SMCC
Sponsorship Marketing Awards Criteria

The SMCC has developed judging criteria consistent with sponsorship marketing best practices.

PLEASE DEVELOP YOUR CASE SUBMISSION BASED ON THE FOLLOWING TEMPLATE, USING THE HEADINGS AS PROVIDED.

Since sponsorship marketing is used to achieve a diverse range of objectives, the winning entries will not be judged based on their size/scope, but on the business results achieved. Judges will evaluate submissions against stated objectives, and whether the sponsorship marketing program successfully met or exceeded goals.

The Sponsorship Marketing Awards judging criteria is provided below. Please note that each section is weighted with a percentage. This identifies the importance of each section to each entry's overall score. Please note the maximum length for case submissions is FOUR 8.5 x 11 pages.

A. OVERVIEW, OBJECTIVES & SPONSORSHIP SELECTION - 25%

  1. Provide a brief description of the corporate sponsor, sponsored organization, and sponsorship property.
  2. Explain how the sponsorship program fits within the corporate marketing plan/strategy.
  3. List the primary objectives each partner identified as integral to forming the partnership. Please check all that apply and then explain in full detail.
    1. Increase brand loyalty
    2. Increase awareness / visibility
    3. Change / reinforce image
    4. Drive retail / dealer traffic
    5. Showcase community / social responsibility
    6. Capture database / generate leads
    7. Stimulate sales / trial / usage
    8. Exclusive Client appreciation / hosting opportunities
    9. Access to event / program content that can be leveraged (ie: product integration, branded content, etc)
    10. Reach a niche target market efficiently
    11. Other
  4. Include the process and strategic insights that lead to the selection of the property. This may include: target market/consumer relevance, brand-alignment, and partner capabilities.
  5. Identify the length of the sponsor partnership up to and including 2011.
  6. Total sponsorship marketing program costs. (THIS INFORMATION WILL BE KEPT STRICTLY CONFIDENTIAL)
    1. Indicate the level of the total budget for the sponsorship marketing program, including the rights fee, in-kind (if applicable) and activation costs:
      1. < $100,000
      2. $100,000 - $500,000
      3. $500,000 - $1 million
      4. $1 million - $5 million
      5. $5 million - $10 million
      6. $10 million +
    2. Indicate the ratio of rights fee to activation costs.

B. MAXIMIZING THE SPONSORSHIP MARKETING INVESTMENT - 25%

  1. Provide an overview of the activation program that maximized the sponsorship marketing investment, including how it was part of an integrated MARCOM strategy.
  2. Indicate the length of the public activation - from launch to completion of the program.
  3. List the specific strategies and tactics used to achieve the sponsorship marketing objectives. In addition to program-specific activation, this also may include the use of advertising, sales-promotion, media relations, direct mail, social / interactive / digital / mobile media, etc.
  4. Provide insight on the innovative approach employed to positively integrate your brand into the sponsored property/activity, and how it created a memorable brand-consumer connection.
  5. If relevant, elaborate on the use of the sponsorship marketing program to develop and/or improve relations with key stakeholders such as retail network(s), trade partners, government, and employees.

C. RESULTS - 40%

  1. Identify the results as measured against the objectives of the overall sponsorship marketing program. Explain the context and significance of this achievement.
  2. Provide both quantitative and qualitative results that illustrate the achievement of your objectives based on established benchmarks and set timeframes. Where it is important, these can be defined for both the sponsor and/or property.
  3. Include relevant data, and list the means by which the results were identified (i.e. measurement processes, tools, specific metrics). Provide illustrative exhibits if appropriate. Where confidentiality is an issue, percentages, ratios, and indicies are acceptable replacements for actual numbers.
  4. Provide a detailed summary of how the sponsorship marketing program delivered a ROSMO (return on sponsorship marketing Investment).

D. CASE QUALITY - 10%
          A compelling case, which is clear, concise, and well presented, will also
          receive a weighted score.

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