Cairns Regional Council Mayor s Charity Golf Day. This year s recipient Committee for Oncology Unit for Cairns Hospital

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1 Cairns Regional Council Mayor s Charity Golf Day This year s recipient Committee for Oncology Unit for Cairns Hospital

2 Golf is so popular simply because it is the best game in the world at which to be bad. A. A. Milne

3 Event Overview The Mayor s Charity Golf Day is an annual event with a lengthy local history. It was introduced into Cairns Regional Council as a valuable charity fundraising event over a decade ago and continues to be one of the most popular on the business calendar. Scheduled in 2014 for Friday 9 May at Half Moon Bay Golf Course, the one day Ambrose event generally attracts around 140 players. It presents not only as a valuable fundraising opportunity but also as a business and political networking forum. The charity day commences at 8:00am with a Bangers and Beer breakfast and briefing with associated networking opportunities. Following that is the 9:00am shotgun start with all teams comprising of four players completing 18 holes. The day will end at approximately 2:30pm with a delicious buffet lunch back at the club house and presentations to the winners.

4 Event details Dates and times: Location: Attendees: Cost: History: Parking and transportation: Friday 9 May, 8am 3:30pm Half Moon Bay Golf Club, Yorkeys Knob Each year 36 teams compete in the competition comprising of four people per team from local businesses and political organisations. Team fee is $440 (inc GST) per team, however several levels of sponsorship include this cost. The Mayor s Charity Golf Day has been running for over a decade raising funds for various local charities. Attendees must make their own way to and from the course.

5 Target markets Below is a psychographic break down of the type of attendees at the event: Max is a local business owner who prides himself on his support for the local community. He s a regular at the Mayor s Golf Day because as a business owner, he knows it is one of the few opportunities he may have to speak personally with his regions local Mayor. When business is doing well, Max often sponsors a hole at the day, but this year things are a bit tight so he is just going to enter a team. Max isn t overly fond of golf, but he knows this particular event is all about socialising, networking and getting the chance to meet new clientele. Max is also very supportive of other local businesses and tries to buy local whenever he can. Nick on the other hand is the general manager of a local company. Nick has an excellent understanding of marketing, has a business degree and has recently moved here from another state to run the company. He knows the value of sponsoring events that not only give him access to the key play makers in his local community, but also show his company in a good light as being socially responsible. Nick is a keen golfer, has all the latest golf equipment (including the very loud golfing pants) and knows that it is the place where deals and business are done. With a young family and wife Nick is keen to become part of the local community and is very keen to show his support of local businesses.

6 Marketing plan Due to the fundraising nature of this particular event, paid marketing is kept to a minimum. Preference instead is for editorial support from the local media. Publicity Council has experienced in house marketing and media staff who have designed a campaign targeting both general and niche media. This campaign will kick off at the end of February with regular media releases being sent out to local radio, TV and print media. Website and e-marketing Council s website, especially the What s On Calendar receives over 2400 unique page visits per month. The Golf Day is listed on the home page of the website from March and all sponsors are listed on the web page with links to their businesses. With a database of over 3000 the monthly newsletter from Council In Focus, will be promoting the event from March through to May.

7 Leverage ideas For many years sponsorship has been about how many times a sponsor can get their logo in front of an audience. However, today s acute and aware sponsors realise that sponsorship has changed and it is no longer about a sponsor/sponsee relationship. New generation sponsorship is about the win-win-win relationship, sponsor/sponsee/audience. Good sponsors now want to know how they can add value to their relationships with their target markets and events are a key conduit allowing businesses to do just this. The goal of astute sponsors today is to add small, meaningful added-value benefits to all or most of your target markets and these fall in to two categories: Adding value to the event experience making the experience of attending the event more convenient, fun, interactive or personal, or Adding value to the brand experience making the experience of being your customer better. With this in mind, sponsors of the Mayor s Charity Golf Day could do a number of leverage activities to make the most of their sponsorship including: Client Competition Hold a competition amongst your clients in the month leading up to the golf day with the prize being a team member ticket in your golf team on the day. Due to the great social atmosphere of the day, it is a good way to get to know your clients better. Company business card draw on your sponsored hold If you have some great product or service you would like to promote then why not run a business card draw with that great product/service from your sponsored hole on the day to help build up contacts and leads. These are just some ideas that our team came up with to help you leverage and make the most out of your sponsorship investment.

