June 10-12, 2011 Montral

rev up your ROI

Presented by:

Host event:

Its time to put the pedal to the metal

Time to enter a different world... A place transformed... A culture unveiled...
A world where the rich are impossibly rich. The glamorous are intensely glamorous. The beautiful are intimidatingly beautiful. It is called, quite simply, F1. Say it again. F1. Its a formula of fascination. The most advanced technology on four wheels. The most skilled motorsport competitors on any track. The most expensive sport in the world. My fascination with F1 is simple. For all that is invested, how do you measure the returns? In this sport, the winners are easily identified from the losers the checkered flag; the trophies; the podium. Off the track the deal making; the publicity; the tourism dollars; the worldwide television audiences; the till-ringing promotions it all adds up to one thing: ROI. In June of 2011, the Canadian Sponsorship Forum is going to come face-to-face with this key issue. Either your program is a winner, or its not. You dont have time to wait. In this day and age, understanding your ROI is mandatory; its the key to success at the beginning, during, and after your program is executed. Understanding your ROI can mean the difference between getting budgets approved from management or having them shifted to more sales generating activities. Understanding the ROI you can deliver for a sponsor can mean the difference between landing a new partner or being told, We have no budget. Understanding your ROI can mean the difference between getting that coveted promotion or being reassigned to special projects. This conference wont be for the shy. It wont be for the timid. It wont be for the meek. We are going to tackle tough issues all day long. Then, we are going to tackle the Montral nightlife. Are you prepared? Can you handle the pace? Is your sponsorship program a winner, or a loser?

Mark Harrison
President, TrojanOne Chair, Canadian Sponsorship Forum

A Canadian Showcase
Unmatched, the Canadian Sponsorship Forum is a unique event that travels the country showcasing the best in Canadian sponsorship stories. The gold standard of sponsorship development in the country, the Forum sets itself apart from other marketing conferences by partnering with Canadas biggest sponsorship properties and bringing delegates inside the experience.

2010
Paralympic Winter Games Whistler, BC

2005
CFL Grey Cup Vancouver, BC

Calgary Stampede Calgary, AB

2006

Carnaval de Qubec Qubec City, QC

2009

IIHF World Hockey Championships Halifax, NS

2008

Formula 1 Grand Prix du Canada Toronto International Film Festival Montral, QC Toronto, ON

2007

2011

Experience the best Grand Prix the world has to offer

Feel the emotion, as the heart of Montral beats from sunrise to sunset and beyond, to the rhythm of its Grand Prix. Partnered with Octane Racing Group Inc., the Forum will take delegates inside the Formula 1 Grand Prix du Canada from June 10 12, 2011. As Canadas largest three-day event, the Grand Prix has sold out 10 years running, greeting race fans and business leaders from all over the world. It is the only Formula 1 event held in North America and the longest running outside of Europe. It is with great pleasure that in June 2011 our team at the Canadian Grand Prix will greet industry insiders who have a keen interest in sponsorship, especially for grand international events. Formula One is a spectacular environment to discover, and each year, our Grand Prix reaches a worldwide audience of up to 300 million television viewers. One of the top three sporting events on an international scale after the Olympic Games and the World Cup of soccer, Formula One, along with NASCAR, is one of the two biggest trademark names in motorcar racing. It has to be seen from the inside. Franois Dumontier President, Octane Racing Group Promoter of the Formula 1 Grand Prix du Canada

Rev up your ROI

After a turbulent 18 months, the sponsorship marketing industry is going into overdrive to reach the finish line.
ROI has evolved to be more than just the financial return on investment, encompassing retail, advertising, digital, POS, events, sponsorship and PR. Tying in with the spirit of F1 and the rejuvenation of the sponsorship landscape, the theme of this years Forum is rev up your ROI. Through inspiring keynote presentations, hot-topic discussions, hands-on Business of Sponsorship tutorials, special interest panels and more, all sessions and topics will integrate this theme to provide tangible takeaways for delegates to maximize engagement across their sponsorship marketing platforms.

Second-to-none speakers
The Forums stage is annually graced by Canadas partnership decision makers and thought-leaders, forging a speaker roster unrivalled by any conference in Canada. In 2011, the bar has been raised yet again.
From the one-of-a-kind experiences that keynote speakers will bring to the podium, to the hot-topic discussions and workshops that will engage delegates and stimulate minds, weve recruited the industrys best to inspire delegates. Our 2011 speaker lineup includes:

Adam Garone
Founder, Movember

Rick Burton
David B. Falk Distinguished Professor of Sport Management, Syracuse University

Franois Dumontier
President, Octane Racing Group Inc.

