Sponsorship & Events Department Group Marketing

Group Marketing Sponsorship & Events Policy April 2001

VERSION 1 as at 9 April 2001
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Sponsorship & Events Department Group Marketing

Table of Contents

1. Introduction 2. Sponsorships & Events Vision 3. Group Marketing Responsibility 4. Sponsorship & Events Department Objectives 5. Guiding Principles 6. Sponsorship & Events Direction 7. Key Definitions a) Marketing Managed Events b) Non Marketing Managed Events c) Group Public Affairs Corporate Giving d) Business Support Proposals d) Corporate Support Proposals e) Ad Hoc Requests f) Scheduled Events g) Stakeholder Classifications 8. Processes 9. Policy a) Ad Hoc Request Process b) Non Marketing Event Proposals c) Monitoring Process

Page 4 Page 5 Page 5 Page 6 Page 7 Page 7 Page 8 Page 8 Page 9 Page 9 Page 10 Page 10 Page 11 Page 11 Page 12 Page 12 Page 13 Page 13 Page 14 Page 14

d) Communication e) Post Event Analysis & Evaluation

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Sponsorship & Events Department Group Marketing
f) Proposal Rejection Page 17 Page 18 Page 19 Page 20 Page 20 Page 21 Page 22 Page 24 Page 26 g) Promotional and Support Materials h) Operating Stream Responsibilities i) j) l) Budget Control Annual Calender of Events Benchmarking

k) Competitor Analysis m) Self Funded Events (secondary support) 13 Appendices 1) Proposal acceptance letter 2) Proposal rejection letters 3) Analysis & Evaluation Proforma 4) Ad Hoc Event Proposal Form 5) Event planning schedules

• Conferences and seminars • Exhibitions & displays • Outside events (golf days etc.) 6) Proposals for inclusion in Operating Stream Business Plans

1) INTRODUCTION The content in this document elaborates policy and guidelines for Mayne Sponsorships and Events.
The purpose of this document is to revolutionise Mayne’s approach to Sponsorship and Events by establishing an umbrella policy that enlists the co-operation and participation of the entire

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Sponsorship & Events Department Group Marketing
organisation. We are all required to cast off the previously held “single business” mindset and work together as a consistent, cohesive and collaborative unit. This policy reflects and supports that prerequisite. Deviation from or manipulation of policy is not only unacceptable but conflicts with the Mayne vision of “linking the best minds with the best technologies and the best facilities.” This document aims to underpin the corporate vision by elevating Mayne Sponsorships and events to a position where they will be acknowledged as the industry benchmark. The challenge for everyone in this organisation is to adhere to policy to make the vision a reality.

Effective immediately all relevant staff, Operating Streams and all associated parties are required to work within the parameters specified below.

2) SPONSORSHIP & EVENTS VISION

Sponsorships and events will be re-engineered and re-positioned to embrace the Mayne philosophy of - one company, with one vision, operating under one brand in two market sectors. 3) GROUP MARKETING RESPONSIBILITY

Group Marketing is the owner and manager of sponsorship and events and as such will take full control of all Marketing Events. The Sponsorship & Events department will:
1. Manage all sponsorship and event activity 2. Generate suitable event concepts consistent with Mayne’s vision 3. Develop ideas & present themes 4. Organise & stage manage events 5. Develop & maintain an annual calender of events

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Ensure that policy is understood by. Develop promotional support materials 9. OBJECTIVES The objectives of this department are to: 1. Undertake post event analysis & evaluation 4) SPONSORSHIP & EVENTS DEPT. Warrant that the content in this document complies with Mayne corporate and strategic objectives at all times by closely monitoring policy processes and practices and fine tuning when and where necessary 2. Maintain budget control 10. honest and supportive and by maintaining and promoting an “open door” management style 3. agreed to and observed by all stakeholders through a communication process that is open. Liaise with & supervise contractors and/or suppliers in terms of : a) b) c) d) e) Mayne brand guidelines and uniformity Specialist tasks Quality assurance Time lines Deadlines 7. Develop and produce merchandising and display materials 8.Sponsorship & Events Department Group Marketing 6. professional and cost effective manner by forward planning and working to realistic lead times 5. Manage events in a timely. Orchestrate events that possess the energy to create greater impact in the minds of stakeholders by keeping abreast of trends and by identifying and evaluating new technologies and opportunities 5 . Strive to position Mayne events as the benchmark within its industry categories by continually challenging the norm and scanning the environment to find superior and more proficient opportunities for accomplishing the tasks at hand 4.

ideas and knowledge across the entire organisation 10. Each event will be a “one off” and no long term agreements will be entered into 6) SPONSORSHIP & EVENT DIRECTION 1. Determine the value returned to Mayne from individual sponsorships and events by initiating a post analysis of each sponsorship and event 9. Where possible greater efficiencies in resource consumption will be achieved by linking individual events to create one bigger and better event 2. Build the standard of events to engender the belief in the minds of stakeholders that Mayne invitations are irresistible 5) GUIDING PRINCIPLES 1. Achieve greater payback from sponsorship in terms of return on investment and through recognition and support from stakeholders by working smarter and promoting the efficient use of resources 7. The emphasis will be to originate events that: a) b) c) d) are a cut above the rest will yield superior impact can achieve greater recognition for Mayne Operating Streams are cost effective 3. Link the best minds to the best technology for the best outcome by sharing event resources. “Less is better” • Many small events results in insignificance and squandered opportunities 6 .Sponsorship & Events Department Group Marketing 6. Promote the efficient use of financial resources through the development and use of standardised and reusable support & promotional materials 8.

