Designing and Selling Your Sponsorship Program (2-Day) Toronto

The sponsorship landscape has changed dramatically.  Companies are no longer content with just brand awareness - they want to connect with audiences in ways that build trust and loyalty. Organizations that are stuck in the Gold, Silver, Bronze "metal level" game are increasingly finding themselves overlooked by companies that are gravitating toward more meaningful sponsorships; those that demonstrate how their brand is a relevant, important component of the audience experience.

Now in its 9th year, this two-day workshop is ideal for any professional who is responsible for driving revenue for their public or not-for-profit organization and wants to take an organized, professional approach towards designing, marketing and selling their sponsorship program. This unique program has helped hundreds of professionals take a more strategic approach towards sponsorships. It takes you through a proven, end-to-end design and sales process that has been used to generate more than $25 million in sponsorship revenues. Take this Sponsorship Self-Analysis Test to determine if this workshop is right for you.

Day 1 - Designing Your Sponsorship Program

Day 1 takes you through an organized process to identify, package and create value for your organization's sponsorship assets.  The Course Workbook guides you through the process for creating your own Customized Sponsorship Program. At the conclusion of the workshop, you’ll have a sponsorship framework that is ready to implement.

You will learn how to:

• Identify and determine the value of your sponsorship offerings;
• Leverage your audience to expand the range of potential sponsors;
• Customize sponsorship packages that push prospect "hot buttons";
• Transition from "donations" to more lucrative marketing budgets;
• Build social media and other audience engagement elements into your sponsorship proposals;
• Prepare professional agreements;
• Build an internal culture that supports your sponsorship program.

Day 2 - Selling Your Sponsorship Program

One of the biggest challenges facing not-for-profit and public sector organizations is how to effectively engage and recruit corporate partners. Day 2 is designed for fund development and sponsorship managers and related professionals involved in soliciting corporate funds and/or in-kind services who want to take a more professional approach towards selling. It will provide the essential sales training you need to be more effective at reaching potential prospects, presenting your solutions and influencing the decision-making process.

You Will Learn How To:

• Leverage your organization’s brand and unique selling proposition;
• Develop an organizational culture that supports the sales function;
• Develop a structured sales plan;
• Prepare effective sales collateral;
• Effectively promote your sponsorship opportunities;
• Identify prospects that are aligned with your organization’s goals;
• Make contact and build relationships with prospects;
• Uncover prospect needs;
• Prepare compelling corporate partner proposals;
• Handle objections and other delay tactics;
• Negotiate win-win agreements;
• Retain sponsors and other corporate partners.

Educational content will be combined with exercises, discussions and hands-on practice to make for a fast-paced and lively workshop. The Course Workbook will help you develop your own Sales Plan.