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Recommended: The nature of sponsorship in the sports industry

Situation analysis
In 2012, Royal Mail (RM) decided to use London Olympic Games to promote its brand. As a licensee for the Games, RM used stamps and mailboxes to attract people’s attention and interest, and used the positive coverage to gain public’s sympathy and acceptance.
Objectives
There are three objectives and they are evaluated based on SMART framework.
1) Gain a greater share of voice in the media than any other UK sponsor, or the sector-specific sponsor UPS
 There is no specific share of voice, but it has the particular comparison object – UPS.
 Because the stamps and mailboxes are updated with gold medals synchronously, it is realistic to gain a deal of coverage. However, we cannot control the media coverage of other sponsors, so it is better to make a specific expected media coverage of its own, rather than compare with others.
2) Help drive sales of RM's Gold Medal stamps
 There is no specific sales forecast. How many stamps do they expect to sell? Or how many sales do they expect to increase?
 This objective is achievable, because the stamps are memorable and cheap, and the post offices are widespread.
 Time is limited (within 24 hours of victory).
3) Ensure that the 2012 Paralympics received parity of esteem through promotion of our Paralympics Gold Medal programme
 Compared with media coverage and sales, this objective is differentiated. This is a moral question and it is difficult to make a single standard to measure (there is a negative report about this and it will be talked later). Therefore, this objective is not specific and manageable.
 This objective is achievable and realistic. However, RM lacks a specific plan (e.g. issues the same quantity of stamps for Paralympics winners as Olympics winner...

... middle of paper ...

... and sales. However, since the objectives lacked specific number (sales target), these objectives cannot be effectively evaluated.
Conclusion
Overall, this campaign was creative and successful. It used 3Es and mixed media to reach the targets. It was a two-way communication and attracted enough attention of media and public, and promoted the reputation of RM. However, it is a pity that the objectives were not specific enough and there were no proper measures to show the equal esteem to Paralympics.
There are three things could be improved. First, perfect the objectives with specific numbers. Second, RM can state clearly that it will not issue individual stamps for Paralympics winners and give a reasonable explanation before the campaign. Finally, RM can send a stamp to the champion for free, and encourage them to take a photo with it and upload to the website.

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