WVPA NOTE: This information is provided as part of the WVPA’s effort to provide member newspapers with vetted resources to help with the unique challenges facing our industry. If you have questions, contact Don Smith, executive director, at [email protected].
What is your newspaper’s strategy for sponsorships?
WVPA member newspapers — through numerous event sponsorships, along with news coverage, donations of advertising space and volunteerism — provide a tremendous amount of support to local groups, businesses and the activities in their market area.
While our newspapers often look at sponsorships as a philanthropic activity, the reality is they can offer well-deserved recognition and benefits. Unfortunately, newspaper executives who are the first to approve sponsorship requests are often the last to realize and claim the recognition and benefits.
It’s no secret in our industry that, despite our excellent writers and advertising staff members, newspapers aren’t the best at telling their story or promoting themselves.
So, is your newspaper getting the most out of its sponsorships? Do you view it as a marketing expense, or an investment that can have a measurable ROI? How do you judge? What should you expect from a sponsorship?
The WVPA recommends our member newspapers turn to Point Forward LLC, a marketing agency specializing in sponsorship development. Jack Cipoletti, CEO, can help our members develop a sponsorship strategy that maximizes the return on a newspaper’s sponsorship marketing investments.
“Every sponsorship should be a win-win-win partnership for the property, the sponsor and the audience being reached.” — Jack Cipoletti
The West Virginia Press Association has worked with Point Forward on our convention advertising programs and repeatedly benefitted from Jack’s insight and advice.
Knowing that WVPA member newspapers are constantly sponsoring and supporting community events and organizations, we think there could be real and immediate benefits from our newspapers consulting with Point Forward.
When you consider the number of sponsorships your newspaper — from the smallest weekly to the largest daily newspaper — approves each year, Point Forward’s advice could be invaluable.
Ask yourself these questions:
- Do we have a strategy for our sponsorships?
- How do we decide what to sponsor and what to decline?
- Do we understand the potential benefits from our sponsorships?
- Do we have a formula for quantifying the benefits….the value of what we get in return?
- Do we understand the concept of “activation” to realize those potential sponsorship benefits?
- And finally, how much more could we benefit with help from Jack Cipoletti and Point Forward?
In a Q&A session, the WVPA asked Jack to summarize what he can do for our members. His response:
“Point Forward has a history of building successful sponsorship programs that deliver value to sponsors. Having worked on the property side for over ten years, we know what to look for, how to evaluate proposals and how to enhance value through creative activations strategies. I’m confident we can help WVPA members realize a better return on their sponsorship dollars.”
If you have questions, or would like to discuss how your newspaper can take advantage of this new WVPA resource, contact:
Point Forward, LLC
Jack Cipoletti, CEO
(O) – 304-346-3351 (M) – 304-444-6933
311 ½ Washington Street West
Charleston, WV 25302-2230
NOTE: This information is provided as part of the WVPA’s effort to provide member newspapers with vetted resources to help with the unique challenges facing our industry. If you have questions, contact Don Smith, executive director, at [email protected].