UNIVERSITY OF TORONTO MARKETING PROGRAMS TEAM

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1 UNIVERSITY OF TORONTO MARKETING PROGRAMS TEAM We celebrate partnerships. We are profoundly relevant to the university mission. Manage all non-philanthropic revenue generating activities. Specifically through targeted marketing of products and services to the university community. Revenue from these programs supports student and alumni events and initiatives. 1

2 AFFINITY BUSINESS MODEL Products and services marketed to alumni, staff, faculty and students Revenue generated through program participation Revenue used to support alumni programming, divisional events, UTAA and university-wide projects 2

3 AFFINITY PROGRAM CRITERIA In demand consumer product Excellent value proposition Commitment to marketing budget Unique product offer No financial risk to university No direct commercial management by university 3 year commitment Minimum revenue guarantee Incremental revenue growth Ongoing revenue throughout consumer relationship no front end programs 3

4 CAMPUS PARTNERSHIPS Student leaders Senior Administration Local businesses Bookstore University Events Team Procurement Services Alumni Association Athletics & Recreation 4

5 University of Toronto Division of University Advancement ESTABLISHED MARKETING INITIATIVES Marketing Program Opt in established for 240,000 alumni households Established registered affinity crest as partnership identifier Created centralized telephone service to direct all affinity inquiries Date Dear Mr. Sample, Support for your university comes in many forms from donations and government grants to volunteer activities and advocacy. While much of this support is direct, more than 45,000 alumni, staff, faculty and students support U of T indirectly by engaging one of our affinity partners for services such as travel, wealth management, insurance or credit cards. Our Affinity Partners play two vital roles: they offer useful benefits to the U of T family while providing generous support to the University for alumni programs, both university-wide and within our faculties and colleges. Currently, U of T has five recognized affinity partners companies chosen for the quality and integrity of their services. The University of Toronto s offices of Marketing Programs and Alumni Affairs work collaboratively to make the most of these relationships for our alumni and their university. The continued success of these partnerships and the programs they support rely heavily on alumni participation. The office of Marketing Programs oversees the distribution of all affinity program materials; your personal information remains confidential and is never released to any of our affinity partners. A confidential mailing service is employed to handle the mailing of this information. As such, we are pleased to enclose the attached information from, an affinity partner since. We hope you find it valuable, and thank you for appreciating the support that provides your university. For more information about our affinity programs, visit our Web site at Finally, if you prefer not to receive information regarding the university s affinity programs, please contact us at the address below, to the attention of Alumni Records. You can also notify us of an address change at address.update@utoronto.ca. Thank you for your consideration, Kyle Winters Director - Marketing Programs 5

6 PILLAR SPONSORSHIP PROGRAM Centrally managed program significantly augments existing Affinity Programs Revenue supports student & alumni activities Marketing programs office acts as a clearing house and sponsorship development group 6

7 PILLAR SPONSORSHIP PROGRAM A THEMED BASED SPONSORSHIP PROVIDING UMBRELLA SUPPORT TO NUMEROUS EVENTS THROUGHOUT CAMPUS Sponsors looking to heighten profile within university community Theme is developed to strengthen the synergy between the sponsor and the university 7

8 PILLAR SPONSORSHIP PROGRAM No logo practice (no student group will ever be asked to wear a logo from a pillar partner) $100K annually 2,000,000 impressions Developed to respond to the corporate positioning of the sponsor 2 page annual advertising celebrating partnerships in alumni magazine Recognition from senior admin of the value this program brings to the university Support to over 30 student and alumni groups annually 8

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