Standardized Performance Evaluation
of Corporate Sponsorships

SPECS II for Corporate Sponsorships

ARC Research's SPECS II system effectively measures the performance of virtually any corporate sponsorship activity or event.

One of the fastest growing areas of activity/involvement for organizations is sponsorship programs, as new and established sponsorship opportunities provide: (1) a self-selected audience demographically, sociologically and/or psychologically oriented to be potential targets for the organization's product/service proposition: (2) a supportive environment in which to place the organization's product/service, providing positive reinforcement and/or imagery: (3) an efficient use of the organization's funds through the "multiplier effect" of sponsorship identification and residual (post event) impact.

The hallmarks of ARC's SPECS II system are: (1) SPECS II can effectively quantify the performance and impact of virtually any corporate sponsorship activity: (2) These measurements can be used as points of comparison between events or to create/validate an organization's method of evaluating sponsorship participation: (3) SPECS II creates "standards" . . . standards which become benchmarks with which to create an objective appraisal of an organization's strengths/weaknesses vis-à-vis sponsorship programs/activities: (4) As an evaluation system, it generates information upon which to make business decisions, it uncovers event potential and it can help maximize the return on current and/or future sponsorship investments.

The SPECS II Process: (1) a specific set of performance criteria, based upon the goal(s) of the organization and the unique nature of each sponsored event/activity, are established (2) these performance goals are then clustered and a specific, quantifiable threshold of success is established for each: (3) with these thresholds, ARC now measures how a sponsored event/activity performs against these expectations. Thus, a new hierarchy for determining the relative success (or failure) of a specific event/activity is created . . . more importantly, this process prioritizes performance cluster categories and establishes a success strategy that is unique to the organization.

SPECS II uses a battery of tools specifically designed to evaluate discreet elements within each pre-designated performance category. For example, a performance category such as "public opinion" may employ such research tools as: attendance surveys, exit interviews, and pre/post event public opinion polling.

ARC Research's SPECS II analytical staff offers detailed event evaluations coupled with action-oriented recommendations to address strategic and executional issues to help improve event performance and maximize the client's ROI.

For more information about SPECS II, contact ARC.

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