Revising the sponsorship strategy

As it happens with concepts and strategies, over the years the overall framework has loosened, new managers are running the show, or the market conditions have quite simply changed. The current sponsorship strategy is no longer goal-oriented and timely. And so we have been invited to follow the process of sponsorship realignment.




For this process, we have developed a model which allows us to reach our goal by following a pre-defined sequence in a sensible timeframe and with transparent costs. Only the course of the process is structured in advance, otherwise the tasks are accomplished according to the individual situation of the business. Situational analysis (including competition analysis), goal-setting, roles of sponsorship, sponsorship briefing, etc. – these are only a few of the steps which occur before a discussion of sponsorship types and themes takes place. In processes like these, the “what” is discussed much too early (i.e. sports or culture, football or tennis) rather than the “why” (goal-setting, expectations) or the “how” (activation, implementation). It has also been shown that while the topics may be properly selected, the assembly of the portfolio or the selected activation steps may not be matched to the goal.

We will follow this process as consultant and coach, up to and including the implementation and controlling, and always in close collaboration with our client’s team. Usage: In addition to content realignment in the sponsorship conception, at the same time we also develop the activation strategy and the model of gauging effectiveness, in conjunction with the client, so that all energy expended is directed toward achieving the goals, and thus the highest possible efficiency can be achieved.


Conclusion:

In addition to content realignment in the sponsorship conception, at the same time we also develop the activation strategy and the model of gauging effectiveness, in conjunction with our client, so that all energy expended is directed toward achieving the goals, and thus the highest possible efficiency can be achieved.

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