I get asked a lot why sponsor valuations are so important. In one word, CONFIDENCE. In fact, most people who take my workshop tell me that it is the #1 benefit of having a formal, trusted valuation process.
For the longest time, marketing was viewed as a discipline that was used primarily by the private sector to boost sales and profits. However, in recent years, public sector organizations are discovering the benefits of marketing in helping them take a more strategic approach towards their business operations. In fact, that’s the main reason we launched the Centre of Excellence for Public Sector Marketing – to help public sector organizations apply the principles of marketing to a service-driven environment, to more effectively implement social (behavioural) change such as quitting smoking, adopting more active lifestyles, getting their kids immunized and to help organizations deliver more effective marketing communications campaigns.
Of all the public sector organizations that could benefit from marketing, municipalities have the most to gain by adopting marketing practices. Municipalities deliver programs and services that affect the lives of citizens every day, whether it be helping a new business get started, delivering community recreation programs, ensuring effective transit or beautifying our cities. And any organization that is concerned with attracting and servicing customers has a lot to gain by adopting a marketing orientation.
In fact, if one were to replace the word “profit” with “impact” or “results”, many of the principles of marketing can be transferred from a business application to a public service application. Here are just a few of the ways that marketing can be used in a municipality:
- assessing, prioritizing and increasing take-up on programs and services,
- delivering compelling communications to target audiences,
- adopting and implementing service standards,
- branding a municipality to attract tourists or businesses,
- increasing compliance with a new policy,
- implementing social change programs such as health promotion,
- generating non-tax revenue through sponsorships and other revenue generation initiatives.
At MARCOM, June 9-11 at the Shaw Centre in Ottawa, I’ll be presenting a one-day workshop entitled Marketing in a Municipal Environment where we will discuss the many facets of marketing as it relates to a municipal setting. The workshop will be ideal for anyone who is responsible for delivering programs and services and concerned about “doing more for less” / “doing more with what they have” or who wants to adopt a more business-like approach towards its operations.
Having come from a municipal environment before launching my own business, I wish I would have been more familiar with the principles of marketing because it would have made my job so much easier, instead of relying strictly on instincts to carry me through. I look forward to sharing my learned experiences at MARCOM this year.
Further to my last post ‘It’s Probably Time to Re-Vamp Your Sponsorship Program’ why don’t you take a short quiz and see where you stand?
7 Signs You Need to Re-Think Your Sponsorship Program
You may want to re-vamp your sponsorship program if:
[ ] The biggest innovation you’ve made is the introduction of the Platinum level to your generic Gold, Silver and Bronze packages;
[ ] You have difficulty explaining to a prospect how your sponsorship offering is going to help them achieve their business objectives;
[ ] You aren’t sure how to respond when a sponsor or prospect tells you they’ll be allocating most of their money to social media marketing;
[ ] You are not leveraging social media to engage your audiences and build sponsor visibility;
[ ] You’re struggling with how to identify new prospects or how to expand your sponsorship program;
[ ] You’re not really sure what it means to “activate” a sponsorship;
[ ] Your revenue is decreasing each year and your best excuse is “the economy”.
If you’ve checked at least two, you’d derive some benefit from attending one of my workshops: Designing Your Sponsorship Program and/or Selling Your Sponsorship Program being held in Toronto and Ottawa this fall. These workshops are designed to bring you up to speed with the latest trends in sponsorship marketing and provide you with the strategies and tools to grow your sponsorship revenue, even in these challenging economic times. Take either workshop to refine your skills in a specific area, or take both workshops to learn a whole new approach to designing and implementing a successful sponsorship program!