BMG Title Sponsorship of CD and Tape release 'Lullabies with Difference' for PACES,
a UK based Charity.
By Suzi Patrick, Principal of Phoenix Management
Nature of relationship: Title Sponsor
Name of Sponsor: BMG
BMG Europe is a major international company in record production and marketing.
The Event: Christmas 1998
Description: The product was a collection of 11 tracks donated by famous international pop artists entitled 'Lullabies with Difference'. The record product was soft rock/ballad and was produced and sold to raise funds for PACES a regional Centre for Conductive Education.
Along with traditional bedtime songs, there will be songs that your parents loved and sang to you as a small child. Some of their favourite blues, rock 'n roll or jazz may have crept in. These were the lullabies with a difference. This album was not just for children at bedtime but designed to give hours of peace and pleasure.
Eleven artists and their companies gave their support after a personal approach from pop star and businesswoman Joan Armatrading.
1. Mark Knopfler
2. Midge Ure
3. Jools Holland
4. Melissa Ethridge
5. Lewis Taylor
6. Paul Young
7. Joan Armatrading
8. The Cranberries
9. Tina Turner
10. Brian May
11. Sarah Randle
Those that could not give tracks such as Sir Paul McCartney sent generous donations.
The Process:
All participants supported the album by donating a track and to utilise the Rights for two years. We took this offer to BMG who was top of our list of prospects and we left the meeting with a deal. We were extremely lucky. BMG were impressed that we had attained such an impressive list and that Joan Armatrading accompanied us to the meeting; about six or seven of the above were confirmed by the time that we met with the Vice-President of BMG. We had to ensure the paper work for the rights were carefully scrutinised and fortunately one of the charity officials' partners was a contract solicitor. This gave us a clear ground to work with the artists and their agents without being charged a penny.
BMG's network and expertise were the key success factors of the PACES sponsorship. For instance, they provided active support to facilitate the production of the album at the famous Abbey Road Studios and commissioned Gus Dudgeon (Elton John's Producer) to ensure the product was high in quality and output.
The Sponsorship Programme encompassed the CD
Production
Marketing
Distribution through industry contacts
Marketing the sponsored product:
Apart from the major PR opportunity this album presented to both the charity and the record company, we had hoped for an album cover sponsor. We ran out of time for the Christmas market and so launched the album without a cover sponsor. With more time this could have added to the campaign and been a viable additional element.
A Committed Patron
The temptation of over-using our famous patron was a real one. We regarded interviews and public appearances with the same care as you would with anyone, ensuring that privacy did happen and over exposure wasn't an issue. BMG were great and very comfortable with this.
The Christmas '98 pre-launch saw the production of a sampler CD before it went on sale through leading retail outlets such as WH Smiths and Andy Records. We used the sampler for presentations to potential sponsors. BMG used all their retail contacts to help with the PR buzz of the launch. A tape was syndicated to all radio stations and there was a 7-day run-a-round to all the commercial stations to gain airtime and news coverage of the launch.
We sold the album for around 18 months and it brought in sales and profile, which met our targets and exceeded our PR expectations. The WOW factor of this project and the many people that supported it through sponsored time and money was difficult to replace once finished.
With the responsibility of servicing the title sponsor dealt with externally, the substantial time investment was not an issue or a burden for the charity
Other sponsors involved:
Associate sponsors were: Broadleaf Design & Marketing Ltd, Irwin Mitchell
Good Luck !
Suzanne V Patrick
© 2001
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