Strategic Planning for Corporate Sponsorship

Strategic Planning for Corporate Sponsorship

The boundaries within which corporate sponsorship operates in an agency will be established by the policy statement. The strategic plan for corporate sponsorship can outline the way in which the policy is to be implemented during a given planning period.  Opportunities for sponsorship should be incorporated into the agency’s planning process, particularly, where appropriate, into its business plans and individual project plans.

Ideally, a strategic plan for corporate sponsorship will be part of, and linked to, the agency’s overall planning process and management information systems. This is central to good corporate governance for an agency.  Planning for corporate sponsorship involves two levels: overall planning of the agency’s corporate sponsorship program and the planning of corporate sponsorship for individual projects.  The strategic plan for corporate sponsorship will identify sponsorship objectives, opportunities, quantify the resources required and identify strategic directions to increase sponsorship revenue.

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