AFP Congress Maximizing Your Value Proposition Mark Harrison | - - PowerPoint PPT Presentation

AFP Congress

Maximizing Your Value Proposition

Mark Harrison | Association of Fundraising Professionals | November 20, 2012

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The 360 on TrojanOne

TrojanOne lives outside its comfort zone. We are an edgy, close-knit team that constantly challenges itself to go beyond the exceptional to create beautiful partnerships between brands and properties — all with the end game of successfully promoting all parties.

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The 360 on TrojanOne

As the driving force behind the Canadian Sponsorship Forum, our knowledge base is constantly improving through our commitment to being a leading authority on sponsorship, event management, and sports marketing in Canada.

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The 360 on TrojanOne

Armed with a new consolidated sponsorship strategy and asset framework, Youth Science Canada was able to secure twice its sponsorship revenue for its Canada-Wide Science Fair.

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The 360 on TrojanOne

Raising over $1 million in its inaugural year and securing six national sponsors, Race for Kids was created as Boys and Girls Clubs of Canada’s first national fundraising property, uniting the National Office and Local Clubs under one umbrella.

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The 360 on TrojanOne

Through the development of a detailed activation blueprint, CIBC’s Run for the Cure was able to significantly increase its sponsorship fees.

What Sponsors Want

If I had five pages to write a proposal.

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• I. To Borrow Equity

Sponsorship is the test of equity. Sponsorship helps validate brand claims. Sponsorship provides meaning. Sponsorship articulates your commitment.

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• II. To Tell Stories

Find your sponsor’s pain to write their story. Position yourself as a platform, not a media vehicle. Brands are in the business of storytelling.

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• III. To Engage Stakeholders

Activation is engagement. Activation increases purchase intent by 475% (IMI). Events are declarations.

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• IV. To See Proof

Typical metrics don’t reflect engagement. Demonstrate the depth of engagement. Only 2.25% of sponsorship budgets are spent on evaluation. Quantify the value of your audience.

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• V. To Get Promoted

Help your sponsors do their jobs better. Create a vision of working together. Get to know your sponsors. Help your sponsor write their internal recommendation. Create planning tools to build your credibility.

What Sponsors Want

You can now write your five page proposal.

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Keep in Mind

Take a critical look at equity through the following takeaways. Get ready to share with a partner. Think about your property and equity. Redefine and find new opportunities in your and your partner’s equities.

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Finding Your Equity

You Have More Equity Than You Realize Sponsors Want to Borrow Your Equity A Brand Is a Promise Redefine Your Equity Exercise

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A Brand Is A Promise

Not a package design. Not a tag line. Not a logo. What does your brand promise? What does your brand reflect?

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Sponsors Want to Borrow Your Equity

Community Equity There are five broad types of equity to borrow: Equity association helps legitimize a sponsor’s claims. Emotional Equity Legitimizing Equity Performance Equity Positioning Equity

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You Have More Equity Than You Realize

Look to its impact. Look to its authenticity. Look beyond the size of your organization. Turn to your organization’s strategic voice.

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Redefine Your Equity Exercise

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Describe your property and equity. Pair up with another delegate. What is your mission and vision? What is your organization’s purpose? What is your brand promise? Redefine and find new opportunities in the equity. Share your thinking process and results with the group.

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Keep in Mind

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Consider what you’d change as I take you through a fictitious case. Think about what you offer and the assets you package. Share how you’d change what you offer sponsors. Take a critical look at what sponsors value in the following lessons.

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Packaging Your Assets

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Uncover Your Hidden Value No Gold, Silver, Bronze Consider This Case Repackage Your Assets Exercise

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No Gold, Silver, Bronze

Sponsors want to build their brand with your equity. Sponsorship tells stories, and no story should be the same. Sponsorship is not about a logo on a banner.

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Uncover Your Hidden Value

Analyze your organization’s assets. Examine new approaches to pricing validation. Find and embrace your golden nuggets. Communicate data with impact.

