In the early days of Legacy, sports sponsorship was one of our main pursuits. Over time we grew our award-winning sponsorship division and broadened the reach beyond sport into many different business sectors.
As we grew we became particularly skilled in all areas of sponsorship. Legacy prides itself on helping brands not just select and secure sponsorship but also activate the brand throughout the campaign.
Gone are the days of settling for a logo being visible during the event or on a jersey. Modern sponsorship campaigns are providing business-focused solutions like increasing brand awareness, lead generation and sales, elevating key personnel profiles through thought leadership, amplifying your social media presence, improving the corporate social responsibility perception of your brand, product launches and ultimately building trust with your target audience.
Campaigns include a strategic mixture of communications, content creation, social media management, ambassador and influencer marketing, events and experiential. The right mix of these marketing tools is what makes our sponsorships successful.
The cornerstone in our award-winning campaigns has always been the ability to identify the target audience and create campaigns that speak directly to the problems and needs. In recent years we have complemented our traditional persona research with online data from customer touchpoints with the brands. Increasingly we have seen success by measuring online and offline results regardless of the media being used.
Once you’ve identified and understand your target audience, this makes the activation element of sponsorship more straightforward. Activation is never easy, however if you clearly understand the motivations of your target audience you can tap into this when choosing your method of activation.
Ultimately, a successful sponsorship activation campaign leads to increased engagement between the brand and the target audience. In the old days sponsorship might have been seen as fleeting. Today, sponsorship with activation creates an experience and memories. It’s fair to say that every brand wants to be remembered.
Our approach to sponsorship activation has evolved down through the years. With the variety of media and opportunities available to brands today, there definitely is not a silver bullet solution. One of Legacy’s defining qualities is the creativity and originality we bring to campaign planning and execution. Each time we assemble a team to work on a brand campaign we want to build on our previous success, explore new avenues and go further for our clients.
As we have evolved as an agency we have been able to offer brands a more rounded PR, communications and more recently digital solutions to grow their business. Quite often sponsorship activation goes hand in hand with other marketing activities, such as Digital PR. We have developed our own StorySell model in the Digital PR space to give our clients a way of building their brand online, reaching their target audience, and taking potential customers on a journey with the brand.
Brand perception is still one of the driving forces behind consumer decisions. Sponsorship activation is a great way for people to engage with your brand.
Some of our selected work.
ALDI IRFU Cookbook Launch
Pieta SIGNS of Suicide
ALDI Spring/Summer Wine Showcase Event
Darkness into Light With Pieta House
Lyre’s Launch with Legacy
Dublin is Easing Open