Sponsorships
Creating a sponsorship playbook for an automotive loyalty event
Background
BMW/MINI was looking to expand their sponsorship portfolio for their loyalty event called MINI TAKES THE STATES, now in its tenth year. With no specific historical playbook to reference, my challenge was to determine how to offer an attractive package encompassing a platform for on-site activations, connecting brands to MINI audiences through social and digital channels.
Challenge
To create a robust and competitive pricing and benefits model for an automotive loyalty driven customer event which is an attractive and compelling offer for sponsoring brands to see a demonstrable ROI.
“During our time working together, Peter found himself in a tough spot as the sole liaison between IHG, MINI and the production agency The Performance Group. Peter did an incredible job working with all parties to achieve common goals, while always keeping an eye on the overall sponsorship strategy.”
– Ben Rosenbaum, Manager, Americas Strategic Partnerships, HG
Solution
Discovery / Audit
I first conducted interviews with key stakeholders – what are their visions for sponsors, what are the targets, what defines success, etc.? Next I determined, based on industry and market standards what sponsorship pricing would command and made recommendation to client on an approach.
Build / Create
Using the automotive’s brand guidelines and new brand positioning, I partnered with an art director to develop a sales toolkit for the program including a PowerPoint template, FAQ, one-sheeter, and web intake form.
Sales
Using my vast network of industry contacts, sponsorpitch.com and LinkedIn, I then developed a robust list of industry contacts within CPG, Technology, Retail, F&B, Hospitality and presented a sales pitch. I presented other avenues for partners to get involved in event including value in kind (VIK) donations or media value-add opportunities.
Execution
Lastly, working with the event producers and the client I handled all contract negotiations, contract reviews between counsel and client and managed the scheduling and programming for the on-site activations. I provided detailed information during weekly status calls leading up to the event as well as on-site execution of program.
Let’s create something together
Infographics in Marketing
Bringing infographics to life within financial services
Background
I’ve always been fascinated about strong data visualizations and story telling through infographics and how organizations take complex financial data sets and make it more compelling, inviting and approachable for their clients.
Challenge
To develop a robust infographics toolkit and guideline for 120 internal agency members and 40+ agency partners for a Fortune 500 financial services company. From the complex narrative to technical illustration to simple charts and graphs for internal and external presentations and investor relations reports, the organization was ready to accept ways to make the brand simple, intuitive and accessible.
“I've worked with Peter for over 5 years, and he has always been a great partner in the creative process. I appreciate the way he frames a challenge and works to get all stakeholders on the same page, which can be very challenging in high impact brand design work. We've worked together on multiple brand publishing and design projects, and I always appreciate his advocacy, fair negotiation on pricing, and desire to create a winning scenario for all parties involved.”
–Jason Lankow, Partner, Column Five and Visage
Solution
Secured marketing funding for the hiring of a world-class infographics agency. I createdan RFP that went to six agencies with the top four presenting their capabilities in person. Identified and aligned key executive stakeholders to help select new agency.
Created a score card using key attributes of a strong infographics agency:
- What is their storytelling ability (are they able to tell a compelling story simply and make complex simple)
- Are they best-in-class (do they offer a proven, reliable process for delivering the best-in-class infographics)
- Are they scalable (are they able to provide scalability and address the various organizational needs?),
- What are the team dynamics (can we work well with them and their processes)?
Next, using a steering committee, we selected our agency partner to create a toolkit and conducted a training roadshow for internal marketers and creatives. Used real life examples and problems to help them showcase specific case studies for guidelines. Hosted all downloadable assets and guidelines on custom-built brand portal. Groups who began immediate implementation were product marketing, social and PR teams.
Reality Television Production
Developing world-class experiences at the cusp of native advertising
Background
As the rewards producer on NBC’s prime time The Apprentice series (produced by Mark Burnett Productions), I had the challenge to conceptualize, pitch and sell world-class, unique reward concepts to the executive producers. Each reward segment (lasting around 3-5 minutes) had to include a tie-in with the actual task for contestants.
Challenge
Identify and select world-class unique rewards, which included the pitching, scouting of location, talent and property contract negotiations, and clearances. For partnering brands and properties this was a chance for them to be a part of early native advertising. My job was to ensure that partners offered their product for free and as a trade-out for The Apprentice airtime (estimated advertising value was $300K for 30 second commercial spot).
Solution
Working efficiently with my assistant producer, I negotiated $1MM+ in brand integration trade-outs for 22 episodes with major brands including New York Knicks, Mikimoto, Zero Gravity, AirCombat USA and leveraged celebrities and their properties such as Steve Forbes, Patrick Demarchelier and LPGA player Cristie Kerr.