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| Sponsorship can play an important role in your marketing strategies. |
Written by Robyn T. Braley
Do you find sponsorship confusing? If you are a business or community leader, you must understand how and why it works.
I was the sponsorship manager for several years for Alberta's provincial educational TV and radio network, ACCESS NETWORK. Later, with my company, Unimark Creative, I set up and managed client sponsorship funding. Finally, as a Rotarian and community activist, I have helped package sponsorships supporting various projects.
Brand Synergy
You must ask two questions before digging too deeply into sponsorship function or structure.
- Is there brand synergy between the sponsor and the cause or event?
- What could go wrong?
- What would the consequences be?
The Big Question
Does sponsorship work? That's a good question.
