Marketing Partnerships

One of the most effective marketing strategies any business can implement is that of forming partnerships, most notably, joining efforts with nonprofit organizations in the community. There are a number of benefits to doing so.

First, your company positions itself as a ‘good corporate citizen’, part of the community, caring and engaged. Not a bad image to have. You also earn the respect of the people of that organization: the administration and staff, clients and their families, and board members. This could amount to a significant number.

Is there marketing value to your company? You bet. Here’s a good example. Keynote recently brought together four seemingly diverse entities – White House Fruit Farm, Second Harvest Food Bank, Alberini’s Restaurant and WFMJ TV – for an event as simple as an apple dessert recipe contest.

White House will hold the contest and accept food donations the week of the event for Second Harvest; Second Harvest will supply the donation bins at White House; entry fees will be donated to Second Harvest; the director of the charity will be one of the contest judges; Alberini’s will donate gift certificates as prizes and Chookie Alberini will serve as a judge; commercials and promos will run on WFMJ TV and two of the station’s personalities, reporter Glenn Stevens and cooking segment host Regina Reynolds will help judge the recipes.

The publicity for this event will be widespread and all four of the involved ‘partners’ will benefit. We anticipate significant participation by the public.

A company’s relationship with a nonprofit can be a single-event as above, or ongoing. Encouraging your employees to get involved ‘hands on’ is effective as well. Every marketing plan we develop contains a public relations strategy based on this type of partnership. There is no downside.


Remember, good marketing begins at home.