World leader in sponsorship strategy, intelligence, valuation and measurement

Transcription

1 Who We Are World leader in sponsorship strategy, intelligence, valuation and measurement 30 years experience working with leading corporate brands, properties and agencies Global reputation for providing independent evaluation and guidance 1 Clients include some of the world s most iconic sports properties USOC, FIFA, NFL, UEFA, etc. Client roster includes 22 of the F-100 companies Acquired by WPP, the world s largest communications service group, in 2006 IEG Valuation Service has been used by buyers and sellers to justify billions of dollars of sponsorship fees We specialize in helping our rightsholder clients build their sponsorship strategy and grow revenue THE ANALYSIS BEHIND GREAT SPONSORSHIPS

2 Sponsors Critical Questions WHAT SHOULD WE SPONSOR? WHAT SHOULD WE PAY? DID WE GET WHAT WE PAID FOR? (Broadcast visibility & Buzz) WHAT S WORKING/ WHAT S NOT? WHAT RETURN ARE WE GETTING? HOW CAN WE MAKE IT WORK HARDER? FIT VALUATION SERVICE IMAGETRACK ROO SCORECARD ROS 2

3 Right Answers Come From Both People And Technology Solutions People alone will only get so far due to limited time, restricted scope, personal bias and other factors Technology can make process standardized, efficient and objective, but cannot determine priorities nor replace critical judgment 3

4 Sponsorship Evaluation Overview The implementation of a comprehensive and integrated process for new and existing sponsorships SPONSORSHIP RENEWALS QUALIFIED NEW SPONSORSHIP PROPOSALS ONLINE SELECTION MODEL DATABASE OF CURRENT DEALS PORTFOLIO OPTIMIZATION EXTERNAL SPONSORSHIP SUBMISSIONS REJECT COMPETITIVE ANALYSIS 4

5 Evaluation Model Goals Utilize a tailored, standardized methodology to consistently determine a property s ability to provide necessary rights, benefits, audience and conditions/environment to accomplish sponsorship objectives Ensure multiple objectives are evaluated Allow for comparison of the effectiveness of current and new sponsorships as well as strengths and weakness of current portfolio Promote neutral decision-making Establish a framework for measuring results 5

6 Evaluation Model Development 1. Interview key stakeholders to gain a thorough understanding of existing sponsorships and identify and prioritize sponsor s goals/objectives (in general and with sponsorship specifically) 2. Determine if there are any property deliverables critical to the success of the sponsorship (pre-screens) 3. Prioritize sponsor s objectives (rank and weight) 4. Determine necessary rights, benefits, audience fit and conditions/environment to accomplish sponsor objectives (criteria) 5. Score property based on its ability to accomplish criteria for each objective 6

7 Engaging Internal Stakeholders Many sponsorship programs origins are ad hoc projects that grew and evolved but remained fragmented and siloed Programs must be redesigned to optimize and integrate partnerships to be more interconnected, efficient and effective aligned behind growth and enterprise-wide impact 7 Crucial role of consultant is to bring everyone together, objectively consider all input, thoughtfully advise and ultimately ensure buy-in

8 Evaluation Model EVALUATION MODEL For existing and qualified sponsorships Identify objectives: rank and weight Criteria for each objective Property scores Input for portfolio analysis ONLINE TECHNOLOGY/OUTPUTS 8 Combines evaluation model principles and customized submission data Internal for existing and qualified deals External for general submissions Appropriate management reports produced real time

9 External Sponsorship Submissions EXTERNAL SPONSORSHIP SUBMISSIONS Online submission tool for general sponsorship requests Utilizes top line data submission based on objectives created during selection model development to determine if proposal warrants further consideration If submission warrants consideration, advance to qualified consideration If submission does not warrant further consideration, reject 9

10 External Sponsorship Submissions OUTPUTS Operational information: term, fee, geographic reach, measurement metrics, etc. Scoring data from selection model Dashboard format, delivered online Information can be sorted based on needs, e.g. region, date, etc. 10

11 Competitive Analysis Outputs COMPETITIVE ANALYSIS Property Estimated rights fees Designation Type of sponsorship (venue, team, etc.) DMA Deal terms, where available Activation examples, where available 11

12 Evaluation Model Provides Efficient Communications Platform REGIONAL OFFICES LOCAL MARKETS ONLINE EVALUATION SYSTEM MARKETING DEPARTMENT SENIOR MANAGEMENT 12

13 Contact TIMOTHY TLUSTY Senior Vice President Client Solutions Consulting Group (312) IEG, LLC 350 North Orleans Street Suite 1200 Chicago, IL JIM ANDREWS Senior Vice President Content Strategy (312)

14 THANK YOU! INTELLIGENCE, EVALUATION & GUIDANCE