sponsorship proposal 2315hsl
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Sponsorship Proposal 2315HSL _ Rachel Perkins S2842431_ Pia Bimbi S2885405
Sponsorship Proposal
Event Marketing and Sponsorship2315HSL
Rachel Perkins: S2842431 & Pia Bimbi S2885405
Word Count: 2427(Not including: Cover Letter, Executive Summary, Reference List, Appendices,
and Inventory of Assets)
Tutor: Jason DoyleTutorial Time: 12pm Wednesday
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Sponsorship Proposal 2315HSL _ Rachel Perkins S2842431_ Pia Bimbi S2885405
20/05/2015Flannery’s Natural and Organic SupermarketAttn: Martin Meek, CEO and Founder Gold Coast Headquarters, QLD
Dear Martin Meek,
We present this sponsorship proposal to you with the knowledge that this potential collaboration would be mutually beneficial one. The planting festival is an established, well-known and well-liked community event held annually on the 6th of June, and typically attracts around 2000 attendees. The core of our festival is to create an environment at Woodford that can be dedicated to future generations through conservation and preservation, as we aim to create market leadership and offer event patrons educational opportunities. We believe that our core values fit with the ethos of your company, as you too aim to project messages of environmental sustainability through organic, natural living to your consumers.
The target market for Flannery’s both complements and coincides with our own, as both organisations aim to influence the local community. Targeting consumers in the same geographic zone means that you will be able to communicate with additional consumers to gain more support from local farmers and families who want to be in partnership with Flannery’s, which will give your company the opportunity to expand enterprises. As Flannery’s promotes organic lifestyles that are sustainable and we, The Planting Festival, focus on the education of sustainable lifestyles, this sponsorship will be a natural fit and consumers will be more than accepting of Flannery’s brand involvement in our festival.
Your sponsorship of $30,000 will be returned many times over as Flannery’s will be benefitted in the following ways; creating brand awareness and a unique position in the market with a competitive edge, enhance company image and reinforce the company ethos, create community relations and connections, showcase and launch products and have exclusive access to The Planting Festival’s customer database. This investment is valued at over $45,000 and specialized creative leverage is offered as value. The creative leverage that we would organize for your company include a ‘Cook-Off’ demonstration, a VIP Pamper Experience, Kid’s Corner and a Market Stall to create consumer engagement.
We thank you for taking the time to read this sponsorship proposal, we trust that it will exceed your expectations and a new business partnership will be in our future.
Kind Regards,
Rachel Perkins- Event ManagerPH. 0424 240 254 E: [email protected]
Pia Bimbi- Marketing ManagerPH. 0419 940 288 E. [email protected]
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Sponsorship Proposal 2315HSL _ Rachel Perkins S2842431_ Pia Bimbi S2885405
Executive Summary
This proposal is directed at Flannery’s Natural and Organic Supermarket to sponsor The Planting
Festival. Held annually at Woodford, the event is a modernized working-bee where artists
entertain the 2000 attendees while working towards conservation and environmental
rejuvenation of the area.
The target markets for the festival are local families and conservationists living within a 200km
radius of the festival, who value education about conservation and community engagement.
Flannery’s target markets – local organic producers and consumers aged 18 -55 who care about
personal and environmental health - intertwine perfectly based on their matching geographic
profiles, lifestyles and psychographic variables.
Furthermore, all Marketing Mix elements of the festival match with Flannery’s. The festival is
held within the region of all of Flannery’s Queensland stores and the core of the event itself
matches Flannery’s company ethos of conservation, preservation and sustainable practices. The
promotion strategies for the event aim increase awareness, attendance, and media coverage and
these promotions will feature Flannery’s through print/outdoor media, online advertising, news
coverage and stalls at other QFF events.
Creative leverage has been specifically created to highlight Flannery’s sponsorship and synergy
with the event. A cooking competition will allow attendees to compete to create a meal using
Flannery’s ingredients, which will encourage to trial and later purchase of products. ‘Kids’
Corner’ will be a family friendly activity were children create a take home vegie-patch box and
this will create a positive brand image, recognition and trial of products. The VIP Experience is
an intimate pamper experience were Flannery’s beauty products are used in beauty therapy,
which creates a positive brand recollection for their experience. All of Flannery’s products will
be available to purchase products in a Flannery’s Market Stall.
For an investment of $30,000 (we offer discount for early commitment), Flannery’s will receive
endless benefit. Valued at $46,796 this sponsorship opportunity is exclusive and innovative. It
will create brand awareness within the market whilst also creating a unique brand position and
brand image. The leverage idea’s proposed will create a database for Flannery’s and can be used
as an outlet to launch and showcase new products to the market, whilst maintain community
ties.
