HomeMy WebLinkAboutCAO 07-18CG.r (,
DICKERING
Report to
Executive Committee
Report Number: CAO 07-18
Date: June 18, 2018
From: Tony Prevedel
Chief Administrative Officer
Subject: Marketing Partnerships and Naming Rights
- File: S-4000-001
Recommendation:
1. That Council approve the retention of Performance Sponsorship Group to pursue and secure
high profile marketing partnership and naming rights opportunities in accordance with the
Purchasing Policy, Section 10.03 (c); and
2. That the appropriate City of Pickering officials be authorized to take the necessary actions as
indicated in this report.
Executive Summary: The Marketing Partnership and Advertising Policy (ADM 150) was
approved at the September 21, 2015 City Council meeting. The Policy Objective states: "The
Corporation of the City of Pickering welcomes and encourages marketing partnerships and
advertising to assist in the provision of City programs, services, events, projects and facilities.
This Policy provides guidelines to maximize revenue opportunities while safeguarding the City's
vision, mission, values, interests, and public image."
In September 2016, the City hired a Coordinator, Marketing Partnerships to develop and
implement the Marketing Partnership and Advertising Program. In April 2017, this position was
moved to the Office of the CAO to provide it with a broader corporate and business development
focus, and the contract was extended to April 30, 2018. Budget approval was given to extend the
contract to December 31, 2018, however, the individual in the position declined the offer to extend
the contract.
In consultation with Community Services and other internal stakeholders, the Office of the CAO
investigated the option of retaining a marketing sponsorship agency to refocus and enhance the
Marketing Partnership and Advertising Program. Namely, the agency would focus on `big-ticket'
sponsorship and naming rights opportunities in order to maximize revenues for the City.
Marketing partnerships and sponsorships is a very niche segment of the marketing industry.
There are only a handful of agencies that specialize in this field. As such, three agencies were
contacted to discuss Pickering's opportunity.
The Office of the CAO and Community Services have selected Performance Sponsorship Group
as its preferred marketing agency and is seeking Council's approval to finalize and enter into an
agreement for the period of 18 months.
CAO 07-18 June 18, 2018
Subject: Marketing Partnerships and Naming Rights Page 2
Financial Implications: The Community Services Department, the originator of the Marketing
Partnership and Advertising Policy, had estimated its annual sponsorship revenues to be $50,000
with $10,000 in in-kind contributions. Annual arena advertising revenues were $33,000.
Community Services conducted a valuation of City assets and determined that it was significantly
underperforming with respect to marketing partnerships, sponsorships and advertising revenues.
Of note, the most significant untapped revenue opportunity was naming rights for City facilities
and assets such as the Pickering Recreation Complex, Pickering Soccer Centre, 6 arenas, parks
and trails, indoor swimming pools, change rooms, meeting rooms, and fitness rooms. These
naming rights can generate significant revenues for a municipality. For example, the City of
Oshawa is receiving $250,000 a year, over a 10 -year period for the naming rights for the Tribute
Centre.
Over an 18 -month span, the Coordinator, Marketing Partnerships was unable to achieve the
revenue targets. The majority of the negotiated sponsorships were either `in-kind' contributions or
were of a lower dollar value. There were no naming rights sold.
Performance Sponsorship Group is willing to assume the marketing sponsorship function for the
City for a $6,500 monthly retainer and 10 per cent commission on secured sponsorships,
advertising sales, and naming rights agreements.
The Office of the CAO recommends retaining Performance Sponsorship Group for an 18 -month
period.
Discussion: In its current form, the Marketing Partnerships and Advertising Program achieved
mixed results. Namely, participating sponsors were pleased with the high level of attention to their
individual needs and the ability to customize their participation in a City event or program.
However, while this approach seemed to be well received by the sponsors, it did not result in a
significant increase in sponsorship revenues. While there was an increase in in-kind contributions,
many of these did not offset budgeted operating costs. Further, the City of Pickering still has not
sold any naming rights for its assets or facilities that represent the highest source of significant
revenues.
In retrospect, by providing the sponsors with an overly customized approach, it created unrealistic
expectations and additional work for staff to meet those expectations. The added strain on staff
resources cannot be justified, because sponsorship levels remained static and revenue targets
missed.
