{"id":4100,"date":"2019-03-13T18:20:21","date_gmt":"2019-03-13T17:20:21","guid":{"rendered":"http:\/\/edu.xestioncultural.com\/?p=4100"},"modified":"2019-04-02T18:36:22","modified_gmt":"2019-04-02T16:36:22","slug":"patrocinio-e-mecenado-culturais-con-sonia-diaz","status":"publish","type":"post","link":"https:\/\/edu.xestioncultural.com\/es\/2019\/03\/patrocinio-e-mecenado-culturais-con-sonia-diaz\/","title":{"rendered":"Patrocinio e mecenado culturais. Con Sonia D\u00edaz"},"content":{"rendered":"<p>Por <strong>In\u00e9s Vieites<\/strong><\/p>\n<p>Na sesi\u00f3n de hoxe <a href=\"http:\/\/edu.xestioncultural.com\/es\/equipo-docente\/#toggle-id-6\" target=\"_blank\">Sonia D\u00edaz<\/a> ensinounos c\u00f3mo realizar un dossier de patrocinio. Formada en periodismo, comunicaci\u00f3n audiovisual\u00a0 e xesti\u00f3n cultural, con experiencia na promoci\u00f3n internacional da cultura galega, estratexias de comunicaci\u00f3n, mercados e feiras, asesor\u00eda estrat\u00e9xica, guionista audiovisual e responsable de contidos de proxectos literarios, fotogr\u00e1ficos ou expositivos, Sonia titorizar\u00e1 o noso plan de financiamento cos diferentes grupos de traballo.<\/p>\n<p>A sesi\u00f3n dividiuse en d\u00faas fases:<\/p>\n<ul>\n<li>conceptos b\u00e1sicos e experiencia<\/li>\n<li>dossier de patrocinio<\/li>\n<\/ul>\n<p><strong>\u00a0<\/strong><\/p>\n<p><strong>Conceptos b\u00e1sicos<\/strong><\/p>\n<p>Repasamos<strong> ferramentas de<em> marketing<\/em><\/strong> que xa nos soaban de sesi\u00f3sn anteriores, como <em>\u00e1rketing Mix <\/em>e as s\u00faas posteriores evoluci\u00f3ns.<\/p>\n<p>Falamos de <strong>comunicaci\u00f3n e patrocinio<\/strong>, repasando outras ferramentas de comunicaci\u00f3n e facendo distinci\u00f3n no nivel de retorno: <em>fundraising<\/em>, patrocinio, mecenado, RSC ou RSE e filantrop\u00eda.<\/p>\n<p>&nbsp;<\/p>\n<p><em>\u201c\u00c9 dif\u00edcil recibir algo tanxible cando ofreces algo intanxible\u201d<a href=\"http:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/04\/13-03-2019-Sonia-2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-medium wp-image-4102\" src=\"http:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/04\/13-03-2019-Sonia-2-225x300.jpg\" alt=\"\" width=\"225\" height=\"300\" srcset=\"https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/04\/13-03-2019-Sonia-2-225x300.jpg 225w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/04\/13-03-2019-Sonia-2-768x1024.jpg 768w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/04\/13-03-2019-Sonia-2-773x1030.jpg 773w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/04\/13-03-2019-Sonia-2-1125x1500.jpg 1125w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/04\/13-03-2019-Sonia-2-529x705.jpg 529w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/04\/13-03-2019-Sonia-2-450x600.jpg 450w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/04\/13-03-2019-Sonia-2.jpg 1200w\" sizes=\"auto, (max-width: 225px) 100vw, 225px\" \/><\/a><\/em><\/p>\n<p>Actualmente as empresas buscan dar unha imaxe de compromiso social e cultural, buscan permanecer nas memorias dos seus p\u00fablicos. Tam\u00e9n foi mudando o que a marca busca mediante o patrocinio: antes demandaba un logo de un tama\u00f1o e nun lugar concreto e, cada vez m\u00e1is, estamos a falar de constru\u00edr conxuntamente, facer actividades propias cun relato coherente.<\/p>\n<p>Seguimos coa definici\u00f3n de <strong>conceptos b\u00e1sicos claves<\/strong>: valores, p\u00fablicos, visibilidade, custe e ROI (cuantificaci\u00f3n de retorno ou rendibilidade).<\/p>\n<p>\u00c9 importante que realicemos un esquema de <strong>valores <\/strong>das nosas propostas, para que t\u00f3dolos esforzos remen na mesma direcci\u00f3n \u00e1 hora de preparar a nosa proposta de patrocinio. Sobre todo para buscar empresas que sexan coherentes co noso proxecto. Debemos de atopar un valor definido para atraer a un p\u00fablico concreto e non mudar os valores do proxecto por conseguir financiamento, perdendo a nosa esencia.