Breakout Sessions

Our breakout session descriptions are being updated frequently so check back often.

DATA DRIVEN SPONSORSHIP DECISION MAKING: A FAN’S PERSPECTIVE (Cont’d)
Neal Covant

A deeper dive into Neal’s main stage presentation. In this fact-based session, we will highlight industry trends, ingredients to sponsorship success, and the latest case studies based on the perspectives of hundreds of thousands of consumers in Canada and around the globe. Join us to see insight in action and discover why fans are the most important source for informing sponsorship decision making.

Here’s what we’ll cover:

  • Navigating the Canadian Sponsorship Landscape

  • Three ingredients to sponsorship success: Selection → Connection → Impact

  • Gold Standard Activations: Best-In-Class Activations That Are Driving Results For Brands In Sponsorship

  • The Way Forward: Ensuring Action Through Measurement

And here are the questions that we’ll help answer:

  • Is the property the right one for my brand?

  • How much should we invest in the partnership?

  • What assets should we invest in and how should we position the sponsorship?

  • How do I know if the sponsorship is delivering a return on my objectives and investment?

EVENT SPONSORSHIP TIPS, TRICKS AND TRENDS
Victoria Mahoney, Harmony Marketing

Are you not hearing back from your event sponsorship pitches? Do you struggle to put sponsorship packages together and properly report on outcomes and data for your sponsors? Do you want to learn more about experiential marketing, what it is and how to secure it for your next event?

Then this is the session for you. In this workshop you will learn more about:

  • A brief overview of experiential marketing vs. sponsorship (for events / festivals)

  • Revenue opportunities with experiential marketing and customized partnerships for events.

  • Post reporting, data collection and what information sponsors expect post-event.

  • Tips for data gathering onsite and online for attendee demographics.

  • Tips for reaching out and pitching XM agencies and what they look for.

  • Festival and event trends for 2024 and beyond.

Outcomes:

  • Attendees will learn tips and tricks for securing more XM (experiential marketing) and sponsorships for events.

  • Attendees will learn how to collect and what types of information to collect for sponsor post reports.

  • Attendees will learn about event trends and sponsorship activation trends.

FUNDRAISING INTELLIGENCE: FROM BLAND TO BRAND - MAXIMIZE YOUR CHARITY’S EVENT SPONSORSHIPS
Corey McKeown, ViTreo

Does your not-for-profit organization's events struggle with operational funding? Are you having trouble selling sponsorships to events that your organization relies on? Do you sense there is a disinterest in your events sponsorship opportunities? Are you treating your sponsors the same way you treat your donors? This session will discuss and explore the many do’s and don’ts when it comes to charitable sponsorship opportunities, the commonalities that most charities share when it comes to sponsorship, and how to separate your sponsorship opportunities from other charities' approaches to making you stand out above the rest.

HOW TO MEASURE THE EFFECTIVENESS OF SPONSORSHIP? MYTHS, MISCONCEPTIONS & BEST PRACTICES (Cont’d)
Francis Dumais

A deeper dive into Francis’ main stage presentation. Recall statistics, the most basic form of sponsorship measurement, are highly valued by brands but are seldom provided by rights holders. The current view of sponsorship ROI is a major cause for concern in the industry, with a staggering 60% of sponsors feeling neither satisfied nor dissatisfied—nearly two-thirds are neutral regarding sponsorship performance. Simultaneously, the percentage of sponsors engaging in evaluation is at an all-time low of just 2%. It’s time for an honest conversation about measurement and valuation. In this talk, Francis will address the challenges and misconceptions surrounding this topic, offering a blueprint for a better sponsorship industry by advocating for collaboration between properties and brands to measure sponsorship effectiveness.

SELLING AND THE SALES PROCESS
Judy Haber, Performance Sponsorship group (PSG)

In this highly interactive session, Judy will use case studies to describe how best to go about the business of selling sponsorships and naming rights. The session will provide examples on where to find prospects, how to cultivate those relationships with your prospects and your best next steps required to close a deal.

SPONSORSHIP IN 2024 - LEARNING FROM THE CANADIAN SPONSORSHIP LANDSCAPE STUDY (Cont’d)
Dr. Norm O’Reilly

A deeper dive into Dr. O’Reilly’s main stage presentation. Sponsorship went through a challenging time during the global pandemic. This session will share data and insights from the Canadian Sponsorship Landscape Study about where sponsorship is today and how our industry has adapted in the 2022 to 2024 period.

SPONSORSHIP VALUATION: DOES ANYONE KNOW WHAT THIS SH!T IS WORTH?
Derek Mager

Whether you are a property trying to sell sponsorship, a brand trying to determine if you should purchase a sponsorship opportunity, or an agency negotiating on behalf of your client – you need to know the assets available, what the value of each asset is, along with the fair market value of the overall sponsorship package. This session will dive into the types of assets typically associated with sponsorship opportunities (tangible, intangible, media, etc.), methods for determining value of the assets, assessing their importance in relation to your objectives, as well as some best practices and some “do’s and don’ts” from both the brand and property side.


WHAT’S IN IT FOR THEM? INCREASE SALES WITH VALUE-DRIVEN SPONSORSHIPS
Lee Ann Waines, MNP

What if being more flexible and focused on the long term, could help you elevate your sponsorship game and turn prospects into partners? In this session, our presenter will focus on methods to enhance your value proposition by prioritizing the needs and outcomes of your potential sponsors. You will learn how to leverage empathy and gratitude to help you develop more targeted proposals, to challenge your assumptions about “the sale” and build lasting relationships that go beyond the transaction.