Sponsorship Proposals for BSBC - Assignment Example

Executive Summary This report presents the sponsorship proposal for Bendigo Spirit Basketball Club (BSBC) which plays in Women’s National Basketball League. BSBC is located in Bendigo. The report presents a sponsorship plan for Bendigo stadium and covers on different aspect like the property which will be used, the target market, the promotional plan which will be used, the different benefits which the sponsor will get, the financial aspect, the marketing plan for the property and different assets and inventory that they will have. This will thereby help the sponsors to understand their gain and the manner in which this will help to contribute towards improving awareness and improve their popularity and develop their brand image. Cover Letter 24th May 2015 Mr. Barclay Bell Managing Director ARP Australia Pty Limited Dear Mr. Bell, I am writing this letter to invite you for the sponsorship of Bendigo Spirit Basketball Club by highlighting the different aspect and facets of the club and the game. Bendigo Spirit Basketball Club is a part of WNBL club and was the 9th member as it entered into the league in 2007/08 season. The stadium which Bendigo Spirit Basketball Club is Bendigo stadium and it has a capacity of 3,000 spectators. Since, you are provider and manufacturer of different baseball equipments sponsoring the team will help to develop the brand image and will provide an opportunity to attract and retain different type of customers. Bendigo Spirit Basketball Club which is located in Bendigo has a community which favours basketball. Strong media and having a club which is part of WBNL has enabled basketball to earn a good reputation. Sponsoring the event and being associated with Bendigo Spirit Basketball Club will help you to place yourself in the market and will help to meet the different marketing needs. The different activities and areas of focus would be Objective: To win the WNBL competition as it would improve the brand image of the club and also add towards improving awareness for its sponsors. Being a part of WNBL since 2007/08 provides an opportunity to cater a huge market as the population is about 71,000 and people have a strong preference towards basketball Strong community and media presence will help to cover the event properly and will provide useful inputs and will add towards improving the overall brand image of the sponsor We look to have a win-win partnership for both the club and its partners so that mutual cooperation results in better performance. This opportunity will help to increase your chances of being successful and will provide a ready platform form where you can look to carry out your marketing activities in a better way. I have thereby included the brochure which contains all the details regarding the sponsorship, the manner in which the club looks to promote activities and the different dimensions which will help you to grow and improve your business. I look forward to a positive reply from you so that we can further work on the proposal details and enter into a long term contract. Sincerely John Botha Marketing Manger Bendigo Spirit Basketball Club Table of Contents Executive Summary 1 Cover Letter 2 Introduction 5 Sport Property 5 Target Market 6 Promotional Plan 7 Sponsorship Benefits 9 Creative Leverage 10 Budget, Investment & Evaluation 11 Marketing Plan for the Property 12 Inventory of Assets 17 Conclusion 19 Introduction This report looks to present the sponsorship proposal for Bendigo Spirit Basketball Club (BSBC) which plays in Women’s National Basketball League. BSBC is located in Bendigo which is 150 kilometres north of Melbourne and has its own property where different basketball events take place. Most of the home games for BSBC are played in their stadium. The seating capacity of the stadium is about 3000 people. The town has a strong reputation for basketball as people prefer this sport. The report looks to present a sponsorship plan for Bendigo stadium and will cover on different aspect like the property which will be used, the target market, the promotional plan which will be used, the different benefits which the sponsor will get, the financial aspect, the marketing plan for the property and different assets and inventory that they will have. This will thereby help the sponsors to understand their gain and the manner in which this will help to contribute towards improving awareness and improve their popularity and develop their brand image. Sport Property Bendigo Spirit Basketball Club is located in Bendigo which is 150 kilometres north of Melbourne and has its own property where different basketball events take place. Most of the home games for BSBC are played in their stadium. The seating capacity of the stadium is about 3000 people. Bendigo Spirit Basketball Club further looks towards winning the Women’s National Basketball League which is one of the most famous and prominent league played here. Further, Bendigo has a population of about 71,000 people who love basketball and have a great fascination for the sports. Bendigo Spirit further played its first game of WNBL in 2007 at their home ground. Bendigo Spirit has been in the field of sports for quite some time so has the necessary things in place which will help them to deliver superior results and performance. Further, since Bendigo Spirit looks to work on the principle and fundamental of using the media to gain popularity and to develop their market so it provides an excellent opportunity through which the needs and demand for different sports will increase. The highly experienced and qualified human resource which Bendigo Spirit has will help the basketball club to ensure that they are able to work on different aspect and dimensions through which better opportunities will be created in the future. Target Market Bendigo Spirit has looked to identify the target market as all people from Bendigo and other places who have a love and fascination towards the game. This will include all people who play the sports and even people who just love to watch the sports. In addition to it