When it comes to sponsorship, government is in a unique situation:
- Governments are often both sponsors and sponsorship seekers.
- There is a major requirement for governance and transparency in government.
- Governments are often providing core funding for other sponsorship seekers.
Kim Skildum-Reid understands all of this, and can offer the direction and advice to make it all work. You can use sponsorship to build your brand and influence your target markets just as effectively as a consumer product. You can raise the sponsorship of a commercial organisation, without compromising your governance. And you can build the capacity of the organisations you fund, reducing their dependence on your funding.
The type of consulting governments require will vary greatly from one to another, but could include the following components.
Sponsorship strategy development
The primary component in most corporate consulting projects is the development of a comprehensive sponsorship strategy. All strategies are developed for use across a minimum of three financial years and will include strategies for investing sponsorship, seeking sponsorship, or both.
Strategies as a sponsor can include:
- Achieving key marketing objectives for the organisation and/or key programs and projects.
- Achieving larger organisational goals.
- Connecting with and add value to key market segments.
- Extending the geographic reach and/or timeframe of sponsorships.
- Making small sponsorships deliver the results of a much larger investment.
- Streamlining and simplifying the portfolio, without compromising results.
- Negotiating and renegotiating key investments, including strategies for mid-term renegotiations.
- Shaping and improve the portfolio, year-on-year.
- Measuring the real results against objectives.
Strategies as a sponsorship seeker can include:
- Identifying your best commercial assets, as well as those that will only waste your time and resources.
- Creating a workable sponsorship structure and hierarchy.
- Developing a sponsorship seeking process that is transparent, defensible, and strategic.
- Securing new sponsors and maximise revenue from them.
- Maximising revenues from current sponsors, including reinventing underperforming sponsorships.
- Addressing strategic, political, and relationship issues with current sponsors.
- Structuring sponsorship revenues for maximum flexibility.
- Extending the functional geographic reach and timeframe of your properties.
- Increasing the value of smaller properties, making them “punch above their weight” in sponsorship revenues.
- Streamlining the sponsorship process and framework.
Sponsorship portfolio review and audit
In addition to providing strategy development, Kim will also conduct a thorough audit of your sponsorship portfolios, identifying:
- Underperforming sponsorships, providing strategies to optimise their performance.
- Sponsorships that are ill-fitting or have run their course, providing exit strategies.
- Performing sponsorships, and key techniques that can be emulated across other investments.
- Potential political issues around specific sponsorships, risk analysis and recommendations.
- Areas of geographic, market segment, or timing imbalances within the portfolio, providing strategies to address those issues.
- Development of a sponsorship policy to guide both the incoming and outgoing sponsorship processes.
Kim will also conduct a zero-based sponsorship audit. This technique is invaluable for creating an organisational vision of what is possible to achieve with sponsorship.
Sponsorship measurement plans
Given the importance of accurate, relevant measurement, Kim will develop a measurement plan that will assist you in measuring the real results of sponsorship across your organisation, against benchmarks, not the mechanisms so often measured.
Sponsorship doesn’t work in a vacuum, so buy-in is essential to ensure understanding, support, and uptake of the new approach, Kim will undertake all of the following:
- Involving key decision-makers and influencers in the strategy development process.
- Incorporating rationale for all recommendations in the strategy.
- Providing intensive training and coaching for the frontline sponsorship and/or marketing team.
- Providing training on the basics of best practice sponsorship and how to harness it to a broader stakeholder group.
- Addressing the executive committee or council (as appropriate), providing a comfort level with a move to best practice sponsorship.
Creating a consistent approach to sponsorship
In addition to the training outlined above, Kim will provide a compliment of tools and templates to support the strategy and new approach. If appropriate, we can also provide training, tools and templates, and a manual for your regional offices (as appropriate).
If your organisation provides funding to other sponsorship seeking organisations – community events or programs, cultural organisations, venues, etc – increasing their capacity to secure commercial sponsorship will achieve a number of things:
- They will be able to secure and renew more commercial sponsorship.
- They will be less reliant on public money, which is often subject to budget fluctuations.
- They will see your organisation as a sponsor, with objectives to reach, not a benefactor providing no-strings money.
This capacity-building can be achieved with a combination of training, materials, and coaching.
Want to discuss sponsorship consulting with Kim Skildum-Reid? Drop us a line!
PH (AU): +61 2 9559 6444
PH (US): +1 612 326 5265