Featured Project
Intellectual capital is the sum of what a company knows… about its products, about the marketplace, about its past and its future.
Collective experience must be protected and shared. It cannot be allowed to reside with a few key individuals alone. Without a coherent, accessible record, priceless knowledge and experience could simply evaporate should key personnel leave the company.
Corporate sponsorship is an important part of the marketing mix for many large corporations. So when a major pharmaceutical wanted to create a repository for it’s collective experience in this area they turned to me to create a guidebook that would serve as an internal resource for current and future employees.
Working closely with internal corporate communications, I conducted a series of interviews with senior management, independent consultants and external agencies to develop a coherent manual for doing corporate sponsorships their way. Complete with worksheets and legal guidance, the document is a veritable “how to” of corporate sponsorship and preserves the corporation’s intellectual capital in this important area.
