- Atlantic Lottery Commission
-
- Goal: Introduce property buying strategies into a company that was overspending on
a variety of activities
- Results: Developed a sport and event strategy for Atlantic Lottery Commission with special emphasis on sports brands: Over/Under and Pro Line
- Fewer, bigger, better events as opposed to “all things to all people”
- Goal: Introduce property buying strategies into a company that was overspending on
a variety of activities
- Bank of Montreal Canadian Women’s Open
-
- Goal: Find a Canadian property that would resonate with Bank’s employees (mostly
female) and retail customers
- Results: Negotiated title sponsorship agreement; wrote Bank strategy; managed and executed Bank marketing and promotional programs and on-site activation and coordinated annual measurement
- Goal: Find a Canadian property that would resonate with Bank’s employees (mostly
female) and retail customers
- Bell Canadian Open
-
- Goal: Find a property to reinforce Bell’s market leadership position as they entered
into a competitive telecommunications marketplace
- Results: PGA Tour title sponsorship reinforced Bell’s position as a major
National/International company
- Negotiated title sponsorship agreement; wrote Bell strategy; managed and executed Bell marketing and promotional programs and on site activation and coordinated annual measurement
- Goal: Find a property to reinforce Bell’s market leadership position as they entered
into a competitive telecommunications marketplace
- Canada Cup Hockey / World Cup Hockey
-
- Goal: Maximize revenue for the Tournament(s)
- Results: Managed the tickets for the 1981 Canada Cup Hockey Tournament
- Developed, managed and executed promotions for 1984, 1987 and 1991 Canada
Cup Tournaments
- Developed, managed and executed the World Cup of Hockey Express for the 1996 World Cup of Hockey
- Goal: Maximize revenue for the Tournament(s)
- Canada Cup of Volleyball / Canadian Superstar Volleyball
-
- Goal: Create a new, hip “make” of the sport of volleyball and to promote this image
nationally and internationally
- Results: Created and managed the first to fourth Canada Cup of Volleyball
tournaments
- Managed over 3,000 volleyball and sport events from 1972-1989
- Created and produced Canadian Superstar Volleyball on behalf of the CVA, IVBF
and Global Television
- 26 week series for 3 years
- Goal: Create a new, hip “make” of the sport of volleyball and to promote this image
nationally and internationally
- Canadian Figure Skating Association
-
- Goal: Find a way to increase revenues
- Results: Developed strategy to package National team, National Championships,
International events, grassroots programming and television to maximize revenues
for CFSA
- Found sponsors for both National Championships and international event (Skate Canada) and series of Association sponsor partners
- Goal: Find a way to increase revenues
- Canadian Olympic Committee (COC)
-
- Goal 1995: Develop a new brand for the COC and extend to all communication
vehicles. Also, develop a new sponsorship and merchandising strategy
- Results: New sponsorship and merchandising program, which was launched through
the new branding campaign, far exceeded the COC’s financial goals established for
the 1996 Atlanta Olympics, setting a new “water-level” for sponsorship and
merchandising revenue targets
- Goal 2001: Find additional forms of revenue to complement sponsorship stream
- Results: Developed alternative revenue strategy that included licensing, special offers and an endowment campaign
- Goal 1995: Develop a new brand for the COC and extend to all communication
vehicles. Also, develop a new sponsorship and merchandising strategy
- Canadian Tire Corporation
-
- Goal: Introduce property buying strategies into a company who was supporting a
variety of vendors’ programs, but had no measurement system to track return on
investment
- Results: Developed, managed and executed sport and event strategy and plans
(with annual revisions) for Canadian Tire including Canadian Tire National Cycling
Series, the Ultimate Face-Off and the development of proprietary programs for Team
Canadian Tire, Motomaster and Mastercraft brands
- Developed strategy for Canadian Tire Child Safety Foundation and Stay Alert,
Stay Safe program
- Program advanced to the point where vendors’ dollars now fund Canadian Tire programs
- Goal: Introduce property buying strategies into a company who was supporting a
variety of vendors’ programs, but had no measurement system to track return on
investment
- Caribana International Festival
-
- Goal: Enable a multicultural community to celebrate its lifestyle and culture. Deeply
in debt and fractious, TWG brought organizational structure and strategic planning to
the community and then developed its marketing and partnership plan
- Results: Developed the event and partnership strategy for this Toronto International
Multicultural Festival
- Grew spectator and participant base from 185,000 to 1.5 million and cemented over $2 million in annual sponsorship
- Goal: Enable a multicultural community to celebrate its lifestyle and culture. Deeply
in debt and fractious, TWG brought organizational structure and strategic planning to
the community and then developed its marketing and partnership plan
- Honda Grand Prix of St. Petersburg
-
- Goal: Prepare a plan for the owners of the race, Andretti-Green, to maximize
revenues
- Results: Developed sponsorship strategy and revenue plan for inaugural Honda Grand Prix of St. Petersburg. Year 1 revenues exceeded budget by $500,000.
