Apex Group and SailGP: 3 Key Takeaways From our Conversation with Rosie Guest
In a recent episode of The Sponsor Podcast, Rosie Guest, Chief Marketing and Communications Officer of Apex Group, discusses gender equity, sustainability, and the strategy behind the company's exciting new partnership with SailGP.
On Gender Equity
"Gender equity goes beyond achieving numerical representation; it is about creating a culture that values and supports the contributions of all individuals, regardless of their gender. I firmly believe that when we empower women and provide them with the necessary tools, resources, and support, they can excel in any field, including the traditionally male-dominated sport of sailing. By breaking down gender barriers and fostering a culture of inclusivity, we can unleash the full potential of talented female sailors and create a more balanced and dynamic competitive landscape."
Both SailGP and Apex Group have a huge focus on the environment. ESG services are one of our largest offerings at the group and it involves helping our clients become more responsible as organizations and delivering the reporting and advisory to enable them to do that. Our founder, Peter Hughes, who is still the CEO today, is very passionate about the environment so it is something that is built into our DNA. SailGP is the most sustainable sport out there so those links around climate change and our product are all very well aligned.
On Measuring Impact
Our social media targets and KPIs go beyond impressions and visibility; they focus on meaningful engagement with our content. Sponsorships have proven to deliver the highest return in terms of visibility and alignment with our messaging. It's not just about showcasing our logo; it's about reinforcing our business identity and purpose, which revolves around driving positive change, such as gender equality and environmental stewardship. Our brand survey helps us track changes in people's recognition and understanding of our messaging each year. Additionally, we employ various metrics to measure employee engagement, retention, and brand pride. These areas are our primary focus when assessing our impact.
You can listen to the full podcast episode on Spotify or click the link here.
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