Sponsor Relations Operations Plan Outline

2001 Special Olympics World Winter Games  Alaska

The following After Action Report has been combined with the actual Games Functional Area Operations Plan. Items that are italic, bolded and highlighted in gray are the actual After Action Statements.

This After Action Report is for:Sponsor Relations

Department:Public Relations

Director:Nance Larsen

GOC Staff:Wendy Sailors

This After Action Report contains the following reference material in binder format:

Section 1:Functional Area Operations Plan – Sponsor Relations

Section 2:After Action Report – Sponsor Relations

Attachments & Samples

Section 3:Commemorative Program

Commemorative Program Sell Sheet

Commemorative Program Proposed Table of

Contents w/responsible party ID

Commemorative Program Camera Ready Artwork

Letter Sample Silver & Gold level Sponsors

Commemorative Program Mail Packet

Request Letter

Sell Sheet

Benefit Grid

Sample ½ Page Advertisement

Sample Double Truck/Full Page Advertisement

Section 4:Celebrity Ski Race

Information Sheet

Press Release

Race Pairings

Race Announcers Script

Section 5:E-News

Announcement Letter

E-News Volumes 1 – 8 & Special Edition Samples

Section 6:Form Letters

501-C Cash

501-C Cash Acknowledgement

501-C In-Kind

501-C In-Kind Acknowledgement

Logo Usage Permission

Logo Usage Rejection

Meetings Thank You

Fax Transmittal

Intro Letter

Other

Section 7:Gift Bags

Item Summary & Idea list

Gift Bag Stuffing & Delivery Schedule

Gift Bag Recipient Groupings

Gift Bags Final Excel Spread Sheet

Gift Bag/Hat Quote Sample

Gift Bag Examples

Section 8:Passport

Passport Book Sample

Passport Program Outline

Passport Sell Sheet

Potential Contact List

Participant Spreadsheet

Passport Description for Information Services

Passport Final Spreadsheet

Copy of Passport Inside Cover

Passport Sample Window Poster

Business Thank You Letter

Sample of Passport Stamp

Section 9:Sample Sponsor Materials & Tools

Sponsor Personnel Assignment Sheet Sample

Sponsor Grid Sample

Call Sheet

Sell Sheet/Anchorage Convention & Visitor’s Bureau

Sell Sheet/Anchorage Chamber of Commerce

Sponsor Spreadsheet Master

Hotel Reservation Form

Events Calendar

Sample Sponsor Confirmation Benefit ID Letter

Contributor Pledge

Sponsor Guidelines for Honored Guest Lounges

Position Announcement

Sponsor Section of the Honored Guest Handbook

Honored Guest Handbook

Supporter & Sponsor Removable Window Stickers

4 x 4”

5 x 7”

8 ½ x 11”

Final Letter to Sponsors

Sponsor Summit (See full attached Summit binder)

Sign-in Sheet

Attendee List 1 & 2

Sponsor Profiles Samples

Sponsor Profile Form

Final Sponsor Page for Publications

World Games Logo Usage Brochure

World Games Corporate Sponsor Pitch Brochure

Finish Line Newsletters Sample

Spirit Magazine

Section 10:Sample Sponsor Exposure Items

Section 11: Sponsor Relations Job Specific Training

Sponsor Relations

After Action Report

GOC Staff: Wendy Sailors, Sponsor Relations Liaison

Nance Larsen, Director of Public Relations

SOI Staff Connection: Tanya Baskin

Sponsor Relations

Purpose:

To be the liaison between the GOC and the GOC sponsors by facilitating communication and knowledge to ensure a successful Games

Goals:

To ensure a successful Games by keeping a continuous flow of communication between all medal level Sponsors

Pros: Most sponsors commented on how well informed they felt they were and how quickly the GOC responded to questions and inquiries, needs, etc.

Cons: More representatives were needed in the sponsor relations department. Additional personnel would have allowed for more timely flow of E-news and other “group” information. It is strongly recommended that one (1) lead sponsor relations liaison be on board 36 months out with sponsor relations staff being added on board at least 24 months prior to Games in order to establish a clear set of sponsor guidelines, benefits and material needs.

It is recommended that a volunteer sponsor relations committee be formed 36-months out to help identify product needs, brainstorm leads, etc. A complete set of Games material needs, such as cell phones, computers, uniforms, etc., should be established in the early stages so that sponsor wish lists and sponsor targets can be created and sought for fulfillment of these needs.

