Singapore Chinese Orchestra (B): Developing Corporate Partnerships By Yang Mei Ling

Publisher Ref No:	ABCC-2011-005	Pub/Rev Date:	2011
Industry:	Non-Profit Sector	Case Length:	14 pages
Teaching Note Ref:	-	Teaching Note:	-
Organisation:	Singapore Chinese Orchestra	Period Covered:	2010
Country:	Singapore	Level:	Undergraduate/ Postgraduate

Publisher:

The Asian Business Case Centre, Nanyang Technological University

Abstract

The case discusses efforts by the Singapore Chinese Orchestra Company (SCO) to review its fundraising and corporate sponsorship programmes. SCO's aim was to forge more corporate partnerships by leveraging on its brand name and services to effectively support its marketing efforts.

In 2010, the SCO set about to explore ways to persuade potential corporate partners to use SCO as a marketing or branding partner to reach their customers and target audience, or to boost their reputation in the community. SCO's goal was to double contribution from Sponsorship and Partnerships within three to five years.

SCO's efforts to expand its partnership network were primarily driven by these reasons: (1) to generate a more stable stream of revenue by developing sustained relationships; (2) to increase audience reach through new exposure opportunities created via collaborations with new corporate partners and (3) to improve its reputation and brand image by reaping branding value from association with successful organisations.

Key challenges faced by the SCO included identifying the appropriate target corporate partners, assessing and enhancing SCO's appeal to them, as well as asking hard-nosed questions about what value SCO could bring to the table for pragmatic business decision makers in an increasingly competitive sponsorship landscape.

Instructors may wish to follow this case with "Singapore Chinese Orchestra (A): Building A Sustainable 21st Century Arts Enterprise". Case A examines the development and growth of Singapore's only full-fledged Chinese orchestra, and how the SCO executive team embarked on a structured strategic planning process in 2010 to achieve its mission of inspiring the world with their music.

Issues:
Communicating with sponsors; Cause-related marketing; Corporate sponsorship; Arts sponsorship; Fundraising by a non-profit organisation; Developing a communication plan

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