Strategic Sponsorship Marketing For Municipal Governments

In my blog THE CASE FOR MUNICIPAL MARKETING , I discussed the importance of marketing for Municipal governments. In these very difficult financial times, municipalities are looking for ways to generate revenue without raising taxes . Sponsorships at the municipal level has become an option for some  but if not done right it can be a real fiasco . So if you are thinking about developing a sponsorship program for your municipal government I suggest you put October 17th 2011 on your calendar and come join us for the  Municipal Forum on Sponsorship, at the Grand Hotel & Suites Toronto

Municipalities face relentless pressure to “do more for less.” To achieve this, creative sources of revenue must be found, and various forms of corporate sponsorship naturally look like the low-hanging fruit.

But it’s not that easy. The offices of civic leaders across the country are littered with corporate sponsorship programs that do not reach their potential – programs that receive tentative or restricted council approval, get lost on the drawing table or subjected to public criticism, even outrage.

In addition to these barriers, many municipalities are also not well equipped to address the numerous challenges of implementing a successful and sustainable corporate revenue program. Some of these challenges include:

  • How do we take a strategic versus a fragmented approach toward corporate revenue development?
  • How do we structure a program that leverages our assets effectively?
  • How do we strike a balance between corporate “wants” and the public fear of over-commercialization?
  • How do we gain buy-in from elected representatives, staff, community stakeholders?
  • How do we implement our program cost-effectively?
  • How do we achieve early success?

Join a select group of forward-thinking municipal leaders at the Municipal Forum on Sponsorship, October 17 at the Grand Hotel & Suites Toronto. Under the expert guidance of my colleague Bernie Colterman, Managing Partner of the Centre of Excellence for Public Sector Marketing (CEPSM) you will discover how to meet these challenges head-on by examining trends and best practices in municipal corporate revenue development from Canada, the United States and internationally.

Who Should Attend?

This workshop and forum is ideal for middle to senior managers from municipalities and other public institutions who are currently involved in or considering Sponsorships, Naming Rights or Advertising as a source of revenue for their organization.

What You Will Learn:

  • Strategic Approaches to Implementing a Sustainable Municipal Corporate Revenue Program
  • How to Identify and Package Sponsorship and Advertising Assets
  • Techniques for Valuating Sponsorship and Naming Rights Assets
  • Positioning, Branding and Marketing Your Municipal Corporate Revenue Program
  • Infrastructure Considerations for Delivering and Managing the Program
  • Key Elements of an Effective Sponsorship and Advertising Policy
  • Strategies for Gaining Internal (and External) Buy-in

The workshop-style format will include a combination of presentations, case studies, break-out sessions and engaging discussion.

At the end of the day, you will be able to:

  • Take a more professional, strategic approach towards corporate sponsorships and naming rights;
  • Implement a process for identifying, packaging and marketing municipal assets;
  • Develop a Sponsorship Policy framework that supports your program.

An exclusive forum and workshop for municipal leaders
Presented in conjunction with Strategic Sponsorship Marketing: The Canadian Summit®
October 17, 2011
The Grand Hotel and Suites
Toronto, ON

Click here for the municipal forum agenda.

Click here to register for the forum.

About jimmintz

Managing Partner, CEPSM Jim Mintz is a veteran marketing professional with many years of experience as a practioner and academic. He is presently Managing Partner at CEPSM and Program Director of the “Professional Certificate in Public Sector and Non-Profit Marketing” at Sprott School ... Specialty Areas: Social Marketing, Integrated Marketing Communications, Public Sector and Non Profit Marketing
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One Comment

  1. Arletta Walin 07-10-2011

    Its like you read my mind! You appear to know so much about this, like you wrote the book in it or something. I think that you could do with some pics to drive the message home a little bit, but other than that, this is excellent blog. A great read. I will definitely be back.

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