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Strengthening partnershipsto drive business growth

Key insights for rights holders and sponsors by: AFL New Zealand | AIG Air New Zealand | ANZ | Barfoot & Thompson | Fonterra | IRONMAN | KidsCan Charitable Trust Ministry of Social Development | New Zealand Red Cross | NZME | PwC NZ | QBE Insurance Sanitarium | Starship Foundation | Visa | Vodafone Warriors | Wellington Phoenix FC + MORE

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Designed to bring together rights holders and sponsors, this event offers dedicated roundtables, panel discussions, co-presentations and quick-fire presentations for both sides of the partnership.

A specialised sponsorship conference, uncovering how to create long-term partnerships as we look beyond simply achieving brand recognition to true engagement, leveraged throughout the entire organisation.

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HOW TO UNLOCK GREATER VALUE IN NEW AND EXISTING PARTNERSHIPS:• Work together to deliver meaningful value to end-consumers• Increase your understanding and awareness of key legal considerations in sponsorship contracting and negotiation

• Wrap sponsorship into each department within your organisation• Discover new sponsorship opportunities and ways to leverage existing campaigns• Improve your reporting and sponsorship offering processes

Emily Travers GM Partnerships

NZME

Nick SautnerGeneral Manager

CommercialEden Park Trust

Amy McNicol Director,

Global Sponsorship AIG

Richard Howarth General Manager

Gemba New Zealand

Debbie Chin Sponsorship Manager

Air New Zealand

Susan McGregor Head of Corporate

Marketing & Sponsorship

ANZ

2016

3.20 ROUNDTABLES Session A: 3.20 - 3.50 Session B: 3.50 - 4.20 Engage in an interactive group discussion with your industry peers from a selection of six topics. These roundtables offer customised

sessions for both rights holders and sponsors to collaborate and offer solutions. Giving you the opportunity to switch to another topic, these roundtables will be split into two sessions (30 minutes in duration each).

1 Evaluation of sponsorship offers: Understanding exactly how much you should agree to spend, and where you should spend it

Kylee Daniel, Director, Brand.KinD

2 Partnership development: Empowering rights holders with appropriate KPIs to report on and taking them on a journey

3 Exit strategies: What does it mean for your business and how to communicate an exit effectively

1 Maximising Commercial Potential: Creating new properties and additional revenue streams

Shelley Empson, General Manager Commercial, World Masters Games 2017

2 Data and analytics: Utilising data to provide attractive information to sponsors

3 Being proactive: Enhancing proposals and formulating business leverage ideas to deliver additional value to sponsors

Nick Rowland, Managing Director, Side by Side - Bespoke Partnerships

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8.30 Registration & coffee

9.00 Opening remarks from the Chair Dr Geoff Dickson, Associate Professor - Sport Management,

Auckland University of Technology; Chair, AFL New Zealand

9.10 Opening keynote: Looking ahead: Global and local trends and the future of sponsorship • Reviewing the shift in local sponsorship spend patterns -

the New Zealand experience• Greater alignment with broader business and marketing objectives• Better structuring of deals to increase leverage• The evolution of live experiences and the rise of AI

and virtual reality

Adam Richardson, Head of Commercial, AFL Media

9.50 Holistic sponsorship: Wrapping sponsorship into all departments and driving internal buy-in• The importance of leveraging sponsorship throughout

the organisation • Instilling a brave culture: Investing for the long-term• Building credibility: Proving and communicating the value

of sponsorship • Encouraging ownership: Establishing a collaborative approach

across divisions

Emily Travers, GM Partnerships, NZME

10.20 Morning break & refreshments

10.50 Establishing sponsorship best practice: What does a great partnership look like?• What makes a great partnership?• How has the sponsorship relationship evolved? • Strategy first: How do we effectively align brand values

and purpose with properties?• What are the building blocks of a long-term partnership?

Amy McNicol, Director, Global Sponsorship, AIGHelen Kay, Commercial & Partnerships Manager, IRONMANJon "JT" Tamihere-Kemeys, National Events & Markets Networks, PwC New ZealandTerri Cumiskey, Director of Marketing, Visa

11.30 Extending revenue generation: Shifting from local

to regional to global sponsorship• The growth of sponsorship opportunities from

international markets

• Establishing your next move: Determining where the best

opportunities lie

• Identifying the best channels to support your growth strategy

12.00 What’s the true value? Understanding and valuing

sponsorship properties• Aligning sponsorship properties with your objectives and brand

• Being clear on where your sponsorship dollar should be spent

• Accurate assessment of property value against market trends

Terri Cumiskey, Director of Marketing, Visa

12.30 Lunch break

QUICK-FIRES Partnership achievements and challenges

Crossing a range of sectors, speakers will share insights from

recent partnerships, highlighting what made them a success

and the lessons learnt along the way.

