1.
www.MyMentorSaid.com

2.
Courting Corporate $$’s
Creative Class 1A
www.MyMentorSaid.com

3.
WHAT STAGE ARE YOU @?

4.
Stage of growth
Interest rates
Amount of risk

5.
The stage in the business
cycle
that you are in,
will define the type
and source
of funding you need

6.
1.
2.
3.
4.
5.
6.

7.
How to approach a potential
corporate partner

8.
THE
ARTFUL
PURSUIT

9.
1. Solve a real problem
2. NO incremental costs
3. that’s worry free
4. creates new revenue
5. builds community
and consumer trust.

10.
Solve a real problem

11.
No incremental costs

12.
It’s important
that you show
that this is a
TURNKEY
request,
with no
additional costs.

13.
Worry free

14.
Reveal (New) Hidden Revenue

15.
Build Consumer Affinity

16.
Reinforce Consumer LOVE

17.
With all these elements combined,
you end up with a partnership that
fits everyone…

18.
What 2-3 brands would be a good
fit with your product or event?
Who is your perfect match?

19.
THE
APPROACH

20.
What is in YOUR pantry?
• What do you have in
abundance?
• What assets do you have to
offer THEM?
• What is it about your event
that inspires the sponsor to
participate?
• Why is this important?

21.
The What
Brief description of your organization, outline of the
event, project, or program for which you are seeking
support.
The Who
- Demographics including number of attendees, age,
socioeconomic status
- Identify how your proposal matches the target market
of the proposed sponsor
- How will YOU increase their market share?

22.
The When, Why and How
Using your “Pantry list” of
benefits, show how your
project complements the
potential sponsor’s goals and
philosophy.
Detail how you plan to market their involvement, where
they will be seen, and experienced by the target.

23.
Program
$ Lift
Program
Profit
Margin %
Program
Cost
Program
ROMI
Program
Cost
The simplest formula for calculating marketing ROI is:
(Gross Profit – Marketing Investment) Marketing
Investment

24.
So if you assume your business makes a 50%
profit margin, and your marketing campaign
brings in $50,000 in revenue you only made
$25,000.
Your ROI is actually 0%:
($25,000 –
$25,000) $25,000

25.
1.
2.
3.
4.
5.
Cover Page
About Us
Our Audience/Community
The Case for Support
Your
Marketing/Promotion
6. Features, Benefits &
ROMI
7. Your Partnership Offer
80%

26.
Customize The Ask
8. Your Unique Sales Offer
9. Promotion & Marketing
10.Reporting the Proof
11.Contact Info
20%

27.
What
$100,000
actually buys
across TV, online
video, mobile,
direct marketing,
and social media.

28.
Some Real-World
Examples

29.
Cover Page
80%

30.
Partnership Opportunities
Presented to:

31.
About Us
80%

32.
About CBCF
The Canadian Breast Cancer Foundation is Canada’s
leading breast cancer charity through:
• funding relevant, impactful and innovative research
• supporting and advocating for the breast cancer community
The Foundation is a trusted leader
The Foundation is the country’s leading organization
committed to creating a future without breast cancer and
since its inception over 25 years ago, has invested over $248
million in the most relevant and innovative research.
The Foundation is the largest funder of
breast cancer research in Canada.
Insight and Perception
CBCF ranks in the top 5 national charities measured for
support and in the top 3 for brand perception.
(C’volution,TrojanOne)
46

33.
Our Audience/Community
80%

34.
Activating our community
Last year:
•
•
•
•
•
Yard Sale for the Cure’s media presence
generated almost 400,000 online
impressions with consistent RTs from the
blogging community
70,000 Ontarians participated in the
Canadian Breast Cancer Foundation CIBC
Run for the Cure
CBCF Ontario partnered with over 400
community events
Over 20,000 letters were sent to the
Ontario Government as part of a campaign
to improve quality breast cancer screening
in Ontario. Our social media audience
increased by 400% during the first two
weeks of the campaign
CBCF was awarded the most
influential non-profit in social media
by Hill & Knowlton (Oct 2011)
CBCF Facebook Page
48

35.
Your Marketing/Promotion
80%

36.
Case study: Liberty Village Art Crawl
Challenge: customized partnership opportunities in
return for cash & prizes from a local restaurant.
Win/Win = Promotion & prizing festival +
increased traffic & awareness to the business
Result: Restaurant sales went up due to
increased awareness & support from the target
community during campaign.
Client secured cash & prizes.

37.
Restaurant Partnership
Customized promotions:
• Provide discounted
coupons for entrée or
dessert to participants &
artists of LVAC
• Display posters in venue
• Host an exhibit with an
artist and we will invite
the media
“With any purchase of $50
or more at any artisan
booth, enjoy a free entrée!”
• Host the media launch,
10am breakfast event
• Custom beverage
• Provide grand prize
basket for participants

38.
Marketing Channels
To capitalize on the Foundation’s large online follower base, Yard Sale for the
Cure’s marketing channels are primarily online, with radio and print media
seamlessly integrated into the overall marketing channels.
Facebook Page
Yard Sale for the Cure Website
Yard Sale for the Cure
Print/OOH

39.
Features, Benefits & ROMI
80%

40.
Recognition
•
www.yardsaleforthecure.com and cbcf.org/Ontario and Atlantic
sites
–
–
–
–
•
Logo recognition on the Sponsors and Partners section of the website.
Includes link to full page layout and description of partnership, including a
link out to your Target Canada™ website.
8,000 visitors to Yard Sale for the Cure website , March-May 2012 period
Host a Featured Auction with your branded car, product, signed item or
premium service and be featured online.
Yard Sale for the Cure e-communications:
–
–
Recognition in e-communications slated for distribution during Yard Sale
season, March 25th to September 30th
245,000+ subscribers
•
Logo on all t-shirts produced for province of Ontario (760)
•
Online Celebrity Yard Sale “Webisodes”
–
–
Opportunity to place product or CEO in an episode of the YSC Micro-Series
Brand association with celebrity, YSC and on site activation at local sites

41.
www.MyMentorSaid.com