Guidance on sponsorship and partnership marketing

October 2007

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CONTENTS

CONTENTS

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 proactive approaches 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

GUIDANCE ON SPONSORSHIP AND PARTNERSHIP MARKETING

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BACKGROUND

This updates the 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 private and 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 www.hm-treasury.gov.uk/ for more information.

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DEFINITIONS

DEFINITIONS

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 communications