Case Studies
Read an in-depth case study detailing how we helped one particular professional body.
Background
This client of b2b is a niche Institute operating in a highly specialised but valuable sector. Their previous involvement with sponsorship was limited to occasional events sponsorship and they were now looking to embrace commercial sponsorship as means of creating an additional income stream. Having benchmarked themselves against comparable organisations they felt they were lagging behind. They also wanted to respond to members concerns that they were not competing on a commercial level.
b2b’s program of work
Working closely with the Institute, b2b first looked at all existing activities with a view to identify where commercial sponsorship opportunities lay. b2b then worked with the Institute to shape and develop activities to form viable sponsorship propositions to take to market. At the same time, b2b also began facilitating relationships between the Institute and potential sponsors. This process allowed b2b to identify common goals, the capabilities and strategies of the corporate and match those to the Institutes’ activities.
The Institute was particularly keen to tap into Intellectual Property of organisations who operated in the sector which would be of value and interest to members, and to develop some high brow research campaigns which again would provide valuable insight to the membership. These activities became the focus of the partnerships b2b developed with the Institute and sponsors.
Once sponsors were on board, b2b worked with the Institute to develop clear agreements between the sponsor and Institute, protecting the Institute’s brand, activities and members. b2b also worked with the Institute to manage and service the sponsors, developing relationships where possible and widening the sponsorship relationship to other activities if appropriate.
Outcomes and benefits
b2b developed a series of highly targeted, intellectual content based, value added partnership that delivered on the Institute’s strategic objectives enabling the Institute to tap into resources, content and intellectual property outside of its own core competencies, all of which added value to the membership. In year one, b2b secured over £200,000 in sponsorship income for the Institute from only seven sponsors, and they continue to be an ongoing client.
In addition to generating income, the client has also benefited through:
- enhanced reputation within the market place from strategic brand alignment with some of the world’s most renowned investment houses, insurers and banks.
- ability to develop new activities or enhance existing activities through additional income, resource and expertise.
- ability to enhance member services through the development of intellectual property and content
- developing sector/topic specific insight research programs which results are of value to the industry and membership.
- developing core relationships with renowned third parties, enabling them to raise the profile of the Institute’s activities and membership.
- maintaining and upholding the Institute’s strong reputation for independence and credibility within the sector.
- developing sponsorships which have supported the Institute’s strategic objectives and helped deliver these and drive the Institute forward in the right direction.
Since b2b developed the sponsorship program for the client, the Institute has received exceptionally positive feedback on the sponsored activities, the new initiatives and the relationships they have created through its sponsorship program. Members and key stakeholder feedback has been positive and sponsors have actively achieved their objectives through the sponsored activities.
This Institute now includes b2b and seeks b2b’s input on all matters commercial. b2b has supported this Institute on the development of new web member segmented areas, development of a careers portal, salary survey, the tendering of ad sales support and the negotiation and outsourcing of an online TV facility to service members.
