Category Archives: Marketing (General)

Recently our firm played a role in helping to secure naming rights for two municipal facilities – one in Ottawa, Ontario for an initial 15 year term for $1.45 million and the other in Burlington, Ontario for $1,360,000 over 20 years. In both cases, we worked closely with each municipality to identify and determine the value of naming rights assets as well as package naming rights benefits into an offering that resonated with the potential sponsor. In Ottawa, we directly pitched the opportunity along with City staff and the Ward Councilor.

What made both of these efforts successful was the teamwork that was involved in preparing and packaging the naming rights [...]

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Now in its 15th year, MARCOM (May 27-29, Ottawa Convention Centre) is Canada’s national conference for marketing and communications professionals and executives who want to take a more strategic approach towards improving their business operations and results.

As someone who considers himself “in touch” with the marketing environment in the public and not-for-profit sectors because of our work in these sectors, I think that marketing provides a framework for organizational growth because it pushes traditional thinking.

Here are five reasons why I believe that every association should send one or more persons to this once-a-year event.

Reason #1: “Insanity is doing the same thing over and over again and expecting different results.” [...]

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Marketing partnerships are becoming increasingly important as government and not-for-for-profit organizations face the challenges of limited resources, “doing more for less”, accessing new audiences efficiently and making a greater impact on their target audiences. Marketing partnerships with the corporate sector is a terrific solution to many of these challenges.

In our marketing work with a lot of these organizations, prioritization of potential partners (corporate or otherwise) is a major challenge. If you are like most organizations, there are probably many companies or other groups you could potentially partner with, but if you have limited resources and time, how do you choose the 1 or 2 partners that will help you generate [...]

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