Establishing your brand as a valuable member of its community is a great way to promote positive recognition and give back to the people who patronise your business. There are several ways to take advantage of community sponsorship and outreach opportunities which not only make you feel good, but create a positive buzz and enhances your businesses’ profile among private citizens as well as other businesses in the area.
Traditional Sponsorship Opportunities
The easiest way to find out about community events and sponsorship opportunities is to keep an eye on the local councilâ€™s website. Many times they will advertise upcoming events such as festivals or markets and directly ask for business sponsorship, donations, or involvement.
Along the same line as funding an event is supporting a local team. Just about every suburb has its own Australian Rules, Cricket, Soccer, or Baseball/Softball teams, usually spanning across several age barriers. These teams play in different leagues and regularly travel to different suburbs. Sponsoring a local club is an effective way of gaining exposure for your business. Seeing a brand name or logo on the teamâ€™s uniforms highlights positive aspects of your business as it is seen as a member of the community, just as the players who wear the uniforms.
‘Unseen’ Sponsorship Opportunities
Many times the type of sponsorship opportunities you seek are not available or hard to find. In these cases, engaging with the local council in any capacity helps make your business known and puts you in position to sponsor future events. Start by attending meetings and other community-sponsored events and network with their organisers. This way, if future opportunities arise, they will know who you are and can contact you about sponsorship opportunities.
Alternately, you can help to arrange a new event in your community. It is important to do this in conjunction with other local businesses and/or the council itself both for advertisement purposes as well as to keep time and monetary costs down. Though this is a huge investment, giving time as well as money makes a huge impression on people. Also, getting your name in as a founder or primary sponsor of a community 5K run or health fair promotes positive brand association. Plus, the annual nature of many of these events ensures that, once established, your business will enjoy this positive local attention for years to come.