| course programme |
|
Exploring the sponsors mindset — understanding sponsorship from the sponsors perspective:
|
| • |
Defining the different objectives of event sponsorship for different clients — strategic, feature and functional and understanding the implications for you
|
| • |
Exploring the integrated marketing mix |
| • |
Top tips for understanding decision making processes, purchasing tree’s and horizontal sales |
|
From sponsorship to partnership — elevating the sponsorship value proposition:
|
| • |
Understanding brand values and brand experiences and how to use them in sponsorship sales
|
| • |
Conceiving, building and defining the strategic value proposition |
| • |
Integrating added value to form partnership based relationships |
|
Developing creative sponsorship packages:
|
| • |
Alternatives to the standard platinum, gold and silver packages
|
| • |
Conceiving and communicating creative ideas to enhance solutions value proposition |
| • |
Maximising the effectiveness of your sponsor beyond their financial input |
| • |
Embracing and integrating new technologies within sponsorship solutions |
|
Enhancing the effectiveness of the sponsorship sales process:
|
| • |
Top tips for communicating strategically — key phrases, words and methodology to help engage and work with sponsors on a strategic basis
|
| • |
Structuring a successful proposal — top tips for proposal writing and presentation |
| • |
Effective sponsorship marketing — experiences and advice to help maximise every sponsorship asset |
|
Exploring Return On Investment and Return On Objectives and what it means to sponsors:
|
| • |
Definitions and methods of analysis
|
| • |
Clarifying the difference between Return on Investment and Return on Objectives and the implications for you and your clients |
| • |
Managing ROI and ROO requirements of different stakeholders throughout the lifecycle of an event
Managing ROI
|
|
Managing ROI and ROO with integrated and on-going KPI’s:
|
| • |
Defining which KPI’s are most relevant
|
| • |
Integrating KPI’s to help manage expectations |
| • |
Moving towards long-term, high value sponsorship relationships |
|
Developing long-term, profitable sponsorship relationships:
|
| • |
Developing strategies for long-term relationships
|
| • |
Understanding the brand implications |
| small class sizes |
| The number of course participants is strictly limited to ensure the course can be tailored to precise needs as well as being very practical and business focused. Small break out groups will be used throughout the two days to work through real case studies, practice techniques and develop skills which can be applied immediately. |
| course faculty |
|
Russell Morrow has held senior management and board level positions at a number of Event companies, including Project Director at Richmond Events, the UK’s leading organisers of business to business forums and Managing Director of 5th Element Publications, an international publishing and event company.
Russell also spent three years at Gartner, the leading IT research and analysis provider, as Sales Director for their International event business and six years at United Business Media International, the professional media division of United Business Media plc, latterly in the role of Event Director.
Russell has had extensive experience in sponsorship sales across a wide range of industries including Education, Public Sector, Software Development and Financial Services. |
|
|
I'm a producer with two years' experience and thought I knew pretty much everything about putting together a conference. I'm rather scared by how much I've learned but am really excited about putting it all into practice. 
