Event Marketing Report: Canadian Overseas Petroleum Limited Analysis

This report provides an in-depth analysis of the event marketing strategy employed by Canadian Overseas Petroleum Limited, focusing on its sponsorship of the YWCA's 'Walk a Mile in Her Shoes' event, which raises awareness about domestic violence. The report outlines key marketing objectives, including enhancing brand awareness and public relations, and details effective activation tactics to engage consumers. It explores the benefits of sponsorship, such as improved brand perception and sales targets. The report also discusses the importance of media coverage and consumer interest. The study emphasizes the significance of strategic planning and the need for evaluating the return on investment to ensure effective marketing strategies and revenue generation for the company. The report concludes by highlighting the importance of event management in achieving the company's marketing goals.

Running Head: EVENT MARKETING: CANADIAN OVERSEAS PETROLEUM
LIMITED
Event Marketing: Canadian Overseas Petroleum Limited
Name of the Student:
Name of the University:
Author Note:

1EVENT MARKETING: CANADIAN OVERSEAS PETROLEUM LIMITED
Executive Summary
The report mainly focuses on the event marketing strategy that has been taken up by the
Canadian Overseas Petroleum Limited. The study focuses on the marketing objectives that
require to be adopted in the process, along with the activation tactics. The study will enable
the company to achieve what they intend to accomplish in the process. The company requires
to look after the matter so that they can gain popularity in the process. Lastly, the report
establish the importance of the event and the management in the growth process of the firm in
the marketplace and also in revenue generation.

2EVENT MARKETING: CANADIAN OVERSEAS PETROLEUM LIMITED
Table of Contents
Introduction................................................................................................................................3
Canadian Overseas Petroleum Limited......................................................................................3
Marketing Objectives.................................................................................................................4
Activation Tactics......................................................................................................................5
Conclusion..................................................................................................................................6
References..................................................................................................................................8

3EVENT MARKETING: CANADIAN OVERSEAS PETROLEUM LIMITED
Introduction
World Young Women’s Christain Association (YWCA) is the organization that
started a movement which solely works on the empowerment as well as leadership along with
the rights of the women, young women and girls. The association operates in more than 120
countries around the world. The headquarter of the organization is situated in Geneva,
Switzerland. The association started an event which mainly raises awareness regarding the
domestic violence that usually takes place all around the world (Tutty, 2015). The
organization named the event “Walk a Mile in Her Shoes”. In this event, the male workers
walk down the street wearing women’s heel provided by the association so that they can raise
awareness regarding domestic violence. Thus, it can be said that the association took a crucial
step in the growth process and enable them to achieve success in terms of informing the
people regarding domestic violence (Beaumont, 2014). This is necessary for the association
so that they can provide benefits to the sponsors as well, which will help them to expand in
the process.
Canadian Overseas Petroleum Limited
Canadian Overseas Petroleum Limited is one of the junior gas along with the oil
company, which mainly focuses on the Sub-Saharan African region. The company possess its
headquarter is in Calgary, which is situated in Canada. The company trade their shares in the
London Stock Exchange and also in Canadian Securities Exchange so that they can generate
revenue in the market and can achieve success in the process (Canoverseas.com, 2020). This
also helps the company to operate in an effective way possible and hire the experts with the
revenue so that they can expand in the marketplace.

4EVENT MARKETING: CANADIAN OVERSEAS PETROLEUM LIMITED
Canadian Overseas Petroleum Limited mainly follows the strategy which will enable
them to grow in the market and will allow them to achieve success in the process. The
company also hires skilful employees so that they can operate in an effective way possible in
the marketplace. This is vital for the company as they offer extraordinary growth possibilities
in the marketplace so that they can accomplish success in the process (Canoverseas.com,
2020). In the past 2-5 years, the company have made numerable discoveries of the areas so
that they can enhance the growth process of the company so that they can become successful
in the marketplace. This is essential for the company to expand in the market and to achieve
success in the process.
Therefore, it can be said that the company can achieve success in the process and help
them become popular in the market. The company also records data and information so that
they can adopt the strategies accordingly with the help of the information that the company
can achieve from the marketplace (Canoverseas.com, 2020). So, the company needs to look
after the matter so that they can accomplish what they are willing to obtain from the
marketplace. The company also possess shareholders, which will enable them to achieve
success and help them to expand in the global market. This is essential for the oil and gas
company to become popular in the marketplace and can generate revenue in an effective way
possible and let them become successful in the process (LinkedIn, 2020).
Marketing Objectives
There are specific marketing objectives which require to be considered by the
company as they are sponsoring Canadian Overseas Petroleum Limited and the company
need to get some returns on investment at the same time. The marketing objectives that need
to look after in the process are as follows:

