Who Should Take this Course

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Who Should Take This Course?

Both Rights Holders and Sponsors!

Rights Holders

athletes, teams, leagues, events, federations...

Sponsors:  

brands (B2C, B2B), suppliers (equipment, services, travel...), tourism authorities...

It Takes Teamwork

the Rights Holder and the Sponsor working together!

Does this sound familiar?

You're a Rights Holder ...

... you're looking for sponsors.

You need

  • cash
  • supplies
  • technical services
  • logistics
  • travel
  • ... partial list


... will your sponsors renew?

Learn how to know...

  • how they evaluate you.
  • who makes the decision.
  • if they're thinking of dropping you.
  • how to deliver the value they expect and the results they want.

... you don't know your value.

Learn the valuation methodology

  • Five generators of return - return on investment and on objectives.
  • Valuation workbook.
  • Creative asset identification process.
  • Go far beyond "media value."

... social media success

Conversion is the key to value

  • Don't be a digital sharecropper - build your own audience, not just Mark Zuckerberg's.
  • Why the most influential voices are so underused...
  • ... and how you can fix that.

... your sponsor is unhappy.

How to recover...

  • communications tools
  • minor course correction enough?
  • major reboot needed?
  • discovering the real reason.

... you're not winning.

Learn to deliver value regardless of sporting results

  • how to "keep them on your team."
  • case studies - you're not the first to face this.
  • staying positive, looking to the future.

You're a Sponsor  ...

... leverage your marketing plans.

It's all about activation

  • Identifiying leverage opportunities.
  • Case studies.
  • Budget worksheets.

... maximize return.

Much more than traditional media value

  • Return on investment and on objectives: planning methodology.
  • Metrics and measurement tools.

... creative ways to activate.

Column heading

  • Examples of using imagination, not just money.
  • Big results from small budgets.
  • Activation Asset Worksheet.

... social media success.

Conversion is the key to value

  • Don't be a digital sharecropper - build your audience, not just Mark Zuckerberg's.
  • Why the most influential voices are so underused...
  • ... and how you can fix that.

... enhancing your brand.

Align with your brand's lifecycle

  • Value transfer methods.
  • How to create the "copy platform" and how to use it.
  • How to tune the message to each of your audiences.

... organize for success.

Top down and bottom up tactical plans

  • Head of marketing: overall strategy, sponsorship's role in the mix.
  • All marketing players, including agencies: advertising, PR / communications, promotion, trade shows, sales & distribution channels.
  • The Sponsorship Manager - how to manage the "property" and how to work in the sponsoring company.

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Dive into the Course! 

Go to the next lesson and learn how to get the most from this course,
or
explore the case studies.

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Join the Course and Make Sponsorship Work for You! 

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Lessons in this Course: