# Event Sponsorship Brief

**Card ID**: `EVT-{PROJECT}-{NNNN}`
**Version**: 1.0
**Status**: Draft | Evaluating | Committed | Active | Complete
**Event**: {EVENT_NAME}
**Sponsorship Level**: {LEVEL}
**Owner**: {OWNER_NAME}

---

## Sponsorship Overview

### Event Details

| Field | Value |
|-------|-------|
| Event name | {Name} |
| Organizer | {Organization} |
| Date(s) | {Dates} |
| Location | {Venue/Platform} |
| Event type | Conference / Trade show / Awards / Webinar series |
| Expected attendance | {Number} |

### Sponsorship Package

| Field | Value |
|-------|-------|
| Level | {Platinum / Gold / Silver / Custom} |
| Investment | ${Amount} |
| Payment terms | {Terms} |
| Contract deadline | {Date} |

---

## Strategic Rationale

### Why This Event

| Factor | Assessment |
|--------|------------|
| Audience fit | {How well does audience match ICP} |
| Brand visibility | {Level of exposure} |
| Competitive presence | {Who else sponsors} |
| Content opportunity | {Speaking, demos, etc.} |
| Networking value | {Quality of connections} |

### Objectives

| Objective | Metric | Target |
|-----------|--------|--------|
| Brand awareness | {Metric} | {Target} |
| Lead generation | Leads captured | {#} |
| Pipeline | Qualified opportunities | ${} |
| Customer engagement | Meetings/interactions | {#} |

### Expected ROI

| Investment | ${Amount} |
| Expected pipeline | ${Amount} |
| Target ROI | {X}:1 |

---

## Benefits Analysis

### Included Benefits

| Benefit | Value | Our Use |
|---------|-------|---------|
| Logo placement | {Where} | {How we'll use} |
| Speaking slot | {Session type, length} | {Topic/speaker} |
| Booth/exhibit | {Size, location} | {Plan} |
| Attendee list | {Pre/post event} | {Lead strategy} |
| Email inclusion | {# sends, audience} | {Content plan} |
| Social mentions | {Quantity} | {Alignment} |
| VIP access | {What's included} | {Who attends} |
| Content distribution | {What/where} | {Asset plan} |

### Additional Opportunities

| Opportunity | Cost | Recommendation |
|-------------|------|----------------|
| {Add-on 1} | ${} | {Yes/No - why} |
| {Add-on 2} | ${} | {Yes/No - why} |
| {Add-on 3} | ${} | {Yes/No - why} |

---

## Competitive Analysis

### Sponsor Landscape

| Competitor | Level | Benefits |
|------------|-------|----------|
| {Competitor 1} | {Level} | {Notable benefits} |
| {Competitor 2} | {Level} | {Notable benefits} |
| {Competitor 3} | {Level} | {Notable benefits} |

### Differentiation Strategy

{How we'll stand out from other sponsors}

---

## Activation Plan

### Pre-Event

| Activity | Timeline | Owner |
|----------|----------|-------|
| Social announcement | T-6 weeks | {Name} |
| Email to prospects | T-4 weeks | {Name} |
| Meeting scheduling | T-4 to T-1 weeks | {Name} |
| Content preparation | T-3 weeks | {Name} |
| Customer invitations | T-3 weeks | {Name} |

### At-Event

| Activity | Details | Owner |
|----------|---------|-------|
| Booth presence | {Plan} | {Name} |
| Speaking session | {Topic, speaker} | {Name} |
| Demos | {Schedule, focus} | {Name} |
| Hospitality event | {Details} | {Name} |
| Executive meetings | {Schedule} | {Name} |

### Post-Event

| Activity | Timeline | Owner |
|----------|----------|-------|
| Lead follow-up | +1-3 days | {Name} |
| Content syndication | +1 week | {Name} |
| Social recap | +3 days | {Name} |
| ROI reporting | +2 weeks | {Name} |

---

## Deliverables Required

### From Organizer

| Item | Due Date | Status |
|------|----------|--------|
| Logo specifications | {Date} | {Status} |
| Attendee list | {Date} | {Status} |
| Speaking slot details | {Date} | {Status} |
| Booth details | {Date} | {Status} |
| Promotional opportunities | {Date} | {Status} |

### From Us

| Item | Due Date | Owner | Status |
|------|----------|-------|--------|
| Logo files | {Date} | {Name} | {Status} |
| Company description | {Date} | {Name} | {Status} |
| Speaker bio/headshot | {Date} | {Name} | {Status} |
| Presentation | {Date} | {Name} | {Status} |
| Promotional content | {Date} | {Name} | {Status} |
| Booth graphics | {Date} | {Name} | {Status} |

---

## Budget Breakdown

### Investment

| Category | Amount |
|----------|--------|
| Sponsorship fee | ${} |
| Booth/exhibit | ${} |
| Travel | ${} |
| Promotional materials | ${} |
| Hospitality | ${} |
| **Total investment** | **${}** |