5EVENT MARKETING: CANADIAN OVERSEAS PETROLEUM LIMITED
 The company as they are sponsoring the oil and gas company, it is essential for
them to look after the main goal that is to make the people aware regarding the
domestic violence and that is the main reason the company is sponsoring in the
market (Simonson, 2014). This will enhance the position of the company in the
market and help them to become popular in the process. This is essential for the
company to understand so that they can monitor the activities in an effective way
possible so that the main message can be reached to the familiar people.
 The company, as they are sponsoring, requires to look after the process in which
the planning, as well as the operation process, is being done. This enables the
company to expand in the market and to achieve success in the process (Aremu &
Saka, 2014). This is essential for the growth of the company in the market and let
them make success in the process. Therefore, it is vital and necessary for the
organization to understand the outreach to the audience So that they can plan
accordingly and help them to become popular in the marketplace (Cruceru &
Moise, 2014).
 The company also need to look after the media coverage that the organization is
doing whom they are sponsoring so that the company can enhance their image in
the market and enable them to achieve the success in the process. This will
automatically help them to perform the victory in the market and to become
popular in the process (Patti et al., 2017). This will help them to expand in the
market and to attract the customers with the help of the event that the company is
organizing in the market and this will enable the company to generate revenue in
the marketplace.

6EVENT MARKETING: CANADIAN OVERSEAS PETROLEUM LIMITED
Sponsorship Tactic
Depending on the nature of operations of companies there are certain advanatges that
sponsors would be subject to. Thus, it is important to analyse the factors or the expected
outcomes as a result of which a sponsor might be interested to invest in acertain company.
Furthermore, there can be various levels of the sponsorship as a result of which the advantges
experienced by the companies can be different (Dwyer, 2017). Sponsorships can be premium,
platinum, gold, silver and bronze level depending on the budget or the need. The list of 10
benefits that sponsors would be subject to are as follows.
i. Raising brand awreness: The activities that would be carried out by the Canadian
Overseas Petroleum Limited would highlight the sponsors thus, increasing brand
awareness.
ii. Effective PR: With the help of sponsorships, companies can improve on the public
relations that are beiong carried out by the company.
iii. Positioning: An effective position can be developed in accordance wiuth the motyives of
the comnopany that the sposnorsare associated with. Thus, the sponsors can be positioned
in the minds of the custsomers in an effectiebv manner.
iv. Influencing perception: The nature of perception of the consuemrs can be altered with
the help of sponsorship. Negative images can be rectified and positive percpetiosn can be
developed.
v. Sales target achievement: Regarldess of the nature of operations of the sponsors there
are varisou sales targets. Thus, effective sponsorships can benefit the both parties.
vi. Consumer behavior identification: By being in partnership with Canadian Overseas
Petroleum the sposnors can identify trends in the behavior of customers.

7EVENT MARKETING: CANADIAN OVERSEAS PETROLEUM LIMITED
vii. Strategy development: With the help of the above insighst and analysis, the sponsor
company can develop strategies with the help of which the sposnors can develop
strategies of their own.
viii. Development of Business relationships: The sposnors are abel to attract the attention of
the customers, and other organisations who would gain from development of favourable
advantges.
ix. Feasibility study: The feasibility of the strategies and the respsones of consumers aginst
sceratin strategies cane be adjudfged with sponsorships.
x. Pulse identification: The pulse of the market can eb captured by both the companies in
the mutual relationship.
Activation Tactics
Three tactics require to be taken by the company so that they can expand in the
market and can achieve success in the process. This tactics are critical for the company in the
growth process and help them to lure the customers from the market and enhance their
financial position in the market, which will let them achieve the success in the process. The
three tactics that are important for the company to expand in the market are as follows:
 The company requires to activate the brand in the market so that they can reach
the customers, whom they intend to target so that they can expand in the market
and can accomplish the target in the process. This is essential for the company to
understand so that they can grow in the market and can become popular in the
process (Besley et al., 2016). This is essential as customers are the primary source
of people whom the company is targeting in the process. Therefore, the company
needs to understand so that they can become popular in the market as well.

