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Guide To Getting Sponsorship


Let’s say you’re seeking for sponsorship but have no idea where to begin. This guide helps in what to consider when planning on a sponsorship package that is worthy of attention from any sponsor prospects that you might have.

Proceeding with sponsorship

It is an integral part before undertaking any major project, to do the necessary research that is associated with your cause. This also applies when seeking sponsorship. It is important for you to be aware on key items in the world of sponsorship. It takes a lot of hard work, time and energy in creating a worthy sponsorship package; but in the long-term will most benefit you.

The things that need you to be aware of so that you are fully equipped with sponsorship information are the following:

Sponsorship benefits

Knowing this will let you become aware of the necessary results that should come from when a sponsor and sponsee partnership is established. This way, you’ll know what you’re getting yourself into, whether the sponsorship fits best with your needs and will in turn be beneficial to the other party.

Sponsorship can benefit you in many ways; and one of the most visible advantages is being able to secure much-needed monetary donations or funds to help support you in your cause, be it traveling, training or through equipment. In personal sponsorship there are two forms:

• Project-based – you are given sponsorship to attend or facilitate on a specific event or cause

• Given in trust – a harder to obtain form where funds are given to you and used in a more discretionary way

Aside from monetary funding, other benefits include products and/or services, and fundraising support. The former is usually through providing you with products and/or services needed to operate on for an event or cause. The latter offers more of a partnership where support is garnered through commercial involvement and in turn attracts the sponsor’s existing customers to take notice of you and your event or cause.

Reasons why people (individuals) and companies sponsor

Know the guidelines for which sponsorships are obtained from either an individual or company is a crucial step. The reason behind this is that by knowing the points for which sponsors give out support will help you target them with attention-grabbing details that will spark their interest.

For example, athletes get sponsored because they possess characteristics that sparked the sponsor’s interest. This may be through the athlete’s vitality, history in playing and other impressive sports stats.

By knowing these, you then can prepare for targeting a sponsor. It is also important to take into account not only what a sponsor is looking for but also the assets which you possess. Evaluation of your assets either as an athlete, student candidate, or event manager will help you realize your market value and see whether you are ready and equipped to be marketed as a sponsee.

Of course, these terms may seem like you are treated as an object. This should not be any hindrance or discouragement in getting sponsored. It is important for you to understand that with sponsorship, business is the nature of the deal.

When a sponsor-sponsee partnership is established, it means that such a relationship has been created to bring in profits to both parties and provide the necessary exposure to each.

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Nokia’s Sponsorship Program


As one of today’s leading brand of telecommunications technology, Nokia has proven true to its vision of ‘connecting people’. The use of their brand spans countries from those in Asia to America, and is widely known as a tried, tested and versatile mobile instrument.

With its rapid growth over the years, Nokia is now seen as a power corporation capable of developing ubiquitous, intuitive and beautiful technology. Its growth is duly based on the company’s strategy on growing, building, and transforming its products and services based on the needs of the changing times – all of which have been a pinnacle point in the company’s success.

As a well-established corporation, Nokia in turn has taken up the responsibility of ‘giving back’ to the community. It aims to be an environmental leader by developing environmentally sound commerce practices; and producing products that offer sustenance. In addition, Nokia has also taken up the goal of taking up a role in society by providing a number of programs that aid in community development.

Sponsorship guidelines

As part in community involvement and at the same time in marketing communications, Nokia involves sponsorship as an integral part of their business strategy. A number of requests for sponsorship, prizes, support, and assistance of all sorts are received by Nokia often.

Because of the huge amount of sponsorship requests, the need for setting guidelines for such were developed by the company as a means for screening viable proposals. These guidelines involve a number of requirements that a sponsorship proposal should encompass in order for it to garner the attention it needs.

The key requirements that Nokia looks for in sponsorship proposals are the following:

• The proposal should be relevant and fitting with Nokia’s brand

• The proposal must provide a clear message towards Nokia’s consumers, clients, and/or buyers

• The proposal should be innovative, creative, and unique and to be able to stand out

• There should be a clear and solid outline that shows a return of investment

• The proposal should exude an excellence in execution and logistics

In addition to the key requirements mentioned above, there is additional information that should be in a potential sponsorship that assists Nokia in its proposal evaluation. These are:

• Details on the organization that requests for sponsorship – this includes name, full address, organization description, and relevant credentials

• An outline and description of key persons in the organization that are involved in the proposal

• Details on the benefits and their corresponding numerical value that Nokia will acquire from sponsoring

• A full detailed description on the event that is to be sponsored – this includes the location, venue, and time.