Academic Chairs a requirement for specialised resources detailed planning & execution a need for dedicated human resources significant budget expenditure substantial coordination requirements (b) Non Marketing Managed Events: 7 . Standardisation across the organisation 7) KEY DEFINITIONS: (a) Marketing Managed Events: Those events and sponsorships where there is: a) b) c) d) e) I. Industry exhibitions Research grants. Company functions. Golf days. Product launches Trade shows. “Do it bigger – do it better” • • More awareness and recognition evolves from greater impact and visibility Identify hidden costs & allocate to budget 3. Examples: • • • Major conferences.Sponsorship & Events Department Group Marketing • • Many small usually costs more Hidden costs usually remain hidden 2.

The content of these requests either directly relates to or has an influence on: a) Current and future sales 8 .Sponsorship & Events Department Group Marketing Are defined as events or support activities that are common to the day to day activities of operational streams in that they: a) b) c) d) Require minimal organisation Are relatively inexpensive Are small and specific to a single operating stream Do not draw heavily on human resources I. Examples: • Sponsorship that provides a vehicle for high level brand profile and reinforcement of brand architecture eg: Carlton Football Club (d) Business Support Proposals Proposals received by Mayne that request sponsorship and/ or event support. • • • Examples: In house seminars. General entertainment of customers Anything funded by out of pocket expenses (c) Group Public Affairs Corporate Giving A program of corporate donations and selected sponsorships that reinforces Maynes’ business leadership position and provides opportunities to build links with targeted stakeholders of the business I. Small dinners/presentations Lunch meetings.

Examples: • • Proposals from direct customers Requests for support from one who influences others to use Mayne products (e) Corporate Support Proposals Written proposals received by Mayne in which the substance does not satisfy the standards established in the definition of Business Support Proposals. • • Examples: Requests from charity fundraising organisations Proposals from sporting clubs and individuals (f) Ad Hoc Requests: Includes all proposals forwarded to Group Marketing requesting support for sponsorship or events that: a) b) Have not yet been approved by Group Marketing Have not been included in the business plans of Operating Streams 9 .Sponsorship & Events Department Group Marketing b) Relationships with existing stakeholders c) Development of relationships with new stakeholders d) Promotion of awareness of Mayne brands and products e) Provision of knowledge and understanding of Mayne offerings I. I.

Sponsorship & Events Department Group Marketing c) d) e) Are not included on the published Annual Calender of events Are considered of strategic importance and therefore are Have the approval of the Operating Stream General “must have” Manager (g) Scheduled Events: Can be defined as those sponsorships and events that complement Mayne Corporate and Operating Stream objectives. Scheduled events are recognised as strategic marketing tools in that they: a) b) c) d) e) f) g) Have passed thorough assessment criteria Have been approved at General Manager level or above Are included in Operational Stream business plans Have been allocated budget funding Have received Group Marketing approval Are listed in the annual calender of sponsorships and events Have been scheduled for action by Group Marketing (h) Stakeholder Classifications 10 .

High Potential Value: those stakeholders who place some business with Mayne but have the potential to significantly increase that business or those stakeholders who refer some business to Mayne and who have the influence to greatly increase those referrals III. The foundation for the planning of all sponsorships and events will be based on: • • Consultation with relevant personnel from Operating Streams Recommendations that have been written into Operating Stream business plans 2. 3. Others: those stakeholders who place modest business through Mayne Operating Streams and do not demonstrate the capacity to significantly increase that business nor do they demonstrate the present or future capacity to influence others to do business with Mayne 8) PROCESSES 1. 11 .Sponsorship & Events Department Group Marketing I. Sponsorships and events that are deemed of value will be scheduled on the Annual Calendar of Events. High Value: those stakeholders who considered either very good customers and place the majority of their business within Mayne Operating Streams or stakeholders who are heavy referrers of business to Mayne II. Recommended sponsorships and events will then be reviewed by Group Marketing to determine the value to Mayne in terms of their fit into corporate and marketing strategies.

