This unit applies to individuals working in a marketing management role who are responsible for planning and implementing sponsorships and events in order to increase brand involvement. They may work individually or be responsible for managing a team to develop and implement the plan in small, medium or large enterprises and in a variety of industries.

ELEMENT

PERFORMANCE CRITERIA

1. Investigate sponsorship and event marketing opportunities

1.1. Research and identify sponsorship and event marketing opportunities

1.2. Analyse advantages and disadvantages of a range of sponsorships and events

1.3. Identify target audience for potential sponsorship and event marketing and analyse motivation

1.4. Identify legal, cultural and ethical requirements related to sponsorship and event marketing

1.5. Use a range of criteria to select sponsorships and events which would be effective for marketing to the target audience

2. Plan sponsorship and event marketing

2.1. Develop and record objectives and purpose of sponsorship and event marketing

2.2. Analyse and record how sponsorships and events fit with other marketing strategies and business objectives

2.3. Calculate costs of chosen sponsorships and events and establish a budget

2.4. Plan time lines for implementation and continuation of the sponsorships and events

2.5. Produce and present a sponsorship and event marketing proposal in a format appropriate to the organisation

3. Initiate the implementation of sponsorships and events

3.1. Initiate negotiations required to proceed with the sponsorships and events

3.2. Draft contracts for the sponsorships and events under the guidance of relevant experts

3.3. Assemble required resources to implement sponsorship and event marketing

3.4. Brief key staff on their required input to the sponsorships and events and schedule work

4. Monitor and evaluate sponsorships and events

4.1. Identify and use evaluation criteria to determine effectiveness of the sponsorships and events marketing arrangements

4.2. Develop a range of methods to evaluate effectiveness

4.3. Recommend modifications to the sponsorship and event marketing arrangements in line with evaluation

4.4. Record improvement opportunities that arise from the evaluation to be used for current and future sponsorship and event marketing plans

Required skills

communication skills to:

brief relevant staff

negotiate sponsorships and contracts

critical thinking skills to analyse advantages and disadvantages of various sponsorship and event marketing opportunities

learning and analytical skills to:

evaluate effectiveness of chosen marketing sponsorships and events

use this learning to contribute to organisational outcomes

literacy skills to write:

detailed planning documents

contract drafts

reports to stakeholders

numeracy skills to establish budgets for sponsorships and events

planning and organising skills to plan sponsorships and events

research skills to identify suitable sponsorship and event marketing opportunities

Required knowledge

different sponsorships and events suitable for marketing in own context

methods of evaluating effectiveness of sponsorship and event marketing strategies

provisions of relevant legislation, codes of practice and national standards that may affect aspects of sponsorship and event marketing, such as:

Alcohol Beverages Advertising Code

anti-discrimination

broadcasting regulations

consumer protection

contract law

insurances

intellectual property

OHS

permissions and permits

privacy laws

Trade Practices Act

voluntary codes of practice, such as Australian Association of National Advertisers (AANA) Advertiser Code of Ethics

sources of advice available for contract requirements for sponsorship and event marketing

The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

development of a recorded sponsorship and event marketing plan which includes:

objectives and purpose of the sponsorship and event marketing strategy

rationale for choice of particular sponsorships and events

budget

plan for implementation

methods to measure effectiveness

initiation of the implementation of at least one sponsorship and one event for marketing in line with the plan, including draft contracts and evidence of negotiations

evaluation of sponsorship and event marketing strategy.

Context of and specific resources for assessment

Assessment must ensure access to:

a workplace or simulated work environment

relevant workplace documents and data

office equipment and resources.

Method of assessment

The following assessment methodsare appropriate for this unit:

review of portfolio of evidence of actions taken to produce a sponsorship and event marketing plan

analysis of responses to case studies and scenarios around sponsorship and event marketing

observation of negotiation required for sponsorships and events

oral or written questioning to assess knowledge of sponsorship and events marketing strategies and options, and the legal and ethical framework related to sponsorships and events for marketing.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Sponsorship:

may include financial or in-kind support in exchange for brand publicity and association, or other marketing communication objectives

could be for:

a cause

a person

a team

an activity

an organisation.

Event marketing may include:

promotional occasions designed to attract and involve a brand's target audience, and could involve events:

created by organisation, e.g. anniversaries, grand openings, new-product introductions, corporate annual meetings

participated in by the organisation, e.g. trade shows

sponsored by the organisation, e.g. sporting events.

Advantages may include:

building relationships and goodwill

creating opportunities for:

cross-selling

extendibility beyond the publicity directly provided by the event or sponsorship

hosting important clients and other stakeholders

enhancing brand visibility by associating it with something positive.

Disadvantages may include:

difficulty in calculating return on investment

effect on brand if the event or person being sponsored is involved in bad publicity

lack of control over the design and management of a sponsored event

only involving a small percentage of brand's target audience

other sponsors being involved that are:

in competition

not consistent with the ethos of the organisation.

Legal, cultural and ethical requirements may include:

Alcohol Beverages Advertising Code

anti-discrimination legislation

broadcasting regulations

consumer protection

contract law

ethical principles

insurances

intellectual property legislation

OHS legislation

permissions and permits

privacy laws

social values

Trade Practices Act

voluntary codes of practice, such as Australian Association of National Advertisers (AANA) Advertiser Code of Ethics.

Criteria may include:

how further exposure and positive associations can be gained

how it can be linked with other marketing communications

what the organisation could do spending the same amount of money on other forms of marketing

whether it is likely to be of interest to customers and prospects

whether it is relevant

whether the association is right for the product or brand.

Objectives and purpose may include:

increase brand awareness

provide a platform for brand publicity

reach hard-to-reach target audience.

Relevant experts may include:

lawyers specialising in sponsorship

legal team within organisation.

Evaluation criteria may include:

comparison of effect with other forms of marketing

differentiation of brand

extent of audience engagement

extent of brand impact

whether value has been added to brand.

Methods may include:

focus groups

interviews at the event

surveys, pre- and post-event.

Unit sector

Business development - marketing

This unit contains employability skills.