See how we helped Chicago’s prestigious Shedd Aquarium better manage its approach to marketing-driven corporate relationships and get on track to double its sponsorship revenue
Although Shedd Aquarium enjoyed support from many of Chicago’s leading corporations, many of the commitments were philanthropic in nature or one-time ties to exhibits or events. Shedd’s sponsorship opportunities varied from year to year, resulting in fluctuating sponsorship revenue.
Shedd engaged IEG to create a corporate partnership strategy that would meet several goals: leverage the attraction’s most marketable assets; tap multiple corporate revenue streams, including philanthropy and marketing; and ultimately build exposure and visibility for the aquarium in a highly competitive tourism market.
To meet the needs of potential partners with varying budgets and objectives, IEG crafted a multi-tiered packaging strategy offering both year-round and exhibit-specific packages, as well as promotional partnerships. In doing this, IEG defined which assets were most advantageous for sponsorship versus which were more appropriate for donors, and how Shedd could tap both budgets most strategically. Furthermore, IEG prepared the tools—including a sales proposal, promotional menu and sponsor-endorsed IEG Valuation Statement—for the aquarium to both upsell its current partners and attract new sponsors.