Sponsorship Reinvention Lab: Dream It. Build It. Sell It.
Just-In-Time Learning Webinar
Still selling sponsorships the same way you did five years ago? A logo on a sign, a mention from the podium and another round of Gold, Silver and Bronze packages might not be enough to win today's buyers.
What if we stopped talking about reinventing sponsorships—and actually reinvented one together?
Welcome to Sponsorship Reinvention Lab: Dream It. Build It. Sell It. This isn't another webinar about why traditional sponsorship packages aren't working. It's a live, interactive revenue experiment where we take one real association sponsorship opportunity and give it a complete makeover.
Guided by Carrie McIntyre of Navigate, participants will help rethink the offer from the sponsor's point of view: What would make a company want to invest? Who is the right buyer? What should it cost? And how do we confidently sell it?
Think live sponsorship makeover meets Shark Tank—with real-world sales strategy, audience input and a practical plan to take back to your association.
You'll leave with a repeatable framework to redesign one sponsorship opportunity, articulate its value, identify prospective buyers and put a sales conversation in motion within 30 days.
Inside the Lab
The Reality Check. Why aren't sponsors buying what we're selling? Start with a quick audience poll and Carrie's perspective from both sides of the sponsorship table.
Dream It. Build It. Watch one real association sponsorship package get reimagined in real time. Together, we'll rethink the experience, the sponsor's business goals, the deliverables and the price.
Sell It. Identify the ideal buyer, sharpen the value proposition and practice the conversation—from the opening pitch to handling objections and making the ask.
The 30-Day Challenge. Turn the ideas into action with a simple roadmap for testing and taking one reinvented opportunity to market.
Learning Outcomes
By the end of this session, participants will be able to:
- Identify why traditional sponsorship offerings may fall short of corporate partners' business goals.
- Redesign a sponsorship opportunity around measurable sponsor value and meaningful audience engagement.
- Evaluate potential buyers, pricing considerations and a compelling value proposition.
- Approach sponsor sales conversations with more confidence, including responding to common objections.
- Apply a 30-day action plan to bring one refreshed sponsorship opportunity to market.
Who Should Attend
- Association CEOs and Executive Directors
- Sponsorship, Partnership and Business Development Professionals
- Meeting, Event and Conference Planners
- Marketing and Communications Professionals
- Membership and Non-Dues Revenue Leaders
- Anyone responsible for creating, pricing or selling association sponsorship opportunities
Session Format
A 60-minute virtual Just-in-Time webinar on Thursday, September 9, 2027, from 12:00–1:00 PM CDT, featuring live audience participation, a real-world sponsorship makeover and practical sales strategies. One example sponsorship opportunity will be selected in advance for the live reinvention.
Registration
Member Investment: $39
Non-Member Investment: $69
New! Yearly Pass Option
Four virtual webinars in 2027 for just $99
Purchase the yearly pass for just $99 to attend four virtual Just-in-Time Webinars in 2027.
One purchase, and Associations North will handle your registrations for all four webinars. No need to register for each one separately. In-person Just-in-Time Workshops are not included.
About the Presenter
Carrie McIntyre
Founder & Principal, Navigate
Carrie McIntyre is the founder and principal of Navigate, where she helps associations grow non-dues revenue by aligning sponsorship, exhibit and advertising opportunities with what industry partners actually value. With more than 30 years of experience in association sales and customer success, Carrie has worked inside associations, sold to them and sold on their behalf—giving her a practical understanding of both sides of the sponsorship relationship.
Known for her approachable, tactical and authentic style, Carrie helps association professionals strengthen sales conversations, improve the sponsor experience and generate revenue without feeling overly salesy. Through Navigate and her Non-Dues Revenue Base Camp program, she equips association teams with practical strategies for attracting the right corporate partners, communicating value and building long-term relationships.
Member Investment: $39
Non-Member Investment: $69
Purchase the yearly pass for just $99 to attend four virtual Just-In-Time Webinars in 2027.
This session is pending for 1 CEU.
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