Sponsorship | Top Rope Media

STARTING A BUSINESS: From Side Hustle to Full-Time

Faria Design — Tue, 03 May 2022 06:45:01 +0000

Starting a Business: How to Turn Your Side Hustle Into a Full-Time Gig

Those classic Frank Sinatra lyrics, “If I can make it there, I’ll make it anywhere,” are always on my mind when I start something, or someplace, new. Born and raised in Staten Island, New York, ‘making it’ to me as a young woman meant:

Having an Upper East Side apartment in Manhattan
A city job that required a leather briefcase (when it was still cool to carry one)
Scoring a good table for brunch on a Sunday at Bubby’s
Getting in my 6-mile evening run around Central Park
Paying all my own bills!

Maybe I watched too much Sex and the City. But, I remember the first time I felt like I had truly ‘made it.’

Starting a Business: In the Trenches

It was July 1999, and I had successfully achieved all of the items listed above. Yet my career was still on a low simmer.

I was standing in front of my office fax machine at New York City Parks & Recreation (well before Leslie Knope made working at Parks & Rec a cool place to be). Our team was reviewing the final plans for ‘Moon Day in Central Park’, an event to celebrate the 30th anniversary of the landing on the moon.

At this time, I managed partnerships, fundraising, and events with NYC Parks & Recreation. Yet this was my first big production in Central Park.

I had pitched a lot of brands to sponsor the event. In addition to generating sponsorships, I was also in charge of public relations. I pitched several newspapers and magazines each day to get the word out. Keep in mind that this was 1999, long before the internet and social media had taken hold!

It was at this time, still standing at that fax machine, that I got the call. Moon Day would be featured in the New York Times and a quote from me would be included.

It was a small piece, but I was giddy. It was happening.

Gaining Confidence in Your Small Successes

The event turned out to be a big success for our team! From Neil deGrasse Tyson to the CBS broadcast of the lunar landing. In addition, a perfectly timed spot with Park’s Commissioner Henry Stern and Buzz Aldrin riding across Sheep’s Meadow in Omega’s Lunar Rover was the icing on the cake!

The day would not have been possible without generous contributions from CBS, Omega, and from Target. At the time if you can believe it, Target was a small, relatively unknown company. They would not open their first store in Manhattan for another decade!

Therefore, I was thrilled when Target said yes to my pitch for the title sponsorship of Moon Day and I’m happy that Target’s relationship with NYC Parks & Rec continues to this day!

Starting Up: Branching Out to Freelance Work

After Moon Day, my talent for coordinating logistics and raising awareness continued to grow. I began freelancing. And my experience in marketing and events for outdoor organizations, and landing good PR for high-profile clients, was on the rise. I took on the following events:

NHL All-Star Weekend
Lake Placid Film Festival
Dinner in Central Park with Isabella Rossellini (did you know she’s a big-time bird watcher??)
UC San Diego Women’s Conference

However, my favorite freelance position was working as part of NBC’s Operations Team for 3 Olympic Games: 2002 Salt Lake City, 2004 Athens, and 2006 in Torino!

Creating a Home Base for Your Small Business

I traveled from New York to LA. Sydney to Athens. London to Milan. To really start my business, I needed a new place to call home, and to keep track of my growing collection of outdoor and adventure gear!

I also needed to be closer to the outdoor and lifestyle brands I wanted to work with.

San Diego became that place in 2004, and although a far cry from New York’s Central Park, the incredible people, the never-ending sunshine, and the easy access to the great outdoors are hard to beat!

Even with a home base, the journey of turning your side hustle into a full-time business is ever-changing. This idea of starting up Top Rope Media came about in 2015 when I still had a full-time job. Then it simmered along into 2016. Finally, in June 2016, I left my full-time job at UC San Diego to start my business and grow Top Rope Media.

Starting a Business: Do What You Love

Now here we are in 2024, and from starting a business to scaling it up, I continue to remain focused on doing what I love. I still enjoy meeting new people in the outdoor industry. Learning about their marketing woes, and thinking, hey, I can fix that!

It’s still exciting to build relationships between big brands and small non-profits. To grow memberships by helping people become better connected to a cause they love.

I even took some time to write a book with my 91-year-old dad last year! You can learn more about it and pick up a copy here!

Although the days of standing in front of my trusty fax machine and sending out personalized press releases and proposals are long gone, I still personalize my messages and send out monthly communications. However, I now use a more rapid-fire method of digital marketing!

Starting Up: Building Brand Loyalty

As a strong, competitive woman, I am focused on getting to the finish line and often forget to enjoy the journey. It is important it is to keep people connected with your journey, your triumphs and setbacks.

