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Handbook
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Sponsor Events

Sponsor events are hosted by HTW's official sponsors and partners as a core benefit of their sponsorship. While sponsors are responsible for planning, executing, and funding their own events — just like ecosystem hosts — HTW plays a significantly more hands-on support role. This playbook covers how to manage that relationship and ensure sponsor events are set up for success.

How Sponsor Events Differ From Ecosystem Events

Sponsors receive elevated support because their involvement directly funds HTW's operations, marketing, and anchor events. Their success is HTW's success. The key differences:

  • Proactive support — You don't wait for sponsors to ask questions. You check in, offer help, and surface ideas.
  • More hands-on planning involvement — For higher-tier sponsors, this may include joint planning calls, brainstorming event concepts, or facilitating venue introductions.
  • Marketing amplification — Sponsor events receive additional promotion across HTW's channels beyond standard calendar placement.
  • Closer coordination — Sponsor events are featured events and may need to be scheduled around HTW anchor events to avoid conflicts.

The level of involvement scales with sponsorship tier. High-tier sponsors get more time, more proactive outreach, and more support. Lower-tier sponsors receive the standard sponsor treatment — more hands-on than ecosystem hosts, but lighter-touch than top-tier.

Key Resources

  • Submissions Dashboard — (requires login) — sponsor events go through the same submission workflow
  • HTW CRMish (internal Google Sheet) — tracks sponsor contacts, event status, and deliverables
  • HTW Gmail — aloha@hawaiitechweek.com — all sponsor communications
  • Sponsor Guide — the public-facing guide sponsors have already read
  • Event Host FAQ & Guide — the same guide sponsors use for event planning
  • Event Submission & Calendar — submission process and Luma calendar setup
  • Event Planning Template — fill-in-the-blank planning template
  • Event Marketing Template — marketing checklists and copy templates
  • Google Drive — internal sponsor briefs, planning docs, and assets

Step-by-Step: Supporting a Sponsor Event

1. Confirm the Sponsor is Planning an Event

At the start of the year (Q1–Q2), confirm with each sponsor whether they intend to host an event during the week. Reference HTW CRMish for current sponsor list and point of contacts.

  • Send a proactive email or message to each sponsor POC (use template in Google Drive)
  • Note their intent in HTW CRMish
  • If they're unsure, offer to set up a brief call to explore what kind of event might work for them

2. Orient Them to the Process

Once a sponsor confirms they'll host an event, make sure they have everything they need:

3. Offer Planning Support

For top-tier sponsors, schedule a planning call before they submit:

  • Understand their goals (brand awareness, recruiting, customer engagement, etc.)
  • Help them think through event format, target audience, and timing
  • Suggest event ideas or themes if they're open to it
  • Offer introductions to venues, vendors, or co-hosts if relevant — escalate to Michael for high-value intros
  • Share examples of strong past sponsor events from Google Drive

For mid and lower-tier sponsors, offer written support and be available for questions, but keep the process efficient.

4. Review and Approve Their Submission

Sponsor event submissions go through the same admin review process as ecosystem events. However:

  • Treat sponsor submissions with priority — don't let them sit
  • Give detailed, constructive feedback if changes are needed
  • If there is a date conflict with an HTW anchor event or another sponsor's event, flag it immediately and suggest alternatives
  • Mark sponsor events as is_featured: true in the admin system after approval

5. Coordinate Marketing Amplification

Once approved, coordinate with the Content & Social Marketer on sponsor event promotion:

  • Sponsor events get dedicated social posts (beyond standard calendar promotion)
  • Confirm co-branding requirements — sponsor logos, tagging, etc.
  • Share the Spread the Word templates with the sponsor for their own outreach
  • Confirm whether the sponsor wants any specific announcements or promotional support from HTW ahead of the event

6. Check In Leading Into the Week

In the 4–6 weeks before HTW:

  • Confirm the sponsor's event details are locked (venue, date, time, speakers, Luma link)
  • Ensure they've added HTW as co-host on Luma
  • Confirm any on-site needs (signage, HTW staff support, check-in setup)
  • Send the pre-week host briefing email (see BCC broadcast template in Google Drive)

7. Day-Of and Post-Event

For top-tier sponsors, consider whether HTW should have a presence at their event (Michael or a team member attending).

After the event:

  • Follow up with the sponsor POC — a quick thank-you and check-in on how it went
  • Coordinate any post-event content featuring the sponsor (recap posts, video clips, etc.) with the Content & Social Marketer
  • Log notes in HTW CRMish — what went well, any issues, and recommendations for next year

Escalating to Michael

Always loop in Michael for:

  • Sponsor event conflicts that could cause friction (scheduling, branding, overlap with HTW events)
  • High-value introductions (key venues, investors, speakers, co-hosts)
  • Sponsor complaints or escalations
  • Any situation where you're making a commitment on behalf of HTW beyond your normal scope

Last updated Apr 8, 2026