Sponsorship Proposal Template

Sales4.DOC

AustralianaAirways
and

TheSydneyInternational FishingExpo
Useyourownjudgmentwhendoingthetitlepage,butdoshowthesponsornameandyourname togetherusingthewordandorpresentsorifyouaresellingthenamingrights,showthe nameoftheeventasitwouldbeiftheytookupthesponsorship.Alwaysdateyourproposaland alwaysputitonniceletterhead.

Date
Copyright[organisationname]1999. This publicationiscopyright andremainsthe

Smart Marketing Streetwise Workshops (1999)

intellectualpropertyof[organisation]. Nopartofitmaybereproducedbyanymeans withoutthepriorwrittenpermissionof[organisation].

Smart Marketing Streetwise Workshops (1999)

The worst day fishing is better than the best dayworking.

Anonymous

Use this page to set the stage. We like using a relevant quote funny, inspirational, or somethingthatjustsaysitall.Yourchallengeistoreallygettothecoreofwhatyoureventis aboutthebeautyofflowers,thespiritofcompetition,thedignityoftheunderprivileged.Buya goodquotebookanduseit. Ifyoureventisveryvisual,acolourcopyofsomethingrelativelysimpleoneflower,apairof dancerscanbeverypowerful,onitsownorwithaquote.Usethefacilitiesofascanneror colourcopiertocropinyourphototoamanageablesize.

Smart Marketing Streetwise Workshops (1999)

Overview
Giveagoodoverviewofwhatthiseventisaboutandhowbeinginvolvedwillbenefitthesponsor. Atthispointintheproposal,yourappealisbasicallyemotional.Youwantyourtargettobeable tovisualisetheeventandhowtheirinvolvementwilllookandfeel. Useemotionalwording lotsofstrongadjectives(getathesaurus).Asageneralrule,2/3ofthispageshouldbedevotedto visualisingtheevent,andtheremaindertovisualisingthesponsorship. InNovember1999,theDarlingHarbourConventionCentrewillthrowopenitsdoors and welcome 65,000 enthusiastic fishermen and women to the Sydney International FishingExpo. Theywillbetreatedtoover100demonstrationsandactivitiesforalltypesandlevelsof experience.Theywillenjoyover450exhibitorsfromAustraliaandoverseasandwill havetheopportunitytotryouttheirgearonthelargestindoortroutlakeintheworld. Andashighconsumersoffishingtourism,theywillflocktoourbrandnewFishing Adventuresareaandcanevenbooktheirtripsonsite. Approximately40%ofAustralianmenfishatleastonceayear,withaquarterofthem fishingatleastonceamonth.Thesemenlovetheirsportandtheymakesurethatthey areequippedforittobeassuccessfulandenjoyableaspossible. Onaverage,these fishermenandwomenspendover$150eachattheExpo. WheredoesAustralianafitin? Baseduponourvisitorsurveylastyear,over65%of fishermenflytoafishingdestinationatleastonceeverytwoyears,withtheaveragesize oftheirgroupbeing46.Thisisbrokendownveryevenlybetweenoverseasandrural Australiandestinations,allowingAustralianatoshowcasenotonlymajorinternational destinations,butyourextensiveregionalnetwork,aswell. AsamajorsponsoroftheSydneyInternationalFishingExpoandnamingrightssponsor toournewtravelarea,AustralianaFishingAdventures,completewithexclusiveonsite bookingfacilities,Australianawillenjoybothamajorprofilewiththislucrativemarket. You will also have the platform to create meaningful promotions, cementing the relationship with these consumers, tourist boards, adventure travel specialists, and travelagents.

