The Sponsorship Manual: Sponsorship Made Easy
2nd Edition
By E.Geldard & L.Sinclair
The 2nd Edition of the Sponsorship Manual has been updated with even more comprehensive information on the industry. The best-selling first edition of the Sponsorship Manual, published in 1996 came as the result of many requests from clients, students and participants in the numerous workshops we have run, for recommended reading material on sponsorship. You will still find that most of the information contained in this book is original.
About the Text
This easy-to-read text provides practical tips, examples and a dozen comprehensive checklists:
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Practical ideas and insights on how to attract sponsorship |
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A thorough understanding of sponsorship, its uses, and the reasons why companies sponsor |
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Skills to identify potential sponsors and what their assessment procedures are likely to be. |
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Practical advice on how to approach a corporation for sponsorship and prepare the necessary proposal |
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Tips for getting the contract right |
| - | Proven methods for keeping sponsors happy |
| - | Latest methods for evaluating sponsorships |
The most comprehensive and up to date introduction to sponsorship available today. Provides practical hands on information to assist:
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Sponsors to streamline their assessment, purchase, planning, management, evaluation and internal processes (policy, strategy, internal and external guidelines) to ensure sponsorship programs provide quantifiable returns on sponsorship investment to the company/brand through changes in customer attitudes and behaviours, improved image and increased awareness. |
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Organisations and individuals seeking sponsorship to gain a practical understanding of what sponsorship is, why business use sponsorship, who to target and how to approach a business for sponsorship. It details what sort of support you can expect to receive, what the business expects back in return and provides practical tips on ways of effectively servicing a sponsor. |
Tertiary students in the marketing and public relations disciplines to comprehensively understand the value and the benefits sponsorship can provide, and its role as a legitimate marketing and communications tool. |
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About the Authors This manual provides a unique insider’s view to seeking sponsorship. This has been gained by the authors’ extensive experience in providing major corporations and government with strategic advice, planning, evaluation, project management and training relating to all aspects of sponsorship. Edward Geldard is General Manager of The Sponsorship Unit. Edward is a visiting lecturer at RMIT and UTS , a founding judge of the Australian Financial Review National Sponsorship Awards and member of the Australian Authors Society, and the Australasian Sponsorship Marketing Association. Edward has extensive experience consulting to major corporations, Local, State and Federal Government and agencies. Sponsorship projects under Edward's management have re engineered sponsorship processes, provided substantial returns on investment, successfully launched products, promoted services, increased sales and generated product usage. His past positions have included National Sponsorship Manager at Telstra and Manager Sponsorships and Community Relations at Channel Nine Brisbane. Laurel Sinclair is the Managing Director of The Sponsorship Unit. Laurel has extensive experience consulting to major organisations and project managing sponsorship programs. These programs have provided substantial return on investment, launched products, promoted services, increased sales and generated product usage. Laurel's past positions were with large companies in corporate Australia, such as Coopers & Lybrand, Telstra and Gillette. |
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Book Orders Copies of the Sponsorship Manual are available through University bookshops or by ordering on line. Books will be delivered by next day post. |
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Copyright © 2003 The Sponsorship Unit®. All rights reserved.