Presented by Bruce Rosenthal and Zachary Sikes - PowerPoint Presentation

Presented by Bruce Rosenthal and Zachary SikesAugust 2017 Develop “Win-Win” Corporate Partnership Programs

INTRODUCTIONTerminology: Non-dues revenueTerminology : “sponsor” vs. “partner ”

INTRODUCTIONNext 90 minutes:Introductions Current state Opportunities Getting from here to there

INTRODUCTION Who are we? Who are you?

CURRENT STATE AND CHALLENGES “It was a dark and stormy night.”

CURRENT STATE AND CHALLENGESThree inter-related challenges: #1: Revenue shortages #2: Member retention risk #3: Partners demand ROI

CURRENT STATE AND CHALLENGESDo you need a “new” program or a “tune-up”? Addressing pain points Addressing challenges

CURRENT STATE AND CHALLENGESKeeping your program up-to-date Or, what if you don’t change anything at all, and your program improves magically? J

CURRENT STATE AND CHALLENGESPitfalls Aligned with mission? CEO support? Board support? Staff support?

CURRENT STATE AND CHALLENGESIt’s about culture and strategy !

CURRENT STATE AND CHALLENGESRecap: Need revenue Corporate partners want ROI Board and staff may not support

CORPORATE PARTNERSHIP OPPORTUNITIES FOR ASSOCIATIONS THAT “GET IT RIGHT” “A dark and stormy night” becomes a glorious sunrise.

CORPORATE PARTNERSHIP OPPORTUNITIES 10 Strategies to Help Ensure Your Corporate Partnership Program is Successful

CORPORATE PARTNERSHIP OPPORTUNITIES Align with mission for a stronger association Maximize revenue Staff and board embrace the program

CORPORATE PARTNERSHIP OPPORTUNITIES Provide info for members Research Content Webinars Surveys Toolkits Checklists Help partners engage with members

CORPORATE PARTNERSHIP OPPORTUNITIESEducate to sell … don’t sell to educate!

CORPORATE PARTNERSHIP OPPORTUNITIESTransition from logos to real benefits How many logos of competing designs and colors can you put on one page or one sign? J

CORPORATE PARTNERSHIP OPPORTUNITIES Lean; not too complicated Address partners’ business needs Value proposition Exclusivity Customers/partners Not cookie-cutter No “off the shelf” pricing

CORPORATE PARTNERSHIP OPPORTUNITIES Business Needs Assessment Like a marketing agency A way to identify partners’ needs Corporate partners like to be asked

CORPORATE PARTNERSHIP OPPORTUNITIES Hype intellectual and brand assets Member demographics Leadership positioning Expert positioning Be the “go-to marketing program”

CORPORATE PARTNERSHIP OPPORTUNITIES Guidelines for partner equity No ambushing. Exclusivity. (Always) No in-kind. Cash only. (Usually) No a la carte. Year-long only. (Except transactional conference sponsors)

GETTING FROM THE CURRENT STATE TO MAXIMIZING THE OPPORTUNITIES OF CORPORATE PARTNERSHIPS What does the “before” and “after” look like?

GETTING FROM HERE TO THERETransactional to transformational Clutter to less clutter Overlapping benefits to tiered benefits

GETTING FROM HERE TO THEREOne-size-fits-all to customized Standard to creative benefits A la carte to packaged

GETTING FROM HERE TO THERE200+ “promo opps” to 20 components Guessing to assessing Few staff involved to more staff involved

GETTING FROM HERE TO THERE ! # $ % & ( P O Q L : ? > < M N = = ; l

GETTING FROM HERE TO THERETalk with your CEO/EDFind a mentor Join a network Talk with a consultant Involve your staff and board

GETTING FROM HERE TO THEREWhen you get the go-ahead:Identify reasons Identify value propositions Identify needs and offerings Evaluate and assess (continued)

GETTING FROM HERE TO THEREWhen you get the go-ahead (continued): Determine feasibility Consider ways to restructure Consider ways to implement Determine staff/board roles

LASTLY …Q&A Bruce Rosenthal BruceRosenthal46@gmail.com 301-922-6179 Zachary Sikes zsikes@expansionllc.com 202-415-5278

Thank you! Enjoy the remainder of 2017 ASAE Annual Conference!