sponsorship proposal 2315hsl

Sponsorship Proposal 2315HSL _ Rachel Perkins S2842431_ Pia Bimbi S2885405

Sponsorship Proposal

Event Marketing and Sponsorship2315HSL

Rachel Perkins: S2842431 & Pia Bimbi S2885405

Word Count: 2427(Not including: Cover Letter, Executive Summary, Reference List, Appendices,

and Inventory of Assets)

Tutor: Jason DoyleTutorial Time: 12pm Wednesday

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20/05/2015Flannery’s Natural and Organic SupermarketAttn: Martin Meek, CEO and Founder Gold Coast Headquarters, QLD

Dear Martin Meek,

We present this sponsorship proposal to you with the knowledge that this potential collaboration would be mutually beneficial one. The planting festival is an established, well-known and well-liked community event held annually on the 6th of June, and typically attracts around 2000 attendees. The core of our festival is to create an environment at Woodford that can be dedicated to future generations through conservation and preservation, as we aim to create market leadership and offer event patrons educational opportunities. We believe that our core values fit with the ethos of your company, as you too aim to project messages of environmental sustainability through organic, natural living to your consumers.

The target market for Flannery’s both complements and coincides with our own, as both organisations aim to influence the local community. Targeting consumers in the same geographic zone means that you will be able to communicate with additional consumers to gain more support from local farmers and families who want to be in partnership with Flannery’s, which will give your company the opportunity to expand enterprises. As Flannery’s promotes organic lifestyles that are sustainable and we, The Planting Festival, focus on the education of sustainable lifestyles, this sponsorship will be a natural fit and consumers will be more than accepting of Flannery’s brand involvement in our festival.

Your sponsorship of $30,000 will be returned many times over as Flannery’s will be benefitted in the following ways; creating brand awareness and a unique position in the market with a competitive edge, enhance company image and reinforce the company ethos, create community relations and connections, showcase and launch products and have exclusive access to The Planting Festival’s customer database. This investment is valued at over $45,000 and specialized creative leverage is offered as value. The creative leverage that we would organize for your company include a ‘Cook-Off’ demonstration, a VIP Pamper Experience, Kid’s Corner and a Market Stall to create consumer engagement.

We thank you for taking the time to read this sponsorship proposal, we trust that it will exceed your expectations and a new business partnership will be in our future.

Kind Regards,

Rachel Perkins- Event ManagerPH. 0424 240 254 E: [email protected]

Pia Bimbi- Marketing ManagerPH. 0419 940 288 E. [email protected]

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Executive Summary

This proposal is directed at Flannery’s Natural and Organic Supermarket to sponsor The Planting

Festival. Held annually at Woodford, the event is a modernized working-bee where artists

entertain the 2000 attendees while working towards conservation and environmental

rejuvenation of the area.

The target markets for the festival are local families and conservationists living within a 200km

radius of the festival, who value education about conservation and community engagement.

Flannery’s target markets – local organic producers and consumers aged 18 -55 who care about

personal and environmental health - intertwine perfectly based on their matching geographic

profiles, lifestyles and psychographic variables.

Furthermore, all Marketing Mix elements of the festival match with Flannery’s. The festival is

held within the region of all of Flannery’s Queensland stores and the core of the event itself

matches Flannery’s company ethos of conservation, preservation and sustainable practices. The

promotion strategies for the event aim increase awareness, attendance, and media coverage and

these promotions will feature Flannery’s through print/outdoor media, online advertising, news

coverage and stalls at other QFF events.

Creative leverage has been specifically created to highlight Flannery’s sponsorship and synergy

with the event. A cooking competition will allow attendees to compete to create a meal using

Flannery’s ingredients, which will encourage to trial and later purchase of products. ‘Kids’

Corner’ will be a family friendly activity were children create a take home vegie-patch box and

this will create a positive brand image, recognition and trial of products. The VIP Experience is

an intimate pamper experience were Flannery’s beauty products are used in beauty therapy,

which creates a positive brand recollection for their experience. All of Flannery’s products will

be available to purchase products in a Flannery’s Market Stall.

For an investment of $30,000 (we offer discount for early commitment), Flannery’s will receive

endless benefit. Valued at $46,796 this sponsorship opportunity is exclusive and innovative. It

will create brand awareness within the market whilst also creating a unique brand position and

brand image. The leverage idea’s proposed will create a database for Flannery’s and can be used

as an outlet to launch and showcase new products to the market, whilst maintain community

ties.

