Bernie Colterman

With over 20 years’ experience in the marketing, revenue generation and corporate partnership areas, Bernie has a lot to say about these evolving sectors and what public and not-for-profit organizations need to do to remain relevant in today’s competitive landscape. Having worked with hundreds of organizations, Bernie brings real-life examples to all of his speaking engagements and offers a pragmatic, no-nonsense approach towards applying the concepts and information learned in his sessions to the individual workplace. Here are a few of Bernie’s most popular speaking topics:

1. Sponsorship is Evolving – Are You?

As companies battle for customer loyalty, the sponsorship environment has taken on new importance. In fact, up to 20% of company marketing budgets are now spent on some form of sponsorship marketing as corporations look for unique ways to connect with customers, align their brand with important community initiatives and demonstrate authenticity in the marketplace. These sessions explore the constantly changing sponsorship marketing environment, its impact on the non-profit and association sectors and how organizations need to adapt in order to generate corporate dollars. Topics covered in 1 to 1 ½ hour presentations could include:

Theme 1A: Sponsorship Insights Series

Ideal for Associations, Nonprofit Organizations, Events or any groups involved in generating revenue through sponsorship or corporate partnerships

This session will examine how corporate marketing is changing and its impact on the sponsorship environment. The way companies market today is vastly different from a decade ago. What companies are looking for are opportunities to connect and interact with customers with less reliance on branding as the primary motivator for the sponsorship. Key topic areas include:

  • What companies are looking for partnerships
  • The shift from the “metal levels” to customization
  • Activation – the heart and soul of effective sponsorships
  • The changing elements of asset valuation
  • The role of social media in sponsorship

Central to Bernie’s presentation are real life examples that illustrate the concepts being explored that show participants how these can be applied to their own environment.

Theme 1B: Taking the Guesswork out of Sponsorship Pricing

Ideal for anyone who is responsible for managing and/or selling sponsorship programs

In sponsorship, one of the biggest challenges organizations face is how to determine the “fair market value” of any opportunity. Ask too much and companies will find another way to achieve their objectives; ask too little and you could leave money on the table.

This session explores the many facets of sponsorship asset valuation. It shows how valuation has changed over the last decade and the factors that are the most relevant in today’s sponsorship environment. It will also show you how you can increase the value of your sponsorship assets and explain why some companies see value in your offerings, while others don’t. Topics in this session may include:

  • The evolution of sponsorship valuation
  • Demystifying the factors that go into sponsorship pricing
  • What common sponsorship benefits are worth
  • How to customize and price benefits packages

This session includes asset pricing worksheets that help you develop your own sponsorship valuation model.

Theme 1C: Self-Test – Is Your Organization Sponsorship Ready?

Ideal for Associations, Nonprofit Organizations, Events or any groups involved in generating revenue through sponsorship or corporate partnerships

Many organizations seek sponsors but don’t really have the internal culture to be successful at it and wonder why they are struggling. This highly interactive session will help you determine if you have the strategies, processes and tools in place to effectively recruit and manage sponsors. This session includes a self-analysis quiz that identifies the gaps where your sponsorship program is likely to struggle and what you must do to get your program on the right track.

Theme 1D: Municipal Sponsorship – Setting the Stage for a Successful Program

Ideal for Senior Municipal Staff and Councils, any municipality considering implementing a sponsorship program.

In the past two years, there have been over 50 municipal naming rights deals announced in Canada. However, as more and more municipalities consider sponsorship and naming rights as sources of non-tax revenue, they are also finding that implementing these programs is far more complex than imagined.

This session is ideal for municipalities that want background information on the sponsorship sector, key trends in the marketplace, the challenges faced by municipalities in implementing their programs, what they can expect (and when) in the way of sponsorship revenue and what similar municipalities are doing. Topics that will be touched on include:

  • What’s the process for implementing a municipal sponsorship program?
  • How do we take a strategic approach toward identifying and marketing our assets?
  • How will we determine a “fair market value” for our assets?
  • How do we gain buy-in from elected representatives, staff, and community stakeholders?
  • How do we implement our program cost-effectively and achieve early success?

This session will draw extensively on examples from other municipalities. It has proven to be very useful at ensuring that everyone has the same knowledge base as well as managing expectations.