Brand & Communications Manager . All ad hoc requests will be referred to a Marketing Committee that will meet regularly to evaluate proposals 4.Sponsorship & Events Department Group Marketing 4. use of resources. ad hoc requests providing less than 60 days lead time will be rejected unless approval has be granted by the Brand & Communications Manager . they will be combined to create a more attractive and cost effective event. mobile. 9) POLICY (a) Ad Hoc Request Process 1.Sponsorship & Events Manager . Any ad hoc request received must have: a) Been submitted on the Ad Hoc Sponsorship Request proforma that is available as a template on the intranet b) Passed the stringent evaluation criteria as set out in the definition of Scheduled Events c) Been approved by the Operating Stream General Manager or his/her delegate and the request signed by him/her (or delegate) d) Relevant cost centre charge numbers e) Clear and concise information about the sponsorship or event f) A reasoned argument and business case as to why the request should be approved g) Contact details. of the person proposing the request 2. fax and/or e-mail.FPA – Group Marketing 12 . timing and geography. Generally. The Committee will consist of the following members: • • • Bruce Kelly Mike Turner John Klepec . Where events are similar in terms of type of event.Group Marketing 3. including phone.

External (d) Communication 1. Proposers may attend meetings to put forward business cases to the Committee 6. This department will clearly communicate to all staff that: 13 . Will be the responsibility of individual Operating Streams 2. Kilda Road (03) 9868 0879 0402 894 721 (03) 9868 0963 mike. Internal • • • • • • Ensure that there is no deviation from the policy Guide policy back on track through communication and education Adjust any deficiencies in policy Look for trends that may affect policy Monitor competitor/non-competing events & sponsorships Monitor costs and techniques 2.turner@maynegroup. Should not be forwarded to the Sponsorship & Events Department for appraisal and/or action (c) Monitoring Policy This department will constantly monitor both the internal and external environments to ensure that policy has been accepted and is being conformed with by all stakeholders and that it is relevant 1. Ad hoc requests will be the rare exception and not the rule (b) Non Marketing Managed Event Proposals 1. 390 St. The Sponsorship & Events Manager – Mike Turner is available at all times on the following contact points: • • • • • Office: Office Phone: Mobile: Fax: Email: Level 15. Funded via sales budgets 3.Sponsorship & Events Department Group Marketing 5.com 2.

Changes to this document will be communicated to all staff without delay and will be effective immediately 6.Sponsorship & Events Department Group Marketing • • There has been organisational change and all sponsorships Group Marketing’s management of all sponsorships and and events will reflect the Mayne focus marketing managed events is not policing but a professional approach and commitment to bridging the gap between what is imagined and what can be achieved 3. 5. Each will be analysed in terms d) Response and reaction from stakeholders 14 . From time to time market forces or corporate strategies will necessitate adjustments or changes to policy. Each amended calendar will replace the previous issue. of: a) The effect on sales and/or strategic relationships b) Cost effectiveness c) Recognition received • • • • From stakeholders Media acknowledgment Ratio of invitations to acceptances Ratio of acceptances to attendances On completion or termination of each sponsorship or event a post analysis and evaluation will be conducted. (e) Post Event Analysis & Evaluation 1. The Sponsorship and Events Manager will be available at all times to explain. Policies and guidelines for Sponsorship and Events will be communicated throughout the organisation via the normal channels. 4. clarify or validate all requests for information or points of order that may arise from this document. Changes and additions will be communicated via calendar updates. All relevant staff will receive a copy of the Annual Calender of Events.

Say “no” quickly. Each Operating Stream has the authority and the ability to reject proposals 3. It is recommended that rejection letters be sent within 24 hours of the receipt of the request to avoid follow up by and subsequent aggravation from sponsorship seekers. 15 . Sponsorship & Events Department is not a collection point for every proposal received and does not have the resources to respond to every request 4. The Sponsorship and Events Manager will sign off on rejection letters that are either from customers or are deemed to have a degree of sensitivity attached.Sponsorship & Events Department Group Marketing • Results of a simple survey (Likert scale) directed to invitees 2. The longer it takes to respond the greater the expectation that a proposal will be accepted. All proposals that have no commercial value will be rejected 2. A series of standard “no thank you” letters are available on the intranet for use by Operating Streams to reject proposals that do not comply with the required criteria for acceptance 5. Operating Streams are to advise as to the issues involved so that an appropriate non standard response can be formulated and relayed to the sender 6. Analysis and evaluation for marketing events will be conducted by the Sponsorship and Events Manager in consultation with personnel from the relevant Operating Streams a) Evaluation proforma will be available on the intranet for the analysis of Sales Driven Events b) The outcome of the analysis and evaluation will represent the point of reference for each event and will be a crucial element of the criteria for selecting future sponsorships and events c) The results of the analysis will be available within fourteen days of the completion and/or termination of an event or sponsorship (f) Proposal Rejection 1.

The use of all support materials will be charged to Operating Streams on the basis of usage per item 7. This department will source and select a range of promotional and support material for all sponsorships and events 3. The total inventory of reusable materials will be registered on a data base to aid tracking and to facilitate the location of items so they can be delivered to events in a timely manner 8. associated material etc. Reusable support material must be returned to the central store or on-forwarded to a nominated “next user” within 48 hours of the completion of an event 10.Sponsorship & Events Department Group Marketing (g) Promotional and Support Materials 1. Support materials are to be cared for with maximum consideration as breakages and loss will result in the total costs of repair and replacement being charged to the negligent user 11. Under no circumstances are promotional and/or support materials to be sourced by Operating Streams 2. display stands. All pooled support material will be stored in and distributed from a central location (to be advised) 9. 16 . Users must report loss or damage to the Sponsorship and Events Department as soon as it is evident in order to allow the forwarding of replacement materials to the next event. The range will be standardised in line with Corporate policy 4. Support materials (banners. The range will be selected to match the types of sponsorships and events registered on the Annual Calendar 5.) will be produced with the expectation that they will be reused and be shared among the Operating Streams 6.