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Table of Contents1. Event Information 7

2. Target Markets 7

2.1 The Planting Festival Target Markets 7

2.2. Flannery’s Target Markets 8

2.3. Target Market Compatibility: 8

2.4. Bulls-eye Analysis: 8

3. Marketing Plan 9

3.1. Product, Price and Place: 9

3.4. Promotion: 9

4. Creative Leverage Ideas 10

4.1. Flannery’s Organic Cook-Off 10

4.2. Flannery’s Kids Corner- DIY Veggie Garden: 11

4.3. Flannery’s VIP Pamper Experience: 11

5. Sponsorship Benefits 12

6. Investment 13

7. Value of the Sponsorship 13

Reference List: 15

Appendix 17

Appendix 1: The Planting Festival Brand Bulls eye 17

Appendix 2: Flannery’s Natural and Organic Supermarket Bulls eye 18

Appendix 4: Flannery’s inclusion in The Planting Festival Website Banner 20

Appendix 5: Entrance Banner to The Planting Festival 20

Appendix 6: Stage Wrap Banners 20

Appendix 7: Event Schedule 21

Appendix 8: Event Map featuring Creative Leverage Ideas 22

Appendix 9: Kids Corner Take Home Veggie Patch 23

Inventory of Assets 23

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1. Event Information

The Planting Festival is a three-day, environmentally orientated music festival hosted

annually by the Queensland Folk Federation (QFF). It is held at Woodford on the 6th of June

2016, typically attracting around 2000 attendees. Tickets prices are consistently inexpensive

at $12.69 for a child admission and $56.34 for an adult admission (The Planting, 2015).

The Planting is an evolution of a working-bee that began in 1997 on the Woodford site,

which is used as festival grounds for other events including the Woodford Folk Festival, The

Stampede and the Woodford Show (The Planting, 2015). During our festival, popular folk

musicians and artists entertain event attendees as they participate in educational eco-

workshops, plant trees and restore the environment so that the site can extend to its natural

potential and be enjoyed by present and future generations (The Planting, 2015).

2. Target Markets

2.1 The Planting Festival Target Markets

A primary target market for The Planting Festival are local, middle class, families who live in

Woodford and surrounding areas within a 200km radius, including all Brisbane regions and

the Gold Coast community. They enjoy a family lifestyle and have strong ties within their

communities and commitments to their local area (Manthiou, Lee, Tang & Chiang, 2014).

Local families recognize the value in teaching their children about environmental

conversation of their community so it can be preserved for their enjoyment. The secondary

target market for our festival are conservationists that live in the same geographical zone as

the primary market. They have a medium to high income and are highly educated. Their

education (Bachelor Degree or Diploma) is likely to have promoted their involvement in

conservation (ABS, 2010). This target group enjoys literature and education as well as

conversation and socialization. These consumers are interested in, and will spend money on,

products or events that aid in conservation and preservation (Greggor, Clayton, Phalan &

Thornton, 2014).

2.2. Flannery’s Target Markets

Local organic producers and enthusiasts are the main target market for Flannery’s

Supermarket (Flannery’s Natural and Organic Supermarket, 2014). Flannery’s aims to

attract and engage local producers that farm organically, create organic skin-care and beauty

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products and are interested in naturopathy and natural healing, and then sell these goods

onto organic enthusiasts. The producer and consumer groups are aged from 18 to 55 and

live locally, or within a 150km radius of a Flannery’s outlet within Queensland. These target

markets have medium to high incomes and higher educations that warrant their education

about holistic remedies and organic produce (Miller, 2002). These consumers are high

usage, and shop weekly or fortnightly at Flannery’s Supermarkets to purchase their

groceries. This target market is highly concerned with their own health, as well as the health

and preservation of the natural environment from which products are made.

2.3. Target Market Compatibility:

The target market for Flannery’s both complements and coincides with our own, as both

organisations aim to penetrate the local community. Targeting consumers in the same

geographic zone (See Appendix 3), means that Flannery’s will be able to communicate with

additional consumers to gain more support from local farmers and families who want to be

in partnership with Flannery’s, which will give your company the opportunity to expand

enterprises. As Flannery’s promotes organic lifestyles that are sustainable and we, The

Planting Festival, focus on the education of sustainable lifestyles, this sponsorship will be a

natural fit and consumers will be more than accepting of Flannery’s brand involvement in

our festival. Another benefit for Flannery’s is that conservationists who attend the The

Planting Festival are willing to purchase new products that fit within the sustainable theme

(Greggor et al., 2014).

2.4. Bulls-eye Analysis:

A Bulls eye analysis for The Planting Festival and Flannery’s Supermarket was constructed in

order to gain insight into the brand identity of each enterprise and to note connections

between the brands that would assist in collaboration (See Appendix 1 and 2). It was noted

that at the core of each brand was conservation and sustainability, which means that the

goals and objectives for each party would be likely to overlap. The brands also had

similarities in their ‘hot buttons’ including the enhancement of community ties, giving back

to the community, and having a positive brand image. Consumer perception of the brand

was also similar in the Bulls eye, as each business is community orientated and promotes

sustainable lifestyles. There is a subtle correlation of education between the brands; as we

aim to educated patrons about sustainable lifestyles and conservation and Flannery’s aims to

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educated customers about organic lifestyles. An organic lifestyle is a sustainable one, so both

of our educational goals can be reached with this business collaboration.