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Table of Contents1. Event Information 7
2. Target Markets 7
2.1 The Planting Festival Target Markets 7
2.2. Flannery’s Target Markets 8
2.3. Target Market Compatibility: 8
2.4. Bulls-eye Analysis: 8
3. Marketing Plan 9
3.1. Product, Price and Place: 9
3.4. Promotion: 9
4. Creative Leverage Ideas 10
4.1. Flannery’s Organic Cook-Off 10
4.2. Flannery’s Kids Corner- DIY Veggie Garden: 11
4.3. Flannery’s VIP Pamper Experience: 11
5. Sponsorship Benefits 12
6. Investment 13
7. Value of the Sponsorship 13
Reference List: 15
Appendix 17
Appendix 1: The Planting Festival Brand Bulls eye 17
Appendix 2: Flannery’s Natural and Organic Supermarket Bulls eye 18
Appendix 4: Flannery’s inclusion in The Planting Festival Website Banner 20
Appendix 5: Entrance Banner to The Planting Festival 20
Appendix 6: Stage Wrap Banners 20
Appendix 7: Event Schedule 21
Appendix 8: Event Map featuring Creative Leverage Ideas 22
Appendix 9: Kids Corner Take Home Veggie Patch 23
Inventory of Assets 23
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Sponsorship Proposal 2315HSL _ Rachel Perkins S2842431_ Pia Bimbi S2885405
1. Event Information
The Planting Festival is a three-day, environmentally orientated music festival hosted
annually by the Queensland Folk Federation (QFF). It is held at Woodford on the 6th of June
2016, typically attracting around 2000 attendees. Tickets prices are consistently inexpensive
at $12.69 for a child admission and $56.34 for an adult admission (The Planting, 2015).
The Planting is an evolution of a working-bee that began in 1997 on the Woodford site,
which is used as festival grounds for other events including the Woodford Folk Festival, The
Stampede and the Woodford Show (The Planting, 2015). During our festival, popular folk
musicians and artists entertain event attendees as they participate in educational eco-
workshops, plant trees and restore the environment so that the site can extend to its natural
potential and be enjoyed by present and future generations (The Planting, 2015).
2. Target Markets
2.1 The Planting Festival Target Markets
A primary target market for The Planting Festival are local, middle class, families who live in
Woodford and surrounding areas within a 200km radius, including all Brisbane regions and
the Gold Coast community. They enjoy a family lifestyle and have strong ties within their
communities and commitments to their local area (Manthiou, Lee, Tang & Chiang, 2014).
Local families recognize the value in teaching their children about environmental
conversation of their community so it can be preserved for their enjoyment. The secondary
target market for our festival are conservationists that live in the same geographical zone as
the primary market. They have a medium to high income and are highly educated. Their
education (Bachelor Degree or Diploma) is likely to have promoted their involvement in
conservation (ABS, 2010). This target group enjoys literature and education as well as
conversation and socialization. These consumers are interested in, and will spend money on,
products or events that aid in conservation and preservation (Greggor, Clayton, Phalan &
Thornton, 2014).
2.2. Flannery’s Target Markets
Local organic producers and enthusiasts are the main target market for Flannery’s
Supermarket (Flannery’s Natural and Organic Supermarket, 2014). Flannery’s aims to
attract and engage local producers that farm organically, create organic skin-care and beauty
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Sponsorship Proposal 2315HSL _ Rachel Perkins S2842431_ Pia Bimbi S2885405
products and are interested in naturopathy and natural healing, and then sell these goods
onto organic enthusiasts. The producer and consumer groups are aged from 18 to 55 and
live locally, or within a 150km radius of a Flannery’s outlet within Queensland. These target
markets have medium to high incomes and higher educations that warrant their education
about holistic remedies and organic produce (Miller, 2002). These consumers are high
usage, and shop weekly or fortnightly at Flannery’s Supermarkets to purchase their
groceries. This target market is highly concerned with their own health, as well as the health
and preservation of the natural environment from which products are made.
2.3. Target Market Compatibility:
The target market for Flannery’s both complements and coincides with our own, as both
organisations aim to penetrate the local community. Targeting consumers in the same
geographic zone (See Appendix 3), means that Flannery’s will be able to communicate with
additional consumers to gain more support from local farmers and families who want to be
in partnership with Flannery’s, which will give your company the opportunity to expand
enterprises. As Flannery’s promotes organic lifestyles that are sustainable and we, The
Planting Festival, focus on the education of sustainable lifestyles, this sponsorship will be a
natural fit and consumers will be more than accepting of Flannery’s brand involvement in
our festival. Another benefit for Flannery’s is that conservationists who attend the The
Planting Festival are willing to purchase new products that fit within the sustainable theme
(Greggor et al., 2014).
