A Case Study Featuring the International Visitors Council of Philadelphia

By Gail S. Bower, President, Bower & Co. Consulting LLC

January 2012

In the past, when the International Visitors Council of Philadelphia (IVC) needed companies to sponsor its events, IVC board members who could commit the funds were the first to be asked.

"We didn't have much to offer," said Nancy Gilboy, IVC President & CEO. "Just seats at tables, or the company's name in an invitation. Certainly not all the benefits we have outlined now."

That changed when a group from Russia visited Philadelphia, and one member of the delegation asked to meet with someone experienced at producing jazz festivals. Knowing that I had 20 years of experience with marketing, developing corporate sponsorships, and producing similar events, a colleague put Nancy and me in touch.

Nancy also recognized that IVC's own sponsorship program had more revenue potential and was "leaving money on the table," so she applied for a capacity building grant from a foundation and used that funding to bring my company, Bower & Co. Consulting LLC, on board to help increase those dollars.

Together we reviewed IVC's operations and events, uncovering opportunities for corporations to partner with IVC, identifying assets like receptions, visitor packets, and name badges. We also assigned value to program components. In addition, we focused on a transfer of skills so that Nancy and her staff members would be able to approach corporations themselves, know what to say, and how to propose meaningful sponsorship opportunities to prospective partners.

Nancy now describes the IVC as "more sophisticated, and much more professional in what we're doing." As she says, "Companies respect that and don't take advantage of it."

Nancy learned valuable lessons from our work together. "You gave us confidence to say 'no' to people," Nancy recalls, "and to feel comfortable telling a sponsor who offered us thousands of free cocktail napkins with their logo on it, 'Thank you, but that's not a benefit within your investment level.' I never would have done that before. But the reaction I got was one of respect. We had been giving things away that diminished our value, so it was an eye-opening experience for me."

The strategy works. According to Nancy, "Our new approach is generating more revenue. And as one corporation gets involved, it attracts others. It adds credibility. But it's still all about who you know."

For corporations, sponsorship is a marketing vehicle characterized by the experiential opportunity it offers. When there's a good fit, audiences interact face-to-face with a company's brand, product, or service. Businesses that use sponsorship effectively do so to achieve results towards their business or marketing objectives.

For nonprofits, associations, and membership organizations, incorporating event sponsorship into their operations adds an important source of unrestricted income. When structured properly, both the sponsor and the organization benefit from a tremendous windfall in marketing exposure.

Once you determine that sponsorship revenue is appropriate for your organization, there is a great deal of preparation needed before jumping in. Investigating the skills necessary and the impact on your overall operation, and learning more about sponsorship will help you determine whether sponsorship revenue makes sense for your organization strategically. You'll want to take several initial steps, like the ones IVC completed, so that you launch your program from a position of strength.

Nancy recognizes the value of a systematic, logical approach. Nancy said, "It was very methodical, logical, and easy for us to understand. I feel confident now that what we are offering is of value." She continued, "Now it's part of me. We're still figuring it all out, but I'm much more confident."

 

Author of How to Jump-start Your Sponsorship Strategy in Tough Times, Gail S. Bower specializes in dramatically raising the visibility, revenue, and impact of organizations. Bower & Co. Consulting LLC improves the effectiveness and results of clients' marketing strategies, events, and corporate sponsorship programs and helps clients develop and launch brand- and revenue-generating assets. For more information, visit www.GailBower.com