8 Sponsorship Levels There are several levels of sponsorship for the Mayor s Charity Golf Day including: Pine Valley Level (1 available) ($5,000 + GST cash or in kind) Already taken This level holds the highest profile of all events sponsors; and as such, will be provided with the premier showcasing & leverage opportunity. Company logo on all events promotional material Opportunity to address the attendees during the presentation session Opportunity to make the presentation of the major prize Prominent display of company signage at club house and on sponsored hole Personal recognition by the Mayor in official address at event Two teams of four players (complimentary) in the competition guaranteed carts Company logo in the thank you advertisement in the Cairns Post after the event Choice of holes on the course United have chosen hole 17 Cypress Point Level (11 available) ($1,500 + GST cash only) This level also holds a high profile at the Event and will be given significant opportunity to showcase themselves to attendees. One team of four players (complimentary) in the competition guaranteed carts Company logo on all events promotional material Company logo on events website Prominent display of company signage on sponsored hole Personal recognition by the Mayor in official address at event Your logo in the thank you advertisement in the Cairns Post after the event Choice of holes of the following holes on the course 1, 2, 4, 7, 8, 9, 10, 11, 12, 16 or 18 (first in first served basis for allocation of holes)

9 Augusta Sponsors (8 available) ($800 + GST cash only) Augusta Level Sponsorship allows a more affordable method of sponsoring the event. One team of four players (complimentary) in the competition Company logo on the official Players Guide Company logo on events website Prominent display of company signage on a shared sponsored hole Your logo in the thank you advertisement in the Cairns Post after the event. Choice of holes of the following holes on the course (shared with another August Sponsor 5, 6, 14 or 15 (first in first served basis for allocation of holes) Bangers and Beer Breakfast Sponsor (1 available) (Value in Kind) For supplying all food, alcohol and staffing at the breakfast for approximately 150 pax, the sponsor will receive the following: The opportunity to exclusively host and address the Bangers and Beer Breakfast Prominent display of company signage during Bangers and Beer Breakfast Company logo on some events promotional material Company logo on events website The opportunity to promote product and services first hand to a number of key corporate decision makers Company logo on majority events promotional material Verbal acknowledgment at the events opening, closing and Bangers and Beer Breakfast Your logo in the thank you advertisement in the Cairns Post after the event. Drinks on the Driving Range Sponsor (1 available) (Value in Kind) For supplying a mobile drinks service (both non and alcoholic beverages) to the players on the field as well as a permanent bar on hole for approximately 150 pax, the sponsor will receive the following: Prominent display of company signage at the club house Prominent display of company signage at the sponsored bar on hole Company logo on events website The opportunity to promote product and services first hand to a number of key corporate decision makers Company logo on majority events promotional material Verbal acknowledgment at the events opening and closing Your logo in the thank you advertisement in the Cairns Post after the event. Choice of holes 13 or 3

10 Courses on the Course (1 available) (Value in Kind) For supplying a stationary food (canapé or other to be confirmed by organiser) service to the players on the field on hole for approximately 150 pax, the sponsor will receive the following: Prominent display of company signage at the club house Prominent display of company signage at the sponsored hole Company logo on events website The opportunity to promote product and services first hand to a number of key corporate decision makers Company logo on majority events promotional material Verbal acknowledgment at the events opening and closing Your logo in the thank you advertisement in the Cairns Post after the event. Choice of holes 13 or 3 FURTHER INFORMATION: Rebecca Anderson Senior Events Officer E: R.Anderson@cairns.qld.gov.au P: M:

11 2014 Mayor s Charity Golf Day Sponsorship/ Team Registration Form Name Company Address Phone Fax Yes, I/my company would like to serve as a sponsor for the 2014 Mayor s Charity Golf Day. My/our preferred level of sponsorship is: A. Pine Valley Level Sponsor ($5,000 + GST) already taken by United B. Cypress Point Level Sponsor ($1,500 + GST) - 11 available C. Augusta Level Sponsor ($800 + GST) 8 available F. Bangers & Beer Breakfast Sponsor (Value in kind) 1 available G. Drinks on the Driving Range Sponsor (Value in kind) 1 available H. Courses on the Course (Value in kind) 1 available We can t sponsor for the event, but would like to participate by entering a team on the day at a cost of $400 (plus GST) per team of four (cart not included). I understand Council will raise an invoice for payment by me before the golf day. No, I/my firm will not be able to participate this year. Please note: Only sponsorship levels Pine Valley and Cypress Point are guaranteed golf carts for their teams. All HMBGC carts are being used for sponsors. If you are not sponsoring you can either hire pull carts or hire a motorised cart for $200 per 2 seat cart for your team. This can be organised through HMBGC and is subject to availability and includes hire, transport and insurance for the day. Please return this form by 22 nd April 2014 to: Combined sponsorship/team registration: Rebecca Anderson Cairns Regional Council Senior Events Officer P: F: E: R.Anderson@cairns.qld.gov.au An invoice will be raised for you to pay on once your sponsorship or team allocation is confirmed.