Telstra x The Great Wheelbarrow Race Sponsorship Proposal

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Telstra x The Great Wheelbarrow Race Sponsorship Proposal

Telstra x The Great Wheelbarrow Race Sponsorship Proposal

Student Name and NumberDate 2315THS Event Marketing and Sponsorship

Table of Contents

TOC o “1-3” h z u Cover Letter PAGEREF _Toc73599723 h 3Executive Summary PAGEREF _Toc73599724 h 51. Event Details PAGEREF _Toc73599725 h 62. Target Markets PAGEREF _Toc73599726 h 63. Marketing / Promotion Plan PAGEREF _Toc73599727 h 74. Sponsorship Benefits PAGEREF _Toc73599728 h 85. Creative Leverage Ideas PAGEREF _Toc73599729 h 8Leverage Idea 1 PAGEREF _Toc73599730 h 9Leverage Ideas 2 PAGEREF _Toc73599731 h 96. Investment PAGEREF _Toc73599732 h 97. Value of Sponsorship PAGEREF _Toc73599733 h 97.1 Monetary PAGEREF _Toc73599734 h 97.2 Non-monetary PAGEREF _Toc73599735 h 9References PAGEREF _Toc73599736 h 10

Cover LetterDate

Recipient Name

Title / Position

Address

Email

Dear Managing Director,

The following sponsorship proposal is for a possible deal between your brand, Telstra and our event the Great Wheelbarrow Race. The event features a 3-stage team relay action where the competitors will race from Dimbulah to Chillageo while pushing wheelbarrows along a designated highway (Great Wheelbarrow Race, 2021). The event is set to happen on Saturday, 15 May and will follow the safety protocols against the prevention of COVID-19. This year, the event will be a 0ne-day event for safety reasons, away from the usual 3 day-event. Our events team has developed this Gold package specifically for Telstra, to showcase and integrate your company throughout our event.

The endurance style event is set to see competitors tackle more than 95 kilometers challenge. On the morning of 15 May, the event will kick off in Dimbulah and be complete the same day in the afternoon in Chillagoe. To ensure the safety of every participant, competitors who intend to finish the race will need to meet a schedule deadline. Every team will be allowed a maximum of ten members but will need to fit in one vehicle along with the designated race marshals (Great Wheelbarrow Race, 2021). The event will also feature a category for solo runners. The distance between the events is as follows:

Dimbulah 65K Almaden 35k Chillagoe (Great Wheelbarrow Race, 2021).

The main benefits of partnering with our event include the fact that the event, according to the Mareeba Shire Council (2021) and the Tourism and Events Queensland (2021), is its uniqueness in terms of the connection with the core parts of the Australian community, the historical value, active participation, and how it intimately connects the main social life of a number of small towns to the economic aspect of much-needed growth in a way that allows the local community as well as participating individuals to enjoy partaking in nation building. It is a critical component of the local community and this is a huge opportunity for Telstra to become a core part of the event. It will provide a unique space to market and advertise the brand. Another notable benefit is the value of our event to the local community. By partnering in sponsorship, the same value will be placed on your brand. Lastly, the presence of people from other cultures and areas is a chance for Telstra to appeal to other markets, to gain an understanding of how local dynamics could be applied elsewhere, and to create a network for future interactions.

It is expected that your participation will cost an estimated at around $25,000. The value of the event is estimated to be $37,000. The event will be broadcasted live on all of our social media platforms. This will create an amazing avenue to interact with millions of people across Australia. It is an opportunity for your brand to reach millions, connecting you with other similar events and creating a network with other like-minded events. Social media will also be used to create social photo booths, and a hashtag that will enable viral reach through sharing of the event. The activity will also feature different swag bags, both traditional and digital, allowing your brand to sponsor and be noticed beyond the race.

I would like to extend my sincere gratitude for your time and welcome any ideas you may have to make this event a success, for your brand and for our event. I am looking forward to an interaction with your team so that we can come up with a workable plan for your company and our event. Thank you

Regards,

Name

Your name

Title

Address

Phone

Email

Executive SummaryThe event features a 3-stage team relay action where the competitors will race from Dimbulah to Chillageo while pushing wheelbarrows along a designated highway (Great Wheelbarrow Race, 2021), set to happen on Saturday, 15 May. The event targets young people aged between 18 and 30. The promotion plan will feature events shared on social media with different categories and rewards for different classes of participation. Key benefits include connection with the core parts of the Australian community, the historical value, active participation, and how it intimately connects the main social life of a number of small towns to the economic aspect of much-needed growth in a way that allows the local community as well as participating individuals to enjoy partaking in nation building. The event will be broadcasted live on all of our social media platforms. A total of $25,000 will be needed for the gold package and a 3-year $65,000 deal for sponsorship.