8EVENT MARKETING: CANADIAN OVERSEAS PETROLEUM LIMITED
 The company also requires to look after the interest of the consumers so that they
can understand the taste and preference of the people. This is essential for the
company to know because they want to spread the awareness regarding the
domestic violence and that is essential for the company to understand and plan the
event according to so that they can reach the customers in an effective way
possible and help them to expand in the marketplace (Donlan & Crowther, 2014).
 Lastly, the company requires to look after the return on investment and requires to
calculate it in an effective way possible so that they can expand in the market and
can invest accordingly. This is so as the company is sponsoring the Canadian
Overseas Petroleum Limited to conduct the event which will make the people
aware of the domestic violence as well as help the sponsored company to expand
in the market and to achieve the success in the process (Chenoweth & Lewis,
2013). Hence, the company needs to understand so that they can grow in the
market and can become popular in the process.
Conclusion
In the end, it can be inferred that the company need to look after the matter so that
they can expand in the market and can effectively make the people aware of the domestic
violence that is taking place even in recent time as well. This is important for the company to
understand and requires to monitor so that they can become popular in the market and can
achieve what they are willing to obtain from the market. This will help them to lure the
customers in the process and help them to perform the success in the process and enable them
to generate revenue in the process.

9EVENT MARKETING: CANADIAN OVERSEAS PETROLEUM LIMITED
References
Aremu, M. A., & Saka, H. T. (2014). The impact of information technology on library
management: a marketing perspective. Arabian Journal of Business and Management
Review (Oman Chapter), 4(4), 1.
Beaumont, C. (2014). Fighting for the ‘Privileges of Citizenship’: the Young Women's
Christian Association (YWCA), feminism and the women's movement, 1928–
1945. Women's History Review, 23(3), 463-479.
Besley, J. C., Dudo, A. D., Yuan, S., & Abi Ghannam, N. (2016). Qualitative interviews with
science communication trainers about communication objectives and goals. Science
Communication, 38(3), 356-381.
Canoverseas.com. (2020). Canadian Overseas Petroleum Limited – Canadian Overseas
Petroleum Limited. Canoverseas.com. Retrieved 6 March 2020, from
http://www.canoverseas.com/.
Canoverseas.com. (2020). Our Philosophy – Canadian Overseas Petroleum Limited.
Canoverseas.com. Retrieved 6 March 2020, from http://www.canoverseas.com/our-
philosophy/.
Canoverseas.com. (2020). Shareholder Information – Canadian Overseas Petroleum Limited.
Canoverseas.com. Retrieved 6 March 2020, from
http://www.canoverseas.com/shareholder-information/.
Chenoweth, E., & Lewis, O. A. (2013). Unpacking nonviolent campaigns: Introducing the
NAVCO 2.0 dataset. Journal of Peace Research, 50(3), 415-423.

10EVENT MARKETING: CANADIAN OVERSEAS PETROLEUM LIMITED
Cruceru, A. F., & Moise, D. (2014). Customer relationships through sales forces and
marketing events. Procedia-Social and Behavioral Sciences, 109, 155-159.
Donlan, L., & Crowther, P. (2014). Leveraging sponsorship to achieve consumer relationship
objectives through the creation of ‘marketing spaces’: An exploratory study. Journal
of Marketing Communications, 20(4), 291-306.
Dwyer, S. (2017). An examination of the role of sports sponsorship, and its impact on
consumer behaviour and buyer consumption levels in Ireland (Doctoral dissertation,
Dublin, National College of Ireland).
LinkedIn. (2020). Retrieved 6 March 2020, from
https://www.linkedin.com/company/canadian-overseas-petroleum-ltd.
Patti, C. H., Hartley, S. W., van Dessel, M. M., & Baack, D. W. (2017). Improving integrated
marketing communications practices: A comparison of objectives and results. Journal
of marketing communications, 23(4), 351-370.
Simonson, I. (2014). Mission Accomplished: What's Next for Consumer BDT-JDM
Researchers?.
Tutty, L. M. (2015). Addressing the safety and trauma issues of abused women: A cross-
Canada study of YWCA shelters. Journal of International Women's Studies, 16(3),
101-116.