Sponsorship and Income Generation

‘Among the different types of marketing communications, sponsorship is said to be one of the most powerful media now used to communicate and form relationships with stakeholders and target markets.’ (Bowdin, G. Et al., 2011, p.442). This report will focus on a sponsorship and income generation plan for the University of the Arts, London College of Communication ‘Complimentary Cocktails with Classmates’. The purpose of this event is to engage with the universities alumni and therefore a cocktail party, is an appropriate and reasonable occasion in order to bond and network with previous students and graduates from the university. The report will firstly, focus on the event itself, describing the scope and the required outcomes. It will consist of a fundraising profile, exploring and explaining a wide range of possible sources of funding and income, analysing the amounts of each source in order to stage the event. Also a rationale listing all potential sponsors, stating the chosen sponsor, the reason why they were chosen and why other sponsors were rejected. Lastly, a descriptive sponsorship packages will be explained in depth, also including a communication plan in order to keep key sponsors engaged and a fundraising brochure to stimulate interest as a first contact.

1.0 The Event:

‘Complimentary Cocktails with Classmates’ is a ten-year reunion cocktail party, inviting selective successful individuals, which have graduated LCC, in the past 10 years. The event will take place on the 20th May 2012, at 8.00pm till 12pm at Paramount, Level 31, an elite event space with views of all of London. The purpose of this event is to engage with the LCC alumni, connecting and networking with the honourable graduates of LCC. Lecturers will also be selecting certain undergraduate current students to attend this event as a reward to their dedication and work during their university years. These students will be able to socialise