Recently our client, the IOW Group, was looking to expand the number of partners they deal with to help promote and sell their products.

They asked us to look into marketing assets to support this activity.

There are several issues with partner programs. Businesses can waste a lot of time with prospective partners only to find that they aren’t suitable. This can be for a number of reasons: they aren’t established, they promise the world but don’t have the staff or funding to provide the required support for installation and support for the products, or in real terms, they simply aren’t motivated enough to sell the product. So, the process had to promote the new program and be upfront about the requirements necessary to become a partner.

We wanted to create an identity and name for this so that it wouldn’t be confused with other partner programs.

Doing this would also help to provide strength and stability in the program: give it gravitas and make it something prospects would want to be a part of. A simple intersection device was created that tied in perfectly with the brand.

We settled on Alloy as the name: combining a number of elements to create a substance that is stronger than the individual components pinpointed the partner program precisely and simply.

Alloy: stronger together… would need a number of social creative executions that could be dropped into social feeds over a long period. These could easily be rotated to help keep the message fresh and provide a carousel of messages that would promote different key points: market leading products, staff training, sales support etc.

Dedicated web pages would be required: one for what the IOW Group provides and the other for what was required to become a partner - along with a PDF brochure that could be downloaded for easy access. Pop-up banners to support the sales team, to promote Alloy at expos, was also a requirement

The target was to get three new partners onboard in the first year. This may seem a small number but getting new partners onboard and trained takes time from an already busy team so this was considered a workable goal.

We'd love to come up with ideas and create assets to support your marketing projects. From concept to a finished suit of assets - we can help you deliver success.

Get touch hello@baileycs.com