Courting Corporate Sponsorships: Making Your Theatre Irresistible

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Courting Corporate Sponsorships

Courting Corporate SponsorshipsMaking Your TheatreIrresistible

Presented by Adam MillerManaging Director, Theatre TuscaloosaCase Study:Theatre Tuscaloosa2009-10 Season6 Corporate Sponsors$26,000 AnnuallyLow Sponsorship PricesInconsistent Benefits

Case Study:Theatre TuscaloosaSo, weRaised Sponsorship LevelsAdded Play-It-Forward Sponsorship LevelCreated Consistent Sponsorship Tiers BenefitsConducted ResearchLeveraged RelationshipsBy 2014-15 Season16 Corporate Sponsors (266% More)$49,000 Annually (188% More)

The three rs ofA Corporate Sponsorship Make Over!

ResearchRelationshipsReciprocity

Researchor what do I have to offer?

Getting to know your audiencesInterpreting Your DataPutting Your Best Foot Forward

Researchor what do I have to offer?

Who Are Your Audiences?The Big CatchCEOsMarketing DirectorsBoard MembersThe BaitShow AudiencesOther SponsorsYour Reputation & Impact

Researchor what do I have to offer?

Where do sponsorship $$$ come from?

Marketing/Advertising Budgets

Discretionary Accounts

Philanthropic Accounts

Researchor what do I have to offer?

What do the Big Catches Want?Reach THEIR Target Market (to increase sales)Outshine Competitors/Build Brand (to increase sales)Return on Investment (ROI) = Trackable Results (increased sales)Demonstrate Good Corporate Citizenship ?

Researchor what do I have to offer?

Give them what they want DATA

Demographics.

SexAgeRaceIncome

Education LevelLocation (Zip)

Researchor what do I have to offer?

Give them what they want DATA

Reach.

Past Attendance AveragesPer PerformancePer ProductionPer SeasonPotential CapacityResearchor what do I have to offer?

Give them what they want DATA

Reach.

Outside the ShowPostersPostcardsEmail BlastsWebsite TrafficNewspaper AdsResearchor what do I have to offer?

What do all those numbers mean?

The majority of Theatre Tuscaloosa patrons are well-educated, affluent, and influential members of the Tuscaloosa community. They make decisions in their organizations and are leaders in their social circles.Researchor what do I have to offer?

Make It Look Pretty

Create a BrochureWrap Your Data in Gorgeous Photos and Good FeelingsUse a Folder to Combine:BrochureBusiness Card(s)Samples of CollateralResearchor what do I have to offer?

Translate into THEIR language

Jewelry StoreAccounting FirmLaw FirmPersonal Financial ConsultantsRetailersBanksCar DealershipsMedical SpecialistsRelationshipsIts not what you knowYour BoardNOW - Leverage Existing RelationshipsAre they VIPs themselves?Who do THEY know?Who do their FRIENDS know?LATER - Recruit from Target CompaniesCEOsMarketing/PR ExecutivesBoard Presidents/Members

RelationshipsIts not what you knowPut Yourselves Out ThereChamber of CommerceRotary Club(s)Kiwanis Club(s)Community Leadership ProgramsProfessional OrganizationsAAF and/or PRCAHospitality (Hotels)Tourism Commission

RelationshipsIts not what you knowPut Yourselves Out ThereCuratin SpeechesMedia AppearancesSpeaking EngagementsOther BoardsChurch Communities

RelationshipsIts not what you knowOur Annual ProcessBrainstorm Potential Sponsors with Board MembersBig Community PlayersPersonal ConnectionsObvious Show ConnectionsAsk Who is Connected & How?Board Members Set Meetings

RelationshipsIts not what you knowOur Annual ProcessResearch CompaniesMissionsPhilanthropic InterestsPast SponsorshipsUse theirWebsite & Social MediaMedia CoverageUse YOURArchives (Posters, Etc.)Ticketing Software

RelationshipsIts not what you knowOur Annual ProcessResearch CompaniesFind a ConnectionGeneral Arts SupportUpcoming Show ThemeSpecial ProgramTheatre CampSchool MatineesPay-What-You-CanPlay-It-Forward

RelationshipsIts not what you knowTHE ASKGo in Board/Staff TeamsBoard Members RoleMake IntroductionsReminisce About the PastExplain Personal Passion & Dedication to YOUR TheatreHand Off to the Expert (YOU)

RelationshipsIts not what you knowTHE ASKYour RoleTell Your Story Why you matter!Explain Shows & ProgramsExplain Sponsorship ProgramLevelsInvestments & Benefits

RelationshipsIts not what you knowTHE ASKYour RoleCLOSE THE DEALAsk which show and/or sponsorship level sounds most appealingAsk which BENEFITS are most useful to themBe willing to NEGOTIATEDont give away the farm!

RelationshipsIts not what you knowTHE ASKYour RoleCLOSE THE DEALFill Out the Agreement & Get a Signature ON SITEOR Make an Appointment to Call or Come Back for a Decision

RelationshipsIts not what you knowCONNECT THE DOTS (Follow Up)Send a Thank You LetterSend an Invoice (if requested)Enact BenefitsConnect Sponsors People with Your PeopleGraphic DesignersCurtain Speech WritersVIP Visits & Key Staff

RelationshipsIts not what you knowCONNECT THE DOTS (Follow Up)Call 2 Weeks Before Each ShowMail Copies of All Collateral After Each ShowSet Renewal MeetingLive Happily Ever After

RECIPROCITYYou scratch my backYou GetMoney!Publicity at Their BusinessPostersBuck slips in their customer mailingsE-mail Announcements to Their Employees and/or CustomersTRADE of their product Advertising, Food, Supplies

RECIPROCITYYou scratch my backThey GetChoicesA Variety Sponsorship TiersEscalating Investment and BenefitsMarketing Benefits

Logo InclusionPostersPostcardsNewspaper AdsE-BlastsSponsor Web Page with Link

Sponsors Page of Playbills & Playbill Ads

RECIPROCITYYou scratch my backThey GetTicket BenefitsComplimentary TicketsTicket DiscountsPersonal ServiceSpecial BenefitsBack Stage ToursMarquee Room AccessHosted Client/Customer Reception

RECIPROCITYYou scratch my backThey GetExclusivityLimit By IndustryShow/Season LimitsTier LimitsNotoriety for Being YOUR Sponsor!

Get a courtinIn conclusionIts Your Turn! Use the 3 RsResearchRelationshipsReciprocity

To Become a Corporate Sponsorships Superstar!

Questions?Adam MillerTheatre Tuscaloosa9500 Old Greensboro Rd #127Tuscaloosa, AL 35405(205) 391-2925www.theatretusc.comamiller@sheltonstate.eduTwitter: @admmlr