When the Coordinator, Marketing Partnerships role became vacant, it created an opportunity to
pause and analyze our efforts to date. After consulting with internal stakeholders including
Community Services, the Office of the CAO decided to refocus and enhance the Marketing
Partnership and Advertising Program. Instead of dedicating time and resources to pursuing large
volumes of small sponsorships and in-kind donations, it is recommended that a marketing
sponsorship agency be retained to revamp the program and allocate more time and energy
towards pursuing high -yield sponsorships for the City's premier facilities, programs, and events.
CAO 07-18 June 18, 2018
Subject: Marketing Partnerships and Naming Rights Page 3
While there are dozens of marketing agencies in the Greater Toronto Area (GTA), there are few
with significant marketing partnership, sponsorship and naming rights experience. This number
dwindles when isolating the search to sponsorship agencies with municipal expertise. The Office
of the CAO reached out to three well known and recommended agencies in the GTA that
specialize in this field. One agency later withdrew from consideration.
Staff met with the two remaining agencies who were both very strong and experienced in
corporate sponsorship. However, staff ultimately favours working with Performance Sponsorship
Group (PSG), because it is the foremost authority in municipal sponsorship and naming rights.
PSG has worked with over 25 municipal clients across the country including Barrie, Brampton,
Burlington, Calgary, Edmonton, Hamilton, Kitchener, Ottawa, Saskatoon, and Winnipeg. It has
finalized hundreds of sponsorship and naming rights agreements representing millions of dollars
for recreation facilities, arenas, performance art centres, health and wellness facilities, convention
centres, and transit facilities.
The PSG team consists of five members including a Senior Partner & Project Lead, Senior
Consultant (Research), Managing Partner & Project Consultant, Managing Director, and a Graphic
Designer. Based on the team's cursory review of the City of Pickering's facilities, programs,
services, and other assets, PSG is confident that it can secure at least $1 million dollars in
combined sponsorship and/or naming rights commitments.
If the City agrees to retain PSG, it will need approximately 18 months to do a comprehensive
assessment and valuation, and undertake a thorough approach to market and sell the assets in
order to achieve its $1 million dollar target. PSG has broken down the 18 -month project into 6
phases:
Phase 1 — Review existing assets/inventory, and create recommended sales strategy
Phase 2 — Pricing and positioning of approved opportunities
Phase 3 — Packaging approved opportunities (philanthropic, supplier, naming rights, and
programming sponsorships)
Phase 4 — Prospect list development and direct sales
Phase 5 — Securing letters of intent
Phase 6 — Activation and sponsorship mentoring
As with many marketing agencies, PSG works on a monthly retainer and commission basis. Staff
were able to negotiate a monthly retainer fee of $6,500, which is roughly equivalent to the former
Coordinator, Marketing Partnerships' monetary compensation. A commission is also standard
industry practice which Staff were able to negotiate a rate of 10 per cent payable to PSG for any
new sponsorship, advertising sales, or naming rights agreements which they are able to secure.
This commission rate was several points lower than what the other marketing agency was
seeking. PSG was advised that the agreed to monthly retainer fee and commission rate were
both subject to Council approval.
CAO 07-18 June 18, 2018
Subject: Marketing Partnerships and Naming Rights Page 4
Although PSG will be focusing most of its energies on securing high-profile sponsorship and
naming rights opportunities, it recognizes the need to continue support of existing sponsors and
local businesses. By streamlining processes and working with staff to develop a standardized
sponsorship package, PSG will be able to find the right fit for any company's budget.
Attachments:
Proposal from Performance Sponsorship Group and Team CV's
Prepared By:
" " Zt 5 •
Mark Guinto
Manager, Public Affairs & Corporate Communications
TP:mg
Recommended for the consideration
of Pickering City Council
Tony Prevedel, P.Eng.
Chief Administrative Officer
PSG �I
Performance Sponsorship Group
Thursday May 31, 2018
75 First Street, Suite 212, Orangeville, ON Canada L9W 5B6 1 (416) 399-4600
jhaber@performancesponsorship.com 1 www.performancesponsorship.com
Mr. Mark Guinto
Manager, Business Development and Public Affairs
City of Pickering
One The Esplanade
Pickering, Ontario
L1V 6K7
Dear Mark,
As requested, the following pages outlines Performance Sponsorship Group's (PSG)
approach to assisting in the design, and execution of a Sponsorship, Advertising and
Naming Rights program for the City of Pickering.