1.30 Delivering long-term value to a sponsorship

Glenn Critchley, Commercial Manager, Vodafone Warriors

1.45 A genuine partnership: KidsCan and Meridian Energy

Sophie Mowday, Brand and Sponsorship Manager,

KidsCan Charitable Trust

2.00 Making a stadium sponsorship a winning proposition

Bridget Nicol, Advertising & Sponsorship Manager, QBE Insurance

2.15 Achieving a successful media partnership

Emily Travers, GM Partnerships, NZME

2.30 Turning a solo into a pas de deux - the Royal New Zealand

Ballet in partnership with Vodafone

Susannah Lees-Jeffries, Director of Marketing and Development,

Royal New Zealand Ballet

2.45 Quick-fire: Q&A

3.00 Afternoon break & refreshments

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4.20 Achieving the optimal sponsorship mix: How to design

a powerful sponsorship portfolio that complements

your business• Selecting opportunities that pave the way for access

to new audiences and build awareness of verticals• Ensuring ethical alignment with your partners• Managing your sponsorship portfolio and the array

of categories available• Communicating your sponsorship portfolio externally

4.50 The missing element: How brand ambassadors enhance

your sponsorship portfolio• New opportunities provided by partnering with ambassadors • Selecting and securing the right brand ambassador• Potential risks involved in using brand ambassadors• Crafting content and experiences to support your brand

ambassador strategy• Understanding content ownership rules and rights when utilising

ambassador social channels

Mike Keech, Chief of One, Impact Sponsorship

Susan McGregor, Head of Corporate Marketing & Sponsorship, ANZ

Further panelists to be announced

5.30 Summary remarks from the Chair & networking drinks

9.00 Welcome back from the Chair

Dr Geoff Dickson, Associate Professor - Sport Management,

Auckland University of Technology; Chair, AFL New Zealand

9.05 Key legal considerations in sponsorship negotiation

and contracting• How and when to involve the lawyer• The development of comprehensive commercial rights packages• What is the best form of contract?• The development and implementation of effective brand

protection programmes

Ashton Welsh, Senior Associate, Simpson Grierson

9.35 The evolution of Stadium partnerships to deliver greater yield• Delivering a paradigm shift through asset integration

and the resulting value creation • Developing and securing naming rights opportunities • Structuring a nimble workforce to support future change • Targeting the heart and soul of passionate sports

and entertainment audiences

Nick Sautner, General Manager Commercial, Eden Park Trust

10.05 Focusing on the end consumer experience: Enhancing conversations with value-adding activations• The rationale: Effectively understanding audience groups

and what would lead to a better experience• The planning process and ensuring we covered each

facet appropriately• Effectively tying the brand into the activation• Creating a robust activation plan to manage the logistics

and implementation

Debbie Chin, Sponsorship Manager, Air New Zealand

10.35 Morning break & refreshments

11.05 A key revenue generator: Achieving effective measurement of sponsorship value and ROI • What does global best practice measurement look like?• Developing a data collection plan and working with rights

holders and collection teams• The role of the rights holder in measuring sponsorship success• Creating a report that delivers key insights and presenting results

Susan McGregor, Head of Corporate Marketing & Sponsorship, ANZ

11.45 Driving meaningful connections: Achieving data-driven audience engagement • Identifying key consumer passion points• Utilising results to shape relevant communications

and campaigns• Proving partnership value through effective data application• Connecting insights with departments to drive actionable results

Richard Howarth, General Manager, Gemba New Zealand

12.15 Table discussions: Q&A

12.25 Lunch break

1.25 Amplifying your digital and social media strategy to enhance campaign reach • Understanding what effective digital engagement looks like • factors to consider when designing your strategy • Creating compelling content • Integrating with the live medium

Alex Spence, Digital Communications Manager,

New Zealand Olympic Committee

1.55 How New Zealand Red Cross and New Zealand Post’s 100+ year relationship evolved into a shared value partnership• The turning point in our relationship and why a significant

change was made• Re-aligning strategic aims of both organisations• How the partnership shift will benefit both organisations

and the community

Matthew McCracken, Corporate Partnerships and Trusts

Fundraising Manager, New Zealand Red Cross Q&A: Representative from New Zealand Post

2.25 Afternoon break & refreshments

2.55 Reinventing existing partnerships: Making the most of renewals• Reflecting on key learnings• Reassessing commercial business and rights holder priorities • Developing the overall partnership together to create mutually

beneficial opportunitiesNick Rowland, Managing Director, Side by Side - Bespoke Partnerships

3.25 How Barfoot & Thompson’s partnership with Starship moved past simply achieving brand promotion, to comprehensive stakeholder engagement• Objectives of the above the line campaign and where this fits

within the sponsorship strategy• Engaging staff and showing gratitude through various

touch points • Programmes in place to support the partnership• Enhancing the partnership with ambassador support