Jackson Wightman
Director of Communications, CauseForce

Henry Storgaard
Chief Executive Officer, Canadian Paralympic Committee

Air Canada

General Mills Canada General Motors Canada Google Hbc Heart & Stroke Foundation Hockey Canada Just for Laughs Kraft Canada Labatt Breweries of Canada Lakehead University Laurentian University Loblaw Companies Inc Maple Leaf Sports and Entertainment McDonalds Restaurants of Canada Nike One X One Ontario Place Scotiabank Shaw Sick Kids Foundation TD Bank Financial Group Princess Margaret Hospital Foundation Tim Hortons Toyota Canada VIA Rail Canada Visa Western Sponsorship Congress Wilson Sport Equipment Canada Yahoo! Canada

An unmatched delegation
With over 60 per cent of delegates holding over 10 years of industry experience, the Canadian Sponsorship Forum brings together managers, directors, executives, VPs and CEOs. It is attended by 300 of Canadas sponsorship and marketing elite each year which, to name a few, include past delegates such as the ones listed here. With representation from corporations, properties, agencies, vendors, and suppliers, the Canadian Sponsorship Forum presents unique value to each delegate ensuring a return on their investment.

Acuity Aeroplan American Express Canada Angus Reid Strategies BC Hydro Bell Canada Best Buy BMO Financial Group Bombardier Boom Marketing Cadillac Fairview Calgary Stampede Canada Games Council Canadian Breast Cancer Foundation Canadian Olympic Committee Canadian Tire Foundation for Families CanWest Global Communications CBC CFL Cirque du Soleil City of Toronto CN Coaching Association of Canada Coca-Cola Cossette Atlantic CTV Dairy Farmers of Canada Edmonton Oilers Hockey Club Fido Frito Lay

Unparalleled networking events

Complementing its premier lineup of speakers and sessions, the Canadian Sponsorship Forum always offers unique opportunities for delegates to network and forge valuable relationships. Leveraging the buzz and excitement of the 2011 Formula 1 Grand Prix du Canada in beautiful Montral, Quebec, the 2011 Canadian Sponsorship Forum has set the stage for unparalleled networking events.

Friday, June 10 Private Cocktail and Dinner Reception

Winding down from the first day of speakers and sessions, delegates will be taken on a track tour of the Formula 1 race track and invited to kick back to the excitement of live Formula 1 races from an insiders location, while enjoying dinner and a networking cocktail.

Sunday, June 12 Formula 1 Race

The excitement of the weekend will culminate in the final day of racing on Sunday, June 12. Delegates will enter the peak of F1 action as they enjoy the final rounds of Formula 1 Racing and conclude their experience at the 2011 Canadian Sponsorship Forum.

Agenda
Registration begins on Thursday, June 9, from 2:00 PM 7:00 PM

Friday, June 10
TIME
8:00AM 5:00PM 12:00PM 1:00PM 1:00PM 1:15PM 1:15PM 2:00PM 2:00PM 2:45PM 2:00PM 2:45PM 2:45PM 3:00PM 3:00PM 3:45PM 3:00PM 3:45PM 3:45PM 4:45PM 4:45PM 5:00PM 5:00PM 6:00PM 7:00PM 7:00PM 7:30PM 7:30PM 7:45PM 7:30PM 9:30PM 9:30PM 10:30PM

ELEMENT
Registration Lunch Announcement Keynote Case Study Case Study Break ROI Session Strategy Workshop Keynote Announcement Sessions End Transportation Networking Event Inside the Grand Prix Networking Event Transportation

SUBJECT

Opening Ceremonies Start Your Engines: Rev Up Your ROI Mark Harrison, TrojanOne A Taste of Sponsorship: How AMEX Achieved ROI from Local Food Festivals David Barnes, American Express Home Game Advantage: The Impact on Paralympic Partnerships Henry Storgaard, Canadian Paralympic Committee Listen, Measure & Engage in Social Media Richard McInnis, Radian6 Selling Fundamentals: How to Retain Control of the Selling Process Greg Wood, T1 Partnership Marketing Research: The Key to Maximizing Your ROI Don Mayo, IMI International Invitation to Join the F1 Track Tour, Private Cocktail Reception and Dinner From Delta Centre-Ville to Circuit Gilles-Villeneuve F1 Track Tour and Photo Opportunity Welcome to Montral and the Circuit Gilles-Villeneuve Franois Dumontier, Octane Management Group Inc. Private Cocktail and Dinner Reception sponsored by The Media Merchants From Circuit Gilles-Villeneuve to Delta Centre-Ville

Saturday, June 11
TIME
8:00AM 4:00PM 7:45AM 8:30AM 8:30AM 9:30AM 8:30AM 9:30AM 9:30AM 10:15AM

