NPP Sponsorship and Donation Authorized Agents Training

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NPP Sponsorship and Donation Authorized Agents
Training 4-5 May, 2006 8 Wing Trenton WHERE DO
WE FIND SPONSORS By Ken DoucetteMaritime
Forces Atlantic Corporate Services Director NPP
Sponsorship Specialist E/W
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Brief History Maritime Forces Atlantic
Corporate Sponsorship Program MARLANT
Corporate Services Division totally engaged in
support of the Corporate Sponsorship Program
MARLANT Corporate Sponsorship programs include
the following DND Family Days MARLANT Sports
Program MARLANT Recreation Program Misc NPF
Sponsored Mess Functions Activities Nijmegen
March, NPF portion and Misc
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Brief History Maritime Forces Atlantic
Corporate Sponsorship Program (Cont) National
Corporate Sponsorship Canadian Forces Sports
Awards Ceremony 2010 Canadian Naval Centennial
Celebrations Obviously there are a few
steps that have to be taken prior to getting to
the stage of Where do we find Sponsors
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• Steps are as follows
• 1. Goals of the sponsor - determine what
  Corporate Sponsors are looking for.
• Corporate Sponsors are looking for the most
  effective way to meet their specific business
  goals. Some things potential sponsors might be
  looking for include
• Return of Investment
• Generation of awareness through brand or
  product
• Loyal customers are a Companys most valuable
  asset. Companys are tethering their
  products/services to the issues, events and
  organization they care about
• An opportunity to impact specific results in
  the narrow market segment of the military and
  identify their product/service with the Canadian
  Militarys activities and lifestyles

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1. Goals of the sponsor - determine what
Corporate Sponsors are looking for. (Cont)
Advertisements in Unit publications, on TV or
radio stations and in the event programs
Positive publicity about their organization in
any possible way Merchandising and promotions
at the point of product Exposure to top
leadership and decision makers via receptions,
activities, or special opportunities
Visibility and opportunities at the event to
sample and have their product sold, to
demonstrate brand attributes or to survey
consumers about such issues
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• 1. Goals of the sponsor - determine what
  Corporate Sponsors are looking for. (Cont)
• Value for sponsorship dollars
• Scripted event announcements, VIP hospitality
  packages, and opportunities to participate in
  the event or meet celebrities
• One-of-a-kind mementos for sponsors and their
  VIP guests
• Right of refusal of sponsorship participation
• Showcase Community Responsibility

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2. Identify What are you selling - Event, Sport,
Activity or Program 3. Taking inventory for your
event or program What are you selling and what
do you have to offer. Deliverables! 4. Develop
your Media Partners They should be treated the
same as all other sponsors, with the same rights
and benefits 5. Develop your sponsorship
benefits and offerings Put together various
components of your sponsorship benefits/offerings.
Offer valuable sponsorship Note Dont use
industry specific terms that the potential
sponsor may not understand. Try to avoid too many
levels.
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Where do we find Corporate Sponsors Points to
consider Potential sponsors must be identified
in a process that is fair, honest and open and
the outcome must reflect the principle of
neutrality When dealing with industry, it is
important that the industrial sector is treated
equitably and that no adverse perceptions of
preferential treatment, privileged access or
unfair advantages arises Sponsorship or
donations will not be sought or accepted from
organizations, businesses or individuals of a
controversial or political nature. All conflicts
Interest must be avoided
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Where do we find Corporate Sponsors Points to
consider (Cont) Potential sponsors may be
identified by the issuing of letters or Info
packages that provide and request an expression
of interest in participating Potential
sponsors must be reputable and have practices
that are consistent with the NPP, DND, and CF
mandate and values Develop Sponsorship Cross
Promotion
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Where do we find Corporate Sponsors Research
learn about your potential sponsors National
Sponsors list - CFPSA Canex- National
suppliers list Other PSP websites Target
event specific sponsors Promotion Marketing
Associations (Memberships) Research -
Internet, annual reports, data research on
company Find out what companies are
sponsoring What are their building strategies,
what their building objectives are
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Where do we find Corporate Sponsors
(cont) Chamber of Commerce or Community
organizations associations DND partners and
suppliers Social Functions-Receptions,
dinners, etc Work together with CANEX
SISIP Leverage relationships with other
Base Note Consider Sponsorship Cross
Promotions
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Where do we find Corporate Sponsors QUESTIONS!