September 16 Jim Kelly oconnorandkelly.ie What Youll Take Away - - PowerPoint PPT Presentation

BICS

Forum September ‘16

Jim Kelly

• connorandkelly.ie

• A changed attitude

towards sponsorship

• A Presentation Template
• An Introduction Letter
• A Proposal

What You’ll Take Away Today

Milestones for today

• What is a brand
• Understand the difference

between fundraising and sponsorship.

• Work through your own

customised presentation

• Practical work on

sponsorship

• Presentation preparation
• Tips on presenting
• Your presentation

“No free lunches here”

About Us

• Promise
• Specialities
• Contact Us

The O’C&K Promise…..

“We will become an integral part of how clients think about and grow their business when

• utsourcing some or all of

their marketing communication”.

We specialise in…..

Check us out (& our Tips and Timesavers)

Our website:

• connorandkelly.ie

Our twitter: @oconnorandkelly Our blog:

• connorandkelly.ie/blog/

Please.

First of all….

• Different style
• Business angle
• Your attitude today
• Your Society Your

Brand

Manage Your Society’s Brand !

Origin of Brands

Emotional stuff ….

• Does a brand fire up

emotions in your mind

• What’s your attitude

to that brand

• What’s your

behaviour as a result

• f that attitude
• Branding is a shortcut

A brand vs branding

A brand isn’t a mark, a logo

• r an ad. It’s a combination:

– of expectations, – of past and anticipated experiences and – of promises the company makes and keeps.

You and your society are brands – manage them.

O’C&K’s simple brand diagram

What we do What we say What

• thers

think

Relevant Real Attitude

OC&K

Brands relationships

• A brand can only help to

build a community of members and supporters.

• It’s the relationship that

helps to keep them Therefore:

• Engagement Loyalty

Fundraising

Fundraising Types

• Raising funds for your
• wn society by:
• participation in 3rd

party activity

• participation in your
• wn activity
• Raising funds through

financial partnerships

Fundraising must knows!

• Budgeting
• Fundraising
• Charity events
• Political societies

Fundraising ideas …..

• Raffles
• Golf days
• Bucket collections
• Coffee mornings
• Supermarket bag packs
• Pub quizzes
• Ceiles/Discos/Dances
• Themed Events
• Race nights
• Other Fundraising Ideas

GRASS can be greener for donors

• Gratitude (make them feel

thanked, included, and loved)

• Results (tell them what you are

doing with their money and what difference it makes)

• Action alerts (show them how

they can get involved personally)

• Success stories (personal stories

that show the effect they are having on student’s lives)

• Share funny, inspiring, or
• therwise noteworthy items (so

good they can't resist passing on to friends)

We don’t care about YOUR dreams

• Christmas day is in
• ur grasp
• As long as we have
• ur hands to clasp

Sponsorship

Be relevant or lose me….

• People are demanding that

they be communicated with in a NEW WAY

• Communication grounded in

an appreciation of them, not just as customers but, as HUMAN BEINGS

• With a focus on creating

meaningful RELATIONSHIPS with them and the society in which you and they live together

Source:Neill Duffy Passion Branding

Be relevant….

• “…I get what sponsorship is all

about, I mean I like what it does but I don’t really care about it unless it is relevant to me personally …”

• B&A focus group – female 35

An easy touch ….

“… sponsorship has also come to be seen as a ticket for easy pickings amongst the misinformed, deluded, misguided and downright mischievous who believe that corporations can somehow be persuaded to fund their fancy on some spurious premise or

• ther…”

Paul Pednault – Sponsorium, 2007

There is a huge difference .…

between raising funds and agreeing a sponsorship mainly

• objectives
• relevancy
• relationship

The sponsor’s view…

• This is not a fundraising

activity, it is a joint marketing activity

• The sponsee, must have

the ability and desire to enter wholeheartedly into a marketing partnership

Basic rules apply - still

To be real & relevant, sponsors must bring an added-value component to the targeted audience. ..then they must get the credit from the audience for bringing

• r enhancing the

experience.

The O’C&K Partnership Model….

Remember – it’s a joint agreement….

• both property owners

and sponsors must agree that they are equally responsible for:

• providing those relevant

and enhanced consumer experiences

• making sure the

sponsor gets the credit

Sponsors are looking for …

• A good working partner
• Something they can

amplify their relevance to individual people’s lives

• Reasons not to give up

sponsorship as a marketing tool, by choice

Sponsorship outlook….

• Companies will continue

to invest in sponsorship

• New sponsorships will be

highly and creatively leveraged

• Consumers will

appreciate relevant sponsorships

A structured process

Checklist ….

• ID your assets
• Agree packages
• Audit your

relationships

• Agree target list
• Desk-top research
• ID good ‘fits’

Checklist ….cnt’d

• Customise approach
• Tailor proposal
• Have the meeting
• Amend as agreed
• Outline expectations
• Sign agreement

Introduction letter (do’s)

• Figure out who’s their

best person to approach

• Lead with their stated

business objectives

• Structure within their

values

• Use their words
• Ask for the opportunity

to show how good a partner you’d be

Introduction letter (don’ts)

• Send a general letter

to the CEO / MD

• Talk about yourselves

up front

• Enclose a standard

presentation

• Explain their business
• bjectives to them
• Tell them what good

value you represent

Proposal insights 1 ….

• Get the proper name and

title of the brand manager.

• Match specific brand(s) to

the sponsorship opportunity (some have different product brands).

• Find the brand’s target

markets that you can match.

• Link to overall marketing
• bjectives for the brand(s)

that you are targeting.

Proposal insights 2….

• Study how they use
• ther sponsorships to

achieve their

• bjectives.
• Check whether they

have any sponsorship exclusions (e.g. they mightn’t sponsor student events).

• Determine how much

lead time they need before the sponsorship term starts.

Proposal template ….

• IMHO there is none,

however

• Prove that you understand

their company.

• Highlight potential areas

where you can add value / deliver for them.

• Outline how you can grow

together.

• Explain the finances.
• Put everything else in the

appendices.

Take - Aways

• Decide whether you’re

going to fundraise or get a partner.

• Manage all expectations
• Decide to manage your
• wn brand by being

professional.

• Always make new

mistakes

• connorandkelly.ie

…for opening your minds

Presentation Effectiveness

• Your Audience
• The Agenda
• PowerPoint
• Practice
• The Pre-game
• Game time
• Post game

Agenda

• write out an

agenda telling your story

• each section

should tell an element of the story

Know your audience

• research them in

advance, if possible

• learn what they

expect to gain from your presentation

• understand their

background and needs

PowerPoint

• should be used as

a guide and not a crutch

• graphs / text

should be viewable (fonts, colours, tiny figures)

• keep words to 3

points per slide, where possible

Practice

• good idea to

record yourself and listen back

• at a minimum

present to yourself in front of a mirror

• 60-90% of

communication is non-verbal

The Pre-Game

• check all

equipment and viewpoints from room

• take a few

minutes to breath and do power poses (if you like)

Game Time

• start strong (loud voice and

confident body language)

• start with a story / bit of fun

/ surprising fact

• walk around (if possible),

point out (not read) important content on screen

• Never, ever read the points
• ff your slide / keep to the

story guidelines

• end with a strong clear

action or takeaway for the audience

Post-Game

• Provide your

contact details

• Send email with

PDF of your presentation

• Follow-up any
• utstanding

queries

Thank You

• connorandkelly.ie