ELEMENT
Registration Breakfast Keynote ROI Session Strategy Workshop

SUBJECT

Fifth Annual Canadian Sponsorship Landscape Study Norm OReilly, University of Ottawa & TrojanOne Whats It All Worth?: Measuring Return on B2B Investment Ian MacGillivray, Oomph! Events The Final Cut: Behind the Curtains of Sponsorship Steven Endicott, Shaw Festival Shari Willerton, Shaw Festival Libby Biason, TrojanOne #Trending: Innovative Strategies for PR and Social Media Jackson Wightman, CauseForce Backstage with Live Nation: How Economy of Scale is Changing the Sponsorship World Riley OConnor, Live Nation Canada Around the Bend: A Look at Whats Ahead in Digital Media Mark Stewart, TrojanOne Colouring Outside the Lines: Rediscovering the Value of Creativity Chuck Phillips and Kyle Romaniuk, Cocoon Branding From Start to Finish: Strategic Approaches to Sponsorship ROI David Corelli, TrojanOne From Rookie to All-Star: Achieving ROI from Athlete Sponsorships Colin Campbell, NHLPA Chris Armstrong, Wasserman Media Group Rick Burton, Syracuse University Is a Picture Worth 1,000 Words?: Evaluating Media Diane Patenaude, Carat

9:30AM 10:15AM 10:15AM 10:30AM 10:30AM 11:15AM 10:30AM 11:15AM 11:15AM 12:00PM 11:15AM 12:00PM 12:00PM 1:00PM 1:00PM 1:45PM

Strategy Workshop Break Case Study Strategy Workshop Strategy Workshop ROI Session Lunch Strategy Workshop

1:00PM 1:45PM 1:45PM 2:00PM

Case Study Break

2:00PM 2:45PM 2:00PM 2:45PM 2:45PM 3:00PM 3:00PM 3:45PM 3:45PM 4:15PM 4:15PM

ROI Session Case Study Break Keynote Announcement Experience Montral

Building a Social Brand: How to Create Value in Sponsorships Andy Shibata, RBC Rallying a Community: How Dundas Won Kraft Hockeyville Barry Forth, Gotta Be Dundas Hockeyville Leader Movember: Changing the World One Moustache at a Time Adam Garone, Movember Finish Line and 2012 Announcement Mark Harrison, TrojanOne Delegates will have the opportunity to experience Montral at their leisure

Sunday, June 12
TIME
8:00AM 9:30AM 9:30AM 10:15AM 10:00AM 10:15AM 10:30AM 12:00PM

ELEMENT
Transportation Light Breakfast Inside the Grand Prix Inside the Grand Prix

SUBJECT
From Delta Centre-Ville to Circuit Gilles-Villeneuve F1 101: The Inside Track on Formula 1 Racing Delegates will be guided around the in-field of Circuit Gilles-Villeneuve by Octane Management representatives, giving them an inside look into what it takes to crack the activation line-up of Canada's largest three-day event. Three groups will leave the Canadian Sponsorship Forum's private suite in 15minute intervals, exploring activations from: Budweiser - As the official beer sponsor of the 2011 F1 Grand Prix du Canada, delegates will tour the Budweiser
Zone and concert stage, giving them a backstage look at the magnitude of this event.

Mattel - Delegates will be taken on a VIP tour through the Hot Wheels Garage and be given a better
understanding of what it takes to produce life-size Hot Wheels cars.

Mercedes-Benz - The final lap of our on-site activation tour will bring delegates to the official auto sponsor of the
2011 F1 Grand Prix du Canada to see what the best-in-class puts forth at an event of this size.

12:30PM 1:00PM 1:00PM 2:30PM 2:30PM 4:00PM 4:00PM 7:30PM

Lunch Reception and Cocktails Race Networking Event Transportation Final F1 Grand Prix du Canada 2011 Race Delegates will enjoy cocktails while celebrating the trophy win and cementing their new working relationships From Circuit Gilles-Villeneuve to either the Delta Centre-Ville or the Montral Pierre Elliott Trudeau Airport

World-class accommodations
Located in the heart of downtown Montral, the Delta Centre-Ville will be the host hotel for the 2011 Canadian Sponsorship Forum. Steps away from shops, boutiques, and tourist destinations, delegates will be situated just minutes away from all the vibrant attractions that Montral has to offer.

CSF 2011 Room Rates:

Delta Room $249/night Premier Room $269/night Signature Club Room $299/night For reservations please visit: http://www.deltacentreville.com/010609g Or call 514-879-1370 and quote block code 010609G

Register now
3-Day Delegate Registration: $1,995
info@canadiansponsorshipforum.com 1-888-400-2228 Host Venue:

Delta Centre-Ville Host Event: Formula 1 Grand Prix du Canada

www.canadiansponsorshipforum.com