Sample Prospectus: How to Write a Winning Event Sponsorship Prospectus

21 Sample Prospectus: How to Write a Winning Event Sponsorship Prospectus 2 Event sponsorships are won (or lost) by how well you can demonstrate the value of sponsoring your event. And because a sponsor’s time and attention are limited, you may only have one shot to compete for their sponsorship dollars. Which is why the sponsorship prospectus remains a large part of winning event sponsorships.

 

In this sample, we’ll walk through a prospectus for the fictitious “Neutral Ground” conference. Take note of the commentary throughout each section and use the advice to create your own prospectus.

 

Insider tip Your event sponsorship prospectus should provide a highly structured and visual overview of your event. Unlike a sponsorship proposal, the prospectus is a guide for prospective sponsors. It communicates the value of sponsoring your event using event data and provides specific sponsorship information. Throughout this example, we’ll provide tips and commentary for you to consider when creating your own prospectus. 5 What is Neutral Ground? In its 7th year, Neutral Ground will grow to over 3,500 multimedia journalist, documentary storytellers, and professional bloggers. The gathering brings them together to discuss the challenges facing journalists, and to leave with innovative strategies that maintain the core standards and ethics of their craft in this rapidly changing society. Next July, Neutral Ground 2017 will be a monumental experience. Taking place in San Francisco, the agenda will feature twice as much content and include a keynote from award-winning journalist, Olivia Rhianu. 5 6 What is Neutral Ground? In its 7th year, Neutral Ground will grow to over 3,500 multimedia journalist, documentary storytellers, and professional bloggers. The gathering brings them together to discuss the challenges facing journalists, and to leave with innovative strategies that maintain the core standards and ethics of their craft in this rapidly changing society. Next July, Neutral Ground 2017 will be a monumental experience. Taking place in San Francisco, the agenda will feature twice as much content and include a keynote from award-winning journalist, Olivia Rhianu.

 

Insider tip The first part of your prospectus should effectively demonstrate the value you can offer to potential sponsors. Neutral Ground starts off hot. By letting sponsors know the event is in it’s 7th year and grown to over 3,500 attendees from journalism and media, they’ve establish credibility. The second paragraph lets sponsors know when and where the event will be held before showcasing the caliber of its agenda. 6 Neutral Ground by the numbers ATTENDEE DEMOGRAPHICS ORGANIZATIONS ATTENDEE ROLES 3,500+ 150+ Freelance journalists Managing editors Columnist and news anchors Media directors 41.6% 27.7% 15.8% 14.9% 7 8 Neutral Ground by the numbers ATTENDEE DEMOGRAPHICS ORGANIZATIONS ATTENDEE ROLES 3,500+ 150+ Freelance journalists Managing editors Columnist and news anchors Media directors 41.6% 27.7% 15.8% 14.9%

Insider tip The second page of your prospectus is all about your valuable event data. It tells sponsors who’s who at your event by outlining your attendee demographics, industry partners, and more. Neutral Ground gives sponsors a breakdown of their attendees and partners. In your prospectus you can include this and much, much more. Your demographics can get more granular, detailing their gender or purchasing power, or you can include the potential social media reach of your event. Whatever you provide, make sure to stick with the data that sponsors will find most relevant to them. Keep in mind that your sponsors are likely overwhelmed with sponsorship requests. It’s important that your event data is communicated visually. Use charts and graphs when you can. 8 9 Sample attendee list Past sponsors 10 Sample attendee list Past sponsors

 

Insider tip After quantifying the value of their event, Neutral Ground follows up by demonstrating the quality of their attendees and past sponsors. In other words, this section helps sponsors understand who’s who at your event. By showing what organizations attendees are affiliated with, you’re indicating the potential value of their sponsorship opportunity. If you have past sponsors, showcase them here. Why? Because your reader is more likely to recommend you to decision makers if they see that you’ve partnered with legitimate sponsors before. They’re also more likely to see you as a good fit if your past sponsors’ organizations are similar to theirs. 11 “I left Neutral Ground 2016 with the sense that I was part of something bigger. As the editor of a small town newspaper, that means a lot to me.” Blake Green, Springfield Register “Each year I meet and learn from the most talented people in journalism and leave with a profound sense of duty.” Renee Domero 12 “I left Neutral Ground 2016 with the sense that I was part of something bigger. As the editor of a small town newspaper, that means a lot to me.” Blake Green, Springfield Register “Each year I meet and learn from the most talented people in journalism and leave with a profound sense of duty.” Renee Domero

