Sponsorship &

Collaboration A Win-Win!

Tracie Ringle, CPRP

Rachel Zagaroli, SDC

Sponsorship & Collaboration = Relationships

Relationships are the backbone of continued

success

Grow and nurture sponsorships

Collaborate internally with team members

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About Novi Parks, Recreation & Cultural Services

Current status

84,000 annually in sponsorships

Dollars versus in-kind ($200K)

100 active partnerships

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Focused on Sponsorship

An entity that pays a property for the right to

promote itself and its products or services in

association with a property.

Sponsorship is nearly the only vehicle that can

bring all media platforms together around a

common theme

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Building a Successful Sponsorship Program

What you have to offer

Investors/Partners will look to Department “brand”;

what it stands for, key attributes, and its potential to

impact the same elements of the investors brand

Healthy, active outlets

Community events

Creative art opportunities

Older adult programs

Reach – how many

users

Positive reputation

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Who to target

Motivational sponsors

Looking to build customer base, make sales

They look for:

Possibility of high conversion rates – try to buy

Sponsorship programs that are data driven and able to

measure return on investment

Category exclusivity

Direct access to potential customers

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Who to target

Informational sponsors

Looking to share information with the community, build

awareness

They look for:

Opportunity to enhance or change the perception of brand

Customization – not always a specific target market

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What Sponsors Look For

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Linda Blair – ITC

Keith Angelocci - Brightstar

http://www.youtube.com/watch?v=BEg4YMMOsn0

Approach to Sponsorship

How do parks & recreation departments improve?

Gather Data

Scout opportunities

Share Story

Not sales

Create a comprehensive sponsorship catalog

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Sponsorship Catalog

Creating a useable guide

Why

One-Stop-Shop

Customizable

Updated Easily

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Value of Sponsorship Attributes

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Assignment

Using what you learned today, identify a potential

sponsor in your community. Determine your approach to

meet their needs (and yours). A win-win!

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