This is a project that I worked on with a group for my "Sponsorship" module in my masters of International Marketing and Communications. The main focus is on the development of a sponsorship plan. This report answers the following questions: - What is a sponsorship audit? - How do you measure sponsorship? - What are the main components of a sponsorship plan and package?

1. ESC
–
Tours
–
Poitiers
-­‐
2009/2010
COURSEWORK
COVERSHEET
Student
name
Jolie
Görlitz
Or
Isabel
Lapuyade
Vanessa
Levrat
Students’
names
Rosalía
Piña
(if
group
work)
Stephanie
L.
Webb
IMCo
Course
Module
Sponsorship
Lecturer
Gareth
Thompson
Grade
:
Lecturer’s
Comments:

2.
Sponsorship
Report
and
Proposals
Jolie
Görlitz,
Isabel
Lapuyade,
Vanessa
Levrat,
Rosalía
Piña,
and
Stephanie
Webb
17
May
2010
Page
2

3. Table
of
Contents
Introduction
4
Stage
2:
Targeting
4
Stages
3-­‐4:
Approach
and
Sponsorship
Solutions
5
A.
Target
Audience
‘Fit’
5
B.
Marketing
Objectives
‘Fit’
6
C.
Values
‘Fit’
7
Stage
5:
Program
Structure
Selection
8
Stage
6:
Complete
Sponsorship
Negotiations
9
A.
Sponsorship
Packages
9
Stage
7:
Continuous
Relationship
Building
11
Stage
8:
Measurements
and
Sponsorship
Evaluation
11
Stage
9:
Ethical
Line
12
Bibliography
13
Appendix
A:
Stage
1
–
Inventory
14
Appendix
B:
Accenture
Proposal
19
Appendix
C:
Apple
Proposal
25
Appendix
D:
Sponsorship
Evaluation
31
Page
3

4. Introduction
ESCEM
business
school
currently
has
locations
in
Tours,
Poitiers,
Paris,
and
The
Futuroscope
with
2,600
students
in
total.
As
an
international
school
with
17
specialized
masters’
programmes,
ESCEM
is
committed
to
providing
the
curiosity
needed
to
progress
in
life,
as
well
as
the
humility
and
integrity
to
perform
to
the
highest
level.
Through
their
open
vision,
ESCEM
nurtures
students
by
encouraging
them
to
discover
every
aspect
of
the
professional
life.
(ESCEM
Website,
2010)
It
is
imperative
for
ESCEM
to
maintain
its
competitive
advantage
and
demonstrate
their
ambition
through
partnerships
with
strong
and
committed
sponsors
in
order
to
further
develop
the
brand.
This
report
discusses
the
following
companies
and
the
mutually
beneficial
relationships
that
can
be
formed.
• Accenture
is
a
“global
management
consulting,
technology
services
and
outsourcing
company”.
They
collaborate
with
clients
to
increase
their
performance
and
become
industry
leaders.
(Accenture
Website,
2010)
• Apple
is
one
of
the
world’s
leading
technology
firms,
offering
its
customers
a
wide
range
of
products
(small
mp3
players
to
the
Apple
TV
system).
They
commit
themselves
to
excellent
through
an
open
world-­‐view
and
ensuring
the
highest
quality
standards
in
all
aspects
of
the
business.
(Apple
Website,
2010)
• Orange
has
become
one
of
the
world’s
leading
phone,
Internet,
and
television
service
providers.
Currently,
they
are
sitting
at
the
third
position
in
the
French
mobile
market
and
the
first
ADSL
provider
in
all
of
Europe.
(Orange
Website,
2010)
• Renault
is
a
leading
car
designer
and
manufacturer
(2,382
thousand
in
2009
sales)
through
creating
alliances
and
adapting
to
market
demands
for
the
next
generation
of
cars
(including
the
electric
car
market,
where
they
are
the
strongest).
(Renault
Website,
2010)
• Subway
is
currently
located
in
91
countries,
with
180
restaurants
in
France,
making
it
a
key
player
in
the
fast-­‐food
industry.
They
are
committed
to
being
a
‘healthy
alternative’
and
aim
to
have
2,000
franchises
in
the
next
ten
years.
(Subway
Website,
2010)
• Ubifrance
is
dedicated
to
helping
establish
men
and
women
from
France
abroad.
Under
the
French
ministry
of
Economy,
Industry,
and
Employment,
they
provide
students
and
companies
with
the
“Volontariat
International
en
Entreprise”.
(Ubifrance
Website,
2010)
Stage
2:
Targeting
ESCEM
provides
unique
opportunities
for
students
who
chose
to
study
at
their
school.
They
aim
to
have
an
equal
balance
in
the
male
to
female
ratio
and
who
are
between
the
ages
of
20
and
25.
These
students
also
represent
over
40
different
nationalities
with
20%
of
them
being
international
students
who
may
be
doing
their
‘study
abroad
semester’
at
the
Poitiers
location.
All
of
the
students
are
required
to
have
a
good
working
knowledge
of
the
English
language
so
they
may
be
able
to
complete
a
business-­‐
related
degree.
Additionally,
they
have
all
lived
abroad
at
some
point
in
their
academic
career.
These
students
come
from
a
variety
of
scholastic
backgrounds
and
61%
participate
in
some
form
of
sports
team
or
programme.
Moreover,
for
every
incoming
student,
ESCEM
provides
a
laptop
computer.
Page
4

