2018 Sponsorship Summit

Driving successful partnerships through new opportunities, strategies and experiences


Registration and coffee
Welcome from the Chair
Mildie Meyer-Els
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
Dawn Turner, Director - Marketing and Brand Management, Oklahoma City Thunder
Extended Q & A
Dawn Turner, Director - Marketing and Brand Management, Oklahoma City Thunder
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
Morning break
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
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
Rebecca Caroe, Founder & CEO, Creative Agency Secrets
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
Lunch break
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
Lauren Whitney, GM, NZ International Comedy Festival
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
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
Afternoon break
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
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
Milly Helmsley, Project Manager , Haier Big Hoot Auckland 2018
Extended Q & A
Milly Helmsley, Project Manager , Haier Big Hoot Auckland 2018
Closing remarks from the Chair
Mildie Meyer-Els
Networking drinks
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