This document summarizes a presentation on developing effective co-branding projects. Some key points include:
- Co-branding involves using multiple brand names together on a product or service. It can generate donations, raise charity awareness, and allow borrowing of a partner's media.
- Charities should identify assets like their logo, stories, patrons, employees, and advertising space that potential partners may find valuable.
- When selecting partners, charities should consider companies interested in brand building, appeal to the charity's target audience, and have supply chain links. Protecting the charity's brand is also important.
- Getting buy-in involves targeting large companies and agencies, clearly communicating benefits like audience
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https://bloomerang.co/resources/webinars/
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Please feel free to download, improve, and share the credits.
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Rebrand or refresh. Brand Breakfast, 15 October 2014.CharityComms
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Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
Worksheet - Make Yourself Memorable! – 5 Winning Tactics To Raise More Money ...Bloomerang
https://bloomerang.co/resources/webinars/
Tom Iselin will show you how to increase your likability and “memorability” among donors that will deepen relationships, help you raise more money, and create greater donor loyalty.
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A high level presentation shedding light on what Strategic Planners really do at creative agencies and the importance of consumer insights in the world of planning. It is an interactive presentation with a 'Guess the insight' section at the end.
Please feel free to download, improve, and share the credits.
In 2014 I uploaded my personal CORE process to SlideShare. It propelled my narrative to where it is today. I am doing it again now in 2019 knowing that it will do the same. CORE opens a portal into the next phase of the reality you want to create.
Mark Ramsey's (http://www.markramseymedia.com) presentation at the 2012 CMB Momentum Conference (http://cmbonline.org/2012momentum) in Orlando. The theme is "Betterness" - the real business of Christian radio - and perhaps all radio.
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Visit the CharityComms website to view slides from our past events, see what events we have coming up and to check out what else we do.
http://www.charitycomms.org.uk
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Developing effective co-branding projects
1. Developing Your Brand and Image Conference
30 March 2011
Developing Effective Co-Branding Projects
CharityComms is the professional membership body for charity communicators. We
believe charity communications are integral to each charity’s work for a better world.
W: www.charitycomms.org.uk T: 0207 426 8877 E: emma@charitycomms.org.uk
2. Developing Effective Co-Branding
Projects
Jill McCall: Brand Manager Cadbury
Karen England: Fundraising Director Make-A-Wish
Foundation UK
3. Structure of the Session
What is co-branding? Why do it?
Forming your idea: what assets do you have that
partners will be interested in? – Discussion
Picking the right company and getting your foot in the
door – Discussion
Managing co-branding projects
5. Why develop a co-branding project?
• Donations
– Lump Sum donations
– Percentage of profits from the sale of a
product
– Join up with wider company volunteering
and fundraising initiatives
• Raising awareness of your charity
• Opportunity to borrow your partner’s
media to advertise your initiatives (e.g.
facebook page)
7. Your logo
Putting your logo along with a donation message on a pack can help
build brand health
consumer response: ‘it’s great that Cadbury are helping a charity’
A logo & donation can demonstrate
even greater value for money at a
higher recommended retail price
It can get display space in-store (especially
if it’s a charity that the store are also linked
to)
It can help drive appeal with a particular target audience who resonate
with the cause
Do you know how many people are
aware of your charity and what it does?
8. Your Stories
• Most advertisers will want to create an advert that elicits some kind
of emotional response
• Why? Because if an ad can elicit these kind of responses….
• It’s more likely to be remembered than if it elicits this kind of
response…
• What stories do the people you help have?
9. Your Patrons
• Celebrities can command thousands of pounds just to send out a few
tweets on behalf of a brand
• Access to a charity’s patrons can be very attractive to companies
Justin Fletcher: Patron of Make-A-Wish (who plays
Mr Tumble on the BBC) did an interview with
Mumsnet on behalf of Cadbury Wishes
10. Your People
• Every large company will have a sales force that they
want to motivate
• Having people along from your charity to present at
sales conferences can adds gravitas and motivation to
the event
11. and your advertising space
• Do you have a facebook page?
• Do you tweet?
• Do you send out an email newsletter?
• All of these can be of use for your co-
branding partner to talk about their
products or your partnership
12. Discussion
What assets do you have that
partners may be interested in?
Groups to report back in 5 mins
14. Picking the right company
Do They Want to Build Their Brand?
– Target companies that invest money in brand building.
Do your homework – are they advertising? Are they
launching new products?
Who Does Your Charity Appeal to?
– Are there any obvious links? E.g. children’s charities
and children’s products. Animal charities and petfood?
However, don’t be constrained by this – e.g. Innocent
and Age Concern isn’t an obvious pairing
Are There Links With Where A Company Sources it’s
Raw Materials?
– E.g. Cadbury do a lot of work in Ghana because it’s
important that we look after the communities that
provide our cocoa
Remember to Protect Your Brand Too
– What’s their company known for? Do you want to be
associated with it?
15. Getting Your Foot in the Door and Selling Your Charity
• Think Big
– Companies can’t support lots of small scale initiatives so
make sure your idea is big enough to make it worth their
while
Link with agencies
– Brand Teams will brief agencies to come up with
communications ideas for them so it’s often much better to
speak to them
– Do you work with an advertising agency? Speak to them
about other clients of theirs that would be interested in joining
up with you
• Know your selling points
– Who does your charity appeal to, what proportion of the
population are aware of your charity and what it does?
– Present images to give people an idea of what they could do
with you. Show them what you’ve done with other companies
• Go via your company’s customers
– If the request to link with a charity is coming from one of their
big customers, companies are far more likely to listen.
17. Managing the partnership
• It is a partnership so keep your partners best
interests at heart
• Be clear about roles upfront e.g. do you need
approval? What on? How long do you need to
feedback? Who will do it?
• Be as flexible as possible