Courting Corporate Sponsorships: Making Your Theatre Irresistible

MAKING YOUR THEATRE

IRRESISTIBLE

PRESENTED BY

ADAM MILLER

MANAGING DIRECTOR,

THEATRE TUSCALOOSA

2009-10 Season• 6 Corporate Sponsors

• $26,000 Annually

• Low Sponsorship Prices

• Inconsistent Benefits

So, we…

• Raised Sponsorship Levels

• Added Play-It-Forward

Sponsorship Level

• Created Consistent Sponsorship

Tiers’ Benefits

• Conducted Research

• Leveraged Relationships

By 2014-15 Season…• 16 Corporate Sponsors (266% More)

• $49,000 Annually (188% More)

A Corporate Sponsorship

Make Over!

• Research

• Relationships

• Reciprocity

or what do I have to offer?

• Getting to know your

audiences

• Interpreting Your Data

• Putting Your Best Foot

Forward


Who Are Your Audiences?

• The Big Catch• CEO’s

• Marketing Directors

• Board Members

• The Bait• Show Audiences

• Other Sponsors

• Your Reputation & Impact


Where do sponsorship

$$$ come from?

• Marketing/

Advertising Budgets

• Discretionary Accounts

• Philanthropic Accounts


What do the

Big Catches Want?• Reach THEIR Target Market (to

increase sales)

• Outshine Competitors/Build Brand

(to increase sales)

• Return on Investment (ROI) =

Trackable Results (increased sales)

• Demonstrate Good Corporate

Citizenship… ?


Give them what they

want… DATA

Demographics….

• Sex

• Age

• Race

• Income

• Education

Level

• Location

(Zip)


Give them what they

want… DATA

Reach….

• Past Attendance Averages

• Per Performance

• Per Production

• Per Season

• Potential Capacity


Give them what they

want… DATA

Reach….• Outside the Show

• Posters

• Postcards

• Email Blasts

• Website Traffic

• Newspaper Ads


What do all those

numbers mean?

The majority of Theatre

Tuscaloosa patrons are well-

educated, affluent, and

influential members of the

Tuscaloosa community. They make

decisions in their organizations

and are leaders in their social

circles.


Make It Look Pretty…

• Create a Brochure

• Wrap Your Data in Gorgeous

Photos and Good Feelings

• Use a Folder to Combine:

• Brochure

• Business Card(s)

• Samples of Collateral


Translate into THEIR

language…• Jewelry Store

• Accounting Firm

• Law Firm

• Personal Financial Consultants

• Retailers

• Banks

• Car Dealerships

• Medical Specialists

It’s not what you know…

Your Board

• NOW - Leverage Existing

Relationships

• Are they VIP’s themselves?

• Who do THEY know?

• Who do their FRIENDS know?

• LATER - Recruit from Target

Companies

• CEO’s

• Marketing/PR Executives

• Board Presidents/Members


Put Yourselves Out There

• Chamber of Commerce

• Rotary Club(s)

• Kiwanis Club(s)

• Community Leadership

Programs

• Professional Organizations

• AAF and/or PRCA

• Hospitality (Hotels)

• Tourism Commission


Put Yourselves Out There

• Curatin Speeches

• Media Appearances

• Speaking Engagements

• Other Boards

• Church Communities


Our Annual Process

• Brainstorm Potential Sponsors

with Board Members

• Big Community Players

• Personal Connections

• Obvious Show Connections

• Ask Who is Connected & How?

• Board Members Set Meetings


Our Annual Process

• Research Companies

• Missions

• Philanthropic Interests

• Past Sponsorships

• Use their…

• Website & Social Media

• Media Coverage

• Use YOUR…

• Archives (Posters, Etc.)

• Ticketing Software


Our Annual Process

• Research Companies

• Find a Connection

• General Arts Support

• Upcoming Show Theme

• Special Program

• Theatre Camp

• School Matinees

• Pay-What-You-Can

• Play-It-Forward


THE ASK

• Go in Board/Staff Teams

• Board Member’s Role

• Make Introductions

• Reminisce About the Past

• Explain Personal Passion &

Dedication to YOUR Theatre

• Hand Off to the Expert (YOU)


THE ASK

• Your Role

• Tell Your Story – Why you

matter!

• Explain Shows & Programs

• Explain Sponsorship Program

• Levels

• Investments & Benefits


THE ASK

• Your Role

• CLOSE THE DEAL

• Ask which show and/or

sponsorship level sounds

most appealing

• Ask which BENEFITS are

most useful to them

• Be willing to NEGOTIATE

• Don’t give away the farm!


THE ASK

• Your Role

• CLOSE THE DEAL

• Fill Out the Agreement &

Get a Signature ON SITE

• OR… Make an

Appointment to Call or

Come Back for a Decision


CONNECT THE DOTS (Follow Up)

• Send a Thank You Letter

• Send an Invoice (if requested)

• Enact Benefits

• Connect Sponsor’s People with

Your People

• Graphic Designers

• Curtain Speech Writers

• VIP Visits & Key Staff


CONNECT THE DOTS (Follow Up)

• Call 2 Weeks Before Each Show

• Mail Copies of All Collateral

After Each Show

• Set Renewal Meeting

• Live Happily Ever After

You scratch my back…You Get…

• Money!

• Publicity at Their Business

• Posters

• Buck slips in their customer

mailings

• E-mail Announcements to

Their Employees and/or

Customers

• TRADE of their product –

Advertising, Food, Supplies…

You scratch my back…They Get…

• Choices

• A Variety Sponsorship Tiers

• Escalating Investment and

Benefits

• Marketing Benefits

Logo Inclusion…

• Posters

• Postcards

• Newspaper Ads

• E-Blasts

• Sponsor Web Page with

Link

Sponsors’ Page of Playbills & Playbill Ads


• Ticket Benefits

• Complimentary Tickets

• Ticket Discounts

• Personal Service

• Special Benefits

• Back Stage Tours

• Marquee Room Access

• Hosted Client/Customer

Reception


• Exclusivity

• Limit By Industry

• Show/Season Limits

• Tier Limits

• Notoriety for Being YOUR

Sponsor!

In conclusion…It’s Your Turn! Use the 3 R’s…

• Research

• Relationships

• Reciprocity

To Become a Corporate

Sponsorships Superstar!

Adam Miller

Theatre Tuscaloosa

9500 Old Greensboro Rd #127

Tuscaloosa, AL 35405

(205) 391-2925

www.theatretusc.com

[email protected]

Twitter: @admmlr

Courting Corporate Sponsorships: Making Your Theatre Irresistible

Presentations & Public Speaking

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