2315THS Event Marketing and Sponsorship |Marketing Proposal

Dear Sir/Madam,

This is my application to ask for your sponsorship in the Brissie to the Bay bike ride event that will take place on 17^th of June 2018 because I believe our partnership can be a positive one for both of us. Brissie to the Bay fundraising event is organized for the purpose of fundraising money that will help millions of Australians living with multiple sclerosis disease. The event will involve different categories of bike riding marathons starting from 10km to 100km races. The event targets more than 1000 attendees and to raise $1.3 million.

I am looking for thirty five thousand dollars sponsorship, with 60% provided in two months before the event in a deal that will see you get exclusive naming rights of the event, advertisement and branding. The money will help us to prepare for the event adequately in terms of marketing and ticket printing.

Our partnership will not only increase your visibility on the market but also provide an opportunity for you to meet with your target market and network. This deal will also provide you wit

I look forward to your positive response about this sponsorship partnership.

Yours sincerely,

Brissie to the Bay

Executive summary

This is an event marketing proposal to Isuzu motor company to sponsor the Brissie to the Bay bike ride marathon that will take place on 27^th of June 2018 for fundraising for the people suffering from multiple sclerosis diseases. The proposal begins with the information about the event which includes the date for the event, venue of the event, purpose, the target attendees, and the entrance fee. It goes ahead to describe the target market for the event and the sponsors also. The next part outlines the marketing plan for the event and how it will be carried out. This is followed by a description of sponsor benefits. In this part, the sponsor will be made aware of what they will get from the event and how. The next segment is the leverage ideas, which explains in detail in what ways will the event support the sponsors achieve their value for money from the sponsoring the event. The following part talks about sponsor investment which describes the amount the event organizers are seeking from the sponsor to prepare for the event. This is followed by the appendices and then the inventory for the value of assets. In the inventory, the value of assets to be offered to the sponsor during the event is calculated.

Event property details

The event is the Brissie to the Bay bike ride that has been in existence for more decades and has been part of the Brisbane cycling scene. The event is scheduled to be held on 17^th of June 2018 and Queensland will be the venue of the event (Brissie to the Bay, n.d.). The event does not only provide fun for families and friends but is also targeting to raise 1.3 million dollars to help people living with multiple sclerosis. This is money that will go to help change lives of thousands of people who have this condition so that they can also have a chance to live a healthy life. Multiple sclerosis is a neurological disease that is unique to every person regarding severity, symptoms, and development of the disease. Therefore, this an event that is targeting contributions from the attendees that will help create programs and support that will help improve the lives of people living with this disease (Brissie to the Bay, n.d.).

There will be four different types of marathons so that every person is taken care of. The marathons are divided according to distance whereby there is a 10km marathon around the Brisbane Riverside that is family friends. There is also the scenic 25km marathon ride to Balmoral, 50km classic ride to Wynnum and the most challenging one, 100km course marathon ride for the experienced riders. So from the four marathons, it means that everyone that attends the event will be catered for so that everyone can enjoy the day (Brissie to the Bay, n.d.). The entry price will be as follows; 10 to 25km ride will pay 75 dollars for adults, children between the age of six and seventeen years will pay 55 dollars and children below the age of 5 years will enter free. There is also a family package whereby a family with a maximum of 5 people and composed of a maximum of two adults and three children will pay 200 dollars. The second category is the 50km ride whereby adults will pay 110 dollars, children between the age of 13 and 17 years will pay 65 dollars, a family with a maximum of four people composed of a maximum, of two adults and three children will pay 200 dollars. The last category is the 100km ride whereby adults will pay 140 dollars and children between the age of 16 and 17 years will pay 80 dollars.

There is also a free to download Brissie to the Bay mobile application that is used to help the interested parties to fundraise through paying of their entry tickets, fundraise through email, Twitter and Facebook, sent emails of their fundraiser page to other people to motivate them to participate in the event as well as thank the sponsors for their support (Brissie to the Bay, n.d.). The app will also be used to view personal fundraise progress of the team members, the interactive course maps of the ride marathon distances and view individual and team leaderboards.

Target market

The target market for this event will be the MS legends and the 1000 dollar club members. These are individuals who have gone above and beyond in the fundraising for the event to fight multiple sclerosis. The other target market will be the adult members of the events because of their financial power to fundraise and participate in the marathons. The third target market will be the corporate teams (Brissie to the Bay, n.d.). Corporate groups are those teams that fundraise more than 1000 dollars for the event. The fourth target market will be the volunteers who include the groups such as course marshals, drink station assistants, registration, left luggage assistants, merchandise, and event flows. These are the people who apart from the usual duties in the event, will also assist in the marketing and branding of sponsors.

Marketing plan

The market mix utilized to promote the event will do differently. First of all, the event has a stellar and interactive website which is the main component of marketing the event. The site is well designed and offers a good experience to the users. The site will be detailed with the event’s activities and information as well as sponsor’s information, contribution, and acknowledgments. There is a free to download Brissie to the Bay mobile application that will be used to fundraise as well as acknowledging sponsors for their support for the event. Through the app, a person can access the fundraiser accounts that will include uploading pictures straight to the fundraising page, fundraising through social media platforms and email sending. Email is sharing the fundraising page, motivating team members, and thanking sponsors, observe individual fundraise progress, view different marathon course maps, and see individual and team leaderboards. The application is available for both Android and iPhone.

