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Final Online Assessment Submission
Course Code: BKTE 2313
Course Title: EVENT SPONSORSHIP MANAGEMENT
Signature: ​Seng
Name of Student: CHIN KAH SENG
Student ID: 19AJR11023
Date: 18/12/2020
Q1
a) The company that I have chosen is Jiggee Asia Entertainment. It is a premier event management
agency to help clients create new ideas and guide them as well as on every single project. Usually Jiggee
organizes business, social and entertainment events. The way to help them to find corporate sponsorship
is to know your strategy and the organizations that match your platform. Companies are interested in
targeting markets that they normally do not have at their door, so to do an event we need to have our own
potential clients. It will help organizers easily to get sponsorship to sponsor the event. Examples like a
variety shows Running Man always have outdoor games events so they can find sports, outfit companies
as their corporate sponsor those celebrities they help them wear and be the advertising replacement.
Next, we can offer values that advantage the sponsor and event organizer, for instance in variety show
running man they are organized zoo theme games events and they are mentioned in before, break and
after the show about they are sponsored by national geographic that is the packages offered by event
agency and programme team. Furthermore, write a compelling proposal that makes it clear why a
corporation should sponsor your business, we need to state clearly what purpose and how to organize the
event to let potential sponsors know and how they can sponsor us. In addition, ask for your worth by
doing the event and how sponsors can get the impact from your event to illustrate that the Running Man
shows from what they are doing to support the sponsor is they have an media coverage sponsorship brand
name on every single social media, shows and celebrity will use in the shows to get attention by audience.
Last, follow up between the event organizer and sponsor, keep in touch with the sponsor and do a survey
with the audience and let them know so the sponsor may cooperate with your company in future.
(331words)
Q1
b) As the sponsorship manager, to develop a comprehensive sponsorship proposal providing the
important keys in designing an effective sponsorship proposal is full of added value and benefits, and can
meet the company's marketing goals. For example for organizing a fashion event we need to have an
event with our sponsors to introduce our value and background of our company for understanding then for
a second meeting that can only present our proposal to our sponsor. Next, contain pertinent demographic
information about your event that matches the potential sponsor’s target audience example such as in
fashion show our mainly target audience is 18-30 girls, we will like to state in our proposal to make the
sponsor easily know that our target audience matches them or not.
Other than that, be highly customized for the business category and for the sponsor within the category,
for instance this is for in fashion we need to categorize entertainment sponsor, make-up sponsor make
organizer easy to have packages for them. Provide the opportunity to be exclusive, thus separating the
sponsor from its competitor, to illustrate that, being kind and giving creative customized for the sponsor is
important to differentiate with other competitors to make the sponsor feel good impression to us, like for
sponsor giving chance build up a pop-up store in our event also as one of the benefit in the packages let
them earn profit. Provide plenty of exposure, not just signage and brochure mentions, but substantial
media exposure, for example we can use radio broadcast, youtube and also press release to increase the
reputation and image of the event and sponsor so people will know about our fashion event is famous.
(280words)
Q2
a) ​The company I choose is Oneapart, it is a full service event management company in Kuala Lumpur,
Malaysia. They help to create memorable opportunities for our valued customers, mostly they are
focusing on stage perform, event planning and also hosting. That benefits can be obtained by their
businesses when sponsoring an event helps to raise up their own brand awareness and create preference to
the audience, for example F&N are corporate sponsors of Onepart Malaysia food culture event, from here
it can help to enhance reputation of their product, from event people will know that F&N is a long
develop company produce different kind of drinks and product it will be the good consume choice for
consumer. Next, it can create positive PR and raise awareness of the organization as a whole, to illustrate
that, F&N sponsor Food Event it can help to build a good image to the public and catch attention for
different people let more population of people know about them.
Moreover, for sponsoring events they can provide attractive content for a range of products and services,
though this event others may know F&N is not only doing marketing they are also sponsoring and their
every single product in attractive have multi-purpose usage example cooking. Additionally, it can build
brand positioning through associative imagery after sponsoring it clearly knows that from the event F&N
are targeting households and also people income are medium/lower. Lastly, to support a sales promotion
campaign, event organizer can help sponsor to do free marketing in the event sites for example in food
event who are curious about the product or want to by the product can go to the stall that build up by
organizer let F&N have a place promote their product free of charge. (300words)
Q2
b) ​The components to be considered in achieving successful sponsorship sales is the first approach.
Contact the sponsors you think you've got the perfect offer to sell. By testing, you've found a fit for your
case, make sure that it fits your event, for example Onepart is organizing a food event, so there must be
finding sponsors related to the event such as ingredients and cookware. Next, is about timing to contact
the sponsor earlier, before any events proceed depending on internal processes and budgeting cycles. For
instant event planning to reach 800 people it is a medium event so we need to find a sponsor before
3-6months to have enough time to run the procedures. Face to face is also an important component, it
helps to build relationships with them, before approaching potential sponsors, should get to know their
background before sponsoring your event, for example for the first meeting we can ask about why they
are doing sponsor, what are their requirement like Philips are our potential sponsor they are requiring us
using their new cookware as the awareness of event.
Additionally, how to use the board more effectively, because they can make the most of the people they
want to contact and build personal relationships. Board members can make sales calls as easily as
professionals for instance, as possible can have a meeting with the general manager of Philips company to
talk about your event proposal so that might make your things run smoothly. Lastly, existing sponsors,
contact new potential sponsors with your existing sponsors, and you will receive reliable personal
testimony to support your proposal for example for the planning Food events you can show the potential
sponsor about your previous contribution with another company it will make your spoken more reliable
and interesting . (297words)