YWCA Event Sponsorship Activation and Marketing Report

This report provides a detailed analysis of event marketing, focusing on sponsorship activation strategies for the 'YWCA Walk a Mile in Her Shoes' fundraising event in Calgary. It begins with an introduction to the event, which raises funds and awareness for domestic violence. The report then assesses the valuation of the event's assets, including hard and marketing costs, and outlines various sponsorship packages with different levels and benefits. It further explores activation tactics, focusing on how to engage a sponsor, specifically Polar Star Canadian Oil and Gas, Inc., and achieve marketing objectives such as increasing event visibility and strengthening community image. The report concludes by summarizing the key findings, including the valuation, sponsorship benefits, and activation strategies to maximize the impact of the event.

Running head: EVENT MANAGEMENT
Event Marketing
Student’s Name:
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SPONSORSHIP ACTIVATION 1
Table of Contents
Introduction.................................................................................................................................................2
Valuation.....................................................................................................................................................2
Sponsoring Package.....................................................................................................................................3
Activation....................................................................................................................................................5
Conclusion...................................................................................................................................................6
References...................................................................................................................................................7

SPONSORSHIP ACTIVATION 2
Introduction
The report is about a fundraising event called ‘YWCA Walk a Mile in Her Shoes’. It is an
event that is held in the month of September every year in Calgary, where almost 200 men wear
high heeled shoes and they raise awareness as well as funds to fight against the domestic
violence. Men selects a pair of women’s high heeled shoes which is given by YWCA and then
they walk to Olympic Plaza from Bankers Hall through Stephen Avenue. The funds raised by the
event support Calgary's YWCA works to help the victims of domestic violence and provide
protection to the children and women. This event had raised funds nearly $500,000 in the last
nine years, and it is open to men from all walks of life irrespective of age, gender or ability.
Valuation
Hard Costs
Food $400
Sub-Total $400
Marketing Costs Views Marketing
Value per 100 Views
Total Value
Logo on Website 2000 $0.15 $300
Logo on Event’s
Materials
950 $0.10 $127.5
Event’s Promotion $500
Sub-Total $927.5
Opportunity Value
Address the audiences $450

SPONSORSHIP ACTIVATION 3
Sub Total $450
Assets Sub Total $1377.5
Activations Costs $650
Total Sponsorship
Value
$2427.5
Table: Valuation of the Property Assets
Sponsoring Package
1. Ten benefits that can be offered to a prospective sponsor are as follows:
 Naming rights of the program
 Major sponsorship
 Usage of logo and images
 Choice of sponsor’s venue for the main event
 Internet-related benefits like the content for the sponsor’s website
 Advertisements on the event’s website
 Exclusivity of the sponsor at the given level
 Opportunity to give prizes to media for their advertising activities
 Inclusion of event’s advertisements and promotions
 Support the worthy causes of the sponsor that is the involvement of a
charitable trust by the sponsor in the event (Kwon, Ratneshwar & Kim, 2016)
2. Five different sponsor levels are as follows:
1. Title Sponsor: $15,000
 Naming rights for the program
 Logo on all materials of the event
 15′ banner at the event
 Opportunity for sponsor to speak at the event
2. Gold Sponsor(s): $7,500

SPONSORSHIP ACTIVATION 4
 Full page calendar advertisement and display ads at the event
 Newspaper and poster ads for the event
 Logo highlighted on the website for one whole year and on event materials
3. Silver Sponsor: $1,000
 Half page calendar advertisement and display ads at the event
 Publish in newspaper ads for the event (Khotimah, Sari & Kaltum, 2016)
 Logo highlighted on the website for six months
4. Bronze Sponsor: $750
 ¼ page advertisements and logo on the website for six months
5. Partner Sponsor: $500
 Ads on the website for three months
3. Some additional supporting information is given below:
It is a ‘give and take’ relation with the sponsorship. The contract might consist of a
booth or featuring their logo on advertising banners and leaflets of the event (Michelini,
Iasevoli, & Theodoraki, 2017). But the sponsor may require much more than this. The
following ideas can more sweeten the contract:
 Mentioning the sponsor’s name in every blog, posts, emails or newsletters
 Providing incentives like free gifts or discounts to the participants so that
they buy the products or sign up for the services of the sponsor (Close, Lacey &
Cornwell, 2015)
 Inclusion of logo of the sponsor in every promotional activity