3. Marketing Plan

3.1. Product, Price and Place:

The core of our festival is to create an environment at Woodford that can be dedicated to

future generations through conservation and preservation, and aims to create market

leadership and corporate social responsibility by providing educative opportunities (The

Planting, 2015). This fits with the ethos of Flannery’s, as you too aim to project messages of

environmental sustainability through organic, natural living to your consumers. Flannery’s

recognises the environmental benefits of organic practices and showcases this in its

enterprises (Flannery’s Natural & Organic Supermarket, 2015). Because of this affordable

ticketing of the festival, consumers are more inclined to spend more money at the other

market stalls on the day, which is advantageous for Flannery’s market stalls (Felsenstein &

Fleischer, 2003). Each of Flannery’s stores is located within a reasonable distance of The

Planting Festival, giving event attendees ease of access (See Appendix 3).

3.4. Promotion:

Our promotion strategies aim to increase awareness, attendance and media coverage of the

festival. This is done by utilising the following strategies: use of social media via Facebook

and Instagram to share information, images, and run competition; ticket bundling with

Woodford Folk Festival to increase dual attendance; news coverage leading up to the event;

and celebrity endorsements that act as brand ambassadors as they embody our event and

it’s goals. To be involved with other events held by QFF, we have stalls at their entrances that

sell tickets to The Planting, to increase awareness and reach new consumers in the area.

Flannery’s will be involved in promotion wherever suitable to give recognition to your

sponsorship of our event. Flannery’s will be included in social media campaigns using the

hash tag #theplantingxflannerys to raise awareness of Flannery’s involvement and allow

consumers access to Flannery’s social media sites. This is predicted to increase website hits

for Flannery’s as interest is gained. When consumers purchase tickets on The Planting

Festival’s website, they will immediately see Flannery’s logo in the website banner (See

Appendix 4) and attendees of the Woodford Folk Festival will also see this involvement as

they will visit the website too when purchasing ticket bundles. Flannery’s will also be heavily

featured during the news coverage leading up to the event, which focuses on the education

of conservation aspect of the festival.7


Print Media is used throughout our event, and each of these will feature your logo in some

respect. At the entrance of the festival will be a banner highlighting your involvement with

the event, which is promotion your brand image of conservation (See Appendix 5). The main

stage will feature two large banners (See Appendix 6), highlighting Flannery’s primary

sponsorship, this will be seen by all during entertainment portions of event, furthering the

brands image. Throughout the festival will be hand-outs that feature your logo, with one side

acting as a schedule and the other a map (See Appendix 7 & 8), this will highlight your

involvement in our event, especially the Flannery’s run activities within the festival and how

attendees can take part.

4. Creative Leverage Ideas

4.1. Flannery’s Organic Cook-Off

Flannery’s Organic Cook-Off is a competition-based activity that encourages event goers to

be creative and come up with their best organic recipe. From this, the most creative 10

entrees will move on to the cooking challenge. The activity will run like a mockup of the

Masterchef television series, which is popular with all target markets and likely to engage

them. The contestants will have access to a Flannery’s Market Stall open to everyone after

contest where they are given a time limit to collect the ingredients for their recipe. After this,

the meal will be prepared in a 45-minute time frame in which onlookers can gain insight into

the products used. During the cooking time, a Flannery’s ‘brand ambassador’ will go around

to each competitor’s station to highlight the Flannery’s products that are being used. After

the cooking time, a panel of three will judge each dish. This panel will consist of volunteers

from the audience in order to increase engagement. This activity encourages product trial

within the competitors and onlookers and the winner of the competition will receive a $200

Flannery’s voucher to use in all stores, which will further encourage them to trail the brand.

This activity will leverage Flannery’s as a fun and interactive brand for the whole family and

enhance your image within a key demographic. It will also create awareness of the easy-to-

use products that Flannery’s stocks and the creative dishes that can be made using these

ingredients.

4.2. Flannery’s Kids Corner- DIY Veggie Garden:

To further enhance the family friendly image of Flannery’s, a Kids Corner will run where

children have the opportunity to make their own Portable Vegetable Garden to take home

with them. There will be 4 sessions of the workshop, each running for 1 hour. Children will

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construct a three vegetable garden patch within a Flannery’s branded garden box, using

Flannery’s seedlings (See Appendix 9). The children get to take their garden box home with

them, which will allow them and their parents to trial the product, and consistently see your

brand logo. It will also help Flannery’s to gain a unique market position by showcasing the

wide variety of products that are stocked in stores, and how the whole family can use

Flannery’s products. Vegetable gardens are economically sustainable and this will showcase

the environmental ethos and environmental aspect of Flannery’s, further enhancing your

brand image.

