La difference sponsorship et partership

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Guidance on sponsorship and partnership marketing

October 2007




Background Definitions • Partnership marketing • Sponsorship Why undertake sponsorship? • The benefits for government campaigns • The benefits for external organisations Sponsorship/partnership marketing checklist Initial considerations Selecting a sponsor or partner Dealing with proactiveapproaches Contracts and ownership Brand licensing Leveraging subsidiary promotional activity Co-ordinating the campaign The approval process Campaign prizes Exit strategy Evaluating the campaign

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Important terms Contacts for further information




This updatesthe Sponsorship Guidelines which were first published by the Cabinet Office in July 2000. Since then, the way in which government works in partnership with private and public sector organisations – both with sponsors and as a sponsor – has matured. This document gives guidance to departments on the propriety of working on communications activity in partnership with organisations from the privateand public sectors. Each campaign or other communications activity needs to be looked at carefully and individually. If you need further advice, please contact COI Sponsorship.

These guidelines are about delivery of communications activities. Separate guidance should be sought from HM Treasury if entering into private finance initiatives. See for more information.



The following definitions are provided to avoid confusion between partnership marketing and financial sponsorship.

Partnership marketing
Partnership marketing is the development and delivery of government messages via partnerships with private and public sector organisations, utilising one or more elements of the partner’s range of marketing communicationschannels. Partnership marketing does not usually involve payment of any fee to the partner; it is generally in-kind activity.1

Sponsorship generally involves the payment of fees for the right to be associated with an activity. Government departments can use sponsorship in two ways; Undertaking financial sponsorship A government department may pay a fee for the rights to a publicassociation with an activity, item, person or property, in return for a set of benefits. A number of different types of sponsorship fall under this heading:
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event sponsorship; and media sponsorship (of TV/radio programming, cinema, digital or press content).

Seeking sponsorship Alternatively, a department may act as a rights holder, seeking external financial support or the provision ofservices in lieu of payment in return for a set of benefits, for an activity, event or campaign that the department has created. Further descriptions of sponsorship disciplines (including broadcast and events sponsorship) can be found in the ‘Important terms’ section


In some cases, ‘seed funding’ may be required from government to leverage key activity. For example, government may pay for aco-branded leaflet to be printed, which a partner has agreed to distribute to its customers free of charge. This type of activity is not uncommon and would only be recommended when the overall package of support received from the partner is likely to achieve a significant return on investment.




The benefits forgovernment campaigns
Seeking external support for campaigns enables government both to communicate with audiences who are less likely to consume traditional media (sometimes referred to as ‘hard-to-reach’ audiences) or, conversely, with those who may be particularly media literate and who will be targeted by a large number of advertisers every day. Reaching these audiences can often be done...
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