Marketing

Manual
2014
2015

Ateneo Celadons Official
Guide to
Corporate
Relations
Department
mARKETING cELADON 101
PROPERTY OF ATENEO CELADON CORPORATE RELATIONS DEPARTMENT [ANGELES, LUI | 2014]

CONTACT US:
Erika Danielle Angeles 0917 745 5095 erika.angeles@ateneo-celadon.org
Jesse Brian Lui 0917 554 1107 jesse.lui@obf.ateneo.edu


2
1. What is Marketing (in an organizations perspective)?
Marketing, in an organizations perspective, is to be able to get sponsors and partners to support
projects, usually in the form of cash or ex-deals.

2. What are the different forms of support we can get from our sponsors and partners?
A. Cash
Cash is needed to help fund expenses for events that need rentals, food, and materials for
decorations and activities. Excess funds, if any, can be used to fund other projects. It is the
optimal type of support since it is the most liquid
1
among all forms and the organization can be
flexible in terms of how to use it.
B. X-deals
Exchange deals, more commonly known as ex-deals, are products given by a sponsor instead
of cash. The cost of these is equivalent to the cost of the package that the sponsor chose. For
example, if the company chooses the P10,000 package, then they will give us a combination of
non-monetary products and merchandises that would cost a total of P10,000. These can be used
in many ways such as product samples, food, prizes, raffles, and giveaways.
C. Cash and X-deals
A mixture of cash and ex-deal is preferred over the complete ex-deal sponsorship for the main
reason that cash is generally preferred over ex-deals due to its liquidity and flexibility.
D. Partnerships
By implementing projects that only require agreement between the organization and the
company such as privilege cards, the former will be able to form stronger professional
relationships with, and make itself known to the latter.

3. What materials are needed?
CONCRETE
INTANGIBLE
OBJECTS
TRAITS
laptop internet
makulit
telephone e-mail
patient
mobile phone script/spiel
communication skills
marketing package corporate database
confidence

1
Can be easily used as compared to X-deals wherein encashing these will be needed in order for it to be easily spent

mARKETING cELADON 101
PROPERTY OF ATENEO CELADON CORPORATE RELATIONS DEPARTMENT [ANGELES, LUI | 2014]

CONTACT US:
Erika Danielle Angeles 0917 745 5095 erika.angeles@ateneo-celadon.org
Jesse Brian Lui 0917 554 1107 jesse.lui@obf.ateneo.edu


3
memorandum of agreement
courage
fax machine

scanner


4. What are the steps in contacting and forming deals with companies?


marketing package
corporate database
script/spiel
telephone



Use spiel to guide you on what you should say to avoid mistakes, and to sound more
professional and prepared (See Appendix 1 for the spiel). You may want to practice what you
want to say before calling your assigned/target companies.
Avoid stuttering and uhm-ing.
Know the details of the project! The person you're talking to may ask you more about the
project's details such as the participants and activities of the project, projected number of
attendees, etc.



Convert the file to PDF to avoid formatting errors and possibilities of editing (see Appendix 3 on
how to convert .doc or .docx file to .pdf)
Provide your mobile numbers so that if the company is really interested, the contact person can
easily contact you right at their fingertips!
Aside from the attached marketing letter and package, write a brief message in your e-mail
body (see Appendix 2 for the e-mail body template) so that it would be more inviting. Also, use a
more non-conventional subject for your e-mail. Avoid using "ATTN: MR./MS. ___" as your
subject. (see Appendix 2 for the e-mail subject template) Always double check if you have
attached the marketing package as it is the common error in sending emails.
Use a formal active e-mail as much as possible (i.e. the OBF Ateneo email). Avoid using anime-
inspired or e-mail addresses with "cute," "smiley," "angel," or the like.
[1] Make sure to have the following materials:

[2] Begin contacting the companies assigned to you.

