Looking back continues to bring smiles to our faces, but here’s a look at what those involved had to say during and after the Nike High School Grand Prix this past weekend.

Over Twitter — @HSGrandPrix #HSGP

 Student Athlete Tweets

Supporters and Team Ambassador Tweets

In the Media

“It was definitely really exciting to experience all the different stuff they had planned. They had a jam-packed schedule for us: to visit the CN Tower [and] tour the city was really cool.”
- Jillian Forsey, Student Athlete, The Western Star (May 16, 2012)

“They treated us like kings.”  – Tiuri Lomond, Student Athlete, The Western Star (May 16, 2012)

“It was a great experience. I made a lot of friends and saw pro athletes, who were on an athletes’ panel. There I saw examples of what I want to be.” - Lucas Trapeau, Student Athlete, Ottawa Citizen (May 16, 2012)

Thank you to the athletes, who showed the crowd that hard work pays off!

We all have our cute names for the projects or initiatives we love. When we create something from scratch, conjured by the heights of our imagination, and fermented by the hard work of many hands; there is no greater feeling.

This past weekend was one of those moments for me. The inaugural Nike High School Grand Prix, held at Varsity Stadium at the University of Toronto, featured over 250 athletes from all over Canada. Built with our partners at School Sport Canada, and obviously entitled by Nike Canada, the Grand Prix was designed to be a celebration of high school track and field. Boy was it ever.

But to get you to read further, I am not going to painstakingly take you through the schedule, the special events or the exhaustive media coverage. No, I want to tell you a story.

The story isn’t about an athlete. Although I have plenty of those.

It isn’t about a volunteer. I have even more of those.

It isn’t about a parent or a grandparent, a coach, a teacher or an official.

It’s about a client. I won’t share her name because she will think I am really trying to butt kiss. But that’s not what this is about. It’s about paying tribute to someone special.

You can probably guess where this client works. But I am not going to confirm or deny. Seems this evasive technique has served me well the past few blogs, so why not keep it up?

But let’s get on to the story.

We all have “clients.” Whether you work on client side, agency side or property side, for yourself or for government… we ALL have clients!

Clients can be smart. They can be not so smart. They can be nice. They can be not so nice. As one of my clients stated, she can deal with three of the four possible combinations from the previous words. But the not smart, not nice people, she can’t tolerate!

Well this client is smart. And she is pretty darn nice. But what I realized in the past two weeks is this client is more than that.

She is HEROIC.

We had a snag on this project. Projects often do. I can’t tell you where the snag occurred or why. But it wasn’t tiny. It was big enough to cause me stress.

But this client took the reins of this snag and wrestled it to the ground. She stabbed it through the heart, slit its throat and dragged it from the arena like she was a warrior on Spartacus Vengeance.

She put the problem first, herself last and gave it her all. She rallied the troops, including our team and numerous suppliers. She sounded the horn. She banged the drum.

It was awe-inspiring. It was motivating. It was unbelievable.

Many times the worst adversity can lead to the biggest triumphs. There have been times in my life that I have thought this to be little more than self-help guru cockamamie. But this weekend I saw the truth. I saw the light. I got to peak inside the pearly gates and experience how heavenly it can feel when things work out.

The highs were higher than I could imagine. The lows soon forgotten. How privileged I am. How privileged are the countless people who worked on this event. It was amazing.

So I am nearly out of words. Unless you want to watch my first-ever video blog, which talks more about the event. Or read the sampling of tweets we received in the next article.

But before I run out of words. I have to say something. On a count of three.

1, 2, 3… Thank-you “client!”

If you’re interested in hearing some more from me, below is my video blog – in three parts – looking back on this grand weekend.

Part 1

Part 2

Part 3

Lessons Learned in 2011: Canadian Sponsorship Landscape Study

Return On Investment (ROI) should be foremost on every sponsor’s mind. The majority of sponsors who responded to the 2011 Canadian Sponsorship Landscape Study reported growth in their ROI received from sponsorship, and noted improved satisfaction with the performance of their property partners on providing ROI. When asked to gauge changes in ROI provided by properties as compared to 2010, 11.1 per cent of sponsors reported that ROI increased considerably, while the majority (51.9 per cent) reported a small increase in ROI through sponsorship. ROI remained unchanged for 32 per cent. Very few sponsors reported decreased ROI from sponsorship, although – alarmingly – five per cent answered that they had no idea whether their ROI had improved, suggesting a need for evaluation in these cases.

