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: [email protected]
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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.
What assets do you have that partners may be interested in?
Groups to report back in 5 mins
Picking the right company and
getting your foot in the door
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?
• 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.
Getting Your Foot in the Door and Selling Your Charity
Discussion
Which companies might be a good link for your charity?