It is strongly recommended that individuals be assigned to specific forms of communications in order to be most effective. i.e., one person for communication devices, one person assigned to generated sponsor-specific promotions such as retail visibility, mail stuffers, one person for data base upkeep, etc. An administrative person within this specific department is also highly recommended. It is also strongly recommended that specific personnel be assigned to work with specific sponsors and that staff be fully versed in how sponsors benefit the Games and the movement, both GOC and SOI sponsors.

To allow all sponsors appropriate exposure and knowledge based on applicable level of sponsorship

Pros: Sponsors were provided with a grid indicating the level of benefit provided appropriate to each sponsor level. This grid helped to answer questions regarding placement and exposure and was a useful tool. In addition, some sponsor-specific promotions were developed but could have been expanded upon if there had been more staff and programs designated earlier.

Cons: There were a few exceptions to the grid, which occasionally caused confusion. This is probably unavoidable because of the broad nature of sponsorships. Some sponsors also get an added benefit different than others at their level. For example, NIKE was the apparel sponsor and benefited by having their logo on all uniforms. Other like-level sponsors did not have this opportunity for added exposure. Not enough time was allowed for sponsor-specific development of promotions to support the Games and highlight sponsor activity.

It is strongly recommended that that each sponsor be assigned a specific point of contact for questions, needs, etc. It is strongly recommended that the size of the department adequately reflect this need for strong customer service to sponsors. As stated above, representatives within this department need to be on board a minimum of 24 months out in order to clearly establish sponsor benefits and approach sponsors for specific in-kind services and products needed by the Games. It is strongly recommended that the sponsor relations benefits program be one of the first packages designed by the GOC in order to provide a consistent basis for approaching possible sponsors.

In addition, it is recommended that additional dollars be allocated for sponsor relations to be able to provide full color samples of collateral materials, advertisements, veloxes, etc., to sponsors for additional exposure and possibly more usage by sponsors. Such an effort will go a long way in making sponsors feel part of the team and investigate more ways they can promote the Games and the movement.

It is also recommended that a distinction be outlined for monetary donors vs. corporate sponsors that may provide monetary support, goods & services or both. It is important to establish early what qualifies a donor or a sponsor and how specific groups will be recognized.

To find and lead a team of quality volunteers that will fulfill the position of Sponsor Leader at each sport venue

Pros: Despite some confusion about how Sponsor Leaders fit into the Honored Guest lounge schematic, they all did a great job and were able to fulfill their responsibilities

Cons: The Sponsor Leader positions were not accounted for within the volunteer needs assessment and were considered “extra” bodies. This created some confusion regarding responsibilities and the need for this individual to be in the honored guest lounges. Future GOC’s need to account for this position as sponsors play a major role in the success of the Games. Sponsors can, in general, be treated like all other honored guests, however, when specific sponsor-related questions arise, it is preferable to have an identifiable person in-house and on-site at all venues to address the question or an individual who can contact directly the appropriate individual to resolve any issues..

To be an active participant in the planning of the Celebrity Ski Race as it pertains to the participating Sponsors; ensuring that sponsor details are well defined, information is clear and that visibility for participating sponsors is appropriate.

Pros: Based on the coverage and other feedback received, the Celebrity Ski race went well. Having a local celebrity co-hosting/anchoring with a Global Messenger was a great combination and added tremendously to the spirit of the event. Media exposure was very good and participants had a good time.

Cons: The decision to definitely hold this event was not made until late December of 2000 – too late to adequately orchestrate comfortably all of the necessary detail of this event. In addition, SOI did not let go of the reins soon enough as to who would handle what aspects, GOC or SOI, such as media announcements, celebrity team recruitment, etc. The lack of specific direction and material from SOI made this a difficult event to orchestrate on the celebrity side of things and many changes were made last minute.

Although this was a cooperative event, Alyeska Resort proved difficult, at times, to work with. As the logistical organizer of the race, the Resort did not account for and consider many details, and as a result the start was somewhat unorganized as were the availability of final results. Apparently there were Resort employees recording race times, but this information was not provided to the GOC at the end of the race. In addition, the Resort was somewhat inflexible with participant and team changes that needed to be made at the last minute. It is suggested that in the future, if an event such as this is going to be run on the logistics side by a sponsor that that sponsor have a strong representative to keep things moving and running smoothly. Event organizers must also be made more aware of the possibility of last minutes changes so that they have the ability to be flexible.

It is strongly recommended that should an event of this nature be undertaken again, SOI must decide within an appropriate amount of time (10 months prior) to allow for adequate planning. The last-minute nature and decision to hold this event caused unreasonable hardship on the GOC staff. In addition, it is strongly recommended that all roles of SOI and/or sponsor staff be clearly defined as to responsibilities. SOI staff was very ineffective during the day of the event and did not stop in and offer assistance to the team.

