Archive for the ‘partnership’ Category
Wednesday, December 4th, 2013
We are now offering a new way for active corporate sponsors and companies considering new sponsorship actions to benefit from our 20+ years of major league sponsorship and strategic partnership experience, in time for 2014 sponsorship and budget planning. If your company has funds available for 2014 planning, we have some cost effective offerings that will provide a return on investment many times over.
Leveraging our extensive experience, skills, and relationships, BSS can help major corporations and emerging brands with a variety of specific functions to improve sponsorship returns, community positioning, and partner relationships. We’ve worked with major sports and entertainment properties, high profile sustainability and social cause programs, government agencies, media properties and a variety of other property types.
BSS President Kevin Bartram and Project Manager Naomi Schultz will be leading all work associated with these corporate consulting packages, which include:
SPONSORSHIP OPTIMIZATION PACKAGE
Improve the return on investment of your company’s sponsorships for a one-time flat fee
Whether you are just starting sponsorship activity or want to redesign existing programs, this special package will help corporate clients re-engineer their sponsorships, evaluate and assess new opportunities, develop new experiential concepts and learn best practices that will improve sponsorship marketing outcomes and ROI. Click here for more information about this package.
SPONSORSHIP COUNSEL PACKAGE
Access veteran expertise and assistance while developing and leveraging sponsorship programs
For an affordable monthly fee, we will provide ongoing counsel to help enhance results of our corporate clients’ strategic partnership and sponsorship marketing programs. Click here for more information about this service.
Thursday, May 31st, 2012
For a great example of how to effectively leverage a sponsorship using the principles of integrated marketing, look no further than Wells Fargo’s work on the Golden Gate Bridge 75th Anniversary program (GGB75). Wells Fargo fully utilized the rights granted as a lead sponsor of the year-long program to promote the anniversary and, by so doing, to remind the public of the company’s high level support of the celebration.
Included in their rights package were a rich array of benefits including brand integration at the new Golden Gate Bridge Pavilion (a visitor center at the Bridge), lead history sponsorship of the Golden Gate Festival on May 26-27, inclusion in a wide array of outdoor and mass media promotion, and access to some very unique hospitality. They also received tools for involving employees and the right to promote the sponsorship via various channels. It was this last benefit that became so valuable for the financial services company, as they made sure they told their story through creative ATM and in-branch promos, transit ads and wraps, and use of GGB imagery at other special events and properties they sponsor. It was, in short, a brilliant campaign that required a lot of work from a well-coordinated team, led by Senior Vice President and Regional Marketing Director Alec Hughes.
In conducting this work, Wells Fargo remembered something that so many companies seem to forget – that a sponsorship’s success is largely dependent on the manner in which the company leverages its benefits – and is not limited by what the sponsored property does for the company. A well-designed sponsorship package provides the sponsor company with many valuable benefits that directly generate real value, visibility and associative rights that allow the company to access exclusive IP that non-sponsors cannot utilize. This IP becomes extremely important when dealing with a public domain property like the Golden Gate Bridge, as ambush opportunities abound. In the case of the GGB75 program, official sponsors were granted the right to use the official seal and promote the fact that they are sponsors of the anniversary celebration, a benefit that lasts the entire calendar year. Non-sponsors did not have these rights. The key to success with this particular sponsorship was to effectively use the IP rights, just as an Olympic sponsor must do with the rings.
Wells Fargo, through a wide range of creative activation tools, a fully integrated marketing campaign and a great deal of hard work by a team of internal specialists, made the most of a significant sponsorship investment and, as a result, stood out among a dozen sponsor companies. Congratulations to Wells Fargo, an iconic brand supporting an iconic landmark.
Friday, April 27th, 2012
For the sixth straight year, PG&E is teaming up with the San Francisco Giants to support ballpark greening and to promote the community partnerships supported by each organization. This year’s sponsorship focus is on a series of community actions that will be activated at the ballpark. PG&E’s community and education program partners will be invited to take part in special behind the scenes “green” ballpark tours and on-field ceremonies at a number of games throughout the season. Guests will be hosted by PG&E with game tickets in a special section, where they will watch the game after having seen the inner workings of the greenest ballpark in the country.
