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Rethinking Media Partnerships
Jen Chapman
Head of Marketing & Communications
FACT
@FACT_liverpool
fact.co.uk
Media Partnerships
What if?:
• You’re not in London
• You don’t have ad budgets
• You aren’t working with big names
• The works are experimental or still in
development
• You don’t have much lead-in time
• You don’t have an established history of media
partnerships
Media Partnerships
What if?:
• You’re not in London
• You don’t have an advertising budget
• You aren’t working with big names
• The works are experimental or still in
development
• You don’t have much lead-in time
• You don’t have an established history of media
partnerships
Here’s two case
studies from the past
12 months..
Both of which start
from really considering
our target audiences
Case study 1
Little White Lies
Little White Lies
Science Fiction: New Death
Group Show: James Bridle, Jon Rafman, Mark
Leckey, Larissa Sansour, Ryan Trecartin, China
Mieville.
Explore how our relationship with technology has
blurred the lines between the real and the virtual.
Dystopian / Experimental / Academic
Little White Lies
Little White Lies
Target Audiences:
Contemporary Art Lovers
Science Fiction Fans
Film Buffs
Little White Lies
Contemporary Art Lovers
Science Fiction Fans
Film Buffs / Crossover Film
Little White Lies
Little White Lies
“the world’s most beautiful
film magazine”
International distribution
Large online film community
55.8k Twitter followers
Little White Lies
• No Advertising • No Exhibition
coverage • Print planned many
months in advance
Little White Lies
Already Planned: Open Call for homemade sci-fi movies to be displayed as part of our exhibition.
Proposal to LWL: This Open Call becomes “in association with Little White Lies”
• Promotes our competition (& exhibition) to a wider, international film community
• Hopefully leads to higher quality content
• Creates more talking points
• Gives the competition gravitas
Little White Lies
Little White Lies
FACT to:
• Host Open Call information on website
• Feature LWL branding in relevant exhibition print and
signage
• Provide technical support for short films and screening
event
• Cover travel for trip to FACT
Little White Lies
Little White Lies to:
• Promote Open Call on social media
• Watch shortlist of submitted films and judge best.
• Visit exhibition at FACT
• Host screening event at FACT to showcase best films
Little White Lies
Little White Lies
Little White Lies
Outcomes
• Sold out screening event
• Beautifully curated exhibition in public area of building
(right in front of the Box Office)
• Opportunity to align FACT with LWL through branding
and encourage cinema audience to visit galleries
• Over 80 film entries from a diverse, international pool of
filmmakers
• Raised awareness of FACT exhibition among film
community
• Established new relationship with LWL
Case Study 2
Grafik.
Grafik.
Type Motion
Archival Show: Over 200 examples of text and
typography used alongside the moving image.
Detailed / Diverse / Niche elements
Grafik.
Grafik.
Target Audiences:
Film Buffs
Literature Lovers
Design Aficionados
Grafik.
Target Audiences:
Film Buffs
Literature Lovers
Design Aficionados (especially typography fetishists)
Grafik.
Grafik.
“home of the world’s most
inspiring graphic design”
International reach
Strong online community
Read by design community
Grafik.
Grafik.
From Grafik;:
• Curate audience friendly part of exhibition to fill The Wall
• Liase with design community and commission content
• Feature two articles about content on Grafik.net
-----
• Feature four preview articles exploring exhibition themes
• Interview exhibition designers for Case Study article
• Social Media support
• Inclusion in newsletters
• Visit exhibition and review
Grafik.
From FACT:
• Credit Grafik as exhibition Media Partner – feature logo
on relevant print, signage and online
• Cover print & installation costs for The Wall
• Provide exclusive video use of clips from exhibition
• Provide clips in suitable format for Grafik.net
• Provide copy for preview feature articles
• Cover travel for trip to exhibition
• Social Media support
Grafik.
From FACT:
• Credit Grafik as exhibition Media Partner – feature logo
on relevant print, signage and online
• Cover print & installation costs for The Wall
• Provide exclusive video use of clips from exhibition
• Provide clips in suitable format for Grafik.net
• Provide copy for preview feature articles
• Cover travel for trip to exhibition
• Social Media support
Grafik.
Grafik.
Grafik.
Grafik.
Grafik.
Outcomes
• Stunning exhibition of posters in our Bar area (so popular with audiences that we auctioned them afterwards)
• Extensive coverage on Grafik’s website, newsletters and social media (ongoing)
• Stamp of approval from sector respected publication & raised awareness of FACT exhibition among design community
• Designers who went above and beyond to impress, and saw value in relationship
• Ease of attracting new sponsors such as GFSmith
• Established new relationship with LWL
In conclusion
1) Integrate with your marketing plans (and your programming conversations)
2) Be proud of what YOU can offer them. Smaller publications are likely to work harder for you
3) Take time to understand which publications your audiences really read
4) Think creatively – it gets your partners excited!
5) Use it to leverage other partnerships and sponsorships
6) Partnerships don’t have to mean money
7) Build equal, mutually beneficial partnerships
8) Be better than I’ve been at recording value and measurements – we will do more in future!
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