<\/p>\n<p>Sonia prop\u00faxonos unha estrutura de valores para encaixar as ideas que temos do noso proxecto, a modo de<em> brainstorming<\/em>:<\/p>\n<ul>\n<li>Misi\u00f3n (curto plazo), visi\u00f3n (longo plazo) e valores<\/li>\n<li>Definici\u00f3n b\u00e1sica: unha frase que explique o proxecto con linguaxe popular<\/li>\n<li>Beneficio clave: o valor diferencial, aquelo que nos destaca e o que m\u00e1is aporta ao p\u00fablico ao que nos diriximos<\/li>\n<li>Atributos descriptivos<\/li>\n<li>Beneficios funcionais<\/li>\n<li>Beneficios emocionais<\/li>\n<li>Beneficios proxectivos<\/li>\n<li>Beneficios persoais<\/li>\n<li>Esencia de marca: s\u00f3 os valores importantesIdentidade estendida: t\u00f3dolos valores que foron aparecendo nos apartados anteriores, ordenados por orde de importancia<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><a href=\"http:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/04\/13-03-2019-Sonia-3.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-medium wp-image-4103\" src=\"http:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/04\/13-03-2019-Sonia-3-225x300.jpg\" alt=\"\" width=\"225\" height=\"300\" srcset=\"https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/04\/13-03-2019-Sonia-3-225x300.jpg 225w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/04\/13-03-2019-Sonia-3-768x1024.jpg 768w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/04\/13-03-2019-Sonia-3-773x1030.jpg 773w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/04\/13-03-2019-Sonia-3-1125x1500.jpg 1125w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/04\/13-03-2019-Sonia-3-529x705.jpg 529w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/04\/13-03-2019-Sonia-3-450x600.jpg 450w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/04\/13-03-2019-Sonia-3.jpg 1200w\" sizes=\"auto, (max-width: 225px) 100vw, 225px\" \/><\/a>\u00c9 aqui onde nos adentramos nos<strong> p\u00fablicos. <\/strong>Non nos referimos s\u00f3 aos p\u00fablicos que participar\u00e1n das nosas actividades, sen\u00f3n a entidades que tam\u00e9n poidan estar involucradas (concellos, empresas privadas que nos poidan patrocinar\u2026. etc). Canto m\u00e1is co\u00f1ezamos os p\u00fablicos, m\u00e1is posibilidades teremos de conectar con eles e conseguir financiamento.<\/p>\n<p>Para isto prop\u00faxonos unha actividade: definir aos nosos p\u00fablicos (xeograficamente, socialmente, econ\u00f3micamente, culturalmente, idade, lingua e gustos) e co\u00f1ecer a proximidade que te\u00f1en con n\u00f3s. Son importantes tam\u00e9n as referencias que te\u00f1amos, \u00e9 dicir, se temos unha reuni\u00f3n cunha persoa determinada \u00e9 tan importante co\u00f1ecer \u00e1 persoa como \u00e1 entidade a que representa.<\/p>\n<p>En canto a <strong><em>visibilidade<\/em><\/strong> \u00e9 importante o grao, ordenado de menor a maior: publicidade compartida, roldas de prensa, comunicaci\u00f3n mediada e presenza no evento. Temos que ter presente a achega que nos fai o patrocinador e a presenza que lle outorguemos no noso evento de forma equilibrada, aceptando as condici\u00f3ns que poidamos garantir.<\/p>\n<p>Debemos controlar as propostas dos nosos eventos (<strong>custe<\/strong>), sistematizando as marcas e responsabilizando a algu\u00e9n para que cada marca ocupe o lugar pactado segundo o seu grao de implicaci\u00f3n; as\u00ed como o tempo que empregamos (ROI, o beneficio\/invertido)<\/p>\n<p>&nbsp;<\/p>\n<p>\u201c<em>O maior risco \u00e9 que a relaci\u00f3n non estea ben definida e que cada quen marche da reuni\u00f3n pensando que vai a recibir algo que nunca chegar\u00e1\u201d<\/em><\/p>\n<p>Ao non ser algo definido por contrato, debemos de asegurarnos de deixalo todo ben definido e cuantificado. As\u00ed como darlle importancia as memorias ao finalizalo compromiso, para poder seguir contando co <em>sponsor<\/em>.