[3] Send marketing packages as instructed by your contact.

mARKETING cELADON 101
PROPERTY OF ATENEO CELADON CORPORATE RELATIONS DEPARTMENT [ANGELES, LUI | 2014]

CONTACT US:
Erika Danielle Angeles 0917 745 5095 erika.angeles@ateneo-celadon.org
Jesse Brian Lui 0917 554 1107 jesse.lui@obf.ateneo.edu


4
If your contact asks you to fax the package and you don't have a fax machine at home, you can
always approach your friends who owns one or go to the Chinese Department at Leong Hall
and just tell them you're from Ateneo Celadon. Don't forget to call your contact back to confirm
receipt.



ALWAYS ask for updates on the response towards the package. This may be through phone calls
or email.
Three weeks is the maximum time to be given to your contact to think about whether to accept
the proposal or not. Five (5) working days would be the minimum especially if we're running
out of time.
If they have not yet replied after five days from sending the marketing package, you are
encourage to send them an email detailing a specific proposal on how their company can
benefit while getting optimum exposure from our organizations project.



Don't give into the company's demand right away. Consider if you, your co-managers for the
project, and the organization would benefit from the deal or not.
Tell your contact that you are going to consult the matter with your heads first.
ALWAYS inform and consult your project manager, Erika, or Jesse first.
However, should the bargain be still very benefitial for the project and organization, you can
agree right away, as to immediately seal the sponsorship deal.



push through with partnership and all grounds are finalized
edit the Memorandum of Agreement (MOA) template.
Have it checked by your project manager, Erika or Jesse first by sending your draft
through our e-mail.
Edit the MOA if necessary, then have it checked by Erika or Jesse again before sending
it to the company.
reject the proposal
thank them nicely.
Also tell them that you are looking forward to working with them (soon) on another
project.
BE NICE. We are the ones who are "asking."
[4] Follow-up one week (max)* after sending the package.

[5] If company bargains for sponsorship benefits:

[6] If company will:

mARKETING cELADON 101
PROPERTY OF ATENEO CELADON CORPORATE RELATIONS DEPARTMENT [ANGELES, LUI | 2014]

CONTACT US:
Erika Danielle Angeles 0917 745 5095 erika.angeles@ateneo-celadon.org
Jesse Brian Lui 0917 554 1107 jesse.lui@obf.ateneo.edu


5
Don't show a hint of disappointment to the one you're talking to.



Print two (2) copies.
Have it signed by your contact person through:
Meet-ups. Schedule with your contact when the two of you can meet and sign the
contract personally. This is the most optimal way so as to avoid risks of fraud or
falsification.
Online method. Sign your name in the MOA, then scan and send it to your contact. You
can also affix an image signature of yours while affixing it above your name, then saving
the MOA as a PDF file. Tell him/her to print the MOA, sign his/her name, have it scanned,
and send it through your e-mail. Though this is more convenient, this is also risky at the
same time especially if problems arise and company may accuse us of falsifing the
signatures.
Give one original copy to the company. (This is not needed for the online method.)
For food and drinks sponsorships:
Fill out the Food Quality Assurance (FQA) form. Ask assistance from the Logistics Team
of your project.
Have it checked by your project manager, Erika, or Jesse (together with the MOA).
Have it signed by the FQA Professional (at Infirmary). She's difficult to find, so always
visit the Infirmary often or ask the nurses when she will be in there.
Be in-charge of coordinating with the company if food tasting is needed and inform
them about the allowed packaging in the campus.
For companies that will bring in vehicles (and people) to the school:
Get the details of the persons who will enter the school premises .
Get the details of the vehicle (i.e. plate number, car make, car model, car color, etc.)
Be in-charge of coordinating with the company when the entry would happen, along
with informing the Logistics Team of your project.



Make sure that the original copy of the MOA is with you.
Make two (2) photocopies.
Give the original copy to Erika, one photocopy to Jesse, and keep the other photocopy. If the
MOA with signatures is digitally acquired, kindly email a scanned copy to your CorRel manager,
Erika, and Jesse.
[7] Once the MOA is approved

[8] Keep the other original copy and make duplicates.

mARKETING cELADON 101
PROPERTY OF ATENEO CELADON CORPORATE RELATIONS DEPARTMENT [ANGELES, LUI | 2014]

CONTACT US:
Erika Danielle Angeles 0917 745 5095 erika.angeles@ateneo-celadon.org
Jesse Brian Lui 0917 554 1107 jesse.lui@obf.ateneo.edu


6
For food and drinks sponsorships, also make two (2) photocopies of FQA Form. Give the original
copy to your project manager, one photocopy to Jesse, and keep the other photocopy.




