How to Create an Event Sponsorship Communication Plan

When planning an event, securing sponsorships is one of the most crucial steps in ensuring its success. Not only does sponsorship provide financial support, but it also helps build credibility and visibility for your event. However, to attract and maintain the interest of potential sponsors, you need to communicate effectively with them throughout the event lifecycle. This is where an event sponsorship communication plan comes in.

A well-structured communication plan can help streamline the process, foster positive relationships with sponsors, and ultimately increase the chances of securing sponsorship for current and future events. Here's how to create an actionable event sponsorship communication plan that will guide you through each phase of the event.

Understand the Importance of Clear Communication

Before diving into the specifics of a communication plan, it's essential to understand the role of communication in sponsorships. Sponsors are investing their resources in your event, and clear, transparent, and regular communication is key to maintaining their trust. A lack of communication can lead to misunderstandings, unmet expectations, and damaged relationships.

The goal of an event sponsorship communication plan is to ensure that sponsors are kept informed at every stage of the event, from initial outreach to post-event follow-up. A communication plan ensures that all parties involved know what to expect, when to expect it, and how their support is being leveraged.

Set Clear Objectives for Your Sponsorship Communication Plan

The first step in creating a sponsorship communication plan is to define your objectives. What do you want to achieve with your communications? These goals will guide your approach and help you determine the key messages and timing of your communications.

Key Objectives Might Include:

• Securing sponsors: The primary goal is to attract and secure sponsors for your event.
• Maintaining engagement: Keep your sponsors engaged throughout the planning process and leading up to the event.
• Promoting sponsor visibility: Ensure sponsors are featured appropriately before, during, and after the event.
• Building long-term relationships: Use effective communication to build lasting partnerships with sponsors for future events.

Once you've set clear objectives, you can move forward with the details of the communication plan, knowing what you are working towards.

Identify Key Stakeholders

The next step is to identify all the stakeholders involved in the sponsorship process. These are the people who will need to be communicated with regularly to ensure a smooth relationship and execution of the event.

Key Stakeholders May Include:

• Potential Sponsors: Companies or organizations you want to attract as sponsors.
• Confirmed Sponsors: Those who have already agreed to sponsor your event.
• Event Team: Your internal team responsible for event execution and logistics.
• Marketing Team: Responsible for promoting the event and sponsors.
• Public Relations Team: Handles the communication with the media and the public.
• Vendors and Partners: Any third-party collaborators who may be involved in the event.
• Attendees: Though not direct sponsors, your attendees play an important role in ensuring sponsors are satisfied with their investment.

Craft Key Messages for Sponsors

The key to successful sponsorship communication is providing sponsors with clear, consistent, and relevant information. You need to identify what messages will resonate with them and what information they require at different stages of the event lifecycle.

Key Messages Should Include:

• Event Overview: What is the event about? Why should sponsors care? This should be a high-level message that gets sponsors excited about supporting your event.
• Target Audience: Sponsors want to know who they'll be engaging with. Provide data about the demographics of your expected attendees, their interests, and why the event is a good fit for their brand.
• Sponsorship Benefits: Clearly explain the benefits your sponsors will receive, such as brand exposure, VIP access, or product placement. Tailor these benefits to each sponsor, as different sponsors may be looking for different types of visibility.
• Sponsorship Packages: Outline the various sponsorship levels and the deliverables that each level offers. Ensure these packages align with the sponsor's goals and provide value for their investment.
• Post-Event Metrics and Reporting: Be transparent about how you plan to measure the success of the sponsorship and how you will report those results to your sponsors.

Ensure that the messaging is personalized and compelling, and be sure to repeat and reinforce these messages consistently in all communications.

Establish a Communication Timeline

Timing is crucial when it comes to sponsorship communication. Sponsors need to know when to expect updates and what information will be delivered at each stage of the event lifecycle. This timeline should align with your event planning milestones.

Communication Timeline May Include:

• Initial Contact and Pitch: At the beginning of your sponsorship search, establish contact with potential sponsors and pitch the event. This may include sending sponsorship proposals, meeting in person, or engaging in conversations over the phone or via email.
• Confirmation of Sponsorship: Once a sponsor commits to supporting your event, send them a formal agreement and acknowledgment of their sponsorship. This is also the time to thank them for their support and provide any preliminary information they may need.
• Regular Updates: Throughout the months leading up to the event, send regular updates to keep your sponsors informed. These can include logistical details, marketing plans, and a preview of what to expect at the event.
• Pre-Event Briefing: About 1-2 weeks before the event, send out a detailed briefing that includes final event schedules, sponsor placement information, media exposure plans, and other last-minute details.
• During the Event: On the day of the event, provide sponsors with real-time updates and assist them with any immediate needs they may have. Designate a point person to be available for sponsor-related concerns.
• Post-Event Report: After the event, send a follow-up report with detailed performance metrics, sponsor exposure data, attendee feedback, and any media coverage. A well-done post-event report can build trust and lay the foundation for future sponsorships.

Choose the Right Communication Channels

Effective communication depends largely on choosing the right channels. Different stakeholders may prefer different communication methods, so it's important to use a mix of channels to reach sponsors and other key stakeholders.

Common Communication Channels:

• Email: Ideal for formal updates, proposals, contracts, and post-event reports.
• Phone Calls and Video Conferences: For in-depth discussions, relationship building, and negotiations.
• Social Media: Use platforms like LinkedIn, Twitter, and Instagram for informal communication and engagement, especially if your sponsors are active on these channels.
• Event Platforms: For larger-scale events, use event management platforms to share schedules, sponsor details, and other relevant information.
• In-Person Meetings: For high-value sponsors, consider setting up in-person meetings to discuss the details and build a stronger relationship.

Ensure that the communication method you choose fits the sponsor's preferences and the message you are trying to convey.

Monitor and Adjust Communication as Needed

Finally, remember that communication is an ongoing process. You need to be proactive about monitoring how sponsors are responding to your communications and adjust your approach if necessary.

If you notice that a sponsor is not engaging with your messages, consider reaching out via a different channel, or even scheduling a call to address any concerns they may have. Being flexible and responsive to sponsor needs will help build trust and keep the relationship strong.

Build Long-Term Relationships Through Communication

Effective communication doesn't stop once the event is over. Follow up with your sponsors to thank them for their support, share the post-event report, and discuss how the event went. Building a strong relationship through communication ensures that sponsors are more likely to return for future events or even become long-term partners.

Post-Event Communication Should Include:

• Personalized Thank You: A heartfelt thank-you note goes a long way in showing appreciation.
• Performance Data: Share data on how their sponsorship performed, including impressions, engagement, and attendee feedback.
• Opportunities for Future Collaboration: Keep sponsors in the loop about upcoming events or opportunities to continue working together.

By maintaining strong relationships and continuing the conversation after the event, you can create a network of sponsors who will be eager to support future events.

Conclusion

Creating an event sponsorship communication plan is crucial for establishing strong, productive relationships with your sponsors. By setting clear objectives, crafting key messages, using the right channels, and maintaining regular communication, you can ensure that sponsors feel valued, informed, and excited about supporting your event. This will not only help make your current event a success but will also lay the groundwork for securing future sponsorships and building long-term partnerships.

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