7-Step PR Guide to Successful Event Sponsorships

Sponsorships are a great way to partner with brands and companies to help underwrite some of the costs of an event and provide more value to guests through unique and engaging activations. At The Pontes Group, we frequently sponsor nonprofit events, which requires us to secure in-kind, cash and media sponsorships for our pro-bono clients. The main goal in working with sponsors is ensuring that as the event producer you are meeting your deliverables. Keeping your sponsor happy guarantees their return for the following year.

Create a streamlined sponsorship package

Identify what assets your event can offer to sponsors and compile a streamlined sponsorship packet of the different available benefits. In addition to your standard title and presenting sponsorships, also include underwriting opportunities for silent auction, valet, photo booth and other key areas of your event.

Determine how each sponsor determines ROI

Each sponsor will have different reasons for partnering with your event and you must pinpoint their individual needs. The deliverables must align with their goals to ensure that each sponsor meets their ROI goals.

Go beyond just a logo and create unique activations

In knowing your sponsor needs you will be able to help them in creating unique activations that go beyond just including their logo on the invite and your website. Assist them in developing activations that truly engage event guests and make an impact for the brand.

Have a written and signed agreement by both parties

It is extremely important to have a signed agreement with each of your sponsors clearly stating what the in-kind or cash donation will be from the sponsors. It should also clarify if there are any associated costs. For example, if a company is donating linens they may require that you cover the cleaning fees. In addition, the agreement should also list all of the deliverables from your end.

Designate a sponsorship coordinator on-site

An on-site sponsorship coordinator should be in charge of several key factors. First and foremost they should have a checklist of all on-site deliverables for the sponsors and confirm that they are all being met. They should periodically check-in with the sponsors to make sure they are happy and satisfied. If there are any issues they should be resolved immediately. Lastly, the on-site sponsorship coordinator should liaison with the media ensuring the sponsors are receiving proper media coverage.

Capture all of the deliverables via photography and/or video during the event

If it isn’t captured on film it doesn’t count. Many times, the decision makers of a company will attend the event as a guest, often times missing many of the deliverables, especially if it is a larger event. It is important to catalogue all of the logo placements and activations. The brand may also want to use these later on social media.

Provide a recap report and measure results

After the event it is important to provide a custom event wrap report to each of your sponsors. You should list the deliverables and illustrate through photos how each of them was met. You should also measure the ROI for them. For example, if they sponsored the photo booth, measure the percentage increase in both likes and engagement on social media as a result of the event. The wrap report should be provided 2 weeks after the completion of the event, though you may need to periodically provide updated reports as post-event coverage may take several months.

Sponsorships are a huge part of producing events. Look to build long-term partnerships with companies and brands. Make your sponsors happy, meet their deliverables and keep them coming back for more.

Photo Credit: Jason Hargrove