bsbpmg637 engage in collaborative alliances

BSBPMG637 Engage in collaborative alliances
Task 2 – Written Report
Task summary
This assessment is to be completed using the case study provided.
Required
 Access to textbooks/other learning materials
 Access to Canvas
 Computer with Microsoft Office and internet access
Timing
 Your assessor will advise you of the due date of this assessment via Canvas.
Submit
 This completed workbook.
Assessment criteria
For your performance to be deemed satisfactory in this assessment task, you must satisfactorily
address all the assessment criteria. If part of this task is not satisfactorily completed, you will be asked
to complete further assessment to demonstrate competence.
Re-submission opportunities
You will be provided feedback on your performance by the Assessor. The feedback will indicate if you
have satisfactorily addressed the requirements of each part of this task.
If any parts of the task are not satisfactorily completed, the assessor will explain why, and provide you
written feedback along with guidance on what you must undertake to demonstrate satisfactory
performance. Re-assessment attempt(s) will be arranged at a later time and date.
You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt
with unfairly or have other appropriate grounds for an appeal.
You are encouraged to consult with the assessor prior to attempting this task if you do not understand
any part of this task or if you have any learning issues or needs that may hinder you when attempting
any part of the assessment.
Assessment Cover Sheet
IH Sydney Training Services Pty Ltd
RTO Code: 91109 CRICOS Code: 02623G

Candidate name:
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declaration:
I declare that:
 I have read and understood all the information provided in relation to
the assessment requirements to complete this unit, the instructions
and the purpose and processes of undertaking this assessment task
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Task 2 –Written Report
You are currently the project manager and you would like to develop a partnership or alliance with an
existing company or business to increase your own customer base. This can be done through a number
or ways from marketing, sharing adverting costs, sharing the costs of a project or event. You may
choose from one of the following choices:
1. Construction Company
2. Social Media Company
3. Fashion Label
4. Restaurant / Café
5. BYO
 I want to choose second option for this written repot.
 Social Media Company
Any executive or marketing director working in professional services knows how rapidly change occurs
in B2B marketing. And of the various spaces included in most marketing plans, B2B social media wins
the superlative for most likely to change again tomorrow.
The world of B2B social media is frustrating — often leaving marketing directors disoriented because
what was working three months ago doesn’t work anymore. Professionals building their personal
brands face a similar challenge. An endless stream of new features... More ways to analyze data...
Emerging platforms to join... How can you keep up? Inevitably this means that a good B2B social media
strategy requires constant attention and experimentation.
But what if there were some foundations you could always rely on when building your B2B social
media content strategy? In this article, we’re going to look beyond the unpredictable updates that
each platform releases and focus on two evergreen rules that are here to stay.
Rule #1 – Be Human.
Professionals who spend time on social media are doing so for a variety of reasons, ranging from
researching competitors to recruiting new employees. But one business purpose for being on social
media stands taller than the rest — networking with people you know and people you want to know.
Put another way, the chief business purpose of social media is to connect and engage with people.
These people include potential and existing clients, referral sources, other thought leaders and
possible recruits. Social media is so effective because we are always curious about what certain
individuals are doing, experiencing, learning and accomplishing. So if connecting with people is the
driving force behind social media, why do so many firms neglect to humanize their brands in this
space?
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By humanizing your brand on social media, we mean bringing a human touch to every piece of content
you share.
For example, the articles you shared were all written by individuals. Have you tagged them in your
post, highlighting their individual expertise?
And what about your firm’s news? Aren’t most of these updates related to the achievements of
individual people? Have you shared a picture showing them in action?
And finally, are people on social media interacting with your posts? If so, have you responded to them?
All of them? And have you reciprocated the interaction?
On this point we are inspired by the work of Mark Schaefer, who authored the book Marketing
Rebellion: The Most Human Company Wins. On his blog, Schaefer writes, “In the past, our businesses
were built through an accumulation of advertising impressions. Today, our brands will be known, at
least in part, though an accumulation of human impressions.” What Schaefer wants business leaders
and marketers to understand is that the future of marketing is being driven by authentic human
expression.
So when it comes to your B2B social media strategy, highlight the humanity behind your brand.
Allow the voices behind your content to be heard and bring visibility to the individuals at your firm
doing excellent work for your clients.
WHAT TO DO:
 Encourage thought leaders at your firm to become Visible Experts®.
 Tag individuals in every post you share on social media and list them as authors on your website
 Celebrate and promote the achievements of your business partners and clients
WHAT NOT TO DO:
 Maintain overly rigorous standards for sharing content
 Hide who authored content on your page
 Forbid staff from using social media during business hours
Once you have selected an area to focus in, you are to research one of the above categories, and then
develop a Collaboration Agreement in Part C to submit to the intended company. The partnership or
alliance can include one of the following categories:
a. Marketing
b. Advertising
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c. Rewards Programs
d. Events
e. Sponsorship
 Rewards Programs
The pace and competitiveness of social media marketing often narrow our focus to a cycle of making
content and then pushing it through platforms of choice using the latest and greatest best practices.
The potential return on building and serving an audience with this approach is significant. However, as
we look for more ways to compete and more ways to engage, we should step back to evaluate the full
breadth of assets we develop as social media marketers and look to leverage all of them in a unique
way.
Your social media audience and the content you create to engage them are more versatile marketing
assets than you might realize.
The audience you build isn’t only a pool of customers to target. The content you create isn’t simply a
means to engage your audience.
Think of your content as an access road to your audience. If that access road and audience are high
quality, other brands will find value in the path you’ve created.
You can use these assets to extend the impact of your marketing through partnerships, cross-
promotions, and other off-social marketing activities to reach and deepen your impact with audiences
new and old.
