The Sponsorship Boot Camp

Bernie Colterman

Managing Partner
Centre of Excellence for Public Sector Marketing

October 23, 2018

Do You Have What It Takes To Survive Sponsorship Boot Camp?

The sponsorship landscape is constantly evolving. Companies are no longer content with just brand awareness. They want to connect with audiences in ways that build trust and loyalty. They want to leverage online media. Organizations that are stuck in the Gold, Silver, Bronze “metal level” game are being passed over. Smart sponsors are gravitating towards more meaningful partnerships that demonstrate how their brand is an important element of the audience experience.

This one-day workshop is a condensed version of CEPSM’s highly acclaimed two-day Designing and Selling Your Sponsorship Program, which has helped hundreds of professionals take a more strategic approach towards sponsorships by sharing a process that has been used to generate more than $30 million in sponsorship revenues.

Whether you are new to the sponsorship game or want to take a fresh look at your current program, this one-day program will give you a better understanding the sponsorship environment and the core elements you need in place in order to capitalize on increased corporate investment.

You will learn how to:

  • Align your sponsorship program with today’s corporate priorities;
  • Identify and package your sponsorship assets;
  • Determine the baseline value of your sponsorship offerings;
  • Build social media and other audience engagement elements into your sponsorship proposals;
  • Leverage your organization’s brand and unique selling proposition;
  • Prepare effective sales collateral;
  • Effectively promote your sponsorship opportunities;
  • Identify, make contact and build relationships with prospects;
  • Prepare compelling proposals;
  • Negotiate win-win agreements;
  • Retain sponsors and other corporate partners;
  • Prepare professional agreements;
  • Build an internal culture that supports your sponsorship program.

Educational content will be combined with exercises and discussions to make for a fast-paced and lively workshop. At the end of the workshop, you will have a clear understanding of the steps you need to take to increase your sponsorship revenue potential.


The Registration Desk is open. Click here.

Day 1
23 Oct 2018

Boot Camp: Building Blocks

The first half of the day will focus on providing you with the building blocks to create a successful framework for your sponsorship program. The Evolving Sponsorship Environment – Are...
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Bernie Colterman
12:00 - 13:00


Boot Camp: Action Plan

The second half of the day will focus on putting your plan into action, successfully marketing your sponsorship opportunities and growing your revenue. Techniques for Packaging and Marketing Your Assets...
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Bernie Colterman

“Bernie is a down to earth presenter who goes through the material in a way that you can understand and easily relate to. He was very willing to help answer any questions you had and provide first hand accounts of his experiences. “

“The content itself I found very useful as I felt it connected quite well with my day to day, which will ultimately allow me to use a lot of what was presented. “