塑造一個贊助商眼中的良好的節(jié)事形象.doc

感覺決定一切 Perception is realityo在參加你的活動之前，公眾和贊助商對你的活動的感覺對他們來講就是現(xiàn)實。oWhat the public and sponsors think of your event-often before they even attend it-becomes reality of them.o當你開始拉贊助的時候，給贊助商留下一個良好的第一印象是非常重要的。oIt is extremely important that a potential sponsor has a good impression of your event before you set foot in the door to sell sponsorshipo良好的第一印象就是關鍵。oFirst impressions are everything.o公關部長在一個活動中的職位是最重要的職位之一。oOne of the most important positions on an events staff is that of public relations(PR) director. 主旨 Keynoteso與媒體新聞界共同合作，他們會為你建立良好的公眾形象。oWork with the news side of the media to develop a positive image of your evento策劃一個良好有效的促銷活動，這能讓人們對你的活動產生積極的看法。oDevelop effective promotions to give people a positive perceptiono設計令人印象深刻的輔助材料，這將提供一個良好的第一印象oCreate impressive collateral materials that will give a good first impressiono讓你所做的慈善營銷更加有效oMake your cause-related marketing more effective 媒體的重要性 Media-importanceo媒體是一個處于您的贊助商，潛在的贊助商，你的志愿者，社區(qū)領袖，政府官員和其他人之間的媒介，很多的觀眾能夠在報紙，電視，或者是網(wǎng)絡上看到你，了解你。othe media are an intermediary between your event and the many audiences that are important to you-your sponsors, potential sponsors, your volunteers, community leaders, government officials, and others who read or hear about you in the newspapers, on radio and television, and now on the Web.o新聞報道通常被人們認為是沒有偏見的，因此，人們會更注重新聞故事，而不是您的廣告和其他營銷手段。oNews copy is generally perceived to be unbiased. Therefore people will pay much more attention to news stories than to your ads and other marketing devices.o媒體對你的活動做出了什么樣的報道，會直接影響人們對你的活動的看法和認識，這樣可以讓他們對活動有更深刻的了解，從而更好地去支持活動組辦方。oWhat members of the media write and say about you will directly influence the publics awareness of your event, lead to a better understanding of your operations, and ultimately, to better support of your organization. 媒體案例Media-exampleso“在介紹今年的文化亮點” (愛爾蘭高威藝術節(jié))o“Introducing the cultural highlight of the year” (Galway Arts Festival in Ireland)o“總結：陽光節(jié)的入場人數(shù)在上升” (休斯敦國際藝術節(jié))o“Its a Wrap: Festival Ends on Sunny Note as Attendance Figures Climb” (Houston International Festival)o“神奇食品博覽會” (北達科他的紅河谷街法戈博覽會)o“Fantastic Food Fair” (Red River Valley Street Fair in Fargo, North Dakoda)o“倫敦大游行” (英國)o “London Gets a Giant Parade” (England) 媒體如何幫助你獲得成功Media-the media can help youo通過媒體的正面消息接觸到觀眾和贊助商oReach current attendees and sponsors with a reinforcingmessage.o給潛在贊助商良好的第一印象oCreate a positive first impression with prospective sponsors.o是市場營銷和廣告計劃的補充oComplementyour marketing and advertising programso留住目前的贊助商保持關系oKeep your current sponsorso通過專家來提升你的組織的名譽oExpand your organizations reputation for expertiseo通過媒體宣傳中的出色的資料來建立你的良好形象o Establish your image with excellent materials in the form of article reprints. 媒體要如何抓住編輯的注意 Media-how to grab the editors attentiono新聞故事必須的新的而且獨特的oThe news stories must be news and uniqueo它們必須是實時的oThey must be timelyo它們應該關注于人oThey should focus on peopleo它們必須是要讓多數(shù)人喜歡，并且想要了解的內容oThey must be about something that many people want to know about 宣傳材料的重要性 Collateral Materials-importanceo 宣傳材料的質量決定了您的活動在潛在的贊助商眼中的形象和感知。o The quality of collateral materials determines the image and perceived value of your event in the eyes of a potential sponsor.o 您需要做的是拉到更多好的贊助商，因此你制作的宣傳冊的價值遠遠高于它的制作成本。o All you need to do is to sell one more good sponsorship, and the brochure is more than paid for. 宣傳資料的內容Collateral Materials-contento 一張節(jié)事活動宣傳頁上應該有的內容o A page of Festival facts, giving o 對事件的簡短描述 a short description of the event o 日期 dates o 地點 location o 參加者 attendance o 使命 mission statement o 組織結構 organizational structure o 贊助商的級別類別的表格 a list of sponsors, sponsorship levels and categories o 招待機會 hospitality opportunities o 活動票子 tickets to the event 波特蘭玫瑰節(jié)宣傳資料 Collateral Materials-the Portland Rose Festivalo它結合了所有的高品質的贊助邀請?zhí)撞托枰脑兀篒t combines all the elements needed for a high-quality sponsorship solicitation package: o 這是在（美國）西北部評價最高的節(jié)日 o Most highly rated festival in the Northwest o 是世界公認的十大節(jié)慶活動之一，也是美國大巡游行投票的前五名 o Recognized as one of the top ten festivals in the world; parade voted among the top five in the United States o 優(yōu)秀的，多樣的事件游行，航空展，車大賽，藝術和手工藝，玫瑰秀，海濱節(jié)等 o Excellent, diverse events-parade, air show, CART race, arts and crafts, rose show, waterfront festival, and many more o 表明節(jié)事對社區(qū)帶來的經(jīng)濟效益的信息 o Economic impact information that shows the value of the Festival to the community. 視頻Collateral Materials-videoo 一個專業(yè)的視頻演示，是你的活動的重要的銷售工具o A professionally produced video presentation can be a great sales tool for your event.o 先確保從當?shù)仉娨暸_或視頻公司提供免費服務作為實物贊助o First secure an in-kind sponsorship from a local television station or video company to produce it for you gratis.o 請一個被贊助商認為是著名播音員的播音員為你做宣傳o Get an announcer to do the narration for you, a person whom the sponsor will recognize as an on-air talent.公益慈善營銷 Cause-Related Marketingo A commercial partnership between a charity and a company, that involves associating a charitys logo with a brand, product or service. This can encourage sales of the product as well as raising funds for the charity.o 一個慈善團體和一個公司之間建立商業(yè)伙伴關系，這樣可以將慈善團體的標志和公司品牌、產品或服務聯(lián)系在一起。這可以提高公司的產品銷售,同時也能籌集資金,用于慈善事業(yè)。o Consumers are increasingly supportive of promotions that raise money for good causes, and this is especially so if the chosen charity is one that is relevant to target consumers.o 消費者越來越多地去支持為善事籌集資金的促銷活動，尤其當所選擇的慈善機構與目標消費者有關的時候。o 慈善協(xié)會也可以為一個產品建立較強的社區(qū)價值，合作關系越長則這種價值越高。o Association with a charity can also build strong social / community values to a product, and the longer the partnership goes on the stronger these values becomeo 隨著越來越多的圍繞著一些特別的慈善問題，如：環(huán)境保護、關心兒童、和平、犯罪預防和其他重要的問題的組織的成立，贊助商們正在尋找這些組織與消費者忠誠度之間的天