Bendigo Spirit Basketball Club will also look to attract people who have a love for different basketball equipments. This will thereby tend to attract people who in direct or indirect way have an association with the sports. This will thereby provide them with a huge market to cater and will provide an opportunity through which they will be able to provide sponsor with an opportunity through which they will be able to gain. Further based on different areas the target market is as Geographic: Bendigo Spirit Basketball Club looks to attract people not only residing in Bendigo but also other people who reside in nearby areas. In addition to it Bendigo Spirit Basketball Club looks to attract people from other club so that they come and watch the game in Bendigo. The different teams which are participating will also play their games in Bendigo and will thereby look to attract people from those clubs as well. Demographic: Bendigo Spirit Basketball Club looks to attract all type of people irrespective of their age. The club looks to have people who love the sports, participate in sports and even watch sports. Thus, based on demographic Bendigo Spirit Basketball Club is looking to attract all people from different section irrespective of the age. Psychographic: Bendigo Spirit Basketball Club looks to attract different type of people having a liking for different things like live games in stadium. In addition to it even television audience and people using other social media will be attracted and aimed towards so that they are provided with a huge base to attract. Behaviouralistic: Bendigo Spirit Basketball Club will look to attract all type of people irrespective of their age. The club looks to have people who love the sports, participate in sports and even watch sports. The different behavioural aspect has been looked and has thereby identified the manner in which different aspect will be looked at. This, will thereby tend to ensure that the target market is huge and provides an opportunity through which overall opportunities will increase. Promotional Plan Promotion is an important aspect where Bendigo Spirit will look to focus on so that they are able to promote the event. This will help to ensure that the process will look to attract more and more people towards the event. This will help not only the sponsors but will also look to ensure that the success of the event can be ensured. Since, Bendigo Spirit is looking to win the title and is working on that direction so receiving support from different fans and other people will help to develop the required fundamentals through which better performance and success of the event will be ensured. To promote the event and to ensure its success special stress has been given to promote the sport so that maximum numbers of people visit the club to watch basketball. The process will begin with the usage of different hoardings displaying the events. These hoardings will be designed specially in such a manner that it catches the attention of different passer bys. The hoarding will further look to use different colours and process so that it catches the attention of the people. The process will also tend to influence people as using hoardings a few month back will help the people to remember the different events which will take place and will thereby help to promote the event. This will be matched by use of projector and screen which will highlight the different areas which needs to be focused on. The projector and screens will display the different events, highlight the different days when the sports will be played, will telecast previous special matches in short intervals. This will help to catch the attention of different people as having lighting effect while moving around catches attention of people and will thereby help to promote the event. In addition to it promotional activities will be carried out in shopping malls where pamphlets, hoardings will be displayed. This will be matched by the fact that promotional activities will be telecasted on television, print media in the form of paper and magazines will be used, radios and other form of communication will be used. Further, the process will also look to take advantage of the social networking sites and will create a blog where people can put their opinion and discuss different issues, players and team. The entire promotional plan will be developed in such a manner that it looks at fulfilling all the minute details and frames the required determinants through which better promotional plan will be developed. This will thereby help to focus on important areas and will create a path through which the chances of the event to be successful will increase. The promotional activities will further be carried out in small segment and when the main time for the mega event comes all the activities will be used so that maximum number of people can be attracted. This will help to determine the different dimensions and area which needs to be focused on and will bring about the required change through which better attention of people will be attracted. The overall framework will thereby ensure that the promotional plan attracts people. Further, the promotional plan will also look to bring forward the name and logo of the different sponsors so that they can be easily recognized by the people. This will help to catch the attention of people and will provide an opportunity through which better control will be exercised and the overall opportunity to grow and improve the business would increase. The promotional plan thereby will look to attract not only the locals but also people from other places so that the overall dimensions shapes the manner in which the working people look towards the sport and attracts more and more people towards the game. Sponsorship Benefits The property and the event is a strategic fit for the organization as it will help to promote their name and create a brand image. Since, the sponsor also deals in different equipments and materials associated with basketball so it will go in tune with the event. This will lead towards promoting the