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Forming effective corporate partnerships


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Eve Riddle, Macmillan Cancer Support and Oonagh Turnbull, Boots

Published in: Health & Medicine
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Forming effective corporate partnerships

  1. 1. Marketing on a shoestring - 2nd DecemberEve Riddle Oonagh TurnbullPerformance Lead Head of Charity and Community
  2. 2. What we want to cover today Forming effective partnerships •Looking for a win:win opportunity •Using insight to establish a focus •Joining two organisations •Creating great content •Challenges and successes
  3. 3. Looking for a win:win opportunity • Pharmacy led healthcare • 40% of people living with business cancer receive little or no information • Customer care at the heart of what we do • Voted UK Favourite charity brand in 2009 • Feel good strategy • Good days strategy • Colleague engagement
  4. 4. The importance of good insight The Insight • Every individual’s experience of cancer is different • People affected by cancer have widely differing needs • There are different reasons why not enough people affected by cancer get the information and support they need, when they need it • But there is one universal truth: the lives of everyone affected by cancer could be hugely improved if they had better access to the information and support they need, when they need it, where they need it. The Proposition • We aim to give everyone, everywhere, access to the cancer information and support they need – in a place that’s everyday, familiar and trusted
  5. 5. Joining two organisations – a shared vision Within 3 years, everyone, wherever they are in the UK, will have access to the best cancer information and support in their community, thanks to the partnership between
  6. 6. Communications Plan - internal April – Stores engagement pack June - Stores conference brochure July/August - Feature in Pulse magazine Permanent feature on Mystorenet & intranet June - Feature in ‘Little Book of Active Care’ July – Miles for Macmillan promotion
  7. 7. Communications Plan - external Parenting Club magazine Permanent content Ongoing - PR May – Health & Beauty magazine feature
  8. 8. ‘Miles for Macmillan’ - a moment in time iconic event
  9. 9. Forming effective partnerships….. •Be clear about the benefits and reasoning •Tie in all the key stakeholders •Use every opportunity for communication •Create iconic events •Be an ambassador •Make people feel proud •Incorporate the work into ‘business as usual’
  10. 10. Any questions?