For monetary sponsorships
You'll be the one in-charge of whether going to the company's office or meeting up
with your contact and get the money there.
If the company is going to give you a check, inform your contact to address the check to
ATENEO DE MANILA UNIVERSITY. Not to you, not to Ateneo Celadon. To ATENEO DE
MANILA UNIVERSITY. It is because all checks will have to be surrendered to OSA and
they will be the ones who will convert these into cash.
Inform your CorRel manager, Erika, and Jesse right away using any communication
channel/s (text, FB, Twitter, e-mail, etc.) once you have the money and wait for further
instructions.
If you lose the money before handing it to the assigned EB, you'll be the one who will
pay for it.
For ex-deals sponsorships
You'll be the one in-charge of whether going to the company's office or meeting up
with your contact and get the products. You'll also be the one who will entertain the
company if they will be the ones who will deliver the products.
If you lose or misplace the ex-deals, you will need to replace them all.
If entertaining, make sure to entertain them VERY NICELY so that they will have a good
impression towards the organization and be very open to partner with us again in our
future projects.



You will be the one in-charge to coordinate closely with the assigned CNP managers per project
for the documentation portfolio (containing a message from president, write-ups of the events
and photos) and give it to the company.
You have at most three (3) weeks after the event to work closely with the CNP department with
the portfolio. Any special requests regarding documentation strategies must have been relayed
itself. Ask help from your project managers and ask for photo resources from the official
photographers of the event.
Have everything checked by your project manager, Erika and Jesse first before submitting it to
the company.
[9] Be responsible with the company that you contacted. You are in-charge of getting the
money or products and entertaining them.

[10] After the event

mARKETING cELADON 101
PROPERTY OF ATENEO CELADON CORPORATE RELATIONS DEPARTMENT [ANGELES, LUI | 2014]

CONTACT US:
Erika Danielle Angeles 0917 745 5095 erika.angeles@ateneo-celadon.org
Jesse Brian Lui 0917 554 1107 jesse.lui@obf.ateneo.edu


7
Don't forget to thank the company for being a part of the project and invite them to become
partners for our future events.

5. Frequently Asked Questions.

A. I cannot call companies because I am in school the whole day everyday. Establishments are
surely closed by the time that I get home. How can I do my job?

B. As much as I want to call companies for sponsorships, I cannot do my job because my
academic work load is eating up my time. If Im not in school, I would be doing group projects
outside home. What am I suppose to do?








C. If the contact person that Im talking to will bargain for benefits that are not in the preferred
package, how should I deal with this?



D. I wont be able to go to the companys place or meet up with my contact person to get the
cash/ex-deals because I dont have a car. What should I do?





E. Unfortunately, I wasnt able to get any sponsors for my project. Am I doomed?


As mentioned, DONT GIVE IN RIGHT AWAY. Tell your contact person that youll get back to
him/her (in a nice way) and will consult the matter to your heads.
Dont fret! Your fellow Celadoneans (who have cars or who can commute) can accompany you to go
to your meeting place with your contact person. Just tell Erika, Jesse, or your project co-managers
(especially the Logistics team) ASAP so they can help you look for someone who can go with you.
Dont worry! Even though we want to have as much partners to sponsor our project/s as possible, it
is really beyond our control whether the company would want to sponsor or not. Each of you will
be marketing at least two (2) projects within the school year, so if you were not successful for the
first one, you still have the second project to make it up!
We know that marketing for sponsors is a time-consuming job. However, we also give importance to
academic performances since after all, we go to school primarily to study and learn new things.
Therefore, DONT NEGLECT YOUR ACADEMIC REQUIREMENTS, but do your best to allot time (at
least an hour of a day) to do your job. If you think you really cant do it, you can always ask for help
from your fellow CorRel Managers marketing the same project. Besides, we wont be choosing you if
we dont think you are capable to do the job in the first place.

