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Sponsor municipal sponsorship_namingrights_june-2015

Bernie Colterman
Bernie Colterman

Municipal sponsorship continues to grow as more municipalities look for alternate sources of non-tax revenue to off-set operations and fund new facilities.

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Your Name Here! The Politics and Process of Municipal Naming Rights
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 Municipal Clients City of Barrie City of Burlington City of Coquitlam City of Hamilton City of Kitchener City of Leduc City of London City of Ottawa City of Red Deer City of Vaughan Town of Beaumont Town of Milton Town of Newmarket Township of King 3
Plan Now to Attend! 4 5th Annual Municipal Forum on Sponsorship Friday, November 6, 2015 The Grand Hotel and Suites Toronto, ON http://www.sponsorship.ca/mu nicipalities.html
Naming Rights So, whats the attraction? 5
Branding Value alignment Product sales Support something 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 6
63.4% actively involved in Naming Rights; 66.7% who are not active are considering it; 71.4% have a Policy; 66.7 feel that 10 years is the ideal term; 33.3% use external contractors to sell; 41.2% use the money to improve facilities; 41.2% allocate money for facility improvements and General Revenue 7
Biggest Challenges Assessing the value of the Naming Rights opportunities Limited time and resources to market and sell the program Finding the right sponsor fit and the right person to speak to Community perceptions about sponsorship Getting buy-in from Council / municipal departments 8
9
Naysayers Supporters Indifferent 20% 65% 15% 10
The Naysayers Another intrusion of business in our lives Will detract from the customer experience Will detract from the municipal brand Will dictate our operation The Supporters We need new sources of revenue to do the things we want Anything we can do to keep taxes lower, the better A strong community is good for business The Indifferents It a sign of the times It really makes no difference to me 11
12
1. Setting the parameters; 2. Identifying your naming rights assets; 3. Determining the value of your assets; 4. Marketing your opportunities; 5. Agreements; 6. Implementation considerations. 13
Why you are doing it What the revenue will be used for What kind of partners are you looking for Who will be excluded What terms and conditions will govern partnerships How you will ensure equitable access Who will approve agreements 14
Whats for Sale? Complexes Arenas Pools Community Halls Gyms Fitness Centres Ball Diamonds Soccer Fields 15
Exposure Metrics Facility users Total visitors Vehicular traffic Web site Publications Newsletters Advertising Other unique assets Valuation Metrics Establishing baseline benefits that will be offered Establishing Tangible Values for Benefits Establishing Intangible Values Identifying other Hard Benefits Establishing a Price Range for each opportunity 16
Product exclusivity and/or sales; Name and/or Logo ID visibility on all print and electronic materials; Exterior / Interior Signage (i.e. official, directional, unique locations); Advertising (i.e. publications, newsletters) Distribution and direct marketing opportunities; Use of facilities for corporate functions; Hospitality and other Activation. 17
Positioning the program Promotional collateral Web site Media Partners Events and Announcements Testimonials Training / leveraging staff Selling the experience Early success stories 18
19
From: Sponsorship program Hold or reduce taxes Looking for sponsors Companies will be recognized as sponsors To: Marketing partnership Improve programs and services, enhance the experience of citizens Looking to partner with companies that want to improve the community where employees / customers live, work and play Companies will be recognized as valuable community partners 20
Community Champions Program Year-round visibility as a champion Tied into an overall communications campaign Focus on the value that each partnership brings to the city and residents Value-added benefits based on level of investment 21
Focusing on Fit
local presence strong connection to community strong connection to facility or event well known and trusted brand easy to remember 23
77% of Canadians that like to buy brands that contribute to worthy causes. 68% 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. 84% would be more likely to give their business to a company that supports good causes and has fair prices than a company that simply offers discounts; 80% of Canadians say it's okay for brands or companies to make money, as long as they're giving back. 24
Customer Sponsor Sponsee X The Strategic Sweet Spot 25
General Agreement Terms Term Payment Schedule Renewal Termination Indemnity Use of Logo Notices Signature Block Benefits Related to specific agreement 26
Who will sell? Who will service? Who will coordinate? How will we get buy- in? 27
28
Buy-in Audiences: Anyone who will be impacted including: Council Senior Management Front Line Staff Community Organizations Public Potential Sponsors Media Every audience requires a specific, yet integrated strategy 29
Fit + Value Proposition + Positioning & Communications 30
Senior-level champion(s) Executive Steering Committee Project Management Team (Working Group) Agreement on objectives and revenue allocation Addressing initial or perceived barriers Gaining initial political buy-in for concept Clear policy that supports the program Consistent, ongoing internal and external communications 31
Audience Initial or Perceived Barrier Council Will this affect community fundraising efforts? Will we be criticized for selling out? Senior Management How will this impact staff resources? How will we manage risk? Front Line Staff How will this affect my programs / budget? How will this impact my job / client relationships? Community Organizations Will this affect our programs and fundraising efforts? Public Will corporations start dictating programs/services? How will this impact me / my family experience? Potential Sponsors How will this affect future procurement? Will our contributions be put to good use? Media Is this good use of taxpayer dollars? 32
To the Company Value received ROO To the Municipality Reduced costs / enhanced service delivery To Citizens Direct benefits received 33
questions?
where to reach me Bernie Colterman: berniecolterman@cepsm.ca Blog: www.berniecolterman.ca Tel: 613.230-6424 ext.224 Websites: CEPSM.ca 35

