15693 version 2
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Manage sponsorship for a conventions and incentives industry project
Level
6
Credits
20
Purpose
People credited with this unit standard are, for a conventions and incentives
industry project, able to: establish sponsorship objectives; develop
sponsorship offers; secure support and negotiate sponsorship participation;
establish and develop sponsorship agreements or contracts; manage
sponsorship agreements or contracts; and monitor, review, and evaluate the
sponsorship.
Subfield
Tourism
Domain
Tourism Conventions and Incentives
Status
Registered
Status date
19 March 2010
Date version published
19 March 2010
Planned review date
31 December 2015
Entry information
Open.
Accreditation
Evaluation of documentation and visit by NZQA and
industry.
Standard setting body (SSB)
ServiceIQ
Accreditation and Moderation Action Plan (AMAP) reference
0078
This AMAP can be accessed at http://www.nzqa.govt.nz/framework/search/index.do.
Special notes
1
Assessment against this unit standard must take place in a conventions and
incentives industry workplace. Evidence of competency in this unit standard cannot
be demonstrated under simulated conditions in a training provider environment.
2
Definitions
Conference and/or convention refers to a formal meeting or assembly of attendees
for consultation, discussion, or for some special or occasional purpose which
includes a minimum of 50 attendees, two days duration, and the use of a venue.
 New Zealand Qualifications Authority 2016
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Conventions and incentives industry refers to organisations involved in the
management, marketing, or implementation of conventions, conferences, or
incentives.
Incentive is a global management tool that uses a reward to motivate and/or
recognise participants for increased levels of performance in support of
organisational goals.
Industry practice refers to the expected standards of performance required of a
professional working in the conventions and incentives industry. An indication of
criteria for standards may include but is not limited to – documented workplace
policies and procedures, industry codes of practice, and drafted constitutions and/or
codes of ethics of industry associations, such as those produced by the following:
Meetings and Events Australia (MEA), Sydney, http://www.meetingsevents.com.au.
International Congress and Convention Association (ICCA), Amsterdam,
http://www.iccaworld.com.
International Association of Professional Congress Organisers (IAPCO), London,
http://www.iapco.org.
Society of Incentive and Travel Executives (SITE), Chicago, http://www.site-intl.org.
Conventions
and
Incentives
New
Zealand
(CINZ),
Auckland,
http://www.conventionsnz.com.
Project refers to a conference, convention, or incentive.
Sponsorship refers to the provision of funds or goods or services in kind, in return for
agreed benefits.
Venue refers to any place where a conference, convention, or incentive is held.
3
A list of recommended texts can be found at http://www.tcc.co.nz/ServiceIQ.
Elements and performance criteria
Element 1
Establish sponsorship objectives for a conventions and incentives industry project.
Performance criteria
1.1
Sponsorship objectives are developed in accordance with the client
requirements and the nature of the sponsorship support sought.
Range
objectives may include but are not limited to – brand awareness,
help reinforce corporate and social responsibility in the community,
help maintain and grow customer base and relationships, help
support corporate issues.
1.2
Developed objectives are defined and quantified in accordance with client
requirements.
1.3
The revenue target sought via sponsorship is defined in accordance with the
objectives.
Range
revenue in kind, revenue in funds.
 New Zealand Qualifications Authority 2016
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1.4
A sponsorship budget is produced from which the level of sponsorship support
required can be determined.
Range
estimated revenue, expenses.
Element 2
Develop sponsorship offers for a conventions and incentives industry project.
Performance criteria
2.1
Internal resource expertise and availability is assessed in accordance with
identified client requirements.
2.2
Potential sponsors are identified and sponsorship offers developed relevant to
the project and prospective sponsorship sources.
Range
sponsorship offers must include but are not limited to – promoting
the benefits of sponsorship, differentiating forms of sponsorship.
Element 3
Secure support and negotiate sponsorship participation for a conventions and incentives
industry project.
Performance criteria
3.1
An assessment of the nature of the sponsorship offer identifies potential
benefits to the client, potential benefits to sponsors, and potential risks to each,
in accordance with industry practice.
3.2
Potential sponsor receptivity to the sponsorship offer is identified in accordance
with data produced from research into their organisation.
Range
research areas may include but are not limited to – products
and/or services, sponsor’s commercial profile, previous
sponsorship involvements.
3.3
Material developed to inform the prospective sponsor details the nature and
purpose of the sponsorship arrangement in accordance with industry practice.
3.4
Sponsorship offers are tailored to meet the needs of the sponsoring
organisation.
3.5
Negotiations determine and define the benefits to sponsors, the nature and
extent of their sponsorship, and the undertakings made to them in relation to the
sponsorship offer.
 New Zealand Qualifications Authority 2016
15693 version 2
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Element 4
Establish and develop sponsorship agreements or contracts for a conventions and
incentives industry project.
Performance criteria
4.1
Sponsorship agreements or contracts are developed and verified in accordance
with arrangements negotiated.
4.2
Sponsorship agreement or contract makes provision for the extension of
sponsorship arrangements with the authorisation of the parties to the
agreement or contract.
Element 5
Manage sponsorship agreements or contracts for a conventions and incentives industry
project.
Performance criteria
5.1
Management processes ensure that undertakings made by parties to the
agreement or contract are fulfilled.
5.2
Management processes ensure that agreed communication and promotions
undertakings are fulfilled.
5.3
Management processes ensure that funds received are applied in accordance
with sponsorship agreement or contract.
5.4
Management processes ensure that information is gathered to enable
management performance to be reviewed against agreed outcomes.
Element 6
Monitor, review, and evaluate the sponsorship for a conventions and incentives industry
project.
Performance criteria
6.1
Monitoring and review processes incorporate mechanisms for obtaining
feedback from sponsors, and allow evaluation of the extent to which
sponsorship objectives have been fulfilled, and to recommend variations to
strategies if criteria are not being met.
6.2
Monitoring, review, and evaluation are carried out consistent with the nature of
the sponsorship relationship, and implementation of the sponsorship agreement
or contract.
 New Zealand Qualifications Authority 2016
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Please note
Providers must be accredited by NZQA, or an inter-institutional body with delegated
authority for quality assurance, before they can report credits from assessment against
unit standards or deliver courses of study leading to that assessment.
Industry Training Organisations must be accredited by NZQA before they can register
credits from assessment against unit standards.
Accredited providers and Industry Training Organisations assessing against unit standards
must engage with the moderation system that applies to those standards.
Accreditation requirements and an outline of the moderation system that applies to this
standard are outlined in the Accreditation and Moderation Action Plan (AMAP). The
AMAP also includes useful information about special requirements for organisations
wishing to develop education and training programmes, such as minimum qualifications for
tutors and assessors, and special resource requirements.
Comments on this unit standard
Please contact the ServiceIQ qualifications@serviceiq.org.nz if you wish to suggest
changes to the content of this unit standard.
 New Zealand Qualifications Authority 2016