Dr. Stephen B. Castleberry, Spring 2013
Course Outcome Goals:
1. Understand sponsorships and how they relate to segmentation, target marketing and integrated marketing communication
2. Understand how to develop and sell sponsorships to organizations
3. Learn techniques for financial evaluation, quantifying impact and recommending decisions regarding sponsorship purchases based on marketing and financial targets.
What is a Sponsorship?
A strategic relationship between a marketer (e.g., Mayo Clinic, IBM, Hormel, etc.) and a property (e.g., again, it can be an organization like the Mayo Clinic, IBM, Hormel, etc. or someone like the Minnesota Twins, the Walker Art Center, Summer Market and Music Festival) in which the marketer pays a cash or in-kind fee in return for access to the exploitable commercial potential associated with the property. The degree of integration is what makes it a sponsorship (i.e., it is more than just advertising).
What are some examples of sponsorships?
Property who is looking for sponsors Marketer who decides to be a sponsor
Rochester Summer Market and Music Festival Budweiser
Minnesota Children’s Museum IBM
IBM Innovate 2012 event Green Hat, Ltd.
Mayo Clinic (for their webpages) DermStore.com
Grandma’s Marathon Mayo Clinic
2012 Hy-Vee Triathlon Hormel
Lowe’s Motor Speedway Coca-Cola
Team USA P & G
Rochester Area Chamber of Commerce Think Mutual Bank
Walk to End Alzheimer’s Event Kwik Trip
Some sample sponsorship pages:
Draft: Dr. Castleberry is open to suggestions from students as to what they would like the course to entail