July 24, 2000 - Publications Unit - The University of Western Australia

...the last word16 UWA newsSponsorship = Partnershipand RelationshipWhen it comes to sponsorship the mainthing to realise is that it is not about money.It is about relationship and partnership. It is aboutthe parties having an agreement which brings themmutual benefit. Without mutual benefit therelationship will not continue.The sponsorship relationship is about people and humaninteraction and it is always a great pleasure working with theQantas Marketing Manager Justine Bell-Morris and her team.When people often talk about wanting sponsorship they seeit only as a means of improving the cash flow for a plannedevent or conference. In todays changing world you have tolook at what you tangibly have to offer the other party. Howdo you make it a valuable relationship for them to beengaged in.Qantas has been a long-term partner with UWA Extensionin a relationship which started with Australian Airlines nineyears ago. Over that timethe nature of therelationship has changedby mutual agreement.The benefits for UWAExtension has beenaccess to travel which facilitates our being able to bring inmajor public speakers. The benefits for Qantas are brochurepromotion but more importantly access for their staff toattend the wide range of developmental opportunities ourcourses offer.UWA Extension is planning to increase our range ofsponsorship partners and the model we will be following isthat which has developed with Qantas.The key to sponsorship is to think not of what they can dofor you, but what you can do for them.Kim D. Roberts, Director, UWA ExtensionMarketing strategies for a competitive marketplaceNo longer is advertising and marketing a onedimensionalmedium — it’s not enough in thecurrent competitive environment to rely on thetraditional means of promoting your services andwinning new business through an advertisingcampaign.With ever-increasing competition within a competitivemarketplace, marketeers have become strategic and targetedin their promotional and advertisingstrategies.Companies are sponsoring organisationsand events that will offer both a uniqueway to promote their company’s servicesand fit their overall marketing strategy.When approaching potential sponsors dosome background research on thecompany. The questions that need to beasked are:• How does our organisation/event suitthe marketing strategies of the companywe are approaching for sponsorship?offer any direct benefit, (in the case of an airline, can weoffer any travel revenue)?• Do we have other sponsors who do business with thecompany we are approaching? Do we have opportunitiesfor this company to network with potential clients?Qantas and UWA Extension have had a relationship forover five years. We have worked together to create asponsorship that benefits both parties.This year we value-added the sponsorship, extending it toour employees, giving them the opportunity to be involvedwith UWA Extensions courses. By doing this we haveinternally created good will amongst our staff. By involvingour staff in our sponsorship we are fostering a unitybetween UWA Extension and the various departmentswithin Qantas Perth.In summary, if you wish to approach corporations forsponsorship, do your homework — don’t assume youknow what’s best for them. Take some time and tailormake the proposal to suit the individual company,understand their objectives and,above all, be innovative.• Does our image fit in with the imagethe company is trying or has created?• What can we offer the company otherthan branding and hospitality; can weJustine Bell-MorrisMarketing ManagerQantasTHE UNIVERSITY OF WESTERN AUSTRALIA • JULY 24 2000