4.3. Flannery’s VIP Pamper Experience:

When tickets for The Planting Festival are purchased online, consumers will be

automatically entered into the draw with their email address to win a Flannery’s VIP Pamper

Experience for themselves and a friend. There will be 15 winners in total, so the Pamper

Experience will cater for 30 patrons throughout the event duration. Once the emails are

entered into the competition, Flannery’s will have built a consumer database of contact

emails for future promotional material. On the day, the Flannery’s VIP Pamper booth will be

well signed and set up as a professional beauty salon. Beauty therapists will conduct the

sessions using Flannery’s natural and organic skin care and hair care product range. This

will showcase the products, create awareness for the consumer about the diverse range of

stock, and allow a trial the products. All of the products used in the pampering will be

available for sale in an adjacent market stall, which is open to all of our attendees. Massage

and beauty therapy allows consumers to relax and unwind, helping them to relate your

product with feelings of enjoyment (Post, 2005). This will help you connect more personally

with members of the community and create customer relations, leading consumers to

purchase the product outside of the event.

5. Sponsorship Benefits

Create Brand Awareness and Unique Market Position

Flannery’s products and business culture will be showcased throughout the duration of the

event via creative leverage, signage, and social media and webpage advertisements. This

creates brand awareness for consumers with a focus on natural and organic living, uniquely

positioning the brand against competitors in terms of sustainability and social responsibility.

Image Enhancement and Reinforcement

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As a sponsor of The Planting Festival, Flannery’s Supermarket will be publicly endorsed as

an environmentally friendly and ethical brand, reinforcing and strengthening you current

brand image. Event attendee’s will associate Flannery’s with ethical business practices;

influencing their future buying habits to make Flannery’s a priority choice.

Community Relations and Connections

Our festival will act as a platform for Flannery’s to meet and engage new customers and

clients that are local to their branches. It will allow you to engage with new producers and

expose the brand to new customers that will shop at your outlets regularly after our event.

Database Access

Email addresses entered into the Flannery’s VIP Pamper Experience after the ticket

purchase will create a database of contacts for you to access. We also have a database of

previous and current ticket holders with their preference for promotional contact. Through

this email database, Flannery’s will be able to follow up and send discount vouchers or

promotions, promote new products, and run competitions.

Product Showcase and Launch

The Flannery’s stalls and interactive activities at the event will create better visibility of

product range and can be used to launch new products. The participatory aspect of the

activities allows consumers to trial and be educated about their products, which often leads

to product adoption. This will stimulate product sales both in and outside of our event.

6. Investment

For this collaboration to take place, we are asking for an investment of $30,000; well below

the value of the investment. This deal is inclusive of all promotional activities and creative

leverage ideas outlined in this sponsorship package.

60% of the investment will need to be paid at least 6 months prior to event, as elements of

promotion will need to be edited to well feature your sponsorship (entrance banners, stage

wraps, event maps and schedules). The remaining 40% of investment is to be paid 3 months

before the event, to ensure hiring of equipment for leverage ideas is guaranteed and set up

on time. If you commit to this partnership within the next month, a 15% discount to the

investment will be offered, as an act of good faith.

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7. Value of the Sponsorship

For an investment of $30,000, you will receive much more in value. The sponsorship package

we are offering is monetarily valued at $46,796.00. Even more than the economic value you

receive, your sponsorship in The Planting Festival is an investment into the future of your

company through building strong ties to the community it is based in.

We are offering you exclusive, responsive contact and exposure with your key demographic

in an innovative environment that simultaneously reinforces your brand image and

positions your company at the head of preservation, conservation and education in both the

supermarket and organic industries.

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Reference List:

Australian Bureau of Statistics. (2010). Australian Social Trends; Environmental Awareness

and Action, June 2010. (Catalogue No. 4102.0). Retrieved from

http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features20Jun

+2010

Australian Bureau of Statistics. (2011). Australian Social Trends, June, 2011. (Catalogue No.