5. Stage
3-­‐4:
Approach
and
Sponsorship
Solutions
Before
soliciting
for
sponsors,
it
is
necessary
to
do
background
research
on
who
should
be
approached
and
how
they
‘fit’
with
your
organization
or
business
through
developing
a
similar
target
market,
marketing
objectives,
and
the
values
of
both.
A. Target
Audience
‘Fit’
The
target
audience
for
both
your
own
organization
or
business
and
the
potential
sponsor
should
have
similar
characteristics.
The
following
information
details
the
overlap
of
target
groups
between
ESCEM
and
the
four1
potential
sponsors.
Orange
The
mobile
industry
growth
rate
has
recently
begun
to
decline
to
as
little
as
0.1%,
resulting
from
an
oversaturated
market
(Mintel
Report,
2010a).
Orange
is
trying
to
counteract
against
this
problem
by
penetrating
into
Internet
browsing
on
mobile
handsets;
however,
web-­‐oriented
smartphones
are
still
low.
According
to
a
small
poll,
many
ESCEM
students
use
the
Internet
at
least
once
a
day.
Students
are
accessing
the
email
nearly
once
an
hour
at
a
minimum,
which
totals
to
around
30
times
in
just
a
week
while
they
are
in
school2.
A
Mintel
Report
on
mobile
phones
indicates
the
most
active
(46%)
web-­‐using
age
group
is
between
16
and
24
years
(2010a).
Similar
figures
are
shown
in
a
2010
Key
Note
Report
that
highlights
the
largest
group
in
percentage
to
use
mobile
calls
(97%),
texting
(97%),
and
emailing
(87.1%).
Additionally,
Orange
has
launched
their
new
‘Dolphin’
payment
scheme,
which
is
marketed
to
the
‘fun,
loving,
and
sociable’
(a
seemingly
ideal
‘fit’
for
students)
(Orange
Website,
2010).
Renault
As
Renault
offers
a
variety
of
models,
it
is
difficult
to
see
an
obvious
alignment
with
their
target
market
to
ESCEM;
however,
there
are
several
common
factors.
The
students
of
ESCEM
are
the
buyers
for
the
future.
The
average
starting
salary
is
around
€
33,000
annually
(ESCEM
Press
Book,
2010),
which
is
perfect
for
Renault
and
their
model
offerings.
Nearly
80%
of
ESCEM
students
are
using
eco-­‐friendly
transportation
and
77%
take
measures
for
sustainable
development
in
their
daily
lives,
20%
of
whom
are
regularly
using
a
car,
with
35%
car
sharing.
(D’Audiffret
and
Daelman,
2010)
Subway
According
to
Chart
1
on
the
following
page
(Mintel
Report,
2010b),
Subway
should
focus
on
the
“How
I
Like
It”
category,
accounting
for
15%
of
their
potential
market.
This
group
appreciates
having
a
choice
in
the
decision,
with
54%
of
them
typically
choosing
a
menu
option
(includes
a
drink
and
snack).
Most
of
this
demographic
consists
of
students
and
part-­‐time
employees
who
are
price-­‐savvy,
but
not
entirely
price-­‐led.
ESCEM
students
look
for
convenience
where
they
can
get
everything
at
once.
(Subway
Website,
2010).
1
There
is
no
mention
of
Accenture
and
Apple
sponsorships
throughout
this
portion
of
the
report,
as
they
are
detailed
in
the
présentations
in
Appendix
B
and
C.
2
Amount
of
30
is
from
an
approximated
6-­‐hour
school
day
for
5
days
in
a
week.
Page
5