Beginning this school year, Ateneo Celadon will have its own wireless landline, so even though you
are in school the whole day, you can still do your job by dropping by informing Jesse to borrow the
phone, as he is the one mainly in-charge of keeping the phone.

mARKETING cELADON 101
PROPERTY OF ATENEO CELADON CORPORATE RELATIONS DEPARTMENT [ANGELES, LUI | 2014]

CONTACT US:
Erika Danielle Angeles 0917 745 5095 erika.angeles@ateneo-celadon.org
Jesse Brian Lui 0917 554 1107 jesse.lui@obf.ateneo.edu


8



6. Tips
A. DONT BE SHY. You have to be confident when youre talking to your contact person because
the other party wouldnt be interested to talk to you if they can sense that youre shy or afraid
to talk to them.
B. SOUND APPROACHABLE. Your contact person will be more interested to talk and call you back if
you sound approachable at least through the phone.
C. KNOW THE DETAILS OF THE PROJECT. Make sure that you know ALL the details of the projects
so that when your contact person talks to you (e.g. what the event is all about, target number of
audience, when and where the event will be held), you would be able to answer them right
away.
D. ALWAYS BE PATIENT. Its really difficult to kulit your contact persons because its either theyre
busy or they havent reviewed the proposal yet. Also, its really difficult to deal with very
demanding contact persons. Therefore, it requires us to be patient in dealing with them in order
to be successful with the job.
E. BE MINDFUL OF VOCABULARY. Be careful with the words that you use. Use words that sound a
lot more appealing and positive to the other party, such as using the word partnership instead
of sponsorship. Dont curse or say any unnecessary things to your contact person as well.
F. DONT PROJECT THE IMAGE OF NAGMAMAKAAWA. Dont show them that you are really in
need of sponsors even though we really are because your contact person may use this weakness
to manipulate you and make you agree with their demands even though these are not included
in the package they chose and are beyond our limitations.
G. DO THINGS AS EARLY AS POSSIBLE. It usually takes weeks to finish the whole getting-a-sponsor
process, especially if it requires FQA approval. Therefore, the more time you have, the more
things that can be done.
H. WHEN IN DOUBT OR WHEN PROBLEMS ARISE, ASK ERIKA OR JESSE. Dont hesitate to contact
either Erika or Jesse if you are not sure of something or when problems arise so that we
wouldnt get into any trouble or problems.
mARKETING cELADON 101
PROPERTY OF ATENEO CELADON CORPORATE RELATIONS DEPARTMENT [ANGELES, LUI | 2014]

CONTACT US:
Erika Danielle Angeles 0917 745 5095 erika.angeles@ateneo-celadon.org
Jesse Brian Lui 0917 554 1107 jesse.lui@obf.ateneo.edu


9
[APPENDIX 1: SPIEL]
Cold Calling Companies for Potential Company Partners

COLD CALLING is the process of approaching prospective customers or clients who were not expecting
such an interaction. The word "cold" is used because the person receiving the call is not expecting a call
or has not specifically asked to be contacted by a sales person.

GENERAL TIPS:
Focus on your goal Say what you intend to say directly. Be clear, concise and
straightforward. Make sure that you speak in an intelligible
manner. Use a language that youre comfortable with.
Know what to say Prepare a script and review it. Be in the know, get your facts
straight, and do not guess. In cases that you are not sure how to
address certain questions, do not guess or assume things tell
them that youll just get back to them on that matter.
Be very persistent Call until you are transferred to the right person or department.
Follow-up whenever possible; ask when you can call again to
follow-up on the sponsorship. The key here is to constantly
remind them about our project.
Right times to call Weekdays and office hours; 8:30am to 11:30am, 1:30pm to
6:00pm.


WORKING SCRIPT: (feel free to improvise)
Be courteous. Be patient. Be professional. Be smart. And keep a detailed log of all your calls.