Smart Marketing Streetwise Workshops (1999)

Event Details
Thisiswhereyoulistthehardinformationabouttheevent.Bestraightforwardandcompletely unemotional.Thiswillnotonlyansweralotofquestionsyourtargetsponsormayhave,butitis alsoyouropportunitytoshowhoworganisedyouare. Dates&Times: Friday,12November1999,1:0010:00PM Saturday,13November,10:00AM6:00PM Sunday,14November,10:00AM6:00PM DarlingHarbourConventionCentre,Sydney Wearetargeting65,000attendeesoverthethreedayshow.This isaprojected5%increaseon1998.Attendancehasincreasedby anaverageof5%overeachofthepastfiveyears.

Location: Attendees:

Target Demographics:

OurprimarydemographictargetisMales1835. Thesecondary demographic is Males 3550. A comprehensive breakdown of targetmarketsandanoverviewofrecentaudienceresearchis attached. $12adults,$5forchildrenunder12,$30forafamilyoffour.This is consistent with charges for similar shows and reflects a $1 increaseontheadultfeefrom1998.

Cost:

Parking& Transportation:

Thereare5,000parkingspotsattheConventionCentreramp.In addition,wehavearrangedforafreeshuttlebusservicefromthe Casinoparkingramp. TheConventionCentreisaccessiblebybus,lightrail,aswellas byferryfromCircularQuay.

Smart Marketing Streetwise Workshops (1999)

Target Audience
Ifthesponsorsprimarytargetmarketisyoursecondaryortertiarytargetmarket,besureto emphasisethemarketplace(s)thataremostrelevanttothem. Based upon audience research (attached), our media and promotional campaign is aimeddirectlyandthefollowingdemographicandpsychographicgroups: 1. FishingenthusiastsPeoplefromallwalksoflifethatfishmorethan20timesper year.Basedonaudienceresearch,thesepeoplemakeup13%ofouraudience,and accountedfor37%ofallproductsalesin1998. Upscalemales,2845,whogenerallytakeonemajorfishingtripperyear,generally travellingingroupsof46.Lowconsumersoffishingproducts,highconsumersof fishingtourism.Thesepeoplemakeup5%ofouraudience,andaverage$3200per yearexpenditureonfishingtourism. Males1835,occasionaltoregularfishermen,tendtofishingroupsoffamilyor friends,seefishingasaqualitytimeactivityforfamilies,andinparticular,tobond withtheirchildren Males 35+, regular fishermen, generally fathers/grandfathers, similar psychographictoabove OthermarketsPeoplewhowouldrathergotoashowthanstayhome,fathers who need to entertain the kids for a weekend, people whose existing plans are cancelledbybadweather.

2.

3.

4.

5.

As withthe previous five years, we willbe embarking upon comprehensive market researchagainin1999.Wearehappytoincludeuptofourtravelrelatedquestionson AustralianasbehalfandwillprovideAustralianawiththefullresultsoftheresearch.

Smart Marketing Streetwise Workshops (1999)

Media Support
Basedupontargetmarketresearch,wehavecreatedamediaplanthatwillgenerate interestinandawarenessoftheExpo,whilespecificallytargetingourkeymarkets. Ourtotalbudgetforpaidandpromotionalmediais$150,000,andwiththatwehave beenabletonegotiate$450,000inmediavalue.Afullmediascheduleandanaudience profileareattachedintheAppendix. Write one paragraph outlining your television advertising and promotion, as well as any sponsorship deals you have with a TV station that might increase the value of your media further.Besuretonotewhatisandisnotconfirmed.Donotmisleadyoursponsors.Takethe sameapproachforeachmediavehicles. Television Ourcomprehensivetelevisioncampaignfocusesontwomainareas: Two fourweek media promotions, run in conjunction with Channel 8 programs Lon Davies Fishing World and Great Vacations. Fishing World reaches 100,000avidfishermenandwomeninthegreaterSydneyareaeveryweek.Great Vacations, Channel 8s new vacation program, reaches 350,000 people, mainly activetravellers,eachweek. PaidmediascheduleonChannel8,supportedbytacticaladvertisingonChannels7 and10. ThesescheduleswillrunforfourweekspriortoandthroughtheSydney InternationalFishingExpo.

