Know-How Exchange : Advertising/PR

The way to do this is one on one contact.

Through the years your coach has touched thousands of lives-- not just the players he has coached and their families-- but has taught you all the skills and values needed to be a better member of the community. Now, he needs something back. That is the beginning of your presentation to sponsors.

When I start a project like this, we gather the group and we brainstorm anyone an everyone who might have a connection and that we might contact. Your coach has worked with people who own businesses now, who are managers etc, that should be tapped on. List your community leaders, anyone who has previously sponsored your events, school, etc. Then we assign contacts to volunteers for personal contact. And we meet once a week for updates. THose personal connections are key.

Make sure someone is your "communication department" and is working with the media. This is a great human interest story.

Good Luck!

You could get help from the press on this. Put out a request for "people who know/love the coach" to help honor him/her. It creates the first notice that something's coming up, and gets people thinking about them, hopefully talking with the human interest angle.

In looking for sponsors, you should be looking for companies/ organizations that are aligned with your company, the sport of cricket and any associations that may have a history of contributing to these types of functions.

I would imagine that the coach's years in the sport have help him build quite a fanbase in the community. You could leverage that, by setting up a website where individuals could contribute. A lit bit from everyone and you could potentially have a lot. Similar to one of the strategies used for campaign contributions. And it gives everyone the chance to say "thanks."

Going back to corporate sponsorship, are you having a game? You could have former players against current players. The game would give you something tangible for sponsors. Just saying it's for someone who fell on hard times, regardless of how well they are respected or highly regarded, may not get you anywhere.

The first people I try to get in touch with is the company who makes the equipment the coach uses. In many ways he has been an ambassador for their brand. It's their time to repay the favor.

This is getting long, so I will conclude with agreeing with the two other posts. Use the media to get the message out there. They could help bring the sponsors to you.

Start by talking to everyone who knows this coach and see if they can help or know of someone who can help. Maybe some of the people who know him own companies or work in a decision-making or influencing role? Maybe they know people who could be helpful?

Get the word out and a call for everyone to talk to everyone they know.

With cricketers willing to play to help this guy, I bet his story is very inspirational. As Jay said above, get the press involved. The human interest story might get both people who know him (or have heard of him) and strangers both inspired and motivated. I bet reporters are waiting for a great story like this.

I'm assuming you've started with the very basics...creating a unique and compelling sponsorship package. The sponsorship should have levels (gold, silver, bronze or whatever fits with cricket) and should have solid benefits for each level. You need to look totally professional and organized to approach potential sponsors. That means a well thought out package, inviting graphics and knowing what you're going to say and how. Why would the potential sponsor want to be involved? What's in it for them?

Contact cricket equipment suppliers and see if they'll participate and sign on as a sponsor. As you get BIG sponsors, send out press releases highlighting their participation.

Hold a star-studded cricket match and have celebrities play with the teams. Set up a sponsor-only tent and serve food and beverage throughout the day.

Hold a parade in your town with the coach as the grand marshall. Have the mayor proclaim the day as "Coach so and so Day"

Claudia

I'll just say that you don't have a bad answer yet. Claudia really covered the process pretty well. I'll just emphasis that when you go out to recruit sponsors make sure it is clear what is in it for the them--what kind of exposure are they going to get (signage, ad in the program, logo on all materials, a mention from the podium, then all the other things like the VIP sponsor tent (or space for their own tent), x number of tickets, etc.)

The answers about looking beyond the obvious for sponsors are also right on.

Good luck.