Program Management of Global Brand Relaunch
We were asked to support the WTA Ventures team by developing and executing an operational plan for the complex brand launch within 90 days. This included coordinating activities and messaging across departments and aligning initiatives leading up to the global launch.
The Approach
Our approach started with 1:1 interviews to gain a deep understanding of each departments’ requirements, dependencies, questions, and capabilities across brand, marketing, PR/communications, tournaments, merchandising, player marketing, digital/social, and partnerships and then using this knowledge to develop a comprehensive strategic plan to guide the global roll out of the brand.
The Strategy
We were able to drive outcomes for the WTA brand team by quickly aligning stakeholders to a unified vision and set of goals, and streamlining progress tracking through our custom program management systems. The processes and workflows we implemented through this project were designed to empower the marketing team to execute future large-scale initiatives with organizational tools and strategies to enable success.
The Results
In three months, we managed over fifty initiatives across multiple teams including forty real-time tracking of strategic initiatives, crafted brand messaging for players, tournaments and sponsors, mitigated potential risks, and optimized planning to distribute 100+ assets across partners and players for the brand launch.
Our strategic planning, collaboration framework, and support allowed the WTA brand team to focus on delivering for their stakeholders and executing their key initiatives with support from Building3.
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Sponsorship Program Development for America's National Ballet Company
We were asked to create a comprehensive sponsorship offering to support the ABT Partnerships Team in accomplishing their strategic partnership goals.
The Approach
American Ballet Theatre (ABT), one of the world’s premier ballet companies, engaged Building3 to create a comprehensive sponsorship offering to support their strategic partnership goals. With limited internal resources, ABT sought support to translate the key components of their offering into a scalable suite of opportunities for brand partners. Building3’s approach started with mapping internal needs, gaps, and opportunities across sponsorship, marketing, events, and education, then building a foundational strategy, toolset, and sales resources to support sponsorship growth at scale.
The Strategy
We analyzed the ABT brand and programming, along with past sponsorship engagements to identify the best positioning and messaging for the numerous and varied partnership opportunities that exist. This included data and analytics on audience numbers and demographics, social media following, and brand values to create alignment opportunities with future partners. Then we consolidated our findings into a sponsorship presentation and iteratively expanded the presentation in conjunction with the ABT sponsorship team. We also created a sponsorship tracker to provide an organizational tool that gives visibility into all opportunities and allows the sponsorship team to easily communicate across the organization, increasing efficiency and collaboration.
The Results
We streamlined ABT’s sponsorship efforts by creating a master sponsorship deck, consolidating partnership opportunities across digital content packages, performance and post-performance event packages, gala sponsorship, and a custom experience opportunity, setting pricing levels and incorporating key data and analytics to attract value-aligned brand partners. To support the internal partnership team, we created a series of brand-specific proposals, a custom CRM opportunity tracker, and sponsor templates to ensure future deals could be generated efficiently and consistently—empowering ABT’s small team to execute their goals.