organization as it will help to create the required push through which business development would become possible. Further, the sponsorship programme and future prospect will multiply the overall framework through which business development becomes possible and will create a path where people will be able to recognize the brand and the company. This will lead towards increased productivity and will entail towards multiplying the overall opportunities to grow and improve their business. In addition to it an important thing to note here is that people of Bendigo have a special preference towards basketball so sponsoring the event will help them to be associated with a big league which will give them a much bigger presence and will multiply the overall effectiveness through which overall growth and business prospect will improve. Sponsoring the event will also look to help the sponsor as it will look to provide naming rights and signage. Having naming rights will ensure that the process will look to continuously provide different information about the sponsor and ensure that all the different objects and articles which are used will ensure that the sponsor is able to use it to attract people. This will be matched by the fact that the tickets which will be sold will have name of sponsors printed on it. Along with it logo will also be printed so that people are able to recognize the brand easily and ensure better association with the brand. This will help to bring about the required change and help to formulate strategies through which overall business development will become possible. The sponsors will also benefit as the team is looking towards winning the event and if it comes out to be true it will have a positive influence on the brand as more and more people will look to purchase the same so that association with the brand becomes better. Creative Leverage Entering into partnership will help to provide the required leverage to both the basketball team and the sponsor as it will help them to gain popularity and ensure that the objectives of both the parties are met. The process will lead towards ensuring that the sponsors will be able to improve the brand image as being associated with a team will help them to gain popularity. Further, since the product is aimed towards sports lover and the sponsor is also looking to work on the same agenda it will thereby help to formulate strategy through which overall gains will be ensured. The sponsors will be thereby able to position their products correctly and will be able to attract the correct section of the society. The process would help to ensure that the sponsors will be able to work on the different dimensions and ensure that the overall business development becomes possible. The process would lead towards creating a win-win situation for both the parties as the sponsors will be able to ensure that their brand image improves and they are able to position their product in a better way. In addition to it the process would lead towards attracting new customers and at the same time retain the old ones. The sponsors through the process will also be able to identify the different areas and dimensions through which they can work as a global brand and will be able to bring about the required changes so that better popularity is ensured. Bendigo Spirit on the other hand will gain as a sponsor which is from the same field is supporting them. This will help to give them the required push and will develop the required push through which Bendigo Spirit will be able to grow. This will help the club in ensuring that they are able to carry out the event in the best possible manner and would thereby help to transform the mechanism through which different decisions are taken and will improve the future aspect for the club as well. Budget, Investment & Evaluation The contract which will entered with the sponsor will have both a fixed amount and a certain percentage of the other revenues which the sponsor will earn. The contract will be executed in such a manner that the fixed amount of the contract depending on the term and assets which will used will be determined after a mutual dialogue. This amount will be collected in cash directly. In addition to it the sponsor will also have to give a certain percentage of money which they get from ticket collection, equipment sale and other such activities. The commission which will be paid will be determined after the contract with mutual discussion and will be paid in cash. The terms of the contract and the amount will be clearly signed and steps will be taken to ensure that the process doesn’t have any issues so that the different activities can be carried out easily. Bendigo Spirit Basketball Club will also assist the sponsor in all ways possible and will take necessary steps to ensure proper arrangements for different hoardings and space. The club will look to ensure that they work together in tandem with the sponsor so that the required framework and areas which support the development of the opportunities for the sponsor is ensured. The club will be making necessary arrangements like space, tickets, equipments used is sports, clothes, shoes and other things so that the sponsor can use the same in the best possible manner. Marketing Plan for the Property The marketing plan for the property looks at working on the different dimensions so that the future opportunities multiples and it creates a framework through which achievement of different goals become possible. The marketing plan looks at having a process through which marketing of the property becomes possible as it will focus towards understanding the different facets and aspect which will support the development of the business. The details are as Brand Bull Eye The marketing process will aim towards creating a brand for the sporting club along with its sponsors. This will help people to associate both the brands and will over a period of time determine the manner in which association has been developed between both the parties. This exercise will help in brand building and will add towards improving the manner in