CMG - Workshops & Events

Workshops and Events

Designing and Selling Your Sponsorship Program
A Professional Approach to Generating Sponsorship Revenue

Now in its 5^th successful year, this two-day workshop is ideal for professionals who are responsible for driving revenue for their organization and want to take an organized, professional approach towards designing and selling their sponsorship program.

The unique, interactive program has helped hundreds of professionals take a more strategic approach towards sponsorships. It takes you through a proven end-to-end design and sales process that has been used to generate more than $25 million in sponsorship revenues. The Course Workbook guides you through the process for creating your own Customized Sponsorship Program. When you finish the workshop you will walk away with a clear Action Plan that is ready to implement.

Participants will also learn a proven technique that has been used to assess the value of over 600 unique sponsorship properties. This successful formula can be used to determine the value of print and online logo placement, signage, advertising, speaking opportunities, product sampling, use of distribution lists and other common sponsor benefits.

YOU WILL LEARN HOW TO:

Create a sponsorship program that is relevant to today’s corporate priorities
Identify assets that can be leveraged with potential sponsors
Determine the value of your sponsorship offerings
Package your sponsorship assets
Position your sponsorship opportunities in a competitive marketplace
Identify the most likely sponsors and make contact with prospects
Develop customized sponsorship packages that push prospect “hot buttons”
Prepare professional collateral, proposals and sponsorship agreements
Launch an organized sales program
Manage sponsorship agreements
Retain sponsors

Your Investment: $595.00
Date: October 7-8, 2009
Location: Toronto
Date: December 2-3, 2009
Location: Ottawa

Register Now | Details in PDF Format | Visit Bernie Colterman's Blog | Testimonials

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Advanced Sponsorship Planning: Moving Beyond Selling Tactics to Strategic Partnerships

You asked for it – You Got It!

This one-day workshop is a follow-up to CMG Canada’s highly acclaimed Designing and Selling Your Sponsorship Program which has helped hundreds of participants achieve better results from their sponsorship programs.

The Advanced Sponsorship Planning workshop is designed for sponsorship professionals from the association, non-profit and public sectors that have a minimum of three (3) years direct experience developing and implementing sponsorship programs. This interactive session will provide you with the strategies and tools to take your sponsorship program to the next level and build your capacity to generate revenue in a tough economic environment.

YOU WILL LEARN HOW TO:

Adapt your current sponsorship program to rapidly changing corporate priorities
Segment and leverage your audience(s) to create multiple, sustainable sponsorship revenue streams for your organization
Leverage your brand and position your sponsorship opportunities to stand out in a competitive marketplace
Demonstrate to potential sponsors the relevance of your sponsorship opportunity to their business and how you can help move customers through the buying cycle
Develop more compelling sponsorship packages
Rationalize the price (and value) of your sponsorships
Implement a strategic Sponsorship Sales Program
Implement a structured Sponsor Renewal Program
Implement a value-added Sponsor Incentive Program that rewards companies that invest with you over the long-term

Your Investment: $450.00
Date: October 20, 2009
Location: Ottawa
Date: April 21, 2010
Location: Vancouver

Register Now | Details in PDF Format | Visit Bernie Colterman's Blog | Testimonials

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Taking a Strategic Approach To Corporate Engagement as an Integral Part of Your Marketing Communications

Presented in cooperation with the Centre of Excellence for Public Sector Marketing.

Corporate partnerships have emerged as a core business strategy for public sector organizations that want to leverage resources and deliver targeted and sustained messages to audiences. This workshop is ideal for government organizations that want to explore corporate engagement as a means of reducing program / service delivery costs and building reach and capacity for their campaigns or initiatives.

This advanced-level educational program will present case studies and best practices that will help you establish a strategic direction for your corporate partnership initiatives and lead you through a step-by-step process for identifying and prioritizing partnering opportunities, negotiating, managing and demonstrating the value of your partnering arrangements. The Course Workbook will guide you through the development of your own plan.

YOU WILL LEARN HOW TO:

Leverage corporate partnerships to leverage resources and increase reach and impact
Plan your partnering program using a proven 7-step Partnership Model
Set realistic and measurable partnership objectives
Identify and prioritize potential partners
Prospect and build rapport with potential partners
Develop compelling partner proposals
Negotiate and develop win / win partnership agreements
Activate and manage partnerships
Measure the value and impact of your partnering arrangements
Develop Departmental Partnership Guidelines
Sell partnering initiatives in a risk-adverse environment

Your Investment: $450.00
Date: TBD
Location: Ottawa

Register Now | Details in PDF Format | Visit Bernie Colterman's Blog | Testimonials

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Building Brands and Business Through Effective Sponsorship Marketing

Presented by CMG Canada in cooperation with the Ottawa Business Journal.

