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The upcoming Think!Sponsorship Conference is titled 'Sponsorship Connects' and will be focussing on the very essence of sponsorship - connecting communities. We will debate and discuss topical & trending issues relating to the engagement of fans and audiences.
Check out below the agenda for the day:
Sponsorship Connects
29th May 2012
Rich Mix
09.00: Registration
09.45: Welcome Address
Catherine Hawkins, Managing Director, Think!Sponsorship Ltd
Jane Earl, Chief Executive, Rich Mix
09.55: Group Session One - 'The Essential Audience'
As brands seek to have more relevant and one-to-one conversations with consumers, the relationship & community that an effective sponsorship partnership can provide to a brand becomes ever more important. In our opening case study we examine an effective example of how a brand has targeted a specific community to embed themselves in the hearts, minds, and more importantly the pockets of their target audience.
Nick Cohen, Managing Partner & Head of MediaCom Beyond Advertising
Ian Cartwright, Director, elevenfiftyfive Ltd
Project: Volkswagen - See Film Differently
10.45: Speed!Sponsorship
Delegates will participate in our structured networking session that facilitates introductions between the sponsorship triangle: buyer, seller and agency.
11.45: AM Breakout sessions (run simultaneously)
Breakout 1 - 'Sponsorship Connects: Business to Business'
Sponsorship has the power to create fantastic business to business opportunities and in breakout 1, we examine a case in kind before delving deep into a discussion regarding effective B2B sponsorship strategies.
Ian Hoy, Corporate Development, Beazley
Chris O'Donoghue, Group Commercial Director, WSM
Project: Beazley sponsorship of British Fencing
Moderator: Andrew McMorran
Breakout 2 - 'Sponsorship Connects: Business to consumers'
Sponsorship has the power to create fantastic business to consumer opportunities on a micro or macro level and in breakout 2, we examine a case in kind before delving deep into a discussion regarding effective B2C sponsorship strategies.
Martin Prendergast, Deputy Director of Development, National Theatre
Sarah Loughran, Global Head of Sponsorship, Aviva
Project: NT Live
Moderator: Wendy Stephenson, Managing Director, WSB Consulting
Breakout 3 - 'Sponsorship Connects: Business to employees'
Sponsorship has the power to create unique opportunities to engage, motivate and inspire employees. In breakout 3, we examine a case in kind before delving deep into a discussion regarding effective B2E sponsorship strategies.
Will Meldrum, Managing Director, Corporate Development, Markit
Caroline Carey, Head of Corporate Development, The Young Vic Theatre
Project: The award winning partnership- ‘Markit- lead sponsor of the Young Vic’s Funded Ticket Scheme’
Moderator: William Fenton, Editor, The World Sponsorship Monitor
12.45: Lunch Break
14.00: Group Session Two - 'Digital Audiences: Friend? Foe? The Future?'
Arguably the digital & social media landscape is creating parity between sports and the rest of the pack with ‘followers’ and ‘friends’ ramping up audience numbers at a rapid pace. Research supports the notion that the cultural sector understand how to engage and interact with their digital audiences better than sport, and yet sponsorship revenues in the cultural sector reported a second annual decrease despite overall sponsorship figures improving. Our second group session of the day sees our expert panel discuss sponsorship’s new audience – no longer the armchair ‘fan’ but the active & often high volume digital ‘fan’. What is the value of these communities in the context of sponsorship? What role do they play for sponsors? How can property and sponsors engage and interact with these types of audiences and seize the opportunity that this emerging fan base create?
Presenter: Joel Seymour-Hyde, Group Director - Strategy, Octagon
Panel:
Joel Seymour-Hyde, Group Director - Strategy, Octagon
Beth O'Connor, Marketing Manager, Rich Mix
14.45: PM Breakout sessions (run simultaneously)
Breakout 4 – 'Rewarding Connections'
A climate of austerity has seen well-documented public sector cuts across the board. This has put a greater emphasis on public/private sector collaborations to ensure that socially relevant projects can thrive on sustainable footings. Traditionally the domain of the ’CSR team’ ethical and socially responsible projects are now seeing much greater traction in commercial departments. In this breakout session we review the ‘Big Society ‘ at work and examine how multi-layered partnerships with commercial and public stakeholders can work, and how they are being communicated to society at large.
Avis Robinson, PR Manager, Wickes
Rosie Ferguson, Chief Executive, London Youth
Margaret Cooney, Adviser, Big Local Trust
Tim Reading, Director, The Co-Sponsorship Agency
Project: The award-winning 'Volunteer it Yourself (VIY)'
Moderator: Andrew McMorran
Breakout 5 - 'Smart Sponsorship: Challenging the traditional rights model and harnessing opportunities'
In July 2009, Hornby became only the second company, after the Royal Mint, to agree a licensing agreement with the London organising committee for the 2012 Olympic Games. The licensing agreement gave them no marketing rights and a huge challenge to communicate their involvement in the London 2012 Games - and moreover do so in a credible and relevant way. Their subsequent inspired sponsorship of up and coming cyclist Lizzie Armistead coupled with creative use of opportunities around The Games has seen them exceed all expectations and be tipped as one of ‘the companies to win in 2012’. In this session we hear about the Hornby programme in more depth, and consider whether a progamme of this type challenges the traditional ‘rights’ model?
Alexandra Balzaretti, London 2012 Project Director, Hornby
15.30: Tea Break
16.00: Group Session Three - 'Sponsorship by numbers?'
Our final group session of the day kicks off with a short presentation that seeks to put three questions into the minds of the audience prior to the subsequent panel discussion: (1) Sponsorship- as an industry- has a propensity to measure simply by numbers. How much useful information can that provide as to the effectiveness of the programme -does measuring by numbers indicate a lack of clarity in objectives and strategy? (2) Are sponsors using the right matrix to evaluate the performance of their sponsorship activity? How can we measure the impact of sponsorship activation activity on audiences, and gain a better understanding of whether the sponsorship programme has gained their attention, and engaged them enough to take action?
Presenter: Ian Thompson, Director, Sponsorship Science
Panel:
Claudia Wood, Deputy Director, Demos
Ian Thompson, Director, Sponsorship Science
Simon Rines, Director, International Marketing Reports
Alexandra Balzaretti, London 2012 Project Director, Hornby
16.45: Drinks & Networking Opportunity
Delegates will be invited to take part in a relaxed networking session to exchange impressions about the day.
Further information
To book your ticket now click here
Follow us on twitter @thinkspons and use the hashtag #thinkspons17 to tweet about the different sessions you take part in!
Find out about out Sell!Your Sponsorship workshop run in paralell to the conference on the day.
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