---
name: event-sponsorship-proposal
description: "Creates event sponsorship proposals with tier packages, benefits, audience data, and activation opportunities."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Event Sponsorship Proposal

## When to Use This Skill

Use this skill when you need to:
- Create a sponsorship proposal to attract sponsors for your event
- Design tiered sponsorship packages with clear benefits and pricing
- Present audience data and activation opportunities to potential sponsors
- Build a professional sponsorship deck that closes deals

**DO NOT** use this skill for seeking sponsorships (you as the sponsor) or for general event planning. This is for selling sponsorship packages to brands who want access to your event audience.

---

## Core Principle

SPONSORS DO NOT PAY FOR LOGOS ON A BANNER — THEY PAY FOR ACCESS TO AN ENGAGED AUDIENCE THAT MATCHES THEIR IDEAL CUSTOMER, MEASURED EXPOSURE, AND TANGIBLE BUSINESS OUTCOMES.

---

## Phase 1: Brief

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **Event name and type** | "What is the event? (conference, workshop, summit, meetup)" | No default — must be provided |
| **Audience** | "Who attends? (demographics, job roles, company size, number expected)" | No default — must be provided |
| **Event date and location** | "When and where?" | No default — must be provided |
| **Sponsorship revenue goal** | "How much do you want to raise from sponsors?" | $10,000 |
| **Number of tiers** | "How many sponsorship levels? (2-4 recommended)" | 3 tiers |
| **Target sponsors** | "What types of companies should sponsor? (industry, size)" | Complementary service providers |

**GATE: Confirm the brief before proceeding.**

---

## Phase 2: Package Design

### Tier Structure

```
## Tier 1: [Presenting/Title Sponsor] — $[Price]
Limit: 1 sponsor
Benefits: [Premium, exclusive benefits]

## Tier 2: [Gold/Partner Sponsor] — $[Price]
Limit: [3-5] sponsors
Benefits: [Strong visibility and engagement]

## Tier 3: [Silver/Supporting Sponsor] — $[Price]
Limit: [5-10] sponsors
Benefits: [Basic visibility]

## Optional Add-Ons
- [Specific activation for additional fee]
```

### Benefit Categories

Map benefits across categories for each tier:

```
| Benefit | Title | Gold | Silver |
|---------|-------|------|--------|
| Logo on event website | Yes (featured) | Yes | Yes |
| Logo on event emails | Yes | Yes | No |
| Social media mentions | 5 dedicated posts | 3 posts | 1 post |
| Speaking slot | 15-min keynote | 5-min intro | No |
| Booth/table | Premium location | Standard | No |
| Attendee list access | Full list | Opt-in list | No |
| Branded materials in swag bag | Yes | Yes | Flyer only |
| Post-event report | Custom report | Standard report | Summary |
```

**GATE: Present the tier structure for approval.**

---

## Phase 3: Write

### Proposal Document Structure

```
# [Event Name] — Sponsorship Opportunities

## The Opportunity
[2-3 paragraphs: what the event is, why it matters, why sponsors should care]

## Our Audience
**Expected attendance:** [Number]
**Demographics:**
- [Job titles/roles]
- [Industry breakdown]
- [Company size]
- [Geography]
- [Buying authority]

**Previous event data (if available):**
- [Attendance numbers]
- [Satisfaction scores]
- [Social media reach]

## Sponsorship Packages
[Detailed tier breakdown with all benefits]

## Activation Opportunities
[Unique ways sponsors can engage the audience beyond basic branding]

## Timeline
- [Sponsorship commitment deadline]
- [Logo/materials due date]
- [Event date]
- [Post-event report delivery]

## Previous Sponsors (if applicable)
[Logos and/or testimonials from past sponsors]

## Contact
[Name, email, phone for sponsorship inquiries]
```

### Activation Ideas

Go beyond logos to offer real engagement:
- **Sponsored session** — sponsor introduces or presents a session
- **Branded lounge or networking area** — sponsor's name on the relaxation space
- **Sponsored lunch or coffee** — "Coffee break brought to you by [Sponsor]"
- **Interactive demo station** — hands-on product experience for attendees
- **Content collaboration** — co-created workshop or resource with event branding
- **Attendee challenge or competition** — sponsor-branded activity with prizes
- **Post-event content sponsorship** — sponsor's name on recorded sessions

---

## Phase 4: Polish

### 1. Pricing Validation

```
## Pricing Sanity Check
- Title sponsor: 40-50% of total sponsorship revenue goal
- Gold sponsors: 20-30% each (combined)
- Silver sponsors: 10-15% each (combined)
- Total available sponsorship revenue exceeds goal by 30% (not all will sell)
```

### 2. Outreach Plan

```
## Sponsor Outreach Timeline
**12 weeks out:** Identify target sponsors, personalize proposals
**10 weeks out:** Send proposals, follow up within 5 business days
**8 weeks out:** Second follow-up, offer custom packages for interested leads
**6 weeks out:** Close remaining sponsors, finalize materials deadlines
**4 weeks out:** Collect logos, bios, and materials from confirmed sponsors
**Event day:** Execute all sponsor activations
**1 week post:** Send thank-you emails with preliminary results
**3 weeks post:** Deliver post-event sponsor reports
```

### 3. Proposal Checklist

```
- [ ] Audience data is specific and compelling (not "business professionals")
- [ ] Each tier has clearly differentiated benefits
- [ ] Pricing is justified by audience access and exposure
- [ ] Activation opportunities go beyond logo placement
- [ ] Timeline includes all deadlines for sponsors
- [ ] Contact information is prominently displayed
- [ ] Visual design is professional (not a wall of text)
- [ ] PDF is under 10 pages
```

---

## Example 1: 200-Person Business Conference

```
Title Sponsor: $5,000 (1 available) — keynote intro, premium booth, full attendee list
Gold Sponsor: $2,500 (3 available) — session intro, standard booth, opt-in list
Silver Sponsor: $1,000 (5 available) — logo placement, social mentions, swag insert
Revenue goal: $17,500 (if fully sold)
```

## Example 2: Virtual Summit (500 Attendees)

```
Presenting Sponsor: $3,000 (1 available) — branded stage, sponsored session, replay branding
Partner Sponsor: $1,500 (4 available) — logo on all communications, social mentions, attendee emails
Community Sponsor: $500 (10 available) — logo on website, mention in opening remarks
Revenue goal: $14,000 (if fully sold)
```

---

## Anti-Patterns

- **Logo-only sponsorship** — slapping a logo on a webpage is not worth thousands. Offer engagement, not just visibility.
- **No audience data** — sponsors need to know WHO they are reaching. "Business professionals" is not a demographic.
- **Too many tiers** — more than 4 tiers creates confusion. Keep it simple.
- **Underpricing** — research comparable events. Sponsors expect to pay for quality access.
- **No post-event reporting** — sponsors want to measure ROI. Deliver a results report within 3 weeks.
- **Selling exposure without exclusivity** — if you have 20 sponsors, none of them stand out. Limit quantities per tier.

---

## Recovery

- **No previous event data:** Project audience based on your email list, social following, and marketing plan. Be honest that this is the inaugural event.
- **Cannot fill top tier:** Offer a payment plan or reduced first-year rate as an "inaugural sponsor" incentive.
- **Sponsors want custom packages:** Be flexible. Create a la carte options for sponsors who do not fit standard tiers.
- **Event is free for attendees:** Emphasize audience quality over quantity. Free events often attract more attendees, which increases sponsor value.