1. Call up the companys number. (In case the number doesnt work or you dont know the number,
you can search it up in the internet. You can also find them in their product labels.) When connected
to the trunk-line, ask the operator to connect you to their marketing department. Explain that you
wish to send them a sponsorship letter.

2. When you are transferred to the right person or department, introduce yourself immediately.
Mention that you are from Ateneo Celadon. Proceed to introduce the project: We are organizing
<project> that will be held on <date>. <Insert brief project description here>. We are wondering if
youd be interested in participating in this project. Entertain their questions; refer to the project
summary for the details.

3. Ask these questions, and make sure that you note them down correctly: Where can we send our
marketing letter (fax or email)? To whom shall we address it? And what is this persons position in
the company? Ask them to repeat or spell the names or email addresses out for you if they are not
clear. (You may need to move to a much quieter place when you call to get the details right)

mARKETING cELADON 101
PROPERTY OF ATENEO CELADON CORPORATE RELATIONS DEPARTMENT [ANGELES, LUI | 2014]

CONTACT US:
Erika Danielle Angeles 0917 745 5095 erika.angeles@ateneo-celadon.org
Jesse Brian Lui 0917 554 1107 jesse.lui@obf.ateneo.edu


10
4. Finally, before you end the call, ask: Who should we call to follow-up on the sponsorship? and
May I know who this is? Note all of these things down. Dont forget to say thank you and goodbye.
If youve just sent the fax, call them up again to check if theyve received it. Tell them where you
faxed or emailed the marketing letter.

5. To follow-up, call them again and ask for the person youre supposed to talk to. Keep calling until
you reach them. If you cant seem to connect to the person youre supposed to talk to, go back to
the operator or the department. When you reach them, say: Id like to follow-up on our marketing
proposal for the Celadon Week. We faxed, or emailed, the letter to this fax number and email
address last DATE. We were asked to talk to this person.
--- from Celadon Week 2011 Marketing Team


[APPENDIX 2: E-MAIL SUBJECT AND BODY]

E-mail Subject: <Company name>, Ateneo Celadon invites you to be our partner for <event>!

E-mail Body:



More concrete example:







Good day Mr. Chua!

Attached is our marketing package for Celadon Day 2011, the organizations first general assembly. Kindly take your time
to read through the attached file and please don't hesitate to contact me for more inquiries.

We hope to hear a favorable reply from you soon and we look forward to working with you and your company for the
coming year. Thank you very much for your time and attention! :)

Yours truly,
Aldrin Derrick Chua
Vice President for Corporate Relations
Ateneo Celadon
Good day <Mr./Ms. Surname>!

Attached is our marketing package for <event>, <projects brief and concise description>. Kindly take your time to read through the
attached file and please don't hesitate to contact me for more inquiries.

We hope to hear a favorable reply from you soon and we look forward to working with you and your company for the coming year. Thank
you very much for your time and attention! :)

Yours truly,
<name>
<course>
<position>,<org name>
<school>
<contact nos>
<e-mail address>
mARKETING cELADON 101
PROPERTY OF ATENEO CELADON CORPORATE RELATIONS DEPARTMENT [ANGELES, LUI | 2014]

CONTACT US:
Erika Danielle Angeles 0917 745 5095 erika.angeles@ateneo-celadon.org
Jesse Brian Lui 0917 554 1107 jesse.lui@obf.ateneo.edu


11
[APPENDIX 3: CONVERTING .doc OR .docx TO .pdf]
1. Using PDF converter plug-in for Microsoft Office. If you dont have the plug-in, download it from
this link: http://www.microsoft.com/downloads/en/details.aspx?familyid=f1fc413c-6d89-4f15-
991b-63b07ba5f2e5&displaylang=en. After installing, you can now save your file as .pdf by
changing the file type (dropdown button) from Microsoft Word Document to Portable
Document Format.
2. Throw the document to this link: http://www.freepdfconvert.com/ and convert your document
right away.
3. You may also simply use the save as button and choose the PDF format.