You have until June 1^st to participate in the 2012 Canadian Sponsorship Landscape Study. To access the survey, please visit SponsorshipLandscape.ca.

The 2012 Canadian Sponsorship Landscape Study results will be presented at the 8^th annual Canadian Sponsorship Forum, July 25-27, at Le Westin Montréal. For more information, or to register now, click here or contact us at 1-888-400-2228 or by email to info@canadiansponsorshipforum.com.

Check out the Canadian Sponsorship Forum Newsletter weekly for a new lesson learned every Friday, courtesy of the Canadian Sponsorship Landscape Study and participants such as you.

Previous lessons:

CSLS Lesson 1: Building Sponsorship Takes Time

CSLS Lesson 2: Follow the Trend or Spend?

CSLS Lesson 3: Decision Times Vary

CSLS Lesson 4: Where the Money Goes

CSLS Lesson 5: The Right Activation Makes a Difference

This year at the Canadian Sponsorship Forum, Don Mayo will share a new and relevant perspective on how brands and properties are integrating the live + virtual experience to drive engagement, passion and ultimately sales. The presentation will be based on case studies and proprietary research completed by IMI across five countries in June 2012. Don will discuss the importance of incorporating both live + virtual experiences to accelerate marketing effectiveness and ROI.

Not to miss is IMI International’s Happy Hour this year at Forum, on Wednesday, July 25. The evening will celebrate the end of the day’s sessions by heading to Le Westin Montréal’s Reporters Lounge to enjoy a happy hour cocktail reception, sponsored by IMI International. Encouraging the community to catch up with friends, share a few laughs over drinks and make new connections, this is the place to get into the spirit of the Just For Laughs Festival and the Canadian Sponsorship Forum.

President & CEO
IWK Health Centre Foundation

Jennifer Gillivan has an extensive background in philanthropy, partnerships, strategy, marketing and leadership, and brings a passion and enthusiasm for the IWK Health Centre Foundation, leading this charitable organization at a critical time of growth and change.

The Foundation is the primary fundraising and outreach partner of the IWK Health Centre, which provides critical and specialized care to women, children, youth and families throughout the Maritime provinces. Throughout her 30-year career, Jennifer has had the opportunity to build a strong affiliation with the IWK Foundation; she worked for the Foundation 15 years ago, and has volunteered in various capacities, including as a past member of the IWK Foundation Board of Trustees.

Born and educated in Dublin, Ireland, Jennifer immigrated to Canada in 1982. Prior to joining the IWK Foundation, Jennifer worked with the Canadian Broadcasting Corporation for 14 years, most recently as director of partnerships, communications, marketing and brand.

Jennifer is a past board member for NSCC Foundation and Symphony Nova Scotia, as well as a past chair of Atlantic Film Festival Board.

Jennifer has received two CBC English Television Awards for her pioneer work with the partnership practice, and has also received The Halifax Ambassador Award and a Progress Halifax Women of Excellence Award. She is an active member of the Rotman School of Business “Judy Project” Advisory Board and enjoys motivational speaking.

Alain Giguère

CROP is one of the country’s leading marketing research and opinion survey firms servicing clients in the private and public sectors. Hired by CROP in 1981 as a project director and methodology consultant, Alain has been the company’s president since 1987. In addition to his duties as president, Alain provides consulting services to numerous clients to assist them with their marketing and communications strategies.

CROP offers clients several research and consulting programs like Panorama — a research tool focusing on change in consumer needs and expectations and its impact on companies and markets — the Fidelus, and various ethnographic studies designed to enable companies to take proactive measures in terms of planning as well as making highly informed strategic decisions.

Alain’s incomparable talent as a communicator makes him a respected and sought-after public speaker. He participates in numerous conferences across Canada and addresses diverse audiences including members of the business community, the media and public who value his insights regarding current events, market trends and social change. He possesses a unique ability to express highly complex issues and research results in a manner that is always clear, colourful and concise.