2.4. Bulls-eye Analysis:
A Bulls eye analysis for The Planting Festival and Flannery’s Supermarket was constructed in
order to gain insight into the brand identity of each enterprise and to note connections
between the brands that would assist in collaboration (See Appendix 1 and 2). It was noted
that at the core of each brand was conservation and sustainability, which means that the
goals and objectives for each party would be likely to overlap. The brands also had
similarities in their ‘hot buttons’ including the enhancement of community ties, giving back
to the community, and having a positive brand image. Consumer perception of the brand
was also similar in the Bulls eye, as each business is community orientated and promotes
sustainable lifestyles. There is a subtle correlation of education between the brands; as we
aim to educated patrons about sustainable lifestyles and conservation and Flannery’s aims to
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Sponsorship Proposal 2315HSL _ Rachel Perkins S2842431_ Pia Bimbi S2885405
educated customers about organic lifestyles. An organic lifestyle is a sustainable one, so both
of our educational goals can be reached with this business collaboration.
3. Marketing Plan
3.1. Product, Price and Place:
The core of our festival is to create an environment at Woodford that can be dedicated to
future generations through conservation and preservation, and aims to create market
leadership and corporate social responsibility by providing educative opportunities (The
Planting, 2015). This fits with the ethos of Flannery’s, as you too aim to project messages of
environmental sustainability through organic, natural living to your consumers. Flannery’s
recognises the environmental benefits of organic practices and showcases this in its
enterprises (Flannery’s Natural & Organic Supermarket, 2015). Because of this affordable
ticketing of the festival, consumers are more inclined to spend more money at the other
market stalls on the day, which is advantageous for Flannery’s market stalls (Felsenstein &
Fleischer, 2003). Each of Flannery’s stores is located within a reasonable distance of The
Planting Festival, giving event attendees ease of access (See Appendix 3).
3.4. Promotion:
Our promotion strategies aim to increase awareness, attendance and media coverage of the
festival. This is done by utilising the following strategies: use of social media via Facebook
and Instagram to share information, images, and run competition; ticket bundling with
Woodford Folk Festival to increase dual attendance; news coverage leading up to the event;
and celebrity endorsements that act as brand ambassadors as they embody our event and
it’s goals. To be involved with other events held by QFF, we have stalls at their entrances that
sell tickets to The Planting, to increase awareness and reach new consumers in the area.
Flannery’s will be involved in promotion wherever suitable to give recognition to your
sponsorship of our event. Flannery’s will be included in social media campaigns using the
hash tag #theplantingxflannerys to raise awareness of Flannery’s involvement and allow
consumers access to Flannery’s social media sites. This is predicted to increase website hits
for Flannery’s as interest is gained. When consumers purchase tickets on The Planting
Festival’s website, they will immediately see Flannery’s logo in the website banner (See
Appendix 4) and attendees of the Woodford Folk Festival will also see this involvement as
they will visit the website too when purchasing ticket bundles. Flannery’s will also be heavily
featured during the news coverage leading up to the event, which focuses on the education
of conservation aspect of the festival.7
Sponsorship Proposal 2315HSL _ Rachel Perkins S2842431_ Pia Bimbi S2885405
Print Media is used throughout our event, and each of these will feature your logo in some
respect. At the entrance of the festival will be a banner highlighting your involvement with
the event, which is promotion your brand image of conservation (See Appendix 5). The main
stage will feature two large banners (See Appendix 6), highlighting Flannery’s primary
sponsorship, this will be seen by all during entertainment portions of event, furthering the
brands image. Throughout the festival will be hand-outs that feature your logo, with one side
acting as a schedule and the other a map (See Appendix 7 & 8), this will highlight your
involvement in our event, especially the Flannery’s run activities within the festival and how
attendees can take part.
4. Creative Leverage Ideas
4.1. Flannery’s Organic Cook-Off
Flannery’s Organic Cook-Off is a competition-based activity that encourages event goers to
be creative and come up with their best organic recipe. From this, the most creative 10
entrees will move on to the cooking challenge. The activity will run like a mockup of the
Masterchef television series, which is popular with all target markets and likely to engage
them. The contestants will have access to a Flannery’s Market Stall open to everyone after
contest where they are given a time limit to collect the ingredients for their recipe. After this,
the meal will be prepared in a 45-minute time frame in which onlookers can gain insight into
the products used. During the cooking time, a Flannery’s ‘brand ambassador’ will go around
to each competitor’s station to highlight the Flannery’s products that are being used. After
the cooking time, a panel of three will judge each dish. This panel will consist of volunteers
from the audience in order to increase engagement. This activity encourages product trial
within the competitors and onlookers and the winner of the competition will receive a $200
Flannery’s voucher to use in all stores, which will further encourage them to trail the brand.
This activity will leverage Flannery’s as a fun and interactive brand for the whole family and
enhance your image within a key demographic. It will also create awareness of the easy-to-
use products that Flannery’s stocks and the creative dishes that can be made using these
ingredients.
