Southwest Airlines sought the help of Navigate Research in order to understand and measure the effectiveness of each of its sponsorships packages.
Southwest purchased Navigate’s online proprietary tool, The Sponsorship Navigator™, which allowed Southwest to evaluate their current and potential sponsorships. The Navigator measured a number of elements, such as– TV, radio, online, social media, signage, hospitality and earned media.
The Navigator allowed Southwest to calculate the fair market value for each of its current and potential sponsorships. In turn, Southwest was able to quickly asses the performance of its packages, as well as evaluate any potential sponsorship opportunities.
“Navigate Research was an integral partner to the success of our Thrivent Racing program. They were a strategic marketing resource and expert who helped us shape our research to uncover actionable insights.”Craig Stacey
VP of Marketing Strategy and Consulting Services