PSG has teamed up with Bernie Colterman, founding principal of the Centre of
Excellence for Public Sector Marketing (CEPSM). Attached is a sample list of
municipal projects to illustrate our experience with municipalities. With over 50
years of combined experience, we have raised over $30 million for the public and
nonprofit sector and are considered two of the most accomplished naming rights
professionals in the Country.
As a team, we have conducted valuations and sales for over 1000 sponsorship
properties, including hundreds of municipal assets, ranging from skate parks,
recreational facilities, performing art centres, annual events and programs. The
principals have secured official suppliers, naming rights partners, advertisers and
marketing partners for Cities and Towns across the country. The attached Team CV
provides further details on our range of expertise.
The City of Pickering has been identified as a destination for the next generation of
knowledge-based business and industry. The ideal marketing partner and
corporate partner for The City of Pickering is a company who wants to promote
their participation and flaunt the destination. It is a company who wants to build
their own business while helping to build community. Most local companies
understand the value of this relationship. The PSG team will identify and secure
successful relationships with such companies for the Town of Pickering.
Mark, if you have any questions or require additional clarification, please call. We
look forward to hearing from you soon.
Regards,
Judy Haber
Senior Partner
Performance Sponsorship Group, Inc.
Attachments: Team CV
List of Sample Municipal Projects
Timeline
City of Pickering Page 2 of 5
Proposal for Pricing, Packaging and Selling Sponsorship, Naming Rights,
Marketing Partnerships, and Advertising for Programs, Events, and
Facilities, City of Pickering
Overview
The goal of the program is to identify a minimum of $1 Million in sponsorships
before December 2019 through naming rights, sponsorships, marketing
partnerships and advertising.
To achieve this goal, the PSG team will provide a sponsorship, marketing
partnership, naming rights and advertising strategy which will outline the order in
which assets will be priced, packaged and sold.
Timelines
PSG team will divide the project into 5 phases:
Phase 1— Review existing assets/inventory, and create recommended sales strategy
Phase 2 — Pricing and positioning of approved opportunities
Phase 3 — Packaging approved opportunities (philanthropic, supplier, naming rights,
and programming sponsorships)
Phase 4 — Prospect list development and direct sales
Phase 5 — Securing letters of intent
Phase 6 — Activation and sponsorship mentoring
Phase 1— Review Existing Inventory, Recommended Sales Strategy
PSG team will review existing opportunities and make recommendations on which
assets should be priced, packaged, and sold in the first 18 months of the
agreement. This includes site tours, and consultation with staff.
Phase 2 - Pricing and Positioning of Approved Opportunities
PSG team will price approved assets and establish corresponding sponsor benefits
and entitlements. The team will complete a comparative analysis of sponsorship
sales in like markets with like assets. The comparison will provide City council and
City staff with a rationale for asking prices.
City of Pickering Page 3 of 5
Upon completion of Phase 1 and Phase 2, The City of Pickering will be presented
with recommended asking price, term, and entitlements for specific assets to be
approved by City Council.
Assuming the contract is awarded in the beginning of July, presentation of the
findings and major sales packages will be ready to be taken to market no later than
September 4th, 2018.
Phase 3 - Packaging
The PSG team will identify a specific sales strategy for each sponsorship and
advertising opportunity and develop sales documents for approval by City Council.
Four weeks are required for the development of major sales packages. The sales
packages will be designed concurrently with Phase 2.
Please note the City of Pickering is responsible for the cost of digital design and
production of sales packages.
Phase 4 - Prospect List Development & Direct Sales
PSG will develop a list of 30 prospects for approval by the City of Pickering. This
initial list will be updated on an ongoing basis as new prospects are identified. No
approach will be made to any prospect without prior approval from the City of
Pickering. A range of sponsorship offerings will be sold for both cash and in-kind
services.
Utilizing the pre -approved prospect list, PSG will schedule sales calls. The sales
offering is made on a first come, first serve basis.
Sales efforts will begin no later than September 4th, 2018. PSG anticipates a sixteen
(16) month sales effort to reach the goal of $1 Million.