More Related Content

Sponsor municipal sponsorship_namingrights_june-2015

  • 1. Your Name Here! The Politics and Process of Municipal Naming Rights
  • 2. 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
  • 3. Some of our Municipal Clients City of Barrie City of Burlington City of Coquitlam City of Hamilton City of Kitchener City of Leduc City of London City of Ottawa City of Red Deer City of Vaughan Town of Beaumont Town of Milton Town of Newmarket Township of King 3
  • 4. Plan Now to Attend! 4 5th Annual Municipal Forum on Sponsorship Friday, November 6, 2015 The Grand Hotel and Suites Toronto, ON http://www.sponsorship.ca/mu nicipalities.html
  • 5. Naming Rights So, whats the attraction? 5
  • 6. Branding Value alignment Product sales Support something 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 6
  • 7. 63.4% actively involved in Naming Rights; 66.7% who are not active are considering it; 71.4% have a Policy; 66.7 feel that 10 years is the ideal term; 33.3% use external contractors to sell; 41.2% use the money to improve facilities; 41.2% allocate money for facility improvements and General Revenue 7
  • 8. Biggest Challenges Assessing the value of the Naming Rights opportunities Limited time and resources to market and sell the program Finding the right sponsor fit and the right person to speak to Community perceptions about sponsorship Getting buy-in from Council / municipal departments 8
  • 9. 9
  • 11. The Naysayers Another intrusion of business in our lives Will detract from the customer experience Will detract from the municipal brand Will dictate our operation The Supporters We need new sources of revenue to do the things we want Anything we can do to keep taxes lower, the better A strong community is good for business The Indifferents It a sign of the times It really makes no difference to me 11
  • 12. 12
  • 13. 1. Setting the parameters; 2. Identifying your naming rights assets; 3. Determining the value of your assets; 4. Marketing your opportunities; 5. Agreements; 6. Implementation considerations. 13
  • 14. Why you are doing it What the revenue will be used for What kind of partners are you looking for Who will be excluded What terms and conditions will govern partnerships How you will ensure equitable access Who will approve agreements 14
  • 15. Whats for Sale? Complexes Arenas Pools Community Halls Gyms Fitness Centres Ball Diamonds Soccer Fields 15
  • 16. Exposure Metrics Facility users Total visitors Vehicular traffic Web site Publications Newsletters Advertising Other unique assets Valuation Metrics Establishing baseline benefits that will be offered Establishing Tangible Values for Benefits Establishing Intangible Values Identifying other Hard Benefits Establishing a Price Range for each opportunity 16
  • 17. Product exclusivity and/or sales; Name and/or Logo ID visibility on all print and electronic materials; Exterior / Interior Signage (i.e. official, directional, unique locations); Advertising (i.e. publications, newsletters) Distribution and direct marketing opportunities; Use of facilities for corporate functions; Hospitality and other Activation. 17
  • 18. Positioning the program Promotional collateral Web site Media Partners Events and Announcements Testimonials Training / leveraging staff Selling the experience Early success stories 18
  • 19. 19
  • 20. From: Sponsorship program Hold or reduce taxes Looking for sponsors Companies will be recognized as sponsors To: Marketing partnership Improve programs and services, enhance the experience of citizens Looking to partner with companies that want to improve the community where employees / customers live, work and play Companies will be recognized as valuable community partners 20
  • 21. Community Champions Program Year-round visibility as a champion Tied into an overall communications campaign Focus on the value that each partnership brings to the city and residents Value-added benefits based on level of investment 21
  • 23. local presence strong connection to community strong connection to facility or event well known and trusted brand easy to remember 23
  • 24. 77% of Canadians that like to buy brands that contribute to worthy causes. 68% 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. 84% would be more likely to give their business to a company that supports good causes and has fair prices than a company that simply offers discounts; 80% of Canadians say it's okay for brands or companies to make money, as long as they're giving back. 24
  • 26. General Agreement Terms Term Payment Schedule Renewal Termination Indemnity Use of Logo Notices Signature Block Benefits Related to specific agreement 26
  • 27. Who will sell? Who will service? Who will coordinate? How will we get buy- in? 27
  • 28. 28
  • 29. Buy-in Audiences: Anyone who will be impacted including: Council Senior Management Front Line Staff Community Organizations Public Potential Sponsors Media Every audience requires a specific, yet integrated strategy 29
  • 31. Senior-level champion(s) Executive Steering Committee Project Management Team (Working Group) Agreement on objectives and revenue allocation Addressing initial or perceived barriers Gaining initial political buy-in for concept Clear policy that supports the program Consistent, ongoing internal and external communications 31
  • 32. Audience Initial or Perceived Barrier Council Will this affect community fundraising efforts? Will we be criticized for selling out? Senior Management How will this impact staff resources? How will we manage risk? Front Line Staff How will this affect my programs / budget? How will this impact my job / client relationships? Community Organizations Will this affect our programs and fundraising efforts? Public Will corporations start dictating programs/services? How will this impact me / my family experience? Potential Sponsors How will this affect future procurement? Will our contributions be put to good use? Media Is this good use of taxpayer dollars? 32
  • 33. To the Company Value received ROO To the Municipality Reduced costs / enhanced service delivery To Citizens Direct benefits received 33
  • 35. where to reach me Bernie Colterman: berniecolterman@cepsm.ca Blog: www.berniecolterman.ca Tel: 613.230-6424 ext.224 Websites: CEPSM.ca 35