Over 11,000 IT decision makers with multi-million dollar yearly spends gather annually for an up-close look at game-changing innovations in infrastructure, networking, software, and strategy.
HP challenged Freeman to deliver significant revenue and create more value for sponsor partners of the industry-leading HP Discover conference. Working alongside the HP Partner Alliance Team, we identified opportunities to drive revenue and deepen partner commitment.
Designing a more strategic, more profitable sponsorship program
Together, we assessed the current state of sponsorship programs and dreamed up the desired future state. We then built out the strategy and plan, including the value proposition, segmentation of potential sponsors, and required sponsorship sales material — making the whole process seamless and simple for the HP team.
We designed HP Discover sponsorship packages to emphasize value and to better incorporate sponsors within the program. Our efforts focused on customized sponsor content integration, offering solutions from floor positioning to speaking opportunities and beyond. For top-tier partners we aligned partner participation around specific content areas, including demos, sessions, and co-presentations. Partner messaging was extended and amplified through HP Discover Online, exponentially expanding attendee engagement.
Engaging thought leaders and content drivers
As the primary point of contact for all sponsors worldwide from Las Vegas and Vienna to Frankfurt and Barcelona, we managed contracts and handled invoicing and receivables on behalf of HP. On-site, our production teams ensured everything was delivered seamlessly and executed flawlessly.
By positioning sponsors as thought leaders and content drivers within the HP Discover audience and integrating sponsors into the program on-site and online, HP added real value to its sponsorship strategy.
The sponsorship program received a majority of returning sponsors from past years, with sponsor revenue underwriting over half of the total HP Discover event costs.