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Balancing Impact and ROI: How a Top Canadian Telecom Uses Elevent to Advance Diverse Sponsorship Goals
Overview :
A top three, publicly traded Canadian telecommunications company manages a $45+ million sponsorship budget, making it one of the largest corporate sponsorship portfolios in Canada. With a team of 30 professionals overseeing sponsorships across multiple investment pillars, the company faces the complex task of balancing competing priorities including brand awareness, social impact, sustainability, and customer loyalty.
Challenge :
As one of Canada’s leading brands with more than $16 billion in annual revenues, the company receives thousands of sponsorship proposals each year that it evaluates against a variety of investment objectives. However, creating an “apples-to-apples” comparison required team members to manually review and compare proposals, consuming significant time and resources.
To reduce the inherent inefficiencies in evaluating incoming sponsorship proposals, the company needed distinct decision-making frameworks that would make it easier to manage requests and enable data-driven decisions. These frameworks needed to address several different priorities of the business, leverage automation and workflow, and be flexibly updated as needed, specifically to:
- Allow for separate proposal scoring based on proprietary criteria
- Ensure alignment between the brand, business unit, and/or initiative with the potential partner
- Measure audience fit based on a variety of data including demographics, spending, and lifestyle profiles
- Generate an accurate valuation of each sponsorship opportunity
By making better decisions on the front end, the team could ultimately achieve better long-term results.
Solution :
The telecommunications company replaced its existing, inflexible software in favor of Elevent’s Brickroad sponsorship management solutions that include advanced automation, streamlined workflows, and the flexibility to adapt evaluation criteria as priorities evolved.
Key features of the solution include :
- Customizable scoring frameworks for faster, more objective proposal evaluations.
- Full control over selection criteria to ensure decisions align with evolving business goals.
- Enhanced brand alignment analysis to prioritize sponsorships that reflect core company values.
- Data-driven industry benchmarking and valuation for more informed investment decisions.
- Automation and workflows that reduce manual effort and accelerate proposal review processes.
- Seamless system integration to enable smooth adoption and compatibility with existing tools.
Results :
Elevent’s platform has delivered measurable benefits, helping the telecommunications company to :
1. Align sponsorship investments with diverse objectives
- Automate the evaluation process to make “apples-to-apples” comparisons
- Proposal scoring that aligns proposals with company values and business objectives
2. Make better decisions upfront
- Rating system that prioritizes the most promising proposals
- Financial valuation that enables data-driven negotiations to ensure fair pricing
3. Reduce time and costs
- Reduces time spent manually reviewing proposals
- Optimizes spend based on accurate valuations
Testimonials :
“Elevent’s platform has completely transformed how we approach sponsorship decisions. By enabling us to evaluate proposals against distinct criteria for various company initiatives, we ensure every investment aligns with our strategic priorities. The automation tools have dramatically reduced manual work, allowing our team to focus on high-impact opportunities.”
Conclusion :
Effectively managing a $45M+ sponsorship portfolio while aligning with corporate, social, and marketing goals requires cutting-edge technology and market expertise.
Using Elevent’s Brickroad platform, the telecommunications company has automated proposal workflows and applied customized, data-driven scoring systems to evaluate proposals, resulting greater efficiencies, better strategic alignment, and measurable impact across its sponsorship portfolio.
To learn more about how Elevent can improve your sponsorship team’s performance, please contact us.
