CONFERENZ.CO.NZ /SPONSORSHIP20 17

2017

Driving successful partnerships through new opportunities, strategies and experiences

25-26 OCTOBER 2017 ORAKEI BAY CONFERENCE CENTRE, AKL

2 x SEPARATELY BOOK ABLE

W O R K S H O P S f rom international par tnership ex per ts

F E AT U R I N G L O C A L A N D I N T E R N AT I O N A L I N S I G H T S F R O M

R IG H T S H O L D E R S

& S P O N S O R S :• Algorithms for Success (USA ) • Cigna • H T Group • NZ Olympic Commit tee• Paralympics New Zealand • Sur f Life Saving New Zealand• PwC New Zealand • The Sponsorship Consultants (Aus) • Monster Energy • Kiwibank • And more!

2017

Re-imagine your approach to forming and executing partnerships that deliver greater returns on investment, and enhance your brand and stakeholder engagement.

The 2017 Sponsorship Summit is a specialised sponsorship conference bringing together rights holders and sponsors to establish better ways of working together.

• Global trends in sponsorship

• Leveraging partnerships - internally and supporting your partner’s leverage strategy

• New and authentic ways to execute partnerships and reach audiences

• The power of social media and emerging digital and social influencer trends

• NZ partnership case studies - their journey and lessons learnt

• Commercial rights management

• Extending revenue generation opportunities and approaching multinationals

FE AT URING K E Y T OPICS INCLUDING:

INTERNATIONAL KEYNOTES CHAIR

Driving successful par tnerships through new oppor tunities, strategies and experiences

FEATURED SPEAKERS

Naomie Lye, Marketing Executive - Sponsorship, Cigna

Mike Hall-Taylor, Managing Director,

HT Group

Ian Sargeant, Commercial

Partnerships Manager, Paralympics NZ

Mildie Myer-Els, Sponsorship Manager, Barfoot & Thompson

Mike Keech, Sponsorship &

Partnership Professional - Brand & Rights

Vickie Saunders, Founder,

The Sponsorship Consultants (Australia)

Roberto C. Candelaria, Sponsorship Strategist and

Game Changer, Algorithms for Success (USA)

Jon T Kemeys, Events & Markets Networks Lead,

PwC NZ

8.30 REGISTRATION & COFFEE

9.00 Opening remarks from the ChairJon T Kemeys, Events & Markets Networks Lead, PwC NZ

9.10 INTERNATIONAL KE YNOTE: Global trends and opportunities in sponsorship execution and leverage • Examining industry developments over the past 12 months

and what we should expect to unfold in the coming year• Geo-political and socio-economic impacts on the sponsorship

industry• The impact of social media and social media influencers

and how these are being integrated into sponsorship • Changes in media consumption and audience engagement• Sponsorship as a social force for good - How partnerships

can help to combat sociological issuesRoberto C. Candelaria, Sponsorship Strategist and Game Changer, Algorithms for Success (USA)

9.50 KE YNOTE: Q& A

10.00 KE YNOTE: E xamining market shif ts and changing expectations of sponsorship• A global and local overview - changes in sponsorship spend

and comparison against other marketing services• The local market challenge - promoting unique benefits of

individual sponsorships while supporting industry collaboration• Distinguishing the value of sponsorship against other revenue

streams and the growing integration with marketingTo be announced - stay tuned for updates

10.30 KE YNOTE: Q& A

10.40 MORNING BREAK

11.00 Case study: The PNZ Spirit of Gold® Initiative’s award-winning approach to commercial partnership development• Developing a transparent structure of rights and benefits

for partners to align with• Reviewing and managing requests - developing strategic filters

to effectively assess new initiatives• Offering access to content and other opportunities to support

partners in executing • Initial challenges faced and lessons learntIan Sargeant, Commercial Partnerships Manager, Paralympics New Zealand

11.35 Panel: Insights from the decision-makers - Enhancing partnership proposals and execution• How have your partnerships evolved over the past 12 months?• What makes a strong partnership in your view?• (S) What is the most frustrating thing you see when people

come to you with an opportunity? (RH) How do you distinguish yourself from other organisations in your approach to partnership development?

• How important is presenting audience data when pitching a sponsorship opportunity?

