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About IEG > Sponsorship Blogs > Carrie Urban Kapraun

Brita’s FilterForGood Partners with Jack Johnson

Posted: 8/17/2010 2:55:02 PM by Carrie Urban Kapraun | with 1 comments

In April, I wrote a blog post about Jack Johnson’s “To The Sea Tour” and I gushed about the fact that 100 percent of the proceeds from that Tour would be given to 150 nonprofit community groups.

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Filed under: music, nonprofit, entertainment

The Myth of the Sponsorship Magic Bullet

Posted: 7/9/2010 3:53:17 PM by Carrie Urban Kapraun | with 3 comments

It is understandable that so many organizations and brands struggle with comprehending and managing sponsorship. All things considered, sponsorship and its iterations can certainly be overwhelming. Unfortunately, there is not a single right answer or approach, there are no standard relationships and there is not a sponsorship magic bullet (is there ever?).

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Filed under: valuation

Sponsorship of Cinema Entertainment Experiences

Posted: 6/21/2010 9:00:41 AM by Carrie Urban Kapraun | with 1 comments

What do the Metropolitan Opera, Metallica and UFC have in common? Fans and movie theater audiences have the opportunity to see these events/productions in HD at hundreds of movie theaters throughout the nation.

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Filed under: events, entertainment

The Dreaded Sponsorship Naysayer – How One Person Can Totally Derail a Sponsorship Program

Posted: 6/11/2010 11:18:26 AM by Carrie Urban Kapraun | with 0 comments

In every organization there always seems to be at least one decision maker that either doesn’t like or doesn’t understand sponsorship. Sometimes it is the head honcho, sometimes it is the bean counter, sometimes it is the rain maker, and sometimes it is someone in marketing, legal or human resources. An individual may be afraid that sponsorship would affect his/her specific job or department. Another person may not understand sponsorship’s potential, or he/she may have a personal vendetta against anything sponsorship related (it happens).

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Filed under: sponsorship measurement, IEG

SMS Marketing – Red Cross Text for Haiti Success

Posted: 5/28/2010 8:55:32 AM by Carrie Urban Kapraun | with 0 comments

Much of the buzz around mobile marketing is focused on smartphones and other smart mobile devices. Granted, the creative options for smartphones versus standard mobile devices are much more numerous and the penetration of smartphones and other smart mobile devices is growing significantly. However, according to CTIA – The Wireless Association, 1.56 trillion text messages were sent in 2009, up from 81 billion in 2008 and likely, a majority of those text messages were sent from standard cell phones.

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Filed under: activation

Part Three: How can I Maximize the Value of my Sponsorship Opportunities?

Posted: 5/14/2010 4:54:47 PM by Carrie Urban Kapraun | with 0 comments

A few months ago I did a short series of blog posts on how to maximize the value of your sponsorship opportunities. In those earlier posts, I discussed some larger strategic ways to help increase value and I wrote about some more tangible-related ways to increase value. I thought I would revisit this series with some additional thoughts. Enjoy!

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Filed under: activation

JetBlue Announces the JetPride Flight to Long Beach Pride - Does this Sponsorship and Activation Program Ring True?

Posted: 5/4/2010 4:49:25 PM by Carrie Urban Kapraun | with 1 comments

JetBlue, Official Airline of the Long Beach Lesbian & Gay Pride, announced Flight #1969 (commemorating the 1969 Stonewall Riots), an exclusive flight from San Francisco to Long Beach that features pink cocktails, games, comedian Pam Ann and gift bags. According to JetBlue it is the first U.S. pride flight. JetBlue has partnered with Joie de Vivre Hotels and myPartner.com and a portion of the proceeds from the flight will be donated to The Gay and Lesbian Center of Long Beach.

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Filed under: activation

Apple and iPad Take Over the World One App at a Time

Posted: 4/19/2010 9:09:41 AM by Carrie Urban Kapraun | with 1 comments

It is just one of those things that you can’t really explain. It isn’t based on product specs, logic, reason or really any other describable tangible benefits. Sure it has features and benefits that are enticing, but to me, “it just feels right.” I’ve read a lot of reviews both positive and negative about the iPad and I could create my own review and support my opinion with thoughts like the iPad is super portable, responsive and has a nice display. I could add that I love the picture frame feature. I could also point out that a lot of the apps haven’t caught up to the technology (including the Facebook app), the eBook reader has a pretty limited selection of books and the iPad definitely has the potential to be a big money pit. Honestly, none of that matters anymore (until I get my iTunes/app store invoice), I just like it.

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Filed under: research

Jack Johnson’s “To The Sea Tour” – 100 Percent of Profits go to Charity – This is What We Mean When We Talk about Authenticity

Posted: 4/9/2010 4:13:40 PM by Carrie Urban Kapraun | with 1 comments

After his successful 2008 “Sleep Through The Static” tour that raised $845,000 for 184 environmental nonprofit organizations, Jack Johnson will once again donate 100 percent of his 2010 “To The Sea” tour profits to over 150 chosen community groups.

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Filed under: nonprofit, music

The Limited Variety of On-Site Alcoholic Beverage Options Seemingly Hurts the Beale Street Music Festival

Posted: 4/5/2010 4:54:20 PM by Carrie Urban Kapraun | with 0 comments

The performance lineup for the Beale Street Music Festival, a three-day music festival held as part of Memphis in May, was recently announced. The Festival will be held April 30th - May 2nd, 2010 at Tom Lee Park, on the Mississippi River, in Downtown Memphis. The Festival will feature performances on four stages by a wide range of artists including Alison Krauss & Union Station, 3 Doors Down, 30 Seconds to Mars and Colbie Caillat. The Festival draws approximately 125,000 people over three days. 2010 sponsors include Bud Lite, Cellular South, Coca-Cola, Best Buy and Nationwide Insurance.

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Filed under: music, beer

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About the Author

Carrie Urban Kapraun is a senior valuation analyst with IEG Valuation Services. She works with properties and sponsors to determine the fair market value of their sponsorship packages. Carrie's areas of focus within valuation include the arts, venue naming rights, cause marketing and sponsor-led valuations. Armed with a media planning and buying background, she incorporates her previous experience and education to look at sponsorship as part of an overall marketing strategy. Follow Carrie on Twitter!

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