Transcript Digital Multifunctional Copiers

The Active Network
Digital Multifunctional Copier
Corporate Sponsorship/Marketing Program
County of Santa Clara, CA
The Active Network
County Commitment
• The County Board of Supervisors has adopted a
Corporate Sponsorship and Marketing Plan that is
intended to generate new revenues for the County
while simultaneously enhancing the programs
provided by the County to its residents and
employees.
• The County will be entering into relationships and
partnerships with corporations whereby those
entities provide the County with additional
revenues, in-kind services, or sponsorships of
events and programs, in the context of the services
that they provide to the County.
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Sponsorship/Partnership
Component
• Santa Clara County plans to introduce an
innovative opportunity for a major manufacturer of
Digital Multifunctional Copiers to develop a long
term, category-exclusive relationship with the
County.
• This relationship will also provide a number of
specified marketing and sales rights on preapproved County properties.
• Collectively, these marketing rights will have
significant value by improving the County’s
partner’s access to the communities, businesses
and employees (15,000) of Santa Clara County.
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Our Goal
• To raise revenue through appropriate
sponsorship/partner program
• Recruit participation of leading brand
marketers
• Develop Long Term Business Relationships
We understand…
• The need for sensitivity to community values
• There are policy considerations
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Philosophy of a Sponsorship
Our Philosophy: develop long-term
partnerships that meet the needs of the client,
sponsors and the community:
• Enhance the quality and perception of the County
• Improve the County’s image while generating
new County revenues
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The Process
PHASE I
•Meet key
personnel
•Blue Sky
Session
•Review
current
contracts,
policies,
procedures
•Site
visitations/
audit assets
•Create a
Strategic
Marketing
Plan
•Prioritize
categories
•Define
Policy and
Procedure
•Develop
Sponsor
Target List
for top
categories
PHASE II
•With staff
approval
develop
marketing
packages
•Develop
custom RFP
if needed
•Develop
sales and
collateral
materials
•Final Staff
Approval
•Present
packages to
prospects
•Educate
key
prospects
•Conduct
site tours
with key
prospects
•Manage
RFP/Bid
process
•Promote
high bids
•Meet staff
to evaluate
offers
•Manage
negotiation
meetings
•Advise
Staff
•Selection of
Partner
•Final
Contracts
•Manage
Roll-out
•Develop
Communication
Structure
•Develop
Review
Process
•Ongoing
Customer
Service
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Benefits
•
Consumer Interaction
Advertising is a monologue. Sponsorship is a dialogue, offering companies direct and indirect access with
their target audience.
•
Product Showcase
Brand attributes are best showcased through sponsorship because a product or service can be used at the
event for increased awareness. Clothing may be worn by officials, cars driven by staff, film used by
competitors, food sampled, etc.
•
Credibility
Sponsors typically receive official product designation and rights. This credential is so strongly linked to the
brand's positioning, the message works in the consumers' mind and builds loyalty.
•
Differentiation
Most sponsorship properties offer companies category exclusivity. This sponsorship tie becomes a unique
selling point not available to the sponsor's competition.
•
Imagery
By simply stating that it is an 'Official Sponsor/Partner,' the sponsoring brand can be linked immediately to a
known set of image qualities.
•
Community Goodwill
Sponsorship of County initiatives will be valued by the public and provide strong economic stimulation to the
community
•
Lifestyle Relevance
By being where their customers are, companies can speak to their audience rather than at them.
•
Internal Morale
Unlike an ad buy, employees can get directly involved in company offerings and opportunities
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Benefits Continued
•
We expect that these benefits will give clear, differentiating competitive
advantages that increases the productivity of the manufacturer’s
marketing and sales initiatives and provide a foundation for unique new
marketing applications.
•
Examples of opportunities includes:
◊ Sponsorship of County programs, events, and activities – examples of
programs include Health and Wellness, Parks & Recreation programs, or
youth and recycling initiatives
◊ Promotional – trash can wraps, custom banking machine facades, event
banners and special events
◊ Donations – rights fees (cash), equipment and supplies, annual
allocation of product, logo merchandise
•
Benefits could also include cross-promotional packages, such as
strategic alliances with recognized third-party brands. If proposing a
cross-promotional package, include any participating co-op funds.
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Expected Response
Each respondent will be expected to propose a
Customized Marketing Plan that cites a minimum
annual dollar amount that the respondent will budget
for marketing support. Also, please identify the
minimum annual dollar amount of any proposed
donations (rights fees) that will be made to the
County for the benefit of the community. For each
value-added or alternative enhancement that the
respondent chooses to include in its response, the
respondent should include the assessed dollar value
for the estimated costs to the respondent for the
proposed investment.
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Rights & Entitlements
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Category Exclusivity (Digital Multifunctional Copiers)
Territory Exclusivity (Santa Clara County)
Product Seminars (County Employees)
Access County Pride Program (Branding Roadway/Landscape, Public Art,
Improvements)
County Event Access (Health Fairs, etc)
Point of Access Displays (Permits, License, Libraries, etc.)
Kiosks/Product Displays (Key Facilities)
Product Sampling (Category Exclusivity) – approved designated locations and
dates
Use of County logos/marks
Website – Advertising/Links
Promotional Events and Distribution (Category Exclusivity)
County Employee Access (Payroll, Newsletter, Break Rooms, etc.)
County Hospital Point of Access (Healthcare)
County Collateral Material (Mailings, Brochures, etc)
The Active Network
The Active Network, Inc.
Specializing in Municipal Marketing
The Active Network’s mission is “…to provide the world's best
marketing access to the community services and active lifestyle marketplace thanks to unique technology applications.”
 The Active Network was founded in 1998. ACTIVE is
now a leading provider of application services
technology and corporate marketing access. It serves
governments, communities, parks and recreations
departments and districts, golf courses and clubs,
non-profits, educational systems, sports
organizations, and consumers.