Strategic Approaches to Delivering a National Sponsorship Program

Transcription

1 Strategic Approaches to Delivering a National Sponsorship Program Bernie Colterman Managing Partner CEPSM what we do Strategic marketing planning organizational branding social media online engagement social marketing sponsorship /partnerships Exhibit and event marketing revenue generation membership development Centre of Excellence for Public Sector Marketing 1

2 Some of Our Clients Alberta 2012 Special Olympics Automotive Industries Association of Canada Canada Army Run Canada Safety Council Canadian Association of Defence and Security Industries Canadian Aviation Maintenance Council Canadian Association of Radiologists Canadian Police Association Canadian Solar Industries Association Cities of Burlington, Kitchener, Leduc, Ottawa, Vaughan Cystic Fibrosis Canada Downtown Yonge BIA Institute of Internal Auditors Invest Ottawa Nature Canada Ontario Tourism Marketing Partnership Corporation Orangeville Blues and Jazz Festival Ottawa Race Weekend Parks Canada RA Centre Saint Paul University 3 June 11-12, 2014 Ottawa Convention Centre 4 2

3 How do we leverage our assets at the National and Regional level to generate maximum sponsorship revenue for the organization 5 3

4 Getting everyone lined up 7 Varying levels of knowledge & expertise Varying levels of resources Territorial / budget concerns Revenue sharing Inconsistent delivery Unclear idea of assets & value What we see in our work. 8 4

5 Strategies for Implementing a National Sponsorship Program 1. Identification and Valuation of Assets 2. Asset Packaging 3. Building a Positive Internal Culture 4. Implementation Considerations 1. Identification and Value of Assets What are our core assets? National Assets: Brand National Communications Public Relations National Events National Campaigns Regional Assets: Campaigns Local Events Grassroots Communications Volunteer Base 10 5

6 Identifying National & Regional Sponsor Benefits Broadcast Media (TV/Radio) Print media (Newspapers, Magazines) Public Relations/ Publicity On-line / Social Media Out-of-Home Media Mobile Communications Sponsor Visibility & Audience Touch Points Direct Messaging On Site Visibility Print Publications Face-to-Face Marketing National Activation On Site Activation 11 Leveraged Benefits Create More Value Benefit Average Tangible Value National Reach Regional Reach Tangible Value Range Speaking Opportunity $2.00 1,000 25,000 $2,000 vs. $52,000 Exhibit Space at Event $1, events $0 vs. $30,000 Article in Newsletter $.08 6,000 50,000 $480 vs. $4,480 Logo/Link on Web Site $ , ,000 $500 vs. $2,000 Collateral Distribution $.15 1,000 25,000 $150 vs. $3,900 Logo ID on Sign $.02 1,000 25,000 $20 vs. $520 TOTAL $3,150 vs. $92,900 6

7 Your Brand Helps Determine Intangible Values Attribute Audience Desirability Level of Exclusivity / Clutter Prestige of Organization / Event Networking Opportunities Worthwhile Cause Value Range 25%-50% 25%-50% 10%-30% 10%-30% 10%-30% Media Potential 10% -30% Ease of Activation 10%-30% 13 How does all this come together? 14 7

8 2. Packaging Assets Leveraging assets at national / regional levels Packaging Considerations: National packages need core benefits that can be easily executed at the Regional level Visibility on signs, in publications and online Distribution of materials On site activation Regions need to be able to do their thing Event or campaign-driven Non-competing Need to be flexible to respond to the specific needs of potential sponsors 15 Packaging Model National Partners (Patrons) National Title or Presenting Partners Up to 2 partners at 100% of total value National Partners Up to 6 partners at 50% of total value National Supporters Up to 8 partners at 15% of total value Regional Partners (Sponsors) Event Presenting or Co- Presenting Level Up to 2 sponsors at 100% of total local value Event Major Sponsors Up to 4 sponsors at 50% of local total value Event Supporters Unlimited number at 25% LV Event Contributors Unlimited number at 10% LV 16 8

9 Option: Patron Rewards Program Patron Levels Examples of Value Added Benefits Patron Level Gold Level Patron Silver Level Patron Bronze Level Patron Annual Contribution Level $75,000+ $35,000+ $20,000+ Rotating banner ad Corp. profile on Partner page Name on letterhead Invites to attend / speak at events Acknowledgement at Awards Gala Article in publication 17 Advantages of an Integrated Approach Provides pan-canadian visibility opportunities for companies that want to be tied into a national vision; Consolidates assets to command more value; Provides some funding for Regional partners that don t have the resources to implement a major sponsorship program; Makes the selling process more efficient; Appeals to companies that don t want to be constantly hitup for sponsorships; Strategic approach encourages longer-term agreements; Makes the entire team look more professional. 18 9

10 Example of a Packaging Model Skills Canada National Partner Program National Competition Provincial / Territorial Competitions World Skills Competition Regional Competitions NST&TW Youth Forum 6-8 National Partners Profile primarily from national initiatives; with some representation at competitions across Canada Opportunity to build-in Provincial Territorial / Regional profile (for an extra cost) Each P/T/R operation to maintain their own sponsorship program 19 Another Example XX Patron Program Event #1 (National) Event #2 (National) Other Events Local Events Local Events TO Summer Event TO Spring Event 20 10

11 Core Packaging Elements Every corporate investment package should have: Qualitative Element Audience relevance, organization fit Image transfer Connection with audience on an emotional level Potential for leveraging Quantitative Element Visibility plan Hard benefits Activation Element Enhanced audience experience through activation Building a Positive Internal Culture How do we get everyone lined up? 22 11

12 Buy-In Strategies Addressing Barriers Policy and Guiding Principles Cooperative Planning & Training Development of National Branding and Sponsorship Tools Revenue Sharing 23 Revenue Sharing Options Strategy Portion of funds raised (up to 50%) allocated to Regional operations Option 1 -% of national audience reached through the sponsorship Option 2 Regions classified as Small, Medium or Large with pre-set percentages Example of Option 1 $100,000 National Sponsor 50% retained by National 50% ($50,000) split by percentage of national audience Alberta 15% -$7,500 BC 15% -$7,500 Ontario 25% -$12,500 Sask. 10% -$5,000 Nova Scotia 5% -$2,

13 Examples of Template Tools Common branding, layout and format for presenting sponsorship opportunities (Word/PDF docs); Common masthead for one-off documents; PowerPoint presentation; Sample sales letter; Sponsorship Agreement; Post-Event report Implementation Considerations How do we execute effectively? Consistent branding and messaging Leads Sharing Exclusivity Account Management Servicing Reporting 26 13

14 The Strategic Sweet Spot Corporate Needs National Needs X Regional Needs 27 Choosing the Right Sponsors Similar Initiatives National Mandate Good Image / Fit Value Alignment Regional Operations Audience Alignment History of Involvement 28 14

15 Questions? where to reach me Bernie Colterman: Blog: Tel: ext. 224 Websites: CEPSM.ca 30 15