Phase 5 — Letters of Intent (LOI)
PSG will introduce available sponsorship opportunities to a broad range of
prospects and secure Letters of Intent (LOI) for a combination of naming rights and
secondary sponsorships, exclusive suppliers, advertising and event sponsors. The
LOI's will outline the sponsor's intent to purchase the specific sales offering, the
fee, and the term in exchange for a broad list of benefits. LOI's are non-binding but
they form the basis of the Letters of Agreement. Following the submission of an
City of Pickering Page 4 of 5
acceptable LOI, the specific sponsorship opportunity is withdrawn from the
marketplace to allow the parties to negotiate in good faith.
Phase 6 — Activation and Sponsorship Mentoring
Arguably, closing a sponsorship sale marks the beginning of the process. Sponsors
have clearly defined goals and objectives for their sponsorship initiatives. Sponsors
expect a return on their sponsorship investment. As such, PSG will appoint a
member of the PSG team to work with the sponsors to ensure they remain long
term partners with The City of Pickering.
Project Costs: $6,500 per month x 18 months plus earned commissions (10%)
Commission: PSG will receive a commission of 10% on all cash and pre -approved in-
kind contributions secured for all the assets listed in the proposal.
Design Expenses: range $5,000 - $8,500 for the 18 -month term
City of Pickering Page 5 of 5
PSG 10
Performance Sponsorship Group
75 First Street, Suite 212, Orangeville, ON Canada L9W 5B6 1 (416) 399-4600
Ihaber@performancesponsorship.com 1 www.performancesponsorship.com
Background and Experience
List of Sample Municipal Projects by Performance Sponsorship Group Inc.
Border Paving Athletic Centre, Spruce Grove, Alberta: Retained to audit a new sports and recreation
facility for the Aerial Gymnastics Club. Naming Rights was sold for $350,000.
Calgary Health Region, Calgary, Alberta: Developed policy for corporate sponsorship and completed
an audit of six (6) Naming Right opportunities at multiple sites.
City of Edmonton, Edmonton, Alberta: Conducted two audits/evaluations for the city owned recreation
and wellness facilities, namely the Southwest Community Recreation Centre and the St. Francis Xavier
Field House.
City of Grande Prairie, Grande Prairie, Alberta: Retained to price, package, and renew Secondary
Sponsorship for the Eastlink Centre.
City of Lacombe, Lacombe, Alberta: - Priced, packaged and sold overall Naming Rights to Gary Moe
Auto Group and secondary Naming Rights to Freightliner of Red Deer, Red Deer Bottling Company Ltd.,
Can Pak Environmental Inc., Border Paving, and Central City Asphalt.
City of Martensville, Martensville, SK: Retained to audit, package and sell multiple Naming Rights
opportunities for multi -use recreation facility. Sold Naming Rights to companies that include Affinity
Credit Union, Dairy Queen, MacNeil Motors, North Prairie Developments, Hallmark Realty, Agrium,
Loraas Disposal Services, Mocon Construction, as well as others.
City of Port Colborne, Port Colborne, Ontario: Retained to audit, package and sell Naming Rights to a
new health and wellness centre. Naming Rights was sold to Vale for $1.2 million.
City of Vaughan, Vaughan, Ontario: - Retained to value facility assets and programming.
Credit Union Sport and Entertainment Centre, (now called SaskTel Centre) Saskatoon, Saskatchewan:
Retained to package the Naming Rights opportunity and secure a Naming Sponsor for the former
Saskatchewan Place. Naming Rights was sold for a total of $1.6 million.
EDGE School/Jim Davidson Sports Complex, Calgary, Alberta: Conducted an audit of Naming Rights and
secondary sponsorship opportunities. PSG sold sponsorship packages to companies that included
Pepsi, Provident, ATB, Direct Energy, and Chevrolet. PSG secured in excess of $3 million.
EPCOR CENTRE for the Performing Arts, Calgary, Alberta: Retained to audit, package and sell Naming
Rights to the Calgary Performing Arts Centre. Naming Rights were sold for $4 million plus in-kind
savings.
Keystone Centre, Brandon, Manitoba: Conducted a Naming Rights audit of the facility and
recommended a sales strategy to the Keystone Board.
