TRANSFORMING THE MODEL: From Property ServicingTo Partnership Marketing Advisory

KRISTINA SCHAEFER EXECUTIVE DIRECTOR, PARTNERSHIPS

CANADIAN OLYMPIC COMMITTEE

COC VISION

TRANSFORMINGCANADA

THROUGH THE POWER

OF SPORT

TEAM GOALS

#1 IN WINTER GAMESTOP 2 IN PAN AM GAMESTOP 8 IN SUMMER GAMES BY 2024

BE THE MOST RECOGNIZABLE SPORTS BRAND IN THE COUNTRY

MARKETING VISION

6

ATHLETES AT THE

Video

THE MYSTIQUE & REALITY SURROUNDING OLYMPIC PARTNERMARKETING

TODAY, THE STOOL HAS ONLY TWO LEGS

HELLO?

ART & SCIENCE

1. PHILOSOPHY OF WORKING2. KNOW THY PARTNER3. AUTHENTIC CONNECTION4. MUTUAL BENEFIT5. HEALTHY SERVING OF

PROCESS

TEAMPHILOS

PHYOUR PARTNERS’ BEST

PARTNER We know their business inside & out

 

RESULTS ORIENTEDWe set measureable KPI’s

 

STRATEGICWe make time for SMART, deep work(Specific, Measurable, Attainable, Realistic,

Timely) 

PROACTIVEWe anticipate our stakeholders’ needs

 

BRAND STEWARDSWe live and breathe the

Canadian Olympic Team brand

CULTURE,OUR

STRENGTHSLIE IN OUR SERVICING, EXECUTION BRAND&

EVERYDAY, WE STRIVE TO LEAD, COMMUNICATE

ANDBUILD TRUST WITH OUR

PARTNERS, COLLEAGUES AND

ATHLETES

TO DO THIS,WE BELIEVE IN

BEING:

OUR PARTNERS’ BEST PARTNER• Partner Centric Approach: Build strong relationships with each of our

Partners by intimately knowing their business and fostering a solutions-focused approach to partnerships

• Create Joint Value & Roadmap for Success: Define mutually beneficial objectives, at both the strategic and operational levels, and consistently measuring/re-adjusting our partnerships

• Proactive, Innovative Program Development: Co-develop authentic, groundbreaking programs that provide value to both Partners and the COC/stakeholders

• Integrated Team: Maximize collaboration both within the Partnership team and with the entire COC organization to find efficiencies, and effectively deliver results

• Drive Financial Growth & Stability: Drive value on Partners investment, so to foster growth via renewals, while simultaneously continue to identify opportunities to grow revenue streams

INSIGHTS

AUTHENTIC CONNECTIO

NDirect Athlete BenefitAnswers Q: Why?

EmotionalCredible

Real

18

MUTUAL BENEFIT

“Game Plan truly has the power to inspire athletes to take control, build their own path to the podium and ensure continued success beyond the field of play. What amazes me about this program is that by enabling athletes to succeed in both sport and life....”

- Hayley Wickenheiser

FACE: Fuelling Athlete & Coaching Excellence

FACE PROGRA

M

BELL ATHLETES CONNECT

AIR CANADA ALTITUDE PROGRAM

23

UGH…PROCESS?

MANAGE BY ACCOUNT, ACROSS FUNCTION

Account Management Team Management

1. Partners’ Objectives2. Tactics & Programs3. Yearly Plan &

Measurement

1. Team Objectives2. Department Areas3. Yearly Plan &

Measurement

OUR MEDAL MOMENT?