6. Chart
1:
Target
Groups
for
Sandwich
Shops
Ubifrance
As
noted
earlier,
100%
of
ESCEM
students
have
lived
abroad
at
some
stage
in
their
academic
career.
Ubifrance
is
interested
in
students
who
are
looking
to
work
in
an
international
platform
and
are
willing
to
cross
boarders.
ESCEM
students
could
also
use
Ubifrance
to
help
locate
home-­‐based
positions
that
require
travel
and
help
them
emulate
and
foster
partnerships
with
foreign
companies.
Ubifrance
boasts
at
least
5,600
internships
a
year,
with
16%
being
out
of
the
country
(ESCEM
Press
Book,
2010).
ESCEM
is
continually
growing
on
an
international
scale
and
an
affiliation
with
Ubifrance
could
help
flourish
the
‘contacts
network’
for
students
looking
to
intern
abroad.
B. Marketing
Objectives
‘Fit’
To
coincide
with
the
right
target
group,
it
is
also
pertinent
to
maintain
similar
marketing
objectives
for
both
parties
involved.
Orange
Currently,
Orange
has
several
establish
sponsorship
relationships
and
programmes
with
students.
They
have
several
scholarship
opportunities
for
individuals
to
gain
technological
and
multicultural
knowledge.
ESCEM
fits
this
demographic
as
there
are
40
different
nationalities
represented
across
the
University.
Renault
Renault
will
be
launching
a
new
range
of
electric
cars
in
2012.
The
company
is
looking
forward
creating
a
communication
platform
on
these
new
car
models.
Besides
creating
some
PR
activity,
Renault
needs
to
find
partners
to
facilitate
the
product
launch.
For
the
moment
they
only
have
B2B
partners,
but
no
schools
partnerships
yet.
Being
a
sponsor
of
ESCEM
will
enable
them
to
create
PR
activity
and
to
have
a
B2B
partners
and
B2C
end
Page
6

7. users
who
are
the
students
themselves.
On
its
side,
although
76.8%
of
ESCEM
students
are
informed
on
sustainability
issues,
only
41.2%
of
them
are
really
involved
and
ready
to
change
their
behavior.
These
facts
clearly
show
that
still
some
efforts
are
needed
in
this
field.
Being
informed
does
not
mean
taking
actions
and
being
involved.
Subway
By
introducing
point-­‐of-­‐order
nutrition
information,
Subway
tries
to
differentiate
them
based
on
the
health
aspect.
Thus,
a
sponsorship
at
ESCEM
provides
a
great
hub
for
them
to
promote
this
objective.
Furthermore,
Subway’s
student
deal
for
5-­‐7
Euros
for
a
sandwich
drink
and
a
cookie
incorporates
the
Subway’s
marketing
campaign
with
the
tag
line
‘However
you
feel,
whatever
you
want,
we’ve
got
a
Sub
for
that’.
By
sponsoring
ESCEM
Subway
can
focuses
on
a
customer
choice
as
a
point
of
difference
and
try
to
engage
customer
in
additional
purchases
of
their
product
range.
Ubifrance
The
mission
is
to
support
French
companies
in
their
efforts
for
internationalization
of
French
products
in
foreign
markets
through
a
partnership
with
the
Chamber
of
Commerce
and
Industry,
as
well
as
a
network
of
French
men
and
women
in
business.
Their
goal
is
to
help
ease
market
entry
abroad.
Currently,
they
are
represented
in
all
industries.
C. Value
‘Fit’
Along
with
the
target
and
marketing
‘fits’,
it
is
necessary
to
look
at
the
values
for
each
business
or
organization.
If
the
values
are
not
shared,
there
is
potential
for
no
successful
agreements
to
be
made.
Orange
Orange’s
brand
values
are
to
be
friendly,
dynamic,
straightforward,
refreshing,
and
honest.
This
is
in
line
with
ESCEM
Mission
statement
which
highlights
honesty
and
self
motivation
to
new
things,
which
supports
Orange’s
inspirational
approach
to
finding
new
ways
of
connecting
people.
(Orange
Website,
2010;
ESCEM
Website,
2010)
Renault
Renault
and
ESCEM
are
sharing
the
same
values
on
sustainable
development;
they
are
integrating
these
issues
to
every
level
of
their
company–strategy
to
operational.
More
than
integrating
sustainable
development
into
their
company
management,
both
partners
are
creating
products
and
services
to
show
their
commitment
to
it,
Renault
by
creating
electric
and
an
eco-­‐friendly
range
of
cars,
ESCEM
with
the
creation
of
teaching
and
research
programmes
such
as
the
Master
in
Sustainable
Development
(in
partnership
with
the
University
of
Sherbrooke,
Canada).
(Renault
Website,
2010;
ESCEM
Website,
2010)
Subway
Subway’s
website
quotes,
“We
know
our
success
depends
upon
the
initiative
we
take
individually
and
our
ability
to
work
as
a
team”.
This
fits
perfectly
with
ESCEM’s
philosophy
of
teamwork
and
team
projects.
(Subway
Website,
2010;
ESCEM
Website,
2010)
Page
7