4102.0). Retrieved from

http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features60Jun

+2011

Australian Bureau of Statistics. (2012). Community Engagement with Nature Conservation,

Australia, 2011-12. (Catalogue No. 4602.0.00.002). Retrieved from

http://www.abs.gov.au/ausstats/[email protected]/Lookup/4602.0.00.002main+features4

2011-12

Felsenstein, D., & Fleischer, A. (2003). Local festivals and tourism promotion: The role of

public assistance and visitor expenditure. Journal of Travel Research, 41(4), 385-

392. doi:10.1177/0047287503041004007

Flannerys Natural & Organic Supermarket: Culture. (2014). Retrieved from

http://flannerys.com.au/culture/

Greggor, A., Clayton, N., Phalan, B., & Thornton, A. (2014). Comparative cognition for

conservationists. Trends In Ecology & Evolution, 29(9), 489-495.

doi:10.1016/j.tree.2014.06.004

Hudson, S., Roth, M., Madden, T., & Hudson, R. (2015). The effects of social media on

emotions, brand relationship quality, and word of mouth: An empirical study of

music festival attendees. Tourism Management, 47, 68-76.

doi:10.1016/j.tourman.2014.09.001

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Manthiou, A., Lee, S., Tang, L., & Chiang, L. (2014). The experience economy approach to

festival marketing: Vivid memory and attendee loyalty. Journal of Services

Marketing, 28(1), 22-35. doi:10.1108/JSM-06-2012-0105

Miller, C. (2002). Thinking like a conservationist. Journal of Forestry, 100(8), 42-45.

Post, G. (2005). Altruism, happiness, and health: It’s good to be good. International Journal of

Behavioral Medicine, 12(2), 66-77. doi:10.1207/s15327558ijbm1202_4

The Planting: Environmental Statement. (2015). Retrieved from

http://www.theplanting.com.au/about/environmental-statement.html

The Planting: History of the Planting. (2015). Retrieved from

http://www.theplanting.com.au/about/history.html?theme=plantingLaunch

The Planting: Tickets. (2015) Retrieved from http://www.theplanting.com.au/tickets/?

theme=plantingLaunch

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Appendix

Appendix 1: The Planting Festival Brand Bulls eye

Appendix 2: Flannery’s

Natural

and

Organic

Supermarket Bulls eye

Folk entertainment

Underground event, not well known

Education

Winter activity

Promote sustainable

lifestyles

Planting trees

Positive brand

Relaxed event

Community orientated

Event created by

local people for local people

Family orientated

PERCEPTIONS

Learn about sustainability

Socializing

Enhance community ties and give back to the community

Relax with friends and

family

Positive and happy brand

Planting trees

Giving back to the land

“Greenie” Event

Family Activity

“Save the Planet”Entertainment

HOT BUTTONS

Sustainability

Environmental Conservation

CORE

Stock alternative

brands

Healthy lifestyle

Promote sustainable

lifestyles

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Appendix 3: Map indicating Flannery’s Supermarket location

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Appendix 4: Flannery’s inclusion in The Planting Festival Website Banner

Appendix 5: Entrance Banner to The Planting Festival

Appendix 6: Stage Wrap Banners

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Appendix 7: Event Schedule

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Appendix 8: Event Map featuring Creative Leverage Ideas

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Appendix 9: Kids Corner Take Home Veggie Patch

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Inventory of Assets

The Planting Festival 2016- Inventory of AssetsAsset Feature Function Benefit # Cost Cost Plus Actual

CostValue Note

AdvertisingPrint Media – Flyers and Maps

A3 colour on gloss, folded paper - printed map on one side, schedule of activities on the other – handed out at entry of event as well as stands throughout grounds

Gives attendees directions and information about event activities, times they are held, and how to take part

Indicate the locations of Sponsor run activities on the map in association with other event activities and gives instruction on how to take part, schedule features Sponsors logo

2000 $450.00 20% $540.00 $640.00 1

Primary Signage- Banners at entrance

5m x 3m full colour banner hanging above main entrance to event

Highlights sponsor involvement in event

Showcases primary sponsor of the event- enhances Sponsors’ brand image by being associated with an environmentally sustainable event

1 $706.36 10% $778.00 $828.00 2

Primary Signage – Stage wrap banners

4m x 2m full colour banner wrap to be placed on the exterior of the stage throughout the festival duration.

Highlights sponsor involvement in the event activities

Showcases primary Sponsor of the event – memorable location as it is on display during all entertainment factors of event – enhancing brand image

2 $1,300.00 15% $1,495.00 $1,545.00 3

Cross-Advertising with Woodford Folk Festival

Ticket bundling with Woodford Folk Festival tickets as well as a stall at this festival to promote

Gives Woodford Folk Festival attendees information

Increases awareness about The Planting Festival and its sponsors to a mass crowd at Woodford Folk Festival. A

1 $451.68 20% $542.02 $2,342.00 4

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attendance at The Planting Festival.

about The Planting Festival to try and promote their attendance.

sponsor would be able to be highly involved and promote themselves to a different audience of event goers.

Celebrity Endorsement

Essena O’Neill and Xavier Rudd to post on their Instagram a relevant image of The Planting Festival. Celebrities will also attend a 2 hour meet and greet at the event.

Draw attention to The Planting Festival and indicate a positive social status of the event by including relevant ambassadors.

