Positive community relations through sponsorship and measuring it
Sponsorships can be a valuable tool for building positive hospital community relations. A few ways that sponsorships can help:
Increase visibility and brand awareness: Sponsorships provide an opportunity for hospitals to increase their visibility and brand awareness in the community. By sponsoring local events, sports teams, or community organizations, hospitals can reach a broader audience and build brand recognition.
Demonstrate community involvement: Sponsoring local events and organizations demonstrates that the hospital is actively involved in the community and committed to supporting its residents. This can help build trust and strengthen relationships with community members.
Foster goodwill and positive associations: Sponsorships can create positive associations between the hospital and the community. By supporting local events and organizations, hospitals can position themselves as a positive force in the community and foster goodwill.
Provide networking opportunities: Sponsorships can provide opportunities for hospital representatives to network with community leaders and other stakeholders. This can help build relationships and create new opportunities for collaboration.
Support community initiatives: Sponsoring local events and organizations can support important community initiatives, such as health and wellness programs, education initiatives, and cultural events. By supporting these initiatives, hospitals can help improve the quality of life for community members.
Sponsorships can be an effective way for hospitals to build positive community relations and demonstrate their commitment to supporting the communities they serve if you are measuring the right thing.
Measurement
Measuring sponsorship ROI can be challenging, as the return on investment may not be immediately apparent. However, there are a few key metrics that can help you assess the impact of your sponsorship efforts:
Brand awareness: One way to measure the ROI of a sponsorship is to track changes in brand awareness before and after the sponsorship. This can be done through surveys, social media metrics, or website analytics. If there is an increase in brand awareness or engagement following the sponsorship, this can be an indication of a positive ROI.
Lead generation: If the goal of the sponsorship is to generate leads or new business, you can track the number of leads or sales that are generated as a result of the sponsorship. This can be done through website analytics or other tracking methods.
Cost per impression (CPI): The CPI is a metric that measures the cost of reaching one person with a marketing message. To calculate the CPI for a sponsorship, divide the total cost of the sponsorship by the number of impressions (i.e., the number of people who were exposed to the marketing message). If the CPI is lower than other marketing channels, such as advertising, this can be an indication of a positive ROI.
Social media engagement: If the sponsorship includes social media promotion, you can track the engagement metrics on social media platforms, such as likes, shares, comments, and clicks. If there is an increase in engagement following the sponsorship, this can be an indication of a positive ROI.
Event attendance: If the sponsorship includes an event, you can track the number of attendees and the level of engagement at the event. If there is a high level of attendance and engagement, this can be an indication of a positive ROI.
The ROI of a sponsorship will depend on the specific goals and objectives of the sponsorship, as well as the metrics that are most relevant to those goals. By tracking these metrics and analyzing the results, you can gain insights into the effectiveness of your sponsorship efforts and make data-driven decisions about future sponsorship opportunities.