Radio We have negotiatedathreeweek drivetime promotionalschedule on 2UWrunning priortoandthroughtheExpo.Thescheduleisanchoredbyamajorfishingvacation promotion.Thisstationmatchesourcoreaudienceprofilesalmostexactly. This schedule will be augmented by twoweek limited schedules on NNN and 2SS, reinforcingthemessagesontheothertwostationsmostlistenedtobyouraudienceand ensuringthatwegetthemostcompletecoverageofourkeymarketsintheleadupto theExpo.

Newspaper TheSydneyInternationalFishingExpoissponsoredbytheSydneyMirror.Aspartof thatpartnership,wehavenegotiatedaseriesoffiveadvertisementsperweek,including 1/6thpageadsintheFridayWhatsOnsectionandpagedominantadsintheSaturday

Smart Marketing Streetwise Workshops (1999)

Travelsection.

Magazines Weareembarkinguponalimitedmagazinecampaign,withplacementsinRalphand FishLoversmagazines.

Other Event Promotion

In addition to paid and promotional media, we will embark upon a comprehensive publicityandnonmediapromotionalcampaign. Publicity Wehaveengagedtheservicesofoneofthecountrystoppublicists,[ insertpublicistor companyname],whohavedesignedacampaigntargetingbothgeneralandnichemedia. This campaign will kick off with a media launch on 27 October and will continue throughtheExpo. Wewillbeprovidingmediaaccesstotopexpertsandcelebrities,includingLonDavies andthecastofGreatVacationsforinterviews,photos,andexpertcommentary. As this is the first year for the Australiana Fishing Adventures area, we will be concentratingalargeportionofourpublicityeffortonthepromotionofthispartofthe Expo. Australianawillbenefitgreatlyfromthepromotionoftraveldestinationsand packages,akeypartofthisstrategy. WearealsoveryhappytoassistAustralianain developing a publicity plan that targets your specific consumer and intermediary markets. Signage FortwoweekspriortotheExpo,andrunningthroughtheExpo,tenverticalflagswill befeaturedaroundtheDarlingHarbourarea.Duringthatperiod,theExpowillalsobe promotedonConventionCentreselectronicbillboard.

WebSite Wehaveayearroundwebsite,generating480,000hitsannually,with35%ofthosehits inthemonthpriortotheExpo. Thewebsiteincludesawidevarietyofinformation abouttheshow,itssponsors,andexhibitors,andisfeaturedonallappropriatemedia promotionandpublicity.

Smart Marketing Streetwise Workshops (1999)

DirectMail Aswehaveastronginternetpresence,weconductourdirectmailusingemailtothe 88,000peoplewhohaverequestednotificationandearlyticketbooking. Wewillbe contactingthem,includingalinktooursite,sixweekspriortotheExpoandagaintwo weeksprior.

On-Site Activities
Ifhospitalityitisamajorfactorinthepackage,outlineallhospitalityopportunitieshere.Ifitis aminorfactor,movethisbacktowardsthebenefitssection. Ifonsitesales,preferredvendingstatus,orproductdemonstrationisabigfactor.Youwillalso wanttoincludeasectiononSales,Vending,andDisplayinthisareaofyourproposal. AnumberofonsiteactivitieswillhavemajorimpactforAustraliana,includingboth hospitalityandonsitesales.

Hospitality
On Saturday night, 13 November, we will be throwing a travel agentsonly cocktail partyintheAustralianaFishingAdventuresarea.Australianawillbepromotedasthe hostofthispartyandyouarewelcometoinviteupto100agentsontopofthe250core adventuretravelspecialistsidentifiedbytheExpo. A number of our celebrities and demonstrators will be onhand to discuss these destinationswithagents. Afeaturewillbeafishingtournamentwhereagentswill competeforanumberoftravelprizesbycastingtheirlineintothetroutlake(itborders theAustralianaFishingAdventuresarea).Tokeepitlight,prizeswillbeawardedfor biggestfish,smallestfish,prettiestfish,moststylishcast,etc. Finally,aspartofyourpackage,wewillprovideAustralianawith2500doublepassesto theExpo,sothatyoucanprovideaddedvaluetoyourcorebusinesstravellers.