Shaw Centre (former Blairmore Centre), Saskatoon, Saskatchewan: Sold Naming Rights to the Shaw
Centre and sold secondary sponsorships to the new recreation centre to companies that included
Western Fitness, Hamm Construction and Nordic Fencing totaling over $2.5 million.
Town of Strathmore, Strathmore, Alberta: Retained to price, package and sell Naming Rights and
Secondary Sponsorships for a new recreation facility. Naming Rights was sold to Strathmore Motor
Products. Secondary Sponsorships were sold to Strathmore Homes, EPCOR, and Sobey's.
Town of Sedgewick, Sedgewick, Alberta: - Retained to price, package and sell naming rights for a
recreation facility. Naming Rights was sold to Wild Rose Co -Op.
Town of Wynyard, Wynyard, Saskatchewan: Retained to work with the general contractor to leverage
in-kind support for the construction project. PSG has identified a Naming Rights Sponsor and is
working with several secondary categories for a new multi -use recreation facility.
TransAlta Tri -Municipal Leisure Facility Corporation, Calgary, Alberta — Retained to audit, package and
renew Naming Rights to the TransAlta TriLeisure Centre, as well as audit, package and sell secondary
Naming Rights. Sold Naming Rights packages to companies that included Aqua Tek Scuba, Beaverbrook
Pioneer Ltd., Melcor Developments, NWT Promotions Inc., Pepsi, SMS Equipment, TransAlta, and
Remax.
TCU Place — Saskatoon's Arts & Convention Centre, Saskatoon, Saskatchewan: Priced, packaged, and
identified a Naming Rights partner for the former Saskatoon Centennial Auditorium and Convention
Centre. The Naming Rights sponsorship was sold for a total of $1.1 million, plus in-kind savings.
List of Sample Projects Page 2 of 4
List of Sample Municipal Projects by Centre of Excellence for Public Sector
Marketing (PSG Associate)
City of Calgary (AB)
The City of Calgary (Calgary Transit) received approval to pursue naming rights and sponsorship (pilot
project) for a soon -to -be -opened Transit Facility. The consultant was contracted to conduct an asset
inventory and valuation and develop a strategy to market the pilot project. The consultant will also
spearhead efforts to market the facility to the corporate sector.
City of Coquitlam (BC)
The consultant conducted an assessment and valuation of the City's sponsorship and naming rights
assets and prepared a Strategy / Implementation Plan that was completed in the Summer of 2014. The
consultant has since advised the City on its launch activities.
City of Hamilton (ON)
The consultant provided a two-day Planning Workshop for municipal staff that led them through the
process for developing their own sponsorship, advertising and naming rights program.
City of Kitchener (ON)
The consultant conducted a comprehensive assessment and valuation of the City's sponsorship,
advertising and naming rights assets, as well as a detailed strategy that was presented by the
consultant to City Council in December, 2013. Since approval of the program, he has provided advice
to the municipality on roll-out strategies.
City of Leduc (AB)
The consultant conducted a comprehensive assessment and valuation of the City's sponsorship,
advertising and naming rights assets and presented the findings and key recommendations to City
Executives and City Council. The consultant recently presented detailed strategy to City Council and is
now assisting with the implementation of the program.
City of London (ON)
The consultant conducted an assessment and valuation of the City's sponsorship and naming rights
assets and prepared a strategy / business case that was presented to City Council in the Spring of 2014.
The consultant since then assisted the City with its launch activities.
City of Red Deer (AB)
The consultant conducted an assessment and valuation of the City's sponsorship and naming rights
assets and preparing a Sponsorship Strategy that was presented to City Council in the Spring of 2015.
City of Vaughan (ON)
The City of Vaughan wanted to implement an overall sponsorship strategy for the municipality that
built on their event sponsorship initiatives, with a much greater focus on naming rights and leveraging
other opportunities beyond the current special events portfolio. The consultant has played a lead role
in assessing naming rights and sponsorship opportunities as well as developing the overall strategy that
was presented to City Council in November, 2013.
List of Sample Projects Page 3 of 4
City of Winnipeg (MB)
The consultant conducted a valuation of the 7 -Oaks Sportsplex for naming purposes and provides
advice to the City of Winnipeg on a range of sponsorship issues.
