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NPP Sponsorship and Donation - Canadian Forces Personnel Support

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									                 MARLANT
          Personnel Support Programs
NPP Sponsorship and Donation
       “Case Study”
     Putting the policy into practice



           Ken Doucette
  Director Corporate Services – MARLANT
     A/ National Sponsorship Manager


        Ottawa, May 5-6, 2004
                             MARLANT
                      Personnel Support Programs
    Continued

        NPF Sponsorship first established in 1996 in support
         of the 1997 CISM Winter Games in Valcartier, Que.
        In Jan 2001, Maritime Forces Atlantic (MARLANT)
         created a position in support of its own Maritime
         Forces Atlantic Personnel Support Programs.
        MARLANT policy regarding sponsorship and
         donations (MARLANTORD 1-4)
                                MARLANT
                         Personnel Support Programs
    Continued

        Only the Maritime Forces Atlantic Corporate Services Director,
         or someone appointed or delegated by the PSP Manager, can
         make solicitations for sponsorship. MARLANTORD refers.
                          MARLANT
                   Personnel Support Programs
     OPPORTUNITIES FOR CORPORATE SPONSORSHIP


 MARLANT/Formation         Volunteer Appreciation
Halifax Sports & Fitness   Night
Programs
                            Falls Lake etc.
 Recreation Programs
                            HMC Ships – NPF event
 DND Family Days          or programs
 Mess Dinners              Professional Development
                             Days/Seminars
 Nijmegen March
                                                MARLANT
                                         Personnel Support Programs
                    MARITIME FORCES ATLANTIC PERSONNEL SUPPORT PROGRAMS
                                 CORPORATE SERVICES DIVISION

                                                   KEN DOUCETTE
                                             CORPORATE SERVICES DIRECTOR


Sponsorship Coordinator                                           Trident M-Editor


      Kiosk Clerk         Graphic Designer         Trident Productions     Corporate Services Sales   Internet Services
                                                                                  Managers               Webmaster
                               MARLANT
                        Personnel Support Programs
The Canadian Forces Community Profile




Economic Contribution in Nova Scotia
                                MARLANT
                         Personnel Support Programs
Military market size - Canada wide        Are you aware that?




MARLANT - Halifax Regional Municipality
Military Fact File Halifax population
342,966
                              MARLANT
                       Personnel Support Programs
      Marketing and Corporate Sponsorship Programs


Provides corporations the
ability to gain visibility to
our Military community by
sponsoring events.
                                  MARLANT
                           Personnel Support Programs
                                       PSP Information Kiosk
DND / Military Family Discount List

Operating out of A-Block (S-21)
with satellites in Dockyard (D-201),
and the Shearwater Gym
                               MARLANT
                        Personnel Support Programs
                     PSP Information line

The PSP Info Line is a
telephone service providing
easier and faster access to
PSP information.                    Toll Free Number
                                 MARLANT
                          Personnel Support Programs
                 Trident Military Newspaper


 10,000 Circulated
  (Bi-weekly)
 6-time winner of the Best
  Canadian Forces Newspaper
  Award
 News, Sports, Health,
 Classified sections and much
 more                              www.tridentnews.ca
                             MARLANT
                      Personnel Support Programs
Canadian Forces Halifax Regional Municipality Info/Discount Guide
                           MARLANT
                    Personnel Support Programs

 PSP Internet Service
Internet Access @ Home




                             www.psphalifax.ns.ca
                                  MARLANT
                           Personnel Support Programs
   MARITIME FORCES ATLANTIC PRESENTS DND FAMILY DAYS


DND Family Days is a fantastic fun
weekend held annually in the spring of
each year. This two day event is the
Halifax DND communities largest family
event of the year and is Maritime Forces
Atlantic way of saying thank you to the
families of Military and DND members for
their outstanding support throughout the
year.
                             MARLANT
                      Personnel Support Programs
         2004 LISTING OF CORPORATE SPONSORS
MARITIME FORCES ATLANTIC PERSONNEL SUPPORT PROGRAM

   Alexander Keith’s              Pitney Bowes
   Molson Canadian                Personnel Insurance Co.
   Sobey’s                        Yoplait Ultima Foods
   Northrup Grumman               Citadel Halifax Hotel
   Discount Car & Truck Rental    CANJET
   Halifax Chrysler Dodge         Burnside Floors Plus
                           MARLANT
                    Personnel Support Programs
         2004 LISTING OF CORPORATE SPONSORS
MARITIME FORCES ATLANTIC PERSONNEL SUPPORT PROGRAM

    Stanfield’s              Boston Pizza
    Tim Horton’s             Print Atlantic
    Royal Canadian Legion    Rogers AT & T
    Farmer’s Dairy           Maritime Life
    Thermoshell              Glow Promotions
    Coca Cola Ltd.           Maritime Rides & Attractions
    Sparkling Springs        Express Fitness Equipment
    MacFarland’s Rentit      R. Nicholls Distributors
    Canada Bread             Media Sponsors?
    Via Rail Canada
                              MARLANT
                       Personnel Support Programs

    MARITIME FORCES ATLANTIC CORPORATE SPONSORSHIP

                            REVENUE




- Revenue generated since 2001 – Well over a quarter million dollars
- Projected Revenue for FY 2004/2005 - $250,000.00
                             MARLANT
                      Personnel Support Programs
 Sponsorship as it relates to the PSP
    Manager/Pers. Svcs Officer
            Sponsorship needs your support!
• Be patient! In general, sponsorship programs do not realize
  return on investment until the second year.
• The program needs the support of your complete PSP team.
• Support from your leadership Chain of Command is absolutely
  crucial for the overall success of the program.
• A professional approach in order to provide the deliverables-as
  stipulated in the agreement-is essential.
• Try to amalgamate your sponsorship program with your
  newspaper organization.
                             MARLANT
                      Personnel Support Programs
Continued


                         Cost/benefit
• Take inventory of your assets, as they pertain to sponsorship,
  i.a.w. what do you have to sell?
• Compare your assets to the local market.
• Analyze the justification for a FT, PT sales person or an existing
  staff member with sponsorship as secondary duty (not
  recommended).
                             MARLANT
                      Personnel Support Programs
Continued




• In your cost/benefit analysis do not account for ROI in the first
  year of the program.
• Develop a compensation package that is both fair to the
  incumbent and the organization.
• Allow consideration for the “intangibles” of the program in your
  business case.
• Sort out the accounting for the program before you start!
       MARLANT
Personnel Support Programs



  Question?

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