SPONSORSHIP CAMPAIGNS
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Sponsorship Campaign 2
Sponsorship Campaigns
Sponsorship campaigns are the most commonly used tools by companies that desire to
activities, when effectively planned provides the company with an opportunity to be ranked
higher than their contenders through created awareness as well as realize advanced profit
margins. In this paper, I will be critically discussing the steps that I will follow in planning a
Outlining clear objectives prior to venturing into a sponsorship forms the pillar for the
success of the entire process. Although a well-established and renowned company, Coca Cola
should consider identifying the goals of the intended sponsorship and their potential returns-
whether it is growing product awareness, product affinity or boosting brand loyalty. In the plan, I
would conduct an extensive market research to ensure that the message reaches the targeted
groups in the best way. According to Smolianov and Shilbury (2005) objective setting in a
sponsorship campaigns rules the process by means of increasing exposure, enhancing processing
The next step would be identifying the underlying equitable opportunity by analyzing
what can be owned or achieved through the sponsorship. This involves clearly understanding
ones target audience in all dimensions (Rosen and Minsky, 2011). Coca Cola should consider
investigating approaches that can be used to get their consumers closer in a way they can easily
keep track of them. For example, Coca Cola can sponsor activities such as premier leagues
where people gather in large numbers. In such congregations, the company should strive to
inspire the audience to consume their products while enjoying their activity, most importantly
Sponsorship Campaign 3
without interrupting the experience. Such is an opportunity to significantly increase brand loyalty
and affinity.
sponsorship campaign. Rosen and Minsky (2011) argues that partnership are very effective for
sponsorship campaigns, however it is important to access the kind of partners available since
alignment with companies or properties that have different goals translates to failure. For
example, since people enjoy taking snacks during activities such as football matches and
Olympics, Coca Cola should consider partnering with a fast food company such as McDonalds
Extending the sponsorship campaign to various platforms also acts as a crucial step in
consider digitizing their sponsorship plans in order to advanced their reach. With the rapid
developments in technology, this would be an ideal step for Coca Cola to achieve maximum
growth as a part of the inclusive market activation. Such strategy should comprise actions such
as creating websites, mobile applications and digital media campaigns. Also, the company can
employ webcasting as a means of attending to the global market as well as building added worth
Eventually, I would conduct a market research to capture data and evaluate the outcome
of the sponsorship campaign. Clear objectives and a well-drawn plan are anticipated to provide
opportunities for evaluation, assessment and optimization of the outcomes. Thus, the step allows
for quantification and improvement of the campaigns towards a forward movement (Rosen and
Minsky, 2011).
Sponsorship Campaign 4
The success of sponsorship campaigns primarily depends on the actions taken during
implementation of the discussed steps. When performed properly, the latter relatively offers a
great business experience rather than mere affinity for the companys products. Thus, it is
undoubtedly true that by adhering to the outlined strategic plan Coca Cola can be able to trigger
References
http://www.cmo.com/features/articles/2013/1/21/_5_steps_to_sponsors.html#gs.8FDg3CI
Rosen, W. and Minsky, L. (2011). Six Steps to Successful Sponsorships. [online] Harvard
Corporate Marketing Through Televised Sport. 1st ed. [ebook] Available at: