Client Groups

CUSTOMER PROFILES
Partnership Group customer decision makers tend to be 35 to 55 years of age. Most have graduated from a post secondary institution and hold a minimum of one degree. Clients are typically senior executives actively involved in organizational leadership, or are middle managers moving up within their organizations, professional associations, or communities.

DECISION MAKING PROCESS
The decision making process usually involves several stakeholders. Marketing material must be clear, concise, and to-the point. Marketing material must stand-alone, as Partnership Group professionals may not have the opportunity to interact directly with all decision makers or decision influencers.

About 95% of successful prospecting begins with the key decision maker. The business the Partnership Group does not receive can typically be attributed to not having direct access to the primary decision maker.

Business
Often begins at a Vice-President level. Once confirmed, the project is managed by middle management personnel within the department who then consult with a senior executive and provide status reports.

Non Profits (Charities, Events, Tournaments, Member Associations, Conferences etc.)
Usually begins with an Executive Director or Director of Development. The project is approved by a board and then managed by the Executive Director, Fund Develop Officer, Operations Manager, Board or Committee member or Communications Director.

Government
Begins at a Director or Project Manager level, and then moves up the chain to a Department Head. The project is ultimately approved at a Deputy Minister or Minister level. Municipal projects are often approved by city or town council.

Sports Organizations
These include professional and amateur organizations. Within a Professional organization, the project begins with General Manager and then goes to the board. For Amateur organizations, the project begins with an association Executive Director and typically follows the Not-for-Profit routing previously covered.

CLIENT GROUP SERVED - SPONSORS:

Hospitality / Tourism:
Hotel properties, restaurants, food and beverage distributors (Coke and Pepsi), bottled water, beer, wine and liquor companies, airlines, bus companies, travel agencies, tour operators.

Sporting Goods Manufacturers and Suppliers:
All small and large producers of sporting goods equipment for wholesale or retail purposes. These would include, but not be limited to, hockey, football, basketball, tennis, baseball, cricket, lacrosse, soccer and golf.

Oil and Gas Industry:
Companies seeking return on their corporate social responsibility commitments, or who are trying to achieve brand recognition from an investor relations perspective.

Communications:
Telus Corporation, Bell Canada, SaskTel, Rogers, Shaw, Virgin, AT&T and other mobile, internet, local and long distance carriers. In addition advertising agencies and communications or PR firms are a targets group we serve assisting them in valuation, planning, activation for their clients who sponsor properties or clients who are properties.

Professional Firms:
Law, accounting, medical and specialty medical such as laser surgery, brokerage firms, mutual funds and banking services.

Retail Industry:
National, regional and local firms, dependent on potential scope of service to be provided. Key industries include sporting goods, automobiles, shopping centers, clothing stores, and grocery and drug store chains.

Health Industry:
Drug companies, multi-level marketing firms in the health products industry, vitamin companies, Johnson & Johnson, hospital equipment suppliers.

Government and Government Departments:
Municipal, provincial, state and federal governments that invest in sponsorship (community events or otherwise), crown corporations, health regions, school districts.

Media:
Television, radio, magazines, newspapers, internet, direct mail and outdoors who provide support to events and properties through sponsorship. Assistance is given in gaining true return on investment and through activating their sponsorships, versus being considered a “black hole”.

CLIENT GROUP SERVED - PROPERTIES:

In this area of prospecting we look at building out a client's base within local and national property owners. Typical industries that sell sponsorships within a property category and examples within these categories are listed below.

Events:
Festivals, exhibitions, sporting events (annual or one time), art shows, community events, fundraising events (runs and walks) and conferences or AGMs.

Media:
All media outlets (television, radio, magazines, newspapers, internet, direct mail and outdoors) that sell their properties or parts of their properties in sponsorship or features versus rate card advertising. In addition advertising agencies and communications or PR firms are a targets group we serve assisting them in valuation, planning, activation for their clients who sponsor properties or clients who are properties.

Non Profit Associations and Organizations:
Charities, associations (membership based or otherwise), sports organizations and governing bodies, non profits that provide programs or services to a closed or open market. These properties may be event or program based or neither.
Sports Teams, Organizations and Leagues:
All levels of sports teams and governing bodies from minor to professional.

Tourism / Hospitality:
Tourism organizations and hospitality organizations such as national or regional or local organizations who provide services or events. They may be the organization bidding on an event or managing it or assisting a host society with such a project.

Government and Government Departments:
Municipal, provincial, state and federal governments that have potential inventory such as building naming, programs etc to sell such as health regions, school districts