Building Relationships With Corporate Partners

Mary Ann Freedman

President, Freedman & Associates Inc.

October 23, 2019

1:15 p.m. – 4:45 p.m., half-day workshop


Building Relationships with Corporate Partners

Prospect. Pitch. Negotiate. Contract. Deliver. Renew. This is the transactional vocabulary of sponsorship, but it masks once vital element.

The success of any sponsorship fundamentally depends on one thing only: its ability to establish or strengthen an emotional connection between the sponsor and the sponsor’s audience. Sponsorship is about the heart, not the head.

That same principle filters through into the relationship between you and your corporate sponsors. Though it may be governed by a written agreement, it is not simply a transaction that spells out rights, fees and deliverables. It is a partnership in which each party is invested, financially and emotionally, in the success of the other.

How do you get there? How do you find that place where your partner’s needs and yours are seamlessly aligned, where you finish each other’s sentences?

You begin by spending an afternoon with Mary Ann Freedman.

Join Mary Ann Freedman, President of Freedman & Associates, for an engaging and interactive roundtable discussion about what it takes to connect with sponsorship decision makers.  Drawing upon more than 35 years’ experience building lasting business relationships, Mary Ann will take you through the corporate and professional services landscape. You will learn the steps you need to take to identify, build, engage and retain corporate partners, with a focus on partners in financial and professional services, where strong relationship pay the highest dividends. You will:

  • Learn lessons from real life stories
  • Understand how the corporate and financial services world evaluates and chooses organizations to partner with
  • Meet decision makers face to face
  • Hear what B2B corporate sponsors want
  • Understand how CSR fits into the mix
  • Develop the first cut of your B2B sponsorship strategy

The program will include three components.

  1. Understanding the corporate and financial services marketing space. You’ll learn what drives sponsorship decision-making and how you can position yourself as a prized asset.
  2. A frank, candid panel discussion with top decision-makers
  3. A toolkit to get you started on developing your own solicitation strategy.

About Mary Ann Freedman

Mary Ann Freedman is a highly respected marketer with a notable reputation for delivering sustainable results in a variety of sectors including professional services, technology, home and health care services and the corporate sector. Expanding her practice into sponsorship in 2006, Mary Ann has gone on to lead on highly successful sponsorship campaigns for CFO of the Year, CEO of the Year, a re-launch of Top 40 Under 40 and the National Business Book Award.  She has also helped provide sponsorship direction to Baseball Canada and Waterpolo Canada.

Mary Ann is also a leader in marketing professional services in Canada. She is recognized as one of the first professional marketers to apply strategic marketing approaches to the legal and accounting firms.

Prior to starting Freedman & Associates in 1985, Mary Ann held influential sales and marketing management positions with Bell Canada, Metroland Printing & Publishing and Thorne Riddell (now KPMG), where she established the firm’s first marketing department.

A native of Saint John, NB, Mary Ann’s educational background includes a Bachelor of Arts from Tufts University and additional studies at the University of Southampton (England) and the University of Toronto. When Mary Ann isn’t planning client campaigns, she can be found on the tennis court or, most recently, on the golf course learning to hit her first hole in one.

The Registration Desk is open. Click here to register.

Completion of Building Relationships with Corporate Partners will earn 3.5 points toward the CFRE International application for initial certification and/or recertification.