The Municipal Forum on Sponsorship

Bernie Colterman

Managing Partner
Centre of Excellence for Public Sector Marketing

October 24, 2018

Cracking the Municipal Code 2.0
on Corporate Revenue Generation

Almost 95% of municipalities are either pursuing sponsors or are seriously considering it. Municipalities are also finding that implementing these programs is far more complex than imagined.

The Municipal Forum on Sponsorship, October 25, 2017 at the Grand Hotel & Suites Toronto, is Canada’s leading forum on cracking the municipal code on corporate revenue generation. It is geared specifically to municipal practitioners who are responsible for planning or delivering sponsorship and advertising programs..

This year’s focus will be on putting a plan into action.

You’ve developed your Inventory of Assets. You know the baseline value of these assets. How do you take the next steps towards implementing a successful program?

Presentations on the latest best practices will be combined with interactive discussions and break-out groups that encourage participants to apply key lessons learned to their own environment.

Key challenges we’ll discuss at the Municipal Forum on Sponsorship include:

  • What are key considerations in developing an Inventory of Assets to market?
  • How do we price and market these assets?
  • How do we identify prospective sponsors and get in the door?
  • How do we conduct a successful discovery session with a prospect?
  • What goes into an effective proposal?
  • How do we “close the deal”?
  • How do we prepare a winning RFP to hire an external contractor to market our assets?

Preliminary topics include:

  • The Art of the Deal –This session examines Case Studies related to Naming Rights and Sponsorship deals and shows examples of benefits that were included to close the deal. Participants will receive a summary of the latest naming rights deals and what they went for.
  • Asset Inventory Development– This session examines key considerations when establishing a “working” inventory that can be marketed and presented to prospective sponsors.
  • Discovery Sessions– This session will examine the secrets behind successful discovery sessions with prospectus sponsors, how to get the conversation going and what questions to ask.
  • Preparing a Proposal – This session will explore the elements that make for a successful proposal and what companies want to see included in the document.
  • Guest Speaker: Leveraging Celebrations –Nora Bertram-Romero will explain how the City of Windsor leveraged major city celebrations like Windsor 125 and Canada150 to kickstart sponsorship initiatives.
  • Preparing RFP’s for Sales Contractors – This session will explore which elements should go into an RFP that generates a positive response from external contractors for the sales of municipal assets and which elements are not viewed as winning conditions.

PLUS, Problem Solving: Bring your pressing issues and concerns to The Municipal Forum on Sponsorship and we’ll do our best to address them!

Who Should Attend the Municipal Forum on Sponsorship?

This workshop and forum is for middle to senior managers from large and small municipalities and other public institutions who are currently involved in or are considering sponsorships, naming rights or advertising as sources of revenue for their organization.

What You Will Learn:

  • Strategic approaches to implementing a sustainable municipal sponsorship and naming rights program
  • How to determine the value of assets that your municipality can leverage with potential corporate partners
  • Strategies for increasing public acceptance, political and internal buy-in for the program
  • Techniques for packaging and marketing sponsorship and naming rights assets
  • Key considerations for implementing the program and managing risk.


The Registration Desk is open. Click here to register.


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Day 1
24 Oct 2018

Municipal Forum on Sponsorship

This year’s focus will be on putting a plan into action. You’ve developed your Inventory of Assets. You know the baseline value of these assets. How do you take the next...
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Bernie Colterman

“As a representative from a very small municipality, this session gave us some great ideas and valuable information to begin a sponsorship and advertising program.”

“Thought provoking session that helps you ‘think outside the box’.”