Académique Documents
Professionnel Documents
Culture Documents
Executive Summary...........................................................................................................................1 About UMC.......................................................................................................................................2 SWOT Analysis.................................................................................................................................3 Recommended Research....................................................................................................................4 Target Market.....................................................................................................................................5 Corporate Sponsors................................................................................................................5 Panera.....................................................................................................................................6 Pepsi........................................................................................................................................7 Starbucks................................................................................................................................8 Wegmans................................................................................................................................9
Non-Profit Information
Uptown Music Collective 848 West 4th Street Williamsport, PA 17701 Phone: 570-329-0888
Sponsorship Opportunities
1. Student Sponsor - $500 Recieves some advertising and recognition opportunities - On-Stage recognition - Name/logo on flyers and website - 1/2 page advertisement in program - 8 concert complimentary tickets 2. Music Sponsor - $1,000 Recieves even more advertising and recognition opportunities <-- Everything in Student Sponsor - Name in newspaper and radio ads - 1 free private performance - 2 more complimentary tickets 3. Concert Sponsor - $2,500 Receives the most advertising and recognition opportunities <-- Everything in Music Sponsor - Lamar billboard spaces - 15 more complimentary tickets - VIP seating and back-stage tour
Weaknesses
- Expensive - Small business with local appeal - Lack of connections with alumni - Not a real strong brand identity - Confined by lack of monetary funds - Not enough personnel and staff - Donation cap on sponsorship tiers - No Twitter account - Inconsistent newsletter releases - No Board of Directors
Opportunities
- Corporate sponsors - Local, small business sponsors - Alumni connections - Wealthy families as sponsors - Classes for children with special needs - Scholarship opportunities - Salesforce - Franchises - Consistent newsletter - Contests for non-profit funding
Threats
- Economy - Youth music preferences - Changing demographics - Other after school programs - Low-tech computers - Non-profit competitiors - Regulations on non-profits - No leadership board - Teacher attrition - Marcellus Shale fracking
1. What type of sponsorship does your company participate in? (Concert, music, or student sponsor) 2. Why do you sponsor the Uptown Music Collective? 3. What do you value about your companys relationship with the Uptown Music Collective? 4. Please rate the following sponsor benefits on a scale of 1 to 5 based on importance to your company: - Recognition on Community Arts Center Marquis for the event you sponsor - On-Stage recognition and appreciation on the night of the performance - Name/logo on event t-shirts,flyers, posters, video clips, DVDs of the performance, tickets - Recognition on Lamar Digital Billboards in multiple counties - Advertisements in the official UMC Season Program - Advertisements in newspaper and radio advertisements - Free private performance by an UMC student group - Complimentary tickets for performances - VIP seating at your sponsored event - Logo/link on UMC website - Guided backstage tour-meet and greet with student performers before the event you sponsor 5. What would you change about the sponsorship program The Uptown Music Collective offers? (Are there enough advertising opportunities, communication with UMC, etc.?) 6. Can you suggest other recognition opportunities you would like to see?
Target Market
Panera Bread 202 Basin Street Williamsport, PA 17701 Phone: 570-322-2505 Fax: 570-322-2508
Community Programs
Community Breadbox - a portion of cash donations are matched and distributed to local non-profits Day-End Dough-Nation - Panera donates all unsold bread and bakery goods to hunger relief SCRIP Fundraising - non-profits pre-purchase $10 gift cards at a 9% discounted rate and to re-sell Community Events - donations to events like silent auctions, runs and walks, trivia nights, raffles
Sponsorship Opportunities
1. Write a Letter 2. Send the Letter by Mail Include the following information: Doherty Enterprises, Inc - Deadline for creative Attn: Marketing Coordinator - All levels of sponsorship/costs 7 Pearl Court - Contact person(s) information Allendale, New Jersey 07401 (name, title, phone, email) Fax: 201-818-0807 - Print on official letterhead 3. Tips for Applying - Specify the date and request for donation and submit request at least six weeks prior to the event - Submit a Donations Request Form. - Submit application by mail - Large sponsorship requests are determined in beginning of year