1. Event DetailsThe Great Wheelbarrow Race is a charity event looking to pull resources together, bring people together, and offer some release after a very tough 2020 following the COVID-19 pandemic and ensuing regulations. The event features a 3-stage team relay action where the competitors will race from Dimbulah to Chillageo while pushing wheelbarrows along a designated highway (Great Wheelbarrow Race, 2021). The event is set to happen on Saturday, 15 May and will follow the safety protocols against the prevention of COVID-19. This year, the event will be a one-day event for safety reasons, away from the usual 3 day-event. The race will feature a race from Dimbulah, to Almaden, to Chillagoe. The distance between these stops are 65 kilometers, and 35 kilometers respectively (Great Wheelbarrow Race, 2021). The event is a much-needed economic and social boost for the smaller communities. Apart from keeping the race spirit alive, the event is meant to attract local participation in similar events as a way to revive the economy of local communities (Great Wheelbarrow Race, 2021). The event has been running since 2004 as a tribute to the hardworking men and women of the 19th century who used the route to for transportation. Therefore, the event is a way to showcase the spirit of the people and the historical significance of their past.

2. Target MarketsThe primary target market for the Great Wheelbarrow Race is young people aged between 18 and 30. While the race was originally meant to bring together the local communities in Dimbulah, Almaden, and Chillagoe, the event has expanded the reach due to its social media presence. Currently, the event also targets the same target market outside of the local area. Every gender is targeted in this event including people from different income groups including college attending students, to newly employed individuals, and full time workers. The race is also marketed as a team-building event bringing together student groups, workers, union groups, and so on. The target market include people with interests in networking, live events, social media presence and following, music, art, fashion, and trending events. The market that the event is looking to attract also include people who love adventures, outdoor events, sponsored events, team building initiatives, being sociable, interacting, networking, and generally outgoing individuals.

The primary target market for Telstra right now include individuals in the 17 and 35 year bracket, made up of millennials and the Gen Z categories. The groups are very unique in their tastes and preferences, including a separate desire for various social and networking goals. However, they are all united by the desire to be noticed. They are representative of change. They desire a society where everyone is equal and unique at the same time. They are proud of achievements and gladly share thoughts and opinions on social media. Their self-expression is unique to their generations and are believed to be different.

Telstra fits right into this event. The similarity in the target markets regarding the age, gender, occupation, social and economic class, and social and economic goals makes the partnership workable. Telstra is right in there with the event.

3. Marketing / Promotion PlanThere are 3 major promotion strategies that our event will implement in order to boost the engagement with our target market, therefore increasing interest in the event. The primary objective of the promotional plan is to achieve an 80% attendance for local communities’ friends and families group in the next event in May, 2022. The objective is to increase attendance in order to meet the social and economic goals of the charitable event. n the friends and family category, the promotional strategy will include a fully paid VIP experience for a family or a group of five. To be eligible for the price, friends and family will be required to participate in an online challenge announcing their participation, while holding a mini-wheelbarrow race at their preferred venue, and asking their online followers for support and contributions towards the charities to be announced later. The social media post with the highest number of reactions will earn participants a place in the special VIP race to determine the group that will receive the prize of a fully paid trip within an Australian destination. The friends and family category is what has kept this event active since 2004. Therefore, it is important that the culture is maintained through focusing on them as part of the intention to keep the social aspect of the community active. The use of social media as a promotional tool will help to increase following of the event and attract other people for the same or other target groups. The second objective of the promotional plan is to increase the participation of special interest groups and corporate participation by 50% including al locally operated businesses and organizations and groups such as the LGBTQ and people living with disabilities within the next year of operation. In the special interest groups, the inclusion criteria for a VIP special-interest race will include having a course signed by 2500 online participants with the mention of the Great Wheelbarrow Race and all other hashtags. Those representing people with disabilities, for example, will mention their intent to participate and then ask their followers to share their posts and retweet. Winners will get a spa day for 2. The third objective is to attract and include a new participatory category of tourist groups comprised of people who are not residents of the local community in the next event in 2022. For people outside of the local communities, participation into a special race for prizes will include elimination based on who takes the best photo or video with a caption explaining why they should participate in a prized category on their favorite social media. Winners will get a free tour at the local museum.

