Title: Learn how your program can benefit from sponsorship and ho
1Building Successful PartnershipsA Sponsorship
and Advertising Overview Presented byKristen
Campbell and Pierre Laxa,CFSC Corporate
Partnerships
2Learning Objectives -Gain knowledge about
sponsorship industry basics-Obtain overview of
CFSC Corporate Partnerships Branch
Mission-Learn how your program can benefit from
sponsorship and how you can become involved in
the sponsorship process
3Army MWR Sponsorship Mission
- The mission of the Army Sponsorship program is to
support vital military MWR programs by obtaining
private sector funding, services, or supplies in
exchange for advertising and promotional
opportunities within the Army community.
4CFSC Corporate Partnerships Mission
- Generate revenue for CFSC MWR programs
- Generate revenue for Garrison MWR programs
- -National partnerships (locally executed)
- -Customized sponsorship and advertising packages
- Provide return on investment for clients
- Provide technical assistance to the field
- -Training
- -Consultation
5CFSC Corporate Partnerships Sponsorship and
Advertising Cash Income
- FY04 1,231,650
- Transfer to Installations 641,650
- FY05 1,287,933 (to date)
- Transfer to Installations 600,000
6U.S. ARMY SOLDIER SHOWsponsored by The Army
National Guard and ATT
7Army Concert TourSponsored by Miller Brewing
Company, Chase Card Services, Pepsi
82005 Scion Slam 3-on-3 Basketball Tournament 2004
Army MWR Jeep 101 Event
9Customized Promotions and Advertising
Campaigns Hyundai Test Drive, General Nutrition
Centers, ATT and ANG Advertising
10Sponsorship DefinedSpon?sor?ship\sponsör?ship\
n.
- A cash and/or in-kind fee paid to a
property in return for access to the exploitable
commercial potential associated with that
property. - What is sponsorship?
- An exchange of value for promotional
opportunities. - It is not a gift or donation.
11Sponsorship is a business!
- Business based decision - Not a philanthropic
gesture - Sponsorship is a way for Corporate America to
directly reach the military consumer market. - Sponsorship fee comes from a corporations
advertising budget - Not their corporate donation
funds. - Sponsorship is the fastest growing form of
advertising.
12What CorporationsBring to the Table
13Most Active Non-Media Sponsor Categories
- Non-Alcoholic beverage
- Bank
- Automotive
- Beer
- Telecommunications
- Specialty retail (clothing, toys, etc.)
- Food
- Supermarket
- Airline
- Insurance
IEG Sponsorship Report, October 25, 2004
14Top 20 U.S. Sponsors in 2004
- PepsiCo, Inc.
- Anheuser-Busch Cos.
- General Motors Corp.
- The Coca-Cola, Co.
- Nike, Inc.
- Miller Brewing Co.
- DaimlerChrysler Corp.
- Ford Motor Co.
- McDonalds Corp.
- Visa Intl
- Eastman-Kodak Co.
- Mastercard Intl, Inc.
- IBM Corp.
- FedEx Corp.
- Bank of America Corp.
- Nextel Communications, Inc.
- ATT Corp.
- Motorola, Inc.
- The Proctor Gamble Co.
- Coors Brewing Co.
Source IEG Sponsorship Report, December 27,
2004
15CFSC Sponsorship Clients
Current FY05 Army National Guard American
Logistics Association ATT Association of the
United States Army BearingPoint Brown-Forman Chase
Gardenburger GEICO General Nutrition
Centers GovArm/Trading Places International Miller
Brewing Company Nautilus Pepsi Scion Veterans of
Foreign Wars
Prospects Anheuser Busch Apple Brunswick Canon Ce
ntury 21 Coca Cola Coors General
Motors Hyundai Jeep Kraft MilitaryLifestyle.com Ne
w Balance Pioneer Services Proctor Gamble RE/MAX
16Sponsorship Process
- Obtain sponsorship requests from CFSC program
managers - Research clients and industry trends
- Listen to key client objectives
- Recommend Army MWR programs that maximize client
return on investment - Negotiate sponsorship agreement with legal
coordination - Renew
17Is your event eligible for sponsorship?
- Sponsorship is for MWR programs and events,
Army Family Action Plan (AFAP), Army Family Team
Building (AFTB) hosted events (those open to the
entire military community) ONLY. - Designed to target military consumers vs. MWR
employees.
18What the Military Offers
- Signage
- Club Promotions
- AAFES DeCA Promotions
- Product Sampling
- Display Opportunities
- Targeted Audience
- Intangible Benefits
19Primary Objectives of Sponsors
- Generate visibility awareness
- Create or change image
- Differentiate from competitors
- Demonstrate commitment to specific group
- Gain platform for business-to-business marketing
- Merchandise at point of sale
- Demonstrate product attributes
- Build sales (both direct and indirect)
20What Makes Properties Outstanding?
- In general, what makes the difference for
sponsors are - A propertys ability to go the extra mile in
servicing - Its willingness to create and help execute
activation Ideas - Its delivery of sizeable return on investment
relative to the fee - Service Sponsors Reward Flexibility,
Accommodation - Creativity Properties That Think, Act Like
Agencies Win Out - Value Who Delivers The Biggest Bang For The Buck
IEG Sponsorship Report, February 16, 2004
21Why Sponsorships Can Fail
- No measurable objectives that provide return on
investment for sponsor - Benefits offered do not meet sponsors objectives
(e.g. increased sales) - Agreed upon benefits not executed
- Lack of communication between account manager and
sponsor - Poor event documentation (e.g. after action
report) - Too many sponsors
- Sponsorship does not have a favorable impact on
the audience
22Account Management
- Be involved
- Regular communication
- Manage by walking around
- Exceed expectations
- Delegating responsibility
- Sponsor Servicing - 1 factor for higher
retention
IEG Sponsorship Report, July 8, 2002
23CFSC Sponsorship Opportunities
- U.S. Army Soldier Show
- Army Family Action Plan
- Army Concert Tour
- Better Opportunities for Single Soldiers
- Business Programs Promotions
- Army Sports / WCAP
- Advertising campaigns in MWR facilities and on
MWR websites - Other ideas???
24How You Can Get Involved and Benefit from
Sponsorship
- Program Managers should
- Generate new opportunities
- Articulate their needs/ideas
- Pass on potential sponsors/leads
- Ensure complete execution of sponsor benefits
- Acknowledge and thank the sponsors
25A future military sponsorship perhaps???