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Event Background

Event has been chosen: Mother’s Day Classic fun run

Every year, several Australians come together on Mother’s day to get active and spread awareness for breast cancer research. The women in upper mother’s day Classic is one of the most cause driven and inspirational events in Australia (Mother’s Day Classic, 2022). The superannuation organization noticed that breast cancer was one of the most common reasons for accessing disability benefits and death. Hence, creating an inspiring event in order to raise critical funds for breast cancer research was the best manner that would help in advocating the health of the women. As a consequence, the event named Mother’s Day Classic was born. The prime objective and aim of this event are to encourage and unite the community, thereby creating a fun and involving event experience for the participants. The event also runs on a mission of celebrating and remembering individuals touched by breast cancer with the purpose of raising lifesaving funds for the cancer research. This event was founded by Women In super and a few major sponsors of the event include ME, and National Breast Cancer Foundation (About Us | ME Bank, 2022). However, there are other sponsors who have been capable of raising funds for this Nobel event few of which are AIA Vitality, Hesta, 9NEWS, HOKA, Australian Super, PKF, and others (Mother’s Day Classic, 2022).

Market segmentation and target market

The primary target market for Mother’s Day Classic fun run is the policy makers, health care managers as well as health care providers. However, the second market segmented by Mother’s Day Classic fun run include the adult women and the general public, who requires to be informed and made aware of breast cancer in a clear and contrastive manner. The major population considered by Mother’s Day Classic fun run incorporates women at average risk for breast cancer in various age groups beginning from 40 to 49 years, 50 to 69 years, and 70 years and above (Mother’s Day Classic, 2022). However, the scope of the Mother’s Day Classic fun run does not include women with breast cancer symptoms or women with escalated risk for breast cancer due to elements or determinants other than age. These factors in women include a personal history of invasive breast cancer, genetic mutations, and a history of breast radiation. These are the demographic factors that are overlooked by Mother’s Day Classic fun run events (Mother’s Day Classic, 2022).  Based on behavioral and psychographic features, women who are outgoing, interested in the event, and want to spread awareness about breast cancer are also targeted. There is no income range that Mother’s Day Classic fun run looks for everyone is invited to make the event successful.

Positioning

Mother’s Day Classic fun run has been capable of developing a clear and constructive message in the mind of the customers. And the event uses several channels to stay connected with the customers (Kostelijk & Alsem, 2020). All the messages and details are shared by the official handle or official website of Mother’s Day Classic and also through social media platforms. For Mother’s Day Classic fun run event, the organization uses platforms such as Twitter, Facebook, Instagram and TikTok, and others. This offers a competitive edge to the vent and helps in staying ahead of different competition festivals around the region.

Markets and Brand Positioning

The Mother’s Day Classic fun run has considerably become the largest walk run in Australia to raise money for the National Breast Cancer Foundation. The event is capable of attracting a lot of investors or sponsors who work together to promote better prospects for women, making an imperative investment in the health of the Australian woman.  Event sponsorship is a powerful type of advertisement and the Mother’s Day Classic fun run event is one of the most successful social events in Australia. As a result, the sponsors have a better chance of getting highlighted which in turn provides the opportunity for the sponsors to raise awareness as well as develop new leads for their own financial support. Therefore sponsoring an event must be a win win situation and the relationship between the sponsors and organizers and the attendees must also benefit from the same (Mother’s Day Classic, 2022). The Mother’s Day Classic fun run event thanks to all its partners and supporters for allowing this event to make a considerable contribution towards the breast cancer research. Sponsoring events such as Mother’s Day Classic fun run is capable of driving high success for the organization thereby allowing the business organizations to identify their primary goals associated with lead generation, sales, and lead site traffic. Sponsors are also offered better chances of implementing content engagement and conversation rates that in turn increase the return of investment of the events and the organization as a whole. Sponsors or the organization sponsoring the events such as Mother’s Day Classic fun run could also launch a new product or updated it to an existing feature by running a pre promotion social media campaign announcing incentives. This in turn will bring the sponsors more users. These are a few competitive edges of Mother’s Day Classic fun run over other events in the region.

Sponsorship Assets

Name of the sponsors

Assets

Women in Super

Participants are encouraged to wear pink with the foundation’s logo and are allowed to volunteer on the day or also as a part of an organizing committee later.

