“In recent years, there has been significant growth in expenditures on sponsorships, a reflection of the
ever-present need for differentiation in increasingly competitive markets. Sponsorship involves
investment in an event in order to provide the sponsor with the exposure to the benefits of the event”
(Preston, 2012).
“Activation makes the difference between a sponsorship that is unremarkable and one that is a
knockout success. Marketing-savvy sponsors will enthusiastically propose a raft of activation ideas
that fulfil business objectives and help to deliver ROI” (Barootes, 2014).
Directions
In groups of two (2), one member of the group will represent the sponsor, and one member of the
group will represent the property.
YWCA Walk a Mile in Her Shoes
Each September, more than 200 men strap on high-heeled shoes to help raise awareness of family
violence. Men from all walks of life challenge themselves to select a pair of women’s shoes (provided
by the YWCA) and walk from Bankers Hall to Olympic Plaza via Stephen Avenue. Money raised
supports the work that the YWCA of Calgary does to help break the cycle of domestic violence and
keep women and children safe.
As the individual representing the property, you have been asked to create a sponsorship package for
the YWCA Walk a Mile in Her Shoes.
First, you must determine what the value of the properties assets are. Once you have done this, you
will create the sponsorship package, which must include:
1. A list of 10 benefits you can offer a prospective sponsor (each benefit must be different)
2. A minimum of 5 different sponsorship levels
3. Additional supporting information
As the individuals representing the sponsor, you will be choosing an oil and gas company in Calgary to
represent. The YWCA Walk a Mile in Her Shoes current top sponsorship level is available, and you are
interested in the top sponsorship level. As part of your sponsorship, you are want to ensure that you
are maximizing your investment, and will accomplish your objectives and return on investment. As the
representative for the sponsor, you must:
1. Identify which oil and gas company you are representing and provide a company profile
2. Identify the marketing objectives to be accomplished from your sponsorship
3. Develop a minimum of 3 activation tactics that will help meet your objectives (Your activation
tactics must be different that the benefits presented in the sponsorship package