Table of Contents

Executive Summary...........................................................................................................................1

About UMC.......................................................................................................................................2

SWOT Analysis.................................................................................................................................3

Recommended Research....................................................................................................................4

Target Market.....................................................................................................................................5

Corporate Sponsors................................................................................................................5

Panera.....................................................................................................................................6

Pepsi........................................................................................................................................7

Starbucks................................................................................................................................8

Wegmans................................................................................................................................9

Competitor Analysis.........................................................................................................................10

Marketing Strategy............................................................................................................................11

Sponsorship Package........................................................................................................................12

Alumni Sponsorship.........................................................................................................................13

Executive Summary

The Uptown Music Collective, a 501c 3 non-profit music education organization, has relied heavily on donations and grants by individuals and business in the Williamsport community in order to succeed. Each performance that the Uptown Music Collective produces has sponsorships that provide funds for everything from venue expenses to advertising costs to set decorations. The Uptown Music Collective has obtained sponsorships through many small, local businesses and private families in the area. All of these sponsorships have been very successful, and most even re-new their sponsorships annually for a new set of performances each year.

The Uptown Music Collective

The Uptown Music Collective is growing rapidly and the performances are becoming more and more intricate, adding more and more more expenses in return. As appreciative as the Uptown Music Collec-tive is for their local sponsors, it is fearful that by asking the same sponsors for increasing amounts of money, the strong relationship that currently exists with sponsors will be damaged. To overcome this, the Uptown Music Collective must shift its focus on obtaining more corporate sponsorships. Corporations are always looking for ways to demonstrate corporate social responsibility through local community involvement and are more than willing to partner with or sponsor non-profits that have similar values. It also goes without saying that these corporations have a much larger supply of money to support the inititatives of non-profits that the individuals and small businesses that the Uptown Music Collective currently reaches out to.

As social marketing consultants, we are going to position the Uptown Music Collective in a way that makes them stand out against its competition by providing the corporations with a well-designed, highly specific corporate sponsorship package. The sponsorship package will include an overview explaining what the Uptown Music Collective does, a values-comparison, a list of the performances the corpora-tions can choose to sponsor, a feature-benefit worksheet to show what the sponsors will receive in return for their donation, and a call to action. We hope the package will stand out against all the other requests for donations and will encourage action corporations to consider sponsoring in the future.

The Social Marketing Issue

The Proposed Solution

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Non-Profit Information

The Uptown Music Collective is a 501c 3 non-profit school of music that was established in April of 2000 and has developed a reputation as the premier source of music education in the Williamsport area. 120 students are currently enrolled in the Uptown Music Collective with a primary age range of 8- to 18-year-olds, however, enrollment is open to all ages. The Uptown Music Collective offers private les-sons at every level on guitar, bass, drums, keyboards, and vocals, as well as classes and workshops in music theory, song-writing, and musical styles such as the Blues, Jazz, Classical, and Rock.

In addition to teaching private lessons and music classes, the Uptown Music Collective also offers its reputable Performance Program. This program has produced over 30 high-quality, student-run (with instructors as mentors) major productions throughout the years. Along with the major productions, the Uptown Music Collective also hosts a series of recitals, community events, and benefit concerts. These performances educate students about all that goes into these performances, from the preparation to the technical aspects. The Uptown Music Collective teaches students the skills of leadership, communica-tion, organization, dedication, and volunteerism.

Uptown Music Collective848 West 4th Street Williamsport, PA 17701Phone: 570-329-0888

About The Uptown Music Collective

Sponsorship Opportunities1. Student Sponsor - $500 Recieves some advertising and recognition opportunities- On-Stage recognition - Name/logo on flyers and website- 1/2 page advertisement in program- 8 concert complimentary tickets

2. Music Sponsor - $1,000Recieves even more advertising and recognition opportunities <-- Everything in Student Sponsor- Name in newspaper and radio ads- 1 free private performance- 2 more complimentary tickets

3. Concert Sponsor - $2,500Receives the most advertising and recognition opportunities<-- Everything in Music Sponsor- Lamar billboard spaces- 15 more complimentary tickets- VIP seating and back-stage tour

