courting corporate sponsorships: making your theatre irresistible
Post on 17-Jul-2015
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MAKING YOUR THEATRE
IRRESISTIBLE
PRESENTED BY
ADAM MILLER
MANAGING DIRECTOR,
THEATRE TUSCALOOSA
2009-10 Season• 6 Corporate Sponsors
• $26,000 Annually
• Low Sponsorship Prices
• Inconsistent Benefits
So, we…
• Raised Sponsorship Levels
• Added Play-It-Forward
Sponsorship Level
• Created Consistent Sponsorship
Tiers’ Benefits
• Conducted Research
• Leveraged Relationships
By 2014-15 Season…• 16 Corporate Sponsors (266% More)
• $49,000 Annually (188% More)
A Corporate Sponsorship
Make Over!
• Research
• Relationships
• Reciprocity
or what do I have to offer?
• Getting to know your
audiences
• Interpreting Your Data
• Putting Your Best Foot
Forward
or what do I have to offer?
Who Are Your Audiences?
• The Big Catch• CEO’s
• Marketing Directors
• Board Members
• The Bait• Show Audiences
• Other Sponsors
• Your Reputation & Impact
or what do I have to offer?
Where do sponsorship
$$$ come from?
• Marketing/
Advertising Budgets
• Discretionary Accounts
• Philanthropic Accounts
or 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… ?
or what do I have to offer?
Give them what they
want… DATA
Demographics….
• Sex
• Age
• Race
• Income
• Education
Level
• Location
(Zip)
or what do I have to offer?
Give them what they
want… DATA
Reach….
• Past Attendance Averages
• Per Performance
• Per Production
• Per Season
• Potential Capacity
or what do I have to offer?
Give them what they
want… DATA
Reach….• Outside the Show
• Posters
• Postcards
• Email Blasts
• Website Traffic
• Newspaper Ads
or 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.
or what do I have to offer?
Make It Look Pretty…
• Create a Brochure
• Wrap Your Data in Gorgeous
Photos and Good Feelings
• Use a Folder to Combine:
• Brochure
• Business Card(s)
• Samples of Collateral
or what do I have to offer?
Translate into THEIR
language…• Jewelry Store
• Accounting Firm
• Law Firm
• Personal Financial Consultants
• Retailers
• Banks
• Car Dealerships
• Medical Specialists
It’s not what you know…
Your Board
• NOW - Leverage Existing
Relationships
• Are they VIP’s themselves?
• Who do THEY know?
• Who do their FRIENDS know?
• LATER - Recruit from Target
Companies
• CEO’s
• Marketing/PR Executives
• Board Presidents/Members
It’s not what you know…
Put Yourselves Out There
• Chamber of Commerce
• Rotary Club(s)
• Kiwanis Club(s)
• Community Leadership
Programs
• Professional Organizations
• AAF and/or PRCA
• Hospitality (Hotels)
• Tourism Commission
It’s not what you know…
Put Yourselves Out There
• Curatin Speeches
• Media Appearances
• Speaking Engagements
• Other Boards
• Church Communities
It’s not what you know…
Our Annual Process
• Brainstorm Potential Sponsors
with Board Members
• Big Community Players
• Personal Connections
• Obvious Show Connections
• Ask Who is Connected & How?
• Board Members Set Meetings
It’s not what you know…
Our Annual Process
• Research Companies
• Missions
• Philanthropic Interests
• Past Sponsorships
• Use their…
• Website & Social Media
• Media Coverage
• Use YOUR…
• Archives (Posters, Etc.)
• Ticketing Software
It’s not what you know…
Our Annual Process
• Research Companies
• Find a Connection
• General Arts Support
• Upcoming Show Theme
• Special Program
• Theatre Camp
• School Matinees
• Pay-What-You-Can
• Play-It-Forward
It’s not what you know…
THE ASK
• Go in Board/Staff Teams
• Board Member’s Role
• Make Introductions
• Reminisce About the Past
• Explain Personal Passion &
Dedication to YOUR Theatre
• Hand Off to the Expert (YOU)
It’s not what you know…
THE ASK
• Your Role
• Tell Your Story – Why you
matter!
• Explain Shows & Programs
• Explain Sponsorship Program
• Levels
• Investments & Benefits
It’s not what you know…
THE ASK
• Your Role
• CLOSE THE DEAL
• Ask which show and/or
sponsorship level sounds
most appealing
• Ask which BENEFITS are
most useful to them
• Be willing to NEGOTIATE
• Don’t give away the farm!
It’s not what you know…
THE ASK
• Your Role
• CLOSE THE DEAL
• Fill Out the Agreement &
Get a Signature ON SITE
• OR… Make an
Appointment to Call or
Come Back for a Decision
It’s not what you know…
CONNECT THE DOTS (Follow Up)
• Send a Thank You Letter
• Send an Invoice (if requested)
• Enact Benefits
• Connect Sponsor’s People with
Your People
• Graphic Designers
• Curtain Speech Writers
• VIP Visits & Key Staff
It’s not what you know…
CONNECT THE DOTS (Follow Up)
• Call 2 Weeks Before Each Show
• Mail Copies of All Collateral
After Each Show
• Set Renewal Meeting
• Live Happily Ever After
You scratch my back…You Get…
• Money!
• Publicity at Their Business
• Posters
• Buck slips in their customer
mailings
• E-mail Announcements to
Their Employees and/or
Customers
• TRADE of their product –
Advertising, Food, Supplies…
You scratch my back…They Get…
• Choices
• A Variety Sponsorship Tiers
• Escalating Investment and
Benefits
• Marketing Benefits
Logo Inclusion…
• Posters
• Postcards
• Newspaper Ads
• E-Blasts
• Sponsor Web Page with
Link
Sponsors’ Page of Playbills & Playbill Ads
You scratch my back…They Get…
• Ticket Benefits
• Complimentary Tickets
• Ticket Discounts
• Personal Service
• Special Benefits
• Back Stage Tours
• Marquee Room Access
• Hosted Client/Customer
Reception
You scratch my back…They Get…
• Exclusivity
• Limit By Industry
• Show/Season Limits
• Tier Limits
• Notoriety for Being YOUR
Sponsor!
In conclusion…It’s Your Turn! Use the 3 R’s…
• Research
• Relationships
• Reciprocity
To Become a Corporate
Sponsorships Superstar!
Adam Miller
Theatre Tuscaloosa
9500 Old Greensboro Rd #127
Tuscaloosa, AL 35405
(205) 391-2925
www.theatretusc.com
amiller@sheltonstate.edu
Twitter: @admmlr
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