Sponsorship & Event Marketing
This event is over.
NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00 AM)
I. CLEAR CHANNEL LENDS ITS VOICE TO THE IHEART MUSIC FESTIVAL (10:00-10:45AM)
In this session you'll learn how media leader Clear Channel utilizes their music connections to help those in need through sponsorships and events at music festivals throughout the country.
Greg Glenday, President of Connections – Clear Channel
II. NATIONAL GRID ELECTRIFIES BRAND AFFINITY THROUGH SPONSORSHIP (11:00-11:45AM)
Brian Cronin, Manager of Brand Strategy and Implementation – National Grid will share how an energy & utility company is building brand affinity through sports and causes. National Grid will also share the exciting story behind their partnership with former New England Patriot Joe Andruzzi and the Joe Andruzzi Foundation this year. The program pledges donations to the foundation with every touchdown New England scores and includes multiple channels such as radio, PR, and social media, as well as chances for residential customers to win tickets through a Twitter sweepstakes campaign.
Brian Cronin, Manager of Brand Strategy and Implementation –National Grid
Rafael A. Sulit, Head of US Brand Strategy and Implementation – National Grid
III. TRICKS AND TREATS FROM SIX FLAGS FRIGHT FEST (11:45AM-12:45PM)
In this session, you'll learn how Six Flags Entertainment develops unique sponsorship and event marketing opportunities around its award-winning special Halloween event. From the event's title sponsor, SNICKERS®, to its alliances with movies, CPG and video game partners, Hear case studies around activation on how Fright Fest has become one of Six Flags Entertainment's most important events for their sponsorship partners.
Stephanie Borges, Director, Corporate Alliances – Six Flags Entertainment
LUNCH (12:45 – 1:30PM)
IV. ANA/IEG MEASUREMENT SURVEY REPORT (1:30-2:00PM)
Sponsorship measurement continues to be one of the main challenges marketers are faced with when entering into a sponsorship program. In this session members of the ANA's Marketing Knowledge Center will share with committee members the finding of the recent ANA/IEG Measurement Survey. Key insights include: increased need for measurement to justify results, lack of standardardized measurement metrics and the rise of social media in sponsorship measurement.
Arthur Tharpe, Senior Director Marketing Research– ANA
Mareena Apostolos, Marketing Research Analyst - ANA
V. MEMBER ROUNDTABLE DISCUSSION (2:00-2:30PM)
During this session, Sponsorship & Event Committee members will be asked to share their experiences and perspectives on the topic of measurement. This is always an intense and much debated topic among sponsorship marketers. Following the survey reportpresentation there will be a great opportunity to hear what is on the committee members minds related to this topic.
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