Killer Proposals: Elevating the Sponsor’s Brand

Welcome to Part 3 in a series on how to craft killer proposals for these times.

Now more than ever, sponsors want media exposure. Both public relations and paid media exposure fit the bill. In fact, now that the sponsorship industry is maturing, properties without a paid media campaign will find it difficult to compete for a sponsor’s attention.

Sponsors also look for names and logos that confer a benefit in public relations or increased visibility when linked to the sponsor’s name. But be realistic about the value of your organization’s name and logo. The more established a property, the larger its scope and reach, and the bigger its identity in the marketplace, the more potential it has to be sponsored. Such properties command significant sponsorship fees, and their names and logos are prized.

Properties that are new to the market and events or organizations with limited reach are not so lucky. If your property or event falls into the latter category, avoid loading benefits that don’t ring true into the proposal. “It was a joke to get a proposal from a property we had never heard of before, and they were offering the right to use their marks and logo,” commented a seasoned marketing director from a financial services company. However, when Rock the Vote was just an idea on a whiteboard, its producer made a case for the value of its marks by discussing its relationship to MTV, which guaranteed significant airtime to make it a high-profile project overnight.

Be honest in your proposals about where your value lies. Highlight your strengths.Trumping up hyperbolic value will get you nowhere.