On-Site Sales
As naming rights sponsor to the Australiana Fishing Adventures area, you will be locatedinalarge,centralarea,themedtoresembleafishingcabin.Arrangementshave been made to provide this area with power and other cabling necessary to run a Australiana reservations area onsite. Australiana will be the exclusive air travel companyrepresentedattheExpo. AsthisisthefirstyearfortheAustralianaFishingAdventuresarea,thereislittledirect precedent,butsimilarareasattheGreatAdventureSportsExpoandHarbourGolfShow haveresultedinonsitebookingsvaluedatbetween$68perattendee. Ataprojected

Smart Marketing Streetwise Workshops (1999)

65,000attendees,thisequatestoonsitesalesvaluedatbetween$390,000520,000. ToensurethegreatestpossibleopportunityforAustralianatodeveloptravelpackages withourothertravelexhibitors,wewillprovideAustralianawithanexhibitorlistand contactdetailsnolaterthaneightweekspriortotheExpo.

Smart Marketing Streetwise Workshops (1999)

Suggested Promotional Overlays

Thisareaisoptionalbut,ifyouhavedoneyourhomeworkonthesponsor,isyouropportunityto solvetheirproblemsand/ormeettheirneeds. Forinstance,youcould... TelltheairlinehowtheycanincenttheirfrequentfliersorVIPloungemembers Tellthebrewerhowtheycanrunpromotionsinpubsforfreemerchandiseandtickets Tellthecerealcompanyhowtheycanuseyoureventogetintoschools Telltheinsurancecompanyhowtheycansupportthelaunchoftheirnewproduct Tellthemobilecompanyhowtheycancapturepotentialcustomerdetailsandtheageoftheir currentphones(forreplacement)

Brainstormwithyourstaff.Dolotsofresearchonprecedent,bothnationalandinternational,as thereisawealthofinformationaboutwhatworksandthereisnoreasonwhyyouneedtore inventthewheel. Asfishingtravelcorrelatesstronglywithbusinesstravellers,wesuggestthefollowing promotionstomakethispartnershiprelevanttoyourkeycustomers.

Australiana Club Promotion

We suggest that you run a simple entertowin promotion for your highest value customers,membersoftheAustralianaClub. Asthesemembersaregenerallyinthe highersocioeconomicbracket,itwouldbeimportanttoensurethatentryiseasyand theperceivedvalueoftheprizesishigh. The grand prize winner would receive a group fishing package for six to an exotic international location. The Cook Islands Tourist Board has expressed interest in providing hotelaccommodation and daily toplevelfishingtrips (both deep sea and inland)ifyouthinkthisdestinationisappropriateforyourcorecustomers. A second place winner would receive a group fishing package for four to one of Australias top regional fishing destinations. Again, the Snowy Mountain Tourism Councilhasagreedtoprovidelodgeaccommodation,meals,andfishingtrips,including afulldayatadestinationsoremoteitcanonlybereachedbyhelicopter.Ifyouwould prefertofeatureanotherdestination,wearehappytoworkwithyoutoarrangethe groundportionofthepackage. 2500 third prize winners will receive a complimentary double pass to the Sydney InternationalFishingExpo(providedaspartofyoursponsorshippackage). EntrywillbeinAustralianaClublounges,andcouldbeassimpleasswipingtheirClub

Smart Marketing Streetwise Workshops (1999)

membershipcards(asyoudidlastyearfortheIndyCarpromotion).

Fishing Travel Features

Westronglysuggestthatyouutilisethissponsorshipacrossyourrange ofcustomer publications,includingAustralianaClubNews,yourFrequentFlyernewsletter,andyour inflightpublication,GoAustraliana.Thesecouldfeaturearangeofsubjects,including: Fishingdestinationprofilesandspecials Fishingtipsfromourexperts Fishingorientedpromotions Howtopackyourfishinggearforairtravel

Wewillprovideallrequiredassistancetodevelopcontentforthesepublicationsand have a number of exhibitors who are already interested in advertising and/or developingcopromotionswithyou.