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Situational Analysis

Strengths Weaknesses

Opportunities Threats

- Prominent in the community- Good reputation- Quality musical performances- Simple message- Highly-skilled faculty- Strong development program- Community-oriented- Facebook communication- Constant contact with sponsors- Direct selling of sponsorships

- Expensive- Small business with local appeal- Lack of connections with alumni- Not a real strong brand identity- Confined by lack of monetary funds- Not enough personnel and staff- Donation cap on sponsorship tiers- No Twitter account- Inconsistent newsletter releases- No Board of Directors

- Corporate sponsors- Local, small business sponsors- Alumni connections- Wealthy families as sponsors- Classes for children with special needs- Scholarship opportunities- Salesforce- Franchises- Consistent newsletter- Contests for non-profit funding

- Economy- Youth music preferences- Changing demographics- Other after school programs- Low-tech computers- Non-profit competitiors- Regulations on non-profits- No leadership board- Teacher attrition- Marcellus Shale fracking

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Recommended Research

Sponsor Satisfaction SurveyTo begin our research of the Uptown Music Collective, we opted to create a satisfactions survey to be sent directly to current sponsors in order to indicate the strengths as well as the areas of improvement of the sponsorship package as it currently exists. This survey is meant to gain insight into the minds of the sponsors and serve as an evaluation tool for the sponsorship packages. We were unable to analyze the results of the survey, however, we encourage the Uptown Music Collective to utilize this in the future.

1. What type of sponsorship does your company participate in? (Concert, music, or student sponsor)

2. Why do you sponsor the Uptown Music Collective?

3. What do you value about your company’s relationship with the Uptown Music Collective?

4. Please rate the following sponsor benefits on a scale of 1 to 5 based on importance to your company: - Recognition on Community Arts Center Marquis for the event you sponsor - On-Stage recognition and appreciation on the night of the performance - Name/logo on event t-shirts,flyers, posters, video clips, DVD’s of the performance, tickets - Recognition on Lamar Digital Billboards in multiple counties - Advertisements in the official UMC Season Program - Advertisements in newspaper and radio advertisements - Free private performance by an UMC student group - Complimentary tickets for performances - VIP seating at your sponsored event - Logo/link on UMC website - Guided backstage tour-meet and greet with student performers before the event you sponsor

5. What would you change about the sponsorship program The Uptown Music Collective offers? (Are there enough advertising opportunities, communication with UMC, etc.?)

6. Can you suggest other recognition opportunities you would like to see?

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Target Market

The Uptown Music Collective should reach out to corporations for many reasons. Corporations have a set amount of funds used for philanthropic endeavors, especially for donating to non-profits like the Up-town Music Collective. They are always looking to build relationships with the community and develop a positive corporate social responsibility image for their shareholders. Oftentimes, corporations are eager to get involved in local communities and love to support organizations with similar values.

We chose Panera as a potential corporate sponsor because they just recently moves into the Williamsport, PA area about one year ago. They are not very in-volved in the local community and are under extreme surveillance by the Panera Headquarters, as this is a newly-opened franchise. They must demonstrate their commitment to specialization, leadership and quality through ways outside the realm of baked goods and hearty meals. The UMC would be a perfect partner.

The Uptown Music Collective has been trying to get Pepsi to sponsor for many year now, however, Pepsi has many barriers and resistance from headquarters that inhibits their behavior change. The Uptown Music Collective has been unsuccessful in pin-pointing what exactly is holding Pepsi back but we think it would be a wise choice to continue to persue them. The non-profits they already sponsors have similar values similar, like education and women empowerment.

Starbucks is already involved with the Uptown Music Collective. They have helped with events in non-monetary ways, such as providing dozens of Starbucks employees to volunteer at events and concerts. They are very commu-nity-oriented and often volunteer at neighboring organizations’ events. The have similar values to the Uptown Music Collective and sponsor other non-profits in the areas of education and youth enagagement and development.

Wegmans, like Starbucks, has done collaborative work with the Uptown Music Collective in the past. Students from the Uptown Music Collective were invited to play at a Wegmans-sponsored chicken barbeque, in which all proceeds went straight to the Uptown Music Collective. Wegmans is, and has always been, a very involved community partner. They value education, youth empowerment, and encourage healthy living in all that they do.

