Plan Playbill

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How do you get a sponsor for an entertainment project?

like a play or musical... You know how playbills often have a sponsor- that is what I'm looking for.
I know that large corporations have departments dedicated to community giving, but I can't think of what they are called.
Is a letter with some sort of business plan enough to send out?
Thanks in advance.

Greetings.

It is unclear whether your are seeking businesses to advertise in a playbill or actually seeking businesses to sponsor the production of your play/musical. The marketing approaches for each varies greatly.

Advertising:
You will need to provide prospective businesses a price sheet that details the costs to run various sized ads in your publication. For example, you will want to charge a business more to run a full page ad versus a 1/4 page ad. You will also need to provide prospects with a detailed explanation of how you will require their ad files - file format, file size, etc. You will also have to check with your printer to determine the ad cut-off and production date.

Sponsorship
This works a bit differently than just running an ad. Your prospective clients will want to know several things before they sponsor a play/musical.

1. Content of the Show
Is there anything in the play/performance that some members of the audience might find objectionable? Businesses are hesitant to be at the center of controvery.

2. What's In It For Them
Usually, sponsorships are sold in various "sizes." For example, if a business gives you $1,000 to sponsor your play, they will expect more in return than a business that gives you $100. You need to determine and put in writing exactly what a sponsorship package includes. Here are some examples of what a sponsorship package MIGHT include:

a. Event Name
The opportunity to have the name of the event tied in with the name of the business. For instance: Fiddler on the Roof, presented by Home Depot.

b. Ad placement.
Depending on the size of the sponsorship, you may want to offer a full-page, half-page or 1/4 size ad.

c. Sponsorship Mentions.
Whenever the play is advertised, the sponsor's name will be listed as well. For example, Fiddler on the Roof, presented by Home Depot. If there is a story written about the play or a mention on the radio, it will also include the sponsor's name.

d. Ancillary Advertising Materials
If there is a banner printed or a readerboard message posted somewhere, this would also include the sponsor's name.

e. In-store Promotional Opportunity
Your sponsor may also want to announce to their customers that they are sponsoring your event. They may wish to make mention of it in their own advertising materials or company newsletter. If this is a school event, you may have to pass this by "the powers that be."

All of this information will have to be spelled out in a letter or some other tangible form. It will basically serve as a contract or a promise from you to deliver upon everything you promise.

Also, it is a good idea to be able to explain to your prospective sponsors and advertisers WHO you expect your audience to be. If you are expecting students and parents of students, then you might want to approach businesses that cater their services to families. If you are expecting grey haired ladies from the Women's Auxiliary, then you would probably be wasting your time to approach the local Gun Club as a sponsor. Sponsors want to impress their prospective customers too. So the more you can sell them on the idea that they will be reaching their customers as well as supporting the community, the better.

Hope this information helps you.

Canadian Stage gets eclectic
"We are the stories we tell," said Matthew Jocelyn at the conclusion of the news conference Tuesday announcing his first season as artistic and general director of Canadian Stage. The playbill he outlined showed that he thinks Toronto is a city of global influences, eclectic tastes and varied enthusiasms.

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