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The Sponsorship Experience In Today's Festival & Event Business

Date: Aug 22, 2019
Location(s): 

Session Description

What Is Sponsorship
  • Define what Sponsorship is and the differences between sponsorship, advertising and philanthropy
  • The benefits that sponsorship offers a brand
  • The 14 reasons why brands use sponsorship

Are You Brand Ready
  • Have you designed a strong brand with your business that separates you from the competition
  • What comprises your brand
  • Brand Strategy

What Are Brands Looking For In A Strategic Partnership
  • Create brand awareness
  • Create the right brand associations
  • Enhance the experience of quality
  • Build brand loyalty

How To Analyze A Brand For A Potential Partnership
  • Gain a complete understanding of the brand and its marketing environment
  • What is the brand's corporate vision, mission and strategy
  • What is the brand;s promise that is conveyed to the end consumer

The Strategic Sponsorship Plan
  • Why do brands use sponsorship
  • How companies decide what to sponsor
  • What are the typical sponsorship rights and benefits
  • Tailoring a company prospect list
  • Development of strategic sponsorship proposal

KEVIN KAY

President, The Entertainment Sponsorship Group

After starting my career as a Legal Assistant for law firms in Buffalo and Albany, New York, I moved to Atlanta, Georgia to further my education in music and entertainment management. It was there while I was going to school that I was hired as a Marketing and Promotions Assistant at Chrysalis Records, and then at Polydor Records.I returned to Buffalo after graduating to head up the Artist Management Division for Entertainment Services International where I was an integral part of the careers of such artists as The Goo Goo Dolls and the other bands represented by Entertainment Services International.I was then hired as the Southwest Regional Marketing and Promotion Director for Polydor Records, based in Houston, Texas.After three and a half years in Houston, I was promoted to Midwest Regional Marketing and Promotion Director for Island Records, based in Detroit, Michigan, following the merger of Polydor Records, The PolyGram Label Group and Island Records.During this time, I was involved in the development of the careers of such artists as U2, Elton John, Melissa Etheridge, the Cranberries, The Moody Blues, Emerson, Lake and Palmer, PM Dawn, the Stereo MCs and many more.Then when Richard Branson decided to start up V2 Records, I jumped at the opportunity to work with him. The knowledge and education I received during that start up was exciting and invaluable. I learned that in order to be successful you need a purpose, a vision and a desire to give back.

I was then given the opportunity to work for Dreamworks Records as the labels first Midwest Regional Marketing Director, responsible for developing the careers of Nelly Furtado, Papa Roach, Buckcherry, Lifehouse, Alien Ant Farm, Powerman 5000, Jimmy Eat World and others.Working with all of these new artists motivated me to incorporate new ways of marketing them to the consumer. And this is where implementing a strategic corporate sponsorship division started. Dreamworks Records gave me that opportunity to create and design this new division.I have also held Marketing and Promotion Director Positions at Mercury Records and Virgin Records, working with such artists as KISS, Def Leppard, Shania Twain, 30 Seconds to Mars, The Rolling Stones, Lenny Kravitz, Gorillaz and many more.

After Virgin Records, I was the first person to hold the position of National Director of Strategic Partnerships for Sony Music Nashville. I had the privilege of working with such artists as Kenny Chesney, Brad Paisley, Carrie Underwood, Miranda Lambert, Chris Young and Jake Owen.To go along with all of my experience in the music industry, I have also worked in the experiential agency world for Jack Morton Worldwide on global digital music initiatives for General Motors and Clearwire Communications, and at The TVX Group working with John Mayer's team on tour sponsorships.My teaching career started when I was selected to be the Head of the Music and Entrepreneurship Department at the Detroit Institute of Music Education. To go along with running this department, I was also an Adjunct Professor teaching classes in The Domestic Music Industry, The International Music Industry, Artist Management, Music Publishing, Artist Income Streams, Music Marketing and Promotion and Music Business Entrepreneurship.

I am now applying all of this experience and knowledge to consulting, coaching, teaching and as a public speaker in the areas of strategic partnerships / sponsorships, with The Entertainment Sponsorship Group.


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