5 Key Takeaways from Tia Bradley's Afrotech Sponsorship with Intuit

Conference season is upon us! While it may be too late to sponsor this year, you can take these valuable insights from Tia Bradley-Davis for your ERG next year. In this blog post, learn how Intuit 's IAAN (Intuit's African Ancestry Network) went from just thinking about attending a conference to sponsoring an entire booth with dozens of attendees.

Tip #1 - Patience & Planning

One of the most crucial lessons we learned from Tia’s experience is the importance of patience and thorough planning. Instead of diving headfirst into sponsorship, Intuit’s ERG chose to first attend the conference to understand its dynamics and potential impact. This strategic move allowed them to gain firsthand experience and valuable insights, which informed their subsequent sponsorship decisions.

While not every company can afford to send a large team initially, consider starting with a smaller delegation. This approach not only helps you gather essential insights but also strengthens your case for future, larger-scale participation. Building a strong foundation through careful planning and incremental steps can significantly enhance your effectiveness and ensure a more impactful presence in the future. Bonus note - #PicsOrItDidntHappen

Tip #2 - Assemble Your Planning Committee

Creating a successful conference sponsorship is not something that you do solo; it requires a team. Tia emphasized the importance of including various stakeholders in the planning process. Here’s a detailed look at IAAN's planning team and at why each stakeholder is crucial for your planning committee:

ERG Leaders

Role: Provide cultural insights and ensure the sponsorship aligns with the ERG’s mission and goals.

Importance: As the primary representatives of the ERG, these leaders offer invaluable perspectives on what will resonate with the target audience. Their insights ensure that the sponsorship authentically represents and supports the community, enhancing engagement and impact. This also serves as added "perks" for the ERG Leadership Team.

ERG Program Manager

Role: Connecting you with the right people across the organization and helping to amplify your efforts.

Importance: ?The ERG Program Manager knows the ins and outs of the organization and can refer you to the best people to bring your sponsorship to life. They help ensure everything aligns with the company’s goals and use their network to promote and support your work, making sure your efforts get the recognition they deserve.

Metrics Tracker

Role: Track and analyze data related to the sponsorship, including engagement metrics, ROI, and overall effectiveness.

Importance: Data-driven decision-making is critical for evaluating the success of the sponsorship. The Metrics Tracker ensures that all activities are measured (and the process on how measurement will take place) and analyzed, providing insights into what worked, what didn’t, and how future sponsorships can be improved. This role is essential for showing the value of the sponsorship to stakeholders.

Talent Acquisition

Role: Use the sponsorship to attract potential candidates and showcase the company as an inclusive workplace.

Importance: Conferences are great for recruitment. Talent Acquisition professionals connect with talent, build relationships, and promote the company as a great place to work.

Talent Marketing

Role: Develop marketing strategies to promote the company’s presence at the conference.

Importance: Effective marketing ensures that the company’s sponsorship is visible and impactful. Talent Marketing professionals craft compelling messages and campaigns that attract attention, engage attendees, and highlight the company’s commitment to supporting ERGs.

Brand Experience Team

Role: Create memorable experiences for conference attendees that align with the company’s values.

Importance: The Brand Experience Team designs engaging and immersive experiences that leave a lasting impression. Their work helps the company stand out from other sponsors, fostering a strong connection with the audience and enhancing the overall impact of the sponsorship.

Design Specialist

Role: Develop visual materials that represent the company’s brand.

Importance: ?Visual appeal is crucial for attracting attention at conferences. The Design Specialist ensures all materials, from booth designs to promotional content, are aesthetically pleasing and aligned with the company’s branding. Their work ensures a cohesive and professional presentation that resonates with attendees.

If you don’t have access to a larger team, don’t worry! Start by identifying a few key players who can wear multiple hats. For example, one person might handle both marketing and metrics tracking, while another could combine the roles of ERG leader and program manager. Remember, even a small, dedicated team can achieve great results with the right planning and enthusiasm!

