In The Paddock - Develop Your Racing Proposal
Putting It All Together - Make It Pretty, or Else! Now, I've taken a great leap of faith that you've written your basic racing proposal content in a word processing program and didn't type it out on a typewriter. Assuming it's stored on your computer, let's talk about some final adjustments you may want to make to the text (i.e. content). First, you'll want one version of your proposal generic. This is one you could hand over on the spur of the moment to pretty much any business out there within your target market. Tweaking Your Proposal Next, once you've got your generic proposal up and running, you can create customized versions for individual companies that you are specifically targeting and have made contact with. You don't have to do this, but a customized proposal shows the potential sponsor that you've gone the extra mile to take their specific companies needs into consideration as part of your racing program presentation. So how do you do this without spending 10 million hours in the process? With the sophistication of today's word processors, a lot of it is easy. For example, replace all your generic references to a business or company with the potential sponsor's actual company name using the Find and Replace function. If you can get the company's logo, put that in your customized version. If you're good with graphics or can get someone to do this, superimpose the potential sponsor's logo on pictures of your race car and transporter. Then they can really get a feel for how their logo will be presented to the public through your racing program. Develop a customized cover page unique to that company so that they see right away that you are already thinking of them before they've even opened the proposal. Finally, (and probably most importantly) tailor the Benefits section to match their company. For example, a business that sells primarily to other businesses may find more value in hospitality functions and show car appearances to entertain business clients than some of the marketing to consumer benefits in the generic proposal. Also, you'll really make a great impression if you brainstorm some unique marketing ideas specific to their company. Here's a few examples to illustrate:
Once again the goal here is to get your proposal noticed and set you apart from the competition, and as always show you have placed the needs of the sponsor first and foremost. Graphics and Page Layout Have you ever cooked a "high-end" TV dinner (like Stouffers maybe) and then taken it out of the cardboard container and placed it on a nice dinner plate? With some of the fancy frozen dinners available nowadays, if you serve that to someone unsuspecting, they might think you had spent hours slaving in the kitchen to prepare that meal. So, what's the point here? PRESENTATION IS EVERYTHING! When it comes to your racing proposal, you don't want to have developed some awesome content and then blow it on a cheesy-looking graphical design and layout. Your first option, of course, is to have a professional complete these final steps in developing your racing proposal. If you doubt your abilities to design it, don't have graphics-talented friend who would do it for you, or just don't have the time, it is probably well worth the several hundred dollars it costs for a pro to complete the sponsorship proposal package. Also, if you are looking at sponsorship dollars in the tens of thousands or more, I would definitely recommend professional design services. And specifically someone that is already involved in motorsports marketing proposal development. So if you've decided to tackle this area yourself, there are a number of ways to produce a professional looking proposal without requiring incredible talent. Again, today's word processors can help you produce some very sharp looking documents with minimal effort. First, start with the built-in templates and style guides to set up your basic layout. Go find some proposal examples to get some ideas of the kind of look you want or just look at any high end brochures produced by large companies. Don't forget to use the team colors you picked out back in the Team Image section. Design your own team logo if you're so inclined or have one done for you. There's tons of online logo design companies or go to a local graphic design business. If you do some shopping, you should be able to get it done for under $100 bucks. One thing to keep in mind is a simple design with fewer colors will cost less than one with numerous different colors when being reproduced down the road for T-shirts, uniforms, car logos, etc...
Lastly, once you have all the content, graphic design and layout complete, it's time to print the proposal out. Stop! If you haven't had some one proofread it yet, get that done. Even with spell and grammar check, mistakes can be made. The most common is when you spell the word correctly, but it is out of context with the sentence. Have someone besides you go through every page with a fine tooth comb. Another option that surely can't hurt would be to let a professional proposal development firm review your entire package. It will cost you some, but may be the best insurance for producing your own top-notch racing proposal. OK. Let's print out your proposal. If you have a high-quality inkjet or laser printer, they can print out very respectable-looking documents. Most office supply stores have presentation or brochure paper. Get the proposal bound at someplace like Kinko's. They have a number of binder options that will produce a great looking complete package. A 1/2" white view binder from an office supply store works well also, especially if you place a nice cover page in the front. Of course, if you have the resources you can have all the printing and binding done at a local print shop. And while you're there, hit them up for sponsorship! Let's Wrap It Up That pretty much wraps up developing your racing proposal. Next, we'll be heading into determining what companies to target and how to network and prospect. Once you're ready to start contenting and sending proposals, don't forget to come back to the section on customizing your proposal for a specific business. A customized approach will by far give you the best chance of success at landing that next big sponsor.  
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