4. Sponsorship BenefitsThe main benefits of partnering with our event in the Gold package include the fact that the event, according to the Mareeba Shire Council (2021) and the Tourism and Events Queensland (2021), is its uniqueness in terms of the connection with the core parts of the Australian community, the historical value, active participation, and how it intimately connects the main social life of a number of small towns to the economic aspect of much-needed growth in a way that allows the local community as well as participating individuals to enjoy partaking in nation building. It is a critical component of the local community and this is a huge opportunity for Telstra to become a core part of the event. It will provide a unique space to market and advertise the brand. Another notable benefit is the value of our event to the local community. By partnering in sponsorship, the same value will be placed on your brand. Lastly, the presence of people from other cultures and areas is a chance for Telstra to appeal to other markets, to gain an understanding of how local dynamics could be applied elsewhere, and to create a network for future interactions.

5. Creative Leverage IdeasThese creative leverage ideas will showcase Telstra as our celebrated sponsor, as a part of the gold sponsorship package. The following are a few examples of what how you brand will be showcased creatively and innovatively at our event.

Leverage Idea 1The event will be broadcasted live on all of our social media platforms. This will create an amazing avenue to interact with millions of people across Australia. It is an opportunity for your brand to reach millions, connecting you with other similar events and creating a network with other like-minded events.

Leverage Ideas 2Social media will also be used to create social photo booths, and a hashtag that will enable viral reach through sharing of the event. The activity will also feature different swag bags, both traditional and digital, allowing your brand to sponsor and be noticed beyond the race.

6. InvestmentThe sponsorship deal that is being offered in this proposal is the Gold Package. All of the costs and values are an estimate based upon extensive research and contact with different companies to ensure the best quality was obtained. To become our Gold sponsor we are asking for an investment of $25,000. This is great value as the total value of the package is $35,000.

If this proposal is to be accepted the following payment conditions will need to be met. The amount will be deposited 2 weeks prior to the event. Additionally, as we are seeking to partner with you long term we are offering a three-year sponsorship deal for the reduced cost of $65,000.

7. Value of Sponsorship7.1 MonetaryThe total estimated value of this sponsorship deal is $35,000. This is a good deal because it will provide marketing for your brand in a way that the same monetary value cannot attain via any other method of marketing.

7.2 Non-monetaryAs well as value associated with monetary expenses, other valuable aspects include an opportunity to be a key part of an Australian tradition. It would ensure that your brand is synonymous to the event. The event could be changed to be “Tesltra’s Great Wheelbarrow Race”, giving your organization more benefits and an opportunity to reach a wider audience. If this proposal was accepted, Telstra would have had the opportunity to be one of the top sponsors of one of Australia’s most popular social events.

ReferencesFisher, J. R., Tran, T. D., Hammarberg, K., Sastry, J., Nguyen, H., Rowe, H., … & Kirkman, M.

(2020). Mental health of people in Australia in the first month of COVID‐19 restrictions: a national survey. Medical journal of Australia, 213(10), 458-464.

Mareeba Shire Council. (March 22, 2021). Nominate Now for Wheelbarrow Race. Mareeba

Shire Council. https://msc.qld.gov.au/alerts-notifications/nominate-now-for-wheelbarrow-race/

Preuss, H. (2007). The conceptualisation and measurement of mega sport event legacies. Journal

of sport & tourism, 12(3-4), 207-228.

The Great Wheelbarrow Race 2021. (2021). Available at

https://www.greatwheelbarrowrace.com/

Thomas, R. (13 May, 2020). Ready to Race. The Express Newspaper. Available at

https://www.theexpressnewspaper.com.au/latest-news/ready-to-race

Weber, I. & Larsen, A. (February, 2021). The Best Five Star Hotels in Sydney. Travel Guide.

Available at https://small-luxury-hotels.net/

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