Municipal sponsorship continues to grow as more municipalities look for alternate sources of non-tax revenue to off-set operations and fund new facilities.

1. Your Name Here!
The Politics and Process of
Municipal Naming Rights

2. what we do
Strategic Marketing Planning
Sponsorship Valuations &
Strategies
Revenue Development
Social Marketing
Partnership Marketing
Centre of Excellence for Public Sector Marketing
Social Media / Digital Marketing

3. Some of our Municipal Clients
• City of Barrie
• City of Burlington
• City of Coquitlam
• City of Hamilton
• City of Kitchener
• City of Leduc
• City of London
• City of Ottawa
• City of Red Deer
• City of Vaughan
• Town of Beaumont
• Town of Milton
• Town of Newmarket
• Township of King
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4. Plan Now to Attend!
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5th Annual
Municipal Forum on
Sponsorship
Friday, November 6, 2015
The Grand Hotel and Suites
Toronto, ON
http://www.sponsorship.ca/mu
nicipalities.html

5. Naming Rights
So, what’s the attraction?
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6. • Branding
• Value alignment
• Product sales
• Support something that is
important to their
employees or customers
• Give back to the
community
• Share fate rationale
• Build social equity
Why companies
invest in Naming
Rights
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7. • 63.4% actively involved in Naming Rights;
• 66.7% who are not active are considering it;
• 71.4% have a Policy;
• 66.7 feel that 10 years is the ideal term;
• 33.3% use external contractors to sell;
• 41.2% use the money to improve facilities;
• 41.2% allocate money for facility
improvements and General Revenue
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8. Biggest Challenges
• Assessing the value of the Naming
Rights opportunities
• Limited time and resources to
market and sell the program
• Finding the right sponsor “fit” and
the right person to speak to
• Community perceptions about
sponsorship
• Getting buy-in from Council /
municipal departments
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10. Naysayers Supporters Indifferent
20%
65%
15%
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11. The Naysayers
“Another intrusion of business
in our lives”
“Will detract from the
customer experience”
Will detract from the
municipal brand”
“Will dictate our operation”
The Supporters
“We need new sources of
revenue to do the things
we want”
“Anything we can do to
keep taxes lower, the
better”
“A strong community is
good for business”
The Indifferents
“It a sign of the times”
“It really makes no
difference to me”
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13. 1. Setting the parameters;
2. Identifying your naming rights assets;
3. Determining the value of your assets;
4. Marketing your opportunities;
5. Agreements;
6. Implementation considerations.
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14. • Why you are doing it
• What the revenue will be
used for
• What kind of partners are
you looking for
• Who will be excluded
• What terms and conditions
will govern partnerships
• How you will ensure
equitable access
• Who will approve
agreements
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15. What’s for Sale?
• Complexes
• Arenas
• Pools
• Community Halls
• Gyms
• Fitness Centres
• Ball Diamonds
• Soccer Fields
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16. Exposure Metrics
• Facility users
• Total visitors
• Vehicular traffic
• Web site
• Publications
• Newsletters
• Advertising
• Other unique assets
Valuation Metrics
• Establishing baseline
benefits that will be offered
• Establishing Tangible Values
for Benefits
• Establishing Intangible
Values
• Identifying other “Hard”
Benefits
• Establishing a Price Range
for each opportunity
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17. • Product exclusivity and/or sales;
• Name and/or Logo ID visibility on all print
and electronic materials;
• Exterior / Interior Signage (i.e. official,
directional, unique locations);
• Advertising (i.e. publications, newsletters)
• Distribution and direct marketing
opportunities;
• Use of facilities for corporate functions;
• Hospitality and other Activation.
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18. • Positioning the program
• Promotional collateral
• Web site
• Media Partners
• Events and Announcements
• Testimonials
• Training / leveraging staff
• Selling the “experience”
• Early success stories
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19. 19

20. From:
Sponsorship program
Hold or reduce taxes
Looking for sponsors
Companies will be
recognized as sponsors
To:
Marketing partnership
Improve programs and services,
enhance the experience of citizens
Looking to partner with companies
that want to improve the
community where employees /
customers live, work and play
Companies will be recognized as
valuable community partners
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21. Community Champions
Program
• Year-round visibility as a
“champion”
• Tied into an overall
communications campaign
• Focus on the value that each
partnership brings to the city
and residents
• Value-added benefits based
on level of investment
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22. Focusing
on “Fit”

23. • local presence
• strong connection to
community
• strong connection to facility
or event
• well known and trusted
brand
• easy to remember
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24. • 77% of Canadians that like to buy brands that contribute
to worthy causes.
68% of Canadians who say they would remain loyal to a
brand through a recession if it supports a good cause –
even if lower priced brands were available.
84% would be more likely to give their business to a
company that supports good causes and has fair prices than
a company that simply offers discounts;
80% of Canadians say it's okay for brands or companies to
make money, as long as they're giving back.
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25. Customer
Sponsor Sponsee
X
The Strategic “Sweet” Spot
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26. • General Agreement Terms
– Term
– Payment Schedule
– Renewal
– Termination
– Indemnity
– Use of Logo
– Notices
– Signature Block
• Benefits
– Related to specific agreement
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27. • Who will sell?
• Who will service?
• Who will coordinate?
• How will we get buy-
in?
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28. 28

29. Buy-in Audiences:
Anyone who will be impacted including:
– Council
– Senior Management
– Front Line Staff
– Community Organizations
– Public
– Potential Sponsors
– Media
Every audience requires a specific, yet integrated strategy
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30. Fit
+
Value Proposition
+
Positioning & Communications
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31. • Senior-level champion(s)
• Executive Steering Committee
• Project Management Team (Working Group)
• Agreement on objectives and revenue allocation
• Addressing initial or perceived barriers
• Gaining initial political buy-in for concept
• Clear policy that supports the program
• Consistent, ongoing internal and external communications
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32. Audience Initial or Perceived Barrier
Council • Will this affect community fundraising efforts?
• Will we be criticized for “selling out”?
Senior Management • How will this impact staff resources?
• How will we manage risk?
Front Line Staff • How will this affect my programs / budget?
• How will this impact my job / client relationships?
Community Organizations • Will this affect our programs and fundraising efforts?
Public • Will corporations start dictating programs/services?
• How will this impact me / my family experience?
Potential Sponsors • How will this affect future procurement?
• Will our contributions be put to good use?
Media • Is this good use of taxpayer dollars?
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33. • To the Company
– Value received
– ROO
• To the Municipality
– Reduced costs / enhanced service
delivery
• To Citizens
– Direct benefits received
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34. questions?

35. where to reach me
Bernie Colterman: berniecolterman@cepsm.ca
Blog: www.berniecolterman.ca
Tel: 613.230-6424 ext.224
Websites: CEPSM.ca
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