Improving the Performance of Sponsorship PDF Download

Author: Ardi Kolah
Publisher: Routledge
ISBN: 131744471X
Category : Business & Economics
Languages : en
Pages : 320

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Book Description
Without a doubt, sponsorship is one of the most powerful promotional tools we have in the business of brand creation, brand recognition, and ultimately increasing sales. Moreover, brokering sponsors is a significant business in and of itself, something we often overlook. Considering sponsorship is a $50 billion a year market--and growing--marketers and students of business ignore its potential at the risk of missing hugely lucrative opportunities. To fail to understand sponsorship is to fail to understand marketing. If you're looking for an introduction to this topic, most books available only address sports sponsorship: the largest section of the market perhaps, but by no means the only one. Kolah's Improving the Performance of Sponsorship is a guide that examines all types of sponsorship, clearly explaining and defining its mechanics, advising on how to select the right properties, how to sell sponsorship, ethical issues, measurement and key legal principles. This book is all keen marketers will need for a thorough understanding of how sponsorship works.

Author: Pippa Collett
Publisher: John Wiley & Sons
ISBN: 0470979844
Category : Business & Economics
Languages : en
Pages : 264

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Book Description
The Sponsorship Handbook is a practical guide to sponsorship aimed at practitioners both working for sponsoring companies and those searching for sponsorship. Using the tools, techniques, advice and best practice advocated in this book both sponsors and sponsor seekers will benefit from better servicing and activation once a sponsorship is implemented, with metrics that enable data-based accountability rather than hearsay. "Everyone in the sponsorship industry, from the biggest events and properties to the smallest, are benefitting from the increasing knowledge, data availability, metrics and professionalism in using sponsorship. The Sponsorship Handbook is a part of that process which we hope will bring future success and proven sound results to all in the complex and exciting world of sponsorship." —Luis Vicente, Head of Partnerships, Manchester City Football Club "An indispensable reference for any marketer who is keen to build his/her brand using sponsorship; the new ascending way to empower brands." —Faisal Al-Dail, Saudi Post

Author: Alfonso Bucero
Publisher: Project Management Institute
ISBN: 1628251069
Category : Business & Economics
Languages : en
Pages : 292

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Book Description
The second edition of Project Sponsorship—which includes an Appendix with new case studies, expanded assessment tools, and templates—shows how project sponsors and project managers can develop the skills they need to manage successful projects. Randall L. Englund and Alfonso Bucero—experts in the field of project management—have written the definitive guide for educating all stakeholders on the nature of project sponsorship. They describe in detail the responsibilities of the project sponsor, from communications and liaison, selection and training, problem solving, mentoring, and feedback, to the review of project execution. The project sponsor and manager learn how to negotiate effectively with each other and the project team to achieve their commitments.

Author: Sylvia Ann Hewlett
Publisher: Harvard Business Press
ISBN: 1633695662
Category : Business & Economics
Languages : en
Pages : 206

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Book Description
Are you investing in the right people? Many people know the benefit of finding a sponsor--someone who goes beyond traditional mentorship to partner with a junior-level employee to help build their skills, advocate for them when opportunities arise, and open doors. But few realize that being a sponsor is just as important to career growth as finding one. According to new research from economist and thought leader Sylvia Ann Hewlett, senior executives who sponsor rising talent are 53 percent more likely to be promoted than those who don't. Similarly, middle-level managers who have proteges are 167 percent more likely to be given stretch assignments. Well-chosen proteges contribute stellar performance, steadfast loyalty, and capabilities that you, the sponsor, may lack, thus increasing how fast and how far you can go. But how do you find standout proteges, let alone develop them so that they're able to come through for you and your organization? This book has the answers you need. Combining powerful new data and rich examples drawn from in-depth interviews with leaders from companies such as Unilever, Aetna, Blizzard Entertainment, and EY, The Sponsor Effect provides a seven-step playbook for how you can become a successful sponsor. You'll learn to: Identify the right mix of proteges Include those with differing perspectives Inspire your proteges and ignite their ambition Instruct them to develop key skill sets Inspect your picks for performance and loyalty Instigate a deal, detailing the terms of a relationship Invest three ways and reap the rewards Along the way, you'll discover the enormous benefits of investing in these valuable relationships.

Author: Dawne E. Chandler
Publisher: Business Expert Press
ISBN: 1631574124
Category : Business & Economics
Languages : en
Pages : 180

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Book Description
This book addresses gaps in current project management literature. From a senior management perspective, the gap is the lack of resources explaining why and how to establish a program to improve executive sponsorship strategically across an organization. From a tactical perspective, the gap is a scarcity of actionable materials to clarify roles, responsibilities, expected behaviors, and identify support necessary for improving sponsor effectiveness. Improving Executive Sponsorship of Projects identifies key factors to consider before creating an executive sponsorship improvement program or enhancing an existing one. The authors explain why executive sponsorship is important to an organization, how an organization’s culture influences the effectiveness of the sponsor role, and why project management standards are critical to success. The book explores what roles, responsibilities, and behavior should be considered and how to determine whether the person in the sponsor role is the right person and prepared to do the job. Finally, it provides a process and tools to assess an organization’s readiness to implement an executive sponsorship program, develop a plan for improvement, and monitor the progress of a program once it has begun.