Building your brand and building brand loyalty means staying in touch with those who have helped you get to where you are. Staying connected with your audience, ambassadors, and brand champions.

You can’t just keep selling and pushing your widgets. You need to give your audience valuable content that they can use. That’s why we write monthly blogs with marketing tips. In addition, we share curated content from industry leaders or unique stories we think our readers might like.

As an example, we provide step-by-step instructions for do-it-yourselfers to tackle the following:

Other ways to keep your fans engaged? Fill them in on the latest successes for your company. Ask for referrals! You will always get better clients from a referral than you ever will by running an ad!

Final Thoughts: Enjoy the Journey

Reflecting on what you’ve accomplished gives you the opportunity to enjoy the journey again. It’s similar to that feeling you get when you climb a mountain.

The sweaty palms, the adrenaline rush. That whipper you take as you fall from exhaustion, or from a misplaced hand or foot.

Then a second after the fall, there’s the catch by your belay partner holding the other end of the rope. You’re safe. Yet instead of calling it quits, and being lowered to the ground, you steady yourself. You raise your head and continue on your journey. You start fresh.

– Meredith C. McConvill, Top Rope Media

The post STARTING A BUSINESS: From Side Hustle to Full-Time appeared first on Top Rope Media.

10 Tips to Secure Corporate Sponsorship for Non-Profits and Athletes

Meredith — Fri, 29 Oct 2021 15:50:48 +0000

Corporate Sponsorship: How to Get it

Are you seeking corporate sponsorship for your non-profit? Or are you an athlete trying to fund your running, cycling, or snowboarding career as a brand ambassador? Well if so, it’s that time of year again when non-profits and adventure sports athletes begin courting outdoor and lifestyle brands.

What Are Your Corporate Sponsorship Goals?

Before you run out and ask a company to sponsor you, or your event, you should clearly outline your goals. Here are a few things to ask yourself or your team:

How will a company benefit by sponsoring you or your non-profit? What is the value-added?
What does success look like? And, what do you expect for a return on their investment (ROI)?
How will you achieve your goals?
Is this a one-time ask or do you have long-term plans?
Could there be a tax write-off for their contribution?

As an athlete or brand ambassador, your goal may be to lock in sponsorship dollars to help you cover the cost of your adventures. Everything from travel, food, and accommodations to race entries, equipment, and apparel to make it through another season.

However, as a non-profit, your goal may be to raise critical funds to build and maintain mountain bike trails. Or provide financial support for those facing a life-threatening illness.

What Are Their Goals?

Whatever your goals are, have you thought about what the goals are for the outdoor or lifestyle brand you are courting? They may be seeking the right non-profit partners or athletes that will represent their company in a positive light. And, to help them better tell their story. But in the end, most brand ambassadors should expect to help generate revenue.

This blog will teach you how to plan for the ask before you call, email, or tweet their Corporate Sponsorship or Marketing Manager.

Being a Brand Ambassador for Betty Designs not only means sharing images in the latest kits, or showing up for a swim, bike ride, or run, but that you embody the Betty spirit!

Where To Make A Connection to a Potential Corporate Sponsor

Outdoor + Lifestyle Industry Events and Adventure Sports Festivals

This dance of corporate sponsorship happens in many places. Online and in-person. One of the biggest chances we’ve had to meet with lots of big outdoor brands has been at industry events and trade shows. If you haven’t read our latest blog on the Best Events to Attend to Grow Your Brand, get on it!

Here are a few industry events to check out in the U.S. where you can find lots of your favorite outdoor and lifestyle brands under one ‘roof’:

Tradeshows are perfect places to connect with potential corporate sponsors as an athlete or non-profit.

A More Intimate Courting of Corporate Sponsors

A more intimate courtship of corporate sponsors also happens at your local coffee shop or during your gondola ride up the mountain. While you’re checking the surf or during your bike ride down the coast. The smart non-profits and athletes become aware that all of their chance meetings could lead to potential corporate partners who could fund their next project.

Therefore, take off those stretchy pants, throw on something a bit fancier, or get into your cycling kit, and make the time to network. Attend that Trail Talk at your favorite brewery. Sign up for the local running club. Volunteer for your neighborhood clean-up. Stay involved in your community to better connect with potential local sponsors.

In addition, if you’re courting a corporate sponsor and you don’t already own their gear, products, or services, pony up! Get more familiar with the brand you want to help fund your projects. And show them that you are paying attention.

For athletes, show your potential corporate sponsor some love by wearing their gear and using their products!

