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!