Increase brand image and recognition with celebrities that maintain the same positive ethos.

1 $7,080.00 60% $11,328.00 $18,891.00 5

MediaWebsite advertising

Logo on banner of website, primary position on sponsor’s page of website, VIP Pamper Experience entry page link in ticketing webpage – heavily featured.

Inform attendees of event information, sponsorship, and activities.

Create a positive brand image by highlighting the involvement of Sponsor in the festival. Showcase the interactive, family friendly and educations activities hosted through the sponsorship

1 $275.00 15% $316.25 $5,048.00 6

Social Media Promotion

Posts on Facebook and Instagram about Flannery’s, as well as links to event’s website and Flannery’s website. Run by Social Media Manager – 1 hour a week devoted to

Inform consumers of event, activities occurring and information

Create brand recognition as main sponsor of event, increase traffic to Flannery’s webpage

1 $312.80 15% $360.00 $390.00 7

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sponsorshipNews Coverage 20-minute segment

on Today Tonight 2 months prior to the event.

Create awareness about the event by giving details about what happens at the event and the cause for it.

Recognition for the sponsor on television to a mass audience through special mention in the news coverage.

1 $3,200.00 60% $5,120.00 $27,110.00 8

HospitalityVIP Tent VIP Experience set up

for 30 event attendees who win a position. Email entry.

Luxurious experience for attendees that adds value to event ticket.

Sponsor can personalise the VIP Experience to feature their product and it allows them to interact with consumers on an intimate scale to create relationships.

1 $1,764.50 60% $2,823.20 $2,863.00 9

Cooking Activity Main stage set up to fit 10 ‘contestants’ for a creative cooking challenge – 2 long benches with 5 workstations on each. All ingredients included, side table of audience judges. Promotional staff runs activity.

Interactive, family friendly, fun activity for attendees to both participate and watch whilst learning about organic foods

Showcases Sponsorship in an interactive way. Depending on type of Sponsor, products can be showcased and trialled.

1 $1,654.50 70% $2,812.65 $2,582.00 10

Kids Corner – learning activities

Interactive Marquee with take-home creations that the kids make. Materials for the activity are

Hands on, fun, educational activities for child attendees, allows parents

Showcases Sponsor’s involvement with event. Brand will be associated with family friendly ideals by educating children on

1 $3,002.50 50% $4,503.75 $4,544.00 11

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provided. Child minders run activity.

time to explore other parts of festival

healthy living

Market Stall 4m x 4m market stall selling or promoting goods of the primary sponsor

Opportunity to get information about or purchase products that have been showcased throughout the event by the sponsor.

Point of sale for target market can be customised to fit brands products. Highlights sponsorship.

1 $861.12 40% $1,205.56 $1,246.00 12

CeremonyPlanting Ceremony

During the planting ceremony each event attendee is given a tree to plant in a specified area.

Event attendees get to do their part to preserve the environment by planting trees in areas that need it.

Because it is the main attraction of the event it is a major reason for the attendance of many event goers. Sponsorship could be mentioned during ceremony speech.

2000 $9,960.00 50% $14,940.00 $14,980.00 13

Total $46,764.23 $83,009.00

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# Asset Value CalculationActual cost + (Impressions x CPM/1000)

1 Event Schedule and Map = $540 + (2000 x $50/1000)= $540 + 100= $640

2 Entrance Banners = $778 + (2000 x $25/1000)= $778 + 50= 828

3 Stage Wrap = $1495 + (2000 x $25/1000)= $1495 + 50= $1545

4 Cross-Advertising with Woodford Folk Festival

= $542 + (120,000 x $15/1000)= $542 + $1800= $2342*Impressions based on Woodford Folk Festival attendee who will be exposed to the market stall

5 Celebrity Endorsement = $11,328 + (504,200 x 15/1000)= $11,328 + $7563= $18,891*Impressions based off Essena O’Neill’s and Xavier Rudd’s collective Instagram following

6 Website Advertising = $317 + (315,352 x 15/1000)= $317 + $4731= $5048*Impressions calculated by obtaining ThePlanting.com websites hits as calculated by SimilarWeb.com.

