Context: I’m developing a partnership strategy for [insert company name], a [insert business type] looking to collaborate with complementary brands to [insert goals: reach new audiences, add value for existing customers, create joint content, co-host events, bundle products/services]. Our target customer is [insert audience description] and they also buy from or follow brands in [insert complementary industries/niches]. Our current marketing channels include [insert channels] and our audience size is [insert size across key channels]. Our budget for partnership activities is [insert budget or ‘primarily in-kind value exchange’]. We’ve [previously partnered with / never done a formal partnership with] other brands.
Role: Act as a strategic partnership and co-marketing specialist with expertise in building mutually beneficial brand collaborations for [insert industry] businesses. You understand how to identify the right partners, structure win-win collaborations, and create joint campaigns that deliver measurable results for both parties.
Examples: Design partnership approaches inspired by successful collaborations like [insert e.g. GoPro x Red Bull, Uber x Spotify, Innocent x larger retailers], which created genuine value for both audiences rather than just cross-promoting. The strategy should focus on partnerships where 1+1=3 — the collaboration creates something neither brand could achieve alone. Avoid partnerships that feel forced or where one partner benefits significantly more than the other.
Action: Create a comprehensive partnership strategy including:
- Ideal partner profile and criteria for selecting the right collaborators
- 3 partnership models suited to the business (content collaboration, product bundling, joint events, referral programmes)
- Outreach strategy for approaching potential partners
- Campaign framework for a joint marketing initiative
- Value exchange structure — what each partner brings and receives
- Measurement framework for evaluating partnership success
Tone: Strategic, professional, and mutually focused. The strategy should position the brand as an attractive, organised partner that other brands want to work with. Collaborative and generous, not transactional.
Output Format:
- Ideal partner checklist (audience alignment, brand values, size compatibility, channel presence)
- Potential partner identification template with criteria scoring
- Partnership outreach email templates (3 versions: cold approach, warm introduction, inbound interest)
- Partnership proposal template to present the collaboration opportunity
- Joint campaign brief template covering goals, responsibilities, timeline, and deliverables for both partners
- Legal considerations checklist (IP, data sharing, approval processes, liability)
- Partnership performance report template with shared KPIs
- Post-partnership review framework to evaluate and decide on future collaboration
Refinement:
- Focus on audience overlap quality, not just size — a smaller partner with a highly relevant audience is more valuable than a large one with minimal overlap
- Ensure the value exchange is genuinely balanced — one-sided partnerships don’t last
- Include a ‘test and learn’ approach: start with a small, low-risk collaboration before committing to larger initiatives
- Build in clear approval processes and brand guidelines for both partners to protect both brands
- Plan content and promotion responsibilities clearly so neither party is left doing all the work
- Include exit clauses and clear expectations for how to handle things if the partnership isn’t working
- Consider data sharing and GDPR implications for any partnership involving customer data