8.
Ubifrance
Ubifrance
values
curious
interns
and
the
sharing
of
knowledge,
ensuring
that
students
going
through
their
VIE
offers
are
leaving
with
an
open
mind
and
a
creative
resume.
Ubifrance
wants
to
share
the
French
added
value
and
create
a
network
of
schools
and
interested
students
to
ensure
a
long-­‐term
relationship
between
the
country,
its
schools,
and
the
world
of
organisations.
(Ubifrance
Website,
2010)
Stage
5:
Program
Structure
Selection
The
bespoke
packaging
has
been
chosen
to
develop
sponsorships
that
are
mutually
beneficial
by
meeting
the
right
owners
and
the
sponsor’s
objectives.
The
rights
owner
can
create
packages
meeting
the
requirements
of
the
sponsors.
Here,
partnerships
are
developed
into
a
two-­‐tier
pyramid,
with
Apple
and
Accenture
being
the
Goldfish
and
the
four
other
companies
on
the
Silverfish
tier.
This
reasoning
is
simply
due
to
the
more
important
proposal
put
into
place
with
the
Goldfish
companies.
When
relationships
with
Orange,
Renault,
Subway
or
Ubifrance
will
evolve,
it
will
be
possible
for
one
of
them
to
‘climb
the
ladder’.
Status
level
one
-­‐
Gold/ish
Apple
Accenture
Status
level
two
-­‐
Silver/ish
Orange
Renault
Subway
Ubifrance
Page
8

