Cancer Research UK was coming to the end of a number of long term partnerships for their world leading fundraising event Race for Life. Generate's Consultancy team were engaged to review the whole proposition and recommend a new strategy before handing over the baton to the sales division who had the task of delivering against the proposed commercial programme.
The initial piece of work fell to the Consultancy team where the key to success was understanding what Race for Life stood for, accurately valuing the proposition and developing a new partnership structure, including target revenues against each level of the programme.
This new structure needed to not only maximise potential revenues but also to deliver true partnerships with brands who bought into the future needs, visions and goals of Race for Life. Once the strategic work was complete the job transitioned to the Sales team who had to develop a go to market sponsorship strategy to fulfil the new sponsorship structure.
A dual approach was implemented with the existing Cancer Research UK team combining a marketing and direct approach to key target brands within identified sectors. The results speak for themselves and sets up an exciting future for Race for Life.
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