Event Sponsorship Proposal

GATE: Confirm the brief before proceeding.

Phase 2: Package Design

Tier Structure

## Tier 1: [Presenting/Title Sponsor] — $[Price]
Limit: 1 sponsor
Benefits: [Premium, exclusive benefits]

## Tier 2: [Gold/Partner Sponsor] — $[Price]
Limit: [3-5] sponsors
Benefits: [Strong visibility and engagement]

## Tier 3: [Silver/Supporting Sponsor] — $[Price]
Limit: [5-10] sponsors
Benefits: [Basic visibility]

## Optional Add-Ons
- [Specific activation for additional fee]

Benefit Categories

Map benefits across categories for each tier:

| Benefit | Title | Gold | Silver |
|---------|-------|------|--------|
| Logo on event website | Yes (featured) | Yes | Yes |
| Logo on event emails | Yes | Yes | No |
| Social media mentions | 5 dedicated posts | 3 posts | 1 post |
| Speaking slot | 15-min keynote | 5-min intro | No |
| Booth/table | Premium location | Standard | No |
| Attendee list access | Full list | Opt-in list | No |
| Branded materials in swag bag | Yes | Yes | Flyer only |
| Post-event report | Custom report | Standard report | Summary |

GATE: Present the tier structure for approval.

Phase 3: Write

Proposal Document Structure

# [Event Name] — Sponsorship Opportunities

## The Opportunity
[2-3 paragraphs: what the event is, why it matters, why sponsors should care]

## Our Audience
**Expected attendance:** [Number]
**Demographics:**
- [Job titles/roles]
- [Industry breakdown]
- [Company size]
- [Geography]
- [Buying authority]

**Previous event data (if available):**
- [Attendance numbers]
- [Satisfaction scores]
- [Social media reach]

## Sponsorship Packages
[Detailed tier breakdown with all benefits]

## Activation Opportunities
[Unique ways sponsors can engage the audience beyond basic branding]

## Timeline
- [Sponsorship commitment deadline]
- [Logo/materials due date]
- [Event date]
- [Post-event report delivery]

## Previous Sponsors (if applicable)
[Logos and/or testimonials from past sponsors]

## Contact
[Name, email, phone for sponsorship inquiries]

Activation Ideas

Go beyond logos to offer real engagement:

• Sponsored session — sponsor introduces or presents a session
• Branded lounge or networking area — sponsor's name on the relaxation space
• Sponsored lunch or coffee — "Coffee break brought to you by [Sponsor]"
• Interactive demo station — hands-on product experience for attendees
• Content collaboration — co-created workshop or resource with event branding
• Attendee challenge or competition — sponsor-branded activity with prizes
• Post-event content sponsorship — sponsor's name on recorded sessions

Phase 4: Polish

1. Pricing Validation

## Pricing Sanity Check
- Title sponsor: 40-50% of total sponsorship revenue goal
- Gold sponsors: 20-30% each (combined)
- Silver sponsors: 10-15% each (combined)
- Total available sponsorship revenue exceeds goal by 30% (not all will sell)

2. Outreach Plan

## Sponsor Outreach Timeline
**12 weeks out:** Identify target sponsors, personalize proposals
**10 weeks out:** Send proposals, follow up within 5 business days
**8 weeks out:** Second follow-up, offer custom packages for interested leads
**6 weeks out:** Close remaining sponsors, finalize materials deadlines
**4 weeks out:** Collect logos, bios, and materials from confirmed sponsors
**Event day:** Execute all sponsor activations
**1 week post:** Send thank-you emails with preliminary results
**3 weeks post:** Deliver post-event sponsor reports

3. Proposal Checklist

- [ ] Audience data is specific and compelling (not "business professionals")
- [ ] Each tier has clearly differentiated benefits
- [ ] Pricing is justified by audience access and exposure
- [ ] Activation opportunities go beyond logo placement
- [ ] Timeline includes all deadlines for sponsors
- [ ] Contact information is prominently displayed
- [ ] Visual design is professional (not a wall of text)
- [ ] PDF is under 10 pages

Example 1: 200-Person Business Conference

Title Sponsor: $5,000 (1 available) — keynote intro, premium booth, full attendee list
Gold Sponsor: $2,500 (3 available) — session intro, standard booth, opt-in list
Silver Sponsor: $1,000 (5 available) — logo placement, social mentions, swag insert
Revenue goal: $17,500 (if fully sold)

Example 2: Virtual Summit (500 Attendees)

Presenting Sponsor: $3,000 (1 available) — branded stage, sponsored session, replay branding
Partner Sponsor: $1,500 (4 available) — logo on all communications, social mentions, attendee emails
Community Sponsor: $500 (10 available) — logo on website, mention in opening remarks
Revenue goal: $14,000 (if fully sold)

Anti-Patterns

• Logo-only sponsorship — slapping a logo on a webpage is not worth thousands. Offer engagement, not just visibility.
• No audience data — sponsors need to know WHO they are reaching. "Business professionals" is not a demographic.
• Too many tiers — more than 4 tiers creates confusion. Keep it simple.
• Underpricing — research comparable events. Sponsors expect to pay for quality access.
• No post-event reporting — sponsors want to measure ROI. Deliver a results report within 3 weeks.
• Selling exposure without exclusivity — if you have 20 sponsors, none of them stand out. Limit quantities per tier.

Recovery

• No previous event data: Project audience based on your email list, social following, and marketing plan. Be honest that this is the inaugural event.
• Cannot fill top tier: Offer a payment plan or reduced first-year rate as an "inaugural sponsor" incentive.
• Sponsors want custom packages: Be flexible. Create a la carte options for sponsors who do not fit standard tiers.
• Event is free for attendees: Emphasize audience quality over quantity. Free events often attract more attendees, which increases sponsor value.