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Sponsorship/Affiliate
Programs
National Associations
CMG Canada works with a wide range of national associations
to assist them in developing and implementing sponsorship, strategic
business partner and other revenue generation strategies. CMG’s proprietary
Sponsorship Valuation Services help organizations identify and assess the value
of their sponsorship properties. Clients include:
- Aboriginal Sports Circle
- AthletesCAN
- Automotive Industries
Association
- Canada Safety Council
- Canadian Association of Defence
and Security Industries
- Canadian Police Association
- Community
Service Council of Newfoundland and Labrador
- Lifesaving Society
- Professional
Institute of the Public Service of Canada
- Purchasing Management Association
of Canada
Canadian Association of Defence and Security Industries (CADSI)
CADSI
produces CANSEC, one of the most important trade show events for the
Canadian defence industry. CMG Canada was engaged to assist CADSI in developing
a formal Sponsorship Strategy for the event as well as sales support in a number
of key areas.
Major achievements:
- Sponsorship sales efforts resulted in
a 200% increase in revenue over the previous year;
- Researched and contacted
approximately 2,000 new buyers in the security field.
Public Works and Government Services Canada
Between
2000 and 2004, CMG Canada provided policy development, sponsorship valuation
and professional training services for the Government of Canada’s reinstated
$40 million Sponsorship Program.
Major achievements:
- Negotiated $1.2 million visibility plans for the Canadian Football
League and National Hockey League teams; increasing sponsorship visibility
benefits by an estimated 40%;
- Provided professional valuation services
for more than 200 sponsored events;
- Trained over 100 staff on sponsorship
negotiation and evaluation techniques.
Export Development Canada (EDC)
In January 2005, CMG Canada assisted
EDC in formalizing a method for evaluating sponsorship proposals, measuring
proposals against stated objectives and determining value for dollar
received through sponsorships.
Major achievement:
- Recommended a Sponsorship Application and Review process that streamlined
the process for assessing opportunities as well as the development of a Rating
Criteria & Evaluation Grid from which sponsorship opportunities could be
assessed according to evolving organizational priorities.
Parks Canada
In 2005, CMG Canada conducted a national valuation of 161
national parks and historical sites to identify potential sponsorship
properties (assets) and determine the value of related benefits to private
sector sponsors.
Major achievement:
- The Valuation Report was used as part of a national
procurement initiative that included a sponsorship element as a key component
of the RFP document.
Workshop – Designing and Selling Your Sponsorship
Program
CMG Canada’s
highly acclaimed, two-day workshop provides an end-to-end solution that
guides participants through the major components of planning and implementing
a successful sponsorship program. The workshop is held annually in Edmonton,
Halifax, Ottawa, Toronto and Vancouver.
Please visit Workshops and Events for
full details and to register online.
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