Asset-Based Partnerships

Context

The problem with a check and a banner

St. Elizabeth Sports Medicine wanted to expand its high school partnerships, but only 15 of 28 (54%) of schools were actively aligned with the program. For five consecutive years, the organization attempted to grow coverage using the traditional RFP model that offered free athletic trainers, physicians, and sponsorship dollars. Not a single new school was added during that period. The approach had become transactional and undifferentiated, essentially a logo for payment exchange that any competing health system could replicate. The model was difficult to scale, provided no meaningful competitive advantage, and positioned St. Elizabeth the same as every other regional provider pursuing the same schools.

Action

Building partnerships schools wanted to keep

I created a new partnership model that moved St. Elizabeth away from transactional sponsorships and toward relationship‑driven, asset‑based integration. We continued to provide athletic trainers and physician support like every other health system, but instead of relying on the traditional RFP process where a check was written to the school, I built a structure that focused on what schools actually needed and valued.

I met with each partner school to understand the gaps they could not solve on their own. Many needed help with marketing, design, and facility improvements, and they lacked the resources to make those upgrades. We supported them with custom gym padding, new scoreboards, equipment, field and fence wraps, golf carts, and other high‑visibility assets that strengthened their identity and carried the St. Elizabeth brand in a permanent and meaningful way.

Result

The new partnership model produced immediate and sustained growth, adding 8 new schools in less than two years. Schools began promoting the partnership model on their own. Demand outpaced capacity, forcing us to delay new signings until we could hire additional athletic trainers and physician coverage.

Before & After

SPS Gym

Sponsor pad refresh, gym right side

SPS Gym

Sponsor pad refresh, gym left side

Boone County HS · Baseball

Boone County HS · Baseball

Boone County HS · Softball

Boone County HS · Softball

Holy Cross HS · Primary Scoreboard

Holy Cross HS · Primary Scoreboard

Holy Cross HS · Secondary Scoreboard

Holy Cross HS · Secondary Scoreboard

NDA HS · Primary Scoreboard

NDA HS · Primary Scoreboard

NDA HS · Secondary Scoreboard

NDA HS · Secondary Scoreboard