A graduate of the Université du Québec à Montréal and Université de Montréal, Alain taught research methodology at the Université du Québec à Montréal for several years.

Does your team have what it takes? Do you know a team in your community that has what it takes? Show BMO your team’s spirit, passion and pride in the game and who knows? Your team could win big!

The BMO Team of the Week is a nation-wide campaign celebrating youth soccer teams, with a new team celebrated every week. Now in its second year, BMO Team of the Week is encouraging communities, organizations, teams and individuals to nominate their local youth soccer team (players between the ages of 7 and 12) for a chance at being named BMO Team of the Week and receiving great prizes, including: soccer track suits for each team member, a $500 cash award to be used for team expenses, and a $500 charitable donation to be provided in the team’s name to a favourite community charity. As well, each BMO Team of the Week has a chance to be named the overall BMO Team of the Week 2012 Champion for the year and receive $125,000 towards refurbishing their community soccer field.

The Glen Shields Sun Devils 2000 Girls soccer team was the BMO Team of the Week 2011 Champion. The Sun Devils are all about teamwork, spirit, and community commitment, both on and off the field. In recognition of their passion for the game and their commitment to their community, they won $125,000 towards refurbishing their local soccer field and a trip to watch a MLS soccer game. The team is delighted and with great anticipation they are eagerly awaiting their soccer field refurbishments that will soon be under way.

BMO Team of the Week nominations close July 13th, 2012. With only 10 more weeks to go, teams — and friends of teams — are urged to get their submissions in now for a chance to be the BMO Team of the Week 2012 Champion. Teams can be nominated at BMOsoccer.com.

Follow BMO Team of the Week on Twitter @BMOTOTW.

Lessons Learned in 2011: Canadian Sponsorship Landscape Study

Sponsorship activations saw a slight rebound in 2010 as indicated in the 2011 Canadian Sponsorship Landscape Study. Significant changes in activation spending were seen in 2011. For instance, spending on Hosting/Hospitality was up, 15.2% in 2011 compared to 11.3% in 2010. The power of employee programs is highlighted in the increase for Internal Marketing from 3.1% in 2010 to 12.0% in 2011. Social Media, not surprisingly, increased significantly as well, from 3.9% in 2010 to an impressive 11.2%. Public Relations was up to 11.2% from 6.3%. As well, Co-Promotions and Sales/Consumer Promotions both fared better than in 2010, as did Ancillary Events.

The losers in 2011: Advertising, Creating Branded Content/Events within the Sponsored Property, Trade Allowances/Incentives to Distribution, and Athlete Endorsements/Promotions.

What is the right activation for you?

You have until June 1^st to participate in the 2012 Canadian Sponsorship Landscape Study. To access the survey, please visit SponsorshipLandscape.ca.

The 2012 Canadian Sponsorship Landscape Study results will be presented at the 8^th annual Canadian Sponsorship Forum, July 25-27, at Le Westin Montréal. For more information, or to register now, click here or contact us at 1-888-400-2228 or by email to info@canadiansponsorshipforum.com.

Check out the Canadian Sponsorship Forum Newsletter weekly for a new lesson learned every Friday, courtesy of the Canadian Sponsorship Landscape Study and participants such as you.

Previous lessons:

CSLS Lesson 1: Building Sponsorship Takes Time

CSLS Lesson 2: Follow the Trend or Spend?

CSLS Lesson 3: Decision Times Vary

CSLS Lesson 4: Where the Money Goes

Sown from the creative blood, sweat and tears of the COC’s Derek Kent, Rob Pashko and their AOR Proximity, the new campaign delivers on its promise to be athlete-centric and genuine to the movement. Many an Olympic campaign holds out the same promise – to be athlete-centric – but all too often drop the relay baton between idea and execution.

But aided by the creative brilliance of director Henry Lu (of Nike “Just Do It” fame), this is not your “father’s Canadian Olympic campaign” to bastardize another old, actually ancient, advertising tagline. The campaign is not only about the athletes, but it’s also about their intensity, passion and relentlessness to represent their country.

The campaign’s tag line, Give Your Everything, is a call to action not only for the athletes, but also for all of Canada. It’s a battle cry for the competitors to carry into London 2012 and a rallying point for the Canadian public, private sector, sport system, media and government to get behind our team.

