2012 PROFILE
Sally Hancock
Karen Maxwell talks to the director of Olympic marketing for Lloyds Banking Group
What’s your career background and what does your current role entail? I was founder and CEO of Redmanda- rin, a sponsorship strategy consultancy, working particularly with major inter- national brands. I was involved with Lloyds TSB’s tie up with London 2012 and stepped away from the company to run this programme for the bank. My current role covers everything from
our relationship with the London Orga- nising Committee of the Olympic Games (LOCOG) and other stakeholders, how the bank activates its sponsorship both inter- nally and externally and how we deliver the rights we get as a partner, to how we manage, govern, budget, programme and basically bring this partnership to life right throughout the group.
Lloyds TSB was the first sponsor to partner LOCOG, what were the reasons behind this early involvement? LOCOG needed a bank, a telecoms provider and a power supplier early on so certain categories were released to the marketplace. Although Lloyds TSB was a significant bank it was perhaps not the most adventurous. However, when this opportunity arose it was quickly realised that the partnership could be truly transformational –
both internally and externally – and by being first it made a very bold statement of self belief in its own or- ganisation and in the power of the Olympics to deliver great change. To make the most of this partnership
we’re taking a phased approach, which mirrors the public engagement with the Games. Within the next 16 months we will really start delivering against this strategy by engaging with communities around the UK. This will be evident in our partnership with the Olympic Torch Relay, with LOCOG Live Sites, our contin- ued support of National School Sports Week and our Local Heroes programme. All these are locally driven, which really builds on the fact that Lloyds TSB has branches in every corner of the country, top to bottom, side to side.
How do you measure sponsorship success? Measuring success across a whole range of metrics is standard practice at the bank. We work across a system of balanced scorecards that link to a whole set of metrics that are identi- fied, targets set and progress tracked throughout the year. Regarding the 2012 tie-up, we measure across three main areas – all of which have been pretty consistent since 2007.
We encourage our workforce to volunteer within their
communities, consider their own wellbeing and reward and recognise good performance with Games-related incentives
Issue 1 2011 © cybertrek 2011 We look at the incremental business
developed off the back of this tie up. We’re a major supporter of the business opportunities around 2012. Around 650 contracts have been award- ed by the Olympic Delivery Authority (ODA) or LOCOG through the Compete4 procurement programme and we have a banking relationship with about a third of these companies. We measure how the partnership
makes customers think differently – by analysing customer awareness and the amount of consideration towards and the recommendation of Lloyds TSB that occurs as a result of the partnership and our activation of it. We also measure how the partnership
is motivating and engaging bank employees. We encourage our work- force to volunteer within their communities, to consider their own health and wellbeing, and reward and recognise good performance with Games-related incentives.
What are the current trends in sports sponsorship? The sponsorship world has changed a lot in the past 10 years. We’re wit- nessing an increasing shift towards providing brand experiences for a target audience rather than a simple one-way message during a televised advert break. Although there is still a place for that, a decent, well thought out partnership can provide a far richer communicative experience than an ad- vert on the back of a newspaper.
Read Sports Management online
sportsmanagement.co.uk/digital 17
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84