See how we helped the Emergency Nurses Assn. increase sponsorship revenue by bundling its assets and seeking year-round partners
ENA had an abundance of sponsorable assets, including access to more than 30,000 highly educated members via national conferences, continuing education programs, mailing lists, publications, special events and cause marketing overlays through the ENA Foundation.
However, the lack of a cohesive national strategy and a piecemeal approach to sponsorship sales—selling one-off sponsorship opportunities tied to conference exhibits—prevented the organization from realizing its sponsorship potential. In addition, sponsorship prices were driven by budget, i.e., how much the sponsored asset cost, rather than the value it delivered. Furthermore, sponsor categories were limited primarily to endemic businesses.
IEG created integrated packages and provided one-stop shopping for prospects that includes advertising and exhibit opportunities. IEG helped ENA to monetize assets that they had not considered saleable in the past, and based price on the value of marketing right and benefits, rather than cost. ENA now offers packages for both industry-related and non-industry-related companies.
With its new approach in place, ENA reached its first-year projected sponsorship revenue goal in less than 12 months, including upselling three existing sponsors to the strategic partnership level, two of them at an increase of more than 100 percent. Overall, the association has gone from 66 partners at an average of $10,000 per deal to 19 partners at an average of $42,000 per deal.