Strategic Sponsorship Consulting " A successful sponsorship begins with dedicated preparation; a sponsor must negotiate an agreement that will clear the path for creative and effective ROI activation components." --Chris Renner
Situational Analysis
Sponsorship Structuring and Strategic Plan Development
Tactical Plan Development
Program Activation
Measurement and Evaluation
﹛Situational Analysis
In this initial phase, our goal is to learn as much as possible about your overall:
每 Business strategy
每 Marketing objectives
每 Corporate culture
每 Situation assessment
Based on this input, we then:
每 Estabish research benchmarks
to define metrics for success and methodology for
evaluation
每 Review and compare existing consumer research with sponsorship brand and consumer
data
﹛Sponsorship Structuring and Strategic Plan Development
Utilizing proprietary rights and benefits, we begin to structure the key
marketing and sponsorship strategies that support the overall Marketing
Plan.
This sponsorship strategy will:
每 Link to the existing marketing objectives and strategies
每 Focus on all key stakeholders of the business, e.g., customers, dealers, employees,
shareholders, vendors, suppliers and government
每 Create a differentiating and proprietary marketing position for the client
每 Establish clear goals for success and agreed upon metrics
每 Ensure focus and consistency with the client's brand positioning
﹛Tactical Plan Development
In this phase, we develop the detailed tactical marketing and promotional
plans to:
每 support the overall sponsorship strategic plan
每 Increase sales, market share and customer satisfaction每 Enhance all stakeholders'
brand equities
每 Establish a clear, consistent and compelling positioning for the client that is
differentiated from competitors and other sponsors
﹛Program Activation
In this phase, Helios will work with your sponsorship team to ensure on-
time and on-budget implementation of the overall plan.
Helios will assist you to:
每
Monitor and maximize all contractual rights and benefits
每 Establish an anti-ambush marketing surveillance and response procedure
每 Conduct negotiations with potential vendors or business partners
每 Implement targeted local market programs and promotions
每 Ensure measurement and reporting programs are in place
﹛Measurement and Evaluation
Sponsorship marketing must be measurable. In this regard, Helios will work
with you to define the three general areas of measurement for the
sponsorship:
每 Brand awareness or brand attribute attitudinal changes
每 Quantifiable internal and external business results
每
Incremental sponsorship-generated media coverage vs. the cost of equivalentmedia
buys
Case Studies
BHP Billiton:
Olympic Sponsorship Consulting Situation: BHP Billiton China faced a decision of whether to become a Sponsor of the Beijing 2008 Olympic Games, and furthermore how to execute such a Sponsorship.
Helios Confidential Information (2007/08/08) ﹛2007 Helios Partners China
﹛Situational Analysis
