Research Paper Undergraduate 946 words

ROI Analysis for a Charity Golf and Awards Event

~5 min read 6 sections Marketing · Marketing Strategy

Abstract

This paper presents a return on investment (ROI) analysis and sponsorship model for the Baderman Island Resort Golf Tournament and Awards Ceremony. It examines how corporate social responsibility (CSR) initiatives, social media platforms, and event marketing strategies can be leveraged to make a charity golf event financially successful and globally visible. The paper outlines three sponsorship tiers — Gold, Platinum, and Director's Circle of Care — each offering escalating marketing benefits including SEO support, social media integration, cable television coverage, and Pro-Am participation. It also discusses strategies for driving attendance and web traffic to maximize event impact and achieve a target 12% ROI.

Key Takeaways

Introduction: CSR and Event Marketing: Context for charity events and CSR trends
ROI Model and Sponsorship Framework: 12% ROI target and sponsorship category overview
Gold Level Sponsorship: $5,000 tier benefits and marketing perks
Platinum Level Sponsorship: $10,000 tier with hole sponsorship and TV coverage
Director's Circle of Care Sponsorship: $35,000 premier tier with full branding package
Driving Viewers and Web Traffic to the Event: Strategies for attendance and media reach

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What makes this paper effective

Clearly structured sponsorship tiers give the ROI model practical, actionable detail that readers can apply directly to real event planning.
The paper connects abstract CSR theory to concrete marketing tactics — such as SEO support, Facebook Fan pages, and cable TV coverage — making it both strategic and operational.
References to specific tools (Radian6) and metrics (12% ROI target, $25,000 reserve) ground the analysis in realistic financial planning.

Key academic technique demonstrated

The paper demonstrates applied business analysis by translating theoretical frameworks — CSR, event ROI, and integrated marketing communications — into a structured sponsorship proposal. It uses tiered benefit structures to show how variable investment levels can serve different corporate stakeholders while contributing to a shared financial goal.

Structure breakdown

The paper opens with a contextual introduction on CSR and event marketing trends, then presents an ROI model with a target return and contingency reserve. The bulk of the paper details three sponsorship categories in ascending order of investment and benefit. It closes with a section on audience development strategies, including prepaid media buys and social networking, to ensure attendance targets are met.

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Essay 946 words

Introduction: CSR and Event Marketing

Delivering on the expectations of creating a unique and highly valuable event on behalf of charities — and in support of corporate social responsibility (CSR) initiatives — event marketing and its results are measured today more than ever before. Where in the past events were primarily participated in and contributed to by corporations and smaller businesses to show their support for a community and its needs, hoping to strengthen and solidify their brand locally, today corporations participate to fulfill the requirements of CSR programs and to promote their goodwill globally through social media (Bailor, 2006; Bernoff & Li, 2008).

Given the pressure that social media and the new era of transparency have placed on corporations to participate often and generously in CSR initiatives, the following ROI analysis and model are provided for the Baderman Island Resort Golf Tournament and Awards Ceremony.

ROI Model and Sponsorship Framework

The future of corporate events has become more measurable and precise given the role of social media (Bernoff & Li, 2008), including the proven effectiveness of sporting events specifically and golf in particular (Burke, 2011). Golf is a sport that carries high aspirational value and, for many, serves as a means to advance their careers. Combining this aspirational appeal with the ongoing efforts of corporations to support and strengthen their CSR initiatives, event marketing can be very profitable and successful (Moore, 1989).

Taking into account the constraints defined for the Baderman Island Resort's cost estimates, an ROI model has been developed for the Golf Tournament and Awards Ceremony. For this tournament to reach a 12% ROI — with a reserve of $25,000 included for unexpected expenses — the following categories of sponsorship have been created.

Each sponsorship category includes its own social media support in the form of Facebook Fan pages, Twitter accounts, and real-time social media monitoring, including the use of Radian6 and other sentiment modeling tools to assess how the event is impacting a sponsor's brand and reputation globally, in real time (Bernoff & Li, 2008). Web design experts who understand how to maximize performance through Search Engine Optimization (SEO) techniques will also be contracted, ensuring that the results of each sponsoring company are visible globally and immediately online.

Gold Level Sponsorship

For a $5,000 investment at this level, companies receive their logos on all marketing materials for the event, their own Facebook Fan page specifically for this event, SEO support, and web design assistance in promoting the event. This level also includes two spots in the Pro-Am Tournament, where two members of the company will be paired with local or national celebrities in attendance, as well as four tickets to the awards banquet. Payment is required prior to the event.

3 Sections Hidden · 370 words

Platinum Level Sponsorship120 words

For a $10,000 investment, a sponsoring company will receive the opportunity to sponsor one of the eighteen holes and will have their brand and logo identified prominently on all marketing materials. This level of sponsorship also includes ten tickets to the awards…

Director's Circle of Care Sponsorship140 words

At $35,000, this is the ultimate level of commitment to the charity event. Benefits include an entire table at the awards ceremony, the opportunity…

Driving Viewers and Web Traffic to the Event110 words

With advance payments from all sponsors, it will be possible to invest in local television coverage, an extensive social networking and social media strategy to reach potential attendees, and the development of individual Facebook Fan pages — all in support of the overarching goal of creating greater awareness of and interest in the event. The use of cable television in local charity sports events has…

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References

Bernoff, J., & Li, C. (2008). Harnessing the power of the oh-so-social web. MIT Sloan Management Review, 49(3), 36–42.

Bailor, C. (2006). Stocking the customer experience. Customer Relationship Management, September 1, 15.

Burke, M. (2011). The rough life. Forbes, March 14, 1.

Dobson, S. (2004). The main event. Marketing, September 13, 17.

Moore, H. (1989). Demonstrating leadership through public service. The Public Relations Journal, 45(2), 29.

Sims, P. (1991). Satellite technology boosts TV news coverage of company-sponsored community events. Public Relations Quarterly, 35(4), 23.

Key Concepts in This Paper

Return on Investment Corporate Social Responsibility Sponsorship Tiers Event Marketing Social Media Strategy Integrated Marketing Pro-Am Tournament SEO Support Cable TV Coverage Charity Golf