Sponsorship & Events Department Group Marketing 12. Operating Streams will be able to draw items directly from the catalogue to fulfil their needs. Event budgets that in the opinion of Group Marketing are either under or over estimated will be modified by the Sponsorship and Events Manager to reflect the true costs associated with such events 2. Further information will be communicated once the system is operational (h) Operating Stream Responsibilities The key tasks required of each Operating Stream in respect to sponsorship and events are to: a) b) c) d) e) f) g) h) Develop a list of strategically important sponsorships and events that are Conduct an assessment of the “must haves” against evaluation criteria Include approved events in the Operating Stream business plan Develop a timeframe & budget Take into consideration the types of major events that will appeal to & embrace Reject proposals that have no commercial merit Manage Non Marketing Managed Events Provide competitor sponsorship activity information to Group Marketing for designated “must haves” the majority of High Value & High Potential Value stakeholders analysis and inclusion into the monthly competitor report (i) Budget Control 1. Revised cost estimates will be communicated to the relevant Operating Stream for amendment to overall budgets 17 . An on-line catalogue ordering system for the procurement of promotional items is in development.

Sponsorship & Events Department Group Marketing 3. The Sponsorship & Events Department will monitor and control budgets by: • • • • Referencing against the event spends Allocating budgets to events Reconciling spend versus budget Reporting on over spends and under spends (j) Annual Events Calendar 1. It will be available for reference on the Intranet and will include a detailed record by: a) Type of event b) Relevant Operating Stream c) Event date d) Location e) Total budget 2. maintain and communicate to all relevant stakeholders. an annual calendar of events. This department will utilise the calendar to work to a forward schedule. Authorisation for payments for event spending will be confirmed by the Sponsorship and Events Manager 4. This department will produce. The plan is to operate at least 3 months ahead to: a) Allow a competent progression of the planning and design stages b) Make available cost-effective implementation of events c) Present efficient time management for each event d) Allow for economies of scale in the production and procurement of support materials 18 .

Information relating to competitor activity will be gathered via the following sources: a) Field intelligence • Information gathered in the market place and provided by sales personnel b) Feedback from stakeholders • Interaction with stakeholders where they offer comments or critiques on competitors’ events c) Observation • Where information is collected either covertly or by chance through personal observation and/or surveillance 5. Staff at all levels of the company are asked to contribute to intelligence gathering. An information form. ongoing benchmarking activity will be conducted to allow the performance of sponsorships and events to be measured from the following four perspectives: a) Customer Perspective: Do sponsorships & events strengthen relationships between Mayne and its stakeholders? b) Internal Capabilities Perspective: What must we excel at in order to create new industry standards in sponsorships & events? 19 . will be circulated on a regular basis 6. (k) Competitor Analysis 1. An ongoing analysis of competitors sponsorships and events activity will be conducted by this department 2.Sponsorship & Events Department Group Marketing e) Provide a buffer should unforseen problems arise. Where possible the level of stakeholder acceptance to invitations and attendance at events will be established and compared to Mayne acceptances 4. All input will be analysed and compiled into a report that will be used to improve Mayne’s sponsorship and event base and to present a competitive edge (l) Benchmarking 1. on which staff can input competitor observations and/or knowledge. Over time. Key competitors will be identified and closely monitored to determine the types of sponsorships and events undertaken and the level of spend allocated 3.

Logistics Companies) and use the above figures to determine what is Mayne’s related performance in sponsorship and event delivery. The new standards are a challenge to all employees and they will effectively “raise the bar” in terms of: a) Delivery and execution of sponsorship and events b) Recognition received from stakeholders and media c) Tracking the performance of sponsorship and events 20 . 4. All Operating Streams are expected to contribute in terms of intelligence and putting forward creative ideas in order to achieve the benchmarking aims. Present figures indicate industry acceptance levels at: • • Health 10% Logistics 25% 3. Initially the benchmark will be set at the current Logistics and Health standards for acceptance to invitations. the acceptable lower limits will be initially set at: • • Health Logistics 20 – 25% 50% 5. 6. In order to achieve greater returns on the investment in time and resources Mayne commits to sponsorships and events. This Department will also benchmark against companies in similar markets (ie: Pharmaceutical.Sponsorship & Events Department Group Marketing c) Innovation & Learning Perspective: Can we continue to improve and create value for Mayne and its stakeholders? d) Financial Perspective: Is Mayne creating cost effective events that drive sales and generate new business? 2. Brainstorming sessions will be scheduled with Operating Stream personnel to capture and evaluate ideas that could generate the desired “top level” events for Mayne 7.

