Depending on whether you need in-depth skill-building, a more general, "light bulb" session for a broad group of stakeholders, or a hard-hitting keynote, we can tailor a training program to meet your needs. Of course, we will take into account your organisation’s level of expertise when developing your training session and can develop courses for every level from beginners to advanced.

All sessions include a wide range of case studies and examples from around the world. Some of the topics we cover are outlined below. Your training session(s) can cover any or all of these, or any other topics that are pertinent to your business or industry.

Modern sponsorship basics		Sponsorship leverage
The unique power of sponsorship Growth and trends The difference between bad, good, and great sponsorship		The sponsors' responsibility, the sponsorship seeker's responsibility Taking the catalyst approach  Creativity, resourcefulness, and throwing out the rulebook (AKA, getting to the big ideas) Gaining internal support  Funding leverage appropriately
Sponsorship's changing role		Sponsorship measurement
The new drivers of great sponsorship - and it's not brand needs The new model of sponsorship Its place in your marketing mix Changing your organisational approach		Measurement options that work Measurement options that don't work Benchmarking Using your internal resources Best-practice sponsorship research
Preparing yourself for success		Renewals
Policy and strategy development The best resources, systems, and tools Increasing your organisational skill base		Assessing partner performance Creating a renegotiation plan Timing Contingencies Negotiating in a bidding war
Choosing the right sponsorships (for sponsors)		Portfolio management (for sponsors)
Developing evaluation criteria Becoming pro-active - the art of invitation How to stop wasting your time with bad proposals Budgets and contingencies Alternative funding Creating your own events		Auditing your portfolio two ways Structuring the ideal sponsorship portfolio Alternative structures - umbrella, customer-decides, and creating your own event Downsizing your portfolio Exit strategies that will not make you look (or feel) like the bad guy
Selling more sponsorship (for sponsorship seekers)		Creating your own events (for sponsors)
Knowing what you have to offer and what has value Targeting only the most appropriate sponsors Creating a compelling offer The importance of creativity, customisation, and giving them the big ideas Pricing strategies and issues		Positives and negatives of creating and/or owning your own events Buying and event v. creating an event Management strategies Seeking other sponsors for your events (and the responsibilities associated with that)
Negotiation and contracts		Ambush marketing
The new wave in negotiation Cash, contra, and promotional support Structuring payments Other negotiation issues Agreement options Negotiating with a broker		Types of ambush marketing - which kinds work, which don't, and why The case for ambush and the case against How a successful strategic ambush is done How to ambush-proof your sponsorships Using ambush-style strategies to make your sponsorships work better
Sponsorship management		Getting cause sponsorship right (for sponsors)
Setting the stage for a good relationship Sponsorship planning Communication - What kind and how much is appropriate Reporting Issues and crisis management		Good corporate citizenship - getting past the euphemisms Achieving marketing, sales, and other objectives through cause sponsorship Issues and opportunities specific to causes The difference between cause sponsorship and CSR
Sponsorship servicing (for sponsorship seekers)		Using sponsorship to achieve workforce objectives
Your post-sale responsibilities and what a sponsors expect Adding value to the sponsorship Budgeting to add value What constitutes a value-add and what is just cosmetic		Creating and supporting the corporate culture Involvement, buy-in, and incentives - the strengths and weaknesses of each approach Sponsorship as a recruitment tool Sponsorship and workforce retention

Interested in training? Drop us a line and let us know what topics you're interested in, what kind of group you want to train, and how long the session should go (we can do anything from 45 minutes to three days). We're sure we can develop something that will fit the bill.

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