Municipal Forum on Sponsorship

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

Contact the Editor:
Mark Sabourin

Centre of Excellence for Public Sector Marketing
300-205 Catherine Street
Ottawa, Ontario K2P 1C3
Tel: (613) 230-6424 ext. 118



Cracking the Municipal Code
on Corporate Revenue Generation

As more and more municipalities consider sponsorship and naming rights as a source of non-tax revenue, they are also finding that implementing these programs is far more complex than planned.

Key challenges include:
  • How do we identify and establish a value for our most “sellable” assets?
  • How do we take a strategic approach toward packaging and marketing our assets?
  • How do we gain buy-in from elected representatives, staff, and community stakeholders?
  • How do we implement our program cost-effectively?
  • How do we achieve early success?
The 5th Annual Municipal Forum on Sponsorship, November 6, 2015 at the Grand Hotel and Suites in Toronto, is Canada’s leading forum on corporate revenue generation in the municipal sector. It tackles the key issues that are faced by municipal practitioners in delivering these programs.

Preliminary topics for this year’s workshop include:
  • Update on Municipal Sponsorship Practices in Canada – This session will release detailed results of the 2015 Municipal Sponsorship Survey, which identifies trends and current practices from municipalities across Canada, including who’s doing it, the types of assets being marketed, pricing strategies for key municipal assets, resourcing models and much more!
  • Naming Rights – What’s All the Fuss? – Across the country, naming rights of all shapes and sizes are being awarded with mostly positive results. This session will explore some of those naming rights deals over the past year, who is sponsoring, how much they’re paying and how the community has reacted to the increased commercialization of municipal assets.
  • Activation: The Heart and Soul of Sponsorship Activation is now recognized as a critical element of any effective sponsorship program. This session will explore how various municipal sponsorships are being activated to leverage corporate involvement, drive audience engagement and deliver value to sponsors, municipalities and citizens.
  • Sponsorship Communications – Every great municipal sponsorship program is supported by a communications plan that delivers targeted messaging to at least three different target groups. This session will explore some of the communications challenges as well as tactics for each target segment.
  • Navigating City Hall – This session will explore the various policies that impact a sponsorship program, how to navigate a "risk averse" civic administration and build support for your program internally.
  • So, Your Sponsorship Program is Approved – Now What? – This session will explore some of the challenges that municipalities are facing as they shift from the planning to the implementation phase and provide a breakdown of the steps that need to be taken to launch a successful sponsorship program.
  • HOW WE DID IT –Our panel of municipal sponsorship practitioners from various municipalities will discuss key issues and lessons learned in implementing their programs.
Who Should Attend?

This workshop and forum is designed specifically for middle to senior managers from all sizes of 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 sponsorship and naming rights program
  • How to identify the full range of assets that your municipality can leverage with potential corporate partners
  • Strategies for increasing public acceptance, political and internal buy-in for the program
  • Techniques for packaging and marketing sponsorship and naming rights assets
  • Key considerations for implementing the program and managing risk
The workshop-style format will include a combination of presentations, case studies, break-out sessions and engaging discussion.

The Municipal Forum on Sponsorship is part of Sponsorship Week, which runs from November 2 to 6 at the same venue. The centrepiece of Sponsorship Week is Sponsorship Toronto, Canada's premier professional development conference for sponsorship marketers from all sectors. Sponsorship Week and Sponsorship Toronto represent an unrivalled opportunity for you to extend your new-found practical insights into the overall sponsorship marketplace.

To learn more about Sponsorship Toronto, click here.

About Bernie Colterman

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.

For the last 7 years, Bernie has been almost exclusively involved in assisting municipal governments with their sponsorship, advertising and naming rights initiatives. This includes conducting valuations for over 125 sports, recreation and cultural facilities, developing municipal-wide strategies, training municipal staff and presenting these strategies to various levels of government and City Councils. Clients include the cities/towns of Burlington, Coquitlam (BC), Hamilton, Kitchener, Leduc (Alta.), London, Newmarket, Ottawa, Vaughan as well as the Township of King and the Western Fair Entertainment Complex (London).

Bernie's work in delivering the City of Ottawa's sponsorship and naming rights program is viewed as one of the most advanced examples of municipal corporate revenue development in North America. In developing and implementing Ottawa's 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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The Sponsorship Report

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What Participants Say About
The Municipal Forum on Sponsorship

“A highly informative session that hits the important issues head-on.”

“Bernie's material is well presented and relevant to my day to day business. The topics are timely and his information is very useful. He is open to answer questions from those in attendance and willing to shape his presentation to address their issues.”

"This is an excellent workshop for anyone involved with sponsorship generation in the municipal sector."

"The session provided some very useful and practical solutions on the very issues we are struggling with in our Municipality. I left with the tools and knowledge needed to start creating a plan of action for sponsorship and naming in our municipality!"

"Excellent summary of the rationale and procedures required to set up and run a successful municipal sponsorship program. Thanks for the inspiration!"

Canada's only publication focused exclusively on corporate sponsorship.

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