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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)
Export Development Canada

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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