 

Insider tip Social proof from attendees is also important. After all, your attendees are your greatest asset when winning sponsors. So add testimonials that demonstrate the satisfaction of past attendees. 13 Sponsorship opportunities Sponsorship opportunities are very limited, secure your spot today! The deadline to purchase your sponsorship is May 31st, 2017. For additional questions, please email us at sponsorships@neutralground2017.com. Tier 01 Tier 02 Tier 03 Early Bird pricing Ends December 15th, 2016 $115,000 $53,000 $25,000 Regular pricing $130,000 $70,000 $40,000 Co-sponsor of welcome reception Included — — Lunch sponsor — Included — Brand signage in high traffic areas Included Included — Conference mobile app ad Included Additional Fee Additional Fee Logo on conference lanyard Yes — — Logo in pre-event Yes Yes — Emails Conference pass 20 10 6 Expo staff pass 5 4 2 VIP access Included — — Booth size 30’ x 30’ 10’ x 20’ 10’ x 6.5’ Lead scanner Included Included Additional Fee Private meeting room Included — — 14 Sponsorship opportunities Sponsorship opportunities are very limited, secure your spot today! The deadline to purchase your sponsorship is May 31st, 2017. For additional questions, please email us at sponsorships@neutralground2017.com. Tier 01 Tier 02 Tier 03 Early Bird pricing Ends December 15th, 2016 $115,000 $53,000 $25,000 Regular pricing $130,000 $70,000 $40,000 Co-sponsor of welcome reception Included — — Lunch sponsor — Included — Brand signage in high traffic areas Included Included — Conference mobile app ad Included Additional Fee Additional Fee Logo on conference lanyard Yes — — Logo in pre-event Yes Yes — Emails Conference pass 20 10 6 Expo staff pass 5 4 2 VIP access Included — — Booth size 30’ x 30’ 10’ x 20’ 10’ x 6.5’ Lead scanner Included Included Additional Fee Private meeting room Included — —

 

Insider tip After demonstrating the value of your event, it’s time to pivot to the opportunities. Sponsorship packages like the ones in this example are a great way to get sponsors on board quickly. Make sure you clearly communicate the differences of each package. This can be done in a comparison table or by dividing them into separate sections. Also take note of the deadline for sponsorship and early bird pricing. These tactics create a sense of urgency and encourage potential sponsors to commit sooner. 15 Additional Sponsorship Opportunities Put your brand, product, or service front and center with these additional opportunities. Custom Sponsorships Let’s work together to unlock a unique opportunity for your brand! Contact us today at sponsorships@neutralground2017.com to discuss your business objectives and we’ll build a sponsorship package that will help you achieve your goals. Wifi Sponsor (limit 2) Includes logo on signage, wifi sign-in page, and information slides between sessions $20,000 Charging Stations (exclusive) Includes branded signage and kiosk $15,000 Branded Meeting Rooms (2 left) Includes 7-person meeting room with telecommunications for meetings $10,000 Snack Station Exclusive $5,000 Hotel Room Gift Drop Limit 10 $2,500 16 Custom Sponsorships Let’s work together to unlock a unique opportunity for your brand! Contact us today at sponsorships@neutralground2017.com to discuss your business objectives and we’ll build a sponsorship package that will help you achieve your goals. Additional Sponsorship Opportunities Put your brand, product, or service front and center with these additional opportunities. Wifi Sponsor (limit 2) Includes logo on signage, wifi sign-in page, and information slides between sessions $20,000 Charging Stations (exclusive) Includes branded signage and kiosk $15,000 Branded Meeting Rooms (2 left) Includes 7-person meeting room with telecommunications for meetings $10,000 Snack Station Exclusive $5,000 Hotel Room Gift Drop Limit 10 $2,500

 

Insider tip Custom sponsorships require a significant amount of time and resources to manage but can be the key to winning the larger, more recognizable brand names. For tips on how to build a customized sponsorship, including how to dig deep into your event data and better understand your potential sponsor, check out “The New Rules of Event Sponsorships”. 17 Sponsorship terms and conditions

 

Eventbrite powers more than two million live experiences each year, hosting the world’s largest online selection of events. Businesses and nonprofits use Eventbrite to sell registrations and tickets, promote and manage events, and analyze results. To find out how you can innovate with Eventbrite and grow your event, visit

http://www.eventbrite.com/blog/overview, or give us a call at (866) 902-2531.

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