Using Partnerships to Drive Change

Reach a bigger audience and increase awareness for your cause

Cheryl Lyons

Marketers spend a lot of time focusing on the brands they want to stand out from. Looking to switch things up? Try putting the focus on the brands you could partner with. Strategic brand partnerships allow you to reach a bigger audience and increase awareness for your cause. Take a look at some of the partnerships we formed with our clients at the Colorado Department of Transportation (CDOT) and the outside brands that have helped drive effective change.

Click It or Ticket

Amélie Company

Simply buckling up could have saved the lives of 60 Coloradans in 2016. To better communicate what this number means, CDOT created 60 reflective yellow memorial wreaths and partnered with Bandimere Speedway to install them along the racetrack’s fence. This memorial served as a powerful visual for the importance of seat belts, and images of it were used across different mediums. CDOT’s social posts tagged Bandimere Speedway, garnering CDOT extra reach and helping Bandimere raise brand awareness and sentiment.

320 Movement

Amélie Company

Last year, 17 percent of DUI arrests involved marijuana. To increase awareness and drive change, CDOT partnered with Lyft to offer discounts that encourage marijuana users to plan a ride before they get high. The 320 Movement campaign is the first program of its kind in the country, and gave thousands of people the incentive to choose a Lyft instead of getting behind the wheel high.

Before You Go, Know

Amélie Company

When it comes to a few casual drinks, many people do not know their limit. This summer, CDOT partnered with BACtrack to promote the use of personal breathalyzers. The Before You Go, Know campaign offered a promo code that could be used to purchase a BACtrack breathalyzer at a 20% discount. The promotion raised awareness on the importance of knowing your BAC before driving, and provided a simple, portable solution for individuals to learn their level before getting behind the wheel.

One of the main factors that made these partnerships successful is that CDOT only partnered with reputable brands. It’s important to know how your audience views the brands you partner with, and that the brands have similar values. For example, see Lego’s partnership with Shell for a match gone wrong: It resulted in a lot of backlash for environmental reasons, so much that they terminated it. It’s important to do your homework and make sure both brands benefit from the partnership and that their missions are aligned.

To learn more about how we can use our contacts and partnership expertise to help you drive change, contact us here.