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Consider This Case

This proposal has been written for a fictitious not-for-profit agency that provides career guidance services to at-risk youth. The organization seeks a sponsor to help fund resources for their mentors who work directly with the youth. In the past, all of the funding for this initiative has come from a government grant,

• riginally designed as seed funding. It was expected over time that
• ther revenue sources would be found, which has not occurred to

a level to sustain the program. The agency, after significant strategic planning, began to engage corporate partners to help support their efforts. They have had considerable success in this area and are now pitching their first ever project entitlement. Background

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Consider This Case

The agency was able to secure a meeting with a mid-size financial advisory firm who were seeking to establish a relationship with a cause that would fulfill several objectives for them: Enhance their corporate culture and employee pride, as they had determined this was a major contributor to client profitability. Generate positive media exposure for the firm, that was unrelated to their industry, in the various communities where they had retail operations. Fit with their brand promise of “Providing tough advice in tough times.” Provide opportunities to have a conversation with clients and prospects that isn't focused on service delivery or solicitation. Be able to demonstrate that the an investment of their dollars in a program would generate a positive return. Background

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Cause Marketing Proposal nformed advisors

November 20, 2012

Consider This Case

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“The journey of a thousand miles begins with a single step.”

• Lao-tzu

Grab audience attention early… reference a favourite author…tell a story… share a memory…

Canadian Youth Mentorship Agency

Consider This Case

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Sometimes taking that first step is the most challenging, whether you are an a young teen contemplating your future or a middle class couple who are planning their retirement. Both the Canadian Youth Mentorship Agency and Informed Advisors provide direction, guidance, and expertise in helping their clients take that first step. Demonstrate the common ground between the two

• rganizations

Canadian Youth Mentorship Agency

Consider This Case

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The Challenge

Through discussions and meetings held over the past few weeks, the commonality between the two organizations has become quite clear. Together we have the opportunity to create a significant impact on society.

Consider This Case

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The Challenge

Through our discussions we have learned a lot about Informed Advisors. “Customization” means more than replacing ING with HSBC

Consider This Case

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The Challenge

Consider This Case

This proposal is designed to assist Informed Advisors in your

• bjective to become the “most respected” mid-size financial

planning firm in your region. To achieve this objective you have identified the need to:

• Build your corporate culture given the significant impact of

motivated employees on your client satisfaction scores.

• Generate exposure and coverage by non-financial journalists, to

assist in marketing your firm to your target market identified as upper income, with minimal market involvement.

• Partner with a not-for-profit organization that has a similar

mission and outcome orientation.

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The Challenge

Consider This Case

In our previous meetings we shared with you the history and successes of the Canadian Youth Mentoring Agency. This slide provides balance with the sponsor picture

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The Challenge

Consider This Case

The objectives of Informed Advisors are quite congruent with what CYMA wishes to achieve:

• Provide the appropriate resources to our mentors so they are

motivated by the confidence they are equipped to do their job.

• Generate positive exposure for our services so that more

youth will feel comfortable working with CYMA, and not feel a stigma exists.

• Increase our progression scores which measure the extent to

which we advance our clients from their starting point to career stages over a ten year window.

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The Challenge

Consider This Case

• Over the past five years, Informed Advisors has been involved in

several sponsorships and charitable giving programs. Most of these requests originated from regional offices on an ad hoc basis. In the spring of this year an analysis of these expenditures was conducted and the results were not strong.

• Management at Informed Advisors has made it clear they seek to

maximize their spending effectiveness by having one major partnership across the company, which also provides the flexibility to customize it at a local level.

• This proposal fulfills those needs. It will demonstrate to Informed

Advisors that a relationship with Canadian Youth Mentoring will provide an impactful marketing and communications story at a corporate level, along with significant engagement at a local level.

Pain relief! Pain !

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The Opportunity

Consider This Case

The Canadian Youth Mentorship Agency is proud to present this sponsorship marketing opportunity to Informed Advisors. One of the most important principles in our mentoring process is the opportunity for our clients to interact with people working in their fields of interests. We have found that while

• ur staff are well respected, they are often seen as an

extension of the client’s academic institution. To inspire these youth to commit to our program, which is relatively intense, we have seen our best results when they can make a real live connection with a volunteer mentor.