4.2. Flannery’s Kids Corner- DIY Veggie Garden:
To further enhance the family friendly image of Flannery’s, a Kids Corner will run where
children have the opportunity to make their own Portable Vegetable Garden to take home
with them. There will be 4 sessions of the workshop, each running for 1 hour. Children will
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Sponsorship Proposal 2315HSL _ Rachel Perkins S2842431_ Pia Bimbi S2885405
construct a three vegetable garden patch within a Flannery’s branded garden box, using
Flannery’s seedlings (See Appendix 9). The children get to take their garden box home with
them, which will allow them and their parents to trial the product, and consistently see your
brand logo. It will also help Flannery’s to gain a unique market position by showcasing the
wide variety of products that are stocked in stores, and how the whole family can use
Flannery’s products. Vegetable gardens are economically sustainable and this will showcase
the environmental ethos and environmental aspect of Flannery’s, further enhancing your
brand image.
4.3. Flannery’s VIP Pamper Experience:
When tickets for The Planting Festival are purchased online, consumers will be
automatically entered into the draw with their email address to win a Flannery’s VIP Pamper
Experience for themselves and a friend. There will be 15 winners in total, so the Pamper
Experience will cater for 30 patrons throughout the event duration. Once the emails are
entered into the competition, Flannery’s will have built a consumer database of contact
emails for future promotional material. On the day, the Flannery’s VIP Pamper booth will be
well signed and set up as a professional beauty salon. Beauty therapists will conduct the
sessions using Flannery’s natural and organic skin care and hair care product range. This
will showcase the products, create awareness for the consumer about the diverse range of
stock, and allow a trial the products. All of the products used in the pampering will be
available for sale in an adjacent market stall, which is open to all of our attendees. Massage
and beauty therapy allows consumers to relax and unwind, helping them to relate your
product with feelings of enjoyment (Post, 2005). This will help you connect more personally
with members of the community and create customer relations, leading consumers to
purchase the product outside of the event.
5. Sponsorship Benefits
Create Brand Awareness and Unique Market Position
Flannery’s products and business culture will be showcased throughout the duration of the
event via creative leverage, signage, and social media and webpage advertisements. This
creates brand awareness for consumers with a focus on natural and organic living, uniquely
positioning the brand against competitors in terms of sustainability and social responsibility.
Image Enhancement and Reinforcement
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Sponsorship Proposal 2315HSL _ Rachel Perkins S2842431_ Pia Bimbi S2885405
As a sponsor of The Planting Festival, Flannery’s Supermarket will be publicly endorsed as
an environmentally friendly and ethical brand, reinforcing and strengthening you current
brand image. Event attendee’s will associate Flannery’s with ethical business practices;
influencing their future buying habits to make Flannery’s a priority choice.
Community Relations and Connections
Our festival will act as a platform for Flannery’s to meet and engage new customers and
clients that are local to their branches. It will allow you to engage with new producers and
expose the brand to new customers that will shop at your outlets regularly after our event.
Database Access
Email addresses entered into the Flannery’s VIP Pamper Experience after the ticket
purchase will create a database of contacts for you to access. We also have a database of
previous and current ticket holders with their preference for promotional contact. Through
this email database, Flannery’s will be able to follow up and send discount vouchers or
promotions, promote new products, and run competitions.
Product Showcase and Launch
The Flannery’s stalls and interactive activities at the event will create better visibility of
product range and can be used to launch new products. The participatory aspect of the
activities allows consumers to trial and be educated about their products, which often leads
to product adoption. This will stimulate product sales both in and outside of our event.
6. Investment
For this collaboration to take place, we are asking for an investment of $30,000; well below
the value of the investment. This deal is inclusive of all promotional activities and creative
leverage ideas outlined in this sponsorship package.
60% of the investment will need to be paid at least 6 months prior to event, as elements of
promotion will need to be edited to well feature your sponsorship (entrance banners, stage
wraps, event maps and schedules). The remaining 40% of investment is to be paid 3 months
before the event, to ensure hiring of equipment for leverage ideas is guaranteed and set up
on time. If you commit to this partnership within the next month, a 15% discount to the
investment will be offered, as an act of good faith.
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Sponsorship Proposal 2315HSL _ Rachel Perkins S2842431_ Pia Bimbi S2885405
7. Value of the Sponsorship
For an investment of $30,000, you will receive much more in value. The sponsorship package
we are offering is monetarily valued at $46,796.00. Even more than the economic value you
receive, your sponsorship in The Planting Festival is an investment into the future of your
company through building strong ties to the community it is based in.
We are offering you exclusive, responsive contact and exposure with your key demographic
in an innovative environment that simultaneously reinforces your brand image and
positions your company at the head of preservation, conservation and education in both the
supermarket and organic industries.