10 Tips To Help You Secure Corporate Sponsorships

We know you came here for action, not just a good read. So here are some tips to help find those coveted corporate sponsorships. And keep those relationships for years to come.

1. Do Your Homework

Does the outdoor or lifestyle brand you’re seeking sponsorship from support non-profits, individual athletes, or teams? Do they have an established brand ambassador program or a give-back component? Do they regularly make donations of products or services? And finally, do you or your non-profit organization meet their requirements?

2. What Do You Have in Common?

Next, do you or your non-profit actually use and like their products or services? Do you live in the same town where their corporate headquarters is located? Lastly, do you have any connections at the company that could make an introduction to their Marketing Manager or Corporate Sponsorship Coordinator for you? LinkedIn is great for this!

We love Yakima’s rooftop tent, along with our Subaru Crosstrek from Frank Subaru. These are not paid sponsorships, but we show them all some love every chance we get!

3. Follow them on Social Media

Are you connected with the brand you’re seeking sponsorship from on LinkedIn, Facebook, Instagram, or Twitter? If not, get on it. In addition to the follow or like, start to read their content. Respond and engage with them. Get to know more about the brand and what their interests are.

4. Look at your data and share relevant content on social media

Facebook, Twitter, and Instagram make it easier than ever to view your non-profit organization’s insights and audience demographics. And, if you are not using a Facebook Business page, set one up now. The same goes for Instagram. Or, transition to an Instagram business page. These take a few minutes to set up and are essential to tracking your reach and engagement, which is what a potential sponsor would be interested in.

Not sure what to post? Learn how to take better photos! Or, follow these social media best practices to better connect with that potential corporate partner. Begin to curate content that might be of interest to them.

Taking good photos and creating fun graphics does not have to be hard work. Tools like Canva can help!

5. Develop a corporate sponsorship proposal, media kit, and/or a website

By developing an online presence beyond social, you can let potential corporate sponsors learn more about you and your mission. In addition, they’ll know that you’re serious and not just looking for freebies. You can use a tool like Squarespace to easily create a beautiful website in a few days! Read more about how you do not need a complicated WordPress site to get your message out there.

Second, if you do not have a simple press kit, media kit, or slide deck to email or share in person, create one! What should you include?

Your mission, vision, and values
Goals and how you will reach them
Accolades (awards, results, achievements)
Social presence
Number of email subscribers
Current sponsors/partners
Project specifics, timeline, and budget
Oh, and photos!

Be clear about who you or your non-profit organization is and the impact supporting you will have on a broader scale. Outline your action plan and ways in which your potential sponsor will benefit from the partnership. In addition, you can create a separate sponsorship proposal that provides all the specifics. Read more about how we’ve helped other non-profits and athletes!

However, if content writing, web development, and graphic design are not things you want to spend your time on, here are tips on how to hire someone to help and what you can expect to pay.

6. Make the Connection

If you or your non-profit is looking for something more than just free gear, you will need to do more than simply apply for their brand ambassador or corporate sponsorship program.

Already have a connection with the brand? Then this next part is easy. If not, do some research! Here are steps to take when making that first connection:

Say hello but keep it simple. Share what you have in common.
Attach or link to your media kit, press kit, or sponsorship proposal
Ask if you can have 15 minutes of their time to chat.
Find out when their next fun event is and be there.
Get a meeting on the calendar at the next big industry trade show. Then, at big events like Sea Otter or Outdoor Retailer, you’re not just wandering the aisles.

Build relationships. Keep in mind, this is about building a long-term relationship between you and a brand. Not about short-term cash and free product. It’s easier to keep a corporate sponsorship you already have for another season than to find a brand new one.

We love working with athletes to help them secure corporate partners. No longer is there a need to win races. Just being a good human and producing great content can go a long way.

7. Follow-up

A potential corporate sponsor agreed to your call or meeting. Now it’s up to you to be prepared and follow up. Send the proposal, share your media kit and be on time for the meeting.

Having a Customer Relationship Management (CRM) system in place can help you track who you’ve spoken with, where you’re at in the relationship, and what the next steps are. Need help finding a CRM that will work best for your needs and your budget? Give us a shout and we’ll help you get organized!

8. Always be closing

After all this work, at some point, you need to make the ask. Move your project forward by asking for what you need, and then shut up. Seriously. The negative self-talk after you’ve made your ask, or the “and if you can’t do $5,000 then maybe you can just do $500, or a case of Clif Bars for our next event…” Just stop.

Be confident in yourself, your mission, or the mission of your non-profit, and what you can accomplish with the support of a great corporate partner. Structure a deal that adds value to both your mission and the goals of the brand. Get it in writing whenever possible.

