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NEW IN 2013


  • Sydney: 28 May. Venue: Cliftons Sydney, Level 13, 60 Margaret Street.
  • Brisbane: 24 July. Venue: Cliftons Brisbane, 288 Edward Street.
  • Melbourne: 14 August. Venue: Cliftons Melbourne, Level 1, 440 Collins Street.   

Online registration – click date link above | PDF registration


This one-day intensive workshop introduces participants to the concept of using integrated marketing communications, including sponsorship, to successfully market consumer and business events. Learning outcomes include techniques for identifying and attracting sponsors, pitching to them and engaging them in the IMC process. On completion of this workshop participants will also understand how to leverage communication tools such as advertising, marketing, public relations and digital resources to improve the short-term financial objectives together with longer-term brand building.

The strength of this workshop is the way in which the facilitator will ‘lift the lid’ on tried and true techniques and will help to relate these to your own situation through a high level of participation and interaction throughout the day.

Event marketers usually need to address revenue streams by including sponsorship. This workshop explains the concepts of IMC for event marketers with the addition of sponsorship as a communication tool. The different types of sponsorship are explained and participants will understand what drives leading brand owners to invest promotion dollars into sponsorship and commercial partnerships. ROI on sponsorship arrangements is considered critical to success.

Participants will understand how to identify appropriate sponsors for consumer and business events. They will learn how to develop a sponsorship proposal and how to pitch this successfully and negotiate a mutually beneficial agreement. An indication of necessary documentation is provided. Publicity is the glue that binds an event and its sponsor and this workshop examines how this glue can be made really sticky and how event marketers can leverage their publicity activities to maximise the benefits.

Finally, the workshop re-appraises the role of sponsorship as part of the integrated marketing communications mix and addresses the ways in which both media strategy and creative strategy can lead to synergy that materially assists in achieving objectives for both parties.

This workshop qualifies for eight hours of professional development under the Professional Maintenance Program of the AMI's Certified Practising Marketer Program.


  • The Concept of Integrated Marketing Communications (IMC) for Event Marketers
  • The Concept of Sponsorship and Commercial Partnerships
  • Sourcing and Pitching to Potential Sponsors
  • Using Direct Marketing and Digital Marketing to Promote Events
  • Using Marketing Public Relations to Promote Events
  • Developing Synergy between Sponsorship and IMC to Improve the Bottom Line

More information about the workshop content can be found in the 2013 Foundation Workshops brochure (PDF, click here).


Cost (inc GST): CPM Members $560; AMI Members $590; Non-Members $790;
Interstate CPM Members $280; Interstate AMI Members $295

Online registration is available; click on the relevant date at the top of the page. Individuals can register themselves and colleagues online.

PDF registration can be used for individual or group bookings. The 2013 Foundation Workshops PDF brochure contains more detailed information about each workshop and a registration form (PDF, click here) (registration PDF only).

FAX 1300 131 468
TEL 1300 737 445
EMAIL events@ami.org.au
MAIL Foundation Workshops, Australian Marketing Institute, GPO Box 5295, Sydney NSW 2001


Foundations overview page | Business and Public Relations Writing | Effective Marketing Plans | Marketing Principles | Project Management Skills | Public Relations Strategy | Social Media Applications | Digital Marketing | Event Marketing and Sponsorship | Measuring Marketing Performance | Online Writing | Search Engine Tools | Better Briefs | Brand Story | Communicating Change | Mobile Marketing | Practical Email Marketing | Research, Insight and Action | Strategic Planning Overview

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