The reality of corporate partnerships
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Transcript of The reality of corporate partnerships
Developing Successful Corporate Marketing
Partnerships Seminar Thursday 20 October 2011
The reality of Corporate Partnerships
• Finding the right partner: Example of the Dell YouthConnect Strategic Partnership fit
• Negotiating the terms of a relationship• Managing co-branding & marketing: Internal and external
• Dealing with negative press• Evaluating a partnership’s impact and success
Finding the right partner
Identify
Contract Negotiating the terms of the partnership
Thank/ Steward
Research
Plan
Involve
Ask
Dell Giving
Our mission: Make a meaningful difference in underserved communities by using Dell’s technology and resources
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Dell YouthConnect
Getting technology solutions into the hands of young people to prepare them for school, work and life
Impact:•2 million children•$16 million invested •1,000 community & school centers•55 partnership•10 countries
• India, China, Mexico, Brazil, France, South Africa, Morocco, Panama, UK and USA
How we do it: Our model for giving
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Financial
Technology/Solutions
Team member
s
Leveraging Dell technology and resources to help our communities
In FY11, Dell gave $35.1M up $7.7M over prior year, more than doubling donations in the last three years impacting more than
2M children
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Building The Relationship:On going communications are essential to maintain alignment, trust and respect
Managing co-branding & marketing
• Brand identity– Logo, typography, colour, imagery, co-branding,
sub-branding
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Internal Brand:Successful employee volunteering requires a fine balance between the needs of both partners
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External Brand: Thecharitable motivehas to be alignedwith theCommunicationbenefits for thecompany to sustainbuy-in
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Dealing with negative press
“It takes 20 years to build a reputation and five minutes to
ruin it.” Warren Buffett
Evaluating a partnership’s impact and success
• Inputs: Cash, time, in-kind• Outputs: Leverage, community benefits,
business benefits• Impacts: Long-term community and business
impacts
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Make an Impact!