Capture fun images that showcase your sponsor’s products and make people smile.

9. Surprise and Delight

Congratulations on making the ask and securing a corporate sponsor! Remember, this is a long-term relationship, so check in with them on a regular basis.

Surprise and delight your sponsors with one of these:

thank you note with a photo
tag ’em in your Insta story
monthly e-newsletter where you share project updates
create monthly content for them to use- photos, videos, copy. Learn how to take better photos and videos!
set up a meet n’ greet so they can get to know you and your team
host a happy hour to show off their products

10. Meet those Sponsorship Requirements

Ensure you are meeting the terms of your agreement with each sponsor. Send in reports on time and early. Provide content each month instead of waiting until the end of the year. And, help them impress their bosses by going that extra mile. Make it easy for them to say yes next year!

Need more ideas on how to find corporate sponsors? Check out our Facebook or LinkedIn posts. Read more of our blogs about brand ambassadors and sponsorship. Or sign up for our newsletter below.

Until next time,

Meredith McConvill

The post 10 Tips to Secure Corporate Sponsorship for Non-Profits and Athletes appeared first on Top Rope Media.

Why Start a Brand Ambassador Program for Your Brand

Meredith — Tue, 20 Nov 2018 04:00:00 +0000

Why Start a Brand Ambassador Program for Your Brand

Today, more outdoor companies and lifestyle brands are spending their marketing budgets on digital marketing. And, you can bet they also have some type of program for brand ambassadors, content creators, and influencers. Why start a brand ambassador program for your brand? First, let’s look at precisely what brand ambassadors or influencers do for a brand.

But before we get into it, are you are seeking brand ambassador work? Or, want to actually make money as an ambassador? Well, read our tips before you move on!

Kim Kardashian is still one of the highest-paid brand ambassadors or influencers today.

What Are Brand Ambassadors and Content Creators?

According to Wikipedia: a brand ambassador is a person who is hired by an organization or company to represent a brand in a positive light. And, by doing so, they help to increase brand awareness and sales. The brand ambassador is meant to embody the corporate identity in appearance, demeanor, values, and ethics.

In today’s world, a brand ambassador is also a content creator. Therefore, they are also doing the following for the brand they are representing:

Creating lots of photos and video content
Instagram Reels
Participating in or staging photoshoots to generate more imagery using the product or services
Attending brand events or festivals

Investing In Brand Ambassadors and Content Creators

Beautifully photographed athletes like Cristiano Ronaldo out for a morning run in his Nikes. Kim Kardashian rocking her latest Fendi bag. Or, Alex Honnold, hanging off the side of a mountain in his Black Diamond harness. When he actually wears a harness! These posts didn’t just come from a loyal brand fan. They happened because of financial transactions meant to generate brand affinity and ultimately product sales.

As an example, Cristiano Ronaldo, a lifetime Nike Brand Ambassador sits at the top of the influencer marketing pack! Cristiano makes around $400,000 for a single branded Instagram post. It is often said that Ronaldo earns more from his Instagram posts, about $47.8 million per year, than he does playing soccer!

So, what is a small to medium-sized business, in an industry with non-Nike sized marketing budgets, to do?

Cristiano Ronaldo has been a long time ambassador for Nike, making more in sponsorship and advertising than in playing soccer for Juventus!

Do I Really Need Brand Ambassadors Or Influencers?

Maybe you’re thinking your brand does not need ambassadors. Or, you don’t have the budget for an influencer program. Well, if any of the following statements apply to your business, then you should have an ambassador program in place. In addition, and more importantly, someone to manage that program for you.

Generate more content: I am always searching for more, good, authentic content- images, videos, thoughtful writing
Be seen as an expert in my niche: I want to share stories people are interested in.
Brand recognition: I want to embed my brand into a sport or subculture. Like boardsports- surfing, skating, wakeboarding, or snowboarding.
I need more sales! Yes, definitely more sales, please!

These climbers not only kick ass, they’re also helping their favorite brands, like Petzl, 5.10, Sterling Rope, Mammut and Mesa Rim Climbing and Fitness create brand awareness.

Can I Afford a Brand Ambassador, Content Creator, or Influencer?

One of the biggest mental hurdles to get over when launching an ambassador program is the perceived cost. We are definitely familiar with celebrity brand ambassadors, like Tiger Woods for Nike.

Now then, you may think, “wait a second, I don’t have the budget for a Tiger Woods. Nor a Ronaldo!” Therefore, enter the concept of micro-influencers. Someone with less than 25K followers, but still has a great influence on their network or community.

