Feel the Love…Winning over the public and media with

Naming Rights and Title Sponsorships

Your Name Here

what we do

Strategic Marketing Planning

Sponsorship Valuations &

Strategies

Revenue Development

Social Marketing

Partnership Marketing

Centre of Excellence for Public Sector Marketing

Social Media / Digital Marketing

Some of our Clients

May 15-16, 2012

Ottawa Convention Centre

May 15-16, 2012

Ottawa Convention Centre

www.marcom.caa

Year-Round Training

Upcoming Workshops in the Toronto Area:

• Social Marketing Strategies and Behaviour Change

(November 2)

• Strategic Social Media Engagement for the Public and Not-for-

Profit Sectors (November 3)

• Designing and Selling Your Sponsorship Program

(November 16-17)

www.cepsm.ca

Click on Training Calendar

So, what’s the attraction?

• Branding

• Support a facility, program or event that is important to their employees or customers

• Give back to the community

• Share fate rationale

• Build social equity

Why companies

invest in Naming

Rights and Title

Sponsorships

Companies need people chatting

about them in positive ways…

Percentage of Canadians that like to buy brands that

contribute to worthy causes.

77%

Percentage of Canadians who say they would remain loyal

to a brand through a recession if it supports a good cause

– even if lower priced brands were available:

68%

In the New Sponsorship

Environment…Everyone Wins!

XSponseeSponsor

Customer

Those who could care less…

Those who are emotionally attached…

Big, Bad Corporation

Caring Stakeholder

To the emotionally attached, it’s

not about bricks and mortar

The Key to Feeling the Love.

Fit

+

Value Proposition

+

Positioning & Communications

The Right

Fit

What makes a good fit?

• local presence

• strong connection to

community

• strong connection to

facility or event

• well known and trusted

brand

• easy to remember

The Value Proposition

• Demonstrating the value and impact of the

relationship

– To the fans / event participants (direct benefit)

– To the community-at-large (improved services)

– To the property (enhanced facility, new programs)

• Activation

• Communicating (reinforcing) impact

A Key Communications

Consideration:

Sponsors cannot be viewed as a

“necessary evil”…

Communications

Positioning is critical

From:

“XX company has acquired the naming rights” to XX facility /

event”

To:

“XX organization has entered into a partnership arrangement

with XX company to build on the success of XX facility / event”

“With XX company’s participation, we were able to ____”

Communications Strategy

Awareness

• Signage

• Displays

• Web Site

• Ads

• Publications

Attitude

• Activation

• Public Relations

• Newsletter Articles

• Testimonials

• Social Media

Reinforcing the Relationship

OurPartner

Events / Activation

Public Relations

Digital Media

Collateral

Ads

Signage

Summary

• The fit needs to make sense

• The relationship needs to be positioned through the

eyes of the audience

• There needs to be a sustained value-add for the

direct audience

• There needs to be a communications plan

• The relationship needs to be reinforced through all

channels

questions?

Bernie Colterman Phone: 613.731.9851 ext. 15

E-mail: berniecolterman@cepsm.ca

Web: www.cepsm.ca

Blog: berniecolterman.ca

where to find me…