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The Opportunity

Consider This Case

Understandably there are barriers to being a volunteer mentor, the most significant being the time and

• commitment. However we have tested

an approach in several of our field

• ffices that has been quote successful.

We call them “Career Parties,” and while they aren't quite parties, they do provide an opportunity for people to be a volunteer mentor in a relaxed environment, with significantly less time commitment. In our test markets,

• ur clients have also responded really

well.

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The Opportunity

Consider This Case

The opportunity for Informed Advisors is to take entitlement of the Career Parties property. This entitlement will provide a fully integrated opportunity for Informed Advisors based on the equity of the CYMA brand in the markets in which we operate. A recent survey among employed adults in our fifteen largest markets identified that CYMA is the sixth most recognizable charity in the region. Even more significantly, 82% of respondents were in strong agreement that our organization was a leading contributor in driving economic competitiveness for the community. Sponsorship is the borrowing of equity.

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The Opportunity

Consider This Case

In addition to our consumer survey, we conducted a media audit of the same markets over the past three years. This exercise advised us that we currently rank fifth in media exposure, up from eleventh three years ago, and second in positive content among our peers. This data provides a leading indicator that we expect our recognition levels to continue to grow.

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The Opportunity

Consider This Case

Truly we represent an emerging opportunity for Informed Advisors. Create branded reference tools.

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The Opportunity

Consider This Case

The Canadian Youth Mentoring Agency proposes a three year support term, to ensure that Informed Advisors can maximize their return as the program grows. In addition to the cash investment, Informed Advisors is asked to provide the following support components:

• Contra consulting services
• XX Employee volunteer hours
• X Role model host appearances

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The Opportunity

Consider This Case

Return on Investment Value Media Exposure $$$$ Events Operations $$ Staff Engagement Experiences $ Entitlement to Career Parties $$$ Use of CYMA brand $$ Exclusivity: Financial Advisory Services $$ Total Value $$$$ Investment Value Financial Contribution (Annually/3 year term) $$ Staff Volunteer Hours 00:00 Contra Services $ ROI 2.4:1

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The Opportunity

Consider This Case

We see a dynamic opportunity for Informed Advisors to create a marketing platform around your relationship with CYMA and entitlement of the Career Parties. Show the sponsor what they are buying.

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The Opportunity

Consider This Case

Your firm has carved a niche in the marketplace around your brand promise of tough talk in tough times. This is a startlingly contrast to your competitors who speak of early retirement or financial freedom without

• risk. This approach mirrors our philosophy. While we don’t use the term

“tough” in dealing with our clients, we don’t shy away from being frank and honest to ensure they are prepared to deal with all the challenges they face.

nformed advisors

By supporting our program, Informed Advisors will be positively reinforcing your brand promise and able to demonstrate how that can contribute to positively to society. We envision a communications platform that demonstrates that by making the right choices and sacrifices today, our clients benefit over the long term.

This page is about them.

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The Opportunity

Consider This Case

One of the most intriguing aspects of this proposal is the

• pportunity for you to engage your clients and prospects.

In addition to your financial support of the Career Parties, we would ask that Informed Advisors provide the guest Role Models to attend these events. This provides a double benefit. We gain by tapping into your contacts in the community which will provide a wide variety of successful individuals form technical, professional and administrative fields. You gain by owning a unique opportunity to engage with your clients, in a profoundly unique setting. Feedback from past Role Models at our test events demonstrates that this evening is one of the most impactful activities these people will do in a year.

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The Opportunity

Consider This Case

Each Role Model will be provided with reading materials and

• nline video to prep for them for the experience. Also part of

their prep work will be a profile of our clients, their interest, and the type of information they seek. On the evening of the Career Party they are asked to attend a forty minute workshop were

• ur professional staff will coach them on the evening. Utilizing
• ur expertise, your customers are sure to enjoy their evening

to the maximum.

