Sponsorship ROI: Evaluation & Measurement—It Matters!
Cory Trottier, Marketing Manager, North Carolina Education Lottery
Cory Trottier, Marketing Manager at the North Carolina Education Lottery, discusses the importance of evaluating and measuring sponsorship ROI. Trottier explains how a robust and custom ROI model helps the marketing team assess proposals, negotiate stronger agreements, and conduct accurate post-event measurements. This process has made their sponsorship portfolio more profitable by focusing on assets that have statewide impact and using updated media values to optimize their investments.