2. Marketing in the Public and Nonprofit Sectors

Once thought as a business tool reserved for private sector companies, public sector and nonprofit organizations are increasingly adopting marketing as an effective approach for promoting products, services and places, increasing take-up on policies, recruiting new members, generating increased revenue or effecting social change. Marketing is a process with a start, but no end. Marketing is about constant measurement and improvement. These sessions highlight various facets of marketing in these sectors and show how marketing concepts can help an organization operate more effectively and efficiently.

Theme 2A: Are You a Marketing-Driven Organization?

Ideal for any organization that wants to assess if they have the tools, processes and culture in place to be a marketing-driven organization.

This highly interactive session examines the key elements of a marketing-driven organization and helps participants determine if they have the strategies and tools in place to operate successfully in today’s complex environment.

Bernie will take participants through a 15-25 Self-Test Quiz and explain the relevance of each element as it relates to operating more effectively through a marketing oriented culture.

Theme 2B: Taking a Strategic Approach Towards Revenue Generation

Ideal for Senior Managers and Executive Directors of Associations and Nonprofit Organizations

Earned revenue is the life blood of most not-for-profit organizations, but most do not take a strategic approach towards their revenue generation activities. Many organizations obsessively focus on one area or jump from one opportunity to the next, hoping to score “the big hit” that will lead them to financial security. The fact is that revenue generation is tough work that requires a plan and ongoing attention. This session examines the key facets of effective revenue generation planning and provides a strategic model towards revenue planning.  It will touch on key topics such as:

  • How branding affects revenue generation
  • Uncovering competitive forces and what makes you unique
  • How to identify your most likely and lucrative customers
  • The four key facets of revenue planning
  • Objective setting and performance measurement

The worksheets provided will help participants examine their own operation as we move through the session. Bernie will draw on examples from other projects to illustrate various facets of the revenue planning process.

Theme 2C: Public and Not-for-Profit Branding

Ideal for anyone involved in marketing an organization’s products or services.

Your brand is what people think of you. In today’s crowded and competitive environment, your brand is what sets you apart – it makes members want to join your organization, motivates sponsors or donors to invest in your activities and can even influence how the media treats your organization.

Unfortunately, most organizations don’t give much thought to their brand and as a result, lose control of it. This session explores the many facets of branding in the public and not-for-profit sectors and how you can more effectively manage your organization’s brand. Topics covered in this presentation may include:

  • What is branding?
  • Self-Assessment – What is our Brand?
  • Self-Assessment – What is our Value Proposition?
  • Steps in the Branding Process
  • Developing a Brand Framework

This session will discuss some of the world’s most prolific brands and will include worksheets that allow you to work through the various stages of the brand development process for your organization.

Theme 2D: Transforming Conversations to Sales

Ideal for anyone in a public sector or not-for-profit organization that is responsible for managing sales teams or achieving revenue targets for an organization.

Everyone thinks that to be a good seller, you need to be a fast talker; when in fact, the best sellers are great listeners. The simple truth is that most people don’t want to be “sold” – they want someone to listen and deliver solutions to their pain. This session takes a look at the fascinating world of personal selling, de-bunks the myths and examines modern techniques that can transform anyone into an effective salesperson. Topics covered in this presentation may include:

  • How Selling is changing
  • Steps in the Personal Selling Process
  • How effective sales planning can make sales easier
  • Getting over the dreaded Cold Call
  • First Contact – where the real presentation takes place
  • What makes an effective proposal
  • Handling objections
  • How to wasting time on the “I’ll think it over” prospects

Theme 2E: Can You Afford NOT to do Partnership Marketing?

Ideal for public sector or nonprofit personnel who are responsible for program or service delivery on a national level and want to achieve more for less.

It’s getting increasingly difficult to do it all on our own. Most organizations do not have the resources to achieve everything they want. Partnership marketing is when one organization leverages the complementary strengths of another as a means of accomplishing its goals more effectively. This can include pursuing a like customer base, increasing brand awareness, product distribution, member acquisition or addressing service delivery gaps. Unfortunately, up to 75% of partnerships fail. This session explores the various facets of partnership marketing and how organizations can effectively recruit partners and manage these relationships for better results. Topics covered in this presentation may include:

  • Identifying where partners can do a better job than you
  • How to select the right partners
  • Recruitment strategies and techniques
  • Assessing the Value of a partnership
  • Managing partnership relationships

Contact clairemills@cepsm.ca for a Rate Card, today!