Download - Partnerships BritAc & MoL Kate Rosser Frost
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Howtomakeamediapartnershipwork oryou
KateRosserFrostPress&CommunicationsManager
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Small(ish) budget media partnerships examples
5K approx
10K approx
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Museum of London & The Times, a case study
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What Museum of London offered The Times
What The Times took up
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What Museum of London asked for from The Times
What Museum of London got
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Examples of Museum of London logo on Times
events/branded online or print materials
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Examples of Museum of London exhibition
coverage in The Times
Times critic RachelCampbell-J ohnston
picks exhibition as
the week for twoweeks running.
quality coverage during the first half of the exhibitionwith articles petering out after J anuary 2012. It appearsto have played a role in successfully raising initial
than tripling over the first four weeks. Times coverageappeared in three of these weeks.
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Cherry on top of the media partnership!
The Times over Christmas 2011
produced Dickens London
walking map aided by our
cover entirely from Museum of
London Dickens creative.
can extend your reach whoknows what will come out of the
partnership.
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Money?...
Limited budgets
Add value
More creative a roach than sim l
spending money
Extend reach and audience of both
organ sa ons
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Case study of small media
partnership
6,000 advertising (confirmed spend) changed this into a
media partnership (reversed of usual negotiation):
Free ad and odcast romotionsCross branding
Social media and website cross promotionBritish Academy and BBC History Magazine lectures 6/8 peryear
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What can you offer if you dont have any dosh?Space? Collections? Objects? Expertise?
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Do we need a media partner?Will it hel boostour communication or com licate it?Are we set up to support a partnership?
What is our oal with a media artner?
Education, word-of-mouth, data collection, new audience,endorsement?
Who is the best partner for us?Is this promotion/partnership aligned with our mission and goals?
Does our project/campaign fit the media outlets context and editorialtone?
oo a pas exampes o o er par ners ps ey ave one see w a
you can also negotiate.
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Key questions to consider before/during
negotiating
editorial and advertising?
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Can we use the media partner metrics/data? (Useful for future evaluation)
Make a list of everywhere you could be featured or promoted through themedia partner can you be promoted on each platform?
What are the media partner advertising rates? Can you get free contra-advertising? Can you send out marketing through their subscriptions?
Find out what their corporate priorities and objectives are. Do they want toincrease subscribers from a particular audience? Increase web hits?Increase Twitter followers? Tap into what they need as part of yournegotiations.
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Partnershi s
Over the years we have nurtured strong working partnerships with think tanksand universities, in both the developed and developing world. We havepartnered on events and publications and worked together to make the casefor media in development. Some of our trustees and closest advisers areleading development academics.
Their input, and our own growing methodological base, help to inform BBC
Media Action's work, as well as the work of the wider field of international.
http://www.bbc.co.uk/mediaaction/about/how_we_work/partnership
os me a par ners ps or co a ora ons, any ng a w e p
get them something more for their audiences.
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J ust ask, no-one has said no to you until they actually doeven if they do
say no, there still might be something to work with!
Be confident in your pitching and product.
If the artnershi or ne otiations start to feel uncomfortable, ust rene otiate
new terms, you have to look after your brand more than the corporateobjectives of the media partner. Dont be bullied!
Do not compromise your brand integrity, its not worth it not for anypartnership.
Write everything down, sign an agreement
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an [email protected] @katerosserfrost