1. Sponsorship 101: The Ask, The Offer, & The Return

2. INTRODUCTION Ken MacLeod  Manager, Theatre Operations & Hospitality Services Algonquin Students’ Association Bill Kitchen  Manager, Student Experience & Lounge Operations Algonquin Students’ Association

3. OVERVIEW How to Approach, Frame, & Lock Down Sponsorships The presentation is “event” based (concepts apply elsewhere too) You need to know your needs before you can ask for help Sponsorship vs Partnership Making a Request vs Receiving a Request

4. SPONSORSHIP vs PARTNERSHIP Sponsorship Goal is Advertising Whole Event, or just Components of the Event Other Departments / Local Business / National Business / etc Financial Contribution Partnership Mutual Cooperation for an end goal (which includes Advertising) Whole Event Other Departments / Local Promoters / Local Radio / etc Shared Financial Risk

5. THE ASK WHAT IS YOUR GOAL Identify programs / activities that are being held back because they don’t have quite enough financial resources what additional resources would have the greatest impact to the customer experience what local / or large partners provide services or supplies that address those needs

6. THE OFFER UNDERSTANDING EACH OTHER Tangible vs Intangible Benefits Under Promise & Over Deliver Build a Sponsorship Package How can you pitch your idea most effectively Finding the best fit

7. THE RETURN WAS IT THE RIGHT FIT Metrics Core Values Return on Investment Sustainable

8. EVALUATING YOUR SUCCESS EVALUATE SUCCESS ON MEETING YOUR ESTABLISHED GOALS Break the event down into component parts Guest experience Vs. Behind the scenes experience Event feedback from attendees Feedback from your partners Staff | Sponsors | Venue | etc. Make sure to say THANK YOU!!!