Barclays sponsorship evaluation framework

This article explains how Barclays, the bank, took a new approach to evaluating the performance of sponsorship programmes and presenting the data.

Barclays sponsorship evaluation framework

Rachel Mackie and Simon WatsonBarclays Group and iris worldwide

Summary

Barclays engaged iris Worldwide to develop a process and methodology for evaluating their sponsorship portfolio in December 2013.

The scope of the project was to:

  1. Deliver a framework that was consistent across the organisation and enable the output to be comparable.
  2. Make transparent how the sponsorship contributes to the organisation's balanced scorecard of "5Cs".
  3. Barclays already worked with a raft of research agencies to collect information, but the challenge was to present this back to the business in an engaging manner.

iris Worldwide developed a...

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