You asked for it... we delivered! Introducing a workshop where you will leave with new skills and real marketing and sponsorship plans for your own event!
All you need to know about this exciting new workshop can be found on this page, so check it out or click on the link below to go directly to an area of interest.
If you have any questions about the DIY Sponsorship Workshop after you've looked through this information, please contact us on (61-2) 9559 6444 or workshops@powersponsorship.com.
We have been teaching workshops for many years and with great results. The workshops are highly rated, but the feedback we get is that some of our delegates don’t have the time or the internal buy-in to fully implement the new skills and approaches that they learn.
The DIY Sponsorship Workshop has been developed specifically to address those challenges. In the space of two days, two representatives from your organisations will not only gain valuable skills and tools, but will actually create both a workable and effective marketing plan and a creative and realistic sponsorship plan for one of your events, projects, or programs.
Please note: We do require that two people from your organisation attend and will not accept single registrations. The entire workshop is built around collaboration with your colleague, in small and large groups, and with me.
The DIY Sponsorship Workshop is strictly limited to twelve organisations, ensuring that you and your event get ample individual attention.
This process is fully supported by the facilitator, Kim Skildum-Reid, and others throughout both days, providing you with expert and objective advice on your specific challenges. You will also receive comprehensive materials and instruction so that you can replicate this process for other events.
This workshop is structured in two modules: Marketing and Sponsorship. Participating organisations will each choose one event, project, or program and go through the entire process of developing a marketing plan and a sponsorship plan for that project.
Day 1 – Marketing plan
The first day of the workshop, we will be developing your marketing plan. This refers to the process of marketing your event, not attracting sponsorship, although it is a critical component to gaining sponsorship – if you don’t get the marketing plan right, sponsorship will be very hard to get – and much of this plan will influence and enhance your sponsorship plan developed on Day 2. Areas covered will include:
- Developing and capitalising on your event’s “brand”
- Attracting and retaining the audience you want
- Analysing and addressing opportunities and challenges
- Competitive positioning
- Assessing your marketing options – media, PR, databases, promotions, web, etc
- Creating your action plan
By the end of Day 1, you will have the raw materials, analysis, and framework to formalise your marketing plan. The goal is that your marketing plan will be more focused, cost-effective, and creative while increasing your differentiation and decreasing promotional waste.
Day 2 – Sponsorship plan
The second day is about turning the uniqueness of your event and your audience into a profitable sponsorship revenue stream for your organisation. Areas covered will include:
- A crash course in modern sponsorship
- Planning for success
- Identifying the benefits you can offer
- Targeting potential sponsors for your event
- Creating the sponsorship offer – pricing, issues, proposals, and the role of contra
- The sales process
- Closing the sale
- Servicing
By the end of Day 2, you will understand what you have to offer, how to package it for maximum effectiveness, sales approaches that work (and those that don’t), and will have developed a highly strategic hit list of potential sponsors.
In order to maximise the effectiveness of this workshop, we have a number of criteria and recommendations for participants:
- We require that two people from your organisation participate. This is not negotiable and single registrations will not be accepted. One participant must be a decision-maker in the areas of sponsorship and marketing. The other participant does not need to be a decision-maker, but it is our strong recommendation that rather than use this as a training exercise for a junior staffer, you take the opportunity to create real organisational buy-in by involving a senior staffer or board member. After the workshop, you should have plenty of expertise to train up your junior staffers yourself!
- Both participants must be paid employees (alternatively, one can be a board member). Consultants, brokers, and non-board volunteers do not qualify for this workshop
- Your organisation must currently secure a minimum of $30,000 per annum in commercial sponsorship (not donations)
All participants will receive a copy of industry bestseller, The Sponsorship Seeker’s Toolkit Second Edition , co-authored by Kim Skildum-Reid, as well as two comprehensive workbooks that will serve as the framework for your plans. and contact details for all of the other participants.
As an added value to delegates, Kim Skildum-Reid will also provide each participating organisation with one professional sponsorship coaching session. Use this time to get feedback, brainstorm opportunities, or work through a specific challenge – the option is yours! Click here to get more information about professional sponsorship coaching.
“This workshop has given me practical, commonsense, and commercially attractive ideas. I will be evaluating all our sponsorship activities and redeveloping our organisation’s marketing plan ASAP!” Claire Kowarsky, Seeing Eye Dogs Australia
“It made me realise there is a much more relevant and logical way to approach sponsorship. The workbooks serve as brilliant templates to allow me to apply this theory to different events” Sarah J Taylor, The Shepherd Centre
“Sponsorship is not what you think it is! The DIY Sponsorship Workshop will challenge your definition and understanding of sponsorship and provide you with a stronger model and toolkit, which you will be able to use to develop the quality and longevity of your sponsorship relationships. In this era of competition for sponsorship dollars, you can't afford to miss out on this new way of thinking” Michele Goldman, Mission Australia
“Having two people there from our organisation was very useful and doubly powerful in terms of input to exercises and buy-in for our organisation” Maree Campbell, Hunter Valley Research Foundation
“This workshop has absolutely changed the way I view sponsorship. We can’t wait to rewrite the proposal and change our approach.” Jenni Heenan, Seeing Eye Dogs Australia
“A very informative and highly effective look at sponsorship. More and more, this market is becoming incredibly competitive and it’s important to be able to differentiate yourself from every other worthwhile event” Karly Robinson, The Shepherd Centre
“The collaborative approach was extremely valuable during the workshop and I believe this will extend to the working environment as well” Ariane Gallop, Sydney Cancer Foundation
“This workshop opened up the world of marketing for us. Before, this was only a vague concept. Thank you for the experience.” David Wells, Bradman Museum
“It’s turned my view of marketing and sponsorship on its head. It made the process clearer and harder (more work to do). We had so many more creative ideas than I thought were possible, but now it seems like an obvious fit to approach those sponsors. Going back excited and refreshed” Sarah Ward, Alcohol & Other Drugs Council of Australia
“I would recommend the workshop as a crash course in highly valuable and transportable skills that can be used again and again in defining your organisation's objectives and identifying sponsors who will become mutual partners” Kim Britton, Hunter Valley Research Foundation
“Overall – fantastic” Vanessa Lai, Mission Australia
This workshop is presented by Kim Skildum-Reid. Over her 22-year career, Kim has become one of the world’s leading lights in sponsorship. On top of her commitments to speaking and writing, she provides expert consulting advice to some of Australasia's biggest sponsors and corporate training on sponsorship to major sponsors around the world. Prior to coming to Australia in 1992, Kim provided advice to many Fortune 500 companies on their major sponsorship portfolios.
Kim has co-authored industry best sellers, The Sponsorship Seeker's Toolkit and The Sponsor's Toolkit, and wrote new book, The Ambush Marketing Toolkit. All of these books are published by McGraw-Hill. Kim also provides expert commentary to some of the world's most respected business media, including Harvard Business Review, CNBC, CNN, Marketing News, and many others.
For more about Kim, see our About Us page.
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