1. Identify sponsorship opportunities
   • Identify items, activities or projects to be sponsored based on potential appeal to sponsors and the needs of the organisation.
   • Identify potential sponsors based on audience reach and previous sponsors.
   • Develop financial targets for sponsorship.
   • Agree sponsorship activities and targets with the meeting/event principal or relevant management.
2. Create and promote a sponsorship package
   • Develop sponsorship packages to include a full breakdown of costs and benefits and other relevant sponsor information.
   • Produce information regarding sponsorship opportunities in a professional format and distribute to potential sponsors.
   • Seek approval for the sponsorship package prior to promotion where appropriate.
   • Undertake follow up promotion and negotiation with potential sponsors.
   • Discuss and negotiate additional opportunities with the sponsor where appropriate.
   • Make written contracts/agreements with the sponsor to include full details of commitments made by both parties.
3. Implement sponsorship activities
   • Brief colleagues on details of sponsorship arrangements.
   • Organise activities in accordance with sponsorship agreement ensuring all agreements made are honoured.
   • Monitor and evaluate activities and evaluated and make adjustments accordingly.
   • Provide and request feedback to and from the sponsor.
   • Take opportunities to enhance value of involvement for sponsors and benefits for the host organisation.
   • Monitor sponsor payments and other contract formalities throughout the project.
4. Follow up with sponsors
   • Undertake follow up liaison with the sponsor immediately after the activity, meeting or event.
   • Record and provide reports and results to the sponsor.
   • Initiate and make preparations for future joint activities with the sponsor through effective use of interpersonal communication skills.

Not applicable

Essential Knowledge and Skills to be Assessed

The following knowledge and skills must be assessed as part of this unit

features of typical sponsorship packages created for meetingsevents or in other tourism industry contexts

sponsorship protocols in relation to making contact nature of proposals involvement of sponsor in activities and reporting expectations

potential sponsors for different areas of the market and types of activity

Linkages to Other Units

This unit has strong linkage to a range of other units related to Marketing and Event Management and combined training and assessment would be appropriate Examples include

THTPPDB Develop conference programs

THTPPD09B Develop conference programs

THHGGAB Prepare business documents

THHGGA04B Prepare business documents

THHGLEB Prepare and monitor budgets

THHGLE14B Prepare and monitor budgets

Critical Aspects of Assessment

Evidence of the following is critical

ability to manage the entire sponsorship process for a given meetingevent or activity including identification of potential sponsorsactivities to be sponsored development of the sponsorship package and the implementation of sponsorship activities

comprehensive knowledge of practices and protocols in relation to accessing sponsorship opportunities

Context of Assessment and Resource Implications

Assessment must ensure

project or work activities that allow the candidate to plan and implement sponsorship for an organisation activity or event

adequate timeframes for the activity so that implementation monitoring and follow up activities can be assessed

involvement of potential and actual sponsors

use of current technology to design effective sponsorship proposals

Assessment Methods

Assessment methods must be chosen to ensure that the planning and management of sponsorship activities can be practically demonstrated Methods must include assessment of knowledge as well as assessment of practical skills

The following examples are appropriate for this unit

project to initiate and manage sponsorship activities best achieved in conjunction with other projects for other units

case studies to assess knowledge of sponsorship practices and protocols for a range of activitiesevents

review of portfolios of evidence and third party workplace reports of onthejob performance by the candidate

Key Competencies in this Unit

Key Competencies are an integral part of all workplace competencies The table below describes those applicable to this unit Trainers and assessors should ensure that they are addressed in training and assessment

Level Perform Level Administer and Manage Level Design and Evaluate

Key Competencies

Collecting Organising and Analysing Information

For example

Research potential sponsors and developing a strategy to attract sponsorship

Communicating Ideas and Information

For example

Negotiating sponsorship with potential sponsors

Planning and Organising Activities

For example

Coordinating the involvement of a sponsor in event activities

Working with Others and in Teams

For example

Providing leadership and guidance to team members on working with sponsors

Using Mathematical Ideas and Techniques

For example

Calculating costs of possible sponsorship packages

Solving Problems

For example

Liaising and negotiating with a sponsor when attendance numbers at an event fall short of target

Using Technology

For example

Using the presentation features of software to prepare effective sponsorship package documentation

Essential Knowledge and Skills to be Assessed

The following knowledge and skills must be assessed as part of this unit

features of typical sponsorship packages created for meetingsevents or in other tourism industry contexts

sponsorship protocols in relation to making contact nature of proposals involvement of sponsor in activities and reporting expectations

potential sponsors for different areas of the market and types of activity

Linkages to Other Units

This unit has strong linkage to a range of other units related to Marketing and Event Management and combined training and assessment would be appropriate Examples include

THTPPDB Develop conference programs

THTPPD09B Develop conference programs

THHGGAB Prepare business documents

THHGGA04B Prepare business documents

THHGLEB Prepare and monitor budgets

THHGLE14B Prepare and monitor budgets

Critical Aspects of Assessment

Evidence of the following is critical

ability to manage the entire sponsorship process for a given meetingevent or activity including identification of potential sponsorsactivities to be sponsored development of the sponsorship package and the implementation of sponsorship activities

comprehensive knowledge of practices and protocols in relation to accessing sponsorship opportunities

Context of Assessment and Resource Implications

Assessment must ensure

project or work activities that allow the candidate to plan and implement sponsorship for an organisation activity or event

adequate timeframes for the activity so that implementation monitoring and follow up activities can be assessed

involvement of potential and actual sponsors

use of current technology to design effective sponsorship proposals

Assessment Methods

Assessment methods must be chosen to ensure that the planning and management of sponsorship activities can be practically demonstrated Methods must include assessment of knowledge as well as assessment of practical skills

The following examples are appropriate for this unit

project to initiate and manage sponsorship activities best achieved in conjunction with other projects for other units

case studies to assess knowledge of sponsorship practices and protocols for a range of activitiesevents

review of portfolios of evidence and third party workplace reports of onthejob performance by the candidate

Key Competencies in this Unit

Key Competencies are an integral part of all workplace competencies The table below describes those applicable to this unit Trainers and assessors should ensure that they are addressed in training and assessment

Level Perform Level Administer and Manage Level Design and Evaluate

Key Competencies

Collecting Organising and Analysing Information

For example

Research potential sponsors and developing a strategy to attract sponsorship

Communicating Ideas and Information

For example

Negotiating sponsorship with potential sponsors

Planning and Organising Activities

For example

Coordinating the involvement of a sponsor in event activities

Working with Others and in Teams

For example

Providing leadership and guidance to team members on working with sponsors

Using Mathematical Ideas and Techniques

For example

Calculating costs of possible sponsorship packages

Solving Problems

For example

Liaising and negotiating with a sponsor when attendance numbers at an event fall short of target

Using Technology

For example

Using the presentation features of software to prepare effective sponsorship package documentation

The unit applies to any tourism industry sector where sponsorship of activities, events or projects may be required. The following explanations identify how this unit may be applied in different workplaces, sectors and circumstances.