Friday 5 June 2015

FCM Workshop: Finding New Monies


  • Sponsorship necessary as new revenue stream
Sponsorship Meeting. June 5, 2015.
 
  • Need an inventory
  • Canadian Sponsorship Landscape Study
    • Has grown $1.8bn since 2006 - 16% is local
    • 29% of brands marketing budget spent on sponsorships - up 75% last 7 years
    • Focus is on storytelling
      • 63% remember stories while 5% remember stats
    • Sponsorship thinks outside of the box
    • Who should seek sponsorship?
      • Parks 70%
      • Colleges, universities
      • Municipalities 66%
      • Schools
    • People want sponsorship to reduce user fees
    • 78% believe no preferential treatment for sponsor
    • 72% believe sponsorship opportunities are not awarded fairly
      • More people own a mobile phone than a toothbrush
  • Summerside had more than 200 meetings to raise $7.7 m
  • Vendors are prospects
  • Spending $25k to investigate sponsorship
  • Lessons
    • Value of discovery meetings - presentation is to be about the sponsorship and what they want
      • What they want and their price
    • Sponsorship is a business relationship - show ROI and Objectives
    • Know what you have to sell - know what it is worth
    • It is a process - be strategic & patient
    • Build Relationships
    • It is hard work
    • It takes dedicated resources - the money is there if properly framed
  • Conditions for Success
    • Renaming vs naming new facilities
    • Ensuring City's profile as owner/operator not compromised
    • Sponsors must be compatible with city values/mandate
  • Big Issues Challenge
    • Staff resistance
    • Equal opportunity procurement policy
    • Inventory development and fulfillment
    • Pros and cons of 'the city calling'
    • Revenue expectations: base vs supplemental
  • Actions
    • Grow the team
    • Professional development
    • Exploring a centralized partnership office
  • Toronto has 'Office of Partnerships' acting 'matchmakers'
  • Cochrane is building an aquatic centre 'Rock the Waves'
  • Edmonton: Front Yards in Bloom
  • Considerations
    • Do you need additional revenue?
    • Are residents concerned with fees/taxes?
    • Do we have a sponsorship policy?
    • Due diligence?
    • Committed?
    • Integrate procurement with sponsorship

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