1. Attracting sponsorship for Bloom Tips and advice on creating partnerships that support and promote your campaign Matt Wigginton Head of Corporate Partnerships Sponsored by

2. Sponsorship is easy, right? –Er...the economy is in recession –Marketing budgets are being slashed in every sector, even growing ones –Sponsorship is investment, not donation –Most companies look for at least 3x return on investment (profit, not revenue) –You DON’T have enough ‘reach’ to deliver this type of return –But you DO have something valuable to offer... Sponsored by

3. Bloom is about people, not plants –Britain in Bloom is probably the largest community volunteering scheme in the UK –Bloom makes a difference, we’ve proved it –Bloom can involve everyone in your community, not just those with an interest in gardening or horticulture –Civic pride is massive right now and will continue to be important over the next 10-20 years –Your commitment is incredible, share it with others and reap the benefits Sponsored by

4. Companies will pay to be involved –Corporate Responsibility (CR) is different to Marketing –It’s not just about logos, it’s about involvement –Companies generally have separate budgets for CR...they’re often bigger! –Focus is on doing good...and being seen to be giving something back –Creates positive PR, very effective and measurable Sponsored by

6. The best prospects are on your doorstep –Bloom is a local community project – look for local sponsors –Local sponsors have more to gain from being visible in their own community –Concentrate on your strengths – the ability to engage sponsors in something that benefits their community –Cash is not the only option – take what you can –Be realistic: always under-promise, over-deliver –Engagement is key – get sponsors involved Sponsored by

7. Don’t be scared...these people need you! Sponsored by

8. Prove the value, take the reward –Keep copies of every media mention of your Bloom group to show to sponsors –Social media is more important than traditional media to some companies –Create opportunities for photos, get to know your local media...online and offline Sponsored by

9. Look smart...use a calculation! –If you ever need to prove the value of visibility to a sponsor, use this calculation...and look really clever! Sponsored by Audience x logos/signs = OTS (Opportunities To See) OTS divided by x (depending on location) for realistic measure of physical visibility Divide result by 1,000 Multiply result by CPT (Cost Per Thousand) @ £99 = VTS (Value To Sponsor)

10. An RHS example – Chelsea Flower Show Sponsored by

11. An RHS example – Chelsea Flower Show –Signage at RHS Chelsea Flower Show Sponsored by Audience x logos/signs = OTS (Opportunities To See) OTS divided by x (depending on location) for realistic measure of physical visibility Divide result by 1,000 Multiply result by CPT (Cost Per Thousand) @ £99 = VTS (Value To Sponsor) 157,000 people x 325 signs = 51,025,000 Opportunities To See 51,025,000 / 4 (assuming each person sees 1:4 signs) = 12,756,250 Divide 12,756,250 / 1,000 = 12,757 Multiply 12,757 x £99 VTS: £1,262,943

12. A local example - A61 / A658 roundabout Sponsored by

13. A local example - A61 / A658 roundabout –Look at www.dft.gov.uk/traffic-counts - don’t sit in the cold!www.dft.gov.uk/traffic-counts Sponsored by Audience x logos/signs = OTS (Opportunities To See) OTS divided by x (depending on location) for realistic measure of physical visibility Divide result by 1,000 Multiply result by CPT (Cost Per Thousand) @ £99 = VTS (Value To Sponsor) 8,806 cars x 365 days = 3,214,190 OTS 3,214,190 / 100 (assuming 1:100 people see sign) = 32,141 Divide 32,141 / 1,000 = 32 Multiply 32 x £99 VTS: £3,168 per year

14. Roundabouts are not the only fruit! Sponsored by

15. Time for your questions We’re here to help, get in touch any time mattwigginton@rhs.org.uk Matt Wigginton Head of Corporate Partnerships Sponsored by

16. Almost forgot...this was worth £223! Sponsored by