Brisbane Marathon Festival

TABLE CONTENT

Table Content 2

1. Introduction 3

2. Event Goals and Purpose 4

3. Target Markets 5

4. Positioning 7

5. Event Asset Register 8

6. Event Sponsorship Objectives 11

7. Sponsor-Asset Match, Recommended Portfolio and Sponsorship Programme 12

7.1 Analysis of Current Programme Structure 12

7.2 Overview of Current Sponsor Portfolio 13

7.3 Recommended Sponsorship Programme 14

7.4 Recommended Sponsorship Portfolio 15

7.4.1 Sponsor-Asset Match 16

8. Brand Communication and Leverage Plan 20

8.1 Fitness First 21

8.2 Tamar Valley Dairy 22

8.3 General Sponsors 23

9. Sponsorship Proposal 26

10. Executive Summary 29

11. Reference 30

1. INTRODUCTION

Started as community-based event, Brisbane Marathon Festival (BMF) are now having thousands of participants thanks to the marketing effort in past ten years. In stage of expanding, sponsorship play an extremely important role. The purpose of this document is to improve the weaknesses of BMF current sponsorship portfolio and assist it in achieving sponsorship objectives.

This sponsorship plan and proposal will be divided into two parts. Purposes, goals, target markets and positions of BMF will be first clarified. Followed by event asset register and setting sponsorship objectives as foundation for subsequent sponsorship portfolio evaluation and recommendation. After that, details leverage plans will be revealed for different sponsors. In second part, a sponsorship proposal is wrote to director of a targeted sponsor, Fitness First, in order to obtain their sponsorship support.

2. EVENT GOALS AND PURPOSE

Brisbane Marathon Festival is a sport event attracts both community and international participants (Brisbane Marathon Festival, 2017). The BMF’s mission is to be ‘established as ’boutique’, enjoying an intimate and very personal experience where you are ‘not just another runner – you are a marathoner’ (Brisbane Marathon Festival, 2017). Based on current mission and activities, it is assumed that BMF has following goals that reflects their vision. They included:

• Raising fund for over 500 charities across Australia (Brisbane Marathon Festival, 2017).

• Other than just a race, BMF aimed to offer fun and enjoyable marathon experience for audience.

• Promoting healthy lifestyle and fitness for all-ages participants.

• Become a hallmark event across Australia for its iconic locations in Brisbane.

3. TARGET MARKETS

Among the participants, BMF’s target market has been narrowed down into professionals aging from 20 to 34, and families have at least one children in Brisbane. To further understand the target audiences on sponsorship, market research is conducted as below.

Young Professionals Families with children(s)

Demographic Population

• Huge population (0.9million) of residents in 2015 (ABS, 2015)

Population of age group (20-34)

• Total population: 463,274 (ABS, 2015)

• Aged from 20-34 take up (23%) of total Brisbane population (ABS, 2015).

Major type of careers

• Professional and white collar occupations (IBISWorld, 2014)

Average income

• High income: $1050 per week (ABS,2011)

Population

• Large population (0.54million) of residents in 2011 (ABS, 2015)

Family life cycle

• Full Nest I, II, III took up 45% of total population in Brisbane (ABS,2011)

Average children per family

• Most family have at least one child (1.9) (ABS,2011)

Median income

• $2,378 per week which is slightly higher than Australia ($2,310) and Queensland ($2,256) (ABS,2011)

Psychographic Values attitudes and lifestyle

• Enthusiastic about sport and fitness (Mplans, 2017)

• Valued body image (Lester, 2004)

• Become adventurous and self- challenging with their exercising habit.

• Time outside work or study is used judiciously for activities like exercise (IBISWorld, 2014)

• Considered exercise as entertainment or social activities (Mplarns, 2017)

• Considered achievement in marathon as self-fulfillment. Interests

• Looking for enjoyable sports for all family members

• Children prefer outdoor activities

Values attitudes and lifestyle

• Consider emotion connection with families is more important than prizes when doing exercise (MacMillan, 2013)

• Consider sports as a way to build healthy-consciousness for their children

Lifestyle