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Sponsorship and PR

Across our PR clients we have different strategies running aimed at answering their specific goals and ambitions.

For some this includes a smattering of sponsorship but what is sponsorship, how do you choose the correct type / form of sponsorship and is it all really, really expensive?

What is Sponsorship?

Sponsorship involves a company supporting, in some way, shape or form, something or someone it resonates with and / or feels will help in the overall promotion of its products or services, albeit indirectly.  The ‘something’ or ‘someone’ could be a local football or dance school, a business or industry award, a sportsperson or a cause such as a local or national charity.

Sponsorship examples from our clients include:

  • Rotherwood Healthcare sponsoring the Hereford Times Health & Social Care Awards – The GP Practice of the Year Award
  • Air Aesthetics Clinics sponsoring the Royal Ascot Ladies Day Experience which raised much needed funds for Variety, The Children’s Charity and the Norman Laud Association
  • Flexpress sponsoring Alex’s Wish – a parent-led charity who raise money to fund clinical research and clinical trials with a view to finding new treatments and – ultimately – a cure for the life-limiting disease Duchenne Muscular Dystrophy
  • Barrie Stephen Hair Salons who support Leicester Animal Aid (LAA) amongst many other worthy local causes

 

How do you choose the Correct Type/Form of Sponsorship?

Choosing the right sponsorship for you / your business / your product or service really comes down to two things;

  1. What are you trying to achieve by sponsoring this person / event / organisation? Are you trying to raise profile generally or specifically?  Are you trying to break into a new market / sector and see this as one way to do that?  Are you trying to engage your team / clients and this is more about CSR than marketing / sales?
  2. How important is it that they align closely to your own values? For some clients it’s imperative and for others it’s less important.  We always argue that a close alignment is best because the sponsorship will feel right and, usually, encourages you to be more involved than otherwise.  In our experience the closer the relationship the more both parties benefit from the deal

 

Is it Really, Really Expensive?

It can be.  If you decide to sponsor a major sports star / team then yes they know how to charge!  However, if you pick the right award to sponsor (and fully maximise that sponsorship) or the right charity to support (lots of charities now run business clubs which is a fabulous way to not only do your bit for CSR but also develop new networks and professional relationships which can help you to grow your business) you can be looking at as little as £50.

Cost is, of course, a consideration but we say it should not be your first.  Understand what it is you want to achieve from undertaking sponsorship then work the rest out.  Doing it this way will avoid you making a knee-jerk response to an opportunity that comes in through email, the ‘phone or snail mail (which are usually the more costly options!) and will help you to explore the full range of options available to you.

Have fun, be curious and enjoy!  There is something out there for you we just know it!

If you’re interested in PR, sponsorship or how to combine them effectively, give Rach a call on 07976 806 578 or drop her a line on email at rachel.hargrave@rdz-pr.co.uk

 

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Rachel Hargrave

Rachel has over 30 years of local, regional, national and international communications experience and expertise across a wide variety of clients including FTSE 100 companies, SMEs, micro businesses and start-ups. She also has extensive charity, Not-For-Profit and Community Interest Company experience and happily offers clients working in these areas a 50% discount on all RDZ PR rates.

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Sangeeta Patel, Joint CEO, Reaching People

Rachel provided us with a day of free support in association with the LLEP programme. Despite it being ‘free’ Rachels support was professional and dedicated. We received a full day of practical support including a discussion to fully understand our organisation, an assessment of our need, the production of a communications and marketing plan that was realistic, manageable and practical aimed at helping us move ahead on the communications front and, ultimately, with our organisational objectives. Rachel achieved so much in the time she had including writing and issuing a press release that appeared in the Leicester Mercury, wording for our website homepage and a letter to go with our membership pack. She also shared her hints and tips about social media, her press contacts and she connected me with a potential Reaching People member! In all it was an invaluable experience. Thank you, Rachel for giving up your time to help us.

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Ravi Summan

I was introduced to Rachel by an executive coach. My requirements were to provide quality, simple to understand content to engage with my target market and generate new customer enquiries in health and wellbeing. From my first discussion with Rachel, it was clear that she had the skills and empathy to provide a service to support the growth of my business. Rachel’s content writing and editing is very effective and her diligence ensures the right message is articulated. It is no surprise to me she has a strong track record of helping entrepreneurs and businesses of all sizes support their growth. Aside from her professional competencies, Rachel genuinely cares about people and working with her allows you to focus on your core business. For those who are new to building their own business or employed by a large corporate, you will get value and authenticity from Rachel’s content and PR services.

Jayne McIntosh, Director, Air Aesthetics Health & Wellness Clinics

I met with Rachel and was instantly impressed with her warmth, enthusiasm and ability to understand the key issues being faced. She took time to clarity objectives and the key tasks required. A quick study she was able to pinpoint the brand tone of voice accurately. Rachel’s’ copy writing skills have been excellent. She has written for my business website, advertorial pages in lifestyle magazine and has also written first class responses to awards entries which are curtailed in length. Rachel is just really, really good!

Victoria Curtis, Company Secretary, Mono Roofing Ltd

Rachel came to provide our company with an appraisal for the company PR, and we learnt an awful lot! Rachel taught us how to make the most of our marketing and advertising and how to make it work for us, to get the client’s we really want. Rachel has provided our company with a plan to follow, and we are gradually implementing these procedures, and we know that in doing so, it will really raise the profile of our company and get us the work we want. I would definitely recommend Rachel to manage your company’s PR.

Trusha Lakhani, MD, Great Business Matters t/a Trusha Lakhani

Rachel Hargrave is one of the best PR experts that I have met. She not only understands the best awards for her clients but also how to make the most of the opportunity for the client’s personality. Put simply Rachel gets people. She understands her clients and their goals and is with you all the way. I highly recommend Rachel Hargrave and The Awards people and RDZ PR.

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Victoria Beale, CEO, Business Live Global

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Mark Esho MBE, Easy Internet Services, Easy Internet Solutions, Dreme, Access Rating CIC

Thanks for all the hard work you put into the PR work for our companies and subsequently the business award submissions. You made the whole process stress-free, and the quality of the submissions have resulted in the receipt of multiple business awards. Great work, Rachel.