Commercial Consultancy
Kaelo Commercial Consultancy works with rights holders to identify the true sponsorship value of their properties and then packages these rights to maximise their income.
Case Studies
Sanlam SA Fashion Week - positioning and property selection
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The insurance industry has become a highly commoditised industry along with many other financial services. In order to communicate with clients and potential clients it is vital that they connect with them in a meaningful and differentiated manner.
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Broadcast Sponsorship
A particular speciality is broadcast sponsorship where Kaelo brings unique insight into the negotiation and purchasing equation. As part of this process we couple creative concept with commercial requirements enabling us to secure the most effective and efficient broadcast sponsorship elements for our clients.
Kaelo has internally developed a number of broadcast sponsorship models which we implement on behalf of our clients, they are as follows:
These models are all complementary to the above sponsorship tools and are used to integrate broadcast sponsorship as part of the overall sponsorship strategy.
Current properties represented:
Kaelo has internally developed a number of broadcast sponsorship models which we implement on behalf of our clients, they are as follows:
- Leveraging Model
- Exposure Model
- Borrowed Imagery Model
- Sponsortorial Model
- Extension Model
- Campaign Model
These models are all complementary to the above sponsorship tools and are used to integrate broadcast sponsorship as part of the overall sponsorship strategy.
Current properties represented:
- Kaelo - Stories of Hope – establishing and managing the relationship between Kaelo Worldwide Media and our partners participating in the series. Kaelo - Stories of Hope is made up of 5 media platforms, including Television, radio and print through which our clients showcase best practice in the industry of CSR/CSI, where they work together with the communities to build a brighter future. We assist in identify stories and produce television and print content, telling the stories in an engaging way from the beneficiaries perspective.
- The Comrades Marathon - Broadcast agent for tThe Comrades Marathon, South Africa's most prestigious athletics event and one of the biggest sporting dates on the local calendar. KWM are charged with managing the broadcast rights of Tthe Comrades Marathon, which includes liaising with the national broadcaster, the SABC and the sponsor on the design and structuring of the commercial packages surrounding Tthe Comrades Marathon, pre race, on the day and post race day to ensure that broadcast sponsors get a package that can be tailor made to their specific needs. A full post event research synopsis is done to analyse what worked for each respective sponsor.
- African Marathons – Commercial partner to the Kilimanjaro Marathon & Vic Falls Marathon. We are the point of contact for identifying, researching and securing sponsors and broadcast partners within the Tanzanian & Zimbabwean businesses. We manage the relationship between the rights holder and the sponsor and consult to them with regards to leveraging their association, literally from start to finish. KWM are also the production house for the 26 minute highlight show that goes out on SuperSport post each event. Both events have given us enormous exposure in terms of dealing in Africa and forming close working relationships with Creative & PR Agencies through to Blue Chip Corporate.
- Sanlam SA Fashion Week – Identifying key brands that have a strategic fit to the property and are able to leverage their brand positioning at the event. Managing the delicate balance between SSAFW and Sponsor's needs, while continuously nurturing the relationships between both parties to ensure a consensus is reached. Ensuring sponsors receive maximum exposure throughout the year and advising sponsors on how best to leverage their sponsorship further through unique tailor made opportunities that are customised per sponsor.
- International Marketing Council – Identifying, researching and securing sponsors and broadcast partners for the IMC brand champions project in order to help create a country Alive With Possibility. Managing relationships between sponsors, Kaelo Worldwide Media and IMC as well as Consortium members G