Symposium boss- sponsorship session

UNCLASSIFIED111625RAPR06Pierre Laxa, Pierre.Laxa@us.army.mil, (703) 681-1547 1 of 11

Got Sponsorship?

How BOSS Can Secure and Retain Sponsors

Presented by:Pierre Laxa

Chief, FMWRC Corporate Partnerships

UNCLASSIFIED111625RAPR06Pierre Laxa, Pierre.Laxa@us.army.mil, (703) 681-1547 2 of 11

Got Sponsorship?

What you will learn today

• What is sponsorship?

• Who can solicit for sponsorship?

• What sponsors want

• Sponsors are partners

• Checklist for successful partnerships

UNCLASSIFIED111625RAPR06Pierre Laxa, Pierre.Laxa@us.army.mil, (703) 681-1547 3 of 11

Got Sponsorship?

Sponsorship Defined

A cash and/or in-kind fee paid to a property in return for exposure and promotional opportunities.

Sponsorship is an exchange of value.

It is not a gift or donation.

Sponsorship support is used to enhance MWR programs – it is not a means of underwriting the total cost of an MWR program.

* source: IEG Sponsorship Report

UNCLASSIFIED111625RAPR06Pierre Laxa, Pierre.Laxa@us.army.mil, (703) 681-1547 4 of 11

Got Sponsorship?

Army Family and MWR Sponsorship Mission

The mission of the Army Sponsorship program is to support vital Family and MWR programs

by obtaining private sector funding, services, or supplies in exchange for advertising and promotional opportunities within the Army

community.

UNCLASSIFIED111625RAPR06Pierre Laxa, Pierre.Laxa@us.army.mil, (703) 681-1547 5 of 11

Got Sponsorship?

• is a vital Family and MWR program

• events are eligible for sponsorship

• is attractive to companies targeting the the 18-26 year old demographic

• must provide sponsors with a return on investment by helping them meet their goals

UNCLASSIFIED111625RAPR06Pierre Laxa, Pierre.Laxa@us.army.mil, (703) 681-1547 6 of 11

Got Sponsorship?

Who Can Solicit

• The only person(s) authorized to solicit are individuals designated by their Garrison Commander or DFMWR.

• The MWR Sponsorship Manager will solicit on behalf of the BOSS program.

• BOSS representatives may not solicit sponsorship or donations from businesses.

UNCLASSIFIED111625RAPR06Pierre Laxa, Pierre.Laxa@us.army.mil, (703) 681-1547 7 of 11

Got Sponsorship?

  What Sponsors Want

• Excellent exposure through BOSS events

• Introduce products, services or campaign to target audience

• Demonstrate commitment to the community

• Gain access and exposure to Army leadership and decision makers

• Achieve return on investment and meet their goals

• Develop more agency relationships similar to the one with Military Marketing, LLC which brought us Scion for two promotions.

 • Target agencies and schedule sales blitz meetings in major metropolitan areas. Potential

markets include New York, Chicago, Los Angeles, Atlanta, Dallas, Washington, DC.

• Targeted agencies include: Alloy Marketing, Aspen Marketing, Arnold Worldwide, LM&O Advertising, Fleishman-Hillard, etc.

 3) FOCUS ON DEVELOPING PARTNERSHIPS WITH ENTERTAINMENT INDUSTRY THAT WILL RESULT IN PROGRAMMING FOR GARRISONS 

• Annual attendance at LA Roadshow and Industry Insiders Summit has led to programming for garrisons (e.g. “Kitt Kittredge American Girl” promotion).

 • Targeted partnerships include: World Wrestling Entertainment (WWE), EMI Music/Capitol

Studios, Microsoft Halo Reach, Catch the Moment, Six Flags America, Universal Music, and ZakHill Group LLC. (Warner Bros. & Rockstar Games).

UNCLASSIFIED111625RAPR06Pierre Laxa, Pierre.Laxa@us.army.mil, (703) 681-1547 8 of 11

Got Sponsorship?

Sponsors are PARTNERS!

• A partnership is a mutually-beneficial relationship

• BOSS must treat sponsors as “partners”, not just a funding source

• Partners will continue to support BOSS if we help them achieve their goals

UNCLASSIFIED111625RAPR06Pierre Laxa, Pierre.Laxa@us.army.mil, (703) 681-1547 9 of 11

Got Sponsorship?

Checklist for Successful Partnerships

• Plan fun, appealing events and market them to draw many patrons

• Meet quarterly with your sponsorship manager and submit requests a minimum 6 months prior to event

• Recommend potential sponsors/partners. Keep partner’s goals in mind, not only BOSS’s goals

• Do not cancel scheduled BOSS events

• Go the extra mile for your sponsors

UNCLASSIFIED111625RAPR06Pierre Laxa, Pierre.Laxa@us.army.mil, (703) 681-1547 10 of 11

Got Sponsorship?

Checklist for Successful Partnerships

• At the event, thank partners

• Take photographs and record what BOSS representatives have done to support partners

• Produce event After Action Report or provide input to Sponsorship Manager for AARs

• Provide recommendations on how to improve the event

UNCLASSIFIED111625RAPR06Pierre Laxa, Pierre.Laxa@us.army.mil, (703) 681-1547 11 of 11

Got Sponsorship?

Contact Information

FMWRC Corporate Partnerships

Pierre Laxa, Chief, Corporate PartnershipsPierre.Laxa@us.army.mil; (703) 681-1547

Gabriele Drechsel, Senior Client Relations ManagerGabriele.Drechsel@us.army.mil; (703) 681-1622

Kelly Jones, Senior Client Relations ManagerKelly.Jones10@us.army.mil; (210) 808-0290