9. Stage
6:
Complete
Sponsorship
Negotiations
Once
a
structure
has
been
determined,
the
rights
owner
can
return
to
its
potential
sponsors
and
finalize
negotiations.
A. Sponsorship
Packages
Orange
• Orange
Innovation
Scholarship
–
Orange
will
provide
funding
to
enable
3
students
to
pay
their
tuition
fees
for
the
first
year
(3
x
€7000
NESS/ISA).
Orange
will
receive
the
naming
rights
of
the
Sponsorship
as
well
as
their
placement
of
their
logo
on
all
related
promotional
material
(email
messages
and
website).
In
conjunction
with
the
ESCEM
board,
Orange
will
make
the
decisions.
This
will
support
Orange’s
CSR
approach
and
provide
Orange
with
media
exposure.
• Expertise
Speakers
at
the
‘Going
Global’
Event
–
This
will
provide
Orange
with
the
opportunity
to
send
some
senior
associates
to
act
as
speakers
at
selected
events
or
conferences.
This
will
incorporate
Orange
with
a
school
event
and
bring
their
brand
to
the
attention
of
the
students,
which
will
establish
a
competitive
recruitment
advantage.
ESCEM
will
also
provide
a
post-­‐event
evaluation,
which
will
give
Orange
an
opportunity
for
feedback.
• Orange
to
Sponsor
the
First-­‐Year
Welcome
Ceremony
–
This
goes
in
line
with
the
Orange
Innovation
Scholarship
by
being
a
partner
of
the
welcome
event
Orange’s
logo
will
be
incorporated
in
relevant
posters,
flyers
and
invitations
issued
to
all
first
year
students.
Orange
should
provide
the
necessary
funding
to
cater
for
150
people.
At
the
end
of
the
welcome
event,
the
3
sponsorship
recipients
will
be
announced.
This
event
will
give
orange
access
to
all
participants
for
their
own
promotional
communications.
Renault
• Sustainable
Development
Program
–
Renault
will
be
the
official
sponsor
of
the
different
sustainable
development
actions
that
ESCEM
is
having
along
the
year
(conferences,
events,
and
fair
trade
week)
providing
either
financial
funds
for
catering,
material,
or
participating
as
guest
speaker.
• Mobility
Event
–
One
specific
event
will
give
the
company
a
central
focus.
This
event
will
be
the
organization
of
a
“Mobility
Event”,
which
will
be
held
during
the
Sustainable
Development
week
in
March
each
year.
The
students
will
be
able
to
learn
about
eco-­‐friendly
driving,
assist
at
conferences
on
cars
new
technologies
and
innovation,
and
test
Renault
electric
cars.
This
event
will
operate
as
a
show
window
for
Renault’s
electric
car
range,
and
educate
ESCEM
students
at
the
same
time,
providing
them
knowledge
on
this
issue.
Page
9

10. • The
Roadshow
–
In
order
to
get
the
ESCEM
student
deeply
involved
with
Renault,
the
sustainable
development
topic,
and
insure
press
coverage
for
Renault,
Renault
could
sponsor
a
roadshow.
The
company
will
provide
2
ESCEM
students
with
an
electric
car
model
and
enable
them
to
participate
on
a
road
tour
Picture
:
http://www.renault-­‐ze.com/zoeconcept
around
specific
countries
in
Europe.
Countries
can
be
selected
based
on
Renault
target
market
and
the
road
map
could
be
to
travel
to
European
business
schools
to
share
knowledge
and
commit
other
students
around
this
project.
This
type
of
project
could
be
organized
and
managed
by
a
student
association.
From
September
to
November
2009,
Renault
already
organized
this
type
of
project;
nevertheless,
only
politics
and
journalists
were
invited
on
the
tour
(Renault
Website,
2010).
Subway
• Student
Discount
Offers
–
Provides
students
with
‘special
discount’
by
continuing
to
offer
the
€5
and
€7
menu
deals.
• Official
Caterer
–
Become
the
official
catering
sponsor
for
the
Business
Development
Conference
and
other
related
activities
where
catering
is
necessary.
Ubifrance
• World
Tour
Program
–
Ubifrance
allows
free
access
into
their
database
to
the
ESCEM
students,
furthermore,
a
better
level
of
entry
concerning
the
VIE.
This
partnership
gives
a
good
reputation
to
Ubifrance
and
is
a
facilitator
for
ESCEM.
ESCEM
wants
their
students
to
have
internships
abroad
and
to
create
companies.
The
total
access
to
the
Ubifrance
database
represents
an
important
leverage
when
the
students
want
to
internationalize.
Ubifrance
wants
more
applicant
interests
around
what
they
propose
for
their
VIE,
as
well
as
more
companies
providing
VIEs.
By
offering
more
visibility
to
the
ESCEM
students,
they
are
creating
discussions
and
in
order
to
promote
Ubifrance
inside
the
school.
A
student
competition
can
be
put
into
place
in
order
to
recruit
one
or
two
students
that
would
become
"Ubifrance
Ambassadors"
and
help
promote
Ubifrance
to
students
and
companies,
through
seminars
and
fairs
in
which
ESCEM
participates.
Ubifrance
could
sponsor
the
Escemiale
and
invite
a
high
profile
company
that
needs
students
to
work
for
them
on
an
international
platform.
Page
10

