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The Power of Partnerships Increasing Program Effectiveness Through Collaborative Marketing
About PECI • PECI is an energy efficiency
solutions company
• Private nonprofit with offices in: – Portland, OR – San Francisco, CA – Santa Ana, CA
• High fragmentation and complexity of messaging
• Energy Efficiency ≠ sexy
• Need behavior change, not just a product purchase
• Limited utility marketing funds and expertise
EE-Specific Engagement Challenges
If you want to create change, you need to get the system working in the same direction.
~ Peter Senge
Boundaries need not be seen as separateness, but rather opportunities to form relationships,
exchange information, and grow. ~ Margaret Wheatley
Partnership Challenges • Fear of decreasing competitive advantage
• Time to manage logistics, communications, and decision making
• Differences in culture, processes, language, and perception of power
• Discord due to varying partnership contributions
• Tension between autonomy vs. need for group approval
• Perception that progress is moving slower than it should be
Partnership Benefits • Broadens a company’s marketing reach
• Brings relevance and purpose to co-branding initiatives
• Utilizes experts and their contributions for group benefit
• Uncovers hidden opportunities and latent synergies
• Allows for decreased individual costs
• Builds trust, enabling collaborative innovation
Types of Marketing Partnerships
• A marketing tactic
• A communications platform
• An energy efficiency program
• A certification program
• Energy efficiency itself
Marketing Tactic Partnership
• Home and Garden Show in SLC, UT
• Cross-functional EE partnership
• Centralized energy efficiency hub
• 2010
– ENERGYSTAR Exhibit House
– Shared benefit of coupons and staffing
• 2011
– Aligned bill inserts to incentivize attendance
– Bingo game co-promotion
– Redeemed coupons increased by 573% – Attendance increased by 20%
ENERGYSTAR®
Center
Marketing Program Partnership
• Clothes washer incentive program
• Began in 2007
• 33 electric and water utilities
• Shared administration, marketing and outreach
• Established, trusted network for future synergy and innovation
Traits of Successful Partnerships • Commitment to the partnership
• A collective vision
• A shared code of conduct
• Clarity of roles . . . and acceptance of changing roles
• Consistency in operations
• Knowledge made available to all
• ROI measured and communicated
• A “learning” partnership
References Edmunds, A. & Morris, A. (2000). The problem of information overload in business organisations: a review
of the literature. International Journal of Information Management,20(1), 17-28.
Gloor, P. A. (2006). Swarm creativity. New York: Oxford University Press.
Huxham, C. (Ed.). (1996). Creating collaborative advantage. London: Sage Publications.
Huxham, C., & Vangen, S. (2005). Managing to collaborate: The theory and practice of collaborative advantage. London: Routledge.
Manring, S. (January 1, 2007). Creating and managing interorganizational learning networks to achieve sustainable ecosystem management. Organization & Environment, 20, 3, 325-346.
Mybestseller. (2011). Internet marketing overload. Retrieved October 12, 2011 from http://www.streetdirectory.com/travel_guide/18982/marketing/internet_marketing_overload.html.
Packer, P. (2010). Reaching today's consumer. Retrieved October 12, 2011 from http://ezinearticles.com/ ?Reaching-Todays-Consumer&id=4160437.
Pollack, G.P. The power of partnership brand marketing. (2011). Retrieved October 15, 2011 from http://classic.marshall.usc.edu/assets/002/5154.pdf .
Tinapple, D. & Woods, D. (2003). Message overload from the inbox to intelligence analysis: How spam and blogs point to new tools. The Ohio State University, Cognitive Systems Engineering Laboratory. Retrieved October 12, 2011 from http://csel.eng.ohio-state.edu/woods/data_overload/papers/ messageoverload2003.pdf.
Wheatley, M. (2005). Finding our way. San Francisco: Berrett-Koehler Publishers.
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