Target Market
Pepsi Company 1450 Dewey Avenue Williamsport, PA 17701 Phone: 570-326-9086
Community Programs
Save the Children - provide a 3-year, $5 million grant to help children in rural India and Bangladesh Diplomas Now - helps the toughest schools in America succeed in helping every student graduate WaterCredit - accelerate greater access to safe water and sanitation for those without in India YMCA - programs to improve well-being of African American and Hispanic/Latino populations
Sponsorship Opportunities
3. Other Sponsorship Inquiries 1. Letter of Interest for Grants 2. Send the Letter Via Email - Name of Nonprofit Organization PepsiCo.Foundation@PepsiCo.com Submit proposal in writing to: Tricia Lynch - Contact (name, title, phone, email) - Name of your organization and PepsiCo - Area (healthcare, education, envir.) the project name in subjectline - Program goals, timeline, etc. - Do not exceed the allotted word 700 Anderson Hill Road Purchase, NY 10577 - Innovative nature of program count for each question and Allow three weeks for a response - Intended impact and results respond only to questions asked - Expected total cost/grant requested
Target Market
Starbucks Coffee 154 Academy Street Williamsport, PA 17701 Phone: 570-327-3045
Community Programs
DonorsChoose.org - online charity that makes it easy to help classrooms in need Jumpstart for Young Children - volunteers for early education in low-income neighborhoods of PA Opportunity Finance Network - lenders create jobs, affordable homes, and healthy communities Rainbow Kitchen - provides supporive services and food for struggling families and individuals
Sponsorship Opportunities
1. Youth Action Grants Starbucks Foundation gives to nonprofit organizations that: - Inspire young people to plan - Build ongoing leadership capacity - Reinforce long-term engagement - Share success stories across media 2. Vote.Give.Grow. - Starbucks Card holders register their cards as Community Cards - Vote online every week for their favorite local organization - Winner receives project funding 3. Starbucks Community Service - Register organization online at Community.Starbucks.com - Post volunteer hours needed for your project or large-scale event - Requests are then sent to Starbucks Foundation to match volunteer hours and personal contributions
Target Market
Wegmans 201 William Street Williamsport, PA 17701 Phone: 570-320-8778
About Wegmans
- Founded in 1916 in Rochester, NY by John and Walter Wegman. Danny Wegman is currently CEO - Wegmans operates 79 stores: 47 in NY, 14 in PA, 7 in NJ, 6 in VA, 4 in MD and 1 in MA - Ranked #4 in FORTUNE magazines 2012 list of The 100 Best Companies to Work For - Exceptional levels of charitable donations to food banks, youth programs and neighborhoods.
Community Programs
Wegmans Scholarship Program - awards $81 million in scholarships to 25,000 employees Food For the Hungry - gives 14.9 million pounds of food to the community Healthy Eating and Activity - promotes regular exercise and 5-a-day fruit and vegetable program Passport to Family Wellness - helps to build healthy communities
Sponsorship Opportunities
1. Request Matches Our Values Must fit with our giving priorities: - Food for the hungry - Healthy eating and activity - Neighborhoods - Young people - The United Way 2. Write a Letter Include the following information: - Date and purpose of the event - What you need from us - Copy of your 501(c) 3 status - Contact person(s) information (name, title, phone, email) - Print on official letterhead 3. Limitations Funding will not be given to: - Organizations without a 501(c) 3 - Individuals - Scholarships - Professional development - Employee recognition events. - Political organizations
Competitor Analysis
- Make-A-Wish Fnd. - Girls on the Run - Habitat for Humanity - Reading for the Blind and Dyslexic - YMCA - Tools for Teaching - St. Josephs Childrens Hospital - New Hope for Kids - Fnd. for Foster Children
- YWLA of New York - Girl Inc. - Plan USA - Fdn for International Arts & Education - Lincoln Center - Manhattan Theatre Club - International Womens Media Foundation - Children of Hope (India) Inc.
- Abyssinian Dev. Corp. - American Red Cross - Conservation Intl. - DonorsChoose.org - Fair Trade Certified - Food Service Packaging Institute - Global Green USA - HandOn Network - Product (red) - Savethechildren - UK youth
- Food Bank - Local Charities - United Way Childrens Success - Low-Income Senior Shopping Shuttle - Local Neighborhood Community Events - Check-Out Donation - United Way - Eat Well Live Well
10
Marketing Strategy
Offering
The main product we are offering to potential corporate sponsors is a comprehensive sponsorship package. Not only does this detailed package explain why the corporation should partner with the Uptown Music Collective, how their values are comparable, and how they will profit from this relationship, but it also helps to deomonstrate how they will become involved in the community. This is what many corporations are looking to do to strengthen their corporate social responsibility reputation. The visibility that the Uptown Music Collective will provide for the sponsors guarantees that there will be impressions generated in the Williamsport area, which does more for their ad dollars than partnering does on its own.
