Challenge

Anderson Strategy Group focused on building out the client’s revenue sponsorship strategy in order to become more competitive from a revenue generation and asset offerings perspective.

Our goal was to recommend a revenue sponsorship strategy for this $11B nonprofit client by evaluating industry best practices, including deal structure and types secured by competitors, compelling offerings amongst industry leaders, and most effective governance structures around sponsorship teams.

Approach

We started by conducting secondary research on the digital and physical advertising industry to determine trends that would influence our eventual recommendations.

We then conducted primary and secondary research, including 30+ interviews, to analyze the most effective methods in which organizations value and package the combination of their physical and digital assets. Our team then gathered information around common deal points and deal structures that asset purchasers find most compelling.

Lastly, we analyzed the most successful deals across our client’s industry and the typical best practices employed by competitors. This included helping our client determine what types of customers make the best potential partners in sponsorship deals.

Impact and Results

Our team produced key deliverables for the client, including a partnership offerings guide for introductory conversations, a deal database model with historic pricing and deal point analysis to help with future deal valuation, and a strategic initiatives roadmap that included 10 key initiatives for the client to pursue.