HomeMy WebLinkAboutCOD-014-02
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REPORT
CORPORATE SERVICES
Meeting:
GENERAL PURPOSE AND ADMINISTRATION COMMITTEE
Date: March 4, 2002
Report #: COD-014-02
File#:
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By-law #:
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Subject:
SPONSORSHIPS/COMMUNITY ORGANIZATIONS
RECOMMENDATIONS:
It is respectfully recommended that the General Purpose and Administration Committee
recommend to Council the following:
1. THAT Report COD-014-02 be received.
2. THAT the guidelines for evealuating sponsorship requests be endorsed.
3. THAT funds required to provide assistance/sponsorship to community organizations be
provided in the 2002 Communications & Tourism accounts and be monitored through
the annual budget process.
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Submitted by: Marie Marano
Director of Corporate Services
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Reviewed by: Franklin Wu,
Chief Administrative Officer
CORPORATION OF THE MUNICIPALITY OF CLARINGTON
40 TEMPERANCE STREET, BOWMANVILLE, ONTARIO L 1C 3A6 T 905-623-3379 F 905-623-0584
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REPORT NO.: COD-014-02
PAGE 2 of3
BACKGROUND
Sponsorship is a qualitative medium, used to promote the Municipality to the public at
large. It is not intended to replace advertising. The benefits of sponsorships are quite different
and typically work best as part of an integrated marketing/communications strategy.
The Municipality of Clarington partners with a variety of community-based organizations
hosting significant events. A significant event is one that draws participation from a broad
section of the population. Sponsorship is mainly in the form of providing services - not a
cheque - to assist the organization in promoting and/or fund raising for the event or the
organization itself. Previous sponsorships have included: The Fruit Wine & Food Festival
(design services); The Massey Show (poster design & reproduction); Bowmanville Museum's
40tl1 Anniversary (poster design & reproduction); and, Clarke Museum & Archives 150th
Anniversary (poster design & reproduction). Part of the sponsorship program requires the
Municipality's logo to be incorporated into the final printed product.
GUIDELINES FOR EVALUATING SPONSORSHIP REQUESTS
To make sure that requests for sponsorship are processed impartially, specific
guidelines are used. They are:
1) The requesting organization must have a visible presence (e.g. office) within the
Municipality of Clarington.
2) The requesting organization must be non-profit, non-political and non-religious,
3) Membership in the organization must be at least 50% Clarington residents (documented by
the organization's membership registry).
4) The sponsored event/activity must be of municipal significance. Open to the public in and
outside of the Municipality.
5) The sponsored event/activity must benefit the Clarington community. Revenue generated
as a result of sponsorship must remain within the Municipality.
6) The sponsored event/activity must have the potential to promote tourism within the
Municipality of Clarington.
Sponsorships will include assistance and guidance in creative design, print co-ordination and
event development and management. Requests for monetary sponsorships will be referred to
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REPORT NO.: COD-014-02
PAGE 3
the municipal grant process. All requests will be evaluated for eligibility by the Communications
& Tourism Division of the Corporate Services Department.
BENEFITS OF SPONSORSHIPS
The benefits realized by the events/activities sponsored by the Municipality are varied.
For example, the sponsorship of the Fruit Wine & Food Festival enables the Municipality to
partner with Archibald Orchards & Estate Winery to fundraise in support of the programs and
services provided by the Big Brothers & Sisters of Clarington organization. Another example is
the poster that was designed and printed for the organizers of "The Massey Show." The poster
was used to raise money for local heritage and historical organizations.
Sponsorship activities benefit the municipal organization in a number of ways, Being a
sponsor of a local event/activity calls attention to the Municipality of Clarington through the
consistent presence of the municipal logo, The logo is placed on all promotional materials, This
generates opportunities of positive visibility and publicity (i.e. image development). It
encourages attitude changes in our "customers."
Sponsorship promotion gives the Municipality another setting in which we are able to
communicate with a new group or target population. Sponsorship programs are cost effective
in comparison to traditional media advertising. Word of mouth has long been touted as the best
form of advertising. Sponsorship the positive way of getting people talking.
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