Smart Marketing Streetwise Workshops (1999)

Benefits
AsamajorsponsoroftheSydneyInternationalFishingExpoandnamingrightssponsor of the Australiana Fishing Adventures area, you will receive the following comprehensivepackageofbenefits: Wehaveonlyprovidedasamplingofthebenefitsthatmightgoalongwiththispackageideally, thislistshouldbeatleastacoupleofpageslong.Useyourinventoryandcreateacomprehensive listofrealbenefits.Dependinguponhowlongthelistis,youmaywanttocategorisethebenefits (liketheinventory). Ahinttoallofyoulogoexposureisonlyasmallfractionofagood benefitspackage.Thispackagemust,must,mustbecustomisedtoyoursponsorsneeds.

Sponsorship
Naming rights sponsorship of the Australiana Fishing Adventures area, incorporatingtheAustralianalogoinallsignageandpromotionalmaterial MajorsponsorshipoftheSydneyInternationalFishingShow(wearelimitedtothree majorsponsors) Officialairlinepartnerstatus Sponsorshipandsalesexclusivityinthecategoryofairtravel

On-Site
10mx10msiteinprime,centrallocationintheFishingAdventuresarea. Thissite hasathemedfishingcabinstructureonitandisfullycabledforcomputersand telephoneaccess Opportunitytobookairtravelandpackagesonsite LogoacknowledgmentonallSydneyInternationalFishingExposignage

Hospitality and Networking

HoststatusforSaturdayeveningtravelagentcocktailparty Abilitytoinviteupto100additionaltravelagents(ontopofthe250adventuretravel specialistswehavealreadyidentified) IntroductiontoallFishingAdventuresexhibitorsaminimumof8weekspriortothe Expo Facilitationoftravelcrosspromotionsandpackageswithotherexhibitors

Media Profile
Use of Australiana as an intrinsic part of all traveloriented publicity activities (promotingtravelpackages,destinations,onsitebooking,etc.) Logo/nameinclusioninallpaidandpromotionalmediaandpublicity AssistancewithdevelopingandimplementingapublicityplanforAustralianaskey marketplaces

Smart Marketing Streetwise Workshops (1999)

Tickets
25VIPpassestotheExpo 8VIPcarparkingspaces 2,500 adult double passes to the Expo, for use in promoting the Expo to your businesstravelcustomers

Smart Marketing Streetwise Workshops (1999)

Investment
Outlinehowmuchthis isgoingtocost incashandcontra. Be suretoinclude aproposed paymentschedule.Wealsoliketoincludeaminimumpromotionalcommitment,ensuringthat they embark upon at least some activities to maximise the sponsorship, and that they are activitiesthatwillbenefityou,thesponsorshipseeker,aswell. Yourinvestmentforthiscomprehensivesponsorshiprelationshipwillbe: $90,000cash $5,000domesticairtravelforusebyeventstaff(tobeusedby31December1999) ProvisionofreturnairtravelfortwotoBali,foruseasadrawingprizefacilitating ouraudienceresearch(fullcreditfortheprizewillbegiventoAustraliana) ProvisionofreturnairtravelfortwotoDarwin,foruseasthemajorprizeforour promotionon2UW(fullcreditfortheprizewillbegiventoAustraliana) Commitmenttostronglypromote the SydneyInternationalFishingExpotoyour AustralianaClubmembersandfrequentfliers,aswellasinGoAustralianamagazine Halfofthecashcomponentwillbedueuponsigningacontract,withtheremainderdue on1September1999.Theentiredomesticairtravelfundshouldbemadeavailableto theSydneyInternationalFishingExpouponsigningthecontract.

Smart Marketing Streetwise Workshops (1999)