Town of Beaumont (AB)
The consultant conducted a valuation of civic facilities, programs, and services and developed the
Sponsorship Strategy, Cost/Benefit Analysis, and Implementation Plan that was presented to Council in
the Fall of 2014.
Township of King (ON)
The consultant conducted a valuation of the Township's new recreation facility which assisted in the
development of a 50 -year naming rights agreement for the new facility (Trisan Centre).
Town of Newmarket (ON)
The consultant conducted a valuation of sponsorship assets for the town's new Riverwalk Commons
outdoor entertainment and community programming space in the downtown core.
List of Sample Projects Page 4 of 4
Performance Sponsorship Group
TEAM CV
75 First Street, Suite212, Orangeville, ON Canada L9W 5B6 1 (416) 399-4600
ihaber@performancesponsorship.com 1 www.performancesponsorship.com
Judy Haber
Senior Partner, Performance Sponsorship Group Inc.
Role: Project Lead
Profile Summary:
Judy Haber is one of the most successful Sponsorship Specialists in
Canada. She started her career in 1990 pricing, packaging and
selling event sponsorships. She then segued into Municipal
sponsorship in 1996 when she identified Hummingbird as the
Naming Rights partner for the former O'Keefe Centre. Since then
Haber has provided leadership to several City and Town counsellors. In some cases, the
counselling occurs months before that Town or City consider getting into the business of
Corporate Sponsorship, Naming Rights and Marketing Partnerships. Once the City is
engaged in the business of Corporate Partnerships, Haber plays a pivotal role in ensuring
all stakeholders (staff, councilors, community members, local business) understand the
value of working collaboratively with local Companies who want to invest in their
community.
Judy has consistently shown her ability to access corporate decision -makers and has
enjoyed an enviable success rate in securing corporate sponsorships, partnerships and
Naming Rights partners. Fully conversant with all the marketing principles that affect
the sales, Haber has negotiated with, and sold sponsorship packages to companies that
include:
• Advantage Insurance
• Affinity Credit Union
• Agrium Inc.
• Air Canada
• Alberta Treasury Branch (ATB)
• Alquinn Homes
• Aurora Dental
• Beaverbrook Communities
• Bell Canada
• BILT Enterprises
• Border Paving
• Can Pak Environmental
• Canalta Hotels
• Central City Asphalt
• Chateau Wines
• Co-Operators
• Dairy Queen
• Direct Energy
• Edson Chrysler
• EPCOR
• Fountain Tire
• Freightliner Red Deer
• Gary Moe Auto Group
• Hallmark Realty
• Hamm Construction
• IBM
• Johnson & Hebert
• Kles Air Mechanical
• Lacombe Dental
• Loraas Disposable Services
• Melcor Development
• Mocon Construction
• Myshak
• Nordic Fencing
• North Prairie
• NWT Promotions Inc.
• Panasonic
• Pepsi
• Pizza 73
• Provident Energy Trust
• Qualico
• Realty Executives
• Red Deer Bottling
• Red Deer Freightliner
• Remax
• Rogers
• Scott Builders
Pickering — Team CV Page 2 of 10
• Servus Credit Union
• Shaw Communications
• Shoppers Drug Mart
• Sirius Satellite
• SMS Equipment
• Sobey's
• Stantec
• Strathmore Homes Ltd.
• Strathmore Motor Products
• Subaru
• Subway Restaurants
• Tim Hortons
• TR Petroleum
• TransAlta
• TRX RV
• Vale
• Western Fitness
• Wynyard Co -Op
• Zender Ford
Judy has also enjoyed a career in public speaking for the past 25 years. Speaking largely
to Municipal staff, at conferences that include:
• Association of Fundraising Professionals
• Alberta Recreation Parks Association
• Banff Fundraising Compass
• Festivals and Events Ontario
• Florida Parks and Recreation
• IEG Sponsorship Conference
• International Association of Fundraising Professionals,
• Western Sponsorship Congress,
• Toronto Sponsorship Congress,
• Saskatchewan Urban Municipal Association,
• Government Finance Officers Association of Alberta
• Municipal Officers Association
Pickering — Team CV Page 3 of 10
Janet Schofield, .
Senior Consultant, Performance Sponsorship Group
Role: Project Consultant / Research
Profile Summary:
Janet Schofield has been a valuable member of the Performance
Sponsorship Group team for more than 13 years.
