Location:
Grand Hotel & Suites
225 Jarvis Street
Toronto, ON
Toll-free: 877-324-7263
Local: 416-863-9000
The Sponsorship Report
P.O. Box 378
Station Main
Campbellford, Ontario, Canada K0L 1L0
Tel: (705) 653-1112
Fax: (705) 653-1113
An exclusive forum and workshop for municipal leaders
Presented in conjunction with
Strategic Sponsorship Marketing: The Canadian Summit®
Monday, October 15, 2012
The Grand Hotel and Suites
Toronto, ON
Municipalities face relentless pressure to "do more for less." To achieve this, creative sources of revenue must be found, and various forms of corporate sponsorship naturally look like the low-hanging fruit.
But it's not that easy. The offices of civic leaders across the country are littered with corporate sponsorship programs that do not reach their potential - programs that receive tentative or restricted council approval, get lost on the drawing table or subjected to public criticism, even outrage.
In addition to these barriers, many municipalities are also not well equipped to address the numerous challenges of implementing a successful and sustainable corporate revenue program.
Some of these challenges include:
- How do we take a strategic versus a fragmented approach toward corporate revenue development?
- How do we structure a program that leverages our assets effectively?
- How do we strike a balance between corporate "wants" and the public fear of over-commercialization?
- How do we gain buy-in from elected representatives, staff, community stakeholders?
- How do we implement our program cost-effectively?
- How do we achieve early success?
Join a select group of forward-thinking municipal leaders at the Municipal Forum on Sponsorship, October 15, 2012, at the Grand Hotel & Suites Toronto.
Under the expert guidance of Bernie Colterman, Managing Partner of the Centre of Excellence for Public Sector Marketing (CEPSM) you will discover how to meet these challenges head-on by examining trends and best practices in municipal corporate revenue development from Canada, the United States and internationally.
Who Should Attend?
This workshop and forum is ideal for middle to senior managers from municipalities and other public institutions who are currently involved in or considering Sponsorships, Naming Rights or Advertising as a source of revenue for their organization.
What You Will Learn:
- Strategic Approaches to Implementing a Sustainable Municipal Corporate Revenue Program
- How to Identify and Package Sponsorship and Advertising Assets
- Techniques for Valuating Sponsorship and Naming Rights Assets
- Positioning, Branding and Marketing Your Municipal Corporate Revenue Program
- Infrastructure Considerations for Delivering and Managing the Program
- Key Elements of an Effective Sponsorship and Advertising Policy
- Strategies for Gaining Internal (and External) Buy-in
The workshop-style format will include a combination of presentations, case studies, break-out sessions and engaging discussion.
At the end of the day, you will be able to:
- Take a more professional, strategic approach towards corporate sponsorships and naming rights;
- Implement a process for identifying, packaging and marketing municipal assets;
- Develop a Sponsorship Policy framework that supports your program.
Click here for the municipal forum agenda.
About Bernie Colterman
Prior to starting his own firm in 1996, Bernie Colterman spent 10 years in the municipal recreation environment and another 7 years as Manager of Marketing and Event Services at Ottawa's Lansdowne Park, one of Canada's busiest multi-purpose venues, where he raised over 1 million dollars annually in sponsorships to support City-funded programs.
As Managing Partner of the Centre of Excellence for Public Sector Marketing (CEPSM), Bernie specializes in helping the government and not-for-profit sectors take a more strategic
approach toward corporate partnerships and other revenue generation models. Bernie's Designing and Selling Your Sponsorship Program, Advanced Sponsorship Planning and Revenue Generation Boot Camps have helped hundreds of government, association and non-profit professionals and his Sponsorship Valuation Model (SponsorWise) sets the standard in Canada for value measurement.
Since 2001, Bernie and his team have been actively involved in the assessment and development of revenue models for publicly-owned assets including Parks Canada's National Parks and Historical Sites, Township of King, and Western Fair Entertainment Complex (London). Bernie recently completed a comprehensive Sponsorship and Advertising Strategy for the City of Ottawa that is viewed as one of the most advanced examples of municipal corporate revenue development in North America. In developing this and other municipal strategies, Bernie and his colleagues have researched municipal practices from hundreds of municipalities and will share these findings through the workshop content and discussions.
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