sponsorium_cs_MasterCard
2
SPONSORIUM CASE STUDY © SPONSORIUM INTERNATIONAL INC THIS CASE STUDY CANNOT BE REPRODUCED OR COPIED WITHOUT THE PRIOR CONSENT OF SPONSORIUM INTERNATIONAL INC 01 THE IMPACT IS PRICELESS The global financial payments company, MasterCard Worldwide, is one of the world’s largest and most active sponsors. The brand activates nearly 100 major corporate partnerships in several international markets. They leverage relationships with properties such as the UEFA Champions League, Rugby World Cup, Major League Baseball and the music industry’s Grammy Awards, and more. MasterCard is approached with sponsorship opportunities from almost every country on the planet. OBJECTIVE: MasterCard reached a point where they intended to increase the strategic element of their sponsorship review process. Their global sponsorship team also needed to have a better understanding of how each of their markets (regional offices) was activating the sponsorship assets they controlled. Communication between these markets was also an area to be improved especially surrounding the sponsorship process. OPPORTUNITY: MasterCard had a simple proposal management tool in place (US only), but after a short time, the team realized they could be more strategic and create market intelligence with the opportunities constantly being presented to them. PerforMind allows for MasterCard to create weighted criteria so that the global and regional teams can efficiently ‘measure in advance’ in an automated fashion so the important details for each market shine brighter. They decide on and track their strategy rather than simply reacting to what the market presents. Some of the global properties that MasterCard partners with are leveraged across all their regional offices, however the local activation of these properties is not controlled centrally. Again, PerforMind delivers the ability to gather and store data, both standard financial as well as evaluation performance, after sponsorships are created. MasterCard could use the solution to measure what each market did to activate global properties and track details such as spending.
-
Upload
matthew-cohen -
Category
Documents
-
view
12 -
download
1
Transcript of sponsorium_cs_MasterCard
SPONSORIUM CASE STUDY © SPONSORIUM INTERNATIONAL INCTHIS CASE STUDY CANNOT BE REPRODUCED OR COPIED WITHOUT THE PRIOR CONSENT OF SPONSORIUM INTERNATIONAL INC
01
THE IMPACT IS PRICELESS
The global financial payments company, MasterCard Worldwide, is one of the world’s largest and most active sponsors. The brand activates nearly 100 major corporate partnerships in several international markets. They leverage relationships with properties such as the UEFA Champions League, Rugby World Cup, Major League Baseball and the music industry’s Grammy Awards, and more. MasterCard is approached with sponsorship opportunities from almost every country on the planet.
OBJECTIVE:MasterCard reached a point where they intended to increase the strategic element of their sponsorship review process. Their global sponsorship team also needed to have a better understanding of how each of their markets (regional offices) was activating the sponsorship assets they controlled.
Communication between these markets was also an area to be improved especially surrounding the sponsorship process.
OPPORTUNITY:MasterCard had a simple proposal management tool in place (US only), but after a short time, the team realized they could be more strategic and create market intelligence with the opportunities constantly being presented to them.
PerforMind allows for MasterCard to create weighted criteria so that the global and regional teams can efficiently ‘measure in advance’ in an automated fashion so the important details for each market shine brighter. They decide on and track their strategy rather than simply reacting to what the market presents.
Some of the global properties that MasterCard partners with are leveraged across all their regional offices, however the local activation of these properties is not controlled centrally.
Again, PerforMind delivers the ability to gather and store data, both standard financial as well as evaluation performance, after sponsorships are created. MasterCard could use the solution to measure what each market did to activate global properties and track details such as spending.
SPONSORIUM CASE STUDY © SPONSORIUM INTERNATIONAL INCTHIS CASE STUDY CANNOT BE REPRODUCED OR COPIED WITHOUT THE PRIOR CONSENT OF SPONSORIUM INTERNATIONAL INC
02
THE IMPACT IS PRICELESSOUTCOME:MasterCard is a process oriented company. Their culture is mirrored in their PerforMind tool and the results are easy to document.
The internal user team now isolates incoming proposals by country/region. They easily analyze them through the system and create reports to deliver suggestions for next steps (decline or gather additional information) to senior management.
MasterCard is also data intensive. They appreciate opportunities to benchmark performance and gain insights.
Their Vice President for Global Sponsorships shared that “It has become imperative for us to measure any area that we can. This tool armed us with that capability in places we previously could not reach.”
Below is a breakdown of system use:> 1000+ proposals annually> 5 distinct sponsorship regions> International users across brand and agency teams
For additional information on MasterCard or other PerforMind users, please contact Seth Leeds ([email protected]).
