Sponsorship & Event Marketing
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NETWORKING BREAKFAST (9:00 – 9:30)
INTRODUCTIONS (9:30 – 9:45)
I. BUSCH GARDENS AND CUTTING EDGE LASER TECHNOLOGIES SPONSORSHIP CASE STUDY (9:45-10:45AM)
Representatives from Busch Gardens will share how their unique sponsorship goes beyond their core partnership in providing care for their animals.
Jeff Miller, Regional Manager – Cutting Edge Laser Technologies
Dr. Peter Black, Veterinarian Zoological Operations – Busch Gardens Tampa
II. NORWEGIAN CRUISE LINE® AND HSN ARE CHARTING NEW COURSES FOR A SUCCESSFUL PARTNERSHIP (11:00AM-12:00PM)
In this session, you'll learn how Norwegian Cruise Line and HSN have partnered to bring unique experiences and propositions to a highly-engaged audience that loves to shop and cruise. From tapping into the gaming mindset of the HSN customer to bringing custom content and experiences to life on live TV, this session offers great insight into how an unconventional approach to a partnership is a win/win for all.
Claudia Panfil, Vice President, Advertising, Brand and Media – Norwegian Cruise Line
Deb Nelson, VP Integrated Marketing - HSNi
LUNCH (12:00 – 1:00PM)
- Photo opportunity with SeaWorld animal
III. CONNECTING TO CUSTOMERS THROUGH ENERGIZED SPONSORSHIPS (1:00-2:00PM)
In this session, Steven Greer, Marketing Communications Director – Bloomin' Brands will share how Outback Steakhouse utilizes its sponsorship of the Outback Bowl to reach key customers through fan engagement, experiential and hospitality events. Outback will also provide perspective on how success is measured for the Outback Bowl sponsorship as well as other sponsored events such as their NASCAR Sprint Cup partnership.
Steven Greer, Marketing Communications Director– Bloomin' Brands
IV. ADVANCING SPONSORSHIP ROI MEASUREMENT (2:00-2:30PM)
The 2013 ANA/IEG Sponsorship Measurement Survey found that only 20% of marketers are satisfied with their ability to measure sponsorship ROI. As a follow up to the survey, ANA is working with Sequent Partners Consulting on developing guidelines and best practices for integrating sponsorships into marketing mix models or other ROI measurement tools. In this session, we will update ANA Sponsorship & Event Marketing Committee members on this multi-client learning initiative to advance the practice of measuring the financial return on sponsorship investments.
Alice Sylvester, Partner – Sequent Partners Consulting
Gerald Johnson, Chief Marketing & Diversity Officer – American Heart Association and ANA Sponsorship & Event Marketing Committee Co-Chair
Brian Maynard, Director, Marketing – Whirlpool Corporation and ANA Sponsorship & Event Marketing Committee Co-Chair
POST MEETING ACTIVITIES (2:30-6:00PM)
- Free time in the park (2:30-4:00PM)
- Cocktail Reception (4:00-6:00PM)
- ANA Sponsorship & Event Marketing Committee members in attendance will receive a SeaWorld Parks & Entertainment gift
For directions to SeaWorld Orlando, visit http://seaworldparks.com/en/seaworld-orlando/Park-Info/Directions. When you arrive at the toll booth entering the parking lot, please alert the toll booth attendant you are here for a meeting at Ports of Call. They will provide you a parking pass and direct you to parking.
Members can visit this link for a list of our official and partner hotels: http://seaworldparks.com/en/seaworld-orlando/vacations/hotels/
Special Ticket Offers/Packages
We will provide special ticket and packaging for any ANA Sponsorship & Event Marketing Committee members that would like to come early and/or bring their families to enjoy SeaWorld Orlando and/or Aquatic during their stay. Please reach out directly to:
Tamika Hillman | Corporate Partnerships SeaWorld Parks & Entertainment