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Digital Multifunctional CopierCorporate Sponsorship/Marketing Program

County of Santa Clara, CA

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County Commitment• The County Board of Supervisors has adopted a

Corporate Sponsorship and Marketing Plan that is intended to generate new revenues for the County while simultaneously enhancing the programs provided by the County to its residents and employees.

• The County will be entering into relationships and partnerships with corporations whereby those entities provide the County with additional revenues, in-kind services, or sponsorships of events and programs, in the context of the services that they provide to the County.

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Sponsorship/Partnership Component• Santa Clara County plans to introduce an innovative

opportunity for a major manufacturer of Digital Multifunctional Copiers to develop a long term, category-exclusive relationship with the County.

• This relationship will also provide a number of specified marketing and sales rights on pre-approved County properties.

• Collectively, these marketing rights will have significant value by improving the County’s partner’s access to the communities, businesses and employees (15,000) of Santa Clara County.

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• The need for sensitivity to community values

• There are policy considerations

We understand…

• To raise revenue through appropriate sponsorship/partner program

• Recruit participation of leading brand marketers

• Develop Long Term Business Relationships

Our Goal

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Our Philosophy: develop long-term partnerships that meet the needs of the client, sponsors and the community:

Philosophy of a Sponsorship

• Enhance the quality and perception of the County

• Improve the County’s image while generating new County revenues

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•Meet key personnel•Blue Sky Session•Review current contracts, policies,

procedures•Site visitations/

audit assets

•Create a Strategic Marketing Plan•Prioritize categories•Define Policy and Procedure•Develop Sponsor Target List for top categories

•With staff approval develop marketing packages •Develop custom RFP if needed•Develop sales and collateral materials•Final Staff Approval

•Present packages to prospects•Educate key prospects•Conduct site tours with key prospects•Manage RFP/Bid process

•Promote high bids•Meet staff to evaluate offers•Manage negotiation meetings•Advise Staff•Selection of Partner•Final Contracts

•Manage Roll-out•Develop Commun-ication Structure•Develop Review Process•Ongoing Customer Service

PHASE I

The Process

PHASE II

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Benefits• Consumer Interaction

Advertising is a monologue. Sponsorship is a dialogue, offering companies direct and indirect access with their target audience.

• Product ShowcaseBrand attributes are best showcased through sponsorship because a product or service can be used at the event for increased awareness. Clothing may be worn by officials, cars driven by staff, film used by competitors, food sampled, etc.

• CredibilitySponsors typically receive official product designation and rights. This credential is so strongly linked to the brand's positioning, the message works in the consumers' mind and builds loyalty.

• DifferentiationMost sponsorship properties offer companies category exclusivity. This sponsorship tie becomes a unique selling point not available to the sponsor's competition.

• ImageryBy simply stating that it is an 'Official Sponsor/Partner,' the sponsoring brand can be linked immediately to a known set of image qualities.

• Community GoodwillSponsorship of County initiatives will be valued by the public and provide strong economic stimulation to the community

• Lifestyle RelevanceBy being where their customers are, companies can speak to their audience rather than at them.

• Internal MoraleUnlike an ad buy, employees can get directly involved in company offerings and opportunities

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Benefits Continued

• We expect that these benefits will give clear, differentiating competitive advantages that increases the productivity of the manufacturer’s marketing and sales initiatives and provide a foundation for unique new marketing applications.

• Examples of opportunities includes:

◊ Sponsorship of County programs, events, and activities – examples of programs include Health and Wellness, Parks & Recreation programs, or youth and recycling initiatives

◊ Promotional – trash can wraps, custom banking machine facades, event banners and special events

◊ Donations – rights fees (cash), equipment and supplies, annual allocation of product, logo merchandise

• Benefits could also include cross-promotional packages, such as strategic alliances with recognized third-party brands. If proposing a cross-promotional package, include any participating co-op funds.

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Expected ResponseEach respondent will be expected to propose a Customized Marketing Plan that cites a minimum annual dollar amount that the respondent will budget for marketing support. Also, please identify the minimum annual dollar amount of any proposed donations (rights fees) that will be made to the County for the benefit of the community. For each value-added or alternative enhancement that the respondent chooses to include in its response, the respondent should include the assessed dollar value for the estimated costs to the respondent for the proposed investment.

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Rights & Entitlements• Category Exclusivity (Digital Multifunctional Copiers)

• Territory Exclusivity (Santa Clara County)

• Product Seminars (County Employees)

• Access County Pride Program (Branding Roadway/Landscape, Public Art, Improvements)

• County Event Access (Health Fairs, etc)

• Point of Access Displays (Permits, License, Libraries, etc.)

• Kiosks/Product Displays (Key Facilities)

• Product Sampling (Category Exclusivity) – approved designated locations and dates

• Use of County logos/marks

• Website – Advertising/Links

• Promotional Events and Distribution (Category Exclusivity)

• County Employee Access (Payroll, Newsletter, Break Rooms, etc.)

• County Hospital Point of Access (Healthcare)

• County Collateral Material (Mailings, Brochures, etc)

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The Active Network, Inc. Specializing in Municipal Marketing 

The Active Network’s mission is “…to provide the world's best marketing access to the community services and active life-style marketplace thanks to unique technology applications.”

The Active Network was founded in 1998. ACTIVE is now a leading provider of application services technology and corporate marketing access. It serves governments, communities, parks and recreations departments and districts, golf courses and clubs, non-profits, educational systems, sports organizations, and consumers.