Sponsorship Ready Workbook

Be Irresistible Workbook Make Your Business Events Irresistible to Fortune 500 Company Sponsors Developed By Quiana Murray www.QuianaMurray.com

Welcome Entrepreneur! I'm thrilled you're here to learn how to prepare your event for Fortune 500 sponsorship. You're taking an amazing first step to ensure your event gets a YES every time. This workbook is for you to use over and over again so be sure to mark it up, doodle on the sides and even draw a mustache on me if it gets your creative sponsorship juices flowing! Before you dive in, I want to remind you that sponsorship is a big deal and should not be taken lightly. Having your event sponsored means not only does another organization believe in what you're doing, but they want to be part of your community. Keep that in mind as you plan your event and you'll have sponsors who send you money, goods, and even their customers each and every year. Now, let's dig in and get your event sponsorship ready! To Your Sponsorship Success,

Quiana Murray Sponsorship Coach Bold Business Institute, LLC http://quianamurray.com

Part I: Ideal Attendee Profile The first step in getting your event sponsorship ready is to know who you want to attend. Answer each question fully. How many people do you want to attend your event? (These are the paying attendees not your sponsors.)

What other events do your attendees pay to attend?

What makes your event different than the other events they attend?

How will attendees get to your event (are they local or will they travel)?

© 2016 Quiana Murray, Bold Business Institute, LLC & Oh So Bold

What do your attendees like to do, eat, see, and hear when they attend events like yours?

Who are the industry influencers your attendees want to work with, are impressed by, want to learn from, and /or want be entertained by?

What do your attendees like about the other events they attend in your industry (i.e., the location, guest speakers, etc.)?

Other than participation at your event, what else do your attendees want to get out of attending (i.e., networking, vacation, etc.)?

How much do your attendees usually spend to attend events like yours?


Part II: Your Event Details The following are questions potential sponsors will have regarding you and your event. Answer each question fully. Explain what you do (your industry, type of products and services you provide, and how you help your clients).

What types of live events have you hosted in the past?

Tell me about your event (what is it about, for how long, where will it be)?

How will attendees benefit from attending your event)?


Who (guest / celebrities) will be speaking and presenting at your event?

Will guests / celebrities be paid for their attendance and if so how much?

Is there a cost for attendees and if so, how much per ticket?

What is included in the cost for attendees (i.e., meals, activities, etc.)?

What discounts or incentives will you offer attendees who buy multiple tickets?


How do you plan to feature your sponsors at your event, in your promotional materials, and after the event has ended?

What are you doing now to promote your event?

How do you plan to promote the event going forward (expand your reach and visibility)?

How much will it cost to host your event? (Use your Event Plan and don't forget: location, entertainment, speakers, food, decorations, gifts for attendees and sponsors, transportation, etc.)?


What other companies have confirmed they are sponsoring and/or partnering with you for your event?

What other companies are you asking to sponsor your event?

What type of sponsorship are you looking for (i.e., sponsors to exhibit, provide a monetary contribution, and/or be guest speakers)?

What are your current sponsorship levels and what's included at each level? (Remember to include any Early Bird incentives for sponsors.)

Why do you want these companies to sponsor your event?


Part III: Sponsor Benefits Sponsoring an event is a big decision for any corporation. Brainstorm ways you can make your sponsors happy. Below are the categories sponsors said were most important to them. When you're planning your sponsor benefits, you'll want to pick as many high-ranking benefits as possible.

Now that you understand what's important to sponsors, you need to be clear on how they want these benefits fulfilled. That data is below.


Here are a few ways you can make your sponsors happy. Be creative and add your own. Remember to start with no to low cost options first. The goal is to make sponsors happy without adding costs to your overhead. * Create a 'Sponsors Only' email list with all attendees' contact details. * Offer virtual events where sponsors are featured before your event. * Create a Facebook group where sponsors have access to attendees. * Send 'Event Updates' to sponsors on your event planning progress. * Offer special incentives to sponsors who provide the services you use. * Allow each sponsor to be the 'Feature' for their industry (no competitors). * Add sponsor logos to lanyards, bags, and other attendee gifts. * Plan onsite networking events for sponsors (think Happy Hour). * Give sponsors an upgraded lunch on event days. * Have sponsor only areas stocked with water, snacks, and other goodies. * Invite the media and offer sponsors an opportunity to be interviewed.