Costs
The sponsor costs associated with this type of commitment is explained on three different levels within the corporate sponsor package. The donation amounts are now based on a gold, silver and bronze scale in which the gold pays $2,000 to become a sponsor, silver pays $1,500 and bronze $1,000. In order to lessen the perceived negativity associated with these high costs, the Uptown Music Collective must make it worth their while to invest. By offering advertising space on billboard, newspapers and radio, VIP seating and other benefits, the sponsors can get more out of the experience. This will differentiate the Uptown Music Collective from the other non-profits out there and convince sponsors to donate.
Communication
The messaging we will be using to convey the benefits of sponsoring to potential coporate sponsors is GET INVOLVED. With this simple campaign tagline, sponsors will discover just why they should get involved. Once we provide a values comparison for each potential sponsor, we will be able to implement our other featured tagline, Were not so different after all... This messaging strikes their curiosity and will make them wonder what excatly we can do for them. To communicate this messaging, the Uptown Music Collective should personally send (via email and mail) each sponsor a packet detailing the importance and benefits of getting INVOLVED. Cold calling, follow-up conversations and satisfaction surveys should be conducted regualrly to determine true sponsor satisfaction once they are INVOLVED.
11
Values Comparison
In our research, we found that corporations are always looking to sponsor organizations that share the same values. In this section of the Corporate Sponsorship Package, we emphasize that we are not so different than corporations we are seeking sponsorship from. With Panera as our example, we researched what their core values were and compared them to the values of the Uptown Music Collective.
List of Performances
We listed all of the Performances the UMC has planned for the 2012-2013 year to help the sponsor match which would best suit them, if they decide to sponsor an event. The corporation can also get more of an understanding of what the UMC is with the pictures and descriptions of the performances.
We categorized the level of sponsorships with a color-coordination system: Gold-$2,000, Silver- $1,500, and Bronze-$1,000. The amount of features the Corporation would receive for their sponsorship increases with the level of sponsorship they choose. We listed the benefits of each feature to explain what each feature would do for the corporation, in favor of their donation. The UMC already uses a lot of the features for their local sponsors, but we added a few features that the Corporation would be interested in for building a relationship with their customers. The features we included are: - Opportunity for promotional events at your facility (Ex: concert in Panera Breads parking lot) - Opportunity to set up vender table the nights of the UMC performances - Opportunity for promotions and contests on UMCs Facebook (Ex: win a coupon for Panera Bread) - Coupons for corporation on the reverse side of the tickets
Call to Action
12
On the back cover of the Corporate Sponsorship Package, we end with a strong quote and a call-to-action: Contact Tracey at tracey@uptownmusic.org. Ideally, the Corporation will contact Tracey and she will send them the materials to sign up for a sponsorship.
Implementation
Send relevant content that adds value for the recipients. The content of the email should include stories, testimonials, action links or multimedia. Set expectations for your recipients and always send professional emails. This email should not only demonstrate how much the recipient means to the Uptown Music Collective, but it also a way of updating them about current endeavors. Furthermore, the email should most importantly include a call to action to encourage the alumni to donate. Dear Alumni, I, INSERT YOUR NAME, am writing to you on behalf of Uptown Music Collective. The Uptown Music Collective hosts yearly performances for the 120 students enrolled in the music program to showcase their talent. We feel that these performances should be supported by a safe, sanctioned place for these kids to exercise, socialize, and develop skills that will be useful throughout their lives. Our organization is dedicated to the process of making that happen but we need your help. Your donation will bring us closer to our goal of $$$$$##. Many business and community leaders are on board as well as hundreds of individuals. Our community is clearly excited and eager to see the performances succeed. You can be a part of that excitement by supporting our youth with a $$$$# donation. We are happy to acknowledge your donation on our website and at our numerous events, (unless you prefer otherwise). I would like to thank you for considering this opportunity to partner with our organization for raising funds. If you have any queries regarding our organization, our fund management policy, or the project itself, please feel free to contact me at mymail@address.org. Thank you, (Signature)Your Name
13