### Projected Returns

| Metric | Target | Value |
|--------|--------|-------|
| Leads | {#} | ${} |
| Meetings | {#} | ${} |
| Pipeline | ${} | ${} |
| Brand value | Qualitative | N/A |
| **Total projected value** | | **${}** |

---

## Team & Staffing

### Event Team

| Role | Name | Days | Responsibilities |
|------|------|------|------------------|
| Sponsor lead | {Name} | {Days} | Overall coordination |
| Booth staff | {Name} | {Days} | Booth coverage |
| Speaker | {Name} | {Days} | Presentation |
| Executive | {Name} | {Days} | Key meetings |
| Support | {Name} | {Days} | Logistics |

### Travel Requirements

| Person | Flights | Hotel | Notes |
|--------|---------|-------|-------|
| {Name} | {Dates} | {Nights} | {Notes} |

---

## Content Plan

### Speaking Content

| Session | Type | Speaker | Topic |
|---------|------|---------|-------|
| {Session} | {Keynote/Breakout} | {Name} | {Topic} |

### Collateral

| Asset | Purpose | Owner | Status |
|-------|---------|-------|--------|
| Event-specific landing page | Registration, follow-up | {Name} | {Status} |
| One-pager | Handout | {Name} | {Status} |
| Demo video | Booth loop | {Name} | {Status} |
| Case study | Social proof | {Name} | {Status} |

### Promotional Content

| Content | Channel | Timing |
|---------|---------|--------|
| {Content 1} | {Channel} | {When} |
| {Content 2} | {Channel} | {When} |

---

## Lead Strategy

### Lead Capture

| Method | Tool | Owner |
|--------|------|-------|
| {Badge scan} | {Tool} | {Name} |
| {Business cards} | {Process} | {Name} |
| {Form} | {Tool} | {Name} |

### Lead Qualification

| Criteria | Definition |
|----------|------------|
| Hot | {Criteria for immediate follow-up} |
| Warm | {Criteria for quick follow-up} |
| Cool | {Criteria for nurture} |

### Follow-Up Plan

| Lead Type | Action | Timeline | Owner |
|-----------|--------|----------|-------|
| Hot | {Action} | +1 day | {Name} |
| Warm | {Action} | +3 days | {Name} |
| Cool | {Action} | +1 week | {Name} |

---

## Success Metrics

### Quantitative Metrics

| Metric | Target | Actual |
|--------|--------|--------|
| Booth visitors | {#} | |
| Leads captured | {#} | |
| Meetings held | {#} | |
| Pipeline generated | ${} | |
| Closed revenue (90d) | ${} | |
| ROI | {X}:1 | |

### Qualitative Metrics

| Metric | Method |
|--------|--------|
| Brand perception | Post-event survey |
| Team feedback | Debrief session |
| Competitor intel | Team notes |

---

## Risk Assessment

| Risk | Probability | Impact | Mitigation |
|------|-------------|--------|------------|
| Low attendance | {H/M/L} | {H/M/L} | {Plan} |
| Competitive overshadow | {H/M/L} | {H/M/L} | {Plan} |
| Speaking slot conflict | {H/M/L} | {H/M/L} | {Plan} |
| Technical issues | {H/M/L} | {H/M/L} | {Plan} |

---

## Approval

### Sponsorship Approval

| Approver | Role | Decision | Date |
|----------|------|----------|------|
| {Name} | Marketing | Pending | |
| {Name} | Finance | Pending | |
| {Name} | Executive | Pending | |

### Contract Status

| Item | Status | Date |
|------|--------|------|
| Contract received | {Status} | {Date} |
| Legal review | {Status} | {Date} |
| Contract signed | {Status} | {Date} |
| Payment made | {Status} | {Date} |

---

## Post-Event Evaluation

### Results Summary

| Metric | Target | Actual | Assessment |
|--------|--------|--------|------------|
| {Metric} | {Target} | {Actual} | {Met/Exceeded/Missed} |

### Key Learnings

**What worked**:
- {Learning}

**What didn't**:
- {Learning}

### Recommendation for Future

| Recommendation | Rationale |
|----------------|-----------|
| Sponsor again? | {Yes/No - why} |
| Different level? | {Recommendation} |
| Different activation? | {What to change} |

---

## Appendix

### Contract Summary

{Key terms from sponsorship contract}

### Organizer Contacts

| Role | Name | Email | Phone |
|------|------|-------|-------|
| Sponsorship manager | {Name} | {Email} | {Phone} |
| Event coordinator | {Name} | {Email} | {Phone} |
| Logistics | {Name} | {Email} | {Phone} |

---

## Version History

| Version | Date | Author | Changes |
|---------|------|--------|---------|
| 1.0 | {DATE} | {Name} | Initial brief |

---

*Template version: 1.0 | MMK Framework*