- Goal: Prepare a plan for the owners of the race, Andretti-Green, to maximize
revenues
- Labatt / Interbrew
-
- Goal Labatt: Develop a plan for Labatt as Team Owner of Toronto Blue Jays to
spend less and still receive beer category value
- Results: Developed strategy to divest ownership and sponsorship of Toronto Blue
Jays (1995)
- Goal Budweiser: Develop a plan for Budweiser to leverage NFL rights in Canada
- Results: Developed, managed and executed NFL program for Budweiser (2002- 2004)
- Goal Labatt: Develop a plan for Labatt as Team Owner of Toronto Blue Jays to
spend less and still receive beer category value
- Molson
-
- Goal: Develop a program to compete with Labatt, who held NFL rights
- Results: Creation, management and execution of the Coors Light Silver Suite near
association program with Monday Night Football (2001)
- Goal: Provide Molson with a strategy for hockey, where they had held NHL and
individual team rights for years, but were being faced with significant competitive
bidding from Labatt
- Results: Decided to give up NHL rights and kept more valuable team rights
- Developed, managed and executed Molson NHL and Canadian team strategy
including proprietary programs, Best Seats in the House and Rivalry Trains –
(2000 -2003)
- Goal: Develop leveraging plans for Molson’s annual $7MM investment with Toronto’s
CART race
- Results: Managed and execute programs and plans for Molson Indy (CART) race (2000-2003). Brought in partners to offset costs
- Goal: Develop a program to compete with Labatt, who held NFL rights
- National Community Tree Foundation
-
- Goal: Create a program that would legitimately cause change in urban centers, but
would be supported solely by marketing partners
- Results: By integrating 65 corporate partners and with the help of 22 tree planting
partners, TWG planted 250 million trees in urban centers on behalf of NCTF
- Created, managed and found partners to manage the program for six additional years
- Goal: Create a program that would legitimately cause change in urban centers, but
would be supported solely by marketing partners
- National Congress of State Games
-
- Goal: Create a national strategic plan that would coalesce a disparate and
struggling, but well-meaning, collection of State Game organizations and develop a
partnership marketing/sponsorship plan that would facilitate the financing of the
strategic plans operations
- Results: Based on the Olympic Games model, created State Games in
- 37 States for Summer Games
- 14 States for Winter Games
- 500,000 athletes participate nationally in State Games each year
- 90 sports are offered in competitions in 536 communities for participants from
over 6,000 cities and towns
- 85% of State Games costs are managed by partners
- Goal: Create a national strategic plan that would coalesce a disparate and
struggling, but well-meaning, collection of State Game organizations and develop a
partnership marketing/sponsorship plan that would facilitate the financing of the
strategic plans operations
- Net Aid Global Action Awards
-
- Goal: Transpose the global success of the Net Aid concerts into a global, actionable
event targeted at the defined audience of high school aged social activists working
on issues of extreme poverty
- Results: Created an International Awards program; acquired Quincy Jones as Chair and brought together the most effective high school students in the fight against poverty
- Goal: Transpose the global success of the Net Aid concerts into a global, actionable
event targeted at the defined audience of high school aged social activists working
on issues of extreme poverty
- Northern Telecom Tucson Open
-
- Goal: Create a strategy to value Northern Telecom’s sponsorship of Tucson Open
- Results: Sponsorship was not providing sufficient returns, therefore developed plan for NorTel to exit Tucson Open
- Goal: Create a strategy to value Northern Telecom’s sponsorship of Tucson Open
- Olympic Projects
-
- Goal: Develop programs that would leverage their involvement with the Olympic
brand
- Results: Developed, managed and executed strategy and plan for Weston Foods for
1988 Calgary Olympics
- Developed leveraging and promotional activities for Petro Canada Torch Relay in the
1988 Calgary Olympics
- Developed leveraging and promotional plan for Canadian Tire Corporation for 1988
Calgary Olympics
- Developed, managed and executed strategy and plan for Bell Canada and Stentor
Alliance for 1996 Atlanta Olympics, 1998 Nagano Olympics and 2000 Sydney
Olympics
- Developed, managed and executed strategy and plan for Coca Cola for 1996 Atlanta
Olympics and USOC plan
- Developed, managed and executed strategies and plans for Kodak Canada over an
eight year period, starting with the 1996 Atlanta Olympics
- Developed, managed and executed strategy and plan for Kellogg’s for both the 1996 & 2002 Olympics
- Goal: Develop programs that would leverage their involvement with the Olympic
brand
- Pacific Asia Travel Association (PATA)
-
- Goal: Establish a membership (by country) based on experiential action that would
impact and benefit the whole Pacific Rim Region
- Results: Created the Pacific Region focused series “Road Less Traveled TV series for PATA and partners
- Goal: Establish a membership (by country) based on experiential action that would
impact and benefit the whole Pacific Rim Region
- Purolator Courier
-
- Goal: Find a property for Purolator that gave them a sense of ownership and could
break through the general sports clutter and compete with the significantly larger