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Reference List:
Australian Bureau of Statistics. (2010). Australian Social Trends; Environmental Awareness
and Action, June 2010. (Catalogue No. 4102.0). Retrieved from
http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features20Jun
+2010
Australian Bureau of Statistics. (2011). Australian Social Trends, June, 2011. (Catalogue No.
4102.0). Retrieved from
http://www.abs.gov.au/AUSSTATS/[email protected]/Lookup/4102.0Main+Features60Jun
+2011
Australian Bureau of Statistics. (2012). Community Engagement with Nature Conservation,
Australia, 2011-12. (Catalogue No. 4602.0.00.002). Retrieved from
http://www.abs.gov.au/ausstats/[email protected]/Lookup/4602.0.00.002main+features4
2011-12
Felsenstein, D., & Fleischer, A. (2003). Local festivals and tourism promotion: The role of
public assistance and visitor expenditure. Journal of Travel Research, 41(4), 385-
392. doi:10.1177/0047287503041004007
Flannerys Natural & Organic Supermarket: Culture. (2014). Retrieved from
http://flannerys.com.au/culture/
Greggor, A., Clayton, N., Phalan, B., & Thornton, A. (2014). Comparative cognition for
conservationists. Trends In Ecology & Evolution, 29(9), 489-495.
doi:10.1016/j.tree.2014.06.004
Hudson, S., Roth, M., Madden, T., & Hudson, R. (2015). The effects of social media on
emotions, brand relationship quality, and word of mouth: An empirical study of
music festival attendees. Tourism Management, 47, 68-76.
doi:10.1016/j.tourman.2014.09.001
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Sponsorship Proposal 2315HSL _ Rachel Perkins S2842431_ Pia Bimbi S2885405
Manthiou, A., Lee, S., Tang, L., & Chiang, L. (2014). The experience economy approach to
festival marketing: Vivid memory and attendee loyalty. Journal of Services
Marketing, 28(1), 22-35. doi:10.1108/JSM-06-2012-0105
Miller, C. (2002). Thinking like a conservationist. Journal of Forestry, 100(8), 42-45.
Post, G. (2005). Altruism, happiness, and health: It’s good to be good. International Journal of
Behavioral Medicine, 12(2), 66-77. doi:10.1207/s15327558ijbm1202_4
The Planting: Environmental Statement. (2015). Retrieved from
http://www.theplanting.com.au/about/environmental-statement.html
The Planting: History of the Planting. (2015). Retrieved from
http://www.theplanting.com.au/about/history.html?theme=plantingLaunch
The Planting: Tickets. (2015) Retrieved from http://www.theplanting.com.au/tickets/?
theme=plantingLaunch
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Appendix
Appendix 1: The Planting Festival Brand Bulls eye
Appendix 2: Flannery’s
Natural
and
Organic
Supermarket Bulls eye
Folk entertainment
Underground event, not well known
Education
Winter activity
Promote sustainable
lifestyles
Planting trees
Positive brand
Relaxed event
Community orientated
Event created by
local people for local people
Family orientated
PERCEPTIONS
Learn about sustainability
Socializing
Enhance community ties and give back to the community
Relax with friends and
family
Positive and happy brand
Planting trees
Giving back to the land
“Greenie” Event
Family Activity
“Save the Planet”Entertainment
HOT BUTTONS
Sustainability
Environmental Conservation
CORE
Stock alternative
brands
Healthy lifestyle
Promote sustainable
lifestyles
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Appendix 3: Map indicating Flannery’s Supermarket location
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Appendix 4: Flannery’s inclusion in The Planting Festival Website Banner
Appendix 5: Entrance Banner to The Planting Festival
Appendix 6: Stage Wrap Banners
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Appendix 7: Event Schedule
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Appendix 8: Event Map featuring Creative Leverage Ideas
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Appendix 9: Kids Corner Take Home Veggie Patch
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Inventory of Assets
The Planting Festival 2016- Inventory of AssetsAsset Feature Function Benefit # Cost Cost Plus Actual
CostValue Note
AdvertisingPrint Media – Flyers and Maps
A3 colour on gloss, folded paper - printed map on one side, schedule of activities on the other – handed out at entry of event as well as stands throughout grounds
Gives attendees directions and information about event activities, times they are held, and how to take part
Indicate the locations of Sponsor run activities on the map in association with other event activities and gives instruction on how to take part, schedule features Sponsors logo
2000 $450.00 20% $540.00 $640.00 1
Primary Signage- Banners at entrance
5m x 3m full colour banner hanging above main entrance to event
Highlights sponsor involvement in event
Showcases primary sponsor of the event- enhances Sponsors’ brand image by being associated with an environmentally sustainable event
1 $706.36 10% $778.00 $828.00 2
Primary Signage – Stage wrap banners
4m x 2m full colour banner wrap to be placed on the exterior of the stage throughout the festival duration.
