Why?
Sponsoring a local team, event or festival can help show your partnership with the community and spread awareness about your business.
Estimated Time to Execute:
This can vary greatly depending on the event, but most will be working with the partner in the beginning, and then any time on-site at the event.
What:
- There are many things to sponsor or events to be a part of,
and it really depends on the opportunities in your community. Here are a few
examples:
- Festivals
- Community event
- Local team (little league, minor league, etc)
- Non-profit event or fundraiser
- A “Taste of”
- Sports tournaments
- Church events
- Chamber events
Tools Needed:
- Business cards
- Menus
- Catering menus (if applicable)
- Food samples (if applicable)
- Access to your high res logo (can request from Marketing Manager)
- Time for team members to participate (if applicable)
- Signage/tents (if applicable)
Research Needed Prior to Execution:
- It’s likely some groups will approach you about sponsorship
(similar to donation) or you may want to see what’s happening in your area.
- Google “events in (insert your city here)” or “local sports
teams in (insert your city here) to get an idea of what’s around.
- This can also be a good opportunity to ask your team if they are involved in any groups or events that they think would be a good fit
- Once you have a few things that target the demographic you
would like to promote to, email them and see if they have any opportunities to
get involved.
- Only contact groups that make sense for your restaurant. If it’s way in the future, not nearby, very family heavy and you are more of a bar, etc, there is no need to contact them.
- You can also visit the event website and see if there is a “Sponsorship” link to visit to fill out a form with your interest.
- Google “events in (insert your city here)” or “local sports
teams in (insert your city here) to get an idea of what’s around.
Execution:
- Execution will vary greatly depending on the sponsorship and
type of group. There may be multiple parts to a sponsorship over a period of
time you’ll need to fulfill. Some results from the sponsorship:
- Table on-site to pass out samples, menus, coupons, etc
- Logo on a t-shirt, banner, sign or other event collateral
- Mentions during the event
- Catering at the event or food for staff
- A blurb in a newsletter or email blast
- Mention on social media
- Materials in a goodie bag
- Whatever else works for you and the partner!
- A few things to note:
- Sponsorships
generally cost money. These costs MUST be approved by your multi-unit leader
and Marketing Manager.
- The sponsorship may also be in trade for food. Please also make sure this is approved by your MUL.
- Don’t be afraid to ask for something not listed on a sponsorship. Generally the event or group has a few standard inclusions, but if your restaurant has catering, event space or something special that can benefit the event, let them know!
- Make sure it is mutually beneficial. We are supporting the group/event, but also should get good promotion and even in some cases direct sales, from the sponsorship or event.
- If on-site or having artwork on-site, ensure it is either approved by the Marketing Manager or you ask for what’s needed. We want to make sure we look professional and at our best!
- Sponsorships
generally cost money. These costs MUST be approved by your multi-unit leader
and Marketing Manager.
- Here’s a few examples of a sponsorship in action:
