Approach & Services

One of the key questions we want to help clients answer is:

Could I use my sponsorship to communicate more effectively with the stakeholders of my business?

We believe that a sponsorship has more impact and value when it is integrated into wider business communications. In addition to the fan or consumer, it can be used to excite employees, access hard to-reach B2B customers, engage political stakeholders or demonstrate the broader values of the business.

The Total Sponsorship team has an in-depth knowledge and expertise across a wide range of channels, including traditional, social and digital media; and different communication disciplines, to support a systematic approach in the way a sponsor communicates about and through their sponsorship. This integrated communications approach includes areas such as, consumer, business to business, government & political relations; internal communications and engagement; and wider areas of corporate communications including, corporate social responsibility and crisis management.

This approach makes the sponsorship work harder and is what we call Total Sponsorship.

Our services

There are three strands to the Burson-Marsteller sponsorship offer:

Strategy

  • Identification of sponsorship and partnership opportunities*
  • Valuation of opportunities*
  • Key message development
  • Stakeholder analysis
  • Digital & social media strategy
  • Crisis management preparedness
  • Media relations counsel
  • Internal communications strategy

Activation

  • Media relations outreach – from international media to trade
  • Content generation across print, online and broadcast
  • Social media seeding
  • Blogger engagement
  • Event activation and management
  • Media training
  • Crisis response
  • Stakeholder management

Evaluation and Results

  • Evaluation of results across media coverage, awareness and propensity to buy*
  • ROI measurement*

*working with our sister agencies in WPP