CMG - Workshops & Events

Workshops and Events

Designing Your Sponsorship Program
A Proven Approach to Identifying and Packaging Your Assets

Effective sponsorship programs don’t happen by accident; they combine the science of asset management and measurement with the art of matching assets with the needs of potential sponsors. This workshop takes you through an organized process to identify, package and enhance your organization’s assets. The Course Workbook guides you through the process for creating your own Customized Sponsorship Program. At the conclusion of the workshop, you’ll have a sponsorship framework that is ready to implement.

Participants will also learn a proven technique that has been used to assess the value of over 650 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 “hidden” assets that can be leveraged with potential sponsors;
Determine the tangible and intangible value of your sponsorship offerings;
Use audience segmentation to expand the range of potential sponsors;
Develop sponsorship packages that push prospect “hot buttons”;
Build social media and other audience engagement elements into your sponsorship proposals;
Prepare professional agreements;
Build an internal culture that supports your sponsorship program.

Your Investment:	$395.00 or both for $595 (see below)
Dates:	October 26, 2010 – Toronto
	December 7, 2010 – Ottawa

Selling Your Sponsorship Program
Effectively Selling Your Sponsorship Program

One of the biggest challenges facing not-for-profit and government organizations is how to effectively engage and recruit corporate partners. This one-day workshop is designed for fund development and sponsorship managers and related professionals involved in soliciting corporate funds and/or in-kind services who want to take a more professional approach towards selling. It will provide the essential sales training you need to be more effective at reaching potential prospects, presenting your solutions and influencing the decision-making process.

You will learn how to:

Leverage your organization’s brand to develop a unique selling proposition that differentiates you from the “competition”;
Develop an organizational culture that supports the sales function;
Develop a structured sales plan;
Prepare effective sales collateral;
Effectively promote your sponsorship and corporate partnership opportunities;
Identify prospects that are aligned with your organization’s goals;
Make contact and build relationships with prospects;
Uncover prospect needs;
Prepare compelling corporate partner proposals;
Handle objections and other delay tactics;
Negotiate win-win agreements;
Retain sponsors and other corporate partners.

Your Investment:	$395.00 or both for $595 (see below)
Dates:	October 27, 2010 – Toronto
	December 8, 2010 – Ottawa

Workshop Dates and Fees:

Workshop	Location	Date	Fee
Designing Your Sponsorship Program	Toronto	October 26	$395.00
Selling Your Sponsorship Program	Toronto	October 27	$395.00
Combined Workshops Toronto October 26 & 27			$595.00
Designing Your Sponsorship Program	Ottawa	December 7	$395.00
Selling Your Sponsorship Program	Ottawa	December 8	$395.00
Combined Workshops Ottawa December 7 & 8			$595.00
Register for the workshop of your choice — or both workshops back-to-back to save money and learn all the skills you need to implement a successful program!

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

“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

This university certificate program covers the fundamentals of public sector and non-profit marketing and is 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

“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/programs/public_sector_nonprofit_marketing.html

Or call 613-520-3488

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