which different activities are carried out. The process of branding will help people to identify the sponsors with logo, tag line and even through colour which will thereby help to focus towards attracting the brand and determining the process through which overall business effectiveness will multiply. The marketing activities would lead towards improving the mechanism through which different activities are taking place and will add towards brand building as all the parties associated with it will gain over a longer period of time. SWOT SWOT analysis helps to match the organization resources and capabilities with the changing environment and determines the manner in which better operational efficiency will be gained. It looks at both the internal and external environment and thereby formulates better strategies for the future. The SWOT analysis is as Bendigo Spirit has different advantages which will help them. Firstly, the team has been playing the WNLF since 2007/08 which thereby ensures good experience and sports person who can win the tournament. Secondly, the number of fans who like Bengigo Spirit is continuously increasing and has thereby increased the number of people visiting the playground. This has helped to ensure good support which would lead towards ensuring that the team is well supported. Thirdly, the club has a good brand image which can be garnered from the fact that the ground is part of WNLF and will have all their games played here and that too in a major tournament. Fourthly, the strong media presence and love and affection for the game will help to ensure that more and more people look to play the sport which will increase the opportunity in the future. Fifthly, the ground has a good seating capacity which will enable a large chunk of the population to watch the game and support their team. There are some of the weakness associated with the club and ground which needs to be looked at. Firstly, Bendigo Spirit has not won any major tournament which thereby raises doubts regarding the future of the team and their ability to win big tournaments. Secondly, people will have to cope with difficulties in parking while looking to come and watch the game. Thirdly, the future chances of selling tickets for home game is less as the club hasn’t won any tournament which thereby would make fans refrain from watching the game in the stadium and could result in empty stands. The different opportunities which Bendigo Spirit has and will develop their business is as. Firstly, winning the WNLF competition so that more and more fans follow the game, this will help to increase the popularity of the sport. Secondly, using their ground as a property through which major attraction can be ensured so that opportunities for the future increase. Thirdly, having a permanent sponsor so that they are able to develop a better image and ensure that the association with the brand helps to determine the manner in which sponsors will be able to improve their business. The different threats which Bendigo Spirit faces and has to deal with it are as. Firstly, threat from other players who are part of the competition as winning the tournament from them needs to be looked at. Secondly, lack of sponsor as there is hardly any sponsor who is supporting the club and will need someone so that proper branding can be ensured. Thirdly, lack of proper expertise and knowledge as the club is new and doesn’t have the required experience in comparison to other players. Thus, the SWOT analysis brings forward the different dimensions through which overall business development becomes possible as it has looked to cover both the internal and external environment. This will thereby help to focus on important areas and improve the overall potential for carrying out different activities. PEST PEST analysis looks at different factors which has an impact on the performance of the organization and covers areas like political and legal, economic, social and cultural, and technological environments. The political situation of Bendigo is calm and has policies which support sports and sporting events. This will have a positive bearing on the manner the tournament is being carried out and will help to ensure that the government policies support the events. The economic situation of Bendigo is sound as people have a high purchasing power. This will ensure that more and more people visit the grounds and also purchase different products which are related to the product. In addition to it people look to use their recreational time by enjoying sports and will thereby add towards ensuring that more and more people watch the sports and will present a bright future. The social and cultural aspect of Bendigo reflects one where people are more inclined towards basketball. People have a special preference towards the sport which will add towards improving the overall mechanism through which people participate in the event. Further, people rank basketball very high which help more and more people to join the sports which will thereby improve the future aspect for companies dealing in basketball gears. It will also have a positive impact on the development of the stadium and will ensure better participation. The technological aspect highlights the manner in which Bendigo provides an opportunity for people to use internet and other social media to gain popularity and also sell their products, tickets and other gear. Technology process is high which will enable the different people associated with the business to use it in a manner which will reflect better productivity and will multiply the overall aspect through which different business is being carried out. This will help to use it to develop the different facets and support the game. Competitor Analysis The degree of competition is high from different alternatives like prior commitments, college related work or activities, and alternate athletic events which has an influence on sportsperson. Since, Bendigo has a single stadium for basketball the degree of direct competition is limited but it faces indirect competition from other athletic events. This