Mildie Meyer-Els, Sponsorship Manager, Barfoot & ThompsonAndrea Newland, General Manager Marketing,

Communications & Partnerships, Starship Foundation

3.55 Driving social good: The successful co-ownership model behind KickStart breakfast • How the KickStart breakfast partnership came about • Our perspective on what a great partnership looks like • How we measure the success of this partnership

Carolyn Mortland, Director, Social Responsibility, FonterraBen Hannifin, Manager, Operational Policy and Innovation, Ministry of Social Development Representative from Sanitarium

4.25 Closing remarks from the Chair & end of conference

SEPARATELY BOOKABLE POST CONFERENCEWednesday 20 October 2016 | 9.00am - 4.30pmWORKSHOP

Ron Murray, Senior Account Director, Wright Communications Limited

Ron Murray is an experienced Communications, Corporate Affairs and Sponsorship Manager, with a journalism, agency and in-house Public Relations and marketing communications background and training. His career has taken him on a journey through both the public and private sectors, including a number of roles where he has been primarily or solely responsible for the development and management of a variety of sponsorship partnerships, and the nature of effective sponsorship remains a strong interest.

CREATING AND MANAGING THE RIGHT SPONSORSHIP FOR YOUR ORGANISATIONDo sponsorships work? Answering that question accurately is only possible if you know what both parties involved set out to achieve from the sponsorship, from the beginning. Unfortunately, many sponsorships do not deliver the benefits they might have, had they been developed more carefully.

Designed for both existing and intending sponsors and rights holders, this workshop will take you on the journey from intention to creation...and beyond. Whether you are a marketing or sponsorship professional or any manager wrestling with how to develop a fulfilling sponsorship partnership for your organisation (or improve their existing one) - or your organisation is looking for a sponsor (whatever that means), or wants to know how they might improve their existing sponsorship relationship(s) - this workshop is for you.

From these interactive sessions, where your experiences will be an important part of the group discussion, you will• Find out how to identify the right sponsorship fit for your organisation, or assess whether a sponsorship prospect is the right one for you• Set up the formal sponsorship management structure and documentation to make it work for both parties • Understand how you can unlock more value out of your existing sponsorship(s).

More specifically, Ron will guide you on how to:

Create the Soul of your sponsorship - the essence of the partnership• Assess a prospective sponsor or sponsee• Prepare your pitch• Negotiate the “fit”• Prepare the memorandum of understanding (MOU)

Build the body of the partnership• Write the contract• Develop the key accompanying documents - your policy and plan • Establish how you will manage the everyday maintenance of the partnership• Define how you will review, measure and evaluate the sponsorship

A great opportunity to develop your existing partnerships

Host a group of your own sponsorship and activation experts and industry contacts to the Summit.

Contact our sponsorship team on (09) 912 3616 or email sponsorship@conferenz.co.nz

HOSTED TABLE RATES AVAILABLE

www.conferenz.co.nz/sponsorship2016 09 912 3616

REGISTRATION DETAILS

BOOKING OPTIONSSUPER SAVER PRICEREGISTER & PAY BEFORE 5PM

19 August 2016

EARLY BIRD PRICEREGISTER & PAY BEFORE 5PM

16 September 2016

LAST MINUTEREGISTER & PAY AFTER 5PM

16 September 2016

DELEGATE PRICES$1599 + GST

Save $700$2099 + GST

Save $200

$2299 + GST

CHARITABLE ORGANISATION$1199 + GST

Save $500$1499 + GST

Save $200

$1699 + GST

FULL DAY WORKSHOP$1199 + GST

Save $300$1299 + GST

Save $200

$1499 + GST

Agenda Updates: Conferenz Ltd reserves the right to make any amendments deemed to be in the best interest of the conference. Agenda is correct at time of printing, please check online for any updates.

HOW TO PAY - DIRECT CREDIT

Direct credit to our bank account (please supply details of remittance)

ACCOUNT NAME: Conferenz LtdACCOUNT NUMBER: 06-0273-0228588-25

HOW TO PAY - CREDIT CARD

We accept most major credit cards. Please contact our office directly on (09) 912 3616 if you wish to use this method of payment, or register online for this event at www.conferenz.co.nz A 2.5% surcharge will be added to credit card payments

WHAT HAPPENS IF I HAVE TO CANCEL?

YOU HAVE SEVERAL OPTIONS:• Send a substitute delegate in your place• Confirm your cancellation in writing (letter or email) at least ten working

days prior to the event and receive a refund less a $300+GST service charge per registrant. Regrettably, no refunds can be made for cancellations received after this date.

GST No. 66-938-654

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2016