3. In an effort to provide bigger and better events. At all times commercial arrangements will only be entered into where it is possible to: • Gain the greatest benefit from the opportunities to make events more attractive to stakeholders resulting in increased attendance rates • Avoid activities which are inconsistent with the ethos of Mayne 6. The following guidelines will also assist Operating Groups engaged in sponsorship and promotions with suppliers and other outside organisations in Sales Driven Event activities. The net effect of these arrangements will be to allow the staging of more attractive events while reducing the overall costs to Mayne. 5.Sponsorship & Events Department Group Marketing d) Monitoring the performance of the Sponsorship & Events Department (m) Self Funded Events (Secondary Support) 1. Support sponsors status will be conferred in return for a fee. In fostering links with commercial and business organisations. Support sponsorship will be negotiated on the basis of a twelve-month arrangement in order to facilitate planning and to allow relationship building 4. the Sponsorship and Events Department will pursue a policy of inviting Mayne suppliers and other key non-competing commercial organisations (eg: pharmaceutical companies) to participate in Mayne events as event support sponsors 2. all staff will need to keep in mind that: 21 .

Commercial sponsorships and promotions will: • Be used to enhance events and not overshadow the primary reality that they are Mayne events • Be negotiated with organisations of which the public image. names or slogans when and where specified by the Sponsorship & Events Manager • Not offer inducements to any Mayne staff and/or contractors which detract from the essential purpose of simply being a support sponsor to a Mayne event • Not generate undue pressure on Mayne stakeholders and/or staff to purchase particular products or services. Time and resources allocated to these sponsors will be consistent with Mayne priorities and the overall events program • Not involve exclusive endorsement of particular products or services by Mayne • Be mindful of any potential impact on Mayne stakeholders • Only involve the use of logos. the rights of all parties and the nature and level of the acknowledgment to be given to the sponsors • Be compatible with the practices of Mayne. The agreement will specify the period. attitudes or courses of action The Sponsorship & Events Manager will monitor the impact of commercial sponsorships and promotions on event programs. products or services are consistent with the ethos of Mayne • Be reached through negotiation. or to adopt particular beliefs. The al sponsorship on the overall Sponsorship & Events policy will be taken into account when evaluating their worth or otherwise 22 .Sponsorship & Events Department Group Marketing • Decisions involving commercial sponsorship and promotional activities will be made in the context of the values upheld by this organisation • There are limited purposes upon which commercial sponsorships and promotional activities are based and as such only limited events will be offered for sponsorship • Not all events available for commercial support due to the possible sensitivity and impact of the decision on Mayne stakeholders and its wider community 7.

Sponsorship & Events Department Group Marketing APPENDICES 23 .

if applicable Click and type department name here Click and type address (street) here Click and type address (city) here Phone Click and type phone 24 no. here . here Fax Click and type fax no.Sponsorship & Events Department Group Marketing APPENDIX 1 PROPOSAL ACCEPTANCE LETTER (simple format) Ref: Click here and type Reference.

Sponsorship & Events Department Group Marketing 12 May 2011 Click here and type Recipient's Name Click here and type Recipient's Address Click here and type Recipient's Address Click here and type Recipient's City. We look forward to a mutually beneficial partnership in presenting insert name of event Yours sincerely Click here and type Signatory's name Click here and type Signatory's title Insert list of benefits to be received 25 . insert name of organisation agrees that for the duration of the sponsorship it will not solicit or accept sponsorship. 2. individual or organisation that is in direct competition with Mayne. Mayne will receive all of the benefits offered by insert name of the organisation as listed below. It is a pleasure to advise that your proposal has been accepted subject to the following: 1. State & Postcode Click here and type Recipient's Country. advertising or signage from any another company. if applicable Dear Click here and type Recipient's Name Re: Click here and type Subject of Letter Thank you for your proposal requesting Mayne sponsorship for the insert the name of the event . Mayne agrees to pay insert dollar amount in return for the benefits 3.

here . if applicable 12 May 2011 Click and type department name here Click and type address (street) here Click and type address (city) here Phone Click and type phone 26 no.Sponsorship & Events Department Group Marketing APPENDIX 2 PROPOSAL REJECTION LETTERS Ref: Click here and type Reference. here Fax Click and type fax no.

As the budget allocated for your category of event has been expended. Although support is provided to as many worthy organisations as budgets will allow. Yours sincerely Click here and type Signatory's name Click here and type Signatory's title Ref: Click here and type Reference. all requests cannot be satisfied. if applicable 12 May 2011 Click and type department name here Click and type address (street) here Click and type address (city) here Phone Click and type phone 27 no. if applicable Dear Click here and type Recipient's Name Re: Click here and type Subject of Letter Thank you for your proposal requesting Mayne sponsorship for insert the name of the event You would appreciate that Mayne receives many proposals for sponsorship assistance each week.Sponsorship & Events Department Group Marketing Click here and type Recipient's Name Click here and type Recipient's Address Click here and type Recipient's Address Click here and type Recipient's City. we are unable comply with your request. here Fax Click and type fax no. here . Thank you for your interest in Mayne and we trust that your insert the name of the event will be successful. State & Postcode Click here and type Recipient's Country.

