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WHAT IS SPONSORSHIP ALL ABOUT?

Katie Peters
Associate
  Back To All

Gain brand exposure. Connect with target communities. Do good will. 

In theory, sponsorships can do a number of things for a brand, but often times we ask, “Is it worth the time and money?” In order to maximize your company’s return on investment, start with being selective and results-driven when choosing from the many sponsorship requests that pop up in your inbox, quarter after quarter. 

This week, we’re gearing up for Culture Collision 8, an arts and culture expo co-founded by DEVENEY’s own Jess Brown. Last week, our travel and tourism experts held a presence at the Louisiana Tourism Promotion Association's Lt. Governor’s Tourism Summit, supported by the Louisiana Office of Tourism. And earlier in the summer, we formed a new sponsorship partnership through the International Association of Business Communicators (IABC) World Conference 2016, which was held in New Orleans. 

So, what makes the effort worth it? Are we reaching the right individuals at the right time, with the right message? Our approach is one of relationship building, and with each sponsorship opportunity, the DEVENEY team assembles to develop a strategic action plan to ensure the end result is deemed a success.

Three tips for sponsoring strategically:

1.      Embark on opportunities that reach your target audience 

2.      Opt for conferences or events that complement your core practice areas  

3.      Secure new relationships and extend the conversation

Culture Collision 8 

When Senior Account Executive Jess Brown joined DEVENEY in 2014, a natural partnership with Culture Collision was born. The annual event, in its eighth year, was created to provide New Orleans’ arts and cultural organizations with a collective voice, as well as a platform for collaboration and promotion. The organization’s mission aligns with DEVENEY’s LifeStyle practice area, and together the partnership taps into cultural insights that help propel the city’s top arts groups to the forefront of the minds of their consumers. 

Lt. Governor’s Tourism Summit 

The Lt. Governor’s Tourism Summit assembles an invaluable, statewide network of marketing communication directors from the industry, spanning convention and visitors bureaus to restaurant and hotel representatives. With DEVENEY in the driver’s seat as a brand’s strategic partner, involvement, from booth presence to audience engagement, was branded in theme: Take a Road Trip with DEVENEY. Digital marketing collateral and sponsorship of the summit’s Cyber Café was designed to incentivize attendees to connect with DEVENEY. Our digital, creative and social service areas were highlighted, from the landing page offering access to top social influencers in Louisiana’s travel and tourism industry upon registration, to a content aggregator that conducted live social media monitoring of key words related to the summit. 

IABC World Conference New Orleans 

Sponsorship of the IABC World Conference’s Brand Reputation Management Track was directly in line with another of DEVENEY’s area of expertise: crisis communication and brand reputation. The choice to sponsor this year’s conference, an assembly of over 1,200 top communicators from around the world, positioned the DEVENEY brand in front of in-house corporate communication officers who, at times of crisis, often seek outside counsel.

Want to know if your upcoming sponsorships are on target with your brand objectives and audiences? Start the conversation with DEVENEY and tweet your questions to @DEVENEYnola, using the #DEVchat hashtag.

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