Verizon Wireless came to IEG with a variety of challenges, including the fact that its existing regional sponsorship deals needed to be realigned to reach new target market segments. Also, the company wanted better metrics with which to gauge whether its sponsorships were successful.
Working on a region-by-region basis, IEG first developed a sponsorship toolkit and added new discipline to the sponsorship process to enable local area managers to make better choices. IEG's holistic solutions included a pre-screening proposal submission tool, an activation menu and a measurement matrix that embed accountability into all renewals and new deals going forward.
As a result, Verizon Wireless has realigned its sponsorship programs to target key market segments and meet overall business objectives. The company’s sponsorship professionals rely on the proposal submission tools and selection models developed by IEG to streamline the selection process, and Verizon Wireless has shed under-performing or non-core sponsorship deals and renegotiated key partnerships to enhance its sponsorship portfolio.