• A valid timeline of the proposal/project

• An exact requirement on the type of support Nokia is to provide

• Details on the exposure extent that Nokia will have in sponsoring the event

• Information on other sponsors involved in the event

All these are required for Nokia to give its consideration on taking up a sponsorship proposal. There are also tips that the company includes for an even more attention-grabbing sponsorship. The reason for giving out such tips and hints is the company’s desire to be able to give out as much sponsorships that will both profit them and their sponsee.

Some tips and hints that Nokia shares are the following:

• Be sure to include the following information, as it sometimes has a tendency to not be included – name, return contact numbers, and valid address

• Proposals can be emailed but should be under five megabytes

• Pictures, images and such are very helpful

• The proposal should be short but have quality information

• Don’t waste time ‘sucking up’ to Nokia, but instead focus on what is requested

• Do definitive research

• Clearly outline the benefits for both sponsor and sponsee

• Persistence is key, but it does not mean ‘hassling’ the company with numerous update calls and emails

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Immigration Sponsorship In Canada


The popularity of migrating in developed countries has always been prevalent among those who seek a better life. Through work, study, and family connection it is possible for anyone to get into a country of their choice. The catch, however, is that its not an easy feat.

One of the top countries rapidly growing with immigrants is Canada. From nurses to waiters, Canada has been accepting migrants from all over the world. The quality of life is high and opportunities for work and career are widespread and many.

Its may be no surprise that you know one or two people who have already moved to Canada. They have taken the steps in order for them to become immigrants; and try their luck in living in a foreign and developed country. If you seek the same thing, there are many ways for you to achieve it; and if by chance you have a family member already living there – the best choice for entry is through Canada’s Family Class Sponsorship.

How family class sponsorship works

For you to be qualified for family class sponsorship, it must be a two-way agreement between you and a relative living in the country. A qualified relative means that he or she must already be a Canadian citizen or a permanent resident of Canada. If this is established, then the next thing to acquire is the willingness of that relative to sponsor you for Canadian immigration.

The relationship between you and your relative, however, has some perimeters to be considered. If that relative is far from being a first-degree relation, chances are slim, but still possible. The list below defines the type of relationship that is qualified for sponsorship:

• Spouse (wife/husband); common-law or conjugal partner

• Grandparent/s or parent/s

• A dependent child (typically under the age of 21)

• Under 18, unmarried, or orphaned brother, sister, grandchild, niece, nephew

• A child that is under 18 and intended for adoption

• Other relative/s that are not mentioned above

For the willing sponsor, a number of qualifications for him/her to be able to help another relative get into Canada are also required. Aside from being a citizen or permanent resident of Canada, the sponsor should be financially capable to provide for the sponsee. Financial capability means that the sponsor is able to give the essential needs such as food, shelter, clothing and other basic necessities of everyday living.

The sponsor should also acquiesce in entering an agreement with Canada’s government in providing the essential needs for the sponsee over a period of time. Also in agreement is that the sponsor should also make an effort into making the sponsee self-supporting.

Other sponsor qualifications include the following:

• He/she is 18 years old or above;

• Is not in prison or any similar facility;

• Is not bankrupt; and

• Is not charged with any serious or major offence

Process and processing time

When the qualifications have been met, it is then possible for you (as a sponsored relative) to apply for immigration – either from within or outside of Canada. This application is the first step in the immigration process and can vary based on the form of application.

Your application goes through a number of stages, and additional fees are required along the way. The downside for all immigration applicants, however, is that nothing is 100% sure; so making sure all your requirements are met is a very important part when applying.

The processing time is also a major factor that depends on your type of relationship with your sponsor. The chances of faster processing time is when your relative is of first-degree kin. Either way, processing times can be as short as six months to a full blown decade, depending on your circumstances.

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Boeing’s Corporate Sponsorship


Boeing is the leading aerospace company in the world, and by far the largest manufacturer of jetliners for commercial use, and also military aircrafts. They are the forefront runners in aerospace innovation and leadership, continuously creating new and more efficient products.

