TRUenergy - Sponsorship Evaluation Criteria Development

Brief:

Develop one brand lead and cohesive sponsorship criteria & guideline document to review current sponsorship portfolio & inbound sponsorship requests & provide recommendations regarding increasing impact from existing investments at both a Head Office and various operational site level.

Strategy:

• Review of existing sponsorship criteria, key business drivers, competitive landscape & international best practice by industry & like brands
• Develop new sponsorship framework, key criteria & guidelines
• Communication of sponsorship criteria, guidelines & procedure internally

Outcome:

• Establishment of a sponsorship steering committee whom meet bi-monthly to discuss both current partnerships (at Head Office and operational sites) as well as new opportunities
• Improved internal understanding of why sponsorship, what sponsorship & “what’s in it for me” for the internal clients of the sponsorship marketing department

Acrobatt Delivered:

All elements of the strategy; senior mgt interviews, staff workshops, development of core sponsorship framework, key sponsorship criteria & copy writing