Janet possesses a strong background in administration and brings
creativity and a disciplined approach to each project she
participates in. Janet has been involved in the valuation of many City assets, both
facilities and programming. She has also been involved in the writing and design of sales
documents that includes overall Naming Rights, Secondary Naming Rights, and Event
Sponsorship. She has also been instrumental in providing research to qualify prospects
deemed most appropriate for selected City Assets. Janet has been involved in the
matching of City assets with companies who are looking for the demographic and
experiences. She has provided invaluable research support for numerous successful
projects such as:
• City of Edmonton
• City of Lacombe
• City of Port Colborne
• City of Vaughan
• Famous Players IMAX Theatres
• Grant MacEwan University
• Martensville Athletic Pavilion
• National Arts Centre
• Queen's University
• Red Deer College
• Shaw Centre
• Toronto Reference Library
• TransAlta Tri leisure Centre
• University of Calgary
• Wynyard Arena
Pickering — Team CV Page 4 of 10
In addition, Janet has helped to create and build the B&O Yorkville Run for Charities. For
the past eight years, she has provided invaluable support and backup for the B&O team,
working with companies that include:
• Camrost Felcorp
• Clif Bar
• Coca Cola
• Deluge Water
• Equinox
• Flow
• Food Dudes
• Freshi
• Happy Pops
• Healthy Crunch
• Inner Raw Natural Energy
• Larabar
• Lexus
• Mamma's Pizza
• Marty's Pickles
• Meatbar
• Mizrahi Developments
• Morguard
• Nestle
• New Balance
• Panda
• Paramount Foods
• Pusateri's
• Revitasize
• Sobey's
• Stableview Asset Management
• Summer Fresh
• TD Securities
• Toronto Popcorn Company
• Vita Coco
• Whole Foods
Janet also helped create and grow the Woolwich Golf Tournament, in Orangeville,
Ontario, an event that PSG sponsored, which benefitted the Orangeville Women's Shelter.
Pickering — Team CV Page 5 of 10
generation.
Bernie Colterman
Managing Partner, Centre of Excellence for Public Sector
Marketing
Role: Project Consultant
Profile Summary:
Bernie Colterman is Co -Founder and Managing Partner of the
Centre of Excellence for Public Sector Marketing. He is the former
President of CMG Canada, an industry leader in the areas of
sponsorship development, not-for-profit marketing and revenue
Throughout his 20 -year marketing career, Bernie has contributed to a diversified
portfolio of marketing campaigns for the public, not-for-profit, and the business sectors.
A master at brokering commercial partnerships, he has, facilitated hundreds of
collaborative arrangements for both industry and government; raising over $30 million
dollars in corporate sponsorships and spearheading high profile partnership initiatives
for national campaigns and major business events. Much of this work has involved
helping organizations take a more strategic approach towards all facets of revenue
generation. His strong marketing and sales background provides a comprehensive, yet
practical approach to revenue analysis and his company's proprietary valuation model
sets the standard in Canada for sponsorships and commercial partnerships value
measurement.
Bernie is recognized nationally as a leader in the area of Municipal Sponsorship
Development. His direct work with municipalities such as Abbotsford, Beaumont,
Brampton, Burlington, Calgary, Coquitlam, Kitchener, Leduc, London, Newmarket,
Ottawa, Red Deer, Township of King and Vaughan have provided him with a deep
understanding of the opportunities and constraints of working in a municipal
environment and his Municipal Forum on Sponsorship helps dozens of municipalities take
a more strategic approach towards sponsorship, naming rights and other non -tax
revenues.
Pickering — Team CV Page 6 of 10
Through his consulting practice, Bernie offers strategic advice in the areas of strategic
marketing planning, social marketing, corporate engagement and revenue development.
Current or recent clients include:
• Alberta 2012 Special Olympics
• Canadian Association of Defence and Security Industries
• Canadian Air Transport Security Authority
• Canadian Housing and Renewal Association
• Canadian Blood Services
• City of Ottawa
• International City/County Management Association
• Innovation Centre
• Nature Canada
• Victorian Order of Nurses
• Public Health Agency of Canada
Bernie is Executive Producer of MARCOM, a national forum for advancing the marketing
discipline in the public and not-for-profit sectors. He is also co-director and faculty
member of Carleton University's Sprott School of Business, Professional Certificate in
Public Sector and Non -Profit Marketing where he teaches a two-day module on
partnerships and other collaborative arrangements. His highly acclaimed Designing and
Selling Your Sponsorship Program and Revenue Generation Boot Camp workshops are
attended by hundreds of professionals each year. Bernie is a regular contributor to
publications and speaker at conferences related to the public and non-profit industry.
