bv02 Inc.® 2006 Sponsorship Marketing How to Measure the Effectiveness of your Sponsorship Marketing Program

bv02 Inc.® 2006 Who is bv02? An alliance of independents who specialize in the design, refinement and implementation of core marketing and sales processes. More than 60 years combined experience working with public and private sector organizations on local, national and international initiatives Core team members have led or participated in more than 600 client projects Clients include: Royal Canadian Mint, Ketchum Canada, EEDO Knowledge Corporation, The National Gallery of Canada, Carleton University, CEPEO, Farm Boy, Global Development Group. bv02 developed a relationship campaign to support and add value to EEDO’S marketing and sales initiatives

bv02 Inc.® 2006 bv02 Services  Marketing, Communication, Sales and Fundraising strategies and plans  Full range of integrated marketing solutions and campaigns  Brand development, launch & management  Sales productivity strategies and tools  Sales Channel and/or Community development and management  All Web components but hosting By combining excellence in creative design, dynamic content and new technologies, bv02 helped create an innovative, world class showcase for the permanent collection of the National Gallery of Canada.

bv02 Inc.® 2006 What we will try to cover  Steps required to develop and manage a sponsorship program  In particular:  Key Business Considerations  Sponsorship Strategy Considerations  Recommended Program Elements  Q&As

bv02 Inc.® 2006 Key Business Considerations  Establish a Plan  Must support Marcom/Sales objectives  Consult, consult, consult  Answers the following:  What do we want to achieve?  Who do we want to reach?  What do we need?  Dedicated Resource  Centralize activity  Coordinate with Marcom Department(s)

bv02 Inc.® 2006 Sponsorship = Relationship Management  Sponsorship is one element of corporate marketing  Sponsorship creates targeted, quality encounters with consumers  Sponsorship marketing provides an exciting environment for companies to reach consumers  It gives a company the opportunity to complement existing marketing efforts and leverage sales objectives by creating an integrated marketing program through the use of multiple vehicles for exposure.

bv02 Inc.® 2006 Sponsorship development is not a precise discipline. It is an extension of the marketplace, responsive to a changing market where any number of factors can affect cost and consequently, the ability (or inclination) of businesses to pay that cost.

bv02 Inc.® 2006 Sponsorship Strategy Considerations Positioning Considerations  Seek to capitalize on the inherent attributes of an organization/property. ING Rijksmuseum “A modern look at a rich past” In Dutch, ‘bank’ also means ‘couch’.

bv02 Inc.® 2006 Sponsorship Strategy Considerations Positioning Considerations cont’d..

bv02 Inc.® 2006 Sponsorship Strategy Considerations Value Determination  To help evaluate potential opportunities properties should provide the following elements:  A strategy that demonstrates how the sponsorship arrangement will assist you in selling to that target audience  Must include PR goals/objectives, beyond those involving the marketing of products/services  An analysis of the property’s potential value based upon your company’s target audience  A mechanism that builds accountability into the relationship allowing you to monitor and quantify the tangible value of the relationship.

bv02 Inc.® 2006 Sponsorship Strategy Considerations Creative Ways to Structure Deals  Seek to leverage the power of your sponsored property across your brand portfolio:  E.g: Local Sales Incentive Tie-Ins  Risk mitigation  E.g. Sell Through Rights; Promotional Partnership; Partnership Leverage; Performance Clauses; etc.

bv02 Inc.® 2006 Recommended Program Elements Review and Evaluation  Assess each opportunity against a set of specific objectives:  Accomplishes specific B2B or B2C goals  Designs promotions that connect with consumers on multiple levels in multiple ways  Integrates advertising, PR, events and hospitality into one program  Identifies the hidden value in sponsorship benefits  Extends benefits internally and externally  Be proactive  Seek out properties that market to your audience  What are your competitors sponsoring? Look for similar properties/programs  What are your partners/suppliers sponsoring?  Consider this:  A larger number of businesses and corporations will support a healthy and vibrant organization than will support a struggling organization, or program, in need.

bv02 Inc.® 2006 Recommended Program Elements Post Measurement Reports  Measure the results of each sponsorship against the strategic plan.  Make it a condition in your sponsorship agreement!  Report Principles  Proactive vs reactive approach  Broaden existing event evaluation methods  Measure influence of sponsorship on brand and bottom line  Conduct an image and awareness study  Include an institutional sales tracking component  Examine perceptions pre & post event

bv02 Inc.® 2006 Rules to live by....  Have a plan  Consult, consult, consult  Dedicated Resource  Centralize  Coordinate and Leverage with other departments  Capitalize on the attributes of your sponsored property/organization  Look for the value-add  Leverage your brand portfolio  Assess against a set of specific objectives  Be proactive  Measure!