Mike Hall-Taylor, Managing Director, HT GroupJon T Kemeys, Events & Markets Networks Lead, PwC NZMildie Myer-Els, Sponsorship Manager, Barfoot & ThompsonPaul Dalton, CEO, Surf Life Saving New Zealand

DAY ONE: 25 October 2017

12.35 LUNCH BREAK

Our sponsorship journey - Approaching, executing and what we learnt along the wayIn this series of case studies, across various sectors, speakers will share the practicalities of how they worked with a partner to bring a sponsorship to light. Each speaker will cover:1. Overview The objectives and purpose of the partnership.2. The approach How they connected with the partner and communication techniques and strategies employed.3. Execution and learnings Successes, failures and challenges faced and what they would do differently next time.

1.35 # 1. Reflecting on not for profit partnership collaboration - The NZOC’s and JennianFinian Scott, Commercial Partnerships Manager, New Zealand Olympic Committee

2.00 # 2. Developing a partnership attractive to both private and public organisations - The Paradox event projectSarah Lewis, Experiential Tourism and Events Consultant, Sursum Experiential Consulting; formerly Sponsorship and Leverage Manager, Tauranga City Council

2.25 # 3. ‘Beer on the Beach’ - a unique partnership bet ween DB Breweries and the Banana Boat New Zealand Ocean Swim SeriesScott Rice, Managing Director, Quantum Events

2.50 Q& A

3.15 AF TERNOON BREAK

3.45 Rethinking valuation - Developing thorough sponsorship valuation practices • New and existing approaches to sponsorship valuation • Applying long-term thinking and future forecasting within

the valuation framework• Ensuring valuation strategy is connected to the

organisation’s sponsorship objectives

4 .15 Overcoming the measurement battle and justif ying true partnership value• The impact of partnerships vs other forms of marketing• The importance of defining what you want to measure• The growing importance of social media - how to

measure it• New tools and opportunities available in ROI

measurement.Mike Hall-Taylor, Managing Director, HT Group

4 .50 Summar y remarks from the Chair & net working drinks

C A S E S T U D Y S E R I E S

DAY TWO: 26 October 2017

9.00 Welcome back from the ChairJon T Kemeys, Events & Markets Networks Lead, PwC NZ

9.05 INTERNATIONAL KE YNOTE: Alignment, vision and purpose - An integrated approach to sponsorship within your organisation • Recognising the value of sponsorship within the business • Why the integration of sponsorship with marketing initiatives

and organisational objectives is key to maximising execution• Communicating partnership objectives and internal buy-in • Monitoring the adoption of sponsorship campaigns throughout

each departmentVickie Saunders, Founder, The Sponsorship Consultants (Aus)

9:35 KE YNOTE: Q& A

9.45 The art of activation - E xploring ef fective and innovative ways to activate sponsorships• Developing innovative concepts while staying true to core

brand promises• Bringing your brand to life - best practice in activation elements • Extending activation reach through social media• Execution is key - matching activation to objectives Stephanie Bruss, Marketing Manager, Monster Energy

10.15 MORNING BREAK

10.40 Chairman's choice - making the directors' sponsorship decision f it into the marketing strategy• The move to streamlining portfolios for better execution• Ensuring planned outcomes work for sponsors

and sponsorship properties• Managing resource allocation to support your

sponsorship portfolioMildie Myer-Els, Sponsorship Manager, Barfoot & Thompson

11.10 Panel: Protecting your spotlight - Strategies to manage commercial rights in a digital world• The rise and impact of ambush marketing on sponsorship• Current policies in place and changes to come in commercial

rights holder protection• Establishing clear sponsorship guidelines to combat

association from brands who have not paid appropriate rights fees

• Frameworks and strategies to protect companies who pay rights fees

Ian Sargeant, Commercial Partnerships Manager, Paralympics New ZealandJon T Kemeys, Events & Markets Networks Lead, PwC NZVickie Saunders, Founder, The Sponsorship Consultants (Aus)

12.00 LUNCH BREAK

1.00 Hitching your wagon to someone else’s star - and making ever yone look brighter!• The whole is greater than the sum of the parts -

why a strong brand needs brand ambassadors too• Brand before fame - strategies for determining brand-

ambassador fit• To have and to hold - understanding and supporting

your ambassador• Dignity for all - Ensuring everyone can hold their heads

high at the beginning and end of the relationshipRegan Savage, General Manager Marketing Communications, Kiwibank

