{"id":609,"date":"2015-01-16T20:46:34","date_gmt":"2015-01-16T19:46:34","guid":{"rendered":"http:\/\/edu.xestioncultural.com\/?p=609"},"modified":"2015-04-12T16:55:40","modified_gmt":"2015-04-12T14:55:40","slug":"patrocinio-cultural","status":"publish","type":"post","link":"https:\/\/edu.xestioncultural.com\/es\/2015\/01\/patrocinio-cultural\/","title":{"rendered":"Beatriz Font\u00e1n, patrocinio cultural"},"content":{"rendered":"<p>Na aula do venres 16 de xaneiro, contamos de novo con <a href=\"http:\/\/es.linkedin.com\/in\/beatrizfontan\" target=\"_blank\"><strong>Beatriz Font\u00e1n<\/strong><\/a>, que nesta ocasi\u00f3n tratou sobre as oportunidades de patrocinio na contorna cultural.<\/p>\n<p>Beatriz comezou pedindo ao alumnado que compartiran as s\u00faas experiencias previas de traballo con patrocinios de proxectos. A partir deste primeiro contraste, a sesi\u00f3n continuou cunha <strong>introduci\u00f3n terminol\u00f3xica<\/strong> que nos permitiu distinguir conceptos como Patrocinio, Mecenado, Responsabilidade pu\u0301blica, Responsabilidade social empresarial (RSE), Accio\u0301n social ou Filantropi\u0301a.<\/p>\n<p>La <strong>proposta de captacio\u0301n de fondos<\/strong> e\u0301 un documento detallado no que propo\u00f1emos a un patrocinador que se involucre na nosa causa achegando unha parte. A proposta debe ser ante todo persuasiva e capaz de convencer ao patrocinador. Require en primeiro lugar dunha ana\u0301lise do emisor, o receptor a quen se dirixe, o contido\/mensaxe, a canle e a contorna.<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"http:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/07\/beatriz-fontan.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-217 alignleft\" src=\"http:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/07\/beatriz-fontan-300x300.jpg\" alt=\"beatriz-fontan\" width=\"300\" height=\"300\" srcset=\"https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/07\/beatriz-fontan-300x300.jpg 300w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/07\/beatriz-fontan-80x80.jpg 80w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/07\/beatriz-fontan-36x36.jpg 36w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/07\/beatriz-fontan-180x180.jpg 180w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/07\/beatriz-fontan-120x120.jpg 120w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2014\/07\/beatriz-fontan.jpg 320w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a>Foi unha aula eminentemente pr\u00e1ctica, onde a partir dun <strong>gui\u00f3n de partida para constru\u00edr un plan de patrocinio<\/strong> repas\u00e1ronse numerosos detalles a ter en conta no seu dese\u00f1o e execuci\u00f3n, ilustrados con an\u00e9cdotas da extensa experiencia de Beatriz.<\/p>\n<p>Para ela, unha relaci\u00f3n ideal de patrocinio bas\u00e9ase en <strong>crear unha relaci\u00f3n de confianza e beneficio mutuo<\/strong> con perspectiva de futuro, non como algo puntual. Sinalou as\u00ed mesmo, tres detalles a ter en conta:<\/p>\n<ul>\n<li>A entrada de financiamento privado non debe supor para a organizacio\u0301n perda de autonomi\u0301a ou limitacio\u0301n do seu poder.<\/li>\n<li>A proposta constru\u0301ense entre as du\u0301as partes a partir do ana\u0301lise conceptual (VALORES), de consumo (PU\u0301BLICO OBXECTIVO) e operativo (ESTRATEXIAS)<\/li>\n<li>Os fondos solici\u0301tanse, non se roga por eles.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Un dos momentos m\u00e1is interesantes foi a an\u00e1lise de <strong>7 motivacio\u0301ns dunha entidade para patrocinar<\/strong>:<\/p>\n<ol>\n<li>Porque xera unha serie de retornos, b\u00e1sicamente en termos de imaxe corporativa e de marca, de contribucio\u0301n a\u0301 construcio\u0301n da reputacio\u0301n empresarial, o que contribu\u0301e en u\u0301ltima instancia a\u0301 obtencio\u0301n dun beneficio econo\u0301mico.<\/li>\n<li>Supo\u0301n unha avantaxe competitiva fronte a\u0301 competencia, que opta por medios de promocio\u0301n ma\u0301is convencionais e con menos compromiso social.<\/li>\n<li>Permite un aumento do valor da marca. Recon\u0303ecemento.<\/li>\n<li>Resulta ma\u0301is econo\u0301mico que unha campan\u0303a de comunicacio\u0301n en medios ma\u0301is masificados onde e\u0301 ma\u0301is fa\u0301cil pasar desapercibidos.<\/li>\n<li>Produce unha asociacio\u0301n natural da marca a proxectos avalados por entidades oficiais.<\/li>\n<li>Coincidencia Territorial. Proximidade aos clientes potenciais da marca.<\/li>\n<li>Aposta pola Responsabilidade Social Corporativa apoiando unha actividade profesional deportiva\/ cultural.<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p>Continuamos coas <strong>principais dificultades<\/strong> que soemos atopar no cami\u00f1o e co\u00f1ecemos tam\u00e9n aspectos pr\u00e1cticos sobre <strong>materiais promocionais<\/strong> e consellos para afrontar as <strong>reuni\u00f3ns<\/strong>.<\/p>\n<p>Outro aspecto esencial, que soe estar descoidado, \u00e9 a <strong>avaliaci\u00f3n continua<\/strong> da relaci\u00f3n de patrocinio. Para mostrar a efectividade dun programa de relacio\u0301ns pu\u0301blicas e comunicacio\u0301n e\u0301 de vital importancia medir os resultados e avaliar a calidade das relacio\u0301ns establecidas. Actualmente contamos con numerosos me\u0301todos de investigacio\u0301n avaliativa tanto a nivel cualitativo como cuantitativo. Por citar algu\u0301ns exemplos:<\/p>\n<div class=\"page\" title=\"Page 37\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<ul>\n<li>A medicio\u0301n do impacto nos medios de comunicacio\u0301n.<\/li>\n<li>A creacio\u0301n de confianza.<\/li>\n<li>O control mutuo.<\/li>\n<li>O retorno do investimento (ROI)<\/li>\n<li>A ana\u0301lise custo\u2010beneficio.<\/li>\n<li>O grao de satisfaccio\u0301n.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div class=\"layoutArea\"><\/div>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Na aula do venres 16 de xaneiro, contamos de novo con Beatriz Font\u00e1n, que nesta ocasi\u00f3n tratou sobre as oportunidades de patrocinio na contorna cultural. Beatriz comezou pedindo ao alumnado que compartiran as s\u00faas experiencias previas de traballo con patrocinios de proxectos. A partir deste primeiro contraste, a sesi\u00f3n continuou cunha introduci\u00f3n terminol\u00f3xica que nos [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":620,"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_forum_subforum_count":0,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-609","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-curso-experto-universitario-xestion-cultural-usc-2014-15"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Beatriz Font\u00e1n, patrocinio cultural - 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\/2015\/01\/patrocinio-cultural\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Beatriz Font\u00e1n, patrocinio cultural - USC Xesti\u00f3n Cultural\" \/>\n<meta property=\"og:description\" content=\"Na aula do venres 16 de xaneiro, contamos de novo con Beatriz Font\u00e1n, que nesta ocasi\u00f3n tratou sobre as oportunidades de patrocinio na contorna cultural. 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