could have an impact on the manner in which different decisions are taken as the future prospect and the ability to produce better results in the future is largely dependent on it. Bendigo Spirit also has to deal with competition from other stadiums which are situated in different areas and is favored by basketball players. This increases the degree of pressure as making people favor the Bendigo Spirit by attracting them is a need which needs to be addressed so that competition is better handled. In addition to it the degree of competition for sponsors is high as there are numerous players who provide similar athletic gear which needs to be addressed. This could have an impact on the future business potential and needs to be addressed so that an appropriate strategy which helps to improve the mechanism of working is being carried out. This will shape their performance and will determine the different dimensions through which business will be able to improve their gains from the property. Target Market Bendigo Spirit Basketball Club thereby will look to attract all people from Bendigo and other places who have a love and fascination towards the game. This will include all people who play the sports and even people who just love to watch the sports. In addition to it Bendigo Spirit Basketball Club will also look to attract people who have a love for different basketball equipments. This will thereby tend to attract people who in direct or indirect way have an association with the sports. This will thereby provide them with a huge market to cater and will provide an opportunity through which they will be able to provide sponsor with an opportunity through which they will be able to gain. This will also look to ensure that the sponsor will be able to determine the manner in which they will be able to attract different section of the society and ensure that a win-win situation is developed. Inventory of Assets The sponsor by entering into a partnership with Bendigo Spirit Basketball Club can use different assets, property and equipments which belong to Bendigo Spirit Basketball Club. This will provide the sponsor with an opportunity to use the different assets so that they are able to gain through it. This will help the sponsors in ensuring that the different needs of the sponsor are met and the sponsors through it will be able to achieve their objectives to a large extent. The sponsors will be provided all the assets which belong to Bendigo Spirit Basketball Club as they can use it for promoting their brand. This will help to ensure that the different needs will be better met and the overall framework will help to ensure that the sponsor is able to gain from it. The different needs along with assets which the sponsors will be provided is as below Proposal 1: Using the stadium, dressing room, clothes, caps, shoes, gloves, wicket, signage board and other assets which belong to Bendigo Spirit Basketball Club. The sponsor can use the assets by entering into a contract but the contract will be valid for only the present WNLF tournament and after which the contract will cease. During the period of the contract the sponsor will be able to use the different assets for signage, tickets and hoarding along with print and other things so that they are able to gain popularity about their products. This will help the sponsors in ensuring that they will be able to use the different assets all together and promote the different needs of the organization. Proposal 2: The sponsor will be able to use certain part of assets or certain assets till the WNLF event ends. The sponsor can use the stadium, dressing room, clothes, caps, shoes, gloves, wicket, signage board and other assets which belongs to Bendigo Spirit Basketball Club. The sponsor can use the assets by entering into a contract but the contract will be valid for only the present WNLF tournament and after which the contract will cease. Further, the sponsor will use certain assets and not assets so that the other assets can be used by other sponsors if the club is able to find another. During the period of the contract the sponsor will be able to use the different assets for signage, tickets and hoarding along with print and other things so that they are able to gain popularity about their products. This will help the sponsors in ensuring that they will be able to use the different assets all together and promote the different needs of the organization. Proposal 3: The sponsor will be able to use certain part of assets or certain assets or total assets for a term of 5 years. The sponsor can use the stadium, dressing room, clothes, caps, shoes, gloves, wicket, signage board and other assets which belongs to Bendigo Spirit Basketball Club. The sponsor can use the assets by entering into a contract but the contract will be valid for only 5 years and after which the contract will cease. Further, the sponsor will use certain assets and all the assets as per the contract which is entered by both the parties. During the period of the contract the sponsor will be able to use the different assets for signage, tickets and hoarding along with print and other things so that they are able to gain popularity about their products. This will help the sponsors in ensuring that they will be able to use the different assets all together and promote the different needs of the organization. Conclusion This report presents the sponsorship proposal for Bendigo Spirit Basketball Club (BSBC) which plays in Women’s National Basketball League. BSBC is located in Bendigo. The report presents a sponsorship plan for Bendigo stadium and covers on different aspect like the property which will be used, the target market, the promotional plan which will be used, the different benefits which the sponsor will get, the financial aspect, the marketing plan for the property and different assets and inventory that they will have. This will thereby help the sponsors to understand their gain and the manner in which this will help to contribute towards improving awareness and improve their popularity and develop their brand image. Read More