<\/p>\n<p><em>\u201cA met\u00e1fora \u00e9 moi dif\u00edcil de cuantificar\u201d<\/em><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Dossier de patrocinio<\/strong><\/p>\n<p>Unha vez definidos os conceptos b\u00e1sicos po\u00f1\u00e9monos co <strong>dossier de patrocinio<\/strong>, cunha proposta de estrutura: que \u00e9 o proxecto? equipo, p\u00fablicos, como o facemos?, obxectivos, oferta e demanda, coidando o envoltorio e o contacto. Xunto con este dossier de patrocinio facilitaremos a carta de presentaci\u00f3n, dirixida a unha persoa en concreto, relacionando os valores do noso proxecto cos da entidade, expo\u00f1endo a nosa proposta, solicitando a xuntanza e ofrecendo o noso contacto. Non nos recomenda enviar a carta e o dossier xunto, as\u00ed como dependendo do destinatario ou as caracter\u00edsticas do proxecto, substituir o dossier por algo m\u00e1is creativo\u2026, sempre confirmando os pasos dados por correo electr\u00f3nico.<\/p>\n<p>En resumo: INFORMAR, CONVENCER E EMOCIONAR.<\/p>\n<p>Grazas Sonia!<\/p>","protected":false},"excerpt":{"rendered":"<p>Por In\u00e9s Vieites Na sesi\u00f3n de hoxe Sonia D\u00edaz ensinounos c\u00f3mo realizar un dossier de patrocinio. Formada en periodismo, comunicaci\u00f3n audiovisual\u00a0 e xesti\u00f3n cultural, con experiencia na promoci\u00f3n internacional da cultura galega, estratexias de comunicaci\u00f3n, mercados e feiras, asesor\u00eda estrat\u00e9xica, guionista audiovisual e responsable de contidos de proxectos literarios, fotogr\u00e1ficos ou expositivos, Sonia titorizar\u00e1 o [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":4101,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_total_topic_count_hidden":0,"_bbp_total_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"footnotes":""},"categories":[13],"tags":[],"class_list":["post-4100","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-5a-edicion-2018-19"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Patrocinio e mecenado culturais. Con Sonia D\u00edaz - USC Xesti\u00f3n Cultural<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/edu.xestioncultural.com\/es\/2019\/03\/patrocinio-e-mecenado-culturais-con-sonia-diaz\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Patrocinio e mecenado culturais. Con Sonia D\u00edaz - USC Xesti\u00f3n Cultural\" \/>\n<meta property=\"og:description\" content=\"Por In\u00e9s Vieites Na sesi\u00f3n de hoxe Sonia D\u00edaz ensinounos c\u00f3mo realizar un dossier de patrocinio. Formada en periodismo, comunicaci\u00f3n audiovisual\u00a0 e xesti\u00f3n cultural, con experiencia na promoci\u00f3n internacional da cultura galega, estratexias de comunicaci\u00f3n, mercados e feiras, asesor\u00eda estrat\u00e9xica, guionista audiovisual e responsable de contidos de proxectos literarios, fotogr\u00e1ficos ou expositivos, Sonia titorizar\u00e1 o [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/edu.xestioncultural.com\/es\/2019\/03\/patrocinio-e-mecenado-culturais-con-sonia-diaz\/\" \/>\n<meta property=\"og:site_name\" content=\"USC Xesti\u00f3n Cultural\" \/>\n<meta property=\"article:published_time\" content=\"2019-03-13T17:20:21+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-04-02T16:36:22+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/04\/13-03-2019-Sonia-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"1200\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"bencuriosa\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"bencuriosa\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/edu.xestioncultural.com\/2019\/03\/patrocinio-e-mecenado-culturais-con-sonia-diaz\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/edu.xestioncultural.com\/2019\/03\/patrocinio-e-mecenado-culturais-con-sonia-diaz\/\"},\"author\":{\"name\":\"bencuriosa\",\"@id\":\"https:\/\/edu.xestioncultural.com\/#\/schema\/person\/46768c887e9d5f3560545d3cb1776847\"},\"headline\":\"Patrocinio e mecenado culturais. 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