Tip #3 - Balance Fun and Productivity

Sponsoring a conference doesn’t mean you can’t enjoy it. In fact, having fun is an essential part of the experience! However, it’s crucial to strike a balance between enjoying the event and maintaining professionalism. Here’s how to make the most of both worlds:

• Clear Guidelines for Attendees: Start by providing clear guidelines to your team about what is and isn’t appropriate during the event. Outline expectations for behavior, dress code, and participation in sessions and networking events. This helps everyone understand the boundaries and avoids any potential mishaps that could reflect poorly on your company.
• Blend Networking with Learning: Encourage attendees to take full advantage of networking opportunities while also focusing on learning from the conference sessions. Suggest they attend a mix of workshops, keynotes, and social events.
• Encourage Engagement: Schedule a call with the team to plan out which sessions you want to attend together. Encourage attendees to ask questions, participate in discussions, and share their experiences.
• Plan Ahead: Before the conference, create a plan that includes some fun and productive activities. Where possible, schedule team-building events, dinners, or informal gatherings where everyone from your company can relax and bond.
• Support the Attendees: Some people may be nervous to attend because they won't know what to expect or what the expectations are. Provide support to your team by being available for any questions or concerns they might have. Have a way to keep in touch with each other during the conference.
• Share Experiences: Encourage your team to share their experiences and takeaways from the conference with each other. This can be done through debrief meetings, group chats, or social media. Sharing insights not only reinforces learning but also builds a sense of community and shared achievement.
• Give Permission to Have Fun: Remind everyone that it’s okay to have fun.

Tip #4 - Start Planning Sooner than Later

Early planning is key for a successful conference sponsorship! It gives you ample time to handle logistics, score great deals, and ensure smooth execution. Here’s why starting early is a game-changer, plus some hacks to make it easier.

One major perk of early planning is snagging early bird discounts. Conferences often offer reduced rates for early registrations and sponsorships. Tia shared that they started planning for Afrotech nine months ahead, securing better deals and prime spots.

Early planning also means more time to perfect your strategy. Conduct thorough research, identify your goals, and outline your approach to maximize the conference’s impact.

• ?? Hack: Mark early bird deadlines on your calendar and set reminders to stay ahead!
• ??Hack: Break down your strategy into manageable chunks and tackle one aspect at a time to stay focused and organized.
• ??Hack: Create a countdown calendar and share it with your team to build excitement.

Tip #5- Prepare the Data

Data preparation is a game-changer for your conference sponsorship success! Setting up your metrics in advance ensures high-quality data collection and helps justify your sponsorship. Here’s some tips on how to nail it:

Define Your Metrics Early

Start by identifying key metrics well before the event. Proactive metrics mean meaningful data! Consider these:

• Number of Contacts Made: Track new connections and leads.
• Engagement Levels: Measure booth interactions, session attendance, and social media activity.
• Brand Exposure: Assess visibility through mentions, shares, and media coverage.
• ROI: Compare sponsorship costs to benefits like new clients or partnerships.

Plan Your Data Collection Methods

Decide on tools and methods for data collection. Think about:

• Surveys and Feedback Forms: Immediate attendee feedback.
• Digital Tracking Tools: QR codes, social media analytics, website tracking.
• Manual Tracking: Team members log interactions and observations.

Tip #6 - Deciding Who Attends

AAN nailed it by using their conference sponsorship to boost their ERG! To get the most out of offering sponsored tickets, set some clear qualifications for who can attend.

Start by making sure attendees are active in ERG activities, have professional goals that match the conference’s focus, and have made significant contributions to the company. Prioritize those who are super engaged and ready to take full advantage of the event. Track their participation, get feedback from managers, and find out how they plan to use what they learn.

Create a fair selection process with detailed applications and a review committee to pick the best candidates. By setting these parameters, you ensure the right people go, making the most of your investment and driving both personal and ERG success!

For more insights and inspiration on ERG engagement, check out more of our podcasts and blogs at The ERG Movement and resources featuring the incredible voices of ERG leaders like those from the IAAN ERG AND MORE! While you’re at it, don't forget to connect with Tia Bradley-Davis

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