5 Types of Joint Campaigns
The heart of this approach to marketing is the classic idea of bartering. Your audience and your
content have value, and you can trade that value to another brand to advance your strategic goals.
That said, you must make these trades in a way that doesn’t compromise the integrity of your brand,
or the trust you worked so hard to build between your brand and your audience. When a trade is
done well, your audience should actually benefit.
From a high-level perspective, these trades usually involve one of the following:
Partnerships: You enter into an agreement (formal or informal) to jointly pursue an objective with
another brand for the long-term. Along the way, you share rewards like revenue or leads.
Collaboration: You join forces with another brand to work on a short-term project or campaign, and
share the rewards. The popular practice of co-branding falls under this category, though the true
scope can be deeper.
Cross-promotion: You and another brand agree to promote each other’s products and services to
your respective audiences.
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Content placement: You and another brand agree to periodically share each other’s content with
your respective audiences.
Value-add: When making a deal with another brand or vendor, you use some level of access to your
audience as a negotiating tool.
All of these potential opportunities hinge upon respecting your audience. If one of these opportunities
doesn’t bring value to your audience or compromises the trust they placed in you by supporting your
brand, you’ll ultimately poison your own well. When successfully executed, however, your audience
will celebrate your willingness to innovate and collaborate on their behalf.
Examples of Successful Joint Campaigns
Some of the most successful brands in the world use this strategy to unlock new opportunities for their
businesses. To illustrate, Taco Bell partnered with Frito-Lay to produce the Doritos Locos Taco, which
sold 450 million units and led to the hiring of 15,000 more people less than a year after its
launch, according to Fast Company. Leading up to that success, though, were dozens of iterations
where both Taco Bell and Frito-Lay insisted on developing a product that didn’t compromise the
quality of their brands.
In other words, the Doritos taco still had to match the experience of eating Doritos. Simply slapping a
logo on the packaging would have sabotaged the goals of the partnership for both parties, so they
worked together to develop a stellar product experience that got both of their audiences excited.
Campari Group, one of the world’s leaders in spirits with brands like Wild Turkey and Skyy Vodka under
its umbrella, ran a campaign where the comic book character Deadpool took over managing the social
media accounts for the tequila Espolòn in the runup to the release of the film Deadpool 2. Deadpool
made posts, in character, to the Espolòn pages and was featured in a limited-edition DeadpoolEspolòn
box set.
Dave Karraker, vice president of communications at Campari Group and one of the architects behind
the campaign, told me that not only was the campaign designed to generate interest and engagement
for Espolòn’s social media, but the product tie-in gave Espolòn access to premium display placement at
stores across the United States. At the same time, the Deadpool brand managers were able to build
interest in the new film.
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Both of these examples show how different brands can come together to serve their audiences in new,
beneficial ways. The relationships may be complex and take time to structure, but the joining of forces
and the recognition that they’re targeting similar audiences but aren’t competitors are powerful. And
their fans benefited just as much as the businesses, because these collaborations and partnerships
meant new products and additional entertainment.
Your brand, big or small, has access to similar opportunities.
When you look at the landscape of brand-to-brand collaborations, the work between international
businesses can make the scale of these marketing campaigns appear out of reach.
Yes, the Deadpool collaboration with Espolòn was the joining of two brand titans, but partnerships
don’t have to operate at this scale to be effective. Several small businesses are applying the same
principles in myriad ways.
The husband and wife team behind Inverted Gear, a Brazilian Jiu-Jitsu brand, uses collaboration with
martial arts content creators and business owners to tap into new customer markets.
Their diverse strategy includes co-branded apparel products worn by instructors and event organizers,
such as a Greenland-themed kimono to celebrate their growing martial arts community. They co-
developed content and videos with those instructors as well.
Through Inverted Gear, the martial artists get access to new audiences while Inverted Gear uses the
relationships to deepen community ties.
Many of the Inverted Gear relationships with instructors and athletes begin with basic
sponsorships and grow into content sharing, product co-branding, and more involved
collaborations like documentaries.
Collaborations can also start out as classic social media marketing initiatives.
The PT Services Group, a B2B appointment-setting firm based in Pittsburgh, used thought leadership
content developed for industry publications to build new industry relationships. What started as a
guest blogging-style relationship grew into industry event invitations and offers for speaking gigs from
those publications, all of which were major wins for the PT sales pipeline.
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Part A - Identify opportunities for collaboration and develop collaborative alliances
Create a Partnership and alliance registry for 10 separate businesses that connect to your business
case study. In creating the registry make sure to:
1. Identify and evaluate opportunities for collaborative alliances according to organisational and
program objectives
2. Identify and evaluate potential collaborators according to organisational policies
3. Initiate and develop relationships with potential collaborators according to organisational
policies and procedures
Please follow the template:
Partnership Register
Numbe
r
Name Type of
Business
Product
s /
Services
Current
Marketing
Current
Advertisin
g
Benefits Negatives
1 Google Social
networkin
g sites
Social
Media
Marketing
strategies
Business Control
cost
efficiency
No
guarantees
2 Tweeter Reach a
target
audience
through ads
Online
Social
Media
Latest news
and other
advertisemen
t
News and
Knowledg
e
Immediacy Company
communicate
d not trusted
3 Faceboo
k
Network Online
Social
Media
Latest
Updates
Image
sharing
and
electronic
work
In Demand Takes time to
scale
4 Wikipedi
a
Research Online
Social
Media
Latest News
and research
work
Research
works
Scale
Control
Clutter
5 Instagra
m
Image
sharing
sites
Online
Social
Media
Current
affairs
Sales of
multiple
items
Key role in
most sales
Poor
credibility
6 YouTube Video
hosting
sites
Online
Social
Media
Latest Videos
and updates
Latest
Informativ
e videos
Transparen
t and lives
on
Declining
Response
rate
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