Why do we need sponsors?
Over the past several years, the CSPS has been very successful at attracting new and interesting sponsors and partners to our organization. A lot of hard work and dedication has been spent by patrollers in order to win, build and maintain these relationships.
The CSPS, as we all know, is struggling with many important issues right now. One of these is our attempt to resolve the decrease in revenue that we are currently facing. With the decline of bingo revenue and other revenue sources, it is becoming more difficult to continue to operate with the programs that our patrollers expect us to deliver. But while many within the CSPS view corporate
sponsorship as a panacea, gone too are the days when a company will write us a cheque and expect nothing in return.
Through development of sponsor partnerships with corporations, we do find revenue opportunities; however, this is far from ‘free money’. Most corporations use these sponsorships as an extension of their marketing efforts – since they, too, must remain financially responsible to their
shareholders and to the company as a whole. Therefore, when we enter these partnerships, the corporation is expecting return from their investment in the CSPS. Of course we let them know that we are a volunteer-based organization and conduct business on a ‘best effort’ basis (and completely understand that a rescue would take priority over flaunting how wonderful a company’s new product is); but they do expect to see some value from their relationship with us. Because, if we do not provide this value, there are many other charitable organizations out there willing and able to do so.
So far, the CSPS has been quite successful in conducting business with our partners. We have shown that we can demonstrate a great deal of professionalism, and provide them with unique marketing opportunities that they normally would not have access to, thus increasing the mind share and exposure of their products. We must continue with this – and constantly keep it in mind when we are
attending special events and patrolling our local trails.
For example, we’re not expecting any patroller to be a walking book of information such as the retail price of the entire Toyota product line or when The Weather Network shows local weather forecasts. We do ask that patrollers speak positively about the relationship with the CSPS and the sponsor, that through their assistance we can continue to deliver our safety, medical training and operational programs that the CSPS is known for.
With the times changing, so does the definition of sponsor. The CSPS has several different levels of ‘sponsorship’, all of which are unique to the sponsoring body. This, in fact, is one of our great strengths: we are able to tailor-fit a sponsorship partnership that is beneficial to the organization sponsoring us and the CSPS, so that it is easy to implement, accepted widely by our patrollers, and most important – provides significant value to all members of the partnership.
The easiest and most obvious example of sponsorship is the our current relationship with Toyota Canada. Toyota provides us with the use of five vehicles (located in BC, Alberta, Ontario, Quebec and the Atlantic provinces) which are branded with the CSPS and Toyota logos. They are provided to assist the patrol with operations, as well as project an important marketing message for both Toyota and the CSPS. In addition, Toyota pays us $50,000 annually for preferred cresting on our jackets. This money is important to continue to allow us to deliver our programs – and would represent a serious loss of income if we were to lose the partnership. Other examples of these important revenue relationships are Tylenol/McNeil Pharmaceuticals and Clodhoppers candy.
The CSPS also enjoys business relationships with several different media partners. These are very important to us, as they to allow us to deliver our safety and injury prevention messages, allow us to
communicate with the public as a whole, and develop credibility. Some examples are the ski safety tips which run on The Weather Network, our important relationships with Breathe ASC magazine and Ski Press magazine. Mountain Resort Magazine, which is a ski resort industry magazine aimed
towards those who work in the business, allow us to communicate to our clients and industry partners directly, and provide a communication vehicle that we normally would not have available to us. While these relationships are not a source of revenue to the ski patrol, they are nevertheless important
as they provide valuable communication outlets which might otherwise cost the ski patrol to utilize.
The CSPS is also lucky to have some affiliate partners. These provide a donation back to the organization when patrollers use their services. So, when you call for a quote for Johnson Insurance and mention you are with the Ski Patrol, the CSPS makes $50. When you use your MBNA “Ski Patrol”credit card, the CSPS receives 1% of your purchases.
Last, but certainly not least, are the sponsors who provide the patrol with ‘prodeals’. These are the most tangible to the patroller themselves, because it saves them money on products that they use. While pro deals provide significant value for our membership (only members of the CSPS may take advantage of these deals), they do not generate any revenue for the CSPS nor do they save operating expenses. Examples of these are Backcountry Access, Oakley and Head/Tyrolia, among several others.
Our partners are often asked for ‘stuff’. Patrollers from across the country contact either a member of the sales and marketing team, the company themselves – or sometimes both when the answer is insufficient – asking for ‘stuff’ to give away at a special event.
While our partners do have ‘stuff’, we must keep in mind that Oakley (as an example) probably receives about 300 requests a day (not just from us) for free product. Their enthusiasm to meet these
requests often depends on a number of factors – such as how big the event is, fit with their marketing direction (will Backcountry Access give free product away to a home and garden show?), and what kind of exposure they will be receiving. There is often an emotional factor as well – but since we can’t
control that, let’s put it aside.
So, how do you ensure the best odds of getting something for your event? Having your material prepared in advance is the key. Know what you are asking for (the more reasonable, the better – Oakley probably will not give you 200 pairs of sunglasses), what it will be used for (is it being raffled away, door prizes, etc.), and most important – what EXPOSURE they will be receiving. External exposure (to that company’s target market) is much more valuable than internal exposure (ski patrollers and their friends) – so, again, if you are doing an event at a Ski Show with a lot of people that attend, you might stand a better chance than some door prizes for your patrol’s end of year
banquet for the 40 patrollers on your hill.
Want even better odds for success? I would respectfully ask that all requests for product from current sponsors be routed through the marketing team (marketing@skipatrol.ca). These patrollers have a long-standing relationship with the sponsor, and thus can better tailor your request, since they know the “hot buttons” sponsors look for. As well, we have a ‘single point of contact’ system set up with our sponsors, which is something they appreciate immensely. This way, they know who they need
to talk to when they require information, and are receiving requests from one person instead of several across the country – minimizing sponsor’s frustration at being overwhelmed by many disparate requests. We may be successful at getting what you want – but if the sponsors get inundated with tons of requests, they may not be sponsors anymore.
Absolutely! However, a number of things must be considered before bringing on a new sponsor. Bearing in mind that most prospective sponsors view sponsorship as a marketing opportunity, they are often looking for ways to show off their product in new and innovative ways. We must be very careful that in fulfilling a sponsorship arrangement, that we are not asking too much of our volunteer patrollers.
That said, there are always avenues that are available to us and the prospective sponsor. We have both national coverage, and regional/local focus. This means that the sponsorship can be further tailored to fit their needs – it is as unlikely that a ski shop from Calgary would be interested in sponsoring a national program, as it is that Bell Canada would like to focus their efforts on Halifax alone, and not the rest of the country.
Our marketing team is always hard at work trying to find new sponsors – so if you have an idea, a lead, or have any questions, please don’t hesitate to contact us. We’re always happy to give credit where credit is due, too. You catch em’ and we’ll skin em’ –
and we’ll make sure that everyone knows you’re the one who made the introductions.
Sponsors are an important part of the CSPS. They allow us to build credibility through our media partners, provide us with important sources of revenue in return for marketing services provided, and allow us to personally get great deals on products. If you have any questions or comments about any
current or proposed sponsorship opportunities, please let us know.
Ted McLeod, VP Marketing
Darrin Wright, Sponsorship Manager
______________________________________________________________________________
| Title |
Why do we need sponsors? |
| Author |
McLeod, Ted; Wright, Darrin |
| Source |
Sweep (Ottawa) |
| Date |
Fall 2006 |
| SIRC ID # |
S-1076197 |
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