Introduction/executive summary

  • Brief; one or two pages
  • Summarizes key deliverables
  • Includes short interpretation of data and recommendations

Participation/attendee information

  • Attendance figures
  • Demographics
  • Results from audience research

On-site exposure

  • Photos (signage, display areas, etc.)
  • Number of people who received samples, etc.
  • Compare quantities/location/position delivered versus what was promised

Off-site exposure

  • Document collateral materials, online visibility, etc.
  • Compare quantities delivered versus what was promised

Advertising and editorial media exposure

  • Print (copies of ads/articles in which sponsor’s name/logo appears)
  • TV (purchased or traded advertising, PSAs, news coverage, etc.)
  • Radio (audited report documenting ads/mentions, rate card values, etc.)

Property-trackable promotional results

  • Report number of people responding to sponsor campaigns (discount ticket offers, merchandise offers, donations, etc.)

Additional outcomes

  • Charitable donations
  • Employee engagement (ticket purchases, volunteer activities, etc.)
  • Economic impact summary