Author: Raymond Bednar
Publisher: iUniverse
ISBN: 0595348122
Category : Business & Economics
Languages : en
Pages : 112

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Book Description
Who holds the upper hand when a company considers investing millions of dollars in a hot sponsorship property? All too often, sponsors find themselves considering what look like "take it or leave it" deals with little or no guarantee of a return on their investment. Sponsorship's Holy Grail levels the playing field for sponsors by providing an objective, step-by-step, process-driven methodology that assures that the relationship will deliver measurable results. Whether considering a new sponsorship opportunity, monitoring performance of an existing relationship or entering into negotiations for renewal, Sponsorship's Holy Grail puts the prospective sponsor in an unprecedented position of strength. Learn to negotiate based on business goals. Obtain the most essential sponsorship benefits without paying for unproductive frills. Compare opportunities with confidence. Best of all, be confident and prepared when the chairman calls to find out what the company is getting for its money. A ballplayer wouldn't think of stepping up to home plate without a bat in his hands. After reading Sponsorship's Holy Grail, corporate decision-makers will be ready to knock their next sponsorship deal out of the park.

Author: Ken Ungar
Publisher:
ISBN: 9781735173108
Category :
Languages : en
Pages :

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Book Description
From neighborhood youth sports to major festivals to the Olympic Games, sponsorship is big business, generating an estimated $62 billion worldwide. It is now one of the most valuable tools to enhance a brand's image and promote sales. However, "strategy without tactics is the slowest route to victory," and organizations risk wasting valuable resources without the right approach.Combining decades of sponsorship experience with the insights of industry insiders, Ken Ungar, president and founder of CHARGE, developed Sponsorship Strategy: Practical Approaches to Powerful Sponsorships as a resource for anyone wanting to up their sponsorship game. This book blends research-based strategies with real-world experiences to help sports organizations, nonprofits, and corporate brands achieve the best results. Sponsorship Strategy offers straightforward advice, including how to:?Identify the shared target audience for sponsorship?Evaluate the potential impact of a sponsorship property?Leverage the "superpower" of image transfer?Employ B2B sponsorships, corporate social responsibility, and the first-mover advantageIt provides the reader with a strategic toolbox to improve sponsorship's return-on-investment.For the professional starting out in sponsorship, this book teaches the fundamentals of effective strategy. For the sponsorship veteran, Sponsorship Strategy offers a checklist of issues vital to making every sponsorship work better. Every marketer who wants powerful sponsorships needs to read this book.

Author: Ian McDonnell
Publisher: Routledge
ISBN: 1136288783
Category : Business & Economics
Languages : en
Pages : 160

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Book Description
This introduction to Event Sponsorship provides students with an essential understanding of the important role of sponsorship in an event, how this can be gained and successfully managed to the benefit of both the sponsor and sponsee. The text starts with an investigation of the origins of sponsorship and then considers all important elements of Events sponsorship management. It considers what sponsorship is, its history and evolution, what its marketing uses are, how it can used efficiently; the benefits it can bring to an event; and how its results can be measured. It also considers other funding sources for events including government grants, crowd source funding and merchandising. To reflect changes in the way firms communicate with their customers, there is a strong focus on the use of social media, e – marketing and technology in sponsorship. The text uniquely considers topics of sponsorship from perspective of both the sponsor and the sponsee (the event) to provide a holistic view of the sponsorship process. Case Studies are integrated throughout to show how both small and large scale events have successfully gained and used sponsorship as well as potential pitfalls to avoid. Learning outcomes, discussion questions and further reading suggestions are included to aid navigation throughout the book, spur critical thinking and further students’ knowledge. This is essential reading for all students studying Events Management.

Author: Ryan Watkins
Publisher: John Wiley & Sons
ISBN: 047053169X
Category : Business & Economics
Languages : en
Pages : 944

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Book Description
HANDBOOK of IMPROVING PERFORMANCE IN THE WORKPLACE Volume 2: Selecting and Implementing Performance Interventions In this groundbreaking volume, leading practitioners and scholars from around the world provide an authoritative review of the most up-to-date information available on performance interventions, all presented within a holistic framework that helps ensure the accomplishment of significant results. Addressing more than 30 performance interventions, with such varied topics as Incentive Systems, e-Learning, Succession Planning and Executive Coaching, this volume guides readers through the development of comprehensive performance improvement systems. Each chapter illustrates in practical terms how to select, plan, implement, and manage performance interventions, as well as how to evaluate their results. Through best practices research, comparative analysis, illustrative case studies from around the world, and editorial guidance on how to link together diverse interventions, the handbook is an important guide for achieving desired results in the workplace and beyond. Sponsored by International Society for Performance Improvement (ISPI), the Handbook of Improving Performance in the Workplace, three-volume reference, covers three main areas of interest including Instructional Design and Training Delivery, Selecting and Implementing Performance Interventions, and Measurement and Evaluation.

Author: Kenneth H. Silber
Publisher: John Wiley & Sons
ISBN: 047019068X
Category : Business & Economics
Languages : en
Pages : 802

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Book Description
With the contributions from leading national and international scholars and practitioners, this volume provides a "state-of-the-art" look at ID, addressing the major changes that have occurred in nearly every aspect of ID in the past decade and provides both theory and "how-to" information for ID and performance improvement practitioners practitioners who must stay current in their field. This volume goes beyond other ID references in its approach: it is useful to students and practitioners at all levels; it is grounded in the most current research and theory; and it provides up-to-the-minute coverage of topics not found in any other ID book. It addresses timely topics such as cognitive task analysis, instructional strategies based on cognitive research, data collection methods, games, higher-order problem-solving and expertise, psychomotor learning, project management, partnering with clients, and managing a training function. It also provides a new way of looking at what ID is, and the most comprehensive history of ID ever published. Sponsored by International Society for Performance Improvement (ISPI), the Handbook of Improving Performance in the Workplace, three-volume reference, covers three core areas of interest including Instructional Design and Training Delivery, Selecting and Implementing Performance Interventions, and Measurement and Evaluation.