PARTNERSHIP MARKETING AND CORPORATE ENGAGEMENT TECHNIQUES (A003)
Atlantic Workshops > Public and Non-Profit Partnerships
WHY SHOULD YOU ATTEND?
Corporate partnering and other forms of collaborative arrangements have emerged as a critical component of the marketing mix for any public sector or non-profit organization looking to realize communications efficiencies, leverage resources and influence difficult-to-reach target markets.
This advanced-level educational program is specifically designed for mid to senior level managers that are responsible for managing multi-faceted communications initiatives. It will help you establish a strategic direction for your partnership initiatives and lead you through a step-by-step process for identifying and prioritizing partnering opportunities, negotiating, managing and demonstrating the value of your partnering arrangements. The course materials will guide you through the development of your own plan.
The program will also use several case studies to explore how strategic corporate partnering initiatives were developed from the ground level to achieve various social marketing and communications objectives. It will demonstrate how a strong sense of strategic direction can help you select the right partners and negotiate agreements that directly contribute to organizational objectives.
The workshop will combine formal instruction with group discussions, case studies and practical exercises in order to provide participants with immediately actionable new skills and knowledge.
WHAT WILL YOU LEARN?
- How market dynamics and consumer expectations are changing the way organizations are communicating with their stakeholders;
- The role of partnerships in influencing and moving target audiences along the causal chain of changed behaviour;
- A 7-step process for establishing strategic communications partnerships in a public sector environment including setting realistic and measurable objectives, identifying and prioritizing potential partners, identifying "value propositions", building rapport, developing compelling proposals for private sector and other potential partners and managing collaborative arrangements;
- How to gain internal buy-in for partnering initiatives;
- How to develop guidelines and policies to govern collaborative arrangements;
- How to measure the value and impact of partnering arrangements.
Agenda |
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8:45 - 9:15 |
Introductions Workshop objectives and agenda overview. Participants' introductions and expectations. |
9:15 - 9:45 |
The Role of Partnerships in the Marketing and Communications Mix Why partnerships have emerged as a core marketing and communications tactic. The benefits of partnering arrangements in relation to other marketing and communications tactics. |
9:45 - 10:30 |
Introduction to the 7-Step Partnering Process A review of the detailed process behind successful partnering arrangements. Strategic considerations for launching a partnering initiative. Setting strategic objectives for your partnership program. Exercise: Setting Partnership Objectives |
10:30 - 10:45 |
Break |
10:45 - 12:15 |
Identifying and Prioritizing Potential Partners Establishing partnership selection criteria based on desired outcomes. Techniques for researching and prioritizing potential partners. Group Exercise: Partner Prioritization |
12:15 - 13:15 |
Lunch |
13:15 - 13:45 |
Partner Recruitment and Negotiation Understanding your "value proposition" and what motivates corporate partners. Techniques for contacting and building rapport with potential partners and negotiating win/win partnership agreements. |
13:45 - 14:30 |
Determining the Value of Partnering Arrangements Understanding the quantitative and qualitative value of partnering arrangements. Determining the "fair market value" of benefits provided / received through partnering arrangements. |
14:30 - 14:45 |
Break |
14:45 - 15:15 |
Activating and Managing Partnership Arrangements Key elements of successful agreements. Partnership activation and management techniques. Measuring partnership performance. |
15:15 - 15:45 |
Partnership Case Studies Examples of public sector partnerships and what made them successful. |
15:45 - 16:15 |
Gaining Internal Buy-In How to move partnerships through a "risk adverse" system. Developing partnership policies and guidelines that reflect your organization's values. Communicating your partnership success stories. |
16:15 - 16:30 |
Workshop Evaluation and Wrap-up |
Instructor
Bernie Colterman
Bernie Colterman is Founding Partner and Director of the Centre of Excellence for Public Sector Marketing, an Ottawa-based consulting and training organization that specializes in marketing communications strategies for the public and non-profit sectors.
When, Where How much?
Date not set
Halifax, Nova Scotia
$675 (+ tax)
Register for a workshop
By mail
The Centre for Excellence in Communications
Suite 214,
223 Colonnade Rd South
Ottawa, Ontario,
K2E 7K3
By email
By telephone
(613) 233 2175
By fax
(613) 233 7617