As switched-on sponsors continue to evolve their sponsorship programs, other sponsors are falling behind - not because they are less intelligent, but because their approach and tools have not kept pace with recent big changes in sponsorship. It isn't about awareness or exposure any more. In an era of unprecedented consumer power, sponsorship is the single most potent marketing tool you have to create and foster relationships and relevance with your target markets.

The Sponsor's Toolkit and the accompanying CD provides a no-nonsense approach to harnessing the power of sponsorship for your brand. This Toolkit thoroughly covers all aspects of sponsorship, providing you with the tools, techniques, resources, and streetwise advice to make your sponsorships really deliver for all of your stakeholders.

Who will benefit from this book? Anyone involved in achieving corporate marketing objectives, including: brand management, marketing, sponsorship, loyalty marketing, information technology, business development, promotions, trade relations, advertising, business-to-business, public relations, corporate affairs and media.

Anne-Marie Grey and Kim Skildum-Reid met in 1996, when both served on the board of the Australasian Sponsorship Marketing Association. In addition to their own pursuits, they have been working together since then, developing and presenting a series workshops for both sponsors and sponsorship seekers around the world. Their first book, The Sponsorship Seeker's Toolkit, was published in May 1999 to rave reviews and continued strong sales. It is considered by many to be the definitive guide for sponsorship seekers.

Reviews

'This book starts by giving you a sense of your organisation's level of expertise. Then it goes on to provide practical and constructive advice for everyone who should be involved in the process. It is loaded with examples of how you can improve. I have found some of the steps described within the book an invaluable tool to get everyone in the organisation on board with sponsorship and help to realise its potential as a truly effective marketing vehicle.'

Donald McBain, SponsorshipandCommunications Director, Lion Nathan Australia

'The Sponsor's Toolkit provides the recommendations, guidelines and key concepts for developing a successful sponsorship program. It is an ideal sourcebook for helping sponsors select and manage sponsorships to achieve their marketing goals.'

Rob Hennin, Regional Director - Brand Management and Marketing Services, Visa International - Asia Pacific

'The results achieved around recent major events have raised the bar for sponsors all over the world. Unfortunately, many sponsors still believe that sponsorship is about signage and hospitality. The Sponsor's Toolkit outlines how sponsors - small or large - can achieve even greater outcomes with creative ideas and lateral thinking.'

Terry Hearity, Sponsorship Manager, Australia Post

Anne-Marie Grey is Director of Grey O'Keefe and Associates, specialists in developing alliances between cultural, sporting, non-profit organizations and the private sector. She is currently developing corporate partnerships for Share Our Strength, a leading anti-hunger organization, and leads Smart Marketing Sponsorship Workshop with Kim Skildum-Reid.

Forewords

About the authors

Introduction

Acknowledgments

How to use this book

Part 1 Preparation

Chapter 1 Internal planning

The approach

Understanding the objectives you want to achieve

Creating a Sponsorship Team

Choosing the best management structure

Sponsorship manager job description template

Sponsorship policy

Chapter 2 Sponsorship Strategy

Understanding your target markets

Research

Audience profile questionnaire

Sponsorship impact questionnaire

Determining brand needs

Budget

Putting your strategy together

You can lead a horse to water...

Chapter 3 Working with a consultant

Part 2 Selection and negotiation

Chapter 4 Understanding your options

Equivalent opportunity cost

Chapter 5 Getting the right proposals

Tell sponsorship seekers what you need

Proposal guidelines template

Proposal guidelines letter

Be proactive

Proposal request letter

Chapter 6 Evaluating proposals

The 5-and-2 rule

Matching unique attributes

Understanding the sponsor's capabilities

Proposal evaluation criteria

'Let's meet' letter template

Saying 'No'

Rejection letter template

Chapter 7 Negotiation

Understanding your position

Negotiation checklist

Inventory of assets

Different approaches

Negotiation issues

Negotiating with a broker

Chapter 8 Contracts

Contract checklist

Sponsorship agreement pro forma

Part 3 Maximisation and management

Chapter 9 Maximisation

Using your Sponsorship Team

Brainstorm brief template

Leverage activities

Media promotions worksheet

New product launch

Keeping a sponsorship fresh

Chapter 10 Sponsorship management

Implementation plan

Implementation plan template

Managing the relationship

Reporting template

Subcontractors

Subcontractor brief template

Chapter 11 Salvaging a bad situation

Chapter 12 Quantification

Defining objectives

Quantification mechanisms

Media evaluation

Chapter 13 Portfolio management

Auditing

Balancing

Umbrella sponsorship

Managing across brands and regions

Exit strategies

Part 4 Ambush marketing

Chapter 14 What is ambush marketing?

Chapter 15 How to prevent an ambush

Chapter 16 How to ambush

Ambush checklist

Conclusion

Part 5 Appendix

Appendix 1 Glossary

Appendix 2 Resources

Appendix 3 Sponsorship agreement pro forma

Index