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Tools & Templates

Sponsorship deck template

An eight-slide sponsorship deck outline for galas, festivals and conferences, with what goes on each slide and the questions sponsors ask.

A brand activation booth at a Toronto event with guests seen from behind sampling products

Sponsors buy access to a room they want, information about who was in it, and visibility their customers notice. The deck should prove all three in eight slides.

The eight slides

  1. The cause or the purpose. One number and one sentence: what the event achieves.
  2. The audience. Who was in the room last time, by sector and seniority, and how many.
  3. The night or the program. The moments with attention: arrival, the stage moment, the ask, the after-party.
  4. The tiers. Three or four, with prices, seats and what each tier gets. Keep the presenting tier exclusive.
  5. Activation ideas. A sponsored moment the room enjoys, a hosted experience for the sponsor’s guests, something people keep.
  6. Proof. Last year’s fulfilment report: photos of the activation, mentions, attendance, survey quotes.
  7. The ask. The tier you recommend for this sponsor and why.
  8. Contact and next step. One name, one date.

Questions sponsors ask

Event organizer meeting with two sponsor representatives in a glass-walled boardroom
  • Who exactly will be in the room, and can we meet them?
  • What will we receive after the event, and when?
  • Can we bring product, staff or a speaker?
  • Is the price including HST? (Quote it plainly: HST in Ontario is 13 percent.)
  • Is this category exclusive?

Related

Read the Academy lesson on sponsorship packages, plan the program with the run of show template, and measure results with the ROI calculator.

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