AFTER DARK 1998 - THE PER CENT CLUB
SPONSORING PACES, A CHARITY BASED IN SHEFFIELD, UK.
Nature of relationship: Title sponsor
Name of Sponsor: The Per Cent Club - Sheffield branch of the nationally operated Per Cent Club
Blue chip companies who donate a minimum of half a Per Cent of their gross profits to the charitable sector.
The Event: Thursday 5 November After Dark 1998
Description: An event was an eclectic mix of bonfire night entertainment and other mainstream activity for a 12,000 regional crowd from South Yorkshire. It was in partnership with local Sheffield City Council and met all the EU safety regulations for large events and firework safety.
The public purchased tickets at a small cost of £3-4 for an evening's entertainment and the profit approximately £30,000+ was donated to the charity PACES.
Beneficiary: PACES
PACES has a regional Centre of Excellence for Conductive Education for children with motor disorders and the support of their families.
In association with PACES, the planning produced a mix of branding, event PR and hospitality opportunities for the sponsor participants.
Other sponsors involved:
Associate sponsors were: Stagecoach Super Tram, Hallam FM, The Sheffield College, The Sheffield Arena, Broadleaf Design & Marketing, The Star, Sheffield City Council, Sheffield University Students' Union
The main three objectives of the sponsorship from the sponsor's viewpoint were:
1. to improve The Sheffield Per Cent Club's regional profile
2. to utilise the event for networking in a fun atmosphere
3. to buy into a regional event with the properties of quality, safety, family audience, fun and representing a regional audience.
From the charity's viewpoint the main three objectives of the sponsorship were:
1. to raise upwards £25,000 for PACES
2. to raise the profile of PACES through a time-limited campaign
3. to persuade businesses of future support through face to face networking in a fun environment
A PR opportunity for both the sponsors and the charity?
Three hundred guests were entertained on the night in an exclusive VIP marquee bonfire party. Charity volunteers and sponsor guests mingled comfortably and there was plenty of chatter. Some complimentary VIP tickets were given with the blessing of the title sponsor to organisations in the past that had helped the charity. The whole party was a networking and recognition exercise.
The general public enjoyed the outside entertainments and of course the Fireworks and Laser Spectacular was the grand finale for all to see. There was a special viewing platform for invited VIP guests and Hallam FM provided the countdown and continuity to the night's show.
Key elements important to the event and the sponsorship property
Branding and profile-building
Cove posters for Mainline Buses & Trams
A4 & 800 A3 posters
A5 fliers 50,000
Visible hoardings - Roundabouts 6'x 3'
Advertising coverage in The Star and Telegraph acted as media sponsors. Apart from editorial, they generously supported the event with key panel ads and other 'in kind' advertising space. The panel ads had title sponsor branding and message.
On - Air coverage on Hallam FM was provided a month prior to the event.
The radio station worked with the sponsor and charity to develop a specific script to ensure that the public knew about the title sponsor. As the event date grew nearer, the campaign was stepped up as we needed to promote the forward sale of tickets. This prevented us from having huge 'walk up' or a flop on the night, which was a major concern of the sponsor. Our ticket sales amounted to 7,500 prior to the event day with a further 2,500 being sold in 3 hours prior to the event starting!
BBC Sheffield is distinctly more accessible for editorial and were able to assist.
Crowd Control: There was a sizeable 'walk up' with few initial queues but the traffic flow soon abated and everyone arrived in time to see the show. 'Walk ups' and 'on the gate' queues are a major logistical headache for any title sponsor. We had contingencies in place for such a situation and they worked.
British weather at outdoor events - The weather had put off some people and this factor is something to bear in mind for sponsors.
This is the core of the activity for the event - Other aspects included presswork with Joan Armatrading, a proactive and inspirational Patron of the charity who had become involved through a dream and a letter to which she personally responded.
The Scope of the Relationship
As the appointed consultant, I worked in meetings with The Per Cent Club to anticipate, suggest, and underpin the Title Sponsorship. This created a proactive flow of ideas, which were focussed and allowed opportunities to be seized with added value that had relevance to the sponsor's business. This in turn provided the reinforcement necessary to make the sponsor feel and evaluate that the partnership was working well and working for his business.
Sponsorship is a two-way street
The final point is to always have a written agreement, which reflects the nature of the partnership, the monetary and physical considerations. The written agreement is your blueprint if the relationship takes a down turn. It's a safety net for both parties. You should not substitute effective, quality communication, (face to face and by phone) with legal jargon. It is vital to have aims and objectives that stick i.e. they are quantifiable, measurable, achievable and in a specific timescale. Plan regular reviews and updates to maintain a healthy rapport. You must always work to deliver the sponsor's business objectives laid down, but not compromise the charity's core ethos and mission.
Good Luck !
Suzanne V Patrick
© 2001
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