Sponsorship & Event Marketing
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NETWORKING BREAKFAST (9:00 – 9:30)
INTRODUCTIONS (9:30 – 9:45)
I. MAKING THE RIGHT SPONSORSHIP DECISIONS: AN IEG CONSULTING CLIENT CASE STUDY (9:45 – 10:45)
There are many ways that a company's sponsorship program can go off the rails: executive pet projects, rogue field offices, departmental debate over priorities and goals, etc. IEG Consulting has helped numerous clients take control of their sponsorships using objective selection and evaluation tools that put process, discipline and strategy behind decision-making. Senior consultants Larry Albus and Matt Petersen will demonstrate how an objective model aligns the sponsorship portfolio directly with the company's business objectives through easy-to-use scorecards and management tools that not only ensure the right choices are made, but also feed into meaningful measurement of return on the back end.
Larry Albus, Vice President, Client Solutions - IEG Consulting
Matt Petersen, Vice President, Client Solutions - IEG Consulting
II. THE SCOTTS COMPANY 'TAKES THE FIELD' WITH MAJOR LEAGUE BASEBALL (11:00-12:00)
The Scotts Company and Major League Baseball recently announced a multi-year extension of their sponsorship agreement reaffirming Scotts' position as the "Official Lawn Care Company of Major League Baseball." With its sponsorship extension in place, The Scotts Company implemented their "Take The Field" program to highlight the partnership and begin optimizing value by activating on strategic MLB assets beginning with opening day. In this session, Rich Foster, Vice President of Marketing, The Scotts Company, will discuss the objectives and vision behind the extension of their relationship with Major League Baseball and share how the company is leveraging their "Take The Field" program to increase the return on objectives for this established partnership.
Rich Foster, Vice President of Marketing - The Scotts Company
WORKING LUNCH (Noon – 1:00)
III. GLOBAL BRANDS LEVERAGE SOCIAL TO ELEVATE THEIR ACTIVATIONS (12:15-1:00)
In this session, Vijay Sundaram, CMO – SocialTwist will share two case studies that highlight how sophisticated social media integrations can enhance the value of both event marketing programs and corporate partnerships. Vijay will discuss how Lacoste implemented a social campaign at their experiential activation in Grand Central Station to extend engagement and create value from their localized investment beyond New York City. In the second case study, SocialTwist will examine an innovative social integration for India's NDTV's sponsorship of the Save Our Tigers effort that contributed to surpassed ROI expectations for this partnership with the World Wildlife Fund.
Vijay Sundaram, CMO – SocialTwist
IV. AON'S OPPORTUNITY WITH MANCHESTER UNITED (1:00-2:00)
In 2010, Aon Service Corporation, a leading risk advisor, insurance broker and human capital consultant, became the principal sponsor of Manchester United, one of the world's highest-profile sports organizations. In this session, Patrick Pierce, Director of Sponsorships for Aon, will share developments in the evolution of this global partnership, including how it is leveraged to achieve multiple objectives, how the company is keeping it fresh for its internal and external audiences, and how it is delivering against Aon's measurable objectives.
Patrick Pierce, Director of Sponsorships – Aon
V. REVIEW & TOPICS FOR NEXT MEETING (2:00-2:30)