What should partnership content offer different audiences?

Partnership content should offer one consistent account of what the partnership contributes, supported by focused stories that different audiences can use independently. Give employees, external audiences and sales teams relevant pieces without requiring them to watch or share the whole campaign.

Build a shared story with focused supporting pieces

An overarching film supported by shorter, focused stories gives different audiences access to the same partnership story at a useful level of detail. For Wimbledon and IBM, The Frameworks created an integrated campaign centred on a documentary and five short-form videos, or "sets", exploring different aspects of the partnership's commitment to innovation. The content suite included assets for internal and external audiences, alongside sales enablement, and showcased IBM's technology and services.

The Frameworks identified IBM and AELTC team members closest to the Wimbledon story and worked with production partner Content is King to record interviews over Zoom during lockdown. Interviews and archive footage brought out the passion, pride and commitment behind the Wimbledon experience. The practical approach is to establish a shared account of the partnership's contribution, then develop focused supporting pieces around distinct aspects. Different audiences can use relevant stories while retaining a consistent account of what the partnership makes possible.

Sources: How we navigated lockdown to deliver a suite of video content for Wimbledon and IBM, Match point: how The Frameworks created an integrated campaign for Wimbledon and IBM in two weeks

How The Frameworks helps

Showing your partnership's contribution

Your audiences need to understand what your partnership contributes and why it matters to them. The Frameworks works with you to identify the contribution behind the association, drawing on partnership records, interviews and participant motivations. It pays particular attention to the relationship between what the partnership enables and what it says about your brand, rather than treating visibility as the result. Live audience conversations help ground the creative work in the interests of the people you need to reach.

The Frameworks delivers partnership campaign and content strategy, documentary and short-form films, and materials for employee engagement and sales conversations. These give the partnership's contribution a practical role in your communications, from showing event audiences its human impact to helping sales teams explain its relevance to prospective customers. You gain content that makes the association meaningful in the settings where your audiences encounter it, with evidence your teams can use to support the story.

Let’s talk about communicating your partnership's contribution 

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