To identify niche opportunities for sponsors based upon their market and their possibilities as a sponsor

Pros: There were many natural relationships and new ideas that were generated to provide added exposure to sponsors and visibility on a wide level.

Cons: It is strongly recommended that the one (1) lead sponsor relations representative be on board 36-months out and remaining sponsor relations staff in place at least 24 months prior to Games in order to take better advantage of advance planning, print deadlines, cooperative sponsor advertising schedules, and brainstorming of new relationships and ideas that will provide sponsors bigger and better opportunities for exposure through association with the Games. Relationship building is key to a successful sponsorship program.

To communicate with SOI on a regular basis and clearly define their expectations vs. what we will give, including SOI logo use and SOI sponsor logo use

Pros: Communication between the GOC and SOI counterpart was generally good and on-going weekly via Email and phone. Response time to inquiries was generally very prompt on both sides and there was a definite positive working relationship overall.

Cons: SOI often pushed for added exposure for their sponsors, even though the request was often clearly against what was specified in the contract. For example, there were requests that Silver level SOI sponsors be afforded the same banner and print visibility as Gold Level sponsors. These types of requests were often unfair or at the expense of GOC sponsors and often had added costs associated with them that SOI did not cover. In addition, it was often very difficult to get information as to the nature of SOI sponsors and what benefit they afforded the GOC. For example, Phoenix Life Insurance is an SOI sponsor that covered the majority of the production and printing of GOC manuals and handbooks for the Games. While Phoenix was an outstandingly accommodating SOI sponsor to deal with for the GOC, it took five months to get confirmation from SOI as to the dollar amount available to the GOC for printing through this sponsor. This continual delay caused much unnecessary confusion and unnecessary hardship on the GOC staff.

It is strongly recommended that a timeline be established for identifying who qualifies as a world games sponsor and information be provided, IN WRITING, by SOI as to the parameters of the sponsorship as it relates to the GOC. For example, for printing sponsorships, what does the agreement entail, i.e., color printing, photo reproduction, layout, quantity, binding, shipping, etc.

There was also difficulty getting a confirmed list of SOI world games sponsors that needed to be recognized at the agreed upon Gold level by the GOC, as well as what specific benefits and level these sponsors provided to the GOC. Requests had to be made repeatedly for this information.

It is strongly recommended that deadlines for such information be written in the GOC contract. The language needs to be specific in providing a deadline for SOI sponsor information but also recognize the need for some flexibility in the case of new sponsors coming on board. It is also recommended that a clear set of deadlines be provided by the GOC for receipt of materials for SOI sponsors for publications, logo usage, etc., so that new sponsors are aware ahead of time that they may not be included in certain materials or promotions due to timing of contracts.

To create a binder of information to be used by Sponsor Relations GOC staff to be used during the Games, that will be used as a quick reference when answering anticipated questions, or providing information to sponsors

Pros: During Games the reference material binder was a constant and necessary resource. The most necessary was phone/fax lists for everyone: All sponsors (including cell phones if they will not be in office and for those coming from out of town), SOI staff, GOC staff, HOD’s and all venues and staff at each venue. Additional lists for delegation hotels were also helpful. Receipt of the daily Finish Line, the Games newsletter, was also helpful as a reference of daily activities and events.

Cons: You can never anticipate every possible need because situations always arise, but having some reference material on your person at all times is very helpful.

It is highly recommended that this resource book be created by future GOC sponsor staff and be kept updated daily for use during the Games.

To plan/execute Gift Bag distribution to sponsors

Pros: The overall gift bag assembly and distribution went very well. Many sponsors and local business were very willing to donate useful items for inclusion in the various levels of Gift Bags, which included bags for the following:

-Honored Guests

-Families, Leaders & HOD’s

-Athletes, Coaches & Officials

Cons: The goal was to distribute gift bags with all credentials, tickets and invitations. Two factors negated this goal: 1. Late arrival of the sponsored honored guest gift bag and other sponsor items. 2. Late printing of two reception invitations. Ideally, this distribution should have been completely pre-sorted by honored guest and sponsors if the bags had arrived as scheduled and the reception invitations had been printed earlier as planned. The change in schedule did not permit tickets and invitations to be sorted by bag prior to pick-ups but rather they had to be pulled on-site at the Honored Guest Lounge upon check-in of sponsors and honored guests. It also would have been preferable to pre-sort honored guest bags, GOC sponsor bags and SOI sponsor bags, although with a few exceptions all three sector of bags contained the same gift material. Differences where in ticket and reception invitation allocations. It is strongly recommended that bags be pre-sorted by group and tagged by person and stored alphabetically for distribution.