There is also digital marketing that will lay the foundation for attracting more people to the event. Digital marketing will be done through social media platforms such as Facebook, Twitter, Instagram and WhatsApp (Kim, n.d.) There are also poster downloads that can be done on the website. The posters can be put up in local stores, schools, offices, and libraries to encourage new or potential customers (McDonnell & Moir, 2014, The other marketing plan is through merchandise which can be purchased upon registration for the event. Some of the merchandise include the 2018 MS Brissie to the bay jersey which goes for 99 dollars. The second one is the 2018 MS Brissie to the Bay T-shirt which goes for 27 dollars. The merchandise can as well be used to market the event as well as promote the sponsors visibility on the market (Kim, n.d.).

Sponsor benefits

The sponsor who will partner in support of the event will also benefit from the function in so many ways. The sponsor’s main advantage will be to gain visibility on the market and enhance their penetration on the market by improving their market share (Fisher, n.d.). Since the event will possibly attract hundreds to thousands of attendees, the sponsor will stand a chance to market their products to the attendees as well as more people will get a chance to know more about their products and services. This will be done in the following ways;

Merchandising rights

The sponsor will get merchandising rights that they may use to promote their brand as well as the event. Some of the merchants that sponsors can utilize are branded T-shirts, caps, jerseys, and sweatpants. These products will be sold to the attendees or given as gifts depending on specific criteria. Therefore, the sponsors will not only sell their merchandise but also promote the visibility of their brand to the broader audience at the event (Fisher, n.d.).

Reserved VIP tickets and space for the event

The sponsor will get reserved space to sample their products to the attendees who will provide an opportunity to promote their brand (Fisher, n.d.).

On-site product sampling

The sponsor will get an opportunity to sample their products to the attendees. This will help not only market the products but also get potential buyers of their products. This will also give the sponsor a competitive edge on the market.

Use of logos, images, and trademarks in the event

The sponsor will also be allowed to use their company logos, colors and trademarks to promote their brand in the event. This will enhance their visibility in the event as well as in the broader market (Fisher, n.d.).

Online-related benefits such as contributions to the content of the website

The sponsor will also get an opportunity to contribute to the details put on the site of the event which provide them with a chance to come up with content that promotes their brand. This will also provide an opportunity for sponsors to design banners and advertisements on the event website.

Allowing the sponsor to engage with event attendees by blogging on the website

The event organizers will support the sponsor’s social media platforms trending via their channels through liking, retweeting and sharing of messages and images.

On top of this benefits, the sponsor will enjoy the following packages; product endorsements, tailor-made hospitality for sponsors VIP audience, early access to event tickets, introductions to celebrities who will be gracing the event, inclusion in media releases and press conferences, and participation in the event by stakeholders and employees of the sponsor at a discounted fee.

Creative Leverage Ideas

Sponsor live streaming

This is for those who will not be attending the event. This provides a means to reach out to the broader audience who failed to show up to the event. Through live streaming, the sponsor’s brand will be as well broadcasted. The social media channels for both the sponsors and the event will be used to advertise the event as well as live streaming of the event (Fisher, n.d.).

Naming rights

The event sponsor will get naming rights of the event upon contract agreement and meet the terms and conditions of the event. This way the sponsor will benefit from the brand being visible to the public.

Charging station

This will be done in such a way that sponsor will have a charging station where the attendees will drop by to charge their phones and laptops. In this charging booths, sponsor’s logos will be placed carefully in a way that they are visible to the attendees.

Illuminated smart walls plus social media

This technique is an event stopper because the illuminated walls are perfect for mixing social media with digital display. This will be used to develop a hub that connects attendees via online platforms like Instagram and Twitter. The main advantage is that it’s the attendees of the event who will create content for the sponsors. This could be done through hashtags specific to the event as a package of sponsorship.

Opening and closing parties

These opening and closing parties will be exclusive to the sponsor. These parties will provide a platform for branding and networking as well as an opportunity for catalog listings, placement of the logos and promotions on social media.

Video interviews

These interviews will be offered as part of the package for the sponsors because videos are a better means to attract the attention of the attendees rather than reading materials. These videos will be uploaded to the social media as well as the event website and blog. With the event expecting hundreds of attendees, the social platforms will be stronger and trend therefore providing an excellent opportunity to promote sponsor’s brand.

Sponsor’s Investment

The event targets investment of a sponsorship package of thirty-five thousand dollars. The event seeks a 60 percent of the total sponsorship two months before the real day. This is to help in the facilitation of the event, preparations of the venue, tickets, advertisements, and other necessary stuff for the event. There can also be future agreements such as discounts for multi-year sponsorship contract agreement depending on how successful this event turns out. Upon this sponsorship, the sponsor will gain exclusivity to the event for branding and networking and exposure to the target market.

Value of the Sponsorship

The value of the sponsorship to the sponsor is the advertisement that the event will offer. The marketing, branding and networking benefits that event brings on the table are of so much value to the sponsor. First, they increase the visibility of the sponsor’s brand to their target market all at once. It is also through the event that the sponsors get an opportunity to meet face to face with the target market and build a network whereby the sponsor can sample the products to them. The event is also of value to the sponsor because it will help the sponsor increase penetration on the market thus gaining a competitive edge over its potential competitors. By a mere fact of a brand, sponsoring a fundraising event of a disease that has affected millions of people in Australia is enough strategy of building its brand of helping the people in need.

Moreover, the brand loyalty can also be increased through the event. Therefore, the sponsor will also be able to retain the already customers it had in the past. The event is also of value as on occasion; it will be able to trend on social media platforms, therefore, using it as an opportunity to market its brand.

References

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