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The Opportunity

Consider This Case

In addition to customers and prospects, Informed Advisors will also be able to engage their employees in this project. Employees from all local branches will be provided

• pportunities to be engaged:
• Coordinating and inviting Role Models
• Serving as hosts at the Career Parties
• Interviewing our clients to ensure they benefit from the

events

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The Opportunity

Consider This Case

These enriching opportunities will provide a life-changing

• pportunity for your staff to support their local community.

Additionally it will provide a tremendous relationship building venue for dialogue with clients and prospects.

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The Opportunity

Consider This Case

This property will provide avenues to not only engage clients, prospects, and your employees, but also community leaders in media and government. CYMA has tremendous local media contacts, and will conduct an outreach campaign to promote these events as part of our client recruitment strategies. In addition, we will work with local government

• fficials to ensure that one event per market is

attended by a senior civic official. That event will become a media event whereby we will ensure the local press covers the evening. This benefits both of our organizations mutually.

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The Journey

Consider This Case

As a valued partner of CYMA, Informed Advisors will be provided with:

• Sponsorship Fulfillment Plan
• Quarterly Planning Sessions
• Online Partner Support
• Monthly Reports
• Validated ROI

Demonstrate to the sponsor how you will work together.

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The Journey

Consider This Case

Sponsorship Fulfillment Plan

Upon embarking on our relationship, we will develop a tailor-made Sponsorship Fulfillment Plan for you. We develop these plans for all sponsors, with the contents being designed for your particular initiative. Included in this plan will be key elements of our relationship:

• Contracted deliverables
• Agency asset usage (branding, content, digital tools)
• Status & report meeting schedules
• Planning grid including media deadlines, collateral due dates, etc.
• Background information for your organization’s use
• Templates for communications
• Contact information, resource links, recommended suppliers

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The Journey

Consider This Case

Quarterly Planning Sessions

We conduct Quarterly Planning Sessions individually with our five major sponsors, throughout the year. At these meetings we will work with you to discuss:

• Communications campaigns
• PR efforts
• Upcoming events
• CYMA initiatives
• Project results & reporting

These sessions are designed to enhance the ongoing status meetings, to be established based on our servicing plan.

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The Journey

Consider This Case

Online Partner Support

All CYMA partners are provided with access to our limited access portal cymasponsors.com. This portal is our digital meeting place and resource and center.

Show actual CYMA portal

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The Journey

Consider This Case

Monthly Reports

We will work with you to design a customized monthly report, featuring the most important metrics desired by your organization. These reports will include:

• Event reports including participant engagement metrics for Role

Models, volunteers, participants

• Feedback from your clients and prospect participants
• Year to date measures of participation including comparisons to past

three years

• Media affidavits from communications activities & PR clippings/hits

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The Journey

Consider This Case

Validated ROI

CYMA is dedicated to ensuring that Informed Advisors generates a significant ROI. To that end, we will develop an annual tracking process which will involve the capture of both internal and external data points:

• Revenue growth form current clients
• New accounts acquired from prospects
• Ad equivalency from earned media & communications
• Improvement in employee satisfaction ratings
• Increase in progression rates of CYMA clients
• Value of Career Party events

ROI applies to both the sponsors’ business & the success of the project.

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The Journey

Consider This Case

Next Steps: Today:

• Informed Advisors immediate feedback regarding the proposal.
• Identification of any information gaps

Ten Days:

• Informed Advisors to review the proposal internally with marketing

team and provide feedback.

• CYMA to fulfill any information gaps as required.
• Revised final proposal submitted for review.

Anticipate their questions!

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The Journey

Consider This Case

Let’s take that first step together!

Jane Ricardo CEO, Canadian Youth Mentoring Agency

Provide your personal guarantee.

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Package Your Assets Exercise

Now that you’ve thought about your offerings and heard my fictitious case What are the 3 things you would change about your sponsorship opportunities? What are the most valuable assets you could offer sponsors? How would you package them to tell a specific story? Share with the group:

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Thank you for your attention. Now put this knowledge to practice!