Guideline: ANU sponsorship guidelines
ANU receives many requests to sponsor events and other projects. Requests are received both centrally and by academic areas directly; however few proposals meet an adequate standard in terms of outlining the benefits to ANU of the proposed sponsorship and alignment with ANU goals and objectives. Sponsorship can be an effective contributor to the University’s marketing effort in terms of raising the ANU profile and/or reputation among relevant target audiences. However, sponsorship proposals should contribute to, and be considered in the context of, the core activities of ANU i.e. research, education and community engagement. The use of the ANU logo in sponsorships falls under the Use of the University Name and Insignia policy, and must comply with the ANU Brand Standards and be approved by the Director, Marketing and Student Recruitment.
- These guidelines are designed to assist in the evaluation of sponsorship proposals.
- Sponsorships can take the form of either cash payments or in-kind support (eg use of equipment, facilities or labour).
- Sponsorship proposals should demonstrate tangible benefits to ANU and an association between the sponsorship and ANU brand values and reputation, and with ANU objectives. The onus is on the organisation seeking sponsorship to demonstrate the sponsorship’s value to ANU.
- Sponsorship benefits could include a combination of the following. The value of the sponsorship would obviously be derived from, and be a function of, the combination and extent of benefits.
- Exposure of the ANU brand and specific messages through event promotion and event involvement.
- Level of increased effective communication channels and possibly of direct involvement or experiential opportunities through promotion and the event itself.
- Reach/increased reach to relevant target audiences.
- Ability to develop and implement a University marketing communication program tailored specifically to the event.
- Naming rights of an event or high profile sub event.
- Exclusivity of sponsorship of the event, either overall or in the higher education sector.
- Access to a mailing list, newsletter or database information (subject to Privacy provisions).
- On-site displays/poster display/exhibition presence.
- Promotional opportunities in the media as well as inclusion in media launches.
- Prominent ANU branding on sponsored event literature, merchandise and advertising.
- Editorial/advertising in event program or other literature.
- Provision of content on an internet site/links to ANU from a high profile site.
- Right to use footage and/or photographs for our future promotional purposes.
- Ceremonial involvement and/or speaking role to an influential or relevant audience.
- Hospitality rights eg ANU guests at event functions or ANU hosting guests at an event dinner.
- Inclusion of delegate tickets to an event or conference.
Making the most of sponsorships
- To ensure maximum benefit from the sponsorship, additional funds and/or staffing resources should be allowed for, over and above the cost of the sponsorship eg staffing a poster display or display stand, producing posters or other display material, producing promotional material and merchandise, travel expenses for staff and guests, shipping costs for materials to the project venue.
- Many organisations use as a rule of thumb, that to properly leverage a sponsorship costs around the amount of the sponsorship again.
- Things to be wary of:
- Beware events and organisations seeking association with ANU as a means of establishing their own credibility.
- Simply the inclusion of an ANU logo on event literature, especially if among a crowd of other logos, isn’t necessarily a benefit.
- Don’t be pressured by “we’ve already secured sponsorship from ….”. Too many other sponsors, and sponsorship by competitive institutions, can actually degrade the potential benefits.
- Beware of proposals that aim to exploit the University’s internal student, academic or general staff audience.
- Treat with caution proposals from organisations that do not have a dedicated individual contact for sponsorship related matters or a centralised sponsorship team structure.
- Question the validity of any sponsorship event that is not based on a clear and concise marketing strategy.
- Sponsorships which are not considered:
- Proposals that do not have a demonstrable benefit to ANU and/or our students.
- Proposals that do not reflect the values of ANU.
- Individuals seeking support or raising money.
- Political or religious activities.
- Fundraising organisations or aid appeals.
- Programs associated with tobacco or alcohol products.
- Groups/organisations seeking sponsorships should be asked to submit a written sponsorship proposal, which should clearly outline the details of the undertaking for which sponsorship is being sought, and most importantly the benefits to ANU from participation in terms of the University’s goals and objectives.
- Sponsorship proposals should contain at least:
- Project overview.
- Audience/participants demographics projected attendance and relationship to ANU.
- Goals and objectives for the project.
- Details of the sponsorship being sought (eg dollar amount, use of facilities).
- How the project is being promoted.
- Benefits to ANU.
- How the project and benefits fit with ANU objectives.
- Other sponsors/potential sponsors.
- Timeline, including important deadlines
- Post project evaluation and reporting processes.