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The Sponsorship Seeker's Toolkit, Fourth Edition, 4th Edition by Anne-Marie Grey, Kim Skildum-Reid

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CHAPTER 2

Marketing Plan

If you want to succeed in your quest for sponsorship funds and strong sponsor relationships, you must ensure that you have access to people with the relevant marketing skills, sufficient resources, a good strategic plan, a marketing plan, market research information, and a commitment to applying that market research.

Your organization must be able to demonstrate to potential sponsors that it can capture and retain its audiences. Your products and services must be based on genuine market needs and values as opposed to what your staff think your clients want or what your organization thinks its clients need.

As part of your organization’s strategic planning process, you will need to create a marketing plan. This is not ...

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