7 Social Media Campaign = $360 + (2000 x 15/1000)= $360 + $30= $390*Social media is a planned future promotion and has not yet been created for our event. Due to this, the Impressions amount was calculated on event attendees

8 News Coverage = $5120 + (1,466,000 x 15/1000)= $5120 + $21,990= $27,110*Impressions gathered from ThinkTV.Com

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9 VIP Experience = $2823 + (2000 x 20/1000)= $2823 + $40= $2863

10 Cooking Activity = $2812 + (2000 x 20/1000)= $2812 + $40= $2852

11 Kid Corner = $4504 + (2000 x 20/1000)= $4504 + $40= $4544

12 Food Stall = $1206 + (2000 x 20/1000)= $1206 + $40= $1246

13 Planting Ceremony = $14,940 + (2000 x 20/1000)= $14, 940 + $40= $14, 980

# Product/Service Source Calculation1 Event Schedule and Map http://www.theposterprinters.com/maps.asp 450 x 20% = 5402 Entrance Banners http://www.durabanners.com.au/qsi/calculator.php 706.36 + 10% = 778.003 Stage Wrap http://www.stompstudios.com.au/shop/4586016915 (650 x 2) + 15% = 1495.004 Cross-Advertising with

Woodford Folk Festivalhttp://www.payscale.com/research/AU/Job=Retail_Sales_Associate/Hourly_Rate

(18.82 x 24) + 20% = 542.02(Sales staff to run the stall for 24 hours over three days)

5 Celebrity Endorsement (N, Kennedy, personal communication, April 7, 2015)(S. Donnelly, personal communication, April 8, 205)

7080 + 60% = 11,328.00(4 x social media posts per week per celebrity for 3 months @ $150 per post and 1 hour meet and greet opportunity at event)

6 Website Advertising https://www.hitsend.com.au/websites/?gclid=CJ-Z1djAzMUCFQxwvAodLUkA2w

275.00 + 15% = 316.25

7 Social Media Campaign http://www.payscale.com/research/AU/Job=Social_Media_Manager/Salary

$18.40 per hour, 1 hour a week, 17 weeks = 312.80312.80 x 15% =360.00

25

http://www.payscale.com/research/AU/Job=Social_Media_Manager/Salary

http://www.payscale.com/research/AU/Job=Social_Media_Manager/Salary

https://www.hitsend.com.au/websites/?gclid=CJ-Z1djAzMUCFQxwvAodLUkA2w

https://www.hitsend.com.au/websites/?gclid=CJ-Z1djAzMUCFQxwvAodLUkA2w

http://www.stompstudios.com.au/shop/4586016915

http://www.durabanners.com.au/qsi/calculator.php


8 News Coverage (J. Swinburne, personal communication, April 7, 2015) 3200 + 60% = 5120(20 minute segment on Today Tonight @7pm @ current rates)

9 VIP Experience http://www.glassdoor.com.au/Salaries/brand-ambassador-salary-SRCH_KO0,16.htmhttp://tents4events.com.au/our-products-and-prices/structured-marquees/

(1412.50 + 352) + 60% = $2,823.20(Marquee hire for tent with structured walls + wage for two stall attendees for 8 hours)

10 Cooking Activity https://www.harrythehirer.com.au/products/partiesevents/crockery-and-plattershttp://www.glassdoor.com.au/Salaries/brand-ambassador-salary-SRCH_KO0,16.htm

(22 per hour x 2 hours = 44(44 + 1110.50 + 500) + 70% = 2812.65(Brand ambassador host + Catering equipment hire + $50 food budget per contestant)

11 Kid Corner http://www.payscale.com/research/AU/Job=Child_Care_%2f_Day_Care_Worker/Hourly_Ratehttp://tents4events.com.au/our-products-and-prices/framed-marquees/http://www.alibaba.com/product-detail/unique-painted-storage-wooden-box-wooden_60206608959.html?s=phttp://www.bunnings.com.au/richgro-25l-all-purpose-garden-soil-mix-_p2961503http://www.bunnings.com.au/our-range/garden/plants/vegetables/vegetable-seedlings

Child care worker: 20 per hour x 4 hours = 80.0080 + 480 + (.50 x 500) + (3.95 x 50) + (3.99 x 500)80 + 480 + 250 + 197.50 + 1995 = 3002.503002.50 + 50% = $4503.75

Child care worker + Marquee + crates + soil + vegetable seedlings

12 Food Stall http://tents4events.com.au/our-products-and-prices/framed-marquees/http://www.glassdoor.com.au/Salaries/brand-ambassador-salary-SRCH_KO0,16.htm

(480 + 80 + 301.12) + 40% = 1205.56(Stall hire + stands + 2 sales staff @ $18.82 for 8 hours)