As it is a large corporation, Boeing gives out corporate sponsorships to those in need of support in funding. Organizations are welcomed by the company to give unsolicited sponsorship proposals since they seek to proactively create partnerships with strategic and appropriate partners.

Evaluation Process

Building long-term partnerships is the goal that Boeing aims to attain in sponsorship. They support a select number of events and activities which have similar interests and values. In order for this to possible, an evaluation process is conducted by Boeing to see whether an outside organization is an ideal sponsorship partner.

All sponsorship proposals given to Boeing go through the following processes:

• Unsolicited and solicited proposals are received by Boeing Corporate Communications.

• Boeing Corporate Communications then performs a preliminary overview that is based on their evaluation criteria.

• If the sponsorship proposal has potential, it is shared with a team of managers responsible for sponsorship program development projects.

• The sharing is evaluations of the sponsorship proposal – taking into account the proposal’s location, subject and scope – seeing if it fits with Boeing’s brand and strategy on sponsorship.

Evaluation Criteria

There are six general criteria developed by Boeing in evaluating sponsorship proposals. These measures ensure that the benefit garnered is for both parties – sponsor and sponsee.

Sponsorship proposals are subject to evaluation based on the following:

• The tangible benefits involved if a partnership is pursued.

• The longevity the proposal offers if a partnership between the organization and Boeing is established.

• The capability of the proposal to target necessary audiences and build the right kind of relationships.

• How Boeing will be exposed through such a sponsorship – will it be a positive venture, will it bring in more customers and good feedback, etc.

• What kind of additional resource is the proposal going to generate.

• Will a long term relationship prove to be sustainable and overall beneficial to both parties?

There are specific ineligible activities that Boeing has no interest of pursuit. Some of these activities are mentioned below:

• Little leagues and other local sports organizations

• Charities that hold fundraising events

• Individual or family sponsorship requests

• Daredevil stunts and sports

• Events that do not have any Boeing facility, product or technology

• Religious activities

• Sponsoring travel expenses

Current Sponsorships

There are currently a number of organizations that are sponsored by Boeing. These companies are also large business that have passed the evaluation process and fit the evaluation criteria that Boeing stands by,

Some of the current sponsorships include the following below:

• Chicago Bears - This team is contracted by Boeing under a five-year sponsorship agreement.

• Museum of Flight - This organization, relevant to the nature of Boeing, provides a detailed and extensive look into Boeing’s history and bright future.

• The John F. Kennedy Centre for the Performing Arts - The events held by this institution are sponsored by Boeing. These events are Kennedy Center's Annual Gala Weekend in April, 2004 – 2008; and Kennedy Center's Annual Honors Week in December, 2004 – 2008.

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Pros And Cons Of Sponsorship


Promoting a company’s product or service is no light task; but with the number of tools that are available for marketing, it becomes easier. There is, however, no single perfect marketing strategy for product or service promotion. Tools that help in disseminating commercial information to the public are not fool-proof – sponsorship is no exception.

Although sponsorship has become a vital part of a company’s marketing strategy, it is not entirely faultless. With the good comes the bad, all of which business organizations should be aware of when sponsoring events, individuals, other groups, and the like.

Advantages of sponsorship

There are many benefits that come with sponsorship – both to sponsors and sponsees. With its nature as being loosely a financial support of activities, events and such – sponsorship then provides a broad opportunity of reaching goals. For sponsors, these goals generally may be part of their marketing aims, letting their name be known or commercially circulated. For sponsees, goals may include the needed equipment or financial means provided by their sponsors.

The most common recognized sponsorship advantages are discussed below:

Enhancing and/or building an image association that is positive – Companies often engage in sponsorship to be visible and to create a clear union relevance between the sponsored individual, event, or organization, and the company itself.

This aim for creating a clear association helps create appeal to the sponsor’s targeted audience, offering them a positive perception of the company name by relating with the sponsee.

Generating product and/or service awareness – Sponsorship provides a direct way for sponsors to relate with their consumers by actively supporting a sponsee that people know or follow. For example, athletes sponsored by major companies directly make the consumers (their fans) aware of the company by the sponsee’s use of the company’s name like their equipment, clothes, etc.

Building goodwill – People most often approve of sponsorship since it’s perceived that such a sponsor is willing to help out someone or something in need. This commitment that the company showcases gives people positive reactions that would make them remember the company.