Participants are also allowed to get their friends, family, and colleagues involved by setting up individual teams wearing the pink tees thereby representing the Nobel cause of the event.

AIA Vitality

Participants are encouraged to write a message to support an individual who they know is fighting against breast cancer and also for them who passed away from breast cancer on the tribute boards that are designed by AIA Vitality.

HESTA

HESTA is given the naming rights by Mother’s Day Classic fun run event as the secondary sponsor. This exclusivity helps the brand in boosting its image. HESTA is also given the license to use the event logo and images for the promotion of the sponsors (Mother’s Day Classic, 2022).

NGS Super

NGS Super in the Mother’s Day Classic fun run event is allowed to access to the event, parking, and merchandise discount (Mother’s Day Classic, 2022). This sponsor is also allowed early access to the tickets for the sponsor’s customers. This sponsor is also allowed to create an event, day r program primarily for its employees regarding breast cancer and is also given the access to event generated database.

By sponsoring events such as Mother’s Day Classic fun run, these major sponsors are capable of enjoying a huge setoff perks and benefits that offer the organizations with an increased brand exposure through the noble event. It also allows the organization and offers event advertising with the additional operational cost along with a better media coverage. The participants can know the corporate social responsibilities associated with the brand and this could attract a talented pool of employees thereby boosting the equity of the brand. Other than this, sponsors could directly contact with the target audience and the participants thereby selecting relatively warm, leads for their business operations and functions. This event to break cancer awareness also known as the Mother’s Day Classic fun run is different from other events. Hence, Mother’s Day Classic fun run also has a competitive edge over other competitive events being conducted.  The event of the Mother’s Day Classic fun run is capable of making people aware of the early detection, possible through screening among the general public who are usually not aware of the seriousness of this disease. This event Mother’s Day Classic fun run also allows individuals to develop health seeking behavior necessary for effective breast cancer management.

Sponsorship Assets Register

The event on Mother’s Day Classic fun run is also capable of offering several benefits and advantages to the sponsors and making them invest in the event more often. The sponsors of the Mother’s Day Classic fun run are capable of accessing the data and information about the participants and in event interaction that could be highly informative in nature for the development of product along with better market research (Mother’s Day Classic, 2022). These perks offered by Mother’s Day Classic fun run are the event sponsor benefits which also act as a competitive edge for the Mother’s Day Classic foundation thereby increasing the ability of attracting the best kinds of partners for the events.

The Mother’s Day Classic fun run is an annual walk and run raising fund event for raising awareness for breast cancer research with an objective of delivering a fun, healthy, and inspirational community event that brings the entire community together on Mother’s Day to assist and support those touched by the breast cancer (Mother’s Day Classic, 2022).  The majority of the individuals who organize the Mother’s Day Classic fun run every year are the volunteers and the event of Mother’s Day Classic fun run operates with the goal of raising funds for breast cancer research in order to celebrate the lives of the people. Partnering with the Mother’s Day Classic fun run event offers sponsors with the opportunity to get associated with the brand with the largest breast cancer research walk or run event in Australia, thereby attracting better opportunities for branding, participant engagement, corporate social responsibility, staff engagement, and digital engagement.

The current sponsorship program of the Mother’s Day Classic fun run event is capable of attracting several sponsors and partners to generate better incomes thereby creating a difference from other events. This also allows the Mother’s Day Classic fun run event in developing new and better leads and develop a sizeable profit for the partners associated with the event of the Mother’s Day Classic fun run. The Mother’s Day Classic fun run event is successful in giving sponsors the required information that is required to make an effective and informed decision. The current sponsorship program of Mother’s Day Classic is also capable of letting the prospective sponsors know who is likely to attend the event, there in terms of age range, occupation, and interest, and contact details. This information allows prospective sponsors to understand their worth in putting money into the event and ensure they also receive a considerable return on their respective investments. The event sponsorship of the Mother’s Day Classic fun run makes sure that it has a strong social presence on different social media accounts. This allows the event in gauging the potential success of the event and make sure that the participants are well engaged with the event on a regular basis. This sponsorship program of Mother’s Day Classic also provides evidence of how sponsoring one of the events could benefit the associated partners and how they could increase the social media numbers through better association. Hence, the current sponsorship program acts as a best suited match for the event and is also capable of developing high quality events for the organizers, attendees, and the sponsors. It is also observed that Mother’s Day Classic fun run event is capable of offering unique and efficient rights and benefits to the sponsors thereby involving them in a series of events.

