Innovative Partnerships Group implemented its proprietary Partnership Intelligence^TM, our state-of-the-art naming rights system that does the following:

• Builds a top-tier list of targeted naming rights prospects beyond local market.
• Identifies non-traditional industry categories.
• Identifies companies that are new to sponsorship/naming rights partnerships.
• Creates a customized collateral platform that initiates seamless and enthusiastic first contact to C-level decision makers.
• Creates a lead generation system to track, measure and respond appropriately.

This approach steered Innovative Partnerships Group to DaBella, a home improvement services company headquartered out-of-market in Austin, Texas, but with roots in Portland. After an initial video email piqued the company’s interest, we started the process of building a comprehensive “lifetime value of a customer ROI model” that went beyond a typical impression-based naming rights valuation. Innovative Partnerships Group also leveraged its brand equity lift tool to show how the marketing mix assets of the naming rights program provide a much greater return than traditional digital and media. Finally we included additional modules in the Partnership Intelligence suite of services, unlocking extra value for DaBella.