Creating exclusivity – A sponsor’s ability to promote itself through supporting a sponsee generates product/service recognition to its targeted market. The targeted market than associates the sponsor’s name with the sponsee, succeeding in creating proper visibility in spite of other competitors, and therefore increase in sales.

Generate positive publicity – Anything that involves products and services need exposure for people to take notice of it. This sponsorship advantage makes use of an arena for potential consumers to always have an encounter with the sponsor’s name, leaving a mark in their minds about a specific product/service offered and specialized by the company (sponsor).

Disadvantages

As with advantages, comes the downside. Below are most common sponsorship disadvantages:

Development of controversies leading to negative attitudes – the presence of competitors is on its own a disadvantage for sponsors. There will always be a challenger to each company to stay on top. Controversies that affect the sponsor will often lead to faltered belief from its consumers and would at most also create a negative sponsor-sponsee association.

Absence of standardization – The partnership between a company and its supported individual, organization, or event has no sure-fire way of how best to benefit the both parties. Different methods of support are applied to sponsees depending on their needs and the sponsor’s needs as well. This points out to a lack of standardization, and therefore requires more time on planning and evaluation.

More time is consumed – As sponsorship promotes a more ‘intimate’ business relationship, this also causes more time to be spent on a sponsor-sponsee plan. The amount of time needed in planning and execution is bigger since sponsorship should be very detailed.

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Sponsorship For Beginners


Marketing strategies have, over the years, evolved into an arena of different tactical methods in promoting products that range from people to things. One such method, which has been growing at a rapid speed, is sponsorship.

Although it’s still in what we may consider in its ‘infancy stage’, numerous companies have adapted the use of sponsorship as one of their major promotional tools. But what exactly is this tool?

Below are the basics of this marketing strategy – a run down of what sponsorship is and what it encompasses.

The low-down of sponsorship

Basically, sponsorship is a business connection or relationship between two parties, wherein one provides support for the other. These parties may be an individual person, a group of people, or a whole organization. Applicable terms to designate the nature of each party may be termed as sponsor and sponsee or rights holder.

The word ‘sponsor’ simply indicates a person or organization willing to represent and vouch for a certain thing, individual, or group. Relatively, ‘to sponsor’ would mean to give support. The sponsor’s support may be through providing funds, products, or services to the ‘sponsee’.

The ‘sponsee’s’ role, on the other hand, creates itself as the representative of the sponsor. Their main duty is to promote the name of the sponsor, be it a large company or individual. Their exposure would usually be through advertising and media avenues, and in turn promote the sponsor’s name and the product or service they provide.

This business relationship that is created is a partnership between the two parties and is naturally aimed to be in the long-term. The longer the business relationship lasts, the greater the benefits and value that can be acquired by both sponsor and ‘sponsee’.

Kinds of sponsorship

Marketing extensively spans throughout every business venture; and because of this there are many kinds of sponsorships available to individuals and organizations. The following sponsorships below are business areas that popularly make use of sponsorships in their promotional strategies.

Educational Sponsorship

Sponsorship in education can take on several types of support by a third-party individual or organization that wishes to partner with an educational institution. The forms of sponsorship in education can be through supporting a student’s stay within the school; providing books and educational materials for students; sponsoring for uniforms, equipment and the like; and so on.

Sports Sponsorship

Sports sponsorship may be considered as one of the most popular and media-covered kind of sponsorship, in which it allows large companies or corporations to support athletes or a sport organization through a variety of services. These services include sponsoring major events and/or games, providing athletes with necessary equipment, gears, nutritional needs, etc. All these bear the sponsor’s name, which in turn benefits them by letting their ‘sponsees’ advertise for them by wearing or using their name.

Arts Sponsorship

Sponsorship in the arts may not be as well known or media-covered to that of sports sponsorship, but rather attract a specific type of attention. Sponsoring for art events are for organizations that hold a certain image or brand. These are often upheld for brand exclusivity and/or luxury, independent of popularity ratings.

Television and Radio Sponsorship

An organization or individuals funding for television and radio programs is making use of media as their avenue for being known or recognized. Sponsorship of this kind reaches a lot of potential consumers, clients, and even ‘sponsees’ to cater to the sponsor’s services or products.

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