The Giants won their third straight Green Glove Award in 2011, an honor given to the MLB team that operates most sustainably. With a LEED Silver-certified ballpark, an aggressive waste diversion program, green garlic fries stands (powered by PG&E), and the distinction of having been the first solar ballpark (thanks to PG&E), the Giants walk the walk when it comes to sustainability.
PG&E will also work with the Giants to tell community stories via various media channels and in-stadium, including features on PG&E’s Solar Schools program, New Energy Academies and new scholarship initiatives. On July 15th, PG&E will host a large contingent of education and sustainability partners at the Madison Bumgarner bobblehead day game. In a special on-field ceremony before the game, one dedicated California teacher will receive the third annual PG&E Solar Schools Teacher of the Year award. The winner of the award will throw out a first pitch along with one of the company’s most active employee community volunteers.
We salute PG&E for its ground-breaking green ballpark work and recognize the company for its foresight in helping the Giants be the first baseball team to use solar to power their stadium. Go Giants!
Thursday, June 16th, 2011
PG&E is once again partnering with Infineon Raceway and the USO of Northern California to support the men and women of the Armed Forces by providing them with race day tickets through the 2011 “PG&E Tickets for Troops” program, part of Infineon Raceway’s “Sonoma Salutes Our Troops.”
For the second year in a row, PG&E has supported this effort to honor and celebrate our troops by offering race fans the opportunity to underwrite the purchase of tickets to major racing events for active duty military, veterans and reservists. Building on the success of last year’s program, this year’s “PG&E Tickets for Troops” program will provide tickets not only for Military Appreciation Day at the Indy® Grand Prix on August 28th, but will also make it possible for the men and women of the Armed Forces to attend the Toyota/Save Mart 350 on Sunday, June 26th during NASCAR weekend at Infineon Raceway.
The Sunday, June 26th NASCAR event will display a patriotic theme including an air show by the Patriots Jet Demonstration Team, followed by the singing of the National Anthem, military fly-bys and an Army cannon national salute to start off the race. This great partnership between PG&E, the USO and Infineon Raceway offers a tremendous opportunity for race fans to honor our troops and show appreciation in a meaningful way.
PG&E will be providing NASCAR tickets for other deserving community members as well – 200 tickets for Sunday’s race will be distributed to kids and families involved with PG&E’s Solar Schools Program in Sonoma County.
See you at the races, and don’t forget to show your support for the men and women serving our country! Visit Infineon Raceway’s website for information about purchasing NASCAR tickets for troops.
Friday, June 3rd, 2011
Last Friday’s official launch of the 75th year of the Golden Gate Bridge sets the stage for what will be a highly memorable series of events and some major improvements to the iconic structure’s visitor area.
San Francisco Giants President Larry Baer and civic leader and philanthropist Nancy Bechtle were officially introduced as co-chairs of the celebration’s steering committee, and the official anniversary seal was unveiled on the iconic Round House in the southeast plaza. Many more details will be forthcoming in the weeks ahead, but for now, take a look at some of the media coverage from Friday’s announcement at the Golden Gate Bridge Highway and Transportation District‘s offices:
San Francisco Chronicle
NBC Bay Area
Visit the 75th Anniversary website for much more information about the many exciting programs and events planned, and see more photos from last Friday’s announcement here. This will be a huge celebration spanning several months, and will be a fitting lead into the America’s Cup races to follow.
As the exclusive sponsorship agency of the celebration, BSS is welcoming inquiries as we seek a series of major corporate and media sponsors to support the event. Companies will enjoy category exclusivity, brand integration into most celebration elements, and close association with one of the most revered landmarks in the world. Please email or call if your company is interested in participating.
Check our site weekly for regular updates on this and other sponsorship news!