Sponsorship Assets

However, there are a few challenges and issues that sponsors and sponsorship programs of the Mother’s Day Classic fun run event might encounter during its functioning and operations. Lack of preparation by event organizers (in this case Mother’s Day Classic fun run event) could be a major challenge to conduct a successful sponsored event. There might be a possibility that the Mother’s Day Classic fun run event fails at providing sufficient lead time for the event and might fail to concentrate on the real requirement of sponsors. The Mother’s Day Classic fun run event must also ensure that the sponsorship proposal is actively aligned with the goals of the potential sponsors (Human, Hirschfelder & Nel, 2018). This might be another challenge that an effective sponsorship program might fail due to insufficient data about the sponsorship opportunity.

Another issue or challenge that Mother’s Day Classic fun run event might encounter is the lack of client support during the event. This is because, if sponsorship has been acquired for a specific event, then it must be given the required attention to deliver effective production of the goals and objectives set (Fechner et al., 2021). Mother’s Day Classic fun run as an event might encounter challenges of pitching well to the organizers thereby leaving clients hanging for the entire event. This must be avoided and the required amount of effort must be placed to make the event more effective and successful. This would also prevent the disappointment of the sponsors and attendees to a great extent. There is a constant lack of sponsorship renewal while ensuring sponsorship goals. This is one most critical challenges that the current sponsorship program addresses (Fotiadis & Vassiliadis, 2020). Hence, it is imperative for Mother’s Day Classic fun run event to consider these issues and gather the required support to embrace better customized packages that develop from the comprehension and interpretation of the needs and desires of the sponsors and the clients as well. The majority of the sponsorship events fail due as the organizers of the event fail to define and demonstrate the superior experiences that are worth investing in for the sponsors (Morgan, Taylor & Adair, 2020). It is challenging for an organization or a brand to invest where it fails to perceive merit in terms of engaging customers. Therefore, it is imperative for Mother’s Day Classic fun run event to create compelling content that would engage more general public.

From the above discussion, it can be concluded that event sponsorship could act as a significant and a powerful type of advertisement that offers brands and sponsors an opportunity or mega chance to raise awareness and generate better and more leads in exchange for in kind of financial support. However, it is imperative that organizers and attendees understand that event sponsorship must always be a win win situation where every party involved could benefit from and stay connected for a longer period of time. Therefore, it is imperative that both marketing executives, as well as event planners, offer a sense of duty for personal relations purposes. However, if a sponsorship event or opportunity is capable of presenting a greater return on investment, only then it must be considered. This would enable the organizers in measuring the value gained and review the opportunity needs of the events at the same time. It must be also kept in mind that event sponsorship is not easy and there are several challenges that must be considered beforehand in order to make the event more successful and effective. Acquiring data that connects the brands and the sponsors about the sponsorship opportunity must be availed in order to make the event successful. Implementing the required strategies (mentioned below) might result in enhanced effectiveness and success rate of any event sponsorship (majorly for events such as Mother’s Day Classic fun run event.

Strategy 1: identifying the correct sponsors for the event

It is imperative for events such as Mother’s Day Classic fun run to identify and choose the sponsors wisely as having events sponsors who are not a good fit for the event might negatively impact the event and its entire reputation created in the minds of the attendees and targeted audiences. In order to do the same, it is imperative for Mother’s Day Classic fun to run to network at higher levels and know the industry of the sponsors (Shin, Lee & Perdue, 2018). It is also recommended that events such as Mother’s Day Classic fun run to ask for referrals, testimonials, and endorsements to check the reliability of the sponsors. Offering what matters most to the sponsors is also recommended.

