File under: Brand Partnerships
Is the hype worth it?
Oh, when the Saints go looking for sponsorships.
The CAP COM and Siena Saints sponsorship is a prime example of how a strategic, hands-on approach can transform a standard marketing effort into a cornerstone of community engagement and brand visibility.
For those looking to explore similar paths, remember: the success of sponsorship lies not just in visibility but in the active, strategic engagement that surrounds it.
When CAP COM Federal Credit Union decided to sponsor the Siena Saints, a Division I basketball team in Albany, NY, they aimed to elevate their brand presence within the community. However, with the high costs and complexities of sports sponsorships, the challenge was ensuring that every dollar spent translated into tangible brand value. That's where JXM stepped in, armed with innovative strategies to turn this sponsorship into a community engagement powerhouse.
The approach
Understanding CAP COM's core objectives, JXM devised a strategy that went beyond conventional sponsorship activations. We secured an all-access pass to the team, capturing the raw energy of the games and the behind-the-scenes action. This exclusive access allowed us to craft dynamic video content that not only featured CAP COM but integrated the brand into every storyline and emotion-filled moment of the season.
Our commitment to visibility was comprehensive. From meticulously branded clips featuring the CAP COM logo to custom art and ads strategically placed throughout the arena, we ensured the brand was an integral part of the fan experience. Before each game, as excitement peaked, a CAP COM-branded hype video rolled out, setting the tone and solidifying the credit union's presence at every touchpoint.
The execution
The dynamic ads and hype pieces we created were just the beginning. By leveraging advanced digital strategies such as geo-fenced advertising around the arena and cross-device tracking, we engaged fans not only during the games but also long after they left the arena. This continuous engagement helped maintain top-of-mind awareness among the target audience, amplifying the sponsorship's impact. Along the way, we hit the studio to record a custom rendition of the classic hymn…you know the one.
The sponsorship significantly boosted CAP COM's visibility, weaving their brand into the community fabric. The strategic content and branding efforts led to an undeniable lift in brand awareness—a testament to the power of a well-executed sponsorship strategy.
Key takeaways
From this experience, a few key insights emerged:
Strategic Fit Matters: Broad sponsorship is only suitable for some goals. If the objective is specific like promoting a financial product, narrower, more targeted activations might be more effective. However, aligning with a well-known sports team can be incredibly beneficial for raising brand awareness.
Engagement is Crucial: Deep engagement is necessary to benefit from a sponsorship truly. Refrain from relying on the sponsored party to promote your brand passively. Ensure that every possible asset and angle is leveraged to showcase your brand.
Mutual Benefits: Approach sponsorships confidently, recognizing that your brand also adds value to the sponsored entity. This mindset fosters a more collaborative and productive relationship.