SPONSORSHIP ACTIVATION 5
Activation
1. Polar Star Canadian Oil and Gas, Inc. is going to be represented as a sponsor. It
was established in 2004, and its main area of operations is situated in Conroy, British Columbia
where almost 80,000 acres of liquids-rich Montney land has been developed (Bruhn & Holzer,
2015). It is an independent type of company and its head office is in the city of Calgary in
Canada. Oil and gas are produced by the company in Peace River Arch of Alberta and Conroy.
Ms. Lisa Ferraro is the current CEO and Director of this company (Su, Kunkel & King, 2017).
The oil and gas industry in Calgary is the single largest private sector investor in Canada. Polar
Star Canadian Oil and Gas, Inc. is one of the largest oil and gas company in the Calgary's
industrial area. Alberta is the largest producer of oil and gas in Canada, and Polar Star Canadian
Oil and Gas, Inc.'s is the principal producer of oil and gas in Alberta.
2. The marketing objectives that will be accomplished from sponsorship are as follows:
 To put the program ‘YWCA Walk a Mile in Her Shoes’ in front of large
audiences those who have not heard of this program. The bigger the event, the more
extensive will be the media coverage of the event. It will raise more funds and will generate
more awareness regarding domestic violence
 To strengthen the image of the program in front of the current markets and
community. The audiences care for those people who helps the community. The community
loves to get involved with those who contribute to the social causes
 To create positive publicity of the event as it can help to increase the visibility of
the noble cause of the event
 To be distinguished from its competitors, so it have to bring an exclusivity in the
sponsorship. It will help to distinguish the event from other fundraising events in Calgary
3. Three activation tactics to meet the objectives are given below:
 Custom Event Apps - These apps will be helpful for the sponsor as the audiences
may utilize the apps to bookmark the event to attend, read about the program and sponsorship
or participate in online discussions and donations during the event (Ritchie, 2017)

SPONSORSHIP ACTIVATION 6
 Social Media - It will prove to be beneficial for the sponsor as it will help to
reach the messages of the sponsor to millions of people all over the world through social
networking sites more than the actual program
 Celebrities - Sponsor can utilize some stars for promoting the program. The
public will be interested to hear from the celebrities more than those people those who are
associated with the sponsor (Boronczyk, Rumpf & Breuer, 2018)
Conclusion
The report revealed about a fundraising event ‘YWCA Walk a Mile in Her Shoes’. It had
determined the value of the property assets as sponsorship valuation. It has provided ten benefits
which the representative of property could offer to the potential sponsor. It has evaluated five
different levels of sponsorship along with some additional support data. Polar Star Canadian Oil
and Gas, Inc. has been considered as the sponsor, and a company profile of the oil and gas firm
of Calgary had been analyzed. The paper also discussed some marketing objectives which will
be achieved from the sponsorship. Moreover, three tactics of activation has been developed to
help in achieving the marketing objectives.

SPONSORSHIP ACTIVATION 7
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.
Bruhn, M., & Holzer, M. (2015). The role of the fit construct and sponsorship portfolio size for
event sponsorship success: A field study. European Journal of Marketing, 49(5/6), 874-
893.
Close, A. G., Lacey, R., & Cornwell, T. B. (2015). Visual processing and need for cognition can
enhance event-sponsorship outcomes: How sporting event sponsorships benefit from the
way attendees process them. Journal of Advertising Research, 55(2), 206-215.
Khotimah, K., Sari, D., & Kaltum, U. (2016). Event marketing and experiential marketing
towards the formation of net marketing contribution margin (NMCM)(study at pt. Garuda
Indonesia, Tbk). Procedia-Social and Behavioral Sciences, 219, 431-439.
Kwon, E., Ratneshwar, S., & Kim, E. (2016). Brand image congruence through sponsorship of
sporting events: an inquiry of Gwinner and Eaton (1999). Journal of Advertising, 45(1),
130-138.
Michelini, L., Iasevoli, G., & Theodoraki, E. (2017). Event venue satisfaction and its impact on
sponsorship outcomes. Event Management, 21(3), 319-331.
Ritchie, J. B. (2017). Promoting Calgary through the Olympics: the mega-event as a strategy for
community development. In Marketing the Public Sector (pp. 258-274). Routledge.
Su, Y., Kunkel, T., & King, C. (2017). Name It as a Sub-brand! Event Marketing from Brand
Architecture Perspective: An Abstract. In Creating Marketing Magic and Innovative
Future Marketing Trends (pp. 1429-1430).