Corporate Sponsors

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About Panera Bread- Began in 1981, first named Au Bon Pain Co (renamed Panera in 1999)- Ron M. Shaich - Founder & Executive Chairman of the board- 1,541 bakery-cafes in 40 states and in Ontario, Canada operating under the Panera Bread- 3 restaurants without cash registers - customers make donations through an honor system

Target Market

Panera Bread202 Basin StreetWilliamsport, PA 17701Phone: 570-322-2505Fax: 570-322-2508

Sponsorship Opportunities

Community ProgramsCommunity Breadbox - a portion of cash donations are matched and distributed to local non-profitsDay-End Dough-Nation - Panera donates all unsold bread and bakery goods to hunger relief SCRIP Fundraising - non-profits pre-purchase $10 gift cards at a 9% discounted rate and to re-sellCommunity Events - donations to events like silent auctions, runs and walks, trivia nights, raffles

1. Write a LetterInclude the following information: - Deadline for creative - All levels of sponsorship/costs - Contact person(s) information (name, title, phone, email) - Print on official letterhead

2. Send the Letter by Mail Doherty Enterprises, Inc Attn: Marketing Coordinator 7 Pearl Court Allendale, New Jersey 07401 Fax: 201-818-0807

3. Tips for Applying - Specify the date and request for donation and submit request at least six weeks prior to the event- Submit a Donations Request Form. - Submit application by mail- Large sponsorship requests are determined in beginning of year

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Target Market

Pepsi Company1450 Dewey Avenue Williamsport, PA 17701Phone: 570-326-9086

About Pepsi Company- Founded in 1898 in New Bern, NC when pharmacist Caleb Bradman experimented with cola recipe- Steven Reinemund has been Pepsi’s CEO since 2001- Pepsi awards 1,000 grants and gives $19 million to the community through other outlets- PepsiCo is a $29 billion company, making it the world’s fourth-largest food and beverage company

Sponsorship Opportunities

Community ProgramsSave the Children - provide a 3-year, $5 million grant to help children in rural India and BangladeshDiplomas Now - helps the toughest schools in America succeed in helping every student graduateWaterCredit - accelerate greater access to safe water and sanitation for those without in IndiaYMCA - programs to improve well-being of African American and Hispanic/Latino populations

1. Letter of Interest for Grants- Name of Nonprofit Organization - Contact (name, title, phone, email)- Area (healthcare, education, envir.)- Program goals, timeline, etc.- Innovative nature of program- Intended impact and results- Expected total cost/grant requested

2. Send the Letter Via EmailPepsiCo.Foundation@PepsiCo.com - Name of your organization and the project name in subjectline - Do not exceed the allotted word count for each question and respond only to questions asked

3. Other Sponsorship InquiriesSubmit proposal in writing to: Tricia Lynch PepsiCo 700 Anderson Hill Road Purchase, NY 10577- Allow three weeks for a response

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Target Market

Starbucks Coffee154 Academy Street Williamsport, PA 17701Phone: 570-327-3045

About Starbucks Coffee- Began in 1971 with a single store in Seattle’s Pike Place Market- Howard Shultz – Executive Chairman of the Board- More than 77,000 retail stores in over 55 countries- Committed to earning the trust and respect from customers, partners and neighbors

Sponsorship Opportunities

Community ProgramsDonorsChoose.org - online charity that makes it easy to help classrooms in needJumpstart for Young Children - volunteers for early education in low-income neighborhoods of PAOpportunity Finance Network - lenders create jobs, affordable homes, and healthy communitiesRainbow Kitchen - provides supporive services and food for struggling families and individuals

1. Youth Action GrantsStarbucks Foundation gives to non-profit organizations that:- Inspire young people to plan- Build ongoing leadership capacity - Reinforce long-term engagement- Share success stories across media

2. Vote.Give.Grow.- Starbucks Card holders register their cards as “Community Cards”- Vote online every week for their favorite local organization - Winner receives project funding

3. Starbucks Community Service- Register organization online at Community.Starbucks.com- Post volunteer hours needed for your project or large-scale event- Requests are then sent to Starbucks Foundation to match volunteer hours and personal contributions

