One of your most difficult tasks but probably the single most important one in
the eventual success of your sponsorship program. The goal is to strike a
balance between the value of your sponsor assets and the return on investment
assessment that potential sponsors might perform on your sponsor opportunity.
The closer these two assessments match the better. The challenge is that you
determine one half of this assessment. Sponsor assets that are undervalued
results in minimizing financial returns to your School and or District. Sponsor
assets that are overvalued results greatly diminishing your sponsor sales
Determine the complete list of approved sponsor exposure, rights and benefits
opportunities available at your School or District. See template listing.
Determine the number of sponsor categories that will constitute your sponsorship
structure. Typically, there would be three categories within your structure. You
can name these categories or levels based on your unique School or District
environment but by prime example, Presenting Sponsor, Major Sponsor and Official
Supplier. It is also recommended that you have a maximum number of sponsors at
each level to avoid sponsor clutter and provide some sense of sponsors being
part of a smaller sponsor group.
Allocate your sponsor assets to each of your sponsor categories or levels making
sure there are assets that only accrue to each level, all at the highest level,
fewer but still significant at the middle level and fewer again and less
significant at the lowest level within your structure.
Develop the critical mass numbers associated with your School or District.
Include student enrolment, number of student athletes, parents, school staff,
coaches, website hits and spectators at sporting and other events.
Assign a dollar value to each of your sponsor category levels. This value will
be determined by your total financial goal balanced against the current value of
your specific marketplace. Obtain as much information as possible on your
marketplace, sponsor revenues
amature teen msnwith similar sized sponsor properties in your area.
School or District Financial Goal - $30,000 Annually
Presenting Sponsors 2 at $ 10,000
Major Sponsors 2 at $ 5,000
Official Suppliers 5 at $ 2,000
It is recommended that your rights and benefits cost include the printing costs
for any banners that are included in your list of rights and benefits. This will
allow for a more inclusive cost to the sponsor and also allow you to maintain
the desired consistency in banner sizing and materials.