Sponsorship & Events Department Group Marketing Click here and type Recipient's Name Click here and type Recipient's Address Click here and type Recipient's Address Click here and type Recipient's City. each year Mayne receives many requests for sponsorship support from a variety of worthy organisations. Yours sincerely Click here and type Signatory's name Click here and type Signatory's title 28 . We wish you every success in your quest for a suitable sponsor and thank you for your interest in Mayne. Although your proposal was indeed tempting. As you may be aware. State & Postcode Click here and type Recipient's Country. if applicable Dear Click here and type Recipient's Name Thank you for recently forwarding to insert the name your sponsorship proposal for insert name of the event. insert the name has asked me to reply on his behalf. You would appreciate that due to budget constraints. Mr. we must decline your offer for the reasons outlined above. we are unable to fulfil all but a small handful.

Sponsorship & Events Department Group Marketing APPENDIX 3 POST EVENT ANALYSIS AND EVALUATION FORM SPONSORSHIP & EVENTS DEPARTMENT POST EVENT ANALYSIS AND EVALUATION EVENT NAME: REG. NUMBER: EVENT DATE: INSERT THE NAME OF EVENT insert event registration number insert event date or dates 29 .

EFFECTIVENESS OF SUPPORT & PROMOTIONAL MATERIAL: provide an analysis of the value and effectiveness of support & promotional materials 2. WHERE DID EVENT LACK IN TERMS OF DELIVERY TO STAKEHOLDERS?: provide a critical analysis of the event and suggest areas where it may have lacked in its ability to achieve objectives and where it may have failed to excite stakeholders 3. OF INVITATIONS: TOTAL No. OF ACCEPTANCES: total numer issued total number received RATIO OF INVITATIONS TO ACCEPTANCES:insert ratio% PLUS OR MINUS (I2A) BENCHMARK: TOTAL No. OF ATTENDEES: insert ratio% insert number RATIO OF ACCEPTANCES TO ATTENDEES: insert ratio% PLUS OR MINUS (A2A) BENCHMARK: insert ratio% RESULTS OF ATTENDEE SURVEY (QUANTITATIVE): insert results of analysis and interpretation of attendee survey and pay particular attention to what stakeholders are saying about the event INTERPRETATION OF QUALITATIVE DATA FROM SURVEY: insert interpretation of stakeholders comments about the event EVENT BUDGET: $insert budget PERCENTAGE OF SPEND OVER OR UNDER BUDGET: insert % REASONS FOR BUDGET VARIANCE: insert an explanation as to why there was variance GENERAL COMMENTS 1. WHAT COULD HAVE BEEN DONE BETTER AND HOW?: 30 .Sponsorship & Events Department Group Marketing TOTAL No.

what was the slant of the report. ANY MEDIA COVERAGE?: YES/NO 3. WHY NOT?: insert the reasons why there was no media coverage and what aeffect this absence may have had on the event 3. WHAT WAS THE MEDIA ANGLE?: insert an appraisal of the approach taken by the media. IF NO. PAYBACK TO MAYNE IN TERMS OF SALES: insert estimates of the sales gains achievable from this event 2. WHAT RECOGNITION WAS ACHIEVED FOR MAYNE?: list all of the acknowledgment that was gained for the event. were they positive/negative and did they offer any constructive criticism that could be used to improve events RETURN ON INVESTMENT 1. EFFECT OF EVENT ON RELATIONSHIP BUILDING: 31 . was it positive/negative 4. ATTENDEE COMMENTS: insert any comments from guests attending this event. include sources of recognition and importance of the source 2.Sponsorship & Events Department Group Marketing provide clear and imaginative ideas as to how this event could have been improved or could have exceeded the expectations of stakeholders RECOGNITION 1.

fax. WOULD WE DO THIS EVENT AGAIN AND WHY?: insert a logical and objective case for or against this event listing all of the reasons 3. EVENT ANALYSED & EVALUATED BY: insert name 5. email. INPUT RECEIVED FROM: 6. COMMUNICATED ON: insert date 32 . RECOMMENDATION: insert a recommendation 4.Sponsorship & Events Department Group Marketing insert an appraisal of the effect on stakeholder relationships from this event OVERALL EVALUATION 1. EVALUATION COMMUNICATED VIA:phone. personal 8. how effective was this event? 2. DATE: insert names insert date 7. EFFICIENCY AND EFFECTIVENESS OF EVENT: provide information as to how and where efficiencies where gained from this event. in terms of success and the objectives set.

COMMUNICATED TO: insert names APPENDIX 4 AD HOC SPONSORSHIP AND EVENTS PROPOSAL FORM 33 .Sponsorship & Events Department Group Marketing 9.