Highlights sponsor involvement in the event activities
Showcases primary Sponsor of the event – memorable location as it is on display during all entertainment factors of event – enhancing brand image
2 $1,300.00 15% $1,495.00 $1,545.00 3
Cross-Advertising with Woodford Folk Festival
Ticket bundling with Woodford Folk Festival tickets as well as a stall at this festival to promote
Gives Woodford Folk Festival attendees information
Increases awareness about The Planting Festival and its sponsors to a mass crowd at Woodford Folk Festival. A
1 $451.68 20% $542.02 $2,342.00 4
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Sponsorship Proposal 2315HSL _ Rachel Perkins S2842431_ Pia Bimbi S2885405
attendance at The Planting Festival.
about The Planting Festival to try and promote their attendance.
sponsor would be able to be highly involved and promote themselves to a different audience of event goers.
Celebrity Endorsement
Essena O’Neill and Xavier Rudd to post on their Instagram a relevant image of The Planting Festival. Celebrities will also attend a 2 hour meet and greet at the event.
Draw attention to The Planting Festival and indicate a positive social status of the event by including relevant ambassadors.
Increase brand image and recognition with celebrities that maintain the same positive ethos.
1 $7,080.00 60% $11,328.00 $18,891.00 5
MediaWebsite advertising
Logo on banner of website, primary position on sponsor’s page of website, VIP Pamper Experience entry page link in ticketing webpage – heavily featured.
Inform attendees of event information, sponsorship, and activities.
Create a positive brand image by highlighting the involvement of Sponsor in the festival. Showcase the interactive, family friendly and educations activities hosted through the sponsorship
1 $275.00 15% $316.25 $5,048.00 6
Social Media Promotion
Posts on Facebook and Instagram about Flannery’s, as well as links to event’s website and Flannery’s website. Run by Social Media Manager – 1 hour a week devoted to
Inform consumers of event, activities occurring and information
Create brand recognition as main sponsor of event, increase traffic to Flannery’s webpage
1 $312.80 15% $360.00 $390.00 7
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Sponsorship Proposal 2315HSL _ Rachel Perkins S2842431_ Pia Bimbi S2885405
sponsorshipNews Coverage 20-minute segment
on Today Tonight 2 months prior to the event.
Create awareness about the event by giving details about what happens at the event and the cause for it.
Recognition for the sponsor on television to a mass audience through special mention in the news coverage.
1 $3,200.00 60% $5,120.00 $27,110.00 8
HospitalityVIP Tent VIP Experience set up
for 30 event attendees who win a position. Email entry.
Luxurious experience for attendees that adds value to event ticket.
Sponsor can personalise the VIP Experience to feature their product and it allows them to interact with consumers on an intimate scale to create relationships.
1 $1,764.50 60% $2,823.20 $2,863.00 9
Cooking Activity Main stage set up to fit 10 ‘contestants’ for a creative cooking challenge – 2 long benches with 5 workstations on each. All ingredients included, side table of audience judges. Promotional staff runs activity.
Interactive, family friendly, fun activity for attendees to both participate and watch whilst learning about organic foods
Showcases Sponsorship in an interactive way. Depending on type of Sponsor, products can be showcased and trialled.
1 $1,654.50 70% $2,812.65 $2,582.00 10
Kids Corner – learning activities
Interactive Marquee with take-home creations that the kids make. Materials for the activity are
Hands on, fun, educational activities for child attendees, allows parents
Showcases Sponsor’s involvement with event. Brand will be associated with family friendly ideals by educating children on
1 $3,002.50 50% $4,503.75 $4,544.00 11
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provided. Child minders run activity.
time to explore other parts of festival
healthy living
Market Stall 4m x 4m market stall selling or promoting goods of the primary sponsor
Opportunity to get information about or purchase products that have been showcased throughout the event by the sponsor.
Point of sale for target market can be customised to fit brands products. Highlights sponsorship.
1 $861.12 40% $1,205.56 $1,246.00 12
CeremonyPlanting Ceremony
During the planting ceremony each event attendee is given a tree to plant in a specified area.
Event attendees get to do their part to preserve the environment by planting trees in areas that need it.
Because it is the main attraction of the event it is a major reason for the attendance of many event goers. Sponsorship could be mentioned during ceremony speech.
