Agenda
8.30
Registration and coffee
8.50
Welcome from the Chair
Mildie Meyer-Els
9.00
INTERNATIONAL KEYNOTE: Drive culture forward and build brand loyalty
- How to effectively build a brand and develop a loyal, global following
- How sponsoring a sports team can elevate your brand
- Leveraging brand-driven storytelling via traditional, digital and experiential platforms to create a cohesive lifestyle brands
9.45
Extended Q & A
9.55
International keynote: Examining the current evolving industry trends, challenges and opportunities facing the sponsorship landscape over the past 12 months and ahead
- The current effects digital disruption has on the sponsorship activation
- Challenges of leveraging influencers, digital and social channels
- Developing touch points and activation strategies
Vickie Saunders, Founder, The Sponsorship Consultants
10.30
Morning break
11.00
Brands and the fans - how sponsorship builds passionate audiences and loyal brand following
Building sponsorship opportunities that are impactful and meaningful to audiences is critical in developing fan passions for a brand
- The significance of sponsorship as of part brand development and marketing strategy
- Defining the potential dollar value that a sponsorship opportunity could bring
- Establishing creative engagement activations that move beyond ‘official partner of’
Ben MacCormack, CEO, Northern Districts Cricket Association
11.35
Technology changing the revenue landscape - leveraging sponsorship through digital channels
- Re-capturing audiences through integrated digital offerings
- Identifying and leveraging digital channels to engage with key stakeholders
- Opportunities to develop and bringing more relevant and personalized content
- Proactively managing a digital presence and understanding its increasingly important role within the sponsorship mix
12.10
Authentic sponsorship activation – Utilising insights to develop engaging campaigns
- The business case to support sponsorship activation
- Seeking insights to underpin a new leverage campaign
- Channel selection based upon behaviours and the creative
- Being genuine leads to better results
Richard Howarth, General Manager, The Gemba Group
12.40
Lunch break
1.30
Case study: You can’t fake authenticity – creating a cohesive and clear partnership
- Understanding your brand strategy and how you can utilise partnerships to help you bring it to life
- Seeking out and aligning with partners to improve brand awareness and engagement for use across multiple platforms
- Want to create content? How can you collaborate to create engaging content which retains authenticity
- Establishing clear sponsorship guidelines and frameworks
- Utilising comedy to tell your brand story
2.05
Enhancing strategic partnerships, delivering authentic and cohesive activations
- Enhancing strategic partnerships - developing strong long-term partnerships to fund high-impact outcomes through strategic key partnerships and collaboration
- Importance of corporate partnerships for the Not for Profit sector and partner collaboration
- Activation delivery - success, cohesion and challenges
- Activation approaches which maintain impact and avoid losing focus
- Ambassador Engagement - authentic messages to strengthen and build partnerships
Billy Wickenden, Business Partner, Cure Kids
2.40
Sponsorship retention and stewardship – You’ve landed an amazing sponsor, now it’s time to keep them engaged, happy and wanting more
This session explores current examples where sponsors return for more year-on-year. Examples will also encompass the family of sponsors concept where sponsors get increased value from the sponsorship through networking with the other sponsors of the organisation or event.
- Securing your sponsor takes significant time and to lose them because you haven’t taken care of them is an expensive and timing consuming error
- Sponsorship retention isn’t about hard work, but it’s about consistency - doing a little bit often and about personalisation.
- Understanding the sponsor, their needs and planning the resource for them
- Delivering a well thought out sponsorship retention plan that delivers the benefit of keeping your sponsor on board for many cycles
- Placing your organisation in a solid position to steward smaller sponsors into becoming a bigger sponsor
Craig Ireson, Sponsorship Consultant, Giblin Group
3.10
Afternoon break
3.40
Panel discussion: Activations and leverage
- Providing the right resourcing to enhance relationships
- Role and pace of technology change and how this impactions sponsorship
- Leveraging partnerships to derive value
- Utilising sponsorship as a key touch point of differentiation
- Rights holders – helping brands understand how they can help within activations
Sue McGregor, Head of Sponsorship & Corporate Marketing, ANZ
Naomie Lye, Sponsorship Manager, Cigna NZ
Terri Cumiskey, Marketing Director, NZ & South Pacific & Visa
Vickie Saunders, Founder, The Sponsorship Consultants
Naomie Lye, Sponsorship Manager, Cigna NZ
Terri Cumiskey, Marketing Director, NZ & South Pacific & Visa
Vickie Saunders, Founder, The Sponsorship Consultants
4.30
Closing Keynote: Haier Big Hoot Auckland 2018: Art Trail
- Presenting a free and fun experience to connect communities together
- Engaging the public through technology
- Presenting key learnings and insights from initial creation to final owl sculpture auction
- Capturing imaginations at key locations around the city
- Supporting partners/sponsors to ensure continued campaign success
- Storytelling to educate about the Child Cancer Foundation
5.00
Extended Q & A
5.10
Closing remarks from the Chair
Mildie Meyer-Els
5.20
Networking drinks