amount of dollars being spent by FedEx and UPS
- Results: Developed, managed, executed and measured a sport and event strategy
for Purolator with the Canadian Football League
- Purolator’s Tackle Hunger Program received numerous National and International Awards
- Goal: Find a property for Purolator that gave them a sense of ownership and could
break through the general sports clutter and compete with the significantly larger
amount of dollars being spent by FedEx and UPS
- Real Madrid Football Club
-
- Goal: Help Real Madrid understand the value of their brand in the US and what
areas they should try to leverage
- Results: Developed a strategy and plan for Real Madrid to enter US and expand brand
- Goal: Help Real Madrid understand the value of their brand in the US and what
areas they should try to leverage
- Sports Marketing Council of Canada
-
- Goal: Provide national amateur sport governing bodies with a “sum of the whole is
greater than the parts” partnership marketing strategy
- Results: On behalf of the Canadian Sport Minister Otto Jelinek, TWG created, developed, and managed a combined marketing strategy and partnership acquisition program for 87 sport governing bodies
- Goal: Provide national amateur sport governing bodies with a “sum of the whole is
greater than the parts” partnership marketing strategy
- *TD Bank Financial Group (TDBFG) – Jazz Festival Sponsorship
-
- Goal: Identify a sponsorship platform that all divisions of TDBFG could use to
leverage consistently and focus sponsorship activity. Also, develop a strategy to
deliver against TDBFG’s brand positioning of comfort and its increase share of wallet
objective
- Results: Refocused $5 million Toronto Maple Leaf Hockey Sponsorship to a $3
million national sponsorship involving 9 jazz festivals
- Year 1: Established TD as a major player in Music
- Year 2: Expanded the music platform to all genres and strongly positioned TD as
the Bank of Music
- 3,550,000 jazz fans attended
- Goal: Identify a sponsorship platform that all divisions of TDBFG could use to
leverage consistently and focus sponsorship activity. Also, develop a strategy to
deliver against TDBFG’s brand positioning of comfort and its increase share of wallet
objective
- *The National Sport Commission of Mexico
-
- Goal: Create a non-profit, non-governmental sport fund to facilitate the involvement
of Mexican corporations in the delivery of sport programs to the public. Also, create a
community based sport plan that measures the equitable development of sport from
grassroots to elite levels
- Results: Created the National Sport Fund (NSF) and under the “Imagine” brand had
corporations voluntarily contribute 1% of after tax profits to help fund the campaign
- Targeted and sold partnerships for NSC programs, generating $7 million, and taught transfer skills for legacy management
- Goal: Create a non-profit, non-governmental sport fund to facilitate the involvement
of Mexican corporations in the delivery of sport programs to the public. Also, create a
community based sport plan that measures the equitable development of sport from
grassroots to elite levels
- The Nestle All Japan (Zen Nikku) Teacher’s Awards
-
- Goal: Find the means to recognize teachers up to the post-secondary level for
innovation and excellence in specific teaching categories. Program was to be driven
from a local community level but delivered nationally, partnership-funded and
independent of government influence
- Results: Partnered with Dentsu and McCann Ericson and delivered a $14 million
investment from Nestle to be the title sponsor (which was a first for Japanese
government)
- Delivered the application and voting procedure, focusing on retail p.o.p.
concepts, to deliver 2:1 ROI to Nestle
- Created direct marketing campaign to homes for Nestle (which was a first for Japan)
- Goal: Find the means to recognize teachers up to the post-secondary level for
innovation and excellence in specific teaching categories. Program was to be driven
from a local community level but delivered nationally, partnership-funded and
independent of government influence
- The Sport Resort: Sacramento, California
-
- Goal: Create a partnership program to generate contractually obligated income (COI)
of $24 million a year to finance the bond and construction financing of the property.
This program will focus on integrating the property’s 16,000 daily visitors into a
partnership package that covers naming rights, founding partners, suppliers, pouring
rights, and marketing partners
- Results: Development of the partnership program for this $500 million, 84 sport multi-use venue, residential and commercial center
- Currently in the entitlement process and land development process
- Goal: Create a partnership program to generate contractually obligated income (COI)
of $24 million a year to finance the bond and construction financing of the property.
This program will focus on integrating the property’s 16,000 daily visitors into a
partnership package that covers naming rights, founding partners, suppliers, pouring
rights, and marketing partners
- World Cycling Championships
-
- Goal: Develop a plan to maximize local revenues given that the ICU controlled
international rights and sales
- Results: Developed sponsorship and marketing plan for 2003 World Cycling Championships. Surpassed budget objectives.
- Goal: Develop a plan to maximize local revenues given that the ICU controlled
international rights and sales