Event Marketing Report: Houston Oil & Gas Sponsorship Analysis

This report provides a comprehensive analysis of event marketing strategies, focusing on the crucial role of sponsorship. It explores various sponsorship levels and the benefits they offer to both the sponsoring organization and the event itself. The report details a sponsorship package designed for the YWCA Walk a Mile in Her Shoes event, highlighting how Houston Oil & Gas Ltd. can leverage this opportunity to achieve its marketing objectives. These objectives include driving retail consumer engagement, increasing sales, generating leads, and enhancing brand engagement. The report also outlines activation tactics, such as strategically using the sponsor's logo, mentioning sponsors during event promotion, and utilizing social media platforms to maximize brand visibility and consumer engagement. The report references key academic studies to support the concepts discussed.

Running Head: EVENT MARKETING
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Name of the Student
Name of the University
Author Note:

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Sponsorship package
 Benefits can be offered to the prospective sponsor
1. The company can raise awareness and generate their preference
2. The organization can generate a positive PR and raise awareness of the
organization as a whole.
3. The organization can provide interesting content to range the products and the
services.
4. Create brand position by generating associative imagery.
5. Can support the sales and the promotional campaign.
6. Generate internal and sentimental commitment for the brand.
7. The organization can act for business hospitality to promote positive relation with
the clients.
8. A loyalty benefit that will include the accessibility to the area and the target folk.
9. The sponsor will be given the provision of talent to increase the association.
10. Finally, the scope of providing contra, refers to services, free equipment,
technological goods and arrangements for hospitality (Zhang & Zhang, 2017).
 Different sponsorship levels
Most of the events possess different levels or tiers of sponsorship with different cost
structure. It is possible for the business with the capability to afford few types of involvement.
For this event, this type of In-kind sponsorship should be selected. There are 5 different levels of
sponsorship that are mentioned in the following section.
1. Platinum sponsor – Exclusive sponsorship with meeting with tabletop display.

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2. Host sponsor – Excellent host with meeting for the facility for being the excellent
sponsor for the event.
3. Gold sponsor - $6,000 for the facility catering and the equipments for the event.
4. Silver sponsor - $3,000 for the facility with event equipments.
5. Contributor – it refers to a type of donation of certain amount, materials for the
meeting, and common giving away of the members (Meenaghan & O'Sullivan, 2013).
 Additional supporting information
Sponsors are very crucial sources for generating revenues for the event. Hence, it should be
ensured that the group is offering competitive and worthy sponsorship package to the
organization. The quantities mentioned within each level of the sponsorship package are aimed
for getting the desired revenue to the potential sponsors also (Biscaia et al., 2013). With this
sponsorship package the team is offering positive promotion of the organization through the
event management with providing the logo in the application. Along with this, the sponsors will
be provided with the special treatment and interesting discount to the sponsors (Cornwell &
Kwak, 2015). Hence, with this sponsorship package is providing an equal benefit to the sponsors
and the managing organization. Along with this, the sponsors are welcomed for providing any
extra perks with money or additional credibility.
Along with this, the event is providing the understand the grand issue of domestic violence
and the use of the concept of YWCA walk a mile in her shoes. It is not a lighthearted event,
rather it is a serious one that speaks against the domestic violence that is a rising issue in
Calgary. The issue generated more than 3,000 response from the police as mentioned in the
record of 2017.
Representation of the sponsor

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 Company profile
The Houston Oil & Gas Ltd. is a company that acquired the legacy with the aim to
enhance to expand the Canadian oil and gas industry (Houstonoil.ca. 2020). They are aiming to
rejuvenate the assets in the form of beneficial functionality. The organization is also looking
forward to adopt and develop products with bypassed scope and opportunities. In general, the
company is aiming to become one of the top most company within the industry and looking for a
grand brand recognition over the entire globe. The company was formed in the year 2002 and
became one the reputable producers from the year 2015. As a representative of the company and
the entire industry, it is acceptable to invest in opportunistic event to serve for the company’s
brand recognition as well as for the sake of the community.
 Marketing objectives to be accomplished from the sponsorships
1. Firstly, to drive the consumers for retailing. Sponsorship is one of the best ways to
generate value for the organization. Investing within the event management will be
the best option for the company to drive the consumers for retailing service.
2. Secondly, driving the sales. Investing in the event with the logo of the organization is
indirectly the process of increasing the sales rate and generate remarkable amount of
revenue (Song et al., 2015).
3. Generation of leads. Leads refers to the potential and valuable consumers for the
organization. Sponsorship will be the greater way to generate leads for the
organization to contribute for organizational goal.
4. Brand engagement. Once the visitors are ware about the brand, it will increase the
engagement of the consumers online that is helpful for digital marketing of the
organization.

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 Activation tactics to meet the objectives
1. There are several ways or tactics to meet the marketing objectives for the organization. It
will be taken care that the event management skillfully use the logo of the company. The
visibility of the logo is directly linked with attracting more consumers for the
organization and build strong consumer portfolio.
2. Secondly, during the time of promoting the event, the team must mention the name of the
sponsors. As the event is associated with the social issue, it will be interesting for the
people to know about the sponsor and create positive marketing with the proper use of
brand logo and little information (Dolles et al., 2014).
3. Thirdly, the company can use the social media platforms to make the people aware about
their sponsorship program to enhance the brand preference. Being involved within the
activities like this event will help the organization to generate more clientele (Lu, Chang
& Chang, 2014). On the other hand, increasing the brand engagement also improves the
position of the organization within the digital platforms including search engines and the
social media platforms also.

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References
Biscaia, R., Correia, A., Rosado, A. F., Ross, S. D., & Maroco, J. (2013). Sport sponsorship: The
relationship between team loyalty, sponsorship awareness, attitude toward the sponsor,
and purchase intentions. Journal of Sport Management, 27(4), 288-302.
Cornwell, T. B., & Kwak, D. H. (2015). Sponsorship-linked marketing: Introduction to
topics. Journal of Sport Management, 29(2), 133-136.
Dolles, H., Söderman, S., Morgan, A., Adair, D., Taylor, T., & Hermens, A. (2014). Sport
sponsorship alliances: relationship management for shared value. Sport, Business and
Management: An International Journal.
Houstonoil.ca. (2020). Retrieved 13 March 2020, from https://www.houstonoil.ca/
Lu, L. C., Chang, W. P., & Chang, H. H. (2014). Consumer attitudes toward blogger’s sponsored
recommendations and purchase intention: The effect of sponsorship type, product type,
and brand awareness. Computers in Human Behavior, 34, 258-266.
Meenaghan, T., & O'Sullivan, P. (2013). Metrics in sponsorship research—Is credibility an
issue?. Psychology & Marketing, 30(5), 408-416.
Song, H., Bock, H., Guadagno, A., Costantini, M., Baehner, F., Kim, Y. H., ... & Yim, D. S.
(2015). Safety of a CRM197-conjugated Haemophilus influenzae type b vaccine in
Korean children. Southeast Asian J Trop Med Public Health, 46, 743-752.
Zhang, Q., & Zhang, M. (2017). Unlocking value in healthcare delivery channels (Doctoral
dissertation, Massachusetts Institute of Technology).