Venture beyond the transactional vocabulary of rights and fees
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.
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.