26

http://www.glassdoor.com.au/Salaries/brand-ambassador-salary-SRCH_KO0,16.htm


http://tents4events.com.au/our-products-and-prices/framed-marquees/


http://www.bunnings.com.au/our-range/garden/plants/vegetables/vegetable-seedlings

http://www.bunnings.com.au/our-range/garden/plants/vegetables/vegetable-seedlings

http://www.bunnings.com.au/richgro-25l-all-purpose-garden-soil-mix-_p2961503

http://www.bunnings.com.au/richgro-25l-all-purpose-garden-soil-mix-_p2961503

http://www.alibaba.com/product-detail/unique-painted-storage-wooden-box-wooden_60206608959.html?s=p





http://www.payscale.com/research/AU/Job=Child_Care_%2F_Day_Care_Worker/Hourly_Rate

http://www.payscale.com/research/AU/Job=Child_Care_%2F_Day_Care_Worker/Hourly_Rate



https://www.harrythehirer.com.au/products/partiesevents/crockery-and-platters

https://www.harrythehirer.com.au/products/partiesevents/crockery-and-platters

http://tents4events.com.au/our-products-and-prices/structured-marquees/

http://tents4events.com.au/our-products-and-prices/structured-marquees/




Sponsor Package- Flannery’s Natural and Organic SupermarketAsset Feature Function Benefit # Cost Cost Plus Actual

CostValue Note

Event Schedule and Map

A3 colour on gloss, folded paper - printed map on one side, schedule of activities on the other – handed out at entry of event as well as stands throughout grounds

Gives attendees directions and information about event activities, times they are held, and how to take part

Indicate the locations of Flannery’s activities on the map in association with other event activities and gives instruction on how to take part. Schedule features Flannery’s logo

2000 $450.00 20% $554.00 $640.00 1

Entrance Banner

5m x 3m full colour banner hanging above main entrance to event

Highlights sponsor involvement in event

Showcases Flannery’s as the primary sponsor of the event- enhances Flannery’s brand image by being associated with an environmentally sustainable event

1 $706.36 10% $778.00 $828.00 2

Stage Wrap 4m x 2m full colour banner wrap to be placed on the exterior of the stage throughout the festival duration.

Highlights sponsor involvement in the event activities

Showcases Flannery’s as primary sponsor of the event – memorable location as it is on display during all entertainment factors of event – enhancing brand image

2 $1,300.00 15% $1,495.00 $1,545.00 3

Website Advertising

Logo on banner of website, primary position on sponsor’s page of website, VIP Pamper Experience entry page link in ticketing webpage – heavily featured.

Inform attendees of event information, sponsorship, and activities.

Create a positive brand image by highlighting the involvement of Flannery’s in the festival. Showcase the interactive, family friendly and educations activities hosted by Flannery’s

1 $275.00 15% $316.25 $5,048.00 6

Social Media Posts on Facebook and Informs Create brand recognition 1 $312.80 15% $360.00 $390.00 7

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Campaign Instagram about Flannery’s, as well as links to event’s website and Flannery’s website. Run by Social Media Manager – 1 hour a week devoted to sponsorship

consumers of event, activities occurring and information

as main sponsor of event, increase traffic to Flannery’s webpage

News Coverage 20-minute segment on Today Tonight 2 months prior to the event. The story will cover what the event is about and will highlight Flannery’s as the primary sponsor.

Create awareness about the event by giving details about what happens at the event and the cause for it.

Recognition for Flannery’s on television to a mass audience through special mention in the news coverage.

1 $3,200.00 60% $5,120.00 $27,110.00 8

VIP Pamper Experience

Pamper Marquee with beauty therapists providing massages, facials and other beauty treatments.

Luxurious experience for attendees that adds value to event ticket.

Consumers relate their relaxing experience and feelings of enjoyment to Flannery’s product, creating image enhancement for Flannery’s brand and encouraging product sales.

1 $1,764.50 60% $2,823.20 $2,863.00 9

‘Cook Off’ – participatory activity on main stage

Main stage set up to fit 10 ‘contestants’ for a creative cooking challenge – 2 long benches with 5 workstations on each. All ingredients included, side table of

Family friendly, fun activity for attendees to both participate and watch whilst learning about organic foods

Showcases Flannery’s sponsorship as well as their products, as all ingredients can be purchased from a Flannery’s market stall at event or regular store. Allows consumers to trial

1 $1,654.50 70% $2,812.65 $2,582.00 10

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audience judges. Promotional staff runs activity.

their products in a fun environment

Kids Corner Interactive Marquee with take-home veggie patch boxes for kids to create. Seeds, plants, soil and box provided. Child minders run activity.

Hands on, fun, educational activity for child attendees, allows parents time to explore other parts of festival

Showcases Flannery’s core ethos of conservation (See appendix 2) by educating children about organic produce. Increase Brand Image and associates brand with family friendly ideals.

1 $3,002.50 50% $4,503.75 $4,544.00 11

Market Stall Mini supermarket of Flannery’s goods for sale – range from produce to beauty products. Stall manned by sales staff.

Opportunity to get information about or purchase products that have been showcased throughout the event by the sponsor.

Point of sale for target market can be customised to fit brands products. Highlights sponsorship.

1 $861.12 50% $1,205.56 $1,246.00 12

Total 0 0

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sponsorship proposal 2315hsl

Documents

Transcript of sponsorship proposal 2315hsl