Sponsorship Boot Camp Preconference Schedule 2006 National Arts Marketing Project Conference April 29–May 2, 2006 Millennium Biltmore Hotel Los Angeles, CA

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Sponsors

9:45 a.m.–11:00 a.m.   Concurrent Sessions

Bridging the Corporate Divide: How to Move from Philanthropy to Sponsorship Dollars Speaker: Alice Sachs Zimet, President, Arts + Business Partnerships, New York In today’s competitive and overly merged marketplace, both arts groups and corporations must be smarter and savvier when it comes to how they secure and give away limited marketing dollars. Visibility no longer drives sponsorship. Every corporation wants to use a sponsorship to build business and deliver results. Through this non-stop, fact-filled boot camp, you will learn how to think more strategically in terms of measurable ROI (“Return on Investment”), an essential skill in today's sponsorship climate, where the group that thinks in terms of ROI receives the sponsorship dollar. You will learn the difference between sponsorship and philanthropy and how to create logical marketing links with a potential sponsor. The session covers specific tips and strategies in order to successfully secure a corporate sponsor. Topics include what motivates a business to sponsor, what are the common criteria used, how to write for a corporate audience so your proposal gets you in the door, what benefits are most important, how to define and then sell both tangible and intangible assets, pricing for cash and in-kind, and how to create personal relationships that lead to the decision-maker. Specific case studies will round out this intensive learning experience. You will leave this class with a greater understanding of the corporate mindset, with strategies to make your approach more effective—and with the know-how to turn a corporation into a sponsor. Takeaways include reference lists, the basics for an internal ‘assets audit’ to determine what you have to sell, model Fact Sheets, and more. This session is recommended for those who have a basic to intermediate knowledge of sponsorship, development, and marketing, or for those who are more seasoned but want to learn new skills. Recommended for executive directors, marketing, public relations, and/or development staff, as well as members of boards of directors. (Note: This session repeats much of what was presented at the 2004 National Arts Marketing Conference and is particularly intended for first-time delegates. However, case studies have been updated with additional new information.) New Rules for Winning Sponsors: Selling the Arts to Corporations Speaker: Patricia Martin, LitLamp Communications Group Today's cultural entertainment market is gaining recognition by corporations as a valued marketing platform. Patricia Martin, author of Made Possible By: Succeeding With Sponsorship (Wiley 2003) is at the forefront of this shift in the cultural entertainment segment. With millions of affluent and educated consumers going to concerts, theater, museums, and libraries, now you can find out how other cultural institutions have become platforms for successful media and corporate promotional programs. Learn from new research on what marketing partners are looking for when it comes to sponsoring events that reach cultural consumers, as well as learning how to position your organization in light of these market shifts. Attendees of this session will learn to: Maximize sponsorship revenues with activities sponsors desire Use existing events and marketing assets to leverage better promotional partnerships Successfully package, sell, and activate arts promotions to gain incremental dollars and media Engage arts patrons through effective promotions that appeal their aesthetics and still deliver value to sponsors Tap into youth and other special market segments to create win-win deals Use current research on the cultural consumer to gain consideration from sponsors Build a sustainable revenue stream from corporate alliances Grow your brand and heighten your clout by harnessing corporate marketing efforts The session covers the big picture about how these deals work and why, but also puts new tools and techniques in your hands to take home and use right away. You'll take away samples of proposals, final reports, and offer letters. This class is for senior level arts marketers who have an existing corporate relations program and want to advance to the next level of mastery in corporate sponsorship.

11:15 a.m.–12:30 p.m.   Concurrent Sessions (Continued)

12:45 p.m.–2:00 p.m.   Joint Plenary Luncheon

Speaker: Ann Cramer, Director, North America IBM Corporate Community Relations, Atlanta, GA IBM has been a leader in corporate social responsibility (CSR) for decades, using CSR to reinforce its brand as a global technology solutions leader. As the nature of its business changed over the years, IBM constantly revised its operations, its use of technology, and its infrastructure, but remained committed to its values and its responsibility as a corporate citizen. Ms. Cramer will share how IBM manages changes in the marketplace and its current strategic priorities for corporate philanthropy. She will also discuss innovative ways for arts organizations to integrate technology to enhance the infrastructure, such as sharing technology to improve the efficiency of back office operations; increasing revenue with e-commerce initiatives; and using technology to improve programming and marketing.

2:15 p.m.–3:45 p.m.   Concurrent Case Studies

Case Study 1 Not All Corporate Budgets Are Huge: 'Indie' Programs Looking For Blockbuster Results from Both the Corporate and Non-Profit Perspective  Speaker: Stephanie Lynn Ackler, CFA, Ackler Wealth Management-Wachovia Securities, LLC and Shelia Bergman, P.S. ARTS   In this session, Stephanie Ackler will discuss how she has developed and pursued using the arts with a very modest corporate budget to help meet her company’s business objectives. Leveraging 'indie' marketing dollars, she has developed growing relationships with various not-for- profits, helping to support these groups both financially and with in-kind, and, at the same time, developing an increasingly sought-after community for prospecting and entertaining clients. Hear how a relationship can be established from the corporate perspective—what do they want from an arts group and what can you get beyond cash? Since her arrival in 2002, Sheila Bergman has directed the growth of P.S. ARTS from a $1 million to $2.7 million organization, and from 2,700 to 13,000+ youth served each year. Sheila will discuss how corporate partnerships have been instrumental in her organization’s growth—providing tips on how to successfully and systematically develop these relationships. Both these ladies will share what works and what doesn’t! Case Study 2 Layered Partners: How to Go Beyond Just Cash and Get What You Can't Afford Speakers: Grace Rapkin, Jewish Museum in NYC; Whitney Ransome, National Coalition of Girls' Schools and Kelny Denebeim, First Republic Bank What do the National Coalition of Girls Schools and The Jewish Museum have in common?  Join us and find out! This panel will present how two very different nonprofit organizations use ‘out of the box’ creative thinking and entrepreneurial strategies to move way beyond cash-only relationships. Joining them will be a member of the corporate world who will describe what motivates companies to partner with non-profits  Hear about real-life, cross promotional connections with banks, insurance companies, accounting firms as well as supermarkets, movie chains and cable companies. Learn how $5,000 in cash helped deliver another $100,000 of in-kind donations. Attendees will learn how to build bigger (and better) long-term relationships that provide significant benefits to all parties involved. Case Study 3 Cultural Troika: Best Practices from the Collaboration of a Public Arts Agency, a Corporate Partner, and a Small Nonprofit to Increase Audiences and Reach a Targeted Demographic Speakers: Linda Chiavaroli, L.A. County Arts Commission/Ford Amphitheatre; Linda Yudin, Viver Brasil Dance Company; Beatriz Gomez, Univision 34 This panel will discuss how a multidisciplinary summer performing arts series, operated by a public arts agency, enlisted the help—gratis—of the no. 1 and no. 2 television stations in a mega-market to jump start an initiative to reach a targeted demographic. Through the stations’ expertise and connections, the series honed its message to the target group, gained entrée to other media outlets serving the demographic, received free spots, and leveraged bonus spots underwritten by the stations’ advertisers to achieve a level of visibility it could never afford to buy. Discover how the partnership, now its fourth year, has been maintained and grown over time. A small nonprofit dance company who is part of the series shares how it benefited from the partnership—with the television stations and secured support from Varig Brasil Airlines and Heineken USA—to expand its reach.

2:45 p.m.–5:30 p.m.   1:2 Professional Clinics

4:00 p.m.–5:30 p.m.   Concurrent Case Studies Repeat

*Schedule is subject to change