BA Corporate Sponsorship Strategy Evaluator
Articulating measurable objectives is a prerequisite for effective sponsorship investment evaluation. However, sponsorship objectives are often defined in terms that are neither measurable nor sufficiently robust to constitute either a rigorous screening criterion or an effective investment measure.
The BrandAdvantage Corporate Sponsorship Strategy Evaluator researches the corporate values and objectives desired from key sponsorship marketing initiatives. It works by pre-screening corporate mission, vision, values and objectives in all marketing areas.
Key prioritised sponsorship objectives are determined, enabling a clear brand and product ‘fit’ with properties. All criteria are defined to ensure they are objectively measurable. Each segment of the evaluation is given a corporate priority rating to ensure the sponsorship search and property analysis is targeted to the clients’ needs.
This Corporate Sponsorship Strategy Evaluator is the corner stone of all sponsorship event/property procurement. It will be a vital resource in brand mapping against the key criteria identified and measured by the BrandAdvantage Event / Property Evaluator. Pre-sponsorship research is the key tool for investigation of the potential viability and effectiveness of any sponsorship marketing opportunity. This tool sets the benchmark for each sponsorship objective.
Key areas include:
• Executive Summary
• Scoresheet
• Corporate Objectives
• Corporate Sales / New Business Objectives
• Corporate Profile
• Corporate Activity
• Corporate Market Analysis
• Corporate Image Development
• Corporate Name Awareness / Exposure
Other valuable BA Measurement Tools:
• BA Event/Property Evaluator