2000 $9,960.00 50% $14,940.00 $14,980.00 13
Total $46,764.23 $83,009.00
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Sponsorship Proposal 2315HSL _ Rachel Perkins S2842431_ Pia Bimbi S2885405
# Asset Value CalculationActual cost + (Impressions x CPM/1000)
1 Event Schedule and Map = $540 + (2000 x $50/1000)= $540 + 100= $640
2 Entrance Banners = $778 + (2000 x $25/1000)= $778 + 50= 828
3 Stage Wrap = $1495 + (2000 x $25/1000)= $1495 + 50= $1545
4 Cross-Advertising with Woodford Folk Festival
= $542 + (120,000 x $15/1000)= $542 + $1800= $2342*Impressions based on Woodford Folk Festival attendee who will be exposed to the market stall
5 Celebrity Endorsement = $11,328 + (504,200 x 15/1000)= $11,328 + $7563= $18,891*Impressions based off Essena O’Neill’s and Xavier Rudd’s collective Instagram following
6 Website Advertising = $317 + (315,352 x 15/1000)= $317 + $4731= $5048*Impressions calculated by obtaining ThePlanting.com websites hits as calculated by SimilarWeb.com.
7 Social Media Campaign = $360 + (2000 x 15/1000)= $360 + $30= $390*Social media is a planned future promotion and has not yet been created for our event. Due to this, the Impressions amount was calculated on event attendees
8 News Coverage = $5120 + (1,466,000 x 15/1000)= $5120 + $21,990= $27,110*Impressions gathered from ThinkTV.Com
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Sponsorship Proposal 2315HSL _ Rachel Perkins S2842431_ Pia Bimbi S2885405
9 VIP Experience = $2823 + (2000 x 20/1000)= $2823 + $40= $2863
10 Cooking Activity = $2812 + (2000 x 20/1000)= $2812 + $40= $2852
11 Kid Corner = $4504 + (2000 x 20/1000)= $4504 + $40= $4544
12 Food Stall = $1206 + (2000 x 20/1000)= $1206 + $40= $1246
13 Planting Ceremony = $14,940 + (2000 x 20/1000)= $14, 940 + $40= $14, 980
# Product/Service Source Calculation1 Event Schedule and Map http://www.theposterprinters.com/maps.asp 450 x 20% = 5402 Entrance Banners http://www.durabanners.com.au/qsi/calculator.php 706.36 + 10% = 778.003 Stage Wrap http://www.stompstudios.com.au/shop/4586016915 (650 x 2) + 15% = 1495.004 Cross-Advertising with
Woodford Folk Festivalhttp://www.payscale.com/research/AU/Job=Retail_Sales_Associate/Hourly_Rate
(18.82 x 24) + 20% = 542.02(Sales staff to run the stall for 24 hours over three days)
5 Celebrity Endorsement (N, Kennedy, personal communication, April 7, 2015)(S. Donnelly, personal communication, April 8, 205)
7080 + 60% = 11,328.00(4 x social media posts per week per celebrity for 3 months @ $150 per post and 1 hour meet and greet opportunity at event)
6 Website Advertising https://www.hitsend.com.au/websites/?gclid=CJ-Z1djAzMUCFQxwvAodLUkA2w
275.00 + 15% = 316.25
7 Social Media Campaign http://www.payscale.com/research/AU/Job=Social_Media_Manager/Salary
$18.40 per hour, 1 hour a week, 17 weeks = 312.80312.80 x 15% =360.00
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Sponsorship Proposal 2315HSL _ Rachel Perkins S2842431_ Pia Bimbi S2885405
8 News Coverage (J. Swinburne, personal communication, April 7, 2015) 3200 + 60% = 5120(20 minute segment on Today Tonight @7pm @ current rates)
9 VIP Experience http://www.glassdoor.com.au/Salaries/brand-ambassador-salary-SRCH_KO0,16.htmhttp://tents4events.com.au/our-products-and-prices/structured-marquees/
(1412.50 + 352) + 60% = $2,823.20(Marquee hire for tent with structured walls + wage for two stall attendees for 8 hours)
10 Cooking Activity https://www.harrythehirer.com.au/products/partiesevents/crockery-and-plattershttp://www.glassdoor.com.au/Salaries/brand-ambassador-salary-SRCH_KO0,16.htm
(22 per hour x 2 hours = 44(44 + 1110.50 + 500) + 70% = 2812.65(Brand ambassador host + Catering equipment hire + $50 food budget per contestant)
11 Kid Corner http://www.payscale.com/research/AU/Job=Child_Care_%2f_Day_Care_Worker/Hourly_Ratehttp://tents4events.com.au/our-products-and-prices/framed-marquees/http://www.alibaba.com/product-detail/unique-painted-storage-wooden-box-wooden_60206608959.html?s=phttp://www.bunnings.com.au/richgro-25l-all-purpose-garden-soil-mix-_p2961503http://www.bunnings.com.au/our-range/garden/plants/vegetables/vegetable-seedlings
Child care worker: 20 per hour x 4 hours = 80.0080 + 480 + (.50 x 500) + (3.95 x 50) + (3.99 x 500)80 + 480 + 250 + 197.50 + 1995 = 3002.503002.50 + 50% = $4503.75
Child care worker + Marquee + crates + soil + vegetable seedlings
12 Food Stall http://tents4events.com.au/our-products-and-prices/framed-marquees/http://www.glassdoor.com.au/Salaries/brand-ambassador-salary-SRCH_KO0,16.htm
(480 + 80 + 301.12) + 40% = 1205.56(Stall hire + stands + 2 sales staff @ $18.82 for 8 hours)
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Sponsorship Proposal 2315HSL _ Rachel Perkins S2842431_ Pia Bimbi S2885405
