For this blog post:
PR team: Renee Wong, Yoke Yen
The main task for the PR team in the marketing department is getting sponsors for the event and managing relationships. The supports given by sponsors are able to help achieve event goals and mission especially when the event is organized by students where there is limited financial support and connections. For this event, sponsors are able to contribute by providing financial or material support for the event. In return, the sponsors will be getting great brand exposure, awareness within their potential customers. As seen below is a tiered sponsorship model explaining the sponsorship packages and benefits.
Tiered Sponsorship Model
As seen above, there are two level of sponsorship packages - Platinum and Gold, that the sponsors are allowed to choose. However, the PR team have decided on which sponsors they wish to receive a platinum or gold sponsorship package from as it will benefit the event the most. Sponsors who agree to contribute the platinum package to the event will provide financial support of RM2,000 to the event and receive a free booth space for both event days in return. Besides, they will be listed as the event's 'main sponsors' on all promotional gears. Company logo will be printed on ticket, poster, event backdrop, organizer's uniform. The platinum package sponsors will enjoy an individual, full page logo space in the first few pages of the brochure. Besides, the sponsor will also be getting 10 free postings from the event's social media account (Facebook and Instagram). The sponsor will have full control on what content and when they wish to post on the event's social media throughout the promotional period.
For gold sponsorship package, the sponsors will provide material support the event. They can be offering miniatures, vouchers, promo code or product samples to be put into the event door gifts, prizes for lucky draw and best photo competition winners. The sponsor's logo will be listed as 'supporting sponsors' for the event and printed on all promotional gears (ticket, poster, event backdrop, brochure and organizer's uniform). For platinum sponsors, their logo will be printed on a shared page with other platinum sponsors. Unlike the platinum sponsorship package, the sponsor will only be receiving a total of 2 social media postings on the event's social media platform. However, the sponsor will have equal benefits of controlling the content and time of postings. All terms can be negotiated for a better partnership experience between organizers and sponsors.
To proceed with the task of requesting for sponsors, sponsorship request letters were sent to potential sponsors briefly explaining the important event details, sponsorship package wished to be received from sponsors, the reason for it and the key benefits that the sponsors will be getting through our event. Other than that, the PR team had prepared a detailed event proposal as well to be sent along with the sponsorship request letter so the sponsors are able to know more about the event.
This post concludes the tiered sponsorship model created for sponsors to choose and receive the desired key benefits for their company.
Thank You,
Renee Wong
Bibliography
Wong, R. (2018). Potential Platinum Sponsors.
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