Your Name Here!The Politics and Process of

Municipal Naming Rights

what we do

Strategic Marketing Planning

Sponsorship Valuations &

Strategies

Revenue Development

Social Marketing

Partnership Marketing

Centre of Excellence for Public Sector Marketing

Social Media / Digital Marketing

Some of our Municipal Clients

• City of Barrie

• City of Burlington

• City of Coquitlam

• City of Hamilton

• City of Kitchener

• City of Leduc

• City of London

• City of Ottawa

• City of Red Deer

• City of Vaughan

• Town of Beaumont

• Town of Milton

• Town of Newmarket

• Township of King

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Plan Now to Attend!

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5th Annual

Municipal Forum on

Sponsorship

Friday, November 6, 2015

The Grand Hotel and Suites

Toronto, ON

http://www.sponsorship.ca/municipalities.html

Naming Rights

So, what’s the attraction?

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• Branding

• Value alignment

• Product sales

• Support something that is important to their employees or customers

• Give back to the community

• Share fate rationale

• Build social equity

Why companies

invest in Naming

Rights

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• 63.4% actively involved in Naming Rights;

• 66.7% who are not active are considering it;

• 71.4% have a Policy;

• 66.7 feel that 10 years is the ideal term;

• 33.3% use external contractors to sell;

• 41.2% use the money to improve facilities;

• 41.2% allocate money for facility

improvements and General Revenue7

Biggest Challenges

• Assessing the value of the Naming

Rights opportunities

• Limited time and resources to

market and sell the program

• Finding the right sponsor “fit” and

the right person to speak to

• Community perceptions about

sponsorship

• Getting buy-in from Council /

municipal departments

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Naysayers Supporters Indifferent

20%

65%15%

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The Naysayers

“Another intrusion of business

in our lives”

“Will detract from the

customer experience”

Will detract from the

municipal brand”

“Will dictate our operation”

The Supporters

“We need new sources of

revenue to do the things

we want”

“Anything we can do to

keep taxes lower, the

better”

“A strong community is

good for business”

The Indifferents

“It a sign of the times”

“It really makes no

difference to me”

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1. Setting the parameters;

2. Identifying your naming rights assets;

3. Determining the value of your assets;

4. Marketing your opportunities;

5. Agreements;

6. Implementation considerations.

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• Why you are doing it

• What the revenue will be used for

• What kind of partners are you looking for

• Who will be excluded

• What terms and conditions will govern partnerships

• How you will ensure equitable access

• Who will approve agreements

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What’s for Sale?

• Complexes

• Arenas

• Pools

• Community Halls

• Gyms

• Fitness Centres

• Ball Diamonds

• Soccer Fields

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Exposure Metrics

• Facility users

• Total visitors

• Vehicular traffic

• Web site

• Publications

• Newsletters

• Advertising

• Other unique assets

Valuation Metrics

• Establishing baseline benefits that will be offered

• Establishing Tangible Values for Benefits

• Establishing Intangible Values

• Identifying other “Hard” Benefits

• Establishing a Price Range for each opportunity

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• Product exclusivity and/or sales;

• Name and/or Logo ID visibility on all print

and electronic materials;

• Exterior / Interior Signage (i.e. official,

directional, unique locations);

• Advertising (i.e. publications, newsletters)

• Distribution and direct marketing

opportunities;

• Use of facilities for corporate functions;

• Hospitality and other Activation.

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• Positioning the program

• Promotional collateral

• Web site

• Media Partners

• Events and Announcements

• Testimonials

• Training / leveraging staff

• Selling the “experience”

• Early success stories

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From:

Sponsorship program

Hold or reduce taxes

Looking for sponsors

Companies will be

recognized as sponsors

To:

Marketing partnership

Improve programs and services,

enhance the experience of citizens

Looking to partner with companies

that want to improve the

community where employees /

customers live, work and play

Companies will be recognized as

valuable community partners

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Community Champions

Program

• Year-round visibility as a

“champion”

• Tied into an overall

communications campaign

• Focus on the value that each

partnership brings to the city

and residents

• Value-added benefits based

on level of investment

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Focusing

on “Fit”

• local presence

• strong connection to

community

• strong connection to facility

or event

• well known and trusted

brand

• easy to remember

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• 77% of Canadians that like to buy brands that contribute to worthy causes.

68% of Canadians who say they would remain loyal to a brand through a recession if it supports a good cause –even if lower priced brands were available.

84% would be more likely to give their business to a company that supports good causes and has fair prices than a company that simply offers discounts;

80% of Canadians say it's okay for brands or companies to make money, as long as they're giving back.

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Customer

Sponsor Sponsee

X

The Strategic “Sweet” Spot

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• General Agreement Terms

– Term

– Payment Schedule

– Renewal

– Termination

– Indemnity

– Use of Logo

– Notices

– Signature Block

• Benefits

– Related to specific agreement

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• Who will sell?

• Who will service?

• Who will coordinate?

• How will we get buy-

in?

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Buy-in Audiences:

Anyone who will be impacted including:

– Council

– Senior Management

– Front Line Staff

– Community Organizations

– Public

– Potential Sponsors

– Media

Every audience requires a specific, yet integrated strategy

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Fit

+

Value Proposition

+

Positioning & Communications

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• Senior-level champion(s)

• Executive Steering Committee

• Project Management Team (Working Group)

• Agreement on objectives and revenue allocation

• Addressing initial or perceived barriers

• Gaining initial political buy-in for concept

• Clear policy that supports the program

• Consistent, ongoing internal and external communications

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Audience Initial or Perceived Barrier

Council • Will this affect community fundraising efforts?

• Will we be criticized for “selling out”?

Senior Management • How will this impact staff resources?

• How will we manage risk?

Front Line Staff • How will this affect my programs / budget?

• How will this impact my job / client relationships?

Community Organizations • Will this affect our programs and fundraising efforts?

Public • Will corporations start dictating programs/services?

• How will this impact me / my family experience?

Potential Sponsors • How will this affect future procurement?

• Will our contributions be put to good use?

Media • Is this good use of taxpayer dollars?

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• To the Company

– Value received

– ROO

• To the Municipality

– Reduced costs / enhanced service

delivery

• To Citizens

– Direct benefits received

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questions?

where to reach me

Bernie Colterman: berniecolterman@cepsm.ca

Blog: www.berniecolterman.ca

Tel: 613.230-6424 ext.224

Websites: CEPSM.ca

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