Challenge: At U.S. Travel Association, we had a very large company as an Allied member; this Fortune 100 company also had a number of significant annual sponsorships with our organization. Even though it was an important member, it seemed we were not leveraging the full potential of our agreement and only scratching the surface of our relationship.
Solution: After performing an internal SWOT analysis (Strengths, Weaknesses, Opportunities, Threats), we realized our association could be a stronger partner than any of the company’s other existing association sponsorships. However, we would need to dramatically change our packaging, benefits and pricing. Our plan was to create connections at multiple levels in the company to ascertain their prevailing industry goals and objectives and then design a unique program for each individual team/executive.
Results: After years of personal and business relationships (from the CEOs down through the marketing teams), we forged a foundation of trust and shared goals. This relationship evolved from a $250,000 member/sponsorship to a four-year, $1 million, annual strategic partnership.
“His (Gary's) keen strategic mind is matched by his ability to dive into the details of operations and (provide) rigorous analysis. And all of that is doubly matched by his commitment to fostering a strong community built on respect and the pursuit of excellence, ability to identify partnership opportunities, build deep relationships and execute deals for mutual benefit. I highly recommend Gary as a partnership strategist and motivating leader.”
Rob Torres, Managing Director-Google