All fields in sections A to D inclusive are to be completed in full. Completed ad hoc proposal forms are to be lodged with the Sponsorship & Events Manager – Group Marketing 34 . Proposals not allowing at least 60 days lead time may not be accepted for evaluation unless approval has been obtained from the Brand and Communications Manager .Group Marketing 4. Proposers may attend evaluation meetings to present business cases 5. 2.Sponsorship & Events Department Group Marketing GROUP MARKETING SPONSORSHIP & EVENTS DEPARTMENT AD HOC SPONSORSHIP & EVENT PROPOSAL PRIOR TO LODGING A PROPOSAL FOR EVALUATION PLEASE READ THE FOLLOWING DIRECTIVES 1. Incomplete proposals will be returned for completion 3.

Sponsorship & Events Department Group Marketing SECTION A: GENERAL INFORMATION DATE: PROPOSER NAME: OPERATING STREAM: APPROVED BY: SIGNATURE OF APPROVER: CHARGE CENTRE NO: BUDGET ESTIMATES: DATE OF EVENT: LOCATION: SUPPORT MATERIALS REQUIRED: SECTION B: EVENT DETAILS In this section you are required to provide complete details of the event. Please give as much information as is possible in order to assist the committee in evaluating the worth to Mayne of your proposal: SECTION C: BUSINESS CASE 35 .

where and why this event provides commercial value to Mayne including how it directly relates to or has a positive effect on: 1. Relationships with existing stakeholders: 3.Sponsorship & Events Department Group Marketing Explain how. Current/future sales: 2. Promotion of awareness for Mayne products and brands: 5. Opportunities to develop relationships with new stakeholders: 4. Provision of knowledge and understanding of Mayne offerings: 6. Consequences of not accepting the proposal: SECTION D: CONTACT INFORMATION PROPOSER’S PHONE NO: FAX NO: MOBILE: EMAIL ADDRESS: SITE LOCATION: SECTION E: EVALUATION (GROUP MARKETING USE ONLY) DATE RECEIVED: REGISTRATION NO: DATE OF EVALUATION: 36 .

Sponsorship & Events Department Group Marketing DATE PROPOSER NOTIFIED OF EVALUTION DAY: COMMITTEE MEMBERS: BUSINESS CASE PRESENTED: PRESENTED BY: EVALUATION OUTCOME: DATE PROPOSER NOTIFIED OF OUTCOME: NOTIFIED BY: YES / NO APPENDIX 5 EVENT PLANNING SCHEDULES FOR 37 .

) EVENT PLANNING SCHEDULE for CONFERENCES AND/OR SEMINARS EVENT: REGISTRATION NO: DATE: VENUE: insert event name insert registration number insert date insert the address of venue NO OF ATTENDEES: CONFERENCE THEME: insert the total number of attendees what is the conference theme 38 .Sponsorship & Events Department Group Marketing CONFERENCES AND SEMINARS EXHIBITIONS AND DISPLAYS OUTSIDE EVENTS (ie: golf days etc.

s.s. in terms of the conference objective insert the name of o. title and contact details of the keynote speaker details of the brief supplied to speaker insert names. contact insert brief details received from o. business plan insert cost centre number insert all contact avenues for o. location and dates insert the total accomodation numbers insert names and contact details of caterers insert all special requirements for meals insert the types of transport required and the modes available insert the recreational facilities available if needed insert types.S. CONTACT: EST. BUDGET: COST CENTRE: PHONE NUMBERS: CONFERENCE BRIEFING: BRIEFED BY: insert name of operating stream who is operating stream contact insert amount budgeted in the o. numbers and contents of packs/handouts to be issued to delegates 39 .s. titles and contacts of all other speakers details of the briefs supplied to other speakers insert type.s. person who provided conference briefing SUPPLIERS/ORGANISERS: SUPPLIER ACTION: AGENDA: KEYNOTE SPEAKER: SPEAKER BRIEF: OTHER SPEAKERS: OTHER SPEAKER BRIEFS: ACCOMODATION: ACCOM NUMBERS: CATERERS: MEAL REQUIREMENTS: TRANSPORTATION: RECREATION: CONFERENCE PACK: insert name/names of supplier/suppliers details of all work to be carried out by supplier insert copy of the conference agenda insert name.Sponsorship & Events Department Group Marketing MOVE IN: MOVE OUT: insert date & time contractors can set up insert date & time contractors must remove themeing & move out OPERATING STREAM: O.

Sponsorship & Events Department Group Marketing SOUVENIRS/GIFTS: TIMELINES: detail all requirements for gifts/souvenirs to be presented to delegates insert deadlines & timelines ATTACHMENTS: insert a list of all relevant support material and attach same to this document EVENT PLANNING SCHEDULE for EXHIBITIONS AND/OR DISPLAYS EVENT TYPE: EVENT NAME: REGISTRATION NO: DATE: TIME: VENUE: DISPLAY SIZE: DISPLAY INCLUDES: HIRE ITEMS: MOVE IN: MOVE OUT: OPERATING STREAM: EST. CONTACT: 40 . BUDGET: BUDGET BREAKDOWN: COST CENTRE: O.S.

