As sponsorships have evolved to include more assets than ever before, agencies and clients are turning to technology to help streamline fulfillment of deals.
Tigris Sponsorship and Marketing (Tigris), one of CDW’s agencies on record when it comes to the company’s sports sponsorship portfolio may know this better than most.
Less than a year ago the agency transitioned all of their sports assets to Trak and noticed the results immediately.
“As an agency, we became more proficient because we are spending less time on a previously manual process and we were able to automate the process in terms of a central housing location,” said Kelly Baird, VP of Operations & Client Services at Tigris.
Like other agencies, Tigris was tired of being buried amongst hundreds of different spreadsheets.
“It’s just how the sponsorship industry has been evolving,” said Baird. “Specifically on behalf of the client, it really allows us to provide them a turnkey solution and a platform that they can use for all their different sponsorships to holistically look at what are all the different assets.”
For Baird and her team, the biggest perk comes with having all of their creative assets for their different partnerships in the same spot.
“Having all of our creative in one spot is a big thing,” mentioned Baird. “You have developed these assets and it’s so helpful to be able to show not only your internal team what’s being run from a messaging standpoint, but to also show your leadership what kind of amplification of sponsorships is tied to the different assets you have.”
Armed with Trak, Tigris has streamlined the reporting for CDW which allows them to have the access to software that enables them to compare different sponsorships against each other.
“They need this kind of central housing system. They know how it works, so they’re excited about the holistic ability to see their sponsorships compared to each other.”
It’s these reports that Baird and her team have seen as the most positive for the relationship between the brand, property, and agency.
“I think it’s (reports) part of the whole package. I think that’s been the most apparent value in terms of being able to run a report that allows you to see what message is being run where and then being able to work on better alignment in terms of what it should be on a quarter by quarter basis.”
Thanks to technology, Tigris has been able to deliver new value to CDW, while integrating the software used by the likes of the Ravens and many more to produce a comprehensive and single place to house assets, conversations, and reports.
[as seen on Front Office Sports]