Developing effective co-branding projects
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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
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
- 4. What is co-branding? ‘co-branding is the practice of using multiple brand names together on a single product or service’
- 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)
- 6. Forming your idea: What assets do you have that potential partners will be interested in?
- 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
- 13. Picking the right company and getting your foot in the door
- 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.
- 16. Discussion Which companies might be a good link for your charity? Groups to report back in 5 mins
- 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
- 18. and to finish…