Background:

WAM was retained as Sponsorship Agency of Record, by Canadian Imperial Bank of Commerce (CIBC), Sponsorship Marketing Department, from 2002 through 2005. WAM’s mandate was to align the sponsorship programs of all business segments to the overall corporate brand strategy. Our role was to develop and execute a sponsorship plan including property acquisition; leveraging new and existing properties with programs designed to generate maximum ROI; and measuring the success of each program.

 

Objectives:

• • Conduct a valuation of existing and proposed sponsorships to determine their true value to CIBC, and to determine whether the required rights fees and related activation requirements were justifiable.
  • Effectively integrate sponsorships with overall corporate brand as well as the objectives of each of the bank’s segments, through the delivery of creative and unique experiences. (Private Wealth Management, Imperial Service, World Markets, Wood Gundy, Small Business and CIBC VISA).
  • Build brand awareness and improve upon corporate image.
  • Potentially generate revenue and strengthen customer and employee relationships and loyalty.
  • Identify programs that increase exposure of CIBC VISA, drive sales and increase use of the card, and enhance the CIBC Aventura Reward program.
  • Develop leveraging opportunities to enhance CIBC’s existing corporate sponsorship of Alpine Canada, The Canadian National Amateur Ski Team.

   

  Strategy:

  • • Position CIBC as the best performing financial institution in Canada and the world.
    • Convey CIBC’s positioning as being about leadership, innovation, progressiveness, optimism, and a values-driven approach. Focus CIBC as being consumer-centric by ensuring all sponsorships allow CIBC to enhance their consumer relationships.
    • Facilitate unique hospitality/entertainment experiences that build solid relationships between customers and financial advisors in a highly-charged emotional setting. Ensure excellent delivery of events and leading-edge community support programs, conveying the message that CIBC delivers better than anyone else.
    • Develop overall “To the Podium” branding within all Alpine Canada client events, establishing CIBC’s support of amateur sport.

  Solutions:

  • • WAM recognized the need for, and developed, an overall sponsorship strategy for the Bank that identified three pillars of activity: Canadian Amateur Sports, Canadian Arts and Culture, and Cause (breast cancer).
    • Following are some examples of how WAM fulfilled the objectives and strategy of CIBC’s corporate sponsorship marketing’s initiatives.
  
  
  
  • 1 | CIRQUE DU SOLEIL
  • 2 | VISA PROMOTIONAL PROGRAM
  • 3 | ALPINE CANADA ALPIN
  • 4 | CORPORATE SEGMENT EVENTS