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Target Market

Wegmans201 William Street Williamsport, PA 17701Phone: 570-320-8778

About Wegmans- Founded in 1916 in Rochester, NY by John and Walter Wegman. Danny Wegman is currently CEO- Wegmans operates 79 stores: 47 in NY, 14 in PA, 7 in NJ, 6 in VA, 4 in MD and 1 in MA- Ranked #4 in FORTUNE magazine’s 2012 list of The 100 Best Companies to Work For- Exceptional levels of charitable donations to food banks, youth programs and neighborhoods.

Sponsorship Opportunities

Community ProgramsWegmans Scholarship Program - awards $81 million in scholarships to 25,000 employeesFood For the Hungry - gives 14.9 million pounds of food to the community Healthy Eating and Activity - promotes regular exercise and 5-a-day fruit and vegetable programPassport to Family Wellness - helps to build healthy communities

1. Request Matches Our ValuesMust fit with our giving priorities: - Food for the hungry - Healthy eating and activity - Neighborhoods - Young people - The United Way

2. Write a LetterInclude the following information:- Date and purpose of the event- What you need from us- Copy of your 501(c) 3 status- Contact person(s) information (name, title, phone, email)- Print on official letterhead

3. LimitationsFunding will not be given to:- Organizations without a 501(c) 3- Individuals- Scholarships- Professional development- Employee recognition events.- Political organizations

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Competitor Analysis

From our research, we’ve concluded that not only do these corporations donate to other non-profits but they donate a signifant percentage of their gross earnings to them each and every year. It is not so uncommon to ask these corporations for a non-profit donation. It is also important to note just how many values the corporations share in common with the Uptown Music Collective. Many of the non-profits they are already sponsor have similar values of education, arts and music, and neighborhood development. The Uptown Music Collective stands out amonst all of these competitor organizations because it embodies these values and more. Its good reputation and positive image in the community as well as the wealth of benefits that it can provide are good considerations for corporations inter-ested in sponsoring the Uptown Music Collective.

- Abyssinian Dev. Corp.- American Red Cross- Conservation Intl.- DonorsChoose.org- Fair Trade Certified- Food Service Packaging Institute- Global Green USA- HandOn Network- Product (red)- Savethechildren- UK youth

- Make-A-Wish Fnd.- Girls on the Run- Habitat for Humanity- Reading for the Blind and Dyslexic- YMCA- Tools for Teaching- St. Joseph’s Children’s Hospital- New Hope for Kids- Fnd. for Foster Children

- YWLA of New York- Girl Inc.- Plan USA- Fdn for International Arts & Education- Lincoln Center- Manhattan Theatre Club- International Women’s Media Foundation- Children of Hope (India) Inc.

- Food Bank- Local Charities- United Way Children’s Success - Low-Income Senior Shopping Shuttle- Local Neighborhood Community Events- Check-Out Donation- United Way- Eat Well Live Well

How UMC Stands Out

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Marketing Strategy

Offering

Costs

Communication

The main product we are offering to potential corporate sponsors is a comprehensive sponsorship pack-age. Not only does this detailed package explain why the corporation should partner with the Uptown Music Collective, how their values are comparable, and how they will profit from this relationship, but it also helps to deomonstrate how they will become involved in the community. This is what many cor-porations are looking to do to strengthen their corporate social responsibility reputation. The visibility that the Uptown Music Collective will provide for the sponsors guarantees that there will be impressions generated in the Williamsport area, which does more for their ad dollars than partnering does on its own.

The sponsor costs associated with this type of commitment is explained on three different levels within the corporate sponsor package. The donation amounts are now based on a gold, silver and bronze scale in which the gold pays $2,000 to become a sponsor, silver pays $1,500 and bronze $1,000. In order to lessen the perceived negativity associated with these high costs, the Uptown Music Collective must make it worth their while to invest. By offering advertising space on billboard, newspapers and radio, VIP seating and other benefits, the sponsors can get more out of the experience. This will differentiate the Uptown Music Collective from the other non-profits out there and convince sponsors to donate.