Recent speaking engagements include:
• MARCON
• Sprott School of Business
• Canadian Society of Association Executives
• Association of Fundraising Professionals
• Canadian Association of Fairs and Exhibitions
• Festivals and Events Ontario Annual Conference
Bernie's Blog on Sponsorship and Partnerships can be found at
www.berniecolterman.ca
Pickering — Team CV Page 7 of 10
Claire Mills
Managing Director / Senior Consultant
Role: Project Consultant / Research
Profile Summary:
As Managing Director of the Centre of Excellence for Public Sector
Marketing, and Project Management Professional, Claire plays a
lead role in managing the day-to-day business of the organization
as well as managing several portfolios with major public sector clients including the
Canadian Air Transport Security Authority and Public Works and Government Services
Canada.
In her Senior Consultant role, Claire provides marketing research, planning and strategic
communications. She played a major role in developing the City of Ottawa's Sponsorship
and Advertising Strategy and delivering a Corporate Engagement Benefits Framework to
Parks Canada. A master at detailed planning and execution, Claire is able to take
complex projects and develop concise work plans and processes to ensure that each
project stays on track.
Claire was also actively involved in delivering GTEC WEEK, Canada's largest IT
conference and trade show for the public sector; managing the event's $1 million
sponsorship and advertising program and working with internal stakeholders as well as
senior representatives from government, the private sector on all aspects of their
participation in the event. Claire worked closely with a wide range of clients including:
• Bell'
• Corel
• RIM
• Oracle
• Peoplesoft
• Telus
• Microsoft
• Sun
• Dell
• IBM
• CGI
Pickering — Team CV Page 8 of 10
• EDS
• Deloitte
• Novell
For the past 12 years, Claire has taken a lead role in managing and delivering MARCOM
Professional Development, a 3 -day public sector marketing event, including a conference
for 300 delegates and trade show for over 40 exhibitors and sponsors. Claire is
responsible for managing exhibit and sponsorship sales, marketing and delivery of all
forum components including working with many of Ottawa's top marketing and media
organizations.
Prior to joining the firm in 2000, Claire served as a Project Manager for EDS / SHL
Systemhouse where she delivered targeted marketing programs and played a lead role
in planning and executing company sponsorship and sales strategy.
Scott Purdy
President, Gravity Design Inc.
Role: Graphic Designer
Scott Purdy is a creative director with over 20 years' experience in
design, advertising, sales and marketing. He is president of Toronto-
based design studio, Gravity Design Inc., and works with a wide
range of clients across multiply industries. Scott's role at Gravity
Design is the creative lead on projects which include sales
documents, educational documents, branding/logos, websites, point-of-sale graphics,
packaging, digital graphics, event graphics, tradeshow graphics and signage. Often
projects will span various digital and print platforms providing a better opportunity to
reach the intended audience.
He understands that the creative vision on each project must be developed to meet
specific business objectives. Factors that are considered when working on projects
include brand consistency, targeted content, clear call to actions, and relevant images.
To enhance the overall design and engage the viewer, great care is taken when selecting
colours, photos, illustrations, fonts, infographics, spot graphics, etc.
Pickering — Team CV Page 9 of 10
Scott has experience in the design and development of sponsorship sales documents and
signage used to help close deals.
He has recently worked with the PSG team on assignments that include:
• The National Arts Centre
• Town of Sedgewick
• City of Calgary
• City of Welland
• City of Saskatoon
• B&O Yorkville Run
In addition to working with PSG, Gravity Design Inc. clients include BroadView Software,
Canada Guaranty, Street Capital, Health Nexus, HC Link, Zendo On-line, Toronto East
General Hospital, BFI Ontario, Santis Health, SickKids hospital, Falcon Lumber, Joiner
Bikes, NHCC, Bridges to Community Canada and The Aphasia Institute.
Pickering — Team CV Page 10 of 10