1. BASE CAMP l Sponsorship Essentials
• SUCCESSFUL SPONSORSHIP will satisfy sponsor objectives in the front end of the planning process. This section provides the essential information of how sponsors buy, what they want and look for and how this information can be incorporated into your sponsorship planning.
• THE THEORETICAL FOUNDATION OF SPONSORSHIP and its implication to malls as well sponsorship industry vernacular is reviewed.
2. Strategic Sponsorship Planning
• SPONSORSHIP START UP
• THE SPONSORSHIP SWOT A razor-edge sponsorship strategy starts with a strong assessment of your mall’s unique situation from a sponsorship perspective.
This session will show registrants how to adjust a marketing analysis lens to a sharp sponsorship mind-set. This will create proactive Intel that will identify conditions that can potentially neutralize sponsorship success as well as examine those opportunities, unique benefits and strengths that can be capitalized on to drive sponsorship gold to ground your sponsorship plan.
• WHAT DO YOU HAVE TO SELL: Understand program — and opportunity— driven sponsorship auditing to determine the physical and marketing assets in your mall and marketing plan that can be converted into sponsor benefits.
Registrants will learn how to build a sponsorship audit to coordinate and manage assets and inventories that can be bundled to sell.
• LEARN how to use common marketing programs as springboards for sponsorship magic and you will never look at Santa’s Village or Halloween the same way again!
• MALL 360: Real-life mall case studies will illustrate the strategy-development-to-sales process, from start to successful finish.
• PLAN DIVERSIFICATION: Diversification means greater opportunities for a consistent flow of miscellaneous income throughout the year and over multiple years. Signature proprietary, marketing sponsorships, seasonal program sponsorships and permanent and temporary naming major and official sponsorships are just a few of the dedicated program areas that can could build your mall’s brand, increase consumer traffic and generate the necessary miscellaneous income.
3. Packaging & Pricing – You’ve designed a great strategy – now sell it!
This section’s focus:
• BUILD a sponsorship rights and benefits infrastructure for each of your properties
• CREATE a sponsor family – developing sponsor tier level approach to maximize sponsorship with multiple sponsors
• NAMING and official level partnerships
• PRICING your assets, using an industry standardized and fair market valuation
• PACKAGING your properties to sell
4. Sponsor Recruitment – Show Me the Money!
Identifying a great sponsorship opportunity is not the same thing as closing a deal.
This section will show you how to build a structured recruitment plan:
• FIND potential sponsors in your marketplace
• LEARN how to prospect map and understanding how to qualify for the right sponsors
• OVERCOME sales challenges
• CAPITILIZE on opportunities
• CONNECT with the elusive decision maker
• TAILOR your plan to individual business categories of your prospects
• CREATE powerful proposals
• MAKE the most of front-end activation tactics
• ENSURE mutually beneficial agreements that protect you
5. Value-Added Sponsorship
A successful sponsorship program increases mall property values year after year. This section provides you with a tactical tool kit for boosting annual revenue goals.
Learn how to:
• TURN value-in-kind sponsors into cash sponsors
• MAXIMIZE sponsorship dollars from existing sponsors
• LEVERAGE sister properties as strong consortium platforms
6. Management
You’ve Signed the Deal! Now, Deliver the Sponsorship Return on Investment (SROI)
Learn how to:
• BUILD an effective SL and marketing sponsorship team approach
• DEVELOP measurement and evaluation methods
• KNOW what to report to sponsors
• ENSURE a good SROI
• MANAGE a successful naming partnership: Naming partnerships offer opportunities for multiyear income but not without challenges
• CREATE win-win contracts and legal agreements
• BUILD sustainable long-term partnerships
• MASTER sponsor fulfillment
SFSC WORKSHOP FEATURES
TEAM BREAK OUT: A team break out exercise is often included in the 1-DAY agenda but is typically planned as an outcome of the registrant dynamics.
LET’S TALK WORKING LUNCH: Over an order-by-the-menu lunch, registrants are able to bring to the table, top of mind issues and topics relevant to them for a casual and focused discussion.