Sponsorship & Events Department Group Marketing PHONE NUMBERS: EVENT BRIEFING: BRIEFED BY: SUPPLIER: SUPPLIER ACTION: TIMELINES: THEME: GIVEAWAY ITEMS: PROMOTIONAL ITEMS: ATTACHMENTS: EVENT PLANNING SCHEDULE 41 .

email. insert amount allowed in business plan insert cost centre number insert details of the brief in terms of the objectives to be achieved nominate the person who conducted the brief 42 . date and time the club requires signs to be removed OPERATING STREAM: O.s. mobile. & grid reference date and with whom confirmed MERCHANDISING: SIGNAGE PLACEMENT: RESTRICTIONS: MOVE IN: MOVE OUT: insert details of merchandising allowed nominate where mayne signs will be placed on the course detail all restrictions placed by the club for the placement of signs insert day. CONTACT: insert the name of operating stream insert the name of o.Sponsorship & Events Department Group Marketing For OUTSIDE EVENTS (ie: Golf Days) EVENT: EVENT NO: DATE: VENUE: MELWAYS REF: BOOKING CONFIRMED: insert event name insert registration number insert date insert address insert page no. BUDGET: COST CENTRE: EVENT BRIEFING: BRIEFED BY: insert all contact avenues . date and time signs can be erected insert day. contact person PHONE NUMBERS: EST. fax etc. phone.S.

their level of support and the amount contributed for involvement list all sites where sub sponsor signage will be placed SIGNAGE PLACEMENT: APPENDIX 6 43 . milestones and dead lines list the total number of players allowed by the golf club list the first and last tee off times and attach a complete schedule of all times for the event insert any rquests in terms of buggies etc that may be required by attendees list all catering requirements and name of catering company and contact numbers ATTACHMENTS: SUB SPONSORS: list all supporting materials and attach same to this document insert the names of support sponsors.Sponsorship & Events Department Group Marketing SUPPLIER: SUPPLIER ACTION: TIMELINES: NO. OF PLAYERS: TEE OFF SCHEDULE: SPECIAL REQUESTS: CATERING: insert the name of the contractor insert details of all activities required of the contractor list all time lines.

ALL FIELDS IN SECTIONS A TO D INCLUSIVE ARE TO BE COMPLETED IN FULL. 2.Sponsorship & Events Department Group Marketing SPONSORSHIP & EVENTS PROPOSAL For inclusion in Operating Stream Business Plans SPONSORSHIP & EVENT PROPOSAL For inclusion in Operating Stream Business Plan PRIOR TO COMPLETING THIS PROPOSAL PLEASE READ THE FOLLOWING INSTRUCTIONS 1. INCLUDE AS MUCH SUPPORTING INFORMATION AS IS PRACTICABLE 44 .

Current/future sales: 45 . Include Melway map reference and include details necessary to facilitate planning Insert an estimate of the numbers and types of support material required Insert estimated costs SUPPORT MATERIALS REQUIRED: SUPPORT MATERIALS COST: SECTION B: EVENT DETAILS In this section you are required to provide complete details of the event. where and why this event provides commercial value to mayne including how it directly relates to or has a positive effect on: 6. Please provide as much information as is possible in order facilitate planning: SECTION C: BUSINESS CASE Explain how.Sponsorship & Events Department Group Marketing SECTION A: GENERAL INFORMATION DATE: PROPOSER NAME: OPERATING STREAM: APPROVED BY: SIGNATURE OF APPROVER: CHARGE CENTRE NO: BUDGET ESTIMATES: DATE OF EVENT: Insert date Insert name Insert Operating Stream Insert approver name & title Approver to sign here Insert cost centre numbers Insert budget allocation Insert dates and times LOCATION: Insert location where event will be held.

Promotion of awareness for Mayne products and brands: 10. Provision of knowledge and understanding of Mayne offerings: 6. Opportunities to develop relationships with new stakeholders: 9.Sponsorship & Events Department Group Marketing 7. Consequences of not accepting the proposal: SECTION D: CONTACT INFORMATION PROPOSER’S PHONE NO: Insert phone number FAX NO: MOBILE: EMAIL ADDRESS: SITE LOCATION: Insert number Insert number Insert address Insert proposer's location SECTION E: (GROUP MARKETING USE ONLY) DATE RECEIVED: ACCEPTANCE/REJECTION: REJECTION REASON: AMALGAMATE WITH LIKE REQUESTS?: REGISTRATION NO: ADDED TO ANNUAL CALENDER: Insert date Insert Yes or No Insert the reasons why request was rejected Insert the names and registration numbers of the events to be amalgamated Insert registration number Insert date 46 . Relationships with existing stakeholders: 8.

FOR ADJUSTMENT: POST EVALUATION DATE: EVALUATION FORM ATTACHED: Insert date Insert date Insert YES or NO 47 .Sponsorship & Events Department Group Marketing PLANNING SCHEDULE COMPLETED: Insert date PLANNING SCHEDULE ATTACHED: Insert YES or NO BUDGET CHECKED & CONFIRMED: Insert date BUDGET REQUIRES ADJUSTMENT: Insert YES or NO SENT TO O.S.