Building Meaningful Community Partnerships

I'm often asked what I look for in a sponsorship, or more often, will you sponsor "our" event. It's not such an easy question to answer for there are lots of factors to consider. So, how should one go about it? 

Today's business climate has forced companies to make some difficult choices, and one of them is "maximizing its partnerships." Especially, if your promotions budget has been cut. After all, you can't afford to sponsor everything, so you're forced to look at the Return On Investment (ROI). 

Here are some suggestions to help make the process easier.

1. ESTABLISH A CRITERIA. For example, it may be the obvious to consider the ones that will "grow audience and revenue." Or maybe it's as simple as fitting a certain time table - one per month, per quarter, etc. Try to keep this to no more than three points and consider what will move your goals and brand forward.

2. RATE OR TIER SPONSORSHIP OPPORTUNITIES.

I've found it helpful to rate sponsorship opportunities into three categories: Major, Local and Small (or Tier 1, 2 & 3). This allows you to consider all opportunities so you have representation across the board and helps keep you honest to the organizations that are daily seeking your help. Tier 1 for me would be the ones that are backed by your sales team. The biggies, where you're a corporate sponsor to a professional or college organization and fancy suites are involved with major stadium signage opportunities. Tier 2 would be the local places where your audience would go and spend time. The zoos, museums, theme parks, concert venues, etc. in your city or town. And don't forget your city and chamber events - I would put them into Tier 2. And finally are the small groups we would all love to support more - these are the ones we're all getting hit with on a daily, weekly basis. 

3. MANAGE YOUR "GIVES & GETS."

Don't overlook or take this lightly. Often you can use the "gets" to build or foster your client relations with your own customers. Take them to a sporting event, invite them to a concert, offer them some tickets to the BBQ or ask them to join you at your corporate table. You'll be surprised at what these simple gestures can do in building strong, lasting relationships. Not to mention, your company is alive and seen as an integral part of the community. 

4. HOW CAN WE MAKE THIS OPPORTUNITY MEANINGFUL.

I found that the key to making an event more meaningful is to build a connection with your employees to the event itself. Is there a connection with this partnership to someone on staff? Who has personally or had a family member battle heart disease, cancer or diabetes?  Who has had a meaningful, positive relationship with the organization. For me, if I can tie our on air talent, reporters or staff to the event, it becomes more of authentic and real (i.e. meaningful). It will build your brand, build community awareness to your company and build positive, meaningful relationships in the long run. WFLA SPONSORS HEART WALK