Give Your Everything…you can smell the Nike bloodlines of Kent and Lu in this one for sure!

It’s a bold statement that clearly owes its permissibility to the success of our Canadian athletes two years ago in Vancouver. But we should not shortchange our summer athletes by even remotely suggesting they live in the shadow of our winter combatants. Across multiple sport disciplines we have athletes ranking in the Top Five worldwide, which according to the experts is the target zone for medal contention. Chef de Mission Mark Tewksbury likes the experience of our team, given the number of athletes that are headed to their second or third Games.

In less than three months, the Games will begin an ocean away from our most easterly shore. There will be no hockey. There will be no Sidney Crosby. There will be no John Furlong. Hopefully there will be no Nodar Kumaritashvili or Therese Rochette.

But there will be magic.

There will be a new beer-swilling Canuck in the image of Jon Montgomery. There will be a new dreamer in the spirit of Maëlle Ricker. There will be a demonstration of teamwork in honour of the Hamelin brothers. If tragedy does unfortunately strike, there will be a new fighter in the role of Joannie Rochette.

Read the campaign tagline again but replace “Your” with “My.” Then do it. Get to know your hometown Olympian. Check your newspaper for athlete stories in your favourite sport. Friend them on Facebook. Follow them on social media. Follow Mark Tewksbury on Twitter. Buy a shirt. Make a donation. Plant a lawn sign. Send an email. Send a cheer. Make a soundtrack. Craft a video. Plan a sendoff. Take your kids. Set your PVR. Have friends over. Put a TV next to your BBQ. Install a satellite at the cottage. Say hello to your neighbours. Make new friends in a bar. Organize an office party. Take time off. Head to London…England or Ontario.

Give Your Everything and get ready to enjoy some more Canadian Olympic magic.

Marcello Pizzeria

April 20th was the date.

Noon was the time.

My guest? Anonymous.

In hindsight, I did not arrange this luncheon to be secretive, clandestine or remotely mysterious. It was simply an opportunity for me to enjoy a first meeting with a highly regarded marketing maven. In some circles they call it networking. Critics may call it schmoozing. Detractors may call it glad-handing. Blah…blah…blah.

Perhaps below the surface of my sincere outer shell was the hope of establishing a newfound connection with this influencer of influencers. Indeed I am sure a daydream or two was played out on the HD brain screen called my imagination, which resulted in me triumphantly securing a major new business partnership. A session at the local confessional may have me admitting to desiring to impress this impresario so that I may be considered worthy of being a perceived member of his professional circle.

There is no harm in dreaming…but the itinerary was a very simple – and sincere – meet and greet. No need to read between these lines, I have not hidden any agenda in there. My expectations were along the lines of hoping for some pleasant conversation, a couple of laughs and maybe an insight, tidbit or tip about his perspectives on marketing.

Never did I expect to exit the restaurant filled not only with the ingredients that topped my Naples-style thin crust pizza, but also with an epiphany of epiphanies. In fact, I felt like a bit of an intellectual shoplifter…a term I use only due to the lack of a pithy version of “dine and dasher.”

Despite doing what I do for the past 72 years, I finally understood the secret to measurement of sponsorship and experiential marketing ROI. Yes, between bites and pleasantries, I managed to keep my lips sealed long enough to hear the gospel. It almost slipped past me like the last taxi on a rainy night. I almost swallowed it by accident with the porcini on my pizza. In hindsight, it all seems so simple.

Changing behaviour.

We are in the business of changing behaviour.

Not generating Facebook likes. Nor earned media impressions. Nor pithy quotes allegedly from event goers.

Did we change behaviour?

So thanks to my unknown, newfound friend (not of the FB kind! I don’t even know if we are LinkedIn…who gives a Tweet?!) Let’s try again…so thanks to my newfound friend, my current clients will start to receive CBA’s (Changing Behaviour Analysis) on every completed project; my new prospective clients will receive BBR’s (Building Behaviour Recommendations) from us during the pitch; my partnership clients will revive BAO (Behaviour Altering Opportunity) proposals from my team; and my consulting clients will receive SBI (Strategic Behaviour Indexing) reports.

So now go ahead. Use this magic elixir on your own work. But behave yourself.