11. Stage
7:
Continuous
Relationship
Building
Showing
the
willingness
to
build
a
long-­‐term
relationship
at
the
earliest
stage
will
set
the
foundation
to
be
more
efficient
and
effective.
Moreover,
it
is
less
costly
to
develop
an
existing
relationship
than
it
is
to
recruit
a
new
one
(Masterman,
2007).
Relationships
are
built
on
commitment
and
trust.
In
order
to
improve
the
trust
among
partners,
it
is
necessary
to
allow
a
certain
degree
of
flexibility
on
both
sides
for
change.
Duff
(2004)
established
some
key
areas
when
building
relationships,
applied
solutions
will
be
proposed
as
the
following:
 Personal
Communications
–
Interaction
between
partners
and
rights
ownership
will
be
improved
on
the
ESCEM
side
of
a
dedicated
team
of
employees
in
charge
of
managing
the
sponsorship
program.
This
will
improve
efficiency
of
the
communication.
One
to
one
meetings
will
be
organized
in
order
to
provide
feedback
from
both
sides.
 Extra
Benefits
–
One
extra
benefit
ESCEM
will
provide
is
the
organization
of
a
“Thank
You”
communication
campaign
to
acknowledge
its
different
sponsors.
It
will
be
broadcasted
internally
using
ESCEM’s
various
communication
channels
(website
homepage,
newsletter,
e-­‐mailing).
In
addition,
advertising
inserts
will
be
placed
in
the
magazine
“Journal
des
Grandes
Ecoles”.
There
are
20,000
copies
distributed
quarterly
in
120
French
business
schools
and
in
400
French
companies
(Edicas
Website,
2010).
Moreover,
ESCEM
can
provide
free
access
to
its
conferences
and
meetings
rooms
on
its
campus
at
Futuroscope
Technopole,
which
is
the
first
business
center
of
the
region
and
offers
150,000
m2
of
office
space
(Technopole
Futuroscope
Website,
2010).
 New
Ideas
–
To
enable
creativity
for
generating
new
ideas,
the
students
from
the
IMCo
(International
Marketing
and
Communication
Strategy)
programme
will
be
asked
to
conduct
projects
on
improving
existing
sponsorship
programs
as
part
of
their
assessment.
These
projects
will
enable
them
to
work
on
real
cases.
A
competition
could
be
organized
to
stimulate
the
students
and
prizes
can
be
offered.
“Working
with
young
people
in
education
can
result
in
new
product
ideas
and
new
approaches,
through
the
fresh
creativity
they
can
bring
to
a
situation”
(Mintel
Report,
2006).
 Cross
Promotions
–
ESCEM
will
organize
some
meetings
to
facilitate
networking
among
the
different
sponsors.
At
an
initial
stage,
ESCEM
and
its
partners
will
not
create
cross
promotions
but
concentrate
on
making
the
sponsorship
program
work.
Synergies
among
sponsors
will
be
created
throughout
the
relationship.
Stage
8:
Measurements
and
Sponsorship
Evaluation
Approximately
5%
of
the
sponsor’s
monetary
donations
will
be
spent
on
continuous
and
post-­‐program
evaluations.
Indeed,
“continuous
and
iterative
evaluation
of
sponsorship
is
necessary
as
opposed
to
a
reliance
on
only
post-­‐event
assessment”
(Masterman,
2007).
Concerning
the
time
scale,
the
partnership
evaluations
will
be
held
at
the
end
of
each
year.
Page
11

