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Direct marketing agencies
News Release from: Clark McKay and Walpole
Edited by the Marketingservicestalk Editorial
Team on 02 June 2008
CMW hits home the hard facts
CMW has created a sponsorship campaign for Surrey County Cricket Club, owners of the Brit Oval ground in central London.
The hard-hitting business-to-business campaign aims to raise an extra GBP250k in sponsorship and events this year by presenting potential sponsors with fact and figures explaining what they can expect in return for their investment The campaign also references their love of the game
This article was originally published on Marketingservicestalk on 20 Feb 2008 at 8.00am (UK)
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The first sweep of the campaign is delivered by courier to targets in the shape of a full-size cricket bat wrapped in a promotional cardboard band.
The band tells recipients how they can make their business 'a major player' by sponsoring SCCC and urging them to find out about opportunities by calling or emailing the club.
On doing so, they will be able to talk to a sponsorship representative who will outline in quantifiable terms all the benefits of being an SCCC sponsor.
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They will also be sent a rate card that clearly outlines the benefits their company will receive if they buy into a sponsorship in relation to their investment and helping them to justify the decision in business terms.
The focus for the 2008 sponsorship is on two distinct areas.
Twenty20 - this is one of the most popular and exciting fixtures within the cricketing calendar, attracting sell-out crowds to its historic home at The Brit Oval.
Corporate Match Day package - for the first time a section of the Brit Oval will be cordoned off at all International and Twenty20 matches and dedicated entirely to families, with no alcohol being allowed within the area.
Both opportunities deliver sponsors with a large, well targeted audience, long exposure to their message as cricket matches last all day, as well as extensive media coverage.
In addition there are a number of milestone cricketing events on the horizon including the upcoming Twenty20 World Cup and the 2009 Ashes series which will also bolster interest in the sport.
Renee Brooks, CMW account director, said: "Businesses are bombarded with sponsorship opportunities and are unsure as to where they will get the most bang for their buck.
"So we have framed this campaign in the hard language of business, namely ROI, to convince them that an investment with SCCC makes real business sense, as well as focussing on the softer, yet equally important benefits such as the hospitality and a love of the game".
Charlie Hodgson, head of sales at SCCC, said: "This new approach provides us with an opportunity to talk to an entirely new audience.
"Sponsors need to be able to justify that they are making the best decision when spending their limited sponsorship budgets.
"This is a compelling campaign and one that we are sure will really hit home".
CMW was appointed last September as the official design and marketing partner to SCCC.
The agency supports SCCC across all marketing and communications activity, with specific focus on the key growth areas of match attendance, membership and conferences and events.
As well as developing strategic campaigns for these areas, CMW is responsible for the design and delivery of all project materials.
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