Part IV: Legal Considerations Knowing the legal implications for obtaining sponsorship will keep you safe. Discuss these questions with your lawyer. What are the financial considerations for obtaining sponsorship (i.e., unrelated business income, revenue, tax requirements, etc.)?

What do you need to include in your Sponsorship Contract Agreement?

What are the specific rules for hosting an event in the city / state where your event is being held (i.e., serving alcohol, inviting entertainers, etc.)?

What details about your event can sponsors share on social media, in their newsletters, and other PR outlets?


What details about your event should sponsors not share on social media, in their newsletters, and other PR outlets?

What details about your sponsors can you share on social media, in your newsletters, and other PR outlets?

What details about your sponsors should you not share on social media, in your newsletters, and other PR outlets?

How long is your sponsorship agreement including before and after your event (and what constitutes a completed agreement)?


Can you legally use your sponsors' logos and licensed goods and services? If so, where and how can you use them?

Can your sponsors legally use your logos and licensed goods and services? If so, where and how can they use them?

As it relates to your sponsors, how is a competitor defined at your event?

How will you handle disputes, defaults, and breaches between you and your sponsors?


Part V: Sponsorship Timeline Allow yourself at least 6 months to get a Fortune 500 company's sponsorship. Let's plan your next 6 months. Here's an overview of tasks to complete by month. Your timeline may vary. As you plan each month, determine weekly tasks. Utilize your staff to complete tasks. A calendar template is included on the next page. Month 1 - Finalize your Event Plan. Get clear on your sponsorship goals, identify potential sponsors to research, complete your Ideal Attendee Profile (IAP), and get your legal affairs in order. This month is not your most glamorous one, but it is the true foundation for everything you're going to need to get sponsorship! Month 2 - Develop your scripts for networking, phone calls, and emails. Create your sponsorship database so you can track who you contact, when you contact them, and determine follow up dates. Begin contacting potential sponsors. Offer early bird sponsor incentives. Month 3 - Continue contacting sponsors and updating your tracking sheet. Begin sending sponsorship proposals to companies you contacted in Month 2. As you obtain sponsors, begin adding them to your PR, Social Media, and Marketing campaigns. Create an email list for sending event updates to your confirmed sponsors. Send thank you gifts to sponsors. Month 4 - Continue with actions from Month 3. Contact at least 10 - 15 companies per week. Begin sending event updates to sponsors. Inform potential sponsors that early bird incentives expire in 30 days. Month 5 - Continue with actions from Months 3 and 4. Inform potential sponsors that early bird incentives have expired but sponsorship options are still available. Begin hosting live and virtual events for sponsors to connect with attendees. Months 6 - 12 - Continue with actions from Months 3 - 5. © 2016 Quiana Murray, Bold Business Institute, LLC & Oh So Bold


About Quiana Murray Quiana Murray a Business Coach and founder of the Bold Business Institute®. For years she's been teaching business owners like you how to step into your Executive role so you have more time, less stress, and can better manage and operate your business. Quiana has helped small business owners, leaders of large companies, and government agencies do amazing things like launch new programs, obtain Fortune 500 sponsorship for their events, and become highly sought after industry influencers. She knows the strategies that will save you time and money without skimping on quality. More importantly, Quiana can save you from the mistakes most business owners make when running their business – mistakes that leave you feeling like the only choice is to do it all yourself. Trust me, it isn’t. Quiana works with bold business women just like you. She has years of experience in budget management, human resources, finance, project management, training, and public speaking. Her understanding of business operations and her advocacy on behalf of entrepreneurs has positioned her as a leader and mentor for entrepreneurs. Quiana believes it's absolutely possible to plan events your tribe raves about and get Fortune 500 companies to sponsor those events. She is committed to helping you do it. For questions or to reach Quiana, email her team at Contact @ Ohsobold.com.
