CMG - Workshops & Events

Workshops and Events

Designing and Selling Your Sponsorship Program
An End-to-End Solution for Implementing a Successful Sponsorship Initiative

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:

Adapt your sponsorship program to changing corporate priorities
Identify assets that can be leveraged with potential sponsors
Determine the value of your sponsorship offerings
Stand out in a competitive marketplace
Develop sponsorship packages that push prospect “hot buttons”
Research and make contact with prospects
Prepare professional collateral, proposals and sponsorship agreements
Launch a professional sales program
Activate successful sponsorships
Increase sponsor renewal rates

Your Investment: $595.00
Date: April 21-22, 2009
Location: Calgary
Date: October 7-8, 2009
Location: Toronto
Date: December 2-3, 2009
Location: Ottawa

Register Now | Visit Bernie Colterman's Blog | Testimonials

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Advanced Sponsorship Planning: Growing Your Revenue in an Economic Downturn

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 two (2) 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 sponsorships to rapidly changing corporate priorities
Identify, segment and leverage your audience (s)
Show how your sponsorships can move customers through the buying cycle
Rationalize the price (and value) of your sponsorships
Develop more professional sponsorship packages
Customize your sponsorship offer to meet specific corporate marketing objectives
Create compelling sponsorship collateral
Implement a strategic Sponsorship Sales Program
Implement a structured sponsor Renewal Program
Implement a value-added sponsor Incentive Program

Your Investment: $450.00
Date: April 1, 2009
Location: Vancouver
Date: June 2, 2009
Location: Brampton at MARCOM
Date: October 20, 2009
Location: Ottawa

Register Now | Visit Bernie Colterman's Blog | Testimonials

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Taking a Strategic Approach Towards Corporate Engagement Initiatives

(CMG Canada in cooperation with the Centre of Excellence for Public Sector Marketing)

Partnerships have emerged as a core business strategy for any organization that wants 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 Work Book will guide you through the development of your own plan.

YOU WILL LEARN HOW TO:

Use partnerships to leverage resources and increase reach and impact
Make the shift from tactical to strategic partnerships
Plan your partnering program using a proven Partnership Model
Set realistic and measurable partnership objectives
Identify and prioritize potential partners
Develop compelling partner proposals
Prospect and build rapport with potential partners
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: November 5, 2009
Location: Ottawa

Register Now | Visit Bernie Colterman's Blog | Testimonials

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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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