Although it may seem out of reach, there are hundreds of people in your niche who are excellent micro-influencers. In addition, they would be stoked to work with you. And, at a price that fits your budget!

Finding the right brand ambassadors and influencers are crucial and at Top Rope Media. And we support clients on both sides. We help clients find the right brand ambassadors and often build out a program to help clients manage them. On the flip side, we help athletes find the right brands to connect with.

Feeling stuck with your program or not sure where to begin? Check out more of our projects, or drop us an email and let’s chat!

Hanging with a few of TASCO MTB’s brand ambassadors at the Sedona MTB Festival.

How Do I Get My Ambassadors To Send Me Those ‘InstaGood’ Photos?

Good ambassadors and content creators generate a TON of great content for your brand. And, this helps your brand with more than just sales.

For example, the photo above was taken with a few brand ambassadors I worked with at TASCO MTB. It is not of team riders who podiumed or finished first in their race. And, it was not a professional photo. But, it might make you wonder who is TASCO MTB and how do I get to be a part of this crew!

Not all photos need to have that polished look. In addition, capturing the behind-the-scenes action is sometimes more effective in sharing your brand’s story.

If you happen to be a bit more curious about this image above, it was taken at Sedona Mountain Bike Festival. Besides posting pics and videos of riders tackling trails like the White Line, we hung out in the TASCO tent and bonded over our shared love of the outdoors. And food. And beer!

Gathering your ambassadors together is also a fun way to help you with event activations. Want to learn even more? Read about my work with TASCO, or why you should be at these events and festivals with us!

BLNDN Haircare brand ambassador posted often on Facebook and Instagram- and not just with products. One of the highest-performing posts was one about how to create a messy bun!

My Brand Doesn’t Resonate With Athletes, Now What?

Have no fear, there are brand ambassadors and influencers out there that can help. Here are some other ways we use brand ambassadors that are not athletes to generate great content:

Sharing beauty products or lifestyle images
Submitting an event write-up for a blog post
Writing testimonials or reviews
Creating how-to videos

All this content helps us reach our goal to drive more traffic to your website. Think about it. When you are searching for a new bike, a better sunscreen, or you need someone to fix the giant gusher you just created in your front yard by digging into the main water valve (so sorry neighbors)! Well, if I just saw a friend’s recommendation on Facebook for a local plumber, I’m calling him first. And fast!

What Are The Risks of Working with Ambassadors?

There are pitfalls to ambassador and influencer programs. Without clear expectations on both sides, ambassadors can slide into expectations of free products and discounts, with no need to give back to the brand.

So, if you are not communicating well with your ambassadors, you run the risk of those influencers actually hurting the brand. It’s one of the reasons we recommend having a contract in place. Even for the smallest ambassador programs.

Displaying brand logos on apparel and using a brand’s gear- saddle, shoes, water bottles and socks are all classic ways for cyclists to showcase their sponsors and be a good ambassador.

Reporting And Data Tracking

Tracking is also a key but often overlooked aspect of these efforts. No matter if you’re a privately funded mountain bike apparel brand. Or, a sole proprietor making the most kick-ass piece of climbing gear on the market. You still need to know what kind of benefit your ambassadors are generating for you. While branding and reach are a little bit harder to track, sales generated by the ambassador are easier.

Whatever you do, set up the kind of systems that are going to allow you to track and improve your program over time. As an example, ‘Skills with Phil’ may have thousands of YouTube subscribers, but if he’s not generating sales and good awareness for your brand, his value is limited. Thankfully, as a TASCO MTB athlete, Phil was able to help us push products out to his viewers. And, we saw an increase in sales each time he helps us with a product launch!

Knowing this information will allow you to create quality relationships with your influencers and ambassadors. In addition, it allows you to focus on individuals who are creating the most value for your business.

Janel Holcomb, WD-40 and Mavic brand ambassador hanging at the Sea Otter Classic with WD-40 Bike and some badass mountain biking pros.

Final Thoughts on Brand Ambassadors

We’ve seen a ton of success on both sides of this equation. Launching ambassador programs for our clients, and helping athletes find the right brands to align with. Remember, brand ambassadors will generate sales, content, reach, and brand awareness when managed correctly.

This makes them an affordable marketing and sales tool. And, over time, you will see the impact of your investment in them. Need more help?

Resources:

To learn more about what we at Top Rope Media do on the regular, follow our adventures on Instagram, Facebook, or Twitter.

Until next time,

– Meredith McConvill

The post Why Start a Brand Ambassador Program for Your Brand appeared first on Top Rope Media.