SponsorPort™ Add-Ons
The following options are an overview of the elements that our clients use to customize their SponsorPort system. Designed exclusively for your needs, the following summaries show how these additions can directly enhance your ability to evaluate, execute and measure your sponsorship investments.
Evaluation
Our Objectives Alignment Module enables you to create one or more "Objective Profiles" consisting of desired sponsorship objectives, desired target audience and desired attributes. By mapping the components of an objective profile to data captured in a proposal, an Objectives Alignment Score is generated that reflects the proposal's ability to deliver against the specific Objectives Profile and how it compares to other similar opportunities.
Or, as our clients often say, it helps them to understand very quickly and efficiently what sponsorship investments are wise ones and which are the ones they might not want to pursue.
Our clients use this module primarily as a standalone evaluation process or alongside the Objectives Alignment Module to determine the attractiveness of a sponsorship opportunity. The module creates a simply scoring system that is determined based on the weighted evaluation criteria established by the client that is based off of pre-determined information collected in the proposal questionnaire.
Our Valuation Service utilizes our SponsorPort 3.0, a proprietary Web-based sponsorship valuation tool designed by our in-house technology team. SponsorPort 3.0 is an objective, standardized, authoritative resource that expedites and validates the financial valuation of sponsorship assets in a proposal or existing agreement. Summary valuation results are accessed from the user’s desktop and the detailed valuation information is made available electronically.
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Execution
The Leverage and Activation Module allows our clients to list and categorize all required resources, activities and costs associated with the leverage and activation of the sponsorship program. Clients use this module so actual costs can be tracked against an established budget for the leverage and activation of the event that will automatically populate relevant cost-based calculations in the measurement module. The end result is that reports can now be run against the global database of leverage and activation resources, activities, and costs.
The Contract Management Module allows our clients to track all key deal points for each and every one of their sponsorship investments. Many clients also use the function that allows them to upload sponsorship contracts as PDF documents for future reference and filing purposes.
It would be best to pass along to you that feedback from our clients tells us that the contractually-based deliverables of each sponsorship investment in one location saves them time and allows for easy comparison of best practices for similar active sponsorships and proposals.
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Measurement
Our Measurement Modules facilitates for clients the organized collection of essential data critical for measuring the performance of a sponsorship investment in three ways:
- Performance of Agreement
- Performance Against Objectives
- Performance Against Budget
The combined outputs provide essential real-time performance insights and the ability to begin to predict likely future performance is a great resource to show a CFO the value of sponsorship.
Determining the performance of a sponsorship is a universal challenge for all sponsors and our client feedback on our Performance of Agreement Module is quickly becoming the universal solution to measuring how well a sponsorship investment drives business objectives.
The Performance of Agreement Module enables a comparison between the estimated value of the agreement assets, e.g., media, hospitality and signage vs. the delivered value based on actual results.
By valuing the agreed upon components of a sponsorship and then valuing the actual delivery and utilization of those components you can arrive at key measures and metrics for the effectiveness and performance of a sponsorship as well as be in a stronger position for re-negotiation based on tangible value delivered.
Performance Against Objectives Module (ROO) gives you the tools to perform an objectives-based analysis of your sponsorships. For each sponsorship you may define any number of tactical objectives that each map to a related strategic marketing objective. A universal rating and measurement mechanism allows you to compare the success of tactical objectives within or between sponsorships.
Because of the relationship between tactical and strategic objectives, you can now report on overall performance against strategic objectives for any number of sponsorships together.
Performance Against Cost is automatically calculated from data collected in the Leverage and Activation Modules or entered directly. By implementing a Web-based system that can capture, collect and centralize total costs vs. value for a particular sponsorship initiative, real-time cost-benefit ratios can be calculated by dividing total value received based on performance over total actual costs.
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