5 1360 15 1360+(10000x25/1000) 1510
6 2000 15 2000+(10000x25/1000) 2150
7 1600 10 1600+(10000x25/1000) 1700
8 1275 10 1275+(10000x25/1000) 1375
9 800 15 800+(10000x25/1000) 950
10 1402.56 10 1402.56+(10000x25/1000) 1502.56
11 63.42 5 63.42+(10000x25/1000) 113.42
12 38.83 10 38.83+(10000x25/1000) 138.83
13 2160 15 2160+(10000x25/1000) 2310
14 2602.25 15 2602.25+(10000x25/1000) 2752.25
15 721.64 50 721.64+(10000x25/1000) 1221.64
16 2087.27 25 2087.27+(10000x25/1000) 2337.27
17 814.7 50 814.7+(10000x25/1000) 1314.7
18 9600 15 9600+(10000x25/1000) 9750