Archives For #csf2011

At one of the final sessions of the 2011 Canadian Sponsorship Forum, Barry Forth shared the story of how he helped Dundas, Ontario, win the title of Kraft Hockeyville in 2010. The incredible creativity and collaboration demonstrated by Barry and the rest of the committee provided inspirational and highly useful tips for anyone planning a campaign to mobilize a community.

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In the last several years, the ground has shifted beneath the feet of marketers like never before. Andrew Shibata, Head of Brand Marketing at RBC, has experienced this shift and was inspired to charge the change of sponsorship models and social branding for initiatives like RBC’s Blue Water Project. This afternoon, Andy led delegates through an interactive discussion around the need for marketers to drive a social stake into all brand mixes or face the resulting consequences.

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Three top athlete sponsorship experts – Colin Campbell from NHLPA, Chris Armstrong from Wasserman Media Group and Rick Burton from Syracuse University – came together for an interactive session moderated by TrojanOne’s Michael Weisdorf all about achieving ROI from athlete sponsorships. After a brief introduction and video that highlighted the emotional connection many Canadians have with hockey, the session was driven by audience questions.

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Michael Browne has worked for a number of different industries, but today at the Canadian Sponsorship Forum, he was presenting information he gained from marketing beer.

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As Labatt’s manager of sponsorship and marketing integration, Scott Thompson understands how to use consumer insights to drive a brand, partnership strategy, and marketplace activities. In his presentation, he went through Labatt’s current strategy, what they’ve done in the past and where they’re going in the future.

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An expert in conference management, Ian MacGillvray at OOMPH! Events brings out the best in every conference he’s helped organize. Today, Ian helped guide delegates through the process of measuring ROI on B2B investment and demonstrated how they can achieve a high ROI by streamlining and automating their operations to increase efficiency while simultaneously reducing costs and cycle time.

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A fixture of the Canadian Sponsorship Forum since 2007, the Canadian Sponsorship Landscape Study provides the most comprehensive analysis of the Canadian sponsorship industry available. This year, the Study shines a light on hot-topic trends in the entertainment industry, while also examining how the 2010 Olympics affected the sponsorship landscape. Dr. Norm O’Reilly, professor at the University of Ottawa and senior advisor to TrojanOne, opened the day to discuss how this valuable data on industry size, spending by sector, activation trends, evaluation practices, strategic priorities and future outlook can be used to back up your sponsorship decisions.

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One of the Forum’s most popular return speakers, Don Mayo from IMI International, wrapped up the first day of CSF 2011 with a keynote presentation on using research to maximize ROI.

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Sponsorship marketing has experienced a dramatic shift in the way that properties and brands can engage audiences online. Those on the leading edge of this change can see the potential on the road ahead, but are also keenly aware of the traps and speed bumps that can slow down their progress. Today, TrojanOne’s Director of Digital Media, Mark Stewart shined a light on what’s ahead for sponsorship marketing within the digital landscape and gave delegates actionable strategies and tools that brands, properties or events can use to drive better relationships and measurable results.

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Delegates arriving at the presentation from Chuck Phillips and Kyle Romaniuk of Cocoon Branding were greeted with a single yellow slide reading: “Before we begin, write down as many uses for a paper clip as you can.” What followed was an interactive workshop with delegates getting hands-on tips on how to be creative and generate new ideas, which inspired creativity, allowed delegates to go home to foster a more creative working environment, and contributed to the development of a more creative world.

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