12.
The
rights
owner
will
be
in
charge
of
evaluation;
in
this
case,
ESCEM
will
dedicate
their
employees
to
measure
the
sponsorship
effectiveness.
This
evaluation
will
add
value
to
our
sponsorship
proposal.
According
to
the
literature,
there
are
three
different
measurement
methods
of
evaluating
sponsorship:
sales
effectiveness,
media
coverage,
and
communication
effects.
Sales
effectiveness
appears
to
have
no
relevance
as
the
opportunities
of
selling
products
and
services
through
the
partnerships
are
low.
The
different
partners
are
to
add
value
and
increase
the
reputation
of
ESCEM
than
associated
for
business
objectives.
As
well,
communication
effects
will
not
be
measured
in
the
early
stage
of
the
sponsorship
program,
as
recall
and
recognition
will
need
some
time
to
develop.
In
the
short
term,
media
coverage
will
be
the
main
method.
ESCEM
will
count
the
press
and
online
exposure.
More
precisely,
any
reported
articles
mentioning
the
name
of
our
sponsors,
their
projects,
and
ESCEM.
The
quality
of
the
sponsorship
will
be
measured
through
student
and
partner
satisfaction
surveys.
Please
consult
Appendix
D
to
have
specific
details
on
the
measurement
tools
for
each
partner.
Stage
9:
Ethical
Line
The
idea
of
corporate
involvement
in
educational
institutions
has
been
controversial.
Although
there
is
an
understanding
that
sponsorship
is
almost
entirely
a
commercial
arrangement,
there
is
widespread
support
for
companies
to
get
involved
in
supporting
schools
and
universities.
According
to
a
Mintel
report
on
Sponsorship
(2010),
there
are
only
3%
of
survey
respondents
who
believe
sponsors
are
likely
to
support
events
because
they
genuinely
care
about
them.
In
a
2006
Mintel
survey
investigating
consumer
attitudes
towards
sponsorship,
54
%
of
the
respondents
supported
all
forms
of
sponsorship
that
benefited
schools.
However,
46%
disagree
with
the
commercial
involvement
of
companies
in
educational
institutions;
hence,
there
is
a
strong
lobby
supporting
the
idea
that
educational
hubs
should
be
provided
directly
by
the
government.
Corporate
sponsorship
for
schools
should
present
a
tool
to
transform
universities
into
a
creator
of
future
leaders
with
business
values
and
advanced
corporate
management
techniques.
Because
of
these
issues,
this
document
has
been
limited
to
the
involvement
of
the
chosen
companies
into
the
actual
teaching.
There
is
no
sponsorship
for
entire
course
modules.
Page
12

13. Bibliography
Accenture
Website
(2010)
http://www.accenture.com
[Accessed
on
3
May
2010]
Apple
Website
(2010)
http://www.apple.com
[Accessed
on
3
May
2010]
D’Audiffret
Y.
and
Daelman
A.,
(2010)
Résultats
de
l’enquête
Unis’Vert
des
étudiants
durables
[Accessed
on
7
May
2010
through
http://www.escem.fr]
Duff,
M
(2004)
Give
your
sponsor
more
than
they
expect,
Sport
Business
Journal,
Street
and
Smith,
31
May-­‐6
June,
2004
(in
Masterman
reference)
Edicas
Website
(2010)
http://www.edicas.fr
[Accessed
on
10
May
2010]
ESCEM
Website
(2010)
http://www.escem.fr
[Accessed
on
3
May
2010]
ESCEM
Press
Book
(2010)
ESCEM
Media
Relations,
May
Edition
Key
Note
Report
(2010)
Mobile
Phones
(UK)
Masterman,
Guy
(2007)
“Sponsorship:
for
a
return
on
investment”
Linacre
House:
Oxford,
UK
and
Burlington,
MA
(USA)
Mintel
Report
(2006)
Sponsorship
(UK),
October
[Accessed
on
12
May
2010]
Mintel
Report
(2010a)
Mobile
Phones
and
Networks
–
Re-­‐igniting
the
Replacement
Cycle
(UK),
January
Mintel
Report
(2010b)
Sandwich
Shop
Retailing
(UK),
January
Orange
Website
(2010)
http://www.orange.com
[Accessed
on
6
May
2010]
Renault
Website
(2010)
http://www.renault.com
[Accessed
on
6
May
2010]
Subway
Website
(2010)
http://www.subway.com
[Accessed
on
6
May
2010]
Technopole
Futuroscope
Website
(2010)
http://www.technopole-­‐futuroscope.com
[Accessed
on
10
May
2010]
Ubifrance
Website
(2010)
http://www.ubifrance.fr
[Accessed
on
6
May
2010]
Page
13

