Arts and Cultural Sponsorship connects the cultural engagement of companies with strategic corporate and marketing communication. It is based on external cooperation with cultural institutions and internal collaboration with various communication departments within the company. The aim of this book is to present the full range of diverse applications of cultural sponsorship as a component of integrated communication. The systematic presentation of the individual steps for developing a sponsorship concept enables readers to identify the opportunities and risks of using arts and cultural sponsorship and, based on this, to develop an independent, company-specific arts and cultural sponsorship strategy. Case studies from the perspectives of sponsors and sponsored parties provide practical insights as well as inspiration and reflection opportunities for developing one's own arts and cultural sponsorship strategy.

Contents

• Concept and fundamentals of arts and cultural sponsorship
• Forms of arts and cultural sponsorship
• Integration of arts and cultural sponsorship into arts and cultural funding
• Management process of arts and cultural sponsorship and Cultural Sponsorship Canvas
• Situational analysis in arts and cultural sponsorship
• Goals and target groups of arts and cultural sponsorship
• Development of an arts and cultural sponsorship strategy
• Selection of arts and cultural sponsorships
• Operational design of arts and cultural sponsorship
• Integration of arts and cultural sponsorship into marketing and corporate communication
• Success measurement in arts and cultural sponsorship

• Trends in the use of arts and cultural sponsorship

  Provides Fundamental Knowledge (Basics) for the Professionalization of Cultural Sponsorship Outlines the specific characteristics, strategy development, and use of marketing tools in cultural sponsorship Includes numerous examples and practical suggestions for cultural actors and businesses

  Autorentext

Prof. Dr. Dr. h.c. mult. Manfred Bruhn is Professor of Business Administration, specializing in Marketing and Corporate Management, at the Faculty of Business and Economics at the University of Basel and Honorary Professor at the Technical University of Munich. He is also the founder and Chairman of the Board of the strategy consultancy Prof. Bruhn & Partner AG (Basel).

Prof. Dr. Lorenz Pöllmann teaches and conducts research in media, arts and cultural as well as event management at the Media University of Applied Sciences University of Media, Communication and Management, Berlin. He has also been working for several years as a consultant in arts and cultural management.

Inhalt

Concept and fundamentals of cultural sponsorship.- Forms of cultural sponsorship.- Integration of cultural sponsorship into cultural financing.- Management process of cultural sponsorship and Cultural Sponsorship Canvas.- Situational analysis in cultural sponsorship.- Goals and target groups of cultural sponsorship.- Development of a cultural sponsorship strategy.- Selection of cultural sponsorships.- Operational design of cultural sponsorship.- Integration of cultural sponsorship into marketing and corporate communication.- Success measurement in cultural sponsorship.- Trends in the use of cultural sponsorship.