Maximizing the value of AVMA logo use, sponsorships

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Given the increasing competition for sponsorship dollars in the marketplace, the Executive Board concurred with a recommendation from the AVMA Executive Division to seek outside expertise in this area.

The board approved the hiring of a consulting firm at up to $40,000 to provide valuation services for AVMA sponsorship packages, use of the AVMA logo, and potential online sponsorships. These services will be enlisted annually for the next four years.

To meet the growing needs of the Association and its members, it makes sense for the AVMA to try to increase nondues revenue by seeking, eg, full market value for sponsorships.

During the board meeting, AVMA treasurer, Dr. James F. Peddie spoke in favor of the measure, saying that that instead of each AVMA department seeking funding for various Association activities and projects, the AVMA should pull together or "bundle" these opportunities for maximum advantage.

Consultants will work with AVMA staff to develop marketable sponsorship and logo usage packages. Valuation statements on the AVMA logo will cover uses from public education and awareness campaigns to licensing for special uses such as uniforms.