The messaging we will be using to convey the benefits of sponsoring to potential coporate sponsors is “GET INVOLVED.” With this simple campaign tagline, sponsors will discover just why they should get involved. Once we provide a values comparison for each potential sponsor, we will be able to implement our other featured tagline, “We’re not so different after all...” This messaging strikes their curiosity and will make them wonder what excatly we can do for them. To communicate this messaging, the Uptown Music Collective should personally send (via email and mail) each sponsor a packet detailing the impor-tance and benefits of getting INVOLVED. Cold calling, follow-up conversations and satisfaction surveys should be conducted regualrly to determine true sponsor satisfaction once they are INVOLVED.

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Sponsorship Package

Right from the beginning, the Corporate Sponsorship Package explains why the corporation should rec-ognize the UMC as a potential organization to sponsor. We first explain what the UMC is and highlight their two most valuable benefits: Community involvement and the enhancement of students’ lives. The information is designed in a bullet-format, with headings, to make the material easy to understand.

Why Support UMC

In our research, we found that corporations are always looking to sponsor organizations that share the same values. In this section of the Corporate Sponsorship Package, we emphasize that we are “not so different” than corporations we are seeking sponsorship from. With Panera as our example, we re-searched what their core values were and compared them to the values of the Uptown Music Collective.

Values Comparison

We listed all of the Performances the UMC has planned for the 2012-2013 year to help the sponsor match which would best suit them, if they decide to sponsor an event. The corporation can also get more of an understanding of what the UMC is with the pictures and descriptions of the performances.

List of Performances

We categorized the level of sponsorships with a color-coordination system: Gold-$2,000, Silver- $1,500, and Bronze-$1,000. The amount of features the Corporation would receive for their sponsorship in-creases with the level of sponsorship they choose. We listed the benefits of each feature to explain what each feature would do for the corporation, in favor of their donation. The UMC already uses a lot of the features for their local sponsors, but we added a few features that the Corporation would be interested in for building a relationship with their customers. The features we included are: - Opportunity for promotional events at your facility (Ex: concert in Panera Bread’s parking lot) - Opportunity to set up vender table the nights of the UMC performances - Opportunity for promotions and contests on UMC’s Facebook (Ex: win a coupon for Panera Bread) - Coupons for corporation on the reverse side of the tickets

Sponsorship Package Offerings

Call to ActionOn the back cover of the Corporate Sponsorship Package, we end with a strong quote and a call-to-action: Contact Tracey at tracey@uptownmusic.org. Ideally, the Corporation will contact Tracey and she will send them the materials to sign up for a sponsorship.12

Alumni Sponsorship

The goal of the email campaign is to reconnect alumni from UMC to become more involved with spon-soring the concerts that UMC host. The advantages of a email campaign is that it has a wide reach, low cost, it can be highly personalized, it can be a fast response and it can have measureable results.

Email Marketing Campaign

Send relevant content that adds value for the recipients. The content of the email should include stories, testimonials, action links or multimedia. Set expectations for your recipients and always send profes-sional emails. This email should not only demonstrate how much the recipient means to the Uptown Music Collective, but it also a way of updating them about current endeavors. Furthermore, the email should most importantly include a call to action to encourage the alumni to donate.

Implementation

Dear Alumni,

I, INSERT YOUR NAME, am writing to you on behalf of Uptown Music Collective. The Uptown Music Collective host’s yearly performances for the 120 students enrolled in the music program to showcase their talent. We feel that these performances should be supported by a safe, sanctioned place for these kids to exercise, socialize, and develop skills that will be useful throughout their lives. Our organization is dedicated to the process of making that happen but we need your help.

Your donation will bring us closer to our goal of $$$$$##. Many business and community leaders are on board as well as hundreds of individuals. Our community is clearly excited and eager to see the performances succeed. You can be a part of that excitement by supporting our youth with a $$$$# donation. We are happy to acknowledge your donation on our website and at our numerous events, (unless you prefer otherwise).I would like to thank you for considering this opportunity to partner with our organization for raising funds. If you have any queries regarding our organization, our fund management policy, or the project itself, please feel free to contact me at mymail@address.org.

Thank you, (Signature) Your Name

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