Strategy 2: preparing to manage and handle the expectations of the sponsors

Handling and managing expectations of the sponsors associated are imperative both for events such as Mother’s Day Classic fun and sponsors (Lee et al., 2019). Avoiding one sided agreements is also recommended.  Those would help in including the terms and conditions that state on which terms the sponsors agreed to pay for the event. Setting expectation beforehand is imperative and recommended for events like Mother’s Day Classic fun run as this would help in avoiding situations that might lead to conflicts and anticipated outcomes. For this, it is recommended that events such as Mother’s Day Classic fun run must keep good communication and deliver the good as well as bad news to the associated members. Thus, delivering the news quickly and being honest and straightforward to the same is also recommended.

Strategy 3: getting feedback from sponsors after the event

Directly communicating with the sponsors about the pros and cons of the event after its successful completion is recommended for events such as Mother’s Day Classic fun run. This would enable in drawing new opportunities for both the parties involved and increase the change of sponsoring live streams of the events for a consecutive year as well.

References

About Us | ME Bank. Mebank.com.au. (2022). Retrieved 13 April 2022, from

https://www.mebank.com.au/about-us/?utm_source=mdc&utm_medium=website&utm_campaign=pink_mdc.

Fechner, D., Filo, K., Reid, S., & Cameron, R. (2021). Charity sport event sponsorship as value creation strategy: An event participant perspective. Journal of Sport Management, 36(1), 68-81.

Fotiadis, A., & Vassiliadis, C. (Eds.). (2020). Principles and Practices of Small-scale Sport Event Management. IGI Global.

Human, G., Hirschfelder, B., & Nel, J. (2018). The effect of content marketing on sponsorship favorability. International Journal of Emerging Markets.

Kostelijk, E., & Alsem, K. J. (2020). Brand positioning: Connecting marketing strategy and communications. Routledge.

Lee, B., Groves, D., Liu, Y., & Edwards, B. (2019). Social media and big data–their potential impacts to sport event sponsorship. Pacific International Journal, 2(2), 77-83.

Morgan, A., Taylor, T., & Adair, D. (2020). Sport event sponsorship management from the sponsee’s perspective. Sport Management Review, 23(5), 838-851.

Mother’s Day Classic. Mother's Day Classic Foundation. (2022). Retrieved 13 April 2022, from

https://www.mothersdayclassic.com.au/.

Mother’s Day Classic. Mother's Day Classic Foundation. (2022). Retrieved 13 April 2022, from

https://www.mothersdayclassic.com.au/partners.

Mother’s Day Classic. Mother's Day Classic Foundation. (2022). Retrieved 13 April 2022, from

https://www.mothersdayclassic.com.au/corporate-challenge.

Partners and Sponsors. (2022). Retrieved 13 April 2022, from

https://www.womeninsuper.com.au/content/mothers-day-classic/gjuj4w.

Shin, H., Lee, H., & Perdue, R. R. (2018). The congruity effects of commercial brand sponsorship in a regional event. Tourism Management, 67, 168-179.

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My Assignment Help. (2022). Mother's Day Classic: A Fun Run For Breast Cancer Research. Retrieved from https://myassignmenthelp.com/free-samples/evnt3004-event-sponsorship-and-fundraising/markets-and-brand-positioning-file-A1E4961.html.

"Mother's Day Classic: A Fun Run For Breast Cancer Research." My Assignment Help, 2022, https://myassignmenthelp.com/free-samples/evnt3004-event-sponsorship-and-fundraising/markets-and-brand-positioning-file-A1E4961.html.

My Assignment Help (2022) Mother's Day Classic: A Fun Run For Breast Cancer Research [Online]. Available from: https://myassignmenthelp.com/free-samples/evnt3004-event-sponsorship-and-fundraising/markets-and-brand-positioning-file-A1E4961.html
[Accessed 12 July 2024].

My Assignment Help. 'Mother's Day Classic: A Fun Run For Breast Cancer Research' (My Assignment Help, 2022) <https://myassignmenthelp.com/free-samples/evnt3004-event-sponsorship-and-fundraising/markets-and-brand-positioning-file-A1E4961.html> accessed 12 July 2024.

My Assignment Help. Mother's Day Classic: A Fun Run For Breast Cancer Research [Internet]. My Assignment Help. 2022 [cited 12 July 2024]. Available from: https://myassignmenthelp.com/free-samples/evnt3004-event-sponsorship-and-fundraising/markets-and-brand-positioning-file-A1E4961.html.

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