Learn how your program can benefit from sponsorship and ho

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Building Successful PartnershipsA Sponsorship
and Advertising Overview Presented byKristen
Campbell and Pierre Laxa,CFSC Corporate
Partnerships
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Learning 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
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Army 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.

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CFSC 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

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CFSC 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

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U.S. ARMY SOLDIER SHOWsponsored by The Army
National Guard and ATT
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Army Concert TourSponsored by Miller Brewing
Company, Chase Card Services, Pepsi
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2005 Scion Slam 3-on-3 Basketball Tournament 2004
Army MWR Jeep 101 Event
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Customized Promotions and Advertising
Campaigns Hyundai Test Drive, General Nutrition
Centers, ATT and ANG Advertising
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Sponsorship 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.

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Sponsorship 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.

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What CorporationsBring to the Table

• Cash
• Products
• Services

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Most 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
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Top 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
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CFSC 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
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Sponsorship 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

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Is 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.

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What the Military Offers

• Signage
• Club Promotions
• AAFES DeCA Promotions
• Product Sampling
• Display Opportunities
• Targeted Audience
• Intangible Benefits

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Primary 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)

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What 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
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Why 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

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Account 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
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CFSC 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???

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How 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

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A future military sponsorship perhaps???