14. Appendix
A:
Inventory
Page
14

15. Page
15

16. Page
16

17. Page
17

18.
Page
18

19. Appendix
B:
Accenture
Proposal
Page
19

20. Page
20

21. Page
21

22. Page
22

23. Page
23

24. Page
24

25. Appendix
C:
Apple
Proposal
Page
25

26. Page
26

27. Page
27

28. Page
28

29. Page
29

30. Page
30

31. Appendix
D:
Sponsorship
Evaluation
The
Target
What
kind
of
evaluation
is
Who
will
pay
General
Objectives
Audience
proposed?
for
it?
- Involving
the
student
in
- Measuring
the
press
coverage
for
sustainable
development
the
Roadshow
event
RENAULT
- Provide
market
examples
Every
student
no
matter
- Measurements:
how
many
student
illustrating
the
theory
which
year
they
are
in
participate
at
the
Mobility
event,
aspect
(4,600
students)
how
many
conferences
where
held
by
Renault
-
Students
satisfaction
survey
- Support
the
students
- Students
satisfaction
survey
success:
Provide
- Measuring
the
press
coverage
ORANGE
scholarships
to
students
/
- How
many
conferences
were
held
Every
student
no
matter
Funds
the
Welcome
by
Orange
visiting
speakers
/
how
which
year
they
are
in
ceremony
many
student
assist
to
the
- Sharing
business
conferences
expertise
with
students
SUBWAY
- Students
satisfaction
survey
???
- Measuring
the
press
coverage
- Promote
a
closer
- Students
satisfaction
survey
About
5%
of
the
affiliation
between
the
Measuring
the
press
coverage
sponsor’s
ACCENTURE
-
commercial
world
and
- How
many
guest
conferences
were
donation
Every
student
no
matter
teaching
world
organized
which
year
they
are
in;
- Teaching,
education
- How
many
students
participate
professionals
goals
- Sharing
business
expertise
with
students
- Build
a
high-­‐technology
- Students
satisfaction
survey
business
center
- Ratio
computers/students
- Offer
the
possibility
to
- Measuring
the
press
coverage
APPLE
students
to
try
the
new
Every
student
no
matter
software
and
computers
which
year
they
are
in
- Generate
recognition
for
the
school
(high
profile
brand)
- Generate
a
- Students
satisfaction
survey
UBIFRANCE
international
network
- Measurements:
Number
of
students
for
recruitment
who
consult
the
database,
How
Students
willing
to
work
- Improve
student
many
students
apply
for
an
internationally
recruitment
internship,
How
many
companies
propose
international
offers
on
the
database
Page
31

32.
ESC
TOURS-­‐POITIERS
ANNEXE
1
Tours-­‐Poitiers
Business
School
APPENDIX
1
Déclaration
à
joindre
à
tous
vos
travaux
individuels
et/ou
de
groupe
Statement
to
be
attached
to
all
your
individual
and/or
group
work
Nom(s)
et
Prénom(s)
de(s)
l’étudiant(s)
/
Surname(s)
and
Christian
name(s)
of
the
student(s):
-­‐
LEVRAT
Vanessa…………….
-­‐
LAPUYADE
Isabel……………
-­‐
GORLITZ
Jolie………………….
-­‐
WEBB
Stephanie
L……………………….
-­‐
PINA
Rosalia…………………….
-­‐
…………………………………….
Promo
/
Year
:
2009-­‐2010…………………………………….
Date
/
Date
:
12
Mai
2010……………………………………….
Groupe
de
scolarité
/
Administrative
group
:
3A
double
diplôme
«
MSc
International
Marketing
and
Communication
Strategy
»……………………….
Intitulé
du
cours
/
Course
title
:
Sponsorship……………………………….
TITRE
DU
DOCUMENT
REMIS
/
TITLE
OF
THE
GIVEN
DOCUMENT:
Sponsorship
Report…
"Je
reconnais
avoir
pris
connaissance
du
contenu
de
l'article
9
du
chapitre
V
du
règlement
intérieur
de
l'ESCEM
concernant
le
plagiat.
Je
déclare
sur
l'honneur
que
mon
travail
est
exempt
de
tout
plagiat
et
que
toutes
les
citations
d’œuvres
originales
qui
y
sont
incluses
sont
signalées
par
des
guillemets,
et
que
leurs
sources
sont
clairement
mentionnées."
”I
acknowledge
having
studied
the
contents
of
article
9
of
chapter
V
of
the
ESCEM
School
Rules
regarding
plagiarism.
I
swear
that
my
work
is
free
from
any
plagiarism
and
that
all
quotations
taken
from
original
works
are
identified
by
the
use
of
inverted
commas,
and
that
their
sources
are
clearly
mentioned.”
Signature(s)
de(s)
l’étudiant(s)
/
Student(s)
signature(s)
:
Page
32