A fundamental shift in marketing is taking place. The fragmentation of traditional media, a growing need for two-way communication, increased consumer expectation for companies to demonstrate social responsibility and a buyer shift from “tell me” to “show me” challenges today’s marketer to come up with more sophisticated methods to reach, communicate with and influence audiences.

Sponsorship marketing is ideally suited to meet and mitigate these challenges by creating opportunities for companies to connect with audiences in meaningful ways, influence purchasing behaviour and increase brand loyalty. Yet, too often, marketers do not leverage sponsorships as part of their integrated marketing communications strategy or worse, they settle for generic sponsorship ‘benefits’ packages that don’t contribute to business objectives.

This one-day workshop is ideal for sponsorship and community investment practitioners and marketing managers that want to take a more strategic approach towards their sponsorship marketing and community investment initiatives. This interactive session will examine trends and best practices in sponsorship marketing and lead you through a step-by-step process for developing and implementing an effective sponsorship strategy that focuses on outcomes, not outputs. It will also provide you with tools to help you select the right properties and assess the value of your investment.

YOU WILL LEARN HOW TO:

Integrate sponsorships and community investments as effective elements of the marketing mix;
Establish quantifiable objectives for your sponsorship marketing program;
Select properties that are aligned with your business objectives;
Determine the value of sponsorship benefits packages;
Negotiate a customized sponsorship package that meets your needs;
Leverage your sponsorship investment through effective activation strategies;
Measure value and results against marketing objectives.

YOUR INVESTMENT INCLUDES:

PowerPoint Presentation materials
Course Workbook
Continental Breakfast, Lunch and Snacks

Supporting Sponsors:

Your Investment: $450.00
Date and Location: February 18, 2010 – Ottawa Hampton Inn Conference Centre
Directions: How to find the Hampton Inn Conference Centre

Register Now | Details in PDF Format | Visit Bernie Colterman's Blog

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In partnership with:

Professional Certificates Offered by The Centre of Excellence for Public Sector Marketing (CEPSM) in Partnership with the Carleton University Sprott School of Business

Professional Certificate in Public Sector and Non-Profit Marketing

and

Executive Certificate in Public Sector Marketing Leadership

“The Professional Certificate in Public Sector and Non-Profit Marketing is a “must have” for anyone practicing marketing in the public and non-profit sectors. It is particularly helpful to people who lack formal training in marketing, but are seriously attempting to integrate marketing into their organization”
Philip Kotler, Professor International Marketing, Kellogg School of Management, Northwestern University

Both of these university certificate programs cover the fundamentals of public sector and non-profit marketing and are designed to be intensive and rigorous, respecting that your time away from the office needs to produce concrete results. Stimulating formats ensure that you are equipped with tested techniques and methods that positively enhance your performance on the job.

The Professional Certificate provides intensive training for 1 or 2 days, each month, over the course of five months, requiring a commitment of 10 days of classroom training plus additional time to complete the strategic marketing plan.

“Finally-a comprehensive marketing course that speaks to the needs and realities of non-profit organizations and government”
M. Helgoth, Director, Strategic Partnerships, Canadian Dental Hygienists Association

The Executive Certificate is offered as a residential program, in picturesque surroundings. This intensive residency program spans six days. It has been specifically designed for public sector and non-profit managers and officers who are looking for a professional development experience in the field of strategic marketing.

“Thank you for sharing your expertise over the week-long program. I appreciated hearing from different instructors and guest presenters with different perspectives. Overall, the program met or exceeded my expectations and offered significant value.”
Cassie Palamar, Human Rights and Citizenship, Alberta Tourism, Parks, Recreation and Culture

YOU WILL LEARN:

Marketable skills, share experiences with other marketers and expand your network
How to develop skills and expertise to assume more senior positions and responsibilities
From top professionals in the field who apply real world experiences to their teaching
How to develop an "action oriented" strategic marketing plan for your organization
You will receive comprehensive take home materials which you can use as a reference for developing marketing and communications plans.

For more information on the Professional Certificate visit:
http://www.carleton.ca/ppd/indepth/cpsm.htm

For more information on the Executive Certificate go to:
http://www.carleton.ca/ppd/indepth/eps.htm

Or call 613-520-3488

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