SponsorLogic

SponsorLogic, Inc. is an association sponsorship consulting firm that develops, sells and manages carefully tailored sponsorship programs that drive high, incremental and new non-dues revenue; produce measurable, tangible value to association members and sponsors; reflect and protect the values, heritage and industry equity of association clients; produce multi-year commitments from sponsors; and sell and renew quickly.

Association sponsorships created, launched and sold by SponsorLogic for the period 2013-2018 have produced $9.3 million in cash rights fees so far for the firm’s association clients. This work includes 32 three-year sponsor commitments with rights fees ranging from $50,000-$150,000 per year each. The average rights fee exceeds $97,000 per year. SponsorLogic’s highly customized programs have a 96-percent sponsor-renewal rate from 2009 to 2018. These programs are based on pure rights-fee sponsorships with no advertising, exhibit booth-related or transactional elements. All represent new revenue channels to the firm’s association clients and a new means of improving member services, recruitment, retention and workforce development.

All of this happens under strict guidelines set by client associations that protect and respect the members, as well as each association’s unique culture and heritage. SponsorLogic’s methodology is collaborative, respectful, flexible and repeatable.

The most successful association sponsorship program that the firm created, and continues to help oversee and improve, produces more than $1.2 million a year in cash revenue for the client association from a small group of elite sponsors, while adding value to the members. By January 2018, the program was fully subscribed, closed to new participants and sold out through 2020.

In addition to its work for clients requiring program development, process improvement, real-world evaluation, compliance tracking, sponsor competitor reviews, sales and valuation studies/upgrades, SponsorLogic is the sponsorship Agency of Record for:

  • National Electrical Contractors Association (NECA) (2008 to present) – NECA’s 3,800 member firms account for more than 65 percent of all purchasing in the $150-billion electrical power, lighting and communications construction industries.
  • Sheet Metal Air Conditioning Contractors National Association (SMACNA) (2012 to present) – SMACNA membership is comprised of more than 1,800 contractor firms, including 17 of the top-20 sheet metal and HVAC firms, and 25 of the top-50 mechanical contracting firms in the United States.

SponsorLogic has also produced successful work for the Association for Manufacturing Technology’s IMTS (the second-largest trade show in the Western Hemisphere with 1.3 million net square feet and 2,400 exhibitors), Construction Financial Management Association, EDUCAUSE, National Apartment Association, National Association of Home Builders, Hearth, Patio & Barbecue Association, PBS affiliate WTVI, United Way of the Carolinas, PGA Tour, Ladies Professional Golf Association, United States Luge Association, United States Bobsled & Skeleton Federation, United States Curling Association, and more.

The firm also produces compelling and measurable sponsorship opportunities for B2B sponsors. SponsorLogic works with B2B companies at the national decision-making level that market products and services to trade and professional associations and their members, build strong lead-generation channels, convert leads to sales, open new sales and growth channels, and leverage thought leadership into top-of-mind branding, preference and sales. These companies include Schneider Electric/Square D, UPS, 3M, Thomas & Betts/ABB, Southwire, Trimble, Milwaukee Tool, Philips Lighting, Graybar, Federated Insurance, Milliken, Daikin Applied, Titus HVAC, Johns Manville, Trimble and others.

Firm founder and principal Mel Poole also has extensive consumer sponsorship experience, having successfully managed national sponsorship activities for Ingersoll Rand, Mercedes-Benz of N.A., Maxwell House Coffee, Post Cereals, Country Time Lemonade, Warner-Lambert, Mazda, Craftsman, John Deere, Square D, Reckitt Benckiser, Smithfield Foods, Macmillan Publishing, Verizon, Absolut Vodka, Valvoline, Club Car, Conseco Insurance, Total Sports and others.

SponsorLogic was founded by Poole in 1997. The firm is headquartered in suburban Charlotte, North Carolina.

Client Testimonials

"The National Electrical Contractors Association asked Mel Poole and SponsorLogic to objectively revamp its national sponsorship program. Within a few months, Mel inventoried, packaged and valuated NECA's assets in an innovative manner that was compatible with the expectations of its members, executive leadership and the industry. NECA also asked him to sell the new program. We launched sales in the fourth quarter, when most sponsors had already made their marketing commitments for the following year, against a backdrop where media headlines every day were focusing attention on the rapidly faltering economy. The result was that Mel sold out the top-tier of the new program in 10 days. Clearly, the sponsors who came aboard our new program saw the value. They made multi-year, six-figure commitments to NECA without hesitation. We believe that speaks to the clear value that was created within our new sponsorship framework. Mel's work produced a program that is welcomed by all NECA stakeholders and is important to NECA's bottom line. We are seeing new, long-term levels of sponsorship revenue that we would not have thought were possible to achieve. The program continues to grow as SponsorLogic manages it for us. NECA would recommend Mel and SponsorLogic to any organization that wishes to make a positive impact on its long-term sponsorship results."
"Totally revamped United Way's approach to sponsorship, streamlining and packaging assets to attract sponsors and designing programs that deliver measurable value… Also trained our senior staff to understand what it takes to attract, sell and service top-tier sponsors… A knowledgeable, innovative, flexible, hands-on professional every step of the way… Highly recommended."
"Crafted a specific sponsorship-marketing plan that was a huge success in return on investment, raising brand awareness among key customers and opening new business channels … An attentive, conscientious business partner."
"Reacted quickly to changing goals and opportunities while never losing sight of the quality, creativity and integrity Mercedes demands … Resourceful, accessible, energetic … Brought value to Mercedes' motor sports, PGA Tour and ATP Tour sports investments."
"Applied initiative and excellent industry contacts to help launch and manage a new product line… Did a great job of keeping the program on course without requiring day-to-day supervision… Developed and pre-qualified new opportunities and ideas for us that brought tangible value to the program… Applied a professional, relentless, level-headed approach to building our business."
"Created an innovative program to help the LPGA build its brand among sports-marketing decision-makers... Executed the plan with professionalism and tenacity ... A good business partner and a valuable asset to the LPGA."
"Analytical, responsive, intuitive and creative in servicing our needs ... Understood our business and helped us reach our goals … Pleasant and helpful, no matter the circumstances."
Mel Poole

Mel Poole
MP@SponsorLogic.com
(704) 793-4800
LinkedIn
SponsorLogic, Inc.
P.O. Box 4306
Davidson, NC USA 28036

Clients

SponsorLogic owner Mel Poole has national marketing, management, coaching and/or training experience with these organizations:

NECA AMT CFMA SMACNA National Association of Auctioneers EDUCAUSE NAHB IMTS 2014 WTVI IMTS 2012 NAA HPBA IMTS 10 Ingersoll Rand USA Luge NASCAR Dale Earnhardt Inc. United Way Club Car LPGA USA Olympics Valvoline IMTS 08 Mercedes Benz of North America Cliff Drysdale Tennis Verizon Western Auto David Powers Motorsports Absolut Vodka NHRA John Deere Kraft Philadelphia Gear Maxwell House Burris Cagnazzi Racing SportsBusiness Journal Post Country Time Reckitt Benckiser Indy Racing League Mazda NGCOA Dentyne Warner-Lambert Sears DieHard Square D Chicago Pneumatic Conseco

PGA Macmillan Publishing Ogilvy Channellock Tailwind Sports Toolsource.com Hill & KnowltonSmithfield Foods