public relation assignment spnsorship on special event

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សាកលវិ�ទ្យា�ល�យវិ�ទ្យា�ល�យធនធានមន�ស្ស�PUBLIC RELATION

Assignment

Creat The Sponsorship Program on

EventLecturer : Eng Leaphea

រៀ��បចំ�រៀ�យន�ស្ស��តក�មទ្យា�៤: ជំ�នាញ Marketing

ភ្នំ!�រៀ"ញ _ ២០១១

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ក�មទ្យា�៤:

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២. ណូ) ន ស្ស�ភ្នំក*�

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៥. អ៊ុ-&ង្សី ខៃ2

៦. ផាន ផាន5ណា�ក�

៧. ផាត5 រៀ8ន�

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Outline

• I. Sponsorship concept• II. What should you sponsor? • IV . Sponsorship levels• V . Value of Sponsorship• Activation• Affinity Transfer

• VI. Example of Sponsorship

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I. Sponsorship concept

•Sponsorship គឺEជាវិ�ធ�សាស្ស�ដម&យដែដលស្សមស្ស�បក!�ង្សីកា�រៀធ� J

ម៉ា< ឃី�តធ�ង្សី រៀL�យម៉ានភា"� >ករាយ ឬកPស្ស!�ទ្យាQសា! លជាង្សី

Advertising ។

• រៀSរៀ"លទ្យាស្ស�ន�កជំន�T"Bង្សីទ្យា�ក ឬ ទ្យាស្ស�ន�កជំនរៀUលរៀVបានដBង្សី

ឮអ៊ុ�"�កា�ផYយពាណូ� ជំ[កម\�បស្ស5រៀយ�ង្សី(ក�មL-�ន) រៀL�យ"&ករៀគឺ

(ទ្យាស្ស�ន�កជំន) កំកំកំកំកំ កំកំកំកំកំកំកំ កំ កំកំ កំកំកំកំកំកំកំ កំកំកំ កំកំកំ យល5ថា ក�មL-�នក�"�ង្សី"�យាមលក5អ៊ុJ�ម&យឱ្យ`"&ក

រៀគឺ។

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I. Sponsorship concept (cont’)

• អ៊ុត�ថិ�ជំនម�នរៀជំbជាក5រៀល�កា�ផYយពាណូ� ជំ[កម\

កំកំកំ កំកំកំកំកំ កំកំកំ កំកំកំកំកំ កំកំកំកំកំ ដPស្សរៀមc�ម�បស្ស5ក�មL-�នរៀទ្យារៀL�យ"&ករៀគឺន�ង្សីស្ស�ង្សី�កកា�

"�តក!�ង្សីកា�ផ�"JផYយ។

• កំកំ កំកំកំ កំកំកំកំ កំកំកំ កំកំកំ កំកំកំកំកំកំកំកំ កំកំកំ កា�ផYយពាណូ� ជំកម\ទ្យា�ង្សី5ទ្យា�យធ�អាចំរៀធJ�ឱ្យ`ម៉ានប�ស្ស�ទ្យាQភា"

ត�ចំត&ចំក!�ង្សីកា�រៀធJ�ម៉ា< ឃី�តធ�ង្សី រៀL�យកា�ផYយពាណូ� ជំកម\

កំកំកំកំ កំកំកំកំកំ កំ កំកំកំកំកំ កំ កំកំកំកំកំកំ កំកំកំកំកំកំ ទាំ�ង្សីរៀនាfត�វិកា�ចំ�ណាយយា< ង្សីចំ�នស្សន!Bកស្សនាQ ប5ផង្សីដែដ�។

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II. What should you sponsor?

ជាទ្យា)រៀgរៀគឺយល5ថា Sponsorship គឺEជារៀ�bង្សីម&យលh។

• ប�ស្ស�នរៀប�អ៊ុ!កឧបតjមk កំកំកំកំកំ"�ត*�កា�ណូl ណាម&យ រៀSក!�ង្សីស្សLគឺមនl

ឬ "�ត*�កា�ណូl ដែដលអ៊ុត�ថិ�ជំន�T"Bង្សីទ្យា�កចំ)លចំ�ត*។

• បនាm ប5"�រៀនាfមក"&ករៀគឺ (អ៊ុត�ថិ�ជំន�T"Bង្សី) ចំ)លចំ�ត*អ៊ុ!ក

(ក�មL-�ន) កាន5ដែតខ្លាំo �ង្សីរៀp�ង្សីរៀL�យ"&ករៀគឺរៀជំbទ្យា�កចំ�ត*រៀល�"�ត*�

កា�ណូl រៀនាf។

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II. What should you sponsor? (Cont’)

• កំកំ កំកំកំ កំកំកំកំ កា�រៀធJ�ជាអ៊ុ!កឧបតjមរៀSក!�ង្សី"�ត*�កា�ណូl ណាម&យគឺEជា

កំកំកំ កំកំកំកំកំ កំ កំកំកំកំកំកំកំកំកំ កំកំកា�ផYយពាណូ� ជំ[កម\អ៊ុ�"�ក�មL-�នរៀ�យប�រៀយាលន�ង្សីបង្ហាr ញថា

កំកំ កំកំកំកំ កំកំកំកំកំ កំកំកំកំកំកំកំកំកំកំ ក�មL-�នជាអ៊ុ!កឧបតjមកម\វិ �ធ�។

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III. How to Create the Sponsorship

•Asked/Contact Director of Member Events /Sale Advertising of Event

•Sent Logo & Company Profile listed to the event

•Was Charge by the event•  

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IV . Sponsorship levels

Sponsorship programs like Principal, Diamond, ...

•Platinum sponsor •Gold sponsor •Silver sponsor • bronze sponsor •Individual sponsor

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V. Cost of Create the Sponsorship Program

•Not specific According to the level of Sponsorship that you apply and …

• kind and size of the Event

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•Building awareness & recall

•Activation

•Affinity Transfer

V. Value of Sponsorship

AwarenessInterestPreferenceLikingTrialAdoption

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Activation

• Is Prominently displayed at the event.• Communicates ways fans can do business

with them• Enlightens and informs fans about their

products/services.• Stands out among other sponsors of the

property

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•Brand commitment (as well as other brand attributes) can be compared between those in the market who are exposed to the sponsorship & those who are not.

•Assuming otherwise equal exposure to the brand’s communications, …

• provides the value of the sponsorship.

Affinity Transfer

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VI. Example of Sponsorship  Cambodia IT & Telecommunications World Expo 2011.

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Example of Sponsorship  Cambodia IT & Telecommunications World Expo 2011.

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I. STANDARD SPONSORSHIP

BENEFITSOnce becoming our sponsor, you shall automatically enjoy these following benefits:

•  Have your Logo & Company Profile listed on the Event’s Show Directory

• Have your Logo placed on all printed marketing materials such as leaflets, posters, tickets.

• Have your Logo placed on Event’s attendee e-newsletter (available upon receipt of signed contract)

• Have your Logo placed on the Website’s Sponsorship sub page

• Have your Logo placed on event’s backdrop• Your Logo will appear in the advertising content of this

event on some popular newspapers & magazines.• Have two conference invitations & one Gala Dinner

invitation

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Prasac Sponsor compaign buy Cambodian Product

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ឯកសា�រៀយាង្សី :

•http://www.torok.com/articles/marketing/SponsorshipCriteria.html

•http://www.idgcambodia.com•http://www.cambaonline.org/?q=node/5

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ស្ស)មអ៊ុ�គឺ�ណូ ចំ� រៀពាfកា�ចំ�ណាយ រៀ"លរៀវិលាចំ)ល� &ម !!!