Centre of Excellence for Public Sector Marketing
Prior to starting his own firm in 1996, Bernie Colterman spent 10 years in the municipal recreation environment and another 7 years as Manager of Marketing and Event Services at Ottawa’s Lansdowne Park, one of Canada’s busiest multi-purpose venues, where he raised over one million dollars annually in sponsorships to support City-funded programs.
As Managing Partner of the Centre of Excellence for Public Sector Marketing (CEPSM), Bernie specializes in helping the government and not-for-profit sectors take a more strategic approach toward corporate partnerships and other revenue generation models. Bernie’s Designing and Selling Your Sponsorship Program, Advanced Sponsorship Planning and Revenue Generation Boot Camps have helped hundreds of government, association and non-profit professionals and his Sponsorship Valuation Model (SponsorWise) sets the standard in Canada for value measurement.
For the last 8 years, Bernie has been almost exclusively involved in assisting municipal governments with their sponsorship, advertising and naming rights initiatives. This includes conducting valuations for over 125 sports, recreation and cultural facilities, developing municipal-wide strategies, training municipal staff and presenting these strategies to various levels of government and City Councils. Clients include the cities/towns of Burlington, Coquitlam (BC), Hamilton, Kitchener, Leduc (Alta.), London, Newmarket, Ottawa, Vaughan as well as the Township of King and the Western Fair Entertainment Complex (London).
Bernie’s work in delivering the City of Ottawa’s sponsorship and naming rights program is viewed as one of the most advanced examples of municipal corporate revenue development in North America. In developing and implementing Ottawa’s and other municipal strategies, Bernie and his colleagues have researched municipal practices from hundreds of municipalities and will share these findings through the workshop content and discussions.