The first step in our approach was to fully immerse our team in the Frontier brand. We sat with marketing leaders to dive into their brand to gain a true understanding of their goals and objectives from both a marketing and enterprise perspective.
In moving from a regional to a centralized sponsorship structure, it was important to audit their various partnerships to gain a full understanding of their entire portfolio. This allowed Advantage to help consolidate all of their existing partnerships into one centralized system. This holistic understanding allowed us to analyze Frontier’s complete portfolio and asset mix against the goals and objectives developed through our brand integration process.
With a complete understanding of Frontier’s objectives and entire portfolio, we were able to produce a sponsorship roadmap for where to invest, divest and readjust in-line with the go-forward strategy. Laid out within the roadmap were key objectives, priority markets, budget considerations, and target properties.