Target only those companies
whose values appear to be con-
sistent with the values of your
City, as you don't want to put your
elected officials in the difficult
position of having to explain why
they are partnering with a com-
pany that is in the press for all
the wrong reasons! Some cities
have sponsorship policies that
state who the City will NOT do
business with. For instance, com-
panies who are known to have
poor business practices may not
be eligible to sponsor City events.
Some companies will pay more
than they otherwise might for
advertising because they are trying
to transform their image. An exam-
ple might be a petroleum company
who sponsors municipal forestry
and other environmental events in
an effort to "green" their image.
E
"sponsors… foresee a
return of $3.00
for each $1.00"
D
The savvy potential business spon-
sor want to know how many people
will be touched, how they will be
touched, and how the sponsor's
image can be positively managed
in advance of the event, during
the event, and after the event. For
instance, they need to know how
often their logo/name/image will
be used in advance advertising,
how many people will be exposed
to the ads, and what demograph-
ics the media is focussed on.
They also want to know how many
people are expected at the event
and the anticipated demographics
of attendees (e.g., age, gender,
ethnicity, and where the attendees
come from).
Music and dance are part of the celebration at Party for the Planet Concert.
26 City Trees
