Case study 03: Sponsorship strategy
Creative financing, UGC, and sponsorship.
A pet-grooming business needed website and social content, but professional production was beyond its budget. I saw an opportunity to connect that need with a relevant brand’s marketing goals.
Creative financing.
I decided to seek financial sponsorship from a brand whose products were already part of the grooming team’s everyday work. The business needed content, while the manufacturer could benefit from seeing its tools used by professionals. The proposed model would give a sponsor meaningful product visibility in exchange for helping fund production for the business’s website and social channels.
Build the sponsor’s role around genuine use.
The team already used a particular brand of grooming clippers. My proposal was to feature those tools in use, making product placement a natural part of showing the groomers’ expertise.
The principle
When a worthwhile project lacks a budget, I look for another stakeholder who benefits from it and build a funding proposal around that shared value.
Case study 03: Sponsorship strategy
Creative financing, UGC, and sponsorship.
A pet-grooming business needed website and social content, but professional production was beyond its budget. I saw an opportunity to connect that need with a relevant brand’s marketing goals.
Creative financing.
I decided to seek financial sponsorship from a brand whose products were already part of the grooming team’s everyday work. The business needed content, while the manufacturer could benefit from seeing its tools used by professionals. The proposed model would give a sponsor meaningful product visibility in exchange for helping fund production for the business’s website and social channels.
Build the sponsor’s role around genuine use.
The team already used a particular brand of grooming clippers. My proposal was to feature those tools in use, making product placement a natural part of showing the groomers’ expertise.
The principle
When a worthwhile project lacks a budget, I look for another stakeholder who benefits from it and build a funding proposal around that shared value.
Case study 03: Sponsorship strategy
Creative financing, UGC, and sponsorship.
A pet-grooming business needed website and social content, but professional production was beyond its budget. I saw an opportunity to connect that need with a relevant brand’s marketing goals.
Creative financing.
I decided to seek financial sponsorship from a brand whose products were already part of the grooming team’s everyday work. The business needed content, while the manufacturer could benefit from seeing its tools used by professionals. The proposed model would give a sponsor meaningful product visibility in exchange for helping fund production for the business’s website and social channels.
Build the sponsor’s role around genuine use.
The team already used a particular brand of grooming clippers. My proposal was to feature those tools in use, making product placement a natural part of showing the groomers’ expertise.
The principle
When a worthwhile project lacks a budget, I look for another stakeholder who benefits from it and build a funding proposal around that shared value.