Sponsorship Sales Strategy

Synopsis

The American Animal Hospital Association developed a media kit redesign that outlined various sponsorship opportunities, but it lacked individual sell sheets for each opportunity. This absence made it challenging to upsell and cross-sell sponsorships without inundating sponsors with an extensive media kit. Sales increased by 13% in the first few months.

The Challenge

The primary challenge was to individually present each sponsorship opportunity while clearly indicating that they were part of a broader range of opportunities designed to engage association members. We aimed to condense the information into a one-page document that could be easily shared with prospective sponsors and uploaded to the association's website, showcasing potentially sponsorable items. Unfortunately, the original writer and designer did not provide context about the larger package of sponsorship opportunities or include vital information regarding market size and characteristics.

The Solution

We created a redesigned template for sponsorship sell sheets that encompassed all the necessary information to effectively present opportunities to potential sponsors.

See the redesigned sell sheet here. 

Result

With each item in the media kit transformed into its own sell sheet, the sponsorship team could efficiently email these sell sheets to potential sponsors without overwhelming them with a comprehensive media kit full of unrelated items. Sales increased by 13% in the first few months.

Executive Takeaway

Sponsors rarely buy exposure alone; they invest in access to a trusted audience and meaningful engagement opportunities.