Sponsor Package- Flannery’s Natural and Organic SupermarketAsset Feature Function Benefit # Cost Cost Plus Actual
CostValue Note
Event Schedule and Map
A3 colour on gloss, folded paper - printed map on one side, schedule of activities on the other – handed out at entry of event as well as stands throughout grounds
Gives attendees directions and information about event activities, times they are held, and how to take part
Indicate the locations of Flannery’s activities on the map in association with other event activities and gives instruction on how to take part. Schedule features Flannery’s logo
2000 $450.00 20% $554.00 $640.00 1
Entrance Banner
5m x 3m full colour banner hanging above main entrance to event
Highlights sponsor involvement in event
Showcases Flannery’s as the primary sponsor of the event- enhances Flannery’s brand image by being associated with an environmentally sustainable event
1 $706.36 10% $778.00 $828.00 2
Stage Wrap 4m x 2m full colour banner wrap to be placed on the exterior of the stage throughout the festival duration.
Highlights sponsor involvement in the event activities
Showcases Flannery’s as primary sponsor of the event – memorable location as it is on display during all entertainment factors of event – enhancing brand image
2 $1,300.00 15% $1,495.00 $1,545.00 3
Website Advertising
Logo on banner of website, primary position on sponsor’s page of website, VIP Pamper Experience entry page link in ticketing webpage – heavily featured.
Inform attendees of event information, sponsorship, and activities.
Create a positive brand image by highlighting the involvement of Flannery’s in the festival. Showcase the interactive, family friendly and educations activities hosted by Flannery’s
1 $275.00 15% $316.25 $5,048.00 6
Social Media Posts on Facebook and Informs Create brand recognition 1 $312.80 15% $360.00 $390.00 7
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Sponsorship Proposal 2315HSL _ Rachel Perkins S2842431_ Pia Bimbi S2885405
Campaign Instagram about Flannery’s, as well as links to event’s website and Flannery’s website. Run by Social Media Manager – 1 hour a week devoted to sponsorship
consumers of event, activities occurring and information
as main sponsor of event, increase traffic to Flannery’s webpage
News Coverage 20-minute segment on Today Tonight 2 months prior to the event. The story will cover what the event is about and will highlight Flannery’s as the primary sponsor.
Create awareness about the event by giving details about what happens at the event and the cause for it.
Recognition for Flannery’s on television to a mass audience through special mention in the news coverage.
1 $3,200.00 60% $5,120.00 $27,110.00 8
VIP Pamper Experience
Pamper Marquee with beauty therapists providing massages, facials and other beauty treatments.
Luxurious experience for attendees that adds value to event ticket.
Consumers relate their relaxing experience and feelings of enjoyment to Flannery’s product, creating image enhancement for Flannery’s brand and encouraging product sales.
1 $1,764.50 60% $2,823.20 $2,863.00 9
‘Cook Off’ – participatory activity on main stage
Main stage set up to fit 10 ‘contestants’ for a creative cooking challenge – 2 long benches with 5 workstations on each. All ingredients included, side table of
Family friendly, fun activity for attendees to both participate and watch whilst learning about organic foods
Showcases Flannery’s sponsorship as well as their products, as all ingredients can be purchased from a Flannery’s market stall at event or regular store. Allows consumers to trial
1 $1,654.50 70% $2,812.65 $2,582.00 10
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Sponsorship Proposal 2315HSL _ Rachel Perkins S2842431_ Pia Bimbi S2885405
audience judges. Promotional staff runs activity.
their products in a fun environment
Kids Corner Interactive Marquee with take-home veggie patch boxes for kids to create. Seeds, plants, soil and box provided. Child minders run activity.
Hands on, fun, educational activity for child attendees, allows parents time to explore other parts of festival
Showcases Flannery’s core ethos of conservation (See appendix 2) by educating children about organic produce. Increase Brand Image and associates brand with family friendly ideals.
1 $3,002.50 50% $4,503.75 $4,544.00 11
Market Stall Mini supermarket of Flannery’s goods for sale – range from produce to beauty products. Stall manned by sales staff.
Opportunity to get information about or purchase products that have been showcased throughout the event by the sponsor.
Point of sale for target market can be customised to fit brands products. Highlights sponsorship.
1 $861.12 50% $1,205.56 $1,246.00 12
Total 0 0
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