1.30 Driving fresh campaigns and audience reach through ef fective data insights • New methods and approaches to mining data • Reviewing trends and translating these into insights• Presenting relevant customer insights and future

predictions within proposals

2.00 Case study: Local to regional, to global - E x tending revenue generation• Identifying new sponsorship growth channels

and markets• Formulating an expansion strategy and plan• Examining approach tactics for reaching multinational

prospectsMike Keech, Sponsorship & Partnership Professional - Brand & Rights

2.30 Case study: More than impressions and visibilit y - Activating the value of social media to drive customer engagement• Developing a social media strategy that aligns with

brand and sponsorship objectives• Leveraging key stakeholders to bring relevant content

to the audience• Creating tactics that work across multiple platforms

for maximum engagementNaomie Lye, Marketing Executive - Sponsorship, Cigna

3.00 Closing remarks from the Chair & end of conference

CONFERENZ.CO.NZ /SPONSORSHIP2017

B R I N G Y O U R T E A M

SPECIAL PRICING FOR 3+ TICKETS

2 SEPARATELY CONFERENCE WORKSHOPS

Full day: 9am - 4:30pm

RIGHTS HOLDERS: Creating and executing proposals that exceed sponsor expectationsThis interactive workshop will provide rights holders with new techniques and strategies to enhance the way they create and execute sponsorship proposals. With increasing pressure on sponsorship to deliver value, learn how you can develop a unique proposition for brands that prove the benefit of aligning with you. Learn how to build a foundation for long-term partnerships by identifying opportunities to execute agreements that exceed sponsor expectations.

Roberto C. Candelaria, Sponsorship Strategist and Game Changer, Algorithms for Success (USA)Roberto C. Candelaria is the Founder of Sponsorship Boot Camp and the international best-selling author of “Relationships Raise Money: A Guide to Corporate Sponsorship” and the upcoming book “Sponsorship For Influencers.” He’s also the creator of The Sponsorship Roadmap, Sponsorship Crash Course and Sponsorship 901, and his strategies have transformed the way influencers and organisations increase their bottom line by getting sponsored. An in-demand Mentor, Strategist, and Consultant, Roberto has worked with companies such as American Airlines, BMW, DELL, Disney, Enterprise Car Rentals, Hilton Hotels, Southwest Airlines, State Farm Insurance, Wells Fargo, and Zappos, to name a few.

Full day: 9am - 4:30pm

SPONSORS: Crafting a sponsorship strategy and activation plan that delivers results!An opportunity for sponsorship leaders to extend conference insights and develop a concrete strategy for developing and executing their organisation’s sponsorship campaigns. Divided into two phases, first identify how to create and execute a sponsorship strategy that allows you to clearly communicate your objectives to rights holders and set the foundation for a strong partnership. Secondly, this workshop will provide strategies and techniques in developing live activation and social media plans that leverage your sponsorships to a new level.

Vickie Saunders, Founder, The Sponsorship Consultants (Australia)Vickie Saunders is the world’s most recognised thought leader on athlete sponsorship education. Founder of The Sponsorship Consultants, a company which offers expert consultancy, strategy development and resources to support the sponsorship education and activities of individuals and organisations. Their services are engaged by organisations including USA Olympic and Paralympic Teams, Sport England, Deloitte Singapore as well as businesses of all types who invest in athletes and ambassadors, from local accounting firms through to global brands ASICS, Shimano and Sea to Summit. Her first book ‘Sponsorship for Athletes’ has empowered thousands of athletes with the knowledge and skills to engage sponsorship, and her latest release, ‘The Ultimate Guide To Sponsoring Athletes’ is now teaching businesses (of all sizes and types) the other side of the relationship.

SUPER SAVER CLOSES 4 SEP TEMBER 2017 - SAVE UP TO $600

27 October 20171

2

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W: CONFERENZ.CO.NZ/SPONSORSHIP2017

P: (09) 912 3616

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Agenda is correct at time of printing, please check online for any updates.

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ten working days prior to the event and receive a refund less a $300+GST service charge per registrant. Regrettably, no refunds can be made for cancellations received after this date.

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SPONSORSHIP AND EXHIBITION OPPORTUNITIES

Showcase your brand as a key events and sponsorship specialist or services provider at this event. Contact us for more information: sponsorship@conferenz.co.nz

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2017

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